Bay Street Precinct Prospective Business Hub

The City of Port Phillip is a vibrant multicultural city. We are home to people from over 160 different birthplaces, with our residents speaking 120 different languages. One third of residents were born overseas, 56 per cent have at least one parent born overseas and 21 per cent speak a language other than English at home. This diversity is one of our greatest strengths.

Estimated Resident Population (source: ABS, compiled by .id Informed Decisions, 2024)

• City of Port Phillip: 112,669
• Port Melbourne: 18,686

In 2021, the two largest resident age groups in Port Melbourne were 25 to 34 years of age (15.4%) and 35 to 49 years (26.1%).

Discover more information on who lives in Port Phillip, our economic profile and forecast changes in the future.

According to 2021 Census data by the Australian Bureau of Statistics:

• Of the total labour force in Port Melbourne, 96 per cent of residents were employed, with 66.2 per cent working full-time and 24.1 per cent working part-time.
• In terms of individual income quartiles, 17.5 per cent of Port Melbourne residents were in the lowest group ($0 to $375), 15.9 per cent were in the medium lowest ($376 to $802), 19.4 per cent were in the medium highest ($803 to $1,474), and 47.2 per cent were in the highest ($1,475 and over).
• In terms of household income quartiles, 18.7 per cent were in the lowest group ($0 to $881), 16.8 per cent were in the medium lowest ($882 to $1,756), 22.6 per cent were in the medium highest ($1,757 to $2,946) and 42 per cent were in the highest ($2,947 and over).

Local residents:

Based on Roy Morgan's Helix Personas (a classification system for Australian consumers based on psychographic insights), consultancy firm Propella.ai has conducted analysis on local residents:

The largest proportion of residents local to Port Melbourne belong to the Helix Community of Leading Lifestyles, followed by Metrotechs and then a smaller representation belonging to the Fair Go community.

Note: it is acknowledged that other cohorts that may live in and visit the Bay Street precinct. However, the abovementioned communities represent the bulk of the local residents based on the research.

Non-resident source markets: 

The top 10 source markets based on the spend of people not living in Port Phillp are:

Source: Council iQ banking transaction data

The below table shows spend going to businesses in the Bay Street precinct by key categories and year-on-year change for the 12 months to end of October 2025, benchmarked against Metropolitan Victoria. (source: Council iQ banking transaction data)

Quarterly spend data reporting for the City of Port Phillip and key commercial precincts, including Port Melbourne, is available at Council's economic data and research webpage.

To support the work of Council’s Economic Development team to strengthen the mix of shops, services and entertainment along Bay Street in Port Melbourne, local residents were encouraged to complete an online survey sharing their shopping experiences and what businesses they would like to see on the street.

The primary engagement activities were online and in person surveys, conducted between Friday 27 June and Friday 8 August 2025. The survey was promoted through temporary signage in Bay Street, social media posts, postcards mailed to more than 2,000 residents and posters provided to local businesses. More than 600 responses, including email submissions, were received and some of the key findings include:

92.8% of participants visit the precinct at least once a week or more.

The Shaping Bay Street Engagement Summary Report explores how Council engaged with the community, analyses who we heard from and details the results and feedback collected.

The Bay Street catchment area is defined as 20-minute walking neighbourhood. Theoretical supply and demand analysis by consultancy firm Propella.ai for the catchment area indicates:

Note: This supply and demand assessment is not intended to provide firm recommendations for formulating a retail strategy.

Home to approximately 190 ground-floor premises, Bay Street is supported by Council in a range of ways to ensure it remains a vibrant and thriving community with a strong, resilient economy.

Bay Street and Port Melbourne are easily accessed by regular public transport services and bicycle routes. 

Port Phillip public transport network map

There is ample on-street parking available in free time-limited parking bays on and around Bay Street, metered parking along the foreshore (Beach Street), and in privately managed carparks.

Please note: parking permits are not available for businesses or commercial properties (this includes residential properties utilised as short stay accommodation).