was particularly true for the Brisbane Lions Football Club , whose members predominately reside out of Victoria .
The business support programs leveraged the AFL teams ’ role and history in the Yarra community to promote local businesses , foster economic growth and create networking opportunities , regardless of businesses personal football team affiliations .
Each AFL club worked with the Economic Development team to consult with local traders and understand their desire to form a partnership , and what the business support program could provide .
Each precinct identified activations that they would like to develop with the club that reflected their specific area . Activations that form part of the business support programs included :
• Scavenger trails around the businesses
• Promotion of businesses via social media , billboards and on the scoreboard at the MCG
• Encouraging members to enjoy hospitality and accommodation in the local area when they attend football matches , open training and other club events
• Support during local festivals , using local businesses as preferred supplies
• Offering market stalls to businesses at club events
• Using local businesses as preferred providers and part of their ongoing procurement
• Hosting pop-ups in precincts to encourage visitation
• Airing promotional videos during TV broadcast of games which portray the diversity of Yarra businesses
• Offering limited edition collateral available only at local businesses .
The participating AFL clubs have a strong sense of belonging to the community . The Richmond Football Club have created a 3121 Engagement Plan with key partners including Yarra City Council and local businesses . The plan is designed to work with partners to drive opportunities to Richmond . The initiative commenced in July 2023 with 70 service and retail businesses in Richmond signing up for the free program .
Most recently the Brisbane Lions Football Club worked with Yarra ’ s Economic Development team to create a pop-up merchandise stall in the Fitzroy Town Hall as part of the Lions ’ Grand Final week celebrations . The venue drew upon the heritage of the club being from Fitzroy . This activation was promoted to local supporters as well as interstate visitors who were visiting Melbourne for the game .
There was a massive economic benefit to the Club who sold out of heritage items
within the first day , but the largest boost was for the local Yarra economy . With an estimated 4,000 customers through the doors , the retail precincts surrounding the pop-up were full of supporters who enjoyed the hospitality and spent money in the retail businesses .
CONCLUSION The COVID-19 pandemic recovery continues to provide opportunities for innovative policies and economic measures , including creative collaboration between Yarra Council and the business community . Through these collaborations and leadership and advocacy from Yarra Council , the City of Yarra , is well positioned to return to a strong economy .
Consultation and developing authentic relationships with businesses allows economic development officers to identify individual or clusters of businesses which can develop mutually beneficial partnerships .
A group of businesses that work together to share their stories , local history and support each other leads to a community which has improved feelings of connection , safety and a more buoyant economy .
Economic development is the art of continuously determining how we can support businesses by identifying the current local strengths and harnessing them to reactivate and enhance the local economy . Strong community connection via mutually beneficial relationships between businesses can be achieved in every area , regardless of what makes your local area special . The Yarra business community is diverse and we will continue to work with traders to identify opportunities to support existing and emerging businesses while we enthusiastically groove and handball around the municipality .
ABOUT THE AUTHOR
SHELLEY WOOLCOCK Shelley Woolcock is an Economic Development Officer at Yarra City Council . With many years of experience in both Local Government and a business operator Shelley provides support to the Yarra business community with a key focus on businesses sharing skills and knowledge to boost the local economy ..
VOL 16 NO 3 2023 14 www . edaustralia . com . au