1 INVERCARGILL CITY CENTRE – RETAIL STRATEGY 2 Table of Contents 1 Strategy Overview ............................................................................................................... 4 3.5.1 Arts & Heritage ................................................................................................... 22 1.1 Executive Summary - Background .............................................................................. 5 3.5.2 Amenity Spaces ................................................................................................. 22 1.2 Executive Summary – Actions ..................................................................................... 6 3.5.3 Library ................................................................................................................ 22 1.3 Strategy At A Glance ................................................................................................... 8 3.5.4 Farmers’ Markets ............................................................................................... 23 1.4 Forward ....................................................................................................................... 9 3.5.5 Food Truck Friday .............................................................................................. 23 2 Background ....................................................................................................................... 10 3.5.6 Healthcare Facilities ........................................................................................... 23 2.1 Project History ........................................................................................................... 11 3.6 Tourism ..................................................................................................................... 24 2.2 Project Pathway ........................................................................................................ 12 3.6.1 Visitor Proposition .............................................................................................. 24 2.2.1 Process .............................................................................................................. 12 3.6.2 Campervan Friendly ........................................................................................... 24 2.2.2 Project Champion & Partners ............................................................................. 12 3.6.3 Accommodation .................................................................................................. 24 2.3 Area Definitions ......................................................................................................... 13 3.6.4 Air Travel Connections ....................................................................................... 24 2.4 Key Pillars ................................................................................................................. 14 3.7 Attraction - Recommended Initiatives ....................................................................... 25 2.5 Current Position ......................................................................................................... 15 3.8 Attraction - Recommended Initiatives (Continued) .................................................... 26 3.9 Attraction – Measures Of Success ............................................................................ 27 3 Attraction ........................................................................................................................... 16 3.1 Proposition & Differentiation ...................................................................................... 17 4 Experience ........................................................................................................................ 28 3.1.1 City Brand ........................................................................................................... 17 4.1 City Centre Experience ............................................................................................. 29 3.1.2 Precincts ............................................................................................................. 17 4.1.1 Uniquely Invercargill ........................................................................................... 29 3.1.3 Unique Selling Proposition ................................................................................. 17 4.1.2 Consistency Of Hours ........................................................................................ 29 3.2 Drawcards ................................................................................................................. 19 4.2 City Ambassadors ..................................................................................................... 30 3.2.1 Precincts & Category Clusters ........................................................................... 19 4.3 Digital Wayfinding ..................................................................................................... 30 3.2.2 Anchors .............................................................................................................. 19 4.4 Online Advocacy ....................................................................................................... 30 3.3 Market Visibility ......................................................................................................... 20 4.5 City Offer ................................................................................................................... 31 3.3.1 Integrated Strategy ............................................................................................. 20 4.5.1 Retail & Hospitality Mix ....................................................................................... 31 3.3.2 Advocacy ............................................................................................................ 20 4.5.2 Examples ........................................................................................................... 32 3.4 Inclusion .................................................................................................................... 21 4.6 Experience – Recommended Initiatives .................................................................... 33 3.4.1 Value Proposition ............................................................................................... 21 4.7 Experience – Recommended Initiatives (Continued) ................................................ 34 3.4.2 Family Centric .................................................................................................... 21 4.8 Experience – Measures Of Success ......................................................................... 35 3.4.3 Accessibility ........................................................................................................ 21 5 Place ................................................................................................................................. 36 3.4.4 Cultural Diversity ................................................................................................ 21 5.1 Economic & Social Drivers ........................................................................................ 37 3.5 Relevance And Frequency ....................................................................................... 22 INVERCARGILL CITY CENTRE – RETAIL STRATEGY 3 5.2 Street Strategy – Prime Retail ................................................................................... 38 6.1.5 Change In Online Spend From Invercargill Locals ............................................. 57 5.3 Street Strategy – Edge of Prime ................................................................................ 39 6.2 Commercial Attraction ............................................................................................... 58 5.4 Potential Precincts .................................................................................................... 40 6.2.1 Visibility .............................................................................................................. 58 5.5 Urban Design Principles ............................................................................................ 41 6.2.2 Proposition ......................................................................................................... 58 5.6 Infrastructure & Streetscapes .................................................................................... 42 6.3 Business Retention ................................................................................................... 58 5.7 Retail Environments .................................................................................................. 44 6.3.1 Managing Opportunities ..................................................................................... 58 5.8 Design-Led Capability & Experience Building ........................................................... 45 6.4 Capability Building & Succession .............................................................................. 59 5.9 Parking ...................................................................................................................... 46 6.4.1 Developing Self Help .......................................................................................... 59 5.9.1 Forward Parking Solutions ................................................................................. 47 6.4.2 Succession ........................................................................................................