VICTORIA QUAY WATERFRONT - Fremantle Ports

COMMERCIAL CONDITIONSThe Working Group has reviewed the commercialclimate within which the Commercial Precinctof the Victoria Quay Waterfront would bedeveloped.Fremantle is coming from a low base of economicactivity. It is important that any development atVictoria Quay not only achieves economic selfsufficiencybut also contributes strongly towardthe future economic sustainability of the entireFremantle CBD.Whilst Fremantle has been identified as aStrategic Metropolitan Centre in State PlanningPolicy 4.2 “Activity Centres for Perth and Peel”(the Activity Centres Policy), it is generallyagreed that it is underperforming in relationto other similar centres throughout the PerthMetropolitan Area. Moreover, Fremantle hasexpressed a desire to achieve a higher status,that of “Primary Centre”. As well as Fremantle,Strategic Metropolitan Centres include:• Rockingham• Joondalup• Armadale• Midland• Morley• Cannington• Stirling• Mandurah• YanchepOf these, Fremantle, Rockingham, Joondalup,Armadale, Midland and Mandurah are able toopen on Sundays for retail trading. This givesthem an edge over competing centres (inFremantle’s case, Booragoon and Claremont).Not withstanding this advantage, Fremantlestill undertrades against Booragoon, whilst alsoexhibiting an under-representation of higher enddepartment stores, relative to both Booragoonand Claremont.With the establishment of the FremantleUnion and the stated objective to undertakecoordinated simultaneous planning of the twoactivity hubs – Kings Square and the FremantleStation Precinct – Fremantle has strong potentialto develop as a true activity centre, where theintense activity is located in close proximity tothe main access/egress points.The 2006 census confirms that the incomedemographic of Fremantle is much lower thanits competitors. Whilst 39% of Fremantle hasa household income below $800 per week,only 30% of Melville residents exhibit the samecharacteristic. At the other end of the scale,whilst only 22% of Fremantle householdsearn more than $1,700 per week, over 30% ofMelville households are in that income category.Hence locations such as Garden City are likelyto be more attractive than Fremantle for majordepartment stores. Such an income differentialcan be addressed by either attracting higherincome residents, or alternatively creating anenvironment where the workers and visitors,other essential elements of the economic cycle,have higher disposable incomes.CHAPTER