Good Access is Good Business

How to attract more customers by providing better access to your business

A guide for small businesses February 2016

Accessible Eurobodalla Campaign

Council have identified improving accessibility of businesses in several of their strategies and have put together a Good Access is Good Business campaign to help open new markets, prepare businesses for the National Disability Insurance Scheme (NDIS) and recognise those businesses who improve their accessibility.

Components of Good Access is Good Business Campaign

 Workshops - : Monday 29th February, 6:00pm – 8:00pm, Soldiers Club. - Moruya: Tuesday 1st March, 6:00pm – 8:00pm, Moruya Golf Club. - Narooma: Wednesday 2nd March 10:00am – 12:00pm, Club Narooma. - Tilba: Wednesday 2nd March, 5:00pm – 7:00pm, My Heaven on Earth Café, Tilba  Audit and Follow-up  Accessible Tourism Campaign  2016 Eurobodalla Business Awards: Good Access Award

Acknowledgements

This guide has been reproduced by Eurobodalla Shire Council with the permission of the developers. Reproduction of the text in this guide is permitted and encouraged so long as the following acknowledgment is included. Use of the cartoons is also permitted for the purpose of reproducing this guide. " Council has produced this guide based on material developed by Marrickville Council and the Australian Human Rights Commission. Cartoons by Simon Kneebone. "

1 | P a g e

Contents

What is accessibility? 3 What is the NDIS? 3

NDIS Economic Benefits for NSW 3 Opportunities for Business 3 How accessible business benefit 4 What is an accessible business 5 You could be missing out on potential customers 5 1. Which customers are we talking about? 5 2. Good access makes good business sense 6 3. Meeting your legal responsibilities 7

Four ways to improve access for all your customers 7 1. Make it easy for people to find you 7 2. Make it easy for people to Get in 8 3. Make it easy for people to Get Around 9 4. Make the most of Customer Service 11 Audits & Follow Up 13 Accessible Tourism Campaign 13 Good Access Awards 13

Further Information 14

2 | P a g e

What is accessibility? Accessibility refers to the design of products, devices, services, or environments for people with disabilities. It is a holistic world view approach which offers everyone access to society. This involves physical access to buildings and infrastructure, access to fair employment, access to information and access to every other aspect of our world.

The Eurobodalla Shire, through their ‘Good Access is Good Business’ campaign is improving access for all residents and visitors. What is the NDIS? The National Disability Insurance Scheme (NDIS) is a new system of providing support to people with a disability, their families and carers. Launched in 2013 by the Australian Federal Government, the NDIS uses an insurance approach similar to Medicare, meaning the costs for disability care are shared amongst the wider community. The NDIS is being progressively rolled out across under the management of the National Disability Insurance Agency (NDIA). The rollout is due to be completed by 2020.

Essentially, the NDIS has been designed to give people with a disability greater choice and control over the support they receive, providing eligible individuals with funding based on their personal needs and lifelong goals and aspirations. NDIS Economic Benefits for NSW By 2018 in NSW the NDIS will:  Support between 7,800 and 12,400 people with disability to find work, as well as support approximately 10,700 carers to return to the workforce.  Create approximately 25,000 jobs in the NSW disability service sector.  Add up to $7.1B annually to NSW’s Gross State Product.

The NDIS will lead to an increase in labour supply in NSW. While an increase in labour supply does not automatically lead to increased employment rate, the modelling indicates the potential gains to NSW that may flow from increased labour force participation of people with disability and carers. These are significant with potentially 23,100 extra full time jobs created directly with over 7.3B of gross state product gains each year. Opportunities for Business Who are we talking about?  people who are blind or partially sighted (357 000)  people with learning disabilities (668 000)  people who are deaf or hearing-impaired (1 in 6)  people with physical disability who may use a wheelchair or walking frame (3.4mil)  people with long-term illnesses  people with an acquired brain injury  parents of young children – particularly those with strollers or prams  older people  delivery people  shoppers with heavy bags  every customer – particularly when it’s busy. 3 | P a g e

How large is this potential cust om er bas e? Eurobodalla

Older population 18,179 residents over 50 (50.9%) Disability 1 in 5 people – approx. 7,150 people Families 1652 children aged 0-4 years, approx. 4.6%

Visitors to Eurobodalla (Domestic Overnight Travel) People 54 years + 36% Families (children under 14 years) 27.4%

 The Eurobodalla is expected to attract 900 NDIS packages averaging $35,000 per annum, bringing in around $32M per annum to the local economy. Both the disability and the aged care workforces are predicted to grow, doubling and trebling respectively.  The Eurobodalla is attractive to both day trippers and overnight visitors, particularly families.  All of this has a positive effect on the local economy, both the extra money coming in and the multiplier effect of funds staying in the area.  Businesses can capitalise on this significant market gap by offering greater accessibility.

Missed Market Share Australians with disability have a disposable income of an estimated $54 billion.  1 in 3 people either has disability or is likely to be close to someone who has disability.  Almost 90% of disabilities are not visible.  There are currently 357,000 people in Australia who are blind or have low vision.  10% of the population has dyslexia. That’s more than two million Australians. A recent survey revealed:  83% of people with disability 'walked away' from making a purchase. The most important factor was inaccessible premises.  Poor or inappropriate communications was another area that affected spending. Inaccessible websites, telephone systems and printed information were all cited by respondents as reasons they did not make a purchase. Tourism  People with a disability spend $8 billion a year on Australian tourism accounting for 11% of total tourism expenditure.  88% of people with a disability take a holiday each year. This accounts for some 8.2 mil overnight trips.

How Accessible Businesses Benefit The main benefits gained are:  Expanding and diversifying the customer base to a large untapped market with considerable spending power  Financial benefits: increased sales and improved profitability  Loyal customer base and repeat business  Overall increase in business volumes  Business plan targets achieved earlier  Faster business expansion

4 | P a g e

 Improved reputation and ‘free’ word of mouth advertising  Competitive advantage: differentiation from competitors  These businesses experience a rapidly expanding customer base, increases in sales and profitability, gain a substantial ‘foothold’ in their market and a distinct advantage over their competitors.

What is an Accessible Business? An accessible business, whether a provider of goods or services, will take the following into account:  Physical access to the business  Ease of navigating the premises  Increasing the number of accessible products in stock  Knowledgeable staff who are aware and confident assisting all customers including those with a disability and older people.  A business supported by accessible information and communication technology  The correct attitude

You could be missing out on potential customers

In Australia 3.6 million people, or 19 percent of the population, have a disability. Together with their friends and families, the number of people affected by a disability is bigger still - and every one of them is a potential customer.

More than half of people aged 55 years and over have difficulties with mobility, sight or hearing. While they may not consider themselves to have a disability, easier access would be a great benefit.

As a small business, quality service is one of the most important things you can offer. This guide aims to help you, the small business owner, understand how to improve access to your goods and services for a large part of our community you may be missing out on - customers who have a disability.

WHICH CUSTOMERS ARE WE TALKING ABOUT?

Providing good access to your business will benefit:

 People who are blind or partially sighted  People with learning or intellectual disabilities  People who are deaf or hearing-impaired  People with a physical disability who may use a wheelchair or walking frame, or have arthritis  People with long-term illnesses  People with mental health or psychological difficulties, and  People with an acquired brain injury

5 | P a g e

Good access also benefits:

 Parents or carers of young children – particularly those with strollers or prams  Older people  Delivery people  Shoppers with heavy bags  Every customer – especially when it’s busy.

Can you afford to miss out on all this business?

"I look for businesses that are easy to use for me and my friends. When I find one that I can enter without a problem I feel welcomed. When a business is accessible, has good service and an inclusive attitude, it gives you a feeling of belonging. They're the places I go back to and take my friends as well."

- Marickville resident

GOOD ACCESS MAKES GOOD BUSINESS SENSE

All potential customers will make choices about your business based on how easy it is to use.

If a person uses a wheelchair and there is a step at your front entrance, they - and the people who accompany them - will probably go to another business in your area which has a flat Remember: entrance or a ramp.

What you do to improve If they find your staff unhelpful they probably won’t come back accessibility doesn’t have to be to your business. extravagant or expensive. But if you make an effort to provide corridors that are free of A combination of providing easier items that could be fallen over, then people will appreciate the entry and improving staff training ease of shopping at your business. will go a long way to making your

business more attractive to many If you train your staff to be respectful - not patronising - then people, including people with a people with a disability are more likely to become regular disability. customers.

6 | P a g e

MEETING YOUR LEGAL RESPONSIBILITIES

Improving access will also assist your business to meet your legal responsibilities.

In Australia, the law says that customers with disabilities should be able to access your goods or services just like any other customer. If a customer with a disability cannot get into your building or cannot access your goods or services they could make a complaint of discrimination under either State or Territory anti- discrimination laws, or the Federal Disability Discrimination Act.

Making your business more accessible is also likely to make it safer for both customers and staff and could have an effect on your public liability and workplace safety responsibilities.

For more information about your legal obligations see ‘Further Information’ at the end of this guide.

Four ways to improve access for all your customers

1. MAKE IT EASY FOR PEOPLE TO FIND YOU

Attract customers who have a disability by taking some simple steps to make your business easier to find and get to.

Advertise your advantages

 If your business is accessible, let people know. For example, if you have wheelchair access, mention this in your promotions and advertisements.  Put up clear external signs to help people with vision impairments or learning difficulties identify what your shop is. Make the entrance easy to see

 Paint the entrance to your business in a colour that contrasts with its surroundings. - Contrasting colours distinguish an entrance from its surroundings. - The entrance will stand out to people with a vision impairment if it easy to tell the difference between the door surroundings and the doorway itself. This supermarket’s  If your business has multiple entrances provide clear directions entrance is framed to each entrance. by strong contrasting  Consider putting safety markings on reflective glass at your colours. shop front. - People with a vision impairment often find that glass can distort reflections, light and shadows. - The presence of safety markings makes it easier to tell the difference between the window display and the doorway, and helps people avoid walking into it.

7 | P a g e

Avoid obstructions

 Ideally, remove dangerous obstacles from the entrance so people who use wheelchairs or walking aids, older people, or people with a vision impairment don’t have to risk falling over them. This could include advertising boards, product displays, and furniture.  If you are permitted to have advertising boards, display items or furniture outside your business, make sure there is a clear path leading to the entrance.

Think about your surroundings It pays to consider the surrounding environment of your business. You might need to talk to Council about these matters, but some things to think about are:  Car-parks: Can you make at least one customer car space wider for a person with a disability to use?  Pathways: Is the path from the car-park to your entrance is accessible for a person using a wheelchair, an older person, or someone using walking aids? For example; is the path wide enough, is the ground level, and is the surface non-slip?  Lighting: Would better lighting make car-parks and pathways safer?  Hazards: Could overhanging trees or signage cause a hazard to a person who is blind or vision impaired

2. MAKE IT EASY FOR PEOPLE TO GET IN

For new buildings, all customers – including people using wheelchairs – must be able to enter the shop independently. But for many older buildings the main entrance may have one or several steps, or could be difficult to enter in other ways.

Here are some ideas on how to make it easy for customers to get into your business.

While many of these ideas are easy to put into practice, some may require technical advice to ensure they are done correctly. For more material, see ‘Further Information’ at the end of this guide. Level access

 If possible, get rid of steps and provide a level entry.  If you can’t provide a level entry, build a ramp.  If these are not possible for technical or financial reasons, consider moving the main entrance to another more accessible position.

8 | P a g e

Accessible doors and doorways

 Reposition the entrance door handles to an accessible height.  Reduce the weight of the door or consider using an automatic door to make it easier to open.  Widen the doorway to allow a person who uses a wheelchair or a walking frame to pass through with ease.  Attach safety markings to reflective glass so people do not walk into it.  Secure any doormats, and only use them if they can be made flush with the surrounding floor.  Put in a handrail. “Many customers comment on the fact that Clear lines of sight we have the ramp. It’s not just people who use wheelchairs, but also parents with prams,  If possible, ensure there are clear sight lines and even people who don’t have an access between the entry and the counter, so staff issue. There is no doubt this has helped my members can see when a customer needs business” assistance to enter the premises or purchase goods. - Statement by business owner

3. MAKE IT EASY FOR PEOPLE TO GET AROUND

Once inside your shop or premises, all customers should be able to find their way to all sales areas, browse and inspect goods and bring them to the cash desk, and receive services in the same way.

The following tips are designed to assist you to better understand and meet the needs of customers with a range of disabilities.

For people who are blind or have vision impairments

 Signs: Use high-contrast colours and clear text for signs and product pricing labels. Ensure overhanging signs do not cause a hazard.  Information: Provide written menus, menu boards, or product information displays in large print versions (e.g. 18 point Arial) to make them easier to read, or have staff read information out to customers. You could even consider providing information such as menus in Braille.  Lighting: Think about improving lighting, especially around service counters.  Layout: Move any dangerously placed fittings and fixtures that can make independent movement difficult for customers who are blind. Provide a clear path of travel through aisles, and avoid having displays sticking out into the pathway.  EFTPOS: Provide EFTPOS machines with features that mean people who are blind can use them.

9 | P a g e

For people who have difficulty hearing

 Noise: Use features to easily turn down music when necessary, to reduce the amount of background noise.  Hearing loop: Look into installing a ‘hearing loop’ or other system to assist people using hearing aids at counters, especially if there is a separating screen at the counter.

Should you be providing accessible toilets?

Where toilets are provided for the public – such as in cafes or other businesses where customers may be on the premises for a period of time – an accessible toilet should be provided where possible. Under building laws, a unisex accessible toilet counts as a male and a female toilet.

If you do not have an accessible toilet, make sure all staff members know the location of the nearest accessible toilet near the premises, and – if necessary – get permission for your customers to use it. If you decide to make your toilet accessible, you should get technical advice on how to do so.

For people with mobility impairments

 Aisles: Shopping aisles that are 1.2 metres wide are easy for everyone to use.  Counters: A suitable counter height for people using wheelchairs is 750-800mm from floor level. Making at least part of your customer service area 750-800mm from floor level, and keeping a wide aisle, with a lower counter height open all the time will ensure your business is always able to be used by customers who use wheelchairs.  Reach: Try to place goods, particularly the most popular ones, within reach of someone using a wheelchair. If this is not always possible, make sure staff are trained to offer assistance.  Chairs: If your customers need to wait, make a chair available for someone who may be older and frail, use crutches or have poor balance.  Surfaces: Make sure the floor surface is non-slip, and free from trip hazards.  EFTPOS: Ensure electronic payment systems and EFTPOS machines have a cord long enough to pass them to a customer who uses a wheelchair.

10 | P a g e

4. MAKE THE MOST OF CUSTOMER SERVICE

Training your staff to communicate effectively with all your customers and to give practical assistance when it is needed doesn’t have to be difficult, and can improve the experience for all your customers – not just customers who have a disability.

Respect and Communication  You and your staff should treat customers with disabilities as you do all customers; with respect. A low central counter services  Focus on the person: Treat each customer everyone. with a disability as an individual customer with It allows easy communication and their own likes and dislikes. Always focus on exchange of goods and services. the person, not their disability. Address the customer directly, not the other people who may be with them (such as a Deaf sign interpreter).  Offer assistance: Always ask the customer first if they want help; do not assume they need assistance. If the customer declines your help, always accept the answer. If you have a conversation that will last more than a few moments with a customer using a wheelchair, bend to eye level or pull up a chair.  Ask questions: Ask customers with disabilities how they would like goods and services to be provided, particularly where there are barriers to equal access. Communication Access Symbol Communication is a basic human right. The communication Access symbol is the newest access symbol in Australia, developed in 2009 by the Communication Resource Centre. To be able to display the symbol, businesses and services are audited and must meet specific criteria for communication access. When people see this symbol, they will know that the place or service is communication accessible for everyone. For more information about the communication access, and the communication access symbol, you can visit http://www.scopevic.org.au/service/communication-access/ For people who may have a learning difficulty, an intellectual disability or brain injury:

 Be clear: Address the customer directly, listen carefully, speak clearly and check for understanding. Use clear language without being patronising.  Allow time: Allow your customer time to ask questions and try not to rush them. Try not to overload the customer with information. Reassure your customer you are there to help if they forget the information.

11 | P a g e

Good Practice Tips for Inclusive Communication:

 Allow sufficient time to provide communication support as required  Some people may require information in alternative format, for example, audio or large print.  Some communication needs are less obvious and other support may be required. This can include head and body language, gestures, photographs, drawings, cartoons or symbols.  Use symbols on signs outside and inside buildings, or to represent service on appointment cards, information leaflets and letters.  Staff training – Ensure relevant staff are trained to effectively simplify speech and to speak clearly, and to support verbal information by writing down key words For people who have a hearing impairment or are deaf:

 Lip reading: Always face the customer so they can see your lips. Try to make sure there are no bright lights behind you that may limit their ability to see your lips.  Sound: Use your normal tone of voice and volume. If possible, minimise or move out of the way of background noise.  Interpreters: If your customer is with a sign language interpreter always address your comments directly to your customer rather than to the interpreter.  Pen and paper: Have a pen and paper on hand to help you communicate. For people who have a vision impairment or are blind:

 Using names: Identify yourself by name. If appropriate, ask for the customer’s name so you can address them directly and so that they know you are talking to them and not to someone else.  Giving assistance: If a customer asks for assistance to go somewhere ask which side you should be on and offer your arm so they can hold just above your elbow.  Guide dogs: Never pat or distract a guide dog or offer it food while it is in harness, it is a working animal under the control of its owner.

Language Matters

If you are making changes to your business to be more accessible, the language used by you and your staff, or on signage, makes a difference.  Use signage that identifies ‘Accessible’ instead of ‘Disabled.’ For example; ‘Accessible Toilet,’ ‘Accessible Parking,’ or ‘Accessible Entry’  Refer to a person with a disability rather than a ‘disabled person’  Refer to a person who uses a wheelchair rather than a person ‘in’ or ‘confined to’ a wheelchair.  Refer to a person who is blind rather than a person who ‘suffers’ blindness.

Finding alternative ways to provide service The best way of attracting business and fulfilling your legal responsibilities is to make your business as accessible as possible.

12 | P a g e

Where it is not possible to provide full access in the short term, you might also consider alternate ways of providing the same service. For example:  A butcher’s shop might consider operating a telephone, mail order or local delivery scheme.  A florist might have a call bell at the entrance and have staff put together an order and bring the goods to the front door or the nearest easy collection point.  A hairdresser might consider offering a home visiting service for a customer with a disability.  An estate agent might consider providing their service in an alternative, accessible location either by appointment or on a regular basis. Alternatives such as these will not provide full equality for people with disabilities, but they will assist in reducing the chances of a complaint, and improve your business’ opportunity of gaining the person’s patronage. Audits & Follow Up

 To be conducted on fee for service basis  By expert OT and maybe team  Proposal to fund 50% from DAC budget  Involves one visit for audit, emailed report, follow-up visit  Successful outcome to result in a recognition logo Accessible Holidays Campaign

Council is committed to promoting Eurobodalla as an accessible tourism destination that is welcoming and inclusive of people of all ages and abilities. Council is launching its first accessible tourism campaign to enable visitors with additional access requirements to find useful, relevant and enticing information about Eurobodalla's tourism products, services and experiences all year round.

The campaign will promote accessible holiday itineraries, accommodation, eating out, attractions and activities through:

 web supported by digital and social activities  PR and media program targeting relevant media, blogs and publications  visitors centres  partners in other tourism agencies including Destination NSW  Other opportunities as they arise.

The campaign will launch in April 2016 with intensive activity through April and May. We expect to keep the new accessible holiday web pages live, and after evaluating the first few months, we may continue to promote them in some way through the rest of the year.

Business that meet the criteria are invited to be part of the April and May activity at no cost.

Cri teria

For your business to be included in this campaign you must have a genuine accessible offering. You will need to provide a web link/ URL to a specific webpage on your website that provides relevant and detailed information and appropriate photos about accessibility. This page must comply with Web Content Accessibility Guidelines Web Content Accessibility Guidelines.

13 | P a g e

Please note that while we are not specifically seeking specific deals or offers for this campaign, you are welcome to offer these.

We expect that phone contact will be high in this campaign and we ask you to consider how all your staff will be able to provide suitable customer service and information about accessibility in the area (this information will be on our website and we will build it up over time).

What we need from you

The deadline for you to partner in this campaign is 8 March 2016. By this date or before you will need to email [email protected];

1. Live link to your specific accessibility webpage 2. A well written 100 word description of your product, service or experience which will get people clicking thought to your webpage 3. One image landscape orientation minimum 2mb for the web listing on eurobodalla.com.au and for use in digital and social activities 4. Video content (optional)

Reporting back to you

Our campaign objective is to drive leads through visits to your web link, email address or phone. At the end of the campaign we will report back to you on the leads we generated to your website.

Your objective will be to convert these leads. The experience visitors have when they connect with your website, email and phone will determine the success of your package.

Good Access Awards as part of Eurobodalla Business Awards The Eurobodalla Joint Chambers have proposed to run the 2016 Eurobodalla Business Awards for the whole shire. There is opportunity to link in to the NSW Business Chamber Awards which provides free of charge the platform to make running awards easy. It has been proposed that a Good Access is Good Business category be included.

Supported by Eurobodalla Shire Councils and all Chambers of Commerce the awards will have the following schedule: Item Date Entries open Monday 23rd May 2016 Entries close (soft close to be promoted) Friday 1st July 2016 Entries close (hard close not to be promoted) Monday 4th July 2016 Judging opens Tuesday 5th July 2016 Judging closes Tuesday 19th July 2016 Finalists announced Friday 22nd July 2016 Gala event Friday 12th August 2016 Advise NSW Chamber of Winners Friday 19th August 2016

14 | P a g e

Further Information

Planning issues, building approvals and local access requirements:  Eurobodalla Shire Council Corner of Vulcan & Campbell Streets PO Box 99, Moruya NSW 2537 Phone: (02) 4474 1000 Email: [email protected] www.esc.nsw.gov.au

Design ideas, developing alternative access methods or to contact an Access Consultant:  Association of Consultants in Access Australia Inc . Phone: (02) 5221 2820 www.access.asn.au  Ageing, Disability & Home Care Service Phone: (02) 8270 2000 (to obtain a list of consultants) www.adhc.nsw.gov.au

Legal issues and responsibilities:  Australian Human Rights Commission Phone: 02 9284 9600 Web: www.humanrights.gov.au  NSW Anti-Discrimination Board Phone: (02) 9268 5544 Web: http://www.antidiscrimination.justice.nsw.gov.au/

Other Contacts  Spinal Cord Injuries Australia Phone: 1800 819 775 Web: http://scia.org.au/

15 | P a g e