Reyntjes, Jodie (3A)

Central Geelong

Lessons from a special rate renewal

Key Facts Central Geelong Central Geelong is the social, business and cultural heart of the Geelong Region.

Central Geelong has:  20,000 visitors per day  16,000 workers  4000 residents  Services a regional cccpopulation of over 230,000  1441 business operators

Special Rate History Central Geelong •Established in 2001 with 1149 businesses as a s.86 Committee of Council.

•Currently in the second year of the third five year term •Now 1441 businesses with special rate of $671,000 in 2012-13.

•Strict terms of reference for Marketing & Promotion activities aimed at making Central Geelong a vibrant place of choice.

Special Rate History Central Geelong

2001 – 2006 Consultation: 1140 properties/ 75 submissions VCAT Objections – 2 property owners/ 2 exemptions 2006 – 2011 Consultation : 1250 properties/ 11 submissions VCAT Objections – 3 property owners/ 2 exemptions 2011 – 2016 Consultation: 1441 properties/20 submissions (14-/ 6+) VCAT Objections – 4 property owners/ 0 exemptions

Lessons from a special rate renewal 10 Key Lessons: 1. Measurement & Evaluation 2. Reporting 3. Identification of stakeholders & influential partners 4. Development of effective tools 5. Timing 6. Communicate 7. The value of conversations 8. Consider expert witnesses 9. Research 10.Demonstrate growth of program & lessons learned Geelong

1. Measurement & Evaluation

• Know key facts and information – numbers/ vacancies/ business types • Measure every program and activity undertaken • Articulate economic, community or social benefit • Keep records to show year on year changes or attendances Geelong

2. Reporting • Report to Committee, trader group or Council regularly on programs delivered and benefits of activities • Include evaluation totals to demonstrate return on investment

3. Identify stakeholders

• Identify stakeholders & influential partners – internal & external • Develop champions • Ensure all on project team support & can articulate the benefits of the program

4. Develop effective tools

• Consider the message for each of the stakeholder groups.

• Develop tools to clearly show the program, benefits and the consequences.

• Break down to weekly/ monthly/ annual costs to show cost effectiveness.

• Make comparisons with other forms of marketing to show value.

5. Timing

• Impact of external events • Impact of internal events • Seasonal factors for retailers/ business operators • Local government election cycles

6. Communicate • Make the message appropriate to the stakeholder group • Trader group - provide key messages & information • Within Council – consider newsletters, briefings, information packs, key messages.

• External stakeholders – consider newsletters, networking events, training & information sessions

7. The value of conversations

• Be proactive in speaking to property owners or business operators.

• Use queries on the intention to declare process as an opportunity to educate & inform on benefits.

• Get your project champions to spread the word.

8. Consider expert witnesses • Can provide independent expert advice • Consider property valuation experts, special rate or mainstreet experts who can articulate the benefits and provide comparisons to other centres • Don’t forget to use internal experts who know the program

9. Research • Look for legal precedents to support your case • Benchmark – other programs and reported benefits • Seek support/ information from industry bodies where available – eg Mainstreet Australia • Be able to clearly demonstrate the special benefit to all business types from your program.

10. Demonstrate growth & lessons learned • Be able to demonstrate changes in the program to counter any ‘lack of perceived benefits’ claims • Provide evidence of participation and engagement by various business types to demonstrate benefit • Acknowledge past decisions and use the decisions to guide future programming activities

Questions?

Jodie Reyntjes Executive Officer – Central Geelong Marketing p: 52724841 e: jreyntjes@geelongcity.vic.gov.au w: www.centralgeelong.com.au