annual report 2017-2018 - south melbourne …...in the 2018 community satisfaction survey, 78% of...

ANNUAL REPORT 2017-2018

“Whether it’s leading the way on banning single use plastic bags or harnessing hungry worms to transform green waste, South Melbourne Market is a major contributor to Port Phillip Council’s efforts to keep our City green and clean.

We are very proud this jewel in the Port Phillip crown was awarded a swag of prestigious sustainability awards in 2017-18 after being recognised by the Australian Organics Recycling Association, Institute of Public Administration Australia, Local Government Professionals and the Facility Management Association. These awards acknowledged the technology and innovation which allows green waste to be transformed by worms into “Market Magic” fertiliser and for market organic waste dehydrated onsite to become SoilFood™.

In April, the Market launched its BYO Bags campaign, a community-led initiative that saw plastic shopping bags banned to reduce the Market’s impact on the environment. We’ve received terrific feedback from shoppers who are bringing their own bags or picking up a colourful cloth Boomerang Bag to carry their fantastic finds home from the market.

The Market attracted a record 5.1 million visitors in 2017-18, a 2.6 per cent increase on 2016-17, and it’s easy to see why it remains so popular with locals and visitors alike. A reputation as a home for the highest quality fresh produce, matched with competitive prices and a huge selection, is a very appealing offer.

Takeaway options expanded over 2017-18 with the opening of the Aptus Seafood Grill and the Aptus Oyster Bar while the popular Food Hall served up great value treats from boreks and banh mi to sushi and sorbet.

The Cecil Street restaurant precinct was busier and tastier than ever with the arrival of Bambu’s fusion of modern Australian cuisine with Asian-inspired hawker style food.

Visitors continue to be spoilt for choice if they are on the hunt for unique fashion from local designers or quirky homewares.

As custodians of this much loved village market, now in its 151st year, we assure all who love visiting that it will remain a market first and foremost -- the only changes you will see will be those ensuring it remains a safe, enjoyable and relevant destination for our diverse community.”

Cr Bernadene Voss Mayor, City of Port Phillip

INTRODUCTION 3

RETAINING MARKET CHARACTERISTICS 5

IMPROVING PHYSICAL CONDITION AND ENVIRONMENTAL PERFORMANCE 7

ATTRACTING NEW AND RETAINING EXISTING SHOPPERS 11

ENHANCING VISIBILITY AND ACCESSIBILITY 15

LEAVING SHOPPERS WITH AN ENJOYABLE AND MEMORABLE EXPERIENCE 17

ATTRACTING AND RETAINING A STRONG MARKET MIX 23

OPERATING THE MARKET PROFITABLY AND PROFESSIONALLY 25

ALIGNING TO PORT PHILLIP COUNCIL PLAN 27

ANNUAL REPORT 2017-2018

In the 2018 Community Satisfaction Survey, 78% of Port Phillip residents had visited the Market in 2017-18 while 97% of the residents believe the Market to be a benefit to the community.

South Melbourne Market CommitteeSouth Melbourne Market is managed by a Section 86 Committee of the Port Phillip Council under the Local Government Act.

In 2017-18 the Committee consisted of six members:

• Three Port Phillip Councillors appointed by Council

• Two independently appointed representatives

• One Council Officer

The Committee’s Charter for the Market defines its objectives as:1. Retain and enhance the distinctive

features and characteristics of the Market.

2. Improve the physical condition and environmental performance of the Market buildings and associated infrastructure.

3. Attract new shoppers to the Market and retain existing customers, ensuring the Market is accessible to the entire Port Phillip community.

4. Enhance the visibility and accessibility of the Market for shoppers and enable them to find the Market readily, get to it easily and move around it comfortably.

5. Leave Market visitors with an enjoyable and memorable shopping and social experience by providing a vibrant atmosphere in a clean and safe retail market environment.

6. Attract and retain a diverse range of appropriate stalls that offer products and services that meet the needs and expectations of shoppers.

7. Operate the Market profitably and in a professional manner.

The Committee and Market Management continue to use this Charter to guide their management decisions and this Annual Report has used it as the basis for reporting the key outcomes for 2017-18.

Market ManagementThe daily operation of the Market is managed by 10.6 FTE staff looking after key areas such as licencing, operations, marketing, events, administration, customer service and the cooking school. This team is engaged and passionate about the Market, are proud of their achievements through 2017-18 and excited about the future of the Market.

The strategic and operational direction of the Market is also aligned to Council’s six strategic directions for 2017-20271. We embrace difference and

people belong.

2. We are connected and it’s easy to move around.

3. We have smart solutions for a sustainable future.

4. We are growing and keeping our character.

5. We thrive by harnessing creativity.

6. Our commitment to you: A financially sustainable, high performing, well governed organisation that puts the community first.

Further information on the alignment to Council’s strategic direction can be found on page 27.

Port Phillip Councillors launched the Market’s BYO Bag campaign – April 2018. L to R: Cr Andrew Bond, Cr Dick Gross, Mayor Cr Bernadene Voss, Cr Katherine Copsey and Cr Tim Baxter

South Melbourne Market celebrated its 150th anniversary in 2017, and Port Phillip Council’s stewardship of this inner-city treasure ensures that

it continues to remain relevant and beneficial to the local community.

INTRODUCTION

The bustling Coventry Street precinct

SOUTH MELBOURNE MARKET ANNUAL REPORT 2017-18 3

South Melbourne Market Vision Statement

“To be known as Melbourne’s favourite market, a unique

destination that celebrates local, is sustainable and inclusive, and a place that is trusted and loved

by the community. We are the quintessential Village Market.”

Photo of South Melbourne Market circa 1920s from Port Phillip City Collection

Fresh produce under the verandah on Coventry Street

Retaining and Enhancing the distinctive features and characteristics of the MarketEnhancing the MarketThe following enhancements to the Market have been carried out though the 2017-18 financial year ensuring the Market is operating in the safest and most effective way for the community:

• Pay station upgrades

• Upgrades of analogue cameras

• Infrastructure for free public wi-fi

• Sprinkler upgrades

• Underground parking sensor installation

• Shutter door upgrades

• High bay lighting upgrade (food hall, deli aisle, loading bay)

RETAINING MARKET CHARACTERISTICS

Stall Stall fit out works undertaken by the MarketStore 6 Electrical and plumbing works

Naneez Children’s Wear & Socks Electrical and carpentry works in new sock stall

The Wonderment Studio / Electrical and carpentry works for relocation Frankie’s Story

Yodgee Footwear Electrical works

Fruits on Coventry Electrical works and shutter doors installed

Moses & Co Sprinkler, electrical and plumbing works for stall expansion

Full Brow (formerly Miss Brow Bar) Electrical works

Stall 110 pop-up Electrical works

#Collaborate Store Sprinkler works

Market Lotto & Party Provedore Shutter doors installed and electrical works for stall relocation

Aptus Oyster Bar Sprinkler works and electrical works

Aptus Seafood Grill Sprinkler works and electrical works

Frank’s Quality Fruit & Veg Electrical works

CreatetBt Shutter doors installed, electrical works and carpentry works

Stall 137 Paint and carpentry works to align with SO:ME Space

Stall fit outsThere have been numerous works carried out on stalls to which the Market has contributed:


The new Aptus Seafood Grill in West Aisle The newly renovated Full Brow (formerly Miss Brow Bar)

There has been a number of works carried out at the Market through the 2017-18 financial year ensuring the Market is operating

in the safest and most effective way for the community.

6

Clement Coffee on Cecil Street

Improving the physical condition and environmental performance of the Market buildings and associated infrastructureThe following structural, physical and security improvements were all undertaken to improve the physical condition and community safety of the Market:

Pay stationsCredit card readers upgraded on the rooftop car park pay stations to meet current requirements and improve reliability.

CCTV Some analogue cameras installed at the Market have been upgraded, with new cameras installed to reduce black spots, as well as infrastructure to allow for licence plate recognition (LPR).

Wi-FiInfrastructure for free public wi-fi is currently being completed with plans in the near future to have free public wi-fi throughout the Market.

Sprinkler worksSprinkler upgrades have been carried out throughout the Market.

Underground parking sensor installationParking sensors have been installed underground to improve our ability to monitor carpark usage.

Shutter doors Four main shutter doors have been replaced to ensure safety, as well as new motors to assist ease of use.

Lighting improvementsHigh Bay LED lighting has been upgraded throughout the loading bay, Deli Aisle and Food Hall. This new lighting was commissioned by the Port Phillip Council’s Sustainability team. The new lighting has sensors that allow for further energy reductions. The lumens increase when movement is identified and reduce when there is no activity in the area.

Safety InitiativesThe Market’s risk management strategy includes a number of key safety initiatives, one of which has been the installation of vehicle barriers in the higher pedestrian traffic areas of the Market. The Market works closely with the relevant authorities, including Victoria Police, when reviewing the safety of the Market which attracts over 5 million visitors a year. The installation of some temporary concrete vehicle barriers ensures the ongoing safety of all visitors to the Market by reducing the risk of intentional and accidental vehicle access.

As they are temporary, the Market is working on a longer-term strategy for permanent vehicle barriers that will continue to protect the visitors to the Market.

Water monitoring / Sub-meteringFrom June to September 2017 the Market commenced a sub-metering project whereby all stalls that access water directly (73 in total) had sub-meters installed to their water supply. These sub-meters provide the Market and individual traders with a data log of water usage. Each meter also features an alarm that can be set to identify excessive water use and leaks.

Similar to other utilities, each of these stalls started being charged for their own water usage from October 2017.

Since the implementation of the sub-metering, many traders have taken the opportunity to implement water saving initiatives such as installing water saving tap ware and educating staff on how to reduce water waste. This has resulted in an overall reduction of water usage.


IMPROVING THE PHYSICAL CONDITION AND ENVIRONMENTAL PERFORMANCE

Festoon lighting under the verandah run from the Market’s solar power

34kW PV solar panels on the Market roof produce 48,580kWh of energy

8

The Market’s BYO Bag campaign encouraged even the young ones to bring their own bags

Market management receiving their Sustainability award at the IPAA Leadership Awards Feb 2018

The Market sells the fertiliser produced as a result of their award winning organic waste management program

BYO Bags In April 2018 the Market introduced a ban on single-use plastic shopping bags, supported by a strong BYO Bags marketing campaign. This was a significant step in moving towards a greener, more sustainable future. Through this campaign the Market asked shoppers to bring their own bags, baskets and trolleys to the Market to support their move to being plastic bag free.

The decision was founded on market research which showed 90% of shoppers supported the ban of plastic shopping bags and 96% supported a campaign by the Market to encourage people to bring their own bags. The majority (86%) were also prepared to pay for alternative bags which the Market stipulated could only be paper.

The Market traders were also consulted, engaged with and supported throughout the entire decision-making process to ensure the success of the campaign for the whole Market community.

With such widespread support for the change, and with assistance from volunteer organisation Boomerang Bags to supply free reusable fabric bags throughout the Market on an ongoing basis, the implementation of the ban was a success.

Water Management Potable Water Potable water usage for 2017-18 was approximately 24,246 kL (compared to 29,235 kL in 2016-17). The 17% decrease in the Market’s usage can be attributed to the new water metering project, to which made individual stallholders accountable for their water usage.

The Market’s waste strategy is a collaborative effort by traders, contractors and staff

The Market continues towards a greener, more sustainable future with the following initiatives implemented throughout 2017-18: Rain WaterThe Market’s 500,000 lt rainwater tank, located in the York Street car park, collects water from the rooftop car park that is then used for wash-down applications, by florists and to flush the toilets.

Solar PowerThe Market has a 34kW PV solar panel system installed on the roof of the car park, producing approximately 48,000kWh of energy per year, giving the Market a financial power reimbursement, and an annual reduction of 60 tonnes of CO2 emissions.

RecyclingAward Winning Organic Waste Management Program The Market’s organic waste management program won 5 prestigious awards in 2017-18:

• AORA Outstanding Local Government Initiative in Collection / Processing / Marketing of Organic Waste Award – August 2017

• IPAA Victorian Environmental Sustainability Award – Feb 2018

• LGPro Sustainability Award – Feb 2018, which led to a nomination in the 2018 Federation’s Environmental Leadership and Sustainability Awards, a national award which the Market was a finalist in

• Facility Management Innovation for Sustainability Award – Apr 2018

• Facility Management Overall Sustainability Winner Award – April 2018

This program incorporates the treatment of organic waste at the Market via the Vermicompost Worm Farm Project and the GaiaRecycle Unit process:

Vermicompost Worm Farm Project In 2017-18 approximately 400 cubic metres of green waste was turned into vermicompost (worm castings), reducing the Market’s onsite green waste by approximately 98%.

The Market’s green waste is collected twice a week and taken to a farm on the outskirts of Melbourne where it is fed to millions of worms. This nutrient-rich vermicompost contains minerals and a highly active biological mixture of bacteria and enzymes that are beneficial to plant growth.

The Market sells this vermicompost mixed with mushroom compost as an organic fertiliser called Market Magic. In 2017-18 the Market sold 189 buckets of Market Magic with 50c from every sale going to a local environmental charity.

The GaiaRecycling Unit Approximately 272 tonnes of organic waste was processed by the GaiaRecycle machine in 2017 -18. This was converted into approximately 67 tonnes of SoilFood™.

SoilFood™ is rich in concentrated nutrients and makes an excellent high-nitrogen, slow release plant fertiliser. Some SoilFood™ is bagged and sold at the Market, with 103 bags sold in 2017-18, while the balance is distributed to local farmers for broadacre and vegetable farming applications.

Waste that is processed in the Gaia includes coffee grounds, fish offal, prep waste from restaurants and cafés, left over waste from customers, deli waste, bread, high acidic products such as citrus, pineapples, onions and more.

Glass The Market has an onsite bottle crusher where 100% of the glass at the Market is crushed for recycling. 80% of the crushed glass is recycled into glass bottles while 20% of the crushed glass is used in road base and as a paint additive. The size of the crushed glass enables it to be sorted by colour using an optical process.

Each year the Market crushes approximately 15,000 kg of glass, with a reduction in CO2 emissions equivalent to 31,000 kms driven in a family car per year. Since the installation of the bottle crushing machine, the Market

has crushed approximately 72,930 kg of glass, with a reduction in CO2 emissions the equivalent of 153,080 kms driven in a family car.

Oil Approximately 16,160 lt of oil was collected from the Market in 2017-18, an increase of 50% from 2016-17. The majority of this gets turned into biodiesel which fuels the vehicles

owned by the company that collects the oil. The increase in recycled oil can be attributed to the addition of new food stalls.

Polystyrene All polystyrene boxes are compacted at the Market in the poly-compactor and made into polystyrene bricks. This reduces the volume of polystyrene by 98%. The compressed bricks are collected and then melted and remoulded into different plastic products including CD cases, coat hangers, picture frames, toys, and office supplies such as pens, stapler bodies and rulers.

Recycled polystyrene is also used to manufacture wood alternative products such as interior decorative mouldings. Hollow foam blocks are produced that are then stacked and filled with concrete to form building walls. These walls are more sound proof and provide greater thermal insulation, making cooling and heating more efficient.

3.69 tonnes of polystyrene boxes were converted into bricks in 2017-18 saving 5.17 tonnes of CO2-e emissions.

SecondBite The Market traders donated 32,146 kg of fresh food to SecondBite in the last financial year. This equates to over 64,000 meals to those in need from South Melbourne Market alone.

The biggest proportion of donations was fruit & vegetables making up 67% of the fresh produce donated. SecondBite work with over 1,200 community food programs across Australia to redistribute rescued food to those in our community who need it most.

The organisations they work with make a real difference to people’s lives, providing food, support, hope and friendship.

Shell Recycling In March 2018 the Market started recycling the mussel and oyster shells produced from the Market’s onsite seafood stalls and the Port Phillip Mussel & Jazz Festival.

From March to June 2018 the Market sent 11.8m3 (3,245kg) of shells to be used to restore new shellfish reefs in 2019, adding to the 1.5 hectares already restored since 2016. This is a project the Market is working on in collaboration with The Nature Conservancy.


ENVIRONMENTAL SUSTAINABILITY

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Market shoppers buying their deli items from Emerald Deli

Attracting new shoppers to the Market and retaining existing customers, ensuring the Market is accessible to the entire Port Phillip communityThe Market records visitor numbers and traffic data entering and walking around the Market. In 2017-18 the Market welcomed a record number of 5,130,400 visitors, an increase of 2.6% on visitor numbers from 2016-17.

The busiest month on record was December 2017 with 532,516 visitors, an increase of 10% on December 2016, the Market’s busiest month in 2016-17. Not surprisingly, Christmas Eve was the Market’s busiest day with 41,619 visitors purchasing their last-minute Christmas produce and gifts.

As the number of trading days per month varies, we also track the average visitor numbers by trading day (Wednesday, Friday, Saturday & Sunday). These figures show that visitors on each trading day have increased by an average of 1.5% from 2016-17 to 2017-18. Since 2014-15 the trading day average visitor numbers have increased by 9.5% (refer to graph Average Visitor Numbers by Market Day).

ATTRACTING NEW SHOPPERS TO THE MARKET AND RETAINING EXISTING CUSTOMERS


The Market rang in each Market day with the toll of the Market bell through 2017 to celebrate the 150th anniversary The Market’s busy Deli Aisle is filled with delicious fresh produce

Market Visitor Numbers 2014-15 2015-16 2016-17 2017-18

500,000

400,000

300,000

200,000

100,000

0Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

600,000

Average Visitor Numbers by Market Day

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0

Wed Fri Sat Sun

2014-15 2015-16 2016-17 2017-18

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Visitors at the Market love the abundance of sweet treats on offer

Attracting new shoppers to the Market and retaining existing customers (CONT...)150 Years of The Village Market2017 was a very special year as the Market celebrated its 150th anniversary (1867-2017).

Most of the activities were held in the first half of 2017, with the anniversary date being 01 May, 2017. Through the second half of 2017 the Market continued to celebrate this milestone with the following activities:

• Using the commemorative logo that was developed to mark the 150th anniversary in all the marketing materials, merchandise, digital assets and signage around the Market.

• The Market bell that was installed at the beginning of 2017 continued to signal the opening and closing of trade every trading day until Sunday 31 December.

• Guided historical tours were held in October for Seniors Week. A self-guided historical tour map had been developed with the Port Phillip Arts & Heritage team and this remains available for the public to pick up from the Market and do at their own leisure.

• A series of videos of Market stallholders’ stories, created in recognition of our traders and their contribution to our vibrancy, personality, community and history, were shown each month through 2017.

The Market is proud to be one of the oldest produce markets in Melbourne, and in celebrating its history now has an archive of stories, photos, memories and artefacts collated during the year.

Our Marketing MethodsBrand In 2018 the Market evolved the brand strategy to position South Melbourne Market as the local’s place to shop, eat, drink and meet – The Village Market. A key output from this process was the development of a suite of creative assets and an updated style guideline. The creative assets capture the breadth of cultural and demographic diversity as well as the myriad of reasons that our community is drawn to the Market.

Media The Market has a solid mix of traditional, digital and social marketing methods which all work together to increase brand awareness and promote the Market’s activities. Advertising is targeted in line with the results of market research, with the main focus being on the local area and community.

Traditional includes:• Press advertising (local, street and

mainstream)• In-Market promotion (posters and flyers)• Direct Mail to key catchment areas• Radio• Outdoor (billboards)• Grass roots local area marketing• Joint promotions with stallholders

Digital and social includes:• Database marketing (via e-newsletters)• Social media advertising (targeted)• Video content creation• Stallholder digital marketing

(creation of social media accounts and websites for traders)

• Content dissemination via websites and social media platforms for:

• South Melbourne Market • South Melbourne Night Market

WebsiteThe Market’s website – www.southmelbournemarket.com.au – is used as the one public facing source of information about the Market. The community is also kept up to date on Market traders, and upcoming activities, events and festivals through the site.

Social MediaSocial media is an important marketing tool for the Market. In particular, Instagram provides great feedback on shoppers’ rituals, experiences and enjoyment of the Market.

The #PhotooftheWeek (see below) is generated from Instagram followers’ photos and every week the Market displays the colour, life and diversity of the Market as seen by visitors. Instagram has seen steady growth with an increase of 17% in audience size to 31,200 followers (25,900 in June 2017).

The Market’s Facebook audience also increased approximately 15%, from 29,753 on 30 June 2017 to 34,654 on 30 June 2018.

Market ResearchThe Market regularly undertakes market research to gain a better understanding of the shopper profile and to inform its market mix decisions. This research also guides the development of the Market’s comprehensive marketing plan and marketing activities.

Activating the Market with unique, community-focused and food-based events is an important part of the marketing strategy and assists in building community cohesion, social interaction and a vibrant atmosphere.

The Market’s #PhotooftheWeek is generated from Instagram followers’ photos


The new brand strategy evolved to position South Melbourne Market as the locals place to shop, eat, drink and meet

Wed 8am – 4pmFri 8am – 5pmSat 8am – 4pmSun 8am – 4pm

Corner Coventry& Cecil Streets,South Melbournesouthmelbournemarket.com.au

thevillage market



the village market

Public RelationsThe Market engages a PR consultant to promote general Market news, as well as dedicated campaigns that focus on traders, special events and important retail periods like Easter and Christmas. This continues to see increased exposure via suburban, metropolitan and national media, generating awareness and many new visitors to the Market.

Individual publicity campaigns over the last year have included:

• Sustainable September 2017

• Christmas 2017

• South Melbourne Night Market Jan-Feb 2018

• Port Phillip Mussel & Jazz Festival 2018

• Easter 2018

• BYO Bags 2018

Competitions and PromotionsPromotions and competitions are used by the Market to further engage with shoppers and the wider community and to help grow the email database. WIN 1 of 5 $500 Market Vouchers was the most successful competition of the reporting period, with 77% of entrants opting in to receive communications from South Melbourne Market.

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The Market’s WIN 1 of 5 $500 Market Vouchers was the most successful The Market’s busy Deli Aisle

The Market’s website is the one public facing source of information about the Market



thevillage market

“We travel across town once a fortnight to buy our fresh fruit, veg, meat and bread et al ;) Best Market

in Melbourne”.Sarah Garrick on Facebook Review

$500 1 5win of

Market Vouchers

Enhancing the visibility and accessibility of the Market for shoppers and enabling them to find the Market readily, get to it easily and move around it comfortablyAccessibilityThe Market is easy to get to by bike with more bike parking racks installed during the year.

It is also easily accessible by car, with 274 car spaces on the undercover rooftop and 75 car spaces available in the York Street car park. The Market also continues to offer two hours free on-site parking to all shoppers on Market trading days.

A lot of locals choose to walk, or catch public transport, with the No. 96 tram stop located behind the Market, and other tram and bus options on Cecil and Coventry Streets.

VisibilityThe desktop and mobile websites house all the relevant information about the Market - from trader profiles to Market news and events, to information on hours, getting here and parking. Information on getting to the Market and opening hours can also be found on Google, TripAdvisor, Facebook, Instagram and Twitter.

Maps are displayed throughout the Market in strategic locations and Market brochures are distributed to hotels, hostels and information centres throughout the CBD, City of Port Phillip and surrounding areas.

The Market is well signed with welcome signage and trading hours at all entrances, wayfinding floor graphics and hanging signage, and external branding. Together our signage works to increase visibility and disseminate important information to shoppers.

WayfindingThe Market offers new residents to City of Port Phillip a free Market Tour to sample the delicious produce, meet specialist traders and orientate themselves around their new local Market. These tours are run monthly and are open to the community at a minimal cost of $15.

The Market has a colour-coded wayfinding system including hanging, floor and wall mounted signage to direct people around the Market. Maps are also located throughout the Market to help those unfamiliar find their way around.

The Market Office continues to be a positive addition to our wayfinding strategy, with many shoppers asking for directions to stalls or how to find certain products or facilities.

ENHANCING THE VISIBILITY AND ACCESSIBILITY OF THE MARKET


The Market’s York Street carpark has 75 car spaces, to complement the 274 spaces in the rooftop car park

The Market’s wayfinding signage assists shoppers to find their way around

The monthly Market tours are a great way to familiarise yourself with the Market

The Market offers new residents to City of Port Phillip a free Market Tour to sample the delicious produce, meet

the traders and orientate themselves around their new local market.

SO:ME Space pop-ups are booked out up to 6 months in advance

The permanent stalls on the outside of SO:ME Space started as pop-ups also

16

Borek is doing a roaring trade in the Food Hall with their great value wraps and boreks

The Neff Market Kitchen is a great way to get up-close and personal with your favourite chefs, this is Joe Grbac from Saint Crispin

Leaving Market visitors with an enjoyable and memorable shopping and social experience by providing a vibrant atmosphere in a clean and safe retail market environmentThe Market continues to be a major attraction in the City of Port Phillip attracting a record 5.13m visitors in 2017-18.

The Food HallThe renovated Food Hall continues to show growth in visitor numbers with flow through the Food Hall up by 4.3% on 2016-17 and 18% on 2015-16. Renovation plans for the north-west corner of the Food Hall will increase seating capacity and a refit by Store 6 (to be renamed Pieno de Gracia) will provide an Italian offering and a new, more welcoming face to the York St entry.

SO:ME SpaceSome of the SO:ME Space highlights throughout the year include:

• Continued full occupancy with new pop-ups each month through this financial year. Demand has once again exceeded supply and, as a result, there is a six-month waiting list for bookings along with a constant waiting list for cancellations.

• Many pop-ups are now requesting opportunities elsewhere in the Market, testament to the success of SO:ME Space’s curation and the visitor numbers increasing.

• #Collaborate Store completed a renovation in June 2018.

York Street Food TrucksThe rotating schedule of food trucks allow the Market to keep the offer diverse, including the following:

• Greek Street Food

• Wurst

• Benny Burger

• Dana’s Falafel

The ever-changing food on offer is important to provide a fresh offer to the local weekday lunch time crowd and weekend visitors.

This year the Market brought back the Original Ball Donut van on a long-term basis, now located at the main entrance on Coventry Street. Despite the plethora of sweet treats at the Market, this was by far the most requested offer by customers at the reception desk.

Longer Term Pop-upsThe licencing team have been able to extend the SO:ME Space curation throughout the Market, by temporarily filling vacant stalls while Expressions of Interest (EOIs) are run for a permanent replacement. These new, longer term, temporary license stalls have included:

• Joy Cupcakes

• Ammos – resort wear made in Greece

• Indigo Luna – swim and active wear

• Happy Fruit – nuts and dried fruit

• Finerings – jewellery

• Naked – bamboo basics

• La Sierra – alpaca knitwear and accessories

Longer term pop-ups who are doing well want to continue at the Market. This year Theo The Label (ethical men’s and women’s clothing) responded to an EOI for a permanent position in the SO:ME Space and were successful.

The Neff Market Kitchen2017-18 was another successful year for the Market’s well-loved cooking school. From serious foodies wanting to master sous vide, to students looking for easy, budget-friendly food, the school has continued to offer a range of popular classes to the Market community.

Over 2,200 participants attended the school last year, with 72 Master Classes, 58 Cooking Classes, 26 Market2Table and 26 Kids Can Cook classes held; an increase of 4.5% on the previous financial year.

Overall, the average occupancy rate was 98.8%, with some classes selling out within a matter of days - fans of renowned vegan restaurant Smith & Daughters couldn’t wait to learn Shannon Martinez’s plant-based secrets, and Matteo Toffano’s Italian Master Classes were an unmissable event for aficionados of authentic regional cooking.

As well as cooking classes, the kitchen space was used for a range of other community activities including making sustainable beeswax food wraps, watercolour painting with Melbourne artist Dawn Tan for Craft Cubed festival, and trader run workshops teaching people how to make their own soap (The Australian Natural Soap Company). Overall, the kitchen was alive with activities on 234 days of the year, 108 of which were during market hours (52% of 209 Market days).

A series of free demonstrations held on Cecil Street allowed the Market to expand the cooking school program to a wider audience and help make it accessible to all members of the community. Run by food waste warriors Leftover Lovers, the demonstrations provided customers with delicious dinner ideas while educating them about seasonal, sustainable ingredients and ways they can reduce their food waste.

LEAVING MARKET VISITORS WITH AN ENJOYABLE AND MEMORABLE SHOPPING

AND SOCIAL EXPERIENCE


The Market continues to be a major attraction in the City of Port Phillip

attracting a record 5.13m visitors in 2017-18.

Leaving Market visitors with an enjoyable and memorable shopping and social experience (CONT...)Major Events

South Melbourne Night MarketThe South Melbourne Night Market celebrated its 10th birthday in 2018 and ran from January 4 to February 22. For eight weeks, the village Market transformed at dusk into a summer festival with a feast of street food, market stalls and live entertainment.

A record number of visitors attended the first Night Market on 4 January, an increase of 18% on the average visitor numbers through the 2017 Night Market. This prompted swift changes to be made to the layout for the subsequent weeks to cater for more people. This included more aisles opening in the Market, the city bound lane of Cecil Street being closed to relocate some stalls and include more seating, and the Food Hall opening to allow for more seating and access to another two ATMs and toilet facilities.

With a 15% increase in average visitor numbers on 2017 and a 4.2 out of 5 rating on Facebook, this is a community event that is on many people’s calendar during summer, and often for many visits during the season.

Port Phillip Mussel & Jazz FestivalThe 5th Annual Port Phillip Mussel & Jazz Festival was held at the Market on Saturday 10 March and Sunday 11 March (Labour Day long weekend). The event was held on Cecil Street with both lanes closed to house the Festival.

The vendors sold over 5 tonnes of mussels with the total weekend visitor numbers comparable to 2017, however there was a more even spread across both days of the Festival this year.

The robust pre-event planning meant that it was a safe and welcoming family event featuring some of Melbourne’s finest jazz musicians, along with some delicious seafood.

General Events A local market is more than just a shopping destination, it is a thriving community of family run businesses who love talking about their wares and produce with the interested and discerning visitors, whether they are regular or new faces.

It is therefore important to continue to create exciting activations and events throughout the Market to change the landscape for the regular shoppers, and provide some excitement to the new visitors.

The Market works closely with traders and the community to develop an entertainment and event program that connects diverse segments of the community, creating a culturally vibrant public space and building community spirit.

The events support the village market positioning, and seek to create experiences that are unique, engaging, memorable and attractive to the local community.

Live music is a big drawcard at the South Melbourne Night Market

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For eight weeks, the village Market transformed at dusk into a summer festival with a feast of street food, market stalls and live entertainment.

Plenty to see, buy and eat at the South Melbourne Night Market

Lazy afternoons spent with friends at the South Melbourne Night Market

The vendors sold over 5 tonnes of mussels with the

total weekend visitor numbers comparable to 2017, with a more even spread across

both days of the Festival this year.


Some of Melbourne’s best jazz musicians perform at the Port Phillip Mussel & Jazz Festival

Some examples of these events from the past year include:

Month Event DescriptionAugust 2017 Craft Cubed Ticketed workshop: Watercolour painting with Melbourne artist Dawn Tan in conjunction with Craft Victoria

September 2017 Sustainable September A month-long festival packed with ideas to inspire your family to shop and live more sustainably

Father’s Day Breakfast for the dad traders at the Market; online gift guide

School holiday workshops Cooking classes for the kids during school holidays in The Neff Market Kitchen

October 2017 Ride2Work Day Now the main site for this event in City of Port Phillip

December 2017 Traders’ Christmas Party A Christmas celebration to thank the traders for another great year

Christmas Activities A fun Christmas for traders and shoppers with entertainment and fundraising for Sacred Heart Mission

January 2018 South Melbourne Night Market 8 weeks of balmy nights under the Market verandah

Lunar New Year Lion dancers storming through the Market

February 2018 South Melbourne Night Market 8 weeks of balmy nights under the Market verandah

Queens Baton Relay The Queens Baton Relay passed by the Market and stopped for a speech with Cr Ogy Simic and Eddie McGuire

March 2018 Port Phillip Mussel & Jazz Festival Two day seafood street party at the Market

Virgin Australia Melbourne Possibility Project ran an activation in SO:ME Space as part of VAMFF Fashion Festival (VAMFF)

April 2018 Easter Family activities with Easter egg hunt and music

#BYOBags launch On 11 April the Market stopped using plastic shopping bags, and ran a campaign to BYO bags

May 2018 Mother’s Day Flowers to the traders; online gift guide

Australia’s Biggest Morning Tea A fundraising event in support of the Cancer Council where the Market raised over $7,000

It’s all about the mussels at the Port Phillip Mussel & Jazz Festival

Easter is great fun at the Market with live music and Easter Bunny visiting

The Port Phillip Mussel & Jazz Festival attracts thousands of people to the Market for the seafood and jazz

Leaving Market visitors with an enjoyable and memorable shopping and social experience (CONT...)Showcasing the MarketThe Market is a popular backdrop for lifestyle and tourism programs.

Some of the filming and tourism activities that have taken place this year include:

• July 2017 Filming for web series Foreign Wala India – showing Indians living in Victoria.

• July 2017 ABC Catalyst - Vox pops and interviews on the scientific benefits of food and sleep.

• October 2017 Filming for SBS story Vitamania – the sense and nonsense of vitamins with Dr Derek Muller by GenePool Productions.

• October 2017 Filming for Postcards at Agathe Patisserie.

• October 2017 ABC News Breakfast filming a story with Maggie Beer and Professor Ralph Martins promoting her new cookbook ‘Recipe for Life’ which focuses on eating well to age well.

• October 2017 Japanese television crew filming the Market as part of a one hour special for Japan Airlines to promote their new service of direct and daily Tokyo to Melbourne flights. In conjunction with Visit Victoria and Tourism Australia.

• January 2018 Filming scenes for a Korean Reality TV Show at the South Melbourne Night Market.

• January 2018 ABC News interviewing butchers and shoppers about prices sheep producers have been receiving for lamb.

• April 2018 Filming of the Market as part of a promotion on Australia for China.

• May 2018 Filming for Japan’s national TV broadcaster for program titled Sekahoshi - The World is Full of Things that One Wants.

• May 2018 ABC Melbourne’s 7.30 Report – Filming at Hagen’s Organics for a story on various types of lamb from a butcher’s perspective.


Filming for Japan’s national TV broadcaster for program titled “Sekahoshi - The World is Full of Things that One Wants”.

The Market’s Food Hall is a popular lunch destination The Market aisles are always a hive of activity

The Market is a popular backdrop for lifestyle and tourism programs.

22

The Fish Shoppe opened in March 2018 in the Deli Aisle

Opening 2018-19 Date Offering

The Sock Shop Sep-2018 Relocating into a new stall across Aisle B from Naneez

Pieno di Grazia Oct-2018 Italian influenced café and pizza eatery in Food Hall (formerly Store 6)

Mabu Mabu Oct-2018 Dips, sauces and curry pastes using native herbs and vegetables

La Central Dec-2018 Spanish deli and bodega

The list below summarises the exciting new stalls which are opening soon

The Market has cemented itself as a unique village experience with a surprise around

every corner and along every aisle.

The list below summarises the exciting new stalls which opened in 2017-18

Opened in 2017-18 Date OfferingBambu (Stall 92) Jul-17 A new modern Asian restaurant on Cecil Street

Atypic Chocolate (Stall 170) Jul-17 New chocolatier specialising in bean-to-bar

Franks Fruit & Veg (Stall 206) Sep-2017 New owners of the fruit stall in the Centre Aisle

The Fish Shoppe (Stall 31) Mar-18 A new ethical and sustainable seafood stall

Aptus Seafood Grill (Stall 219) Nov-17 New seafood grill serving hot dishes

Create TBT (Stall 169) Dec-17 Relocating to Centre Aisle

Moses & Co Market Wholefoods (Stall 26) Mar-18 Expanding into Create TBT location

Aptus Oyster Bar (Stall 221) Jun-18 New oyster bar serving cold dishes

Market Lotto & Party Supplies (Stalls 122 & 121) Jun-18 Merging to become one business, and move into one large stall in Aisle G


Attracting and retaining a diverse range of appropriate stalls that offer products and services that meet the needs and expectations of shoppersThe Market has cemented itself as a unique village experience with a surprise around every corner and along every aisle.

The Market’s strategic objective to expand the stall range to reflect wider community expectations, as well as retaining and enhancing the existing treasured stalls, continued through 2017-18.

Attracting Short-Term / Longer-Term Temporary StallsThe SO:ME Space pop-up area allows the Market to play the role of an incubator for design related businesses. With 100% occupancy year-round and a 6 month waiting list, this popular space offers small businesses an entry level opportunity to test the retail market. Some of the small businesses that have thrived in this space have been able to further test their wares by successfully being awarded longer-term pop-ups elsewhere in the Market.

To attract the best long-term pop-ups (i.e. more than three months) in the Market, outside SO:ME Space, an Expression of Interest (EOI) process is instituted to ensure it is an open, fair and transparent opportunity for all.

Attracting New Permanent StallsDecisions on which businesses to select when vacancies arise are based on the Market Mix Policy and 5 Year Market Mix Strategy which was adopted in December 2017. It was developed to ensure the Market stays relevant to the community and remains one of Melbourne’s favourite markets. A wide range of research studies were reviewed in the development of the Mix Policy and Strategy documents, and the final version went out to community consultation in August 2017.

Research showed that food had become a major focus in urban and regional markets worldwide. The demand from customers to access and enjoy fresh produce, purchase take-home meals, and to dine as recreation continues to expand. The Market responded to these customer expectations by increasing the options for both staples and specialist food offerings. By November 2018 two new specialist food offerings will open: La Central (a Spanish deli and bodega) and Mabu Mabu (a Torres Strait Island inspired dip, sauce and curry paste stall using native herbs and vegetables).

The refurbishment of existing stalls is part of a Market wide program of re-investment. The Market has engaged visual merchandising consultants to assist stallholders to better showcase their products and services, making for a more enjoyable customer experience, whilst maximising potential sales for stallholders. The key objective has been to ensure changes are more aligned with the current expectations of the South Melbourne Market customer but also to keep the market feel.

These improvements range from minor freshen-ups and visual merchandising enhancements, to more significant renovations depending on the age, products and style of the stall.

Retaining StallsEach Market stall is run under a licence granted to the licensee for a set duration, more often 3 years. Each licensee is now required to go through a business planning process and is reviewed prior to their licence being renewed, and then assessed for their ongoing viability to the Market.

A thorough business plan template is required to be completed by each licensee prior to a renewal meeting. This business plan will inform Market management of the ongoing suitability of the stall for another licence or highlight any improvements or changes that may be required by the licensee to improve their suitability based on community feedback and market research.

This is an ongoing process, so over a three-year period all Market stallholders should be reviewed through the new lens of this Business Plan process, to ensure that the Market stalls remain relevant to the community’s expectations, and are engaged and understand the Market’s changing demographic.

ATTRACTING AND RETAINING A DIVERSE RANGE OF APPROPRIATE STALLS

2017-18 2016-17

$’000 $’000

Car park balustrade 0 573

Renewal Works 167 271

Building Compliance Works 241 0

South Melbourne Market Solar PV 72 -

SMM Water Meter Installation 55 -

Food Hall Upgrade 63

Plant and Equipment 95

Solar Panel PV Design 22

Total Capital Expenditure 535 844

SOUTH MELBOURNE MARKET CAPITAL EXPENDITURE 2017-18

The Market is a popular location for busking, giving the community some great music to shop to.

24

A Market deli with the cured meats hanging from the ceiling and fresh bread ready to buy

It’s the people behind the counters that makes the Market so memorable

SOUTH MELBOURNE MARKET FINANCIAL REPORT 2017-18

2017-18 $000

2016-17 $000

Change

%

Income

Licence Fees 6,094 5,677 417 7%

Parking Revenue 579 557 22 4%

Cooking School Income 229 223 6 2%

All Other Fees & Charges 171 169 2 1%

Total Income 7,072 6,626 446 7%

Expense

Employee Costs 1,491 1,208 283 19%

Advertising, Events and Publicity 729 634 95 13%

Contract Payments 2,075 2,536 -461 -22%

Professional Services 195 256 -62 -32%

Utilities, Insurance, Taxes & Levies* 843 717 126 15%

Depreciation and amortisation 1,296 1,196 100 8%

Bad and doubtful debts -33 -7 -26 79%

Borrowing Costs 0 0 0 0%

Head Office Costs 124 120 4 3%

Other Expenses 140 123 18 13%

Total Expense 6,860 6,783 77 1%

Operating surplus/(deficit) for the year 212 (157) 369 174%

Adjustments for non-cash operating items Add back depreciation

1,296

1,196

100

8%

Adjustments for investing items Less capital expenditure

(535)

(844)

309

-58%

Cash surplus/(deficit) for the year 973 196 778 80%


FinancialsThe Market operates under a budget allocated through the Council budget process.

Key 2017/18 highlights:• Achieved an operating surplus of

$0.13 million, an improvement to 2016/17 deficit of $0.06 million.

• Cash surplus of $0.89 million, a funding source for future major capital works.

• Invested $0.54 million in capital works to comply with building code standards, and planning for a more environmentally sustainable market (solar panels).

Comparison with previous financial year:For the 2017/18 financial year, the Market’s income was up by 6.7% or $0.45 million on 2016/17. This is mainly due to high occupancy rate, fewer stall turnovers and the average Permanent Licence Fee increased by 4% from 2016/17 which resulted in additional $0.42 million. Other contributing factors include the greater uptake of casual stalls for the Night Market and Mussel & Jazz Festival and greater merchandise sales generated from community events. Annual parking fee increase for non-market days generated additional 4% income.

Expenditure growth was contained to $0.26 million largely due to the larger footprint for the Night Market and Mussel & Jazz

Festival requiring additional security, street closures and set up costs. The increased employee costs were due to a new staff structure that was adopted by Council in 2016/17 to better serve the current business demands of the Market. Total capital expenditure in 2017/18 was $0.54 million, which was lower than 2016/17 mainly due to the car park balustrade works in 2016/17. Works in 2017/18 included building works to comply with building code standards; planning and design in preparation for installation of solar panels 2018/19 to ensure the Market is an environmentally sustainable market; and installation of water meters to capture and recover water usage from stallholders.

OPERATING THE MARKET PROFITABLY AND IN A PROFESSIONAL MANNER

*Includes the congestion levy, land tax and FSL (paid 2018/19)

Operating the Market profitably and in a professional manner (cont...)GovernanceThe Market is managed by a Section 86 Committee of the Port Phillip Council under the Local Government Act.

The Committee has six members:

• Three Councillors appointed by Council

• Two independently appointed representatives

• One Council Officer

From July 2017 – June 2018 the committee included:

• Councillors – Chair Cr Bernadene Voss, Cr Andrew Bond and Cr Ogy Simic

• External/independent members – Andrew Brough and Violetta Hartley

• Council Officer – Port Phillip Council’s General Manager Infrastructure and Amenity was the delegated Council Officer

The Committee met six times in 2017-18, with all meetings open to the public.

The Committee has overseen the management and performance of the Market in accordance with the long term vision and strategic plan.

Some key achievements of note include:

• development of Market Mix Policy and Strategy;

• ongoing support and advocacy for major campaigns and initiatives eg BYO Bags and Sustainable September; and

• selection and recruitment of new and exciting Market traders in-line with customer expectations.

A Market shop is not complete until you’ve purchased your bunch of flowers The Market’s SO:ME Space is an incubator for local designers

26

Meeting Attendance Summary 2017-18Name Position Attendance

Cr Bernadene Voss Appointed Member and Chair 6/6

Cr Ogy Simic Appointed Member 4/6

Cr Andrew Bond Appointed Member 4/6

Violetta Hartley External Appointed Member 5/6

Andrew Brough External Appointed Member 6/6

Fiona Blair - General Manager Council Officer 5/5 Infrastructure and Amenity

Lili James - Acting General Council Officer 1/1 Manager Infrastructure and Amenity

The Market is a melting pot of

cultures, from the huge variety of global

fare on offer, to the friendly faces of the

traders who originate from cities and towns

around the world.


ALIGNMENT TO COUNCIL PLAN

Alignment to Council PlanThe Market is aligned to the Council Plan and its six strategic directions for 2017-2027:

We embrace difference and people belongThe Market is a melting pot of cultures, from the huge variety of global fare on offer, to the friendly faces of the traders who originate from cities and towns around the world.

The Market also supports cultural diversity through events and entertainment such as the Lunar New Year celebrations, Easter and Christmas, St Patrick’s Day and Bastille Day.

The Market provides an inclusive atmosphere for the whole community, and has goods and services for all ages, religions and cultural and socio-economic backgrounds.

From the wayfinding signage at each entrance in different languages, to the murals painted by local artist Cam Scale to commemorate the Market’s 150th anniversary, everyone can find their own experience at The Village Market.

We are connected and it’s easy to move aroundThe Market is easily accessible by tram, bus, bike and car. Two hours free parking makes it attractive to drive to the Market to pick up your weekly shopping. The information desk in the Centre Aisle allows Market staff to assist people with directions or any other issues, and the maps available at the Market Office or located around the Market also help to orient those unfamiliar with the Market.

We are socially connected via Instagram, Facebook and Twitter, as well as having a website full of information about the Market featuring all the traders, information about events and the Market operating hours which is particularly important at times like Christmas and Easter with extra trading days.

We have smart solutions for a sustainable futureThe Market continues to strive for a greener, more resilient future with a range of initiatives already in place to reduce the Market’s impact on the environment.

In April 2018 the Market banned plastic shopping bags with the BYO Bags campaign, encouraging shoppers to bring their own bags. The encouraging market research, plus the support of the traders and the community ensured that this environmental change was a success.

The Market’s organic waste management program won 5 prestigious awards through the year:

• AORA Outstanding Local Government Initiative in Collection / Processing / Marketing of Organic Waste Award – August 2017

• IPAA Victorian Environmental Sustainability Award – Feb 2018

• LGPro Sustainability Award – Feb 2018

• Facility Management Innovation for Sustainability Award – Apr 2018

• Facility Management Overall Sustainability Winner Award – April 2018

This organic waste program complements the rest of the initiatives including: recycling water, polystyrene, oil, cardboard and glass; educating the community on environmental ways to shop via Market tours and Sustainable September program; and working with traders to improve their environmental footprint.

We are growing and keeping our characterThe Market continues to attract more visitors each year and to cater for this there are operational and aesthetic improvements made on an ongoing basis.

Health and safety remains a priority for the Market for their staff, traders and the community who visit the Market.

New stalls have opened and other stalls have renovated, supporting the Port Phillip community’s changing demographic and reflecting the Market Mix Policy. All changes and improvements at the Market are made ensuring that the Market’s uniqueness, quirkiness, ambiance and eclectic character remain.

We thrive by harnessing creativityThe Market had a strong events and activation program through the year to attract new visitors, and ensure their regular visitors were entertained and engaged. During 2017-18 the Market concluded its 150th anniversary celebrations in December with the last ring of the Market bell at 4pm on December 31, reinstated for the 150th year.

The Market also ran their 10th South Melbourne Night Market series, as well as the much loved 5th Port Phillip Mussel & Jazz Festival.

There was also the regular seasonal promotions, festivals and school holiday programs.

Our commitment to youThe Market’s Vision Statement is:

To be known as Melbourne’s favourite market, a unique destination that celebrates local, is sustainable and inclusive, and a place that is trusted and loved by the community. We are the quintessential Village Market.

The Market is committed to remaining relevant to the community by conducting regular exit interviews to monitor the shopper demographic, frequency of visitation, reason for visit and their views on the products and services on offer. This information, along with other research commissioned by the Market from time to time, will continue to inform the Market Mix Strategy.

The Market is also committed to providing an enjoyable, safe and inviting environment for the community to shop, dine, meander, brunch, lunch and meet friends.

For any concerns that stallholders or the community have regarding the Market, the Section 86 Committee meetings are open to the public where questions can be put to the Committee. In addition, stallholders are able to make confidential presentations to the Committee.


Corner Cecil & Coventry Streets,South Melbourne, Victoria 3205T. 9209 [email protected]

thevillage market

annual report 2017-2018 - south melbourne …...in the 2018 community satisfaction survey, 78% of...

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