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Experiences of the Moomba Parade

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Experiences of the Moomba Parade Page 1 of 22 MANAGEMENT REPORT Agenda Item 6.2 Council 2013 MOOMBA PARADE LOCATION 25 September 2012 Presenter: Martin Cutter, Director City Business Purpose and background 1. The purpose of this report is to seek Council endorsement of the proposal for the permanent relocation of the Moomba Parade from Swanston Street to St Kilda Road. 2. Historically the Moomba Parade has been staged on Swanston Street but required relocation in 2012 as a result of extensive road redevelopment. 3. Council allocated an additional $150,000 in 2012 to assist with the relocation due to the delay in completing the redevelopment works. This was a once off funding allocation, with the alternate route now able to be accommodated within the existing budget framework. 4. A research study was undertaken to evaluate the impacts and perceptions of the St Kilda Road route, including an audience survey and qualitative interviews within retail precincts (refer Attachment 2). 5. It is important a decision is reached in respect to this matter as soon as possible as logistical, operational, and communications decisions need to be made and relevant stakeholders informed. Key issues 6. The Moomba Advisory Board has assessed the success of the new route and resolved to strongly recommend to Council that the Parade be permanently relocated to the St Kilda Road precinct as it: 6.1. offers a sustainable framework for audience growth, creative development and reputation; 6.2. is instrumental in the strategy to find and drive a new event model; 6.3. consolidates the positioning of the Festival as a major player on the Melbourne Events calendar. 7. The St Kilda Road route saw a significant spike in audience figures, unachievable in Swanston Street due to the natural barriers in place e.g. shop fronts, road crossings, tram superstops. Traffic management issues, particularly the return of public transport to regular schedule and vehicular flow, are significantly more streamlined and efficient in St Kilda Road than in Swanston Street. For this reason Public Transport Victoria and the Department of Transport support the St Kilda Road route. 8. Stakeholder consultation has confirmed that 74 per cent of the audience showed no preference about the change or preferred the St Kilda Road location to Swanston Street. Significantly, Swanston Street retailers remained largely unaffected by the change. Conversely, a number of retailers in the Southgate precinct reported their second highest trading day of the year. 9. Should the Parade return to Swanston Street audience numbers will diminish due to the restricted capacity of the route. As a result, the recent growth experienced by Moomba will cease and the event’s reputation may be compromised. 10. Utilising the St Kilda Road option provides a more sustainable framework for the event, including a self managed crowd design allowing for an organic audience growth capacity, creative development opportunities and optimisation of media coverage. Further, the new route is pivotal in delivering on the strategic objective of reinvigorating the event overall. 11. On page 16 of the research (Attachment 2) the conclusion is made by the consultant that “on balance, the positive drivers and largely neutral sentiment outweighs the negative barriers” in respect to considering St Kilda Road over Swanston Street. A summary of positives and negatives of both locations is contained in Attachment 3. 12. No additional costs will be incurred in 2013 and beyond associated with the proposed change in route. Recommendation from management 13. That Council endorse the permanent relocation of the Moomba Parade to the St Kilda Road route in 2013 and beyond. Attachments: 1. Supporting Attachment 2. Moomba Festival Relocation Research Report 3. Moomba Parade Route Comparison Page 2 of 22 Attachment 1 Agenda Item 6.2 Council SUPPORTING ATTACHMENT 25 September 2012 Legal 1. No direct legal issues arise from the recommendation from management. Finance 2. There is no financial impact arising from the recommendation. Conflict of Interest 3. No member of Council staff, or other person engaged under a contract, involved in advising on or preparing this report has declared a direct or indirect interest in relation to the matter of the report. Stakeholder consultation 4. In June 2012, event organisers commissioned a research report to undertake robust qualitative research to explore and understand the experiences and perceptions of stakeholders, specifically addressing the two parade locations, in light of the relocation. Traders in Swanston Street were surveyed, many were unaware of the relocation of the parade and the majority stated they did not experience a huge change in their trading to previous years. 5. An audience survey undertaken in March delivered results favouring the relocation. 74 per cent of respondents preferred St Kilda Road or had no preference. 6. Southgate management was consulted and reported traders experienced significant increase in foot traffic and increased sales as a result. 7. The resumption of public transport and general traffic management was substantially improved with the adoption of the new parade route. The event ‘A-team’ debriefed on the event in March and expressed support for a permanent relocation to St Kilda Road. Relation to Council policy 8. The recommendation is in line with Council Plan Goal 1 – A City for the People: 1.1.1 Create an environment that is inclusive and accessible and encourages participation 1.3.2 Facilitate ease of connection, orientation and navigation for visitors to Melbourne Environmental sustainability 9. There are no adverse environmental impacts in relocation the parade to St Kilda Road precinct. 1 Page 3 of 22 Attachment 2 Agenda Item 6.2 Council 25 September 2012 www.garesearch.com.au City of Melbourne Moomba Festival 2012 June 2012 Moomba Parade Relocation Research Report Melbourne Level 6, 2 Russell St, Melbourne VIC Australia 3000 Phone: +61 3 9659 3050 Canberra Ground Floor, 25 National Circuit, Forrest ACT Australia 2063 Phone: +61 2 6295 3522 Reference: GAR 12020021 Sydney Level 4 , 151 Macquarie Street, Sydney NSW 2000 Phone: +61 2 9552 4499 Page 4 of 22 Contents . Executive Summary 3 . Background, Objectives & Methodology 5 . Research Findings 6 o Perceptions of Moomba and the Moomba Parade 7 o Experiences & Impacts of Swanston Street Location 9 o Experiences & Impacts of St Kilda Road Location 11 o Overall Parade Preferences 13 o Communications Preferences 15 o Forcefield Analysis 16 . Appendix 1: Who we spoke with 17 . Appendix 2: Question Line 18 NB: This project was conducted in compliance with AS: ISO20252 guidelines. 2 Page 5 of 22 Executive Summary Introduction The City of Melbourne commissioned GA Research to undertake robust qualitative research to explore and understand the experiences and perceptions of Swanston Street traders in relation to Moomba, the Moomba Parade, and more specifically the parade’s location. This was in light of the parade’s shift from Swanston Street to St Kilda Road for the 2012 festival, and its potential more permanent move to St Kilda Road. The findings are based on 25 qualitative interviews with a mix of Swanston Street traders. Perceptions of Moomba Representatives of the businesses on Swanston Street that were interviewed regard the Moomba Festival with affection. It is seen to be a great event for bringing families and youth to the city. However some aspects of the festival, particularly the parade, are considered to be somewhat tired and in need of reinvigoration. Experiences of the Moomba Parade Some traders experience positive flow-on effects from having the parade on Swanston Street through increased foot traffic. Traders with a locally-based family or youth target market particularly felt this advantage. However, traders focusing on the tourist market or different demographics were less likely to benefit from the parade. Some felt that although the parade had been important to Swanston Street in the past, there are many other events and parades nowadays with a more significant impact on traders. Providing evidence of this point, many of the traders interviewed were unaware of the parade having shifted to St Kilda Road this year, and could not recall significant differences in their trading experience that day. 3 Page 6 of 22 Executive Summary cont’d Many participants felt that the City of Melbourne had done an excellent job of informing them of any changes to events that would potentially affect them. However few could recall being notified of the St Kilda Road parade route this year. For those who could recall the change to the location of the parade, the crowds were seen to be more staggered this year. However they still experienced parade-goers visiting their stores after the parade. St Kilda road was seen as being more spacious and offering the potential for better parade viewing and crowd control than Swanston Street. St Kilda road was seen as being more spacious and offering the potential for better parade viewing and crowd control than Swanston Street. Reactions to a Potential Move to St Kilda Road Traders and stakeholders who had been positively affected by the Moomba parade in the past expressed mild disappointment at the idea that it may move permanently. They felt that the positive impacts on trade and the opportunity to showcase Swanston Street after the redevelopment might be lost. However there was not really any strong negative sentiment about the potential change. Just over half of the participants were indifferent to the proposed change, and felt their business would not be affected either way. A couple indicated that they would prefer that the parade moves to St Kilda Road. Traders would be appreciative of a formal notification of a permanent change, particularly if they usually roster extra staff for the Moomba parade. GA Research believes that the key traders likely to require a greater level of engagement are those that expressly target families and youth markets.
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