Pictured : The Yarra Grooves initiative
REBOOTING THE VISITOR ECONOMY , ONE GROOVE OR HANDBALL AT A TIME
Shelly Woolcock
INTRODUCTION Over the last two decades , the City of Yarra has experienced strong business and residential growth . This is thanks to Yarra ’ s inner-city location , proximity to cultural and sporting centres and access to Melbourne ’ s well-connected transport network .
Yarra Council ’ s Economic Development team implements strategies to nurture Yarra ’ s economic growth and support its existing business community ; all to protect and enhance areas of competitive advantage and improve liveability in the municipality .
Yarra ’ s strategies are developed with consideration of economic and demographic trends and macroeconomic influences impacting the local and regional economy .
There are numerous issues impacting the local economy post-pandemic ; likewise , there are numerous opportunities that could be leveraged to achieve positive outcomes for local communities in the years to come .
The COVID-19 pandemic recovery has presented major challenges , some still unknown . This is particularly important considering the economic challenges COVID-19 restrictions had on business operations , particularly in the hospitality and arts sectors . Restrictions on travel and work from home orders caused a significant shift away from the CBD towards localities .
On 6 April 2020 , Yarra Council announced a $ 7.46 million package of immediate financial assistance and medium-term support for both community and local businesses . Business support included the refunding of permit costs , waiving of fees , provision of small business grants , tailored training via webinars , localised marketing campaigns and the introduction of a hardship policy .
Quick Response Small Business Grants totalling $ 410,000 helped over 100 small businesses across all industries and sectors transition online . This was made possible via e-commerce platforms and website design , digital marketing assistance , minor capital works , marketing and business plans as well as training and personal development .
Additionally , $ 60,000 was awarded to 16 creative businesses under the Creative Business COVID-19 Quick Response Grants . These grants helped creative businesses to respond and adapt to the new social distancing climate .
One of the key challenges of pandemic response was to identify ways to support businesses in the long-term in a sustainable , fiscally responsible way .
Two of Yarra ’ s most successful programs
VOL 16 NO 3 2023 12 www . edaustralia . com . au