retail strategy report card retail mix

8/2/2019 Retail Strategy Report Card Retail Mix

1/13

12 year Hree reP r CarD 2008:2009

, ,

, ,

, ,

,

MELBOURNE

PARKVILLE

WESTMELBOURNE

DOCKLANDS

CARLTON

PORTMELBOURNE

KENSINGTON

FLEMINGTON

FISHERMANSBEND

NORTHMELBOURNE

SOUTHBANK

EASTMELBOURNE

SOUTHYARRA

CARLTONNORTH

JOLIMONT

SOUTHWHARF

Clue Block

Suburb

Buildingswith retailspace (m2)

17,501 - 55,0007,501 - 17,500

2,501 - 7,500

501 - 2,500


2/13


m u cbd t tt t t ys s

h h n n npw d t nd in Victo i n t i t d

( on dj t d) th t i d iv n inc in Victo i pop tion

nd inco . h m o n t itt ction n i co i ion d

in 2008 h hown th t n th ofth CbD, so th nk nd Dock nd

t i in in tion to th indof t opo it n m o n .so of th jo findin of thm o n t i tt ction n iinc d th fo owin :

in th v n p to ndinc din 2009 th h n

t nti p d in th cit t i off

in thi ti f , o nd

250,000 2 of t i f oo p ch n c t d o f i h d

o t 157,000 in th CbD nd120,000 in Dock nd ndso th nk

Dockn i

th t kin

chd v

ti

VictoDock

nd hop

phd f f

twt n18.6 inc

c o

tinc pp

tcth C

i th

o j t : i t u spt us ss t t u y

k t t t tyst y.

m u t t

h Cit of m o n nd th Victo i n gov n nt d v op d

cit - p cific t i onito inconj nction with Cb rich d e i .

h onito now cov t it n nci in m o n t i co ,Dock nd , sp nc st t ndso th nk, nd it onito v c nc

t , ch n nd p op t i d .

h onito indic t th t t iin th CbD h n i i nt inth o cono ic downt n,

with nt in int in d nd v c nc t inc in on

i ht in 2008 nd 2009.

r ts: r t i nt p q tin th cit p -p i t i ,

which c nt on th bo k st tm , h v inc d inc 2005,

nd now v n $6,000 2.

CbD p i nt h v oinc d ov th p t fo ,

nd t id-2009 v d n $3,000 2. s cond t i p c

nt h v n q it t , to nd $1,200 2.

v y t s: st t f ontt i v c nc t in th cit

v d 2.7 p c nt in th m chq t of 2009, co p d to j t

th n 1.5 p c nt in th m chq t of 2006, t th h i ht ofth con ption oo of th

id-2000 . h t i v c nc t w i ht hi h in n nd

c d th n on in t t inth fi t q t of 2009, v in4.1 p c nt, nd in hoppinc nt within th cit (3.3 p c nt).

r t x:

h div it of m o n t i off h inc d ovc nt . C othin t i in

i th o t co on fo oft i in in th cit , t kin 29 p

c nt of t i p c , fo ow d food t i in (15 p c nt of

f oo p c ), nt t in nt (10p c nt), d p t nt to

nd p on vic ( ch with 9 p c nt of t i f oo

p c ), c tion (8 p c nt)nd ho w (6 p c nt).

s p k t now occ p 3 p c nt of t i f oo p c .

Whi th in t t f onth v o c othin t i th n

n oth in fo of t n nc ,th n w nd c d

p ovid p ntif oppo t nitifo div it . Food nd c othin

t i h v q h of tht n nci in th of thcit , with 30 p c nt ch ofth co t i p c , t o

cco od t p on ndoth vic ( t o nd 20 pc nt of th t i off in n

nd c d ).


3/13


P st t

sinc J n 2006, th Cit of m o n h onito dp d t i n ov nt inp op co ntin n o nd

t c p of co ctin tii d t in tip oc tion

c o th cit c nt . h now 18 n o op tin in thCbD, so th nk nd Dock nd .

h p d t i n d t contin to inco po t d into th m o nt i onito nd th m o nt i nd tt ction t nd n i .

h tot n of w kd w 4.1 p c nt

tw n 2004 nd 2008, f o530,000 to 552,000.

cl e

Clue i th Cit of m o n C n of l nd u nde p o nt. Clue i v i fof ch . How v , c to i dd t c n o d d nd t i o dto t individ n d . Clueoff d t i d info tion on

cono ic ctivit within thnicip it of m o n :

ind

f oo

p

i

v n

p t

rcov

h

th inc

ov c nt

t

of thin thi

w

thi nd

incCitinc

P p ty w t

anoth Cit of m o n chp oj ct, P op t W tch p ovid

pd t of ind t vi wof th p op t k t nd k to t ook in th Cit of m o n .

P op t W tch p ovid chnd ind t info tion on offic ,

t i nd id nti p op t k t . P op t W tch i niq ,

d win to th ind t vi wnd d t i d ch d t into in p ic tion nd p ntin

c nt nd ho t-t p o p ctfo k cto of m o n p op t k t.

Fo c t in nt p icov nt , inv t nt i d ,

v c nc t , nd pp /d nd t nd k it v

o c . h m ch 2009 findinv d th t whi owth h d

n tiv t on ov th thk t nt , it w xp ct d

to in t tic ov fo 2009, with od t inc xp ct d in2010 nd 2011.

o :both offic nt nd offic i d inc d to th nd of th

fo th q t , 2008. Whi v c nc t fo th CbD h v inc di ht in th ix onth to J n

2009, Dock nd h n noppo it t nd with v c nc t

d c in f o 10 p c nt to3.9 p c nt in th p iod.

r t : h p k of p viok t n ik to p t d

in th to h cono ic tixp ct d th o h 2009 nd into

2010. How v , t on t n ntd nd fo w oc t d t ip op t in th co i ik to k p

v c nci ow nd ow ntowth to contin .

r s t :h f nd ntnd in th m o n id nti

p op t k t xt o t. m o n i on of th

o ffo d id nti k tin a t i . D nd fo ntp op ti contin d to o t t ip

pp in 2008, p hin nt pnd k pin v c nc t t

co d ow . Contin d nd -pp of n w dw in ho d

n v c nc t in ownd p t p on nt .

a tho h t i p ndin owthow d in Victo i d in 2008,

to j t nd 5 p c nt, Victo if d w co p d with oth

t t . Fo c t fo ow owth

in 2009 i in j t 4 p c nt xp ct d to p c d with

tt p o p ct fo 2010, with fo c t of owth chin10 p c nt 2011 (P op t

W tch, m ch 2009).


4/13


bu s tt sp ( 2)


5/13


o j t : d p tt t ty t x t u ut t ty.

bus ss st s t s

h Cit of m o n ini tin d t no ni tion to co nic t

with in t k ho d c t o nd oc tion. b inin m o n c n opt to c ivp o otion t i f o thCit of m o n , w t k

dv nt of co p h n ivf i tin on th nch d

h t m o n w it (p 73).

h b in i tin d to t in th w in which

th Cit of m o n k p into ch with cit in o t

nicip ction nd othoppo t niti to p ticip t in th

nnin of th cit nd t k p tin con t tion o t ch n

ff ctin t i .

S

h b ip ovto in

ocCitto nc

ctivcontco p

with

tcit

ddi

to n

int

hfo

ix

p

Clothing and footwear

Supermarkets etc

Specialty food

Hairdressing etc

Pharmaceutical etc

Electrical and electronic

Take-away

Watch, jewellery etc

Furniture etc

Recreational goods

Banking

Motor vehicle

Department stores

-50,000 -40,000 -30,000 -20,000 -10,000 0 10,000 20,000 30,000

c t sp y ust y 19972008, c t ty


6/13


K h us

i ono Ho i nich t iof n w nd vint J p nt xti , ki ono nd cc o i .

a s b in g nt w o htto xp nd th n of ctivitioff d to inco po t nof p cific nd t t d c ft

wo k hop nd c t c inJ p n t, c ft nd c t .

h c c n c to -d i n d to it choo o oth

o p nd c n d iv d ithon it o t n off it oc tion to

it c i nt .

h own of i ono Hodidnt w nt t dition hopf ont,

th h w nt d to f ct oc o th J p n dv nt of xp o in n w nddi cov in th wond f tto fo nd th . h oc tionof i ono Ho in roo 7, 2ndF oo , 37 sw n ton st t i p f ctfo tho who o njo th

wond of di cov .

Small b SineSS gran S re ailingreciPien S, 2008

c t v t

C ft Victo i i n o t t ndin

pp i of cont po c ft ndd i n nd i th p k od in thc ft nd d i n c n in Victo i .C ft Victo i p ovid p of iond v op nt fo tho int t d in t i hin t i -q it in . t o fo tc tivit , xp i nt tion ndp of ion i in cont po c ft nd d i n. h o ni tion

nd xhi it wo k t it 31 F ind l n dd t

wi h to xt nd it t i op tion op nin p - in option .

u in s b in g nt, C ft Victo i i p din it c nt

n p p - d tto co p t i d t , ndd v opin n on in f ci it .

h n

H ow i n i nd p nd nt icto p ci i in in ct onic ,

h pin to f th th vi nt icc nd c n in m o n .

hi c t ic to oth n wnd p - ov d vin . h hop i n

ov wnin hidd n tth t h co f vo itd tin tion fo ct onic/d nc

ic f n nd DJ . With th h pof s b in g nt, thfo DJ who own nd op tH ow p n to xp nd tho ni tion o to co nind p nd nt to in nd ookin

nc fo int n tion nd a t i n DJ . H ow i oc t d

t 2 so t P c , in th h t ofth nd c c n of which iti ch jo p t.


7/13


s Pty lt

iffin in to m o n th fi tndi n hot food nch d iv

vic . a conc pt th t i d c do d in m i h n o htto wo k in th CbD to off th

ow co t, n t itio t n tiv tooth t k w food . h

ow in f t nd t, cont in nomsg nd cook d f h d i

in on p i in di nt .

l nch o d d on in th d fo q i d f o n po t d

on th co p n w it . hfood i th n d iv d f h nd hotdi ct to th c to offic

n - ffici nt t ic c in ti fonch. h food i to d in p ci

co p t nt i d, in t dnd cont in . h

op tion d c w t withit cont in nd p n-

h d o d in t . h c nts b in g nt wi n

iffin to in t f i nt t dct onic o d t ckin t ,

f th i in tin w t nd oini i in o d o .

o j

a p oCoto c

np opmCoCitto, ind

imp oph vfo q

h o nd vcit

d s i st tut aust

h D i n n tit t of a t i i a t i p of ion hipo ni tion fo d i n ndd i n in . a th voic

of p of ion d i n, th D i nn tit t , d t l v 1, 175

Co in st t, pp i d fo sb in g nt to id in t i hin

n xhi ition nd d c tion p c .h D i n n tit t off niq nd d n ic p c

fo xp in c t nd id ntit to p o ot th cont i tion nd

i nific nc of d i n in v d iv . h d i n p ctic cov d

th o ni tion inc d ov20 diff nt di cip in nd nf o to otiv , p od ct, int io ,

phic nd j w d i n toti di , t xti , f hion nd

n o .

d

h d D n i win o nco in d with t i to

p ci i in in oc t i h dnd in d i n c othin .

h i wo k p c fo hi w wo k hop fo tho who w nt

to n th ic o i p ovth i xi tin ki . With th id of s b in g nt thi n

t i h nt h n toxp nd to p ovid cond ooq ipp d with top-q it ind t i

win chin nd to off oc to nth i tic p t on .

h d op-in wo k p c i oc t dt 16 e o st t, o th m o n

( p t i vi W l n ) nd iv i fo hi . C n

f o th ic of how to th d chin th o h to th co p x

t k of c tin niq d i no t in vint c othin nd

v thin in tw n.


8/13


r c ty m u sst t t st t y

Co nci en in in s vic(st t din unit) i nd t kin

vi w of th st t din st t

to t th f t n d of th cit nc d with co nit v

nd xp ct tion . h vi wp oc wi hin on co nit

n nt nd con t tion withk t k ho d .

h n nt ndd v op nt of t t t dinth o ho t th cit i id d po ici ch Co nci st t

din st t , tdoo C fg id , b kin Cod of Cond ct,Ho -D wn C i Cod ofCond ct nd sp ikin Cod ofCond ct. h po ici p ovidth idin p incip , d ci ion-

kin c it i nd d ini t tivid in fo th ff ctivn nt of t t t din in

p ic p c .

h po ici v nt toidin t n fici

d ci ion kin th t inf ncth di ction nd d v op nt

of tni

th t i poof t

on

h ptpp

Co viCit

pctiv

with oth

a u

s ccnt

noho

wo

a n w j t Pto wo

commenda ion reciPien S, 2008

g t f y bus ss a s

b th v n t of thico nition p o , it ho d no p i th t o of

m o n o t not t ih v n th cipi nt ofg n tion F i b inCo nd tion . H n b ck , thiconic n w to , op tin

t two oc tion in Co in st t,i now fifth n tion f i co p n th t c n d t it o i into 1890.

h mich b i din , on th co nof lon d nd e iz th t t ,

w i t e n mich in1916. H co nc d t din

p wn ok nd n ith nd in

1928 H o d mich o op n d ph c in th i din . a

f cin tion fo photo ph q nt f i t d

in mich C , Vid o &Di it to wh n th ph c c o d in 1976.

th p o in nt cipi nt in 2008 w th a ott f i , a ott Q it m t , Q n Victo i m k t;th st ni ich f i , m&a D i n ,Q n Victo i m k t; th si p on

f i , Wb si p on & son, re t t , o th m o n ; nd two

j w f i i : a cht J wnd J bi d & son, who h v c nt

t i h d p tn hip to tht th i Co in st t oc tion.

ot t t s

h fo oth c t o i :

P t u cipi nt fo 50+ in p op i to . n

2008 th w th P tinco nd tion : ro a ott of

a ott Q it m t ; Jo sch inof Cit snipp ( h i d in

nt p i ); nd vin st ni ich ofm&a D i n .

g cipi nt fo 40+ in p op i to .

n 2008 th w two go dco nd tion : ann tt st ni ichof m&a D i n ; nd H t

Wi o ck of lW D i n( who / n f ct in

j w in ).

S cipi nt fo 25+ in p op i to . n 2008

th w nin co nd tion :cipi nt inc d d t i ,

who , n f ct in nd

vic ind t i . b z cipi nt fo 10+

in p op i to . n 2008th w 37 co nd tion :

cipi nt inc d d t i , who , n f ct in ,ho pit it , h th vic , t v

nd to i , nd vic ind t i .


9/13


o j t : cu t t u qu t xp s t t

t t tys x st .

m o n i fo t n t to h vtwo hi h cc f nd w

d v op d f hion f tiv . hm o n sp in F hion W k (msFW), h d in s pt , i jo d in toth sp in r cin C niv ,

which i q ick fo ow d tho t i po t nt Ch i t t i

p iod. h oth v nt i thl m o n F hion F tiv(lmFF), h d in m ch.

both th v nt p ntno o oppo t niti fo

m o n t i to dd tond d v op th i off in to th

tho nd of vi ito tt ct dto th cit . h t i -foc dco pon nt of oth f tiv o t in d t v nt point in thi

po t, inc din h nd in tction on i nd t d v op nt.

d s

Dm wo i

sp ib cfo ninvo

oth

nd

n w inno

cc

h n o

d if hd v

ix o

niq oppo t nit to m o n t co nit . t i nvi d

th t, on th div nof occ p nt , ti t of t p ,inc din pott , p int ,

photo ph , j w k ,i in , nd c p d i n ,chit ct nd oth , wi co in

in ix th t wi inc d win nd c f . h p c in

off d wi nti f xind v i t v i tic,ffo d t , nco in nctiv nd vi nt iv f ont .


10/13


v t t

V tic t i in inc d ovwnin w nt

t i in . h h n t onowth in v tic t i in in c nt

m o n d in th t f w .

Ci no

wnook

anoth

foci istth cont

o tt d

Fo t

th wst

hi

r cipb i

wniH

hm

mo v t

f

lo m u f sf st (lmff)

h l m o n F hionF tiv (lmFF) i on of th o ti po t nt nn v nt fo th

a t i n f hion ind t . t into th t i , d i n ,

n f ct nd oth f hionind t p ticip nt . n 2009, lmFF

tt ct d co d tt nd nc ofo t 370,000 nd i ti t d

to h v di ct n t d vi itoxp ndit of $8.6 i ion in th

Cit of m o n ov th i ht-d f tiv p iod (lmFF econo ic

p ct a nt, J n 2009).

lmFF i i to n t owth within th a t i n f hionind t nd in 2009 d on t t dthi ppo t p ovidin ninf hion d i n d t f orm F hion with p tfo top nt th i co ction . With

t on p icit c p i n,cc to n tion di nd

f hion d , lmFF c t d t nd- on fo th t p o ot d

th n xt n tion of f hioni i nc . a hi h q it f hionnw w inco po t d into th

offici p o . h howcp ovid d ch n d dp o otion oppo t nit fo rmF hion d t .

h lmFF D i n Fo , onof th f tiv n w t initi tiv ,

k d n innov tiv phin ppo tin th owth of th

a t i n f hion ind t . h2009 lmFF D i n Fooff d in i ht into how a t i nd i n c n in int n tion

cc . Pipp Ho t f o u Vogue nd y in s w f o li t

in london w join d ocd i n m n P k. o th th

dd d th k t p tow dt i hin within

co p titiv o nvi on nt, w th oppo t niti nd pitfof int n tion xp n ion.

f s i u t m uc t (fimc)

h Cit of m o n cont i tto th owth nd p o otion of

a t i n f hion nd d i n

i tin o ni tion ch th F hion nc to m o nC nt (F mC). F mC i not-fo -p ofit o ni tion th t p ovid

in ind p nd nt d i n with th n c o c to

i d ki nd in know dfo cc , whi t inin c tivf do . t i th fi t of it kind in

a t i nd i on of on fivin th wo d. loc t d on l v 2m o n C nt , F mC off

oth t i nvi on nt nd wo kin p c fo o n d i nto c t , n f ct , xhi it nd

th i d i n .

F mC o h two ddition t i o t t within

m o n C nt th t p ovidd i n with th oppo t nit to t nd on nd th ico ction in th i own t i p c .


11/13


int t nd ctivit nd, ovth on t , hi h i ht th t ioppo t niti in th p cinct.

c s St t t

h tot po ition d f dof th d v op d g nd H tthot on Co in st t off n w x t i p cinct ho ine po io a ni, b i ndP p P . lo i V itton hcontin d it do in nc of Co in

nd r t t with co p tf i h nt nd th P d

f hip to , od d on thmi n to , op n d in id-2009.

hi contin d n w wi nth t Co in st t in t thfo f ont of d i i it in t of

t i d tin tion .

book ind D i n, oc t d t thg i with hopf ont on e iz thst t, i sw di h p ci i t t iof p p p od ct in th foof tif o nd not ook ,

di i , photo , indnd fo d . h to o tock p ctic n of to oxcov d in vi nt co o d f ic.

a i o m d vic i v ifo tho who wi h to dd v p on to ch to th i jo n , photo

o to ox.

h v nt- d c t d fo tth stick n tit t , oc t d owF ind st t in th D vs w . h hop tock 500 o ozin t n on ti f o ov

a t i . t i th on t i o t tof it t p in a t i . h o t

vid zin f n c n h v th i own

p ic tion tock d in thi niqt i nvi on nt.

th hop [i ] n id v nto t i zin ch p dind p nd nt p ic tion within n nd o nd p int c t , dfo di nc nd in

p int n [th t] c t dfo in th co ci t i cto (stick n tit t w it ,

www. tick in tit t .co , cc don 21 a t 2009).

o j t : e t tysst t t s t t

t t tys s .

d k s p t

m o n Dock nd id v opin into vi nt w t f ont

hoppin p cinct. h Dock ndr t i st t nt, p i h d in 2008,id ntifi th t it wi t k ti to

t i h th co ci vi i it oft i ctivit nd th t th p cinct who wi n fit t i

-p cinct . Dock ndCh of Co c i p tof th Di t ict P cinct P o to

ppo t in own . D in200809, ctiviti inc d d

Wo n b in b kf t nd i fin f o th a t i n C nt

fo r t i st di on t i t nd .

D in 2009 Vicu n, thnc pon i fo p nninnd d v op nt of th ,

p od c d t t to ctiv t v c nt t i p c with int i

. a t , c t , co nit ndi-co ci ctiviti wi

ppo t d to occ p p c .h t t wi n t vi


12/13


W e s t G a

t e F r e e w a y

PARKVIL

WEST MELBOURNE

DOCKLANDS

KENSINGTON

FLEMINGTON

PORT MELBOURNE

FISHERMANS BEND

NORTHMELBOURNE

SOUTH WHARF

M a r i b y r n o n g

R i v e r

Y a r r a R i v e r

E p s o m R o a d

P aT u l l a m

a r i n e F r e e w a y

H a r b o u r

T o w n

V i c t o r i a

H a r b o u r

M a c a ul a y R o a d

m u u tup ts st t y

h m o n c t p cinctp n i joint f nd d th Cit of m o n nd th Victo i n

gov n nt. h c t p cinctp n o t in th d iv of 10- t t ic d v op nt p nfo Chin town, th lon d st tg k p cinct nd l on st t.

h c nt foc of th c pitinv t nt co pon nt of thc t p cinct p n i to p ovid

ch p cinct with di tin i hinph ic f t th t wi cont i tto th di tinct n of p c tth h t of ch p cinct. h

n of p c in th c tp cinct i o p od ct ofth co ctiv o of thco niti th t h v c t dth , o th n xt t p in thc t p cinct p n i to co d

nd p nt th to i of thp op who h v d nd dth p ci p c .

h i njin nt po p oj ct i thfi t co p t d p oj ct within thc t p cinct nh nc nt

f nd. n W dn d 13 m 2009, th lo d m o nd Victo i nP i nv i d n w t w t

i njin g d n, known th i njinnt po , f t in t ikin

cont po i htin d i n. hi njin nt po t th co nof sp in nd litt bo k t t(top of Chin town) p ovid

nific nt ddition to th cit .

d st t cu tu P t a s


13/13


h fo owin wo k p nn d foth cit pop c t p cinctd in 2009:

c t(l tt b u k St t, m u )

a n w c t n i htin ttw n exhi ition nd r

t t to inc d niq Chinnt n nd down i ht to nh nc

th ch ct of Chin town ndi p ov i htin v .

r f i h nt of xi tin Chint w ( ch ), inc din n w

co o ch , icono ph ndi htin .

p ov nt t th i njing d n, inc din th in t tionof two onz ion ( ift f o oChin i t cit , i njin), ndp o p din .

g k p t(l s St t, m u )

n t tion of n w g k-th d c n o nd o tdoo

tin .

a n w g k p cinct t w withc t n i htin in t d ovth int ction of lon d st t

nd r st t.

it p t(ly St t, c t )

n t tion of p fo nc t ,n w p o , t nd occco t t Pi zz t i , nco in

o co nit ctivit in th.

an ddition c nt p th, ci ctin nd t p ntin t a

sq so th.

retail strategy report card retail mix

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