Burwood Heights Shopping Centre Business Plan · Burwood Heights . Shopping Centre Business Plan . Report . to . Burwood Heights Business Association . and . Whitehorse City Council

Burwood Heights Shopping Centre

Business Plan

Report

to

Burwood Heights Business Association and

Whitehorse City Council By

Peter McNabb and Associates Pty Ltd Strategic Planning and Economic Development Consultants

102 Middlesex Road, Surrey Hills 3127

and

Michelle Frazer Creative Writing and Design

21 Park Close, Vermont 3133

May 2009

Business Plan for Burwood Heights Shopping Centre 1

Table of Contents

Page

1. Introduction 2

2. Centre Characteristics 3

3. Planning Context 6

4. Market Assessment 8

5. SWOT Analysis 14

6. Future Vision and Mission Statement 16

7. Strategies 17

8. Monitoring and Evaluation Program 27

Appendix 1 Inventory of Businesses in Burwood Heights Shopping Centre – March 2009

Appendix 2 Responses to Business Survey Appendix 3 Responses to Residents Survey Appendix 4 Ideas from Workshop with Businesses,

Property Owners and Body Corporate Representatives on 3 March 2009

Peter McNabb and Associates Pty Ltd – Michelle Frazer


1. INTRODUCTION 1.2 Purpose of the Report The purpose of this report is to provide a consolidated vision and mission statement for the Burwood Heights Shopping Centre together with an integrated set of strategies to achieve the vision in areas such as the centre’s land use structure, business development, marketing and public relations, community development, centre management, communication and finance. 1.3 Methodology The development of the Business Plan is based on: • Discussions with the Chairman of the Burwood Heights Business Association and

the Centre Manager • The results of resident surveys distributed to a sample of 200 residents within 1.5

km of the centre • The results of surveys distributed to all businesses in the centre • Interviews with business people in different parts of the centre • Discussions with key staff at Whitehorse City Council • A workshop on 3 March 2009 with businesses, property owners and Council

representatives The business survey was completed by 18 businesses. This represents approximately 56% of businesses in the centre. The survey canvassed business likes and dislikes about Burwood Heights; extent of awareness, participation and effectiveness of existing marketing and promotional activities; suggested improvements for the future, and the extent of awareness of the lobbying efforts of the Business Association. A summary of the full results of business survey is outlined in Appendix 2 of this report. Responses to the resident survey were received from 42 residents, representing a response rate of 22%. The resident survey explored the extent of usage of the Burwood Heights Shopping Centre compared with other nearby centres for a range of goods and services. It also explored likes and dislikes of the Burwood Heights Shopping Centre; awareness and effectiveness of the existing marketing program and suggested improvements. A ranking was undertaken of key aspects of the centre including the quality of goods and services, level of customer service, mix of businesses, car parking, access, and landscaping in the centre. A summary of the full results of the resident surveys is outlined in Appendix 3. The key ideas from the workshop on 3 March 2009 with businesses, property owners and Council representatives are summarised in Appendix 4.



2. CENTRE CHARACTERISTICS 2.1 Regional Context and Land Use Structure Burwood Heights Shopping Centre is a small neighbourhood activity centre in the south-western part of the City of Whitehorse, situated approximately 15 kilometres south-east of the Melbourne CBD. The centre is in a strategic location, being at the intersection of two major roads – Burwood Highway and Middleborough Road. The extent of the Burwood Heights Shopping Centre is illustrated in Figure 1.

Figure 1 Extent of Burwood Heights Shopping Centre

Burwood Heights Shopping Centre is a reasonably compact centre with a neighbourhood community focus. It is essentially U-shaped with properties facing both the Burwood Highway and a large car park at the rear. The Safeway supermarket at the eastern end is the dominant use. A building providing shops on the ground level and office suites above is a bookend at the western edge along Middleborough Road. Burwood Heights Shopping Centre has approximately 8,000 square metres of retail and commercial floorspace of which approximately 6,000 square metres is retail floorspace. There are 32 businesses currently in the centre. The catchment area of the centre covers approximately 11,500 households in Burwood, Burwood East, Blackburn South, Mt Waverley and Syndal. The catchment stretches from Canterbury Road in the north to High Street in the south, Huntingdale Road/Station Street in the west to Blackburn Road in the east.



2.2 Shopping Centre Mix The range of uses in the Burwood Heights Shopping Centre is illustrated in Table 1 and detailed in Appendix 1.

Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping Centre

Use No. of Uses % of Total

Retail including cafes & restaurants 20 63 Commercial Services 6 19 Health Services 3 9 Community Services 2 6 Automotive – petrol service station 1 3 Vacant 0 0 Total 32 100 Source: Peter McNabb and Associates, March 2009 One of the key features of the centre is that there are no vacant premises. Retailing is the predominant business activity. The centre has 20 existing retail businesses, representing 63% of all businesses. The full-line Safeway supermarket is the anchor supported by a range of other fresh food outlets. The centre also has a newsagency with postal agency, pharmacy, florist, hairdresser, beauty shop, as well as three takeaway food outlets. There is a Chinese restaurant, but no dedicated café. The lack of a café culture is a significant deficiency. Burwood Heights Shopping Centre performs a secondary role as a commercial services centre. The centre has six commercial service operations, representing 19% of all businesses. The centre provides core services such as a bank and postal agency. For a centre of its size, it also is well represented by financial and legal services. Burwood Heights Shopping Centre has a small but important health services sector with three facilities, representing 9% of the businesses in the centre. There is a medical centre, podiatry clinic, and skin clinic. There are two premises providing community services in the Burwood Heights Shopping Centre – the electorate office of Senator Helen Kroger and the Rejoice Chinese Christian Centre.



2.3 Role of the Centre Burwood Heights Shopping Centre functions primarily as a convenience retailing and commercial centre providing for basic shopping needs. In addition to its primary role, Burwood Heights Shopping Centre performs a secondary role as a commercial, health and community services centre with a few specialist uses attracting clients from a wider area. 2.4 Image and Branding of the Centre The current image of Burwood Heights Shopping Centre is predominantly of an old-fashioned centre with a friendly atmosphere. There is still some confusion and uncertainty about the name “Burwood Heights” in relation to the centre’s old name of “East Burwood” which corresponds to the local postcode. Burwood Heights was chosen because it is the official designation of the post office at the centre. The Business Association in conjunction with the Body Corporates has developed a new logo for Burwood Heights Shopping Centre. It is now important to prominently display and promote the new branding. 2.5 Current Marketing and Promotions Program The Burwood Heights Business Association currently has a marketing and promotions program funded by a small annual special rate and charge of $ 35,000. The Business Association and its Centre Manager organise strategic marketing through the Burwood Heights community newsletter, the vertical advertising strips in two local newspapers, the community cash program and free websites for businesses through Cagora, a new community-focused company. There is a well-established program of small promotional events and competitions. These are provided at Easter, Mother’s Day, Father’s Day, AFL Grand Final, and Christmas, as well as through a Winter Getaway Competition. 2.6 Current Centre Management Arrangements The management of Burwood Heights Shopping Centre is complicated with two Body Corporates (The Knight Alliance & Body Corporate Professionals), Safeway and a Management Committee entity sharing responsibility. The Burwood Heights Business Association lobbies and liaises with each of these to achieve desired outcomes. The Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year, but generally does not meet as a group. The Association executive, particularly through its President Cliff Harding and its Centre Manager Michelle Frazer, has worked hard over many years to facilitate improvements in the centre’s appearance and operation, and developed good working relationships with the Body Corporates and Whitehorse City Council.



3. PLANNING CONTEXT Burwood Heights Shopping Centre is classified as a Neighbourhood Centre and is a part of the broader Burwood Heights Major Activity Centre. The Major Centre encompasses the RSPCA site on the Burwood Highway-Middleborough Road corner as well as the extensive former brickworks site to the north and east. In February 2006, the Minister for Planning rezoned the brickworks site to a Priority Development Zone. The Zone allows for a mixture of residential, commercial, retail, office and leisure uses in accordance with a Development Plan for the site. Burwood Developments Pty Ltd (a subsidiary of Reading Entertainment) prepared a Development Plan that was approved by Council in 2008. Elements of the Plan are specified as follows: • A new boulevard through the site to link Middleborough Road and Burwood

Highway and lined with shops, cafes and restaurants • A new park with a lake in the northern residential precinct • An urban plaza as a central focus, meeting place and activity space • High quality buildings fronting Middleborough Road and a “campus style” setting

along the Burwood Highway • Upgrade of surrounding intersections to manage traffic and new traffic signals at

the Middleborough Road/Main Street for the new road link • A range of housing types and densities • A transition of building heights towards the edges of the site • A walking and cycling network • Scope for public transport improvements • Used of ecologically sustainable design principles in the development • Urban design guidelines for future buildings

The land use mix outlined in the Development Plan is as follows: Residential 700 dwellings Commercial 20,000 sq m Retail 35,350 sq m Non-retail 3,900 sq m Cinema 3,318 seats (17 screens) Bowling 10lanes Restaurant Tavern 1,250 sq m Gym 1,400 sq m Child Care & Community Centre 1,400 sq m This is a very significant mixed use development adjacent to the Burwood Heights Shopping Centre. Given its size and range of uses including a supermarket, discount department store, specialty shops and take away food outlets, it is critical for the existing Shopping Centre to continuously improve the goods and services offered as well as its appearance and management so that the centre is competitive to deal with and capitalise on the extensive Reading development.



The Business Association was recently successful in lobbying the property owners and Body Corporate to undertake a Master Planning process. This is expected to commence in May 2009 and aims to develop a strategic vision of how the shopping centre could evolve over a period of time in order to remain relevant and competitive in a changing world. It will incorporate ideas about:-

• Land use options • Built form (including building heights and opportunities for building

developments) • Amenity (including developing a focal point for customers, frontage to

Burwood Hwy and the car park, undercover areas and walkway, connectivity between businesses)

• Lighting (car park, walkways and shop fittings) • Landscaping • Signage • Car parking • Vehicular and pedestrian traffic management (including issues with the

petrol station) • Possible subdivision restructuring

The information contained in the Master Plan will assist property owners in deciding how to proceed in the future.



4. MARKET ASSESSMENT The market assessment is provided primarily through the responses to the Business Survey distributed to all businesses in the centre and the Resident Survey distributed to 200 households with a 1.5 km radius of the centre. 4.1 Business Perceptions Responses were received from 18 businesses, representing 56% of all businesses in the Burwood Heights Shopping Centre. The following highlights the key conclusions from the surveys. A summary of the full results is outlined in Appendix 2 of this report. Desirable and Undesirable Features The most desirable features of Burwood Heights Shopping Centre are considered to be: • The car parking arrangements (plenty of free parking) • Friendly people - both shop owners and community residents • Its convenience - good location at the junction of two main roads • Friendly, welcoming, relaxed atmosphere • Good range of basic businesses • Community focus The most undesirable features are considered to be: • Its old, neglected, tired, dowdy, and dated appearance and ambience • Not enough takeaway and café/restaurants including places for lunch • Lack of sheltered spaces for people to congregate • Lack of a good coffee shop • Lack of integration between the shops facing Burwood Highway and those facing

the car park behind • Not an inviting centre for customers • Lack of centre identification and directional signage Extent of Awareness of Centre Advertisements or Promotions, Participation in Them, and Their Perceived Effectiveness There is a high level of business awareness of the key elements in the Burwood Heights Shopping Centre marketing program – the strip ads in the local newspaper, the Christmas Promotion, The Mother’s Day Drawing Competition, the Community Newsletter, the Winter Warmer Competition, and the Community Cash Program. By contrast, there is limited participation (less than 50% of respondents) in all of these events except the Community Newsletter. Businesses are uncertain or divided about whether these initiatives are effective or not, with the Community Newsletter being considered the most effective.



Suggested Improvements in the Burwood Heights Shopping Centre Advertising and Promotional Events The improvements considered most important by the business respondents are: • More business profiles in the local newspaper • More events • A festival day once a year – barbeque, balloons, etc • Shopping vouchers • Advertising pamphlets • Promotion of the key assets of the centre – “ease of parking and friendly

shopping centre” • Jazz band at weekends • More children’s activities • More focus on key differences from major centres such as Box Hill and K Mart

Plaza Extent of Awareness of Lobbying by the Burwood Heights Business Association There is a high level of awareness (over 70%) among business respondents of the lobbying undertaken by the Burwood Heights Business Association: • with Council and the State Government Minister for Planning to achieve better

outcomes in the Reading shopping centre • with the Body Corporates to achieve maintenance and capital works within the

centre Other Comments The other comments raised by business respondents related primarily to desired physical improvements in the centre and better management by the Body Corporates. Key points raised are: • The centre needs upgrading – more of a modernised look • The centre needs a different mix of shops – more places to eat and drink – need

to get people to come and stay for a coffee, etc. • Petrol service station traffic jams area big problem – continue to grow rather than

abate • Keep parking free • People will not come to shop if there is no variety of shops, no matter what

improvement is made, need to add 10 more shops in retail – e.g., clothing stores • Would like to see the centre looking more modern and upmarket • The approach of the body corporates needs to be addressed. • The owners need to invest in the centre if it is to survive. • The owners and the body corporates need to work with traders to solve problems

in the centre. • Because of the current condition of the centre, several businesses will relocate to

the Readings centre when it is completed.



4.2 Resident Perceptions Responses were received from 42 residents, representing 21% of all residents surveyed. The following highlights the key conclusions from the surveys. A summary of the full results is outlined in Appendix 3 of this report. Use of Burwood Heights Shopping Centre Compared with Other Centres for the Purchase of Goods and Services Burwood Heights Shopping Centre is used to a significant extent for basic convenience shopping. 90% of respondents indicated that they normally use the centre to obtain their weekly groceries. Other day-to-day retail goods and services usually obtained in the centre by a high proportion of residents are vegetables (76%), newspaper/postal services (74%), deli products (69%), meat (64%), and bakery goods (64%). In contrast, less than 30% use the centre to obtain takeaway food; only 45% use the bank facilities; and less than 20% use the centre to obtain a coffee and café or to go for lunch or dinner. The main competing centres are considered to be Kmart Plaza in East Burwood, Forest Hill, Mt Waverley, and various fresh food markets. Reasons for the Use of Other Centres The key reasons stated for using other centres are: • Much better and cheaper goods at markets -Camberwell, Box Hill or Victoria

Market • Established habit over many years • More variety of stores and services elsewhere • Access to products not available at Burwood Heights • Better service • Better quality of goods and services • Some services in Burwood Heights are poor (inefficient, unreliable) • Lack of ambience in Burwood Heights for café experience • Availability of food courts in the shopping complexes for quick meals • Better prices • Clean and safe underground car parks at shopping complexes • Easier access • Better variety of restaurants and takeaway food outlets elsewhere • Coles gives discounts on LPG whereas Safeway does not Frequency of Visitation to Burwood Heights Shopping Centre The majority of resident respondents (57%) use the centre 2-3 times a week. Like Most about Burwood Heights Shopping Centre



The key features that residents most like about Burwood Heights Shopping Centre are: • Its convenience being close to home • Variety of shops meeting basic needs/daily requirements • Plenty of and ease of parking • Availability of a major supermarket and other fresh food shops • Generally good and friendly service • Small businesses and small scale experience • Friendly and helpful businesses • Good location - easy access to Burwood Highway • Availability of a bank Like Least about Burwood Heights Shopping Centre The key features that residents most dislike about Burwood Heights Shopping Centre are: • Poor ambience and aesthetics – looks tired, not enough landscaping, lack of

shade in car park, “old and dagging” appearance, in need of a facelift • Inconvenient location on busy corner – entry/exit into Middleborough Road is

difficult because of petrol station and bus stop • No decent restaurant or café – need a good café that is open for breakfast on the

weekend and/or a small café that is open for lunch • Lack of an outdoor café • Not enough variety – limited banking facilities • Unattractive appearance of different parts of the centre • Difficult conditions for pedestrians – pedestrian crossovers not well signed in car

park, pedestrian movement unsafe near Safeway loading dock • Undulating pavement causing tripping and falling • Not enough undercover car parking • Poor maintenance of lane markers and directional arrows • Undulating pavement causing tripping and falling • Particular shops • Sloping car park Extent of Awareness of Centre Advertisements or Promotions and Their Perceived Effectiveness There is generally a low level of resident awareness (less than 40%) of the key elements in the Burwood Heights Shopping Centre marketing program, except for the Community Newsletter where the response was 60%. Residents are mostly uncertain or unclear about whether these initiatives are effective or not, with the Community Newsletter being the only item that is considered effective by more than 25% of respondents.



Reasons for Being Effective The key reasons given why marketing initiatives were considered effective are: • Christmas spirit created at the centre • The strip ads are noticed, and residents really get benefits from them • The marketing includes news about changes to shops, renovations in the centre,

etc Reasons for Not Being Effective The key reasons given why marketing initiatives were not considered effective are: • Generally not a compelling offer • Similar promotions elsewhere at Christmas • Community Newsletter - just more junk mail, boring presentation • Generally considered irrelevant

Suggested Improvements in Burwood Heights Shopping Centre Advertising and Promotion The improvements considered most important by the resident respondents are: • Leaflet drops • Catalogues in the mail • More information on a regular basis • Large notice in local newspaper • Expand the Community Newsletter • Reward program for regular customers • Banners in the centre promoting the events • Better advertising • More variety in the centre before advertising • Use of colour, layout and celebrities – enticements that will really attract people to

the events • “Just make the centre more attractive”

Responses about Features in the Burwood Heights Shopping Centre. Table 2 provides the overall resident rankings of key aspects - Burwood Heights SC.



Table 2: Overall Resident Rankings of Key Aspects of the Burwood Heights SC Element Excellent

% Very Good

%

Good %

Fair %

Poor %

Can’t Say %

Aver Score*

Quality of goods and services 18 37 26 11 0 8 2.3 Customer service 18 39 24 8 3 8 2.3 Mix of businesses 21 13 37 16 8 5 2.8 Car parking 29 34 21 13 0 3 2.2 Landscaping 0 5 24 18 47 5 4.1 Ease of access into and around the centre

18 24 18 29 8 3 2.6

Source: Peter McNabb and Associates, March 2009 The average score for all items except landscaping was in the range of good to very good. The average score for landscaping was fair. Other Comments The other comments raised by residents related primarily to conditions of particular businesses or the general appearance of and access to and around the centre. Desired improvements are highlighted. Key points raised are: • Poor customer service at some businesses lowers the standard. • Travel agency is excellent. • The rear of some premises require attention. • Access in and out of the centre from Middleborough Road is difficult. • Many retires would appreciate a cinema, cafes and restaurants. • The centre car park is used as a “rat run” • Traffic in the carpark can be very fast – speed limit signs need to be erected. • Burwood Heights has a good mix of businesses and we find it very handy. • The centre is small enough for regular shoppers to be known and to receive

personal service, yet big enough to meet daily needs. • Need better landscaping – more shade trees • Traffic control directions on the car park pavement need to be painted regularly. • The centre will be more attractive with more fast food and becomes a café place. • The service station at the entrance to the centre often causes congestion,

particularly on cheap petrol days. • Need safe pedestrian walkway in the car park • Need nicer gardens • Quite satisfied with the present facilities and cannot see why changing will make

any difference. Car park surface and land directional markings need attention. • Looks like a bit of a wasteland. • Don’t make it difficult to access and park • Solve traffic problems at the petrol service station. • Needs facelift as the centre is tired and has no atmosphere. Prefer to travel to Mt

Waverley Village that has a much better atmosphere.



5. SWOT ANALYSIS The key issues and opportunities for Burwood Heights Shopping Centre raised through the business and resident surveys and follow-up consultations with businesses, property owners, the body corporates and Council staff are summarised in the following SWOT analysis: Strengths • Plenty of free car parking • Good location at the junction of two main roads • Friendly, welcoming, and relaxed atmosphere • Compact • Good range of convenience retailing outlets meeting basic shopping needs • A full line Safeway supermarket as a key magnet • A neighbourhood community focus • Well-established Business Association • Centre Manager • Special rate and charge scheme providing funds for marketing, business

development and centre management • Effective lobbying to affect changes with the Body Corporates and Whitehorse

Council Weaknesses • Old, neglected, and tired looking • Lack of ambience • Limited landscaping • Lack of takeaway food outlets, café/restaurants and other retail • Lack of another major anchor • Lack of sheltered spaces for people to congregate • Lack of centre identification signage • No public toilets • Poor condition of shopfronts facing both the Burwood Highway and rear car park • Difficult access arrangements to the centre • Petrol station creates traffic problems Opportunities • Ongoing improvements in businesses in the centre • Expansion of the centre through redevelopment at the rear of the car park • Greater range of convenience retailing facilities through this expansion • Continuation of the special rate and charge program • Ongoing engagement of a centre manager • Spin-off growth as a result of the new Reading development • A stronger Business Association achieving more physical improvements in the

centre through negotiations with the body corporates and land owners • Extension of the marketing activities • Stronger connections with Whitehorse City Council



• Development of a Master Plan for the centre Threats • Major competition from the Reading development resulting in key businesses

relocating from the neighbourhood centre to the new development • Competition other nearby centres such as KMart Plaza, Mt Waverley, Box Hill,

and Glen Waverley • Potential loss of the supermarket • Lack of engagement from or resistance to change by key Burwood Heights

businesses • Termination of the special rate and charge scheme • Reluctance by property owners to invest in improvements to the centre From this SWOT analysis, the key opportunities for the future of Burwood Heights Shopping Centre are: • Achieving higher standards of presentation, merchandising, and customer service

in existing businesses • Implementing a new brand for the precinct, getting all businesses behind the

branding, and making the wider community more aware of it • Continuing to organise and implement a strategic marketing program • Facilitating improvements in the centre with the Body Corporate, Land Owners

and Whitehorse Council • Developing a stronger Business Association organisation • Continuing to employ a centre manager on an ongoing basis



6. FUTURE VISION AND MISSION STATEMENT 6.1 Vision To establish Burwood Heights Shopping Centre as the premier shopping centre within the Burwood Heights Activity Centre for meeting daily shopping needs To encourage the expansion of the range of business premises through redevelopment of the south rear car park area of the centre To continuously improve the goods and services offered so that the centre is competitive to deal with and capitalise on the extensive Readings development to be established soon to the north of the centre across the Burwood Highway 6.2 Mission Statement The mission of the Burwood Heights Business Association is to: • Improve and promote Burwood Heights so that it becomes a great shopping

centre • Develop a stronger sense of cohesion and involvement among all the businesses

in the centre • Act as leaders and ambassadors for the precinct • Lobby the Body Corporates and Whitehorse City Council and property owners for

improvements in the physical infrastructure and appearance of the centre and its environs

Specific outcomes that are expected to be achieved over time from the work of the Association are: • A more coordinated and cohesive business community committed to ongoing

marketing and development of the centre • To influence improvements in the physical infrastructure and appearance of the

centre • An enhanced profile for the whole centre • Improved customer perceptions about the centre • A continual improvement in consumer spending patterns in the centre • A continual improvement in the trading performance of the centre



7. STRATEGIES An integrated set of strategies has been developed in the Business Plan to realise the vision for Burwood Heights Shopping Centre. The strategies are realistic in that they reflect the relatively small budget of the Burwood Heights Business Association. It is important to tackle all aspects of the strategies in an integrated manner. Ownership of the strategies by all the key parties connected with the centre (Business Association, Body Corporates, Land Owners, Whitehorse City Council) also is critical to the successful implementation of the Business Plan. The strategies encompass the following six components: • Land Use Structure • Business Development • Marketing and Public Relations • Community Development • Physical Improvements • Centre Management and Communication • Financial 7.1 Land Use Structure Burwood Heights Shopping Centre is a small compact U-shaped centre with a large car park area to the south. There is a desire by businesses and property owners for the centre to be expanded to fully realise its potential as a convenience-oriented neighbourhood centre. The rear car park area is underutilised and could be used to expand the built form of the centre. The recommended strategies to deal with this issue are: • Sustain the compact nature of the centre by working within its current boundaries • Encourage the redevelopment of the rear southern car parking area into a strip of

retail and/or other anchor business premises that are integrated with the Safeway store and the other business premises in the existing centre

7.2 Business Development Retaining and Improving Existing Businesses The success of Burwood Heights depends to a large extent on the quality of the experiences offered to customers and clients by all of its businesses. A memorable experience in a shop or office is based on: • Unique quality products or services • Great customer service • Excellent merchandising and presentation • Value-added offers • Superior marketing and sales promotion



From our surveys and centre analysis, not all businesses in Burwood Heights offer this combination. It is important, therefore, to plan for continuous upgrading, business development, and renewal of products/services, shopfronts and service. The aim is to achieve “best of kind” businesses in the centre. A reasonable portion of the buildings at Burwood Heights Shopping Centre face both the Burwood Highway and the rear car park. However, only a few businesses have frontages to both areas. The ground level premises in the centre contain a mixture of retail and non-retail uses. Some premises do not have active frontages because of limited customer traffic. This constrains the vibrancy of this shopping centre. There is a desire by businesses in the centre for these types of uses to be located in above ground premises or in other commercial precincts. The recommended strategies to address current issues and achieve excellence are: • Encourage businesses to improve shop facades, signage and internal

presentation to project a smarter, more lively, more pro-active, more personalised and specialised image

• Facilitate business networking opportunities and training programs for businesses through Whitehorse City Council and the Whitehorse Business Group to address issues such as business planning, coping with change, customer service, shop presentation, signage, and visual merchandising

• Continue to encourage all businesses to be open at key times to meet the needs

of customers and clients. For example, encourage all food outlets to be open at lunch time

• Continue to encourage all shops and offices to extend and value add on the

goods and services provided – to identify specific extra products and services that they could provide that would fill gaps in the centre

• Encourage joint customer databases and cross-marketing (e.g., joint offers,

exchange of promotional brochures or gift vouchers) among complementary businesses

• Encourage businesses in the centre to participate in the Whitehorse Business

Awards Recognition Program so that excellence in different types of businesses in the centre can be recognised

• Encourage property owners to establish only retail or other businesses with

regular customer traffic (as opposed to offices) in ground level premises so as to maintain active street frontages in the centre

• Encourage businesses and property owners with premises facing both the

Burwood Highway and the rear car park to have both front and rear entrances



Improving The Business Mix by Attracting Appropriate New Businesses Consultation with businesses and residents has highlighted that there could be new types of businesses established at Burwood Heights Shopping Centre. Although the centre currently has no vacancies, it is important to be pro-active about the future and consider possible businesses that would assist in achieving the recommended vision for the centre. From our analysis of the surveys and consultations, it is recommended that the following new operations be considered to strengthen the centre’s business mix: • One or two cafes with provision for breakfast and lunch • More specialist food shops– e.g., a fresh fish shop, health food shop, juice bar • More variety in take-away food shops including chain stores • Another restaurant • A household appliance repair shop • Key cutting/shoe repairs • Fitness centre • Expanded Australia Post services The Burwood Heights Business Association should establish a pro-active process to attract these types of new businesses into centre when vacancies appear or new properties are established. The key strategies to be pursued by the Association to achieve this are: • Develop a brief prospectus outlining the case for establishing the proposed new

operations in the centre, indicating its primary catchment area and socio-demographic profile

• Directly approach the desired new types of businesses (e.g., good businesses in

other centres particularly those looking to expand; new businesses looking to establish in this part of Melbourne) present them with the prospectus, and encourage them to look at Burwood Heights Shopping Centre and be ready to take up any vacant premise or be part of any new development

7.3 Marketing and Public Relations Burwood Heights Shopping Centre has a good marketing and public relations program for the relatively small amount of money raised through the special rate. It is important over the next five years that ongoing small improvements are made to the program so that the centre can hold its own in the face of the new Readings development. This should encompass further implementation of the branding and strategic marketing, as well as an ongoing calendar of small promotional activities. Branding There is still some confusion and uncertainty about the name “Burwood Heights” in relation to the centre’s old name of “East Burwood”. In response to this issue, the



Burwood Heights Business Association in conjunction with the body corporates has recently developed a new logo for Burwood Heights Shopping Centre. It is now important to prominently display and promote the new branding. The recommended strategies are: • Encourage the new branding to be used by all businesses in the centre • Develop and implement an awareness campaign about the new brand through

local media promotion and other advertising such as banners placed at strategic locations in the centre as well as window decals for all shops and offices in the centre. The banners could be organised with assistance from the body corporate and/or Council.

• Develop merchandise (e.g., re-useable shopping bags) to promote the new

brand. • Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a

large new sign with the Burwood Heights Shopping Centre logo and slogan to be erected on the gateway building at the Burwood Highway - Middleborough Road corner to highlight the new brand. In addition, facilitate directional signs to the office block at 2-8 Burwood Highway and directory board signs listing all the businesses in the centre at the western and eastern ends of the centre, all incorporating the new branding

Strategic Marketing The Burwood Heights Business Association and its Centre Manager organise strategic marketing through the Burwood Heights community newsletter, the vertical advertising strips in local newspapers, the community cash program and free websites for businesses through Cagora, a new community-focused company. It is important over the next five years that there is ongoing improvement in the marketing program so that the neighbourhood centre remains competitive and strong. The recommended strategies are: • Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centre’s catchment area stretching from Canterbury Road in the north to High Street in the south, Huntingdale Road/Station Street in the west to Blackburn Road in the east

• Continue to produce the advertising strips in the local newspapers with the new branding, business profiles, business directory, and centre location map

• Organise regular A4 advertising leaflet drops to households in the catchment

area • Market the centre through monthly media releases to local newspapers • Continue to organise and promote the Burwood Heights Community Cash

Program



• Continue to facilitate free websites for businesses through Cagora, or if sponsorship is available, establish a distinctive Burwood Heights Shopping Centre website incorporating the new branding. If a website is established, organise an email marketing program for customers in conjunction with the website. Include the calendar of small promotional events for the centre on the website. Establish cross links with the websites of individual businesses in the centre and the Whitehorse City Council website

• Update the existing DL business directory and centre map highlighting the new branding and diverse range of businesses in the centre. Promote and distribute the business directory to the catchment area and through all shops and offices in the centre, and encourage businesses to become familiar with it to increase customer referrals to other businesses in the centre

• Consider, in the longer term, a rewards program for loyal customers Special Promotional Events There is a well-established and effective program of small promotional events and competitions that should be built on. The recommended strategies are: • Continue to organise the calendar of small promotional events as follows:

Month Promotional Event April Easter May Mother’s Day Competition June/July/August Winter Getaway September Father’s Day

AFL Grand Final November/December Christmas

• Consider, in the longer term if sponsorship is obtained, organising a festival in the

centre • Promote the calendar of events through large posters placed at strategic points in

the centre • Ensure that any promotional performances as part of the events are strongly

linked to local community groups • Complement the events with give-ways and other enhancements to reinforce the

brand and promotional program • Organise a few smaller activities outside the main events to make the centre

appear more vibrant on weekends. These could include regular live entertainment on Saturdays, strolling bands (using students from local schools and colleges), sidewalk sales or markets on the weekends, and community days (e.g., charity day, local schools day)



7.4 Community Development Community development is an important spin-off of the marketing and promotional strategies. Burwood Heights Shopping Centre is a key community focal point. It is important to sustain connections with the community and benefits from the promotional program flow to the Burwood Heights and surrounding communities. The recommended strategies are: • Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse

• Continue to strengthen community connections and loyalty to the centre, particularly to highlight the centre’s point of difference as a relaxed, friendly, and intimate centre. Organise community day promotional events such as a charity day or local schools day

• Continue to involve local schools and other community organisations through

music and dance performances, painting and sculptural displays, in the promotions program. Organise youth group activities such as talent searches, busker events and school choir performances in the centre

• Continue the Burwood Heights Community Cash Program to provide funds for

local schools and community groups and to highlight the centre’s commitment to assisting the local community

7.5 Physical Improvements Physical improvements in the centre related to new signs, directory boards, cleanliness, rubbish removal, car parking, traffic management, landscaping and footpath improvements are the responsibility of the Body Corporates and to a lesser extent Council, not the Burwood Heights Business Association. However, the businesses and property owners consider that it is important to highlight a few strategies in the Business Plan related to these matters. The recommended strategies are: • Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a

large new sign with the Burwood Heights logo and slogan to be erected on the gateway building at the Burwood Highway - Stephensons Road corner.

• Facilitate directional signs to the office block at 2-8 Burwood Highway • Facilitate directory board signs listing all the businesses in the centre at the

western and eastern ends of the centre • Facilitate the establishment of a shaded landscaped area or glass atrium with an

extended footpath area in that outdoor part of the centre immediately to the east of Shops 6-11, 2-8 Burwood Highway, so as to create a more effective meeting place in the centre



• Facilitate the repair of cement footpaths in the centre so as to make it safer for pedestrians, particularly elderly persons

• Encourage the Body Corporates to provide an elevator in the office building at 2-

8 Burwood Highway 7.6 Centre Management and Communication This is a key priority. For the success of an ongoing business development and marketing program in Burwood Heights Shopping Centre, it is critical to develop a strong business association with a professional part-time centre manager as well as very good communication processes. Burwood Heights Business Association The Burwood Heights Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year, but generally does not meet as a group. The recommended strategies to improve the management and communication processes of this organisation are: • Continue to elect a Committee each year. Work to ensure that there is an

appropriate representation on the Committee from different types of businesses in different parts of the centre

• Organise short bi-monthly meetings of the Committee to direct and monitor the agreed program of activities

• Provide Committee members with specific tasks (e.g., financial monitoring of Association expenses) to share the workload and advance the program

• Continue to ensure that businesses in the centre work together as a team by communicating with them regularly. Continue to hold at least two public meetings a year to develop an ongoing united sense of direction for the centre. This also will provide a high degree of transparency and accountability for the Burwood Heights Business Association’s activities. One of these meetings should be the formal Annual General Meeting (AGM) to elect the Committee for the following year. The other should be an open discussion session on the centre marketing program.

• Organise other informal business networking sessions at different business

premises in the centre to encourage sharing of information and establishment of cross-marketing ventures

• Continue to prepare and distribute a short bi-monthly newsletter to keep businesses up to date with proposed new events and activities in the centre.



• Update the New Business Welcome Kit and distribute it to new businesses in the centre, particularly those establishing as part of any future redevelopment of the rear car park

• Organise, at least on an annual basis, a resident and/or customer survey to

obtain feedback on all aspects of the marketing and centre management program for the past year

• Maintain regular liaison between the Association and both the Body Corporates

and Council on issues such as the new Readings development as well as physical improvements, car parking, traffic management and maintenance in the centre, and establish a system of regular reporting on these matters at Association Committee meetings

Centre Manager It is imperative that the Burwood Heights Business Association continue to employ a part-time centre manager working one day a week to undertake the marketing, business development and administrative tasks. The key tasks to be undertaken in this role, in conjunction with the Committee, should include: • Implementation of the new brand for the Burwood Heights Shopping Centre • Strategic marketing of the centre through existing (Community Newsletter,

advertising strips in local newspapers, Community Cash Program and possible future (Burwood Heights Shopping Centre website) programs

• Organisation of a few key special promotional events and competitions during a

year • Regular communication with all businesses in the centre through newsletters and

visits to business premises • Maintenance of strong relationships with local community groups (schools,

service clubs, sports clubs, etc) and residents so as to foster ongoing connections with the centre and develop stronger loyalty from these groups towards the centre

• Active discussions, in conjunction with property owners and real estate agents, to

encourage appropriate new businesses to be interested in establishing in the centre, as vacancies arise or new premises are established

• Facilitation through Council and the Whitehorse Business Group of business

building seminars and other training programs to motivate and educate individual businesses to make improvements to their businesses



• Facilitation through the Body Corporates and Council of recommended physical improvements in the centre

• Development of an annual sponsorship program for centre activities It is important that the Centre Manager continue to visit and be seen to be working with each business in the centre to keep businesses up to date with current and future activities, obtain feedback, and receive information about issues of concern. Regular contact (at least a short visit to each business once every month) and communication also are very important to engender commitment and ownership from all businesses to the marketing and business development program. 7.7 Financial Strategy The annual costs of undertaking the proposed marketing, community and business development initiatives outlined in the Business Plan are in the order of $ 40,000 to $ 45,000 over the next five years. A general breakdown of an initial budget of $ 40,000 is recommended as follows: Business Development Subsidy for business reviews/training programs $ 1,000 Business networking events $ 500 Marketing Branding and awareness program $ 4,000 Media advertising (advertorials etc) $ 9,500 Community Newsletter (four editions/yr) $ 5,000 Special promotional events and competitions $ 5,000 Community Cash Program $ 200 Monitoring and Evaluation Customer and resident surveys $ 900 Management and Communication Part time centre co-ordinator $ 12,000 Business newsletters and other communication $ 100 Public liability insurance $ 1,000 Financial monitoring/audit $ 500 General administration $ 300 Total $ 40,000 It is important to have an ongoing source of funding to cover the costs of the proposed initiatives. To achieve this, it is recommended that the current special rate and charge fund of $ 35,000 per annum be renewed for five years, commencing on 1 September 2009. The new special rate should be structured along the lines of the current rate. This involves a rate in the dollar for the properties in the designated Primary and Secondary Areas of the centre, with specified minimum and maximum charges for each area. In the first year, the total special rate should be struck at $ 36,000 with annual CPI adjustments for each year thereafter, as is the current practice.



To enable the recommended overall budgets for the five years to be achieved, it is recommended that an annual sponsorship program be organised by the Burwood Heights Business Association to make up the difference of the funds not raised through the special rate and charge. In the first year, to achieve a budget of $ 40,000, it is recommended that $ 4,000 be raised through sponsorship. It is important to maintain a financial accountability system for the Burwood Heights Business Association. A financial report should be organised and provided to an Association Committee meeting every three months to monitor expenditure against the income achieved through the special rate or sponsorship. This report should outline expenditure against a designated budget for each project area of the Committee’s work. An audit of the Association’s annual income and expenditure should be prepared at the end of the financial year and presented to the Association’s AGM as well as to Council.



8. MONITORING AND EVALUATION PROGRAM The degree of achievement of the actions outlined in this Business Plan will be evaluated at regular intervals throughout each financial year. Key performance indicators to be included in the evaluation are: • extent of completion of projects specified in the Business Plan, on time and within

budget • level of business participation in activities and promotions • business and customer perceptions about the success of individual promotions

and advertising campaigns • business perceptions about changes in the overall profile and trading

performance of the centre • financial accountability It is recommended that an evaluation report be prepared for the Burwood Heights Business Association at the end of each financial year of the program. The report is to address the degree of compliance with the performance indicators outlined above. It is to be submitted to Council as part of the accountability requirements for the program. It also is to be used as a basis for developing a more detailed business plan and budget for the following financial year. Suggested formats of the evaluations to assist with the monitoring of activities during the year are outlined below: Business Participation in and Perceptions of Marketing Program Centre Activity or Promotion Level of Business

Participation Perceptions about Quality & Success

Branding Not applicable Poor – excellent quality Not effective to very effective Based on business survey

Community Newsletter X Businesses - % of total businesses

Poor – excellent quality Not effective to very effective Based on business survey

Newspaper advertising strips for the whole year

X Businesses - % of total businesses

Poor – excellent quality Not effective to very effective for the businesses involved Based on business survey

Media releases and articles in local newspapers

Not applicable Poor – excellent quality Not effective to very effective Based on business survey

Community Cash Program Not applicable Not effective to very




Centre Activity or Promotion Level of Business Participation

Perceptions about Quality & Success

effective Based on business survey

Website presence X Businesses Poor – excellent quality Not effective to very effective for the businesses involved Based on business survey

Business Directory X Businesses Poor – excellent quality Not effective to very effective for the businesses involved Based on business survey

Promotional events and competitions

X Businesses Poor – excellent quality Not effective to very effective Based on business survey

Customer Responses and Perceptions of Marketing Program Centre Activity or Promotion Customer Response Perceptions about

Quality & Success Community Newsletters Awareness of the newsletters Poor – excellent quality

Not successful to very successful Based on customer surveys

Newspaper advertising strips for the whole year

Awareness of the advertising strips

Poor – excellent quality Not successful to very successful Based on customer surveys

Media releases and articles in local newspapers

Awareness of releases/articles Poor – excellent quality Not successful to very successful Based on customer surveys

Community Cash Program Awareness of program Poor – excellent quality Not successful to very successful Based on customer surveys

Website presence Number of hits Poor – excellent quality Not successful to very successful Based on customer surveys


Changes in Centre’s Trading Performance Date Number of Vacancies in

Centre Business Perceptions about Centre’s Trading

Performance 1 September 2009 X vacancies - % of total

premises Poor – excellent X% change in individual business turnover (up or down) compared with last 6 months. Based on business survey

1 March 2010 X vacancies - % of total premises

Poor – excellent X% change in individual business turnover (up or down) compared with last 6 months. Based on business survey

30 August 2010 X vacancies - % of total premises

Poor – excellent X% change in individual business turnover (up or down) compared with last 6 months Based on business survey

Centre Management and Financial Accountability Item Actions Business Perceptions

about Accountability Committee meetings Held on X dates during

2009-10 Satisfied – not satisfied with centre management arrangements. Based on business survey.

Communication with businesses Newsletters distributed on X dates Visits to businesses x number of times

Satisfied – not satisfied with communication. Based on business survey.

Financial Report Presented to Committee meetings on X dates

Satisfied – not satisfied with financial reporting. Based on business survey.

Annual Audit of Income and Expenditure

Prepared on X and presented to AGM on X dates Summary provided in newsletter on X date

Satisfied – not satisfied with annual financial audit. Based on business survey.

Achievement of Actions in Business Plan



Action Progress during 2009-10 Outcome Land Use Structure

Encourage redevelopment of rear southern car park to provide more retail and other businesses

Encourage identification and implementation of plans to reduce traffic problems at the petrol station

Participate in the development of a Master Plan for the centre

Business Development

Encourage business improvements

Facilitate business networking and training programs

Encourage better opening hours

Encourage value adding of goods & services

Encourage cross-marketing

Encourage businesses to participate in Whitehorse Business & Leader Awards Recognition Program

Encourage retail and other active business types in ground level premises

Encourage rear and front entrances to Burwood Highway properties

Facilitate appropriate new businesses to fill vacancies or any new premises

Marketing

Implement the new branding - business use, awareness campaign, merchandise

Facilitate new gateway sign, directional signs to office block, and directory board signs with newbranding

Continue to produce Community Newsletter every three months

Continue to organise advertising strips in local newspapers

Organise monthly media releases

Continue to organise Community Cash Program

Continue to enhance website presence

Update the business directory

Continue to organise a calendar




Action Progress during 2009-10 Outcome of small promotional events Organise a few smaller activities outside the main events

Community Development

Continue to strengthen community connections with the centre newsletter

Continue the Community Cash Program

Physical Improvements

Facilitate a large new sign on the gateway building at 2-8 Burwood Highway

Facilitate directional signs to the office building

Facilitate directory sign boards

Facilitate the establishment of a shaded landscaped area or glass atrium east of shops 6-11, 2-8 Burwood Highway

Facilitate the repair of cement footpaths

Encourage the Body Corporates to provide an elevator in the office building

Centre Management and Communication

Continue to elect a Business Association Committee each year

Organise short quarterly or as necessary Committee meetings

Provide Committee members with specific tasks

Continue to encourage businesses to work together

Organise informal business networking sessions

Continue to organise and distribute a bi-monthly trader newsletter

Update the New Business Welcoming Kit

Organise resident and/or customer surveys on an annual basis

Maintain regular liaison with the Body Corporates and Council to work through issues of mutual concern

Continue to employ a part-time



Action Progress during 2009-10 Outcome professional centre manager Financial

Allocate the budget for 2009-10 as outlined in the Plan

Request Council to renew the special rate and charge for five years, effective 1 September 2009 with the total amount to be $ 36,000 in 2009-10

Encourage Council to increase the special rate and charge by CPI each year after the first year of the scheme

Organise an annual sponsorship program. Work to achieve sponsorship of $ 4,000 in 2009-10

Provide a financial report to a Committee meeting every three months. Organise an independent audit at the end of each financial year


Appendix 1 Inventory of Businesses in Burwood Heights Shopping Centre

March 2009

Address Business Land Use Type Business Category Shop 1, 2-8 Burwood Highway

Alitalia Pizza & Pasta Retail Take Away Food

Shop 2, 2-8 Burwood Highway

Body Bronze Retail Hair & Beauty


Flower Trends Retail Flowers


Ultimate Hairworks & Beauty

Retail Hair & Beauty

Shop 5-6, 2-8 Burwood Highway

East Burwood Travel Retail Travel


Happy House Retail Variety Store


Baker’s Delight Retail Fresh Food


Creature Comforts Retail Opportunity Shop


RSPCA Op Shop Retail Opportunity Shop


Frank’s Deli Retail Fresh Food


All People’s Chinese Restaurant

Retail Restaurant


Burwood Heights Dry Cleaners

Retail Dry Cleaner


Burwood Podiatry Clinic

Health Services Podiatry

Suite 1-2, 2-8 Burwood Highway

Arthur Kyriacou & Co Accountants

Commercial Accountants

Suite 3, 2-8 Burwood Highway

Fong & Co, Commercial Legal Services


AMR Accounting Commercial Accountants


Mian Phillips & Co Commercial Legal Services


Synergy Publishing Commercial Publishing


Rejoice Chinese Christian Centre

Community Services Religious Centre

10 Burwood Highway Spectacles Plus Retail Optical 12 Burwood Highway Burwood Heights

Medical Centre Health Services Medical Centre

14 Burwood Highway Electorate Office of Senator Helen Kroger

Community Services Electorate Office

16-18 Burwood Highway

Burwood East Newsagency

Retail Newsagency

22 Burwood Highway East Burwood Retail Fresh Food




Address Business Land Use Type Business Category Quality Butchers

24-26 Burwood Highway

Pulse Pharmacy Retail Pharmacy

32 Burwood Highway East Burwood Fruit Market

Retail Fresh Food

36 Burwood Highway Direct Kitchens Retail Home Improvement Shop 11, 40 Burwood Highway

Elite Laser & Skin Clinic

Health Services Beauty

40 Burwood Highway Commonwealth Bank Commercial Bank Shop 14, 40 Burwood Highway

Chookstar Charcoal Chicken

Retail Take Away Food

42 Burwood Highway Safeway Retail Supermarket 50 Middleborough Rd Safeway Petrol Plus Automotive Petrol Service

Station


Appendix 2 Responses to Business Survey

Desirable Features about Burwood Heights Shopping Centre – in Order of the Number of Responses • The car parking arrangements (plenty of free parking) – “clients and staff love

parking and walking up to our office without having to worry about parking metres or restricted parking times”

• Friendly people - both shop owners and community residents • Convenient, handy • Friendly, welcoming, relaxed atmosphere • Compact • Good range of business • Good location at the junction of two main roads • A good basic shopping centre • Local • Community focus • One stop shopping centre • Personalised strip shopping • Best Safeway • Nothing Undesirable Features about Burwood Heights Shopping Centre – in Order of the Number of Responses • Old, neglected, tired, dowdy, and dated • Not enough takeaway and café/restaurants including places for lunch • Lack of sheltered spaces for people to congregate, sit, have a coffee or drink, talk

and entertain, not enough outdoor seating • Lack of a good coffee shop • Too boring • Nothing to attract people • Lack of integration between the shops facing Burwood Highway and those facing

the car park behind • The parking area at the rear of the centre – get rid of it • Not an inviting centre for customers • Limited shopping facilities • Lack of centre management • No proper signage for directions • No public toilets • Lack of variety stores • Lack of overall diversity in the shops • Poor condition of front of shops facing Burwood highway • Businesses parking in customer car parking spaces • Difficult access to office suites



• Special levy and body corporate fees are high • Not enough rubbish bins • No gardens • Poor condition of footpath in arcade and at the back of shops • Difficult access arrangements to the centre and the petrol service station (2) • Not attractive or enticing • High rents and body corporate fees • Too much emphasis on small scale rather than big picture marketing • Lack of helpful owners • Ineffective body corporate • Ineffective centre coordinator Extent of Awareness of Centre Advertisements or Promotions, Participation in Them, and Their Perceived Effectiveness

Advertising or Promotional Event

Awareness & Participation

Effectiveness

Aware of

it %

Participated in it %

Effective %

Not Effective %

N/A* %

Strip ads in local newspaper

67 39 17 17 67

Christmas Promotion 78 39 22 22 56 Mother’s Day Drawing Competition

61 39 11 28 61

Community Newsletter

72 72 39 11 50

Winter Warmer Promotion

56 39 17 28 56

Community Cash Program

67 56 22 28 50

* N/A means no answer or does not know Suggested Improvements in Burwood Heights Shopping Centre Advertising and Promotional Events • More business profiles in local newspaper • More events • A festival day once a year – barbeque, balloons, etc • Shopping vouchers • Advertising pamphlets • Promote the rear car park to make it a more prominent feature • Promote the key assets of the centre – “ease of parking and friendly shopping

centre” • Jazz band at weekends • More children’s activities • Decent shaded outdoor eating area



• Nothing more required • A centre website with a listing of all the businesses • More focus on key differences from major centres such as Box Hill and K Mart

Plaza • More extensive advertising including on TV and radio

Extent of Awareness of Lobbying by Burwood Heights Business Association Issue Yes

% No %

NA %

Awareness of lobbying by Business Association with Council and State Government Minister for Planning to achieve better outcomes for the Reading shopping centre

72 11 17

Awareness of lobbying by the Business Association with the Body Corporates to achieve maintenance and capital works within the centre

78 11 11

Other Comments • The centre needs upgrading – more of a modernised look. • The centre needs a different mix of shops – more places to eat and drink – need

to get people to come and stay for a coffee, etc • Petrol service station traffic jams area big problem – continue to grow rather than

abate. • Keep parking free • People will not come to shop here is there is no variety of shops, no matter what

improvement is made, unless you add 10 more shops in retail – e.g., clothing stores

• Would like to see the centre looking more modern and upmarket • The approach of the body corporates needs to be addressed. • The owners need to invest in the centre if it is to survive. • The owners and the body corporate need to work with traders to solve problems

in the centre. • Because of the current condition of the centre, several businesses will relocate to

the Readings centre when it is completed.



Appendix 3 Responses to Resident Survey

Use of Burwood Heights Shopping Centre Compared with Other Centres for the Purchase of Goods and Services Item Burwood Heights

% of Responses Other Centres

No. of Responses Weekly groceries 90 East Burwood Coles (2), Forest Hill, Mt

Waverley, Brandon Park Aldi, Waverley Gardens

Meat 64 East Burwood Coles, K Mart Plaza Butcher, Box Hill (2), Balwyn, Victoria Market, Waverley Gardens

Vegetables 76 Prahran Market, Ashburton, Mt Waverley (2), Box Hill (2), Forest Hill Chase, East Burwood Coles, Waverley Gardens, Vermont South Get Fresh

Bakery 64 Mt Waverley, East Burwood Coles (3), Forest Hill Chase Canterbury, Waverley Gardens,

Deli products 69 Prahran Market, Monaco Deli, Forest Hill (2), East Burwood Coles, Box Hill Athena Deli, Camberwell Market. The Glen, Waverley Gardens,

Flowers 19 Kerri Muici, Forest Hill Chase, Vermont South Centreway, Canterbury, Waverley Gardens, The Glen,

Liquor 57 Dan Murphy (2), Forest Hill Chase, Liquorland, Waverley Gardens,

Take away food 26 Local shops in Middleborough Road (2), Station Street, K Mart, Tally Ho, Waverley Gardens,

Pharmacy goods 81 Forest Hill (3), Bennetswood (2), Kmart Plaza, Waverley Gardens,

Variety shop 38 Mt Waverley, Large shopping centre, Forest Hill Chase (2), Chadstone, Kmart Plaza (4), Dollar Days, Doncaster, Knox, Eastland, The Glen

Dry cleaning 50 Middleborough Road Blackburn, KMart Plaza (4), Wattle Hill, Waverley Gardens,

Bank 45 Melbourne CBD, ATM’s wherever, Camberwell (2), Pinewood, Forest Hill Chase (3), Waverley Gardens, Mt Waverley,

Newsagency/Post office

74 Bennetswood (3), Forest Hill Chase, Kmart Plaza, Tally Ho, Canterbury, Waverley Gardens,

Travel services 21 Flight Centre (2), Box Hill, Forest Hill Chase (2), Internet (2), Waverley Gardens,

Coffee and cake 10 Inner suburbs, Box Hill, Forest Hill Chase, Camberwell, Canterbury, The Glen,



Chadstone, various other places (3) Lunch and/or dinner

17 Wantirna, Forest Hill Chase, Camberwell, Glen Waverley, Pinewood, Box Hill, various other places (3)

Haircut and/or beauty treatment

26 Hawthorn, Melbourne CBD, Glen Waverley, Mt Waverley, Ashburton, Surrey Hills, Syndal, Forest Hill (4), Benwerrin Drive (3), Balwyn, Burwood East,

Medical centre 38 Prahran, Burwood Healthcare (5), Blackburn South, Kmart Plaza, Box Hill, Springvale Road Forest Hill, Glen Waverley,

Optical services 31 Forest Hill (2), Knox City (2), Canterbury, Camberwell, Glen Waverley (2),

Solicitor 10 Melbourne CBD, Highbury Road, Box Hill, Accountant 7 Box Hill, Camberwell, Melbourne CBD, Mt

Waverley, Benwerrin Drive, Forest Hill, Reasons for the Use of Other Centres • Much better and cheaper goods (meat, seafood and vegetables) at markets -

Camberwell, Box Hill or Victoria Market • Established habit over many years • More variety of stores and services elsewhere • Access to products not available at Burwood Heights Shopping Centre • Closer to work • An outing • Better service • Better quality of goods and services • Some services in Burwood Heights are poor (inefficient, unreliable) • Lack of ambience in Burwood Heights for café experience • Availability of food courts in the shopping complexes for quick meals • Better prices • Clean and safe underground car parks at shopping complexes • Easier access • Cheaper and faster to buy airline tickets on the Internet • More convenient • Better variety of restaurants and takeaway food outlets elsewhere • Coles gives discounts on LPG whereas Safeway does not Frequency of Visitation to Burwood Heights Shopping Centre Frequency Extent of Responses Daily 21% 2-3 times a week 57% Once a week 14% Once a fortnight 5% Less than once a fortnight 2%



Like Most about Burwood Heights Shopping Centre • Convenient – close to home • Variety of shops meeting basic needs/daily requirements • Plenty of and ease of parking • Availability of major supermarket • Generally good and friendly service • Small businesses • Fresh food shops • Easy access to key shops/services – Safeway, bank • Friendly and helpful businesses • Easy access to Burwood Highway • Good location • Availability of chemist with long trading hours • Small scale • Good range of services for a family • Availability of a bank Like Least about Burwood Heights Shopping Centre • Poor ambience and aesthetics – looks tired, not enough landscaping, lack of

shade in car park, “old and dagging” appearance, in need of a facelift • Inconvenient location on busy corner – entry/exit into Middleborough Road is

difficult because of petrol station and bus stop • No decent restaurant or café – need a good café that is open for breakfast on the

weekend and/or a small café that is open for lunch • Lack of an outdoor café • Not enough variety – limited banking facilities • Odour and fumes from some food outlets • Unattractive appearance of rear of shops • Alley between flower shop and Body Bronze is not inviting • Steps are rear of optical outlet are difficult to negotiate • Difficult for pedestrians – pedestrian crossovers not well signed in car park,

pedestrian movement unsafe near Safeway loading dock • Lack of a good fish and chip shop • Not enough undercover car parking • Not a “one stop centre” • Poor maintenance of lane markers and directional arrows • Undulating pavement causing tripping and falling • Big bins bock visibility when leaving the petrol station • Having to pay in advance for the hire of trolleys at Safeway • Particular shops • Sloping car park



Extent of Awareness of Centre Advertisements or Promotions and Their Perceived Effectiveness

Advertising or Promotional Event

Awareness Effectiveness

Aware

of it Not

Aware of it

N/A* Effective Not Effective

N/A*

Strip ads in local newspaper

29% 10% 61% 12% 5% 83%

Christmas Promotion 36% 10% 54% 17%

7% 76%

Mother’s Day Drawing Competition

29% 12% 69% 12% 5% 83%

Community Newsletter

60% 7% 33% 29%

7% 64%

Winter Warmer Promotion

24% 17% 59% 10% 5% 85%

Community Cash Program

19% 19% 62% 10% 5% 85%

* N/A means either no answer or not considered relevant Reasons for Being Effective • Christmas spirit created at the centre • The strip ads are noticed, and residents really get benefits from them • The marketing includes news about changes to shops, renovations in the centre,

etc. Reasons for Not Being Effective • Generally not a compelling offer • Similar promotions elsewhere at Christmas • Community Newsletter - just more junk mail, boring presentation • Generally considered irrelevant

Suggested Improvements in Burwood Heights Shopping Centre Advertising and Promotional Events • Leaflet drops • Catalogues in the mail • More information on a regular basis • Large notice in local newspaper • Expand the Community Newsletter • Reward program for regular customers • Banners in the centre promoting the events • Better advertising



• More variety in the centre before advertising • Use of colour, layout and celebrities – enticements that will really attract people to

the events • “Just make the centre more attractive” Responses about Features in the Burwood Heights Shopping Centre Element Excellent

% Very Good

%

Good %

Fair %

Poor %

Can’t Say %

Aver Score*

Quality of goods and services 18 37 26 11 0 8 2.3 Customer service 18 39 24 8 3 8 2.3 Mix of businesses 21 13 37 16 8 5 2.8 Car parking 29 34 21 13 0 3 2.2 Landscaping 0 5 24 18 47 5 4.1 Ease of access into and around the centre

18 24 18 29 8 3 2.6

• The average score for all items except landscaping was in the range of good to

very good. The average score for landscaping was fair. Other Comments • Poor customer service at some shops lowers the standard. • Travel agency is excellent. • Access in and out of the centre from Middleborough Road is difficult. • Many retires would appreciate a cinema, cafes and restaurants. • The centre car park has been used as a “rat run” since the right hand red arrow

sequence from Middleborough Road into Burwood Highway was altered. • Traffic in the carpark can be very fast – 30 or 40 km speed limit signs need to be

erected. • If I did not work elsewhere (Waverley Gardens) I would probably frequent

Burwood Heights more often. • Burwood Heights has a good mix of businesses and we find it very handy. • The centre is small enough for regular shoppers to be known and to receive

personal service, yet big enough to meet daily needs. • Need better landscaping – more shade trees • Traffic control directions on the car park pavement need to be painted regularly. • If the centre has some more fast food and becomes a café place, it will be more

attractive. • The rear of the newsagency is below average. • The service station at the entrance to the centre often causes congestion,

particularly on cheap petrol days. • Need safe pedestrian walkway in the car park • Need nicer gardens • Quite satisfied with the present facilities and cannot see why changing will make

any difference. Sometimes changes will turn people away unless they are proved to be convenient.



• Car park surface and land directional markings need attention. • Looks like a bit of a wasteland. • Don’t make it difficult to access and park • I speak highly of the service I have received over 55 years. Look forward to any

improvements. • Relocate the petrol service station. • Flooding at exit of Safeway car park is dangerous for elderly who park in the

nearby disabled parking spots. • Needs facelift as the centre is tired and has no atmosphere. Prefer to travel to Mt

Waverley Village that has a much better atmosphere.



Appendix 4 Ideas from Workshop with Businesses, Property Owners and

Body Corporate Representatives on 3 March 2009 Future Vision for Burwood Heights Shopping Centre • Establish Burwood Heights Shopping Centre as the premier shopping centre

within the Burwood Heights Activity Centre for meeting daily shopping needs • Expand the range of business premises by redeveloping the south rear car park

area of the centre • Improve the centre so it s competitive to deal with and capitalise on the extensive

Readings development to be established soon to the north of the centre across the Burwood Highway

• Continue to fight the Readings development Strategies Land Use Structure • Encourage the redevelopment of the rear southern car parking area into a strip of

retail premises that are integrated with the Safeway store and the other business premises in the existing centre

Business Development • Plan for continuous upgrading, business development, and renewal of

products/services, shopfronts and service in all businesses • Encourage businesses to improve shop facades, signage and internal

presentation to project a smarter, more lively, more pro-active, more personalised and specialised image

• Facilitate business networking opportunities and training programs for businesses to address issues such as business planning, coping with change, customer service, shop presentation, signage, and visual merchandising

• Continue to encourage all businesses to be open at key times to meet the needs of customers and clients.

• Encourage property owners to establish only retail or other businesses with regular customer traffic (as opposed to offices) in ground level premises so as to maintain active street frontages in the centre

• Encourage businesses and property owners with premises facing both the Burwood Highway and the rear car park to have both front and rear entrances

• Encourage the following new operations be considered to strengthen the centre’s business mix if any vacancies arise or new development occurs:

o One or two cafes with provision for breakfast and lunch o More specialist food shops o More variety in take-away food shops o Another restaurant



Marketing and Public Relations Burwood Heights Shopping Centre has a good marketing and public relations program for the relatively small amount of money raised through the special rate. It is important over the next five years that ongoing small improvements are made to the program so that the centre can hold its own in the face of the new Readings development. This should encompass further implementation of the branding and strategic marketing, as well as an ongoing calendar of small promotional activities. Branding The Burwood Heights Business Association in conjunction with the body corporate has developed a new logo for Burwood Heights. The logo is accompanied by a new slogan – “on top of the hill”. It is now important to prominently display and promote the new branding. • Encourage the new branding to be used by all businesses in the centre • Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a

large new sign with the Burwood Heights Shopping Centre logo and slogan to be erected on the gateway building at the Burwood Highway - Middleborough Road corner to highlight the new brand.

• Facilitate directional signs to the office block at 2-8 Burwood Highway and directory board signs listing all the businesses in the centre at the western and eastern ends of the centre, all incorporating the new branding

Strategic Marketing The Burwood Heights Business Association and its centre manager organise strategic marketing through the Burwood Heights community newsletter, the vertical advertising strips in local newspapers, the community cash program and free websites for businesses through Cagora, a new community-focused company. It is important over the next five years that there is ongoing improvement in the marketing program so that the neighbourhood centre remains competitive and strong. • Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centre’s primary catchment area

• Continue to produce the advertising strips in the local newspapers with the new branding, business profiles, business directory, and centre location map

• Continue to organise and promote the Burwood Heights Community Cash Program

• Establish a distinctive Burwood Heights Neighbourhood Centre website incorporating the new branding.

• Develop a business directory • Consider, in the longer term, a rewards program for loyal customers



Special Promotional Events There is a well-established and effective program of small promotional events and competitions that should be built on. • Continue to organise the calendar of small promotional events as follows:

• Easter • Mother’s Day Competition • Winter Getaway • Father’s day • Christmas • Consider organising a festival in the centre

Community Development Community development is an important spin-off of the marketing and promotional strategies. • Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse • Continue to strengthen community connections and loyalty to the centre,

particularly to highlight the centre’s point of difference as a relaxed, friendly, and intimate centre.

• Continue to involve local schools and other community organisations in the promotions program.

• Continue the Burwood Heights Community Cash Program to provide funds for local schools and community groups and to highlight the centre’s commitment to assisting the local community

Physical Improvements Physical improvements in the centre related to new signs, directory boards, cleanliness, rubbish removal, car parking, traffic management, landscaping and footpath improvements are the responsibility of the Body Corporates and to a lesser extent Council, not the Burwood Heights Business Association. However, the businesses and property owners consider that it is important to highlight a few strategies in the Business Plan related to these matters. • Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a

large new sign with the Burwood Heights logo and slogan to be erected on the gateway building at the Burwood Highway - Stephensons Road corner.

• Facilitate directional signs to the office block at 2-8 Burwood Highway • Facilitate directory board signs listing all the businesses in the centre at the

western and eastern ends of the centre • Facilitate the establishment of a glass atrium or a shaded landscaped area with

an extended footpath area in that outdoor part of the centre immediately to the east of Shops 6-11, 2-8 Burwood Highway, so as to create a more effective meeting place in the centre




• Facilitate the repair of cement footpaths in the centre so as to make it safer for pedestrians, particularly elderly persons

• Encourage the Body Corporates to provide an elevator in the office building at 2-

8 Burwood Highway Centre Management and Communication Burwood Heights Business Association The Burwood Heights Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year, but generally does not meet as a group. • Continue to elect a Committee each year. • Continue to ensure that businesses in the centre work together as a team by

communicating with them regularly. • Organise other informal business networking sessions • Continue to distribute a short bi-monthly newsletter to keep businesses up to date

with proposed new events and activities in the centre. • Maintain regular liaison between the Association and both the Body Corporates

and Council on issues such as the new Readings development as well as physical improvements, car parking, traffic management and maintenance in the centre

Centre Manager • Continue to employ a part-time centre manager working one day a week to

undertake the marketing, business development and administrative tasks. Financial Strategy • Renew the current special rate and charge fund for five years, commencing on

1 September 2009. Structure the new special rate along the lines of the current rate. This involves a rate in the dollar for the properties in the designated Primary and Secondary Areas of the centre, with specified minimum and maximum charges for each area. In the first year, strike the total special rate at $ 36,000 with annual CPI adjustments for each year thereafter, as is the current practice.

• Consider an annual sponsorship program to extend the special rate funds

Attachment B

Attachment C

Property Address Proposal $36,000

1/10-40 Burwood Hwy $683.92 2/10-40 Burwood Hwy $999.76 3/10-40 Burwood Hwy $1,663.78 4/10-40 Burwood Hwy $1,291.98 5/10-40 Burwood Hwy $951.26 6/10-40 Burwood Hwy $901.53 7/10-40 Burwood Hwy $2,176.10 8/10-40 Burwood Hwy $1,187.53 9/10-40 Burwood Hwy $1,679.95 10-11/10-40 Burwood Hwy $1,356.64 11A/10-40 Burwood Hwy $804.53 12/10-40 Burwood Hwy $2,577.74 13/10-40 Burwood Hwy $917.69 50 Middleborough Rd $2,039.31 Suite 1/2-8 Burwood Hwy $333.25 Suite 2/2-8 Burwood Hwy $242.48 Suite 3/2-8 Burwood Highway $394.18 Suite 4/2-8 Burwood Highway $282.27 Suite 5/2-8 Burwood Highway $481.23 Suite 6/2-8 Burwood Highway $318.33 Suite 7/2-8 Burwood Hwy $731.17 Roof/2-8 Burwood Hwy $320.82 1/2-8 Burwood Hwy $661.53 Shop 2/2-8 Burwood Hwy $664.02 Shop 3/2-8 Burwood Hwy $616.77 Shop 4/2-8 Burwood Hwy $600.00 Shop 5/2-8 Burwood Hwy $600.00 Shop 6/2-8 Burwood Hwy $600.00 Shop 7/2-8 Burwood Hwy $600.00 Shop 8/2-8 Burwood Hwy $600.00 Shop 9/2-8 Burwood Hwy $600.00 Shop 10/2-8 Burwood Hwy $600.00 Shop 11/2-8 Burwood Hwy $600.00 Shop 12/2-8 Burwood Hwy $1,722.22 Shop 13/2-8 Burwood Hwy $600.00 Shop 14/2-8 Burwood Hwy $600.00 42-50 Burwood Hwy $4,000.00

$36,000.00

Attachment D

Burwood Heights Shopping Centre Special Rate/Charge Scheme Area

Attachment E

Burwood Heights Shopping Centre Proposed Budget

INCOME Special Rate, Whitehorse City Council $36,000 Sponsorship $4,000 TOTAL INCOME $40,000 EXPENSES Business Development Subsidy for business reviews/training programs $1,000 Business networking events $500 Marketing Branding and awareness program $4,000 Media advertising (advertorials etc) $9,500 Community Newsletter (four editions/yr) $5,000 Special promotional events and competitions $5,000 Community Cash Program $200 Monitoring and Evaluation Customer and resident surveys $900 Management and Communication Part time centre co-ordinator $12,000 Business newsletters and other communication $100 Public liability insurance $1,000 Financial monitoring/audit $500 General administration $300 TOTAL EXPENSES $40,000

Attachment C

Property Address Proposal $36,000

1/10-40 Burwood Hwy $683.92 2/10-40 Burwood Hwy $999.76 3/10-40 Burwood Hwy $1,663.78 4/10-40 Burwood Hwy $1,291.98 5/10-40 Burwood Hwy $951.26 6/10-40 Burwood Hwy $901.53 7/10-40 Burwood Hwy $2,176.10 8/10-40 Burwood Hwy $1,187.53 9/10-40 Burwood Hwy $1,679.95 10-11/10-40 Burwood Hwy $1,356.64 11A/10-40 Burwood Hwy $804.53 12/10-40 Burwood Hwy $2,577.74 13/10-40 Burwood Hwy $917.69 50 Middleborough Rd $2,039.31 Suite 1/2-8 Burwood Hwy $333.25 Suite 2/2-8 Burwood Hwy $242.48 Suite 3/2-8 Burwood Highway $394.18 Suite 4/2-8 Burwood Highway $282.27 Suite 5/2-8 Burwood Highway $481.23 Suite 6/2-8 Burwood Highway $318.33 Suite 7/2-8 Burwood Hwy $731.17 Roof/2-8 Burwood Hwy $320.82 1/2-8 Burwood Hwy $661.53 Shop 2/2-8 Burwood Hwy $664.02 Shop 3/2-8 Burwood Hwy $616.77 Shop 4/2-8 Burwood Hwy $600.00 Shop 5/2-8 Burwood Hwy $600.00 Shop 6/2-8 Burwood Hwy $600.00 Shop 7/2-8 Burwood Hwy $600.00 Shop 8/2-8 Burwood Hwy $600.00 Shop 9/2-8 Burwood Hwy $600.00 Shop 10/2-8 Burwood Hwy $600.00 Shop 11/2-8 Burwood Hwy $600.00 Shop 12/2-8 Burwood Hwy $1,722.22 Shop 13/2-8 Burwood Hwy $600.00 Shop 14/2-8 Burwood Hwy $600.00 42-50 Burwood Hwy $4,000.00

$36,000.00

Documents

Burwood Heights Shopping Centre Business Plan · Burwood Heights . Shopping Centre Business Plan . Report . to . Burwood Heights Business Association . and . Whitehorse City Council