Our vision for business
We are developing a new Economic Development and Tourism Plan to positively influence economic development and tourism in Boroondara, so it’s a great place for our community to live, work, study, and play.
You can learn about the development of the draft Plan and the consultations we have completed so far on our Engage Boroondara website-external site.
Our key achievements from 2016 to 2021
As we develop our new Plan, we want to look back on what we achieved through the Economic Development and Tourism Strategy 2016–2021. The Strategy included 5 main objectives for Boroondara's economic development.
1. Best-in-class neighbourhood shopping centres
Boroondara's shopping centres are underpinned by the retail and service sectors. Retail employment accounts for 13% of all jobs in Boroondara. Shopping centres are also places where people feel a strong sense of connection and ‘ownership’. They are places that support the liveability and appeal of the city.
Our actions for this objective were to:
- continue the Christmas in Boroondara program
- promote and supporting a Buy Local culture
- continue the special rate and charge schemes to allow trader associations to market shopping centres for the benefit of all resident traders.
2. Boroondara as a tourism destination
Melbourne attracts more domestic visitors than any other Australian city and retail is a key driver of tourism for domestic and international visitors. Boroondara has a range of shopping options including 4 markets, dining and hospitality offerings and a growing accommodation sector.
For this objective, we aimed to identify, showcase and promote the city’s tourism assets to help increase visits and spending by tourists.
Our actions for this objective were to:
- use technology-based facilities and campaigns to boost visitor numbers
- promote our markets
- investigate and deliver marketing initiatives to promote our city to visitor markets, such as The Boroondara Pocketbook.
3. Ready for business
Our city has a successful and diversified local economy, with well-developed ‘enablers’ of economic and tourism development. They include quality infrastructure, a skilled workforce and world-class education and service sectors.
For this objective, we aimed to provide quality economic enablers to support business development.
Our actions for this objective were to:
- continue advocating to levels of government on the city’s critical infrastructure needs. For example, the growing digital economy, broadband capacity and the NBN, transport infrastructure, including public transport, tourism infrastructure and community infrastructure
- investigate a pilot WiFi project with 2 neighbourhood shopping centres. This WiFi needed a special rate and charge scheme that supported marketing and business development initiatives
- support opportunities to provide local jobs that relate to the skillsets of all residents. This includes people with disability and people from culturally and linguistically diverse backgrounds.
4. Helping business establish and grow
Boroondara's economy includes a diverse range of businesses from a number of industries. The economy will continue to change over time and will need ongoing business establishment, growth and investment.
Council provides a range of business support services, including:
- Business Boroondara
- business events and specialist training and development workshops
- access to relevant business information and resources
- free business mentoring sessions.
For this objective, we aimed to support business establishment and growth, industry development and investment attraction.
Our actions for this objective were to:
- identify opportunities to support emerging ‘preneur’ businesses, including youth and the home-based sector
- support the development of programs to increase home-based and micro business capacity building and innovation practices
- support and promote activities that advance the transition of businesses to make better use of technology.
5. Civic leadership and partnerships
Our strategy requires a collaborative approach between Council and:
- state and federal agencies
- key sectors
- regional organisations
- industry
- business
- community service clubs
- groups and the community.
For this objective, we aimed to continue providing leadership and support partnerships that contribute to economic and tourism development in Boroondara.
Our actions for this objective were to:
- evaluate the structure and objectives of the Business Boroondara Network Steering Committee and look into setting up a broader advisory committee, including commercial property owners and key stakeholders
- work with Swinburne University to create a vision for attracting businesses into the City of Boroondara. This needed to align with the university’s expertise and new technology and innovation capability. This would support investment outcomes and business growth opportunities for local business and the community
- create a working group of Council representatives and Swinburne representatives to meet regularly to explore ways we could work to gether to support local business.