Melton Town Centre Revitalisation Projects

• Project value$3,277,000
• Project scheduleJuly 2021 – mid 2025

Melton’s town centre will undergo a revitalisation with a redesign of civic spaces, a program of events and a campaign to engage with local businesses, supported by a $3.277 million boost from the State Government’s Suburban Revitalisation program.

There are a number of projects funded under the program, listed below.

Stay up to to date on the latest by following the Melton Town Centre Revitalisation Projects on Melton Conversations.
  

Melton Town Centre Revitalisation Plan 

A long term Revitalisation Plan for the Melton Town Centre (MTC) is being prepared to transform the MTC into a vibrant, active space that enjoys strong visitation, sustainable economic activity and welcoming spaces.

The Suburban Revitalisation program is providing $200,000 in funding for the project, which is anticipated to be completed in mid 2024. 

The Revitalisation Plan explores issues including transport, connectivity, public spaces, retail use, outdoor dining opportunities and planning mechanisms to facilitate development that will attract more people to the MTC.

The community was invited to provide feedback on the Draft MTC Revitalisation Plan between 6 November and 18 December 2023. A Consultation Summary is available here: MTC Consultation Summary

The consultation findings and Final MTC Revitalisation Plan was adopted by Council at the Ordinary Meeting on Monday 22 April 2024.

For further information on the Revitalisation Plan and to access to the associated project documents, please visit our Melton Conversations page.

Melton Town Centre Shopfront Improvement Program

This project provided grant funding for local businesses to facelift their shop fronts.

A retail specialist worked with traders to provide practical advice and support to facilitate improvements to the visual appearance of shopfronts.

The Suburban Revitalisation program provided $285,000 in funding across 3 rounds for grants delivered in 2022 and early 2023. 

Courthouse Cafe Upgrade

Upgrades have been completed for the Victorian Government owned café building, which is a local landmark of heritage value.
Works included additional dining space, an outdoor dining area and upgrades to the kitchen.
The Suburban Revitalisation program provided $200,000 in funding for the project and works were completed in late 2022.   

Retail and Start-Up Incubator

Bookable retail spaces enable Melton City Council's Hot House Project to support new enterprises from start-up stage to the set-up of business.

The Suburban Revitalisation program provided $95,000 in funding for the project and the installation was completed mid 2022. 

Town Centre Brand & Marketing Project

A marketing and branding specialist was engaged to develop a place-based marketing campaign with an identity and brand proposition for the Melton Town Centre (MTC), supported by a marketing campaign.

This project saw the development of updated branding that can be applied in shop front installations and other physical treatments throughout the precinct to create a consistent sense of place, along with a dedicated digital marketing campaign to increase visitation and instil a strong, recognisable and inviting brand.

The Suburban Revitalisation program provided $40,000 in funding for the project which was completed in mid 2022. 

Trader Group Establishment

An active trader group will be established for the Melton Town Centre.

The Trader group supports Melton Town Centre marketing and ongoing collaboration in order to increase visitation to the precinct.  

To support this work, a video production company captured trader's stories - these can be viewed by visiting: Meet our Traders webpage.

The Suburban Revitalisation program provided $30,000 in funding for the project, which was completed in mid 2022. 

Melton Town Centre Outdoor Dining Precincts

Outdoor dining facilities will be installed to encourage visitation and time spent in the precinct.  The project will include the installation of seating, furniture and lighting.  

The Suburban Revitalisation program is providing $975,909 in funding for the project, across three projects and is anticipated to be completed in mid-late 2025.

Melton Town Centre Event and Activation Calendar

A program of events and activations for the Melton Town Centre will be developed to increase visitation and the amount of time people spend in the centre.

Activations and events include annual events, summer performances, roving kids entertainment on weekends, seasonal markets; and educational talks.

The Suburban Revitalisation program is provided $100,000 in funding for the project and was completed in early 2023. 

Melton Town Centre Buy Local Campaigns

Building on the Melton Town Centre branding project, this project will develop and deliver 'Buy Local' Campaigns.

The Suburban Revitalisation program provided $240,110 in funding for the project, across 2 rounds. The project was completed in late 2023. 

Melton Town Centre Active Transport and Capital Upgrades

This project involved infrastructure upgrades to address pedestrian and cycling gaps and a behavioural change campaign to encourage sustainable transport options.

The works also included assessment of traffic calming and pedestrian/cycling design options.

The Suburban Revitalisation program provided $300,000 in funding for the project, with completion in late 2022. 

Melton Town Centre Kid Zone in Civic Heart

A kids' play space has been installed to attract families, increase dwell time, encourage positive social interactions and increase visitation to local businesses.

The Suburban Revitalisation program provided $600,000 in funding for the project. The play space opened in November 2023.  

Melton Town Centre Identity Framework and Action Plan for Sub-precincts

The project will identify sub-precincts that could be formed within the Town Centre.
This would involve identifying business clusters, target audiences for the sub-precincts and potential space activations, events, art installations, a palette of materials for future works and an overall precinct action plan.

The creation of sub-precincts is intended to create varied identities within the Town Centre - increasing interest, visitation and dwell time.
Short-term actions to progress the establishment of sub-precincts will be identified as part of this work.

The project outcomes will inform Council's capital works program and private sector property improvements.

The Suburban Revitalisation program provided $35,000 in funding for the project and it is now concluded.   

Improving Accessibility

This project provides grant funding for local businesses to improve accessibility within their businesses.
An accessibility specialist will work with traders to provide practical advice and support to facilitate the improvements.

The Suburban Revitalisation program is providing $75,000 in funding for the project and it's anticipated to be completed in late 2024.   

Streetscape Improvements

This project will support beautification works, including the planting of trees, landscaping, paving works and street furniture, providing immediate visual improvement to the area.

The Suburban Revitalisation program provided $220,000 in funding for the project and it was completed in early 2024.   

Community Activation and Awareness

Community connection, activation and local capacity initiatives.
This project proposes a collection of initiatives which are aligned with existing Council priorities and seek to enable community activation in the Melton township locality, in addition to furthering these priorities.

The Suburban Revitalisation program provided $60,000 in funding for the project and was completed in early 2023. 

Digital Strategy

The Melton Town Centre Digital Strategy Project created a digital strategy (with supporting physical elements) to drive Melton Town Centre’s offer as a local destination to provide an economic uplift and add value to the area.

The Suburban Revitalisation program provided $28,690 in funding for the project. which was completed in late 2023. 

Arts & Culture Event

This free after-dark arts festival celebrated the best of local and non-local creatives, with a curated program to encourage patronage to the Melton Town Centre precinct.

Reimagine Melton was held on 6 and 7 October 2023.  

The Suburban Revitalisation program provided $180,000 in funding for the project.

The Melton Revitalisation Board

The projects were overseen by the Melton Revitalisation Board chaired by Member for Melton, Steve McGhie, and including representatives from the Melton City Council, local community and local business.

The Suburban Revitalisation program worked with regional and local stakeholders to help plan and deliver infrastructure, community development and place-making initiatives that focus on driving social and economic outcomes in key activity centres identified across Melbourne. 

More information

• Find out more about Revitalising Melton at the State Government's Suburban Development website.

For further information on these projects, and the Melton Town Centre, please contact Economic Development & Tourism on 9747 7200 or email  venturemelton@melton.vic.gov.au. 

Location

325 High street, Melton 3337  View Map