Queen Victoria Market
Precinct Renewal
City of Melbourne
Phase 1 Community Consultation Report, February 2014

Prepared by Capire Consulting Group

Note in reading this report
Unless otherwise stated, feedback and ideas documented in this report have been collated and recorded through written material generated during the consultation process. Capire Consulting Group has taken care during the transcription process but unfortunately cannot guarantee the accuracy of all notes. We are however confident that the full range of ideas, concerns and views expressed during the consultation activities have been captured in this report. Unless otherwise noted, the views expressed herein represent those of the participants and not necessarily those of the consultants or client.  
Capire Consulting Group is committed to protecting the privacy of all participants by meeting its responsibilities under the Information Privacy Act (Vic) 2000. Comments recorded during the consultation have been faithfully transcribed, however not attributed to individuals.

Preface
Executive Summary
1 Introduction
1.1 Background
1.2 Consultation
1.3 Report purpose
2 Approach
3 Consultation findings
3.1 The market experience
3.2 Physical improvements
3.3 Open space
3.4 Market operations
3.5 Community and culture
3.6 Market offer
3.7 Heritage
3.8 Accessibility and transport
3.9 Sustainability
4 Observations
5 Next steps
Appendices

Preface
The City of Melbourne (CoM) is committed to engaging communities in the decisions they are interested in and impact upon them. Creating opportunities for people to be informed and involved is integral to the way we work together.
This commitment is reflected through the Council Plan goals and actions, which identify our priorities and outcomes for the current council term. This includes the biggest investment in the CoM’s history, the renewal of the Queen Victoria Market precinct. Community engagement and the creation of a shared vision and plan for the renewal are key to the success of this project.

Executive Summary
The City of Melbourne (CoM) and Queen Victoria Market Pty Ltd (QVM) have committed to a major renewal of Melbourne’s iconic Queen Victoria Market. A series of strategic projects are proposed to be undertaken in stages over the next five to 10 years that will position Melbourne’s traditional working market at the heart of a lively inner city precinct. 
In September 2013, Capire Consulting Group was appointed to develop a three-phased stakeholder and community engagement approach to ensure effective and meaningful consultation throughout the Queen Victoria Market Precinct Renewal (QVMPR). Engagement phases are expected to be finished by late 2014. 
The first phase of public engagement took place in November 2013 over a four week period. Participants included customers, traders, CoM and QVM staff members, local residents and visitors. Over 930 people participated in a wide range of engagement activities including a two day ‘pop up’ event and vox pops (inception surveys) as well as inputting into an 
online forum. 
Highly impacted stakeholders (including traders and QVM staff) participated in a deeper level of engagement and were invited to attend discussion groups and workshops. A number of print media and broadcast media activities also took place, including a press announcement and a film of interviews with key stakeholders about QVMPR.  
During this period, community consultation sought to gain an awareness of people’s values and connections to QVM. Questions asked included: ‘What do you love about the market?’ ‘What should be improved?’ and, ‘It is 2020, what do you see here at the market?’ 
A range of common themes emerged including the experience of the market, the highly valued location, its ‘Melbourne-ness’ and variation within the market. ‘Atmosphere’ was the most common word used when participants described what they loved about the market. Colours, sounds, smells, noises, and the sense of space were noted. These elements should be considered throughout the QVMPR design process.
Community and culture were outlined as key values, many describing the community spirit, relationships, value to family-life and diversity of cultures. People also described the sense of community around the QVM. In the renewal, it is important that these relationships continue to grow and there is opportunity for further strengthening throughout QVMPR.
What the market offers was deliberated, with people noting the importance of cost, variety, quality and sustainability of produce and products. Both visitors and regular customers value the availability of fresh, local and varied produce at QVM. Embedding a culture of local produce and locally made products was viewed as important in the renewal. 
The important role of heritage, including impacts on the Old Melbourne Cemetery was highlighted. Heritage is an important element of QVM and there is opportunity for the history of the site to be rediscovered and shared though interpretive elements. 
Physical improvements to the market were suggested; including wayfinding, shed maintenance, increased lighting and better facilities. More open spaces were requested with places to sit, eat and socialise. The general merchandise area was also highlighted as needing improvements (from a quality, variety and design perspective), but it was also an area enjoyed by visitors and bargain hunters. 
The day-to-day operation of the market was discussed in detail and visions of a safe, professional and profitable establishment were expressed, particularly by the traders and QVM staff members. Opening hours, delivery and loading zones as well as the future implementation of the QVMPR were also explored. 
The Night Market was described as one of the most valued and popular events at the market, and one that has the potential to be replicated through other night time events to draw more people to the market. 
Transport, accessibility (to and around the market) and sustainability was discussed. 
There is an opportunity for QVM to become a leader in sustainability, not only through locally sourced produce, but also ecologically sustainable design, effective waste management and retrofitting existing buildings.
There were strong views and significant concern within the trader community regarding car parking at QVM (specifically the idea of underground car parking). Concern about the potential construction impacts on business was a key driver for this. It is essential that during the renewal process there is continued communication and minimal disruption to QVM business. 
When talking about the future of the market, many participants struggled with the concept of change and there was a lack of interest in seeing radical developments in the future. With this in mind, a focus on restoring, revealing and rediscovering the market should be central to the renewal process.  
QVM is of great significance locally, nationally and internationally and its role as a prominent public space and key social meeting place for the community is important. It was felt that better functionality and public space will add value to North Melbourne.    
Following this first phase of engagement, the Phase 1 Community Consultation Report will be published on Participate Melbourne (participate.melbourne.vic.gov.au) and sent to key stakeholders. Project objectives will be refined and some initial renewal concepts informed by the feedback will be developed. In Phase 2 of community consultation, the initial renewal concepts will be shared with the public and feedback on these ideas will be invited.

1	Introduction
1.1 	Background
In October 2013 the City of Melbourne announced that it will make the largest investment in its history to preserve and renew the Queen Victoria Market, creating an expanded market precinct. The City of Melbourne will seek UNESCO World Heritage listing for Queen Victoria Market following a comprehensive renewal program.  During 2013 and 2014 CoM will be preparing a plan to guide the renewal process. A key aspect of the planning process is community and stakeholder engagement.
The QVM site comprises an area of approximately seven hectares and is located to the north of Melbourne’s central city. The site represents the north-western corner of Melbourne’s Hoddle grid, where West Melbourne, North Melbourne and the central business district (CBD) converge. The market sits between the major roads of Victoria, Peel and Elizabeth Streets. 
It consists of two distinct sections separated by Queen Street. These two sections are described from west to east as the upper and lower markets respectively. The southern boundaries of each market section are Franklin Street and Therry Street.

1.2 	Consultation
CoM and Queen Victoria Market Pty Ltd instigated the development of a broad community engagement strategy to inform future planning for the market. Capire Consulting Group was appointed to design a community consultation approach to enable a broad range of voices to contribute to a discussion about rediscovering and celebrating the history and future of QVM. These voices included QVM traders, visitors, tourists, local residents, businesses and interested groups. 
Three phases of stakeholder and community engagement have been planned during the development of QVMPR. All of these phases will help to inform detailed plans, with projects to be staged over the next five to 10 years.
Each of these phases has a unique purpose, objectives and intended outcomes. The three phases are described in Table 1.

Table 1: Engagement Phases
Phase	Objectives 	Outcomes	
Phase 1 
Identity and Vision 

November 2013
4 weeks
(Complete)	To deliver an engagement process which will provide opportunities for the public to:
•	learn about the history of QVM and QVMPR
•	identify QVM’s sense of place 
(including its identity, uniqueness and key experience factors) 
•	identify aspects of QVM to be improved and protected in the future.	To use the outcomes of the engagement process to:
•	refine and finalise project objectives
•	develop initial renewal concepts. 
	
Phase 2 
Options and Feedback 

April 2014
6 weeks	To deliver an engagement process which will provide opportunities for the public to:
•	learn and provide feedback about the initial renewal concepts
•	identify opportunities to deliver 
initial renewal concepts.	To use the outcomes of the engagement process to:
•	finalise renewal concepts
•	develop a draft QVMPR plan.	
Phase 3 
Draft QVMPR Blueprint

Late 2014
6 weeks	To deliver an engagement process which will provide opportunities for the community and stakeholders to:
•	learn about the draft QVMPR plan
•	provide feedback on the draft 
QVMPR plan.	To use the outcomes of the engagement process to:
•	finalise the QVMPR plan.	

The first phase of community consultation commenced Friday 1 November 2013 and concluded on Saturday 30 November 2013. The purpose of the consultation was to gain a deeper understanding of community and stakeholder values in relation to QVM. The objectives of the consultation included:
•	to provide opportunities for the community to learn about the history of QVM 
•	to identify QVM’s sense of place including its identity and uniqueness
•	to identify opportunities to improve QVM.

Throughout Phase 1 of the consultation process, participants were asked some key questions:
•	What do you love about the market? 
•	What makes the market unique?
•	What would you change about the market? 
•	What are your memories of the market?
•	What is your big idea for the market? 

1.3 	Report purpose
The purpose of this report is to provide a summary of the first phase of community consultation. In some cases comments have been paraphrased and quotes have been used to illustrate the community sentiment. Please consider the following when reading this report.
•	The consultation feedback is not comparable to an opinion poll because respondents do not constitute a random sample as they self-selected to participate. 
•	None of the consultation techniques are statistically valid as people either self-selected or were engaged at opportunistic times. Even with an emphasis on inclusive engagement it is sometimes impossible to hear from all community cohorts.
•	The report has been written to understand the broad range of values, ideas and aspirations rather than to create a plan for action or design.
•	The report is based on feedback, therefore some information included in this report may be factually incorrect. 

2	 Approach
During the first phase of community engagement a variety of activities took place with a broad range of the public, including customers, local residents and visitors. People were provided with a number of options to participate including vox pops (inception surveys), a two day ‘pop up’ event and online engagement. The purpose was to facilitate high level discussions with the public about the market’s identity and a future vision for the market. 
Unique engagement activities for the stakeholders who would be highly impacted by the QVMPR (including discussion groups for traders and market staff) also took place. A meeting was also held with the Wurundjeri Council. A workshop was held with planning students from the University of Melbourne and RMIT University to generate feedback on the QVMPR initiatives and future innovations.  
Techniques used to inform the community about QVMPR included:
•	a joint public announcement by the Lord Mayor and the Premier on 
31 October 2013 at the official launch of the engagement process 
•	emails were sent to key stakeholders informing them of the project and encouraging them to participate
•	postcards and posters were distributed to local resident properties and 
local businesses 
•	a project website was established with its own designated page on the 
Participate Melbourne website, with links to the online forum, information about the project and links to the QVM website
•	social media was used to keep the community informed of key dates and to generate interest in the project
•	print media and broadcast media covered the consultation process extensively
•	community newsletters and advertising in the local press was used to raise awareness within the local community.
Examples of the communication materials, as well as media coverage information can be found in Appendix 1. 
Techniques used to consult the community included:
•	a two day ‘pop up’ structured as a ‘drop in’ style event was held on 
9 and 10 November at String Bean Alley, QVM 
•	vox pops (intercept surveys) completed in a range of locations throughout the 
city and inside the market, designed to capture the views of diverse visitors and customers
•	a series of discussion groups with a range of traders from different areas of the market
•	an online forum providing a moderated space for the community to express ideas, aspirations and any concerns for the QVM
•	questionnaires were available on Participate Melbourne 
•	a workshop was held with planning students from the University of Melbourne and RMIT University to generate feedback on the QVMPR initiatives and future innovations  
•	briefings and meetings throughout the engagement process to keep stakeholders informed on the project’s progress and to obtain ideas and seek feedback.

Approximately 930 people participated in the consultation activities. The table below illustrates how people chose to participate.
Figure 2. Levels of participation

Number of participants

3	Consultation findings
This chapter summarises feedback gathered throughout the consultation period 
and is divided into a series of key themes and observations. Responses are provided 
from a range of participants including customers, traders, QVM staff, tourists, children and students. 

3.1 	The market experience
The architecture, urban planning, 'look and feel' and 
general atmosphere of the Queen Victoria Market. 

Atmosphere and experience 
The ‘atmosphere’ was the most common response when asked ‘what do you love about the market?’ Many participants remarked on the noises, smells, colours, spaces and people as contributors to the atmosphere. Specific comments included ‘I love the atmosphere, there is no place like it’ (vox pop, 2 November 2013), ‘I like the atmosphere and sense of openness’ (vox pop, 1 November 2013) and ‘the friendly atmosphere’ (vox pop, 28 November 2013). Other comments comprised ‘I love the variety, atmosphere, hustle and bustle of a great market!’ (Participate Melbourne, November 2013) and ‘the atmosphere, I just love to wander around’ (vox pop, 30 November 2013). Additionally the ‘warmth’ and ‘inclusivity’ of the market was also described as elements that attract people to the market. One participant described the market as ‘just a nice place to walk without a purpose. I love the smells of the market, it reminds me of being overseas’ (vox pop, 30 November 2013).
The atmosphere was considered something to be protected when the market is renewed. 
For example participants commented ‘keep the atmosphere of the market, I like the way it is now’ (vox pop, 28 November 2013), ‘protect the atmosphere and don’t turn it into a shopping centre’ (vox pop, 17 November 2013) and ‘protect the feel of the market’ (vox pop, 
6 November 2013). 
An overarching topic was how people valued the market experience. Regular customers mentioned they enjoyed the market’s capacity to ‘turn a shopping chore into an event’ (vox pop, 2 November 2013) and how ‘it is more of an experience than just shopping’ (discussion group, 19 November 2013). Additionally people said they loved ‘the stallholders and the produce’ (vox pop, 30 November 2013) and ‘the ambience, the traders and their passion for their product, the freshness and the speciality of each stall. We are able to support our own country producers’ (Participate Melbourne, November 2013). 
The ‘relaxed’ ‘rough and ready’ feel of the market was valued by many and considered an important element that should remain. For example one participant said ‘the market should not become too sterile – the grittiness and anarchy of the market is what makes it special’ (pop up, 10 November 2013).
It was also described that the market should be seen as a single experience and ‘not 5000 little experiences’ (Participate Melbourne, November 2013). Regarding this comment, it was suggested that customers should be able to ‘collect everything and pay at one time, perhaps using printed barcodes from individual traders, or some other system which encourages us to want to visit more stalls and not have to conduct so many separate transactions’ (Participate Melbourne, November 2013).  

Uniquely Melbourne
Many participants discussed the ‘Melbourne-ness’ of the market. Specifically the market was described as having ‘authenticity and a great atmosphere that is uniquely Melbourne’ (Participate Melbourne, November 2013) and depicted as ‘an iconic part of Melbourne’ (vox pop, 17 November 2013). Others felt the market is a place of cultural significance and one for the benefit of all Melburnians. A few named it a ‘Melbourne institution’ (vox pop, 2 November 2013) and highlighted its role as ‘primarily a produce market 
for the residents of Melbourne’ (Participate Melbourne, 
November 2013). 
The multiculturalism of Melbourne and Victoria was also believed to be reflected in the market. It was also felt that the market plays an important role in Melbourne’s society as it has ‘great culture and is a welcoming place to be’ (vox pop, 30 November 2013) and it was also felt that it is responsible for ‘bringing together the good aspects of Melbourne – the food and multiculturalism’ (vox pop, 17 November 2013). 
There is opportunity for QVM to utilise these strengths and create better integration with existing Melbourne events. This was suggested during the planning students’ workshop, where students discussed opportunities for greater integration with events such as Melbourne International Jazz and film festivals.  
An opportunity to support the Melbourne community and economy was identified by some participants. For example one participant said ’the market is a positive environment where I feel like I'm making a contribution to locals and supporting local industries’ (vox pop, 
11 November 2013). While another spoke about the importance of protecting Victoria’s farming industry, ‘any future market must protect the agriculture and heritage of Victoria and avoid the supermarket feel’ (vox pop, 28 November 2013).

Location 
The proximity to Melbourne’s CBD and the accessibility and size of QVM were often mentioned during the conversations. There were also many views expressed regarding the high-rise apartment buildings surrounding QVM. There appeared to be concern around future development and its affect on the market in that it may be possible for it to become ‘shadowed’ or ‘lost’. 

3.2 	Physical improvements 
Upgrades and improvements to the existing 
infrastructure, buildings and facilities.

Better facilities 
Participants discussed the need for more public toilets, ATMs and the inclusion of other core services such as a ‘post office and bank office’ (discussion group, 19 November 2013). Additionally, a participant stated the market should have more ‘disabled services, accessibility, lighting, a little more security and information at times, information point and more open space’ (vox pop, 6 November 2013).
From a trader’s perspective, improvements to facilities included ‘power, water, car parking storage (discussion group, 7 November 2013) and ‘a covered walkway to link the upper and lower markets’ (discussion group, 7 November 2013). 

Weather protection
There were some suggestions for physical improvements for the market. Some of these included weather proofing the sheds, ‘the sheds are too cold in winter and too hot in summer – it’s bad for employees’ (vox pop, 2 November 2013) and ‘protection from rain and wind’ (vox pop, 6 November 2013). Additionally it was felt by a participant that because ‘our city is windy and wet most of the year and while we expect and love the feel of an outdoor market, designs should be considered for more protection from the elements for both the traders and the customers’ (Participate Melbourne, November 2013). 

Lighting and ‘’look and feel’’
People also suggested having ‘more light and better protection from the weather’ (vox pop, 28 November 2013), ‘southern pitched roofs over the sheds to provide filtered, even light’ (vox pop, 2 November 2013) and enclosing the buildings ‘during winter to maximise potential’ (vox pop, 1 November 2013). 
Some suggested improving the look and feel of the market by making it ‘greener’ and ‘brighter.’  Specific comments included ‘make the market brighter, fresher in appearance’ (pop up, 10 November 2013) and ‘there is some much needed greening of market. There could be more planter boxes’ (pop up, 10 November 2013).

Open air
The open air environment was also highly valued. ‘The open air aspect must be kept. It’s the biggest open air market in the southern hemisphere’ (Discussion Group, 7 November 2013).
Another suggestion was to make the entire precinct smoke free and to enforce it ’or at the very least properly section off a small area away from the action where people may smoke’ (Participate Melbourne, November 2013).

Way finding
Participants felt that the market could be improved with the addition of signage. 
Some suggestions included ‘more signage, like maps, as orientation can be confusing for visitors’ (vox pop, 1 November 2013) and an iPhone app that ‘helps me find what I want’ (Participate Melbourne, November 2013). Additionally one participant suggested that ‘the signage for each section could be made more prominent by bringing it down to ground level instead of hanging from the top... and make it look more interesting’ (Participate Melbourne, November 2013).

3.3 	Open space 
The design and use of public 
open space in the market and neighbouring areas.

Open space
Participants explored opportunities for open space. Spaces with picnic tables, umbrellas, chairs and barbeques were suggested with participants proposing ‘some north facing open space where you can grab coffee and lunch and sit on a patch of grass in the sun’ (Participate Melbourne, November 2013) and ‘open space provision so people can relax and absorb the sunlight’ (vox pop, 17 November 2013). Creating spaces for family picnic areas was also suggested and it was thought that these could include ‘food stalls and a playground for kids and also a stage for performers, singers and dancers. There could be an area with seats and an area to sit on the grass with some picnic rugs set out’ (children’s consultation, 10 November 2013). Another participant said ‘more available seating and particular attention paid to children’s activities and facilities for families that need a break from shopping’ (vox pop, 11 November 2013).
To encourage additional visitors to the market, participants suggested that there be ‘more eateries dotted throughout the place, with more taste testing and cooking demonstrations’ (Participate Melbourne, November 2013) and an area that includes a ’community edible garden, landscaping for urban improvement and sustainability’ (Participate Melbourne, November 2013). 
It was also suggested that Queen and Therry streets be activated and that they be used ‘as market space rather than street space’ (Participate Melbourne, November 2013) with the addition of ‘some sort of roof to bring the two sheds on either side of Queen Street together’ (Participate Melbourne, November 2013). Including concepts like a ‘European tasting plate concept, where people can socialise and eat but not be required or pressured to sit down like at a café’ (vox pop, 1 November 2013) were also discussed. 

3.4 	Market operations 
How the market operates and functions as a business.

Delivery and loading zones 
Issues about delivery and car parking were explored by traders. These included the location and accessibility: ‘it cuts the market in half’ (discussion group, 12 November 2013) and ‘people are meant to have 15 minutes but instead they take two hours and some even park there all day’ (discussion group, 12 November 2013). 
Traders also discussed the need for loading zones ‘there is no place for people to load – especially for the butchers and fish mongers’ (discussion group, 12 November 2013).

Opening hours
Participants had some suggestions for improving the operation of the market. These comments included extending the hours of the market to ‘make it more consistent’ (vox pop, 6 November 2013) and having ‘longer opening hours such as during the evenings’ (vox pop, 28 November 2013). It was also felt that ‘the market needs to operate seven days from 8.00am to 4.00pm’ (Participate Melbourne, November 2013), have ‘longer hours and open every day’ (Participate Melbourne, November 2013) and to be open ‘outside of regular working hours’ (Participate Melbourne, November 2013). 
It was felt by one participant that the ‘trading hours are archaic – they need to be lengthened and standardised’ (discussion group, 19 November 2013), while another felt the current trading hours are confusing and suggested ‘make it open every day and not have any off days to make it more accessible to tourists and make it open for longer on weekdays 6am to 3pm at least’ (Participate Melbourne, November 2013). It was also thought that there could be ‘a concierge service to deposit shopping bags.  It's very heavy to carry all your goods while shopping, particularly when it's difficult to go through crowds with shopping trolley’ (Participate Melbourne, November 2013).
Additionally it was suggested that after hours activities such as night markets should be encouraged and that these could be ‘extended to comprise weekends and most evenings’ (vox pop, 1 November 2013). During the vox pop at the night market participants said that they liked the ‘variety and diversity’ (vox pop, 6 November 2013), the ‘fun and vibrant atmosphere’ (vox pop, 6 November 2013) and the ‘mix of people at the evening market’ (vox pop, 6 November 2013). One participant also commented on the winter market ‘the winter night market is awesome’ (vox pop, 6 November 2013). However participants also said that the night is market overcrowded and suggested that the ‘layout change to accommodate crowds’ (vox pop, 6 November 2013) and suggested that the night market run on ‘Monday and Wednesday to take some of the crowds away’ (vox pop, 6 November 2013).

QVMPR implementation 
There were some concerns from the trader groups when discussing the future renewal of the market, some stating ‘it may cause a major disruption’ (discussion group, 7 November 2013). The uncertainty of what is to happen in the future, for example ‘what will be developed and how will it affect us financially?’ (discussion group, 19 November 2013) was also mentioned. Participants also had concerns that during the renewal ‘customers will think the market is not in full operation’ (discussion group, 7 November 2013). 
Trader participants also stated that during the renewal ‘we need to be careful not to ruin the existing market’ (discussion group, 7 November 2013), ‘there needs to be functioning onsite car parking at all times’ (discussion group, 19 November 2013) and ‘the market must still be able to function during the renewal and continuity of trade with minimum interruption or adequate compensation’ (discussion group, 19 November 2013).

3.5 	Community and culture
The network of people and relationships not only 
within QVM (traders and QVM staff), but also 
connections with surrounding key stakeholders 
(for example media and politicians).

Community spirit 
Participants frequently spoke about the QVM community, including the traders and specifically the important role the market plays in Melbourne’s social fabric. The market was described as having a ‘social importance to Melbourne’ (vox pop, 1 November 2013) and other participants spoke of the traders saying they loved ‘the local experts who run the stalls and community around the market – it's unique and rare to find these days’ (Participate Melbourne, November 2013) and valued the stall owners because ‘they have pride in their products (vox pop, 30 November 2013).

Relationships 
A key theme was the number, type and quality of relationships the market fosters. Customers valued the unique relationships they had with stallholders. One participant said ‘I know the stallholders and they know me’ (vox pop, 2 November 2013). 
Traders not only valued the relationships with their customers but also with other traders 
and their suppliers. It was also acknowledged that the relationships with management and CoM presented opportunities for improvement. The QVM staff also valued the relationship and culture embedded in the workplace. People spoke about how the traders should be protected with specific comments including ‘traders should continue to be small businesses and family traders’ (discussion group, 7 November 2013) and that there should be protection of the ‘groups of small businesses and the continuity of ownership’ (discussion group, 
19 November 2013).

Family life
The word family was raised throughout the consultation. There are many family trader groups within the market and some customers described the joy of watching the trader family members grow up. One particular comment was ‘the traders treat us as part of their family’ (Participate Melbourne, November 2013).  
Others described the market as being part of their family ritual, a meeting space to meet 
with family members and as a ‘nice place to bring the kids and just wander around’ (vox pop, 
30 November 2013).   

Diversity 
Participants commented on the diverse range of people that visit the markets and in particular enjoyed ‘being able to meet and be exposed to diverse groups of people’ (discussion group, 19 November 2013). Others described the markets as ‘a community where you can meet and help a lot of people from all walks of life – each day is different and vibrant’ (vox pop, 
1 November 2013) and as ‘a Noah’s ark of humanity‘(discussion group, 7 November 2013). 
A participant stated ‘QVM is to Melbourne as SBS is to television: a rich blend of multi-culturalism unlike anything else out there. Sometimes a comedy, sometimes a horror story, commonly a drama, but always something interesting‘(discussion group, 7 November 2013).
In thinking about the future of QVM, participants felt the sense of community should be protected and cultivated. A participant stated that that the market should be ‘a hub of activity, a place to meet, a must visit for tourists and locals alike’ (Participate Melbourne, November 2013), while another said that the market should be ‘a community hub, a meeting place for Melbourne, an entertainment/social area not just a fresh food market, an international tourist attraction’ (Participate Melbourne, November 2013).

3.6 	Market offer
Type and variety of food produce and 
products, including general merchandise.

Quality, price and variety
The quality, price and variety of produce and products available at the market, as well as the ease of having so many products available in the one location were highly valued by the community. One participant stated that they loved ‘the variety of fruit and vegetables, the meat and the deli – I always know the quality’ (vox pop, 
2 November 2013) and another said ‘you can find everything here! Whatever you need to fill your fridge or pantry’ (vox pop, 28 November 2013). Other comments included ‘the variety, the unique goods and the high quality and affordable fresh foods’ (vox pop, 
30 November 2013) and the ‘variety, freshness, the great service and support and the friendly, good relationships’ (vox pop, 17 November 2013).

General merchandise 
People had mixed comments about the general merchandise section of QVM. Some regular customers felt the size of this section was unnecessary. Participant comments included ‘the general merchandise is too big and too much duplication and too much non-quality’ (discussion group, 7 November 2013) and suggested the section have ‘less tacky and touristy merchandise’ (vox pop, 2 November 2013). It was also suggested that this section could provide more of a mix as ‘a mix would help make the market more appealing to locals’ (pop up, 10 November 2013). 
Some additional suggestions for improving this section included making it ‘more appealing to local people with scope for more cooked food to be sold, similar to night market’ (vox pop, 2 November 2013) and showcasing ‘more independent locally made products’ (vox pop, 28 November 2013). Participants also felt that the general merchandise section could be improved if it had a focus on local produce. Specific comments included ‘it would be good to see a revamped section of 'Aussie tourist stuff' with a focus on handcrafted and local products as opposed to mass produced products that may be sourced from overseas’ (Participate Melbourne, November 2013) and that the market should showcase ‘local design and art hub, focus on our clothing, accessory, home decor and artists! Make it the tourist gem it once was by focusing on our Melbourne talent!’ (Participate Melbourne, November 2013).

3.7 	Heritage
The Old Melbourne Cemetery, 
heritage listed buildings, and 
the indigenous and European 
history of the QVM.

Sense of History
Many identified with the history of the market and named it as a unique component of QVM. People shared their own personal memories of the market and described a sense of nostalgia when visiting.   
Specific comments included ‘the historic feel of the market should be protected – it’s an iconic part of the city’ (vox pop, 20 November 2013) and it was felt ‘the heritage feel of the market needs to be kept – especially the landmark site as it is a true public asset of great importance’ (vox pop, 20 November 2013).
When discussing the future of the market some participants mentioned the opportunities available for increased heritage signage and sharing the historic stories and images of QVM. 
It was felt that there should be tributes to the aboriginal heritage as well as to the European settlement. 

Buildings
The majority of participants valued the market’s heritage buildings and felt it is essential they are protected as part of the renewal. Specifically it was discussed that the structure of the old buildings should be retained to enable a sense of rediscovering and to give the market a sense of history. 
Many were concerned the market would lose its appeal and charm during the renewal if modernisation occurs. One participant commented ‘the market has a great atmosphere, character and feel that I believe would be detracted from by adding big new modern attachments’ (Participate Melbourne, November 2013). Some of the favourite heritage parts of QVM included the traditional buildings, the sheds, the facade and in particular the ‘meat and dairy halls’ (vox pop, 6 November 2013). 
It was however recognised that some of the existing buildings need to be modernised with participants making the following comments ‘the exterior needs rebuilding to make it modern’ (vox pop, 1 November 2013) and ‘the sheds, the heritage look and feel needs to be modernised a little bit’ (vox pop, 6 November 2013).

Cemetery and burial ground  
Beneath a large part of the current QVM site lies the former Old Melbourne Cemetery which was used as the city’s main cemetery from 1837 to 1854, and then intermittently until 1917. It is estimated that between 8,000–10,000 burials were conducted on the site. 
The presence of the Old Melbourne Cemetery site and burial ground was raised by a small number of participants when discussing the renewal. Specific comments included ‘there needs to be acknowledgement of the burial ground – perhaps a memorial to signify the importance of the heritage of the site’ (vox pop, 1 November 2013) and the suggestion that ‘the area between the wall in Shed F and Franklin Street to be converted to a park and garden commemorating the burials, including the earliest non-indigenous inhabitants of Melbourne, many of them children, are still buried there’ (Participate Melbourne, November 2013).

3.8 	Accessibility and transport
The mode of transport that customers, the local 
community and commuters use to travel to the market - including considerations to pedestrians, cyclists, 
tram, train and car users and the infrastructure that 
surrounds these modes.

Vehicle and car parking 
There were strong views and significant concern within the trader community regarding future car parking at QVM and the potential impact the loss of car parks may have on their business. Some customers shared the trader’s sentiment, as they are concerned that less car parking may impact on the QVM’s overall accessibility.
In general, the majority of comments about car parking focused on the provision of more (and cheaper) car parking, however there were some who felt that if public transport was improved, the need for car parking would be less. For example, ‘first I'd consider running a spur train line from Melbourne Central to the market and having an underground train station there so that people don't need to worry about taking their cars, catching trams and taxis. Forget car-parking’. Some felt that ‘car parking is reasonable’ (vox pop, 2 November 2013). 
Comments about providing more car parking included improving ‘parking fees and the amount of parking’ (vox pop, 2 November 2013), having ‘free parking during weekdays and not just on the weekend’ (vox pop, 6 November 2013), creating ‘better parking’ (pop up, 
10 November 2013) and constructing ‘underground car parking’ (vox pop, 2 November 2013). Additionally people requested making ‘car parking affordable’ (pop up, 10 November 2013), having ‘more parking spaces’ (vox pop, 11 November 2013) and ‘better car parking facilities’ (vox pop, 11 November 2013). One participant also suggested ‘a voucher system for QVM customers to ensure that others do not take advantage of the free parking’ (discussion group, 12 November 2013). 
During the trader discussion group on 19 November 2013, many participants favoured a multi-storey car park as opposed to an underground car park as they believed it would be safer, cheaper and a less disruptive option. 

Access for people with disabilities
Some participants discussed universal access for all, including ‘equitable access for all to the market including wheelchair access, accessible toilets and parking for people with disabilities and frail aged’ (Participate Melbourne, November 2013) and suggested that the disabled toilet be improved because ‘the baby change facilities get in the way’ (vox pop, 28 November 2013). The same participant also suggested wider aisles as the deli section ‘is too small for wheelchairs’ (vox pop, 28 November 2013).
One participant felt that the market was not very accessible for people with disabilities ‘there are steps everywhere and it is very dark inside, which isn’t great for me as I am legally blind’ and suggested ‘a flat surface throughout the markets, better signage directing you to key points in the market and better lighting’ (Participate Melbourne, November 2013).

Pedestrian and bike
In thinking about pedestrian access, participants suggested that the market itself could better accommodate pedestrians. Specific suggestions included ‘more pedestrian thoroughfares with wider and less congested spaces to promote permeability’ (vox pop, 11 November 2013), ‘remove the cars from Queen Street and create a new public event space’ (questionnaire, November 2013) and ‘there should be no cars on Queen Street, making more pedestrian access’ (vox pop, 17 November 2013). It was also felt that the internal car park between the fruit and vegetable and meat section ‘should be turned over to market. It’s crazy fighting with cars while traversing that space’ (Participate Melbourne, November 2013) and that ‘Queen Street is dangerous due to the number of deliveries’ (discussion group, 12 November 2013).
A small number of participants had some suggestions for improving bike access to the 
market. These included ‘improved bike parking’ (vox pop, 1 November 2013), ‘integrating bike lanes, storage and bike stations’ (vox pop, 1 November 2013) and ‘including off road secure bicycle parking which incorporates signage and security measures’ (Participate Melbourne, November 2013).
People also had some ideas for linking the market up with the surrounding areas. These included ‘connect the market with a walking path or high line park to Docklands’ (Participate Melbourne, November 2013) and ‘improve connectivity to other nearby areas to ensure easy, pedestrian/cycle travel to north Melbourne and west Melbourne (links without having to cross roads to other parts of the city – either underground or overground or lowering the road’ (Participate Melbourne, November 2013). 
During the planning student workshop, students were strongly recommended increased linkages from the market to Flagstaff Station and Flagstaff Gardens.   

Public transport 
Public transport was mentioned by a small number of participants. While some people felt that the market has ‘easy access via public transport’ (vox pop, 17 November 2013) the majority suggested ways that improving public transport would support visitors to the market. 
For instance it was felt that the public transport connections should be improved ‘we need better public transport integration with the market’ (pop up, 10 November 2013), ‘more public transport connection and accessible public transport connections’ (vox pop, 21 November 2013) and that the ‘existing trams are not efficient enough and the whole city is lacking in cross connections’ (vox pop, 1 November 2013).
Others felt that the market was not very accessible from the city by public transport and suggested ‘a shuttle or tram back and forth’ (vox pop, 1 November 2013), for ‘the city circle tram to link up and improve the accessibility‘ (discussion group, 12 November 2013) and to provide ‘regular minibuses to go to few accessible train stops’ (Participate Melbourne, November 2013). Further suggestions for improving public transport access to the market included ‘opening Flagstaff Station on weekends’ (vox pop, 17 November 2013). 

3.9 	Sustainability 
The longevity of the market both from an environmental and financial business perspective. 

Building sustainability 
Many people had suggestions for how to make the market more sustainable. One particular comment was to make the market ‘an icon of sustainability including the infrastructure and produce and products sold – and use it to educate the community’ (Participate Melbourne, November 2013). Another comment suggested that the market ‘should be setting an example to sustainability – everything is to be guided by that’ (vox pop, 2 November 2013), that the market have ‘100 per cent renewable power’ and that the ‘sheds be renewed to perform better and preserve foods better, especially in summer’ (vox pop, 1 November 2013). Additionally it was proposed that the market be ‘a sustainable precinct, providing the majority of its power from solar panels’ (Participate Melbourne, November 2013) and that the ‘recycling of vendor waste and use of recycled materials should feature heavily in the new development’ (Participate Melbourne, November 2013). 

Education 
Participants also had some ideas about how to increase education and knowledge concerning food produce and sustainability. Some suggestions included providing ‘places where people can be educated on their foods and their purchases’ (vox pop, 28 November 2013) and to ‘see the food policy strategies integrated into the market, making it a place that promotes food and educates the community about where our food comes from’ (Participate Melbourne, November 2013). A participant also suggested that the market could be ‘the most ecologically sustainable market in the world and an incubator for social enterprise and new migrants coming to Melbourne’ (Participate Melbourne, November 2013).
4	
Observations
Described below are the key observations and findings from QVMPR’s first phase of stakeholder and community engagement. 
•	Participants of QVMPR’s stakeholder and community engagement valued the opportunity to contribute to the consultation process and most are genuinely excited about the renewal of QVM.
•	QVM is of great significance locally, nationally and internationally. Its role as a public space, as well as a key meeting place for the community is important. The opportunity to provide better functionality and public space design will provide a greater emphasis on being a place to gather, meet friends and socialise for free. 
•	‘Atmosphere’ was the top term used to describe what people loved about the QVM. The elements which help create the unique atmosphere, including sense of space, colour, people and vibrancy should be considered during the design process.
•	People value the sense of community that QVM builds. It is essential that these relationships continue and there is opportunity for further strengthening throughout the renewal process.
•	Both visitors and regular customers place a high emphasis on the availability of fresh, local and varied produce. Embedding a culture of local produce and locally made products was viewed as important in the renewal. 
•	The general merchandise area was highlighted as an area that was in need of improvements (from a quality, variety and design perspective), but it was also an area enjoyed by visitors and bargain hunters. Improving the balance between quality, variety and design of products is an opportunity during the renewal.  
•	There were strong views and significant concern within the trader community regarding car parking at QVM (disliking the idea of an underground car park). Apprehension about the potential construction impacts on their businesses was a key driver for this. It is essential that during the renewal process there is continued communication with traders and minimal disruption to QVM business. 
•	Heritage is an important element of QVM. There is opportunity for the history of the site to be rediscovered and shared though interpretive elements. 
•	There is an opportunity for QVM to become a leader in sustainability. This includes locally sourced produce, ecologically sustainable design, effective waste management and the retrofitting existing buildings.
•	Both visitors and regular customers believe the QVM’s opening hours are too limited and there are opportunities to extend or change the opening hours. 
Many also felt that QVM site could be used for other community uses outside of market opening hours.
•	When discussing the future of the market, many participants struggled with the concept of change and there was a lack of interest in seeing radical developments in the future. With this in mind, a focus on rediscovering, renewing and revisiting the market should be central to the renewal process.  
•	The Night Market was described as one of the most valued and popular events at the market, and one that has the potential to be replicated through other night time events to draw more people to the market site. 

5	Next steps
This report and the associated engagement outcomes will help inform a set of renewal concepts for the future of the market. A second phase of consultation is scheduled to take place in April 2014. The second phase will share ideas for the QVMPR and outline project objectives. More details of this consultation process will be available in February 2014. 
This report will be circulated to key stakeholders and posted on the Participate Melbourne website for the public to view. 
For further information about QVMPR and for updates please visit the project website http://www.melbourne.vic.gov.au/queenvictoriamarket.

Appendices 
On the following pages are the communications materials for phase 1 QVMPR. This includes:
•	A4 pamphlet 
•	A5 post card
•	A3 poster
•	questionnaire 
•	media release.