City advocates says resources, development concierge needed to deliver vision for CBD future

More investors and more development in Geelong’s CBD would flow under an idea pushed by city advocates. Tell us what you think.

Central Geelong has languished for too long and needs more resources put into its planning to realise its potential, city advocates say.

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A “development concierge” would help lure more investors to Geelong’s CBD and speed up approvals, unlocking the full potential of the government’s 30-year framework for the city centre, advocates say.

The Property Council of Australia’s Geelong arm and the G21 Geelong Regional Alliance – an advocate for the region’s five councils – said establishing a “Geelong development concierge” would provide a centralised resource for investors and developers to get advice from local planning experts and decision makers.

The push comes after the Central Geelong Framework Plan (CGFP) – a 30-year rule book for CBD planning that sets density, height and goals for development – was released this month.

Its aim is to grow the CBD to 16,000 residents and up to 60,000 jobs by 2050.

G21 chief executive Giulia Baggio said it was time to capitalise on the certainty provided by the CGFP.

G21 CEO Giulia Baggio in Geelong. Picture: Mark Wilson

“To fast track the plan, we now need a Geelong concierge with city-specific resources to drive momentum,” Ms Baggio said.

“It would be a centralised, one-stop shop for new investors and the development community seeking information about Geelong, the planning scheme, local laws, statutory requirements,

community sentiment and advice from local experts or decision-making bodies.”

Property Council of Australia Geelong chair Nat Anson said the concierge should include urban design, town planning and transport experts that consistently assessed major Geelong CBD development proposals.

Nat Anson from Urbis and Property Council of Australia. Picture: Brad Fleet

He said the concierge could apply to developments over 8000 sqm, eight storeys or projects offering more than 50 dwellings.

“The crux of a development concierge is being a consistent resource with relevant seniority in government and council to make rapid assessments on proposals so developers can be provided with certainty,” Mr Anson said.

“If a developer put on the table a proposal for Market Square that was three storeys higher (than what’s allowed) in the framework plan but it delivered great outcomes in environmentally sustainable development, social housing and had excellent design merit; how is that judged by government and council, and how quickly can the decision be made?”

Currently the planning minister is responsible for Geelong CBD planning applications that exceed 5000sq m, are larger than five storeys or include more than 50 dwellings, in addition to all other major Victorian planning applications.

The Geelong Advertiser understands that no staff within state government or Geelong council are solely dedicated to approving and assessing major Geelong CBD developments.

A state government spokeswoman didn’t respond directly when asked if a Geelong development concierge would be established or if staff would be set aside to solely work on assessing major Geelong CBD planning applications.

“The (CGFP) provides clarity to developers and will give them the confidence to plan for and invest in Geelong long-term. Clear planning controls will ensure new applications are appropriate and able to be assessed efficiently,” the spokeswoman said.

She said the CGFP would be monitored by both the government and Geelong council to ensure it remained current and supported growth and development aspirations.

The state government set up the statewide Development Facilitation Program to approve major projects delayed due to the Covid pandemic.

Since 2020 it has approved 45 projects with an economic value of $5.25bn, according to the government.

Development concierges operate in New South Wales and mediate complex planning problems to improve efficiency.

Originally published as City advocates says resources, development concierge needed to deliver vision for CBD future