Attachment 1: Economic Development Project Progress Report: January 2008
Project & Project Manager / Outcomes / DetailsDining Guide
(Solaire Eggert) / Objective:
To position Parramatta as a premier eating destination by showcasing Parramatta’s growing food and beverage sector.
To drive trade into city and neighbourhood eateries, bars and restaurants
Achievements / Status:
Launched November 2007:
Ongoing distribution of 120,000 copies through internal and external visitor channels: through new business ‘welcome packs’, business events and commercial property agents.
Major improvements include:
Higher design and production values, greater page number and print run, the exclusion of paid advertising, an integrated distribution strategy supported by Cumberland Newspapers and the Parramatta Visitor Information Centre, promotional support from Council’s Communications and Marketing unit, clear Council sub-branding, a return to a DL format, use of recycled stock.
For the first time, the Guide went beyond the city centre to include Harris Park, Rosehill, North Parramatta, Guildford and Granville dining precincts.
The response has been extremely positive. 44 residents called to request a copy after ads ran in the local paper and Community News. Ms Alix Goodwin of Lapstone wrote to Council on 10 January “My partner and I are going to the Riverside Theatre on Saturday night for a Sydney Festival event. We had noticed a restaurant but could not quite remember the name. The Dining Guide (online) made this very easy to locate … we are now booked in for dinner. Well done to those who conceived of this idea and made it happen.” The Chamber of Commerce described it as “an asset to the city” and endorsed it at their Business After 5 Function in December. Restaurant owner Vladimir Yi commented that “the booklet is a very good size. I know this because some of the customers had it in their hands or took it out of their handbags”. Sam Yasseer of La Shish wrote “Restaurants like mine really benefit from the Guide as Guildford is a forgotten suburb and people don’t realise that there are decent places to eat in the area. I have had 8 people come in from reading the article.”
Web visits to the Guide for November were 1,192 and December 1,913, up from 384 in September and 278 in October.
Measuring Economic Performance
(Ildi Vukovich) / Objectives:
To set up a working group with local economicand business experts to review and evaluate thecurrent Parramatta BizFacts. This assessmentaims to better understand the data needs ofbusiness, investors, development agencies andmedia and will lead to an improvement in bothcontent, look and feel of future documents.
Achievements / Status:
Dr Deborah Kuchler conducted a lunch with key business partners to elicit feedback on BizFacts. Important feedback noted included the value of the publication as a unique snap-shot of the local economy not in competition with other publications, keeping it focussed on Parramatta and not to make it too broad in geographical coverage, consider expanding content and minimise any design changes as it is recognised in the market place. A critical issue identified was a ‘distribution issue’ rather than a ‘content and design issue’. In other words, more people need to receive the publication. This was borne out in a survey undertaken by the Residents Panel on businesses within the CBD. Whilst only 13% were aware of BizFacts (highlighting the need to improve distribution) of those who were aware, 87.5% both read the document and found it useful. Approximately 60% of business proprietors further noted the important role of Council in the provision of business-related material and information.
Two editions of BizFacts have been produced this financial year with the Autumn / Winter edition containing enhanced content and an additional print run of another 3,000 copies to expand distribution.
Community Hubs
(Mike Thomas) / Objectives:
Financial and technical support to be given toCouncil’s Community Capacity Building Team toestablish a range of initiatives in Parramatta.These schemes will be targeted at disadvantagedgroups with the objective of creating sustainableemployment opportunities.
Achievements / Status:
The Social Enterprise Hub Project has been successfully launched with six potential enterprises having applied for support.
Evaluation of these applications and business plans will happen at the end of February 2008, with a decision on levels and mechanisms of support to be determined thereafter.
In addition to the above, the Economic Development Team contributed minimal ($1500) funding to a not-for-profit agency called Sydney Business to run a New Enterprise Incentive Scheme in Parramatta. This enabled 17 long-term unemployed people to undergo an intensive business planning and mentoring program prior to starting their own business. An evaluation of this program is still underway.
Communicating with Businesses
(Michelle Macgregor Owen & Serge Markovtzev) / Objectives:
To develop an electronic database / contact list of all businesses in the Parramatta CBD to facilitate improved communication.
Improve communication and information provision to the business community
Delivery of the 2008 State of the City in partnership with the Parramatta Chamber of Commerce.
Integration of the Parramatta First website with the Council’s new website todeliver information to the business community.
Achievements / Status:
Preparations for the 2008 State of the City address have been very well planned and advanced this year. A partnership approach to promoting the event with the Parramatta Chamber of Commerce has seen very strong interest and bookings for this year’s event. On February 29, the Lord Mayor will give an important update to Parramatta’s business community on progress in the City and outline further planned developments.
A draft project brief has been developed for the database in conjunction with key partner – UWS, Joint project team formed, Collection of data by business undergraduates will occur before end June
Leveraging on the Community Newsletter to residents, a 4 page business supplement was incorporated into the publication. The aim has been to make the general community aware of economic developments in their city, and to inform the business community and their employees of social, cultural and other topical events.
Feedback received from local businesses and their staff has been positive. Organisations like Colliers International, the Attorney General’s Dept. and major hotels have requested copies on an ongoing basis. This initiative has also received positive feedback from the general community who welcomed being informed the city’s economy and business activity.
The Business Section of Council’s new website has been completed and is being refreshed with new information becomes available and resources allow.
Over the last 12 months, the Economic development Teamhas assisted organisations such as the Attorney General’s Department, Commonwealth Bank, Sydney Water and RTA relocate to Parramatta through the provision of informational collateral, assistance with bus tours and ongoing day to day needs.
In addition, established local businesses such as Telstra, Colliers International and others have required assistance in promoting Parramatta to their audiences. In all cases, what started out as one simple action was expanded to other ongoing requests for assistance. The Economic Development Team is now undertaking an important role in developing relationships and creating retention programs with existing and new businesses.
Parramatta Employment Expo
(Michelle Macgregor Owen) / Objectives:
Industry research has indicated that attractingskilled workers to Parramatta and WesternSydney is at a critical point. This expo will targetseveral market segments including school leavers,tertiary graduates and mature age workers. Keyemployers, recruiters and educational institutionswill be major stakeholders for this event.
Achievements / Status:
Important feedback from our business partners has highlighted the critical focus be the continuation of efforts to change ‘perceptions’ of working in Parramatta. The 2006 Census results also show that less than 20% of people who live in Parramatta actually work here. Manyresidents work outside of the area and this is also the case with surrounding suburbs and Western Sydney as a whole.
With regards to this project, the main objective of attracting employees and future employees to Parramatta has not changed but the tactical way in which this will be done has. Amongst other actions, this project will now involve the production of Industry and Employment profiles on Parramatta, the production of key employer profiles, a major media campaign both within Parramatta and its surround LGAs to encourage interest in employment in the City, and a planned series of ‘open houses’ with key businesses to encourage future employees to make Parramatta their career destination of choice.
Small Business September
(Michelle Macgregor Owen) / Objectives:
To counteract the lack of awareness by Small Business of the impacts of climate change and sustainability, it was proposed to run a free screening of Al Gore’s movie ‘An Inconvenient Truth’.
To undertake a sustainability showcase of Council’s environmental and sustainability programs as well as partner programs
Achievements / Status:
Approx 165 people attended the free screening of Al Gore’s movie ‘An Inconvenient Truth’.
12 exhibitors were on display in the Riverside courtyard on Tuesday 18th September, whilst 5 workshops ran throughout the day with an estimated 200 people attending.
Exhibitors along with attendees at the Expo requested that the event be run annually. In response to this we have agreed with the Parramatta Chamber of Commerce to join with their very successful Business Expo and run a major exhibition each year with an ongoing focus on sustainability.
Partnerships Fund
(Mike Thomas) / Objectives:
To offer funds to our partner organisationsthat wish to run events, awards and programsthat support our strategic objectives. Funding fromCouncil will be assessed by a panel of Councillorsand business people and funding will be offered toa maximum of 40% of total project costs.
Achievements / Status:
Three projects were awarded funding by an evaluation committee consisting of the Lord Mayor, Councillor Wilson, and Dr Deborah Kuchler. They included:
A very successful Business Expo run by the Parramatta Chamber of Commerce attracting approximately 500 people in one day. Council’s Economic Development Team will partner with the Chamber next year to run a larger Expo with a greater sustainability focus.
The Western Sydney Industry Awards. Fourteen entries were received from Parramatta-based companies. For the second year in a row, Parramatta had the highest number of all fourteen participating LGAs.
Parramatta Council, in partnership with Sydney Olympic Park, sponsors the Innovation Award and contributes $11,000 towards the program. This continues an eight year partnership with the Minister’s office. Council was represented at all sponsor’s meetings and helped promote the awards via direct mail and email updates to contact lists. The Lord Mayor, Cllr Barber, is participating in both the finalist’s presentations and Gala Evening. Press and networking opportunities will be generated around any Parramatta-based award winners to encourage future entrants, promote the awards and Council’s involvement in them, as well as to maximise the winner’s exposure to external markets.
The Parramatta Chamber Regional Awards for Business Excellence. The launch date for this is late April 2008 and will include an enhanced program with business visitations to the winners to further evaluate and support excellence.
NOTE: The Economic Development Team proposes to call for EOIs for the Partnership Fund and complete the evaluation process prior to the end of June 2008 this year. This will allow ‘partner programs’ to be included in the 08/09 Economic development Partnerships Plan.
New Marketing the City Collateral
(Serge Marcovtzev) / Objectives:
The development of an interactive DVD andaccompanying brochure for Marketing Parramattaas a destination for business, investors, and visitors.The DVD will be produced in a modular form as toallow other areas of Council and Partner agencies toshowcase the City. Formatting of the DVD will alsoallow it to be streamed over Council’s website.
Achievements / Status:
An informational brochure has been developed which will be delivered late February 2008, highlighting the many facets of Parramatta.
This will be supplemented by a new DVD covering our regional significance, industry sectors, after-hours economy, arts and culture, heritage and tourism. Plans for this DVD are now underway.
Sustainable Business Management Program
(Michelle Macgregor Owen) / Objectives:
Created to compliment the capital works program for the revitalisation of the Parramatta CBD. The intention was to run a retailer training program to show the value-add component of sustainability for small business.
Achievements / Status:
The project is two-thirds completed
20 small businesses were recruited to undertake the program which included the following elements:
- Initial audit of resources (i.e. electricity, water, waste etc) + first report establishing benchmark
- A series of 5 workshops completed monthly from July to November 2007
- Follow up one-on-one mentoring with businesses (Dec 2007 – Feb 2008)
- Retro fitting for eligible businesses (Feb- Mar 08)
- Second audit conducted approx 2 quarters after completion of retro fit (Jul – Aug 08)
- Final reports and awards (Aug – Sept 08)
Attracting Professional Services Companies to Parramatta
(Solaire Eggert) / Objectives:
A targeted marketing campaign designed toencourage future employees, companies andinvestors from Finance, Insurance, Legal and Business Services companies into Parramatta’s growing serviceindustries.
Achievements / Status:
Western Sydney Business Connection appointed as Project Manager and Terms of Agreement signed. Preliminary research and lead generation to commence February 2008.
End May / June projected as the timescale to produce a several page profile in a major daily newspaper on Parramatta’s professional businesses and opportunities.
6 June flagged as tour date for external companies interested in Parramatta.
Sustainability in the DuckRiver Catchment
(Michelle Macgregor Owen) / Objectives:
Parramatta City Council and Auburn Council jointly received a $1.3 million grant from the NSW Environment Trust to enable them to engage business in the DuckRiver catchment area to undertake a sustainability program.
The objective of the grant is to examine inputs/outputs, waste products, opportunities for re-manufacture and recycling and overall improvement of environmental performance for these businesses.
Achievements / Status:
This is a 3 year grant commenced in August 2007.
A business plan has been signed off by the Trust and recruitment is commencing for a Sustainable Business Officer.
- Joint Councils project team formed
- Business Plan signed off
- First round of meetings with key stakeholders held
- Recruitment process commenced
- First milestone report due March 2008
2006 Census Report
(Ildi Vukovich) / Objectives:
Analysis of the 2006 Census as data becomesavailable. This project will highlight areas of growthand disadvantage down to a suburb level. Theinvestigation of economic, social and demographictrends against previous Census returns will provide
valuable information to Council and other agenciesfor future policy and project design and delivery.
Achievements / Status:
2006 Census information has been updated on Council’s online Community Profile tool. This is now accessible to anyone with internet access. Reports can be generated by LGA and individual suburbs on a range of socio-economic indicators together with the facility to compare performance against Greater Western Sydney and Sydney.
In addition to the above, Simple two-page Suburb Profiles are being produced for distribution to residents and businesses. They will be completed by May 2008.
Sustainability Program for Corporates
(Michelle Macgregor Owen) / Objectives:
Education program designed to improve corporate environmental performance. To develop ‘sustainability champions’ in the CBD
Achievements / Status:
A minimum of 6 organisations are required to establish a cluster and this target has been reached as of January 2008.
Cluster to commence end February 2008. Program runs approx 12-18 months.
Six organisations recruited
Commencing recruitment for cluster facilitator
Tourism Promotion
(Solaire Eggert) / Objective:
To provide and oversee the Visitors Centre’s current marketing budget of $80,000. To establish an inter-unit working group to highlight complementariness across Council and commence the process of reviewing Tourist Promotion within Parramatta in conjunction with industry representatives.
Outcomes:
High levels of customer servicing and information dissemination have continued.
For the financial year to end December 2007:
Total number of inquiries to VIC = 23,666
Face to face inquiries handled at VIC =18,937
Promotional plans for a new web presence, 1300 number and installation of after-hours information racks are in progress.
The formation of an inter-unit working group has been established comprising representatives from Economic Development, Visitor’s Centre, Communications and Marketing, Events, Parramatta Stories and City Culture, Tourism and Recreation. The group met for the first time in December with a second meeting taking place mid-January. Agenda items to date: opportunities for joint or cross-promotion, branding consistency across collateral, the need for intensive market research, web functionality and linkages, improvements in publication distribution, preparations for a Council-wide corporate calendar.
Business Incubator Study
(Ildi Vukovich) / Objectives:
To investigate the opportunities, funding andpotential for developing an industry specificbusiness incubator in Parramatta. Key elementswill be pinpointing specific growth industries,forecasting running costs and business planning,and looking at access to future premises andresources.
Achievements / Status:
With feedback from business partners, this research exercise has now been broadened to look at historical patterns of small business start up and growth in Parramatta, and will include focus groups with small businesses to determine support needs, and an assessment of potential opportunities for the future.
Strategic Economic Solutions will undertake the study and the outputs of this study will hopefully inform future projects and interventions with this important facet of the economy.
Ferry Research
(Multi Council Team) / Objectives:
To undertake robust, externally produced research data on the current use and proposed future use of the Parramatta Ferry.
Achievements / Status:
A multi-disciplinary team from Council have developed a brief for an external agency to conduct this research. At the time of writing this report, the appointment of a suitable agency is in process.
Youth Advantage
(Solaire Eggert) / Objectives:
To support the development of young entrepreneurial talent in Parramatta through a learning and mentoring program provided by Young Achievement Australia.
To make the program available in Western Sydney for the first time.
Achievements / Status:
Alignment by Council with a Not-For-Profit that contributes to developing the skills, management ability and values of future business and community leaders.
A structured learning experience for 15-25 local students who will build their business knowledge and employability.
PR opportunities to promote both Council and the program to future participants, mentors and sponsors
SmartRinse Business Program
(Solaire Eggert) / Objective:
A partnership with Sydney Water involving the free replacement of pre-rinse spray valves in any Parramatta restaurant, bar, hotel or café using the replaceable technology.
Achievements / Status:
Council will contribute an up-to-date database of approximately 300 contacts, and marketing/promotional support. We will capitalise on any press or acknowledgement opportunities that arise out of Parramatta’s take-up rate. Sydney Water is aiming to convert 500 businesses before 30 June 2008. Each tap fitting costs approximately $300 (not including canvassing, marketing, management or installation costs at their end). SmartRinse is rolling out in Parramatta, North Sydney, Manly, City of Sydney, Fairfield and Marrickville, commencing February/March.
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