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CLAREMONT TOWN CENTRE ADVISORY COMMITTEE AGENDA 27 FEBRUARY, 2018

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DISCLAIMER

Persons present at this meeting are cautioned against taking any action as a result of any Committee recommendations until such time as those recommendations have been considered by Council and the minutes of that Council meeting confirmed.


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TABLE OF CONTENTS

ITEM SUBJECT PAGE NO

1 DECLARATION OF OPENING/ANNOUNCEMENT OF VISITORS ............ 2

2 RECORD OF ATTENDANCE/APOLOGIES ............................................... 2

3 DISCLOSURE OF INTERESTS .................................................................. 2

4 CONFIRMATION OF MINUTES OF PREVIOUS MEETINGS ..................... 2

5 BUSINESS NOT DEALT WITH FROM A PREVIOUS MEETING ............... 2

6 REPORTS OF THE CEO ............................................................................. 4

6.1 ‘OFF THE PAGE’ ........................................................................................ 4

6.2 OPERATIONAL PLAN UPDATE NOVEMBER 2017 TO JANUARY 2018 ............................................................................................................. 8

6.3 YS MEDIA GROUP SHOPPING LINK PROPOSAL – REVIEW ............... 10

7 COMMITTEE MEMBERS’ MOTIONS OF WHICH PREVIOUS NOTICE HAS BEEN GIVEN ...................................................................... 14

8 FUTURE MEETINGS OF COMMITTEE .................................................... 14

9 DECLARATION OF CLOSURE OF MEETING ......................................... 14


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CLAREMONT TOWN CENTRE ADVISORY COMMITTEE

AGENDA

1 DECLARATION OF OPENING/ANNOUNCEMENT OF VISITORS

2 RECORD OF ATTENDANCE/APOLOGIES

3 DISCLOSURE OF INTERESTS

4 CONFIRMATION OF MINUTES OF PREVIOUS MEETINGS

The Minutes of the Ordinary meeting of the Claremont Town Centre Advisory Committee, held on 5 December 2017 be confirmed.

5 BUSINESS NOT DEALT WITH FROM A PREVIOUS MEETING

https://www.claremont.wa.gov.au/MediaLibrary/TownOfClaremont/Documents/Claremont-Town-Centre-Advisory-Committee-Minutes-5-December-2017.pdf


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6 REPORTS OF THE CEO

6.1 ‘OFF THE PAGE’

File No: GOV/00048

Responsible Officer: Cathy Bohdan Executive Manager People and Places

Author: Annette Brown Project Officer – Place Activation

Proposed Meeting Date: 27 February 2018

Purpose

To present the art direction for the ‘‘Off the Page’’ event to support local economic development and to request the Committee’s support in promoting the event.

Background

‘Off the Page’ is a concept developed as a result of business feedback from the 2017 ARTTRA festival, which indicated support for projects and events that did not require road closures and did not impact on businesses that do not want to be involved in activation projects. Desktop research of shopping centre precinct projects highlighted the Toorak Village art project, which has successfully engaged business, art and visitors through sculpture. Taking inspiration from this theme and drawing on the Town of Claremont’s partnership project with FORM, to present the Scribblers Children’s Literature and Arts Festival in May, a project that raised awareness of the festival and connected the community event with the local business community was developed. Officers are working together with FORM, who have taken on the role of art direction and will manage the artistic arm of the project. ‘Off the Page’ is designed as a walkable exhibition featuring installations in retail businesses across Claremont Town Centre in the lead up to, and during, the Scribbler’s Festival. Established and emerging artists have been invited to submit artwork concepts that draw on the Festival’s literature and arts focus, creating alternative visual stories using pre loved and discarded books or recycled paper materials. Based on a response to the detailed artwork brief that aligns with the theme of Scribblers, selected artists and design teams have been paired with host businesses to deliver engaging artistic outcomes.


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Discussion

The attraction and engagement of professional artists will create a high quality and high profile art exhibition and will assist in attracting increased foot traffic to the Claremont Town Centre (‘CTC’) and to participating stores, as well as surrounding businesses. The placement of stores invited to become hosts of the artworks has been carefully curated to encourage footfall across the precinct and create a cohesion between Claremont Quarter and streetscape businesses and reinforce the ‘village feel’ of the CTC. In addition to Claremont Quarter, which will form the nucleus of the project, four streetscape exhibition sites will anchor the project and direct movement across the precinct, they include:

Empire Homewares (TBC) – precinct east.

Cult Status (confirmed) – precinct west.

Dilettante (confirmed) – precinct north.

Monde – (confirmed) precinct south. This strategic placement will complement and drive footfall between the other four streetscape sites:

The Lane Bookshop (confirmed) – Old Theatre Lane.

Jac + Jack (confirmed) – Bay View Terrace and St Quentin Avenue junction.

Elle et Lui Designer Shoes (confirmed) – St Quentin Avenue.

Mama Tran (confirmed) – Bovell Lane. The site locations have been crafted to create touchpoints across the precinct through a unique interface project that creates cohesion between retailers and community, in the lead up to, and during the Scribblers Festival. The ‘Off the Page’ art project will be installed 30 April 2018, and remain until 13 May 2018, forming a strong promotional platform for the Festival, which will be presented 9-13 May 2018. Elements of this festival will be held in and around the town centre, contributing to the local economy through increased visitation. Participating businesses have committed to supporting the artist/ design team by providing them with access for installation and decommission of the works within the allocated time frames. Hosts will allow discrete signage in their window spaces promoting the program, have walking tour maps available in store and will promote the artist and artwork through social media platforms. The combination of e-commerce sales growth and a recovering consumer economy continues to put pressure on bricks and mortar retailing. Now more than ever, it is important to reconnect customers to the store experience to complement online purchasing and increase sale opportunities.


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Activations that fuse community programs with business have the ability to strengthen brand awareness, extend market reach, establish touchpoints, increase precinct footfall and encourage sales. Claremont Quarter has confirmed sponsorship, which includes prizes for the People’s Choice Award (artist and voter categories), exhibition space and a cash component to assist in marketing the event. A sponsorship proposal pitched to the POST Newspaper Group has also been successful. This will provide a dollar for dollar match for allocated advertising expenditure and increased publicity opportunities with the acquisition of an artwork created from POST newspapers, which will be presented to the newspaper following the project. The development of a synergised project theme between Scribblers and ‘Off the Page’ will greatly assist in maximising the marketing and promotion opportunities for the program, creating broader opportunities by combining resources and shared costs. FORM has been instrumental in guiding the project’s art direction and have worked with officers in liaising with identified business hosts to ensure that the pairing between artists and retailers is well managed. Aligning the proposed artworks with the space allocation, branding and philosophies of businesses is pivotal to the project’s success and has required stringent art management. The Committee is requested to support the event through any positive promotion and publicity.

Past Resolutions

Claremont Town Centre Advisory Committee Meeting 5 December, 2017.

Officer Recommendation

That the Committee receive the quarterly update on the CTC Operational Plan for the period of September to November 2017 and note projects scheduled for the upcoming quarter.

CARRIED(03/17) NO DISSENT

Financial and Staff Implications

Resource requirements are in accordance with existing budgetary allocation.

Policy and Statutory Implications

N/A

Communication / Consultation

Project management with FORM.

Development of a project scope document, artist expression of interest (‘EoI’) document, artist brief, terms and conditions.


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Development of a business proposal document.

Face to face meetings and proposal presentation with participating host businesses.

Distribution of project alert and invitation to submit an EoI through FORM.

Development and presentation of sponsorship proposals to Hawaiian, NAB and the Post Newspaper.

Grant project pitch to the Department of Culture and the Arts (declined).

Development of a partner project plan, indicating responsibilities against program timelines.

Strategic Community Plan

Prosperity

Our businesses are thriving and integrated into the life of the Claremont community, and the town centre is known as a premier retail destination.

Support new and existing local small business and entrepreneurial activity.

Urgency

To meet the project timeline.

Voting Requirements

Simple majority decision of Council required.

OFFICER RECOMMENDATION

That the Committee assist officers in promoting the ‘Off the Page’ project and endorse the value of promoting and levering off the opportunities presented through increased brand awareness, footfall and associated visitor expenditure.


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6.2 OPERATIONAL PLAN UPDATE NOVEMBER 2017 TO JANUARY 2018

Attachment: Operational Briefing Notes (Attachment 1)

Responsible Officer: Catherine Bohdan Executive Manager People and Places

Author: Annette Brown Project Officer – Place Activation


Purpose

To present the quarterly update on the operational planning activities November 2017 to January 2018 to the Committee.

Background

Officers continue to implement, assess and report on the activities of the CTC Operational Plan for the current financial year.

Discussion

The projects and programs planned and implemented in the last quarter include:

Zenith Music concerts and two Old Theatre Lane activation events.

It’s in the Bag – CTC awareness raising campaign.

Christmas activations for 2017.

Social media planning and scheduling.

Business e newsletter, production and distribution.

Preparation of 2018 market research program.

Active participation in the Small Business Friendly program (State Government initiative).

Workshop development, network and small business grant opportunities for businesses of CTC.

‘Off the Page’.

CTC website refresh.

Briefing notes are provided in the report’s attachment.

Past Resolutions

Ordinary Council Meeting 3 October 2017.


That Council endorse the Claremont Town Centre Operational Plan 2017-18.

CARRIED(142/17) NO DISSENT


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Resource requirements are in accordance with existing budgetary allocation.


Prosperity


Support new and existing local small business and entrepreneurial activity.

Voting Requirements

Simple majority decision of Committee required.


That the Committee accept the quarterly update on the Claremont Town Centre Operational Plan 2017-18.


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6.3 YS MEDIA GROUP SHOPPING LINK PROPOSAL – REVIEW

File No: GOV/00048

Responsible Officer: Cathy Bohdan Executive Manager People and Places

Author: Annette Brown

Project Officer – Place Activation


Purpose

To present a proposal presented by the YS MEDIA GROUP in August 2017, following the launch of Amazon in Australia.

Background

In the lead up to the entry of Amazon on the Australian retail market, the YS MEDIA GROUP presented to the CTC Committee a project proposal for an online retail platform for the precinct. With the impending entry of Amazon, the proposal was built on the development of a ‘virtual shopping mall’ that was promoted under the CTC brand. The presentation highlighted the growing increase of global online purchasing and demonstrated how the project could provide an entry platform for small businesses without an online presence.

Discussion

In its meeting held on 27 August 2017, the Committee recommended a review as part of the 2018-19 Operational Planning process. Given the monetary and resource investment for the proposed project and the Committee’s decision, officers have continued to gather business intelligence. This has included ongoing desktop and financial news research, and discussions with local retailers and officers of the Small Business Development Corporation. Initial desktop research and face to face discussions identified that the majority of retailers of the precinct have an online presence. This is either through the development and management of their own their digital platforms, franchise agreements, leasing arrangements, or brand identity placement. Those without an online presence, do not view themselves as having an online point of sale product (i.e. coffee shops), or up until this time, have chosen not engage in online retailing. A refresh of the CTC website in the current financial year budget allocation is also providing links from the site to businesses with an online presence and purchasing platform.


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Business intelligence reviews note that the Chair of the Australian Competition and Consumer Commission has made the point that online market places like Amazon aren’t all bad for local business. Observing that for small businesses with product lines that struggle to get on the shelves of major stores, online retailing does provide another way to reach customers. It was noted by the Small Business Development Corporation (SBDC) that the impending arrival of Amazon in Australia had many retail commentators predicting substantial increases in online shopping. This was viewed as being welcomed by small traders already trading online but may have proved disruptive to others. The arrival of Amazon in Australia has not had in the short term, the anticipated impact on local business, but has triggered a proactive approach to create opportunities in the digital marketplace. To help those already managing an online platform, or wishing to enter the digital marketplace the SBDC has identified a range of opportunities now available. Including the ability to trade as Amazon partners, assess global markets and distribute products through Australian delivery networks. To assist small businesses wanting to enhance or move into the online retail market, the SBDC is offering a series of workshops that cover topics such as website planning and digital marketing. With the prediction by analysts that bricks and mortar retailing will continue to decline over the next decade with the increase of online sales, government agencies and private enterprise are responsive in identifying opportunities that will support and strengthen small business competitiveness in the market. An example is Australia Post’s recently introduced Shipstar service, which provides free shipping on orders over $25 from affiliated retailers in return for an annual fee. This is one instance that demonstrates how Australian business is tackling the key differentiators, one of which until now has been delivery. Given the response by Australian business and associated agencies, it is recommended that the Committee consider supporting local businesses through the promotion of relevant programs and services as they become available, as opposed to investing in online retail software and management.


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Past Resolutions

Ordinary Claremont Town Centre Advisory Committee Meeting 28 August 2017.


That the Committee include in the 2017-18 Claremont Town Centre joint initiative review process, consultation with the local business community to measure uptake interest, including the financial and resource commitment, of the Shopping Link program. The results of which will be presented to the Committee as part of the 2018-19 Operational Planning process.

CARRIED (NO DISSENT)


There are no current resources allocated.

Policy and Statutory Implications

Council’s Procurement Policy LG509 requires officers to: ‘Obtain at least three written quotations from suppliers by formal invitation under a Request for Quotation, containing price and detailed specification of goods and services required. The procurement decision is to be based on pre-determined evaluation criteria that assesses all value for money considerations in accordance with the definition stated within the Policy. Quotations within this threshold may be obtained from; a pre-qualified supplier on the WALGA Preferred Supply Program or State Government CUA; or from the open market.’

Communication / Consultation

Officers continue to monitor the impact of Amazon through the ongoing review of Australian business materials and in face to face discussions with local retailers and relevant government agencies.


Prosperity


Raise the profile of the Claremont Town Centre as a visitor destination.

Support new and existing small business and entrepreneurial activity.


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Voting Requirements

Simple majority decision of Committee required.


That the Committee support ongoing research and consultation with the Claremont Town Centre business community and government agencies in regard to providing an online presence and merchant cart facilities for retailers.


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7 COMMITTEE MEMBERS’ MOTIONS OF WHICH PREVIOUS NOTICE HAS BEEN GIVEN

8 FUTURE MEETINGS OF COMMITTEE

Tuesday, 22 May 2018

9 DECLARATION OF CLOSURE OF MEETING


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CLAREMONT TOWN CENTRE ADVISORY COMMITTEE MEETING

A T T A C H M E N T S

27 FERBUARY 2018


6. REPORTS OF THE CEO

6.1 OPERATIONAL PLAN UPDATE NOVEMBER

2017 TO JANUARY 2018

ATTACHMENT 1 – OPERATIONAL BRIEFING NOTES

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OPERATIONAL BRIEFING NOTES NOVEMBER 2017 – JANUARY 2018

Zenith Music Concerts and Old Theatre Lane Events (x 2)

Approximately 300 attendees across the two event nights.

Marketing included 500 postcards, Facebook reach of 1,543, Instagram reach of 1,608

Article in The Post, which has a PR/advertising value of $927.

Feedback from the first two events have been very positive with the retailers of the Lane thankful for the activation and attendees reporting a great night out.

It’s in the Bag – Claremont Town Centre awareness raising campaign

Support from the Hon Senator Cash, morning tea with the Senator, Founder of Share the Dignity, Mayor and business people.

Local awareness raising campaign through CTC social media platforms reached 4,266 on Facebook and 1,363 on Instagram.

Claremont Bunnings reported three pick- ups by volunteers per day.

Total of bags collected in WA 11,168. Total number of bags Australia wide over 114,000 bags, well over the 2017 target of 95,000 bags to fill requests by charities.

Over quota has allowed for bags to be placed into police cars called to domestic violence situations, whereby the women and children are taken from the home for safety by the Police and flee with nothing.

Christmas activations for 2017

Flash mob performances by the Perth Choral Institute in Town Square and Bay View Terrace, approximately 50 participants.

Free face painting for the kids by the Christmas fairies.

Claremont Cares Christmas Tree x 2. A sustainable activation program that supported the Salvation Army’s Red Shield Christmas Appeal (social), raised awareness of war on waste and the use of reusable cups (environmental) promoted four of the Town’s responsible cafes and created a branding opportunity for CTC (economic).

Article in The Post, which has a PR/advertising value of $927.

Local awareness raising campaign through CTC social media platforms reached 1,981 on Facebook and 2,470 on Instagram.

Social media followers (as of 6.2.18)

Instagram 1,456 followers (+ 62 since November 2017).

Facebook 1,915 followers.

Posts uploaded daily on both social media platforms.

Business e newsletters

Produced and distributed monthly, with special events/information

disseminated as required (ie Valentine’s Day campaign).

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Market research program 2018

As per the Town of Claremont’s Procurement Policy a briefing document was developed and distributed to three companies for quotes.

Following the receipt and review of submissions, The Hub Marketing Communications has been engaged to undertake the 2018 market research.

The research program will build on the 2017 visitor/shopper and CTC business surveys, which will include questions relating to online purchasing portals for businesses within the CTC and Bay View Terrace activations.

Included in the project scope is a presentation by the consultant to members of the CTC Advisory Committee and CTC business community, to deliver research findings. The presentation is anticipated to take place late April/May.

Small Business Development Corporation SBDC

Second activity report for the Small Business Friendly initiative prepared and submitted January 2018.

Offer by SBDC for economic development officers of Local Governments signed up for the Small Business Friendly initiative to attend Small Business Workshops. Project officers will be attending four of the six workshops at no charge.

Officers have been in contact with SBDC to discuss online shopping portals for local government shopping precincts and the impact of Amazon’s arrival in Australia.

Contact with SBDC to find out how they could assist a small business operator with lease contract queries.

Ongoing negotiations with SBDC to engage their services to present marketing workshops to CTC businesses in a breakfast workshop format, presented at the Town of Claremont. Request for register of interest by CTC business operators.

Workshop development, network and small business grant opportunities for businesses of CTC

Christmas Styling Workshop with professional designer Amber Bridgman.

Small business grants made available to assist with Christmas window/store decorating. Thirteen applications, nine completed.

Collective Marketing Workshop with Nicolle Jenkins.

Professional facilitation engaged to assist in developing a joint marketing project. Due to the conflicting needs and expectations of those in attendance and a project quote beyond budget constraints the program was unable to be implemented.

Small business grant opportunities promoted through business e newsletter (no response)

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Off the Page

Project development with FORM.

Development of a project scope document, artist expression on interest (EoI) document, artist brief, terms and conditions, contract.

Development of a business proposal document.

Face to face meetings and proposal presentations with eight participating host businesses, the Community Hub and Library and Claremont Quarter.

Distribution of project alert and invitation to submit and EoI through FORM.

Development and presentation of sponsorship proposals to Hawaiian, National Australian Bank and the Post Newspaper Group.

Development of a partner project plan, indicating responsibilities against program timelines.

Development of a marketing and promotions plan.

Receipt of artist’s submissions and preparation of submissions for consideration by host businesses.

Selection and paring of artists with host business philosophies, space and aesthetics.

Contractual engagement as selections confirmed.

CTC website refresh

The CTC website refresh is underway.

The site has been ‘cleaned up’ and navigation improved.

Ongoing business updates as they come to hand.

Business news and promotions uploaded as they are presented.

Officers are working with the website designer to identify improvements to make the site more interactive and engaging ie through the production and inclusion of videos of events and ‘a day in the life’ of our businesses.