Summerland Peninsula Master Plan

What we heard

Penguin Parade Visitor Centre is underutilised with identified future opportunity to expand opening hours, provide more educational experiences and diversified visitor offering.
The Nobbies existing building is widely criticised as an eyesore in need of a more site sensitive and scaled down replacement.
People want to experience the spectacular landscape and scenery through walking trails, tours and accessible infrastructure for those less mobile.
Vehicle congestion at peak periods is a key issue which contrasts with conservation objectives. A key area of contention is access along South Coast Road.
Wayfinding and interpretative elements may provide visitors with a better understanding of habitat, ecology and cultural significance of the Peninsula.
Ecology, wildlife and habitat conservation are the top priority and The Nature Parks strategic objectives are widely supported by community and stakeholders.
Access and amenity to local community and surfing destinations is important the Bunurong have a strong connection to Country and self determination is a key priority

Master Plan Principles

A strong emphasis on nature and ecological preservation supporting the regeneration of the Peninsula
Bunurong partnership priorities: co-designed cultural storytelling, potential renaming discussions and stronger visibility of Bunurong -led narratives across sites.
Maintain access to surf beaches and coastal recreation
Minimise commercialisation but ensure visitors have access to amenities that support the regeneration of the Peninsula
Improve traffic management and slow down visitors through reducing vehicle congestion to help minimize impact on environment and wildlife and improve the overall visitor experience
Built-form and landscape discipline: Limit built footprint, protect views and ensure design is low-rise, climate-responsive and integrated with the natural setting.
Visitors to be welcomed, educated and inspired through world-class facilities and multifaceted storytelling to encourage them to engage respectfully and understand the essence of place
The Summerland Peninsula is a key demand driver for tourism in Victoria and that future growth for Peninsula experiences is designed in a planned and sensitive way
Future proofed architecture and landscaping that is easy to maintain and will stand the test of time
Financially feasible recommendations that help contribute to conservation work of Phillip Island Nature Parks

Informing Strategies

The restoration of Summerland Peninsula has been an evolving and adaptive management project since the buyback first began in 1985.
With buyback completed in 2010, a Summerland Rehabilitation Project was undertaken from 2010 to 2013, where remaining houses were removed, powerlines put underground, and broadscale weed removal and revegetation occurred.
Since this time, further revegetation programs have been undertaken such as the Summerland Habitat Resilience Project whereby penguin habitat continues to be rehabilitated with climate change in mind.
The Nature Parks ongoing management actions are research and evidence led and supported by both Nature Parks Research Scientist and external ecological consultants and universities.

Ecology Principles

The Master Plan emerges from Nature Parks Strategic Plan 2025-2035, aimed at the protection and restoration of healthy island ecosystems, and the delivery of world recognised nature-based experiences. The below principles are supported by Nature Parks strategic objectives.

Restrict new infrastructure to already disturbed areas of habitat.
Ensure climate change adaptive measures and environmentally sustainable approaches for all existing and proposed infrastructure upgrades.
Prioritise areas for conservation, incorporating best practice and climate resilient strategies including vast areas at Summerland Farm.
Buildings and infrastructure to be sympathetic to the environment/landscape.
Support for existing conservation programs such as habitat resilience projects, wildlife protection, threatened species reintroductions, etc.
Foster ecological innovation through science based research opportunities and land management practices.

Key initiatives

Emerging from The Nature Parks’ Strategic Objectives, key ecological initiatives for the Summerland Peninsula emphasise a future focused and climate-responsive approach to land use and conservation. New infrastructure will be deliberately restricted to areas of already disturbed habitat, while all existing and proposed upgrades are required to integrate climate change adaptation and environmentally sustainable design principles. Conservation and regenerative practices are prioritised across extensive areas of the peninsula, particularly at Summerland Farm through bestpractice, climate-resilient strategies that protect and enhance habitat and wildlife outcomes. Buildings and infrastructure will be designed to be sympathetic to the surrounding landscape, minimising visual and ecological impacts.

Buyback and regeneration: the Peninsula’s transformation and ongoing restoration journey.
Bunurong cultural heritage and Country-led perspectives, including language and place identity.
Conservation in action: research, rehabilitation, monitoring and how visitor spending supports wildlife outcomes.
Marine life and broader ecology: seals, seabirds, shorebirds, whales and intertidal life (not only penguins).
Natural history and deep time: geology, coastal processes and the landscape story.
Climate change and stewardship: threats, resilience and practical ways visitors can help.
Community and contemporary stories: local community connection, volunteering and surf culture heritage.
A strong preference for consistent storytelling across the whole Peninsula, supported by an interpretation plan and modern delivery (including QR/technology where appropriate).

Storytelling Principles

Optimise Penguin Parade Visitor Centre for orientation and build upon penguin related experiences and interpretation.
Revision the Nobbies to support storytelling with marine and Bunurong cultural interpretation opportunities.
Co-design with the Bunurong for a new cultural hub at Summerland Farm.
Revitalise the Swan Lake interpretation offering and cultural storytelling with improved boardwalk loop and bird hides.
Provide guided tours throughout the Peninsula to educate and inspire visitors.

Strong desire to reduce vehicle numbers and their impact while preserving the Peninsula’s wild character.
Peak-time tour bus and car congestion is a primary issue, with conflict between cars and tour buses, with some expressing safety concerns during busy periods.
Surf events drive sharp increases in visitation and congestion but it is important to keep access to surf beaches available for all.
Active transport is seen as a key opportunity and one that is aligned with future desires to be more conservation focused and reduce traffic on roads
There are currently limited connected walking and cycling options, with an opportunity to create dedicated links between key attractions.
Strong support to ensure trails are disability compliant and are easy to traverse for people with mobility devices and additional support needs.

Access principles

Utilise the Penguin Parade Hub as a reconfigured arrival experience and launching point to surrounding destinations.
Reduce vehicular dependence and traffic congestion to the Peninsula.
Provide new walking trails, boardwalks and lookouts supported by Nature Parks conservation best practice.
Repurpose South Coast Road as an immersive and sustainable landscape experience.
Retain and upgrade access to cherished local surf and community destinations.
Provide equitable access for all users through DDA accessible infrastructure.

Vehicle access to Summerland Peninsula will be retained within an improved, traffic calmed and environmentally sensitive context.

Key Components

Ventnor Road remains open to visitor vehicles and local traffic with paid parking at the Nobbies. Free parking for local vehicles.
Upgrades to carparking and boardwalks at Right Point, Shelly Beach and Cowries Beach
Penguin Parade reconfigured arrival experience and shuttle take off point.
Shuttle access to Nobbies from Penguin Parade.
Tour buses paid access to Nobbies with shuttle service incentivised

South Coast Road

Walking and cycling are prioritised with shared access along South Coast Road
Local vehicle access retained
New shuttle bus linking Nobbies to Penguin Parade
Upgraded lookouts
No tour bus access
Retained vehicle access via St Helen’s Road to Summerland Beach.

Access Option 2 further advances conservation and sustainability goals to restrict vehicle access along South Coast Road and concentrates vehicle access via Ventnor Road.

South Coast Road is reimagined as a world class cliff top walking experience linking the Nobbies to Penguin Parade Visitor Hub.

Key Components

Ventnor Road acts as the primary vehicle access between Penguin Parade Visitor Hub and the Nobbies.
Upgrades to carparking and boardwalks at Right Point, Shelly Beach and Cowrie Beach
Penguin Parade reconfigured arrival experience and shuttle take off point
Tour buses to terminate at Penguin Parade Visitor Centre.
Shuttle access to Nobbies from Penguin Parade.
Nobbies paid parking for visitors. Free for local vehicles.

South Coast Road

South Coast Road fully pedestrianised with world class boardwalks and lookouts.
Car, tour buses and shuttle access are removed from South Coast Road.
No bike access
Retained vehicle access via St Helen’s Road to Summerland Beach

The Penguin Parade remains the Peninsula’s primary attraction, with strong demand from commercial tour operators and peak-night capacity pressures.
Desire to better utilise the building and its surrounds to its full potential as a café, meeting place, for conferences and events , trails, and Peninsula interpretations.
People consistently value the penguin experience, dark skies, staff professionalism, and the role of tourism funding conservation outcomes.
Peak-time crowding, limited availability at high-demand times, variable visitor behaviour (including rule compliance), and mismatched expectations about penguin numbers and seasonality.
Locals report limited reasons to visit beyond the core night experience and want a stronger daytime offer.
Opportunities raised include daytime experiences, improved expectation-setting, multilingual support, nature play and learning programs, cultural experiences, citizen science/volunteering and behind-the-scenes options where appropriate.

Visitor Hub Principles

Utilise the Penguin Parade Visitor Centre as Summerland Peninsula’s primary destination and take off point for walking, cycling and shuttle bus experience.
Expand opening hours and program opportunities to encourage visitors to stay longer and experience surrounding offerings
Connect visitors with Swan Lake, Summerland Farm, Flynns beach and other surrounding destinations through new walking trails.
Manage vehicle flow and enhance walking and cycling sequence on arrival to the Parade.

761,000 visitors y/e 30 June 2025
50% booked via commercial tour operator
Bookings currently at 80% capacity for the year
At its peak the Penguin Parade Visitor Centre has up to 85 tour buses per night, down to 40 in quieter periods
Strong Asian market visitation
Growing numbers visiting for dark skies as well as penguins

Peak-time traffic and people-management are major concerns, with safety risks and high boardwalk volumes at busy times.
The current building is widely criticised for visual impact and unclear purpose; there is strong support for a low-rise, eco-conscious rebuild that better fits the landscape.
Accessibility upgrades needed, including more places to sit, shelter from weather and improved universal access, but no large scale dining or event options are desired.
Interpretation is seen as underperforming: people want better wildlife viewing support more contemporary and multilingual content, and stronger Bunurong cultural education.
Visitor behaviors that damage habitat are a recurring issue and need to be addressed in the Master Plan.
Preference for marine and storytelling hub paired with infrastructure that protects habitat and improves visitor flow.
The wild winds, open views and scenery are the drawcard for the Nobbies and many expressed a desire to be able to continue to enjoy the boardwalks and viewing areas.
Possible re-siting of the car park and access road to better enable viewing, boardwalks, shelter and visitor experiences.

Nobbies Precinct Principles

Replace the existing building with a smaller footprint integrated into the landscape hosting a cafe, shelter, amenities and interpretation with cultural and marine ecology focus.
Upgrade boardwalks with a dramatic lookout experience near the blowhole.
Rationalise and relocate car park and infrastructure away from building and coastal edge.
Provide an immersive landscape arrival experience where visitors can take in spectacular viewsheds across the Nobbies and surrounds.

431 000 visitors y/e June 2025
Average 30-40 buses visiting between 4pm-6pm in winter, half of whom stay for a short time as a photo stop before attending the Penguin Parade.

There is interest in positioning this site as a showcase for ecological restoration and a place to connect visitors with conservation outcomes.
Commonly supported functions include a cultural presence, education and research, administration and visitor orientation elements that complement the wider Peninsula experience.
A Bunurong cultural hub concept (including ranger presence and cultural experiences) is strongly supported by many contributors.
Improved walking and cycling connectivity (including links to Penguin Parade and Swan Lake) is a recurring request.
Accommodation is a high-interest topic but a style that is not in direct competition with local providers and that offers a service that reflects the overall ecological values of the Peninsula.
Possible siting for Phillip Island Nature Park administrative hub and sustainable power generation.

Summerland Farm Principles

Rehabilitate the vast majority of the landscape to support habitat and conservation goals.
Provide critical conservation facilities for the Nature Parks such as wildlife recovery and research as well as administration and service depot.
Potential for a Bunurong presence on the Peninsula with a co-designed Bunurong cultural centre, including a shared base for the Nature Parks and Bunurong administration offices.
Support regenerative infrastructure and tourism goals through power generation and storage.
Connect users with Swan Lake ecological precinct and Penguin Parade Visitor Centre through improved walking infrastructure and interpretations.
Opportunity for low impact eco-accommodation for visitors offering an ecologically
sensitive and light touch option.