Aerial shot of Fitzroy Street

Our Aspiration

Breathing New Life into Fitzroy Street – Boulevard to the Bay

Our vision is to invigorate the Fitzroy Street precinct to a place where locals and visitors meet to enjoy the real character of St Kilda, a city that is creative, always welcoming and never dull.

Fitzroy Street has a raffish charm that captures the unique eccentricities of St Kilda. It is a melting pot of the elegant and scruffy, a meeting place of culture and history, a promenade of fun and folly that leads to the sea.

It began as a simple thoroughfare for the local indigenous people the Yalukut Willam Clan of the Boon Wurrung, to make their way from their hunting grounds in Albert Park to the foreshore.

Now, this boulevard is a rich slice of life, a place with an underbelly, where difference and expression are highly prized, where music, art and film, design and ideas have created a place that is rough and refined, loud, arty and noisy like no other.

A stroll down its wide promenade takes you through three different precincts which in future we see as:

Park End

The green gateway to St Kilda offers a place of parklands and bowling greens, picnics and sporting events, school and community connection complemented by its neighbouring theatre, shops and cafes, eateries and bars perfect to relax with friends at any time of day.

Culture and Pride

The defiant cultural heart of Fitzroy Street, a place where generations of old school restaurants continue to thrive, and the sense of difference, utility, reinvention and renewal will bring artists, entrepreneurs and businesses to create a new street life and amenity.

Beach End

This gentle curve of wide pavements and palm trees leads to Acland Street and around to the Esplanade with its fine Victorian Hotels and architecture. It is the connection to the elegant Catani Gardens the historic yacht squadron, pier and beyond.It is the perfect place for venues and live music, people watching, and taking in the sea air and the sweeping views.

It's all about the place

Unique destinations that spark joy. That feeling of being connected to an area. Your favourite places.

The idea of placemaking is about creating a collection of places with distinct character and style. Placemaking embraces the ideas, energy and capital of the local community and works closely with the people who live, work and play there to create unique precincts and places across the city.

Port Phillip City Council has developed a placemaking action plan (PDF 1.86 MB) to create a city that is full of dynamic and distinctive places and precincts that:

people care about and want to visit

meet the needs of the people who use them

deliver great experiences

have a strong identity and meaning

Looking up the hill on Fitzroy Street from the intersection with Beaconsfield Parade and The Esplanade