A review of integrated visitor transport in Melbourne

Transcription

1 A review of integrated visitor transport in Melbourne Prepared for Destination Melbourne by Paul Matthews ttchoice consulting June 2010 ttchoice 2010

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3 Contents 1. Executive Summary Summary of Recommendations Introduction The brief Study Methodology Bicycle Victoria City of Melbourne Department of Transport Destination Melbourne Federation Square Melbourne Convention and Visitors Bureau Melbourne Convention and Exhibition Centre Metlink Parks Victoria Pedestrian Council of Australia Public Transport Users Association Professor Graham Currie Tourism Alliance Victoria Tourism Victoria Yarra River Business Association Yarra Trams Visitors to Melbourne The value of tourism Destination mobility analysis Access Review of 40 visitor destinations Benchmarking visitor mobility Brisbane public transport CityCat Ferry Service CityCycle City Sights Tour Sydney public transport Route 555 Free CBD Shuttle DayTripper ticket Sydney Explorer Buses Sydney Mono rail London public transport Traffic calming the London Congestion Tax Paris public transport Paris Visite Pass Paris by water Walking Bikes Zürich public transport Zürich Trams Zürich Ferry service ZürichCARD Creation of Melbourne Explorer brand An integrated solution Establishing a Melbourne Explorer steering group 44 3

4 6.3 Melbourne Explorer issues for consideration Funding Quality product (Melbourne Explorer accredited) Free services How the Melbourne Explorer brand could work Proposed action plan to establish Melbourne Explorer brand Mobility review and recommendations Mobility Improvements with Ferry service added Bicycles in Melbourne Melbourne Bike Share scheme Federation Square Car parking Car Sharing Congestion charging (traffic calming measure) City of Melbourne Shuttle Bus Public Transport Public Transport on water Visitor Satisfaction with Public Transport City Circle Tram V/Line services Tour bus operators Pedestrian mobility Walking Tracks Taxi services Wheelchair Accessible Taxis Ferry tour operators Missing mobility links Stakeholder feedback Stakeholder feedback difficult destinations to access Stakeholder Feedback service issues Yarra River History of Yarra River ferry services Customer / industry feedback Current river services and traffic Proposed Yarra River Shuttle Service Introduction SWOT Analysis of proposed ferry service Ferry service Comparison Proposed stops and attractions/connectivity Proposed service Service options Projected revenue Seasonal options Vessel proposal High Level cost analysis Fares and ticketing Further research Action plan for proposed Yarra River Shuttle Service 84 4

5 11. Acknowledgements References Appendices Sydney Free Shuttle Bus Map Example of London public transport map highlighting tourist attractions City of Melbourne proposed Wayfinding project City of Melbourne Shuttle Bus Service map Parks Victoria River Shuttle material / timetables Melbourne Bike Share Stage One map International Pedestrian scramble examples Satisfaction with Melbourne s Public Transport System Surveys Sample of Yarra River Shuttle Service Tickets Yarra River Shuttle Service Timetable at terminal Berthing / Landing Information Yarra River Berthing / Landing Information Yarra River Yarra River Shuttle Customer Research Parks Victoria Yarra River Bridge Heights Proposed Yarra Shuttle Service Cost analysis Proposed Yarra River Shuttle Vessel utilisation (example - option 3) 110 5

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7 1. Executive Summary Melbourne attracts a wide cross-section of visitors around the year, who come for a variety of reasons including Major Events, Business Events and Conferences, Leisure and Visiting Friends and Relatives (in 2008, Melbourne led Sydney for the first time in terms of money spent by domestic tourists). Tourism Victoria data reveals that during 2008, 1.4 million international and 18.2 million domestic visitors spent $9.7 billion in Melbourne. This economic activity translated into employment for an estimated 160,000 people. One of the direct benefits of a well co-ordinated visitor transport system is increased dispersal and yield. By improving access and mobility it is also possible to increase visitor spend. This report focuses on visitor mobility in Melbourne; particular attention was also given to the Yarra River and opportunities for re-establishing a scheduled ferry service. It contains a number of recommendations based on investigation, local and international benchmarking as well as stakeholder feedback. In general, Metropolitan Melbourne is considered a very accessible city for the able bodied visitor, with good public transport and a diverse spread of visitor destinations such as attractions, gardens, retail, food and entertainment precincts. This report has identified significant opportunities for improvement including: >Consistent Wayfinding and visitor information that makes Melbourne easier to navigate and understand in terms of mobility and ticketing. >Development of an integrated visitor ticket with a dedicated brand called the Melbourne Explorer. >Improve connectivity between public transport, designated visitor transport services (City Circle Tram and Melbourne City Tourist Shuttle Service), walking and bicycle trails and >Re-introduction of scheduled ferry services on the Yarra River Key stakeholders consulted in the development of this report identified several ways to support greater integration of visitor transport and improved mobility. They were also very aware of the need for a unified approach. Positive change will not be achieved without strong collective leadership from State Government, City of Melbourne and the industry. There is a growing recognition that sustainable tourism development in Melbourne adds to quality of life for Melburnians and Victorians. A more accessible and less congested city will benefit visitors, residents and workers. The City of Melbourne is working on a Wayfinding strategy to provide integrated and consistent information to visitors with support from the Melbourne Tourism Partnership. It is recommended that the Melbourne Explorer concept be linked with this strategy. The gateway entry points to Melbourne (airport, transport hubs, Station Pier etc.) lack consistent, easy to understand information for visitors wanting to travel around Melbourne. The first time user to Melbourne s public transport network can often be overwhelmed and confused. First impressions count. The visitor experience will be improved by addressing visitor touch points with improved information. In the words of Clive Dwyer of MECC, Visitors are surprised when they leave Melbourne at what they have seen, but why don t we surprise them when they arrive? This report recommends the creation of a united visitor mobility brand giving tourists a one stop shop for visitor mobility. The proposed brand, Melbourne Explorer identifies all modes of transport including walking trails, bicycles, private tour operators and even mobility taxis. Metlink acknowledges that one of the weaknesses in Melbourne s visitor transport offer is the lack of specific ticketing and tourist products as it relates to public transport. This view was also shared by Yarra Trams. 7

8 Benchmarking conducted locally and overseas has identified the ZuriCARD in Switzerland as the most comprehensive tourism ticket and package currently available. The pass incorporates all modes of public transport (rail, bus, ferry and tram) in addition to free entry to museums, and discounted tours and entertainment offers. An integrated visitor transport brand will establish Melbourne as a leader in tourism mobility and provide a benchmark for other global cities. Since the City Circle Promotions Committee was disbanded several years ago, the focus on tourism partnerships within the public transport industry has waned. While good levels of destination marketing exist with normal public transport services, there is little incentive for private operators to promote a free service. Melbourne Explorer can bring all modes under one united brand and assist marketing, promotion and navigation. Whether the Melbourne City Tourist Shuttle Service should remain free is the subject of further discussion. Given the City Circle is already free, an additional free bus service may seem overkill. The only other cities that operate free transport are Sydney, Brisbane and Auckland. There appears to be no free visitor transport in Europe. There is some logic to the suggestion made through stakeholder feedback that the Melbourne City Tourist Shuttle could be a packaged paying service under the Melbourne Explorer brand, even forming part of the public transport system. Should a Yarra River Shuttle service become reality, this report recommends changes to the way the Melbourne City Tourist Shuttle operates, specifically, ensuring connection with the ferry service at the Sports Precinct to link the MCG. The debate about free visitor transport in Melbourne is covered in more detail on page 45. Providing free transport for visitors needs to have a demonstrated return and a defined funding mechanism to sustain it. Stakeholder research revealed that some areas of Melbourne are difficult to access without using a car or taxi. The South Wharf area, Docklands, the Melbourne Convention and Exhibition Centre and Sports precinct all pose accessibility issues, particularly during peak commuter hours and special events. Unlike other cities around the world, Melbourne s city loop services only travel in one direction. This leads to visitor confusion when service direction is reversed later in the day. This report recommends a review of how the midday reversal of the City Loop train service is communicated to visitors. 8 Since the Parks Victoria Yarra River Shuttle trial ended in 2008, there have been several developments (completed and underway) along the Yarra River. The redevelopment of the Melbourne Convention & Exhibition Centre, new retail and residential developments and the Aquarium extension provide impetus for the establishment of a permanent integrated ferry service that forms part of the public transport network. In the State Government s Victorian Transport Plan, water transportation is briefly discussed but no specific funding is allocated. The reintroduction of a Yarra River Shuttle Service is widely supported by the majority of stakeholders (86%) pending further research and analysis. It is believed that the majority of perceived mobility issues identified in this study can be addressed through the implementation of a regular Yarra River Shuttle Service. The biggest missing link in Melbourne s mobility for visitors appears to be the lack of scheduled services on the Yarra River. Forty visitor destinations were reviewed and graded as a part of assessing Melbourne s accessibility. Of the destinations graded, mobility is improved from 79% to 85% with the establishment of a regular Yarra River Shuttle Service. If a scheduled river service is introduced, visitor mobility in Melbourne will be further strengthened, particularly if it is integrated with other transport modes. As Melbourne develops and grows, this missing water link will become more pronounced for visitors and residents. Three river options have been recommended in section 9. Each option has been estimated based on an all-year ferry service from the Docklands to the Royal Botanical Gardens via Federation Square. The options range in cost from $1.97 million to $3.07 million per annum to operate (inclusive of funding and depreciation). Differences in the end destination, operating times and frequency of services are the key factors influencing pricing within the three options. The City of Melbourne s long term goal is to have a city that is not reliant on the car. There are over 20,000 public car spaces in the CBD. On street parking should be reduced and footpaths widened to encourage a more pedestrian focussed city. Melbourne is highly accessible by foot. There are several existing walking trails promoted by the City of Melbourne. There is an opportunity to better coordinate several of these walks with the proposed Melbourne Explorer brand giving one brand for all mobility modes. The City of Melbourne has the highest incidence of pedestrian injuries in Victoria. Most of these accidents are due to the high concentration of both people and vehicles in CBD streets, with over 700,000 people visiting the city daily. Every second day a person will be hit and injured by a car in the City of Melbourne municipality. Statistics sourced from TAC, VicRoads and Victoria Police reveal major problem areas are the exits from train stations, specifically Flinders Street, Parliament, Melbourne Central and Southern Cross stations, as well as the area surrounding

9 Melbourne University. Oncoming road and tram traffic are major causes of pedestrian injury and death in the City of Melbourne. The Pedestrian Scramble crossing located at the corner of Elizabeth and Flinders Street is one such area where pedestrians can cross diagonally in relative safety with no vehicular traffic allowed. This report advocates the installation of Pedestrian Scramble crossings and timer count downs at selected transport interchanges to encourage greater pedestrian safety and movement. The number of cyclists on Melbourne's roads has soared by up to 50 per cent during peak hour in the past year, according to recent figures. The biggest increases were recorded in Fitzroy and on the Yarra Trail, according to an audit of cyclists conducted by the state's peak cycling body Bicycle Victoria. The increase in number of cyclists and pedestrians sharing the same path has emerged as a safety issue. Investigation into a previously suggested floating bicycle path on the north bank area of the Yarra River to remove bicycle riders from the Southbank promenade is recommended. The authors acknowledge that it may be sometime before all recommendations identified in this report are implemented; however there are some quick wins that will deliver tangible improvement in visitor transport and mobility. 9

10 1.1 Summary of Recommendations The following recommendations are grouped under broad headings but not prioritised. The Melbourne Explorer (ME) brand and related elements 1. Establishment of Melbourne Explorer brand and integrated tourism products incorporating; a. Tram services including the City Circle service b. Bus Melbourne City Tourist Shuttle c. Train local and rural d. River proposed Yarra River Shuttle service and current tour operators e. Bicycle promotion of bike paths and Melbourne Bike Share scheme. f. Taxi focus on accessible taxi for mobility-impaired visitors. g. Walking current and new walking tours marked with Melbourne Explorer logo h. Car share promotion of CBD car share hubs for greater mobility. i. Tours existing j. Skybus 2. Establishment of public transport tourism pass / package linked to Melbourne Explorer brand. 3. Introduce a Melbourne Explorer pass that facilitates free transport for tourists and approved groups on the City Circle Tram to discourage use by commuters wanting a free ride. All normal passengers should be required to have a valid public transport ticket for travel on the City Circle Tram. This will hopefully reduce instances of overcrowding and improve passenger comfort. Ticket checking will need to be addressed and the union consulted. 4. Establishment of Melbourne Explorer code of practice to facilitate excellence in tourism. 5. Creation of tourism mobility booklet for the industry through Melbourne Explorer brand highlighting how public transport works, ticketing, connectivity, attractions and Melbourne events. Target hotel staff, taxi drivers, attractions and tour operators. Wayfinding and Visitor Information 6. Support City of Melbourne Wayfinding and Visitor Information strategy and link to Melbourne Explorer brand 7. Review of tram destinations and on board signage (route maps) to facilitate greater understanding of where the service goes and which tourist attractions are en route for first time users. The Yarra River 8. Investigation of floating bike path on the north bank of the Yarra River to alleviate the need for pedestrians to share paths with cyclists 9. Instigate a regulatory review of current river operations, safety requirements, and advertising and sponsorship policies. 10. Establishment of Yarra River Shuttle service as part of public transport network and Melbourne Explorer brand. Further research recommended addressing service levels, funding and potential to target commuter market in additional to tourists. Refer to proposed action plan in section Improved connectivity and integration 11. Alteration of Melbourne City Tourist Shuttle Service to meet the Yarra River Shuttle service at the Sports Precinct to provide link to MCG and alternative destinations. Improved services for visitors on Public Transport 12. Improve the frequency of evening and Sunday night tram services from 30 minutes to 15 minutes (in the long term). 13. Review of how the City Loop midday reversal is communicated to visitors and tourism operators and assess demand for weekend bus services on routes 605, 235, 237 and 238. Melbourne by Foot 14. Reduction of on-street parking where possible and widening of footpaths to give greater mobility and comfort to pedestrians. 15. Establishment of Pedestrian Scramble crossings at key intersections to improve pedestrian mobility and safety. Consultation required with stakeholders including VicRoads. 16. Installation of countdown timers for pedestrians at all major city intersections. Consultation required with stakeholders including VicRoads. 17. Review of funding mechanisms for Melbourne Explorer brand and the Melbourne City Tourist Shuttle Service. 10

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13 2. Introduction 2.1 The brief Destination Melbourne convened a meeting of key transport providers and tourism stakeholders early December Attendees included: Metlink, Federation Square, Melbourne Convention and Exhibition Centre, Parks Victoria and the City of Melbourne. It was agreed that there is an opportunity for the tourism industry to consider how the whole visitor transport system works in Melbourne. There was also discussion about how stakeholders can work together to better link our visitor transport services with Visitor services. Destination Melbourne and the tourism industry would like to see greater focus on visitor mobility and integration in Melbourne. It is believed that with greater travel options for the visitor, conference delegates and local residents in the City of Melbourne, greater use of public transport, events and tourist attractions will result. Destination Melbourne is seeking expert advice, analysis and recommendations on a number of tourism related mobility initiatives to assist with the development of a Business Case recommending improvements to the visitor transport experience, model connectivity and the support for the Yarra River Shuttle Service. This advice will provide: >Improved understanding of the current modal connectivity network, how this relates to the tourism experience and what improvements can be made. >Recommended options for the operation of a Yarra River Shuttle Service and how this will enhance and impact other transportation modes including the City Circle tourist tram, City of Melbourne Shuttle Bus, cycling, pedestrian mobility and other forms of public transport. >Clarification as to whether all the transport services should be free and if not, how we might reconcile that some will be fee for service Investment in the activation of the Yarra River will strengthen Melbourne s brand and visitor experience. One of the key requirements of this brief is to ensure a wide range of stakeholders are interviewed to ensure all views are canvassed and considered. The consultant should investigate current tourism-related transport (tram/river/bus/etc) - and advise on gaps, duplications and possible better use/efficiencies. 13

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15 3. Study Methodology To ensure a comprehensive review of visitor mobility in getting around Melbourne, a broad variety of stakeholders were interviewed. There is a recognised need to benchmark visitor mobility in Melbourne with other Australian and oversees cities. Melbourne is considered unique with its multi modal transport, street layout and river. Comparable cities that also include water as transport options were reviewed. Visitor movements in Melbourne can be by foot, tram, train, bus, car, taxi, bicycle or boat, the integration of all of these modes appear often haphazard to the first time user. The Yarra River is a complex waterway located in an urban environment with diverse characteristics. Commercial tourist berths, boat launching ramps and active recreation clubs support a wide range of river traffic from rowers to commercial tourist operators and private motorised craft. They share use of a restricted area of water and all have their own views about how use of the river should be managed. Interviews with stakeholders were conducted to gain an accurate picture from organisations and groups that have a vested interest or opinion in visitor mobility around Melbourne. Additional views were also sought from the Pedestrian Council of Australia, Professor Graham Currie (Chair of Public Transport Institute of Transport Studies), the Public Transport Users Association, Bicycle Victoria and VECCI. A set of questions was agreed for each stakeholder and in most cases; this was supported by face to face consultation. The following stakeholders contributed to the findings and recommendations made in this report. It should be noted that consensus on some issues was not always achieved. The one thing all respondents do agree upon is that Melbourne can do better when it comes to providing integrated information and mobility choices for visitors. 15

16 3.1 Bicycle Victoria Bicycle Victoria is a self-funded community organisation owned collectively by all members. Formed in 1975, Bicycle Victoria have been dedicated to getting more people cycling more often through partnerships and lobbying for greater investment in bicycle infrastructure and priority for cyclists. 3.2 City of Melbourne The City of Melbourne helped Parks Victoria promote and monitor the Yarra River Shuttle Service that ceased operation in A joint feasibility study was conducted on the viability of the Yarra River Shuttle Service, but this work has yet to be released as it has not been presented to councillors. In March 2010, the City of Melbourne voted to extend the contract for the free Melbourne City Tourist Shuttle until June This was a decision welcomed by the tourism industry, who lobbied positively for a continuation of the service. The contract for the bus - which runs every half-hour and makes 13 stops around the city, including the Shrine of Remembrance, the Queen Victoria Market and Docklands - is due to expire in August The estimated cost of operating the Shuttle Bus service is $1.4 million per annum. The City of Melbourne is active in the tourism space, dispersing visitor information through the Visitor Information Centre (VIC) located at Federation Square. The VIC can also book tours, accommodation and transport both in and outside of Melbourne. The City of Melbourne is also proactive in promoting walking, cultural and heritage tours around Melbourne. There are currently nine recommended walking tours in Melbourne. City of Melbourne activities include a travel corridor mapping exercise and a review of Wayfinding and visitor information. The aims of the Wayfinding project are supported by the findings of this report; there is a need to develop a consistent and integrated system of visitor signage and Wayfinding. The City of Melbourne is also a partner in the RACV bicycle share project that will involve 600 bicycles in 50 locations around the city. At this stage, it appears unclear how the issue of bicycle helmets will be handled. The City of Melbourne has a strong vision for a more sustainable city giving more support to pedestrians, bicycles and public transport, while reducing the need for private cars. Work has commenced on setting up Melbourne so you don t need a car. The City of Melbourne is yet to commit to any future congestion charging component for accessing Melbourne by private car but, going by international trends and recent research, it appears to be only a matter of time before such an initiative is seriously considered. 3.3 Department of Transport The Department of Transport was consulted in this research however at the time of writing, have not committed any views beyond assisting with some background research on the feasibility of ferry services and the associated issues. The Director of Public Transport, Mr Hector McKenzie, did point out the fact that good transport ideas cost money and thought needs to be given on how such ideas can be funded. How the State of Victoria can get value for money for any public transport idea is an important consideration. Any proposal that is put up will be compared against other worthy public transport projects to determine whether or not it can be funded over and above the Governments Victorian Transport Plan (VTP) commitments. Given the lack of any tourism related products in the VTP, there is a possibility that some recommendations in this report be directed to the Minister for Tourism in the initial instance. 3.4 Destination Melbourne Destination Melbourne is the Regional Tourism Organisation for the whole of Melbourne. It provides leadership, industry development and successful co-operative marketing of Melbourne by working in partnership with the tourism industry. Destination Melbourne was established in 2001 as a not for profit company overseen by a skills based board of directors. CEO, Chris Buckingham says, We have most of the ingredients, but no one is doing the cooking Having an integrated visitor mobility strategy needs to be placed on the political agenda as a strategic imperative for the development of Melbourne as an outstanding global visitor experience. 3.5 Federation Square Federation Square is considered by many as a tourist must see. With a diverse range of events, shops, restaurants, cafes and the Australian Centre of the Moving Image, the majority of visitors to Melbourne pay Federation Square a visit. Hosting over 2000 events every year, Federation Square has become a focal point for both Melbournians and visitors. The fact that it is also accessible by river was an important factor in the recent Parks Victoria Yarra River Shuttle Service. Given the possibility of reinventing an integrated Yarra River Shuttle Service, Federation Square strongly supports such a concept offering promotional and even limited financial support. 16

17 3.6 Melbourne Convention and Visitors Bureau MCVB is a not-for-profit company that markets Melbourne and Victoria as a premier Business Events destination, identifies and bids for Business Events and assists associations to bid for national and international Business Events. Melbourne has a long history in staging major events and conferences and any improvements made to the cities mobility targeting visitors gives a greater competitive edge in bidding for work. The MCVB is a strong supporter of the free City Circle tram and Shuttle bus and endorses activating the Yarra River as a visitor/delegate transport option. MCVB has received feedback on the confusion of Melbourne s public transport network for first time users. CEO Sandra Chipchase explains; From meaningless route numbers and destinations to a lack of quality route maps inside trams, there are many suggested improvements that can be made in the communication process when it comes to public transport, ticketing, taxi services and integrated promotion. 3.7 Melbourne Convention and Exhibition Centre The Melbourne Convention and Exhibition Centre (MCEC) is located right on the edge of the Yarra River. It comprises of the Melbourne Exhibition Centre and Melbourne's latest offering in architectural ingenuity the Melbourne Convention Centre. The convention centre is accessible from every direction by foot, car, and tram from Spencer Street and of course the Yarra River. It is surrounded by cafes, bars, shopping and fine restaurants. The Melbourne Convention Centre has been fully integrated with the Melbourne Exhibition Centre to create the most versatile and advanced convention and exhibition centre in the Southern Hemisphere. Stretching half a kilometre along the Yarra River, the Melbourne Exhibition Centre offers an unrivalled 30,000 sqm (323,000 sq ft) of clear span floor space. Clive Dwyer (Executive Director Business Development MCEC) is a big supporter of introducing an integrated visitor mobility concept to Melbourne that makes it easy for visitors to get around under one united brand. The concept has been further expanded in the recommendation of the Melbourne Explorer brand, in section 6 of this report, as a brand that will bring all transport modes, tours and walking under one integrated banner. Further discussion is required around this concept including governance, funding and next steps. signage across the network, providing advice on new ticketing initiatives, instigating research, collecting data, collecting revenue, and managing a public transport think tank. Given the recommendations in creating the Melbourne Explorer brand, Metlink are well placed to contribute and possibly lead this process with the right balance of stakeholder direction and involvement. In the words of Bernie Carolan, CEO of the Transport Ticketing Authority The breadth of public transport information presented to visitors can be overwhelming. Understanding the ticketing system may not be easy for first time users. More needs to be done to make it a simpler process with the possibility of creating an integrated 3 day tourist ticket. A recent survey conducted in March 2010 on the City Circle tram found that visitors have a very high opinion of getting around Melbourne with relative ease using public transport (83%). The issue of understanding the ticketing system and where services actually go did reveal some levels of confusion in several responses although not as high as originally thought (11%). 3.9 Parks Victoria Parks Victoria plays an important role as a conduit between government and the tourism industry particularly in naturebased, eco-tourism and cultural tourism areas. Parks Victoria works with a range of organisations to develop shared visions and achieve sustainable and appropriate tourism outcomes. Given Parks Victoria s role in the recent Yarra River Shuttle service, it was important to understand some of the commercial and safety issues of operating scheduled services on the Yarra River. Such issues as restrictions on speed, the condition of berthing infrastructure, suitability of vessels, managing capacity, the increasing river traffic, safety regulations and the environment, are all important factors requiring analysis. An important point to make in assessing any potential pricing for a river service was made by Parks Victoria. Vin Wright, Manager of Operations Bays & Maritime Division,explained; When the service was free, we carried 67,000 passengers in 8 weeks resulting in waits of up to one and a half hours at boarding points. 3.8 Metlink Metlink is a partnership of Melbourne s train, tram and bus operators, providing customers with a one-stop-shop for information about services, fares and ticketing. Metlink is also responsible for introducing new public transport Wayfinding 17

18 3.10 Pedestrian Council of Australia "The whole of the 20th century has always put the car at the centre. So by putting the pedestrian first, you create these liveable places I think, with more attraction and interest and character... liveability." Prince Charles. The Pedestrian Council of Australia (PCA) Limited is an Incorporated (Public) Company, limited by guarantee. It is a non-profit organisation whose objectives are for the continual improvement of pedestrian safety, amenity and access promoting walking as a legitimate transport mode. Sometimes we walk because we have no alternative; at other times because that is our preference. Walking can be many things, a means of transport, a way of keeping healthy, a form of relaxation, a sport. It can be a gregarious social activity or a solitary opportunity to meditate. It varies with whim and circumstance. Commuters scurry; shoppers meander; bushwalkers trek; power-walkers stride; lovers stroll; tourists promenade; protestors march... But we all walk. Harold Scruby, the chairman and CEO of PCA, is very supportive of scramble crossings; Where they have been implemented, there have been some exceptionally good results for pedestrians Public Transport Users Association Founded in 1976 as the Train Travellers Association, the notfor-profit Public Transport Users Association is the recognised consumer organisation representing passengers of all forms of public transport. The PTUA are advocates of improving priority for trams in the CBD, wider footpaths to facilitate easier pedestrian movements and improved service frequencies to address instances of overcrowding. There is a lack of high profile destinations on the river (apart from Melbourne CBD itself) which may mean river transport is not viable as a general public transport service. Such a service should be operated as primarily a tourist service, and certainly not as a free service as per existing City Circle and Bus. Daniel Bowen, President PTUA Professor Graham Currie (Chair of Public Transport Institute of Transport Studies) Professor Currie holds Australia's first professorship in public transport where he researches and provides training in public transport planning. He has over 27 years experience as a transit planner and has worked for some of the worlds leading operators including London Transport. Professor Graham Currie comments that current public transport service frequency and spans are very good around inner Melbourne CBD; The network is reasonably extensive however East-West links in and around the city have gaps particularly near the riverside. Tourists are confused about how to find appropriate tickets and are uncertain how to go about finding it this acts as a constraint to using public transport Tourism Alliance Victoria Tourism Alliance Victoria is the peak industry body in Victoria created from the merger of two well recognised tourism organisations - Country Victoria Tourism Council (CVTC) and the Victorian Tourism Operators Association (VTOA). Tourism Alliance Victoria is focused on developing an increasingly dynamic tourism industry in Victoria. Its strong and diverse member base gives the organisation a state-wide perspective on all issues affecting Victorian tourism, as well as a precise understanding of specific local requirements. This alliance provides a unique range of services for businesses and regional special interest groups, and representation for 650+ strong membership network. Tourism Alliance Victoria would like to see more done to address overcrowding on the City Circle tram as it has simply become too popular with visitors often not being able to get on. This can create late running trams with often waits over the advertised 12 minute frequency. Other concerns raised were the unfriendly ticketing system for first time users and the perceived heavy handedness of ticket inspectors Tourism Victoria As the Victorian Government s lead tourism agency, Tourism Victoria provides a foundation for industry growth. With strong research, policy, strategy and aviation platforms, Tourism Victoria is building a framework for greater commercial reach. Don Richter is the Director of Marketing and has overseen marketing for the past 16 years being responsible for the rollout of the award-winning Jigsaw campaign. Don is a big supporter of activating the Yarra River with a regular hop on / off tourist ferry and improving communication to visitors at entry points into Melbourne. We need a consistent approach. Signage is particularly poor at arrival points for visitors such as the airport and Station Pier. We need welcome to Melbourne points! Comment was also made on the lack of a public transport tourist ticket with subsidised attraction discounts and the opportunity that myki presents regarding such product development. It s the real missing piece in Melbourne Don said. 18

19 Tourists want to pay and will donate to causes easily. We receive constant praise for the City Circle Tram. It s a great orientation of Melbourne. The City Shuttle Bus is also good for visitors Yarra River Business Association Since late 1998 the Yarra River Business Association (YRBA) has actively represented the interests of small to medium businesses located on and along the river. The Association operates as one of the five business precincts established by the City of Melbourne. The two-way flow of information between the precinct and the Council is one of the most beneficial features of the structure. The City of Melbourne provides the Yarra River Business Association with an annual operating grant, which is used to operate a professional secretariat and to engage marketing assistance. Tim Bracher, Executive Officer Yarra River Business Association, said that restrictions on advertising through the river by laws hampered some commercial ferry opportunities. ANZ s request for a shuttle boat in ANZ livery running from Docklands to Flinders Street station for staff was rejected due to advertising restrictions on the river. The Yarra River Business Association is seeking legislative reform for the river. There was also comment that the number of operators on the Yarra needs to be capped with much more stringent performance standards. The quality of some operators were also questioned when a mystery shopper survey conducted by the YRBA a few years ago revealed short comings in many areas of customer service. Comments were also made on the safety issue of bicycles and pedestrians sharing the same paths along the Yarra. A bike scheme is long overdue but it needs to be done with infrastructure upgrades. We need to address the issue of speeding cyclists sharing space with pedestrians along the Yarra River. Tim said. mobility impaired customers, including people in wheelchairs, parents with prams and elderly people. The newest platform stops feature pedestrian crossings with flashing amber lights and tactile paving to assist visually impaired passengers to safely cross the road, improved lighting, granite and stainless steel finishes, raised platforms with ramp access, real-time tram arrival information and glass shelters. Selected stops in the CBD also have audio buttons which provide real-time arrival information. Yarra Trams supports the need for a tourist ticket and better signage and information particularly inside trams. There was also strong support for activating the Yarra River with a visitor ferry service. A recent City Circle survey conducted in March 2010 asked the question of tourists regarding using a potential ferry service on the Yarra River. There was good support from visitors with 64% saying they would use such a service further adding to the tourism experience of Melbourne. Only 12 % of respondents said they wouldn t use the service with the remaining 24% unsure Yarra Trams Trams are an icon of Melbourne. Yarra Trams operates the biggest tram network in the world with over 27 routes including the free City Circle tourist tram. With a fleet of close to 500 trams, there are nearly 100 low floor trams on Melbourne s tram network with colour-contrasting grab handles, step edging for people with a visual impairment and improved customer service information via automated announcements and electronic displays. Low floor trams have two allocated spaces for passengers using wheelchairs or mobility aids. Platform stops have ramps that provide improved access for 19

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21 4. Visitors to Melbourne Tourism is travel for recreational, leisure or business purposes. The World Tourism Organisation defines tourists as people who "travel to and stay in places outside their usual environment for more than twenty-four (24) hours. Melbourne, is a major tourist destination with approximately 18.2 million domestic and 1.4 million international tourists visiting Melbourne in fiscal year Melbourne attracts a wide cross-section of visitors, who come for a variety of reasons. Major sporting events hosted by Melbourne have attracted large numbers of sports tourists to the city, other visitors come for the cultural and fashion events. In 2008, Melbourne exceeded Sydney for the first time in terms of money spent by domestic tourists. 21

22 4.1 The value of tourism The value of tourism can be measured in a number of ways, including in terms of economic prosperity. Tourism is one of Melbourne and Victoria s fastest growing industries and is crucial for long-term industry and business development. Tourism Victoria data reveals that during 2008, 1.4 million international and 18.2 million domestic visitors spent $9.7 billion in Melbourne. This economic activity translated into employment for an estimated 160,000 Melbournians. In 2008, there were 288 hotels / motels / serviced apartments with 15 or more rooms in Melbourne. Total revenue for 2008 from accommodation was $1.1 billion and the average annual room occupancy was 75.8%. The largest source market for visitors to Melbourne for 2008 was Asia (excluding China and Japan), accounting for 24% of international overnight visitors to the region. Other important markets included Europe (16%) New Zealand (15%) United Kingdom (14%) and China (12%). Domestic overnight visitors spent $92 million more in Melbourne than in Sydney ($4.6 billion compared to $4.5 billion) for the year ending December 2009 and; Business events visitors increased (+3.4%) over the year. Forecasts According to Tourism Victoria indicative forecasts, by 2018, Victoria can expect to play host to 2.8 million international visitors (average annual growth in the order of 4%) and 17.8 million domestic visitors (0.6% average annual growth). In terms of international source markets, the most significant growth will come from Asia; including China, India and Malaysia. 4.2 Destination mobility analysis Melbourne has a large number of events and attractions throughout the year. Visitors to Melbourne fluctuate each month based on the season and what is happening in and around the city. From exhibitions, conferences, sightseeing, retail precincts, historic places of interest and entertainment, visitors have plenty to see and do while in Melbourne. Opportunities to package events with attractions and destinations with the goal of keeping the visitor in Melbourne for longer periods are abundant. Mobility to other attractions is a key factor in determining additional visitation in Melbourne. The ease of getting around on weekends and afterhours is also an important factor. For the purpose of visitors accessing attractions, a selection of 40 tourist destinations were assessed. The objective was to look at mobility opportunities and any missing links. It should be noted that all destinations assessed were relatively accessible. Each destination was researched online and through material gathered from the Visitor Information Centre. A grading was given to each destination in terms of ease of access with reference to nine accessibility points. For the purpose of the analysis, an even weighting was given across all access options with a 100% compliance (Yes) or 50% compliance (Yes / No). The categories were: Pedestrian / walking tracks Designated walking paths with no wait at traffic lights ensured a full compliance with the category. Promoted walking tours such as the Golden Mile walk also assisted compliance. Bicycle access / bike security Full compliance was helped with the destination having designated areas for bikes, accessible directly by bike paths or lanes. City Circle tram / other tram services Most of Melbourne is serviced by either the City Circle tram or other tram services. City of Melbourne Shuttle Bus If the destination was on the route of the existing Melbourne Shuttle Bus, full compliance was achieved. Train services If the destination was within a 5 minute walk from a loop or Flinders Street or Southern Cross train station, compliance was achieved. Bus services If the destination was within a 10 minute walk from bus stop, compliance was achieved. Water access & services If the destination is not located near the Yarra River, the category was not included in the overall weighting. Where the destination is located near the water, compliance was only achieved if tours operated from that wharf. Car parking, coach & taxi access If only street parking is available, part compliance resulted. The inability to park tour group coaches was also a factor in determining compliance with this category. Destination & Transport Access (DDA) This category included a high level analysis of access as it applies to mobility restricted individuals. The category included Disability Discrimination Act (DDA) compliance in accessing the destination and the compliance of that destination in catering for wheelchair access. 4.3 Access Review of 40 visitor destinations The following analysis, and what this means regarding Melbourne s mobility for visitors, is summarised in section 6. 22

23 FEDERATIOn SqUARE Pedestrian / walking tracks: Golden Mile, Yarra walks, Birrarung Marr Bicycle access / bike security: Yes, Bike hire Cost $35 for day Rentabike Bike racks. Yarra bike path City Circle tram / other tram services: City Circle Free All Routes Flinders St & Swanson St. Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 2 Federation Square Free Train services: Flinders St station. Accessible all train lines Daily Metcard Zone 1 $6.80 Bus services: Route 340, 350 & 605. Daily Metcard Zone 1 $6.80 Water access & services: Melb River Cruises Day tours No ferry service Car parking, coach & taxi access: Car park capacity = 450 Day cost = $40 or $13 early bird Taxi rank 6 Destination & Transport Access (DDA): Lifts in most areas of Fed Square. Platform tram stop and train station. Overall Rating: 9/9 EUREkA TOWER Pedestrian / walking tracks: Yarra walks Bicycle access / bike security: Yes, but not bike security City Circle tram / other tram services: Stop 14 Arts Centre (All St Kilda Road Services) Stop 112 Casino East (Route 55) Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 12 Southbank & Yarra River free Train services: Flinders St station. Accessible all train lines. Daily Metcard Zone 1 $6.80 Bus services: Route 216, 219, 220, 235, 237, 238, 250, 251 & 253. Daily Metcard Zone 1 $6.80 Water access & services: No ferry service Car parking, coach & taxi access: Wilson Car Park available underneath Skydeck Visitor Rates: Mon to Fri (entry prior to 4pm): $ Mon to Friday (entry after 4pm): $6.00 Weekends & Public Holidays: $6.00. Taxi Rank. Destination & Transport Access (DDA): Lifts Platform tram stop at Stop 14 Arts Centre. Overall Rating: 7.5/9 ROYAL ExhIBITIOn BUILDInG / MELBOURnE MUSEUM / IMAx Pedestrian / walking tracks: Flagstaff gardens. No specific walking tracks. Walking guide from Fed Square. Main roads. Traffic lights Bicycle access / bike security: Yes City Circle tram / other tram services: City Circle Free Route 86 & 96 Stop 12 Melbourne Museum Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 5 Melb Museum and Carlton Gardens Free Train services: But long walk from Parliament Station. Accessible all train lines. Daily Metcard Zone 1 $6.80 Bus services: Route 250, 251 & 253. Daily Metcard Zone 1 $6.80 Water access & services: No Car parking, coach & taxi access: Undercover Car Park Wheelchair access Short Stay $6.00 One hour or less. Early Bird $13. Day rate $14 over one hour (max rate is $14) Night Rate $8 after 5pm Destination & Transport Access (DDA): Lifts Overall Rating: 7.5/8 STATE LIBRARY OF VICTORIA Pedestrian / walking tracks: No specific walking tracks. Walking guide from Fed Square. Main roads. Traffic lights Bicycle access / bike security: Yes, but not bike security City Circle tram / other tram services: City Circle Free All Swanston Street & La Trobe St services Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: No Train services: Melbourne Central Accessible all train lines. Daily Metcard Zone 1 $6.80 Bus services: Lonsdale & Swanston Street Route 250, 251, 253, 301, 302, 303, , 306, 307, 308, 309, 318, 319 & 605 Daily Metcard Zone 1 $6.80 Water access & services: No Car parking, coach & taxi access: Limited street parking No taxi rank Destination & Transport Access (DDA): Ramps at side Overall Rating: 5/8 23

24 ShRInE OF REMEMBRAnCE Pedestrian / walking tracks: Tan Track and walk path from Flinders St Bicycle access / bike security: Yes, but not bike security City Circle tram / other tram services: Stop 18 or 19. All St Kilda Road Services except Route 1 Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 13 The Shrine and Royal Botanic Gardens Free Train services: Flinders St station. Accessible all train lines Daily Metcard Zone 1 $6.80 Bus services: Route 216, 219 & 220 Daily Metcard Zone 1 $6.80 Water access & services: No ferry service Car parking, coach & taxi access: Limited street parking also disabled parking No taxi rank Destination & Transport Access (DDA): Ramp/ Paths Overall Rating: 7/9 MELBOURnE CRICkET GROUnD AnD SPORTS MUSEUM Pedestrian / walking tracks: Yes Bicycle access / bike security: Yes, but not bike security City Circle tram / other tram services: Routes 48, 70 & 75 Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 3 Sports Precinct Free (Does not operate during events) Train services: Jolimont or Richmond station Daily Metcard Zone 1 $6.80 Bus services: Route 246 (Punt Road) or Route 605 (Swan Street) Water access & services: No ferry service Car parking, coach & taxi access: Event Parking is from $10 in Yarra Park. Non event parking is limited to street parking Destination & Transport Access (DDA): All gates have DDA access Lifts & Ramp Overall Rating: 7.5/9 MELBOURnE PARk SPORTS PRECInCT Pedestrian / walking tracks: Yes Bicycle access / bike security: Yes, but not bike security City Circle tram / other tram services: Routes 48, 70 & 75 Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 3 Sports Precinct Free (Does not operate during events) Train services: Jolimont or Richmond station Daily Metcard Zone 1 $6.80 Bus services: Route 246 (Punt Road) or Route 605 (Swan Street) Water access & services: No ferry service Car parking, coach & taxi access: Event Parking is from $10 in Yarra Park. Non event parking is limited to street parking Taxi rank on Swan Street Destination & Transport Access (DDA): Most venues have DDA access at all gates Lifts & Ramps through out venues Overall Rating: 7.5/9 DOCkLAnDS STADIUM Pedestrian / walking tracks: Yes Bicycle access / bike security: Yes, but not bike security City Circle tram / other tram services: Circle Free Routes 30, 48, 70, 75, 86, 96, 109, 112 Daily Metcard Zone 1 $6.80 City of Melb Shuttle Bus: Stop 10 Docklands Stadium and Victoria Harbour. Free Train services: Southern Cross Station (Metro & V/Line) Daily Metcard Zone 1 $6.80 Bus services: Route 216, 219, , 305, 308 (Lonsdale and Spencer Streets) 220 (Dudley Street) 232 (Flinders Street West) Also V/Line Regional and Interstate Coaches Water access & services: No ferry service Car parking, coach & taxi access: Parking available under stadium. Prices vary daily based on time of day and length of park Destination & Transport Access (DDA): All Gates have DDA access. Lifts & Ramps throughout venue Overall Rating: 7.5/9 24