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The Voeux Banyule Homestead 60 Buckingham Drive Heidelberg 3084 1

THE VOEUX BANYULE HOMESTEAD

NEEDS ANALYSIS

Created By

Tidus Lam

(February 2017)

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TABLE OF CONTENTS

1. INTRODUCTION ............................................................................... 3

2. DEMOGRAPHIC ANALYSIS ................................................................ 3 I. LOCAL COMMUNITIES ................................................................. 4 II. HEIDELBERG FUNCTIONCENTERS ................................................ 4

3. MARKET RESEARCH ......................................................................... 5 I. ASCOT HOUSE .............................................................................. 6 II. RIPPON LEA .................................................................................. 6 III. LABASSA ....................................................................................... 7 IV. COMO HOUSE .............................................................................. 7

4. THE VOEUX ...................................................................................... 8 I. AMENITY CONCERNS ................................................................... 9 II. SUMMARY .................................................................................. 10

5. REFERENCES .................................................................................. 11

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1. Introduction This document has been prepared to accompany the planning permit application to the City of Banyule for the use of the Banyule Homestead as a function centre. In particular, it provides the information required under the provisions of the City of Banyule’s Non-Residential Use and Development in Residential Zones Policy (Clause 22.04). The report will provide information in respect to the expected catchment and patronage of the proposed use and how the function centre will serve the needs of the local residential community.

2. Demographic Analysis The first original natives of the Banyule suburbs were the Wurundjeri Willam Aboriginal people. Banyule is named from an Aboriginal word meaning "hill". The suburbs of Heidelberg, Rosanna and part of the suburb of Macleod make up the Mid Precinct. It is a well-established residential and commercial area. Below is a breakdown of Banyule City general statistics for 2015.

Area Statistics

Gross Regional Product (GRP) $4.65 Billion

Populations 126232

Local Jobs 46552

Local Business 9990 (Banyule City Council , 2016)

The table below shows the number of domestic visitors in the Heidelberg area. The number of visitors has increased however the number of visitors that stayed overnight has decreased.

Table 2 Number of Domestic visitors in Heidelberg (Banyule City Council , 2016)

A breakdown of how much revenue was generated by Industry is provided below. It is significant that accommodation and food services have increased roughly 14 million. This show the potential growth in food and services in the coming years. However, a drop of over $100,000 in revenue has occurred in heritage activities. This shows that Heritage activities were not so communal and active in the year 2015.

Year Visitors overnight Difference (%) Average length of

stay (days)

2014/15 338,315 -0.6 2.4

2013/14 340,426 -6.9 3.1

2012/13 365,572 -14.1 2.4

Table 1 Statistics of Banyule City

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Local Sales By Industry 2014/15 ($ Millions)

2013/14 ($ Millions)

Difference ($ Millions)

Food Retailing 155.5 151.0 +4.5

Accommodation and Food Service 222.8 208.4 +14.3

Food and Beverage Services 215.3 201.5 +13.8

Heritage Activities 1.9 2.0 -0.1

Other Services 213.0 209.5 +3.5

Personal and Other Services 112.5 114.2 -1.7

Table 3 Local Sales Profits comparisons of 2014 to 2015 (Banyule City Council , 2016)

I. Local Communities Numerous facilities and recreations centers are provided within one kilometer of Banyule Homestead. The precinct has the largest population and the second highest population density across the municipality. It has the largest proportion and number of senior and elderly residents of age 70 and above. About 25 percent of Banyule residents live and work in the same area. The major facilities and recreation centres s for the community are listed below.

4 football fields 2 tennis court Parklands Banyule theater St John Angelic church Banyule primary school Viewbank College Banyule Cricket club

Heidelberg West Football Club Heidelberg Football Club Banyule Football Club Yarra Valley Country Club Heide Museum of Modern Art Warringal Shopping Centre Austin Hospital Yarra Valley Country Club

II. Heidelberg FunctionCenters There are a few functioncenters located in Heidelberg. They are:

Old England Hotel

Barkley Hotel

Cellini Lounge Bar

Heidelberg Golf Club

Café Vue Heide

All of them provide for functions and events like weddings and celebrations. They have their own internal kitchens and bars which serve food and beverages. A breakdown of the parking, number of patrons and operation times is as follows.

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The Voeux Banyule Homestead 60 Buckingham Drive Heidelberg 3084

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Venue Parking Maximum Patrons Closing Time

Old England Hotel Onsite 200 11 pm

Barkley Hotel Street 150 1230 am

Cellini Lounge Bar Street 250 12 am

Heidelberg Golf Club

Onsite 150 11 pm

Café Vue Heide Onsite 120 11 pm Table 4 Function centers operational capacity and time

3. Market Research Heritage buildings in Melbourne that are currently operating as function centres will be used as a research comparison. These venues are listed below.

Venue Built In Year

Land Size (Acres)

Maximum Patrons

Latest Operational Time (pm)

Distance from CBD

(KM)

Locations

Ascot House 1860 2 200 11 6 Ascot Vale

Rippon Lea 1868 14 350 11 10 Elsternwick

Labassa 1863 0.5 120 1045 11 Caulfield North

Como House 1847 6.5 120 11 6 South Yarra Table 5 Heritage Buildings in the years and the land area it consists. (National Trust Organization Australia, 2016)

Banyule Homestead is closest in size to Ascot House (approximately 2 acres in size). Como House (constructed in 1847) is of a similar age to the Banyule Homestead (constructed in 1846). All of these function venues are situated within established residential areas. Google map highlights the locations of the heritage venues.

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I. Ascot House Ascot house is located in the heart of Ascot Vale which is 6 km from Melbourne’s Central Business District (CBD). The cadastral plan below illustrates that Ascot House is surrounded by residential properties. Ascot House is able to provide beautiful gardens for wedding ceremonies as well as luxurious ballrooms to host functions andevents of up to 200 guests. The closing hours of Ascot house is 11pm.

(Google Maps, 2016)

II. Rippon Lea Rippon Lea is located in Elsternwick which is 10 km from Melbourne’s CBD. Rippon Lea House is contained within extensive gardens. The Gardens and House are open to the public and guided tours are provided at a cost of between $10 and $15. Rippon Lea provides weddings and corporate events and garden usage for varieties of events. The closing time for Rippon Lea is 11pm. Rippon Lea does not provide onsite carparking.

Figure 2 Rippon Lea on Google Maps (Google Maps, 2016)

Figure 1 Ascot House on Google maps

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III. Labassa Labassa is located 11 km fromMelbourne’s CBD and situated in Caulfield North. It is also surrounded by established residential dwellings. The Google Map figure below shows the location of Labassa in Caulfield North. Labassa offers weddings and functions services and also public visits are allowed by paying entrance fees with a guided tour. Labassa does not provide onsite parking and its land area consists only an old historical building. The closing time of Labassa is 1045pm.

Figure 3 Labassa on Google Maps (Google Maps, 2016)

IV. Como House Como house is located in South Yarra which is 6 km away from Melbourne’s CBD. It functions as a wedding and events center. Public visits were also available upon paying $15 for entry with guided tour. Como house does not have onsite parking. The closing time for Como house is 11pm.

Figure 4 Como House on Google Maps (Google Maps, 2016)

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4. The Voeux Banyule Homestead is on a high landscape with an advantage location where the building faces Banyule Flats Reserve, instead of being surrounded by residential homes. The east side of Banyule Homestead consists of Banyule flat lands reserve and natural woodlands. Below shows the location of Banyule Homestead on Google Maps (fig 5)

Figure 5 Banyule Homestead on Google Maps (Google Maps, 2016)

The primary use of The Voeux Banyule Homestead is to host weddings and events. With the beauty and amazing scenery surrounded by the Yarra trails, it is the perfect location for couples to be wedded and occasions to be celebrated. Data collected throughout the last six months indicate a high level of interest in the homestead being used as a function centre, with a number of enquiries to use the venue in 2017 already being received (refer to table below). Below is data collected throughout six months It reflects on the number queries for the venue being operational which provides a positive feedback from community. The number of viewers and followers clearly shows the number of interests of Banyule Homestead changing the uses into a public venue. This leads to a number of enquires for the venue to be used in 2017.

6 Months Website Viewers

Instagram Followers

Facebook Viewers

Google Plus Viewers

Total Enquiry

Total 1439 764 2218 1834 42

Average per month 240 127 370 306 7 Table 6 Enquires and Views over 6-month period

Growth projection is also predicted base on conversion rate and enquiry rate. Below is the graph of growth projection which we could compared in over 5 years. It predicts the enquiry

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for the venue to increase over time which means that the conversion is going to increase as well. The number of enquiry is determine based on the six-month data projections which reflects in a steady increase over time.

Figure 6 Growth Projections

I. Amenity Concerns The operating hours of the function centre have been carefully considered to minimize any impact on the amenity of neighbouring properties. The proposed operating hours are listed below:

Operating Hours Weekdays Weekend

Opening Hours 9am 9am

Closing Hours 10:30pm 11pm

Office Hours Weekdays Weekend

Opening hours 9am By appointment only

Closing Hours 5pm 5pm Table 7 Operational Hours

The number of guests is restricted to 160 at any time, with all required parking provided on-site. A traffic report has been prepared and illustrates that the proposed use of the homestead as a function centre will not impact on the functionality and safety of the surrounding street network. Background music will be played during functions and it will be kept in a minimal sound decibel so that it would not disturb the surrounding community. An acoustic report has been prepared to accompany the planning permit application.

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Closed circuit television (CCTV) will be installed in the entrance to the function centre and inside the venue Security personnel would be hired for all evening events. Security Personnel will be able to secure the entrance and escort guests off safely the venue after the event. Rubbish and waste will be controlled within the venue and collection of waste and rubbish will be handled by a professional team hired externally. Rubbish will be collected and treated professionally into respective bins. No rubbish or waste will be left on natural landscape or outside of the venue. A waste management plan has been prepared to accompany the planning permit application.

II. Summary In summary, the use of the Banyule Homestead as a function centre will provide a positive outcome for the community and allow for local residents and visitors to enjoy the natural, built and environmental qualities of the property. The proposal will provide for a much needed convention and meeting venue within the City of Banyule as identified in the Municipal Strategic Statement (Clause 21-04-4). The proposal comprehensively considers and addresses potential amenity issues of surrounding residents and provides adequate on-site parking and proposes reasonable operating hours.

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5. References Ascot house. (2016). Ascot House. Retrieved from Ascot House:

http://www.ascothouse.com.au/ Austin Hospital . (2016). Austin Hospital . Retrieved from Austin Hospital :

http://www.austin.org.au/ Banyule Angelican Church. (2016). Banyule Angelican Church. Retrieved from Banyule

Angelican Church: http://www.banyuleparish.org.au/weddings.html Banyule City Council . (2016). Banyule City Council Facts and Statistics. (B. C. Council,

Producer) Retrieved from Banyule City Council : http://www.banyule.vic.gov.au/Council/About-Banyule/Facts-and-Statistics

Banyule Football Club. (2016). Banyule Football Club. Retrieved from Banyule Football Club: http://banyulefc.com.au/

Banyule Primary School. (2016). Banyule Primary School. Retrieved from Banyule Primary School: http://www.banyuleps.vic.edu.au/

Barkley Hotel. (2016). Barkley Hotel. Retrieved from Barkley Hotel: http://www.barklyshotel.com.au/sites/default/files/Barklys%20Function%20Pack%20Website_2.pdf

Cafe Vue Heide. (2016). Cafe Vue Heide. Retrieved from Cafe Vue Heide: https://www.heide.com.au/visit/cafe-vue-heide

Cellini Lounge Bar. (n.d.). Cellini Lounge Bar. Retrieved from Cellini Lounge Bar: https://www.celliniloungebar.com.au/function.html

Core Event Starff. (2016). staffing ratios. Retrieved from Core Event Starff: http://www.coreeventstaff.com/our-staff/staffing-ratios-guidelines/

Google Maps. (2016). Google Maps. (Google, Producer) Retrieved from Google Maps: https://www.google.com.au/maps?source=tldsi&hl=en

Heidelberg Cricket Club. (2016). Heidelberg Cricket Club. Retrieved from Heidelberg Cricket Club: http://www.heidelbergcricketclub.com/

Heidelberg Football Club. (2016). Heidelberg Football Club. Retrieved from Heidelberg Football Club: http://www.heidelbergfc.com.au/

Heidelberg Golf Club. (2016). Heidelberg Golf Club. Retrieved from Heidelberg Golf Club: http://www.heidelberggc.com.au/cms/wp-content/uploads/2015/11/Event%20Packages/Sit%20Down%20Packages%20at%20HGC%202015.11.pdf

Heidelberg West Football Club. (2016). Heidelberg West Football Club. Retrieved from Heidelberg West Football Club: http://websites.sportstg.com/team_info.cgi?client=1-3913-48154-0-7826878

ID Demographic Resource. (2016). ID Demographic Resource. Retrieved from ID Demographic Resource: http://home.id.com.au/

National Trust. (2016). Como House and Garden. Retrieved from National Trust: https://www.nationaltrust.org.au/places/como-house-and-garden/

National Trust. (2016). Labassa. Retrieved from National Trust: https://www.nationaltrust.org.au/places/labassa/

National Trust. (2016). Rippon Lea House and Garden. Retrieved from National Trust: https://www.nationaltrust.org.au/places/rippon-lea-house-and-gardens/

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National Trust Organization Australia. (2016). National Trust. (B. i. Studios., Producer) Retrieved from National Trust Victoria : https://www.nationaltrust.org.au/places/labassa/

Old England Hotel . (2016). Old England Hotel . Retrieved from Old England Hotel: http://www.oldenglandhotel.com.au/contact-us

Warringal Shopping Centre. (2016). Warringal Shopping Centre. Retrieved from Warringal Shopping Centre: http://warringal.net.au/

Yarra Valley Country Club. (2016). Yarra Valley Country Club. Retrieved from Yarra Valley Country Club: http://www.yarravalley.net.au/

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