Local Planning Policy Framework - Moreland City Council

specialist services and entertainment.
Central Coburg 2020 Background Report [ PHASE 1: Research and Analysis ]
? Despite the large range and strongly ethnic mix of shops along Sydney Road the
strip does not strongly attract people to the area. The foundation for shopping in
the area is the supermarkets and easy parking. This in turn supports strip
shopping.
? The retail facilities in the area capture custom from a primary catchment of around
2km with a secondary catchment of around 5km centred on Sydney road.
However there is also substantial leakage to a wide area.
? Shopping in the area is from upper blue and lower white collar workers, with a
third from non-English speaking households. This profile is under a process of
gentrification.
? There is potential future demand for additional floorspace, however this could be
accommodated changes to the existing floorspace.
? The quality of the urban environment is a significant constraint the centre’s
development. Car parking separates the retail stores.
? The dependence on population driven sectors is increasing over time and the role
of manufacturing and related industrial activity as a source of employment is
declining.
? There are more jobs hosted in cental Coburg than employed residents. Central
Coburg provides employment opportunities for people outside the study area due
to changing employment opportunities and a mismatch of workers and their
qualifications.
? Unemployment however is higher than in Moreland or Victoria as a whole. This is
due to the decline of manufacturing in the area and a change in employment
opportunities.
? Industry and manufacturing uses are increasingly unlikely to locate in Coburg. Any
new industry would need to justify the cost of land and would most likely consist of
high value advanced technology manufacturing, office or other white collar
activities or new forms of retail.
Opportunities
? Create a stronger more identifiable retail core focusing on the mall and linking in
the supermarkets with the provision of a high quality urban environment.
? Enhance the presence of community facilities in particular the library in central
Coburg to encourage people to the centre and enable multi purpose journeys.
? Maintain and enhance the mixture of land uses in central Coburg including
increasing the residential presence creating more economic and social activity
throughout the day and night in the centre.
? Ensure that the Pentridge precinct and other commercial areas pose no threat to
the shopfront retailing function of the centre.
? Encourage complimentary uses such as professional services and bulky goods
retailing to locate north of Sydney Road, in a form that does not break up the
continuous built form. Exploit opportunities for residential development in upper
levels.
? Outline Council’s role in supporting the traders and encouraging the development
of potential new markets such as higher end clothing, footwear and homewares.
Central Coburg as a Retail Centre
The Coburg retail centre contains a fascinating collection of architectural styles and
vibrant and diverse shops. The retail services of central Coburg serve primarily as a
local convenience role. The centre’s primary catchment serves a 2km radius
(approximately). There is 42,205sqm of shopfront retail space in the main centre
catering primarily for the food and related demands of the area. Hence the
supermarkets trade very well. Despite a localised catchment there is a high
proportion of car trips. The extensive open lot parking is clearly a plus for the centre,
particularly the supermarkets.
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