On Thursday 6th April Mainstreet SA and the City of Holdfast Bay will be hosting a Walking Tour of Jetty Road followed by an interactive Panel Discussion. This afternoon session will lead into the Conference Dinner in the evening.
The Walking Tour and Panel Discussion session can be selected as an optional extra when registering for the Mainstreet SA Conference. To view the Delegate Registration options please click here, but first read on for more details about this practical and interactive session.
City of Holdfast Bay – Jetty Road Mainstreet Walking Tour
Thursday 6th April, 2.00pm to 5.30pm
Join us on a walk along one of the most recognised and recognisable precincts in South Australia.
For many years, the Jetty Road precinct at Glenelg has remained the State’s premier metropolitan seaside commercial precinct. Its seaside location, the jetty, the tram, diverse shopping and dining mix have historically provided a unique experience for South Australians and visitors alike. However, the growth of other coastal and neighbouring metropolitan commercial precincts significantly increases competition, reinforcing the need for the precinct to evolve and market its point of difference to remain competitive.
The Jetty Road Mainstreet Board, now known formally as the Jetty Road Mainstreet Committee (JRMC), has been responsible for the economic development of the Jetty Road Glenelg precinct since its establishment by the former City of Glenelg in 1994. Since then, JRMC has worked continually to improve and strengthen partnerships between businesses, property owners, the Council and the local community.
During the tour we will look at the strategic plan developed for the Jetty Road precinct in 2009 and how it laid the foundation for a rejuvenated shopping precinct, where vacancy rates have significantly dropped in just a couple of years (from 9% in 2014 to sub 3% in 2016).
Further to this highlight investment made in street furniture, tree lights and wayfinding signage installed at entry points into the side streets of the precinct.
JRMC also prides itself in creating innovative events and establishing strong partnerships with the events industry. The Committee actively campaigned to expand the range of events organised within the precinct and successfully attracted flagship events, such as Openair Cinema which has now been standing its ground in the City of Holdfast Bay for the last 4 years. In 2014, the Committee came up with the concept of Winter Wonderland, a beachside ice-skating rink, to encourage visitation during the quieter winter months. The event has been hugely successful and has attracted over 25,000 visitors every year. Council has once again agreed to support and co-fund the event, which is now in its 3rd year.
Along the way, we will also visit Moseley Square, a liveable urban space that has been created for both tourists and residents alike. Visit the newly-built playground, which has been generating an additional influx of 200 children an hour during peak visitation; and the Historic Glenelg Town Hall, which hosts the Bay Discovery Centre and the Visitor Information Centre. We will demonstrate how JRMC and Council leverage the precinct and local businesses to design new events and activate spaces. Highlighting the challenges faced and the strategies and tools developed to overcome them: seasonal visitation, proximity to major retail centres and difficulty to influence the retail mix. Current and future projects, such as the Artscape Corridor and its exhibition of public artworks, the redevelopment of the Historic Town Hall or the regeneration of the Jetty, will be outlined.
We will also discuss the issues related to the JRMC and the traders and explain the advocacy and facilitation work undertaken by JRMC to create a village atmosphere. Further to this hear about the events developed to increase visitation and add value to the visitors experience and examine the strategies and actions used to implement a coherent and united marketing campaign.
“Does Glenelg’s retail mix meet the demands of today’s customers?”
Following the walking tour of the Jetty Road precinct, our panellists will gather to discuss together the demands of today’s customers and how the Jetty Road’s precinct has addressed them in the recent years.
Jetty Road Mainstreet’s vision is of a strolling precinct with a village feel, where visitors can explore, find hidden treasures, enjoy upmarket cafés and fine dining, all while experiencing the sun, the sea and the fun of the beach. Over the years, this vision has been challenged by perceptions and views from the public that mostly sees Glenelg as a place of holidays, with no strong distinctive branding and a lack of high-level offering.
Has Jetty Road Mainstreet Committee been able to address these issues? What are the new expectations from customers? How to communicate with them? What is the right retail mix? The Glenelg case will be discussed by our panellists, pointing out the best and worst practices. Reasoning from the particular to the general, we will try to reach together some conclusions to how to best meet today’s customers’ demands.
Panel Members include:
Jan Turnbill - Director, Intuito Market Research
Giles Semper - Director, The Means
Shaun de Bruyn - General Manager, South Australian Tourism Industry Council
David West - Retail Strategy Advisor, Adelaide City Council
Alex Hall - Principal Director, Woods Baggot
Mark Faulkner - Jetty Road Mainstreet Committee
Susan Lonie - City of Holdfast Bay Elected Member
David Cooke - Board Member, Rundle Mall Management Committee
The 2017 Mainstreet SA Conference is proudly supported by our Host Partner, the City of Holdfast Bay.