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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

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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.

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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. They may appreciate assistance with support or ideas to encourage parade goers to head back into the city after the parade. As part of the notification, the City of Melbourne could also offer traders the opportunity to contact the Council to discuss the implications and any concerns they may have.

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Background, Objectives & Methodology

 In 2012 the Moomba Festival parade was moved from the past parade route along Swanston Street to a new route on St Kilda Road. The City of Melbourne (CoM) wished to consult with Swanston Street Traders in relation to: o Their perceptions of the Moomba Festival in general, and the Moomba Parade specifically; o Experiences of the parade on the Swanston Street route, including positive and negative impacts on their business; o Experiences of the parade on the St Kilda Road route, including positive and negative impacts on their business; o Any methods used to measure the impact of Moomba and the parade on their business; and o Feedback on a potential permanent change of parade route to St Kilda Road.

 GA Research was commissioned to conduct 25 exploratory qualitative interviews with Swanston Street traders. o The City of Melbourne provided a contact list of Swanston Street traders, which was used in the recruitment process. Traders and stakeholders were also contacted using publicly listed telephone numbers. o All participants had to be open for business on the day of the parade – the Labour Day public holiday. Target quotas were set to ensure a good mix of business types were included in the research, including Souvenir shops, stalls / street vendors, fashion retailers, restaurants, cafés, bars, other retailers and not for profit organisations. The list of the types of businesses that participated in this research is listed in Appendix 1. o Swanston Street traders were contacted by phone and an appropriate interview time was scheduled with those who agreed to participate. o Interviews were conducted via telephone (n=20) or at the individual’s business premises (n=5). Most preferred to participate by phone. o The interviews were conducted by experienced qualitative researchers from GA Research, and were typically 15 – 20 minutes in duration.

 A more in-depth qualitative approach was taken in light of the potentially sensitive nature of the research topic, and to allow the participants the opportunity to freely express themselves and raise issues for further exploration using a semi-structured question line rather than a predominantly closed-ended questioning approach that is typical of quantitative research. GA Research is confident that the sentiment of the traders interviewed for this research broadly reflects that of Swanston Street traders in general, and that there would not be any value in conducting a quantitative survey on this topic.

 Specific lines of enquiry were developed and finalised in consultation with the CoM. The question line used in the interviews is included in Appendix 2. 5 Page 8 of 22

Research Findings Page 9 of 22

Moomba is viewed affectionately, but needs reinvigoration

 Research participants were asked about their general impressions of the Moomba festival. Swanston Street traders and stakeholders expressed mixed views of Melbourne’s Moomba Festival. Some enjoy the festival on a personal level and many feel a nostalgic attachment to Moomba, having attended as children themselves. However a fair proportion of those we spoke with felt that the festival has been eclipsed by the numerous other events and parades which have been developed since Moomba began. There was some feeling among traders that the festival is somewhat dated, and needs to be refreshed.

 The Moomba Festival is seen to be a strictly local affair, bringing people from the suburbs and potentially some regional areas into the city. Most of those interviewed did not see the festival as a drawcard for international or even interstate visitors. As a result, some Swanston Street businesses such as hotels and accommodation providers, and souvenir retailers do not consider Moomba to be relevant to their businesses, and therefore do not plan activities around the event.

 Traders focusing on the youth and family market saw Moomba as a positive for their businesses and acknowledged that the event brings a lot of families and teenagers to the city. Importantly for them, this particularly includes people from suburban or regional areas who may not visit the city frequently and may not be familiar with their stores or businesses.

“I love it, I’m a big kid at heart, I remember it from “Well I’ve worked in the city for nigh on 20 years in this being a little kid. The last two years have been the area and I think my overall impression of Moomba is best that have been on, more people out on the just disappointing. As far as a major festival goes it is streets, advertising pressed harder, more people quite lacklustre.” (Souvenirs/stall/street vendor) came in to see the parade.” (Homewares/newsagent/other)

“Like all the other activities in the city I think it is valuable because it brings people into the city - “I think it brings in a lot of people around the especially people who don’t usually come into the age groups that we target our market towards; city. We are generally a bit busier when there is I think it is fantastic, it’s a great family event something going on in the city, so that is good.” which is also part of our core business, (Homewares/newsagent/other) supporting the local community and families.” (Fashion retailer) 7 Page 10 of 22

The parade was once a highlight, but interest has dropped

 Perceptions of the Moomba Parade were explored with research participants. There was a fairly consistent view among Swanston Street traders that the Moomba Parade was tired and in need of reinvigoration. Many felt that the parade features the same performers and groups each year, and there is a perception that the parade has been scaled down and grows shorter and smaller each year.

 Traders acknowledged that the events calendar in Melbourne grows more tightly packed every year, and while the Moomba Parade may have been an important event for businesses twenty years ago, nowadays there are many other events and parades competing for attention. For example, the AFL Grand Final Parade, Melbourne Cup and Christmas Parades were all mentioned as significant parades, and in addition there are numerous smaller events and protests that bring crowds to Swanston Street.

 Several traders felt that the Swanston Street renovations would force the parade to change in future, as the tram stops and changes to the strip would not allow the parade to follow the traditional route. Others had not considered this change, and about two thirds were not even aware that the parade had changed location in 2012.

“Seems a bit hodge podge, slapped together. This “It’s boring, it is the same thing every year. The will probably change in the future because the same food, the same street performers, the tram stops will disrupt the traditional parade route.” same vendors, same everything. It’s just (Souvenirs/stall/street vendor) boring.” (Souvenirs/stall/street vendor)

“I don’t know whether it connects with people as “It’s fine, it’s just like any other parade in a must-see event, it’s swamped by a lot of other Melbourne with that fanfare going down events that go on in the city. There’s a packed Swanston Street, which is good. It brings a calendar with major events, whereas in the old lot of people into Swanston Street as the days the Moomba parade was about it.” festival is going on.” (Accommodation) (Souvenirs/stall/street vendor)

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Swanston St: Benefits for traders, some inconveniences

 Research participants were asked to describe their past experiences with the Moomba Parade in Swanston Street.

 Experiences were mixed. Some traders enjoyed the energy and excitement of the parade, and liked having the crowds outside their store while the parade was going past. For others the parade was an inconvenience that caused access problems for staff and customers, and prevented deliveries from being made.

 Participants were asked whether they measured the impact of the Moomba parade in any way. Around half of the retailers referred to sales reports for the day or week of the parade, while others just relied on their memory. Those who had used sales reports generally had to make a note of reasons for any spikes, and none had really been observed for the parade day in the past. Some of those relying more on memory hadn’t noticed a change, a few had noticed a bit of an increase in foot traffic, while one street vendor routinely observed a dramatic decrease in sales on the day of the parade.

 None of the traders we spoke with had used traffic counters or other more concrete methods of measurement to determine the effect of the Moomba Parade or other parades or events.

 It was felt that increased numbers of people on the street generally led to increased traffic to businesses and bumps in sales, although some mentioned that increased traffic did not necessarily lead to increased sales as customers tended to browse rather than buy. Some businesses that rely on regular customers felt that the parade could actually interfere with their trade for the day, as regular customers tended to stay away.

 A few participants put an extra staff member on for the day, but most made no changes to staff rosters.

“I think a few less people come into the shop because there is so “We do get increased sales definitely, Moomba attracts people who much happening on the street. I think there are lots of people are not always in the city... people from the suburbs, people from the hanging around afterwards, and some come through into the store, country. When they’re in the city they walk around and stumble but they are like Sunday drivers, not really interested in buying - just across our store.” (Homewares/newsagent/other) browsing.” (Homeware/newsagent/other)

“It’s actually a negative for this business, it’s a crap day “It can be negative because it can disrupt pedestrian flow for that trading wise. The normal customers can’t get anywhere period. It can stop access to the store and close the whole street for near because of the barricades so it’s actually really bad a period of time; people can’t cross the street, but it is part and parcel for business.” (Souvenirs/stall/street vendor) with being on Swanston St.” (Souvenirs/stall/street vendor) 9 Page 12 of 22

Swanston St: More positive than negative impacts

 The perceived positive and negative impacts of having the parade on Swanston Street are shown below.

Positives of the Swanston Street Negatives of the Swanston Street Parade Route: Parade Route:

.Increased people in the city leads to .Access issues for delivery / “If it is going to run along increased traffic for some businesses, customers / staff. Swanston Street, people “It’s good, something particularly those with a family or youth .Disruption of pedestrian flow. will notice how it’s been that is free for people to focus. changed after the .Can negatively affect trading for watch, keeps the city .Nostalgia / affection for the Moomba renovations. That will be a vibrant and happening, some business types as regular positive; we will have extra parade. encourages more customers stay away. space or I assume we are people to come into the .Main thoroughfare of town. .Excessive crowds. going to.” (Restaurant / city. It’s great, .Central location that intersects with cafe/ bar) Melbourne is so .Road closures. every other main street in the city. welcoming. Lots of .Parking difficulties. cities don’t do things .Iconic parade location... however like that.” (Homewares/ several other parades had successfully newsagent/other) changed their route in recent years. .Less disruption to road traffic than if closing off St Kilda Rd / Swanston “There is so much going on in the city in terms of it being a Street not usually open to traffic. shopping precinct, Bourke St is really well known, Collins St is really well known, but Swanston Street in terms of .Those who expect the parade to stay shopping isn’t that well recognised. So it is nice to see a on Swanston Street in 2013 want an bit of increased foot traffic, and people discovering this opportunity to showcase the part of the city- that they might never have discovered redevelopment of Swanston Street and before.” encourage future visitation. (Fashion retailer) .Noise / vibrancy / life.

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St Kilda Rd: Many didn’t even notice the change

 Many of the traders and stakeholders we spoke with were not actually aware that the parade location had moved in 2012, even if they were at their place of business at the time. Once made aware that the parade had moved in 2012, the majority of traders said they did not notice a huge change from a normal Moomba Parade day.

 Some found it difficult to recall the specific day and could not describe their experience in much detail, providing further evidence of the lack of impact the change had upon them.

 Others could recall that the intense crowds and bursts of high traffic they would normally experience on parade day had not occurred. Instead the traffic to businesses was more staggered than usual, but overall traffic was still higher than a normal day of trading. Some could recall customers coming in after the parade and saying they had enjoyed it. A food venue said that although the crowd was less intense than a normal Moomba day, they had more family groups coming in for meals this year.

 Not for profit venues located close to St Kilda Road experienced increased traffic as a result of the parade, although some said the crowds mainly came in to use the amenities and did not stay long.

 When the idea of the potential permanent relocation of the parade was introduced to participants, some retailers targeting the family and youth markets expressed mild disappointment at the change. The main reason for this disappointment was their perception that there would be fewer positive flow-on effects for retailers. Some also felt that it would be a missed opportunity to showcase the Swanston Street strip following the redevelopment. However, none of the participants expressed strongly negative feelings, and more than half were indifferent at the prospect of a change of parade route.

“There were more people. Both prior to and after the parade, there “In all honesty I didn’t realise it was on, I’m looking at the weekly were more people coming in, but not spending that much time in our report for that week and I didn’t even mention it. I write a report for all venue.” (Not for Profit) the stores each Monday and I didn’t even mention it which means none of my stores mentioned it as something that happened in the city.” (Restaurant/cafe /bar ) “We still got a lot of people who had seen the parade this year, they said it was great and they then came in store.” (Homewares/newsagents/others) 11 Page 14 of 22

St Kilda Rd: Fewer positive business impacts, better crowd control

 The perceived positive and negative impacts of having the parade on St Kilda Road in 2012 are shown below.

Positives of the St Kilda Road Parade Negatives of the St Kilda Road Parade “I’d say a lot of what does Route: Route: bring people in is parents who went to the Moomba .Better crowd control / policing. .No retail or restaurant presence along parade when they were .More staggered crowds rather than the parade route; some fear positive kids - when it was a big intense spill directly after the parade. impacts on traders will be lost entirely. deal. They have fond memories of it and so they “From a crowd control .More space allows for a longer parade, .Perception that fewer people likely to go take their kids, a bit like the perspective it is probably into the city for shopping after the parade bigger floats, more spots to view the Myer Christmas windows. I easier, less interruption to – may just go straight home. parade etc. think if it is in a different cross streets, more open .Lost opportunity to showcase Swanston location it wouldn’t have space, the crowd can .Close to other Moomba activities, more Street after renovations. the same kind of emotional stretch out and get closer centralised. pull.” (Souvenirs/stall/street to the action.” (Souvenirs/ .Disconnected from the heart of the city / .No issues with access to stores for vendor) stall/ street vendor) deliveries / customers / staff. main thoroughfare. .Less interruption to main city grid for .Traffic disruption to key road leading businesses other than retailers. into the city. “It’s not the traditional route, it’s always been on .May increase visitation to Arts centre / .Loss of emotional / nostalgic connection with Moomba Parade. Swanston. The families gallery precinct. might not come into the .From the Host Population research, far .Fewer public amenities such as toilets. city afterwards, they might less interruption to transport operators just stay down there and and city traffic in general. then go home. There aren’t any cafes or shops down there.” (Homewares /newsagent /other)

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Many were indifferent to the parade location

 More than half of the businesses we spoke with were ambivalent about the value that the Moomba Parade represents to their business, and were indifferent to the future location of the parade.

 A number of reasons for this indifference were given, as listed below.

“Moomba doesn’t really matter to me anyway. There is always Reasons for neutrality / indifference to Moomba something happening on Swanston Street, a parade or a protest or Parade location: something. We are used to it. If there are more people around and we are busier we just work harder.” (Restaurant/cafe/bar) .Business has experienced no positive or negative impacts from the parade and the event does not feature in any strategic planning. .The parade audience is not their target market (i.e. “I didn’t even know it had “Not really any value to the moved. It doesn’t change not targeting families / teenagers who are seen to be business. Our business is only for the way we go about our Moomba’s audience). tourists, not locals. Moomba is just business here.” for locals.” (Souvenirs/stall/street .Parade time is short so access problems are (Accommodation) vendor) minimal. .Moomba is just one of many parades and events on the street. “It’s tradition, but no one really cares where it is. It’s a bit of a bore, .Moomba is an event for locals, does not attract no one would care where it was really, no one would notice if it wasn’t interstate or international tourists. Tourist focused here.” (Souvenirs/stall/street vendor) businesses such as souvenir retailers, and hotels and accommodation providers were indifferent to the parade. “We have issues with grand final, Melbourne cup, we get a lot of people then, we plan for those days but we do nothing for Moomba.” (Restaurant/cafe/bar)

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Parade route preferences varied by business or stakeholder type

 The diagram below shows the parade route preference by business type. More than half of the businesses and stakeholders we spoke with were neutral or indifferent about the parade location. Only two participants expressed a preference for St Kilda Road. Those with a preference for Swanston Street tended to be businesses that were targeting families, and teenagers in particular. However even those who would like the parade to stay in Swanston Street expressed only mild disappointment at the prospect of a permanent relocation, and none had strong negative feelings.

Swanston Street Preference Neutral St Kilda Road Preference

Souvenir Shops Street stall Extreme Sports Library Phone Retailer Specialty Youth Gallery Games Book Shop High-end Men’s Fashion Retailer Cosmetics Arts Centre Youth Fashion Pub Café  The street stall vendor would Women’s Fashion Jeweller very much prefer a shift to St Chocolate Retailer Kilda Road because of Newsagent negative impacts on their Hotel / Accommodation Operators business during past Moomba Parades, and the Duty Free Retailer gallery felt they would benefit from being located closer to the parade than before. 14 Page 17 of 22

Communication of any permanent changes would be appreciated

 Research participants were asked whether they received any notification of the intended change of the parade route from the City of Melbourne.

 Although most assumed that they must have received some sort of letter or notification from Melbourne City Council, few could recall actually seeing anything.

 It was generally agreed that the City of Melbourne is very proactive about informing traders and stakeholders of any planned disruptions to the normal flow of events on Swanston Street.

 A small number of research participants did roster additional staff on to deal with increased traffic as a result of the Moomba Parade. If the parade location moves permanently these traders would be particularly appreciative of notification of the change. It may also be appreciated if there is an offer of someone to speak with at the Council if they have any particular questions, concerns or requests.

“We probably did get communications from the council, but I “Communication has always been great, so didn’t notice, it’s such a non event for us. They are very good, we’ve always got really prompt memos and even with quite small interruptions, they are really good at letters and notification about what is happening. letting us know.” (Souvenirs/stall/street vendor) We’re really always interested to know what’s going on, so as long as we keep getting that communication we can plan our business around it.” (Fashion retailer) “I think a letter would have kept us informed, and possibly we would have put on extra staff expecting it (the parade) to be happening and then it didn’t happen out the front.” (Restaurant/cafe/bar) 15 Page 18 of 22

Forcefield Analysis

 Forcefield analysis (Lewin K, 1943) allows us to analyse the forces affecting a desired state or situation. These forces can be either positive drivers for change (helping forces) or negative barriers or obstacles to change (hindering forces). The diagram below shows the forcefield analysis for the proposed permanent relocation of the Moomba parade to St Kilda Road.

 The research indicates that on balance, the positive drivers and largely neutral sentiment outweighs the negative barriers.

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Appendix 1 – Who we spoke with

Category Business Type Sample size (n=) Accommodation Hotel / Accommodation Operators 3  Feedback was gathered from a Souvenirs / stalls / street vendors Souvenir Retailers 2 variety of traders and Street stall 1 stakeholders for this project. The Fashion Retailers Youth Fashion Retailers 2 table at right shows the types of High-end Men’s Fashion Retailer 1 businesses and stakeholders we spoke with. Women’s Fashion Retailer 1 Jeweller 1  It should be noted that while we initially worked to quotas by Restaurants / Cafes / Bars Café 1 business type to ensure an Pub 1 optimum mix of participants and Chocolate Retailer 1 views, we found that certain Other Retailers Book Retailer 1 types of businesses were not Cosmetics Retailer 1 interested in taking part in the study. For example, it was Phone Retailer 1 particularly difficult to gather Duty Free Retailer 1 feedback from fast food Extreme Sports Retailer 1 providers, convenience stores, Specialty Youth Retailer 1 restaurants, cafes and bars, as most declined to participate due Newsagent 1 to their busy working Games Retailer 1 environments, and general Not for Profits Gallery 1 disinterest in the topic. However, Arts Centre 1 they were given ample Library 1 opportunity to participate in the project and offer their feedback. Total 25

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Appendix 2 – Moomba Parade Relocation Question Line

Introduction

Thank participant for their time, introduce self and GA Research, explain independence.

Purpose: To explore your experiences and perceptions of Moomba, and gather feedback on your experience in recent years. The findings will be used to understand the views of Swanston Street traders specifically in relation to Moomba. We appreciate that you may have feedback on Swanston Street beyond matters related to Moomba, although we are only in a position to discuss Moomba today. If you would like to talk to the City of Melbourne directly I have a number you can call (9658 9658) They will be able to address your concerns in a much better way than I can do here today. This is a confidential and unattributable interview, which will take around 20 or 30 minutes, but I can stay longer if you have more detailed feedback.

Check: Are you comfortable with a confidential audio recording?

Please briefly tell me about your business.

General Impressions of the Moomba Festival

•Could you please start by briefly outlining your impressions of the Moomba Festival? Is there anything that you find particularly valuable about it, for your business? • Can you describe your impressions of the Moomba Parade specifically?

Experiences with Parade Location Prior to 2012

•Please tell me about your experiences with the Moomba Parade prior to this year, when the parade was located on Swanston Street (SHOW MAP)? • What were the positive aspects of having the parade on Swanston Street, if any? • What were the negative aspects about having the parade on Swanston Street, if any? •Did the Moomba Parade affect your business in any way when it was held in Swanston Street? IF NOT MENTIONED PROMPT ON: sales, staffing required, access to the business? Did you ever specifically measure the affects? How, what measures did you use?

Experiences with 2012 Parade Location

•Please tell me about your experiences with the Moomba Parade this year, when it was located on St Kilda Road (SHOW MAP)? • What were the positive aspects of having the parade on St Kilda Road, if any? • What were the negative aspects of having the parade on St Kilda Road, if any? •Were there any noticeable changes to your business by having the parade located on St Kilda Road? IF NOT MENTIONED PROMPT ON: sales, staffing required, access to business). • Did you ever specifically measure the affects? How, what measures did you use? How would you say this compared to previous years? What do you attribute this to? •Overall, how would you describe the impact to your business of having the Moomba Parade on St Kilda Road? EXPLORE REASONS FOR RESPONSE

Feedback on Potential Change to Parade Location

•If the Moomba Parade were to be held on St Kilda Road in the future, what would you think of this? • Can you think of any benefits or opportunities that this might bring to your business? Any potential drawbacks or problems that this might cause? • Do you have any questions or concerns about the Parade potentially moving to St Kilda Road in future years? •What could City of Melbourne do to increase the positive effects of the Moomba Festival and Parade on your business in the future? •Thank you for your time and participation. 18 Page 21 of 22

A division of

Sydney: Sue Vercoe (CEO) Melbourne: Jasmine Hoye Canberra: Damon Jalili Level 2, 137 Pyrmont St Level 6, 2 Russell Street Ground Floor, 25 National Circuit Pyrmont NSW Australia 2009 Melbourne VIC Australia 3000 Forrest ACT Australia 2063 Ph: +61 2 9552 8996 Ph: +61 3 9659 3050 Ph: +61 2 6295 3522 Email: [email protected] Email: [email protected] Email: [email protected] 19

Page 22 of 22 Attachment 3 Agenda Item 6.2 Council Moomba Parade Route Comparison 25 September 2012

St Kilda Road Swanston Street Positives Greater Crowd capacity allowing for existing audience figures and future Rational Route growth. Larger audiences increase economic impact to the city. Showcases new Swanston Street development.

Improved viewing experience using natural grass banks in parks. No negative impacts to Swanston Street businesses

Reduced public transport impact. Historic connection to the event

Greater scope for creative development. Includes Town Hall on the route, reinforces CoM ownership of event

Supported by A-team stakeholders and transport authorities.

No negative impact on Swanston Street businesses

Negatives Loss of a traditional component Inability to house current audience numbers and no capacity for growth.

Smaller audiences reduce economic impact to the city.

Audience attending are all on one level creating sightline issues.

Higher public transport impact.

Higher road closure impact.

Creative limitations.

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