Light projections, art installations, more parking and wider footpaths are contained in a draft plan to rejuvenate Main Rd and help visitors explore its history.
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The stretch of Main Rd between Little Bridge St and Humffray St Sth has become a funnel for traffic in to the CBD with traders asking Ballarat Council to help them transform the street and bring back customers.
Council’s draft plan includes changing Main Rd to one-way to accommodate increased parking, larger outdoor dining and trading areas, additional trees, and safer pedestrian and cycling facilities with an added bike lane.
Recent traffic surveys found about 90 per cent of all cars using Main Rd travel toward the CBD.
Angled parking on both sides of the road would encourage more visitors and wider footpaths would accommodate outdoor dining and increase street activation, making it easier to use the street for markets, festivals and other activities.
Bagel Junction owner Ciara Parisi welcomed the extra parking and said the street needed a change in direction to thrive.
“It looks better than what’s there at the moment and if it creates more parking … that would be a huge bonus because parking can be difficult for visitors and shop owners.
“I can see the benefit from doing this work. It will have a classy sort of feeling that would add value to Ballarat as a whole and bring in a different atmosphere.”
Sherryn Bailey, owner of Antiques Goods and Chattels, said the plan was mostly positive but feared the one-way proposal could drive customers away.
“It’s the main way people from Melbourne come down here,” she said. “It’s very hard to get people to come to Main Rd now, it’s not the bustling hive of activity it used to be, but if there’s not proper signage and they can’t turn left in to the street they might not bother.”
The plan includes measures to highlight the street’s heritage and stories with light projections, art work and heritage lighting.
“Engaging with local artists will add significant vibrancy and interest to the area,” council said in the plan.
Ms Parisi said light projections and art exhibitions would attract more visitors to the area.
“If the heritage aspect is pushed in such a way it will create interest with tourism,” she said.
The Main Road Preliminary Draft Plan Community Survey is open for public comment until August 7.
