FAIRFIELD CITY CENTRE - OPEN FOR BUSINESS
IN THIS ISSUE: 02 / Big Investment Return 02 / Food Guardian 03 / Fairfield is a Global Tour 04 / More bang for your buck
ISSUE #01 APRIL-JUNE 2014
REACHING for the SKIES Welcome, to the first edition of Fairfield Flyer, your newsletter that keeps you connected.
Our City has proven, it’s a place of opportunity, where – with risk and hard work anyone can make a better life.
In 2014, Fairfield Flyer is just one of the many new strategic initiatives commenced by the Fairfield Place Team.
Fairfield boasts a diverse and hardworking migrant community; the dream of owning a small business can become a reality here!
In the months ahead, you will see the City rebranded with a new corporate logo and tagline. These changes are not just cosmetic; they also include a branding and marketing strategy to revitalise our economy.
The future is full of possibility and prosperity; Fairfield has the innovators, creators, entrepreneurs and workers for a better today and tomorrow.
Together, it is within our power to change this picture, and we can act with hope.
The Place Team has succeeded in marketing Fairfield as a ‘foodie destination’ with several campaigns including ‘Culinary Carnivale’ which has attracted much needed outside visitation and restored confidence to the City Centre.
Let us not overlook the fact that small; independent businessman and women create more than 50 percent of all new jobs in Australia.
True, it will take time for the favourable effects of our entire marketing and branding proposal to be felt. So, we must begin now.
Fairfield’s small businesses are the best in the country. It is our goal that all Sydneysiders know this fact. We want Fairfield to be the small business capital of Australia!
Together we can forge a new beginning for Fairfield and reach for the skies.
It is well known Fairfield faces many challenges, including high unemployment.
Helen Pijaca Fairfield City Centre Co-Ordinator
Channel 10 Celebrity Chef Miguel Maestre at Culinary Carnivale 2013
BIGinvestment return Culinary Carnivale continues to pay an economic and social dividend to the CBD. The highly respected iSentia Group, analysis of media coverage of Culinary Carnivale revealed between August and November 2013 that 15 items with a staggering cumulative audience of more than 1.6 million, generated an advertising space of $164, 950. “That’s an incredible achievement; we are delighted with Culinary Carnivale’s growth. Most importantly it brings outside business to Fairfield, which is good news for all of us”, said Fairfield City Chamber President, Vince Movizio. Fairfax Media and News Limited were the two media heavyweights covering Culinary Carnivale 2013. The Sydney Morning Herald advertising rate was more than $77,000 while the Daily Telegraph was $75,000. “That’s what you call free advertising”, proclaims an excited Vince Movizio. The Fairfield Place team understands that in the 21st Century; publicity is the life of a modern day culture. Publicity capitalism is here to stay. In 2014, Fairfield will continue to dream big when it comes to Culinary Carnivale, our City understands; when you cease to dream you cease to live.
FOOD
guardian
Fairfield’s iconic eatery, Al-Dhiaffah AlIraqi made the Top 10 budget restaurants in Sydney on theguardian.com website in January. “The food and the prices leave you speechless” said reporter Thang Ngo. Al- Dhiaffah was Sydney’s first Iraqi restaurant. The Guardian Australian edition informed its readers, it is a meat lover’s heaven. The mixed skewers plate with its tender barbecued beef, lamb and chicken pieces, marinated in Middle Eastern spices is a bargain at $15. Situated at 13 The Crescent, the dining experience takes you to another world. “You feel that you are in old Bagdad!” declares Thang Ngo. The celebrated writer is no stranger to Fairfield, a regular visitor with his ‘noodlies food tour’. 02 • THE FAIRFIELD FLYER
I love Fairfield, it boasts a cosmopolitan menu
“I love Fairfield, it boasts a cosmopolitan menu”. Some of Fairfield’s budget eats were also featured in The Daily Telegraph on Saturday March 1. Lao Village and Paula Continental Cake Shop were endorsed as great value to fill your bellies for under $10. ‘The Battle for the Banjo’ – the bloke on the $10 bill is the new front in Sydney’s restaurant wars and our City is putting up a great fight! Fairfield Place Team’s strategy is to promote the Centre as a food capital of Australia which continues to be further enhanced, with every tasty morsel that is devoured in our famous Culinary City.
Daniela Casanova of Paula Cake Shop An Al-Iraqi special
FAIRFIELD is a GLOBAL TOUR broadcasts
Jason & Beck Stevens devouring Fairfield’s Feast
Channel 7’s top rating show Sydney Weekender dedicated its entire ‘Eating Out’ segment to Fairfield on Saturday 22 February. Star husband and wife presenters Jason and Beck Stevens were amazed with Fairfield’s world class menu. Helping the dynamic duo with the menu was Ivan Amaro from Benevolent Society ‘Taste’. “Fairfield is a global tour, it’s one of Sydney most multicultural suburbs, a melting pot with great tucker” said Jason Stevens. More than 190,000 viewers tuned in to watch Sydney Weekender; the team visited some of Fairfield’s renowned eateries. First stop was Bondeno Cafe where Beck and Jason savoured the Cevapcici, the legendary skinless sausage from Bosnia and Croatia. Next, they sampled some of the ‘Breads of Fairfield’ at the Al-Baghdady Bakery.
They went on to visit Hamze Meats in Fairfield Chase. Jason and Beck were astonished at the enormous assortment of nuts and olives on offer at Grandpa Nuts.
Oh my God it’s so delicious Xiao’s Noodle Bar in The Crescent left the Channel 7 presenters in awe as they watched their noodles being made for them. “These noodles are so much better than my 2 minute noodles”, declared Jason. For dessert the pair made a trip to South America devouring the sweet sensations at Paula Continental cakes, Beck loved everything. “Oh my God it’s so delicious”, said Beck Stevens. Many more media outlets are coming back for seconds; they can’t get enough of Fairfield’s fare.
ISSUE 01 APRIL-JUNE 2014 • 03
MORE BANG
for your buck
Does your business want to reach a large consumption audience? Does your business want to tap into high income earners and spenders, known as the A-B demographic? Does your business want to sell products and services to inner City consumers? If the answer is yes to all of the above, become a sponsor today of Culinary Carnivale 2014. Just under 10,000 people attended last year’s Spanish & Latin American food extravaganza and that record is expected to be broken in 2014.
Where else can you promote your product, accompanied by great food and sensational entertainment?
Get your brand, product and service out there, by being part of the prestigious Sydney Morning Herald Good Food Month held in October. “Culinary Carnivale is an endorsement of what Sydney is all about, it presented our Credit Union in a positive light to all Sydneysiders, said Shirley Jones, Branch Manager SCU. Alex Karaki CEO of Filpure Water Filtration Systems was more than happy with his sponsorship of Culinary Carnivale 2013. “Where else can you promote your product, accompanied by great food and sensational entertainment”? Contact Helen Pijaca, Fairfield City Centre Co-Ordinator immediately to receive your sponsorship proposal. Hurry sponsorship packages are selling fast! hpijaca@fairfieldcity.nsw.gov.au or 0409 151 371
Big Spenders at Culinary Carnivale
FAIRFIELD CITY CENTRE - OPEN FOR BUSINESS 04 • THE FAIRFIELD FLYER
www.fairfieldcity.nsw.gov.au