Pride of Place Program Assessment

Location:  Victoria

Brief:  The Pride of Place Program was an urban improvement initiative of the Department of Sustainability and Environment. The program contributed to the improved liveability and sustainability of Victoria’s urban, rural and regional centres.

MacroPlan was commissioned by the Urban Design Unit of the Department to assess the range of benefits and costs associated with the 1999-2002 programs.

Methodology:  Grants assisted Councils to manage change by reinforcing the attractiveness, unique character and cultural heritage of local activity centres, reflecting community values and revitalising local economies. The 2003 assessment built on the methodology and outcomes of the September 2001 program review undertaken by MacroPlan, which involved qualitative and quantitative analysis of projects funded between 1997 and 2000.

The assessment criteria and indicators reflected a revised set of program objectives and other relevant Department objectives, including an outline of its contribution towards sustainability.

Result:  The assessment indicated that very high Benefit-Cost Ratios could be achieved for selected projects flowing from the City’s significant tourism visitation levels.

Quantitative assessment showed that the economic benefits were significant and the qualitative assessment showed a positive benefit for all the indicators used in the assessment.  When summarised across all the projects, the qualitative assessment indicated that the stakeholders perceived the greatest benefits were cultural and heritage benefits, with social and community building benefits ranked second, environmental benefits ranked third and economic benefits ranked fourth. The analysis indicated that some of the highest perceived benefits were not quantified.