MELBOURNE RETAIL AND HOSPITALITY STRATEGY 2013-2017 Year 1 report 2013-14 Foreword

The first year of the combined Retail and Melbourne is the world’s most liveable city which is constantly Hospitality Strategy 2013–17 was characterised by growth evolving as a vibrant, globally sought after retail and and new opportunities. hospitality destination.

Our retail and hospitality landscape was revitalised with the The fastest growing city in , Melbourne is acknowledged opening of Emporium Melbourne, a further influx of global brands as the nation’s culinary and fashion capital that inspires bold and the firming of plans to redevelop Queen Market. innovation that engages residents, workers and visitors alike.

There’s been no shortage of customers coming into the city The city’s retail and hospitality sectors contribute more than $66 either. The City of Melbourne’s enviable calendar of cultural, billion to Victoria’s economy and employ over 500,000 people. sporting and entertainment events has contributed to more and more people flocking to our streets. We now get up to a The Victorian Government supports these sectors as they create million people into the city on a busy day. jobs and investment in the state. The retail sector alone is one of the State’s biggest employers, employing more than Just as the city continued to grow so, too, did our retail and 344,000 people. hospitality sectors. Our estimated retail and hospitality spend from residents, workers, students and visitors in 2013-14 was With the strong support of the Victorian Government, $2.4 billion. Melbourne’s famous network of laneways and boulevards have been transformed with new major retail developments, The release of the City of Melbourne’s new economic development investment and a host of prestigious international brands framework, Building Prosperity Together, enabled businesses attracted to the city. to identify and capitalise on future opportunities within these key industries. In the last year, we have seen investments in retail from We supported more than 220 city retail and hospitality businesses international retailers such as UNIQLO, H&M and Muji, as well through our premier events and marketing campaigns and as the development of the Emporium, which have generated Small Business Grants, with more than $160,000 allocated to substantial employment. new retail and hospitality ventures. The City of Melbourne also The renewed focus on Melbourne as a retail and hospitality provided more than $480,000 to support eight recognised destination has been achieved through the dynamic Melbourne incorporated precinct associations within the municipality. Retail and Hospitality Strategy 2013-17 - a joint initiative of the Our commitment to engaging the business community City of Melbourne and the Victorian Government. continues, with more than 450 retail and hospitality enterprises attending our five business forums staged across The first combined strategy of its kind in the world, it sets out the year. In addition, 1600 people and businesses participated the key challenges that face modern retailing and hospitality in the second phase of community engagement for the Queen and offers pathways to realise our vision of Melbourne as a Victoria Market Renewal Project. global retail and hospitality centre of excellence.

The strategy is off to a terrific start and we are well on the The Victorian Government’s international outward and inward way to achieving its actions and objectives over the next bound trade mission program is positioning Melbourne as a three years, in conjunction with our decade-long partners, pre-eminent international investment attraction. the Victorian Government. The Victorian Government will continue to work alongside the I look forward to working with you to ensure Melbourne City of Melbourne and the Melbourne Retail and Hospitality continues evolving as a vibrant and globally sought after Advisory Board to deliver this Strategy for the benefit of our retail and hospitality destination. state’s economy.

Robert Doyle Hon Jacinta Allan MP Lord Mayor, City of Melbourne Minister for Employment Minister for Public Transport Melbourne Spring Fashion Week 2013 Film, Reflections 1 VISION

Dust Concept Store, Basement, 114 Russell Street, Melbourne Melbourne will continue to evolve as a vibrant, globally sought after retail and hospitality destination, inspiring bold innovations that engage residents, workers and visitors alike.

BACKGROUND

The Melbourne Retail and Hospitality Strategy 2013-17 is a joint initiative of the City of Melbourne and the Victorian Susan Renouf and Darryl Washington, Government. It is the first combined strategy of its kind and describes the great strengths of both sectors and their Co-Chairs of the Melbourne Retail and importance to Melbourne and Victoria. It sets out the key Hospitality Advisory Board challenges they face and details how we will work to achieve our vision of Melbourne as a ‘globally sought after retail The first year of the Melbourne Retail and and hospitality destination’. Hospitality Strategy opened an exciting new The four year strategy is based on four strategic objectives dialogue about retail life and the hospitality to stimulate the future development of the retail and offer in Melbourne. hospitality sectors: Our newly appointed board bought a 1. Business development and innovation wealth of diversity and experience and 2. Positioning and activation drove a strong agenda. Invitations to specially 3. Business diversity targeted groups for round table discussions, and business engagement breakfasts, 4. Environmental sustainability meant we were able to broaden our view More than 40 actions to achieve these objectives have of the ever changing nature of our retail been identified. and hospitality industry. This report outlines the achievements made against each objective in the first year of the strategy from Importantly, we brought like-minded retailers July 2013 to June 2014. together to discuss common challenges such as trading hours, accessible city shopping, and how to unite to promote Melbourne as a brand, and a retail and hospitality destination. We strengthened our partnerships with Melbourne hoteliers and agreed on a path of stronger communication and engagement. High on our agenda for 2015 is a renewed concentration on face to face communication, designed to more effectively engage the retail and hospitality community, take advantage of the City of Melbourne’s free marketing channels, and to participate in city activations and festivals.

Melbourne Music Week 2013 Look.Stop.Bop. Breakfast Series at Little King Cafe, Shop 4, 209 Flinders Lane, Melbourne 4 CITY OF MELBOURNE SNAPSHOT

City of Melbourne quick facts Melbourne CBD retail market indicators

RETAIL VACANCY

LOW VACANCY RATE DUE TO THE LEASED 2.5% REVITALISATION OF THE CBD FROM * * THE PRESENCE OF NEW DOMESTIC 844,000 579,000 AND INTERNATIONAL RETAILERS AND Weekday population RETAIL VACANCY RATE Weekend population MAJOR DEVELOPMENT ACTIVITIES including residents including versus 2.6% May 2013 residents (Jones Lang LaSalle July 2014)

Rental Melbourne CBD ~ 18,221 $6,500 - $10,000 PER M2 $1,000 - $4,000 PER M2 total businesses (at 30 June 2014) RENTAL SUPER PRIME RENTAL PRIME (street frontage Bourke StREET Mall) Versus $1,200 - $4,000 2 116,431# 438,972^ No Change to Q2/2013 per m (Q2/2013) Residential total (Savills Q3/2014) (Savills Q3/2014) population employment DEVELOPMENT Activity

26,323+ Residential student population 54,000 M2 846 1,425 NEW retail space hotel rooms currently hotel rooms with town completed in 2013-14 under construction planning permits The largest completion was expected to begin *Source: City of Melbourne, City Research Branch, City of Melbourne Daily Population Estimates and Forecasts 2004-2030, 2013 update. Emporium Melbourne which construction in the next ^Source: City of Melbourne, Census of Land Use and Employment (CLUE) 2012 update. accounted for 42,000m2 two years #Source: Australian Bureau of Statistics, 3218.0 Regional Population Growth, Australia, 2013. +Source: Department of Education, Employment and Workplace Relations and National Centre for Vocational Education Research. (Source: City of Melbourne Development Activity Monitor 2014) ~Source: City of Melbourne Pathway

6 7 CALENDAR Overview of key strategic actions and events in 2013-14

July 2013 August January 2014 Appointment of new Small Business Grants (Round 1) The Australian Open Tennis Melbourne Retail and Hospitality Championships 2014 Advisory Board 2013-17 Small Business Festival Launch of City of Melbourne Precinct Program 2013-17 Docklands Fireworks and Winter Marketing Campaign Look.Stop.Shop. Hot Stuff! Winter campaign

September October February Melbourne Spring Lord Mayor’s Commendations Booksellers Forum Fashion Week Support Small Business Day Sustainable Living Festival (Look.Stop.Swap.) Premier’s Design Awards White Night Governor of Victoria Export Awards

Melbourne Awards

November March April May Launch of the Melbourne Small Business Grants (Round 2) Opening of Emporium Melbourne World Congress of Retail and Hospitality Cardiology Conference Strategy 2013-17 Look.Stop.Shop. Program Opening of H&M at Review Workshop Melbourne’s GPO Melbourne Music Week (Look.Stop.Bop.) Virgin Australia Australian Hotels Melbourne Fashion Festival Association Forum Christmas Festival Melbourne Food and Wine Festival Value of Hospitality Research

Moomba

December June July Christmas Festival New economic development City of Melbourne framework released Building business breakfast New Year’s Eve Prosperity Together International AIDS 2014 Victorian Manufacturing Conference and Hall of Fame Awards Cultural Program

Retail and Hospitality Docklands Fireworks and Expenditure Research Winter Marketing Campaign

8 9 2013-142013–14 HIGHLIGHTS

H&M at Melbourne’s GPO, Bourke Street Mall, Melbourne Business development and innovation Positioning and activation • The City of Melbourne released a new economic • More than 220 city retail and hospitality businesses development framework, Building Prosperity Together, participated in City of Melbourne premiere events (130) to support businesses to capitalise on future opportunities and Winter Look.Stop.Shop. Hot Stuff! campaign (90). in key industry sectors including retail and hospitality. • The City of Melbourne provided more than $480,000 to • More than 1600 people (and businesses) participated in support eight recognised, incorporated precinct trader the second phase of the community engagement for the associations within the municipality for localised marketing (QVM) renewal project. The report initiatives and membership development. released in June 2014 shows a good alignment between the City of Melbourne and community and traders’ • Pedestrian counts were 3 per cent higher for the year expectations in relation to the QVM precinct renewal. ending June 2014 than June 2013 in the city’s retail core area. Highlights include H&M’s opening at Melbourne’s GPO Business engagement included in early April 2014. This resulted in a 20 per cent increase in pedestrian movement when compared to the preceding • Hosting five business forums and engaging with more four Mondays. The opening of Emporium Melbourne – a few than 450 retail and hospitality businesses to inform weeks later – recorded a 24 per cent increase in pedestrian them on a number of opportunities including: movements than the preceding four Wednesdays.

• Access to in-kind marketing campaigns and tools • Melbourne’s retail landscape has been revitalised by an assortment of global influences, with luxury brands • Financial support through grants and sponsorships complementing the designs of our local heroes.

• A 12-month calendar of events and opportunities • Chanel moved into its new flagship 700m2 store and four floors of retail training facilities on Russell Street, extending • How the city supports business the traditional boundary of the Collins Street luxury offer. • We collated more than 1500 comments from the 210 The redevelopment was designed to suit the brand’s needs businesses who attended the July 2014 business breakfast for the next 20 years. forum. This feedback has informed planning of future • Longstanding boutique retailer Marais opened a grander programs and activities. sister store in June at the top end of Bourke Street while its Royal Arcade store was transformed into a menswear Leveraging conferences and events only boutique. Marais is renowned for offering some of • Delivered a 150-event cultural program; hosted 13,600 the world’s most sought-after designer labels including delegates and the official reception for 240 international Balenciaga, Lanvin and Givenchy. The developments media; secured 200+ business partners (55 new partnerships) recognise the strength and growing demand for top-end and facilitated 400 business connections by leveraging industry goods from both tourists and locals. the 20th International AIDS 2014 conference. • According to Tourism Victoria’s Annual Report 2013-14, • More than 130 city retail and hospitality businesses Melbourne achieved its highest recorded number of participated in the Melbourne Spring Fashion Week international visitors, visitor nights and expenditure. and Melbourne Music Week 2013 programs. International overnight visitation increased 10.7 per cent over the previous year, to 1.86 million, and the number of Digital technology nights spent in Melbourne grew 7.3 per cent to 42.8 million. International expenditure in Melbourne increased by 11.3 per • 24 businesses participated in the pilot Kick Start digital cent to $4.5 billion. marketing mentoring program.

Small Business Grants • Supported six retail and one hospitality small businesses with more than $160,000 of grant funding. Clea Garrick, Creative Director, Limedrop • 80 per cent increase in business grant applications. The City of Melbourne was the first choice for Lord Mayor’s commendations our growing fashion label, Limedrop. We had The Lord Mayor’s commendations recognised 30 longstanding five successful pop-up shops in Melbourne retail and hospitality businesses within the City of Melbourne. CBD and jumped at the opportunity to have a permanent space in the Cathedral Arcade. This has seen growth in our business and following in our first six months.

Limedrop, Cathedral Arcade 13 Business diversity Environmental sustainability Business diversity was increased across the City of Melbourne • Recyclable waste collected from more than 60 city thanks to the following initiatives: businesses in the Degraves Street and Centre Place precinct resulted in the recycling of 70 tonnes of co-mingled • A gourmet food truck trial with 12 food trucks operating in recyclables; 80 tonnes of cardboard; 300kgs of daily food specific locations on rotation around the city waste and diverted 2.5 tonnes of hard plastics from landfill.

• A Docklands Spaces Pilot that enabled 18 creative start-up • Seven retail and hospitality businesses switched to energy businesses to establish operations in funded vacant spaces efficiency lighting through City of Melbourne’s provider Positive Charge. • The opening of the $1.6 billion Emporium Melbourne, which is home to 225 retailers including flagship tenant Japanese • 160 more building owners joined in the 1200 Buildings retailer Uniqlo. Its first Australian store takes up 3000m2 program activities. across four levels. Emporium Melbourne is home to the largest Australian designer precinct in the country and 30 • More than 30 businesses collaborated on sustainability in unique food icons. The centre also features international the Look.Stop.Swap. program as part of the Sustainable designers, innovative concept, world-class architecture Living Festival in February 2014. and a retail experience effortlessly integrating a fusion of fashion, culture, food and art. • A Food Waste Avoidance Demonstration Project to build the capability of restaurants, cafes and caterers • The opening of a flagship Australian store for the world’s was delivered. second-biggest fashion brand, Swedish retailer H&M at Melbourne’s iconic GPO. This store is one of its biggest in • A guide around the Best Practice Waste and Recycling the world occupying three floors and almost 5,000m2 of the Contracts for Business was released. heritage listed GPO building. • A program that supported the cost of an energy or • A $25.6 million redevelopment of Melbourne’s iconic spine, materials assessment at more than 100 businesses Swanston Street. Capitalising on the long-running sneakers [across Victoria]. fad, record-breaking rental agreements were signed with national brands Platypus and Hype DC. Gorman has also signed a long term lease following a pop-up store on the corner of Little Collins Street.

Steve Edgerton, Centre Manager, Melbourne Emporium We are delighted by the way the people of Melbourne have embraced Emporium Melbourne with more than 15 million people visiting us since our opening day. We’ve enjoyed great support and collaboration from our neighbouring retailers, the City of Melbourne and the State Government as we’ve delivered Emporium Melbourne to market. The Melbourne CBD has never been so eminent as a retail destination and we’re excited to be part of what is now a truly world-class shopping experience.

Emporium Melbourne, 287 Lonsdale Street, Melbourne 14 RETAIL AND HOSPITALITY EXPENDITURE BY WORKERS, STUDENTS and RESIDENTS

A key year one action of the strategy was to undertake research to identify of workers new retail and hospitality offers for people who work, live and study in 44% and students the city. Key findings of the report highlight a number of considerations and opportunities for city businesses. SHOPPED OUTSIDE of central Melbourne Total Expenditure on work or study days at least weekly2

* ESTIMATED Approx.$2.4 BILLION TOTAL LUNCHTIME HABITS RETAIL AND HOSPITALITY EXPENDITURE IN THE CITY OF MELBOURNE1

Expenditure by group on work or study days1 77% 54% 82% 79% $459M BUY THEIR LUNCH BUY LUNCH AT LEAST SPEND BETWEEN ARE WILLING TO TRAVEL EXPENDITURE at least once EVERY OTHER DAY $5 and $15 between 1 and 3 INside THE a week blocks to purchase $4.2 city of their lunch Billion melbOurne Students $1.6B EXPENDITURE $1.1 OUTside THE CITY city of WORKERS Billion melbOurne

$1B EXPENDITURE INside the city of SAVING TIME and Central Melbourne There was consensus among melbOurne retailers should highlight city workers and students FREEING UP the personal benefits of regarding attractive RESIDENTS $150M NON WORK DAYS offline shopping midweek concepts including: was A key factor driving to compete with online • Extended opening hours EXPENDITURE retailers at the end of the day2 OUTside THE shopping on work or EXPENDITURE EXPENDITURE 2 • Free wi-fi in public spaces OUTside the city inside the city city of study days of melbOurne of melbOurne melbOurne • After work meals

Groups - city workers, students, residents and visitors are not mutually exclusive (i.e. some students are residents, some residents are workers, 1. Retail and Hospitality Expenditure Study, City of Melbourne/SGS Economics & Planning 2014 some workers are students). 2. City Of Melbourne Retail & Hospitality Offer, City of Melbourne/Sweeney Research 2014 *This includes $855 million visitor spend not shown in chart. 16 17 OBJECTIVE 1: Business Development and innovation Work with the retail and hospitality sectors to encourage collaboration, promote innovation and improve local and state government business support systems.

Complete Ongoing

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Develop and implement • Connected with more than 450 Continue to deliver a robust business an ongoing business businesses and stakeholders across engagement program that supports, engagement program five events including the launch of the facilitates and connects strategic strategy (November 2013); booksellers objectives, cross Council initiatives forum (February 2014); Look.Stop.Shop. and industry needs. program review workshop (March 2014); Australian Hotels Association presentation (April 2014); and the business breakfast forum (July 2014). • Hosted a roundtable with KPMG and 30 retailers to highlight recent trends and implications of developments affecting the retail sector. Topics discussed included the impact of and strategies around online retail, globalisation and reaching international markets.

Leverage conference and • Delivered a 150-event cultural program; Develop new business and collaborative event delegate market spend hosted 13,600 delegates and the opportunities with Melbourne Convention official reception for 240 international Bureau (MCB), Melbourne Conventions media; secured 200+ business and Exhibition Centre, and the Melbourne partners (55 new partnerships) and Retail Advisory Board conferences and facilitated 400 business connections events working group around investment by leveraging the 20th International attraction of key industry conferences. conference (AIDS2014). Leverage future conferences and • Created a city focused editorial wrap exhibitions under the new City of in Destination Melbourne’s Official Melbourne and MCB funding agreement; Visitors Guide for the World Congress and develop an online toolkit to educate of Cardiology conference in May 2014. and assist second tier organisers delivering 5000 copies distributed across city conferences and events to Melbourne. hotels, pop up Melbourne visitor desk and at the Melbourne Convention and Exhibition Centre.

Josefin Zernell, Mörk Chocolate, Small business grant recipient 2013 Thanks to the help and support of City of Melbourne grant funding, Mörk Chocolate has been able to expand into a bean-to-cup chocolate maker, building a craft chocolate workshop and unique concept store in the heart of North Melbourne. We are taking our concept to new and exciting heights, showcasing our Melbourne made chocolate beverages at the first Mörk Chocolate Brew House. Encouragement for this project by City of Melbourne helped motivate us and made this next step possible.

Melbourne Town Hall ‘Paint the Town Red’, International AIDS 2014 cultural program. 19 Complete Ongoing Complete Ongoing

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Develop new ways to • Activated more than 220 city retail Continue with retail and hospitality events Collaborate with city businesses • Contributed to the development of Continue to work via City of Melbourne’s include retail and hospitality and hospitality businesses through and activities as part of Melbourne Spring on new Wi-Fi hotspots in the the city-wide Wi-Fi initiative via partnership with State Government components in Council-led programming in city campaigns and Fashion Week and Melbourne Music retail core and communicate working group. through the internal working group on the and other city events major events including: Week; as well as selected major events benefits to businesses free Wi-Fi pilot across City of Melbourne. supported both by City of Melbourne and • Look.Stop.Shop. Hot Stuff! winter the Victorian Government including White program which featured 90 retail Night, Melbourne Fashion Festival and Administer the small business • Conducted two rounds of small Work towards achieving this priority and hospitality businesses, 99 day Melbourne Food and Wine Festival. business grants resulting in $160,000 as part of our regular business. and night time events, and 39 unique grants program of grant funding to six retail and one offers or experiences. Participants hospitality small businesses including considered the program lifted I’m Sugar Free, Maiike, Mork Chocolate, Melbourne’s prestige as a site for Shebeen and Craft. creative community. • Melbourne Spring Fashion Week Padre Coffee, Identify new retail and hospitality • Completed the Retail and Hospitality Develop and implement actions in September 2013: MSFW Curated Look.Stop.Shop. Expenditure Research of workers, response to research findings; and develop off the beaten track creative and offers for people who work, live residents and students (June 2014). a communications plan to share findings retail experiences across the city; Winter 2014 participant and study in the city with businesses and relevant stakeholders. and the highly theatrical fashion film ‘Reflections’ featured local …great job on LSS, looks fashion identities and iconic city amazing and I love the Establish a leadership team • Established a newly combined, Continue to engage with the MRHAB locations screened with exclusive program and the way it’s of industry representatives 16-member Melbourne Retail and quarterly and two newly established retail offers at Collins234, Melbourne to promote this strategy and Hospitality Advisory Board (MRHAB) working groups focusing on marketing Central and Southgate. set out - very intuitive. advise on implementation 2013-17 in July 2014. Members include of the city, and conferences and events. a diverse mix of experienced and • Melbourne Music Week November skilled individuals with representatives 2013 Look.Stop.Bop. series of from local and state government, morning gigs at four city cafes; peak industry bodies, small to large lunch in-store performances at five enterprises, hotels and property music retailers, and after work dance developers. The MRHAB meet quarterly classes at QV and Campbell Arcade and will advise on the strategy’s four with local traders providing offers year implementation. and in-store events.

• Updated the tourism shopping Work towards achieving this priority Promote best practice • Promoted business events and Work towards achieving this priority as Promote industry innovation, brochure to include information on as part of our regular business. customer service and the workshops to City of Melbourne part of our regular/ongoing business. celebrate success stories, new shopping precincts. integration of technology business networks including the Victorian reward success and support into the city retail and Government’s Small Business Festival retention of industry leaders • Featured new city retailers across hospitality offering and Support Small Business Day. City of Melbourne marketing campaigns, • Reviewed the pilot phase of the Kick Explore opportunities to engage and educate business communication tools and Start digital marketing four step businesses in digital content development. events including blogs on the opening mentoring program, which included of Melbourne Emporium and H&M; and one-to-one and group training social media posts on H&M, Uniqlo, sessions. Twenty-four businesses Emporium, Thr!ve, Cacao Lab and more. participated in this program and • Successfully delivered the 2013 Lord created approximately 250 pieces Mayor’s Commendation Awards which of content. Sixty-five per cent of recognised 55 small business proprietors. participating businesses have become Of which 30 were considered to be active in building their own digital from the retail and hospitality sector. presence and leveraging City of The Awards celebrate the longevity Melbourne digital marketing tools. and legacy of Melbourne’s unique • Promoted City of Melbourne’s in-kind Work towards achieving this priority as small business proprietors. social media and marketing tools at part of our regular/ongoing business. • Implemented a range of Victorian business forums, events and marketing Government programs that celebrate campaigns. Businesses have had success in business, manufacturing, opportunities to tap into the What’s export and design including the On website (230,000 unique visitors); Premier’s Design Awards, Governor Facebook (141,000 likes) and Twitter of Victoria Export Awards and (50,000 followers) social channels. manufacturing Hall of Fame Awards.

20 21 OBJECTIVE 2: Positioning and activation Work with the retail and hospitality sector to find new ways to attract people to the city, enhance the customer experience and position the city as a compelling destination for new international and local investment. Complete Ongoing

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Encourage businesses to • Promoted opportunities across our • Work towards achieving this priority participate in City of Melbourne business forums, business communication as part of our regular business. tools and key stakeholder networks. and other marketing campaigns • Complete a study on retail • Included a number of new prosperity, streetscape upgrade opportunities for businesses as part and other business and event activation of the Land of Inbetween campaign. opportunities for the Errol and Victoria This included the development and Street strips in North Melbourne. implementation of a social hub. This hub allows social media posts from city businesses to be featured directly on the City of Melbourne website giving businesses access to up to 12,000 daily visitors. • Provided a platform for retail and hospitality content in The Christmas 2013 and Winter 2014 marketing campaigns. These included widely distributed event guides and decorations maps. • Promoted the Destination Docklands’ ‘winter photo competition’ that was included in the City of Melbourne’s winter campaign marketing. • Undertook stakeholder communications to promote Tourism Australia’s restaurant campaign to city businesses. • Continued to liaise with Destination Melbourne and Destination Docklands to support these programs. • In July 2013 we launched the new Precinct Program 2013-17 which provides annual financial support to eight recognised incorporated precinct associations within the municipality. 2013-14 precinct initiatives included the Flinders Lane Shopping Night, Festival of Steve, Collins Street Christmas Windows and the Chinatown Night Markets. • Worked alongside the Music Strategy 2014-17 during the development stage to ensure greater collaboration between retail, hospitality and tourism businesses and local musicians, to ensure an enriched Melbourne experience through music. (Melbourne Music Strategy 2014-17, Theme 3 Action 8).

Bourke Street Mall, Christmas Festival 2013 23 Complete Ongoing Complete Ongoing

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Support the retail and • Implemented the ‘Love your Laneways’ Commence business engagement with Promote this strategy and • Jointly launched the Melbourne Retail Produce and launch Year 1 update 2013-14. hospitality offer across program to improve amenities in Flinders Court, Sniders Lane, Stevenson its associated achievements and Hospitality Strategy 2013-17 in the municipality Literature Lane, Presgrave Place and Lane, ACDC Lane and Rothsay Lane. through a robust marketing November 2013. Media coverage Somerset Place including a full communication plan, and included print (The Age, Australian engagement program with businesses report annually Financial Review, Herald Sun), radio and residents resulting in better (3AW, SEN) and online. Work towards achieving this priority as waste management, streetscape • Circulated the Melbourne Retail and part of our regular business. upgrades, increased foot traffic and Hospitality Strategy 2013-17 at five community pride. business forums and other relevant Commence community engagement • We made city laneway, the Causeway, stakeholder engagements. permanently smoke free following on expanding smoke free areas in the • Published quarterly editions of Work towards achieving this priority as a successful 6-month pilot from central city. Table Talk – the newsletter for the part of our regular business. October 2013-March 2014. The pilot hospitality sector. smoking ban established there was little to no impact on business and • Produced, via the City of Melbourne’s Share key findings from CLUE 2014, most businesses support a permanent internal research branch, a range of Geografia and other research relevant smoking ban. Melburnians supported research tools including the Property to the strategy. protecting the health of city residents, Digest, Development Activity Monitor; visitors and workers from the impacts Census of Land Use and Employment of passive smoking. (CLUE); pedestrian monitoring and the new Geografia – an online economic profile of the City of • Supported the Super Trade Mission to Work towards achieving this priority Promote Melbourne Melbourne designed to make economic the Middle East and Turkey in February as part of our regular business. as a pre-eminent information available to the wider 2014. A range of fashion designers and investment attraction community including size of the local retailers visited the market to explore economy; performance; contribution new opportunities to export. of each industry sector; the number • Supported the inner Melbourne and size of businesses in each industry Victorian Government Business Office sector; location of jobs in each (VGBO) and the London VGBO both industry sector and local labour force of which have been working with characteristics. These tools collectively H&M for several years to facilitate provide valuable intelligence the investment for Victoria. H&M sufficient for strategy reporting, opened its flagship Australian store in and consequently will replace the Melbourne’s GPO on April 2014. Melbourne Retail Monitor. • Were endorsed by the national and • Completed the Value of Hospitality Review findings and share with key international retailing community. In in December 2013, following the 2011 stakeholders as part of the strategy’s Melbourne, over the last two years and 2009 studies, which tracks the business communications plan. retail investment has grown with growth of the industry and provide brands such as Zara, Top Shop, Dolce detailed information about workforce & Gabbana, Chanel, Hermes and Uniqlo development, business entry/exit coming to Melbourne. and patronage.

24 25 OBJECTIVE 3: Business diversity

Ensure that the city’s retail and hospitality offer remains diverse, authentic and is continually evolving.

Complete Ongoing

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Assist the sector to constantly • Implemented a new seasonal street Work towards achieving this priority evolve by exploring trading program to enable a variety of as part of our regular business. opportunities through the street activities throughout the year. Street Activities Policy for • Launched a gourmet food truck trial seasonal trading opportunities, with 12 food trucks to operate in specific pop-ups, start-ups and locations on rotation around the city. short-term trading • Coordinated via the City of Melbourne’s street trading team, the planning, building and health permits for the temporary Rue & Co. pop-up at the top end of Collins Street ahead of a 39-storey tower development. In addition to the hospitality offer, a large wall mural by renowned street artist Rone overlooked the space. Rue & Co. traded seven days a week from 7am until late. • Received an increase of food business registrations by 78 in comparison to the previous year.

Identify opportunities to • Reviewed the Docklands Spaces Implement recommendations from the activate vacant commercial Pilot which enabled 18 creative review including expansion of the program spaces within precincts businesses to establish in funded to other areas; and a new management including Docklands vacant spaces—a collaboration model that supports the transition of between the City of Melbourne, existing project participants to fully developer MAB Corporation, Places fledged businesses, and encourages new Victoria and Renew Australia. participants to take part in the program.

Inform and support retail • Received input, from members, at Continue MRHAB’s engagement planning and development the May 2014 MRHAB meeting on with Queen Victoria Market in new growth and urban issues relating to retail and hospitality renewal project. renewal areas mix and offer, access, trading hours, international investment, integration of arts and culture, open space and activations, sense of community, and services. This was part of the extensive community engagement process to develop the draft master plan for the Queen Victoria Market redevelopment.

Promote new retail and • Supported the opening of the new Support the collaborative marketing hospitality developments Emporium Melbourne shopping centre, activities of Emporium Melbourne, and Australia’s first H&M store at Melbourne’s GPO, Melbourne Central the iconic Melbourne’s GPO through and key retailers across City of Council marketing and stakeholder Melbourne opportunities. opportunities. Support and promote the St. Collins Lane (formerly Australia on Collins) redevelopment for launch through Council opportunities.

Gourmet Food Truck 27 OBJECTIVE 4: Sustainability

Strengthen Melbourne’s sustainability credentials by promoting the benefits of environmental sustainability and linking businesses to new initiatives and key sustainability projects. Complete Ongoing

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Increase sustainable • Collected recyclable waste from over Work towards achieving this priority as procurement, amenity of 60 businesses in the Degraves Street part of our regular business, including waste collection and and Centre Place precincts. This installation of another waste compactor resource recovery resulted in the recycling of 70 tonnes in the city. of co-mingled recyclables; 80 tonnes of cardboard, an estimated increase diversion rate from 0 per cent to 94 per cent (approximately 220kg per day); processed an average of 300kg of food waste a day, an estimated 42 per cent of the total food waste in the waste stream and diverted 2.5 tonnes of hard plastics from landfill. • Collected from over 60 businesses organic waste that is reduced by 70 per cent mass in a food dehydrator. The biomass from this machine is composted and used for redistribution on City of Melbourne parks and gardens. • Provided waxed cardboard to Queen Victoria Market for re-use. • Conducted a survey of Degraves Street traders that indicated 80 per cent of traders rated the improvement in the amenity of the laneway as 8/10 or above as a result of the shared recycling facility. 75 per cent described their satisfaction level as ‘very satisfied’ with the project.

Support energy efficient • Facilitated the switch of seven retail Investigate, as part of the Zero Net practice and a switch to and hospitality businesses to energy Emissions Strategy, the viability of sustainable energy sources efficiency lighting through City of providing a carbon offset service for Melbourne’s provider Positive Charge businesses and residents. (April 2014). • Facilitated eight Melbourne hotels Promote the Council of Capital City to participate in the 1200 Buildings Lord Mayors CitySwitch and the City of energy efficiency seminars to support Melbourne 1200 Buildings programs to uptake of efficient lighting and low-participation precincts and approach heating/cooling equipment (March the Federal Government for funding to June 2014). under its Direct Action Plan. • Arranged for Alto Hotel to present on a Melbourne Conversations panel explaining how the hotel’s industry is impacted by extreme heat brought about by climate change (March 2014).

Queen Victoria Market Delicatessen and Deli Hall, Melbourne 29 Complete Ongoing Complete Ongoing

Our 4-year priorities are... In 2013-14 we... Status Over the next year we will... Our 4-year priorities are... In 2013-14 we... Status Over the next year we will...

Promote industry success • Promoted, through City of Melbourne Work towards achieving this priority Support the action plan of • In partnership with Doing Something Deliver the Local Food Launchpad around environmental channels, Hilton on the Park and Alto as part of our regular business. Food City, the City of Good delivered the Sustainable & Fair program which includes six concept sustainability, identify new Hotels’ leadership role in the 1200 Melbourne’s Food Policy, Food: Going Local Forum in February development labs to refine ideas for industry ambassadors for Buildings program. with particular emphasis 2014 as part of the Sustainable initiatives that will contribute to a Living Festival. More than 100 people thriving local food economy. environmental sustainability • Featured Alto Hotel through on actions that impact on explored the importance of growing and promote success @ecocityforum Green Building the hospitality industry and buying food locally. Information through City of Melbourne Month campaign. gathered will feed into City of and other channels • Businesses promoted their sustainability Melbourne food policy development products and services and partnerships and council strategy. through the Look.Stop.Swap. event • Delivered the Local Food Project Big in collaboration with the Sustainable Ideas Jam event facilitated by Doing Living Festival in February 2014. Something Good, to encourage local Look.Stop.Swap. was promoted across food production and purchasing. 70 the festival and via City of Melbourne attendees participated in an open funded marketing. and collaborative team based rapid • Profiled retail and hospitality prototyping process which will feed businesses organisations through the into the Local Food Launchpad @ecocityforum channels including program in November 2014. Craft Victoria recently at the Town Hall; • Supported the Know Your Foodbowl Limedrop; Melbournalia and Silo. project with infographic maps produced to raise awareness of Provide Victorian Government • Provided advice and support through Work towards achieving this priority the importance of Melbourne’s assistance to Melbourne Sustainability Victoria to help as part of our regular business. Foodbowl to Victoria’s food supply businesses to help businesses use energy and materials and our economy. more efficiently and help them to reduce waste and • Awarded a social enterprise grant realise the potential financial value of environmental impacts to community pop-up markets to waste. Examples of projects include: establish a weekly community pop-up • The engagement of Restaurant and market at the Carlton public housing Catering Australia to undertake a estate, increasing affordable access Food Waste Avoidance Demonstration to fresh produce. Project to build the capability of • Delivered a business activation restaurants, cafes and caterers. program as part of the Sustainable • The release of the guide Best Living Festival, 8-23 February 2014 Practice Waste and Recycling themed around collaboration. Shops, Contracts for Business. restaurants, cafes and not-for-profit cooperatives across the city teamed • Support through the cost of an up to share, discuss and debate energy or materials assessment at ideas on how best to work and live more than 100 businesses [across sustainably. Participants included Mesa Victoria]. A case study about Verde, Rooftop Honey, The Little Vegie the material assessment at The Patch, Kere Kere and Kinfolk. The first European/City Wine Shop on Spring Melbourne ‘Wormathon’ social app Street has since been prepared. donated worms to help city businesses reduce waste. Develop options for improving • Hosted a joint industry forum. Panel Support the development of the Last freight efficiency in the members included city retailers Kilometre Freight through participation central city from The Block Arcade and the City in the Project Working Group and Precinct Association. Steering Group. Create incentives to grow, eat and consume locally by educating businesses on the benefits of choosing sustainable transport and promoting car sharing initiatives.

30 31 Acknowledgment: The City of Melbourne and the Victorian Government thank our retail and hospitality businesses whose innovation Rue & Co. Pop Up, 80 Collins Street, Melbourne and dedication to the city ensures Melbourne is not only the world’s most liveable city but a premier destination. Details are correct at time of printing

ISBN 978-1-74250-975-4