Otara Town Centre Business Association Inc" (Or Whichever Organisation Is Appropriate) by Completing a Change of Registrant Form

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2014-2019 Ōtara Town Centre Strategic Plan ! ! ! ! ! ! ! ! July 2014 !

! ! Prepared for the Ōtara Business Association by EVOLVE® Marketing Ltd ! July 2014

Contents ! Introduction ...... 7

Part 1: Situation Analysis ...... 8

Market Analysis ...... 9 Primary Catchment Area ...... 9 Population Growth ...... 11 Age ...... 12 Ethnicity ...... 13 Wealth ...... 14 MarketView Trends ...... 15 MIT Population ...... 16

Customer Analysis ...... 18 Key factors driving positive perceptions ...... 18 1. Community ...... 18 2. Food ...... 20 3. Cheap Prices ...... 21 4. Convenience ...... 22 5. Other ...... 23 Key factors driving negative perceptions ...... 24 1. Safety ...... 24 2. Poor Quality & Poor Hygiene ...... 28 3. Unclean, Untidy & Uncared For ...... 30

4. Parking ...... 32 5. High Prices ...... 33 6. Lack of Variety ...... 34 What would it take for MIT staff & students to buy lunch more often at OTC? ...... 37 Healthier food (reasonably priced) ...... 37 Good coffee (reasonably priced) ...... 38 Improved hygiene ...... 38 Somewhere to sit and eat ...... 39 Cheap prices, student discounts ...... 39 Other ...... 39 Other Recommendations for Improvement ...... 40 Shelter ...... 40 Food ...... 40 Stationery ...... 40 Other ...... 41 Saturday Flea Market ...... 42 Key factors driving positive perceptions ...... 42 Key factors driving negative perceptions ...... 43 Suggestions for improvement ...... 43 Do you also visit the shopping centre while you're there? ...... 44 Night Markets ...... 45

Self Analysis ...... 48 Retail Mix ...... 48

Lack of Variety ...... 51

Tipping Point Case Study ...... 51 Subway Case Study ...... 52 Key Issues Identified By Retailers ...... 53 Safety & Security ...... 53 Kew Lane...... 54 Lack of Variety ...... 56 Cleanliness ...... 57 Shelter ...... 58 Opening Hours ...... 59 Appearance ...... 59

Competitor Analysis ...... 60 Hunters Corner ...... 61 Dawson Road ...... 63

Ormiston Town Centre ...... 65 Botany Town Centre ...... 66 Manukau Central ...... 67

Key Issues ...... 69 Shelter [Revitalise Town Centres] ...... 69 Variety [Revitalise Town Centres] ...... 69 Parking [Revitalise Town Centres] ...... 70 People [Revitalise Town Centres] ...... 70

Cooperation [Revitalise Town Centres] ...... 70

Community & Recreation Facilities [Community & Recreation Facilities] ...... 71 Safety [Increase Community Wellbeing] ...... 71 Crime [Increase Community Wellbeing] ...... 72 Health [Increase Community Wellbeing] ...... 72 Visual Amenity [Increase Community Wellbeing] ...... 72

Ōtara-Papatoetoe Local Board Plan 2014 ...... 73 Ōtara town centre ...... 73

Part 2: Vision & Plan ...... 75

Vision ...... 75

Plan ...... 77

1-Page Overview ...... 78

Timeline Overview ...... 79

1. Shelter | Strategic Thrust ...... 80 1.1 MIT-Ōtara Walkway Plan (Priority A) ...... 81 1.2 Fair Mall Roof Plan (Priority C) ...... 82

2. Variety | Strategic Thrust ...... 84 2.1 Supermarket Plan (Priority A) ...... 85 2.2 Night Markets Plan (Priority A) ...... 86 2.3 Saturday Craft Market Plan (Priority A) ...... 88

2.4 Food Hall Plan (Priority A) ...... 89 2.5 Banks Plan (Priority C) ...... 91

3. Parking | Strategic Thrust ...... 92 3.1 Time Limit Extension Plan (Priority A) ...... 93 3.2 Car Park Extension Plan (Priority A) ...... 94

4. Humanise | Strategic Thrust ...... 98 4.1 Student Village Plan (Priority D) ...... 99 4.2 Mixed Use Plan (Priority D) ...... 102

5. Working Together | Strategic Thrust ...... 104 5.1 MIT Relationship Plan (Priority A) ...... 105 5.2 Opening Hours Plan (Priority A) ...... 106

5.3 OTC Working Group Plan (Priority B) ...... 107 5.4 Retail Mix Masterplan Plan (Priority B) ...... 108

6. Infrastructure | Strategic Thrust ...... 109 6.1 Children's Playground Plan (Priority A) ...... 110 6.2 Elders Sitting Area Plan (Priority A) ...... 112

7. Events | Strategic Thrust ...... 115 7.1 Performances & Events Plan (Priority A) ...... 116

8. Communication | Strategic Thrust ...... 118

8.1 Website Plan (Priority A) ...... 119 8.2 Facebook Plan (Priority A) ...... 120

9. Safety | Strategic Thrust ...... 121 9.1 Lighting Plan (Priority A) ...... 122 9.2 Kew Lane CCTV Plan (Priority A) ...... 123 9.3 Fair Mall Gates Plan (Priority B) ...... 124

10. Crime | Strategic Thrust ...... 126 10.1 Police Reporting Plan (Priority A) ...... 127 10.2 Neighbourhood Watch Plan (Priority A) ...... 128 10.3 Rapid Response Plan (Priority X - no implementation) ...... 129

11. Visual Amenity | Strategic Thrust ...... 130

11.1 OTC Cleaning & Maintenance Plan (Priority A) ...... 131 11.2 OTC Rubbish Bins Plan (Priority A) ...... 132 11.3 Retailer Cleanliness & Signage Plan (Priority A) ...... 133 11.4 Roller Door Replacement Plan (Priority C) ...... 134 ! !

Introduction ! ! The strategic plan for Ōtara Town Centre is designed to help support wherever possible the Ōtara-Papatoetoe Local Board's priorities, which are...

1. Create a heart for Manukau. (Manukau City Centre will unlock regional economic potential by becoming an appealing, walkable centre offering plentiful local employment and educational opportunities.)

2. Revitalise town centres. (Our town centres will reflect our communities' unique character and heritage and be safe, busy, attractive and inviting places for people to visit, shop and do business.)

3. Outdoor spaces meet needs. (We want to make sure that our citizens, and especially our young people, have every opportunity to achieve a healthy lifestyle and maximise their potential through sport and recreation.)

4. Community & recreation facilities. (Our facilities add to our sense of belonging and identity. They are places to give expression to our cultural diversity. We value everybody's right to be able to pass their cultural traditions on to future generations.)

5. Improving waterways.

6. Increase community wellbeing. (We will establish close monitoring of social, economic and environmental performance in the Ōtara-Papatoetoe local board area so we can effectively advocate and lead wellbeing improvements for our people and where we live.) ! Key issues and strategic thrusts are organised around a Local Board Priorities framework. !

Part 1: Situation Analysis ! ! In this section we analyse Ōtara Town Centre's internal and external environment to understand the centre's capabilities, customers, and business environment. ! !

Market Analysis ! Primary Catchment Area The primary catchment area is defined as:

• Ōtara North

• Ōtara South

• Ōtara East

• Ōtara West

• Ferguson ! The total population of the catchment area illustrated in the map overleaf is 16,455 (2013 Census data). ! !

Population Growth Ōtara's population declined -6% between the 2006 and 2013 censuses compared to growth of +5% for the Local Board area and +8% for Auckland Region... ! ! 80,000

60,000

40,000

20,000

0 2001 2006 2013 Ōtara-Papatoetoe Ōtara !

Age Ōtara's population is younger than both the Local Board area and Auckland Region... ! ! Age Group Breakdown (share, 2013 census) 70%

60%

50%

40%

30%

20%

10%

0% 0-14 15-64 65+ Auckland Region Ōtara-Papatoetoe Ōtara ! And with the 0-14 age group being the only one grow in Ōtara between the 2006 and 2013 censuses, Ōtara is becoming increasingly younger compared to the region.

Ethnicity Ōtara is also significantly browner than both the Local Board area and Auckland Region... ! ! Ethnicity (share, 2013 census) 80%

60%

40%

20%

0% European Maori Pacific Asian Auckland Region Ōtara-Papatoetoe Ōtara ! And with the Maori population declining by -9% between the 2006 and 2013 censuses, Ōtara is becoming an increasingly Pacific-focused community.

Wealth Ōtara is a struggling area with a relative deprivation index of 10 (1=lowest, 10=highest). This is also reflected in median household income, which is amongst the lowest in the region... ! ! Median Household Income $80,000

$60,000

$40,000

$20,000

$0 Auckland Region Ōtara-Papatoetoe Ōtara ! !

MarketView Trends According to "MarketView Bespoke OTC Market Analysis - Year ended November 2013" the primary catchment's total NZ retail spend is $175.9m and its OTC spend is $27.1m, 15.4% of their total spend. ! Excluding the automotive and takeaways categories, the primary catchment's OTC spend has essentially remained constant at 10.3% to 10.6% of their total spend. ! But OTC is losing traction with people outside the primary catchment. Outsiders' share of non-automotive & takeaway spending at OTC has declined from ~55.3% to ~50.4%, a decline of nearly -9%. The data suggests outsiders may not find it as compelling to shop at OTC as they once did. ! As a result, the centre is becoming more reliant on people from within the primary catchment. But these people are only spending 15.4% of their total spending in OTC. 65% of their spending is in other parts of Manukau. MarketView estimates leakage at around $150m, higher than normal compared to other BIDs. ! The situation is particularly bleak with the 'core retail' category. 79% of the primary catchment's 'core retail' dollars are spent in other parts of Manukau and only 1.2% in OTC. This tends to indicate that local people either cannot find what they want in OTC or, for whatever reason, prefer to buy it elsewhere. ! !

MIT Population A major source of potential business that we consider has been overlooked and undervalued by nearly all retailers in OTC is MIT. ! MIT is the elephant in the room that many local retailers are blind to. As can be seen from the map overleaf, MIT's population is greater than the resident population of the primary catchment area... ! !

Customer Analysis

We telephone interviewed 20 local residents sourced through a local church group and a property manager, ambassadors interviewed a similar number of shoppers at the centre on our behalf, and we gathered feedback from 100 MIT students and staff via an online survey.

Key factors driving positive perceptions ! 1. Community

• Polynesian: "It's especially for the Pacific Islanders." / "The crowd. You always see people you know and sometimes new people who have just come over from the islands." / "Sometimes you meet relatives that live far away but have come to Ōtara for the authentic island food."

• Elders: "Seeing elders meeting and sitting catching up, pacific music playing, multi-cultural faces." / "Seeing the elderly people enjoy sitting around watching the view & people."

• Multi-cultural: "The multi-cultural atmosphere - people from different backgrounds and they're all friendly. You pretty much know them." / "A lot of different cultural people to see." / "The diversity of cultures." / "Culturalness" / "Positive ethnic vibe."

• Activities: "The competitions and performances where they get kids involved. Occasionally they have a bouncy castle." / "I also like the performances - there are different groups such as youth or speeches." / "The culture and diversity is a plus and there's always entertainment on offer." / "Community activities, e.g. Zumba in the main quad." / "I really like the central space, when there are things going on it really livens up the place. / Had a nice feel with people doing exercise there." !

• Friends & friendly people: "It's good to hang out with friends. And the store owners are awesome when you need assistance." / "Friends, people, community." / "The people in the shopping centre are really friendly. The community is really friendly. I like to get involved with the people." / "The people that serve in the shops are nice." / "The people are great." / "The community, the friendly nature." / "The happy atmosphere! The People." / "Busy and lively." / "Lots of laughs around." ! !

2. Food

• "You can get island food" / "For the authentic island food" / "The food - the fish, taro, bananas and vegetables."

• "The food, the food, the food." / "I like the food, it's tasty." / "Many choices of cultural meals." / "The food's not bad in some of the outlets." / "Food grading is satisfactory." / "Buy food from the take away."

• "Food at reasonable prices." / "Food is cheap." / "Takeaway shops to buy lunch because its way cheaper there rather than buying from our cafeteria." / "Cheap food, cheap eggs, cheap meat." / "The affordability of food." / "To buy lunch from the bakery since it's cheap."

• "I like the bakeries for bread. There's one place I like for fried chicken." / "Cheap bakeries."

• "Having the new Subway is great." / "Subway" / "Glad that there is a Subway there finally!"

• "Sushi shop"

• "McDonalds"

• "Cafe"

• "A quick bite on the way to class as I work 8:30-5:00 then class at 5:30." ! !

3. Cheap Prices

• "Everything is cheap and that's good for low income people. It's cheaper than The Warehouse or Farmers for clothing and footwear." / "The clothes are cheap. Places like Sylvia Park are nice but too expensive."

• "It's cheap but you need to check the quality." / "Some of the bakeries are cheap" / "The food is cheap" / "...and the clothes are cheap." / "It's inexpensive."

• "I go there for their food, its cheaper than the school canteen." / "Because the food is cheaper than here at the cafe." / "Takeaway shops to buy lunch because its way cheaper there rather than buying from our cafeteria." / "The vending machines and MIT cafe food is very average and really expensive." / "I go for lunch as its cheaper than cafe."

• "Cheap prices." / "Affordable" / "Variety of cheap food and clothes." / "The affordability of food." / "The pricing is amazing and you get value for money especially as a student." / "Everything is cheap." / "Food is cheap." / "Very affordable e.g: Food, clothes, shoes, appliances, etc." / "Cheap chicken x3" / "Cheap bakeries" / "Cheap prices of goods." / "Cheap food cheap clothes." / "That there are clothing stores that provide affordable choices." / "That there is food that is affordable." / "Food at reasonable prices." / "Cheap stuff" / "Lots of cheap shopping." / "It's relatively cheap to shop there." / "Cheap food, cheap baby needs, cheap eggs, cheap meat."

• "Easily accessible $2 shops." / "The $2 shops" / "I go to the $2 shops to buy stationery." / "Cheaper bigger 2 dollar shops." !

4. Convenience

• "It's close to home" / "Close to home" / "The shopping centre is close to where I live."

• "Handy to work (convenient)." / "It's just down the road."

• "How close it is to MIT" / "It's next to MIT" / "Close to MIT" / "It's close to the MIT campus" / "It is an easy distance from MIT" / "It is very close to MIT" / "It's convenient to MIT."

• "Convenient" / "Everything is accessible" / "Access is convenient" / "Easy to get from one place to another" / "Easy access"

• "Pretty good parking" / "More parking space" / "Parking" / "Parking is free." ! !

5. Other

• "The library is great." / "Sometimes I go to use the library." / "I also go to Ōtara to use the library." / "I go to the library after class to wait till my bus comes." / "Library."

• "That there are ATMs" / "Easy access to ATM machines" / "[I go there] to use the ATM" / "Use ATM machines" / "ASB bank" / "ASB Bank" / "Availability of ASB bank" / "Kiwibank"

• "I love seeing different cultures selling different cultural accessories." / "Culture" / "Positive ethnic vibe (e.g. Saturday performances)." ! !

Key factors driving negative perceptions ! 1. Safety

• Bad Experiences: "I am a female student and have often been harassed while walking around in the centre. My friends have also been verbally harassed and/or touched by strangers inappropriately, there seems a lot of people loiter in and around the centre. Twice my car has been broken into while parked outside the centre. All and all mainly an unpleasant and sometimes frightening experience." / "I have witnessed the window wipers beat up a friend of mine and it's revolting!" / "I had a bad experience when my car was ... broken into while I attended a family function in Ōtara Rec hall on a Friday night. I did all the right things, e.g. parked under lights along with other cars, but thieves picked my car to break into. It's put me off coming to Ōtara at night. SECURITY ESPECIALLY AT NIGHT WOULD BE MY PRIORITY." / "Get rid of the bums as I was approached by them wanting money. The reason I never went back." / "The Ōtara shopping centre needs to be a Safe, Clean and Neat Environment where all MIT students and staff can be at during the day. I was almost nabbed by a stranger." / "I have witnessed a robbery and 3 physical fist fights in the past 3 years." / "I was mugged in front of Jett's and don't come here on my own any more."

• Window Washers: "The youth at the shopping centre car park and traffic lights, trying to clean your car windscreen. They do it without asking. The police try to move them on but they still do it." / "Kids cleaning windscreens for money who do it even if you indicate you don't want them to." / "Window washers that come into our car parks." / "There are window wipers who constantly bug me when I am driving home or walking. I have witnessed these window wipers beat up a friend of mine and it's revolting!" / "The police should do something about the car window cleaners." / "Feeling Obligated to pay for windscreen washers." / "The kids hanging around to wash car screens begging for loose change." / "[I don't like] the boys who come and try and wash your windows whilst parked there." / "Too many window washers." / "The boys that loiter and wash windows." / "Window washers washing your car when its parked in the town centre." / "The people window washing at the lights are a huge nuisance." / "Squeegee bandits."

• Beggars: "There are too many people begging for money." / "Homeless people asking for money - I don't have any!" / "The beggars, I would give to those who are needy but for those who are not genuine about their needs it sometimes is disheartening." / "I feel intimidated when I go there by myself, people ask for cigarettes etc." / "There's a lot of homeless people." / "People begging for money." / "Beggars" / "The people that stand outside shops asking for money." / "All those beggars around the whole shopping centre - that's why I don't like to go around the shops anymore." / "Too many buskers and people wanting money." / "People asking for money." / "Too many professional beggars." / "Too many people asking for money, it's a little scary too." / "If I felt less intimidated and wasn't approached by people that wanted change or cigarettes [I'd be more likely to buy my lunch there]." / "Beggars who are loud and rude." / "The beggars should be helped or dealt with." / "Too many people hanging around outside shops "begging". If we want a positive Ōtara experience, this needs to GO!"

• Other Intimidating People: "Some seedy looking people." / "The 'lost' people around there." / "The drinking bums." / "Too many criminals." / "The wannabe gangsters that hang around there." / "Not safe to walk through after late classes. Too many truant teenagers hanging around." / "People that are loitering, and being approached by other people that aren't staff." / "People with gang affiliations showing colours." / "Stop the huge groups from just hanging about." / "Gangs looking for trouble." / "Sometimes I see gang people walking around the market in their colours." / "Gangsters" / "I feel that there should be a complete ban on homeless people around that environment, as you can smell their urine on the walkway or the floor of the area, especially the Ōtara bus interchange."

• Policing & Security: "The thing that I am not satisfied with is the lack of police officers cruising around Ōtara shopping centre. I have witnessed a robbery and 3 physical fist fights in the past 3 years. There is no communication between the customers of Ōtara and the police station." / "Stricter police within the Ōtara shopping centre. I am not saying that there should be police 24/7 patrolling the area, but it would be great if they would just visit and walk around for at least 20 minutes when they are in the local community and have nothing to do." / "Provide more police to patrol around the shopping centre, and I encourage people to look

after one another, if anyone looks suspicious at the shopping should immediately contact the police." / "Have uniformed community wardens with radio transmitters monitoring the shopping centre DAILY, e.g. Old Papatoetoe has wardens dressed in brown and red uniforms(?)." / "Security at all times that monitors the centre please."

• General Safety Concerns: "I don't go there more often for safety reasons." / "[There's] no security for women on their own or for parking." / "You have to go everywhere with someone." / "Don't feel completely safe." / "[I hate] being harassed." / "Doesn't always feel safe." / "Car theft." / "Make it safe." / "Increase security." / "Keep the shopping centre safe at night." / "Getting scared walking around." / "I go there for lunch but wouldn't go by myself." / "Lots of shoplifting." / "Increase the security around the bus stop areas and car park areas during the day and night." / "Safety is an issue for girls because I have heard they try stealing mobiles or sometimes your car keys and they may hit you." / "How can we make Ōtara a place where people of all ethnicities can go to without feeling the hostility?"

• Poor Lighting: "The lighting at night is appalling and needs more attention." / "It's dark and scary at night." / "Dark alleyway." / "The dark walkway near the library." / "The lack of effective lighting at night time is a big put off." / "More lighting at night." ! !

! An observation... During our consultations with various community stakeholders we noted a degree of sympathy - perhaps even tacit complicity - with the beggars and squeegee bandits. The attitude seemed to be that they were doing something to help themselves and weren't harming anyone. In particular, some Maori wardens, ambassadors and parking wardens gave us the impression of being apologists for these groups, and gave no indication of having any awareness of their harmful effects or that beggars and squeegee bandits are contributing to the slow death of Ōtara Town Centre. ! Other community stakeholders - retailers, ambassadors, residents, students and users of the centre - feel powerless to do anything about it. ! Beggars and squeegee bandits are akin to a malignant growth that is being fed oxygen by some and passively observed by others. They are symptoms of a diseased state and must be dealt with accordingly. ! !

2. Poor Quality & Poor Hygiene

• "Some of the food places are focused on making money and will keep pies they haven't sold and try to sell them again the next day. Not fresh. All the Chinese bakeries do this."

• "The quality of the food. I don't always trust who's making the food. Sometimes the pies don't taste like steak and cheese pies should. I think the quality of the ingredients is low."

• "Have bought meat from the butcher that's not fresh and smells."

• "At the supermarket, some of the food is past the expiry date. The supermarket doesn't seem to care about the quality."

• "The fish shop at Ōtara is not good quality. They should have fresh fish every day."

• "[Need] better quality fish."

• "There's one place I like for fried chicken but all the others are low quality."

• "I go to Manukau City to buy shoes because I don't trust the Chinese shoes."

• "I go to Countdown and Pak N Save at Manukau when I do a big shop. The food is fresher and nicer there."

• "There's a wide range of fruit and vegetables at the flea market and the prices are good and you know they're fresh. At Ōtara shopping centre they're not as fresh, they've been around longer."

• "The Chinese clothes are cheap but don't last long."

• "The TAB is right next to the playground, and unfortunately that area is not smoke free."

• "I don't shop for produce there because most of the shops look dirty and produce is rotten. This is in both supermarkets and dairies."

• "Most of the food shops look dirty except for Subway."

• "Sometimes the food is not cooked properly." / "Cold food that's supposedly hot." / "The food is mainly deep fried." / "Majority [of food] is fatty and greasy eww."

• "Some retailers are still selling expiry stocks about 2 or 3 years old. Very poor standards, some shops are very "unhygienic". Some takeaways and bakeries don't use gloves when handling food. Unhygienic." / "Some of the bakery are not good or clean selling yesterday's food." / "One shop sells expired things! (disgusting)."

• "Some takeaways are not clean, e.g. I found hairs on pies and chicken." / "Some food places are disgusting."

• "Hot chips and pies need to be crunchy (not soggy, dry and wet)."

• "In Kiwibank one of the lady's hygiene is appalling. I watched her as she was putting lollies into smaller bag, she was using a glove but then she went along the benches to pick up rubbish off the top using the same glove. She then went straight back to the front counter to continue bagging the lollies but using the same glove. When I told her it was unhygienic she then put on another glove onto the other hand but she still had the same dirty glove on. (1clean glove and 1dirty glove)." ! !

3. Unclean, Untidy & Uncared For

• Fish Sculpture/Shelter: "The glass structure hasn't been maintained, just the poles. They put it up and it's meant to be a fish but I don't get it - why? It's nice to have the idea of a canopy but it doesn't cover much." / "The setup is ugly because the sculpture is filthy & not all shops are clean." / "Not well maintained. Not enough shelter." / "Manukau is good when it's raining. It's all under cover."

• Dilapidated: "The overall look. It could do with a facelift. I don't like the colours of the buildings. I don't like the steel roller doors." / "The buildings look old." / "Do up the shopping centre so it's more attractive." / "It's run down. It needs to be more attractive. More decoration." / "The government agencies, [which] of course have more money, have facilities which are visually appealing where the rest of Ōtara it's just worn and old." / "[It needs] an entire makeover." / "Really needs a big upgrade and needs to be more brighter needs more life." / "Needs an upgrade. It's looking old." / "Looks run-down." / "Ōtara shopping Centre looks run down." / "Needs a real spruce up as its tired and run down - pretty divey really." / "Seems forgotten, hopeless." / "[It needs] an entire makeover." / "It does need a face lift, a change of colour maybe, the pathway areas could be of a more modern colour, and some added accessories like modern rubbish bins."

• Litter: "There's a lot of rubbish lying around." / "I don't like it when the public throw their rubbish on the ground and make our town centre untidy." / "People drop their rubbish on purpose. Not clean and very unhygienic." / "The rubbish." / "The rubbish on the ground." / "Lots of litter." / "There is rubbish everywhere and it is completely ludicrous!" / "Appearance and cleanliness - littering and bubblegum patches on ground." / "A paint job and clean up the litter." / "More regular rubbish pickup." / "Rubbish needs to be cleared regularly as it can accumulate very quickly."

• Dirty Centre: "Clean the bloody thing!" / "It's untidy and not attractive. It's unclean." / "Clean it up, tidy it up." / "It's not too clean." / "It's dirty." / "It's scruffy and dirty." / "Poor conditions." / "Unclean shops and environment." / "The area is very messy, and ugly." / "The Ōtara Shopping Centre needs a good water blast and have the windows, walls and the ground cleaned." / "Dirty" / "How parts of it aren't clean." / "Untidy" /

"Dirty toilets, rubbish everywhere, general yuk of the centre." / "It could be tidier." / "It's dirty." / "Dirty environment." / "The environment seems too cluttered and messy." / "Employ cleaners to keep it looking better." / "Clean pavements periodically (e.g. water blast so they're light grey again). Lighter = more uplifting." / "More cleaning should be done." / "Cleanliness needs to be improved." / "Make it look more modern and clean." / "Clean the environment, e.g. water blast the Town Centre."

• Dirty Shops: "Shops are pretty scrungy." / "The appearance of the stores and the lack of maintained shop fronts." / "The experience in terms of visual interest is below average." / "The shops are not very clean." / "Non-attractive buildings & shops." / "Shops are not attractive. The centre is not really inviting to people." / "The shops look pretty run down." / "Poor standard of shops." / "The surroundings are dirty, e.g. walls, windows and the ground." / "Clean up the shops - the council needs to step in and help improve the conditions in this area to be able to improve the quality of life for the community." / "Hunters Corner is nice and clean. The shops are attractive, they have good quality clothes and I like going to Countdown."

• Poor Signage: "Get rid of cheap signage and upgrade to new ones." / "I can't remember the name of the shop I like for fried chicken because most of the names of the shops are not very clear."

• In summary: "Most shop owners look so depressed. Ōtara carries an aura of depression about it that wasn't there back in the day." ! !

4. Parking

• Time Limits: "[They need] longer parking times." / "Even though parking is free its not an easy place to get a hassle-free car park, especially if you want to park for more than 30 to 60 minutes (e.g. if I need to return books to the MIT library and pick up some lunch)." / "The car park minutes should increase from 60-360 cos sometimes when I go to the course at MIT the class take longer than that." / "Increase the time limit on the parking."

• Not Enough Parking: "Need more car parks." / "I hardly go there because not enough car park sometimes." / "Lack of parking." / "More parking space." / "Parking [needs] to expand." / "Parking can sometimes be at a premium." / "Too many cars, not enough car parks spaces." / "Lack of parking." / "Increase car park space."

• Flea Market: "It's hard to get a car park when the market is on." / "I don't like going to the shopping centre on a Saturday because the market takes all the car parks. If you go late, it's hard to get a car park."

• Parking Wardens: "The parking wardens are picky and come around a lot. It's better to go to Dawson Road because I don't have to worry about parking - nobody checks my car." / "The parking wardens - they need to get a proper job or stay away." / "No more parking wardens!" / "The people who walk around and do the registration and warrant of fitness of cars, they don't do their job properly, they just come and gave us tickets or fine but they don't know exactly what time we been parked there for." / "Reduce number of parking officers who directly ping students who park in the car park - as it is targeting them directly." ! !

5. High Prices

• "Now I go to Otahuhu because it's cheaper per kilo for taro."

• "People say it's cheap but it doesn't seem that different to me compared to Mangere or Otahuhu."

• "The food used to be cheap but now it's expensive."

• "[We need] cheaper food like it used to be."

• "It used to be cheap but now the Island food is expensive."

• "The prices are too high for some of the takeaways and the fact that if you want a small portion, it's so unheard of that they won't do it." ! !

6. Lack of Variety

• Lack of Variety: "It's good that they have a cool internet cafe but the shops are always either a dairy, an Asian shop or a takeaway. Need more variety." / "There needs to be more variety of shops." / "What keeps me from going there is that it does not usually have what I need." / "All shops are of one kind." / "Lack of quality retail outlets." / "The shops and food stores are boring and all sell the same thing." / "Only $2 shops or fast food & too many dairies." / "Too many of the same island food. Too many bakeries." / "No halal food outlets." / "Too many food stalls selling the same thing." / "Need to have a more variety of shops, not just bakery and takeaways." / "There are a lot of the same kind of shops that sell the same type of stuff."

• Supermarket: "Needs a good supermarket like Countdown or Pak N Save." / "Have a proper supermarket, like Pak n Save." / "Turn Super Value into a Countdown or Pak N Save." / "[We need a] Countdown. I know it's a bit more expensive but it's better quality. But I don't like the Countdown in Mangere, it's too cluttered." / "More grocery shops that are a bit bigger with more variety." / "There is a lack of a supermarket." / "[There's] no supermarket." / "Not much options around grocery shopping." / "A supermarket would be amazing!" / "There is no proper supermarket." / "No supermarket." / "Not much big supermarkets." / "There is no large scale supermarket such as Countdown or Pak n Save within the centre." / "No supermarket." / "Have a proper Pak n Save or Countdown there." / "A proper supermarket please." / "[Would like a] supermarket of either Progressive or Foodstuffs brands - Possibly even a PaknSave (to better serve the community as a whole)."

• Fatty Food: "Too may obesity shops" [meaning greasy fast food rather than healthy food]. / "Poor selection of food... majority is fatty and greasy eww." / "Sell good wholesome healthy food, a lot of our people are not healthy, most have had heart attacks and strokes and are now diabetics." / "It's not very good - too many fast food and clothes shops." / "Most of the food outlets just sell deep fried food." / "The food is mainly deep fried with no real healthy choices." / "It's hard to find cheap healthy food." / "Proliferation of fatty fast food, fried chicken, fish and chips, salty pre-cooked western style-Asian food." / "Too many sugary foods NEED MORE HEALTHY FOOD!!" / "Lack of healthy food options." / "Could be more quality food outlets." / "Bring in more

healthy eating stores!" / "Too many unhealthy takeaway shops, e.g. bakeries. Needs more variety." / "Too many shops offering deep fried foods at 8:00 in the MORNING." / "Too many fatty food options."

• Healthy Food: "More healthy food places like Pita Pit please." / "[I would like a] Kiwi Yo and Tank." / "[Would like] Pita Pit, Kebab Queen, Tank, FroYo." / "I would also suggest Tank which is a takeaway or eat-in food stall that sells all different types of fresh smoothies that are made right in front of your eyes." / "There are not a lot of healthy choice options - only the sushi and Subway and the MIT run cafe that's only open on some days." / "[There's] no healthy food." / "More healthy option food stores." / "Have more healthy food options." / "Bring in more healthy eating stores!" / "More healthy food places." / "Not just fast food but healthy fast food options." / "A good fruit and vege shop or a healthy option rather than just bakeries and oily fast food."

• $2 Shops: "It's not got much of entertainment and full of 2 dollar shops only." / "Most of the shops are 2 dollar type stores or other cheap retailers." / "[There's] a lot of the same kind of stores from food to dollar kind of stores." / "A lot of cheap stores." / "Too many Asian [$2] shops across from each other in shopping centre." / "Only $2 shops and fast food." / "Put a limit on the number of $2 type shops - how many does a smallish township need?"

• Clothing: "My girls don't like to shop for clothes at Ōtara. They say the styles are old fashioned and, 'only the FOB people go there.' " / "There are too many clothes shops." / "If there were [good] clothing stores I would go more often." / "A tivaevae pacific material shop would be good." / "Too much island clothing & not much others."

• Coffee: "Would love a great cafe with good coffee where we can go for staff meetings offsite. At the moment Urban Soul in Manukau is the 'second office' for a huge number of MIT staff." / "Maybe needs another cheap cafe." / "One thing that Ōtara really needs is a really good coffee place/cafe like the Coffee Club."

• Banks: "More banks - there's only ASB and Kiwibank." / "Otahuhu has all the banks. We only have two." / "Needs more banks." / "Would love an ANZ bank (the nearest is at Botany Junction)." / "There's only one over the counter bank."

• Other: "[I would like a] K-Mart, Bunnings, The Warehouse. A stationery shop. We need to be able to buy stationery for our children for school." / "[I'd like] shops that sell musical instruments, books to learn music, and guitar strings etc." / "[I'd like a] Kentucky Fried Chicken."

• Comparisons to Other Centres: "There are only 2 dairies and a takeaway open late, no late night, so we travel to Hunters Plaza where there's a K-Mart and a Countdown and an underground car park. If there was something locally we wouldn't have to travel." / "At Dawson Road they have a shop called No.1 SupaValue and it's open 24/7. I go there if I'm making something for the next day and I've run out of something. Ōtara [doesn't have] anything like that." / "We go to Manukau for the variety and the clothes. As the kids get older they want the labels, not flea market clothes." / "Ōtara does not have a variety of shops like Dawson or Mangere." / "I like to shop in other areas that I know have what I want." / "The cheapie shops don't offer the variety that the equivalent shops in Mangere offer." ! !

What would it take for MIT staff & students to buy lunch more often at OTC? ! Healthier food (reasonably priced)

• "It would take healthier shops. I am not the skinniest or healthiest person in the world, but having shops that sell sandwiches, smoothies are great for everyone. New Zealand is slowly becoming one of the top 5 countries that are obese so I suggest that it would be great to have healthy takeaway shops that would probably be quite cheap essentially."

• "Healthier, budget-friendly options - we spend so much time at school that fatty foods don't sustain us for longer study."

• "Teppanyaki Grill. Asian food places that sell authentic food. Cafe's. Bistro's."

• "More modernised takeaway food outlets not so much the fatty Chinese takeaways. I like how you added Subway, maybe bring in like Pita Pit and Kiwi Yo."

• "A range of smoothies for all types of health benefits." / "Availability of a pure veg restaurant." / "Vegetarian restaurant that does samosas and proper food." / "Sushi" / "Sushi" / "Pizza Hut, can't go wrong with a $5 pizza." / "Wendy's."/ "Burger King, and/or a food court."

• "Healthier foods at cheap prices." / "Not so fatty foods." / "Better quality of food." / "More healthy foods!" / "Better food choices." / "Wider range of healthy food options." / "Something other than bakeries and fried food outlets." / "To have something healthy and nice." / "Healthier options." / "More healthy options." / "More healthier options." / "Have cheaper and healthier food." / "Having cheap options and healthier options." / "Sell healthy food period." / "More healthy options and variety of food." / "More healthy choices and less fried food." / "Healthy food options." / "A variety of options and more healthier food outlets." / "To see more healthy foods on the shelves, like sandwiches, salads, hot meals and the latest trends for eating healthy." / "Healthier and better quality food, instead of multiple fried chicken and bakeries." / "Healthy food at an

affordable price." / "Healthier options." / "More healthy food options other than fried food." / "More healthy alternatives - kebabs, smoothies." / "Better quality food outlets and cheap cheap cheap." / "Better food quality and cheaper prices." / "More healthy food! e.g. Tank or asian food court." / "Healthy food options." / "More quick healthy food options. There are heaps of unhealthy food options but not enough healthy ones." ! Good coffee (reasonably priced)

• "We need a really good coffee place like THE COFFEE CLUB or Columbus." / "A great cafe such as Urban Soul, not stores full of fried chicken and white bakery products." / "One thing that Ōtara really needs is a really good coffee place/cafe like the Coffee Club." / "Price, and range of food, plus quality coffee." / "Decent coffee shops."

• "The MIT cafeteria is expensive and of low quality plus the coffee is terrible - therefore I would buy lunch at Ōtara shopping centre if it was reasonably priced, had healthy options and DECENT COFFEE!" ! Improved hygiene

• "Higher standards of food handling and standards of facilities."

• "Some bakeries need to cook fresh food, not sell leftovers as the taste does really stand out."

• "Nicely presented shops."

• "Clean looking food places."

• "Cleaner environment."

• "Safer environment, cleaner environment." !

Somewhere to sit and eat

• "Food vendors with outdoor eating areas that are not on the main road with car fumes or looking at the public toilets." / "Places to sit and eat." / "Some where nice to sit." ! Cheap prices, student discounts

• "Needs to be cheaper." / "Cheaper pricing." / "Make food a lot more cheaper." / "Cheap good quality food and discounts for students." / "Make it cheap so I can afford."

• "Offer meals with student discount availability." / "Lunchtime discounts." / "Student discounts at food places." / "Loyalty card scheme. Better deals for students." / "Student ID discounts on some products." / "Offer great lunch deals aimed at students." ! Other

• "Have shuttles from north campus that go to Ōtara shopping centre." / "Better accessibility for north campus students." / "Deliver to MIT."

• "More online orders that are available with student access." / "Online website - to order food online."

• "When we move to Manukau I worry that Ōtara is going to suffer."

• "If I felt less intimidated and wasn't approached by people that wanted change or cigarettes [ I'd be more likely to buy lunch there]."

• "Better service from the staff - be friendly and helpful" ! !

Other Recommendations for Improvement ! Shelter

• "Enclose the courtyard space next to Fresh Gallery for better use in winter, rainy windy days, and night use."

• "Area needs to be better protected from the elements so even during a not so great day people can still be out and about there without fear of rain/heavy wind." ! Food

• "Have a few eating tables put in place for people to sit & enjoy their feed."

• "Please have a HALAL restaurant there for people like me, Muslims. it will be profitable as well because MIT has many muslims and many non muslims eat halal food too." ! Stationery

• "We need a book store and stationery shops."

• "MIT is full of potential consumers who need products relevant to students. e.g. a stationery shop like Warehouse Stationary, student book store, backpacks, drink bottles, computer products, decent reasonably priced food, and a nice cafe!"

• "Do something to encourage shops that could draw in the students (MIT). Ōtara could really make some money (shops which offer stationery, printing options, etc.)" ! !

Other

• "Children's playground should be moved elsewhere where they aren't exposed to all those TAB people smoking."

• "I like the fact that Ōtara shopping centre is a place where the majority of Pacific Islanders and Maoris go and eat traditional foods, meet and greet family/friends, get good bargains on clothes. There aren't any suggestions, it is the heart of Ōtara."

• "You have a big task ahead to improve this centre. The MIT cafe provides hearty meals, not too expensive so you may have to offer something more. Hastings put in hanging baskets which made it quite lovely. As the youth are very talented musically, there could be a music place where they could perform, e.g. think New Orleans. Or as it is predominately Pacific Island, make it more so with this theme throughout - Pacific Paradise. It needs to become more of a destination and something different, e.g. shells and elevated walking wooden paths. Somewhere the locals are proud to go to and call their local centre."

• "All the retail shops be open by 8:30am and not having staggered openings, unprofessional." ! !

Saturday Flea Market ! Key factors driving positive perceptions

• Atmosphere: "The Saturday flea markets. I would have to say that's when it is vibrant in Ōtara and that's where you see the best of Ōtara come out. It should have that vibrant atmosphere 24/7." / "Entertainment, bands, kapa haka groups, buskers. They used to be over by the pool."

• People: "Meeting people." / "Meeting whanau and friends, and the live bands." / "The market is a good place for kids and adults to hang out."

• Food: "The food" [multiple responses] / "Food, decorations." / "The island food." / "The food stalls and the fruit and veggie stalls." / "Fresh fruit and veggies." / "Fresh fruit and veggies." / "The fruit and vegetables are cheaper and I buy plants such as roses. I like to have a look around and occasionally, if I'm hungry, I'll buy food to eat." / "I buy fruit and vegetables. It's cheap and fresh." / "There's a wide range of fruit and vegetables and the prices are good and you know they're fresh. At Ōtara shopping centre they're not as fresh, they've been around longer." / "The fruit and vegetables are cheaper. I like to have a look around and occasionally, if I'm hungry, I'll buy food to eat." / "The cooked food and the veggies. With the stall holders I regularly go to, I can bargain with them. I tell friends about the deals and send them there too." / "The veggies and fruit. It's fresh, cheap and there's an excellent variety of everything. There's a good fried food menu too." / "It's cheap and there's lots of variety. We buy fruit, veggies and plants." / "I like the fruit and veggies. Occasionally I buy cooked food." / "I like the fruit - apples, oranges, mangoes and avocado. It's mostly slightly cheaper than going to the supermarket but you have to look out because some things are the same price."

• Other: "There's more variety of stores to see." / "It's safe. I buy tools." / "I buy plants such as roses." / "The flowers are really cheap." / "Occasionally I buy clothes." / "We buy plants." !

Key factors driving negative perceptions

• Atmosphere: "It used to be awesome. Now it's just get your food and veggies and get out of there. There's not as much entertainment." / "It's boring. Nothing has changed over the years. The same people bring the same things every week. There's nothing different. No reason to come back." / "They've decreased the market area and it's no longer running inside, there's less of a crowd and it's not so lively."

• Parking: "It's a mission to look for a car park and it's hard, especially with a baby - you don't want to walk too far." / "The parking." / "The car parking has always been a problem but we just deal with it." / "Parking is hard to get."

• Hygiene: "The cooked food is left on the counter uncovered and when it's windy, dust flies up into it and sometimes people breathe over it and talk over it. It's not healthy. Needs to be covered." / "Some of the cooked food places make their food out the back. You can't see what they're doing. I'm not sure if I can trust their cooking if they don't make it in front of me."

• Other: "The prices are pretty much the same but there's not much variety apart from the food and a few hard to find island products." / "There's only 2 toilets - one for men and one for women near the ASB. Luckily there's toilets at McDonalds and in the laundromat. They're not meant for the public but people do use them. Two toilets is not enough." / "Sometimes I see gang people walking around in their colours." ! Suggestions for improvement

• Parking: "More parking" [multiple responses]. / "Need more car parks." / "Parking." / "Improve the parking - maybe use another car park somewhere else."

• Other: "A covered flea market on rainy days." / "Toilets" / "Put stalls on the grass under the trees like they used to. Have MORE stalls; it would make it more interesting." / "More variety." / "Make it different. Make the

spaces bigger for the sellers." / "There's not enough space for people who sell. They're squeezed in. Not enough space for them or people walking through the market, especially people with pushchairs."

• "There's not as much entertainment. People come from all over Auckland but the market doesn't really utilise that to their advantage. They could run certain themes every month or could get a message across about anything - even what the Ōtara council wants to do. In the political years they push their message across. Where has the spirit of Ōtara gone? It's like a ghost town. Everyone has gone outside of Ōtara and is doing their own thing." ! Do you also visit the shopping centre while you're there?

• "Yes" [multiple responses]. / "Yes. For the clothes and food." / "Yes. For the clothes, the food, the people and the shops." / "Yes. For food." / "Yes. To walk around." / "Yes, I go to the TAB on Saturdays." / "Yes, to meet friends and whanau." / "Yes. For other stuff I need that the market doesn't have." / "Yes. To buy food from the bakery, or take food from the market and eat it at the mall." / "Yes. Something to eat or drink. I like the pancakes and the pork buns. The food is fresh." / "Yes. To pay bills or find clothes I can't get at the market." / "Yes. If I can't find clothes I want at the market I go to the shopping centre. The Chinese clothes are cheap but don't last long." / "Yes. Just to use the ATM machine and I stop at the butcher after buying my fruit and veggies at the market." / "Yes. I'll check the price of the taro at the market and then have a look at the price in the shopping centre to decide where to buy it."

• "No" [multiple responses]. / "No. Full time job." / "No. The shopping centre is busy and it's tricky with a baby." / "No. There's no point when the taro is cheaper at the market." / "No. We go to the market with a specific plan of what to buy." ! !

Night Markets We asked people for their views on a possible Ōtara shopping centre night market (open 6:00 pm till late every Thursday night) where they could buy dinner from multicultural food stalls.

• YES!: "That would be awesome!! And have entertainment on stage and provide a real cultural atmosphere to the area." / "That's an AWESOME IDEA. Make it happen please ASAP!!" / "I love cultural food and trying new things. If there were stalls of different varieties of food, and maybe some clothing stalls like the flea market but better, I would SO be there." / "I don't always get the opportunity to go to the weekend markets so I would definitely go to a night market during the week." / "Ōtara already has a great reputation for Saturday markets. It would be great for the locals and will definitely attract other close suburbs to come along." / "I think it's a good idea for those that love going to the markets coz people that work in the day time can go to the market at night." / "It would be great especially for the community and if our class finishes late we can come over to the night market. It will bring cultural atmosphere positive for family community." / "It would certainly draw a crowd who wanted to eat out and try different foods." / "Sounds like a good idea." / "I always go to the night market in Papatoetoe, and boy does it waste a lot of petrol just to drive there and back. I think for locals in Ōtara, that would be a great idea. Ōtara is mostly famous for the Flea Market on Saturdays and you could just imagine the amount of attention and popularity Ōtara would gain for having a night market. It will promote every other culture in the world and will create more diversity and an equal community. Great idea!" / "That sounds good, I would rather come to Ōtara than anywhere else." / "Yes all the time." / Yes. I've never been to a night market. It would be cool." / "Yes. It would be free entertainment after you've finished work." / "Yes. I've been to the night market at Hunters Plaza and I meet a lot of people I know and I like the food from different cultures." / "Yes. It's an event. We go to Pakuranga and Papatoetoe and all the people are selling food. It's cool. It's cheap food for dinner and good fun for the kids. We can buy them things that are cheap but in the mall they point to something in the window and we say 'just keep walking.'" / "Yes. We usually go to the Papatoetoe night market under the K-Mart car park." / "Yes. Some people can't come during the day. There would be plenty of car parks." / "Yes, so that at night we can enjoy a little going out." / "Yes,

it's something to maybe keep the kids off the streets, keep them occupied." / "Yes. Sometimes we need something but the shops are already closed." / "Yes, would be good as it is closer to home."

• Conditional Yes: "Would it be undercover?" / "I would so long as it is good wholesome food, not heart attack food." / "As long as safety/security is available throughout the market and the car parks. Lights need to be present throughout the market place." / "That would awesome if the security was tight." / "I think that would be a great idea. I just think that Ōtara has a reputation of being unsafe, so if there was reassurance that you would be safe (security guards present, environment was well lit, etc)." / "It will be awesome to have a night market, but still continue with the Saturday morning one, a lot of people depend on that." / "I love night markets and go to the Pakuranga one on a regular basis. Make sure there is good security." / "If there was security I would like it." / "The only reason I would not go in Ōtara is my own personal safety and my car would probably be broken into - again!" / "There would have to be a level of security. At the Papatoetoe night markets the only type of security are those directing the cars in and out. There has been a few times I have been through Ōtara at night and there have been quarrels and fights so an element of security would give a sense of security." / "Hmm... safety?" / "Would go often if partner allows." / "Increase security and keep the place safe and clean." / "Yes, I would go to a night market at Ōtara but only in the summer when there is daylight saving. I would not feel safe being there in the dark." / "Yes but it would depend where it was actually located. If it was in the open I would not - too cold. Maybe the hall near the recreation centre, or somewhere indoors and well lit." / "If it's lively and safe." / "Yes, but I don't know how it would go in winter. The night markets I've been to are all in undercover car parks." / "With staying open late in the centre, there's the safety aspect because people are wary when you mention Ōtara but if the community pulled together..." !

• No: "No as the Saturday markets are very successful." / "No. If I teach at night my class starts at 6pm." / "No, haven't been and wouldn't have a real interest in going." / "I don't live in Ōtara, so no." / "No - I work at night." / "No. I'm not a night person. I'm usually too tired at night so I prefer the day." / "No. There's too many bad people around. You don't know what's going to happen. In the dark, someone might grab your bag and run off so it's better in the daytime." / "No - lots of other people would but it wouldn't work for me because I work nights."

• Ambiguous: "Not safe." / "Not safe." / "There's too many people that you don't know at night-time and it could be too dangerous for little kids to even cross the road at night."

• Some Suggestions: "Clean stalls with areas to sit and eat at tables. Food from different cultures." / "Live music from South Auckland bands." / "Would be great. Hopefully there will be some live music to create a relaxed atmosphere and heaps of seating areas." / "It would be great if the shopping centre stayed open as well and the market was in the middle and the canopy covered more. Then the shops could benefit too. Islanders like to do things at the last minute. That's why we go to K-Mart, because it stays open till 12pm or the Warehouse which is open till 10pm. Otherwise we'll shop at the local dairy or petrol station and pay twice the price." ! !

Self Analysis

We surveyed and profiled each business in the BID and undertook a large number of retailer consultations.

Retail Mix We profiled 100 Ōtara BID businesses and categorised them using the Australian and New Zealand Standard Industrial Classification (ANZSIC) 2006, which is used to compile and analyse industry statistics in New Zealand and Australia. ! 45 of the 100 businesses are grouped into just 4 categories...

• 15 x "takeaways" (ANZSIC 4512 Takeaway Food Services - excludes bakeries x4 which have a different code)

• 10 x "clothing" (ANZSIC 4251 Clothing Retailing)

• 10 x "groceries" (ANZSIC 4110 Supermarket and Grocery Stores)

• 10 x "two-dollar shop" (ANZSIC 4279 Other Store-Based Retailing n.e.c.) ! !

ANZSIC Code Description Count ANZSIC Code Description Count 1174 Bakery 4 6221 Banking 2 3299 Contracting 1 6223 Credit-Union 1 3922 Tyres 1 6229 Money-Transfer 3 4110 Groceries 10 6419 Budgeting 1 4121 Poultry 1 6720 Real-Estate 1 4121 Butcher 2 6931 Legal 2 4121 Fishmonger 2 8511 Doctors 3 4122 Fruit-Veges 1 8520 Diagnostic-Lab 1 4123 Liquor 1 8531 Dentist 1 4251 Clothing 10 8533 Physiotherapist 1 4252 Shoes 1 8539 Chinese-Medicine 1 4253 Jewellers 1 8790 Social-Services 3 4271 Pharmacy 3 8910 Art-Gallery 1 4279 Two-Dollar-Shop 10 9002 Music-School 1 4512 Restaurant 1 9113 Billiards 1 4512 Takeaways 15 9209 TAB 1 4513 Catering 1 9511 Beauty-Parlour 1 4520 Pubs-Clubs 2 9511 Hairdresser 2 5910 Internet-Cafe 1 9520 Funeral-Services 1 6010 Library 1 9531 Laundromat 2

The word cloud overleaf is weighted to the frequency of each occurrence and provides a graphic visualisation of the high concentration of these 4 retail types, and the overall lack of variety. !

Lack of Variety One of the key factors driving negative perceptions amongst customers is the lack of variety. It turns out that retailers are equally concerned about the lack of variety, which they blame on landlords who accept the first tenant willing to lease their premises, regardless of whether or not they add value to the centre. ! This short-sighted approach is contributing to the demise of Ōtara shopping centre. Shops are already sitting vacant for considerable periods of time before being leased, and we predict this will get much worse. In fact, we believe the centre is at a tipping point. ! Tipping Point Case Study One retailer we interviewed reported that when they started trading at Ōtara several years ago, they were one of only 3 similar retailers. Now there are 10. Whenever they stock something unique to create a point of difference, it is rapidly copied by the other 9. ! Over this period their daily turnover has declined -50% from $1,200 to $600 while their rent has gone up +5%. The economics clearly don't work and they intend closing the business and moving to another area. ! Other retailers also appear to be on the brink. It doesn't take much to turn a trickle into a stampede. ! Unless things change, landlords will continue to accept the first willing lessee, which history indicates will most likely be in one of the 4 already over-represented categories. This will reduce the variety on offer to shoppers, driving them away to other centres and resulting in lower turnover for retailers. It will also increase competition between retailers, further eroding their turnover and causing more of them to go. And so the vicious downward spiral continues. ! !

Subway Case Study Subway is exactly the type of retailer Ōtara needs. It offers a desperately-needed healthy food option, and caters equally to MIT students & staff as it does to locals. It is also the type of flagship tenant that increases property values and attracts more flagship tenants. ! However, the Subway licensee faced an uphill battle with planning and regulatory red tape, and a landlord that did nothing to encourage such a prestigious anchor tenant and seemed more focussed on short-term gain. In fact, it seemed to some that the landlord was actually trying to place obstacles in the way of Subway coming in! ! It took intervention from outside parties with more vision to mediate between the landlord and Subway licensee and achieve a [partial] rent holiday while the shop was being fitted out. Even then, Subway had to start paying rent for some time before it was even open for business, placing the licensee under financial stress. ! This type of selfish, short-sighted attitude from landlords makes it more difficult for other flagship tenants to become established in Ōtara Town Centre, to the detriment of all. ! !

Key Issues Identified By Retailers ! Safety & Security

• "There are too many youths hanging around causing trouble." / "The window washers cause trouble. People don't like it. I tried doing something about it but they smashed my car window so now I just keep quiet." / "Beggars." / "The youths steal money from stall holders at the flea market." / "Street kids. Theft. MIT students getting jumped." / "Need to clean up the riff raff." / "We need security guards at night. Two of them, not just one." / "Security. Street kids. We need security guards." / "Ōtara is a very dangerous place. Kids come into my shop as a gang and grab food and run out without paying." / "5 big blokes came when I was closing and took my whole till. There was nothing I could do." / "The same thieves broke into our shop twice in one week. The first time they wore masks but the second time they didn't even bother. They levered the roller door off and peeled it back to get in. They even tried chipping out the concrete blocks to get inside. They were out the back for over an hour trying to get in, but inside for less than a minute." / "We need security guards, not wardens." [retailers]

• "I have often been harassed in the centre." / "I have witnessed window wipers beat up a friend of mine." / "I have witnessed a robbery and 3 physical fist fights in the past 3 years." / "I was mugged in front of Jett's and don't come here on my own any more." / "The youth trying to clean your windscreen without asking. The police try to move them on but they still do it." / "Kids cleaning windscreens for money who do it even if you indicate you don't want them to." / "The police should do something about the car window cleaners." / "Squeegee bandits." / "All those beggars - that's why I don't like to go around the shops any more." / "If I felt less intimidated and wasn't approached by people wanting money or cigarettes [I'd buy my lunch there]." / "I don't go there more often for safety reasons." / "You have to go everywhere with someone." / "Provide more police to patrol around the shopping centre, and I encourage people to look after one another, if anyone looks suspicious should immediately contact the police." / "Have uniformed wardens with radio transmitters monitoring the shopping centre DAILY." /" Security at all times that monitors the centre please." [shoppers]

Kew Lane

• "The gate used to be locked but Bairds Rd shops complained." / "It needs to be cleaned up. There's rubbish all over the ground and it's not safe." / "Other shops put their rubbish in my bin." / "The back of my shop is continually blocked by stuff from other retailers. I ask them to move it, or clean it up, and they do for a very short while. But then it's back to the way it was before. I've given up asking now." / "The shops from the other side put their rubbish in our bins." / "The gate isn't locked. I think the Bairds Rd food shops want it open for their customers." / "We're supposed to have remotes for the gate but we haven't been given any." / "It's not secure. There's a lot of crime in there. Cars getting broken into. Drug deals happening. Not good. The gates should be locked." [retailers]

• Our site visits revealed Kew Lane to be disgracefully filthy. It is an eyesore that does nothing to engender a sense of pride or promote a sense of safety.

• We enquired about retailers having access to the feed from the security camera to help monitor security, but were told this would not be possible due to privacy considerations. Given that the camera is filming public property at the back of the retailers' premises, we are unsure of the privacy considerations that would prevent retailers viewing that footage and believe a more considered answer should be sought. ! !

Lack of Variety

• "Lack of variety." / "Many shops selling the same stuff. Needs landlords to change it." / "Get something different in and the other shops all copy it." / "Bigger centre needed. More shops with more variety for people." / "More variety is needed. Landlords need to get different retailers in." / "People don't come here as much now because there's not the variety of shops they want and no supermarket." / "There's a lack of variety of shops. Too many Chinese $2 shops." / "More banks! There's only one bank." / "There's a good variety of food shops around the outside but the inside is very small and too many of the same shops." / "Landlords need to get different retailers in." [retailers]

• "The shops and food stores are boring and all sell the same thing." / "There are a lot of the same kind of shops that sell the same type of stuff." / "There needs to be more variety of shops." / "Lack of quality retail outlets." / "Only $2 shops or fast food & too many dairies." / "Need to have a more variety of shops, not just bakeries and takeaways." / "Needs a good supermarket like Countdown or Pak N Save." / "There is a lack of a supermarket." / "Too may obesity shops [meaning greasy fast food rather than healthy food]." / "It's not very good - too many fast food and clothes shops." / "The food is mainly deep fried with no real healthy choices." / "Too many fatty food options." / "It's full of 2 dollar shops only." / "Most of the shops are 2 dollar type stores or other cheap retailers." / "Only $2 shops and fast food." / "Put a limit on the number of $2 shops - how many does a smallish township need?" / "My girls don't like to shop for clothes at Ōtara. They say the styles are old fashioned and, 'only the FOB people go there.'" / "There are too many clothes shops." / "If there were [good] clothing stores I would go more often." / "Too much island clothing & not much others." / "Otahuhu has all the banks. We only have two." / "There's only one over-the-counter bank." [shoppers] ! !

Cleanliness

• "The cleaning isn't done. It needs daily cleaning. Some days it's not done." / "The road frontage is dirty and unclean." / "The grass verge isn't mowed regularly enough." / "The trees need trimming (Bairds Rd car park)." / "There's always lots of rubbish around on Saturday mornings." / "Cleanliness. Always lots of rubbish and tree litter lying around." [retailers]

• "There's a lot of rubbish lying around." / "I don't like it when the public throw their rubbish on the ground and make our town centre untidy." / "The rubbish on the ground." / "Lots of litter." / "There is rubbish everywhere!" / "Rubbish needs to be cleared regularly." / "It's untidy and not attractive. It's unclean." / "Clean the bloody thing!" / "It's scruffy and dirty." / "Unclean shops and environment." / "The area is very messy, and ugly." / "The Ōtara Shopping Centre needs a good water blast and have the windows, walls and the ground cleaned." / "Dirty toilets, rubbish everywhere, general yuk of the centre." / "Employ cleaners to keep it looking better." / "More cleaning should be done." / "Cleanliness needs to be improved." / "Shops are pretty scrungy." / "The appearance of the stores and the lack of maintained shop fronts." / "The experience in terms of visual interest is below average." / "The shops are not very clean." / "Non-attractive buildings & shops." / "Shops are not attractive. The centre is not really inviting to people." / "The shops look pretty run down." / "Poor standard of shops." / "The surroundings are dirty, e.g. walls, windows and the ground." / "Clean up the shops." / "Get rid of cheap signage and upgrade to new ones." / "I can't remember the name of the shop I like for fried chicken because most of the names of the shops are not very clear." [shoppers] ! !

Shelter

• "We need protection from the weather for the sitting area beside the kids playground. There's nowhere to sit when it's raining." [retailer]

• "It's nice to have the idea of a canopy [the fish] but it doesn't cover much." / "Manukau is good when it's raining. It's all under cover." / "It would be great if the shopping centre stayed open as well [as the flea market] and the market was in the middle and the canopy covered more. Then the shops could benefit too." / "Hunters Plaza has a K-Mart and a Countdown and an underground car park." / "Enclose the courtyard space next to Fresh Gallery for better use in winter, rainy windy days, night use." / "Not enough shelter." / "Area needs to be better protected from the elements so even during a not so great day people can still be out and about there without fear of rain/heavy wind." [shoppers] ! !

Opening Hours

• "Everyone wants to keep their own hours. It would be good to have agreed opening hours." [retailer]

• "Last time I was there some Chinese clothing shops weren't open on Monday, and some of the food shops. That doesn't happen at Dawson Road. So I don't go to Ōtara on a Monday now." / "It would be good if some of the shops could open earlier. Some of the fabric shops don't open till 9:30 or 10:00 am." / "There are only 2 dairies and a takeaway open late. No late night, so we travel to Hunters Plaza. Ōtara seems to be turning into a ghost town." / "All the retail shops should be open by 8:30am and not have staggered openings, it's unprofessional." / "It's annoying because I'd like them to be open earlier. And only dairies are open late. At Dawson Road, they have 2 or 3 shops that are open 24/7. It's really good because you can go there if you have a visitor or something." [shoppers] ! Appearance

• "Get rid of roller doors." / "Build new shops." / "I don't like the steel roller doors." / "[It needs] an entire makeover." / "Really needs a big upgrade and needs to be more brighter." / "Needs an upgrade. It's looking old." / "Looks run-down." / "Ōtara shopping Centre looks run down." / "Needs a real spruce up as its tired and run down - pretty divey really." / "Seems forgotten, hopeless." [shoppers] ! !

Competitor Analysis ! Ōtara's primary competitors are Hunters Corner, Dawson Road, Botany Town Centre, and Manukau Central...

Hunters Corner Distance by car from Ōtara Town Centre: 2 km ! MarketView Data

• Residents of Ōtara Town Centre's primary catchment area spend $1m-$5m of their annual core retail, food, liquor and recreational spending at Hunters Corner (compared to $1m-$5m at Ōtara Town Centre). ! Customer Feedback

• Countdown & K-Mart: "We go to Hunters Plaza because we like the Countdown." / "Hunters Plaza has a K- Mart and a Countdown." / "It's not second hand stuff. The clothes last longer." / "I like going to Countdown." / "There are only 2 dairies and a takeaway open late [at Ōtara], no late night, so we travel to Hunters Plaza where there's a K-Mart and a Countdown. If there was something locally we wouldn't have to travel." / "Islanders like to do things at the last minute. That's why we go to K-Mart, because it stays open till 12pm."

• Presentable: "Hunters Corner is nice and clean. The shops are attractive, they have good quality clothes."

• Parking: "...and an underground car park." ! !

Strengths

• Very convenient to Ōtara, just a short distance down East Tamaki Road.

• Clean, attractive shops, open convenient hours, and with an undercover car park.

• Major retailers such as Countdown and K-Mart.

• More "exciting" than Ōtara. ! Weaknesses

• Doesn't cater especially for Pacific people. !

Dawson Road Distance by car from Ōtara Town Centre: 3 km ! MarketView Data

• Residents of Ōtara Town Centre's primary catchment area spend $1m-$5m of their annual core retail, food, liquor and recreational spending at Dawson Road (compared to $1m-$5m at Ōtara Town Centre). ! Customer Feedback

• Convenience: "It's close. If I forget something at Ōtara shopping centre, I go to Dawson Road." / "Dawson Rd is a 2-minute walk from home." / "Grocery shopping and takeaway food at Dawson Road." / "I go to Dawson Road 4 days a week because it's close. I buy fish and just a few other things to top up my grocery shopping. And I use the laundromat."

• Extended Hours: "The No.1 SupaValue supermarket is open 24/7. I go there if I'm making something for the next day and I've run out of something. Ōtara [doesn't have] anything like that." / "At Dawson Road, they have 2 or 3 shops that are open 24/7. It's really good because you can go there if you have a visitor or something." / "Last time I was [at Ōtara] some Chinese clothing shops and some of the food shops weren't open on Monday. That doesn't happen at Dawson Road. So I don't go to Ōtara on a Monday now."

• Great Parking: "It's better to go to Dawson Road because I don't have to worry about parking - nobody checks my car."

• No Pacific Focus: "I don't like the food at Dawson Road. It's not really Island food. It's run by Chinese people." !

Strengths

• Very convenient for residents of Ōtara South and Ferguson. Dawson Road is closer than Ōtara Town Centre for residents living on the eastern side of these suburbs.

• Has the closest thing to a proper supermarket in the area.

• Has a number of stores, including a grocery store, open 24/7.

• Has a good variety of retail outlets and a large East Tamaki Healthcare Medical Centre.

• Plenty of free, unmetered car parking, and no parking wardens! ! Weaknesses

• Lacks a proper, mainstream supermarket so is used more for top-up and convenience grocery shopping than the main weekly shop.

• Doesn't cater especially for Pacific people. ! !

Ormiston Town Centre Distance by car from Ōtara Town Centre: 4 km ! Ormiston Town Centre is currently being planned and developed. ! Strengths

• Will have a PAK n SAVE.

• Will be clean, fresh and modern.

• Will have much more variety than Ōtara.

• Will have plenty of free parking and no parking wardens.

• Will be very convenient for residents of Ōtara East and Ferguson. ! Weaknesses

• Not yet open.

• Won't cater especially for Pacific people. ! !

Botany Town Centre Distance by car from Ōtara Town Centre: 6 km ! MarketView Data

• Residents of Ōtara Town Centre's primary catchment area spend $1m-$5m of their annual core retail, food, liquor and recreational spending at Botany Town Centre (compared to $1m-$5m at Ōtara Town Centre). ! Strengths

• Great variety with 200 shops, restaurants and cinemas.

• Major retailers such as Farmers, New World, Noel Leeming, PAK n SAVE, Rebel Sport, Stirling Sports, and a wide range of nationally-branded clothing stores, cafes and food stores.

• The nearest ANZ bank to Ōtara is at Botany.

• More "exciting" than Ōtara. ! Weaknesses

• Doesn't cater especially for Pacific people.

• Seen as more expensive. ! !

Manukau Central Distance by car from Ōtara Town Centre: 6.5 km ! MarketView Data

• Residents of Ōtara Town Centre's primary catchment area spend >$15m of their annual core retail, food, liquor and recreational spending at Manukau Central (compared to $1m-$5m at Ōtara Town Centre). ! Customer Feedback

• "Manukau City - lots of variety. Can get things you can't get at Ōtara. There are different clothing stores. I like the different types of shops."

• "Baby clothes etc at Manukau City."

• "I mostly shop at PAK n SAVE at Manukau once a week. Occasionally I go to Manukau City to buy shoes because I don't trust the Chinese shoes [at Ōtara], and now and then I get clothes from Farmers."

• "We go to Manukau for the variety and the clothes. As the kids get older they want the labels, not flea market clothes. We like the Countdown at Manukau too."

• "I go to Manukau for the BNZ bank. I shop around because Ōtara doesn't have the shops I want such as No. 1 Shoes, Bunnings, The Warehouse, K-Mart and stationery shops."

• "Manukau. I go to Countdown, and PAK n SAVE when I do a big shop. The food is fresher and nicer there. Manukau for anything to do with computers or car repairs."

• "Manukau is good when it's raining. It's all under cover. I like to go there to relax and look around at all the different shops or go to a movie."

• "Manukau shops have everything I need. I like the hardware shops."

• "Manukau shopping centre is more modern than Ōtara."

• "They have more quality."

• "The range of clothing stores." ! Strengths

• Huge variety of stores. Westfield Manukau City alone has 173 stores, Manukau Supa Centre has 38, and there are many more in the surrounding Manukau City Centre business district.

• All the big brand and big box stores in one area.

• Plenty of cinemas and entertainment options.

• More "exciting" than Ōtara. ! Weaknesses

• Doesn't cater especially for Pacific people. ! !

Key Issues

Shelter [Revitalise Town Centres]

• MIT students and staff face a long, uncovered walk across two roads (Newbury St and Watford St) and a large car park to reach the town centre, an unattractive option when it's raining. Once there, other than the small section covered by the body of the fish, the centre provides no protection from the weather.

• How can we provide the level of shelter that people have come to expect of shopping centres?

Variety [Revitalise Town Centres]

• The needs of MIT's 18,000 students and 800 staff are not currently being met, especially in regards to healthy food options and stationery supplies, forcing them to go elsewhere.

• The needs of Ōtara residents not currently being met in terms of offering the variety they want, forcing them to go elsewhere.

• Landlords are taking a selfish, short-term and ultimately destructive view in terms of tenant selection... First in, first served.

• The Saturday flea market has lost its lustre. It's great for fruit and veggies and poor to average for everything else. As an alternative place to shop it's okay, but it is sadly lacking as a showcase for Pacific cultures.

• How can we introduce the variety that will keep people shopping at Ōtara?

Parking [Revitalise Town Centres]

• High-deprivation populations are highly sensitive to parking costs, infringement risks, time limits and parking convenience. There is a highly-elastic economic relationship between parking costs and financial health of town centres that face competition from free-to-park Westfield malls.

• How can we manage parking to accommodate the needs of residents and improve the economic health of Ōtara Town Centre?

People [Revitalise Town Centres]

• Ōtara Town Centre is described as a "ghost town" and having "an aura of depression about it that wasn't there back in the day". It used to be for the people but is now a place very few people want to be.

• How can we bring more people into the centre and give it the vibrant feeling it once had?

Cooperation [Revitalise Town Centres]

• The needs of MIT's 18,000 students and 800 staff are not currently being met, and are barely even considered.

• There appears to be very little cooperation within the business community. Ōtara retailers competing aggressively with Ōtara retailers instead of other centres. Retailers blaming other retailers for various Kew Lane problems, often with good cause. Retailers choosing their own hours without considering the good of the centre. Retailers blaming landlords for their problems. No effective dialogue with MIT, the single most important customer stakeholder. No group efforts to tackle the problems they complain about.

• How can we create a sense of community and get the business community working together? How can we strengthen ties with MIT, and cater more to their needs?

Community & Recreation Facilities [Community & Recreation Facilities]

• The children's playground alongside the Bairds Rd car park is a poor example - poorly equipped, not protected from the sun or rain, situated outside the TAB, and directly beside the area known as the elders sitting and smoking area.

• The elders sitting & smoking area is a popular meeting spot that is not protected from inclement weather, and could be designed better to enhance the sense of community this area provides.

• Performances and events are an important part of the Ōtara social fabric. There is a feeling that things aren't as vibrant as they once were, and a desire to retain and build upon this socially important aspect of Ōtara culture.

• How can we improve the infrastructure to cater for each group's needs, and provide the performances and events that the community wants?

Safety [Increase Community Wellbeing]

• Ōtara is perceived by many to be a risky place during daylight and dangerous after dark. The built environment doesn't do enough to protect our people.

• How can we improve the built environment to make Ōtara Town Centre safer? !

Crime [Increase Community Wellbeing]

• People are put off Ōtara by beggars and squeegee bandits who often overstep the mark and intimidate people... or worse. The frequent reports of beatings and muggings shocked us. Retailers have given up reporting many offences because of a perception that "nobody does anything about it" or that, "If you stick your neck out, they target you" or that, "They just come back. What's the point?" Retailers and shoppers wish there was a better Police presence but don't seem to realise that if the Police receive fewer calls, there will be fewer Police present.

• How can we tackle the crime problem and make Ōtara Town Centre a safer place?

Health [Increase Community Wellbeing]

• There are too many unhealthy fast food options available, too many "obesity shops" as one resident put it, and not enough healthy options. One resident talked about the problem that such food options create: "A lot of our people are not healthy, most have had heart attacks and strokes and are now diabetics." Another vividly stated, "Poor selection of food... majority is fatty and greasy eww."

• How can we encourage the provision of healthier food options, and educate locals about the health status of their food choices?

Visual Amenity [Increase Community Wellbeing]

• Ōtara Town Centre is dirty, littered, and visually inhospitable.

• How can we keep Ōtara Town Centre clean and tidy and visually attractive? ! !

Ōtara-Papatoetoe Local Board Plan 2014

Our vision for Ōtara, and the following plans that support this vision, are directly related to and supportive of the Ōtara-Papatoetoe Local Board Plan 2014, which states... ! The revitalisation of town centres in Ōtara, Old Papatoetoe and Hunters Corner will reinforce their place at the core of our communities. ! The Ōtara, Old Papatoetoe and Hunters Corner town centres play an important role in the lives of our communities, as shopping, service, entertainment and community gathering places. We want the town centres to be clean, safe and easy to access. ! We will continue to improve roads, footpaths, parks, public art, libraries, community centres and halls, and maintain and improve the closed circuit television (CCTV) security systems. We will also continue to support the Māori and Pacific wardens, Ambassadors programme and other partnerships promoting public safety, as you have told us they are working. At each centre, we will continue to work with and support the business associations, developing the partnership they have with Auckland Council. ! Above all, we want to recognise and enhance the distinctive character of each centre and will advocate for this to private and public developers.

Ōtara town centre Our goal is for Ōtara town centre to be a community and education hub. The board will promote this aim and work with the community to develop the details. One idea the board will consider is a student village to support the MIT campus and the Ōtara shops. !

You have told us it is important to retain the Pasifika culture of Ōtara, so we will ensure it is expressed in new signs and the design of public spaces and buildings. Ōtara's famous flea market, which contributes a strong Pasifika flavour, will remain a vibrant presence. ! Other activities you have asked us to look at include improving the playground and enclosing the 'fish' canopy above Ōtara mall to turn it into a performance and community gathering space. We will continue to support the arts and cultural activities you have told us you value, making Ōtara the music and arts centre of Auckland. We will support Fresh Gallery and the Cube art space, public art (with MIT) and the Ōtara Music and Arts Centre (OMAC). ! !

Part 2: Vision & Plan ! ! Vision

Auckland is the largest Pasifika city in the world and Ōtara is it's beating heart. Ōtara provides a focal point for Pacific people, and a uniquely Pacific experience for others. ! Our vision for Ōtara Town Centre is that it reinforces its place at the core of our community, the Heart of Pasifika. ! Taofimau i au measina Hold fast to your cultural treasures. ! !

Plan

We developed 29 action plans to address the key issues that were identified in the research phase. Each action plan is structured around a guiding principle of "short-term actions that achieve long-term goals". ! Additionally, each action plan is designed to support the Ōtara-Papatoetoe Local Board's priorities and are directly related to and supportive of the Ōtara-Papatoetoe Local Board Plan 2014. ! We then assigned priorities to each change project during a group workshop with the Business Association and representatives from MIT and Auckland Council. Priorities were assigned on the basis of when they could be started and/or fully implemented, as follows... ! Priority A: 3-12 months Priority B: 1-3 years Priority C: 3-10 years Priority D: 10+ years Priority X: No implementation ! !

1-Page Overview

Local Board Priorities Strategic Thrusts & Action Plans

Revitalise Town 1. Shelter 2. Variety 3. Parking 4. Humanise 5. Working Together Centres 1.1 MIT-Ōtara 2.1 Supermarket Plan 3.1 Time Limit Extension 4.1 Student Village Plan 5.1 MIT Relationship Walkway Plan (A) (A) Plan (A) (D) Plan (A)

1.2 Fair Mall Roof 2.2 Night Markets Plan 3.2 Car Park Extension 5.2 Opening Hours Plan 4.2 Mixed Use Plan (D) Plan (C) (A) Plan (A) (A)

2.3 Saturday Craft 5.3 OTC Working Group Market Plan (A) Plan (B)

5.4 Retail Mix 2.4 Food Hall Plan (A) Masterplan Plan (B)

2.5 Banks Plan (C)

Community & 6. Infrastructure 7. Events 8. Communications Recreation Facilities 6.1 Children's 7.1 Performances & 8.1 Website Plan Playground Plan (A) Events Plan (A) (A)

6.2 Elders Sitting Area 8.2 Facebook Plan (A) Plan (A)

Increase Community 9. Safety 10. Crime 11. Visual Amenity Wellbeing 10.1 Police Reporting 11.1 OTC Cleaning & 9.1 Lighting Plan (A) Plan (A) Maintenance Plan (A)

9.2 Kew Lane CCTV 10.2 Neighbourhood 11.2 OTC Rubbish Bins Plan (A) Watch Plan (A) Plan (A)

9.3 Fair Mall Gates 10.3 Rapid Response 11.3 Retailer Cleanliness Plan (B) Plan (X) & Signage Plan (A)

11.4 Roller Door Replacement Plan (C)

Timeline Overview

Priority A: 3-12 Months Priority B: 1-3 Years Priority C: 3-10 Years Priority D: 10+ Years

1.1 MIT-Ōtara Walkway Plan 5.3 OTC Working Group Plan 1.2 Fair Mall Roof Plan 4.1 Student Village Plan

2.1 Supermarket Plan 5.4 Retail Mix Masterplan Plan 2.5 Banks Plan 4.2 Mixed Use Plan

2.2 Night Markets Plan 9.3 Fair Mall Gates Plan 11.4 Roller Door Replacement Plan

2.3 Saturday Craft Market Plan

2.4 Food Hall Plan

3.1 Time Limit Extension Plan

3.2 Car Park Extension Plan

5.1 MIT Relationship Plan

5.2 Opening Hours Plan

6.1 Children's Playground Plan

6.2 Elders Sitting Area Plan

7.1 Performances & Events Plan

8.1 Website Plan

8.2 Facebook Plan

9.1 Lighting Plan

9.2 Kew Lane CCTV Plan

10.1 Police Reporting Plan

10.2 Neighbourhood Watch Plan

11.1 Cleaning & Maintenance Plan

11.2 Rubbish Bins Plan Priority X:

11.3 Retailer Cleanliness & Signage Plan 10.3 Rapid Response Plan

Local Board Priority: Revitalise Town Centres

1. Shelter | Strategic Thrust ! Shelter is a basic human need. Successful, modern, privately-owned shopping malls provide a fully-enclosed shopping experience that protects its occupants from inclement weather. ! Ōtara Town Centre, on the other hand, does not currently provide the level of shelter that people have come to expect of shopping centres. Plans within this strategic thrust address that issue. ! !

1.1 MIT-Ōtara Walkway Plan (Priority A) MIT students and staff face a long, uncovered walk across two roads (Newbury St and Watford St) and a large car park to reach the town centre, an unattractive option in poor weather.

The Purpose of this plan is: • To provide shelter to MIT students and staff walking between MIT and Ōtara Town Centre. ! N.B. This project is already underway. ! ! !

1.2 Fair Mall Roof Plan (Priority C) Modern shopping centres are expected to provide shelter from inclement weather. Apart from the small section covered by the body of the fish, Ōtara Town Centre provides no protection from the elements. The Ōtara-Papatoetoe Local Board Plan 2014 says, "Other activities you have asked us to look at include ... enclosing the 'fish' canopy above Ōtara mall to turn it into a performance and community gathering space."

The Purpose of this plan is: • To provide an undercover shopping experience to users of Ōtara Town Centre. !

The Strategy for achieving this will be: • Work with the Local Board to gain funding for the plan.

• Commission concept plans and obtain a cost estimate.

• Commission the construction. ! The aerial view overleaf shows in pink the open areas than need to be closed in... ! !

Local Board Priority: Revitalise Town Centres

2. Variety | Strategic Thrust ! The needs of Ōtara residents and MIT students and staff are not currently being met in terms of offering the variety they want, forcing them to go elsewhere. ! Ōtara Town Centre must offer the variety that people want in order to keep them shopping at Ōtara and reverse the drift away to competing centres. ! Plans within this strategic thrust address these issues. ! !

2.1 Supermarket Plan (Priority A) Residents do their convenience grocery shopping at Ōtara but nothing else due to the lack of a proper supermarket. The demand from residents and students for a 'proper' supermarket is very high. Ōtara will continue bleeding business to other centres until this issue is addressed.

The Purpose of this plan is: • To get a PAK n SAVE, New World or Countdown supermarket into Ōtara Town Centre. !

The Strategy for achieving this will be: • Hold discussions with the relevant Property Strategy Manager.

• Find out what their requirements are and work with them to investigate how it could be incorporated into Ōtara Town Centre.

• Ensure the new supermarket will not reduce the number of car parks available, and preferably increase them to accommodate the expected increase in visitor numbers to the centre.

• Get the supermarket operator to prepare concept drawings and put a proposal to the Local Board for their support.

• Leave it to the supermarket operator to work through the planning and resource consent issues from that point. ! !

2.2 Night Markets Plan (Priority A) Residents and students were overwhelmingly excited at the prospect of night markets in Ōtara. Some already enjoy visiting night markets at Hunters Plaza and other centres and would love to see their vitality and excitement come to Ōtara. Thursday night markets would act as an incentive for retailers to adopt Thursday as their late night and capitalise on the hordes of people that require zero advertising expenditure on their part to attract. Whereas the flea market and Saturday fishmongers do nothing to contribute to Ōtara Town Centre or the Business Association, the night market should be an income-producing activity for the Business Association. This plan is dependent on 1.2 Fair Mall Roof Plan. !

The Purpose of this plan is: • To offer a vibrant night market experience to Ōtara. !

The Strategy for achieving this will be: • Develop a location plan for how night market stalls can be arranged down the middle of Fair Mall.

• With the support of the Local Board, apply for a permit to operate a night market in Fair Mall on Thursday nights.

• Contract the management of the night market out to Auckland Night Markets Ltd - they will do an infinitely better job of promotion and attracting hordes of people to Ōtara.

• Negotiate with them to exclude non-food vendors, and encourage OTC retailers to capitalise on that opportunity instead. !

2.3 Saturday Craft Market Plan (Priority A) The Saturday flea market is a shadow of its former self. In the words of shoppers: "It's boring. Nothing has changed over the years. The same people bring the same things every week. There's nothing different. No reason to come back." / "They've decreased the market area and it's no longer running inside, there's less of a crowd and it's not so lively." People want a lively market and they want it under cover. Fruit & veggies are well catered for but the flea market is not so much an authentic Pasifika experience or showcase. The Ōtara-Papatoetoe Local Board Plan 2014 says, "You have told us it is important to retain the Pasifika culture of Ōtara so we will ensure it is expressed in new signs and the design of public spaces and buildings." This plan contributes towards that goal in more than just signs and designs, and nicely complements the flea market by adding a stronger Pasifika flavour. !

The Purpose of this plan is: • To offer an undercover craft market in Fair Mall on Saturday mornings, showcasing Pasifika. !

The Strategy for achieving this will be: • Develop a business plan for the Business Association to run a Saturday craft market in Fair Mall.

• Incentivise Pasifika stallholders.

• Ensure space is also set aside for "car boot" type operators who will come and go, and provide the variety and 'freshness' that will prevent the craft market from becoming boring.

• With the support of the Local Board, apply for a permit to operate the craft market.

• Implement the business plan. !

2.4 Food Hall Plan (Priority A) Residents and students all bemoan the lack of healthy food options. Students would love to buy lunch more often at Ōtara Town Centre but are held back by the lack of variety and lack of healthy food options.

The Purpose of this plan is: • To provide a food hall that offers plenty of healthy food choices. ! Our vision is for a covered walkway between MIT and OTC to be expanded and lined with food retailers on one side (possibly using container architecture as per the photo below) and seating on the other, turning the walkway into a giant indoor food hall. Getting there will require a staged approach, as detailed below.

The Strategy for achieving this will be: • Stage 1 (Priority A):

- Develop a business plan for the Business Association to run a daytime food court (comprising mobile or temporary food stalls) in Fair Mall targeting the mid-morning to mid-afternoon weekday lunch trade, and Saturday market trade.

- Recruit and incentivise stallholders who offer healthy food.

- With the support of the Local Board, apply for a permit to operate the food court.

- Implement the business plan.

• Stage 2 (Priority B):

- Work with the Local Board, Auckland Council and ACPL to gain approval for the walkway between MIT and OTC to be enclosed and lined with food retailers, forming a permanent indoor food court.

- ACPL to identify a suitable developer to build it.

- Developer to identify a suitable investor to own and manage it.

- Investor to rent space to individual food operators, and manage the common functions, e.g. cleaning, promotion, etc. ! !

2.5 Banks Plan (Priority C) Residents and students want more banks. The nearest ANZ is at Botany. If people can readily do their banking and access cash, they are in a better position to spend money at Ōtara Town Centre. If a supermarket is committed, banks are more likely to follow. !

The Purpose of this plan is: • To provide residents and students with a wider choice of banking facilities. !

The Strategy for achieving this will be: • Hold discussions with the relevant Property Strategy Managers.

• Find out what their requirements are and work with them to investigate how a bank could be incorporated into Ōtara Town Centre.

• Leave it to the bank to work through the planning and resource consent issues from that point. ! !

Local Board Priority: Revitalise Town Centres

3. Parking | Strategic Thrust ! High-deprivation populations are highly sensitive to parking costs, infringement risks, time limits and parking convenience. ! There is a highly-elastic economic relationship between parking costs and the financial health of town centres that face competition from free-to-park Westfield malls, etc. ! How can we manage parking to accommodate the needs of residents and improve the economic health of Ōtara Town Centre? ! Plans within this strategic thrust address that question. ! ! !

3.1 Time Limit Extension Plan (Priority A) Residents say that although parking is free it's not an easy place to get a hassle-free car park, especially if you need to park for more than 60 minutes. Students especially need to park for longer than 60 minutes given that most lectures are of 1-hour duration. !

The Purpose of this plan is: • To improve the economic health of Ōtara Town Centre by removing the time limit "barrier" from users' list of concerns. !

The Strategy for achieving this will be: • Gain support from the Local Board for all 60-minute parking to be reclassified as 120-minute parking, and identify selected areas to go to 240-minute parking.

• Work with AT to implement the change. ! !

3.2 Car Park Extension Plan (Priority A) The paved courtyard at the southern end of OTC facing East Tamaki Rd is cold and inhospitable. It is exposed to the prevailing south-westerly weather, poorly populated, a common place for students to be mugged, and generally not inviting. Our best recommendation is to turn it into a car park and (a) recover some of the parking spaces lost to the covered MIT walkway, (b) bring people back to this desolate area thereby making it safer, and (c) provide easier access for patients of Ōtara Health.

The Purpose of this plan is: • To make the southern courtyard facing East Tamaki Rd safer and regain some of the parking spaces lost to the MIT covered walkway project. !

The Strategy for achieving this will be: • Gain support for this plan from the Local Board.

• Work with the Local Board and AT to make it happen. ! The following 2 pages show before & after aerial views to give a visual indication of what we are recommending... ! !

Local Board Priority: Revitalise Town Centres

4. Humanise | Strategic Thrust ! Ōtara Town Centre is vibrant on Saturday mornings, when events are happening, and at peak times. The rest of the time it has been likened to a ghost town. After hours it is especially unwelcoming. What Ōtara Town Centre lacks at these times is people. ! We would like to see people having more reasons to be there. The presence of people improves security and contributes a feeling of community. ! Plans within this strategic thrust address the issue of how to humanise Ōtara Town Centre. ! !

4.1 Student Village Plan (Priority D) The Ōtara-Papatoetoe Local Board Plan 2014 states a goal "for Ōtara town centre to be a community and education hub" and that, "One idea the board will consider is a student village to support the MIT campus and the Ōtara shops." Why waste the air space over the covered MIT-OTC walkway when it's ideal for student accommodation? It is right beside MIT, has a food hall directly below (dependent on 2.1 Food Hall Plan), and would bring a residential mix into the town centre. Introducing a mixed-use component would inject much-needed vitality into the area and fits nicely with Auckland's need for greater intensification.

The Purpose of this plan is: • To provide student accommodation in the air space over the MIT-OTC walkway. !

The Strategy for achieving this will be: • Discuss the concept with MIT and develop a joint proposal for the Local Board.

• Gain support from the Local Board.

• Develop a plan to progress the concept. ! ! The photos overleaf give a feel for what might be possible using contemporary container architecture... ! !

Utrecht University shipping container student housing... !

4.2 Mixed Use Plan (Priority D) In line with Auckland's need for greater intensification, and Ōtara Town Centre's need for a more 'human' focus, there is an opportunity to introduce residential dwellings that are permitted under the Town Centre zoning rules of the Proposed Auckland Unitary Plan. This allows for a minimum of 4-story buildings with no setback from the front boundary, and up to 8 storeys with a 6m setback for storeys 5-8. We envisage existing buildings along Fair Mall being redeveloped with retail on the ground floor and residential units above, looking down onto a lively streetscape below.

The Purpose of this plan is: • To introduce a mixed use element to Ōtara Town Centre, with a resident population base providing an additional source of business for the local business community. !

The Strategy for achieving this will be: • Encourage landowners and developers to submit development proposals to Council. ! ! The image overleaf gives a feel for what lively a streetscape can be like... ! !

Local Board Priority: Revitalise Town Centres

5. Working Together | Strategic Thrust ! There are a number of important stakeholders in the future of Ōtara Town Centre - retailers, landlords, and MIT. But there is little cooperation between retailers and even less the three groups. ! United we stand; divided we fall. ! Part of the reason for the decay of Ōtara Town Centre can be traced back to retailers not working together, landlords and retailers not working together, and the business community and MIT not working together. ! If people within any of these groups think only of themselves, and not the health of the whole, Ōtara Town Centre will continue to stagnate. ! Plans within this strategic thrust address the need for important stakeholders to work together to achieve common goals and improve outcomes for Ōtara Town Centre. ! !

5.1 MIT Relationship Plan (Priority A) MIT has a greater student population than the surrounding resident population, but has largely been overlooked by retailers and the business association. MIT has recently opened a new Manukau campus. If we want to keep their main campus in Ōtara and prevent a slow migration to Manukau, we must form a very strong working relationship with this critical stakeholder. To achieve the Local Board's stated goal for Ōtara town centre to be a community and education hub, we must work more closely with MIT.

The Purpose of this plan is: • To form a strong working relationship with MIT so that we are always aware of their needs and how we can better serve them. !

The Strategy for achieving this will be: • Actively seek as many opportunities as possible to work with MIT on matters of common interest, e.g. security guards, centre manager, CCTV monitoring, student projects, etc.

• Give preference to working with MIT even when there is a minor cost and/or time penalty for doing so in recognition of the fact that the benefits outweigh the small additional cost.

• Develop an agreed KPI reporting structure with MIT, and report against this KPI at every monthly meeting. Both MIT and Centre Manager to provide feedback along the lines of a 360 degree employee feedback. Both to provide suggestions for areas in which the two parties can work together, and suggestions for improving the way in which they are currently working together. All to be formally reported on at monthly BA meeting. ! !

5.2 Opening Hours Plan (Priority A) This is an example of the lack of cooperation between retailers. Retailers have all chosen their own hours that suit their own personal needs, with no regard for the greater good. Some shoppers now go elsewhere on certain days or at certain times because "not all of the shops are open" at those times.

The Purpose of this plan is: • To agree and abide by common opening hours in order to provide certainty to shoppers. !

The Strategy for achieving this will be: • OTC Working Group to agree on standard opening hours, why they're important, and sanctions for disobeying.

• Landlords to advise whether the terms of their leases give them grounds for enforcing the opening hours.

• OTC Working Group to formally advise all retailers of the standard opening hours, the requirement to follow, and how they will be enforced (i.e. sanctions).

• Provide an avenue for whistle blowers to dob in non-compliant retailers, because by not adhering to agreed hours they harm ALL retailers.

• Centre manager to monitor and report on progress. ! ! !

5.3 OTC Working Group Plan (Priority B) There are things that retailers wish would happen but can't happen without landlord enforcement. But landlords appear to have taken a largely hands-off investor approach rather than an active asset management approach. We need to get retailers, landlords, the business association and MIT working together.

The Purpose of this plan is: • To form a working group of landlords, retailers, MIT and centre manager so that improvement plans can be implemented with support from all. !

The Strategy for achieving this will be: • Meet individually with landlords to outline the problems contained in the situation analysis part of this document, particularly with regard to the lack of variety and its impact on tenant viability, and the opportunities arising to landowners if some of the development aspects of this strategic plan are implemented.

• Invite them to be part of the Ōtara Town Centre working group. N.B. This initiative will fail unless a majority of landlords can be encouraged to participate.

• Communicate with all retailers by newsletter and a special meeting that a working group will be formed and call for nominations for 7 retailer representatives to join the group.

• Meet monthly to develop and implement improvement initiatives, including those that follow... ! !

5.4 Retail Mix Masterplan Plan (Priority B) Without an overarching masterplan guiding the growth of Ōtara Town Centre, it will continue to wander on aimlessly and fail to provide what its customers want, consigning it to a continuation of the downward spiral it is currently in.

The Purpose of this plan is: • To develop a jointly agreed upon masterplan to guide the growth of Ōtara Town Centre. !

The Strategy for achieving this will be: • OTC Working Group to develop a masterplan outlining the desired mix of tenants and how they will be compartmentalised into physical precincts within OTC.

• This plan will be used to brief real estate agents on the desired type of tenant when each lease comes up for renewal.

• Centre manager to actively solicit a waiting list of potential tenants that fit the specified criteria, and maintain a dialogue with them until a space becomes available for them. ! ! !

Local Board Priority: Community & Recreation Facilities

6. Infrastructure | Strategic Thrust ! Our facilities add to our sense of belonging and identity. They are places to give expression to our cultural diversity. We value everybody's right to be able to pass their cultural traditions on to future generations. [Local Board statement.] ! Plans within this strategic thrust address the infrastructure issues required to deliver on the Local Board's "Community & Recreation Facilities" priority. ! !

6.1 Children's Playground Plan (Priority A) The current children's playground is inadequately equipped and inappropriately sited next to the elders sitting and outdoor smoking area, and outside the TAB. It provides no shelter from the weather or from harmful UV rays during summer. The Local Board plan says, "You have asked us to look at ... improving the playground". We propose moving it to the top of Fair Mall outside the Ōtara Health Centre - very convenient for children who need entertaining while others are in the medical centre. This is a much more family-friendly location than outside the TAB.

The Purpose of this plan is: • To provide an improved children's playground in a more appropriate location within Ōtara Town Centre. !

The Strategy for achieving this will be: • Gain support for the proposal from the Local Board.

• Design an expanded, covered playground for the location.

• Work with the Local Board, AT and other relevant bodies to fund and implement the design. ! The photo overleaf shows the site we recommend for the new children's playground... ! !

6.2 Elders Sitting Area Plan (Priority A) The current sitting area outside the TAB is a popular meeting place and outdoor smoking area for our older citizens. It contains a number of irregularly placed box seats and no protection from the weather. Our vision is to formalise what is already happening in this area by replacing the box seats, tree and current children's playground with an enlarged meeting area in the form of a traditional, culturally-appropriate Samoan structure as a way of acknowledging and celebrating the local "faa-Samoa" (Samoan culture or "way of living").

The Purpose of this plan is: • To provide an expanded, weather-protected meeting area for our elderly in a way that showcases Samoan culture. !

The Strategy for achieving this will be: • Gain support for the proposal from the Local Board.

• Work with the Local Board to design, fund and build an appropriate structure.

! !

Local Board Priority: Community & Recreation Facilities

7. Events | Strategic Thrust ! Performances and events provide the fun, excitement and sense of community that help make people proud to be live in Ōtara. ! People have a sense that these things don't happen much any more, that there's not as much entertainment, and that the place is boring. ! Plans within this strategic thrust address that issue. ! !

7.1 Performances & Events Plan (Priority A) Performances and events are an important part of the local social fabric, bring shoppers into the area, and make Ōtara Town Centre a more interesting and "alive" place for the local community. This plan supports the Ōtara-Papatoetoe Local Board Plan 2014, which states: "We will continue to support the arts and cultural activities you have told us you value, making Ōtara the music and arts centre of Auckland."

The Purpose of this plan is: • To maintain an active program of performances, events and exhibitions at Ōtara Town Centre. !

The Strategy for achieving this will be: • Maintain an Events Calendar, and report on it at each monthly BA meeting.

• Work with Otara Music & Arts Centre (OMAC), Fresh Gallery and MIT to achieve an active arts program within Ōtara Town Centre.

• Work with the organisers of FOBO to ensure it is not lost from Ōtara Town Centre.

• Identify other events and actively encourage them to host their event at Ōtara Town Centre. ! ! !

Local Board Priority: Increase Community Wellbeing

8. Communication | Strategic Thrust ! Traditional media (newspapers, magazines, radio, billboards, etc) is expensive and delivers poorer results than ever before as the migration to digital channels continues unabated. ! There is an opportunity for the Business Association to communicate with Ōtara Town Centre users and promote the centre using low-cost digital methods. ! Plans within this strategic thrust address this issue. ! !

8.1 Website Plan (Priority A) If Ōtara Town Centre does have a web presence, it is impossible to find. MIT recently facilitated the purchase of the domain name otara.co.nz and now it's time to put it to good use.

The Purpose of this plan is: • To promote events and retailers within Ōtara Town Centre through an effective web presence. !

The Strategy for achieving this will be: • Change the Registrant Name (Legal Holder) of the domain name from "Stephen Barrett, 16 Fairfield Rd, Hawera" to "Otara Town Centre Business Association Inc" (or whichever organisation is appropriate) by completing a Change of Registrant form. N.B. This requires the current Registrant and the prospective Registrant to complete and sign the form and return it to the Registrar with the change of ownership fee.

• Write a brief and request proposals from reputable web design companies to build and host the website.

- Ensure the website uses a content management system (CMS) so OTCBA can easily update content, and blog functionality to enable regular publishing of topical content.

- Ensure the vendor uses an open source solution such as WordPress to avoid vendor lock-in (see http:// trends.builtwith.com/cms for a list of popular CMS solutions, including usage statistics).

• Choose a vendor and commission the design & build.

• Develop a content publishing schedule and update the website on a regular basis.

• Review all Pages on at least a quarterly basis and update as necessary. ! !

8.2 Facebook Plan (Priority A) 61% of New Zealanders use Facebook, making it an ideal channel to communicate with local stakeholders. Usage is even higher amongst 15-24 year olds, enabling OTC to communicate with this difficult-to-reach demographic.

The Purpose of this plan is: • To promote events and retailers within Ōtara Town Centre through an effective Facebook page. !

The Strategy for achieving this will be: • Discontinue the current Facebook account that has been incorrectly set up as a personal account in the name of: "Sam Singh (Otara Business Association)" https://www.facebook.com/obassociation.

• Claim the as-yet-unclaimed Facebook page "Otara Town Centre" https://www.facebook.com/pages/Otara- Town-Centre/101745493255227.

• Develop a content publishing schedule and update the page on a regular basis, including links back to content on the website wherever possible. ! !

Local Board Priority: Increase Community Wellbeing

9. Safety | Strategic Thrust ! Safety of people is paramount, but people do not currently feel safe at Ōtara. We initially thought this was just outsiders' perceptions and were surprised at the level of concern expressed by local residents. ! MIT students' concerns and reports of muggings were even more alarming. They are a young, vulnerable group who seem to be targeted by some for this very reason. ! Plans within this strategic thrust address the issue of security. ! !

9.1 Lighting Plan (Priority A) Ōtara Town Centre is scary enough for many people, but at night it is amplified tenfold. Dark, gloomy areas heighten fears and reduce the perception of safety and the likelihood of visiting in the evening.

The Purpose of this plan is: • To provide sufficient lighting for people to feel safe and discourage crime. !

The Strategy for achieving this will be: • Undertake a detailed nighttime audit of lighting levels at every point inside and outside Ōtara Town Centre.

• Identify areas that need improvement.

• Develop a plan and submit to the Local Board for approval.

• Work with the Local Board and AT to implement the plan. ! !

9.2 Kew Lane CCTV Plan (Priority A) CCTV cameras are operational at Ōtara Town Centre and monitored by MIT for a certain number of hours per week. All footage is recorded so that it can be gone through afterwards in the event of an incident. This "ambulance at the bottom of the cliff" approach has resulted in a widespread feeling that the cameras don't do anything. The Kew Lane camera could be used to help clean up this area, but there has been nobody to "police" the area and it has descended into an embarrassment. This plan supports the Ōtara-Papatoetoe Local Board Plan 2014, which states: "We will ... maintain and improve the closed circuit television (CCTV) security systems."

The Purpose of this plan is: • To conduct a blitz on Kew Lane with the aid of CCTV footage to clean it up and make it safer. !

The Strategy for achieving this will be: • To work with MIT to review Kew Lane footage and determine if there are any 'dark' spots that cannot be surveilled.

• Submit a request to the Local Board for additional cameras if there are found to be any 'dark' spots.

• Work with MIT to review 2 weeks worth of footage and note all risk factors and anomalous behaviour, including people using bins they shouldn't.

• Develop an action plan based on the findings.

• Have our new security guard discuss any relevant findings with retailers and make sure they maintain acceptable standards of cleanliness and orderliness behind their premises in Kew Lane. ! !

9.3 Fair Mall Gates Plan (Priority B) Fair Mall is downright scary at night. There is no good reason for being there late at night and those who are are often up to no good. As a result retailers are forced to barricade their shops behind ugly roller doors, creating a bleak steel alleyway. Modern shopping malls all close and lock their doors after closing. Ōtara Town Centre needs to join the modern world.

The Purpose of this plan is: • To install secure gates to close off access to Fair Mall after hours. !

The Strategy for achieving this will be: • To commission the design of lockable gates for the 4 access points indicated in yellow in the aerial view overleaf, and get them costed.

• To submit a proposal to the Local Board for approval.

• Work with the Local Board regarding funding and implementation of the plan. ! !

Local Board Priority: Increase Community Wellbeing

10. Crime | Strategic Thrust ! Crime and intimidation are a particular problem at Ōtara Town Centre, and it's just one more thing that drives people out to shop at other centres that are perceived to be safer, e.g. Manukau, Botany. ! Retailers have a perception that Police don't achieve much, and if they stick their neck out they'll be targeted. As a result, the undesirable elements have control of the centre. ! Plans within this strategic thrust address these issues. ! !

10.1 Police Reporting Plan (Priority A) People bemoan the poor Police presence and retailers have for the most part given up reporting all but the worst crimes. But the simple fact is that the less calls Police receive, the lower the Police presence will be.

The Purpose of this plan is: • To report ALL crime and suspicious activity so that Police are aware of the full extent of the crime problems at OTC and will respond accordingly. !

The Strategy for achieving this will be: • Neighbourhood support coordinator to initiate a campaign to report ALL crime and ALL suspicious behaviour.

• To communicate to all retailers that if they don't phone the Police, the Police won't bother visiting as often.

• To keep a log of all calls made and the reason for each call, and report on that monthly at the BA meeting and in a newsletter to the retailer neighbourhood watch group. ! !

10.2 Neighbourhood Watch Plan (Priority A) !

The Purpose of this plan is: • To set up a retailer neighbourhood watch group to support each other and make Ōtara Town Centre a safer and more caring place. !

The Strategy for achieving this will be: • OTC Working Group to appoint a neighbourhood support coordinator.

• Work with the community constable to set up the neighbourhood support group.

• Set up a meeting for all retailers and...

- Explain how a Neighbourhood Support group works.

- Distribute information packs and signs.

- Help gather details for a group contact list.

• Maintain regular contact and actively manage the group and issue regular updates to all members. Keep them involved! ! !

10.3 Rapid Response Plan (Priority X - no implementation) Window washers are hated by everybody and are a particular curse on our centre. They cause trouble and intimidate people. Nothing seems to have worked.

The Purpose of this plan is: • To make it more attractive for window washers and beggars to go elsewhere. !

The Strategy for achieving this will be: • Neighbourhood support group to form a "rapid response team" of volunteers, supported by our security guard in an observational-only role.

• Whenever the window washers are spotted at Ōtara, retailers are to notify the rapid response team.

• Rapid response team to be kitted out with hi-vis clothing and signs that say "$0 - DO NOT PAY" and hold the sign against the driver's side window of each car the window washers accost. If they are deprived of an income at Ōtara, they will go where the pickings are easier. It's akin to removing graffiti as soon as it appears to remove the gratification.

• Security guard to be equipped with a head mounted GoPro camera and observe but not get involved (putting an employee at risk involves "health and safety in employment" issues). Camera footage can be used as evidence if the window washers commit any offences while being observed. ! !

Local Board Priority: Increase Community Wellbeing

11. Visual Amenity | Strategic Thrust ! Ōtara Town Centre looks like the place time forgot and people don't care about. Residents describe it as looking, "tired and run down" and "pretty divey really". They say it "seems forgotten, hopeless". ! They don't like the dilapidated look of the place, they don't like the litter everywhere, and they don't like the filth everywhere. ! In many centres, retailers take great pride in their environment and work hard to keep footpaths and shopfronts clean. But Ōtara seems to be an exception. ! Plans within this strategic thrust address the poor standards of visual amenity at Ōtara Town Centre. ! !

11.1 OTC Cleaning & Maintenance Plan (Priority A) The agency that is responsible for cleaning and maintenance of Ōtara Town Centre is not delivering to a high enough standard.

The Purpose of this plan is: • To improve the cleaning of OTC and address the deferred maintenance issues. !

The Strategy for achieving this will be: • Compile a dossier with photographs and documented examples of poor street cleaning at Ōtara Town Centre.

• Present the dossier to the Local Board with a request to liaise with the relevant agency to improve standards.

• To conduct an audit of all maintenance required on public property within OTC and develop a set of recommendations, together with photos, and present to the Local Board for approval and action. ! !

11.2 OTC Rubbish Bins Plan (Priority A) People don't like litter, but lazy people litter. More bins make it more convenient for people to do the right thing.

The Purpose of this plan is: • To install more rubbish bins in OTC. !

The Strategy for achieving this will be: • Conduct an audit of the current number and location of rubbish bins.

• Determine the desired number and location of rubbish bins and present a proposal to the Local Board for approval.

• Work with the Local Board to have the requested rubbish bins installed. ! !

11.3 Retailer Cleanliness & Signage Plan (Priority A) If we don't care for our own house, how can we expect others to care for it?

The Purpose of this plan is: • To maintain impeccably clean and tidy shopfronts and footpaths outside our shops, and signs above our shops. !

The Strategy for achieving this will be: • Centre manager to liaise with retailers about the public feedback regarding litter, untidiness and filth, and the campaign for more rubbish bins, and agree with each retailer a plan to keep the footpath in front of their shops clean, with the aid of the newly installed rubbish bins.

• Conduct an audit of all maintenance required on retail premises, including signage.

• Develop a set of recommendations, or fixes required, and work with the relevant landlord or retailer to implement the fixes.

11.4 Roller Door Replacement Plan (Priority C) Secure doors such as roller doors are required by insurance companies. Although there are aesthetically pleasing options available, all retailers have gone for least-cost roller doors. The focus on costs at all costs makes the place feel like a ghetto and is driving people away. The Proposed Auckland Unitary Plan contains a new rule 4.10 Roller Doors: "Purpose: integrate security devices (e.g. grills/roller doors) into the design of the building to create an attractive streetscape environment and enhance the amenity of streets and public open space provide a high degree of visibility between the street / public open space and the building interior and contribute to pedestrian amenity and safety. Roller doors on street facing ground floor facades must be located inside the building facade and at least 75 per cent transparent."

The Purpose of this plan is: • To meet insurance companies' requirements for secure doors without making the place feel like a ghetto. !

The Strategy for achieving this will be: • To commission the design of tilt-a-doors made from steel bars and lined on the inside with reinforced, shatterproof glass. Such doors would be padlocked down at night and provide as much security as a roller door. But when opened, the doors would serve a dual purpose by providing a welcoming awning over the shop's entryway.

• Cost the production and installation of the doors to every shop and present a proposal for shared cost to the Local Board for approval.

• Work with the OTC working group to require all shops to install the new doors. ! !