! - !2 - ! ! 2014-2019 Ōtara Town Centre Strategic Plan ! ! ! ! ! ! ! ! July 2014 ! Copyright © 2014 EVOLVE® Marketing Ltd. www.evolve.co.nz - !3 - ! ! ! Prepared for the "tara Business Association by EVOLVE® Marketing Ltd ! July 2014 Copyright © 2014 EVOLVE® Marketing Ltd. www.evolve.co.nz - !1 - 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 Copyright © 2014 EVOLVE® Marketing Ltd. www.evolve.co.nz - !2 - 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 Copyright © 2014 EVOLVE® Marketing Ltd. www.evolve.co.nz - !3 - 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 Copyright © 2014 EVOLVE® Marketing Ltd. www.evolve.co.nz - !4 - Community & Recreation Facilities [Community & Recreation Facilities] ..............................................71