Freo's View

NEW DESTINATION FOR FREMANTLE MARKETING MANAGER

Posted in city of fremantle, local government, Uncategorized by freoview on April 12, 2018

 

There has not been an official announcement from the City of Fremantle yet, as far as I am aware, but there is the intriguing situation that Tom Griffiths, the Manager of the Economic Development, Property and Marketing Department, who has been pushing most for the Destination Marketing Fremantle concept and no longer supporting BID with the differential rates, will not see it through to fruition because he will be leaving Fremantle City to lead the  South West Group which is based at Garden City.

The South West Group is a voluntary organisation of six councils; Fremantle, East Fremantle, Cockburn, Melville, Kwinana, Rockingham.

Tom Griffiths has done a very good job at the City of Fremantle and will very much be missed. The challenge now is for the CoF to replace Tom Griffiths with another creative person and not a pen pusher.

Roel Loopers

CAN BID SURVIVE FREMANTLE DESTINATION MARKETING?

 

The future of the Fremantle Business District-BID is in doubt after the FPOL Committee of Fremantle last night approved the Destination Marketing Fremantle concept, which will see the additional differential rates CBD businesses pay go to the marketing department budget and no longer to BID.

It is very doubtful BID will be able to continue without funding from the City of Fremantle, although several councillors mentioned that there was a need for something like BID and that is had done grassroots work well.

There were public speakers in support of continuing BID and others supporting the new destination marketing strategy, but the consensus of the elected members was that a new marketing approach is needed and that BID was not the way forward.

Supporters for BID said BID was a lifeline and a voice for small retailers and that BID had businesses working together for the first time. That is true and nothing stops traders from continuing to work together in a kind of precinct format, I believe, so not all is lost and the good momentum BID created could continue.

BID wanted another 12 months extension and believed it could become self funding, but they had already been granted the extension and could not show they were raising enough money to be able to continue without council giving them the differential rates.

Councillors said this was not a debate about BID versus the destination marketing strategy but if Council wanted a new marketing approach for the city. It is not either or, Councillor Andrew Sullivan said. He also said the City needed to support the concept of BID and offer more support for retailers.

Councillor Rachel Pemberton said that we needed to acknowledge the incredible work BID had done and that BID was always about collaboration and grassroots level liaising with businesses, and that can continue.

Councillors agreed the City needed to try something different as the present marketing is not working and businesses are not happy with it.

Councillor Doug Thompson wanted to know before the item goes to full council next week who the marketing experts would be the marketing department wants on a panel of experts.

Councillor and FPOL chair Hannah Fitzhardinge said clarity had been lacking about what BID does and what the marketing department does.

I want to make one point that gets ignored at the Freo City marketing department and that is the lack of information the City sends out to tourist destinations in the city. More often than not the tourist guides at the Roundhouse are not informed about festivals and events, so they can’t send tourists to them. We have never had a poster or leaflets for example to promote the Winter Festival and other events that happen on the Esplanade. We have begged for info about the Hidden Treasures music festival, Street Arts Festival, etc.etc. We can’t even tell tourists what’s on at the Fremantle Arts Centre.

There is also no communication between the tourist destinations, so Roundhouse volunteers don’t know about special exhibitions or events at the Maritime Museum, Fremantle Prison, etc. That needs to be coordinated by the City’s marketing department and could be as easy as emailing a short list of what is on next week. It’s very good to get more people visiting Fremantle, but we need to be able to keep them here longer and tell them what else they can do.

Roel Loopers

FREMANTLE BID FUTURE IN DOUBT

Posted in advertising, bid, city of fremantle, economy, local government, retail, Uncategorized by freoview on April 11, 2018

 

The FPOL Committee of Fremantle Council will consider tonight the City’s future role in delivering destination marketing also known as the ‘place marketing’ service. Some of the reasons for it are :

The service aims to support the viability of the Fremantle business community by improving awareness of the overall Fremantle offering to visitors, improving perception of the overall Fremantle offering to visitors, and ultimately increasing visitation to Fremantle to provide opportunities for local businesses to capture expenditure.

The service encompasses the marketing of all business-to-customer or population-driven industries including (but not limited to) retail, hospitality, professional services and traditional tourism attractions.

Combining the City’s destination marketing budget with the use of the central area differential rate to enable a greater investment in destination marketing, and

Establishing an ‘arm’s length’ group comprised of a marketing professional as chairperson and key representatives from the business community with appropriate skills or experience in marketing to set the plan for:

the overall strategic marketing approach, including different stages over next four years

how to achieve ongoing business community engagement in marketing activities

appointment of a marketing agency and/or marketing contractors (via a normal City procurement process) to deliver destination marketing services, and

sponsorship of existing and new private events and grass roots business activation projects.

It is recommended that the destination marketing advisory group will operate for a four year period (2018/19 – 2021/22) with agreed terms of reference, and process for nomination and appointment by council. The group would make recommendations to council on matters related to destination marketing. In many ways, comparisons can be made to the way the Design Advisory Committee operates.

The Group will consider the ‘brand values’ and ‘unique selling points’ of Fremantle within the context of increasing competition from competing Perth metropolitan centres, global customer trends, disruptions to major industries such as retail, and the economic development aspirations of Fremantle.

Following organisations that have submitted letters of support: Experience Perth, Tourism Council of Western Australia, Fremantle Chamber of Commerce, Fremantle Prison, Fremantle Tourism Association, Fremantle Accommodation Association, Fremantle Markets, MANY 2.0 and Sirona Capital.

The current recipients of the differential rate, the Fremantle BID and some of its supporters, have submitted letters opposing the proposal. This is an expected and logical position for the BID to take as the recommended model requires discontinuing the BID’s funding after this financial year.

This report does not comprehensively evaluate the performance of the Fremantle BID but does assume that the recommendations in the report will deliver a more effective use of the differential rate money. That assumption is made by comparing the expected outcomes of the officer’s recommendation and the level of business support for it, against the level of support for the Fremantle BID and the outcomes delivered for the approximate $2.2 million in funding provided to the BID since 2012/13 FY.

One of the issues that is not addressed is that the additional differential rates are only paid by businesses who operate in the CBD, while the new destination marketing strategy will be for all of Fremantle, so how will the City make this fair for inner city traders that are paying the extra rates?

Roel Loopers

Comments Off on FREMANTLE BID FUTURE IN DOUBT

TO BID OR NOT TO BID IS THE FREO QUESTION

Posted in bid, city of fremantle, hospitality, local government, retail, tourism, Uncategorized by freoview on March 20, 2018

 

The City of Fremantle is seeking the community’s views on the best way to promote Fremantle as an attractive destination to shop and enjoy.

The City of Fremantle’s current marketing activities include the Fremantle Story website, magazine and social media platforms, school holiday activities and other promotions and also the Fremantle Business Improvement District (BID).

Fremantle BID is funded through the City Centre Differential Rate levied by the City of Fremantle on commercial properties with the Fremantle CBD.

Local businesses are being asked if they support continuing the existing model, or would prefer to see the City’s destination marketing budget combined with the differential rate funds to expand the overall program.

The one-year funding agreement with the BID due to expire at the end of June.

The City worked with the business community to set up Fremantle BID in 2012 to address the economic impact of many years of decline in daily visitor numbers to Fremantle’s CBD.

It was a five-year program to support local businesses, with funding extended for a further year in 2017. In that time, the City has contributed around $2.2 million to the BID in differential rate funds.

 

The alternative model would establish a group of marketing professionals and business representatives to advise the council on how to get the best value from marketing activities and the biggest benefit for local business.

Under this proposal, the City’s funding of Fremantle BID would cease at the end of the current financial year.

People can find more information and provide their views on the proposal on the My Say Freo website.

 

NO FREMANTLE BID MONEY FOR AUSTRALIA DAY FIREWORKS

Posted in aboriginal, australia day, city of fremantle, local government, Uncategorized by freoview on January 20, 2018

 

Channel 9 TV had a bit of a beat-up story yesterday about Fremantle not having Australia Day fireworks this year because the local business group BID did not want to finance them.

Federal Liberal MP Ben Morton claimed that this was due to activists abusing small businesses. It’s the first thing I have heard about this and was not reported in the local media, so where does Morton’s claim come from?

Fact is that the Business Improvement District-BID did a survey among their 400 members and there was no clear support to continue with financing the fireworks.

As I pointed out last year the fireworks in Fremantle were never a great trading day for the broader business community because all shops had closed well before the masses arrived, and so had many cafes.

Australia Day fireworks were an excellent trading day for Fishing Boat Harbour operators, but did not do much for the rest of the CBD traders, as most people arrived late and left the city straight after the fireworks were over.

It’s a done deal for the time being, so let’s move on. Those who want big Australia Day celebrations and fireworks can enjoy them in Perth, and Freo has it’s ONE DAY celebrations on January 28.

A survey this week showed that most Australians don’t care about the date or even know why January 26 is supposedly significant.

Let’s be happy that we live in such a good country and great city!

 

Roel Loopers

ONE DAY poster

LONG TABLE DINNER RAISES $ 85,000

Posted in charity, christmas, city of fremantle, Uncategorized by freoview on December 13, 2017

 

 

Give yourselves a pat on the back Freo!

The National Hotel/BID Long Table Dinner raised a whopping $ 85,000.00 for St Patrick’s. That is sublime!

Roel Loopers

PEOPLE COUNTERS MEASURE FREMANTLE FOOT TRAFFIC

Posted in bid, city of fremantle, fishing boat harbour, Uncategorized by freoview on December 12, 2017

 

 

The Fremantle BID-Business Improvement District has ordered three more electronic people counters in the CBD, bringing the total to seven.

One of them, installed by Fremantle based A Beautiful City, was put up yesterday above the boardwalk of the Fishing Boat Harbour.

People counters inform the business communities, local councils, shopping centres, etc. about foot traffic around the city.

Roel Loopers

FREMANTLE COFFEE WITH PIRATES

Posted in cafe, city of fremantle, cofee, food, Uncategorized by freoview on September 19, 2017

 

chalkys

 

I did not know that it is international PIRATE DAY until I walked in to CHALKYS cafe in Fremantle’s far West End.

Owner Danielle is flanked by baristas Elin and KiKI, who all dressed up for the day.

Freo BID is also having a pirate theme for school holidays with their Treasure Hunt. It runs from September 19 to October 8 and there are a lot of prizes to be won.

 

Roel Loopers

FREO BID LOOKING FOR CEO

Posted in bid, city of fremantle, Uncategorized by freoview on August 16, 2017

 

Fremantle BID is currently seeking to fill the position of Chief Executive Officer. Full details are below:

Fremantle BID
Chief Executive Officer

(Part-time position 22.5 hours per week contracted to 30 June 2018)

POSITION DESCRIPTION

The Fremantle Business Improvement District (BID) was established in 2013 and was the first BID in Western Australia.

As an independent, not-for-profit company, the Fremantle BID operates on behalf of its members – the Fremantle CBD businesses and property owners – to improve the business environment. The BID takes a collaborative leadership approach to activation to build the economic wellbeing of the CBD.

CEO Role:

The CEO role is fundamental to the success of the Fremantle BID.  This position is a key strategic role within a small organisation and requires a high level of skills in relationship building, management and governance, setting and implementing strategies and business plans and working to a budget within limited time frames.

The ideal candidate will have the ability to lead and manage proactively, be self-motivated and able to formulate and drive ideas with a ‘can-do’ attitude. The candidate will preferably be well connected, respected and influential in the Fremantle community.

This position reports to a Board of Directors.

Salary range: $50,000 – $55,000 (to be negotiated)

Essential requirements:

  • Strong oral communication and relationship building skills
  • Ability to manage and work within a small team – including Board members.
  • Governance and budget/finance management skills
  • Report and written communication skills
  • Ability to work under pressure and with a range of different stakeholders including contractors, retailers, business owners, developers and government organisations and agencies

 Preferred requirements:

  • Relevant degree
  • Financial knowledge
  • Retail background
  • Marketing and customer service skills and experience
  • Broad knowledge and experience in the Fremantle community/business
  • Experience reporting to a Board
  • Fund raising and grant experience

To apply:

  • To apply, please send your application to bid.fremantle@gmail.com by 5pm, Friday, 1 September 2017
  • The detailed position description is available HERE
  • Applications close at 5pm, Friday, 1 September 2017

AUSTRALIA DAY CHANGE ECONOMIC IMPACT

Posted in australia day, city of fremantle, local government by freoview on April 10, 2017

With the discussion on changing the date of Australia Day now going on all over the nation, with Bassendean, Cockburn, Hobart and other local councils considering it, a survey by Fremantle BID-Business Improvement District is worth attention.

BID asked their CBD member about foot traffic and trade figures during this year’s Australia Day, where the City of Fremantle had abandoned the firework, and it is definitely not all doom and gloom.

Around 50 per cent of business which participated in the survey said that foot traffic past their business had not changed compared to previous Australia Days, around 15 per cent registered a decrease and some 30 per cent a significant decrease in foot traffic.

Nearly 60 per cent of those who took part in the survey said there had been no change in their trade compared to previous Australia Days, but some 25 per cent recorded significant decrease in trade and about 15 per cent said they had a decrease in trade.

It has to be noted that less than 11 per cent of BID members decided to take part in the survey.

Festivals are on average good for the hospitality industry but do not show a significant increase in retail trade, so the verdict is still out on the economic impact of a non firework Australia Day and alternative celebrations on another day.

Time will tell if more local councils want to change the date, but WA Premier Mark McGowan is not in favour of it.

Roel Loopers

Comments Off on AUSTRALIA DAY CHANGE ECONOMIC IMPACT

%d bloggers like this: