POCKET FRIENDLY

GET AWAY
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed

We are spending all the

time in Melbourne with We have no other Visiting Melbourne was You are right my love...
you are right... if only we
our sons. chances... a week-end amazing... i would like somebody told me that in
could make an affordable
We should spend more break is too to do other Ballarat there are few
week end in a quieter
I’m so stressed out... how time in more healty expensive for our experiences around things to do... but only for
place...
i wish to have a weekend paceful places family. here before going to a day
out of Melbourne Sydney

yes, where we
can see also
animals! i love
animals
index

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 2

1 REGIONAL SCALE BACKGROUND 4
localization 5
climate data 6
geology map 7
tree covered landscape 8
gold mines 9
aboriginal places: cultural heritage sensivity 10
links 11
history of Ballarat 12
existing attractivity 14
strategy: implementation of attractiveness network 15

2 TOWNS INVOLVED BACKGROUND 16

layerized attractiveness 18
Ballarat 20
Cressy 24
Lismore 26
Camperdown 28
Colac 30
Forrest 32
Apollo Bay 34

3 LARGE SCALE STRATEGY 34

swot 36
interventions 38
interventions on each town 40

4 INTERVENTION ON HERITAGE BUILDING 41

the historic Museum of Camperdown 42
Street of the Museum: Manifold Street 44
A new possible network 46
Swot 47
Camperdown Museum: possible intervention 48
stakeholders analysis 49

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 3

REGIONAL SCALE BACKGROUND
We decided to work on the city of Ballarat. To understand the role of the
city, we research analysis explaining also the historical context of this region.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 4

BACKGROUND | REGIONAL MAPS_LOCALIZATION

Darwin

Brisbane

Perth
Sydney
Adelaide Canberra

Melbourne Ballarat to Melbourne 110 km 75 mins via Western Freeway

Hobart
Ballarat to Geelong 85 km 60 mins via Midland Highway

Ballarat to Grampians 135 km 90 mins via Western Freeway

Ballarat to Warrnambool 175 km 2 hrs via Glenelg Highway

Mildura Ballarat to Adelaide 614 km 6.5 hrs via Western Freeway
Echuca Albury
Shepparton Ballarat to Avoca 75 km 50 mins via Sunraysia Highway

Ballarat to Daylesford 45 km 40 mins via Midland Highway

B endigo
Avoca Ballarat to Bendigo 122 km 90 mins via Midland Highway
Grampians Daylesford VICT OR IA Ballarat to Albury 416km 4.05 hrs via Hume Freeway

BALLARAT Melbourne Ballarat to Mildura 454 km 5 hrs via Sunraysia Highway

Ballarat to Shepparton 235 km 3 hrs via Midland Highway

Geelong
Warrnambool Ballarat to Echuca 212 km 2.5 hrs via Northern Highway

Ballarat Railway Station to 110 km 86 mins via V/Line

Southern Cross Station

=
=
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 5
BACKGROUND | CLIMATE DATA

75 mm
70 mm
65 mm
60 mm
55 mm
50 mm
45 mm
40 mm
30 mm
25 mm
20 mm
15 mm
10 mm
5 mm

January Fabruary March April May June July August September October November December
MOUNTLY RAINFALL (mm)

20
15
10
5

January Fabruary March April May June July August September October November December
NUMBER OF DAYS OF RAIN

25°C

20°C

15°C

10°C

5°C

Climate data are very important January Fabruary March April May June July August September October November December
to understand the potentiality of a MINIMUM AND MAXIMUM TEMPERATURE
region/city/town.
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 6
BACKGROUND | REGIONAL MAPS_GEOLOGY
The City of Ballarat sits over a landscape shaped by volcanic activity. The regional map
shows the vast sweep of the Newer Volcanics that have created a region of volcanic
cones and lava flows stretching from Melbourne to the South Australian border.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 7

BACKGROUND | REGIONAL MAPS_TREE COVERED LANDSCAPE
At the regional scale, Ballarat retains a number of fragmented areas of natural forest
cover but locally, these become quite significant aspects of landscape character.
The public land areas that are not tree covered are primarily lakes and wetlands, and
these form a distinctive pattern across the region and are very important elements in
the landscape of Ballarat.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 8

BACKGROUND | GOLD MINES
This map shows where these deep lead gold bearing formations are located in the
central Victorian landscape.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 9

BACKGROUND | ABORIGINAL PLACES: CULTURAL HERITAGE SENSIVITY
Aboriginal people lived in this landscape for millennia. Nowhere was unoccupied.
Today, areas of ‘cultural heritage sensitivity’ are defined to help define the places
where evidence of Aboriginal activity is most likely to be found: for example along
water courses, around lakes and wetlands, and close to outcrops of stone suitable for
tool making.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 10

BACKGROUND | LINKS
Today, Ballarat is linked to other cities and towns by a network of roads, rail and
airports, and of course by telecommunications and the internet. This map illustrates
these strong links with Geelong, Melbourne and the nortest part of Ballarat.
There is a big luck of connection between Ballarat and the south parts of the region.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 11

BACKGROUND | HISTORY OF BALLARAT

1837 1851 1854 1855 1860

Warrenheip Hills near
Ballarat
Prior to pastoral settlement
in 1837 Aboriginal people
inhabited the land.
Golden Point 1851 -
lithograph
Ballarat become a goldfield and
this was the catalyst for rapid
immigration.
The storming of the
Stockade
Eureka Stokade, Thousands of
the miners protested against the
cost of mining licences.
Lydiard St from within
the Governament
Camp
The diggers had a political
reforms. The first wooden
buildings were erected up on
the escarpment of the Ballarat
West plateau.
Lake Wendouree from
the botanic Gardens
Large sums of money being
expended on the public gardens
and margins of the adjacent
Swamp.

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 12

 1870
Ballarat Town Hall built
1870
Mining continues and new stone
buildings are built. It has the se-
cond generation families.
1880
Lydiar & Sturt Sts
Ballarat - Photo
The continuous extraction
of gold in the city many
monuments offered by wealthy
citizens are made.
1890 20th century
Sturt Street Ballarat Opening of the Coli-
looking west 1904 seum 1908 - Photo
In Ballarat the most part of the In the city we had new servises
population worked in the mines; as new electical tram and other
In the city arrived the electricity. transportation, the
1918 is the last year of mining
due tu the 1WW.
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 13
REGIONAL SCALE | EXISTING ATTRACTIVITY
accomodation

culture

natural

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 14

REGIONAL SCALE | STRATEGY: IMPLEMENTATION OF ATTRACTIVITY and NETWORK
attractivity

connection

improvement of the
existing connection

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 15

TOWNS BACKGROUND
in this section we are going to analyze the background of the cities in which we want
to improve the touristic attractivities from different point of view. We are going to
investigate for each city different elements such as:

- identity of the city

- hospitality
- attractive elements
- events organized
- population (average, income, type of work)

We did this research to understand what is the best attraction that could enhance the
attractiveness of each city.

We sum up the attractiveness of the towns using a bubble diagram, that highlight the
density of this kind things.
 Ballarat

Lismore

Cressy

Camperdown

Colac

Forrest

Apollo Bay

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 17

FOCUS | TOWNS INVOLVED_A LAYERIZED ATTRACTIVENESS

ACCOMODATION CULTURE THINGS TO SEE

Ballarat Ballarat Ballarat

Lismore Lismore Lismore

Cressy Cressy Cressy

Camperdown Camperdown Camperdown

Colac Colac Colac

Forrest Forrest Forrest

Apollo Bay Apollo Bay Apollo Bay

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 18

 NATURAL ATTRACTION WINERY/FOOD THINGS THAT COULD BE DONE

Ballarat Ballarat Ballarat

Lismore Lismore Lismore

Cressy Cressy Cressy

Camperdown Camperdown Camperdown

Colac Colac Colac

Forrest Forrest Forrest

Apollo Bay Apollo Bay Apollo Bay

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 19

BACKGROUND | BALLARAT
ATTRACTIVITY

ACCOMODATION CULTURE
Ballarat Ballarat

Lismore
THINGS TO SEE Lismore
NATURAL ATTRACTION
Ballarat Ballarat

HISTORY:
Cressy Cressy

Prior to the European settlement of Australia, the Ballarat region was populated by Indi-
genous and only in the Gold was discovered and news quickly spread of rich alluvial fields
where gold could easily be extracted.
After the finishing of the gold rush, Ballarat had a crisis but now is a very good conditions. This
city has a good attractivity and offers a lot of events to the tourist. Camperdown Camperdown

IDENTITY OF THE CITY

The city developed during the gold rush, the true identity of the city.
Colac Colac

EVENTS ORGANIZED Lismore

WINERY/FOOD Lismore
THINGS THAT COULD BE DONE
Ballarcat Commedy – monthly – from nov to august Ballarat Ballarat

Ballarat backyard tasters – mensile – feb 2017

Live music at the lane – feb Cressy Cressy

Reach 4 research – annual – feb Forrest Forrest

Ballarat gold pan pro am – annual – feb

Ballarat backyard taster – monthly – feb
Live musical at the lane – feb
Nhith night ballarat – mar
Melbourne food and wine festival
Camperdown Camperdown

World sideshow festival – biannual – may

Ballarat food truck carnival
Apollo Bay Apollo Bay
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood
Colac Colac Saeed pag. 20
Lismore Lismore
POPULATION | BALLARAT NORTH
JOB

median individual income: 509 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 25

(%)
population in 2011: 3923 20 Managers
average of years: 40 years old. Laboureres
Tecnichan
15
Community
Professionals
Females
Females 10
Males Drivers
Males
clerical

5 sales Worker
other

age distribution: type of Industry 16

85+ (%)
14
75-84
Public
66-74 12
Healt
55-64
45-54 10 Retail trade
35-44 Females Accomodation
8
24-34 Males Manufactoring
20-24 6 Professional
15-19 Education
8-14 4
Other
0-4
2 Construction
0 50 100 150 200 250
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 21

POPULATION | BALLARAT CENTRAL
JOB

median individual income: 547 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 35

(%)
30
population in 2011: 5465 Managers
average of years: 36 years old. 25 Laboureres
Tecnichan
20 Community
Professionals
Females
Females 15
Males Drivers
Males
10 clerical
sales Worker
5 other

age distribution: type of Industry 25

85+ (%) Public
Healt
75-84
20 Retail trade
66-74
55-64 Accomodation
45-54 15 Manufactoring
35-44 Females Professional
24-34 Males Education
20-24 10
Other
15-19
Construction
8-14
5
0-4

0 50 100 150 200 250 300 350 400 450

0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 22

POPULATION | BALLARAT EAST
JOB

median individual income: 462 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 25

(%)
population in 2011: 5309 20 Managers
average of years: 38 years old. Laboureres
Tecnichan
15
Community
Professionals
Females
Females 10
Males Drivers
Males
clerical

5 sales Worker
other

age distribution: type of Industry 16

85+ (%)
14
75-84
Public
66-74 12
Healt
55-64
45-54 10 Retail trade
35-44 Females Accomodation
8
24-34 Males Manufactoring
20-24 6 Professional
15-19 Education
8-14 4
Other
0-4
2 Construction
0 50 100 150 200 250 300 350 400
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 23

BACKGROUND | CRESSY
ATTRACTIVITY

Lismore ACCOMODATION Lismore CULTURE

Ballarat Ballarat

Cressy Cressy

Camperdown Camperdown

Colac Colac

Lismore THINGS TO SEE Lismore NATURAL ATTRACTION

Ballarat Ballarat

Cressy Cressy

HISTORY Forrest Forrest

George Russell, manager of the pastoral Clyde Company, opened up the area to European
settlement in 1836.
Cressy Post Office opened on 1 January 1858.
After the outbreak of World War II, an airfield was constructed south of the town towards
Colac, and was used by the RAAF until 1946 as a combat training base and Camperdown
for bombing Camperdown

practice.

IDENTITY OF THE CITY Apollo Bay

Colac
Apollo Bay
Colac
Cressy was once a bustling town with several shops, garages, churches and a thriving railway WINERY/FOOD THINGS THAT COULD BE DONE
Lismore Lismore
station. Cressy still boasts many interesting old buildings, although many were destroyed in
the fires of 1977 which also killed three people. There are two beautiful old churches.
As we can see in the graphics in the follow page, the economy of this city is mainly based on
Cressy Cressy
agricolture.
Forrest Forrest

POTENTIALITY OF THIS CITY:

Create something connected to agricoltural fields, using also the importan heritage building.

EVENTS ORGANIZED: Camperdown Camperdown

At the moment this town is not organizing events.

AMMMColac
team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood
Apollo Bay Apollo BaySaeed
Colac
pag. 24
POPULATION | CRESSY
JOB

median individual income: 378$/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 45

(%)
40
population in 2011: 433. Managers
35
average of years: 48 years old. Laboureres
30
Tecnichan
25 Community
Professionals
Females 20
Females
Males Drivers
Males 15
clerical
10 sales Worker

5 other

age distribution: type of Industry 45

85+ (%)
40
75-84
Agricolture
66-74 35
Healt
55-64
30
45-54 Administrative
35-44 Females 25 Public
24-34 Males Transport
20
20-24 Education
15-19 15
Accomodation
8-14 10 Manufactoring
0-4
5 Other
0 10 20 30 40 50 60
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 25

BACKGROUND | LISMORE
ATTRACTIVITY

ACCOMODATION CULTURE

Lismore Lismore

Ballarat

Cressy Cressy

Camperdown Camperdown

THINGS TO SEE NATURAL ATTRACTION

HISTORY Colac Colac

Lismore was founded in the 1850s. The settlement at that time was a rough grog shanty called Lismore Lismore

the White Swan Hotel and a few houses near the crossing of Brown’s Water Holes. Lismore Ballarat
Post Office opened on 1 December 1864.
Lismore grew through the years to become a prosperous service town for the surrounding Cressy Cressy

fine wool producing properties. Its peak of population was probably in the 1950s when Forrest Forrest

many of the large properties of the area were divided up to make farms for returned soldiers.
Since the late sixties, Lismore has slowly become more of a retirement town, though it still
has a good primary school and other facilities for younger residents. For its size, the town has
a remarkable array of services and recreation and leisure activities.
Camperdown Camperdown
WINERY/FOOD THINGS THAT COULD BE DONE
IDENTITY OF THE CITY
- wool production
- agricolture Apollo Bay
Colac
Apollo Bay
Colac

Lismore Lismore

POTENTIALITY OF THIS CITY:

try to enhance the identity of the city: most of the economy here is enhanced by the agricolture. Cressy Cressy

Interesting the fact that in the past this city was connected to the wool production. Forrest Forrest

EVENTS ORGANIZED:
At the moment this town is not organizing events.
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 26
Camperdown Camperdown
POPULATION | LISMORE
JOB

median individual income: 373 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 60

(%)
population in 2011: 559 50
Managers
average of years: 53 years old. Laboureres
40
Tecnichan
Community
30
Professionals
Females
Females
Males Drivers
Males 20
clerical
sales Worker
10
other

age distribution: type of Industry 60

85+ (%)
75-84 50
Agricolture
66-74
Healt
55-64
40
45-54 Retail trade
35-44 Females Public
30
24-34 Males Transport
20-24 Education
15-19 20
Wholesale
8-14
Manufactoring
0-4 10
Other
0 10 20 30 40 50 60 70 80
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 27

BACKGROUND | CAMPERDOWN
ATTRACTIVITY Lismore Lismore

Ballarat

ACCOMODATION CULTURE
Cressy

Camperdown Camperdown

Colac

Lismore Lismore

Ballarat

THINGS TO SEE NATURAL ATTRACTION

Cressy

Forrest

HISTORY
The first British settlers, the Manifold brothers, arrived in the area from Van Diemen’s Land
(Tasmania) after 1835 to establish sheep runs.
By the mid 20th century Camperdown had emerged as a more diverse centre for dairy Camperdown Camperdown

farming which drew on its rich volcanic soil, for woolgrowing and for produce processing
industries. By the late 20th century the town had become a major centre for tourism because
of its unspoiled 19th century architecture and as a gateway to the southern tourist attractions Apollo Bay
of the Otway Ranges, the Great Ocean Road and the ‘Shipwreck Coast’. In more recent years, Colac

however, the drought in Australia in the 21st has affected Camperdown’s dairy industry. Lismore Lismore

IDENTITY OF THE CITY WINERY/FOOD THINGS THAT COULD BE DONE

The town is renowned for its classic historical buildings. Cressy

Forrest

POTENTIALITY OF THIS CITY:

historical building, near part of high natural value (Lake Corangamite), high salinity of this lake.
It is important for the haborigenal culture.
Thanks to the high quantity of Heritage Architecture, possibility of enhance this process, Camperdown Camperdown
creating special events connected to this.

EVENTS ORGANIZED:
At the moment this town is not organizing events.
Apollo Bay
Colac

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 28

POPULATION | CAMPERDOWN
JOB

median individual income: 466 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 25

(%)
population in 2011: 3463 20 Managers
average of years: 40 years old. Laboureres
Tecnichan
15
Community
Professionals
Females
Females 10
Males Drivers
Males
clerical

5 sales Worker
other

age distribution: type of Industry 16

85+ (%)
14
75-84
Retail trade
66-74
12
55-64 Healt

45-54 10 Construction
35-44 Females Professional
8
24-34 Males Education
20-24 6 Pubblic
15-19 Manufactoring
8-14 4
Accomodation
0-4
2 Other
0 100 200 300 400 500 600
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 29

BACKGROUND | COLAC Lismore Lismore

Ballarat Ballarat

Cressy Cressy

ACCOMODATION CULTURE

Camperdown Camperdown

Colac Colac

Lismore Lismore

Ballarat Ballarat

Cressy Cressy

Forrest Forrest
THINGS TO SEE NATURAL ATTRACTION

HISTORY: Camperdown Camperdown

The area was first settled by Europeans in 1837 by Hugh Murray, and proclaimed a town,
Lake Colac, in 1848.
The Post Office opened on 1 July 1848 as Lake Colac and was renamed Colac in 1854.[6] Co- Apollo Bay Apollo Bay
Colac Colac
lac Botanic Gardens in Queen Street located on the shores of Lake Colac, were established
in 1868. Lismore Lismore

IDENTITY OF THE CITY Cressy Cressy

The plains around Colac are the third largest volcanic plain in the world. Australia’s largest
permanent salt lake and Victoria’s largest natural lake, Lake Corangamite, is nearby and Red
Forrest Forrest
WINERY/FOOD THINGS THAT COULD BE DONE
Rock Reserve is nearby too.

POTENTIALITY OF THIS CITY:

contains a number of heritage listed sites Camperdown Camperdown

has a very important natural attraction around

possibility of creating a network with the closest city to attract people in a complete way.
presence of important winery/food places. Apollo Bay Apollo Bay
Colac Colac

EVENTS ORGANIZED:
Cliff Young Australian 6-day race (sports event)

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 30

Forrest Forrest
POPULATION | COLAC
JOB

median individual income: 488 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 25

(%)
population in 2011: 8696 20 Managers
average of years: 40 years old. Laboureres
Tecnichan
15
Community

Females
Professionals
Females 10
Males Drivers
Males
clerical

5 sales Worker
other

age distribution: type of Industry 18

85+ (%)
16
75-84
Public
66-74 14
55-64 Healt
12
45-54 Retail trade
35-44 Females 10 Accomodation
24-34 Males Construction
8
20-24 Administrative
15-19 6
Education
5-14
4 Manufactoring
0-4
2 Other
0 2 4 6 8 10 12 14 16
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 31

 Camperdown Camperdown

BACKGROUND | FORREST
Ballarat Ballarat
Lismore Lismore
Colac Colac

ACCOMODATION CULTURE
Cressy Cressy

Forrest Forrest

Camperdown Camperdown

Lismore Lismore
Colac Colac

THINGS TOApollo
SEE Bay NATURAL ATTRACTION
Apollo Bay

Cressy Cressy

HISTORY
Originally called Yaugher, the name was changed to Forrest when the township was established. Forrest Forrest

The Post Office opened as Yaugher on 27 July 1891 and was renamed Forrest a few weeks later
on 15 October 1891.
Forrest is the gateway to the Otway Ranges. It is fast becoming a hub for foodies andCamperdown
adventure Camperdown

tourists, which is now the primary economic driver of the town.

IDENTITY OF THE CITY

Nature attractions connected to sports. Colac Colac

WINERY/FOOD THINGS THAT COULD BE DONE

POTENTIALITY OF THIS CITY: Apollo Bay Apollo Bay

Good connection to the costal towns/cities. If we want to enhance the new route to ballarat
this is the point in which we have to invest, the knot of attractivity.

EVENTS ORGANIZED: Forrest Forrest

Montain Bike:
Forrest Festival - 2 day multi stage event
Otway Odyssey - 100k event
Forrest 6 Hour - 6 Hour event by teams and individuals

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 32

POPULATION | FORREST
JOB

median individual income: 392 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation 25

(%)
population in 2011: 238 20 Managers
average of years: 46 years old. Laboureres
Tecnichan
15
Community
Professionals
Females
Females 10
Males Drivers
Males
clerical

5 sales Worker
other

age distribution: type of Industry 18

85+ (%)
16
75-84
Professional
66-74 14
Agricolture
55-64
12
45-54 Retail trade

35-44 Females 10 Transport

24-34 Males Construction
8
20-24 Accomodation
15-19 6
Education
8-14 4 Manufactoring
0-4
2 Healt
0 5 10 15 20 25 30
0

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 33

 Colac Colac

Lismore Lismore

BACKGROUND | APOLLO BAY

Ballarat Ballarat

Cressy Cressy

Forrest Forrest

ACCOMODATION CULTURE

Camperdown Camperdown

Apollo Bay Apollo Bay

Colac Colac

Lismore Lismore

Cressy Cressy

Forrest Forrest

THINGS TO SEE NATURAL ATTRACTION

Camperdown Camperdown

HISTORY
The first European settlers were timber cutters in the 1850. Farmers later moved into the area
and a small settlement on Apollo Bay named Middleton developed. A Post Office of that name Apollo Bay Apollo Bay

opened on 1 May 1873. During this period almost all access to the area was by sea. Colac Colac

The township of Krambruk (later to be renamed Apollo Bay) was established in 1877, and a
school was open by 1880.
With the upgrade of the road to the town in 1927 and the completion of the Great Ocean
Road in 1932, the town became a tourist destination and an important fishing port.
Forrest Forrest

IDENTITY OF THE CITY

costal city (Great Ocean Road) WINERY/FOOD THINGS THAT COULD BE DONE
tourist destination

POTENTIALITY OF THIS CITY:

this city has a big importance yet. That’s why we choose this city to attract the tourist/visitors
to internal town/city.
Apollo Bay Apollo Bay

EVENTS ORGANIZED:
Great Ocean Road Marathon
Apollo Bay Seafood Festival
Apollo Bay and Otway District Show
The Apollo Bay Music Festival
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 34
POPULATION | APOLLO BAY
JOB

median individual income: 496 $/week

Full TimeFull Time

Part Time
Part Time
Unemployment
Unemployment

YEARS main occupation

20
(%)
18
population in 2011: 1095
16 Managers
average of years: 47 years old.
14 Laboureres
Tecnichan
12
Community
10
Females Professionals
Females
Males 8 Drivers
Males
6 clerical

4 sales Worker
other
2

age distribution: type of Industry

30
85+ (%)
75-84
25
66-74 Agricolture
55-64 Healt
45-54 20
Retail trade
35-44 Females
Accomodation
24-34 Males 15
Construction
20-24
Professional
15-19 10
Education
8-14
Manufactoring
0-4
5
Transport
0 20 40 60 80 100 120

0
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 35
LARGE SCALE STRATEGY

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 36

GENERAL | SWOT
good climate Town in south of Ballarat are not well connected
Ballarat very well connected to Melbourne discontinuity of the attractive system
Historically Background: south part used to have identity in the past, now it hasn’t
- Minery tour
- Aboriginal Lands
Ballarat in the way of Touring Route

S W
O T
presence of place of high natural value
- lakes
- natural reserves
very important ecosystem Lack of facilities and infrastructures (digital and phisical)
agricolture: food and wine the town in the south are not connected in a net, they could have
problems in the future to organize flux of tourist
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 37
REGIONAL | INTERVENTIONS
all the new facilities, in a unique system of management:
COMMENTS ON PREVIOUS DATA: - booking of different accomodation:
- camping
All the analysis we did on the differents town,
- hotels
- houses
CURRENT SITUATION: - bike sharing
At the moment the area of south Ballarat (north west Melbourne) is not strongly - car sharing
targeting tourists. Most of the tourists visiting this area are going for one day trips - publlic transportation
and not longer due to the lack of tourist attractions and tourist facilities. our value - electric charger for cars
management is aiming to emphasis the tourist experience and provide the facilities - parking
needed to raise the value of the area and create more attractions and jobs for the - events
locals in order to improve the economy of the area. - cultural
- food
CONCEPT: - natural / exploring
Melbourne is a very expensive city, our concept is to create an on-budget tourist -sports
experience for young traveller and families who are willing to spend a gateway - new attraction
weekend off the city. - seaplane
- skydiving
STRATEGIES: - paragliding
Ballarat is a city that’s very well connected to Melbourne. The north of ballarat is much
more developed unlike the south. LONG TERM GENERAL INTERVENTION:
What we want to do for this areas is to create a system among the townd in the - improve cinfrastructure from Ballarat with the different small towns in the south ending
diagram at the following page from Ballarat till the coast, this could create a double with the costal road, to satisfy the new needs of tourists.
attractivity: - Building more accomodating facilities to respond to the future increasing number of
- from Ballarat tourists
- from the coast (Apollo Bay)
We want to create the condition for low budget get away from the city for family and
young traveller. ACTORS:
- Young travellers/ families.
SHORT TERM GENERAL INTERVENTION: - Farmers
- Providing the needed affordable accommodations for young travellers and - Hotel owners.
families. - Accomodation owners
- Re-innovating the existing hotels and hostels in this area. - Investors
- Creating many different events throughout the year to attract travellers. - Sponsor
- Connecting the natural parks and lakes, with different tourist trips and events - Local job seekers.
and promoting it. - Tourist agencies.
- Adding more tourist info point in more cities. - Municipalities (state of Victoria).
- Providing different facilities to enhance the natural parks and lakes - Urban Planners.
experience. - Transportation agencies.
- create a network connecting all the towns involved, in order to offer a complete - Sport Actors
experience, from nature and sports till food and colture, rediscovering the identity of - Events organizers
each town. We want to to it creating an App for pc, mac, smartphone to manage
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 38
attractivity

connection

new connection

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 39

LOCALS | INTERVENTION IN EACH TOWN

LISMORE

CRESSY AGRICOLTURE AGRITOURISM HERITAGE

CAMPER-
DOWN COLAC
TOURISM SPORTS

FORREST

TOWN NEAR FUTURE VALUE LONG TERMS VALUE

- Event that promote tipical food $$ ••••• - New accomodation for tourist $$$ •••••

- Management of tourist fluss

- Promotion of slow food $ •••• $$ ••••
( traffic, parking, facilities)
AGRICOLTURE
CRESSY

- Spread the culture of home made preparations $ •••• - Production and diffusion of tipical product $$$$ ••••

- Rennovation of abbandoned buildings in order to

$$$ ••••
create accomodation for tourist

- Create tourist info point inside old and tipical bu-

$$ •••
ildings

- Educational farms, with activities that promote the

- Development an accomodation net able to
agricoltural and breeding system to tourist, family $$ •••• $$$ •••
AGRITURISM

manage the tourist fluss

LISMORE

and school groups

- Promotion of local food and product, produce - Management of economical resources to

$ ••• $$ •••
end sold directely from the farm improve the local production

 
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 40
 - Lake Corangamite promotion, with attraction and
$$$ ••• - Museum of Aborigenal Native people $$$ ••••
sport facilities
- Create a historical path that connect the historical
$$ •••• - New facilities and accomodation $$$$ •••
building involving local person
CAMPERDOWN

ARCHITECTURE
HERITAGE

- Temporary event to enhage the history of the

$$$ •••••
place
- Connection with the lake and with Aborigenal
$$ ••••
Native Land

- Create gruop of local people expert in history that

$ •••
manage the historical heritage

TOWN NEAR FUTURE VALUE LONG TERMS VALUE

- Tourist fluss managment, arrivals from the cost - Manage and innovate the exixting accomo-
$ •••• $$ •••
and from north dation system
- Distribution, information and managment of
$ ••• - Develop and improve tourist facilities $$$ ••••
tourist in departure from the city
TOURIMS
COLAC

- Winery events $$$ •••• - Improve infrasctractural system $$$$ •••

- Sport competition and promotion of sport acti-
$$$ ••••
vities
- Outdoors activities $$ ••••
- To valorize the lake and water presence $$$ •••

- New accomodation for people that come for

$$$ ••• - Improve sports facilities $$$$ ••••
sport competition and activities
FORREST

SPORTS

- Develope of sports facilities $$ ••• - New international sport competition $$$$ •••••
- Promotion of new sports event $$ ••••
- Promotion of local product and food during
$ •••••
sports events

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 41

HERITAGE BUILDING INTERVENTION

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 42

MUSEUM | THE HISTORIC MUSEUM OF CAMPERDOWN
THE CITY THE MUSEUM

Camperdown is located in South West Victoria, Australia - Camperdown (population are 3500
people) is nestled in a picturesque volcanic landscape and has many fine historic buildings.

Camperdown is famous for its Clock Tower and beautiful Avenue of Elms.

The museum is managed to the Camperdown and District Historical Society.

This society is a volunteer based, non-profit organisation dedicated to the preservation,
study and promotion of Camperdown & district history. Activities
Our Society members meet at least every second month at times and venues to best suit
the occasion. Our meetings feature some excellent guest speakers.
Regular field trips are held, sometimes to places rarely open to the general public.
Heritage centre
The activitoes offered by the centre are:
Museum: an extensive collection of photographs, documents, artefacts and memorabilia.

Research Facilities: up to date IT equipment, computerised records and expert volunteers to

assist with family and local history research.

Guided Tours: of historic Camperdown and district, by arrangement.

The Historic Museum, a former IOOF hall built in 1896, houses a collection of local historical
photographs, maps, clothing, household and farm implements. A display of Aboriginal
artifacts is also featured.
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 43
CAMPERDOWN | THE STREET OF THE MUSEUM: Maniford Street
The street:
The museum overlooks the maniford street, the most impor-
tant road of speed.
This road cuts in two southwest to northeast the city and
collect all other roads.
In the middle of the road there is a long row of old trees.

Corner of Manifold and Leura Streets - 1865 Maniford Street - Camperdown - 1908

Manifold Streets - Camperdown - 1880 Manifold Streets, - 1922

The area in the past was very important for the commercial
activities and even today he found many.
In the immediate vicinity of the museum there are two car
showrooms

Camperdown - 1890 Camperdown - the city- 1922

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 44
CAMPERDOWN | THE STREET OF THE MUSEUM: Maniford Street

Maniford Street - Camperdown - 1908

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 45
CANPERDOWN | A NEW POSSIBLE NETWORK: SCHOOL NEAR THE MUSEUM

HERITAGE CENTER - MUSEUM

MERCY REGIONAL COLLEGE

ST PATRICK’S PRIMARY SCHOOL

CAMPERDOWN COLLEGE
main seat

CAMPERDOWN COLLEGE
secondary seat

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 46

ANALYSIS | SWOT
Museum on a crucial and important point of the city collection of the museum not valorized
possibility of expand the parking zone Museum closed in between 2 building without heritage importance
collection of the museum important marketing of the museum poor (no updated website and facilities)
-maps (historical maps) the context in which it is not residential
- pictures opened only 2 half days in a week (or after appointment)
- haboriginal materials
managed by volunteers

S W
O
An important Intervention on this area could valorize the hole zone
T
to free the heritage building from the other 2 non beautiful building
zone rich of heritage, but not organized! This Museum could be the starting
point of the valorization of the whole area
this area has allways been attractive from the industry and commercial
point of view
create a shop to sell special object/ copy of the maps/print of the museum
since that this area has been commercial, events will not create disease to The value of the heritage building could decrease because of the less
citizens. important building around the area
street larghe and with trees: can host cycleway managament of volunteer of the museum: they are not paid
Near a lot of school, possibility of creating a network involving school
AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 47
VALUE MANAGEMENT | CAMPERDOWN MUSEUM POSSIBLE INTERVENTIONS

NEAR FUTURE VALUE LONG TERMS VALUE

- Advertise the museum $ •••• - Acquire the neighboring areas $$$$ •••••

- Transformation of new spaces in the museum $$$$

- Create pages in social network $ ••• ••••
area

- Create educational workshops for colleges of

- Create a new web page $$ ••• $$$ •••
the city

- Create a book on the museum $$ •• - New events in the external area $$ ••••

$$$
- Extending the opening hours $$ •••• - New events with important guest ••••

$$$
CAMPERDOWN

- Moidernize the structure inside $$$ ••••• - Redefine the parking spaces •••
the museum

- Create an architectural tour through the

- Modify the accessibility for disabled $ •• $$ •••
architecture of the area

- Create cooperation beetween the museum

- Retraining of staff $$ •• $ ••••
and the hotel of the area

- Add more bus rides $$ ••• - Create event about the Aborigin People $$$ •••

- Createa calendar of temporary exposition $$$ ••• - Connect the new buildings with the old one $$$ •••

- Redefine the expositive layout with the spaces $$$

- Create a calendar of events $$$ ••• •••
in the new and old building.

- Add new features near the museum (shops, caffe) $$$ ••••

- Redefine slow way $$ •••

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 48

ANALYSIS | STAKEHOLDERS

Municipality

Sponsor

Designer

Contractor

Workers

Historians

Tourist

Citizens

Owner of
neare buildings

Preliminary Schematic Design Contract Construction Facilities

Survey design Development Administrator Administrator Management

AMMM team_ Mattia De Marchi_Alberto Milani_Marco Morandi_Mahmood Saeed pag. 49