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Retailing in FremantleRetailing in FremantleRealising the Vision

Retail Model PlanRetail Model PlanVision for the Development of

RetailLocations and TimelinesKey Principles of Retailing –

Management and MarketingPoint of Difference

Retail Model PlanRetail Model PlanVision for the Development of RetailLocations and TimelinesKey Principles of Retailing –

Management and MarketingPoint of Difference Not an Economic Assessment, but

a Framework within which City of Fremantle may seek to Encourage Development

The Starting PointThe Starting PointCity of Fremantle Strategic Plan 2010-

201520,000 sqm of Additional Retail SpaceIncreased Residential DevelopmentIncreased Commercial DevelopmentIncreasing Number of Visits to FremantlePreserving and Growing Arts and CulturePreserving Importance of Social Capital,

Built Heritage and History

The Starting PointThe Starting PointCity of Fremantle Strategic Plan 2010-

201520,000 sqm of Additional Retail SpaceIncreased Residential DevelopmentIncreased Commercial DevelopmentIncreasing Number of Visits to FremantlePreserving and Growing Arts and CulturePreserving Importance of Social Capital,

Built Heritage and History ie Growth is a Given

The Vision The Vision (from City Strategic Plan (from City Strategic Plan 2010-2015)2010-2015)

For Fremantle to be Recognised as a

Unique City of Cultural and Economic Significance and for there to be a

Vibrant, Creative and Innovative, Diverse and Sustainable Fremantle

The ChallengeThe ChallengeDoes Existing Retailing

Contribute to the Vision?If Not – What Needs to Happen?

Growth is Demanded How can this be Achieved?

Focus on Where and by Who?

Two-Pronged Approach Two-Pronged Approach Meeting the Competitive

Challenge

Strategy for Additional Space

Meeting the Competitive Meeting the Competitive ChallengeChallengeImportant for Current RetailingSurvey ResultsSWOT AnalysisPrinciples of RetailingStreetscape & Services Offer

Opportunity to Differentiate, butManagement is the Real

Difference Between High Streets & Retail Centres

Some Key Survey ResultsSome Key Survey ResultsLow Preference for Fashion, Home

WaresStrong for Cafes, EntertainmentLike AtmosphereDislike Access and Parking, Safety34% from Fremantle, and broadly

South17% broadly East10% from Interstate and Overseas4% from North of the River

SWOT AnalysisSWOT AnalysisStrengths -

Size, Heritage, Transport Hub, University, Port, Tourist Sites, Conferences, Some Major Brand Retailers, Markets

Weaknesses -Performance of Some Majors, Trade Area Constrained by Sea, Access & Parking, Limited Collective Marketing, Lacks Focus, Attractions Spread (Weekends), Streetscape Lacks Interest, Leads to a Lack of Activity

SWOT AnalysisSWOT AnalysisOpportunities -

Inner City Residential & Commercial Development, Metro Centres Hierarchy Plan, Cruise Ships, Rail to South

Threats -Developments at Garden City, Claremont and Cockburn, Local Convenience Centres, Downturn in Overseas Visitors ($A), Some Majors Close

Some Key Principles of Some Key Principles of RetailingRetailingConvenience, Comparison,

Experiential – (Fremantle Poor, Poor, Good)

Pedestrian & Vehicle Circulation (Activity)

Attractors – Clusters, DestinationsManagement of the Public RealmWell Managed ParkingQuality Mix of ShopsWell Maintained, Clean and SafeStrong Identity and Character

All About ManagementAll About ManagementManagement and OrganisationMarketing and PromotionBusiness and Economic

DevelopmentUrban Design Streetscape

All About ManagementAll About ManagementManagement and OrganisationMarketing and PromotionBusiness and Economic

DevelopmentUrban Design Streetscape

Business Improvement District (BID)

Business Improvement Business Improvement DistrictDistrictClearly Defined Geographical AreaBusinesses Vote to Improve - Elect

BoardDetermine Level of Services – CostsDetermine Special Levy – Paid to BoardServices Over and Above Council1700 BIDs all over the World95% Successfully Renewed after 3-5

YearsReport Includes Steps to Implement

Additional SpaceAdditional Space20,000 sqm in 5 Years – Very

AmbitiousWill Require Significant Commercial &

Residential Development to SupportFocus on Kings Square to Adelaide

StreetStrengthen Queen StreetCouncil Role in Queensgate, City

Admin, Spicer and Point Street

Council as CatalystCouncil as Catalyst

Additional SpaceAdditional Space20,000 sqm in 5 Years – Very AmbitiousWill Require Significant Commercial &

Residential Development to SupportFocus on Kings Square to Adelaide StreetStrengthen Queen StreetCouncil Role in Queensgate, City Admin,

Spicer and Point StreetHowever, Some Barriers to Development GFC & Finance Costs

ING – Enhance or Detract?ING – Enhance or Detract?Significant Investment in

FremantleOffice Accommodation and

Parking – Plus12,400 sqm Retail – Risk of

FragmentationNeed Strong Linkage & Strong

Retail OfferHave Neither Currently

ING – Enhance or Detract?ING – Enhance or Detract?Significant Investment in FremantleOffice Accommodation and Parking – Plus12,400 sqm Retail – Risk of

FragmentationNeed Strong Linkage & Strong Retail

OfferHave Neither Currently

Thus, Too Early in Transformation Process

Kings SquareKings SquareIntegrate Myer, Queensgate,

Spicer and City Administration Building (Norwood)

Norwood Town HallNorwood Town Hall

Kings SquareKings SquareIntegrate Myer, Queensgate, Spicer and

City Administration Building (Norwood)Strong Retail ComponentUpgrade Library – Open OutwardsIncrease Activity Around and ThroughInclude Car ParkingAgree with Urban Design Centre Report

- Barrow Stalls, Water Feature, etc

Kings SquareKings Square

Adelaide StreetAdelaide StreetIncorporate Retail in Point St

DevelopmentIntense Office/Residential/RetailBuildings as Tall as PossibleCreate a Grand Boulevard

Adelaide StreetAdelaide StreetIncorporate Retail in Point St

DevelopmentIntense Office/Residential/RetailBuildings as Tall as PossibleCreate a Grand BoulevardChallenge of Fragmented

Ownership

Adelaide StreetAdelaide StreetIncorporate Retail in Point St

DevelopmentIntense Office/Residential/RetailBuildings as Tall as PossibleCreate a Grand BoulevardChallenge of Fragmented Ownership

Land Bank, Catalyst Projects, Concentrated Effort

Queen StreetQueen StreetDevelop Gas and Coke Site –

Key Attractor from Transport Hub

Retail in Woolstores Redevelopment

Redevelop ANL House – Key Site (Gateway)

Ensure Linkage from Railway Station

Ultimate DevelopmentUltimate Development

Retail MixRetail MixStrong emphasis on Comparison

ShoppingAccessible Car ParkingEngage with BIDCreate a ‘Fremantle’ FeelCreate Activity in the Public RealmUse Street Art

Rundle Mall - AdelaideRundle Mall - Adelaide

Implementation Implementation (BID)(BID)

Council Policy re BID Special Levy Policy

Appoint BID Steering CommitteeBID Area and BoardAgree Tenancy Lease PlanBID Business Plan & Rate StructureComplete within 6 Months3 – 5 Years -

Review and Determine Future of BID

ImplementationImplementation (New (New Development)Development)

Appoint Project Manager (from City of Fremantle)

or Project Facilitator orRedevelopment Board

ImplementationImplementation (New (New Development)Development)

Appoint Project Manager (from City of Fremantle)

or Project Facilitator orRedevelopment Board

Such Focussed and Integrated Development Won’t Just Happen

The Vision RealisedThe Vision Realised

Fremantle is Recognised as aUnique City of Cultural and

Economic Significance and there is a

Vibrant, Creative and Innovative, Diverse and Sustainable Retail Sector

The Vision RealisedThe Vision Realised

Fremantle is Recognised as aUnique City of Cultural and

Economic Significance and there is a

Vibrant, Creative and Innovative, Diverse and Sustainable Retail Sector Fremantle is a ‘Primary Centre’

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