Smith Street _ Redefined

INTRODUCTION

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The redefinition of Smith Street in Collingwood is to be an exciting project that can benefit all members of the local community including Residents and Retailers of the area. We have chosen the word “Redefine” as opposed to “Re-develop”, as we will aim to work from the inside-out so that everyone will feel the benefits of a safer, cleaner and more attractive area.

Smith Street has for a long time had an image all it’s own, a diverse mixture of Corporate, Small Business and Residential mixed together, but unfortunately not always living together in harmony, our aim is to change this. The potential this street offers is only lim-ited by the imagaination, yet it is constantly plagued by Drug and Alcohol abuse, petty crime and problems that with a little ambition and the right idea can be changed for the better of all the local community.

Collingwood is one of Melbourne’s oldest inner-city areas established in 1838 and is now a thriving suburb. Smith Street has a large diversity amongst the people culturally, socially and economically. Collingwood itself has had a large growth in population with it see-ing the second largest growth to neighbour Carlton.

Almost half of the population is aged 20-29 with an average age of 32 which already shows us who our target market is and explains why the street is the way it is as far as the type of retails shops, cafe’s etc... The Collingwood area also has fewer vehicles per head than any other region in the city of Yarra which em-phasises the sense of community within the Street as people can attain all they need in the one shopping strip.

Our Vision is to create a stronger Community. A safer, cleaner and more profitibale environment for all the patrons and residents of Smith Street. We wish to focus on the needs of the area now and well into the future by implementing short and long term changes that will enhance the well being of the community. By working closely with local council, residents and the Collingwood Neighbourood Advisory Team(NAT) our objective is to work hard to elimintate the problem areas and help the disadvanteged. We will also focus on gaining a cleaner image in the public eye whilst still maintaining the edgy, youthfull feel that Smith Street has woked so hard to develop over the years.

DESIGN TEAM

Hand in Hand is a Multi-Disiplinary Design firm that specialises in all aspects of strategical design. Through research and development we form an in-depth understanding then create a solution. We will work closely through the implementation period and constantly re-asses and refine until project completion.

Working hand in hand with the client we are able to create a solution that will achieve the desired outcome as effeiciently and effectively as possible.

Smith Street Redefined has been a proposal put together by:

(Executive Director)Aaron Maxwell(Research and In—House Design)Ting Ting WongCarmelle Lavilla(In—House Interior Design)Hizkia Irwanto Gouw(In—House Industrial Design)Yohan Gunawan

Smith Street April 2008

(1) The implementation of Alcohol and Drug Abuse workshops for residents and local business.

With the help of the Collingwood Neighborhood Advisory Team(NAT) and Volunteer speakers that specialise in the feilds of Drug and Alcohol abuse we can assess the problem, hear from all invloved and work out stratergies, ideas and proposals that will best educate and inform the community of how to deal with the continual problems at hand. With a joint effort there is no reason why these problems that plague the street cant be controlled to help bring back a safer image for the street which will ultimately be more profitable in the long run. Sev-eral Businesses in the area have expressed large loss in profits over the last 4 years as the problems at hand grow and we all know knowledge is key, so by bringing the local community together once a month to express ideas, doubts, problems etc... then a clear plan and way of dealing with the problem can be implemented which willl ultimately benefit all who use the area.

(2) The implementation of Drug and Alcohol Abuse workshops and 24hr help for those effected directly.

It is no secret that Smith Street has it’s share of substance abuse, with many of these people living in the neighbouring public housing and surrounding area. By accessing the NAT’s establishment(already funded by the City of Yarra) as a base for weekly Drug and Alcohol Abuse clinics run by their staff and also volunteers the effected can recieve help and advice on dealing with their problems and disadvantages. Also a 24hr Sobriety bus will be funded as part of this proposal to drop home, give help on site or transport to a safe house those that are under the influence. This particular project will work hand in hand with the local police to prevent any major problems occuring. Volunteers and City of Yarra staff will run the Bus and the already exist-ing NAT community house.

PROPOSED IDEA

Smith Street already has a well established Identity, we have chosen to focus on this an enhance it by proposing the following ideas:

(3) Redesigning and Development of the Exsisting courtyards(See plans).

There are two Courtyard areas currently being used on Smith Street, they are located on the cor-ners of Stanley Street and Condell Street. However currently the design tends to lend itself to a sanctu-ary for drug and alcohol abuse with many patrons of the street afraid to use them and even going as far as crossing the street to avoid conflict. This is one major problem with the area as it is not conveying the appropriate image and causing a substantial loss in profit for local retailers. By extending the Condell Street courtyard (which will not affect traffic or parking) the space will hold more room for grass, small trees and shrubs. Redisigning new benches and tables for both areas will create a more open and friendly environment that is sure to eliminate the incorrect use of these areas that hold so much potential for all patrons. The two local busi-ness that run adjacent to the courtyards (TAB and ANZ) are potential spaces for painted murals and an effective way to eliminate unwanted graffiti.

(5) Rebranding.

All council property such as Signage, Rubbish Bins, Benches, Tables etc.. will have a consistent Smith Street logo as well as the City of Yarra Council logo. To give Smith Street an identity that is instantly recogniseable on the street and in advertising.

(4)Free Monthly Community Day.

Once monthly a free art and community day will take place aiming to attract more people to the street and give a safer and more attractive feel to the area. The idea is that it will bring people together in an educational environment whilst still bringing more business to the local retailers, it is a positive experience that will benefit all involved. By setting up 2 Marquees, one in each of the redeveloped courtyards the emphesis will be on local indiginouse artists along with community volunteers teaching young people the benefits of art and music. With live mural painting on the courtyard walls, young people and families can try their hand at painting and creating works of art. The murals can then stay up until the next Community day which will not only look attractive, get rid of existing graffiti but also bring the people back

to what they helped create giving a sense of com-munity within the environment and attracting more people to the area on a regular basis. Live music can be played by volunteer musicians and buskers. Local retailers may also wish to have an input and organise small stalls within the courtyard areas to attract more business. This particular part of the project will be an ongoing process that will grow with each additional community day, it has potential to become a largly successful idea as there is nothing regular of the sort in the area and Smith Street is the perfect place as it has a large amount of woking artists and retailers in the area. Ongoing assesment of this project will be included in the proposal.

Throughout this proposal the use of Volunteers, Local Council and Business are largely important in achieving the desired outcome. Not only will they have a large input into the whole process but they will ultimately receive the short and long term benefits of the proposal. Volunteers will be sourced through the NAT, Goodcompany.com and the Public Relations program that will be launched.

Making It Work

Use of the budget will be broken down into several areas focusing on the seperate stages of this proposal such as:

• The Redevelopment of Stanley Street and Condell Street Courtyards.• In-House design fees for Branding and Identity.• Implementation of Signage and Advertising.• Public Relations Program.• The 24 Hour Sobriety Bus, including purchase, maintanence and fueling for 1 year.• Monthly Community Days. Sponsorship will be estimated at half the materials cost.

Funding

The aim of this proposal is to attract more of the people Smith Street already sees everyday, without the social behaverioul problems. We want to see more of that 20-29 age group coming from other areas of the city making Smith Street a destination where they can go for the day to fulfill all there needs. Along with this age group we want to focus on attracting young families—getting them involved in the community, creating a future that is both safe and economically sustainable.

Target Audience

The purpose of this proposal is to work with the image Smith Street already has but redefine it into a healthier more profitable street. To create a better environ-ment for all who use the street. To not only bring people back but to increase the amount of patrons. We want to deal with the social issues at hand in a way that will benefit all well into the future and set the benchmark for other design propos-als of a similar initiative.

Purpose

Through much research and public surveys we realised that Smith Street has what we already new, large potential. It was just the social problems and a lack of identity that were keeping it from being as profitable as it could really be. We initially were looking at the whole street but through further research realised that the Johnston Street to Gertrude Street area should be the main focus as it has the most potential but also the most problems. Many people stated they loved going to Smith Street but did not feel safe there during the day or night. Over all there was alot of positive comments about the area but still the lingering social issues that were keeping people from choosing Smith Street over other destinations in Melbourne.

Research

As mentioned throughout the Proposal already the greater benefits of an idea like this are imeasureable with it not only having the potential to show large growth and profit in the area but also to keep the area growing well into the future. By laying down the groundwork now and using initiative and focusing on the good points of the street the possibilities are endless as far as what can be achieved both socially and economically.

Benefits In relation to Smith Street in it’s current position we researched throroughly into the cul-tural trends, social issues and the wants and needs of the patrons, residents and retailers. As it stands right now much of the problem with the area is the safety issues surrounding the street during both the day and night. This is why this proposal focuses largely on build-ing the community structure and working with the problem to not only minimise it but help those undoubtedly in need of it. Strengths

Strong sense of community.Already well established image and target market.Steadily increasing population.Wide variety of small business.History and visual appeal.Multicultural.Strong partnership with local police and council run community programs.Strong appeal to the youth market.Easily Accessible

WeaknessesSocial behavioural problems.Drug and Alcohol problems.Lack of consistant communication between residents and council.

OppurtunitiesBuild on important sense of community and create a stronger image in the public eye. Large potential to increase profitability and create a sustainable growth for the future.Potential to capitalise on other surrounding areas market. (i.e- Fitzroy, Carlton etc...)

ThreatsCompeting communities(Which ultimately will turn into an oppurtunity).

Situation Analysis

DESIGN CONSIDERATIONS

SafetyBy working closely with Local

Police on all aspects of the design proposal we can maintain a safe and encouraging environment throughout the implementaion of the idea. Together with local coun-cil, NAT and residents there is no reason that stratergies cant be put in place to make sure all aspects of the proposal run safely from the Sobriety Bus and Community Days to the Re-development of the courtyard areas.

EmotionalConstant communication with local Residents

and Business to see how the plans are effecting them through all stages from planning to implemen-tation and also re-assesment further down the track. Listening to criticism and ideas, taking on board all information so as to minimise and predict any potential problems.

RationalWorking around the community so there is mini-

mal disruption. Taking into account any inconve-nience the re-development of the courtyards may have while constantly making sure that timeline goals are being met so as to stick to the proposal plans and budget.Sm

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Smith Street April 2008MARKETING STRATERGIES

Public Relations ProgramBy investing in a strong Public Relations program that

focuses on the positive aspects and the broader benefits of this proposal to the community we feel we will be able to maximise the positive outcomes.

We will outsource help from Socom, a Melbourne based PR firm with an excellent reputation. They will work closely with both Hand in Hand and the local community to build a PR program that will not only understand the needs and objectves of the proposal, but will include relevant investiga-tion, analysis and guiding through the initial implementation period. The aim is to focus on the use of the community through the local media such as:

•Comunity Radio•Comunity Newspaper•Schools•Local Websites•Local Council•Volunteers•Word of Mouth

These sorts of advertising will be used to not only inform the community of the social changes that are being made but also to let them know of the Drug and Alcohol Workshops, monthly Community Days as well as potential to become a volunteer.

Overhead banners at the start and end of Smith Street, paper flyers and posters will also be made in house and spread throughout local retailers as well as poster and message boards to advertise the monthly Community Days.

Smith Street April 2008

IMPLEMENTATION AND RESOURCING

Long Term Re-assesment

Once the proposal has met the one year mark shown in the timeline the Proposal and Budget will be Re-assessed allowing change where needed. The focus will be on the remaining allocated bud-get’s continual use throughout the 24 hour Sobriety bus program, the Monthly Community Day and any other parts of the proposal that may need to be redefined as the project changes organically. The focus will also be on making Smith Street as self-sufficient as possible so they can create ways of earning there own funding throughout the future once this proposal has been fully completed.

Resourcing of Sponsors and Volunteers

This proposal works strongly with the community so we will aim to show the local retailers that by helping out with there time, materials and ambition they will reap the benefits. Sponsors will have the oppurtunity to help out at the community days and get some free PR of there own. It will be possible for them to represent themselves as well as there com-munity to all patrons of the street.

Goodcompany.com will be one major way for us to freely advertise for the help of volunteers as well as within the Public Relations prgram we will be run-ning. The NAT and local council will also be asked to provide volunteers whilst also advertising for more within their establishments. Word of mouth will be another strong way to attract more.

Timeline