Submission Let s get creative about Victoria s Future: Developing Victoria s first creative industries strategy discussion paper Enquiries Craig Kamber Manager Arts & Culture City of Port Phillip Email ckamber@portphillip.vic.gov.au Phone 03 9209 6391
Introduction A creative city The City of Port Phillip is pleased to provide this submission to Let s get creative about Victoria s Future: Developing Victoria s first creative industries strategy discussion paper. The City of Port Phillip is a significant employment hub for the creative industries sector delivering substantial cultural value and economic benefit; whether based in the St Kilda Road office district or the industrial, warehousing and traditional manufacturing districts in South Melbourne and Port Melbourne. In 2013, the sector employed over 27,000 people; nearly a third of all those working in the municipality. This comprised 12,700 people directly employed in the creative industries and 14,100 employed indirectly. This equates to nearly 15 per cent of Victorian creative industry jobs, as such an estimated $3.6 billion in value was added to the local economy. Participation in arts and culture in the City of Port Phillip Participation in arts and culture was measured in the 20110 VicHealth Indicators Survey. Respondents were asked if they had participated p in a range of activities in the previous m month, including painting, drawing, art and d craft, playing n musical instruments, singing, writing and performing. 81.1% of persons in Port Phillip had participated in at least one of the 81.1 63.9 63.6 selected e artistic c and cultu al r activities in the previous v month, compared m to 63.9% in the S o uthern Metro o Region and the Victorian Port Southern Victoria State average of 63.6%. Phillip Metro This submission considers: The City of Port Phillip has major infrastructure opportunities - Fishermans Bend and the St Kilda Triangle - which believes is critical to the successful formation and implementation of the Creative Industries Strategy (overview and recommendations are outlined on pages 4-5); The ten themes within the discussion paper with a particular focus on social capital, location, urban growth, amenity, government support and opportunities for partnership between community, private sector and government. The City of Port Phillip has responded to the key themes and questions raised in the Discussion Paper via attendance at forums held by Creative Victoria and through the authoring of this paper. 2
Who we are The City of Port Phillip is one of the smallest and most densely populated municipalities in Victoria. Our major village precincts of Bay Street (Port Melbourne), Clarendon Street (South Melbourne), Fitzroy and Acland streets (St Kilda) and Carlisle Street (Balaclava) provide a variety of retail, leisure and entertainment experiences each with their own character and cultural expression. This is why we are known and treasured for our urban village feel and creative expression. Each year more than four million visitors enjoy our cultural heritage, foreshore, local festivals and events. Our population continues to increase, growing by 25 per cent since 2001 to 91,373 in 2011, and living in 52,413 dwellings with an average household size of 1.93. Significant population growth is anticipated, particularly in the northern part of our municipality as the Fishermans Bend Urban Renewal Area (FBURA) is expected to be home to approximately 80,000 residents and 40,000 jobs within 40 years. More than half our population is under 50 years, and our residents over 80 are declining in number, which is in contrast to the ageing population of the Greater Melbourne area. We continue to see an increase in pre-school and primary schoolaged children. The City of Port Phillip is widely regarded as supportive of arts and culture, having a long history of arts activity and a dedicated community of artists, particularly music in the former municipality of St Kilda, social justice in the City of South Melbourne, and cultural diversity and industry in the City of Port Melbourne. In 2014/15 we delivered services and operations to our community worth $166,709,000. For every $100, we spent $6.19 on arts, festivals and libraries. Our Council priorities Council priorities for 2015/16 related to creative industries include: continued planning for the Fishermans Bend Urban Renewal Area finalise design concepts for the St Kilda Triangle site work with State Government to restore the Palais Theatre activate the Port Melbourne waterfront work with Government partners to improve transport services and connections across our City 3
Recommendations Priority Infrastructure Opportunities The City of Port Phillip agrees with key messages from Minister Martin Foley from the Creative Industries discussion paper which include: The Creative Industries Strategy will take creative capital into the new era to build new audiences, break into new markets, and inspire more Victorians to consider an innovative and imaginative career; To deliver cultural and economic benefits to more Victorians; To harness the opportunities of digital technology. The City of Port Phillip has major infrastructure opportunities which believes is critical to the successful formation and implementation of the Creative Industries Strategy these include: a) St Kilda Triangle The St Kilda Triangle is a place-based project of Victorian and Australian significance that is the last large strategic bayside urban renewal site in inner Melbourne. A possible project should strengthen and draw on the historical vision of a seaside entertainment precinct, with new buildings and landscaping considerate of the history and context of St Kilda, the Palais Theatre, Luna Park and The Esplanade. The City of Port Phillip proposes working closely with the State Government, and particularly Creative Victoria, to cement the future of The St Kilda Triangle as not just a prime development opportunity on the St Kilda foreshore, but also as a creative and cultural hub that draws local, statewide, national and international visitors. The St Kilda Triangle Cultural Charter defines a vision that will support creative industries: [St Kilda Triangle] will be a place that expresses St Kilda as a vibrant and contemporary centre of artistic creativity, innovation and challenge, an entertainment destination, and a place to share and enjoy with those who visit. We will create a significant and distinctive destination, unique to St Kilda and attractive to the world, connected to its community, surrounds and cultural heritage. Recommendation - The City of Port Phillip partner with the State Government to identify and secure potential cultural facilities and uses that support vibrancy of the site that are consistent with the St Kilda Triangle Cultural Charter. Joint funding is required to further develop how best to create a vibrant, creative and cultural hub that draws local, statewide, national and international visitors that takes advantage of this bayside location and increase visitation stays to Victoria. Cultural, economic and social benefits would flow from this partnership between government, community, business and creative enterprises. It is envisaged that the St Kilda Triangle could be shovel ready during this term of Government. 4
b) Fishermans Bend The Fishermans Bend Urban Renewal Area (FBURA) will consolidate metropolitan Melbourne s position as one of the world s most livable cities with a highly creative and competitive economy. In 2012 the Minister for Planning declared FBURA a site of State significance and rezoned the precinct as Capital City Zone (CCZ), paving the way for urban renewal at a scale not seen before in Melbourne. The Minister also became the Responsible Authority for the majority of planning applications. Following a business audit undertaken by the City of Port Phillip it has been identified that the Montague precinct within FBURA has a concentration of creative industries with 23.4% of businesses currently in this sector. Overall 16% of Fishermans Bend businesses are working in creative industries. It is envisaged that by 2050, Fishermans Bend could accommodate up to 40,000 new jobs and 80,000 residents. The anticipated high rates of planned urban development and increased density in FBURA has led to a reported rise in land values. This could lead to the displacement of creative industries that prioritise lower property costs. The City of Port Phillip would welcome the Creative Industries Strategy to advocate to the Minister for Planning to protect the current businesses in Fishermans Bend that are working in creative industries and in turn provide future proofing to attract more creative industries businesses and start-ups to FBURA over the coming decades. Recommendation That Creative Victoria works in close consultation with the Ministerial Advisory Committee for Fishermans Bend and the City of Port Phillip to include a focus on retaining and developing creative industries currently in FBURA through incentives and other planning scheme controls. In addition, early delivery of NBN Fibre to the Premises (FTTP) infrastructure to assist in retaining and attracting businesses and to maintain competitiveness in the creative industries is desirable to future proof and attract more creative industries businesses and start-ups to FBURA over the coming decades. Current timing / consultation - The first stage of strategic planning for Fishermans Bend is expected to be finished by the first quarter of 2016 and the recast precinct plans will be publically available for comment in the second half of 2016 (http://www.premier.vic.gov.au/leading-experts-to-guide-fishermans-bend-planning - Leading Experts To Guide Fishermans Bend Planning Minister for Planning - 21 July 2015). 5
Creative industries in our city The City of Port Phillip has a rich tradition of visual and performing arts, and is also home to many multimedia businesses; including music, film and television, web design and computer animation. Other creative sectors who call Port Phillip home include tertiary education, advertising and marketing, publishing, technical and industrial design, architecture and urban design. There are many creative organisations that call City of Port Phillip home, including: Academy of Design Australia (Fishermans Bend) The Alex Theatre (St Kilda) The National Theatre (St Kilda) The Astor Theatre (St Kilda) Theatre Works (St Kilda) Australian National Academy of Music (South Melbourne) The Palais Theatre Linden New Art (St Kilda) Gasworks Arts Inc. (Port Melbourne) Australian Tapestry Workshop (South Melbourne) Red Stich Actors Theatre (St Kilda) Multicultural Arts Victoria (South Melbourne) Jewish Museum of Australia MEMO Music Hall We encourage creative industries directly and indirectly through initiatives such as: access arts program development provision of artists studios arts and heritage programs, including historical monuments and public art funding deeds with Linden New Art and Gasworks Arts Inc. project grants, including the Cultural Development Fund and Local Festivals Fund managing filming and photography in Port Phillip curation and acquisition of art and heritage items for the Port Phillip City Collection provision of public library, local history and cultural heritage services use of Town Halls to accommodate cultural and creative organisations management and support of festivals and events including the St Kilda Festival, Yalukit Wilum Ngargee Festival, Pride March, Emerald Hill Festival and the St Kilda Film Festival 6
Key themes Creative Industries Strategy Fostering creative excellence Council s support for arts and culture acknowledges the social, health and wellbeing and economic benefits of fostering a diverse, culturally engaged and active community. City of Port Phillip Arts and Culture Policy, 2011 The Creative Industries Strategy should aspire to provide a framework for cultural and economic development through the acknowledgement of diversity, the importance of lifelong learning and workforce development and the celebration of the strengths and unique qualities of communities. Recommendations: Innovative approaches should include: partnerships between government, private sector and community encouraging creative industries to engage with community arts organisations to activate new and existing local neighbourhoods encouraging community and tertiary educational institutions to locate in local precincts and offer creative, arts and cultural programs honouring cultural heritage and memory to engender a sense of identity and belonging co-investment (three tiers of government) in key organisations and activities delivering local, statewide and national objectives It is essential to engage with all members of communities to inform the Creative Industries Strategy: Indigenous communities young people families and children volunteers older people people from culturally and linguistically diverse backgrounds people with a disability GLBTI community 7
Building audiences and markets The Creative Industries Strategy should reference the need for strategic planning based on analysis of current and future regional and metropolitan audiences and markets. Recommendations: This information can inform planned and collaborative approaches to: formalising creative industries networks planning for institutional infrastructure to meet growing population and facilitate development. targeted and relevant programming the development of cultural precincts and creatives hubs that will attract new audiences and bring visitors to destination locations - economic benefits will be one flow on effect. Early Government commitment is essential to demonstrate confidence and encourage philanthropic and private investment the development and adoption of a Creative Industries Economic Statement to drive collaborative development and promotion of competitive strengths engagement between schools and local cultural capital providers, including artists, designers and architects Enhancing creative spaces and places Victorians should aspire to an energetically creative place that is welcoming and alive with activity, where all people can participate in and experience the arts and the cultural life of the city. The City of Port Phillip acknowledges and supports the State government commitment to Multicultural Arts Victoria (MAV) House of World Cultures; a potential new venue to be established on Princes Pier, Port Melbourne, dedicated to ensuring innovation and diversity in Victoria s arts and culture and tourism sectors. For the metropolitan regions of Melbourne to continue to be a welcoming environment for creative industries and embed creativity in local communities, it will be important that the Creative Industries Strategy recommends approaches to support: transport networks and connectivity for visitors, staff and audiences who want to travel with ease to creative businesses, venues and destinations affordable housing, services and amenities that are planned as part of future mixed developments development contributions funding exciting spaces and places to enable creative, cultural and artistic activities involving creative industries in future planning and place-making, including engagement with a workforce that is highly mobile expediting planning and permit processes community engagement approaches comprising government, business, community and philanthropic organisations 8
identifying possible future sites for creative initiatives/businesses and hubs. Opportunities exist to create energetic, thriving cultural hubs if City of Port Phillip s property portfolio is considered in strategic partnership with State and private funding encouraging creative spaces to be incorporated in the design of new or refurbished buildings exploring financial incentives for landowners accommodating creative industries collaborative management and funding of storage and exhibition space for community and significant collections of art and heritage items Cultivating skills, entrepreneurship and innovation City of Port Phillip supports the Inner Melbourne Action Plan (IMAP) Strategy 7 to Promote the Inner Melbourne Region as an investment location for knowledge rich business sectors; specifically Action 7.2 support Creative Businesses to develop a support package for new and emerging businesses, with a focus on the practical implementation of new knowledge and ideas, design or creative endeavours. Recommendations: For creative industries to prosper the Creative Industries Strategy should recommend: an economic benefit analysis of creative industries in Victoria, with an accompanying template to guide local government to apply in their municipality promotion of existing creative industry clusters the establishment of creative business spaces/hubs options for creative business support options to deliver local economic stimulus formalising professional networks to identify opportunities for growth and synergies the development of a Victorian creative prospectus with a focus on regional and metropolitan initiatives and opportunities approaches to enable partnerships between government, educational institutions, community organisations, philanthropics and the private sector initiatives to encourage thought leadership companies and organisations to establish offices in Victoria providing investment opportunities to establish incubators that support new initiatives/businesses exploring competitive, merit-based assistance programs to assist emerging creative industries, artists, producers and entrepreneurs mechanism for benchmarking creative industries; sectors, areas and impact 9
Harnessing the opportunities of digital technology The digital revolution has changed the scope of local creative employment, for example software and interactive content development provides over 5,000 direct local jobs in the City of Port Phillip, representing over $1.8 billion in value. Government policy needs to support current and emerging business strengths of the Inner Melbourne Region. Coordinated programs that bring together industry and government representatives around broad issues and specific clusters of activity are required. Educational institutions need to be included in such programs. This approach could be demonstrated through collaborative approaches to delivering digital cultural heritage, local history and art services between corporate and philanthropic sponsors, State Library of Victoria, the Victorian Public Library network, Heritage Victoria, the National Trust and schools and universities. Increasing participation and social impact Community participation and social impact correlate directly with government investment in infrastructure, program and service delivery. Port Phillip City Council provides and supports a range of events, programs and services that are accessible, inclusive and support community connections and celebrations of diversity. It is a criterion for all funding programs and Council manages a number of arts and cultural participation programs including: Artist pathway programs like Fog Theatre, Rag Theatre, Sparc Theatre and the Music Network for Mental Health that work with people with a disability, mental illness, experience of homelessness. Rawcus Theatre began its life as one such program. Joint Council for All Abilities Access (JCAAA) is a program the City of Port Phillip runs in partnership with the municipalities of Stonnington, Bayside and Glen Eira. This program reaches a wide range of people (ages 5 55) and includes participation in art making as well as attendance at mainstream cultural events. Council s Gallery program has supported the highly regarded Confined exhibition, in partnership with The Torch, for the past seven years. Confined works with Indigenous artists in the prison system, or recently released, and the annual exhibition is hugely popular. Council s heritage programs have enjoyed a high participation rate of people of all ages including researchers and seniors who have been supported to develop their own projects. The Creative Industries Strategy should consider the respective responsibilities and accountabilities of all levels of government to ensure our creative industries continue to flourish. Victoria s public libraries are a case in point. Dollars, Sense and Public Libraries (SGS 2011) found that for every dollar spent on public libraries in Victoria (approximately $185M annually) the value back to the community is, on average, $3.56. 10
The report states: In 2007 08, there was $191 million of expenditure on public libraries in Victoria, returning $681 million in community benefit. Applying the same multiple to 2008 09, there was $194.8 million of expenditure, returning $693.5 million in community benefits. In the 1970s, libraries were jointly funded 50:50 by State and local government. Cumulative State Government shortfall in recurrent operational library funding between 2001-02 and 2009-10 caused by a lack of indexation was $23.2 million. This cost has been borne by local government Since 2008, the State s recurrent contribution for libraries declined from 20.1 percent to 19.2 percent, while local government s recurrent contribution grew from 72 percent to 74.7 percent. Operational costs have increased from $125.3 million to $170.2 million over the past decade. Local government now picks up about 81 percent of the cost of public libraries, while the State s contribution continues to decrease. Public library members in Victoria could fill the Melbourne Cricket Ground (MCG) more than 25 times over and the Strategy needs to consider future funding models for our communities treasured and well used creative and cultural institutions that provide opportunities for lifelong learning and build social capital. Rate capping is likely to put additional pressure on library investment and potentially all arts related spending in local government. Supporting Aboriginal arts and culture Creative industries are vital to the prosperity, health and wellbeing of Indigenous communities and the Creative Industries Strategy can support this by: active engagement with all creative industries to promote Indigenous policy, including Reconciliation Action Plans and the Victorian Charter of Human Rights reiterating the importance of support by all levels of government for Aboriginal festivals and events such as the Yalukit Wilum Ngargee festival that is an annual part of the St Kilda Festival. They are important celebrations of Indigenous culture and support emerging and established Indigenous musicians, dancers and performers 11
Advancing regional Victoria and outer metropolitan Melbourne Local Government Authorities contribute to the development of creative industries across Victoria through their involvement with LGPro and Municipal Association of Victoria (MAV) special interest groups and committees. The Creative Industries Strategy should include actions to address disadvantage and enable opportunities for outreach initiatives to remove barriers to participation. This includes continued support by all levels of government for: community cultural development and inclusive arts practice by and for people with a disability through mentorships, workshops, presentations and touring in regional and outer metropolitan areas facilitation of existing networks of Council and other cultural facilities to present works in community cultural development touring events and festivals such as the St Kilda Film Festival Enhancing international engagement The Creative Industries Strategy should inform policy for whole of government support for the export of Victorian creative industries. This includes performing arts, creative technologies and design. The strategy should be inclusive and applicable for all levels and departments of government as well as not-for-profits and other cultural organisations. International relationships are strengthened through cultural diplomacy, demonstrated by the City of Port Phillip s relationship with Suai in Timor Leste. Innovative actions can be considered as part of the Strategy and include travelling exhibitions, cultural exchange and local work experience. Equally the Strategy should inform the development of economic benefits statements to encourage oversees investment in local business opportunities, as well as encouraging visits and exhibitions by international companies and artists. Increasing tourism City of Port Phillip supports the Inner Melbourne Action Plan (IMAP) Strategy 11 to Promote the Inner Melbourne Region as a tourism destination. Tourism is a key component of the inner Melbourne region s economy and is one of the fastest growing industries. The inner Melbourne region is already home to an array of magnificent specialist tourist precincts and major cultural, sporting and entertainment facilities including the arts precinct, the sports and entertainment precinct, Albert Park, the Yarra River corridor, Docklands, retail and activity centres including the Central Activities District, Fitzroy Street, Chapel Street, Bridge Road, Brunswick Street, the St Kilda foreshore and the Port Melbourne waterfront (including Station Pier). Several world renowned sporting and cultural events are hosted in the region annually and attract large numbers of visitors to the city. Cruise ships, for example, visiting the 12
Port Melbourne waterfront deliver over 500,000 visitors each season to Victoria. Such an influx requires planning and key considerations for the Creative Industries Strategy should include: clarifying the role of specialist tourism precincts across the region identifying their capacity for expansion to accommodate future demands enhancing gateways and entry points, maximising access and links, and optimising the environment for all investment in destination creative hubs and cultural precincts will encourage visitors to stay longer. The Strategy should underline the importance of strategic partnerships, government support and private investment opportunities to encourage overnight stays in the metropolitan area; packages of arts events and festivals will significantly support the visitor economy. Strategic locations and precincts such as St Kilda should be identified for a partnered approach to revitalisation as cultural destinations. Such investment will create local employment opportunities and vibrant communities. This is underway in St Kilda; including State investment in the Palais Theatre and a strategic approach to the St Kilda Triangle site. Conclusion The City of Port Phillip is committed to working in partnership with State government and other partners to create and sustain thriving local cultural hubs and support creative industries. The City of Port Phillip agrees with key messages from Minister Martin Foley from the Creative Industries discussion paper which include: The Creative Industries Strategy will take creative capital into the new era to build new audiences, break into new markets, and inspire more Victorians to consider an innovative and imaginative career; To deliver cultural and economic benefits to more Victorians; To harness the opportunities of digital technology. The Creative Industries Strategy is a key opportunity to identify innovative ways to work together and create local jobs, connected and healthy communities, destinations that encourage visitors to stay longer and stimulate the local economy and vibrant cultural hubs and prosperous creative industry precincts. 13
References City of Port Phillip Aboriginal and Torres Strait Islander Arts Strategy, 2014 2017 www.portphillip.vic.gov.au/aboriginal-torres-strait-islander-arts-strategy-2014-2017.htm City of Port Phillip Annual Report www.portphillip.vic.gov.au/annualreport.htm City of Port Phillip Arts and Culture Policy www.portphillip.vic.gov.au/arts-culture-policy.htm City of Port Phillip Community Profile profile.id.com.au/port-phillip/population City of Port Phillip St Kilda Triangle Cultural Charter stkildatriangle.com/c2ffd5705652463f82a86b90c50f595f.htm#key documents (endorsed by Council 9 December 2014) City of Port Phillip Media Release: St Kilda Triangle activation plan continues to take shape www.portphillip.vic.gov.au/mar-2015-media_5959.htm Community Indicators Victoria www.communityindicators.net.au Dollars, Sense and Public Libraries: The Landmark Study of the Socio-Economic Value of Victorian Public Libraries, 2011 (SGS Economics & Planning) www.plvn.net.au/sites/default/files/dspl_techrep_pt1_final.pdf Fishermans Bend Urban Renewal Area: Draft Vision (September 2013) www.portphillip.vic.gov.au/draft_vision Gasworks Arts Park www.gasworks.org.au Linden New Art www.lindenarts.org Multicultural Arts Victoria multiculturalarts.com.au www.multiculturalarts.com.au/events2014/house.shtml 14