The following vision for Port Phillip’s employment land has been developed to facilitate economic prosperity at the local and metropolitan levels, implement State planning policy, and support the delivery of the community vision:

“Port Phillip accommodates a diversity of economic activity that is significant to Melbourne and to the local communities which support and benefit from specialised places.

Port Phillip’s location advantages will continue to attract both high value businesses and talent (increasingly in knowledge-based services, health and education) as well as demand for housing close to the central city. As employment land continues to transition to higher density and high value uses – continuing a long history of evolution in the municipality – Port Phillip’s network of distinctive and vibrant neighbourhoods will enable a diversity of employment locations and premise types to attract businesses and skilled workers which are responding to global economic opportunities.

Well established specialisations and advantages in creative activities, events and hospitality will continue to drive a culture of innovation and creativity and attract visitors and talent.

Local employment land will meet the needs of residents and provide opportunities for employment close to home, responding to the need for sustainable, resilient and liveable communities.”

These objectives have been outlined to achieve the Vision:

1. Location advantage

Accommodate demand for employment growth in locations of advantage due to existing agglomeration, infrastructure and place characteristics.

2. Manage transition

Strategically and proactively manage transition of former industrial areas – particularly Fishermans Bend – to ensure that economic opportunities are maximised and consider local specialisations and opportunities.

3. Complementary uses

Ensure that residential land use complements, rather than displaces, economic activity and employment.

4. Specialised sectors

Support the recovery, resilience and growth of specialised sectors with links to cultural identity, innovation and specialisation, especially cultural and creative activities and events and hospitality.

5. Attraction

Provide a land use and built form environment which attracts and retains a talented professional workforce.

6. Institutions

Promote opportunities for business and employment growth aligned with health and education institutions.

7. Activity centres and villages

Promote the availability of a range of retail, service and employment types in activity centres and villages.

These strategic directions have been developed to achieve the Vision and Objectives:

1. Accommodate and optimise an expanded Central City: Employment land in the northern parts of the municipality - St Kilda Road, Fishermans Bend as well as South Melbourne have an important role to play in accommodating demand for employment which has previously been attracted to the CBD and adjacent areas.
2. Support areas of specialisation and innovation: Many of Port Phillip’s specialisations are linked to creative pursuits and innovation, attributes which are embedded in the cultural identity of the community. Spatially, key areas of specialisation and innovation have been identified in South Melbourne and St Kilda. Both locations are experiencing challenging economic conditions, which if not addressed, could erode the accumulated economic and social value of these activity clusters.
3. Position precincts to reflect changing work practices and attract talent: Business attraction and retention depends to a great extent on the ability to attract and retain talent in the context of strong competition from other city fringe locations and changing workplace and precinct amenity expectations.
4. Strengthen and diversify activity centres and key villages: Port Phillip has a network of thriving activity centres and villages that provide goods and services to residents across the municipality, often in high amenity settings.
5. Align housing and employment policy: In the context of an inner metropolitan location such as Port Phillip with substantial areas of flexible zoning, it is critical that economic and planning policies and strategies are aligned.