Freo's View

BUSY EVENING AT FREMANTLE COUNCIL

Posted in city of fremantle, community, democracy, local government, politics, Uncategorized by freoview on April 19, 2018

 

It was a busy night at the full Ordinary Council of the City of Fremantle last night.

The Destination Marketing Fremantle was on the agenda, that will probably mean the demise of BID, and it sailed through with just a few mentions that BID had done a good job connecting small businesses and that the Economic Development and Marketing Department had a gap to close with the retailers in that regard.

Councillors expressed they hoped BID would survive in a kind of precinct form so that traders would stay connected and helped as volunteers at events.

It was unanimously decided to go ahead with the new marketing concept but $ 50,000 will be allocated from the budget for the Winter Festival and the Long Table Dinner.

Also-yes still!-on the agenda was the Sunset Venues lease for the No 1 unit at J Shed.

Councillors disagreed with speakers that the operators would not get the go ahead from the Western Australian Planning Committee for a smaller tavern, as there were examples on Rottnest Island and elsewhere where hospitality venues had been allowed on A Class Reserves and in heritage precincts.

It was mentioned that it would be hard to find another business that would be willing to spend a lot of money to put all the required infrastructure in and that Fremantle would get an improved asset.

Mayor Brad Pettitt said they had taken it back to where we originally wanted it to be as a small bar/cafe and restaurant that would activate the area.

The proponents will only have 12 months to start substantial development or the lease will be terminated. Only Councillors McDonald and Jones voted against the item.

Only Councillor Strachan did not support the License Agreement with the South Fremantle Football Club for Fremantle Oval. He questioned why the city was giving the club so much financial support in difficult fiscal times for the City.

The adoption of the new Precincts Policy was also approved with Councillor Sullivan expressing that he would like a more organic precincts system where groups would be less formal.

And the Dog Exercise and Prohibited Area Policy also got the tick of approval from our elected members.

Roel Loopers

DELAY FOR SPICER SITE SETTLEMENT

 

The monthly Fremantle Ordinary Council meeting will be held this coming Wednesday at 6pm and there are some interesting and controversial items listed on the agenda, so why not observe grassroots governance first hand and attend the meeting at the North Fremantle Community Hall.

On the agenda are Destination Marketing, the tavern lease for J Shed, the South Freo Solar Farm, the license with the South Fremantle Football Club for the use of Fremantle Oval, the Strategic Planning Framework, the new Precinct Policy,  and the Dog exercise areas policy.

Surprisingly listed as a confidential item is the request by Sirona Capital for the extension of the settlement for the former Spicer site, which now is the public car park on the corner of William Street and the Henderson Street mall.

The Spicer site development is part of the Kings Square Project the City of Fremantle and Sirona Capital signed off on, and an important inner city development. Why does the Council debating the settlement extension request have to be confidential and not open to the public?

By the way, the new convenor for the South Fremantle Precinct is Sean Hefferon.

 

Roel Loopers

 

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

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