Economic Development
Monthly Review Report
February 2015
Contents
Executive Summary ... 3
Key Focus March: ... 23
Program Overview ... 24
Program Main Operations ... 24
Economic Development ... 25
Economic Development Business e-Networks Statistics ... 25
Mackay Region Joblink Analytic Report ... 25
Melbourne - Tiger Air Outcomes ... 25
Business Engagement – Investment & Facilitation ... 25
Trade and Export Opportunities ... 25
Digital Enterprise Program ... 25
NBNCo transition ... 26
Events Strategy and Development ... 26
Stakeholder Engagement ... 26
Evans Avenue Rehabilitation / Place Making ... 26
Sarina Business Liaison/Place Making ... 26
City Centre Coordination ... 27
City Centre Website and Facebook Stats ... 27
City Centre Taskforce ... 27
City Centre Marketing Strategy ... 27
Other Marketing Activities and Advertising Campaigns: ... 8
Active in the City ... 8
Property Owner Engagement ... 9
City Centre Facade Improvement Scheme ... 9
Additional Approvals ... 9
New Business Enquiries and Negotiation ... 9
Executive Summary
The Economic Development (ED) Program delivered a broad range of projects and activities during the month of February and achieved a number of milestones including assisting with the integrated marketing campaign with Tiger Air, the successful recruitment of the MIW Agritourism Business Development Program participants.
The Program continues to work in partnership with Department of State Development on a range of projects such as RegionsQ, Digital Economy Strategy and the Regional Economic Development Network and with Trade and Invest QLD and the Resource Industry Network Board to explore developing trade opportunities in Latin America.
In addition, in conjunction with the City Centre Taskforce, delivered the lucrative ‘Flavours of the World - My City Centre Passport’ marketing campaign, in conjunction with the helloworld Travel and Lifestyle Expo, and also delivered a very successful Summer in the City - Chinese New Year event.
Key Focus March:
Assessing tender quotations for the Economic Development Strategy.
Ongoing involvement in the MIW Regional Economic Development Network and working on the delivery of the RegionsQ Showcase project.
Testing of the Mackay region e-Business directory and capability register will be occurring in March.
A strong working partnership has developed with Rio Tinto, Resources Industry Network (RIN), State Government, and Mackay Region Chamber of Commerce to develop this project.
Continue to actively participate in the development of the Council’s Corporate Plan and budgetary process.
Support the finalisation of the Footpath Trading Policy and Pilot Project.
Ongoing implementation of the Façade Improvement Scheme
Implementation of the actions from Evans Avenue Business Forum meetings.
Work with City Centre Taskforce on implementing the various marketing campaigns and assistance with the delivery of ‘The Lanes Easter Festival’, Anywhere Festival, and Twilight City Run to launch the Marina Run.
Continue working with Community Lifestyle on the Animating Spaces event.
Meeting with the Seaforth tourism operators.
Assist in the launch of Fashion Week Mackay, a new event being established.
Attend relevant networking and sponsored events such as Resource Industry Network, Mackay Regional Chamber of Commerce and Bowen Basin Mining Club
Attend the Tourism Events Advisory Group meeting and assist with the finalisation of the Regional Events Strategy.
Planning for the 2015 Twilight City Street Party
Participate in the City Centre Revitalisation Project Business Information Session.
Continue the delivery of the Digital Enterprise Program.
Finalise recruitment of a Principal Economic Development Officer.
Debra Howe
Manager Economic Development
Program Overview
Program Main Operations
Economic Development
Business Investment & Attraction
Major Projects Facilitation & First Point of Contact
Business Retention & Expansion
Tourism Development
Education & Training Development
Infrastructure Development
Business Development & Marketing
Tradeshows & Events
City Centre Coordination
Business Liaison
Event Delivery (such as Twilight City Street Party, The Lanes Easter Festival, Summer in the City – Chinese New Year, Christmas in the City, New Year’s Eve)
City Centre Website, Facebook & Instagram
Marketing and Promotional Campaigns
Facilitation of ‘Active in the City’ and ‘Kids Active in the City’
Economic
Development
The Economic Development (ED) Program projects and activities:
Economic Development Business e-Networks Statistics
City Centre Business Network: 734 current subscribers Regional Focus Business Network: 293 current subscribers Sarina Business Network: 284 current subscribers
Evans Avenue Network: 122 current subscribers
City Deals Club Subscribers: 1749 current subscribers
Mackay Region Joblink Analytic Report
February report shows total users at 169 and job views at 1056.
Melbourne - Tiger Air Outcomes
The partnership approach and integrated marketing campaign between Council, Mackay Tourism and Mackay Airport continues to provide benefits for Mackay. Coxy’s Big Break Episode
combined with the Tigerair $65 deal between Mackay and Melbourne has seen increased interest in this route and additional online articles promoting the region appeared throughout February and March.
A second print run of the 101 Things To Do has now been completed, in partnership with Mackay Airport, with distribution at Mackay Regional Council reception, Visitor Information Centre, Mackay Airport and accommodation venues. It is also being included as a handout or in gift bags at relevant City Centre events.
Business Engagement – Investment & Facilitation
The successful recruitment of the MIW Agritourism Business Development Program in February saw 24 Expressions of Interest, 18 final applications submitted with 12 of the 15 available places being awarded to farmers and landholders in the Mackay Region. The applications from the Mackay region show strong support for, and desire of the agricultural community to investigate diversification opportunities to make their enterprises more viable. The workshops commence on 11 March and being held at the Andergrove Community Centre.
Sponsored the Central Queensland Planning Institute Association “Planning Matters” Symposium to be held on 24 March. A welcome pack will be provided to the nearly 100 expected attendees representing a number of regional councils and planning consultants.
Trade and Export Opportunities
Further work has been done to assist the Resource Industry Network Board draft an MOU with the Antofagasta Industry Association (AIA) who have 3,000 members.
Digital Enterprise Program
Continue to work in partnership with the Mackay Region Chamber of Commerce to deliver the Final workshop series. Uptake numbers have increased for the final Series of the Digital Enterprise Program, with the last session to be held on March 17.
NBNCo transition
NBNCo transition occurs on 20 March 2015 within the City Centre. In the weeks leading up to the switch over there has been considerable improvement week-on-week in terms of number of orders. Essentially, the majority of people who needed to make the switch have already done so, however, the ED team continued to distribute information through the City Centre e-newsletter and Facebook site. This was provided to Chamber of Commerce, Mackay Tourism and Resource Industry Network for distribution through their network to ensure no-one was left behind.
Hosted NBNCo Stand at the helloworld Travel and Lifestyle Expo and representatives reported speaking with 65 people.
Events Strategy and Development
Currently reviewing the draft Regional Events Strategy with key stakeholders and the consultant who will now use the feedback provided to develop the final draft.
Working with Health & Regulatory Services to finalise the details for the Beach Horse Polo event proposed for September. The event has now received all approvals required from State
Government and finalising approvals through Council.
Working with Harrup Park to explore opportunities to host a range of events.
Working with the Fashion Week Mackay Working Group, to establish a new event in October 2015, four events delivered over three days.
Stakeholder Engagement
Continuing to work with the members of the Regional Economic Development Network, facilitated by DSDIP, preparing for the RegionsQ Showcase which has been postponed to 12-13 June 2015 at the Brisbane Convention and Exhibition Centre. The new Queensland Government have noted their ongoing support for this project.
A meeting was held with AusIndustry regarding a proposal for an Industry Innovation event
Provided an update of the MIW Food and Agritourism Project to the Rural Affairs Advisory Committee.
Attended the Resource Industry Network business breakfast meetings and Mackay Region Chamber of Commerce business networking.
A meeting was held with Northern Beaches Tourism businesses to discuss and review a number of issues raised including signage, roadside beautification, public transport and tourism
interpretation of key natural assets such as Turtles. A meeting will be scheduled with the various relevant council units to discuss these concerns and ideas and how they can be resolved where practical in existing work programmes.
Met with CQU representatives to discuss student exchange opportunities with Yantai. A working group is being established to support this outcome.
Discussions held with key partners on welcome to Mackay signage from the airport.
Evans Avenue Rehabilitation / Place Making
Met with the Evans Avenue business working group and Out of the Blue Marketing to choose a precinct name and develop associated branding, discuss landscaping and light pole signage and entry statements. The group agreed to name the Evans Avenue Business Precinct ‘Avenue North’ and are now working to finalise the branding concepts.
Continued discussions with the Parks and Environment team and Landscape Architect regarding landscaping treatments to the empty kerbing at the bus stop in Evans Avenue. Draft landscape options have been created and are currently being reviewed internally. Ongoing discussions with Ergon Energy about the utilisation of the light poles in Evans Avenue and Malcomsen Street.
Sarina Business Liaison/Place Making
Continued to research a potential Town Centre activation workshop to occur in Sarina. Internal discussions have occurred in relation to tourism monument development, lighting projects and precinct banners. ED updated the current vacant shop audit in Sarina’s town centre for research to prepare for possible activation plans for the town centre.
City Centre
Coordination
City Centre Website and Facebook Stats
Stats for February
mackaycitycentre.com.au Visits: 9,737 Page Views: 20,493
Mackay City Centre Facebook Likes: 2,501 Total reach: 27,258 Engagement: 4,360
Mackay City Centre Instagram Followers: 279
Following: 65 Average Love rate: 3.93%
Average Talk rate: 0.25%
Average Spread rate: 0.28%
City Centre Taskforce
The City Centre Taskforce met on 13 February 2015 and was debriefed on the festive season events held in the City Centre, including the 12 Days of Christmas campaign, Carols in the City and the Widebay New Year’s Eve celebration. All the events were deemed very successful and
achieved a capacity crowd at Carols at the MECC and attendance of 15,000 plus at the New Year’s eve celebration at Bluewater Quay.
City Centre Marketing Strategy
Worked with Red Hot Blue on delivering the “Flavours of the World – My City Centre Passport”
marketing campaign which featured in the February issue of Core Magazine. An initiative of the City Centre Task Force, in partnership with the helloworld Travel & Lifestyle Expo, the promotion culminated at the MECC on 21 February 2015, and the campaign was marketed via
advertisements in the Daily Mercury and PakMag, radio on SeaFm and Zinc and through the City Centre website and Facebook page. There were 250 entries completed and a further 200 not completed which resulted in additional expenditure of over $100,000 in the City Centre.
In addition, the Summer in the City - Chinese New Year 2015 was showcased in conjunction with the helloworld Travel & Lifestyle Expo. Working in partnership with the City Centre Chinese and Asian restaurants as well as local artists and community groups, Chinese New Year event was held on 21 February offering a vibrant, fun multi-cultural event with Chinese Lion Dancers, Asian cuisine food stalls, Tai Chi demonstrations and arts and crafts activities for children. The event attracted 3000 plus attendees and received some very positive commentary on Facebook.
Pictured left, Adele Oliver, winner of the Flavours of the World Passport competition.
Other Marketing Activities and Advertising Campaigns:
Daily Mercury monthly editorial column promoting the events and activities in the City Centre, including the Flavours of the World campaign and Anywhere Festival.
Summer in the City Chinese New Year advertising campaign including print, radio and social media promotion.
Full page Daily Mercury Top 10 Deals in the City Centre advert with further marketing of the deals via the Daily Mercury website with customized leaderboard directing visitors on to the Mackay City Centre website
Continued the promotion of City Centre businesses via weekly “live reads” every Friday on SeaFM.
Ongoing Facebook campaigns and city centre deals via the City Centre website.
Planning commenced for the 2015 Twilight City Street Party which will be held on 29 August 2015.
Active in the City
The Active in the City program offered a range of free activities for the community including: City Centre Dog Walking, Zumba®, Rock and Road Cycle Rides, The LRC Runners Club and
Superfoods Taste Testing.
Property Owner Engagement
City Centre Facade Improvement Scheme
Continued to work with the applicants of Round One of the Scheme to finalise funding agreements.
The old Lambert’s building in Victoria Street was the first to have its makeover which has transformed this architecturally significant building, see below before and after.
Additional Approvals
McGuires CBD Hotel colour scheme has been finalised
W-Lane Building
Hugh Riley Building
T & G Building
The Australian Hotel
New Business Enquiries and Negotiation
City Centre property owners have been contacted to discuss future plans and opportunities with their properties. Two owners have now given approval for space activation in their front windows and are supportive of pop-up shop opportunities.
