visioning & opportunities 3 development

3VISIONING & OPPORTUNITIESDEVELOPMENT

23NORTh IPSWICh RAIL YARDS I vISION PLAN I JUNE 2011

3. VISIONING AND OPPORTUNITIES DEVELOPMENT

3.1.1 VICTORIA AND ALFRED WATERFRONT, CAPE TOWN, SOUTH AFRICA

The Southern hemisphere’s most visited attraction, with 13 million visitors per year, is owned by a consortium of investors, and accommodates retail, residential and tourism within a ‘working harbour’ context.

This example, though substantially larger than the rail yards precinct, illustrates a wide range of successful adaptave reuse of heritage buildings, a high quality, accessible to all public realm, with strong reference to heritage character.

3.1 BENCHMARKING INTERNATIONAL & NATIONAL : VISITATION AND LAND USE MIX

RAIL YARDS17.4 hm

While The Workshops Rail Museum in Ipswich is already one of Australia’s most successful tourism attrac-tions, there is a need to reinvigorate the product offering and attract new target markets in order to continue its success and long-term viability. Over the last three years, the Workshops have seen previous visitation growth plateau, therefore requiring the identification of new ways to attract visitors, expand the target market and encourage repeat visitation to the site.

The significant potential of the rail yards precinct to grow and develop into a regional attraction is identified in the Ipswich Regional Centre Strategy (IRCC - 2008) and in the The Brisbane City and hinterland Regional Tourism Investment and Infrastructure Plan 2008-2018.

Key components:

230ha land parcel

80 restaurants -

40 conference and function rooms -

450 retail outlets -

Aquarium, museum, markets -

9 hotels -

Ticketing occurs at the entrance to individual mu-seum facilities, enabling free access to the public, throughout this precinct.

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3.1 BENCHMARKING INTERNATIONAL AND NATIONAL : TOURISM, VISITATION AND LAND USE MIX

3.1.2 GRANVILLE ISLAND, VANCOUVER, CANADA

Connected by ferry, high speed sky rail and buses to the CBD, this mixed use tourism precinct at-tracts 2.5 million visitors per year and $35 million in taxes.

This example shows a similarity in scale between Granville Island and the rail yards precinct. The extent and mix of facilities and activities and the robust ‘waterfront’ character have resulted in the island realising its full potential as a national and international tourist destination.

Key components:

- 14.2ha land parcel, 84,000 GFA

50 permanent retailers in public market -

Marina -

Emily Carr University of At and Design -

60 Artists in studio -

Community centre -

Theatres -

Boutique shopping -

Restaurants -

Micro- brewery -

hotel -

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3.1.3 AUSTRALIAN TECHNOLOGY PARK (ATP), SYDNEY, NSW

The Australian Technology Park (ATP), 3km’s south of Sydney CBD, features a unique integration of heritage architecture, premium commercial space and state-of-the-art conference facilities on the former Eveleigh rail yards site.

Created in partnership by Government of NSW, University of Sydney, University of Technology Sydney & University of NSW. The Farmers and Artisans Markets attract over 140 000 visitors each year.

ATP is comparable to the study area in both its cul-tural heritage and its scale. ATP illustrates a highly successful adaptave reuse of heritage structures, combined with the latest in technology and inno-vation. With a wide range of venues on offer, ATP hosts an ongoing programme of events and exhibi-tions.

Key components:

- 13.9ha land parcel, approx 222 000m2 GFA

4 conference venues -

Meeting rooms -

4 cafes -

Film & television production -

Business & technology centre (IT, innovation -companies, multi media etc.)

Farmers Markets -

Artisans Markets -

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3.1.4 SOUTH BANK, BRISBANE,qLD

Southbank is the iconic cultural, recreational and celebration centre for Brisbane, approximately 1.5km long by 250m wide. Located adjacent to the Brisbane River, this precinct receives 5 million visi-tors and hosts over 150 events per year.

Southbank is an accessible and integrated pre-cinct, with strong linkages to surrounding suburbs. Like the v&A waterfront, Southbank is completely open to the public, with ticketing accommodated at the entrance to individual facilities .

Key Components: - Approx. 39 ha’s, including;

-17 ha of parklands, swimming beach, accessible 24/7

40 cafes and restaurants, -

Markets, -

Queensland Art Gallery and GOMA -

State Library of QLD, -

Queensland Museum, -

QPAC, -

Griffith University -

Brisbane Convention and Exhibition Centre -

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3.1.5 EMPORIUM, BRISBANE,qLD

The Emporium is a mixed use precinct in Fortitude valley, close to Brisbane CBD.

Though substantially smaller than the rail yards, this example illustrates a ‘city block’ scaled de-velopment that has established itself as a suc-cessful ‘destination’ supporting in excess of 45 businesses.

- 2.2 ha site

35 retail tenancies, -

8 restaurants -

232 dwellings -

Boutique hotel (102 suites) -

3.1.6 BENCHMARK COMPARISONS – SCALE

Scale comparisons between the rail yards and specific smaller scale elements such as street spaces, squares and buildings are illustrated in Appendix 3

Examples include;

- Federation Square, Melbourne

James Street, Fortitude valley -

Stanley Street, South Bank -

Brisbane Exhibition Centre, Brisbane -

GOMA, State Library and QPAC -

(Refer to Appendix 3)

RAIL YARDS17.4 hm

EMPORIUMBRISBANE

2.2 ha


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3.2 LESSONS TO BE LEARNT

Each of these benchmark projects, together with many other successful mixed-use destinations around the world, share a number of common elements. What are these elements and how do they apply to the ‘vision’ for the Ipswich rail yards?

3.2.1 ENGAGING AND DIVERSE MIX OF USES;

Benchmark projects all have a good mix of facili-ties, attractions and services both indoors and outdoors. These activity generators are a mix of public spaces, events and private businesses that attract a diverse demographic of families, students, adults etc.

3.2.2. ESTABLISHING THE RIGHT TENANTS - THE “ATTRACTORS”

Anchor tenants will generate flows of peak activity, which can benefit other smaller tenants, allowing a grouping of supporting uses to create a hub incubator of unique tenancies – value arises out of points of difference in the market place.

3.2.3 ACCESSIBILITY AND CONNECTIVITY

Benchmark projects all have a number of different public transport, vehicle, pedestrian and cycle networks connecting the sites to other centres, transport stations, open space corridors and the CBD. Centrally located transit hubs combine a number of transit stations with car parking and a visitor / information centre.

3.2.4 TRAINING AND INNOVATION

Campus on site/training facilities i.e Emily Carr University of Art at Granville Island and Griffith University and TAFE at South Bank, are excellent generators and sustainers of pedestrian activity, people-gathering, outdoor social activity and nightlife. Knowledge centres and innovation facilitiate the formation of ‘creative epi-centres’ and these, in turn, support facilities and services such as accommodation, restaurants, retail, public transport, library, internet cafe etc.

3.2.5 COMMUNITY FACILITIES AND ACTIVITIES

Benchmark case studies show that community facilities and infrastucture provision generates pedestrian activity and direct social and economic

benefit to the community - a social meeting place, facilitated by the provision of permanent indoor structures ie. Granville Island public farmers markets, Everleigh craft markets-ATP and Southbank markets.

3.2.6 FLEXIBLE/ MULTI FUNCTIONAL SPACE.

The case studies all have a varying range of venue spaces enabling a multitude of activities to be accommodated. Multi functional spaces such as large indoor halls are capable of accommodating significant events such as a conference, circus, cultural event, ball, awards ceremony etc. The provision of smaller spaces are suitable for childrens’ parties, small gatherings, work functions etc.


3.2.7 FLEXIBLE OUTDOOR SPACE

Flexible outdoor areas are key to the success of benchmark projects. Temporary, flexible outdoor spaces for events, public performances, concerts, music festivals, day and night activity, free events etc. assist in establishing a precinct as a ‘destination’. Public parks, plazas and squares need to be flexible and adaptable in design.

3.2.8 UNIqUE VISITOR EXPERIENCES

The case studies show that successful ‘destinations’ are the ‘home’ of an event unique to that precinct e.g. Jazz Festival - Granville Island, Moonlight Cinema – Powerhouse, Woodford Folk Festival, the Ekka - RNA Showgrounds.

3.2.9 SENSE OF ‘PLACE’ AND IDENTITY

Case studies illustrate strong identity and excellent brand recognition in the community and market place, with good public awareness of what the site has to offer. Identity and branding can be tied to celebration of heritage and history.

3.2.9 ARCHITECTURAL qUALITY

Case studies all illustrate a high quality built environment with landmark architecture that establishes the site as an important cultural and economic centre. Contemporary built form, visually exciting new developments can compliment existing heritage architecture.

3.2.10 STAGING AND INTERIM USES

Robust, flexible places that plan for staged growth, evolution and change and investment in infrastructure to support future growth. Temporary and unique interim uses to stage longer-term development.

3.3 MARKET OPPORTUNITIES SUMMARY

Upon investigation into potential market opportuni-ties, the following have been identified as having the most potential:

3.3.1 Increase the current ‘family’ market with new attractions and events.

3.3.2 Create an exhibition space catering for 500 - 1000 people

3.3.3 Grow international day and overnight market (evening activities)

3.3.4 Include facilities to service growing local population (local families).

3.3.5 Training and education is a growth sector, build on existing initiatives.

3.3.6 A choice of unique venue and events spaces.

3.3.7 Short stay accommodation suited to on site use and the business market (subject to construc-tion of additional attractors on site).

The opportunities presenting limited potential are:

3.3.8 Residential Accommodation - adjacent land holdings to the north, south east and south west of the rail yards are intended for residential devel-opment.

3.3.9 Mainstream commercial space; Ipswich CBD is the preferred location for commercial space.

3.3.10 Television and film studio - currently con-centrated in Brisbane and the Gold Coast.

3.3.11 Business meetings space for Brisbane based companies.

3.3.12 Dedicated IT and creative cluster; earmarked for South Brisbane.

3.3.13 Regional art gallery (existing gallery in Ips-wich Central).

3.3.14 Performing arts centre (alternative location earmarked for Ipswich).

visioning & opportunities 3 development

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