Wembley Local Area Plan - City of Stirling

economic development
economic development
issues & op portunities
The Wembley Downs Local Area is predominantly
characterised by low density residential
development. There are, however, several
small local centres that service the needs of
local residents, including Woodlands Village
on Rosewood Avenue, Wembley Downs
Shopping Centre and the Flynn Street
shopping area (Herdsman Fresh site).
These local centres serve important
functions in the Local Area. Such centres
provide convenient retail goods and
services and can serve as important
community hubs. The most common
non-residential use in the Local Area is
convenience retail and shopping, and there
are few office precincts within this Local
Area.
Given the Local Area is on the southern
boundary of the City, it is expected that the weekly
shopping needs of residents are best served outside
the City’s boundaries, most likely at Floreat Forum,
which is located within the Town of Cambridge to the south of
the Local Area. Residents living in Woodlands may utilise the
Innaloo Shopping Centre and the future Stirling City Centre for
their weekly shopping needs.
Part of the City’s role is to ensure that the location and function
of the commercially zoned land not only works in harmony with
one another but also integrates with the residential community
surrounding it. These local centres can function as a focal
point or meeting place for the community while also meeting
the functionality of a localised shopping area, as well as being
employment hubs. Many of these centres were first developed
as a ‘corner deli’ and have expanded over time. Such centres
present opportunities to increase the diversity of neighbourhoods,
including the opportunity for more people to access such centres
through increased residential densities in and around the
centre.
This Local Area plan aims to strengthen and consolidate the
already established nodes of local centres within the Local Area,
achieving connectivity and accessibility to these areas by the
local community.
Over 7,000 residents of the Local Area participate in the
workforce, which is over 50 per cent of the total population. Of
the workforce, 57 per cent are employed full-time and 38 per
cent are employed part-time. The average income of residents
of the Local Area is $744 per week, significantly higher than the
City of Stirling average and the Perth region of $516 and $513
respectively.
The four highest employers by industry of residents within the
Local Area include Health Care and Social Assistance (13.5 per
cent), Professional Scientific and Technical Services (12 per
cent), Retail (10.9 per cent) and Education and Training (7.9 per
cent). The three dominant occupations within these industries are
Professionals (33 per cent), Clerical and Administrative workers
(14 per cent) and Managers (13.9 per cent).
Analysis of the qualifications of the residents of the Local Area
shows that there was a larger proportion of people holding formal
qualifications (Bachelor or higher degree, Advanced Diploma or
Diploma, or vocational qualifications) and a smaller proportion of
people with no qualifications. Over 50 per cent of residents held
educational qualifications and 35 per cent of residents had no
qualifications. Of those who did have educational qualifications,
31 per cent were Bachelor or Higher degree, 10.4 per cent
were vocational and 9.9 per cent were Advanced Diploma or
Diploma.
OVERVIEW - SUMMARY OF COMMUNITY CONSULTATION
The consultation relating to the economic environment did not
reveal any substantial shifts from the status quo that presents
itself within the Local Area. The several local centres located
within the Local Area have already been significantly redeveloped
with limited opportunities for the higher densities surrounding
the centres, as per the principles of the State Government’s
Directions 2031. Woodlands Village has been identified as a
centre of priority, meaning a 200m development radius is applied
to the centre, thus allowing the City to consider a higher density
for those properties located within the catchment area.
With respect to the generation of employment opportunities, the
community was supportive of encouraging a mix of uses within
the existing centres to attract employment for locals, noting
that some key services had moved out of the area (such as the
hardware and butcher shops vacating the Woodlands Village
shopping centre). Despite workshop participants wanting to see
a more diverse range of retail outlets and greater employment,
about half (52 per cent) of survey respondents felt that the
Community Top Priorities
1. Support and maintain local community activity
2.
hubs.
Facilitate diverse business and employment
opportunities.
3. Improve and revitalise local shopping centres and
areas.
opportunities to work within the Local Area were about right.
When asked whether survey respondents felt there was sufficient
support for business development in the Local Area, 31 per cent
agreed whilst 48 percent was unsure. The majority of respondents
indicating they are unsure demonstrates a lack of communication
to the public on the resources available for the establishment of a
business within this Local Area. Whether a local, state or federally
funded program, some coordination is required to ensure both
the message and the resources are provided to the community
to assist this endeavour.
Revitalisation of local centres
A point that was echoed within both the consultation workshops
and the survey responses was that of concern with the current
state of the existing local centres. It was identified there is a
strong need to re-energise the appearance of local centres within
the Local Area.
This is a view supported by the City and implemented in part
through the City’s Local Centres Improvement Program. This
program is City wide and commenced in 2000.
The primary objective of this program is to nurture local centres
and their capacity to provide accessible local shopping and
services, local employment and a community focus by:
• Improvements to the appearance, streetscape and image of
centres;
• Improvements to the layout and operation of centres;
• Improvements to the accessibility of centres;
• Identification and response to key issues facing centres.
The City adopts an inclusive process to its urban design studies,
involving both property owners and the local community.
The City has identified various local centres across the City
to participate in this program. The City is currently working in
consultation with landowners of the Flynn Street shopping
City of Stirling
Wembley Downs - Herdsman - Churchlands - Woodlands - Wembley Local Area Plan
March 2013
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City of Stirling
Wembley Downs - Herdsman - Churchlands - Woodlands - Wembley Local Area Plan
March 2013