A core principle when assigning addresses is based on where the primary access point (entry) is located. This is important for a number of reasons:

• A matter of public safety supporting emergency services with location finding and waypoint (stopping point) in the event of an emergency;

Ensures addresses are uniquely and clearly identified; and
Aligns with Local Government Act 1989 and Street Addressing Standards AS/NZS 4819/2011.

Council is the governing body authorised to create and manage property addresses, road and place names within Port Phillip Local Government Area. Addresses, road and place names are the foundation underpinning the management of information from assets, customer requests, rates, valuations, operations and important external services such as Australia Post, Utilities, Police, Fire and Ambulance. Council are bound by documented guidelines and processes in the Geographic Place Names Act {1998) and enforce it via the Local Government Act.

Representatives from Council's Geographic Names and Address Working Group, Hallmark Building Body Corporate Committee, Metro Tunnel Project Team and a representative from Emergency Services (Ambulance Victoria) have met and exchanged correspondence discussing the changes and proposal to readdress the Hallmark Building. Communication will be ongoing.

Council reviewed the feedback from the above and agrees that if readdressed, the logical address will be 384 St Kilda Road MELBOURNE as there are no St Kilda Road addresses within South Melbourne. The suburb “Melbourne” extends along St Kilda Road until Fitzroy Street so would be more logical. To make this change, Council can amend the locality boundary to ONLY include Hallmark Building. All owners and residents can share their preference for either suburb during the Community Consultation period.

It should be understood, paramedics do not have a large amount of local familiarity with the area, unlike other localized units such as Melbourne Fire Brigade and Police. Paramedics have their own dispatch protocols so the closest ambulance can be called to the scene. This could mean a Frankston ambulance that has cleared the Royal Melbourne Hospital and on its way back is the closest available ambulance at the time. Providing an ‘Albert Road’ address means emergency services responders will end up in Albert Road looking for the building and it’s entrance.

All owners and residents will be engaged and asked to share their view confidentially through a formal Community Consultation process. No decisions will be made without consultation pre and post this process.

Support Ambulance Victoria’s recommendation for Council to amend the address to a logical street number and road association. In the interest of public safety and for the safety and wellbeing of responders, logical and relevant addresses are known to reduce response confusion and also mitigate navigation error, which would otherwise potentially contribute to the delay in time critical emergency responses.

• Update property street signage. Currently the building number is not visible from the street frontage. The building number ‘384’ should be clearly visible and accessible from all sides, it should not be hidden by gardens and surrounding street scape. For example, 380 St Kilda Road is clearly accessible via both building facades.

Should owners and residents be in favour of the proposal, Council will commit to supporting Body Corporate and its residents with making this change in the interest of public safety.

To ensure smooth transition Council proposes a six-month transition period to the new address to assist with updating signage, letterboxes, notifying relevant authorities and spatial data.

Council with Australia Post will organise for six months of mail redirection at no cost to residents - a saving of over $11,000 for residents. This will enable residents to receive mail using both new and old addresses.

Council will notify utilities (Gas, Telcos, Water) State Government (including Titles), Emergency Services (Ambulance Victoria, Victoria Fire Recue, Triple Zero), Rates and Permit Parking and other Council facilities. Third level data providers to Google maps and Nearmaps of updated address.

Council acknowledges this is a big change, but also recognizes that it will cause relatively short-term inconvenience in contrast to saving someone’s life by reducing the potential for delays by Emergency Services.