Significant Infill Sites on Offer in Coburg Revamp Plan

Merri-bek City Council is investigating a plan for the revitalisation of central Coburg, potentially offering multiple council-owned sites for development as part of a major urban transformation strategy.

In April 2024, Council endorsed the Revitalising Coburg: Objectives initiative which provides six overarching objectives for the centre, a Merri-bek City Council spokesperson told The Urban Developer.

The Revitalising Coburg initiative aims to convert the suburb’s centre from a car-dominated precinct into a pedestrian-friendly hub.

According to online planning portal BCI, the redevelopment costs would be approximately $150 million, although the council cannot confirm this figure.

The council is releasing potential development sites including Waterfield Street West and East, Victoria Street North and South, Louisa Street, and Russell Street East.

According to the Revitalising Coburg: Objectives document, “the complexity of land issues in an urban area like this one, [means] we will have to work with a wide variety of partners”.

“It might mean partners who can work with us to provide and manage new housing, including social and affordable housing, or new shops like the two supermarkets that Council owns and leases to the Coles Group and new smaller cafes, bars and shops that broaden the retail offer, to deliver on community aspirations,” council documents said.

Former Merri-bek City Council Mayor Adam Pulford said the council possessed several pieces of land right in the centre of Coburg, giving the it significant influence over its future.

Some of these land parcels have been under council ownership for decades.

“The council has a vision to transform this area from what, right now, can feel like a barren wasteland of carparks,” Pulford said. 

“We know that this land, right next to public transport, schools, shops and a range of community facilities, would be a great place to build new homes, especially social and affordable homes.”

Development opportunities span 4.418ha across central Coburg, with the council open to exploring innovative financial and delivery models with partners.

The project would be delivered in three phases, beginning with a health and community services precinct, followed by the Coburg Library and Waterfield Street carpark development, then the Louisa Street carpark site.

According to documents, the council hopes for “efficient use of land to deliver more community benefits, exploration of innovative financial and delivery models, and partnerships with entities that share the council’s values and vision”.

Council data suggests strong investment potential, with the population projected to increase 24 per cent by 2036. Current data shows 4341 households in Merri-bek (6.4 per cent) require affordable housing, with 84 per cent of these being low or very low-income households.

Council research indicates every $1 invested in affordable housing generates $3 in community benefits through improved worker retention, educational outcomes, health cost savings and reduced crime rates.

▲ Former Merri-bek mayor Adam Pulford.

Development aspirations stated in the Ojectives include a new library and cultural facility, public spaces including a central piazza, extensive green infrastructure, and high-quality housing incorporating social and affordable elements.

The council said the area’s transport links, existing retail presence, and service infrastructure serve as key investment drivers.

Each development site entails unique considerations, including existing leases, drainage requirements, and planning controls required to be addressed through detailed technical assessments.

The transformation strategy includes provisions for commercial development, with the council seeking to strengthen the night economy and increase retail diversity.

Current data shows strong community engagement with existing facilities, with the Coburg Library alone attracting 17,000 visitors monthly.

Partnership opportunities extend beyond property development to include potential collaborations with state and federal government departments, water authorities and housing providers.

▲ Developable sites include Waterfield Street West and East, Victoria Street North and South, Louisa Street, and Russell Street East.

The council said its focus was on maximising community benefits while ensuring commercial viability.

Architectural services tenders are open, and contracts are expected to be awarded in January.

Interested developers can access project information and updates through Conversations Merri-bek, with the council undertaking technical work to understand specific site opportunities and constraints.

Coburg’s revitalisation plan comes amid significant private sector investment in the suburb—case in point is the recent $9.75-million sale of a permit-ready development site at 45S Pentridge Boulevard, 8km from Melbourne’s CBD.

Salvo also has plans in place or a $1.2-billion redevelopment of a 19,000sq m site at Coburg’s Pentridge complex, featuring a highly activated public realm, community spaces and retail amenities.

The Urban Developer has contacted the incumbent Merri-bek mayor for comment.