The success of the bold CBD vision relies on the creation of up to 1000 government jobs in central Ballarat and development of first class office facilities.

More than three years since the Napthine government pledged to move VicRoads to the CBD, a lack of investment in city-based jobs has hurt Ballarat.

City of Ballarat chief executive officer Justine Linley said the lack of major jobs investment was not for lack of council pressure. 

“This is a council that wants to progress and wants to have activity and job creation and job generation within the central part of Ballarat,” Ms Linley said.

“I think it is imperative that we do (get jobs). This council will do anything in its power to advocate, to lobby, to put forward the strategy and arguments in case to state government investment into Ballarat. The time is now and it’s due.”

Committee for Ballarat chairwoman Janet Dore led the bold move of the Transport Accident Commission to a western part of Geelong’s CBD that was underutilized.

The move – which led to a 60 per cent attrition rate – was difficult but subsequently led to more government job investment. Worksafe is transitioning to Geelong. 

“It was an enormous boost (to Geelong),” Ms Dore said. “We took 600 jobs to Geelong, the western end of the central area responded to that very well. It activated a part of the city that hadn't previously been activated – there were coffee shops that sprung up around us and were doing really good business.” 

Nearly a decade on and with hindsight under her belt, Ms Dore doesn’t necessarily think a department like the TAC would be the best move for Ballarat. 

“I would prefer to see a government agency that would help encourage small business in and around them. We’ve got to grow from within,” Ms Dore said.

Recent investment in wind farms has given Ballarat the opportunity to establish itself as the renewable energy capital and the move of a department like the EPA could build on that, she said.

“I think there’s no doubt we need a boost. I think we need to say – what is it we are going to be really good at? For example, alternative energy, and developing skills around that,” Ms Dore said.

Basing the EPA in Ballarat could entice energy companies leading to the development of wind farms, sophisticated manufacturing jobs and civic jobs, Ms Dore said. 

Drawing students and workers to live, eat and work in the CBD is vital to establishing an atmosphere that in-turn attracts others to Ballarat. The success of the Archibald Prize and White Night showcased the city’s ability to host top echelon events and its growing stance as a powerhouse among the arts community.

“We need to see volumes of students here – having students and people learning and engaging with our community – when we talk about activation … for Ballarat it means people in the streets, living and working in the central part of Ballarat,” Ms Linley said. “Going out to cafes and restaurants and being actively part of the community here.”

Mayor Samantha McIntosh labelled Armstrong Street a “huge success” with restaurants, laneways and buskers growing.

Committee for Ballarat chief executive Melanie Robertson said the strategy has identified the CBD, as it stands, fails to meet the needs of today’s generations. 

“It is lacking vibrancy. Our buildings and spaces are underdeveloped and there is a lack of Grade A Office space,” Ms Robertson said.

“Our vision is that we require redevelopments that capture the uniqueness and heritage of our existing buildings but present a city that is progressive and vibrant.” 

But Ballarat cannot just rely on attracting big players to the CBD. When large retailers like Kmart are drawn to outer malls like Delacombe Town Centre, the city much be a magnet for the niche – retailers say.

ReNew Newcastle general manager Christopher Saunders said the project resurrected lost arts and basically saw retail “come a full circle”. Architects, manufacturers like cobblers and independent retailers were supported and blossomed in the environment. 

Commerce Ballarat chairman David Wright said Geelong had “lined its ducks up” and the injection of business had boosted the whole area.

“One of the things you immediately see in Geelong is you walk around the streets of the CBD and there are eateries and retail premises that are vibrant,” Mr Wright said.

“There are local legal firms that have increased business, have legal work coming off the back of a great influx of people, more housing activity and people relying on local professional services.”

Commerce Ballarat, which fully supports the CBD strategy, said there was not one specific thing that would transform Ballarat into the centre of western Victoria.  “A number of stars need to align to create vibrancy,” Mr Wright said. 

Feeling safe in the city is key to bringing the masses in town. Ballarat Councillor Des Hudson said White Night was a practical example of a safe, family friendly event.

“White Night was a great example to help people understand what the activation of the CBD, at all times of the day and night means,” Cr Hudson said.

“(This was achieved) by making it family friendly, easier to navigate with well lit areas creates a sense of well-being and people feel really safe to participate.” 

The infrastructure – including CCTV cameras – is in place now, Cr Hudson said, it is time to invest in the arts and culture to make Ballarat come alive.

“We’ve seen the benefit and we want to have that more than just once a year. Let’s now look at how we can replicate that.”