FACTBase Bulletin 63, April 2019
Perth’s Evolving External Reputation as Presented in Published Indices, Literature and Media Gemma Davis Introduction Summary of Key Findings City competitiveness has been • Reputation is important to sustainable economic performance and to identified as central to the long- the growth and development of established and emerging sectors in term economic performance Greater Perth’s economy. of global cities in the twenty first • City reputation can be defined as the aggregation of a single century. Notably, the Committee stakeholder’s perceptions of the capacity of the city to meet demands for Perth’s 2018 Bigger & Better and expectations of many city stakeholders, including residents, Beyond the Boom: Perth’s prospective residents, businesses and investors, tourists, visitors and Pathway to Prosperity report purchasers and consumers of goods produced. identified a strong, competitive • Non-fiction literature and external media coverage of arts, culture and identity and positive global travel opportunities in Greater Perth this century illustrate the evolution of perceptions of Greater Perth from ‘Dullsville’ in 2000 to a ‘revitalised/ reputation as central to Perth’s transformed city’ today. economic future. • Perceptions of Greater Perth presented by global city indices depict a region that is liveable but not as liveable as other Australian cities. City identity is the sense of a Perth is also falling behind in regard to perceptions of innovation, smart city that distinguishes itself from technology, attractiveness to international students and the strength of others and the extent to which the city’s brand – yet has strengthened its reputation as affordable. people recall a place as being • Reports of major international events in Greater Perth in the twentieth distinct from other places (Lynch, century depicted the region as remote, somewhat unsophisticated 1960). The concept of city identity and laid back yet also confident, friendly, youthful, optimistic, is often closely associated with entrepreneurial and outward-looking. city or place branding, which is • Greater Perth’s external reputation in the latter twentieth century “the strategic self-presentation of and early twenty first century include: involvement in and hosting of major international events; investment in capital, sporting and cultural a place with the aim of creating infrastructure; urban redevelopment and revitalisation; improvements reputational capital through to accessibility; pervasive stereotypes; promotion and marketing; economic, political and social geographic location and attributes; as well as the region’s society and interest promotion at home and culture. abroad” (Szondi, 2008, p. 5). • The hosting of major international events, as well as phases of investment and revitalisation have primarily been perceived positively Yet it is evident that both an by the outside world. Conversely, periods of relative underinvestment have been harshly judged, the impacts of which can linger. underlying competitive city identity and successful brand is • The latter twentieth and early twenty first century was identified as a strong, positive city reputation. a period of perceived inherent conflict between the characteristics of Greater Perth most valued by residents (i.e. suburban lifestyles) City reputation can be defined and those sought by visitors (i.e. a vibrant city centre). Yet the as the aggregation of a single transformation of Perth over the past decade has illustrated that these stakeholder’s perceptions of need not always be mutually exclusive. the capacity of the city to meet • Looking forward, Greater Perth must take control of, and actively demands and expectations of shape, its future narrative and reputation through ongoing, strategic many city stakeholders, including action and outward communication. residents, prospective residents, businesses and investors, tourists,
FACTBase Bulletin 63, April 2019 | 1 FACTBase Bulletin 63, April 2019 visitors and purchasers and identified as a factor enhancing stable if adequately conserved; consumers of goods produced corporate financial performance others including urban form, in the city (Delgado-García, (Lee and Roh, 2018; Fombrun, recreational opportunities, Quevedo-Puente and Blanco- 1996; Roberts and Dowling, 2002). infrastructure quality, economic Mazagatos, 2018). performance, cost of living, Published literature has afforded governance and branding are Given the breadth of less attention to the impact of subject to significant changes stakeholders and the diversity reputation on the performance over time. As a result, place of stakeholder demands and of places, however there is reputations also evolve over time. expectations associated with current evidence that a positive a city, its reputation is therefore reputation is an intangible asset Stakeholder expectations are influenced by a wide cross- and a source of place/city also subject to change and section of variables. competitiveness, with links made conflict, with the perceived between the reputation of a city satisfaction of stakeholders This Bulletin is the first input and economic development connected to the satisfaction into the Committee for Perth’s including new firms, employment of other stakeholders in both a ‘Hashtag Perth’ project that growth and positive migratory cooperative and a competitive seeks to characterise Greater trends (Delgado-García, way (Delgado-García, Perth’s global reputation Quevedo-Puente and Blanco- Quevedo-Puente and Blanco- through original quantitative Mazagatos, 2018; Wæraas, 2015). Mazagatos, 2018). For example, and qualitative research the expectations of residents are involving local, national and Reputation has therefore more easily met if the city can international stakeholders been identified as important attract business and tourists; but combined with a comprehensive to sustainable economic the priorities of residents, visitors review of historical and current performance and to the growth and businesses can vary and perceptions of Greater Perth as and development of established resources oriented to meet the presented in published literature and emerging sectors in Greater expectations of one stakeholder and global media. Perth’s economy. However, prior group mean that there are fewer to examining the reputation resources available to serve The aim of this Bulletin is to of places, it is important to the interest of others (Delgado- examine city reputation and understand the factors which García, Quevedo-Puente and provide a review of the reported influence it at a local and Blanco-Mazagatos, 2018). reputation of Greater Perth. It global level. seeks to identify the factors that Cities have also taken various influence the reputation of global pathways to showcase their cities; the established benefits Factors Influencing attributes, differentiate of a positive city reputation; and Place Reputation themselves and demonstrate the evolution of Greater Perth’s their capacity to meet Investigations by global research reported reputation over time. stakeholder expectations and marketing organisations It achieves this through a review to the world. This includes as well as academic literature of published local, national communication and reality report a complex combination and international literature, building actions in areas such of national culture, identity, media reports, research reports as culture, innovation, design attributes and brand; local and indices. and technology; the building social, cultural, economic and preservation of emblematic and environmental attributes; monuments or attractions; and infrastructure; governance The Importance of hosting important organisations efficiency; city brand and or major international events City Reputation image; and investor, visitor and (Aula and Harmaakorpi, 2008; The importance of reputation tourist experience as influencing Turok, 2009). is widely recognised in the field stakeholder perceptions and of business. Organisations with therefore the reputation of a strong, positive reputations place. These are illustrated in have been associated with Figure 1. a capacity to attract talent, establish customer loyalty and Whilst it is evident that some demonstrate resilience and attributes, such as beauty, quality market longevity. Corporate of the natural environment and reputation has also been climate should remain relatively
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Figure 1: Factors Influencing the Reputation of Places
Environment: beauty; quality of the natural environment; favourable climate; close to beaches.
Urban and recreational attributes: exciting city environment; appealing experiences; opportunities to learn; quality shopping; cultural attractions; quality parks and recreation.
Infrastructure and accessibility: ease of getting around by public transport; quality of transport and Residents & communications infrastructure; Prospective accessibility by commercial flights; Residents availability of schools; quality of health care; commute times; major port, rail Place Branding and/or highway system. and Stereotypes: country, state and Society and culture: crime and safety; city brand/image general demographics; home to well-
Visitors & Businesses Perceptions of: known personalities. Students & Investors Cost and economy: job opportunities; cost of living; housing affordability; affordability of commercial and industrial space; stable economy and future growth; well respected products and services; quality workforce; average wages of workers; personal and business tax rates; headquarters of leading companies; technology.
Governance: well-developed political and legal institutions; social, economic, environmental policy; respected leaders.
Source: Fair and McGrath, 2018; Reputation Institute, 2018.
Greater Perth’s These indices can therefore play strength is not distinctive to a role in reporting and influencing Greater Perth. Liveability is also a Reputation in stakeholder perceptions of cities primary strength of Melbourne, Global Indices as well as in generating and Sydney, Adelaide and Auckland. perpetuating city stereotypes. As previously expressed, the In addition, the Economist purpose of this Bulletin is to Greater Perth’s performance Intelligence Unit (EIU) rates examine Greater Perth’s external and reputation in international ‘liveability’ in Greater Perth reputation as perceived and indices was examined in detail as below that of Sydney, Melbourne, reported by external stakeholders part of the Committee for Perth’s Adelaide and Auckland and, in published literature and media. Bigger & Better Beyond the Boom while major cities in Asia have An important indicator of external project. It identified Greater Perth increased their EIU liveability reputation is provided by global as a comparatively competitive ratings over the past decade, city indices, which compare mid-tier global city and the Greater Perth’s ranking fell from and rate the performances of fourth most competitive capital in 8th to 14th from 2015-18. Recently cities around the world against Australia. It also established that released global indices also a range of economic, social and Greater Perth has strong rivals position Greater Perth well behind environmental criteria. – notably other major capitals Sydney and Melbourne as a place within Australia and the Asia- to study; as a city of innovation; The primary purpose of city Pacific region. and as an implementer of smart indices has been to deliver technology – all of which are intelligence regarding the The indices identify liveability/ emerging indicators of success suitability of cities as regions to quality of life as one of Perth’s in competitive twenty-first invest and do business and their greatest competitive advantages century cities. attractiveness for global staff. – but also established that this
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Table 1: Index Ratings for Australian and Asia-Pacific Cities
Hong City Index Perth Sydney Melbourne Brisbane Adelaide Auckland Singapore Osaka Kong Economist Intelligence Unit’s 14 5 2 22 10 12 35 3 37 Global Liveability Index 2018 Mercer Quality of 21 10 16 37 29 3 25 59 71 Living Survey 2018 Mercer Cost of Living 61 29 58 84 87 81 4 10 1 Survey 2018 Economist Intelligence Unit 64 16 22 41 51 41 1 5 1 Worldwide Cost of Living Survey 2019 Numbeo Cost of Living Comparison 77 40 86 144 110 60 38 85 81 2018 2ThinkNow Innovation 105 10 16 54 163 96 6 45 27 Cities 2018 QS Best Student Cities 39 9 3 21 41 23 15 19 12 2018 Easy Park Smart Cities 41 12 10 N/A 61 48 2 52 68 Index 2017 Resonance World’s 62 5 11 29 N/A N/A 2 61 34 Best City Brands 2017
Source: Committee for Perth, 2018; EIU, 2019
Yet, Greater Perth has This section outlines perceptions events including the 1962 British substantially improved its ‘cost of Perth reported in the media Empire and Commonwealth of living’ rating in recent years generated by major international Games; the 1987 America’s Cup; and the most recent EIU Survey events. It also delivers an and the first orbital space flight (2019) ranks Perth 64th – making overview of literature and media by a United States astronaut, it the most affordable major reports about Perth in the late John Glenn. These events had capital in Australia and the twentieth and early twenty-first a pivotal influence on Greater most affordable city of those century non-fiction literature, Perth’s twentieth century external compared in Table 1. academic literature and media reputation and were successful reports, most notably in the in presenting attributes of the spheres of travel and tourism region to the world in a primarily Perth’s Reputation and arts and culture. The positive light. as Reported in findings presented are based on a review of more than forty City of Light International articles referenced within the text In 1962, Greater Perth and Literature and below or listed in the attached Western Australia played a role bibliography. in the historic first US orbital Media flight by John Glenn aboard Perceptions of and opinions Friendship-7. While tracking about Greater Perth have been Perceptions of stations at Muchea in Western preserved in literature and print Perth from Major Australia and Woomera in media since settlement and South Australia tracked Glenn’s afford snapshots of the region’s International progress across the Australian pre and post-colonial evolution Events continent, Greater Perth reached towards a city of more than two out to Glenn by switching on In the mid to late twentieth million inhabitants. They also offer all of the lights in the city (WA century, Greater Perth an insight into Greater Perth’s Museum, 2012). Glenn observed showcased itself to the globe evolving external reputation the lights on the edge of the vast through its involvement in, and and the factors that have darkness of the Indian Ocean hosting of, major international influenced it. and remarked: “The lights show
4 | FACTBase Bulletin 63, April 2019 FACTBase Bulletin 63, April 2019 up very well, thank everybody for winning streak in the history On December 31, 1986, Nicholas turning them on”. As a result, Perth of sport. The victory has been Kristoff of the New York Times became known to the world as reported as transcending sailing wrote of Fremantle: “This the ‘City of Light’ and Perth Lord and “becoming the symbol of sunwashed harbor town, home Mayor at the time, Harry Howard, a time when Australia came of to the America’s Cup sailing was invited to be part of the age and made our mark on the races, abounds with souvenirs, New York ticker tape celebrating international stage” (ABC, 2013). freshly painted storefronts and Glenn’s flight (Gary, 2012). shopkeepers eagerly awaiting an Yet for Perth, the victory was even invasion of American tourists. The Perceptions of Perth from more significant. Australia was to only thing that Fremantle lacks, so the VIIth British Empire and defend the Cup in 1987 and the far, is the American tourists…But Commonwealth Games internationally renowned sporting even if the foreigners do not show Later in 1962, Greater Perth event was to be held in Perth up in the numbers anticipated, stepped onto the international and Fremantle. Described by Fremantle has suddenly become stage again, hosting the David Allan-Petale of the Sydney one of the most fashionable VIIth British Empire and Morning Herald as “a stubby places to shop or dine in all of Commonwealth Games. British provincial city and a shabby port Western Australia…An erstwhile news reels from the time describe far from the glamour of Sydney earthy undercurrent in Fremantle Perth as a “beautiful capital” and or the culture of Melbourne”, – with topless barmaids inside “paradise” located “a few miles 1980s Perth was considered some pubs, and inebriated inland on the Swan River Estuary”. an Australian backwater and patrons outside – has been The city was commended for while Alan Bond’s new status of replaced by hordes of young the new Perry Lakes Stadium, Australian hero put the spotlight people who sip wine and are well, reportedly costing the city one on Western Australia’s bold, if minimally, dressed.” million pounds, the athletes’ entrepreneurial culture, hosting village in City Beach, as well as its the America’s Cup was also an Yet the 1987 America’s Cup was calm beaches and hot “tropical opportunity to place Perth firmly widely heralded as a success for climate”. The Games were on the global map. Fremantle and Perth, and a post- branded a success and Perth’s event report found that the visitors 500,000 people were praised for Graham Edwards, member of did come – estimating that the “rising to the occasion” (British the Western Australian Labor regatta attracted 930,000 visitors Pathe, 2014). Government at the time, to WA and generated $450 million described this period: “There in business and investment for the Greater Perth’s success in hosting was a feeling that this was an State (Butler S, 2017). the games came as a surprise to opportunity for Perth to grasp some international commentators. the future – to reshape Perth as a But not all visiting journalists were James Coote of the London Daily city of excitement and a city of impressed. American journalist Telegraph reported: “The VIIth the future, and a hospitality and and political satirist P. J. O’Rouke Commonwealth Games have tourist hub” (Allan-Petale, 2017). wrote of his travels to Fremantle proved that it is possible for an for the America’s Cup “God area as basically devoid of sports Consequently, the America’s knows how the America’s Cup interest as Perth to stage the Cup provided the impetus for wound up out here…In Western second most important sports investment in new modern Australia they don’t even know meeting in the World – and stage skyscrapers, hotels, sports how to make that vital piece of it successfully. Perth has shown facilities, marinas and malls and sailboating equipment, the gin that these Games will continue also facilitated the much-needed and tonic”…while in reference for years to come” (Howie and revitalisation of Fremantle and its to the America’s Cup Ball he Wynne, 2014). heritage west end from ‘scruffy quipped “…nobody in Western port’ to bustling entertainment Australia owns a tuxedo either. Perceptions of Perth and district. Greater Perth’s rapid Every guy there was wearing a Fremantle from 1987 1980s facelift and optimism rented one exactly like mine. America’s Cup was captured in international We all spent the night itching In 1983, an Australian team, media reports, which depict a and squirming and scratching bankrolled by Western Australian remote and young, if relatively ourselves like apes” (p. 146). entrepreneur Alan Bond won unsophisticated region dressed the prestigious America’s Cup, up and eagerly awaiting its 1987 and subsequent years breaking the United States’ moment on the world stage. proved challenging for Greater 132-year stranglehold on the Perth and Western Australia. title, and ending the longest Following Australia’s America’s
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Cup defeat, the stock market cultural infrastructure fell behind Perth – the world’s remotest crash in mid-October ended that of other Australian cities and city – is vivacious, exciting and the ‘era of the entrepreneur’ in Greater Perth’s Central Business beautiful. I have to admit that I Australia and Western Australia, District was increasingly criticised find it dull. I returned to the west with high-profile businessmen on global tourism websites for last year, hoping to encounter including Alan Bond, Laurie lacking vibrancy and attractions the place I still hear reported Connell, Keven Parry and (Kennewell and Shaw, 2008). as being there. For me, it Robert Holmes à Court suffering doesn’t exist: just a little city fully substantial financial losses absorbed with navel-gazing. (Morgan and Janda, 2017). Greater Perth in Its loyal citizens, obsessed with Literature and cleanliness and sunbathing, The stock market crash also congratulate each other on precipitated a financial downturn Media living in a place so vivacious, in the State and the exposure of Published perceptions of Greater so exciting and so beautiful. On a corruption crisis for the Western Perth extend beyond those weekdays Perth strikes me as Australian government which generated by major events and half-dead – and totally dead on resulted in the 1988 resignation are present in art, fiction and Sunday. The location is fine, the of then Premier Brian Burke, who academic literature. Stratton Swan River describes a broad a subsequent Royal Commission and Trainer (2016) examined sweep around parklands and found had engaged in “grossly perceptions of Perth in literature freeways, which usurp all the improper” conduct in regard to and songs and refer to them most interesting sites. People are business dealings during his time as ‘myths of the city’ which friendly, this cannot be denied, as Premier at substantial cost to “both convey the experience and the pace is leisurely. Yet the the State, and was imprisoned for of that particular city and help city seems to have no heart, no falsifying travel expenses (Burrell to construct that experience” shape, no character. In search A, 2015). (p. 34). of character you should catch the first available train (or taxi, In the following decade, while Twentieth and early twenty- if desperate) to the port of other Australian cities (most first century myths of Greater Fremantle” (p. 119–20). notably Sydney and Melbourne) Perth include: Greater Perth adopted aggressive strategies as the world’s most isolated or Yet over the past decade, of capital investment, self- remote capital city; Perth as some of these stereotypes have promotion and image creation a small city; Perth as Dullsville; been increasingly challenged and delivered hallmark Perth as a boom-town; Perth as and reported perceptions of international events including expensive and unsophisticated; Greater Perth have exhibited a the 2000 Olympics, Greater and Perth as revitalised, with significant shift. Perth became slow to develop the dominate stereotype its potential (Kennewell and shifting over time in response Perceptions of Greater Perth Shaw, 2008). Numerous public to investment in the region as Isolated development projects in along with economic, social Perceptions of Greater Perth as Greater Perth over this period and cultural change. Greater the world’s most isolated capital including the Hillarys Boat Perth’s people have also been city were commonly presented Harbour and Graham Farmer periodically (and somewhat in twentieth century literature Freeway attracted significant paradoxically) typecast as laid and, while this claim is a fallacy, regional controversy and public back; lacksadasical; inward it is reflective of Perth’s remote opposition, while the Bell Tower looking; entrepreneurial; fiercely geographical location, notably and Perth Convention and independent; slow to accept the distance between Greater Exhibition Centre were also change; and exhibiting a Perth and other cities in Australia, criticised (within Greater Perth) sense of inferiority to capitals and in the Asia-Pacific region. for failing to reach their potential ‘over east’. It is widely acknowledged that (Committee for Perth 2011; Greater Perth’s remote location 2011a; 2016). There are numerous examples has shaped its internal identity of these stereotypes of Greater and external reputation (Stratton In addition, while infrastructure Perth being presented in late and Trainer, 2016). projects including the extension twentieth century literature. of Greater Perth’s suburban One of these is Rodney Halls’ A review of literature and media passenger rail were widely book ‘Home: A Journey through undertaken for the purpose heralded a success, the quality Australia’, in which the author of this Bulletin has identified of the region’s sporting and writes: “People assure me that Perth’s remote location as the
6 | FACTBase Bulletin 63, April 2019 FACTBase Bulletin 63, April 2019 characteristic of Perth most the second-tier cities literature the global economy; the growing commonly depicted in external (Markusen et. al. 1999) – which is prominence of Asian economies; media reports over the past surprisingly unmentioned in Perth’s and rapid improvements in two decades. economic, cultural and social connectivity and accessibility development portfolio – notes through technology and air travel While it is acknowledged that that a disconnection from global (Committee for Perth, 2018). isolation/remoteness can cities enables quirky specificities In this regard, Greater Perth’s have negative connotations, to thrive” (p. 175). increasing accessibility by air particularly in the context of has also been a substantial focus globalisation and efforts to Yet perceptions of Greater Perth’s of international marketing and attract international visitors and location are changing and a shift media attention, most notably investment, it is also noted to be in the reported narrative about following the commencement of “less relevant than it was for most Greater Perth’s geographical direct flights between Perth and of the twentieth century, when location is evident over the London in March 2018 (Australian flying interstate was expensive past decade. Greater Perth Tourism Exchange, 2017) and the and the Nullarbor Plain was has increasingly identified itself announced launch of direct daily crossed via dirt track” (Whish- and been identified externally flights between Perth and Tokyo Wilson, 2013, p. 12). by its proximity to Asia rather by from 1 September 2019 (Loo, 2018). than its distance from eastern Furthermore, some external states capitals. Perceptions of Perth as a media and academic literature Small City have highlighted positive A review of twenty-seven research External and internal twentieth consequences of Greater Perth’s reports and strategies prepared century and early twenty-first remote location, including from 2003-2018 undertaken as century media reports have crediting isolation with generating part of the Committee for Perth’s also presented Perth as a small creativity, a fiercely independent 2018 Bigger & Better Beyond the city. This perception has been culture and delivering a source of Boom project established that examined by academics Stratton local pride. Perth’s proximity to Asia has been and Trainer (2016) who write: “In reported as a key economic 1980 Perth’s population was a In 2012, Georgina Pearson of opportunity for Perth since 2008. little under 900,000. This was not Encore magazine wrote “A An example is the Committee small. For comparison, in 1980 five-hour flight from the eastern for Perth’s 2012 Towards a Bright in the United States, Dallas had seaboard, WA’s capital city is as Future project which identified just over 900,000 inhabitants and far off the beaten track as you an opportunity for Perth to San Diego just under. In Britain, can get… But that’s not to say become ‘Australia’s Gateway to Sheffield at this same time had a Perth is deficient within. In fact, Asia and the Indian Ocean Rim’ much smaller population of rather this forced isolation has cultivated (Committee for Perth, 2018). over 500,000, which was roughly a small but blossoming media the same as that of Liverpool. industry, yielding creative of This perception of Greater Perth By 2000, Perth’s population had international calibre. A glance at has also emerged in external increased by about a million to Perth’s media landscape reveals media reports. Lonely Planet’s nearly 1,900,000. Nevertheless, an industry punching above its current online profile of Greater the rhetoric that Perth is small weight.” Quoting Perth artist Tina Perth (2019), for example, has, as we shall see, been Wilson, Pearson also writes: “There identifies the city as being as“ perpetuated…” (p. 36). is less competition so there is more close to Bali as it is to eastern room to be creative. Perth work (Australian) capitals” while While Greater Perth is reported is as original, if not more original, Chris Pash of Business Insider to retain a reputation as a small because the unique challenges (2014) described Greater Perth’s city, this research has found that that come with being small can location as central, rather than reports of Perth as small have often create opportunities” remote, noting Greater Perth’s decreased over the past decade, (p. 32). geographic proximity to the with a shift in perceptions “world’s emerging economies”. particularly evident during the Australian academic Tara period of rapid population and Brabazon (2012) also challenged Factors influencing shifting economic growth from the the idea of isolation as a perceptions about Greater mid-2000s to 2012-13. During this disadvantage, writing: “It is Perth’s geographic location period, media reports about important to note that isolation include globalisation (the trend of Greater Perth were more likely from larger population hubs is increasing global integration); the to describe Perth as ‘booming’ not a disadvantage. Indeed, entrance of China and India into than ‘small’.
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Perceptions of Greater Perth residents of Perth were content Robyn Annear of ‘The Monthly’ as Dullsville with their lives in the suburbs commented on the connection Among the most publicised ascertaining that “The problem between mining, arts and perceptions of Perth is that of confronting Perth planners in culture in Greater Perth in her ‘Dullsville’, popularised by the particular is that the denizens like 2014 article, ‘Perth Goes Boom’, Lonely Planet’s travel guide in living in the suburbs and have remarking: “Barry Humphries 2000. Stratton and Trainer (2016) no great need to travel to ‘the likened it to a giant shish quote Rebecca Chau and centre’” (Stratton and Trainer, kebab. Fifteen artless lumps of Virginia Jealous: “When many 2016, p. 37). ore skewered on a 14-metre a traveller came to visit in the pipe from an oil drill, stood 1990s, the city was dismissed Similarly, Kennewell and Shaw upright in a public park. That’s as ‘dullsville’. The streets were (2008) maintained that Greater the Ore Obelisk, planted on dead, there was nowhere to Perth’s Dullsville debate “went Perth’s busy St Georges Terrace party. Locals were just too beyond considerations of public in 1972 to celebrate Western lackadaisical, at home, in their planning and desirable urban Australia’s one-millionth citizen boardshorts and desert boots, form to challenge the basis of and “the harmony of mining tinkering with the barbecue” Perth’s established lifestyle” and environment”. “Who but a (p. 52). and suggested that “Those ‘practical idealist’ would claim bemoaning Perth as Dullsville on to celebrate “the harmony of This perception was repeated the basis of reduced shopping mining and environment”?.” in other media reports opportunities or the absence Annear further observed: “A including an article from the of top ranked entertainers who celebration of the harmony of UK’s ‘Management Today’ in frequently by-pass Perth on mining and the arts might be 2008, in which an anonymous their much publicised ‘world an apt description of the Perth author wrote of doing business tours’ may be a minority voice” Festival, held each February. in Perth: “There are excellent (p. 252‑253). Since Sydney’s funding took job opportunities and the a dive this year, Perth now regional economy is booming. Despite this dissent, the ‘Dullsville’ boasts the richest arts festival in The halcyon lifestyle is the main tag has been credited with Australia” (p. 32-5). attraction, but it has to be said being the “slap in the face Perth that if you’ve had enough of needed” by igniting debate Perceptions of Perth sun, sand, golf and tranquillity, about Greater Perth’s future as Expensive and Perth can live up to its nickname and assisted in generating Unsophisticated of Dullsville.” “intense interest and desire Yet during this period, Perth was for intervention in the CBD” also presented as expensive and, Perceptions of Greater Perth (Fulker, 2017; Brabazon, 2012, in some publications, as lacking as dull have been examined p. 181). sophistication. In 2009, Jason and challenged in literature. In Loucas of Conde Nast Traveller 2012, Tara Brabazon wrote: “A Perceptions of Greater Perth reported on ‘Perth’s New Cultural great music industry including as a Booming Mining City Scene’ writing: “Locals tell you a thriving band scene and From 2009 to 2013, the peak of that ‘WA’, as the State of Western dance communities are present Greater Perth’s mining investment Australia is generally known, along with bohemian districts fuelled economic upswing and used to stand for Wait Awhile. in Fremantle and North Perth, associated migratory population Not any longer. The man from wine and food industries within expansion, perceptions of Perth the tourist office tells me that a twenty-minute drive of the were shifting from ‘Dullsville’ to the restaurants are pricier than city (Brabazon 2011), and five ‘Boom-town’. This has become a in London. ‘Perth’s no longer universities populating the dominant perception of Greater cheap and cheerful,’ he says, city with bright, ambitious and Perth in twenty-first century and makes it sound like a boast… thoughtful residents. If this is media, with ‘mining’, ‘resources’ Perth really was an Australian dullsville then – with respect – and ‘boom’ referenced in backwater; now the city has these critics need to travel more media articles and literature begun to aspire to a much widely.” (p. 172). about Perth (reviewed during grander status.” the preparation of this Bulletin) Brabazon has also argued that almost as often as ‘isolated’ By 2011, Lonely Planet’s while Greater Perth’s Dullsville or ‘beaches’, with mining and assessment of Perth had shifted tag stemmed significantly from resources often presented as a significantly, although not in an the perception of a ‘dead’ city central element of the regions’ entirely positive direction. Jenna centre or city with no ‘heart’ – culture during this period. Clarke from Traveller quoted
8 | FACTBase Bulletin 63, April 2019 FACTBase Bulletin 63, April 2019 the guidebook as painting a Centre, Elizabeth Quay, Perth next challenge for Greater Perth “hot and cold” picture of WA City Link, Yagan Square and will be to sustain and expand this and Perth: “Where many of Scarborough; the development of positive narrative, particularly Australia’s other state capitals new cultural, entertainment and in the context of the recent might have a handful of top sporting infrastructure including economic slow-down. restaurants charging over $40 for the State Theatre Centre, RAC a main, in Perth those prices are Arena and Optus Stadium; The evolution of reported fast becoming a norm for any as well as the emergence of perceptions and characteristics establishment that considers itself Perth’s Fringe World Festival to of Greater Perth over the past above average,” the guide stated complement the existing and two decades is summarised in “Unfortunately, the experience highly successful Perth Festival. Figure 2. It depicts not only an doesn’t always match the outlay.” increasingly positive narrative The impact of these projects on and perceptions of Greater The guide was also cited as reported perceptions of Greater Perth, but also reported growth criticising the culture of Greater Perth has been substantial. in the perceived number and Perth’s mining and resources In 2014, Baz Dreisinger of the diversity of attractions available workforce, stating: “One of the New York Times dubbed Perth a to stakeholders. by-products of the mining boom “Hipster Heaven” and promoted has been the rise of the Cashed- Perth’s “multiple parks and Up Bogan (CUB) – young men with waterfronts; spotless subways plenty of cash to splash on muscle and free public buses; restaurant cars, beer and drugs.” “It would menus with organic, locally pay to keep your wits about you sourced food and wine; cool in pubs and on the streets after bars in heritage buildings; and dark” (Clarke, 2011). pop-up everything, from farmers’ markets to cinema and yoga” Perceptions of Perth as a while Andrew Stafford (2017) and Revitalised/Transforming City Abigail Healy (2017) write of a Yet over the past decade, city “transformed”; and Conde perceptions of Greater Perth Nast Traveller referred to “the new presented in the media began Perth” (2017). to demonstrate a notable shift, with journalists increasingly Greater Perth has also recently documenting the positive impacts witnessed Conde Nast Traveller of the region’s twenty-first century (2017) voting Como The Treasury economic and population as the best hotel in Australia growth including Greater Perth’s and New Zealand and 12th cultural, entertainment and best hotel in the world; Qantas urban revitalisation. From 2014-19, commencing a direct Perth to themes of urban transformation London service in 2018; and both and accessibility dominated Forbes and the New York Times the media and travel articles naming Perth among the top about Perth. global destinations for 2019. This has generated additional positive This shift coincided with new publicity and has assisted in development and major positioning Perth as increasingly investment projects, most notably accessible and as delivering a in Greater Perth’s central business competitive and sophisticated district, previously criticised visitor experience. as ‘dead’. This included the emergence and growth of It is also apparent that this Greater Perth’s small bar scene transformation has been following amendments to liquor achieved without challenging licensing laws; the arrival of food Greater Perth’s established trucks and farmers markets; the lifestyle, evidenced by the strong commencement and completion support among residents for the of major revitalisation and urban changes in Perth since 2012 redevelopment projects such as (Ipsos, 2012; Ipsos, 2015; Ipsos, New Northbridge, Perth Cultural 2018). It is now evident that the
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Figure 2: The evolving twenty-first century reputation of Greater Perth
1999 – 2003 2004 – 2008 2009 – 2013 2014 – 2019
Isolated. Isolated. Isolated. Isolated. Pleasant, Pleasant, mediterranean Central location. Gateway to Australia. mediterranean climate. climate. Closer to Bali than eastern Closer to Bali than to Sunny. Gateway to Asia/Indian states. eastern states. Ocean Rim. Great weather/sunniest Central location, close Suburban lifestyle. Access to wilderness. capital. to the world’s emerging Sprawling. Kings Park/Swan River/ Increasingly looking to economies. Beach/Fremantle. Asia. Beautiful/blue water Mining-based economy. Kings Park/Swan River/ beaches/Kings Park/ Mining and resource Beach/Fremantle/ Rottnest and quokkas/ Strong economy. economy. wilderness areas. wildlife and wilderness History of Boom-town. New bars/hotels/tourism areas. entrepreneurialism. Job opportunities. developments/suburban New quality bars, Expensive/high cost of hubs/wineries. restaurants, home to Small. living. best hotel in Australia. Youthful. Drain of young talent. Indigenous cultural tours. Swan Valley wine region. Suburban. Low unemployment/ Arts and culture including Fringe World and Perth Lacksadasical. difficult recruitment Perth International Arts International Arts Festival. Drinking/pub culture. environment. Festival. Elizabeth Quay. Undergoing a cultural Cool urban/suburban Dull. Small town friendliness/big renaissance. centres. Self-satisfied. town convenience. Liveable. Sprawling. Sense of inferiority. Great lifestyle/quality Insular/inward looking. Dull. Mining/resource city. of life. Lacksadasical. Boom-town. NIMBYism/city that says Expensive/high cost of Hot/warm climate. ‘no’. living. Sunniest capital. Secondary to eastern states capitals. Growing/significant city of Increasingly accessible 2 million people. (direct Perth-London flight). Easy-going. Quality public transport. Creative. Car-centric. Innovative. Infrastructure under strain.
City of Light/Wait Awhile/ Laid back/easy going. Backwater. Young/family friendly. Inward looking. Hipster. Secondary to eastern Creative/quirky/unique states capitals. character, fuelled by Cashed-up bogans/drug isolation. alcohol issues. Young people leave but Dull. often return. Shaking off ‘Dullsville tag’. Indigenous culture and history. Revitalised/cultural renaissance. Low-profile compared to Sydney, Melbourne and Gold Coast. Under-rated. Dull (no noteable reference past 2014).
10 | FACTBase Bulletin 63, April 2019 FACTBase Bulletin 63, April 2019 Persistent coastal plain gives up its secrets ‘10 Top Perth Attractions’, other slowly. But while it will always be journalists have highlighted Perceptions of isolated, it is turning its back on Aboriginal cultural experiences Greater Perth isolationism and showing its face as among their most memorable to the world.” experiences in Greater Perth While this review has identified and WA. shifting perceptions and Lucas Peterson, 2017, reported stereotypes of Greater Perth, in the New York Times, that “The In his 2018 article for The Sun it has also identified persistent most enjoyable solo trip I took, newspaper in the United perceptions of the region from though, incorporated all of Perth’s Kingdom, Jonathon Reilly the mid twentieth century to major appeals. Rottnest Island… described: “The gentle hum of today. They relate to the region’s while I wasn’t able to score a the didgeridoo vibrates down location, natural environment, vaunted ‘quokka selfie,’ I found the boardwalk, interrupted only climate and people and include the little guys to be much like by the lapping waves breaking reports of Greater Perth as: Perth and its environs – laid-back, near us. With his melodious remote, beautiful and sunny friendly, outside the mainstream playing, George Walley, my guide with a pleasant mediterranean and definitely underrated.” and local elder here in Western climate, great beaches, an Australia, is perfectly rounding off enviable location on the Swan While in 2018, Telegraph journalist, a tour of the local spiritual land. River, friendly people and a Nigel Richardson quoted a Perth He has taken me to see the living laid back lifestyle. Access to the resident, in his article ‘How boring fossils that form egg shapes on natural environment and wildlife Perth was reinvented as a magnet the coastline near Mandurah, and to regional locations such for hipsters’ stating: “In Melbourne an hour south of Perth. Called as the Margaret River region also and London people work hard thrombolites, the orbs were consistently feature in reports but they don’t know when to thought to be eggs laid by a giant about Perth in recent decades. stop,” ... “Here they work hard and snake, part of a creation story then they switch off, go to the told by local aboriginal people. Whilst Perth’s transformation has beach, whatever. The work-life George tells me: ‘Every time I emerged as a common narrative balance is more healthy. I really come here I feel like I am visiting in external media in recent years, love it.” an old friend’.” journalists still often identify Perth’s natural environment and access The value that Greater Perth’s Nigel Richardson was similarly to wildlife as among Greater inner urban neighbourhoods effusive in his praise of a tour of Perth’s biggest strengths, while and centres add to the Greater Ngilgi Cave in Dunsborough with unique characteristics such as Perth region has also been Aboriginal guide Josh Whiteland, Perth’s ‘piercing light’ and the progressively recognised. In 2017, while also acknowledging ‘Fremantle Doctor’ are also Lonely Planet named Maylands the “dark history” of Rottnest positively described. one of Australia’s coolest three Island as a penal colony for neighbourhoods (Baker D, Aboriginal people. Of his Ngilgi Andrew Stafford of The Guardian 2017) and praised “eclectic Cave experience, Richardson observed in 2017: “The first neighbourhoods”, such as remarked: “The cave, a vast thing you notice about Western Leederville (Bainger F, 2017). amphitheatre of phantasmagoric Australia is the light; light so limestone formations that he piercing that the late David regards as a “living, breathing McComb, from the Perth Emerging spirit”, is sacred to the local band the Triffids, once noted Recognition of Wadandi people as it forms a that no foreign pair of dark “pathway to the dreaming” sunglasses could ever shield you Indigenous People through which the spirits of the from it.” Stafford also described and Culture dead flow out to their final resting Perth as “dazzling” and reported place at sea. In 1911 the soprano External media articles also on Perth’s traditional attractions, Dame Nellie Melba had a piano demonstrate a heightened combined with the region’s lowered into the cave so she acknowledgement, respect for recent metamorphosis: “Once could sing in its strange acoustics, and interest in Aboriginal people, you get past its obvious natural but I can’t believe this was more cultures and history as well as attractions – the long, white memorable than Whiteland’s a desire for Aboriginal cultural beaches welcoming the Indian performance on his didgeridoo experiences. While Forbes Travel Ocean; the immense King’s Park – a hypnotic orchestral wash that Guide (2019) lists Kings Park’s on the western edge of the CBD… contained both weather and Aboriginal Art Gallery among its – this thin strip of land on the Swan animal sounds.”
FACTBase Bulletin 63, April 2019 | 11 FACTBase Bulletin 63, April 2019 Conclusion The purpose of this Bulletin distinctive and evocative. relative underinvestment in these was to examine and provide a These include Greater areas have been harshly judged, review of the reported external Perth as remote (i.e. off the the impacts of which can linger. reputation of Greater Perth in beaten track), beautiful the late twentieth and early and sunny with a pleasant The Bulletin also established twenty-first century. It seeks mediterranean climate, that perceived satisfaction of to identify the factors that great beaches, an enviable stakeholders is connected to the influence the reputation of place; location on the Swan River, satisfaction of other stakeholders the established benefits of a friendly people, a laid-back in both a cooperative and a positive place reputation; and lifestyle and delivering unique competitive way. In this regard, the evolution of Greater Perth’s access to nature and wildlife. the latter twentieth and early external, reported reputation twenty first century was identified over time. This Bulletin has established that as a period during which an the reputation of Greater Perth inherent conflict was perceived The research examined: and places globally is influenced between the characteristics of by perceptions of a wide range Perth most valued by residents • Perceptions of Greater Perth of regional attributes by a cross- (i.e. suburban lifestyles) and as presented by global section of internal and external those sought by visitors (i.e. a city indices, which depict stakeholders. It found that both vibrant city centre). Yet, the a region that is perceived stakeholder expectations and transformation of Perth’s inner to be liveable but not as regional attributes change over city over the past decade has liveable as other Australian time and, as a result, place proven that these qualities need cities including Sydney, reputations shift and evolve, not always be mutually exclusive. Melbourne and Adelaide. influenced partially the fortunes Perth is also falling behind its of a place but most critically by Looking forward, it is evident that Australian city-counterparts its actions. Greater Perth must not slip into in regard to perceptions of complacency in the post-boom its performance in areas of Key factors identified as and post-Dullsville era. Rather innovation, smart technology, influencing Greater Perth’s the region can to take control attractiveness to international reputation in the latter of, and actively shape, its future students and the strength of twentieth century and early narrative and reputation through the city’s brand. twenty first century include: ongoing, strategic action and involvement in and hosting outward communication. • International coverage of of major international events; major international events in investment in capital, sporting This should include a program Greater Perth in the twentieth and cultural infrastructure; urban of urban revitalisation; branding century, which depict the redevelopment and revitalisation; and promotion to reinforce region as remote, somewhat improvements to international positive perceptions and unsophisticated and laid accessibility; economic growth; stereotypes; continued capital back yet also confident, pervasive stereotypes; promotion investment in sporting, arts friendly, youthful, optimistic, and marketing; Greater and cultural infrastructure; entrepreneurial and outward- Perth’s geographic location maximising accessibility; looking with the capacity to and attributes; as well as the identifying opportunities to attract and deliver hallmark region’s society and culture showcase Greater Perth to events of global significance. and changing perceptions of the world; addressing the it over time. region’s perceived weaknesses • Non-fiction literature and including innovation, smart external media coverage In particular, the hosting of technology and attractiveness of arts, culture and travel major international events as to visitors and international opportunities in Greater Perth, well as phases of investment students; as well as building which illustrate the evolution and revitalisation in the inner on the region’s distinctive and of perceptions of Greater city and in cultural and sporting emerging strengths. Perth from ‘Dullsville’ to a infrastructure and urban form ‘revitalised/transformed city’. have primarily been perceived This literature also expresses positively by the outside world pervasive, positive narratives and boosted perceptions of of Greater Perth that are both Greater Perth while periods of
12 | FACTBase Bulletin 63, April 2019 FACTBase Bulletin 63, April 2019 References Australian Broadcasting Burrell A, 2015, Brian Burke: the Delgado-García Juan B., de Commission (ABC), 2013, 1983 pollie who fell to earth, The Quevedo-Puente Esther and America’s Cup: a moment in Weekend Australian, 6 June 2015, Blanco-Mazagatos Virginia (2018) history, Australian Story, https:// https://www.theaustralian.com. The impact of city reputation www.abc.net.au/news/2013-04- au/life/weekend-australian- on city performance, Regional 07/looking-back-at-australias- magazine/brian-burke-the-pollie- Studies, 52:8, 1098-1110, DOI: americas-cup-win/4609984 who-fell-to-earth/news-story/ 10.1080/00343404.2017.1364358 e03d886cd1e5e7f7a1c218a6571 Annear R, 2014, Perth Goes Boom, cf851 Dreisinger Baz, New York Times, A week among the arts in the City 2014, Catching Perth’s Wave of Lights, The Monthly, April 2014 Butler, S, 2017 John Longley recalls in Western Australia, 1 March moment the America’s Cup 2014, https://www.nytimes. Aula, P, and Harmaakorpi, V, brought him to his knees, The com/2014/03/02/travel/catching- 2008, An innovative milieu – A West Australian, https://thewest. perths-wave-in-western-australia. view on regional reputation com.au/news/wa/john-longley- html building: Case study of the Lahti recalls-moment-the-americas- urban region. Regional Studies, cup-brought-him-to-his-knees-ng- Economist Intelligence Unit, 2019, 42(4), 523–538 b88485190z Worldwide Cost of Living Report, http://www.eiu.com/topic/ Australian Toursim Exchange, Clarke J, 2011, Travel bible gives worldwide-cost-of-living 2017, Perth-London flight a ‘game Perth a pasting as the home of changer’ for WA, The Australian the cashed-up bogan, 5 July Fair C and McGrath J, 2018, Tourism Exchange, International 2011, http://www.traveller.com. Perception vs Performance, City Convention Centre, May 14-18, au/travel-bible-gives-perth-a- Nation Place Americas June 5 Sydney pasting-as-the-home-of-the- 2018, Ipsos Public Affairs cashedup-bogan-1h05t Allan-Petale D, 2017, Lost Summer, Fombrun, C. J., 1996, Reputation: Defending the America’s Committee for Perth, 2011, What Realizing value from the Cup, Sydney Morning Herald, We Thought Would Kill Us, The Bell corporate image. Boston: Harvard https://www.smh.com.au/ Tower, 2011, Committee for Perth, Business School Press interactive/2017/americas-cup/ Perth. Forbes, 2019, 14 Top Travel Bainger F, 2017, How to live like a Committee for Perth, 2011a, What Destinations for 2019, local in Perth, Lonely Planet July We Thought Would Kill Us, Hillarys February 18 2019, https:// 2017, https://www.lonelyplanet. Boat Harbour, 2011, Committee for www.forbes.com/sites/ com/australia/western-australia/ Perth, Perth forbestravelguide/2019/02/18/ perth/travel-tips-and-articles/ forbes-travel-guides- how-to-live-like-a-local-in- Committee for Perth, 2016, What 14-top-destinations-of- perth/40625c8c-8a11-5710-a052- We Thought Would Kill Us: a case 2019/#504ff1e77cce 1479d2769e28 study of Graham Farmer Freeway and Northbridge Tunnel, the Fulker, M, 2017, Dullsville: It was the Baker D, 2017, Lonely Plant names Committee for Perth, Perth. slap in the face Perth needed, Maylands one of Australia’s The West Australian 18 January, coolest three neighbourhoods, Committee for Perth, 2018, Bigger https://thewest.com.au/opinion/ The West Australian, Thursday & Better Beyond the Boom : dullsville-it-was-the-slap-in- 16 November Perth’s Pathway to Prosperity, the-face-perth-needed-ng- https://www.committeeforperth. b88358013z Brabazon, T, 2012, A wide open com.au/assets/documents/ road? The strange story of Bigger-Better-Beyond-the-Boom- creative industries in Western Perths-Pathway-to-Prosperity.pdf Australia, Creative Industries Journal, 4:2, 171-193 Conde Nast Traveller, 2017, 20 Best Hotels in Australia and the South British Pathe, 2014, All Set for Pacific, Conde Nast Traveller, Empire Games (1962), You Tube October 2017, https://www. cntraveller.com/gallery/best- hotels-australia-south-pacific
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About FACTBase Copyright FACTBase is a collaborative This paper is the copyright of About the author research project between The University of Western Australia the Committee for Perth and and the Committee for Perth. The University of Western While we encourage its use, it Australia to benchmark the should be referenced as: liveability of Perth and its global connectedness through an Davis, G. (2019) Perth’s Evolving examination of Perth’s economic, External Reputation as social, demographic and Presented in Published political character. Indices, Literature and Media, FACTBase Bulletin The FACTBase team of academics 63, The University of Western and researchers condense a Australia and the Committee plethora of existing information for Perth, Perth. Gemma Davis is a research, and databases on the major policy and strategic planning themes, map what is happening professional with 20 years in Perth in pictures as well as of experience working in words, and examine how Perth Australia, New Zealand and compares with, and connects to, the Republic of Ireland. other cities around the world. Gemma has undertaken a wide range of research projects on behalf of the Committee for Perth over the The Committee for Perth is a member-funded organisation and we past decade. acknowledge our Gold Members: Gemma is currently a Director with e3Scientific in New Zealand and in an Honorary Research Fellow with The University of Western Australia. Gemma has authored major reports for the Committee for Perth, including Towards a Bright Future, Get a Move On! and Bigger & Better Beyond the Boom: Perth’s Pathway to Prosperity.
*Current as at 3 April 2019 A complete list of current members is available at www.committeeforperth.com.au
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