ECONOMIC DEVELOPMENT RECOVERY & RESILIENCE
WINNER : City of Launceston The Business Activity Survey
With the intention of Buy Local Day to become an annual event leading up to the end of the financial year , it was an opportunity for consumers to come out and demonstrate their appreciation and support . It was also an opportunity to educate and encourage businesses to connect with their customers , and for retailers to improve their online and instore attractiveness .
FINALIST : Wellington Shire Council The Middle of Everywhere Wellington Shire is located in the 41,000 km2 that is Gippsland and needed a solution to stand out , whilst working towards actively securing the economic future of its towns and villages . With confusion between the municipal name ‘ Wellington ’ and the main city name ‘ Sale ’, developing a relatable regional brand and executing a targeted and effective regional economic development and tourism campaign was essential .
The Middle of Everywhere initiative was developed with the goal to create a brand and a subsequent marketing , promotional and events campaign to increase visitation and awareness of Wellington Shire as a place to explore , learn , live , invest , play and do business .
Launceston is the largest city in the North of Tasmania with over 1,200 businesses within the CBD . Home to over 20 % of all Launceston businesses , the economic health of the CBD , both real and perceived is of great importance to Northern Tasmania . That perception was writ large in the idea that the ' CBD in Launceston was dying '.
A manual survey contradicted this perception and further data analyses confirmed that in fact , the CBD was not dying , but was quite robust . This acted as a catalyst for the online Business Activity Survey which tracks deeper insights into the activities and operations of local businesses . The capture mechanism is adaptable and integrated with other council information sources , allowing the City of Launceston to gain insight into the true economic health of the city . The project proved that good data can run counter to a preconceived narrative and be a valuable tool in bolstering a more positive economic outlook within the city .
As a result , improved business turnover throughout Wellington stimulated economic recovery and growth and the enhanced perception of the region attracted new residents , visitors , employment , and investment .
ECONOMIC DEVELOPMENT EQUITY , DIVERSITY & INCLUSION
WINNER : Mount Alexander Shire Council and Castlemaine Institute A Wellbeing Economy Strategy for Intergenerational Equity and Inclusion
FINALIST : Sunshine Coast Council Buy Local Day Small businesses are the economic backbone of the Sunshine Coast economy making up 97.5 per cent of local businesses . Many businesses continue to be impacted post-COVID by supply chain issues , rising operational costs , increased costs of living and other economic pressures .
Being cognisant of these continued impacts , particularly on the small business community , Buy Local Day was designed to inspire residents and visitors to be more mindful of their spending habits , and to champion and support local independent Sunshine Coast businesses .
Mount Alexander Shire Council , in partnership with Castlemaine Institute , have developed the new economic development strategy using a wellbeing economy framework . The goal was to develop a strategy that embodied their vision for a sustainable and inclusive future for Mount Alexander Shire , where the ultimate progress is seen and felt in the health , wellbeing and equity of the whole community .
VOL 17 NO 3 2024 34 www . edaustralia . com . au