Greville Street Precinct Social & Commercial Impact Assessment

Prepared for City of Stonnington
Final Report – June 2015
Greville Street Precinct SCIA
Social & Commercial Impact Assessment

13T12T9T7T6T3T2T1T0TGreville Street Precinct SCIA <Social & Commercial Impact Assessment>
Ref: Greville Street Precinct SCIA M15044 Draft Hill PDA Page 2 | 54
CONTENTS
Executive Summary ...........................................................................3
What Is a Social and Commercial Impact Assessment? ................3
Likely Social and Commercial Impacts..........................................3
Conclusion...................................................................................4
1 Introduction................................................................................5
2 Greville Street and King Street: The Current Position.................13
Retail Trends .............................................................................13
Greville Street ...........................................................................17
Street Traffic and Movement.....................................................20
Street Users ..............................................................................22
3 Literature Review......................................................................26
4 Case Studies..............................................................................32
5 Commerical Impact of Greville Street Traffic and Amenity works38
6 Social Impact of Greville Street Traffic and Amenity works ........46
7 Conclusions...............................................................................51
Appendix A: Data Tables..................................................................53

EXECUTIVE SUMMARY
The following Social and Commercial Impact Assessment (SCIA) has
been prepared to understand the potential impacts of changes
proposed by City of Stonnington for the Greville Street and King
Street Area.
The City of Stonnington intend to promote the shared use of space
on these streets by cars and pedestrians, to create opportunities to
reduce conflicts between transport modes, improve the civic and
open space. This will allow for reorienting traffic, permitting events
and functions to be held, with trade and street dining possible on the
whole of the streets.
Council have commissioned HillPDA to assess the social and
commercial impacts of proposed changes.
What Is a Social and Commercial Impact Assessment?
A social ‘impact’ affects the level of social or community activity
generated in a defined area either positively or negatively. Social
impacts may directly affect the social well-being of an area’s
residents, visitors and employees by changing the social amenity and
character of an area, the degree of social interaction, the availability
of employment, social perceptions and opportunities. Social impacts
may also alter the level of demand for services and accessibility to
those services.
A commercial impact assessment is oriented towards the level of
commercial activity in an area. Estimates can be made of the
expected impact of a scheme on the level of commercial activity in an
area.
Analysis of likely social and commercial impacts can be compiled into
a Social and Commercial Impact Assessment (SCIA) that estimates the
consequences of a particular proposal to a community(s) and / or
society and local businesses. In addition to identifying the potential
impacts, a SCIA should recommend ways to enhance the positive
effects and reduce or mitigate the negative effects.
Likely Social and Commercial Impacts
The following section summarises the key issues and likely impacts
identified by this SCIA.
Greville Street and King Street are expected to see an improvement
in amenity and as such, attract more people to the Streets from

within the local area and further afield. By attracting more people,
businesses located on the street and in the surrounding streets will
benefit through increased trade. Concerns that restricting motor
vehicle access to areas will negatively impact on businesses are likely
to be overstated. The impacts can be mitigated with appropriate
signage.
The community and social benefits are likely to outweigh the
negative impacts of the proposed changes. Pedestrian safety will
likely improve following the implementation of the proposed
changes, active transport should increase and car usage should
reduce. Negative impacts of the scheme such as potential anti-social
behaviour can be managed by providing adequate lighting.
During the delivery stage of the proposed changes, there will be
potential for adverse impacts on amenity by way of noise, dust and
construction related traffic. At this stage a detailed Construction
Management Plan should be prepared to minimise and manage
those impacts. Upon completion, the amenity of the area would be
enhanced through the proposed changes in addition to the provision
of open space.
The proposed changes will allow a mix of uses and community space
and would facilitate a higher level of social cohesion and community
engagement than the current, traffic and parking configuration. The
changes would promote a positive flow on effect to the broader
community to the benefit of social health and wellbeing.
Conclusion
This SCIA has found that the proposed changes to the configuration
of Greville and King Streets would result in a range of positive and
negative social impacts. The impacts vary in their significance and on
balance are considered to be positive, delivering a number of key
social and commercial benefits. Where the impacts are negative, they
are generally constrained to the construction and implementation
phase, or can be sufficiently mitigated through appropriate design
measures.

1 INTRODUCTION
The Proposed Works
The City of Stonnington has prepared a plan to improve pedestrian
safety and traffic movement along sections of Greville Street and
King Street, Prahran. The proposed changes intend to promote the
shared use of space by cars and pedestrians. The changes will create
opportunities to reduce conflicts between transport modes, improve
civic and open space, and reorient traffic to allow events and
functions to be held in civic space, with trade and street dining
possible on the whole of the affected streets.
Figure 1: Greville Street, Prahran
Source: Nearmap (2015)
Greville Street is a well-known retail and entertainment destination
in Melbourne, within the broader Chapel Street precinct. In addition
to being a destination, Greville Street performs an important role in
connecting Chapel Street to the Prahran Train Station and beyond.
Proposed changes to traffic flows are designed to reduce conflicts
between pedestrians and vehicles, improve pedestrian space and
amenity and create opportunities for on-street dining and trade and
increase land area for open space and community uses.
The proposed changes are shown in the following figure and
identified in the descriptions that follow:

Figure 2: Greville Street, Prahran

Section A: Grattan Street West (between Grattan Street and the
Prahran Train Station)
West of Grattan Street, the present two way traffic configuration is
proposed to be transformed to a one way street with parking
provision on the southern side of the street with a shared pedestrian
and car space adjacent to the Prahran Train Station.
Figure 3: Grattan Street West Proposed Changes

Section B: Grattan Gardens
Two options have been proposed for the Grattan Gardens
component of the proposed works.
The first of these is a shared pedestrian zone. West of the
intersection with Izzett Street / Edmonds Street will be a shared zone
extending from the Izzett Street / St Edmonds Street intersection
past the intersection of Grattan Street west of Grattan Gardens.
Kerbs will be flush with the road surface. Footpaths will be widened
and the Grattan Gardens will be made more prominent. The southern
edge of the park will be opened to the street with a new forecourt for
everyday and special events, performances, and markets, with
vegetation brought closer to the street edge.
Access via motor vehicle will be from the shared zone to the east.
Access to the west of the section will be possible from right turning
traffic exiting Grattan Street. Vehicles existing the section can do so
by exiting west on Greville Street or - for traffic travelling west from
the Chapel Street end - turning north on Grattan Street.
Figure 4: Grattan Gardens Proposed Changes - Shared Street Option

The second option proposed for Grattan Gardens is largely as for the
first option, but with the addition of the full closure of the section of
Greville Street south of Grattan Gardens.
Figure 5: Grattan Gardens Proposed Changes - Closed Street Option

Section C: Greville Street / Chapel Street
At the Eastern end of Greville Street, where Greville Street intersects
with Chapel Street, the street will remain open one way to traffic
heading from east to west. Parking on the southern side of Greville
will be removed. The additional area provided by the removal of this
parking will be used as additional 'amenity space' which will be
furnished with trees and removable street furniture. Surface
treatment to provide a kerb flush with the street is being considered
to facilitate possible closure of the street for events.
Access into Greville Street from Chapel Street will be across a strip
over the Chapel Street pavement, and the turning into Greville Street
will be tighter than at present. Parking on the north side of Greville
Street will be retained in the existing configuration. This
configuration will exist from the intersection at Chapel Street to the
junction of Greville Street with Izzett Street and St Edmonds Street.
Figure 6: Greville Street / Chapel Street Proposed Changes

Section D: King Street
Changes to King Street are included in the proposed works. The
existing one way street will have traffic removed, with barriers
erected to allow the entrance of service vehicles to the street. The
footpath on the Southern side of the street will be widened and trees
planted along the edge of the footpath. Materials interfaces between
the 'pavement' and the road area will be removed and the road area
to be used for dining / events.
Figure 7: King Street Proposed Changes

Purpose of this Report
This report will provide an assessment of the expected social and
commercial impact the proposed changes to parking and traffic
configuration on Greville Street will have on the community;
stakeholders including businesses in the area, residents and users of
Greville Street.
To understand the impact of the proposed changes, a survey was
undertaken to identify the users of Greville Street. The survey
determined where the users had come from, their mode of travel to
Greville Street, and identified the purpose of their visit to the Street.
Surveys were undertaken over a number of days to understand the
visitation patterns over a period of time. Evening and weekend
visitation patterns were also taken into account for the survey.
In addition to the user survey, relevant recent literature was
reviewed to identify the expected impact of traffic mitigation
measures on retail, commercial and residential environments.
A limited number of case studies were identified to provide examples
of comparable instances where traffic mitigation and provisioning
works had been undertaken. Where possible the impact of these
works on the community was identified through reference to the
case studies.
Structure of the report
The first section of the report identifies the current position and
context of Greville Street. An overview is provided of retail trends
across Victoria and Melbourne in particular. Shifts in sector
performance are highlighted with main sector trends identified. The
impact of new shopping channels is also described.
The section goes on to provide specific information about the Greville
Street retail context. The land use of Greville Street is described by
type by total floorspace.

2 GREVILLE STREET AND KING STREET: THE
CURRENT POSITION
Retail Trends
This section of the report provides an examination of retail trends in
Victoria and examines retailing in the study area and retail potential
of the study area. The section focuses on the role and potential of:
 Greville Street;
 The main shopping strip of Chapel Street; and
 The broader retail context for Melbourne.
The longer term pattern of retail turnover has been dominated by
the food sector. The sector has grown in part due to diversification
of food products and markets but is also boosted in challenging
economic conditions in which consumers focus more retail spending
on food over other commodities.
Household goods and cafes and restaurants have also shown growth
patterns over time, following shifts towards housing markets and the
lifestyle economy.
The department store sector and fashion more generally has been
under pressure from new retail distribution channels including online
retail.
Figure 8: Retail Turnover by Industry Group, Australia ($ millions)

Source: Derived from Australian Bureau of Statistics (2014) 8501.0 Retail Trade, Australia
0.0
2000.0
4000.0
6000.0
8000.0
10000.0
12000.0
Apr-1982
Nov-1984
Jun-1987
Jan-1990
Aug-1992
Mar-1995
Oct-1997
May-2000
Dec-2002
Jul-2005
Feb-2008
Sep-2010
Apr-2013
Food retailing
Household goods
retailing
Cafes, restaurants and
takeaway food services
Other retailing
Clothing, footwear and
personal accessory
retailing
Department stores

 The retail supply market has changed and diversified over time.
A range of new distribution channels and new retail formats has
emerged over the past decade as businesses search for models
that appeal to customers.
 Online retail has grown significantly over the past decade. The
rate of online growth has been assessed by some analysts to be
slowing, as the sector begins to reach the limits of market
penetration for some retail categories. The categories most
aligned with online retail have been commodities like books,
music and clothing.
Figure 9: Growth in Online Retail Trade in Australia

Source: Urbis (2014) Retail Trends, Drivers & Outlook
Figure 10: Online Retail Penetration by Retail Commodity Group

Source: Urbis (2014) Retail Trends, Drivers & Outlook

 In terms of physical property and new business entrants, the
Australian market has experienced significant activity over the
past decade. Key trends are listed below.
 International brand retailers have increasingly entered the
Australian market, setting up flagship stores in the main capitals,
with Melbourne being the main destination. Within Melbourne
the CBD, Chadstone and Melbourne's prime retail strips have
been the main targets for new stores like H&M, UNIQLO and
Zara.
 Diversification in the supermarket and grocery sector is
occurring, with the two main supermarket chains (Coles and
Woolworths) being challenged at the budget end of the market
(e.g. Aldi, Costco) and at the boutique end of the market to some
extent in some areas (e.g. Leo’s, Thomas Dux). Some speciality
foods stores and traditional stall markets are also benefiting from
specialisation. The main supermarket chains are also introducing
new formats, including large format stores that include non-food
product lines.
 Strong growth has been seen in cafes, restaurants and associated
entertainment sectors, particularly in places that offer a unique
and enjoyable experience.
 Large format stores that specialise in a range of product lines
have continue to grow, like Ikea, Costco and Direct Factory
Outlets and in liquor (Dan Murphy’s and First Choice for
example).
 Online retail and discount clothing outlets have generated
significant competitive pressure on department stores and
traditional clothing and fashion outlets. In Melbourne, the impact
of DFOs (Discount Factory Outlets) has been particularly evident
in the increased vacancy rates on Bridge Road. The strip which
was once renowned as a discount and clearance fashion shopping
strip now has vacancy rates over 20%.
 Bulky goods retail stores and category killers, like Bunnings and
Masters in hardware, are evolving and offering new product
lines. Independent stores that operate in these product lines are
under strong competitive pressure.
 Temporary ‘pop up’ stores have become a bigger part of the
retail landscape in recent years, offering low cost options to
target specific markets at specific times.

 In addition to the above outlet models, new technology and
communication channels are expected to continue to change the
way retailers access and service customers. Ongoing
improvement to online retail distribution networks is expected.
These and new trends are diversifying the retail supply market. To be
successful, centres will need to keep pace with customer
expectations in terms of amenity, offer, service and overall
experience.
 Chapel Street is one of Melbourne prime retail strips, as defined
by Knight Frank. Knight Frank reports that the prime strips
remain relatively popular due to the unique destination shopping
experience they offer and strong tenancy mix. The Knight Frank
research report states that the retail strips continue to evolve
whilst focusing of food and services for their customer base.
Chapel Street has also been successful in attracting and retaining
fashion stores as a key part of its mix.
 However, vacancy rates have risen to their highest level in five
years reaching 8.4% in late 2014. Part of the rise in vacancy has
been attributed to the redevelopment of Chadstone Shopping
Centre and the opening of the Emporium in Melbourne CBD IN
April 2014.
 Over recent months, the vacancy rate in Melbourne CBD is
reported to have fallen to 1.75%, which should increase demand
for Chapel Street retail premises.
 Shown below is a list of the prime retail strips and their vacancy
rates from 2012 to 2014.
Table 1: Vacancy Rates in Prime Retail Strips, 2012-2014
Source: Knight Frank (2012 2014) Melbourne Retail Prime Strip Market Overview
Prime Strip Sep-12 Aug-13 Aug-14
Church St, Brighton 1.70% 1.10% 1.10%
Acland St, St Kilda 3.70% 2.70% 2.60%
Clarendon St, South Melbourne 6.20% 4.10% 4.10%
Glenferrie Rd, Malvern 4.50% 6.20% 5.00%
Puckle St, Moonee Ponds 4.40% 2.70% 5.90%
Glenferrie Rd, Hawthorn 3.60% 5.30% 6.70%
Toorak Rd, South Yarra 6.90% 12.80% 7.60%
High St, Armadale 3.00% 6.40% 8.30%
Chapel St, South Yarra 4.30% 6.10% 8.40%
Burke Rd, Camberwell 7.20% 6.00% 9.50%
Bridge Rd, Richmond 11.50% 16.50% 19.30%
Melbourne Total 5.30% 6.90% 7.70%

Malcolm Gunning, president of the REINSW commented in October
2014 in the Australian "The profile of retail has changed, and not just
with the move to online shopping. What customers want has
changed. They want a shopping experience." However rents are
reported to have risen faster than turnover and landlords have
largely been blamed for problems with trader viability and rising
vacancy rates - not just in Chapel Street but more widely including
Sydney's Oxford Street where high traffic volumes - and limited
availability of food and drink establishments along the strip - have
been identified as being a contributory factor in the recent problems
retailers have faced in attracting customers.
Greville Street
Greville Street is identified in the Chapel Street Strategic plan as
being "the “cool alternative” area for shopping, dining, joining the
cafe set of being entertained." Greville Street and King Street (to the
East of Chapel Street) are shown in the following map.
Figure 11: Greville Street and King Street

While this report does not purport to be a retail assessment,
estimates of growth in retail expenditure by broad retail sector for
the Prahran population have been made. The expenditure and
floorspace generation estimates are shown in the table below.
Table 2: Retail Expenditure Projections by Retail Store Type - Prahran
Expenditure by Retail
Store Type ($m2015)
Demand for Retail Floor
Space (sqm)
2015 2030 2015 2030
Supermarkets & Grocery Stores 55.5 69.4 5,041 6,306
Specialty Food Stores 13.5 16.8 1,416 1,772
Fast-Food Stores 12.9 16.2 1,521 1,903
Restaurants, Hotels and Clubs* 28.1 36.2 5,618 7,242
Department Stores 14.6 18.3 4,169 5,216
Apparel Stores 20.4 25.5 3,577 4,475
Bulky Goods Stores 37.3 46.6 10,077 12,606
Other Personal & Household Goods Retailing 25.0 31.2 5,311 6,644
Selected Personal Services** 7.7 9.9 2,192 2,826
Total Retailing 214.8 270.1 38,924 48,990
Source: HillPDA
The estimates do not show projections of retail expenditure that will
is captured by Prahran retailers, or the quantum of retail floorspace
that the expenditure will generate in the suburb. Rather they show
the level of spending that will be generated by residents from within
the area by broad retail categories, and represents potential turnover
for local retailers.
Some of this retail expenditure will be retained within the area, while
some will leak out to neighbouring areas, to Melbourne CBD, and to
large shopping centres such as Chadstone Shopping Centre. The
challenge for retail centres is to retain as much of the locally
generated expenditure as possible, and to attract additional
expenditure from outside of the local area. This can be done by
improving the area's amenity and attractiveness to shoppers.

Land Use on Greville Street and King Street
Land use in Greville Street is shown in the following map. The land
use is predominantly retail. Cafes, restaurants and office make up the
majority of non-retail land uses.
Figure 12: Land uses on Greville Street and King Street
The distribution of land use by type by total floorspace in the strip is
shown in the following table. These figures have been derived from
GIS analysis of the City of Stonnington rates database.

Table 3: Land use (SQM) on Greville Street and King Street
Use
Estimated Floor area
(SQM)1
Count of
establishments
Shop 5,400 70
Office 2,400 25
Attached dwelling 60 1
Shop/cafe/restaurant 400 2
Municipal offices 3,600 2
Office type use 600 1
Total 12,500 100
Source: City of Stonnington Rates Database
Street Traffic and Movement
The traffic report prepared by O'Brien for Council identifies Greville
Street as a collector street. The main destinations on the street are
the retail and dining premises, the library and Town Hall, Grattan
Gardens and the community facilities located in the gardens area.
The street is also used as a thoroughfare for pedestrians accessing
Prahran Rail station and for access to retail on Chapel Street at the
eastern end of Greville Street.
The section of King Street considered by the proposed street works is
a one way section of road between Chapel Street and the
roundabout at the southern end of Little Chapel Street. King Street
has limited retail offer - narrow footpaths mean that pedestrians use
the road, with consequent potential issues for pedestrian safety.
On Greville Street, the intersection with Izzett Street and St Edmonds
Street is perceived as confusing and potentially hazardous. However
the O'Brian report and available crash data do not indicate a high
number of accidents at this intersection.
Traffic movements on Greville Street are shown in the following
charts. Data are presented for a Friday for a 12 hour period from
7AM and on a Saturday for a 6 hour period from 9AM.
The number of pedestrians using the street, and intersections on the
street is broadly comparable to the number of passenger vehicles
that use the street. In total, 6,300 passenger vehicles travelled either
n
These numbers have been rounded

along Greville Street or across Greville Street at the Izzett Street / St
Edmonds Street intersection (on the Friday on which the survey was
undertaken). This compares to just over 5,800 pedestrians and
cyclists over the same period (5,690 pedestrians / 120 cyclists
respectively).
Pedestrian activity as a share of total movements in the survey
locations increased during the course of the morning (on both Friday
Saturday), peaking between 1PM and 2PM accounting for between
55% and 60% of all movements on the street in the peak period.
Figure 13: Street Movements - Friday
Figure 14: Street Movements - Saturday

Street Users
A survey was undertaken to establish the origin, purpose of visit and
mode of travel of users of Greville Street. The survey was undertaken
over three days: Wed 8th April, Thursday 10th April and Saturday
11th April. Surveys were undertaken at three sites on Greville Street
- adjacent to Grattan Gardens, at the intersection of Greville and
Izzett Street, across from the library entrance.
Purpose of visit
Other than respondents passing through the street en-route to
another destination, visiting retail premises was the most frequently
cited reason for visiting Greville Street, accounting for 21% of
responses. This was followed by those Dining/Drinking in premises on
the street.
Figure 15: Purpose of Visit
Source: HillPDA

Mode of travel
Visitors to Greville Street largely had their mode of travel relatively
evenly split between those who arrived by car, pedestrians and
Public transport users, with the latter accounting for a marginally
higher proportion of visitors than other modes at 36% of visitors
Cyclists and those arriving by other modes (including motorbike and
skateboard) accounted for 5% of visitors to Greville Street.
Figure 16: Mode of Transport
Source: HillPDA
The mode of transport by purpose of visit is shown in the figure
below. The figures show than approximately half of those visiting
Greville Street for Retail purposes or to visit businesses on Greville
Street ravelled by car, while those who came to Greville Street for
dining/drinking or for work purposes, the majority - 41% in both
instances - travelled by public transport. A minority - just 6% - of
those who travelled to the street to use the library or community

facilities, travelled by car, with the remainder choosing to walk, cycle
or use public transport to reach their destination.
Of those shoppers who travelled to Greville Street by car, 11 parked
on Greville Street. The remaining shoppers (9) parked either in the
Cato Street car park, or were dropped off in the area, or parked on
streets in the surrounding area.
Figure 17: Mode of Transport by Purpose of Visit
Source: HillPDA
Origin of visitors
The analysis of visitor origins to Greville Street shows that the
majority of visitors to the street are local.
Analysis of the date indicates that 75% of visitors to Greville Street
came from within a 5 km radius of the precinct. The proportions of
visitors to Greville Street by distance travelled are shown in the
following figures.

Figure 18: Greville Street Visitor Origins
Source: HillPDA
Figure 19: Distances Travelled by Visitors to Greville Street
Source: HillPDA
0-5 KM
5-10 KM
10-20 KM
20+ KM

3 LITERATURE REVIEW
This section summarises the relevant recent literature and research
on pedestrianisation, impacts of road closure on businesses, and
issues comparable to those considered by the Greville Street Project.
The review of recent literature found that the experiences of cities in
creating pedestrianised areas and restricting the access of cars to
areas was generally mixed.
Pacurar2
- in an assessment of the impact of pedestrianisation on the
local economy of Cluj Napoca in Romania - found that the conversion
of streets into car-free areas had not generated a comprehensive
revitalisation of the city centre. The old town of Cluj Napoca had
suffered as a result of the growth in out of town shopping malls. The
author noted a lack of diversity in the retail offer available in the
town centre and this pattern was observed to continue following
pedestrianisation in 2010.
However, a number of benefits achieved by the pedestrianisation of
city streets were noted. These included cleaner air, fewer accidents,
healthier and more pleasant environments. An additional benefit
noted by Pacurar was the increase in social and cultural events on the
pedestrianised streets, rising from 115 in 2008 to 171 in 2012.
The author noted that by itself "pedestrianisation did not lead to an
economic overhaul of downtown or old-town areas".
Sastre et al3
(2013) identified seven ways in which pedestrianisation
and traffic reductions schemes can improve an area. These are
summarised as:
 Environmental improvement - a reduction in pollution and the
number of accidents;
 Tourism - in older cities with historic cores, pedestrian schemes
improve the environment for tourists;
 Identity - revitalisation of focal points of a city;
2
Pacurar, Bogdan-Nicolae. 2013. Pedestrianisation in Cluj-Napoca. An Economic (Re)Development
Tool? Journal of Settlements and Spatial Planning 4.1 (2013): 95-99.
3
Economic Impact of pedestrianisation in historic urban centre, the Valdemoro case study (Spain)
Julián Sastre, Ana Sastre, Ana Maria Gamo, Tomás Gaztelu. Procedia - Social and Behavioral Sciences
104 ( 2013 ) 737 – 745, 2nd Conference of Transportation Research Group of India (2nd CTRG)

 Aesthetics - pedestrianisation typically accompanies
improvements to the urban realm, renovation of urban buildings
and decorative aspects of an area;
 Cultural - cultural events including street theatre, buskers, artistic
performances revitalise an area;
 Social - increase in the 'social nature of an area'; and
 Economic - increases in commercial activity.
Research by Yim Yiu4
also commented on the main advantages of
pedestrianisation being the beneficial environmental impact, the
social impact and the economic impact, with the third- the economic
impact - resulting from the first two. Increased safety and improved
amenity lead to higher pedestrian flows and consequently improved
economic benefits. The economic benefits occur in two ways: Firstly,
improved amenity entices more people to visit the area. The
improved amenity encourages those people who are in the area to
stay longer, and therefore spend more money. Secondly, the
improved environment encourages social and cultural activities and
events in the pedestrianised space. People coming to participate in /
enjoy these activities are likely to spend more money. Earlier work by
the OECD (1978) found that half of cities that had implemented
pedestrianisation schemes reported an increase in retail turnover.
The work cites a number of examples of successful implementation
of the pedestrianisation of city streets, noting Oxford Street London
in the 1970s, Trafalgar Square in the 1990s and the New York City
Broadway experiment of the 2000s. Heavy traffic, noise pollution,
road hazards, air pollution are seen as detrimental to the outdoor
shopping experience. Pedestrianisation allows vehicle flows to be
reduced and pedestrian flows to be increased. Footfall count and
pedestrian flows are identified as important determinants of retail
viability.
Sastre at al's work highlighted that a prime concern of retailers and
businesses is the loss of parking spaces and presumably access to
their premises from car based customers. The report noted that the
experience of a number of cities shows that businesses typically
increased incomes following pedestrianisation. The report cited
research from UITP ("Better Mobility in Urban Areas", 2001) which
identified the increase in commercial activity following the
4
Chung Yim Yiu, The impact of a pedestrianisation scheme on retail rent: an empirical test in Hong
Kong. Department of Real Estate and Construction, The University of Hong Kong, Hong Kong

pedestrianisation of areas in different cities. The figure extracted
from the report is shown below:
Figure 20 Practical Examples of Increases in Commercial Activity Following
Pedestrianisation
Source: UITP (from Sastre et al)
Roberts (1990) also found that retail turnover increased by more
than 60% in Scandinavian, German and Austrian pedestrianisation
schemes. Robertson (1994) reported that retail turnover increased by
20% following the implementation of a pedestrianisation scheme in
Norwich UK. Yim Yiu notes that there are flaws with the methodology
in these pieces of work, as they failed to take into account other
economic changes over the periods being compared. Questionnaires
surveys of retailers reported on by Yim Yiu also had methodological
failings. Yim Yiu adopted a control street to overcome these
methodological flaws and concluded that the increase in pedestrian
flows in the pedestrianised streets "increases significantly the retail
rental value of the street by approximately 17 per cent". The increase
in rental value is typically a response to greater retailer demand for
premises resulting from higher levels of turnover.
Research supporting the economic case for pedestrianisation in the
UK undertaken by Edward Erdman (1989) during the 1980s identified
that a rental premium existed for pedestrianised high streets over
non-pedestrianised high street owing to higher pedestrian footfall
and subsequent higher levels of retail trade. Over the period of the
study, Erdman recorded that the rental rate for pedestrianised
streets increased by over 40% while retail rents in vehicular streets
increased by less than 20%. The research also noted that there was
even a slight premium over covered shopping centres.
The City of Melbourne, in a review of the impact of the Swanston
Street pedestrianisation works, identified a rage of economic impact

studies that had reviewed the impact of pedestrianisation schemes.
The relevant studies and the results are summarised in the table
below.
Table 4: Summary of Economic Impact Studies of Pedestrianised Areas
Study Years of
Study
Location Survey
Size
Results
Deutscher
Industrieund
Handelstag
(1979)
Various 233 local
authorities
in Germany
Businesses
in 331
pedestrian
ised areas
Turnover % of firms with
turnover increases inside
of area: 83% % of firms
with turnover increases
outside of area: 24%
Transport
and
Environment
Studies
(1987)
1987 London (UK) Retailers
on Neal
Street,
Covent
Garden
Turnover 60% of
respondents claimed
higher turnovers
Edward
Erdman
Research
(1989)
1987-88 14 UK towns Various
street
sections
Increase in rental prices
(in prime shopping sites)
Vehicle street: 19.7%
Pedestrianised street:
42.5%
DoE and The
Association
of Town
Centre
Management
(1997)
1996 Coventry
(UK)
Sample of
retailers in
town
centre
Increase in sales levels
40% Increase in foot
traffic 25%
Local
Government
Commission
(2001)
1997 Lodi (US) Survey of
pedestrian
improvem
ent area
Increase in new business
60 new businesses
Decrease in vacancy rates
From 18% to 6% Increase
in sales tax revenues 30%
Local
Government
Commission
(2001)
1998 West Palm
Beach (US)
Survey of
pedestrian
improvem
ent area
Increase in property
values 1993: US$10-
US$40 per sq. foot 1998:
US$50-US$100 per sq.
foot
Source: City of Melbourne 'Swanston Street - A Snapshot'
5
In other instances, Macrae noted that a number of US examples of
pedestrianisation schemes have been reversed, while a scheme in
5
City of Melbourne 'Swanston Street - A Snapshot Attachment' 1 Agenda Item 6.2 Council 31 March 2009

York England recorded a small decline in trade following the
implementation of a pedestrianisation scheme.
The impact of pedestrianisation on British streets was commented on
by Glancey (1997)6
who noted "Pedestrianisation sounds noble in
principle, but the truth is that, unlike Romans, we do not make much
use of pedestrian streets and squares except during shopping hours,
and we certainly don't enjoy them. Where are the cafes and
fountains, the old men in natty hats playing draughts, the gorgeous
girls and handsome boys on their scooters? They exist only in the
"virtual" world of architects' drawings in Britain". A further issue
noted is the impact of pedestrianisation on streets after traditional
retail opening hours. Referencing King's Lynn in Norfolk England,
Clancy observed "when the sun went down, the pedestrianised
streets dies with it… Not a place you'd want to walk on your own."
The issue of safety is also raised in Melbourne City Council's Review
following the closure of Swanston Street to car traffic.
Opposition to pedestrianisation schemes has typically been strong
amongst retailers located in areas to be affected. Pugalis (2006)
commented that "Shopkeepers (in Copenhagen) in particular were
incensed at this decision which they saw as an attack on their
livelihood". Opposition to the scheme presumably reduced when it
was observed that trade in the CBD had increased by between 25 and
40 per cent"7
.
Further literature bolsters this finding. The beneficial economic
impact to retailers is noted by Iranmanesh8
(2008). "After closing
vehicle access in a district the rate of retail turnover usually
increased".
Eilís Lawlor, in a 'Just Economics' report on the case for investment in
the public realm noted "Case study evidence suggests that well-
planned improvements to these public spaces can boost footfall and
trading by up to 40%". The report also noted that "Investing in better
streets and spaces for walking can provide a competitive return
compared to other transport projects; walking and cycling projects
can increase retails sales by 30%".
6
No lovers, no mopeds, no smiling after 8pm. It's time to step on the cult of the pedestrian
Glancey, Jonathan. The Independent [London (UK)] 25 Apr 1997: 7.
7
Pugalis, L 2006, ‘Wonderful, Wonderful Copenhagen’, University of Newcastle, Oct. 2006 Final Paper.
8
Nasim Iranmanesh, Pedestrianisation a great necessity in urban designing to create a sustainable city in developing
countries, 44th ISOCARP Congress 2008

South Molton Street in London (UK) was pedestrianised during the
1970s. The street is currently home to high end fashion retail, café
dining jewellers and located to the South of Oxford Street and east of
Bond Street - both of which are significant retail destinations in their
own right. Following the pedestrianisation, South Molton Street is
reported to have seen a significant increase in retail rents (Roberts
and Greed, 2014) as the retail performance of the street improved.

4 CASE STUDIES
Pedestrian Streets
This section provides a selection of examples of the pedestrianisation
of streets and implementation of vehicle movement restrictions.
Two local examples are provided, and two international examples.
Swanston Street Melbourne
Swanston Street in Melbourne was originally closed to through traffic
in 1992. Prior to the closure the street had been the principal north
south thoroughfare through the CBD. 70% of traffic along the street
was using Swanston Street as a means of accessing areas outside
Melbourne's CBD. The result was a reported "significant
improvement to the street experience for pedestrians and public
transport users". Annual event attendance in Swanston Street is
reported at more than one million, with organised events, parades,
rallies and functions attracting close to an additional one and a half
million people.
In terms of meeting the objectives stated for the closure of the street
to vehicular traffic, following a review by Melbourne City Council in
1997 it was recorded that:
 50% less vehicle accidents in the 1995-1995 period than 1989-
1991 period;
 40% reduction in pedestrian accidents over the same period;
 Observed fall in crime since the closure of the street9
;
 The occupancy rate in retail tenancies has been higher than in
other areas of the CBD since the closure of the street.
Not all the noted impacts from the closure of the Street to traffic
have been positive. Traders on the street reported that the closure of
the street had a negative impact on retail turnover. However the
Council review found that "based on rental levels in Swanston Street,
the closure had a neutral impact on trading performance"10
.
In addition to changes / perceived changes in turnover resulting from
the closure, the review found that the tenancy mix in Swanston
Street had changed with an increase in restaurant and speciality
9
Coinciding with the opening of the new police station in 1997 in Swanston Street.
10
Melbourne City Council (MCC), Swanston Street Review, October 1997.
"Based on rental levels in
Swanston Street, the closure
had a neutral impact on
trading performance"

tenancies. In part this reflected footpath widening but was also part
of a broader trend observed elsewhere in the CBD.
Council's Review of the impact of road closures noted the following:
 82% reduction in accidents when two way streets were
converted to pedestrian streets;
 Traffic levels affect social interaction on streets - streets with
more than 16,000 vehicles per day had three times fewer social
intersections than streets with 2,000 vehicles per day.
Yarraville Pop-up Park, Ballarat Street, Yarraville
Ballarat Street in Yarraville was temporarily closed off to traffic in
2011 to make way for seating and pedestrians. In December 2014 the
park - located between Murray and Canterbury Streets in Yarraville -
was made permanent. The location of the pop-up park was chosen as
it was not deemed to be a central traffic route, and was intended to
provide a place where the community "can congregate like a little
village square in one of the busiest part of Yarraville village, where
they can relax, play with their kids, or have a coffee with friends"11
.
Figure 21: Yarraville Pop-up Park
11
http://www.theage.com.au/victoria/village-choice-yarraville-takes-road-less-travelled-in-popup-park-20111218-
1p0uh.html
Complaints from one trader
located away from the park
centred on the 'unfair
advantage' that it would
provide to café traders who
were located near the park.

At the time the concept was initial unveiled, complaints from one
trader located away from the park centred on the 'unfair advantage'
that it would provide to café traders who were located near the park.
A local business owner in favour of the park was quoted as saying
the park "instantly became the heart of the little village. A bit like a
city square that you see in little European villages, it just instantly
became a spot that people would meet"12
Some concerns of local traders located away from the park had been
addressed by Maribyrnong Council who opted to make the park and
alcohol free zone. Maribyrnong Mayor Grant Miles said “They
(objecting traders) see it as a compromise, obviously they thought
they were losing trade with the pop-up park program in the past, but
the main thing that is going to allay those concerns is no alcohol."13
Via Urbana - Rome
A recent campaign to pedestrianise parts of Rome focused on Via
Urbana in the older district of the city centre. Here, support from
shopkeepers has been overwhelmingly in favour of the scheme with
around 90% of local retailers in favour, having noted that retail sales
increased by 30%14
during a period of street closure for gas main
maintenance purposes.
Figure 22: Via Urbana - Rome
12
http://www.abc.net.au/news/2014-12-16/yarraville-pop-up-park-becomes-permanent-after-singing-protest/5970092
13
http://www.maribyrnong.starweekly.com.au/story/1793344/yarraville-pop-up-park-saved-after-traders-step-up/
14
http://www.theguardian.com/cities/2015/mar/13/pedestrianisation-rome-italy-car-parking-ban
A recent campaign to
pedestrianise parts of Rome
focused on Via Urbana in.
Support from shopkeepers
has been overwhelmingly in
favour of the scheme with
around 90%, having noted
retail sales increased by
30% during a period of
street closures.

Buchanan Street, Scotland
In Glasgow, Scotland, Buchanan Street is a pedestrian street serving
as Glasgow’s main retail strip. It is the centre of the city with a library
main, (covered) shopping arcades, two shopping centres, smaller
scale speciality retailers, and a museum. Buchanan Street is of a
different scale to Greville Street and serves a different purpose.
However, the lessons learnt from Buchanan Street may be applicable
in the local context.
Figure 23: Buchanan Street Glasgow, Scotland
There are regular street theatres on the street and a monthly farmers
market takes place. In 2003 Buchanan Street was voted Scotland’s
favourite street in a BBC/CABE poll. It was awarded a Congress for
New Urbanism award for excellence in 2004. It is identified as being
Glasgow's main promenade where people meet up to shop or
socialize.
Shared Streets
Shared streets differ from pedestrianised streets in that vehicle
traffic is still permitted to use the streets. The time of day which they
are permitted to use the street may be restricted in some instances
although generally, use of the street is permitted at all times other
than during events. Traffic speed restrictions are typically very low
and pedestrians are often given priority. Limited distinction is made
between the area of roadway intended for vehicle traffic and the
area typically regarded as pavement. The removal of traffic lights and

road markings will often serve to increase the level of ambiguity and
uncertainty at intersections. This additional uncertainty has been
shown to modify the psychology of street users, encouraging greater
vigilance and care, resulting in a safer environment for pedestrians
and cyclists.
Bendigo City Centre - Shared Space
The Walk Bendigo program was intended to prioritise walking and
create a safer environment for users of, and visitors to, the City
Centre. The program was launched in response to a 2007 report that
identified that the existing street design reflected a historical
prioritisation of higher traffic speeds, traffic volumes and the
availability of parking. In order to address the negative impacts
arising from the existing street layout the City of Grater Bendigo
conceived a CBD wide program of works to improve pedestrian safety
and the amenity in the city centre.
"It was planned to create a connected pedestrian network linking
access points to key city destinations. The social and community
function of the CBD was to be enhanced by allocating space for
alfresco dining and street events".15
Figure 24: Hargreaves Street and Bull Street Intersection
Source: Department of Transport.
"The junction of Hargreaves and Bull Streets is central to shopping,
dining and civic facilities. Walk Bendigo created a street space that
can be entered and crossed from any point in any direction".
The performance metric adopted to judge the success of the
implementation of the shared streets initiative was a target reduction
15
transport .vic.gov.au (Case Studies Bendigo Town Centre: Creating Shared Space to Improve Pedestrian Safety)
accessed at http://economicdevelopment.vic.gov.au/__data/assets/pdf_file/0009/1091898/Bendigo-Casestudy.PDF on
29th May 2015.

in traffic speed to an average of 20 kilometres per hour. This target
was not met. However, traffic speeds on the streets affected by the
scheme had fallen from an average of 40.5km/h to 27.5km/h.
Australian Examples
Other examples of mid-sized and regional Australian cities that have
pedestrianised streets and introduced traffic reduction and shared
space initiatives include:
 Langtree Avenue Mildura,
 Cavill Avenue Gold Coast,
 Bridge Street Ballarat,
 Nicholas Street Ipswich,
 Maude Street Shepparton
 Little Mallop Street Geelong.
 Cronulla Mall, Cronulla,
 Hardware Lane, Melbourne;
 Port Macquarie Town Centre, including the shared space
intersection of Horton Street and Clarence Street; and
 Ernest Street, South Brisbane.
Other pedestrian streets internationally include:
 Wall Street, Asheville, NC, USA
 Strøget District, Copenhagen, Denmark
 Cat Street, Tokyo, Japan
 Lincoln Road, Miami Beach, FL, USA
 Locust Walk, Philadelphia, PA, USA
In Australia, centrally located pedestrianised streets include:
 Pitt Street Mall and Martin Place in Sydney
 Bourke Street Mall & Swanston Street in Melbourne
 Queen Street Mall and Brunswick Street Mall in Brisbane
 Rundle Mall in Adelaide
 Hay Street and Murray Street Malls in Perth
 Elizabeth Street in Hobart
 City Walk in Canberra
 Smith Street in Darwin.

5 COMMERICAL IMPACT OF GREVILLE STREET
TRAFFIC AND AMENITY WORKS
The analysis of the impact of the proposed works on Greville Street
has been split into two distinct sections. The first looks at possible
commercial impacts of the works in the community. The following
section will provide an analysis of the potential social impact of the
works on the community stakeholders. The analysis considers the
potential impacts of each of the options proposed for Greville Street
and King Street, these being; 1) the development of the shared street
concept, and; 2) the full closure of the street to motorised traffic.
The impacts have been assessed for each component of the works.
The potential impacts have been assessed through examination of
recent literature covering the pedestrianisation and traffic mitigation
measures in other locations. These have been identified and are
described below. Note, the description of these impacts is not an
indication that they are likely to happen or not to happen in the
proposed Greville Street / King Street works. That they are included is
that the potential for these impacts to occur has been identified and
the likelihood has been considered.
Positive Commercial Impacts
Commercial positive impacts of the proposed works are expected to
occur as a result of higher levels of turnover. The change in turnover
may stem from a number of factors.
A major impact is expected to stem from the increased pedestrian
amenity. By reducing the number of cars, shoppers may take longer
to linger in the street, and the longer they stay, the more likely they
are to spend. Increasing the attraction of the street environment
through planting, gardens and events is likely to increase the overall
level of pedestrian amenity.
The improvement in pedestrian amenity is expected to be greater
under the full closure of Grattan Gardens to motorised traffic. The
removal of motorised traffic would increase actual and perceived
pedestrian safety.
Pedestrian amenity is still expected to be improved under the shared
street option, owing to an overall reduction in the volume of car
traffic. The benefit of the shared street option may vary - according
to which side of the street traders are located on - in the different
sections of the proposed works, although traders in all locations on

the street are still expected to benefit from the proposed works
though increased pedestrian traffic. Where existing car parking
provision is removed to make way for increased paving and potential
pavement dining space, traders are expected to see greater benefits
than on eh side of the street where parking is retained.
The full closure option is not expected to incur varying degree of
commercial benefits according to which side of the street traders are
located on.
The increased level of pedestrian amenity, and the impact of 'making
a change' on Greville Street and King Street may attract additional
tourist visitors to the area. As a result, footfall would increase and
retail spending would also be expected to increase.
The reconfiguration of sections of Greville Street and King Street with
the intention of creating event space will also likely lead to increased
cultural events and associated higher levels of patronage. More
visitors on the street attending events may lead to more shoppers on
the street spending money in local retail establishments.
However, the variation or change in levels of turnover may vary by
business type. Food and drink outlets - particularly those with the
potential to take advantage of pavement dining options - are likely to
see a different impact to a retailer that benefits from car-based
consumer activity. These types of retailers might include
homewares, Manchester, and bulky goods sellers and as such, is not
likely to prove to be a significant issue for the traders on Greville
Street. The increased commercial activity benefiting food and drink
retailers, restaurants and cafes may in part be attributable to the
proposed works on Greville Street and King Street, and in part in may
be a result of the changing broader retail trends that sees a greater
proportion of disposable income focussed on food and drink
expenditure.
Negative Commercial Impacts
Negative impacts of the proposed works essentially boil down to the
converse of the positive impact. A fall in trade might be expected to
result from fewer shoppers that use motor vehicles as their mode of
transport visiting Greville Street or King Street.
This may occur as a result of a number of factors. The first is related
to parking provision. Trade would be expected to fall if motorists who
currently shop at Greville Street and King Street are unable to find
conveniently located parking spaces that enable them to access the

retail facilities on the street. This would assume that motorists who
currently park on Greville Street to access retail outlets would not be
prepared to use alternative parking facilities elsewhere in the local
area. Given the travel mode share profile of shoppers on Greville
Street with half of shoppers arriving in the area by car, this is a
moderate risk that may impact retailer turnover. However, it should
be borne in mind that a relatively low proportion of the shoppers
that travelled by car - parked on Greville Street, with the majority
opting for alternative car parking options.
The second reason that motoring shoppers expenditure in the street
could decline is a lack of familiarity with the proposed street and
traffic configuration. In particular, this is likely to be an issue if the
proposed changes to the parking configuration receive significant
negative publicity. The duration of this impact might be expected to
be relatively short as visitors familiarise themselves with the
amended configuration of streets and parking.
Both the first and second factors that could potentially negatively
impact on the expenditure of motorists visiting Greville Street and
the surrounding area are likely to have a marginally greater impact
under the closed street option rather than the shared street option
for Greville Street. However, given the impact of these factors is
expected to be relatively limited, there is unlikely to be a significant
difference in the negative impact that results from either option.
A further reason why trade might decline would be related to the
disruption to the street during the implementation phase of the
proposed works. As with the lack of familiarity with the proposed
configuration leading to motorists staying away from the area for a
period of time, the perception that construction works are detracting
from the retail environment and the amenity of the streets may
cause shoppers to stay away from the Greville Street and King Street
area. The duration of this impact is likely to be relatively short term
and confined to the construction period and for a short while after
the changes have been implemented. Council would stage the works
to mitigate negative impacts on trade during the course of
implementation.
Turnover may also be negatively impacted in retail establishments
that would not cater for 'crowds' or attendees at cultural events.
Whereas some retailers - notably food and drinks establishment -
may benefit as a result of increased footfall at a music event for
example, the impact on a retailer focused on home improvements for

example, is likely to be modest and may even decline (NB - there are
no home improvement stores identified on Greville Street).
A final potential impact causing a decrease in turnover may also
result from antisocial behaviour on street detracting from the
amenity of the area. Anti-social behaviour resulting from reduced
passive surveillance occasioned by motor vehicle traffic could over
the longer term - deter evening visitors from the area, leading to a
decline in spending in restaurant retailers. However, as identified in
the City of Melbourne Case Study example earlier, crime levels in
Swanston Street were reported to have fallen since the closure of the
street. However, Councils designs have been developed with
improved lighting and security measures. These measures should
help to lessen the impact of reduced passive surveillance.
The following table identifies the potential commercial impact of the
proposed works on a location by location basis. Based on findings
from the review of literature and case study material, the likelihood
of the impact occurring has been estimated together with the
expected timing and duration of the impact. The majority of impacts
are expected to occur in the post completion phase of the works,
with only a small number associated with the potential disruption
occurring during the actual implementation of the works. Positive
impacts are expected to be ongoing, whereas the negative impacts
are largely anticipated to be short-term in nature, as consumer
behaviour adjusts to take account of the revised road configuration.
Strategies to mitigate the negative impacts identified and to
maximise positive impacts have been listed.

Section Affected Stakeholder Detail Impact Level of Impact Timing of
Impact
Mitigation Strategy
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
Businesses Food and drink
businesses
Increased pedestrian footfall and
associated expenditure on food and
drink
High - Positive Post
completion -
ongoing
Marketing and promotion strategy
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
businesses
Increased tourism visitors and
tourism expenditure on dining
completion -
ongoing
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
businesses
Increased cultural events and
associated increase in spending on
food and drink
completion -
ongoing
Facilitation and promotion of Event hosting
and Cultural Events
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
businesses
Increased anti-social behaviour
impacting perceived customer safety
Low - Negative Post
completion -
ongoing
Ensure adequate lighting on Greville Street
and King Street
Table 5: Commercial Impacts of Proposed Changes

A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
businesses
Increased anti-social behaviour
impacting perceived customer safety
during cultural events
Low - Negative Post
completion -
ongoing
Ensure adequate security measures during
events
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Businesses All retail Customers stay away as a result of
reduced parking availability
Low - Negative Implementation
phase and Post
completion -
short term
duration
Provide clear signage of alternative parking
options such as Cato Street Car park
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Businesses All retail Customers stay away as a result of
disruption during the course of
construction
Medium -
Negative
Implementation
phase - short
term duration
Will be short term in duration. Where
possible minimise impact of construction
works (e.g. undertake works in non-core
business hours).A Construction
Management Plan would need to be
prepared to minimise and manage those
impacts
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
Businesses All retail Lack of familiarity with road
configuration leads to shoppers
travelling by car staying away
Low - Negative Implementation
phase and Post
completion -
Short term
duration
Will likely be short term in duration as
users adjust to proposed works. Provide
clear signage and directions.

A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
Businesses Other retail Increased pedestrian footfall and
associated expenditure on retail
Medium High -
Positive
Post
completion -
ongoing
Promotion and marketing
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
Businesses Other retail Increased tourism visitors and
tourism retail expenditure
Medium High -
Positive
Post
completion -
ongoing
Promotion and marketing
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
Businesses Other retail Increased cultural events and
associated footfall lead to positive
change in spending
Medium -
Positive
Post
completion -
ongoing
Promote cultural events
A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
Businesses Other retail Increased cultural events lead to
negative change in non-cultural or
associated businesses
Low - Negative Post
completion -
ongoing
NA

A - Greville Street
West
B - Grattan Gardens
C Greville Street /
Chapel Street
businesses
Increased pedestrian footfall and
associated expenditure on food and
drink
completion -
ongoing
D - King Street Businesses Food and drink
businesses
Reduced passing trade from motor
vehicle traffic
Low - limited
parking
provision for
existing
customers on
King Street -
Negative
Implementation
phase and post
completion -
ongoing
Clear signage and directions for parking
facilities
businesses
Increased turnover arising from
opportunity for pavement dining
Medium High -
Positive
Post
completion -
ongoing
businesses
Increased turnover arising from
higher levels of pedestrian amenity
and potential events held on
proposed space
Medium -
Positive
Post
completion -
ongoing

6 SOCIAL IMPACT OF GREVILLE STREET TRAFFIC
AND AMENITY WORKS
As with the identification of commercial impacts, the social impacts
of the proposed works have been assessed through examination of
recent literature.
The potential social impacts are identified here, followed by the
potential negative social impacts. The impacts are grouped according
to who is affected, whether they be users of the street - including
shoppers, users of community facilities, or those passing through - or
local residents - including residents of Greville Street and residents in
the wider local area.
Positive Social Impacts
All users of the street are expected to benefit from the improved
safety afforded by reduced motor vehicle traffic. While the number
of accidents that occurred on Greville Street as identified by the
Obrien Traffic report is low, the perception of improved safety on the
street will benefit local residents and users.
Should the streets be perceived to be safer, increased levels of
visitation may occur. If this visitation uses active transport - walking
or cycling - then there are expected to be beneficial health outcomes
to users of the street.
Increased safety on the street, in conjunction with improved amenity,
may lead to a high number of people using the street. Increased
visitation levels could result in higher levels of social interaction.
Lower levels of road traffic safety may deter some members of the
community from visiting an area. This may apply to particular
demographic cohorts to a greater extent than others. Older age
cohorts may be more likely to visit the street as a result of
improvements in safety, and benefit from increased levels o0f social
interaction.
Usage of community spaces is likely to increase as a result of
improved safety and amenity. This would increase the viability of
community facilities.
Furthermore, the increased opportunity for cultural events would
help to build and strengthen community identity and cohesion.
Opportunities for hosting cultural / community events would be
facilitated further under the option which proposes closing to traffic
the section of Greville Street south of Grattan Gardens.

Beneficial health outcomes would also be realised through
improvements in air quality. Air quality improvements would be
expected to occur as a result of reduced motor vehicle usage.
However, the impact of this is expected to be extremely localised.
Negative Social Impacts
Anti-social behaviour may arise as a result of reduced passive
surveillance occasioned by reduced motor vehicle traffic. Rises in
anti-social behaviour were identified in a number of case studies,
including Parramatta, NSW and in the UK. However, in the City of
Melbourne Case Study example, crime levels fell on the Street when
Swanston Street was closed to through traffic.
While residents and users of Greville Street may benefit from
increased safety arising from reduced motor vehicle usage on Greville
and King Street, the residents and users of surrounding streets may
experience the opposite. If traffic that formerly would have used
Greville Street and King Street is diverted onto surrounding streets,
the level of safety - perceived or actual - may fall.
Travel times to locations in the immediate area may increase as a
result of the proposed works. Residents and users of the street
travelling by car may need to adjust their journey to accommodate
the proposed changes. This may result in increased journey times,
whether caused by additional distances being travelled or increased
negotiations at intersections of Chapel Street. However, it is
expected that the increase in travel times will be minor and will
adjusted to over a short period of time. Furthermore, some journey
times may be reduced, particularly those undertaken on foot or by
public transport if interaction with vehicular traffic at intersections is
reduced.
The following table identifies the potential social impacts of the
proposed works on a location by location basis. Based on findings
from the review of literature and case study material, the likelihood
of the impact occurring has been estimated. Strategies to mitigate
the negative impacts have been listed. The positive impacts of the
proposed changes outnumber the negative impacts. Furthermore,
the effects of the negative impacts of the proposed changes are
deemed to be relatively minor in comparison with the positive
impacts that the proposed changes are expected to generate.

Section Affected Stakeholder Detail Impact Level of Impact Timing of
Impact
Mitigation Strategy
A - Greville Street West
B - Grattan Gardens
C Greville Street /
Chapel Street
Residents
Users
Greville Street
residents, Greville
Street users,
pedestrians,
cyclists, public
transport users
Improved safety through motor
vehicle usage reduction
Medium -
Positive
Post completion
- ongoing
NA
D - King Street Residents
Users
Greville Street
residents, Greville
Street users,
pedestrians, cyclists
High - Positive Post completion
- ongoing
NA
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Residents
Users
Local area
residents, Greville
Street users,
Improved amenity leading to
increased usage of active transport
(walking & cycling) and positive
health outcomes
Medium -
Positive
Post completion
- ongoing
NA
D - King Street Residents
Users
Local Area
residents, King
Street users,
pedestrians, cyclists
- ongoing
NA
Table 6: Social Impacts of Proposed Changes

B - Grattan Gardens
C Greville Street /
Chapel Street
D King Street
Residents
Users
Greville Street
residents, Greville
Street users,
pedestrians,
cyclists, public
transport users
Improved air quality through motor
Low - Positive Post completion
- ongoing
NA
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Residents, Users,
Businesses
Local residents,
users, businesses
Increased congestion on
surrounding streets as motorists
seek alternative routes
Low and
relatively short
term - Negative
Post completion
- ongoing
Provide clear signage
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Residents, Businesses,
Users,
Local residents,
users, older age
demographic
cohorts, businesses.
Increased amenity and foot traffic
leading to higher levels of social
interaction, building community
cohesion
Low Post completion
- ongoing
NA
B - Grattan Gardens
C Greville Street /
Chapel Street
Users,
Local residents,
users, businesses
Increased amenity leading to
increased usage of community
spaces
- ongoing
NA

B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Users,
Local residents,
users, businesses
increased opportunity for cultural
events would help to build and
strengthen community identity and
cohesion
- ongoing
NA
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Users,
Local residents,
users, businesses
Anti-social behaviour may arise as a
result of reduced passive
surveillance occasioned by reduced
motor vehicle traffic
Low - Negative Post completion
- ongoing
Ensure adequate lighting on
Greville Street and King Street
B - Grattan Gardens
C Greville Street /
Chapel Street
D - King Street
Users,
Local residents,
users, businesses
Increased travel times within the
local area resulting from proposed
works
Low- Negative Post completion
- ongoing
Provide clear signage

Ref: Greville Street Precinct SCIA M15044 Draft HillPDA Page 51 | 54
7 CONCLUSIONS
This report has assessed the proposed changes to the configuration,
road layout and parking provision of Greville Street and King Street in
Prahran, Stonnington. The proposed changes revolve around the
public realm, enhancing public space, and providing a safer
[pedestrian focussed environment with opportunities for public
events and cultural events in the shared spaces.
It is expected that the proposed changes y will have an impact on
Greville Street and King Street; the users of the streets, the local
community, including businesses, residents, visitors and workers in
the area. A number of the changes will be positive and a number will
be negative. The extent of the impacts is expected to vary by
location, and to vary in the effect they have on different stakeholders
within the broader community. However, the positive impacts are
expected to outweigh the negative impacts of the proposed changes,
both in the number of impacts and in the effects that these impacts
have. Most of the anticipated negative impacts can be mitigated
through appropriate design measures and through the staging of
construction works to implement the changes.
Positive impacts on the business sector focus around attracting more
people to the Streets. By attracting more potential customers to
Greville Street, businesses located on the street and in the
surrounding streets should see increased turnover as a result. The
impact may vary by retail type, with some retail sectors likely to be
more positively affected by an increase in pedestrian footfall than
others. Cafés, coffee shops, restaurants and convenience retailing are
good examples of retail sectors that would be positively impacted by
an increase in passing trade whereas discretionary retail purchases -
bulky goods retail, Manchester and home wares - while still
benefiting from an increase in pedestrian footfall - would not benefit
to the same extent as the food and convenience retail sector.
Concerns that restricting motor vehicle access to areas will negatively
impact on the potential for increased turnover and business viability,
are worth noting. However, the review of the literature suggests that
recent examples of pedestrianisation have benefitted local traders.
Evidence from Victorian examples - including Swanston Street and
Yarraville - also suggest that local traders have benefitted from
restricted motor vehicle access. In order to minimise the impact on
traders, clear signage to alternative parking locations such as the
Cato Street car park and directional signage should be provided.

Community and social benefits are also likely to outweigh any
negative impacts of the proposed changes. Pedestrian safety will
improve following the implementation of the changes, although the
benefits should not be overstated given the relatively low accident
rate in the area. Follow on impacts may include an increase in the
active transport and reduced car usage. Negative impacts of the
scheme such as fears of anti-social behaviour could be managed.
Appropriate lighting could mitigate the impact of reduced passive
surveillance in the streets.

APPENDIX A: DATA TABLES
Table 7: Mode of Transport
Mode of transport Number of responses % of responses
Car 45 27%
Pedestrian 61 34%
Cyclist 5 3%
Tram 16 9%
Train 48 27%
Bus 1 1%
Other 4 2%
Total 180 100%
Source: HillPDA
Table 8: Purpose of Visit
Purpose Number of responses % of responses
Retail 39 21%
Dining / drinking 27 14%
Work 17 9%
Visiting Business /organisation 8 4%
Visiting friends / family 12 6%
Library / community facilities 20 11%
Passing through 54 29%
Other 10 5%
Total 187 100%
Source: HillPDA

ABN 52 003 963 755
Sydney
Level 3, 234 George Street
Sydney NSW 2000
GPO Box 2748 Sydney NSW 2001
t: +61 2 9252 8777
f: +61 2 9252 6077
e: sydney@hillpda.com
Melbourne
Suite 114, 838 Collins Street
Docklands VIC 3008
t: +61 3 9629 1842
f: +61 3 9629 6315
e: melbourne@hillpda.com
Brisbane
Level 27 Santos Place, 32 Turbot Street
Brisbane QLD 4000
GPO Box 938 Brisbane QLD 4001
t: +61 7 3181 5644
e: brisbane@hillpda.com

Greville Street Precinct Social & Commercial Impact Assessment

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