CHAPEL STREET Streets Ahead Promotions

2002 - 2005

Marketing and promotions for more than 1000 retailers and businesses located in the Chapel Street retail precinct (encompassing GrevilleStreet and Commercial Road).

Chapel on Show

Sunday 5 October 2003

After the final Chapel Street Festival

was held in 2000, Streets Ahead

Promotions (the Chapel Street Traders

Association) employed me to create a

new annual street event that was

smaller and more community-based,

but most importantly, that focussed on

Chapel Street’s key attributes, being

fashion, food and entertainment.

The event Chapel on Show was

developed and the inaugural event

was held on Sunday 5th October 2003.

Chapel on Show

Sunday 5 October 2003

Chapel on Show came into being after

extensive negotiations with Stonnington

Council, Police, community groups and

retailers.

The street closure was limited to the

South Yarra section between Toorak and

Malvern Roads, and featured three large

outdoor catwalks with continuous fashion

shows throughout the day.

Chapel on Show

Sunday 5 October 2003

The Chapel on Show fashion shows

were a major drawcard during the day,

with new seasons designs being

showcased by Chapel Street’s leading

fashion retailers.

Chapel on Show

Sunday 5 October 2003

The Chapel on Show fashion

parades were grouped in various

themes throughout the day, ranging

from streetwear and urban chic to

high fashion and evening wear.

They were a great showcase of the

many fashion offerings available in

Chapel Street and reinforced the

precinct’s reputation as Australia’s

leading fashion retail strip.

Chapel on Show

Sunday 5 October 2003

Chapel on Show provided a diverse

range of entertainment throughout

the day with something to appeal to

everyone.

There were a number of music

stages with leading Melbourne bands

and singers, the Stonnington Brass

Band, Polyglot Theatre, street hip-

hop dancers and opera from the

balcony of Caffe e Cucina.

Chapel on Show

Sunday 5 October 2003

In recognition of the popularity of

Chapel Street with local residents

and their four-legged friends, a Pets

on Parade competition was also

staged.

Chapel on Show

Sunday 5 October 2003

Chapel on Show also included a

Floral Art Exhibition, highlighting the

creativity of many of the florists

located on and around Chapel Street.

Chapel on Show

Sunday 28 November 2004

Chapel on Show was repeated again

in 2004, this time in November to

take advantage of the warmer

weather.

The event enjoyed widespread media

publicity through exclusive media

partnerships with Leader Community

Newspapers and Channel 10.

Chapel on Show

Sunday 28 November 2004

In addition to a day of great fashion

shows and entertainment, Chapel on

Show 2004 featured a new event

called Chefs on Show.

Featuring leading Chapel Street

eateries such as Cafe BluPols, Souk,

Red Orange and Taste of Malaysia,

Chefs on Show was a series of

outdoor cooking demonstrations

sponsored by Miele.

Journey Arts & Culture

Festival 2004

Journey Arts & Culture Festival was developed to showcase the diverse cultural, arts and entertainment offerings in the Chapel Street precinct, and was also designed to position Chapel Street as a vibrant hub for arts and entertainment in the winter months.

Journey featured a range of art exhibitions, film events, theatre, fashion shows, installations and special events staged in Chapel Streets restaurants, bars and clubs.

Journey Arts & Culture Festival 2004

L’Oreal Melbourne Fashion Festival 2003/2004/2005

Independent Day was developed as

part of the L’Oreal Melbourne

Fashion Festival to showcase cutting

edge young fashion and emerging

designers.

The event was sponsored by Levi’s

and the City of Stonnington, and

showcased the best youth brands

and designers from the Chapel Street

precinct.

L’Oreal Melbourne

Fashion Festival

Independent Day

Held in Greville Street, Independent Day

was an opportunity for Chapel Street

and surrounds to showcase the diverse

fashion, food & wine, retail and

entertainment available in the precinct.

Streets Ahead Promotions worked

alongside Independent Day’s key

partners to maximise exposure and

opportunities for Chapel Street Precinct

retailers.

Tourism Partnerships

Chapel Street continues to hold an iconic

reputation as one of the world’s great

retail strips.

An important part of the marketing

function for Chapel Street Precinct was to

ensure a high profile was maintained in

the tourism market.

For this reason, Chapel Street Precinct

entered into a long-standing and

rewarding partnership with Destinations

Victoria, the publications division of

Tourism Victoria.

Tourism Partnerships

Chapel Street Precinct was comprehensively promoted to the tourism market through all Tourism Victoria publications and activities.

One of the most enduring and effective publications was ‘Destinations Victoria’, a hardcover coffee-table book that was placed in all 4 & 5 star hotels in Victoria.

Chapel Street was promoted through this publication as a great destination for shopping, fashion, food & wine and entertainment.

Spring Racing Carnival – Promoting Chapel Street’s Fashion

Another important target market for Chapel Street was the Spring Racing Carnival

fashion buyer. Targeted advertising was placed in press, specialist publications and

on-line to position Chapel Street as the ideal destination to buy your racewear.

Christmas Decorations 2005

Stonnington Council withdrew funding for

Christmas decorations for the Chapel

Street Precinct, leaving Streets Ahead

Promotions to fund Christmas 2005 from

the retailers levy.

A range of lighting fixtures were chosen

and more than 300 retail sites were

secured along Chapel Street to display

these Christmas decorations. Power

was kindly provided by participating

retailers.

Chapel Street Website Redesign 2005One of the most important features of the redesign of the Chapel Street website was to feature a continually updated retailer directory, with an interactive street map that identified where each retailer was located, and also took you into a separate promotional page detailing that retailer’s offerings and contact details.