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Crows Nest Retail Study Crows Nest retail study for North Sydney Council and the Crows Nest Mainstreet Committee Final Draft, July 2007 CITY MARKETING PTY LTD Crows Nest retail study Executive Summary Crows Nest succeeds as a shopping precinct because all Mainstreet has an important role to play in brokering this the key participants in delivering retail success: Council, kind of support to Crows Nest retailers. Mainstreet can property owners and businesses; are contributing to a act as the source of retail advice and encouragement, certain extent. whether it be from business to business or from external People Place & Partnership Pty Ltd sources. Analysis of Crows Nest from the customer’s point of Jo Kelly view shows that it could be more successful with effort Mainstreet can also act as the champion of Crows Nest, M: 0404 868 602 from all participants. encouraging Council and private building owners to present the property within their control in the best Renewed efforts by Council to maintain public spaces and E: [email protected] fashion possible. carparks to a high standard, efforts by building owners to upgrade and maintain the visual appeal of their This report contains recommendations for all the properties, and efforts by individual retailers to improve participants in the future success of Crows Nest. City Marketing Pty Ltd their standards of business presentation are all required if Exploring these recommendations should result in a Crows Nest is to stay competitive. As other precincts more rewarding experience for all concerned, not least Ilona Van Galen and Town Centres develop their own specialist the customers without whom Crows Nest could not reputations, Crows Nest will have to work harder to stay exist at all. M: 0412 400 789 abreast. E: [email protected] Unless Crows Nest takes active steps to stay ahead of consumer trends, it could begin to lose trade to other precincts. Consumers have endless choices and are not Nicole Sheridan afraid to change their shopping habits to better suit their needs. M: 04 11 114 176 Crows Nest has two category strengths: the restaurant/ E: [email protected] cafe experience and a strong representation of homewares and household goods stores. Both these category strengths should be promoted. Crows Nest also has the strength of individuality: a large proportion of its retailers are independent stores who offer a unique retail experience. This strength also creates challenges: independent retailers do not have the benefits of group training, ‘head office’ advertising, bulk buying and the overall support that accrue to national chains. people place & partnership & city marketing - crows nest retail study for north sydney council - July 2007 - page 1 Crows Nest retail study Study Purpose Study Methodology North Sydney Council values its local economies and Whilst it is easy to provide broad parameters for local business areas as focal points for its successful town centres (they usually comprise a mix of neighbourhoods. Key amongst these local business areas convenience and destination uses and a mix of retail, is Crows Nest, a retail precinct with a relatively healthy commercial and civic uses in an accessible, attractive, regional profile as an eating destination. inviting and safe environment), in reality each and every town centre has its own characteristics, attributes, issues North Sydney Council and the Crows Nest Mainstreet and opportunities. Committee commissioned this study to develop a framework to protect and strengthen the role and People Place and Partnership Pty Ltd & City Marketing operation of Crows Nest in the context of adjacent Pty Ltd used desk research, and both quantitative and urban villages and centres. qualitative investigations to determine the local factors that contribute to the current status of the Crows Nest Council's ultimate aim is to ensure that every RetailVillage. These investigations included: neighbourhood in the North Sydney local government area can sustain a social, sociable, vital and viable • Desktop research commercial heart. • Physical audits of Crows Nest and its selected With this in mind, the objectives of this study were to competitors, Mosman & Lane Cove identify: • A survey of all businesses in the Town Centre • The key elements that contribute to the success of • Meetings, presentations and workshops Crows Nest; This study unearths the issues, opportunities and • The factors that could threaten this success, or could implications for future retailing in Crows Nest. lead to the decline of Crows Nest; and • Potential strategies and initiatives to sustain, enhance and improve Crows Nest. people place & partnership & city marketing - crows nest retail study for north sydney council - July 2007 - page 2 Crows Nest retail study Participants in the Success of Crows Nest Local Government This report examines the characteristics, attributes, and Planning issues affecting Crows Nest through the various roles of those participants who make a town centre what it is. Infrastructure Local Government is the provider of the Q2?>5CR of a Public Spaces town centre, establishing the planning framework, Services providing infrastructure like roads and parking, contributing to the look and feel of the town centre through the quality of public spaces, and providing community services. Property Owners control most of the physical assets of a town centre. They respond to planning controls through investment in new development, establish the infrastructure for the retail environment through the quality of building stock, and determine the setting Customers through which customers move by their attention to the quality and upkeep of buildings. Retailers and businesses create the individual character of a town centre. Their response to market opportunities determines the business mix. Their own individual circumstances and backgrounds establish the quality of that business mix, and their own standards of retailing Retailers & Businesses ultimately determine the overall atmosphere and Property Owners Business Mix & Offering positioning of a town centre in the eyes of customers. Investment Business Quality Every participant must contribute if a town centre is to Growth operate well and encourage customers to respond by Atmosphere & Positioning shopping, using facilities, and enjoying the character of the Building Maintenance place. Customer Experiences people place & partnership & city markeC8=6 2Aows nest retail study for north sydneH2>D=28; !D;y 200 ?0643 a snapshot of Crows Nest Crows Nest Located on the Pacific Highway in the lower North Shore of Sydney, 10 - 15 minutes from the CBD Situated in Sydney’s more prosperous, high income earning Northern Sydney Statistical Subdivision A total local trade area in the North Sydney LGA of 55,000 persons A doorstep population of 3,296 people living in Crows Nest itself Locals are primarily well educated working professionals with no children and high household incomes 361 retail stores in 4 distinct precincts 2 category strengths attracting regional visitation; dining and homewares/housewares An active Mainstreet Committee and a committed Council people place & partnership & city marketing - crows nest retail study for north sydney council - July 2007 - page 4 the planning framework Metropolitan Strategy Centre Definitions Defining Crows Nest The NSW Government’s Metropolitan Strategy is a The Strategy identifies employment and residential Under these definitions, Crows Nest is slightly larger broad framework to promote and manage future growth targets based on the notion that Sydney is a City of than a Town Centre but lacks some of the critical in Sydney. The guiding principles of economic, social and Cities – a collection of centres which has grown elements of a Major Centre. environmental sustainability are behind the five aims of somewhat haphazardly in the past. Growth over the next the Strategy: to enhance livability, strengthen economic 25 years will respond to purposeful investment in These may in part be due to narrow building allotments competitiveness, ensure fairness, protect the environment particular centres of particular types, depending on the and multiple ownership. Amalgamation would be and improve governance. number of jobs, the amount and type of shops, or the required to attain a suitable footprint for larger scale services that are provided. The Strategy places an onus development. on local government to ensure that sufficient zoned land is available for employment and residential growth. Type Characteristics Examples Crows Nest Major Centres The major shopping and business centre for one or more LGA’s with a full scale shopping mall, council Bankstown, Blacktown, • 361 stores offices, taller office and residential buildings, central community facilities and a minimum of 8,000 jobs. Bondi Junction, • 2 full-line supermarkets Burwood, • • More than 100,000 sqm of retail floor space serving a large trade area An emphasis on higher-order Campbelltown, Castle • At least 250 stores including at least 1 national department store, 1 discount department store and 2 or comparison shopping Hill, Chatswood, (household goods) more full-line supermarkets Hornsby, Hurstville, • • Low representation of national An emphasis on higher-order comparison shopping (clothing/household goods, etc) Kogarah brands • A high representation of national brands. Convenience shopping secondary. • Low emphasis on entertainment • A high emphasis on entertainment and may include a cinema complex, ice rink, ten-pin bowling and/or other
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