CLAREMONT TOWN CENTRE ADVISORY COMMITTEE · PDF filerestaurant not on Bay View Terrace will also be invited to set up food stalls to ... The Town will be asking businesses to create

CLAREMONT TOWN CENTRE ADVISORY COMMITTEE MINUTES 5 DECEMBER, 2017

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TABLE OF CONTENTS

ITEM SUBJECT PAGE NO

1 DECLARATION OF OPENING/ANNOUNCEMENT OF VISITORS............. 3

2 RECORD OF ATTENDANCE/APOLOGIES ................................................ 3

3 ELECTION OF PRESIDING MEMBER ........................................................ 3

4 DISCLOSURE OF INTERESTS ................................................................... 4

5 CONFIRMATION OF MINUTES OF PREVIOUS MEETINGS ..................... 4

6 BUSINESS NOT DEALT WITH FROM A PREVIOUS MEETING ................ 4

7 REPORTS OF THE CEO ............................................................................. 5

7.1 PEOPLE AND PLACES ............................................................................... 5

7.1.1 CLAREMONT TOWN CENTRE ADVISORY COMMITTEE SUPPORT OF PLACE ACTIVATION INITATIVE: TERRACE NIGHTS ............................................................................................. 5

7.1.2 QUARTERLY UPDATE ON OPERATIONAL PLAN .......................... 9

8 COMMITTEE MEMBERS’ MOTIONS OF WHICH PREVIOUS NOTICE HAS BEEN GIVEN ...................................................................... 14

9 FUTURE MEETINGS OF COMMITTEE ..................................................... 14

10 DECLARATION OF CLOSURE OF MEETING .......................................... 14


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CLAREMONT TOWN CENTRE ADVISORY COMMITTEE

MINUTES

1 DECLARATION OF OPENING/ANNOUNCEMENT OF VISITORS

Mr Crichton welcomed everyone and declared the meeting open at 5:05pm. As the first meeting of the Claremont Town Centre (CTC) Advisory Committee following the 2017 Local Government Elections, Mr Crichton guided members through the Committee’s Terms of Reference, including its purpose, and their role and powers as members as determined under the Local Government Act 1995. A copy of the Terms of Reference was provided to each committee member. Mayor Barker entered the meeting at 5.10pm.

2 RECORD OF ATTENDANCE/APOLOGIES

Mayor Jock Barker Town of Claremont Cr Alastair Tulloch Town of Claremont Cr Jill Goetze Town of Claremont Ms Alison Reid Community Representative Dr Tom Mildenhall Community Representative Ms Marissa Williams Community Representative Ms Samantha Monterio Community Representative Mr Paul Loiterton Community Representative Ms Liz Ledger Chief Executive Officer Mr Les Crichton Executive Manager Corporate &

Governance Ms Maryanne Martino Manager Community and Economic

Development Mrs Annette Brown Project Officer – Place Activation APOLOGIES

3 ELECTION OF PRESIDING MEMBER

Mr Crichton called for nominations for the Presiding Member. Cr Tulloch nominated Ms Reid for the position of Presiding Member. With no further nominations, Mr Crichton declared Ms Reid elected as the Presiding Member. Ms Reid took the Chair.


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Mr Crichton left the meeting at 5:15pm.

4 DISCLOSURE OF INTERESTS

NIL

5 CONFIRMATION OF MINUTES OF PREVIOUS MEETINGS

Moved Cr Tulloch, seconded Cr Goetze. That the minutes of the Claremont Town Centre Advisory Committee Meeting held on 29 August 2017 be confirmed.

CARRIED(1/17) (NO DISSENT)

6 BUSINESS NOT DEALT WITH FROM A PREVIOUS MEETING

NIL

https://www.claremont.wa.gov.au/MediaLibrary/TownOfClaremont/Documents/Minutes-29-August-2017-Claremont-Town-Centre-Advisory-Committee.pdf


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7 REPORTS OF THE CEO

7.1 PEOPLE AND PLACES

7.1.1 CLAREMONT TOWN CENTRE ADVISORY COMMITTEE SUPPORT OF PLACE ACTIVATION INITATIVE: TERRACE NIGHTS

Responsible Officer: Liz Ledger Chief Executive Officer

Author: Maryanne Martino Manager Community & Economic Development

Proposed Meeting Date: 5 December 2017

Purpose

To advise the Committee about a place activation initiative that has been approved by Council for Bay View Terrace, to encourage that they positively advocate the initiative and to consider funding $3000 to add ambient lighting to the three activations.

Background

The focus of Place Activation for the Claremont Town Centre Project is to promote the CTC precinct, local businesses, increase economic activity and create social activation. Council received a petition from a Town Centre business owner in April 2017 with other business owner signatures attached against closure of streets within the precinct. Although, community feedback had been positive and reflected positive support for local road closures to support local economic development. After the ARTTRA festival in April, a petition was submitted directly to Claremont Town Centre Advisory Committee who raised concerns that the impact of no road closures would have on one of the primary project objectives: to activate and promote the town centre. The annual Operational Plan was approved in August with no road closures planned for 2017-2018 Cr Tulloch’s supported and approved motion was that Council 1. Facilitate activation of Bay View Terrace between Gugeri Street and St

Quentin Ave through temporary closures from 6pm on the third Friday of January, February and March 2018 and invite local traders to set up food stalls in the area

2. Provide an allocation of $6,000 to fund Council’s contribution (human

resources, marketing minor infrastructure) from with the 2017-18 budget


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Discussion

As a result of the motion, the Town has employed the part-time Arts & Events Officer for an extra day a week to coordinate and organise the activation. The event will be called Terrace Nights based on warm weather, camels, sunsets and cocktails. The concept theme will provide a backdrop for the community to participate while relaxing, eating good quality local food, and enjoy the atmosphere of Bay View terrace in a safe environment. Activation Dates:

1. Friday 19 January road closure at 5pm event to commence at 6pm

2. Friday 16 February road closure at 5pm event to commence at 6pm

3. Friday 16 March road closure at 5pm event to commence at 6pm

The street will be closed after business hours to allow space for people, tables and chairs to be set up while causing the most minimal disruption to businesses. Local restaurants will be encouraged to promote the activation to customers and extend their alfresco dining area so that it overflows onto the street. Cafes and restaurant not on Bay View Terrace will also be invited to set up food stalls to complement the activation. The objective is to keep economic development generated within Claremont. If businesses do not take up this opportunity, the opportunity will be extended to businesses’ outside of Claremont to ensure the project is successful. The Town will be asking businesses to create a ‘Terrace Night’ food and drink special, as the primary target are Families, options must be affordable to a wide range of people. Marketing will include:

1. Planter Box stickers – from 1 Jan to 16 March 2. Social Media Campaign and competition

3. CTC and Toc website – from mid‐December 4. E‐newsletter to database from Mid‐December 5. Printed postcards at all businesses from 1 January 6. PR Camels in BVT!! 7. Media. Releases developed and sent out early January

8. Tap into all CTC existing communication channels from mid‐December (e‐newsletter, social media, and Place Activation Officer)

The Town will organise free camel rides to link with their theme, this activity will be carried through the publicity campaign that is planned to generate strong attendance numbers at the event. The Town wants to promote seaside serenity, swaying palm trees and stunning sunsets. Warm sun, sparkling water, poolside decadence, BVT will become a luxurious space for families to unwind and enjoy great food, activities and family entertainment.


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To create a sense of excitement and build up for the activation the Town of Claremont has been successful in securing a prize for one family that attend any of the three activations, who complete a short survey. The prize is 3 nights at Broome’s Cable Beach Resort. This will be used as a draw card in social media platforms and promotion to encourage a good attendance rate. The concept is to have high attendance in the pilot activation, which will therefore encourage patrons to attend once the project becomes permanent.

Past Resolutions

There are no past resolutions relating to the matter.

Financial and Staff Implications

Resource requirements are provided through the Town of Claremont to the amount of $6000 for all three activations. This budget will support: Human Resources @ 50 hours $2000 Marketing $3500 Camel Hire $500 Total $6000 The activation would benefit from some lighting, which has been estimated at $1000 per event. It is proposed that the Claremont Town Centre budget allocate $3,000 to fund lighting.

Policy and Statutory Implications

N/A

Communication / Consultation

Claremont Town Centre team will be encouraging businesses to get on board and help promote the activation. All businesses will be notified verbally and then through the e-newsletter.

Strategic Community Plan

Prosperity

Our businesses are thriving and integrated into the life of the Claremont community, and the town centre is known as a premier retail destination.

Further develop and implement the principles of the Business Improvement District Policy to support local and new business.

Urgency

First event is 19 January 2018.


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Voting Requirements

Not Applicable

OFFICER RECOMMENDATION

Moved Cr Goetze, seconded Ms Reid.

That the Committee:

1. Endorse the activation of Bay View Terrace as adopted by Council at the 7 November 2017 Ordinary Council Meeting.

2. Allocate $3,000 from the Claremont Town Centre budget towards ambient lighting as part of the Bay View Terrace activation.

CARRIED(2/17)

For the Motion: Mayor Barker, Cr Geotze, Liz Ledger, Marissa Williams, Samantha Monterio, Dr Tom Mildenhall, Alison Reid. Against the Motion: Cr Tulloch, Paul Loiterton.


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7.1.2 QUARTERLY UPDATE ON OPERATIONAL PLAN

Responsible Officer: Liz Ledger Chief Executive Officer

Author: Maryanne Martino Manager Community & Economic Development

Proposed Meeting Date: 05 December 2017

Purpose

To provide a quarterly update on the activities carried out for the Claremont Town Centre Project, for the period of September to November 2017.

Background

The Claremont Town Centre Advisory Committee was established in June 2016 after the Claremont Now Board was disbanded from a unanimously vote. The Committee operates under the Local Government Act 1995.

Discussion

Over the past quarter the Claremont Town Centre team have created activations and marketing initiatives to increase foot traffic into the specified area, and further expose the Claremont Town Centre brand to a wider audience. The Share the Dignity It’s in the Bag drive, Christmas activation, business workshops, grant applications and Laneway Lounge Pop Up Bars branded Claremont as a popular destination for shoppers within the quarter. These activations led to favourable media coverage and exposure for the Claremont Town Centre economic development project. ‘Share the Dignity – It’s in the Bag’ Project Local businesses joined with the Claremont Town Centre project to raise awareness of and collect donations on behalf of the It’s in the Bag campaign, a Share the Dignity initiative that collects pre-loved handbags filled with lady’s products and distributes them to women experiencing hardship at Christmas. Last year Claremont Town Centre committed to support the not for profit association in their quest to improve the lives of women in need at Christmas. A local campaign driven by members of the business community and Council representatives resulted in the donation and collection of over 800 bags for the charity during the 14 day campaign. In response to the overwhelming number of bags dropped off last year by the residents and visitors to the shopping precinct, Claremont Town Centre has increased the number of drop off points to make it easier for donors. This year the drop off points are at:


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1. Tutti Frutti 2. Elle et Lui 3. GPS on Bay View Terrace 4. Claremont Hotel

This year, the Claremont Town Centre team arranged for a morning tea with the founder of the charity, Senator Cash, Mayor and local businesses. The event was another way to join the business community and celebrate giving back to the community. Over 50 bags were donated at the morning tea, a positive start to the campaign which commenced on 18 November and will end on 2 December. ‘Responsible Café Movement’ Project A Responsible Café saves money and reduces waste. The goal is to change the game on single-use waste by nurturing a culture of reuse. The Claremont Town Centre Team have promoted this initiative to businesses who sell coffee. To support and launch of the program and encourage CTC cafes to register as a Responsible Café, the Christmas activation activities planned for 2017 will feature the gift of a reusable CTC branded cup and direct people to redeem a free coffee/hot chocolate from participating cafes. Christmas Activation Claremont Town Centre’s annual Christmas activations on Saturday 9 December between 10am-2pm will complement customary activities with a sustainable element that embraces its people, prosperity and encourages sustainability. The activation will include, face painters, free coffee to participating Responsible Cafes and the Claremont Town Centre keep cup tree. Business Grants Two workshops were held in the last quarter which drew an average of 18 business representatives. In addition to the Christmas styling workshop, $200 business grants were offered to support window and in store Christmas styling. In response, 13 businesses have applied for the grant opportunity to offset costs in creating a wreath themed decoration for their store. As a result of the second workshop a collaborative marketing project was ignited. The approach was by Zomp Shoez, Dilettante and Alpha 60 to support a collaborative shopping event on a Thursday evening. The application by the three businesses was based on an idea to activate the stores by working together to achieve common business goals such as driving sales and promoting Claremont as an attractive shopping destination.


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The event was highly successful with participating businesses reporting that;

The cross promotion across three data bases attracted new customers across three stores and engaged customers that normally shopped at other store locations

The refreshments and ‘event atmosphere’ created a social connection between staff and customers and encouraged them to linger longer.

Foot traffic was much higher and was retained until 9pm (all three stores reported that sales do generally not result after 7pm)

The event engaged other local businesses, attracting people that were dining at local restaurants and vice versa – customers dining after they shopped.

The reports across the three stores were that sales were strong and people actually came to shop and spend. One of the three shared that the evening trade was triple what they would normally take for a whole day of trading.

Other Claremont businesses were involved in supplying goods and services for the event and financially benefited from the collaborative effort (e.g Billie H and Hannah Etherington Flowers)

The three stores reported they would like to repeat the event at the end of winter. As demonstrated through the success of the framework model adopted by Zomp, Dillettante and Alpha 60. The ability to support well planned programming that is facilitated by businesses working collaboratively has a strong economic development return on grant funding investment. To encourage further businesses to participate in similar projects, the Business Grant model will change so that the maximum grant money given will be $1,000 per project. This will therefore mean that there is more money for other projects within the financial year. Zenith Music Concert and Old Theatre Lane Pop Up A small pop up activation that features a pop up bar, tapas and a live classical guitar performance has been designed for the first two events. The first of which was hosted on Friday 29 September, with the second event being presented on Friday 24 November. Over 50 people attended the September concert, with 78 attendees being recorded by security counters for the pop up laneway event. The second event took place on Friday 24 November, with the Lane activation taking place 5-8pm and the concert being performed in Zenith Music’s auditorium between 6-7pm.The Claremont Hotel will be operating the Spanish inspired drink selections and due to The Lane Café being unable to open for this event, a


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licenced food vendor specialising in tapas has been engaged to provide a casual eating option for Lane visitors and concert goers. Bunnings have supported both events by allowing use of their toilet facilities to reduce costs and by loaning fresh blooms from their gardening section to add to the European festive atmosphere. Five retailers remained opened during the activities for the first event, which greatly contributed to livening the Lane after business hours. The free concert events are presenting a chance to support emerging artists and re-engage residents and visitors to Claremont, created additional social and traditional media opportunities and assisted in raising awareness of Old Theatre Lane and its specialty shops with potential customers. The two remaining concerts will take place in the first half of 2018 and will be promoted as standalone events without the laneway pop up bar. ‘Off the Page’ Project Strategically located retailers of the Claremont Town Centre will be approached

to participate in the project, with an aim to secure four exhibition sites (north,

south, east and west of CTC) to anchor the project, with commitment from

additional businesses across the Town Centre.

Participating businesses will be asked to act as host for a book sculpture/or

illustration in their retail window and/or in-store display, including project branding

and artist credit during the life of the project.

In addition to high-end retailers and major nationals, CTC also sports a large

number of small business operators who are committed to engaging in activities

that not only promote their own business endeavours, but the broader shopping

precinct.

This project is viewed as an opportunity to meet the objectives of the CTC

initiative, with four exhibition sites being identified to showcase more significant

works and smaller retailers being offered the opportunity to host a range of

emerging artists.

The combination of which will create a ‘walking gallery’ throughout the streets of

Claremont Town Centre as visitors seek out works in stores across the precinct.

Raising awareness of the Scribblers Children’s Literature & Arts Festival and

reinforcing CTC as WA’s premier shopping and dining precinct.

Given the importance of engaging business support for the project, members of the Committee will be involved in signing off on the recommended artist/business pairings in January 2018; and assisting officers in identified business opportunities that can be leveraged off the major event and its associated marketing and promotions plan.


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Past Resolutions

NIL


Resource requirements are in accordance with existing budgetary allocation.

Past Resolutions

NIL


Resource requirements are in accordance with existing budgetary allocation.

Policy and Statutory Implications

N/A

Communication / Consultation

Ongoing communications continue with the business community through face to face discussions, CTC Collective meetings and email/e-newsletter contact. A marketing and promotions plan is developed for each CTC project according to the objectives and market audience linked to the specific activity. This includes social and traditional media campaigns, printed materials, cross promotion across Town of Claremont campaigns and measuring program outcomes.

Strategic Community Plan

Prosperity

Our businesses are thriving and integrated into the life of the Claremont community, and the town centre is known as a premier retail destination.

Further develop and implement the principles of the Business Improvement District Policy to support local and new business.

Urgency

N/A

Voting Requirements

Simple majority decision of Committee required.

OFFICER RECOMMENDATION

Moved Mayor Barker, seconded Cr Tulloch.

That the Committee receive the quarterly update on the CTC Operational plan for the period of September to November 2017 and note projects scheduled for upcoming quarter.



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8 COMMITTEE MEMBERS’ MOTIONS OF WHICH PREVIOUS NOTICE HAS BEEN GIVEN

NIL

9 FUTURE MEETINGS OF COMMITTEE

MOTION

Moved Ms Reid, seconded Cr Goetze.

That the Claremont Town Centre Advisory Committee meeting dates for 2018 be confirmed as:

Tuesday 27 February 2018

Tuesday 22 May 2018 Tuesday 28 August 2018 Tuesday 27 November 2018


10 DECLARATION OF CLOSURE OF MEETING

There being no further business, Ms Reid declared the meeting closed at 6.14pm. Confirmed this day of 2017. PRESIDING MEMBER