PARRAMATTA NIGHT CITY FRAMEWORK 2020-2024...economy’s establishments are in food retailing • 30%...

PARRAMATTA NIGHT CITY FRAMEWORK 2020-2024

Community Summary

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City of Parramatta

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Draft Parramatta Night City Framework 2020-2024

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City of Parramatta

ContentsAbout this framework 6

Our City’s profile 8

A snapshot of our night-time economy 10

Research and consultation 11

Key findings 12

Our action plan 16

Goal 1: a night city that is safe, well designed and accessible 18

Goal 2: a thriving night city of diverse businesses and offerings 20

Goal 3: a night city that celebrates our unique identity and diverse community 22

Goal 4: a night city that fosters creativity, live music and events 24

Goal 5: a night city that responds proactively to challenges and change 26

Goal 6: Parramatta - a leading night city 28

Measuring our success 30

What happens next? 32

How do I have my say? 33


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About this framework

Our vision of a Parramatta night cityOur city is transforming, as major population growth and infrastructure investment changes how our city looks and feels into the future.

Our vision for Parramatta is to foster its growth as a city that is safe, diverse and vibrant; a night city that is uniquely Parramatta. Our long-term goal is to transform the Parramatta CBD into a 24-hour centre that can be enjoyed by residents, workers, visitors and students alike. This will be complemented with later trading local centres that meet the needs of our local communities. Through night friendly urban design, strategic planning, arts and cultural programming, regulatory reform, marketing and business investment, Council will work with our strategic partners, our businesses and community to grow, develop and manage our night city.

Council is seeking community feedback to our draft framework to help shape our direction and deliver this vision.

What is the purpose of this framework?We need to diversify our night city offeringsThe needs and wants of our community are changing, and we need ways to support new and diverse businesses so that our night-time experience appeals to everyone. The community has told us they want to see greater variety, with family-friendly offerings, longer business hours for retail and services and more artistic, cultural and sporting opportunities at night.

We need to balance the growth of our night city with concerns around residential amenityOur community wants to see Council develop a framework that aims to manage land use conflicts between night-time uses and residents; balancing what it means to be a vibrant night city with interesting things to do with potential concerns about the effects of late night noise on residential amenity.

We want people to feel safe in our night cityFeeling safe in Parramatta at night is important for everyone to enjoy the night city. Our community wants to see Council invest in night friendly urban design, better lighting and CCTV to promote a safer night-time experience. By investing in promoting greater night-time activity with more passive surveillance on our streets and in our public domain, our community will feel more confident visiting our city at night.

What do we need to do to achieve our vision?To achieve our long term vision, we need to:

• Create the right conditions to enable our CBD to transition into a 24-hour centre

• Promote our local centres as late-night destinations that meet the needs of our communities

• Provide our businesses and community with the capacity to thrive in our city at night.

City of Parramatta

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Our City’s profile

We are a city of young people and familiesIn the City of Parramatta, the median age is 34 years. In 2021, over 20% of the population in our city will be under the age of 18 years.

Planning active participant spaces for young people, offering child-friendly night-time opportunities, and sparking a sense of curiosity about the city at night is important to ensure the needs, concerns and aspirations of our local families and youth are meaningfully accommodated in our future night city.

We have work to do to ensure we respond to the needs of womenAt night, only 36% of the city’s night-time participants are women, despite the city’s residents being almost evenly split between males and females. A positive perception of safety is the cornerstone to a successful night city. Combining increased safety measures and diverse offerings will make the city a more open and attractive place for all people, promoting a vibrant and inclusive place to be.

We are a city of people with culturally and linguistically diverse backgroundsIn the City of Parramatta:

• 50% of residents were born overseas

• 52% speak a language other than English at home

• The city has many cultural and linguistic differences, with over 140 languages spoken.

Ensuring many voices in our community can be seen and heard is crucial to reflecting the unique identity of Parramatta. A mix of vibrant night spaces will offer opportunities for participation amongst our culturally and linguistically diverse communities.

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City of Parramatta

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A snapshot of our night-time economy

We have a leading night-time economy that is growing stronglyThe City of Parramatta already has a very strong and prosperous night-time economy that is rapidly growing and continuing to thrive as an integral part of both our city’s economy and identity.

Our city’s night-time economy is:

• The 8th largest in Australia (by turnover)

• The 3rd largest in New South Wales (by turnover)

• Growing by approximately 11% per year, having grown by $277 million in turnover between 2009 and 2018

The City of Parramatta’s night-time economy contributed $1.1 billion in gross regional product to the NSW economy in 2018.

While our night-time economy is growing, it lacks diversity We have a strong night-time economy in the City of Parramatta, however it lacks diversity in the types of activities available for our residents, workers and visitors to participate in outside of food and beverage.

Our research shows that:

• 77% of our core night-time economy’s establishments are in food retailing

• 30% of our night-time economic activity comes from licensed gaming

While we have 47 beverage establishments in our city, only two of them are small bars (under 100 patrons)

City of Parramatta

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Research and consultation

To develop our draft Parramatta Night City Framework, we consulted over 1,500 people, including a range of community members, businesses, organisations, workers and visitors.

Resident survey 300 interviews with residents from Parramatta CBD, Harris Park, Epping and Granville

Visitor survey 300 interviews with a random sample of visitors to the city

Business survey 678 business surveys across all industry sectors

Workshops – businesses and stakeholders

Two workshops were held in early April 2017, with 26 participant stakeholders

Night city audit Four night audits took place, starting at 6:00pm and finishing at 1:00am—two in Parramatta CBD, one in Harris Park, and one in Epping

City of Parramatta staff

Internal Council workshops were held to help understand key research findings, and night city opportunities and challenges; 37 teams across all 6 directorates of Council were involved in developing the framework

Parramatta Police One-on-one discussions to gather input on current issues in our city

Liquor Accord presentations

Presentation of draft findings from night city research; members were given an opportunity to provide input from an industry perspective

City of Parramatta Youth Forum

Held on 27 April, 2017—input from 60 participants of young people on ideas of how to diversify the city at night

Submissions to the Parramatta CBD Small Bars Policy

Submissions were considered and formed part of the framework as they detailed specific areas for the Council to investigate


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City of Parramatta

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Key findings

We asked our community what the main barriers are to participating in the city at night. The top responses were:

of people told us there is a lack of parking

of people told us the city lacks an appealing

offer or activity

of people told us they felt unsafe

of people told us late night public transport

is lacking

42%

35%

40%

20%

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What do stakeholders and the community say they want from our night city?

From extensive consultation and listening to businesses and the community, the Council understands the community would like Parramatta to be a safe, vibrant and diverse night city that celebrates unique identity and welcomes everyone. The areas’ respondents told us what was most important to them:

A more competitive and

diverse night-time economy

Safe and vibrant centres

More live entertinment

and recreation

Art and creative spaces at night

Celebration of our diverse of

community

More night-time events and activations

Seamless transport options

to and from home

What the community wants to see


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City of Parramatta

We asked our community how we can support a diverse and vibrant night city in the City of Parramatta.

The top responses were:

• 40% of people told us they would like to see night markets

• 34% of people told us they would like to see different events and festivals across the city

• 30% of people told us they would like more live music

• 27% of people told us they would like more car parking options

• 20% of people told us they would like more small bars in Parramatta

• 20% of people told us they would like to see night-friendly improvements to the public domain and better designed lighting.

These key findings helped to shape our action plan for how we will grow, develop and manage our city at night through the implementation of the Parramatta Night City Framework.

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Responding to our different night city precinctsIn the development of our action plan, we have recognised the character of our CBD differs greatly from our local, neighbourhood and village centres. Our goal is to develop and cultivate a thriving night city across the Parramatta LGA, not just in the Parramatta CBD. While most of our actions will be conducted city-wide, we have identified particular actions for our CBD, with others exclusively designed for our local, neighbourhood and village centres.

City of Parramatta

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Our action plan

Focus areasTo ensure that our approach to delivering on each of our goals is multi-faceted, we have identified 6 focus areas to guide the delivery of the Framework using the full-breadth of Council’s available resources. These focus areas are:

Business and cultural development

Research and advocacy

InfrastructureCommunity safety and

engagement

Planning and regulation

Marketing and promotion


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Goal 1: a night city that is safe, well designed and accessible

Rationale: Positive perceptions of safety encourage people to go out at night. . Our aim is to provide a night friendly public domain, seamless night-time transport options and wayfinding signage to broaden the public’s ability to participate in the later hours of the night.

Our key outcomes:

• 1.1 - Planning for our future night city

• 1.2 - A well-designed and accessible night city

• 1.3 - A safe city at night.

Strategic actions: There are 5 total strategic actions (for more details refer to pages 58-59 of the FULL Draft Parramatta Night City Framework). Key actions include:

• Provide legible wayfinding signage, safe pedestrian routes, and lighting in key public spaces at night

• Annually survey the community regarding perceptions of safety and vitality across the city at night

• Deliver a Crime Prevention Plan to promote community safety.

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City of Parramatta

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Goal 2: a thriving night city of diverse businesses and offerings

Rationale: A successful night city is marked by a competitive night market which allows for consumer choice, appealing to a wide variety of different needs and demographics. We want to foster a night city that supports businesses exploring creative ideas to serve community interests and grow their offerings.

Our key outcomes:

• 2.1 – Encouraging the diversification of our night city

• 2.2 – Incentivising small bars• 2.3 – A night city of mixed retail,

services and experiences• 2.4 – A night city of

collaboration, co-working and social enterprise.

Strategic actions: There are 18 total strategic actions (for more details refer to pages 63-65 of the FULL Draft Parramatta Night City Framework).

Key actions include:

• Implement a Night-time Economy Diversification Grants Scheme to incentivise the diversification of businesses and activities at night

• Provide an incentive grant for the establishment of small bars

• Annual business workshops and support around liquor licensing and navigating regulations

• Investigating options to trial extended opening hours at Council facilities at night

• Working with major retail tenants and non-alcohol based businesses to extend operating hours later into the evening, past 6pm

• Explore options for greater use of existing spaces such as parks, sportsgrounds, schools and universities as community spaces that can be used at night

• Investigate options to enable more public toilets to be open at night.20

City of Parramatta

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Goal 3: a night city that celebrates our unique identity and diverse communityRationale: A great night city is marked by its ability to foster inclusion and create encouraging spaces for all groups, regardless of gender, ability, age or cultural background. We want to see our residents and visitors represented in the city at night, as we actively embrace our cultural heritage and natural assets.

Our key outcomes:

• 3.1 – Celebrating our love of food• 3.2 – Marketing our diverse and

unique night city• 3.3 – Developing and celebrating

the unique offerings of our night city.



• Run night markets in the Parramatta CBD and find more locations for future night markets in local centres

• Create an encouraging environment for food trucks in the city at night

• Identify and develop strategies to meet the cultural needs of the city and its centres at night

• Market Parramatta as a vibrant and diverse night-time destination.

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City of Parramatta

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Goal 4: a night city that fosters creativity, live music and events

Rationale: A night city that fosters creativity, live music and events is one where people can actively engage and invest in their local culture and their own personal expression. Our community has told us they want more opportunities for creative expression and ways to connect with one another.

Our key outcomes:

• 4.1 – Night city of live music• 4.2 – Parramatta as a world-class

night-time events destination• 4.3 – Supporting the arts and

creative industries.



• Encourage opportunities for night-friendly public art in the CBD, local centres and parks

• Expanding Parramatta Artists’ Studios at night-time, including art exhibitions, showcases and open nights

• Encourage licensed premises and other businesses to host live music at night

• Undertake a marketing campaign with artists and venues for live music in Parramatta at night

• Actively promote the city as a business event destination to achieve night-time economy outcomes

• Explore creative lighting opportunities and installations, such as digital projections.

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City of Parramatta

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Goal 5: a night city that responds proactively to challenges and changeRationale: A successful night city responds proactively to challenges and changes relating to residential amenity, and concerns around noise and public behaviour. This requires careful planning and management so the city can cater to its future as much as the present, making it easier to do business at night.

Our key outcomes:

• 5.1 – Planning and regulation reforms to support a thriving night city

• 5.2 – Well-managed alcohol and liquor licensing

• 5.3 – Balancing night-time noise and residential amenity.



• Investigate how businesses in local centres can be allowed to trade until 10pm, or convert into small bars without additional approval or a development application

• Provide information for new residents moving to late night entertainment precincts detailing night-time noise expectations

• Review alcohol-free zones and alcohol-prohibited zones in the city, evaluate their effectiveness and identify more locations where necessary

• Collaborate with the Community Drug Action Team to provide response services for issues relating to alcohol and drugs

• Work with the Department of Planning and Environment in the development of a state-wide sound attenuation policy

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City of Parramatta

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Goal 6: Parramatta - a leading night city

Rationale: We are committed to setting a leading example of response to challenges and change in our city, ensuring we provide the economic and regulatory conditions necessary to power a thriving night city. The City of Parramatta will advocate for our community to deliver the kind of night city that meets their expectations and reflects that we are Sydney’s Central City.

Our key outcome:

• 6.1 –City of Parramatta Council is a leading night city advocate and collaborative partner.

Strategic actions: There are 5 total strategic actions (for more details refer to page 91 of the FULL Draft Parramatta Night City Framework).


• Establish a night city advocacy group for the city of high level thought-leaders and decision-makers across government and industry to advance the city’s night-time economy agenda

• Continue to advocate for the inclusion of the City of Parramatta in NSW Government conversations about night-time economic policy and strategy

• Annually measure and report on the growth of the night-time economy of the city and other relevant indicators.

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City of Parramatta

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Measuring our success

To measure our success in delivering the actions of the framework, we will:• Report annually on the economic

performance of our night-time economy, including the growth of key night business sectors; food, beverage and entertainment

• Monitor the changing demographic make-up of our centres, particularly new populations and changing family structures

• Measure pedestrian flows and public transport usage at night in key night entertainment precincts

• Monitor development applications and approvals for night-time businesses and expanded trading

• Monitor Bureau of Crime Statistics and Research data relating to anti-social behaviour and crime across the city to target responses to community safety and alcohol management strategies and responses

• Regularly survey our businesses and community on their views relating to our city’s nightlife.

City of Parramatta

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What happens next?To implement the final Parramatta Night City Framework, we will:• Develop a yearly implementation

plan and start now on the identified actions of the framework in the short-term

• Continue to consult and collaborate with our internal and external partners and community on delivering the framework

• Measure and celebrate our successes and identify areas for improvement, collaboration and intervention

• Review and update the framework every five years

Next steps October 2019 Draft Parramatta Night City Framework 2020-2024 is reported to Council for endorsement for public exhibition and consultation.

October - November 2019 Consultation with our community on the draft Parramatta Night City Framework 2020-2024.

November - December 2019 We receive and consider community feedback on the draft framework. We may revise the framework based on the community feedback received.

December 2019 Outcome of the public exhibition is reported to Council. Council considers the endorsement of the framework for implementation.

January 2020 Council begins implementation of the framework.

City of Parramatta

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How do I have my say?To provide feedback on the Draft Parramatta Night City Framework 2020-2024, visit Council’s engagement portal at oursay.org/cityofparramatta.nsw.gov.au

You can also make a submission by email to [email protected]. Please include “Draft Parramatta Night City Framework” in the subject line. Submissions close 9am, Monday 11 November 2019.

For more information

To read the FULL Parramatta Night City Framework 2020-2024 visit oursay.org/cityofparramatta.nsw.gov.au

If you have any questions, or need more information, please contact Beau Reid – Project Officer Economic Development on 02 9806 5538.

Copies of the draft framework will also be available at all of our libraries, and our Customer Contact Centre at City of Parramatta Council’s Administration Building, 126 Church Street, Parramatta NSW 2150.


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City of Parramatta

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PARRAMATTA NIGHT CITY FRAMEWORK 2020-2024...economy’s establishments are in food retailing • 30%...

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