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Church Street Retail Frontage Improvement Program

Paving the way for Parramatta’s retail rebirth...

“A good city is like a good party. You know it’s working when people stay for much longer than really necessary, because they are enjoying themselves.”

Jan Gehl – Danish architect and urban planning expert

The Retail Frontage Improvement Program offers successful applicants a grant of up to 30% of the total costs of upgrade works, to the maximum dollar value of $20,000.

Why a Retail Frontage Improvement Program? ................... 4

What is the Retail Frontage Improvement Program? ........... 6

Do retail frontage improvements help businesses? ........... 10

Best practice building façades and shopfronts .................. 12

Interested? Here are the steps involved .............................. 14

Frequently asked questions .................................................15

Key dates ...............................................................................17

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Why a Retail Frontage Improvement Program?The Retail Frontage Improvement Program is a pilot grant program that seeks to fi nancially incentivise commercial property owners and tenants along Church Street, in order to improve the visual appearance and quality of their building façade, shopfront, and awning.

Improving retail shopfronts not only creates active frontages and enhances the city’s vibrancy and presentation, but also supports the retail rebirth of Parramatta. The anticipated growth, both in terms of population and commercial development will see an additional $3 billion in retail turnover in the city centre over the next fi ve years. In 2021, this is equivalent to an additional $1.2 million in retail trade per day.**

Given the dramatic increase in residential development, transforming public spaces, the potential introduction of light rail and a rapidly growing population, the Retail Frontage Improvement Program is an essential building block in ensuring an improved retail experience in Parramatta.

74% of Church Street businesses and customers supported façades being upgraded*

*Eat Street Visitor and Business Survey – March and April 2016. **Parramatta 2021 – Unlocking the potential of a new economy – October 2016.

An essential building block that ensures an improved retail experience in Parramatta.

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What is the Retail Frontage Improvement Program?This program is about bringing new life to Parramatta’s architectural assets and streetscape. It off ers eligible applicants a rebate of up to 30% of façade, awning and shopfront improvement costs to a maximum of $20,000.

Eligible works

+ Painting of building façade, windows and awnings (colour to be in accordance with the Council’s prescribed palette).

+ Cleaning of building façade above awning.

+ Rationalisation or removal of signage either through repainting or physical removal.

+ Removal of redundant air conditioning units.

+ Removal of roller shutters or security grilles.

+ Recladding of an existing awning structure.

+ Installation of a disabled access ramp.

Bringing new life to Parramatta’s architectural assets and streetscape.

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Program boundary area

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Project Objectives

+ To assist commercial property owners to enhance the visual appearance and quality of their building façade, shopfront, and awning.

+ To support the growing demand for quality retail and dining experiences within the Parramatta CBD.

+ To inspire both property owners and business operators to create high quality façades and shopfronts, which, in turn, encourages people to live, work, and do business in our city.

+ To assist businesses to maintain a high level of commercial and retail activity during a period of large-scale residential and infrastructure development nearby.

+ To support and reinvigorate the existing heritage characteristics along the Church Street corridor.

Thoughtful design improvements and upgrades to exteriors change the perceptions of businesses, attract people and increase sales.

Encouraging people to live, work and play in our city.

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Artist impression - indicative concept only

+ After

+ Before

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“Great cities are not static, they constantly change and take the world with them.”Edward Glaeser – American economist and Professor of Economics at Harvard University

People are engaged by interesting, detailed and well-designed shopfronts which increases their likelihood of entering and/or spending more time in a store.

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Do retail frontage improvements help businesses?

It can be difficult to quantify the benefits of retail frontage improvement works in tangible terms. However, there are a number of international studies that show how thoughtful design improvements and upgrades to exteriors change the perception of businesses, attract people and increase sales. For example, research from the United States of America found...

70%of first-time sales at cafes, restaurants, retail shops and attractions can come from street appeal.

222%average increase in gross sales was achieved by businesses participating in the study, after frontage improvements occurred.

70%of businesses reported an increase in sales after making façade improvements.

100%of businesses experienced favourable customer responseand considered the improvements worth the investment.

85%of businesses also made interior improvements including new inventory and product lines, merchandising and window displays.

Source:University of Wisconsin-Extension (USA), West Virginia Department of Commerce (USA) and researcher Brenda Spencer.

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Best practice building façades and shopfrontsVariationStrips of shopfronts where the ground floor façades are varied, create a sense of place, character and identity. Pedestrians are more likely to be drawn into and interact with shopfronts that offer a multitude of façade treatments.

TransparencyTransparent frontages with regular entrances, points of interest, enhanced sightlines, quality lighting and openness allow for a stronger interaction between retail spaces and the public realm.

Fit for the night time economyShopfronts with attractive lighting treatments and open façades become an integral part of the streetscape in the evening.

Mixed entry functionsMultiple points of exchange between the streetscape and a retail interior, improve permeability and traffic flow through a store. For example, a cafe’s take-away counter, rear entry and front-of-house entry create multiple types of entry functions for the customer.

OpennessThe flow of foot traffic into businesses can increase when pedestrians can see what is happening on the inside of a shopfront. A sense of belonging is created when storefronts have large openings.

Frontage detailingWell thought out decorating and detailing of frontages can create great places that encourage people to gather and spend time – beneficial to food and beverage business operators. A ground floor is the first impression of a potential customer.

Specialised lighting treatmentsSpecialised lighting treatments can transform heritage buildings and the architectural details of older façades into iconic destinations. Attractive lighting can also make a substantial contribution to the sense of safety in an area.

Scale and rhythmThere are many world-class examples of successful and visually appealing smaller, compact, narrow shopfronts. Businesses with smaller entrances should capitalise on their ‘boutique’ look and feel by enhancing their façade.

Consistent signageConsistent signage reduces visual clutter, improves pedestrian sightlines and can be visually appealing for shoppers.

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Shopfronts where the ground floor façades are varied, create a greater sense of place, character and identity.

01 Transparency, French Quarter, Shanghai02 Textures and details, The Emporium, Parramatta03 Frontage detailing, The Emporium, Parramatta04 Façade variation, Queen Street,Woollahra05 Heritage shop fronts, High Street, Armadale06 Heritage façades, City of Adelaide07 Consistent awnings and signage, Crown Street, Surry Hills

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Interested? Here are the steps involved

01 Contact CouncilApplicants are required to call Council to discuss how their shopfront improvement works meet the eligibility criteria for the program and satisfy relevant planning controls. Contact Matthew Gollan, Place Services, City of Parramatta on 02 9806 5063.

02 Preparation of documentationa) Council staff will work with prospective applicants to review preliminary plans and colour

palettes before the proposal is fully developed. b) Quotes and itemised cost estimates from licensed tradespeople must be provided with the

submission of the application (refer to the Retail Frontage Improvement Program Application Form for further information).

03 Submit applicationThe Retail Frontage Improvement Program Application Form is to be submitted to Council between February 6 and May 12, 2017. The form must be signed by the property owner if the applicant is not the owner. Application must include quotation from three reputable tradespeople.

04 Preliminary assessmentCouncil will assess the application to ensure that it is consistent with the controls and objectives of the SEPP (Exempt and Complying Development Codes) 2008 and the Parramatta DCP (City Centre) 2011.

05 Internal assessment panelAll applications will be reviewed and ranked by an assessment panel to determine successful applicants. Recommendations will be made in a Council meeting and successful applicants will be notified.

06 Notification of determinationSuccessful applicants will be notified by mail and will be required to sign a funding agreement. Applicants will need to obtain development consent if required (the applicant will be made aware of necessary consents required upon meeting with Council staff as per step one).

07 Commencement of worksThe work is carried out as per the conditions stipulated within the funding agreement.

08 Review/inspectionFollowing the completion of the works, the applicant is required to contact Council via written request for the payout of the funds agreed upon within the conditions of agreement. The applicant should also provide all receipts and tax invoices that indicate the completion of the works. Council staff will undertake a site visit to ensure that the work complies with the funding agreement.

09 Review of works reimbursementProvided that the works have been satisfactorily completed as per the conditions of the funding agreement, Council will dispense the rebate within 30 days of being provided with the complete documentation.

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Frequently asked questions

Can I still apply for the program if I am a tenant/lessee? Yes. If you are a tenant or lessee and wish to apply for the grant, you will be required to have signed permission from the owner of the property as outlined in the application.

My property is heritage listed. Is it still possible for me to apply for the grant?Yes, it is. Before applying you need to consult the City of Parramatta’s heritage specialist to understand what works are permissible, and whether a development application will be required.

If my application was successful, how long would I have to complete the works? If your application is successful, you will be required to enter into a funding agreement with Council. The funding agreement would stipulate the period in which the works have to be undertaken.

When will I find out if my application was successful?Successful applicants will be notified by mail in early July 2017.

I am interested in applying for the grant, but my property does not sit within the project scope, when will this grant be available for me?The Retail Frontage Improvement Program is a pilot program. If it is successful on Church Street, it will be rolled out into the wider CBD and other retail centres within Parramatta.

How long will the program be running for? I am interested, but now is not a good time for my business/property.The application period for the Retail Frontage Improvement Program will be from the February 6 until May 12, 2017. If the program is successful, there will be additional application periods thereafter.

My property on Church Street contains several tenants, am I allowed to submit an application for every individual business or only the building in which they are located?You are allowed to submit an application for every rateable commercial property that you own.

I have undertaken retail frontage improvement works during the previous year. Can I apply for this grant to cover the costs of those works?No. Unfortunately, City of Parramatta cannot award grants retrospectively. Funding for the Retail Frontage Improvement Program is available only to successful applicants who have completed their proposed works within the claim rebate period.

For more information visit Precinct Planning on the City of Parramatta’s website.

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Key dates

February 6, 2017 Application period opens

May 12, 2017 Application period closes

June 13, 2017 Council nominates and awards grants to successful applicants

June 14 - June 30, 2017 Successful applicants to sign funding agreement with Council

July 1, 2017 Works to commence/rebate claim period open

January 8, 2018 Rebate claim period closed

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CreditsPhotography

04Why a Retail Frontage Improvement Program?

12-13Best practice building façades and shopfronts

Biju Bubble Tea Room © ico Design

Meat and Bread © @itchban / Pinterest

Byron Old Brompton Road © @florian / Pinterest

French Quarter, Shanghai © Andrew Coward

Heritage shop fronts, High Street, Armadale © CommercialVIEW.com.au.

Heritage facades, City of Adelaide © City of Adelaide

Consistent awnings and signage, Crown Street, Surry Hills © commercialrealestate.com.au

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The information provided in this document is to assist Applicants as part of the Church Street Retail Frontage Improvement Program. The information is only general and Applicants should seek their own independent advice which is specifi c to their circumstances. For example, there may be other relevant controls contained in other Council or State instruments or policies. Applicants wishing to obtain information, or investigate other options, should obtain a section 149 Planning Certifi cate or contact Council. Whilst Council has made every eff ect to ensure that the information contained in this booklet is accurate and update Council gives no warranty, guarantee or undertaking (whether expressed or implied) nor does it assume any legal liability, whether direct or indirect.