City of Perth Economic Development Unit Annual Review

City of Perth Economic Development Unit Annual Review

2010 - 2011

City of Perth Economic Development Unit Annual Review Page 2

Manager’s Report

Wendy EarlManager Economic Development

It has been an exciting year for the newly established Economic Development Unit. Finalising and documenting the first year of operations has been a difficult task, due to the amount of activity that has occurred.

The Economic Development Unit was established on 1 July 2010; I was appointed and took up the position of the inaugural Manager on 9 August 2010. Over the past year the Unit has grown significantly in human resources, complementing the three current Economic Development Officers, Luis Puig, Yasmine Blair and Tara Mahood with the appointments of; Economic Development Principal, Tom Griffiths; Northbridge Economic Development Officer, Michael Janiec; Administration and Finance Officer, Sally Fry; Economic Development Trainee, Samantha Jones; and the Economic Development Research Officer, Grant Hutchinson. Jo Truslove has been appointed as the new Economic Development Officer and will be taking up her employment on 22 August 2011.

In December 2010, the Unit moved into its new location on Level 6, Council House. The Unit’s first full year budget for 2011/12 has been approved which has also seen significant growth to $1,307,169.

The Economic Development Strategy 2010 – 2029, was adopted by Council in 2010, this has been broken down into Portfolio areas with dedicated officers assigned to specific areas that complement their skill sets. Four year Action Plans have been developed for industry sectors that can be monitored and reviewed annually, which have been approved by the Executive Management Team. Progress within the portfolio areas are documented within this report.

Establishing a new team has given me the opportunity to develop a unique culture within the Unit that is collaborative and inclusive internally and externally. An important element of our work is to support the development of City projects with the evidence required to benefit our city.

We have spent a large proportion of our time developing relationships with key internal and external stakeholders. The focus of this is to ensure all stakeholders understand our aims and objectives are to support and encourage outcomes which will contribute to a growing city and a growing state; this is a message that has been positively received.

On behalf of the Economic Development Unit I would like to thank all internal units that have supported us over the past year. If it wasn’t for this support our work and outcomes would not have been achieved.


The Role of the Economic Development Unit

The Economic Development Unit (EDU) was established on 1 July 2010, after a need to focus on the long term economic development of the city was identified. Prior to this, the City of Perth was the only capital city council in Australia without a dedicated Economic Development Unit.

The Unit’s role is to analyse, understand and communicate key market elements that influence current and future development in the city and facilitate communications between public, business, community and government agencies to work collectively to create an environment that fosters sustainable economic growth. Our aims are to identify needs related to the city’s economic development, and to develop, implement and review strategies to address those needs. Usually these strategies aim to diversify the economic base of the city, and to support the growth of knowledge-based industries.

The EDU is responsible for:-

• Development and implementation of the Economic Development Strategy;

• Development and implementation of economic development portfolios, work plans and projects;

• Undertaking strategic research related to economic development issues;

• Developing and implementing business sector action plans;

• Developing and implementing international business development programmes including participation in the World Energy Cities Partnership;

• Professional advice and advocacy within and on behalf of the City; and

• Advocacy for improvements to the business regulatory environment.


Our Work

In 2010 the City of Perth Council endorsed a new Economic Development Strategy (ED strategy) that outlined the City’s approach to facilitating sustainable economic growth in Perth and throughout Western Australia. In a strategic sense, the ED strategy falls under the City’s 2029 Vision and four-year strategic plan:-

The ED strategy identifies a vision for Perth in 2029 as a “connected and informed capital city with a unique identity and an economy that is diverse, resilient and adaptable”. To realise this vision, the strategy identifies six desired outcomes for economic development. By 2029, the city will:-

• be even more appealing to existing and prospective businesses, investors, workers, residents, students and visitors;

• have a stronger sense of place, pride and a distinct identity;

• have a diverse and vibrant after-hours culture and economy;

• value and encourage entrepreneurs, new ideas and innovative businesses;

• have a more resilient and adaptable economy; and

• have an informed, connected and collaborative business community.

City of Perth 2029 Vision and Four-Year Strategic Plan

Economic Development Strategy

Four-Year work outline

Portfolio areas

Forrest Place, Murray Street Mall.


Our Work

In an effort to achieve the economic development Vision, a four-year work plan was prepared in late 2010 that focuses on the portfolio areas identified as being vital to effective economic development. In essence, these portfolios are designed to support the City’s high-priority economic development target groups and these target groups are intended to be the main beneficiaries of the City’s work in the economic development field over the next four years:-

In many instances, the Unit’s work with these high-priority target groups is through a partner organisation. For example, much of the Unit’s initial interaction with under-utilised spaces stakeholders is through the Spacemarket initiative. The Unit has worked hard throughout 2010/11 to build strong working relationships with several partner organisations that represent the target groups, and aims to work even more closely with these organisations in the future for the benefit of target groups.

The goals of the ED strategy and the work of the Unit aim to provide a balance between interventions that support population-driven economic activity and those interventions that support strategic, higher-order economic activity, typically associated with knowledge-based industries. This balance is reflected below:-

Northbridge stakeholders

Property owners and developers

Inward investors

Existing businesses and

business groups

Innovation and entrepreneurs

Prospective businesses

Knowledge based and

creative industries

International students

Resources (domestic)

Resources (international)

Under-utilised spaces

stakeholders

Tourists (international and interstate)

Place activation

Population driven interventions

Strategic interventions

• Workforce development• Capital availability• Industry connectivity• Governance and engagement

• Soft infrastructure• Hard infrastructure• Unique local issues

Augment supply chains

Major projects

Endogenous growth structures

City of Perth Economic Development

Employment and Industry analysis


Our Work

Population-Driven Activity

Population-driven activity includes (but is not limited to) convenience and comparison retail, entertainment and hospitality industries. Economic development interventions include efforts to capture a greater proportion of expenditure within the city using successful economic place activation principles. This may include efforts to concentrate expenditure by channelling pedestrians past as many retail offerings as possible, or paying special attention to strategically located sites (e.g. sites on the corner of two major retailing streets).

Busking in Murray Street Mall.

Northbridge Piazza.

Enex 100 Food Court.


Strategic Activity

Industries with high levels of strategic employment provide real productivity gains for an economy. Strategic employment provides the impetus for economic activity beyond that resulting from population growth, as income is generated through the export of goods and services of value to external markets (outside the city boundaries). This segment typically employs a higher-skilled and higher income workforce that is likely to generate significant flow-on impacts through innovation and real productivity gains.

Strategic industries typically include a higher prevalence of high-quality jobs (strategic employment). Direct and indirect high-quality job creation remains the ultimate measure of success for economic development interventions. The notion that high-quality jobs result in real economic productivity gains is fundamental to the work that we do and is the logic behind many of the “high-order” economic development portfolios in the Unit’s four-year work outline. It is accepted by Economic Development practitioners that high-quality jobs increase business competitiveness and generate sustainable economic growth for the city.

The portfolios that have been the main focus of the Unit’s work in 2010/11 are:-

• Northbridge Precinct Management (economic);

• Economic Research, Data Collection and Communication;

• Knowledge-Intensive and Creative Industries;

• Economic Place Activation;

• Business Support;

• Resource Sector Support; and

• Inward Investment/International Branding.

The Unit also leads the Sustainable Business Leader Project and provided project management assistance for the Gasworks Precinct Revitalisation Project.

Our Work

King Street Studio.


In its first year of operation, the Economic Development Unit has worked closely with a number of other units internally. Interactions with other units in the City have resulted in overwhelmingly positive outcomes, with a number of joint projects developed throughout the year.

Key multi-disciplinary projects the Economic Development Unit has been involved in include:-

• City Laneways Projects (EDU, CDU, CMS, SCD);

• Forgotten Spaces – Upper Floor Reactivation Report (EDU, SCD, APS);

• Northbridge Property and Laneway Development (EDU, CDU, APS, MKT, PPM); and

• Pier Street Precinct Steering Committee and Gasworks Revitalisation Plan (CDU, CMS, PPM, SCD, DPD Office).

The main units we have worked with in 2010/11 are:-

City Design Unit

The Economic Development and City Design Units have worked closely on a number of projects this year, including the Laneways Project and the Northbridge Property and Laneway Development Project. The work undertaken by CDU is a great complement to many EDU place activation objectives and can provide great opportunities for local businesses. The two Units will continue to work closely adding value to City projects.

Approval Services

Economic Development and Approval Services have combined on a number of occasions this year, particularly in regards to the Economic Place Activation portfolio. The professional advice and support provided by APS has helped to guide EDU through many of the challenges presented by underutilised space activation.

APS and EDU have also worked together to create opportunities for local businesses to optimise their planned developments.

Sustainable City Development

As former members of the Strategy Unit, Economic Development and Sustainable City Development have continued to work closely this year, most notably on the development of the Upper Floors Reactivation Feasibility Study and the handover of the Sustainable Business Leaders Program, which was previously led by SCD.

Marketing

Economic Development often collaborates with Marketing, as both work with similar target groups and have similar goals. Many of the activities undertaken by MKT compliment EDU place activation initiatives and the promotional work done by MKT is a key influence over many EDU activities.

Community Services

The Economic Development Unit’s focus on the development of the Creative Industries within Perth has led to a close working relationship with Community Services. This relationship has also seen the development of the City’s Laneway Mural Program, in which local artists brighten up ‘forgotten’ laneways with colourful and interesting works over coming years.

Working with Other Units

Target Lane, Murray Street Mall.


Forgotten Spaces – Upper Floor Activation Report

The activation of underutilised upper floor spaces has been identified as a critical factor in attracting and retaining creative industries businesses, supporting the night time economy, and facilitating the economic and social growth of the city.

In 2010, the EDU facilitated the completion of the Upper Floors Reactivation Feasibility Study. The study determined the key barriers preventing upper floor activation within the city and identified a number of initiatives that could encourage greater use of the city’s empty upper floor space.

Since the release of this study, the Unit has started to investigate the feasibility of a pilot activation project, involving support to an interested property owner. This would serve well as a demonstration project and assist in demonstrating the benefits of upper floor activation.

Underutilised Upper Floors Audit

Following the completion of the Forgotten Spaces – Upper Floor Activation Report, EDU audited properties within the central core of the city’s CBD to quantify the potential for upper floor activation within the central city area.

Findings revealed that there are approximately 40 properties with over 17,000sqm of underutilised upper floor space. This equates to a potential return of $5.23 million to $7.85 million per annum based on average figures of rental value for the most likely use of these spaces, being food and beverage use and office space. The median size of the empty upper floor spaces is 327sqm.

2010/11 – A Year in ReviewPortfolio - Economic Place Activation

Plaza Arcade, Hay Street Mall.

McNess Royal Arcade, Hay Street Mall.


Spacemarket

EDU sponsored the development of Spacemarket. Set up as a not-for-profit organisation and run independently, spacemarket.com.au is an online interface that seeks to activate underutilised spaces in the city, by pairing non-tenanted spaces with people who have a desire to use them.

2010/11 – a Year in ReviewPortfolio - Economic Place Activation

King Street Studio.

King Street Studio.


Laneways Project Support

Economic Development has worked closely with a number of units internally to implement the City’s Laneway Strategy. EDU has led several discussions between the City and businesses, property owners and managers to achieve mutually beneficial outcomes. This contribution has led to the development of various exciting artworks being created and integrated into some of the City’s laneways and the installation of wireless internet in Grand Lane.

Laneways Project Management Plan

EDU has led the development of the City’s first Laneways Project Management Plan, which will support the objectives of the Laneways Strategy and build upon current and future laneway-related activities.

One of the key objectives of this project is to formalise a Laneways Working Group to guide the implementation of the Laneways Strategy and facilitate a collaborative and strategic approach to laneway-related activities throughout the organisation.

2010/11 – a Year in ReviewPortfolio - Economic Place Activation

Target Lane, Murray Street Mall.

Grand Lane, Murray Street Mall.


Business Grants

The Economic Development Unit is responsible for the management of the City’s Business Grant programs. In 2010/11, the Business Grant programs provided assistance to more than 18 small businesses located throughout the city.

The grants aim to encourage new and innovative small business projects within the city and entice small businesses to either enter or remain in the city. The successful applicants have used the funds on a range of projects, many of which have included activating underutilised spaces and enhancing the business’s contribution to the vitality of Perth.

Activating Perth – Licensing Opportunities Seminar

The Small Bars Association in cooperation with EDU conducted an “Activating Perth – Licensing Opportunities” seminar at the Northbridge Piazza.

More than 25 participants from key industries including a number of architects, property managers, property owners, and small bar operators engaged in a proactive discussion about the barriers and incentives to activating some of the City’s underutilised upper floors and laneways.

Craig Smith, City Architect, presented on the City’s role in the development of Perth’s urban landscape and the practicalities of upgrading previously unoccupied buildings, which facilitated some great discussions between all parties involved.

2010/11 – a Year in ReviewPortfolio - Business Support

Cabin Fever, Bon Marche Arcade.

Ezra Pound, Northbridge.


2010 WA Retail Awards for Customer Service Excellence

The City of Perth sponsored the 2010 WA Retail Awards for Customer Excellence organised by the Retail Traders Association of WA and supported by the Chamber of Commerce and Industry WA.

The inaugural Awards encourage and promote customer service excellence in WA retailing and celebrate retailers that have set out to achieve this goal.

Social Media for Your Business Seminar

In March, EDU hosted the first Social Media for Your Business seminar at the Northbridge Piazza Community Building. This event provided local businesses with a basic level of knowledge about social media and online marketing.

Over 60 representatives from businesses throughout the city and immediate surrounding areas learnt about several forms of social media and online marketing tools and how these mediums can be integrated into their business. The idea of events such as these is to improve the skills of local business owners, allowing them to add value to their business in the long run.

Think Tank Series

In 2010/11 the Unit hosted the highly successful Think Tank series, which aimed to facilitate increased cooperation and engagement with Perth’s creative industries and continue the development of the city as a hub for the creative industries in WA.

The series featured three events, all of which focused on networking and promoting the opportunities available in Perth for local creative industries practitioners. The events featured presentations from highly respected industry professionals, including iiNet founder Mike Malone, Murdoch University Head of Digital Media, Tim Elleston and ARTrinsic director Tina Wilson; as well as opportunities to network with potential investors, industry bodies, suppliers, and clients.

X Media Lab

Shortly after Think Tank 3, Perth hosted X Media Lab, an internationally acclaimed creative industries event that was being held in Perth for the first time. XML 2011 focused on the developments between technologies and the creation of meaningful experiences through digital story telling. At the event’s opening the Lord Mayor spoke about the importance of creative industries to the City.

2010 WA Retail Awards for Customer Service Excellence

2010/11 – a Year in ReviewPortfolio - Business Support

Mini Espresso, London Court.


World Energy City Partnership

The City of Perth is a member city of the World Energy Cities Partnership (WECP). The City’s involvement with the WECP is managed by the Economic Development Unit, working with a number of units throughout the organisation to ensure Perth meets its obligations as a WECP member city.

As part of the City’s commitment to the WECP, the Economic Development Unit works on a number of international projects, including the WECP SME Engagement Project, the Calgary Climate Accord and support of the WECP Academic Program; which look at possible synergies and opportunities for energy cities. In addition the Unit provides information and facilitates meetings and other opportunities on behalf of other WECP member cities within Perth, and organises City of Perth attendance at all WECP AGM’s and Conferences.

The Unit also works to facilitate international opportunities for local businesses through the WECP, arranging meetings and helping local businesses to identify potential international collaboration opportunities. As part of this work, the City is involved in a number of international business delegations to WECP member cities and key energy industry events where City representatives promote Perth as an investment destination and facilitate trade opportunities for local operators.

World Energy City Conference, 28-29 October 2010

In October 2010, the City of Perth hosted the civic leaders of 18 international cities for the World Energy Cities Partnership Conference and AGM, 2010. Delegations attended from the USA, Saudi Arabia, China, Africa and Canada, to name a few.

The theme of the conference was ‘The Future of the Energy Capitals, Emerging Themes, Global Perspectives and Opportunities’ and the program was developed to meet the expectations of a competitive global marketplace and showcased the world-class skills and knowledge of the energy industry.

Australasian Oil and Gas Conference

Western Australia dominates Australian petroleum production, accounting for 75% of gas and 65% of oil produced nationally. AOG is Australia’s largest oil and gas exhibition and this year continued the tradition of bringing together the industry’s leading companies and people.

The conference also provided a range of business networking opportunities that have led to three international oil and gas companies entering Perth from Scotland and Britain. AOG will return to the Perth Convention and Exhibition Centre on 22 -24 February 2012.

2010/11 – a Year in ReviewPortfolio – Resource Sector Support, Inward Investment and International Relations

Australasian Oil and Gas Conference, 2011.

WECP Conference, 2010.


In 2007 the City of Perth partnered with the WA State Government to undertake a statistical analysis of Perth’s Creative Industries. Broadly defined, Creative Industries (CIs) are those businesses that turn creative ideas into commercial outcomes. Examples of CIs include:-

• music and performing arts;

• film, television and radio;

• advertising and marketing;

• software development and interactive content;

• writing, publishing and print media; and

• architecture, design and visual arts.

Creativity and Innovation as Generators of Economic Value

The importance of creativity and innovation in driving tangible economic outcomes and innovation is well recognised, as there is a strong link between creativity and innovation and productivity growth. Productivity growth is a key driver of the economy’s long-term growth potential, real incomes and economic wellbeing. Essentially, creativity is driven by the presence of people with creative skills and occupations.

Implementation Plan

The City is in the final stages of drafting an implementation plan to support CI businesses over the next four years. The plan is targeted at the commercial side of CIs and ultimately aims to assist CI businesses to become more financially sustainable and to improve the contribution of CI businesses to the city economy. The plan will work towards the following goals:-

1. Attract new CI businesses to the city (temporarily or permanently).

2. Consolidate information into common source that encourages engagement, interaction and information sharing.

3. Improve cross-governmental collaboration.

4. Improve links between CI businesses and business development opportunities.

5. Increase exposure to global thought leaders and sustainable practices.

6. Promote access to education, learning and professional development opportunities.

7. Promote opportunities to access opportunities for investment, business growth and expansion.

8. Provide a collective voice for the interests of CI businesses in regards to policy and regulatory development, marketing and branding.

9. Provide opportunities for collaboration, networking and partnerships.

10. Recognise outstanding local practices and achievements within CIs.

11. Retain the CI businesses already located in the city.

12. Strengthen and broaden CI networks (social capital) within the inner city, and improve connectivity between and within industries.

2010/11 – a Year in ReviewPortfolio - Creative and Knowledge-Based Industries

“Innovation is not just the idea – innovation is only achieved

when the idea is transferred into an outcome which has value.”Catherine Livingstone, Australian Business

Foundation

King Street Studio.


Place Management and Research

In 2010/11 the Economic Development Unit commissioned consultants to conduct independent baseline research in the Northbridge Precinct. The research provides a snapshot of current precinct users and will be used to develop an index for the precinct which can be used to measure the success of future place activation initiatives.

2010/11 also saw the completion of place assessment mapping, which allowed for resource allocation to strategic sites and key areas of amenity, based on their level of usage. The mapping highlighted a need to look at the precinct holistically, whilst also recognising where strategic interventions and on the ground engagement is required.

Property and Laneway Activation

The Economic Development Unit has worked hard to develop regular channels of communication with businesses and property owners of key strategic sites throughout Northbridge, as identified by place assessment mapping of the area. The aim of this communication is to encourage activation of key street frontages in the area and improve perceptions of safety and vibrancy.

The EDU has also been heavily involved in the progression of the vacant and neglected building study; with five of the seven Northbridge properties being removed from the study through activation and/or current development applications.

2010/11 has also seen an extension of the City’s vision for laneway redevelopment, which previously focused on the CBD, to encompass laneways throughout the Northbridge area. EDU and CDU have now completed assessments of the Northbridge laneways and a strategy for the future is to be completed within the next financial year.

2010/11 – a Year in ReviewPortfolio - Northbridge

Northbridge Piazza.

The Brass Monkey Hotel, Northbridge.


Industry Development

The Economic Development Unit has worked closely with the Central Institute of Technology, William Street Collective and various other key stakeholders within the Northbridge area over 2010/11, with the aim of developing Northbridge as a hub for the Creative Industries within Perth, helping to diversify the employment base of the precinct and activate the area during the day. Key achievements so far have included significant engagement from CIT, including work towards the development of a joint demonstration project which will help to brand the precinct as Perth’s creative industries hub and provide a pathway for CIT graduates to remain in the area.

Business Support and Partnerships

The City has provided financial support and partnership through a number of initiatives, including the business grants program and sponsorship of the CIT Awards Night.

The EDU has also created strong networks with a number of businesses within the Northbridge precinct, from a range of different business sectors and is leading the development of a Northbridge Piazza Stakeholders Agreement, which will look to create a formal agreement between key stakeholders in the area surrounding the Northbridge Piazza. The aim of that agreement is to ensure that all future activities in the vicinity of the Piazza are complementary.

Internal Stakeholder Management

The Economic Development Unit has led the development of an internal Northbridge Working Group, which allows for the exchange of information of activities in the area and a collaborative approach to the revitalisation of the precinct.

The Northbridge Economic Development Officer has become the focal point for all initiatives the City conducts and has planned for the precinct and continues to act as a facilitator for discussions between key Northbridge Stakeholders and the City of Perth.

2010/11 – a Year in ReviewPortfolio - Northbridge

Northbridge Piazza.

Central Institute of Technology, Northbridge.


The City of Perth’s Sustainable Business Leaders program was initiated and progressed by the Environment Team, within the Sustainable City Development Unit. In early 2011 the program was transferred to the Economic Development Unit due to its focus on business relations and alignment with Economic Development Strategy.

The program runs in collaboration with Perth Region NRM and guides participants through five self-paced milestones, which are intended to assist small to medium enterprises to achieve measurable environmental, social and economic outcomes, increasing their overall business sustainability.

In March 2010, after seeking expressions of interest from restaurants and cafés throughout the city, eight participants were formally invited to participate in the Sustainable Business Leaders Pilot program.

The program has progressed admirably over 2010/11, particularly in light of the momentum change following the reassignment of the program to EDU. All participants are now commencing Milestone 3, which involves the businesses developing an action plan to address issues identified in Milestones 1 and 2.

The current focus is on the completion and implementation of the action plans for each participant and completion of the pilot (phase one) program by December 2011. Completion will allow a full evaluation and identification of successes, challenges and required changes, ahead of the second pilot, phase two.

Phase Two will ensure the ongoing success of the program and at this stage will commence in September 2011. The focus of the second pilot will be testing the flexibility of the program in other industry sectors and addressing some of the challenges experienced by participants in the initial Pilot Program.

2010/11 – a Year in ReviewSustainable Business Leaders Pilot Program

Greenhouse, Enex 100, St Georges Terrace.


Our Team, Our Culture

Wendy Earl Manager Economic Development Unit

Wendy Earl is the Manager of Economic Development at the City of Perth. Her responsibilities include research, planning and implementing economic development activities in the city to encourage growth, activation, diversity, and international recognition that will achieve long term economic stability.

Wendy immigrated to Perth from Wales, UK, where she managed multi-million pound European Regional Development programs within the local government structure.

Wendy joined the City of Perth in 2007, educated in Wales and gained a BA (Hons) in Business and Economics and a Masters in Management. Her professional affiliations include: Member of the Institute of Leadership and Management (MInsLM) and a Member of the Chartered Institute of Personal and Development (CIPD). Wendy is a Director on the Board of Economic Development Australia (EDA) and a member of the State Board of Economic Development (EDAWA).

Tom Griffiths Economic Development Principal

As the ED Principal, Tom coordinates the Unit’s work program and provides direction to other officers within the Unit; this includes formulation of work plans and management of the Unit’s day-to-day operations. Tom has over twelve years experience in project management and as an economic development practitioner, including international experience. He holds a Bachelor Degree in Business and Marketing, and a Masters Degree in Sustainable Urban Development and Strategy.

The Economic Development Unit works in an open and collaborative manner, demonstrating a proactive and positive attitude. Our culture can be summarised as:–

“Let’s roll out the red carpet, not the red tape”

We seek opportunities, identify potential and work closely with businesses and industries that add the greatest value to the city as an urban centre – socially, environmentally, and most importantly, economically.

We look forward to being part of a team over the coming years to benefit the development of Perth.

Yasmine Blair Economic Development Officer

Yasmine has been a part of the City of Perth for 10 years mainly in the areas of research and policy.

Yasmine was recently appointed to the Economic Development Unit as an Economic Development Officer, and her main responsibility is the coordination of the Sustainable Business Leaders program.

Prior to joining the City, Yasmine worked in State Government and other local authorities. Yasmine’s qualifications are in the areas of Environmental Science, Education (Secondary) and City Policy.



Michael Janiec Northbridge Economic Development Officer

With experience in place activation, stakeholder management and development, Michael is a passionate advocate for urban revitalisation and economic development in Northbridge.

As an experienced member of the Economic Development Unit, Michael is currently building strong foundations for the current and future activation of Northbridge.

Sally Fry Administration and Finance Officer

Sally joined Economic Development in November 2010. After 18 years with City’s Approval Services Unit, Sally is enjoying the challenge of a new role and feels that the environment, culture and comradeship among the team makes Economic Development a very easy place to work. Sally is very proud of the achievements Economic Development has made as a collective during its’ first year of operation and looks forward with much enthusiasm to next twelve months and beyond.

Samantha Jones Economic Development Trainee

Sam represents the next generation of Economic Development Practitioners.

Having graduated from Curtin University in 2010 with a Bachelor of Commerce double majoring in Tourism Management and Public Relations, Sam is quickly proving to have what it takes to successfully liaise with businesses, provide support and achieve meaningful economic activation.

Grant Hutchinson Research and Policy Officer

Grant Hutchinson is the new Economic Research and Policy Officer in the Economic Development Unit. He has returned to Perth after a four year appointment in Canberra where he worked in a range of different areas for the Department of Education, Employment and Workplace Relations and Safe Work Australia. Prior to moving to Canberra Grant completed a Bachelor of Economics (Economics/Management) and Bachelor of Science (Energy studies) at Murdoch University.



Tara Mahood Economic Development Officer

Tara joined the City almost two years ago, working across a number of different units before settling into the Economic Development Unit.

She is currently studying for a Bachelor of Commerce at Curtin University and is enjoying working on a diverse range of projects with the Unit, as one of the younger members of the team.

Luis Puig Economic Development Officer

With a business, tourism and strategic planning background Luis has taken on the role to deliver Economic Development initiatives since the establishment of the Economic Development Unit in July 2010. Having worked at a State and Local Government level for over five years, his fresh and strategic approach to attracting and supporting businesses has paid off in the form of successful outcomes in the economic place activation field.


The Economic Development budget for the 2010/11 financial year was compiled with components of the Strategy Unit budget and the DPD Directorate budget. The 2011/12 budget will be the first complete budget that the unit has compiled as a separate entity from the former Strategy Unit.

Since its establishment in July 2010, Economic Development has undergone a period of significant growth with the expansion of staff numbers featuring prominently.

The increase of 27% in 2011/12 over the previous financial year is due primarily to increased costs for staff and a larger number of projects being undertaken, as identified in the unit’s 4-year work plan.

The new positions that have been established are:-

• Northbridge Economic Development Officer;

• Administration and Finance Officer;

• Economic Development Officer;

• Research and Project Officer; and

• Economic Development Trainee.

In 2011/12 some of our new projects will include:-

• Sustainable Business Leaders Programme (formally administered by SCD);

• Oil and Gas Industry Development Strategy in partnership with external stakeholders; and

• Northbridge Project Officer and associated project funding.

We look ahead to the coming year with much enthusiasm regarding our projects and delivering the results in a timely and financially prudent manner.

Budget

2010-2011 2011-2012

Total Budget - Economic Development $1,028,298 $1,307,169


The coming year promises to be a very busy one for the Unit. With staff now settled and comfortable with their roles, we all expect the coming year to be a highly productive one. While the Unit will work across all portfolio areas to achieve the goals of the ED strategy, some areas are more likely to yield positive results quicker than others.

Specific goals that the Unit will focus on in 2011/12 include:-

1. Continue to work towards activating public and privately owned underutilised spaces in the city [Strategy goal #1, UOE].

2. Shape an environment that supports a modern economy and encourages business interactions and exchange of ideas [Strategy goal #4, UOE].

3. Strengthen and develop the distinct retail experience in the city [Strategy goal #5, UOE].

4. Communicate more regularly and effectively with target groups [Strategy goal #2, A&E].

5. Sustain Perth’s position as the region’s energy and resources hub and encourage more events, networking and other activities that support the ongoing development of those sectors [A&E goal #3].

6. Increase the contribution of knowledge economy sectors to the city’s economy [BD goal #4].

7. Build and retain a larger stock of creative and innovative people and businesses in the city [BD goal #6].

Where possible, it may be that one project contributes to the achievement of multiple goals within the ED strategy, not only those shown in brackets above.

In 2011/12 we will also be dedicating more resources to the development of the local tourism industry and supporting local tourism businesses. Jo Truslove will be joining the Unit in August 2011 and will be managing the Tourism portfolio, as well as some others. Additionally, we expect to be producing more research documents for our target groups, most notable a business climate survey that will explore the common issues that city-based businesses are facing.

The Unit recognises the importance of engaging in a meaningful way with other Units within the City and with our major target groups. This approach will see the Unit working even more collaboratively with other officers within the City, State Government Departments and other partners to achieve common goals.

Looking forward

City of Perth Economic Development Unit

Level 6, Council House27 St Georges TerracePerth WA 6000

Phone: (08) 9461 3198 Fax: (08) 9461 3083

Email: [email protected]

Web: www.perth.wa.gov.au/ecodev

This document is available in alternative formats on request.

Documents

City of Perth Economic Development Unit Annual Review