Over time, this shift is expected to support more integrated development outcomes and enable the full potential of this consolidated landholding to be realised.
WHAT WE LEARNED
• Plans require translation and intentional conversations.
• People drive outcomes.
• Relationships enable delivery.
• Coordination creates scale.
• Wellbeing and economic outcomes are interconnected.
We translate plans, connect people, sites, ideas and investment, and reduce uncertainty. When we do this well, individual decisions begin to align, and that’ s when real change becomes possible. That is where economic development adds its greatest value: not by directing outcomes, but by creating the conditions that make them possible.
CONCLUSION The Lilydale Investment Blueprint provides a practical framework for turning vision into action. At its core, this work is about people: those who own land, invest, and make decisions that shape a place over time to meet the changing needs of those who live, learn, work and play there.
For Lilydale, this is about supporting the centre to evolve in a way that is more connected, active and aligned with how people live today.
Council may not own the land or deliver development, but we do play a critical role. We translate plans, connect people, sites, ideas and investment, and reduce uncertainty. When we do this well, individual decisions begin to align, and that’ s when real change becomes possible. That is where economic development adds its greatest value: not by directing outcomes, but by creating the conditions that make them possible.
ACKNOWLEDGEMENTS The author acknowledges the support of Yarra Ranges Council and the contribution of Mark Irving( Projects 101), whose experience and mentorship helped shape both the approach and its ongoing application.
> Take this back to your organisation <
If you ' re working to activate investment in a centre, consider where the friction is- and whether you ' re leaning into it or avoiding it. A key lesson from Lilydale was recognising a major blind spot: councils don’ t always engage meaningfully in open conversations with landowners, developers and investors as part of the community, despite their role in shaping a place ' s future.
Ask yourself: do we truly understand our place through the eyes of those who own, invest in, and develop it? Importantly, build your evaluation framework during the planning phase to capture insights as they emerge. Engagement isn ' t a tick-a-box exercise; maintaining regular contact is essential to sustaining trust.
Finally, measure more than activity. Alongside quantitative metrics, track qualitative indicators like stakeholder sentiment, trust, repeat engagement, and willingness to collaborate. These early signals prove confidence is building long before investment follows.
REFERENCES
Yarra Ranges Council( 2022) Yarra Ranges Economic Development Strategy 2022 – 2032: Towards a regenerative Yarra Ranges. Available at: https:// www. yarraranges. vic. gov. au( Accessed: 27 June 2026). van Loon, M.( 2022)‘ Yarra Ranges Council approves its regenerative 10-year economic plan’, Upper Yarra Star Mail, 24 November. Available at: https:// upperyarra. mailcommunity. com. au( Accessed: 27 June 2026).
Yarra Ranges Council( 2022) Lilydale Structure Plan. Available at: https:// www. yarraranges. vic. gov. au( Accessed: 27 June 2026).
Mirage News( 2022)‘ Lilydale Structure Plan finalised’, 6 September. Available at: https:// www. miragenews. com( Accessed: 27 June 2026).
Victorian Government( 2025) Revitalising Lilydale – Suburban Revitalisation Program. Available at: https:// www. suburbandevelopment. vic. gov. au( Accessed: 27 June 2026).
Yarra Ranges Council( 2023) Shaping Lilydale – Community engagement platform. Available at: https:// shaping. yarraranges. vic. gov. au( Accessed: 27 June 2026).
Mirage News( 2023)‘ Next round of engagement for Community Heart in Lilydale project’, 27 July. Available at: https:// www. miragenews. com( Accessed: 27 June 2026).
Mirage News( 2024)‘ Update on Community Heart in Lilydale project’, 19 July. Available at: https:// www. miragenews. com( Accessed: 27 June 2026).
Leane, S.( 2021)‘ Streetscape and rail station improvements for Lilydale’, Media release. Available at: https:// www. shaunleanemp. com. au( Accessed: 27 June 2026).
ABOUT THE AUTHOR
LUCY PROCTOR Lucy Proctor is Coordinator Business Investment & Support at Yarra Ranges Council. Working across a municipality spanning more than 2,500 square kilometres and 55 townships in Melbourne ' s outer east, she leads initiatives focused on investment attraction, business development and sustainable economic growth. Home to internationally recognised tourism destinations, a strong agricultural sector and diverse business communities, the Yarra Ranges presents unique opportunities and challenges for economic development. Lucy is passionate about place-based economic development and building partnerships that strengthen local economies and communities.
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