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Business support generated $3.5 million-plus in retail spending

News Article Date: 
Wednesday, 8 May 2019

Two of the key business promotions during the city centre renewal generated more than $3.5 million in retail spending.

The $1 million promotion and the Find the Five promotion were among a range of initiatives undertaken by Council to support businesses impacted by the City Centre Renewal construction.

The findings were contained in an evaluation of the business support efforts presented at the May 6 Council meeting.

Over 2017 and 2018 Council developed and implemented the business support plan which had three key areas of focus:

  1. City Attraction
  2. Business Health
  3. Measure Success

The business support plan was funded through the City Centre Renewal budget and implemented by the CBD Placemaking Officer and Council’s Economic Development Unit. 

The Budget for the marketing and promotional plan was approximately $170,000 per year which covered:

  • Communication tools: Radio Ads, TV Commercial, Cinema Advertising, Newspaper, Social Media
  • Events: A Very Liebig Christmas, Block Party
  • Laneway activations
  • Find the Five Campaign: Promotion development, advertising and prizes
  • Million Dollar Campaign: Promotion development, advertising and prizes
  • Footy Fever Events
  • Workshops: Retail Expertise and placemaking facilitation and delivery
  • Website and content development (CBDme.com.au; cbd.warrnambool.vic.gov.au)

A number of additional council resources were also used in the Business Support Plan that did was not included in the marketing and promotional budget including;

  • Temporary office in Liebig Street during 2017
  • Council Officer time, including a dedicated staff member
  • Free Parking options within the CBD

This free parking strategy represented an investment by Warrnambool ratepayers of $519,000 over three years.

The report is available at the link to the right.

 

 

 

 

 

 

 

 

 

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