norwood parade precinct committee agenda & reports · agenda for the meeting of the norwood...

Norwood Parade Precinct Committee Agenda & Reports

1 December 2015

Our Vision

A City which values its heritage, cultural diversity, sense of place and natural environment.

A progressive City which is prosperous, sustainable and socially cohesive, with a strong community spirit.

25 November 2015

To all Members of the Norwood Parade Precinct Committee Committee Members

Mayor Robert Bria (Presiding Member)

Cr Lucy Marcuccitti

Cr Christel Mex

Cr Paul Wormald

Cr Sue Whitington

Mr Mario Boscaini

Ms Maria DeConno

Mr Derek McNair

Mr Tom McClure

Ms Annie Lovejoy

Ms Jane Thesinger

Ms Rebecca Hunt Staff

Mario Barone (Chief Executive Officer)

Lisa Mara (General Manager, Governance & Community Affairs)

Keke Michalos (Senior Strategic Projects Officer)

Leanne Bruno (Economic Development Co-ordinator)

Monique Warren (Economic Development Co-ordinator) NOTICE OF MEETING I wish to advise that pursuant to Sections 87 and 88 of the Local Government Act 1999, the next Ordinary Meeting of the Norwood Parade Precinct Committee, will be held in the Mayors Parlour, Norwood Town Hall, 175 The Parade, Norwood, on: Tuesday 1 December 2015, commencing at 6.00pm Please advise Keke Michalos on 83664509 or email [email protected], if you are unable to attend this meeting or will be late. Yours faithfully

Mario Barone CHIEF EXECUTIVE OFFICER

City of Norwood Payneham & St Peters Agenda for the Meeting of the Norwood Parade Precinct Committee to be held on 1 December 2015

Index Page

Page No.

1. CONFIRMATION OF MINUTES OF THE NORWOOD PARADE PRECINCT COMMITTEE MEETING HELD ON 29 SEPTEMBER 2015 ............................................................................................ 1

2. PRESIDING MEMBER’S COMMUNICATION ........................................................................................... 1

3. NORWOOD PARADE PRECINCT NEWS ................................................................................................ 1

4. STAFF REPORTS ..................................................................................................................................... 1

4.1 PROGRESS REPORT ON THE IMPLEMENTATION OF THE 2015-2016 ANNUAL

BUSINESS PLAN .......................................................................................................................... 2

4.2 2016 SCHEDULE OF MEETINGS FOR THE NORWOOD PARADE PRECINCT

COMMITTEE ................................................................................................................................. 7

5. OTHER BUSINESS ................................................................................................................................... 8

6. NEXT MEETING ........................................................................................................................................ 8

7. CLOSURE.................................................................................................................................................. 8


Page 1

VENUE Mayors Parlour, Norwood Town Hall HOUR PRESENT Committee Members Staff APOLOGIES ABSENT TERMS OF REFERENCE: The Norwood Parade Precinct Committee is established to fulfil the following functions:

To develop and recommend to the Council in each financial year, an Annual Business Plan and Budget for The Parade Precinct.

The Budget developed by the Norwood Parade Precinct Committee must be considered in conjunction with the Annual Business Plan. The amount recommended to the Council, to be approved by the Council, should meet the objectives set out in the Annual Business Plan.

To oversee the implementation of the Annual Business Plan as approved.

To oversee the implementation of the approved Marketing and Promotional Plan for The Parade.

To assist in the development and promotion of a vibrant cultural and leisure tourism destination for businesses, residents and visitors.

To facilitate and encourage networking and communication.

1. CONFIRMATION OF MINUTES OF THE NORWOOD PARADE PRECINCT COMMITTEE

MEETING HELD ON 29 SEPTEMBER 2015 2. PRESIDING MEMBER’S COMMUNICATION 3. NORWOOD PARADE PRECINCT NEWS

Committee Members to report on news from the Precinct. 4. STAFF REPORTS


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4.1 PROGRESS REPORT ON THE IMPLEMENTATION OF THE 2015-2016 ANNUAL BUSINESS PLAN

REPORT AUTHOR: Economic Development Coordinator GENERAL MANAGER: Chief Executive Officer CONTACT NUMBER: 8366 4512 FILE REFERENCE: S/01916 ATTACHMENTS: A – C

PURPOSE OF REPORT The purpose of this report is to provide the Norwood Parade Precinct Committee with a progress report on the implementation of the 2015-2016 Annual Business Plan. BACKGROUND At its meeting held on Tuesday 1 September 2015, the Committee endorsed the Draft 2015-2016 Annual Business Plan for the Norwood Parade Precinct and resolved to forward it to the Council for its endorsement. Subsequently, the Council endorsed the Annual Business Plan at its meeting held on Monday 7 September 2015, as being suitable for implementation. Since the endorsement of the Annual Business Plan, the Council’s Economic Development staff have commenced investigations and progressed a number of the deliverables. This report provides an update of the key strategies and deliverables that have been progressed by staff since the Committee’s meeting on 29 September 2015. A summary of the overall budget and expenditure to date is contained in Attachment A. DISCUSSION 1. STRATEGY: EVENTS & PROGRAMS

1.1 NORWOOD PLACE PARADES ON NORWOOD PARADE

The 2015 Norwood Place Parades on Norwood Parade event took place on Sunday 25 October 2015. The Parades on Norwood Parade formed part of the Adelaide Fashion Festival four (4) day program of events across South Australia. The purpose of this event was to showcase The Parade as one of Adelaide’s premier retail and fashion Precincts. The event was held between 11.00am and 5.00pm, along The Parade, between Edward Street and Queen Street and included the following highlights:

60 metre catwalk across the George St intersection on The Parade;

Clothing, shoes & accessories showcased on the catwalk from 29 fashion retailers exclusively from The Parade (increase from 24 participants in 2014);

High Tea with a seating capacity of 200 for VIP guests and the general public to purchase;

300 seats for the general public to view fashion parades;

Norwood Fashion & Design Market featuring 110 stalls along the street; and

Live entertainment on three (3) stages from local SA bands.

Estimated attendance at the event was 8,000 patrons. Each of the 29 fashion retailers who participated have been asked to provide feedback on how the event impacted on foot traffic and sales. The feedback received from 27 of the fashion retailers, regarding the event and how it impacted on their business is positive, with an increase in sales and customer numbers being the general response. All traders indicated that they would definitely participate again in 2016. A budget of $33,200 from the Events budget in the 2015-2016 Annual Business Plan was allocated to this event, with the funds used to support expenses such as the road closures, advertising and infrastructure.


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1.2 NORWOOD CHRISTMAS PAGEANT

The 38th Norwood Christmas Pageant will be held on Saturday 28 November 2015 and will take place

along The Parade (between Sydenham Road and Queen Street) commencing at 10.00am. An estimated 20,000 patrons are expected to attend this family event. Whilst this event is a City wide event, The Parade traders are given preference to participate in this event. Table 1 below outlines The Parade businesses that will be directly involved in the event and how they will be involved.

TABLE1: THE PARADE BUSINESSES PARTICIPATING IN THE CHRISTMAS PAGEANT

BUSINESS NAME INVOLVEMENT

Norwood Foodland 1500 fruit boxes - distributed to participants

Enjoy Bakery 1500 doughnuts - distributed to participants

Grill’d 300 free chips / burgers – distributed to children only

Vella Real Estate Pageant Parade

Bendigo Bank Pageant Parade

Norwood Football Club Pageant Parade

National Pharmacies Pageant Parade

Siam Retreat Pageant Parade

Team Trampoline Gym Pageant Parade

1.3 SANTOS TOUR DOWN UNDER In 2016, the Council will host Stage 4 Start of the Santos Tour Down Under, which will take place on Friday 22 January 2016. A component of the event this year will be the Bupa Challenge commencing at 7.00am, followed by the Official Stage Start at 11.30am. Due to the nature and operations of the Bupa Challenge component within the event this year, the ability to provide on-street entertainment and activities is limited, due to the time available between the two (2) events to get the infrastructure on the street for an event. For this reason the traditional pre-race breakfast will not be held however, the Council will be hosting an evening event, with a focus on food, music and entertainment on Thursday 21 January 2016 to further promote the Precinct. Staff are currently speaking to all of the food business operators within the Norwood Parade Precinct to seek expressions of interest in participating. Food businesses will play a significant part in the offering of this event. At this stage, The Parade food businesses have been given priority to participate in the event, however, depending on the response received from The Parade traders, the Council may need to open the event to all food businesses within the City of Norwood Payneham & St Peters. Similar events hosted by other Council’s across the Adelaide metropolitan area that week are outlined in Table 2 below: TABLE 2: TOUR DOWN UNDER EVENTS IN OTHER METROPOLITAN COUNCILS

DATE EVENT COUNCIL / PRECINCT

Monday 18 January Touriffic Prospect (5.00pm – 11.00pm)

City of Prospect

Tuesday 19 January Unley Gourmet Gala (4.00pm – 10.00pm)

City of Unley

Wednesday 20 January Tour Glenelg Street Party (5.00pm – 11.00pm)

Jetty Road Precinct

Thursday 21 January Gear Up @ Campbelltown (12.00pm – 4.00pm)

Campbelltown City Council


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1.4 CHRISTMAS COMPETITION – SHOP ON THE PARADE TO WIN The 2015-2016 Annual Business Plan has allocated a budget of $10,000 for the coordination and delivery of competitions. The Shop on The Parade to Win completion is the first major competition that will be delivered, with other competitions for Valentine’s Day and Mother’s Day being investigated. The objective of the Christmas Competition is to promote The Parade and encourage consumers to shop on The Parade in the weeks leading up to Christmas. The competition will commence on Friday 27 November 2015 and conclude on Tuesday 22 December 2015. In developing the completion, the Council approached all six (6) travel agents along The Parade and invited them to register their interest to participate in the Shop on The Parade To Win competition. Of the six (6) travel agents along The Parade, Phil Hoffman and Thesinger & Turner Travel Associates registered interest to participate in the Christmas completion. It was decided that based on the commitment to offer a prize of the most significant value that the Council would partner with Thesinger & Turner Travel Associated for this completion and use the Phil Hoffman prize offering to run a series of social media competitions in the new year. Outlined below is a summary of the competition.

Prize The competition offers one (1) prize only, which is valued at $4098.00 and includes a Royal Caribbean 10 nights South Pacific Cruise aboard the Explorer of the Seas for two (2) people, departing on Thursday 10 November 2016 from Sydney, Australia. The Prize includes accommodation in an oceanview stateroom, meals, entertainment, port taxes, gratuities and all other offerings as stated in the itinerary. The Prize will be randomly drawn at 12.00pm on Wednesday 23 December 2015 at the Council. To enter the competition, customers must spend $50 or more in any one single transaction at any business within The Norwood Parade Precinct. There is no limit to the number of entries any person may submit. The completion will be run electronically and all entrants will need to visit The Parade website www.paradenorwood.com to submit their entry. Given that the Council is the promoter of the competition, City of Norwood Payneham & St Peters staff and their immediate families will not be eligible to enter. However business owners, staff and their families within The Norwood Parade Precinct will be eligible to enter.

Marketing Campaign

Table 3 below contains a summary of the marketing campaign to support the promotion of this competition. A copy of the promotional material is contained in Attachment B.

TABLE 3: MARKETING CAMPAIGN FOR CHRISTMAS COMPETITION

MEDIA TYPE QTY DISTRIBUTION

PRINT & SIGNAGE

Posters (A4, A3, A1) 500 Along The Parade & Adelaide CBD

Window Stickers (A6) 200 Business along The Parade

Postcards (A6) 15,000 Distributed on Norwood Christmas Pageant Day (attendance of 20,000) & Parade Businesses.

Footpath Stickers 8 Placed along The Parade in high-traffic areas

Messenger Newspapers 2 East Torrens – Wednesday 9 December Eastern Courier - Wednesday 9 December

Media Releases 2 Media contact across South Australia

T-Shirts 10 Worn during the distribution of postcards on Pageant Day and Customer Service staff at the Norwood Town Hall

http://www.paradenorwood.com/


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DIGITAL

Social Media The Parade - Facebook , Instagram, Twitter

Websites City of Norwood Payneham & St Peters & The Parade, Norwood

Websites – Other Nova 919, Mix 102.3

RADIO

Mix 102.3 30

15 second advertisements Breakfast / Morning Shows (7.00am – 12.00pm) Week 1 : Wednesday 2 – Friday 4 December Week 2: Wednesday 9 – Friday 11 December

Nova 919 26

15 second advertisements Breakfast (7.00am – 9.00am) Afternoon (4.00pm – 6.00pm) Week 1 : Wednesday 2 – Friday 4 December Week 2: Wednesday 9 – Friday 11 December

2. STRATEGY: IDENTITY & BRAND 2.1 CHRISTMAS DECORATIONS In developing the 2015-2016 Annual Business Plan, a total of $67,227 was allocated for the purpose of signage and street decorations. At the meeting held on 29 September 2015, the Committee determined that rather than installing Christmas decorations in the format which has occurred in previous years (ball balls and garlands throughout the trees along The Parade, better use could be made of the street light poles as well as decorating the exterior of the Norwood Town Hall. In response to the Committee’s resolution the following will be implemented: TABLE 4: CHRISTMAS DECORATIONS TO BE INSTALLED ALONG THE PARADE

DESCRIPTION LOCATION INSTALLATION

DATE

Light Pole Banners (x24) Portrush Road through to Osmond Terrace

Wednesday 18 November

Season’s Greetings Banner (x6) Norwood Town Hall Friday

20 November

Season’s Greetings Banner (x1) George Street & The Parade intersection

Monday 14 December

A copy of the various banners is contained in Attachment C. In addition, staff are currently working with suppliers throughout South Australia to source large Christmas decorations that can be fitted and used on the Parade’s Light Pole Banners, with the objective of having them installed for Christmas 2016. Suppliers have advised that Christmas decorations need to be ordered by March 2016 as they require manufacturing overseas, ready for installation in November 2016.


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2.2 MERCHANDISE In delivering the 2014 - 2015 Annual Business Plan and the re-development of the Parade brand, a series of Parade merchandise was purchased to assist in promoting the Precinct. Staff have considered various ways of distributing The Parade merchandise and have identified the following opportunities over the coming months, to assist in the distribution of merchandise. This has been summarised in Table 5 below: TABLE 5: PROPOSED DISTRIBUTION OF MERCHANDISE

OPPORTUNITY / EVENT WHEN MERCHANDISE QTY

Parades on Norwood Parade Sunday 25

October 2016 Tote Bags Fridge Magnets

200 200

Libraries (distributed with books) - Norwood, Payneham & St Peters

December 2016

Shopping / Enviro Bags 1500

Tour Down Under - Media / VIP

Friday 22 January 2016

Note Books Fridge Magnets

200 200

Tour Down Under - Masterplan Consultation Booth


Shopping / Enviro Bags 1000

Tour Down Under - Subaru Cars


Enviro Bags 500

Staff will continue to investigate further opportunities to distribute merchandise over the coming months.

3. STRATEGY: BUSINESS DEVELOPMENT

3.1 NETWORKING FUNCTION The recent Norwood Parade Precinct Committee Networking event was held on Tuesday 27 October 2015 at Brick + Mortar Creative. A total of 54 people attended the event with representatives of the Norwood Parade Precinct Committee, Business and Property Owners Elected Members and Council staff present at the event. Details of the next networking function for Parade Precinct businesses are as follows: Date: Wednesday 17 February 2016 Time: 6.00pm to 8.00pm Venue: TBC Committee Members are invited to put forward their suggestions for venues to host future networking functions for The Parade Precinct businesses.

4. STRATEGY: COMMITTEE ADMINISTRATION

4.1 TENANCY DATABASE Staff have commenced developing a tenancy database for The Parade to support the implementation of an e-newsletter to provide key updates to The Parade Business and Property Owners.

RECOMMENDATION That the report be received and noted.

Attachment A

Progress Report on the Implementation of the2015-2016 Annual Business Plan

2015 / 2016 NPPC Annual Business Plan Budget

STRATEGIES BUDGET EXPENDITURE REMAINING

Events & Festivals 47,000$ 33,200$ 13,800$ Competitions & Promotions 10,000$ -$ 10,000$

57,000$ 33,200$ 23,800$

Digital - Website 5,000$ -$ 5,000$ Digital – Social Media 20,000$ 5,165$ 14,835$ Digital – Advertising 5,000$ -$ 5,000$ Digital – E-Newsletter -$ -$ -$ Print – Publications 10,000$ 5,870$ 4,130$ Print – Marketing Collateral 10,000$ -$ 10,000$ Radio 5,000$ -$ 5,000$ Media Relations -$ -$ -$ Market Research 20,000$ -$ 20,000$ Strategic Marketing Plan 10,000$ -$ 10,000$

85,000$ 11,035$ 73,965$

Sponsorship 5,000$ -$ 5,000$ Signage & Street Decorations 67,227$ -$ 67,227$ Merchandise -$ -$ -$ Loyalty Card Program 7,000$ -$ 7,000$ Photography 2,000$ -$ 2,000$

81,227$ -$ 81,227$

Networking 8,000$ 2,510$ 5,490$ Training 8,000$ -$ 8,000$ Newsletter 1,000$ -$ 1,000$ Visual Merchandising 5,000$ -$ 5,000$ Welcome Kit for New Businesses 2,000$ -$ 2,000$ Promotional Information Kit -$ -$ -$ Award Programs 1,000$ -$ 1,000$ Engagement -$ -$ -$ Tenancy Mix -$ -$ -$ Precinct Profile Information Kit 3,000$ -$ 3,000$ Best Practice 2,000$ -$ 2,000$

30,000$ 2,510$ 27,490$

Tenancy Database -$ -$ -$ Council Staff Support 72,623$ 26,173$ 46,450$ Catering 2,000$ 879$ 1,121$

74,623$ 27,052$ 47,571$

TOTAL: 327,850$ 73,797$ 254,053$

AS AT 31 OCOTOBER 2015

EVENTS & PROGRAMS

MARKETING & COMMUNICATION

IDENTITY & BRAND

BUSINESS DEVELOPMENT

COMMITTEE ADMINISTRATION

A

Attachment B


REVISED - Smaller balls B1

season’s greetings

B2

Attachment C



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4.2 2016 SCHEDULE OF MEETINGS FOR THE NORWOOD PARADE PRECINCT COMMITTEE

REPORT AUTHOR: Economic Development Coordinator GENERAL MANAGER: Chief Executive Officer CONTACT NUMBER: 8366 4512 FILE REFERENCE: S/01916 ATTACHMENTS: Nil

PURPOSE OF REPORT The purpose of this report is to provide the Committee with the proposed Schedule of Meetings for 2016. BACKGROUND In respect to Meetings, the Terms of Reference state that: 8.3 The Norwood Parade Precinct Committee shall meet six (6) times in every calendar year, at a place

to be determined by the Chief Executive Officer and then on such dates and at such times as determined by the Precinct Committee.

The purpose of this report is to present the proposed Schedule of Meetings for the 2016 calendar year to the Committee. DISCUSSION In accordance with the Terms of Reference, the Chief Executive Officer has determined that all of the Committee Meetings will be held in the Mayor’s Parlour located in the Norwood Town Hall at 175 The Parade, Norwood. In respect to the time and date of the meetings it is recommended that all of the future meetings of the Committee commence at 6.15pm on the last Tuesday of every odd month with the exception of January where the last Tuesday falls on Australia Day (26 January 2016). In this instance, it is recommended that the meeting be held on the last Tuesday of February 2016. Based on this proposal and the need to hold six (6) meetings within every calendar year, it is suggest that the schedule of meetings outlined in the table below, be approved by the Committee. NORWOOD PARADE PRECINCT COMMITTEE SCHEDULE OF MEETINGS 2016

Meeting Date Start Time

1 Tuesday 23 February 2016 6.15pm

2 Tuesday 29 March 2016 6.15pm

3 Tuesday 31 May 2016 6.15pm

4 Tuesday 26 July 2016 6.15pm

5 Tuesday 27 September 2016 6.15pm

6 Tuesday 29 November 2016 6.15pm

RECOMMENDATION That the Schedule of Meetings for the 2016 calendar year outlined in this report, be approved.


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5. OTHER BUSINESS

(Of an urgent nature only)

6. NEXT MEETING

Tuesday 23 February 2016

7. CLOSURE

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