have retailers within the area extend their trading hours to 8pm on four consecutive Thursday nights , supported by a program of exclusive offers , live music , and a comprehensive marketing campaign . The project partnered with Sofar Sounds , a global music community specialising in delivering intimate live shows , which engaged with businesses in the area to host a live music concert with local artists within their premises between 5pm and 8pm , with other live music also in the precinct provided by local buskers . The idea was to have those attending the Sofar Sounds shows in these unique spaces , to then explore the retail , hospitality , and other live music on offer before and after the shows . These shows were held in spaces that visitors would never be able to experience live music , including Thai café Udom House , Auction Rooms Cafe , hair salon Madison ’ s World and North Melbourne Library .
35 businesses within the precinct had special offerings as part of the activation and stayed open late to test whether there was an appetite in the area for a twilight trading scene . During those four weeks all Sofar Sounds shows sold out , and there was a minimum of six buskers on the street and in other retail stores performing . This led to an increase in pedestrian traffic by 8 – 12 per cent and spend by 11 per cent .
It gave the project the knowledge that if there is an event that is well supported with an integrated marketing campaign utilising City of Melbourne , Sofar Sounds , Australian Retailers Association and other channels such as Broadsheet , that the businesses were willing to open and trial a new way of working . Despite the change in pedestrian and spend being modest , it was a positive outcome for the precinct , which geographically is much smaller than the retail core in the CBD .
FURTHER MARKETING AND COMMUNICATIONS In March 2024 the City of Melbourne and ARA released the interim research report detailing our findings to the Future Melbourne Committee , resulting in further marketing campaigns being launched , including Student Life in the City , which focused on attracting the city ’ s residential student population who accessed University of Melbourne and RMIT to shop later within the CBD retail core . The release of the report was supported by a media strategy that resulted in significant media coverage , including angles and commentary that were largely in support of a change in trading hours . This emphasised to council and the broader project that there was an interest from the community to shop past 5pm in the municipality , and it was just about more businesses coming on board .
The project continued to engage with retailers , hosting online and in-person information sessions , presenting findings from throughout the project , and hosting a panel discussion from businesses and precinct associations that not only took part in the project , but also those who have been extending their hours for a longer period of time , including iconic Bourke Street bookstore The Paperback Bookshop .
The Paperback Bookshop opens until 10pm Monday to Thursday , 11pm Friday and Saturday , and 7pm on Sunday and Public Holidays , leading the charge for small businesses to operate past 5pm . Bookshop owner , Anna MacDonald was part of the panel discussion at the in-person information session , and was interview by media to discuss her and her business ’ experience with Twilight Trading , with Anna stating “ It ’ s in keeping with the part of the city which is in the heart of the theatre district , surrounded by restaurants so there are a lot of people on the streets ”. Anna also mentioned how tourists enquire about why there is limited experiences after 6pm in the city . Anna and Paperback Bookshop are a perfect case study for twilight trading , as they understand the benefits of remaining open outside of traditional retail hours for the benefit of those experiencing the surrounding areas to her store .
Pictured : The Live at Errol series
VOL 17 NO 3 2024 22 www . edaustralia . com . au