Mainstreets and Town center Associations inMainstreets and Town center Associations inin Australia and New Zealandin Australia and New Zealand

New ZealandNew Zealand BackgroundBackground The emergence of Main streets The emergence of Main streets

Associations and Town centerAssociationsAssociations and Town centerAssociations Institutional ActorsInstitutional Actors Case Example : Tapakuna BeachCase Example : Tapakuna Beach Role of local governmentsRole of local governments Future TrendsFuture Trends

Spanish Mission Building and Hastings Tourism Office, Hastings, NewZealand

New ZealandNew Zealand

BackgroundBackground Proliferation of suburban malls from the 1960’s to 1980’s Proliferation of suburban malls from the 1960’s to 1980’s

hollowed out the traditional town centershollowed out the traditional town centers The response of traditional town centers was the The response of traditional town centers was the

importation of the importation of the ““Mainstreet” model for town center Mainstreet” model for town center revitalizationrevitalization

The Mainstreet Program in New Zealand was promoted The Mainstreet Program in New Zealand was promoted primarily by city center business, council planners, urban primarily by city center business, council planners, urban designers and heritage preservationists.designers and heritage preservationists.

Improvements in the built environment as well as Improvements in the built environment as well as promotional events and branding were the main focus.promotional events and branding were the main focus.

Currently, there are about 150 Mainstreets and Town center Currently, there are about 150 Mainstreets and Town center Organizations in New ZealandOrganizations in New Zealand

The Mainstreets Five Point PlanThe Mainstreets Five Point Plan

Built Environment/ Landscape and DesignBuilt Environment/ Landscape and Design Heritage and EnvironmentHeritage and Environment Business ImprovementBusiness Improvement MarketingMarketing PromotionsPromotions

Problems:Problems: Operations and financial sustainability were Operations and financial sustainability were

neglectedneglected Urban design and improvements in the built Urban design and improvements in the built

environment were emphasized over local environment were emphasized over local community developmentcommunity development

Financing Town and City CentersFinancing Town and City Centers

Initially, Initially, most Councils granted sums of $10,000-Initially, Initially, most Councils granted sums of $10,000-$30,000 to their town center Business Associations, to $30,000 to their town center Business Associations, to assist them to function.assist them to function.

Current thinking is that Town Centers can achieve financial Current thinking is that Town Centers can achieve financial sustainability through the self-funding mechanism of sustainability through the self-funding mechanism of Separate Rating (SR). Separate Rating is acknowledged by Separate Rating (SR). Separate Rating is acknowledged by virtually all town center organizations as the only means virtually all town center organizations as the only means possible for them to become competitive with the possible for them to become competitive with the encroachment and proliferation of mall development in New encroachment and proliferation of mall development in New Zealand.Zealand.

Currently in New Zealand there are approximately forty to fifty Currently in New Zealand there are approximately forty to fifty town centers which have self-funding Town Centers.town centers which have self-funding Town Centers.

What does Separate Rating imply?What does Separate Rating imply?

Separate rating policy is implemented to enable the local Separate rating policy is implemented to enable the local commercial center to implement business improvement commercial center to implement business improvement and marketing initiatives for the town center as well as and marketing initiatives for the town center as well as undertake strategic issues.undertake strategic issues.

A separate rate is a levy, or rate is imposed on a defined A separate rate is a levy, or rate is imposed on a defined commercial sector of a town or city. The rate often based commercial sector of a town or city. The rate often based on a percentage of land value and must meet the pre-on a percentage of land value and must meet the pre-determined policy or policies of the local Council to be determined policy or policies of the local Council to be implemented.implemented.

For a separate rate to be stuck on a commercial sector, the For a separate rate to be stuck on a commercial sector, the Local Council legally must have a policy in place to Local Council legally must have a policy in place to determine the framework within which the rate can be determine the framework within which the rate can be struck.struck.

The Town Centre Development Group is the principle The Town Centre Development Group is the principle advocacy group that lobbies local governments to put in advocacy group that lobbies local governments to put in place Separate Rating policiesplace Separate Rating policies

Case Example: Takapuna Business DevelopmentCase Example: Takapuna Business DevelopmentConceptConcept

The Takapuna BusinessThe Takapuna BusinessDevelopment concept wasDevelopment concept wasdeveloped by the Town Centredeveloped by the Town CentreDevelopment Group , anDevelopment Group , anassociation of professionals whoassociation of professionals whowork together in separate butwork together in separate butrelated disciplines in therelated disciplines in thedevelopment of town and citydevelopment of town and citycenters and communitycenters and communityorganizations.organizations.

Takapuna Business Development ConceptTakapuna Business Development Concept

In 1999 a foot traffic count taken in Takapuna found that of In 1999 a foot traffic count taken in Takapuna found that of 13 areas in Takapuna CBD area, all were in decline with 12 13 areas in Takapuna CBD area, all were in decline with 12 empty shops in Hurstmere Road, which once was empty shops in Hurstmere Road, which once was considered the prime shopping centre of North Shore City.considered the prime shopping centre of North Shore City.

The Takapuna Business Association had been concerned The Takapuna Business Association had been concerned about the decline for many years and had over a 5 year about the decline for many years and had over a 5 year period had attempted to raise interest and give profile to period had attempted to raise interest and give profile to separate rating (SR). In 2000 the Takapuna Business separate rating (SR). In 2000 the Takapuna Business Association gained funding from North Shore City Council, Association gained funding from North Shore City Council, contracted Town Centre Development Group (TCDG) to contracted Town Centre Development Group (TCDG) to undertake the SR process which was successful. The rate undertake the SR process which was successful. The rate was implemented in July 2001.was implemented in July 2001.

Takapuna Business Development ConceptTakapuna Business Development Concept

The main focuses of the Development concept were architecture The main focuses of the Development concept were architecture and physical environment, ‘branding’, and creating a sense of and physical environment, ‘branding’, and creating a sense of place.place.

One of problems identified was that the beach frontage was cut off One of problems identified was that the beach frontage was cut off from the CBD area with all commercial buildings backing onto the from the CBD area with all commercial buildings backing onto the beach. The plan saw the need to create physical links between the beach. The plan saw the need to create physical links between the Takapuna CBD area and the beach.Takapuna CBD area and the beach.

To begin the process of creating a sense of place and developing To begin the process of creating a sense of place and developing Takapuna as a destination, it was decided to undertake a branding Takapuna as a destination, it was decided to undertake a branding exercise. Though they decided to preserve enclaves of interest exercise. Though they decided to preserve enclaves of interest such as– arts/theatre precinct; financial/professional precinct; such as– arts/theatre precinct; financial/professional precinct; shopping precinct; Takapuna required unifying or branding to shopping precinct; Takapuna required unifying or branding to bring it together as an overarching ‘whole’.bring it together as an overarching ‘whole’.

Branding workshops were undertaken with members of the local Branding workshops were undertaken with members of the local community, Takapuna Business Association and members of the community, Takapuna Business Association and members of the local Council. The branding workshops identified Takapuna’s local Council. The branding workshops identified Takapuna’s personality as conservative, individual and described as ‘a comfy personality as conservative, individual and described as ‘a comfy old slipper’.old slipper’.

Takapuna Business Development ConceptTakapuna Business Development Concept

The vision for the new Takapuna was a dynamic, vibrant place to The vision for the new Takapuna was a dynamic, vibrant place to ‘live well, play well and work well’ – values which encompass‘live well, play well and work well’ – values which encompassed the community and business sectors alike ed the community and business sectors alike

Taking the long white sand beach alongside the CBD area as the Taking the long white sand beach alongside the CBD area as the key icon, the first step was a name change for Takapuna to Takakey icon, the first step was a name change for Takapuna to Takapuna Beach.puna Beach.

The Takapuna Beach Business Association’s (TBBA) early task The Takapuna Beach Business Association’s (TBBA) early task was to create ambience in the CBD area –through street performwas to create ambience in the CBD area –through street performance, colorful flags and banners in a marine theme.ance, colorful flags and banners in a marine theme.

In the first year of operation , $60,000 was spent town centre devIn the first year of operation , $60,000 was spent town centre development. The first year of operations also featured street perforelopment. The first year of operations also featured street performance and music on the streets, which began to create a sense omance and music on the streets, which began to create a sense of interest. Commercial vacancies had been reduced from 12 to 2.f interest. Commercial vacancies had been reduced from 12 to 2.

The Role of Local GovernmentThe Role of Local Government

To provide mechanisms by which Town and City center To provide mechanisms by which Town and City center Organizations can achieve Separate RatingOrganizations can achieve Separate Rating

To assist selected town and Local Authorities to undertake To assist selected town and Local Authorities to undertake muchneeded capital works programmes which will (1) muchneeded capital works programmes which will (1) underpin local identity/brand and (2) create local benefits underpin local identity/brand and (2) create local benefits socially, environmentally and economically.socially, environmentally and economically.

The self-funding mechanism of SR should be matched dollar The self-funding mechanism of SR should be matched dollar to dollar by local government, because the resultant to dollar by local government, because the resultant community and public benefits.community and public benefits.

At present, there is an overlapping of functions between At present, there is an overlapping of functions between local government and Town Centre organizations, with local local government and Town Centre organizations, with local governments involved in brand building and tourism governments involved in brand building and tourism promotion as well.promotion as well.

Future Trends?Future Trends?

The Town center Development Group wrote a The Town center Development Group wrote a discussion policy paper for the New Zealand discussion policy paper for the New Zealand Labour Party. The paper discusses the potential of Labour Party. The paper discusses the potential of New Zealand traditional town centers New Zealand traditional town centers economically, socially and environmentally, which economically, socially and environmentally, which they believe are not yet being realized. The paper they believe are not yet being realized. The paper was approved and adopted by the NZLP prior to was approved and adopted by the NZLP prior to the last election and is currently being developed the last election and is currently being developed as policy.as policy.

Some of the key points from the Town Centre Some of the key points from the Town Centre Development Groups vision statement followDevelopment Groups vision statement follow

Opportunities for Town and City Centers in NewOpportunities for Town and City Centers in NewZealandZealand

Town and City Centers (TCC) can function as Town and City Centers (TCC) can function as tourism destinations in their own right.tourism destinations in their own right.

TCCs can be peripheral economies, TCCs can be peripheral economies, complementary to existing tourism attractionscomplementary to existing tourism attractions

Economic generators – TCCs Organizations can Economic generators – TCCs Organizations can facilitate true private/public sector partnerships facilitate true private/public sector partnerships and relationships. TCCs that have a professional and relationships. TCCs that have a professional organizational structure and sustainable finance organizational structure and sustainable finance can attract significant support from the private can attract significant support from the private sectorsector

Opportunities for Town and City Centers in NewOpportunities for Town and City Centers in NewZealandZealand

Community and civic functions – town centers Community and civic functions – town centers provide significant resources to community provide significant resources to community groups, local schools, and local artists on a groups, local schools, and local artists on a weekly basisweekly basis

TCC Orgs can provide employment opportunities TCC Orgs can provide employment opportunities (retail is one of the largest employers including (retail is one of the largest employers including providing entrée to employment for low skilled providing entrée to employment for low skilled peoplepeople

Minor crime problems such as graffiti ,underage Minor crime problems such as graffiti ,underage prostitution, glue sniffing, homeless and prostitution, glue sniffing, homeless and marginalized people, are few of the possible marginalized people, are few of the possible areas of involvement.areas of involvement.

Opportunities for Town and City Centers in NewOpportunities for Town and City Centers in NewZealandZealand

Develop relationships with Iwi and in some Develop relationships with Iwi and in some instances, work with Iwi on economic and social instances, work with Iwi on economic and social programmes and projects such as tourism and programmes and projects such as tourism and employment.employment.

Some Town Centers have taken a responsible and Some Town Centers have taken a responsible and pro-active approach on environmental concerns.pro-active approach on environmental concerns.

Main Streets and Town Centers in AustraliaMain Streets and Town Centers in Australia

BackgroundBackground New South Wales Main Streets ProgramsNew South Wales Main Streets Programs Case ExampleCase Example Future trendsFuture trends

New South Wales Mainstreets ProgramNew South Wales Mainstreets Program

Currently 130 Currently 130 townstowns

and small cities alland small cities allover New Southover New South

Wales areWales areparticipating in participating in

thetheMainstreets Mainstreets

ProgramProgram

New South Wales Mainstreets ProgramNew South Wales Mainstreets Program

In New South Wales , the Mains Streets Revitalization drive In New South Wales , the Mains Streets Revitalization drive is a state government initiativeis a state government initiative

The New South Wales Department of State and Regional The New South Wales Department of State and Regional Development began the Main Streets/ Small Towns Program Development began the Main Streets/ Small Towns Program to revitalize town centers in 1994.to revitalize town centers in 1994.

To be eligible for community planning and/or project To be eligible for community planning and/or project implementation assistance a local program should implementation assistance a local program should generally have a population over 1,500generally have a population over 1,500

Currently, 130 town metropolitan and regional communities Currently, 130 town metropolitan and regional communities are participating in the programare participating in the program

The programs offer a community planning process which The programs offer a community planning process which aims to bring together local government , business and aims to bring together local government , business and community representatives to develop a strategic plan.community representatives to develop a strategic plan.

Objectives of the ProgramObjectives of the Program

This program is a self-help program. DSRD assistance is only designThis program is a self-help program. DSRD assistance is only designed to “kick-start” local programs. From the early stages serioued to “kick-start” local programs. From the early stages serious consideration is given to how the local program can become sels consideration is given to how the local program can become self-sustaining through sponsorship, special rates levied by local cof-sustaining through sponsorship, special rates levied by local council, membership fees and consolidation of the operations of oruncil, membership fees and consolidation of the operations of organisations involved in economic development/promotional actiganisations involved in economic development/promotional activities.vities.

In considering applications, DSRD takes into account :In considering applications, DSRD takes into account : likely outcomes such as employment, local partnershipslikely outcomes such as employment, local partnerships The level of local support/involvement/commitment (local counThe level of local support/involvement/commitment (local coun

cil, business and the communitycil, business and the community Geographic coverage of the local programGeographic coverage of the local program Specific hardships or difficulties being faced by the local commuSpecific hardships or difficulties being faced by the local commu

nitynity The level of previous DSRD funds provided in the area and surrouThe level of previous DSRD funds provided in the area and surrou

ndsnds

The ProcessThe Process

The sponsoring organisation can be a local Council, The sponsoring organisation can be a local Council, Chamber of Commerce or an incorporated Chamber of Commerce or an incorporated community/business association, which applies for community/business association, which applies for funding to the Mainstreets Programfunding to the Mainstreets Program

The Mainstreets program begins with a survey of the The Mainstreets program begins with a survey of the local economylocal economy

The Business Retention and Expansion Survey The Business Retention and Expansion Survey collects information on the make-up of the local collects information on the make-up of the local economy and the needs and plans of local businesseseconomy and the needs and plans of local businesses

Projects are identified and implemented in the Projects are identified and implemented in the community strategic plan.community strategic plan.

Once the plan is completed, funding is available Once the plan is completed, funding is available under the Main Streets Small Towns Program on a under the Main Streets Small Towns Program on a matching cash-basis to employ a co-ordinator to matching cash-basis to employ a co-ordinator to implement the plan.implement the plan.

The Community Planning Process:The Community Planning Process:Activities Undertaken and Funding StructureActivities Undertaken and Funding Structure

Business Retention & Expansion Survey Grant of $4,000Business Retention & Expansion Survey Grant of $4,000 Economic Assessment Grant of $3,000Economic Assessment Grant of $3,000 Initial Community Workshop facilitation Facilitation Only*Initial Community Workshop facilitation Facilitation Only* Initial Community Workshop Grant of up to $3,000Initial Community Workshop Grant of up to $3,000 Strategic Planning Workshop facilitation Facilitation Only*Strategic Planning Workshop facilitation Facilitation Only* Strategic Planning Workshop Grant of up to $3,000Strategic Planning Workshop Grant of up to $3,000 Interim Planning Co-ordination Grant of up to $6,000Interim Planning Co-ordination Grant of up to $6,000 Strategic Plan Review Workshop facilitation Facilitation Only*Strategic Plan Review Workshop facilitation Facilitation Only* Strategic Plan Review Workshop Grant of up to $3,000Strategic Plan Review Workshop Grant of up to $3,000 Specialist Workshop eg. Organisation structure GrantSpecialist Workshop eg. Organisation structure Grant of up to $3,000of up to $3,000 Organisation set-up costs eg. Incorporation costs GrantOrganisation set-up costs eg. Incorporation costs Grant of up to $1,000of up to $1,000 Business Retention & Expansion Survey review GrantBusiness Retention & Expansion Survey review Grant of $3,000of $3,000 Business Marketing Workshop for business owners GrantBusiness Marketing Workshop for business owners Grant of up to $3,000of up to $3,000

Strategic Plan/Project ImplementationStrategic Plan/Project Implementation

DSRD may match local cash contributions up to $25,000 per DSRD may match local cash contributions up to $25,000 per project for project implementation.project for project implementation.

Types of ProjectsTypes of Projects the development of an investment prospectusthe development of an investment prospectus training for local business operators;training for local business operators; introduction of business awardsintroduction of business awards establishing marketing cooperatives , events or projects establishing marketing cooperatives , events or projects Developing information technology and telecommunication Developing information technology and telecommunication

capacity.capacity.

Publicity for the DSRD?Publicity for the DSRD?

Prior approval must be sought from DSRD for the Prior approval must be sought from DSRD for the content of the first local press release announcing content of the first local press release announcing assistance. DSRD reserves the right to issue this assistance. DSRD reserves the right to issue this press release.press release.

DSRD must be acknowledged as aDSRD must be acknowledged as a major sponsor and financial contributor to the major sponsor and financial contributor to the

event in all related publicity including the event in all related publicity including the prominent display of the DSRD logo:prominent display of the DSRD logo:

On stage at all launches or eventsOn stage at all launches or events On all publicity and printed materialOn all publicity and printed material On all reports produced in association with this On all reports produced in association with this

project.project.

Case Example: Toronto Mainstreets ProgramCase Example: Toronto Mainstreets Program

The town of Toronto is located at Lake Macquarie in the The town of Toronto is located at Lake Macquarie in the Hunter Valley region. As well as having the largest Hunter Valley region. As well as having the largest population within the Hunter Valley, the City of Lake population within the Hunter Valley, the City of Lake Macquarie is home to the largest saltwater lake in the Macquarie is home to the largest saltwater lake in the southern hemisphere. Toronto itself has a population of southern hemisphere. Toronto itself has a population of about 30,000. The majority of its 714 businesses are small about 30,000. The majority of its 714 businesses are small and locally owned.and locally owned.

The Toronto Chamber of Commerce implemented the Main The Toronto Chamber of Commerce implemented the Main Street/Small Towns Program in 1993 after the town's Street/Small Towns Program in 1993 after the town's chamber of commerce decided the town needed chamber of commerce decided the town needed revitalization.revitalization.

The two chief concerns were city beautification, and local The two chief concerns were city beautification, and local economic developmenteconomic development

Toronto Main Streets ProgramToronto Main Streets Program

BeautificationBeautificationAs a result of the original Main Street program strategy, Toronto As a result of the original Main Street program strategy, Toronto underwent significant streetscape improvements, includingunderwent significant streetscape improvements, including landscaping and tree planting, which have changed the wholelandscaping and tree planting, which have changed the wholeimage of the town centre. Improvements have also been made toimage of the town centre. Improvements have also been made tothe landscaping of Regatta Park on the Lake Macquarie the landscaping of Regatta Park on the Lake Macquarie

foreshore.foreshore.Thanks to the new town image, Toronto now enjoys a very highThanks to the new town image, Toronto now enjoys a very highoccupancy rate for commercial premises, including a 99%occupancy rate for commercial premises, including a 99%occupancy rate for the past four years.occupancy rate for the past four years.During the past two years, approximately $30 million worth ofDuring the past two years, approximately $30 million worth ofdevelopment in Toronto has produced a new courthouse, two development in Toronto has produced a new courthouse, two

newnewshopping centre, serviced apartments on the foreshore, a new shopping centre, serviced apartments on the foreshore, a new

firefirestation and numerous multi-dwelling residential developments.station and numerous multi-dwelling residential developments.

Toronto Mains Streets ProgramToronto Mains Streets Program

Event Planning and Economic Event Planning and Economic developmentdevelopmentMajor annual events held at Toronto each year include the LakeMajor annual events held at Toronto each year include the LakeMacquarie Heritage Afloat Festival, the Toronto Village Fair, theMacquarie Heritage Afloat Festival, the Toronto Village Fair, theBuy Local Campaign, the Business and Community Awards andBuy Local Campaign, the Business and Community Awards andSupercruise 2001.Supercruise 2001.A promotional brochure was developed to promote A promotional brochure was developed to promote business/industry opportunities and events within Toronto.business/industry opportunities and events within Toronto.The Toronto community also implemented the Business RetentionThe Toronto community also implemented the Business Retentionand Expansion Program assist the business community to identifyand Expansion Program assist the business community to identifyneeds and gaps in the business mix.needs and gaps in the business mix.Initiated a “Buy Local” Campaign. The Business communityInitiated a “Buy Local” Campaign. The Business communitybenefited from the inaugural campaign in 2000 with manybenefited from the inaugural campaign in 2000 with manybusinesses reporting an increase in customer flow and trade.businesses reporting an increase in customer flow and trade.

Toronto Mains Streets ProgramToronto Mains Streets Program

Future Trends?Future Trends?According to coordinator Jacinta Outlaw, Toronto is a goodAccording to coordinator Jacinta Outlaw, Toronto is a goodexample of a community economic development program that example of a community economic development program that

hashasbeen showcased in various arenas. The annual review of thebeen showcased in various arenas. The annual review of thestrategic plan allows Toronto to continually reflect on events andstrategic plan allows Toronto to continually reflect on events andstrategies that have community endorsement.strategies that have community endorsement.'Through the continued partnership of business, community and'Through the continued partnership of business, community andgovernment departments, the Toronto Main Street program willgovernment departments, the Toronto Main Street program willcontinue to grow,'continue to grow,''We are in a win win situation, everyone recognises our past'We are in a win win situation, everyone recognises our pastsuccesses and they are all looking forward to many more successes and they are all looking forward to many more

uccessesuccessesin the future.'in the future.'

Future Programs?Future Programs?

The success of the Mainstreets Program has prompted the The success of the Mainstreets Program has prompted the DSRD startDSRD start

funding programmes for smaller towns and villages. These will funding programmes for smaller towns and villages. These will supportsupport

community planning initiatives and partnerships between smallcommunity planning initiatives and partnerships between smallbusinesses, local governments and community groups.businesses, local governments and community groups.

These includes the Town Life Development Programme, to These includes the Town Life Development Programme, to fosterfoster

economic growth and job creation in small regional economic growth and job creation in small regional communitiescommunities

and the “Sense of Place” Program, which is an extension of theand the “Sense of Place” Program, which is an extension of theMainstreets Programs with the twin objectives of economic Mainstreets Programs with the twin objectives of economic

andandcommunity developmentcommunity development