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