1 >> SPRING 2015MOONEE VALLEY CITY COUNCIL >>

9243 8866 mvcc.vic.gov.au/business

A city in transition...

> Industry in focus PAGE 2

> Events and workshops PAGE 3

> City in transition PAGES 6-7

inside...

business development newsletter | issue 25 | sprinG 2015

2 >> business development newsletter

Definition:

Companies in this industry are primarily engaged in subdividing and amalgamating land into lots and preparing and servicing land for subsequent sale. It includes excavation work for the installation of roads and utilities.

Industry in focus – Land Development in Australia

Industry outlook:

Australia’s continuing urbanisation is raising population density, creating stronger demand for high-density townhouses and apartment blocks. Moonee Valley is benefiting from the urban-infill generated by the population growth underpinning the local construction industry. Commercial land development is expected to grow over the next five years as global and domestic economic conditions continue to improve, restoring business and investor confidence. As consumer purchasing power and spending activity continue to grow, retail property is expected to reassert itself. Commercial building occupancy rates will reflect the need for new office space. As occupancy rates increase, so will commercial land development and subdivision activity. The industry has been in decline recently, a correction is expected to provide future growth opportunities for the industry.

The statistics and insight in this article have been provided by IBIS World and REMPLAN economic modelling.

Industry snapshot:National revenue: $13 bn

Moonee Valley Revenue: $745 m

Projected national annual growth: 1.7%

Melbourne’s west imports: $896 m

PRoduCTS & SERVICES SEgMENTATIoN (2014-15)

Total: $13.0bn

oThER dEVELoPMENTS

INduSTRIAL PRojECTS

CoMMERCIAL PRojECTS

APARTMENTS & oThER RESIdENTIAL dEVELoPMENTS

houSES & houSINg ESTATE dEVELoPMENTS

5%5%

60%15%

15%

PERC

ENTA

gE

CoMMERCIAL BuILdINg oCCuPANCY RATES

YEAR

98969492908886

07 09 11 13 15 17 19 21

Welcome to the Spring edition of Connect – your business development newsletter aimed at providing you with information to help grow your business.

It was a pleasure to see so many familiar faces join us for our Leaders in Business breakfast in August. The morning was testament to the collective support for business growth within our city. I was also interested to learn about the success stories from some of our local producers, innovators and employers.

Moonee Valley is becoming a magnet for residents and business alike with the latest figures showing our population expected to increase by 26.62 per cent from now until 2036. We live in a city in transition and Council encourages new planning and design that underpins our growth to a more sustainable urban environment for all. With that in mind enjoy this edition of Connect, we welcome your feedback and ideas for future editions. Feel free to contact the team at business@mvcc.vic.gov.au

Cr Narelle Sharpe Mayor Moonee Valley City Council

Economic Development Update

For further information on this report, CLICK HERE to email us

3 >> SPRING 2015MOONEE VALLEY CITY COUNCIL >>

Upcoming Workshops

This year’s event was held in an exciting new venue, Shortstop jet Charter’s aircraft hangar at Essendon Airport, and provided the perfect backdrop to hear about business growth from our keynote speaker, david Smorgon. guests were ‘checked-in’ under the wing of an aircraft and were able to take in the impressive surrounds whilst networking and reading case studies showcasing real life examples of business growth provided by our corporate sponsors. Standing in front of the majestic gooney Bird david Smorgon shared his own experiences and life lessons on the importance of good leadership, communication, sense of purpose and the role they play in driving business growth. The Leaders in Business Breakfast was an inspiring way to start the day and guests left with a spring in their step. If you missed out this year make sure you book a place to next year’s event.

Leaders in Business Breakfast

Business Networking Evening - Save the dateThursday 12 November 6.00pm – 9.30pm The Boathouse Restaurant 7 The Boulevard, Moonee Ponds

If you have ever felt that the world of networking can be slightly overwhelming and a bit daunting, then our upcoming Business Networking Evening is for you!

join us for an evening of great conversation, entertaining activities and fantastic food, all while building your professional relationships and giving your business exposure.

Business networking seminar Wednesday 14 October 2015 6.00pm – 8.00pm Civic Centre 9 Kellaway Avenue, Moonee Ponds

did you know that approximately 87 per cent of business in the market place is generated by networking? So it pays to know how to do it! This seminar will provide you with all the tools you need for effective relationship and business development. Book in to this seminar just in time to practice your new found skills at the Business Networking evening in November.

For bookings visit mvcc.vic.gov.au/businessevents

The statistics and insight in this article have been provided by IBIS World and REMPLAN economic modelling.

$20

$65

4 >> business development newsletter

Statistics - Trends to help grow your business

Population projections:

The population of Moonee Valley is expected to increase by 26.62 per cent from now until 2036. Much of the growth is expected in the coming years, with a number of larger developments being constructed.

In this edition of Connect we have provided statistics on the increase in population experienced in Moonee Valley and surrounding regions. Population statistics are a great tool to support your business planning by helping you define your catchment area. Population growth is great news for business - more people means more demand for your products and services!

Forecast residential development, 2011 to 2036

of the various precincts across Moonee Valley, by far the greatest population growth is expected in Moonee Ponds, with around an 85 per cent increase in dwellings between 2011 and 2036.

Moonee Valley City Change in dwellings between 2011 and 2036

Area number %

Moonee Valley City +17,589 +37.9

Aberfeldie +289 +20.2

Airport West - Essendon Fields +861 +27.1

Ascot Vale +1,877 +30.6

Avondale Heights +1,249 +28.1

Essendon - Essendon North +4,137 +44.3

Flemington - Travancore +1,457 +31.9

Keilor East +1,267 +23.8

Moonee Ponds +5,103 +84.8

Niddrie - Essendon West +769 +29.3

Strathmore - Strathmore Heights +580 +17.1

PoP

uLATIoN 2036

P

oPuLATIoN 2015

CHANGE2015-36

27%forecast.id

149,311117,917

New dwelling additions:

growth in new dwellings is expected to peak by 2017.

2012

2014

2016

2018

2020

2022

2024

2026

2028

2030

2032

2034

2036

1,400

1,200

1,000

800

600

400

200

0

YEAR ENdINg juNE 30

NEW

dW

ELLI

Ng

Ad

dIT

IoN

S

To find out what other information we have available email business@mvcc.vic.gov.au or phone 9243 8866.

Source: Australia Bureau of Statistics, Regional Population growth, Australia

5 >> SPRING 2015MOONEE VALLEY CITY COUNCIL >>

Age Structure in Moonee Valley 2011-2036

The biggest increase is expected in residents aged between 30 and 34 years and 35 and 39 years. More than 6,000 more residents in these age cohorts are forecast to live in Moonee Valley in 2036 (from 2011 levels).

2011 2016 2036

Population 112,198 120,837 148,977

Change in pop. (5 years) 6,481 8,640 5,573

Average annual % change 1.2% 1.5% 0.8%

Households 44,256 48,170 60,958

Change in households (5 years) 2,748 3,915 2,738

Average household size 2.51 2.48 2.42

Employment by Industry – trend

The workforce industry trend shows significant growth in construction and healthcare from 2006 -2011. This trend is expected to continue, based on current modeling.

AgE gRouP

Nu

MBE

R o

F PE

oPL

E

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0

2036

2011

Population and Household projections

Population change and annual change in householdsand their size are set for growth over the next 5 years.

Agriculture, Forestry and FishingMining

ManufacturingElectricity, gas, Water and Waste Services

ConstructionWholesale Trade

Retail TradeAccommodation and Food ServicesTransport, Postal and Warehousing

Information Media and TelecommunicationsFinancial and Insurance Services

Rental, hiring and Real Estate ServicesProfessional, Scientific and Technical Services

Administrative and Support ServicesPublic Admin istration and Sarety

Education and Traininghealth Care and Social Assistance

Arts and Recreation Servicesother Services

Industry not classified

-600 -400 -200 0 200 400 600 800

INd

uST

RY

NEgATIVE gRoWTh PoSITIVE gRoWTh

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A City in Transition...

The city currently has a population over 118,000 people and around 47,000 households. The State Government forecasts that Moonee Valley will have to house an extra 28,000 people by 2031.

The growth is being driven more broadly with greater Melbourne growing rapidly to a city of approximately 7.7 million people by 2051. Moonee Valley’s excellent transport corridors andproximity to Melbourne’s CBD has meant that the city’s once stable population has become an aspirational place to live. This growth is happening in line with the State Government’splanning strategy, Plan Melbourne. The largest proportion of population growth is occurring within identified activity areas and key transport corridors including in and around Union Road,Racecourse Road, Moonee Ponds, Essendon North, Keilor Road and Airport West.

The impact of growth

Population growth will help to bring a new vitality to our activity centres and will increase the catchment area for existing businesses, attract new business, and ultimately deliveremployment opportunities. It’s worthwhile noting, increaseddensity doesn’t come without its challenges such as increased traffic, parking needs, suitable neighbourhood character and adequate community services. A balanced approach to managing growth will ensure local jobs for local people and mitigate many of the challenges identified.

Moonee Valley is uniquely located with great access to a range of transport modes including

two airports, the Craigieburn and Flemington railway lines, bus networks, a number of tramlines

as well as major arterial roads including CityLink, the Calder and Tullamarine freeways.

Moonee Valley is already underpinned by a handful of current developments. A snapshot is

provided below that highlights some of the areas new and proposed residential developments.

Only Flemington, 1 Ascot Vale Road Floor count: 22 Number of Dwellings: 409Project Status: Under Construction

MoPo, 333 Ascot Vale Road, Moonee PondsFloor count: 11 Number of Dwellings: 126Project Status: Registration and Sales

Click here to watch video

7 >> SPRING 2015MOONEE VALLEY CITY COUNCIL >>

A City in Transition...

Hyatt Place, English Street, Essendon Fields Floor count: 9 / Number of hotel Rooms: 166Amenities: Larkin Events Centre, cocktail barProject Status: Approved

687 Mt Alexander RoadFloor count: 14 Number of dwellings: 220Project Status: Planning Assessment

36 Margaret Street, Moonee PondsFloor count: 13 Number of dwellings: 176Project Status: Registration and Sales

The Montgomery, 521 Mt Alexander Rd, Moonee PondsFloor count: 7 Number of dwellings: 52Project Status: under Construction

PICTuRE BY ChRISTIAN CAPuRRo

8 >> business development newsletter

North and Eight285-287 Buckley Street Essendon Ph: 9331 3858

Studio 3 Australia691 Mt Alexander RoadMoonee PondsPh: 9372 0442

Enter these studios and feel immediately relaxed in newly furnished surroundings. The studio spaces are dedicated to the practice of hot yoga, aerial yoga and reformer pilates.

A speciality of the studio is aerial yoga where classes are run in antigravity hammocks, this unique fusion technique, is renowned for helping compressed joints, removing pressure off your spine and aligning the body. Performed in hammocks that hang from the ceiling at hip height, you learn to invert and hang suspended in the air.

Studio 3 is dedicated to making you feel good and their sessions cater for all fitness and experience levels. Classes are offered throughout the week with early morning and late night classes Monday to Friday and morning classes available on the weekends.

Further information visit www.studio3australia.com.au

Essendon’s newest café opened and is located on Buckley Street. The owners are locals themselves and wanted to fill a void in their neck of the woods. So they went about transforming the ex-fruit & veg shop into a 60 seat café that oozes a cool relaxed vibe.

North and Eight offer speciality coffee, rotating guest blends and a local seasonal produce menu. Positioned right next door to Recreation gym it is a perfect spot for juices after a work-out or getting a serious caffeine hit post school drop off.

Their specialty includes the Egg Benny dish created with pulled ham hock, apple cider hollandaise served on potato hash. Also on the menu are waffles hong Kong style with Nutella. Brekky and brunch dishes are served up all day long but if it’s something more lunchy then their burgers and salads will fill all your tastebud dreams.

Further information like them at facebook.com/northandeight

Supporting new businesses in Moonee Valley If you are a new business in Moonee Valley and

would like to tell us why you chose this great city

please email us at: business@mvcc.vic.gov.au

9 >> SPRING 2015MOONEE VALLEY CITY COUNCIL >>

What is happening in your local precinct?

Council is here to support all traders and businesses in Moonee Valley. We have a dedicated Business Development Officer

and Marketing Officer who can provide you with advice. Contact us on 9243 8866 to see how we can help.

Art Box Project Industrial lighting boxes on the footpaths of Puckle Street have been transformed into bright and creative art works.

Newsletter Updates If local businesses would like to promote any community-based events via the Puckle Street Precinct website, please visit pucklestreetprecinct.com.au/events

Shopping Vouchers

The Puckle Street Precinct sells shopping vouchers online, if you would like to purchase some for your clients, customers or staff please visit: www.pucklestreetprecinct.com.au/buy-vouchers

Like Moonee Ponds?

Follow them on Facebook at ‘I love Puckle Street Precinct’

Christmas Carols Look out for the Christmas celebrations planned for Union Road on Saturday 5 December. Traders are putting on Christmas Carols and celebrations for the whole community.

Progressive Dinner Union Road Traders have announced their next Progressive Dinner in late October! The evening will feature 6 courses at 6 different restaurants in one night!

Like Union Road, Ascot Vale? Follow them on Facebook at ‘UnionRoadAscotVale’

Moonee Ponds

Union Road, Ascot Vale

Art Billboards Look out for a series of art billboards appearing along Keilor Road over summer. The art project will be part of a special public art initiative by the Incinerator Gallery.

Upgrade to Toilets Matthews Avenue Junction toilet upgrade is underway and should be completed in December this year.

Like Keilor Road, Niddrie?

Follow them on Facebook at ‘NiddrieShopping’

Flemington

unionroad.com.au

Keilor Road, Niddrie

Flemington off the Track

Save the date for Sunday 25 October which will see Pin Oak Crescent transformed into a neighborhood pop up picnic called ‘Flemington Off The Track’. There will be family activities and great food options happening from 12 Noon until dusk.

Pridham Plaza

Pridham Plaza situated on Racecourse Road, Flemington has been temporarily transformed into a colourful, small urban forest. This is a precursor to Council’s landscape upgrade of the space.

Like Racecourse Road, Flemington? Follow them on Facebook at ‘Flemington Traders’

niddrieshopping.com.au

pucklestreetprecinct.com.au flemingtontraders.com.au

10 >> business development newsletter 10

A stigma surrounds the presence of a customer wielding a smartphone in-stores.

The fear being that they are simply looking for a better price online and simply using your store as an opportunity to test the product. The exercise being touted as ‘showrooming’.

But short of trying to implement a ban on smartphone use and completely rendering your business as irrelevant in your consumers’ minds. The best strategy is to embrace your customers desire to use their smartphone.

A recent study commissioned by google highlights that smartphones are in-store shopping assistants.

The study found that there is an opportunity to turn your shopper’s smartphone into your best salesperson:

> 42% of participants stated that they search for information online even while they are standing in a store.

> 64% use search engines and 46% use the store’s own website or app.

> 30% search competitors’ websites or apps.

Why are shoppers searching searching for information via their smartphones while they are standing in your shop?An overwhelming two thirds of respondents said they couldn’t find the information they wanted whilst in-store.

It seems fair to ask then, why don’t they just ask your salesperson? Interestingly, one in three people would prefer to use their smartphone.

So what to do?

The immediate task is to ensure you have a mobile friendly website with all the information your customer requires. And make sure it’s fast.

Begin to understand what it is they are doing with their smartphone whilst in your store. Is there something about your products they can’t find out whilst in your store and can’t be bothered asking you?

Consider providing them with an in-store online experience. depending on the size of your business, geolocation, RFIds, Augmented Reality, NFC, mobile payments and mobile coupons can all help to sell your product.

Article provided by Quentin Aisbett. Quentin is a marketing specialist working with the Moonee Ponds Rate Levy Association.

Digital marketing update

Smartphones are in-store Shopping Assistants

11 >> SPRING 2015MOONEE VALLEY CITY COUNCIL >>

Council news in brief

Airport West Structure Plan Recently, the State government announced plans to transform Airport West, along with Essendon Fields, into a leading edge technology precinct. The precinct is anticipated to evolve as a significant

commercial hub supported by a growing residential population in Airport West.

Council is currently reviewing the existing Airport West Structure Plan. once reviewed, the updated structure plan will help the State government to develop a framework plan for this transition.

Key initiatives in the 2015/16 budget

Budget initiatives planned for 2015/16

include:

• workstocreateanattractiveandenvironmentally sensitive Airport West greenspine.

• IntegratedTransportPlan-amoreintegrated transport network

• DevelopmentContributionsPlanfortheMoonee Ponds Activity Centre

• IntegratedGrantsManagementSystem–financial support to community groups, businesses and individuals

our budget also outlines the costs associated with supporting more than 200 programs and services as well as Council facilities. Visit mvcc.vic.gov.au/budget to view the budget.

Moonee Ponds junction tram worksYarra Trams and Public Transport Victoria (PTV) plan to build raised platform stops at Moonee Ponds junction for Routes 59 and 82.

The upgrade will require the reconfiguration of Moonee Ponds junction at the same time,

800 metres of tram track will be replaced on Pascoe Vale Road from the junction to Wilson Street. The project is proposed to start in mid-january 2016 and is expected to take nine days to complete.

For more information, including plans and artist impressions, visit yarratrams.com.au or call 1800 800 007.

Keeping Moonee Valley movingThe Integrated Transport Plan aims to make Moonee Valley a place that supports walking, cycling, public transport, freight and driving, now and into the future. Council want to hear from you about your daily experiences travelling in Moonee Valley so we can determine what needs to happen to

make all journeys a positive experience. Visit mvcc.vic.gov.au/keepMVmoving to register. You could win a $100 Westfield giftCard!The information we receive from the community will be considered in drafting new versions of two of Council’s most important transport strategies; the Integrated Transport Plan and the Road Safety Plan.

12 >> business development newsletter

* Limited spaces avaiLabLe . bookings are essential for all of the above workshops or

events. For bookings, please visit mvcc.vic.gov.au/businessevents.

For more information email business@mvcc.vic.gov.au or phone 9243 8866.

DATE EVENT TIME COST

october

Mon 5Small Business Bus Located at 165 union Rd, Ascot Vale VIC

9.30am – 3.30pm Free*

Thu 8 Small Business Mentoring sessions 10.30am – 2.45pm Free*

Wed 14 Networking Seminar 6.00pm – 8.00pm $20

November

Thu 12 Small Business Mentoring sessions 10.30am – 2.45pm Free*

Thu 12Business Networking EveningThe Boathouse

6.00pm – 8.30pm $65

Moonee Valley City Council9 Kellaway Avenue, Moonee Ponds VIC 3039

Telephone: 03 9243 8888 Fax: 03 9377 2100 Website: mvcc.vic.gov.au

Calendar of Events

Business Networking EveningIncrease your business connections at this must attend event! Hosted by networker extraordinaire Angela Pippos.

Join us for an evening of great conversations, entertaining networking activities and fabulous food.

Tickets will sell quickly, book now!

Thursday, 13 November 6pm-8.30pm The Boathouse, Moonee Ponds

$55 per person, includes dinner, drinks and networking

To book visit mvcc.vic.gov.au/businessevents

MOONEE VALLEY

Business Networking EveningIncrease your business connections at this must attend event! Hosted by networker extraordinaire Angela Pippos.

Join us for an evening of great conversations, entertaining networking activities and fabulous food.

Tickets will sell quickly, book now!

Thursday, 13 November 6pm-8.30pm The Boathouse, Moonee Ponds

$55 per person, includes dinner, drinks and networking

To book visit mvcc.vic.gov.au/businessevents

MOONEE VALLEY

Business Networking EveningIncrease your business connections at this must attend event! Hosted by networker extraordinaire Angela Pippos.

Join us for an evening of great conversations, entertaining networking activities and fabulous food.

Tickets will sell quickly, book now!

Thursday, 13 November 6pm-8.30pm The Boathouse, Moonee Ponds

$55 per person, includes dinner, drinks and networking

To book visit mvcc.vic.gov.au/businessevents

MOONEE VALLEY

12

$65