Dan Murphy’s Sale

Dan Murphy’s Sale

Perry Town Planning secured a combined permit and part rezoning of the land to facilitate for a Dan Murphy’s bottle shop on Princes Highway in Sale. The rezoning of land from the Residential 1 Zone to the Mixed Use Zone expanded the Sale CBD and was subject to a rigorous Planning Panel and Amendment process.

Location: Sale CBD, Shire of Wellington, regional Victoria

Specialists required: Traffic engineer, liquor licensing expert, social planning expert, Queens Counsel representation, town planning expert

Issues encountered: Due to the high profile of the big box retailer in discount liquor trading, a strong team of experts in various fields were required to provide evidence to the Planning Panel regarding the potential for detrimental impact on the amenity of the nearby residential and other sensitive uses. Our firm successfully coordinated this team under the direction of a Queens Counsel.

It was successfully demonstrated to Panel that the Dan Murphy’s liquor outlet would have minimal impact on the amenity of the neighbourhood and wider Sale community by establishing some of the following:

  • Strong business case to increase the range of liquor, particularly wines, available to the township with competitive pricing
  • The application of best practice and management procedures for the responsible sale of packaged liquor
  • Limited potential for impact on nearby sensitive uses including residential amenity
  • No cumulative impact as a result of clustered licensed packaged liquor outlets in catchment
  • Minimal traffic impacts on the existing road network as a result of the development

Features: Sale of packaged liquor for consumption off site, advertising signage, cumulative impact assessment, big box retailing, rezoning of land, extension of activity centres, liquor licensed venues, expert evidence, Planning Panel

A permit has since been issued and the outlet is currently under construction.


Project Cost: $2 million

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