AGENDA


Economic Development Advisory Committee

 

Tuesday, 18 June 2019

6pm

 

Georges River Civic Centre Hurstville

 

 

 

 

 

 

 

 

 

 

 


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 2

 

          Economic Development Advisory Committee

Summary of Items

Tuesday, 18 June 2019

 

Committee Reports

EDC009-19       Retail Expenditure in the Georges River LGA

(Report by Economic Development Officer).............................................................. 3

EDC010-19       Resignation of Councillor Warren Tegg

(Report by Economic Development Officer)............................................................ 21

EDC011-19       Hospitality Representative Vacancy

(Report by Economic Development Officer)............................................................ 22

EDC012-19       Draft Local Strategic Planning Statement Stage 2 Community Consultation

(Report by Economic Development Officer)............................................................ 24

EDC013-19       City Strategy and Innovation Department Update

(Report by Economic Development Officer)............................................................ 25

EDC014-19       Investment Section on Council's Website

(Report by Economic Development Officer)............................................................ 26    

 

 


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 3

Council Reports

Item:                   EDC009-19        Retail Expenditure in the Georges River LGA  

Author:              Economic Development Officer

Directorate:      City Strategy and Innovation

Matter Type:     Council Reports

 

 

Recommendation

That the report Retail Expeniditure in the `Georges River LGA’ be received and noted.

 

Executive Summary

1.      Council adopted the Economic Development Strategy in December 2018. The Strategy takes a place based approach to local economic development. It acknowledges that competing for economic success in a modern economy requires creating places where workers entrpreneneurs and businesses want to locate, invest and expand.

Background

2.      One of the actions of the Strategy is to regularly review employment land needs in response to retail expenditure per person, changing technologies, work practices and sector profiles.

3.      In the Strategy, Council makes a commitment to facillitating economic growth in the local area. The strategy outines how this will be achieved through a number of themes and  delivery plans. The first theme is entitled Building on Local Jobs for Local People for a Local Lifestyle.

4.      This theme recommends that building the local economy requires Council and its strategic partners to plan and protect industrial and urban services land while supporting changing business and employment needs to deliver sutainable employment growth.

5.      Under Theme 1 Goal 3 a key action is to prepare a retail expenditure per person overview to assist business owners and investors.

6.      For a number of years Council has subscribed to ID Profile. This provides Council with excellent insights with regards to demographic and economic information and is now being widely used by the organisation. As part of ID Community Profile the census data can provide informatition on:

·    Weekly Individual Income

·    Individual Income Quartiles

·    Household Income

·    Household Income Quartiles

7.      The ID Profile site provides a wealth of information that helps to tell the story of the area’s economic opportunity and socio-economic status at a suburb, Greater Sydney, NSW and national level.

8.      Whilst ID Profile provides information household income and some asistance with a feature that can calculate the economic impact of an event,  it does not provide further information on individual or household expenditure within the local area, or provide understanding as to how expenditure moves out of the area and for what purpose.

9.      In November 2018, Council became a member of Economic Development Australia (EDA). The EDA is the peak national body for economic devlopment practitoners. Through this connection wiith EDA, Council has become aware of an organisation known as Spendmapp that has developed a unique program to measure resident and visitor expenditure within a local area in order to better understand economic flows.

Spendmapp Program

10.    Spendmapp is an online application that allows users to view expenditure activity in their LGA. The information provided for this application is based on EFTPOS credit and debit card transaction data. This data transfomation process captures virtually all economic activity within a region and has the potential to asist Council to manage, grow and diversify the local economy.  In order to account for all other transactions made by non-card methods, cash, cheque, B-PAY and direct debits Spendmapp weights transaction values using the Reserve Bank of Australia’s  triennial Consumer Payments Survey.

Privacy

11.    Spendmapp ensure privacy by applying small adjustments to transaction amounts and volumes if there is a risk that a particular business or individual could be identified in the data. Often these adjustments are the addition or subtraction of a random number, or a small percentage of the actual value. These measures ensure that for areas where there are a small number of businesses and/or residents, their expenditure behaviour isn’t being exposed.

The Spendmapp Dashboard

12.    The Spendmapp Dashboard analyses and reports on consumer activity through by five expenditure types:

·    Total Local Spend – the total amount of expenditure in the local area

·    Resident Local Spend – the amount spent by cardholders and businesses in the local area representing the amount of local demand met by local supply.

·    Visitor Local Spend – the amount spent by cardholders and businesses located outside the local area at merchantss within the area representing the amount of external demand met by local supply

·    Resident Escape Spend – the amount spent by cardholders and businesses based in the the local area, spent at merchants outside the region representing the amount of local demand not adequately served by local supply

·    Resident Online Spend –  the amount spent by cardholders and businesses on online goods and services

13.    The Spendmapp Dashboard allows expenditure to be tracked over time from the point subscription of the service and then analysed according to each of the five expenditure types. All five expenditure types can be viewed in three time fames - all hours, during work hours 9.00am – 5.00pm Monday to Friday,  and non work hours - before 9.00am and after 5.00pm on weekdays and weekends.

Total Local Spend Graph Example

14.    The following graph courtesy of Warrnambool City Council shows an example of total spend for all hours from October 2016 to 2018. In this part of the dashboard, graphs can also be generated to show the other expenditure types as described in paragraph 9.

 

Expenditure Categories

15.    This feature can examines each of the five expenditure types in relation to 15 expenditure categories which allows significant insights into resident and visitor expenditure. These categories include:

·    Bulky Goods

·    Department Stores

·    Dining and Entertainment

·    Discount Department Stores Clothing and Textiles

·    Furniture and other Household Goods

·    Grocery stores and Supermarkets

·    Light Industry

·    Other

·    Personal Services

·    Professional Services

·    Specialised and Luxury

·    Specialised Food Retailing

·    Trades and Contractors

·    Transport and Travel

Top 5 Expenditure Categories

16.    The application can also select the top 5 expenditure categories.

 

 

Quick Facts

17.    The Quick Facts Section lists the number of transactions, the average transaction value and the the number of unique cardholders for the five expenditure types

 

 

Location Analysis

18.    This section utilises SA2 Statistical Areas Level 2 data. SA2 areas are medium-sized general purpose areas built up from whole Statistical Areas Level 1. Their purpose is to represent a community that interacts together socially and economically. Georges River Local Government Area is made up of 22 SA2 areas.

1.   In this section the dashboard has the following mapping features:

·    External Escape Spend-captures the SA2 areas outside the where residents are spending and can show expenditure by category 

·    External Visitor Spend – this feature shows expenditure in the local area by surrounding SA2 areas and by category

·    Internal Escape Spend – this feature shows how expenditure flows between SA2 areas with in the nominated LGA

·    Internal Visitor Spend – this feature allows investigation into how internal lga residents who live outside an nominated suburb spend within that suburb.  

Location Profiles

19.    This next section permits the selection of  SA2 areas within the LGA in order to compare and contrast expenditure with regards to the five expenditure types and expenditure categories.  

Performance Indicators

20.    This feature tracks spending in each of the 15 expenditure categories and provides an input output model to estimate the numbers of full time equivilent jobs (FTE) generated by increased spending in any given category area. 

 

Local Spend Effect-Jobs

21.    The set of graphs to follow have been sourced courtesy of Warrnambool City Council – a Spendmapp subscriber, for the purpose of illustrating how economic performance can be tracked over time. The graph over page shows that during the last 12 months the year-on-year change in Total Local Spend equates to a potential change of 7.09 FTEs in the local Bulky Goods sector. These figures are for the all hours economy. Resident Local Spend contributed 6.56 of these FTE jobs.

22.    Visitor Local Spend contributed 0.53 of these FTEs. Note: as these figures are year-on-year, the change in number of FTEs is not cumulative through time.

 

Escape Spend Effect Influence - Jobs

23.    This metric shows the change in the number of jobs residents are supporting outside of the local economy. Over the last 12 months the year-on-year change in Resident Escape Spend equates to a potential change of -0.99 FTEs in the Bulky Goods sector outside of your LGA. These figures are for the all hours economy. Note: as these figures are year-on-year, the change in number of FTEs is not cumulative through time.

 


 

Local Spend Effect – Floor space

24.    Over the last 12 months the year-on-year change in Total Local Spend equates to a potential change of 709.18 m2 in the local Bulky Goods sector. These figures are for the all hours economy. Resident Local Spend contributed 655.81 m2.Visitor Local Spend contributed 53.37m2.Note: as these figures are year-on-year, the change in number of m2 is not cumulative through time.

Escape Spend Effect- Floorspace

25.    This metric shows the change in the number of m2 residents are supporting outside of the local economy. Over the last 12 months the year-on-year change in Resident Escape Spend equates to a potential change of -99.41m2 in the Bulky Goods sector outside of your LGA. These figures are for the all hours economy. Note: as these figures are year-on-year, the change in number of m2 is not cumulative through time

 

Case Study Warrnambool City Council

26.    Mr Shawn Miller Economic Development Manager at Warrnambool City Council in Victoria has been a Spendmapp subscriber for more than 12 months. He believes that there is no other similar product on the market. The initial motive behind subscribing to the program was to track local expenditure during the Warrnambool City Centre Revitalisation Project.

27.    By having access to Spendmapp data the Council could monitor economic performance during the construction process and also track performance after the completion. With this information Council was able to deal effectively with local groups and individuals who claimed that the project was having an adverse effect on business.

28.    Mr Millar believes that the Spendmapp program is an essential part of managing the economic performance of the LGA as the impact of Council’s programs and events on business growth can be directly measured. Local media has been supportive of this initiative and Mr Miller says that the program has been useful in financial and economic modelling for various projects across Council.

Benefits of Subscribing to Spendmapp

29.       This data is sourced from banking transactions that have only previously been available to major retailers and consultancy firms that are interested in determining potential market share and expenditure leakage from a given area.  

30.       This data has only recently become affordable and available to local government authorities who are interested in improving the understanding of their local economies.

31.       By subscribing to Spendmapp, Council will receive 15 months historical data within one month of signing the agreement. By the end of the 12 month subscription Council would have amassed a total of 27 months of historical data.

32.       This data will be able to provide essential insights into residential, business and visitor expenditure within the Georges River LGA and would contribute to the Economic Development Strategy actions with regards to Theme 1 Goal 3. This key action requires Council to regularly review employment land needs in response to retail expenditure per person, changing technologies, work practices and sector profiles. The outcome of this action is to prepare a retail expenditure per person overview and assist business owners and investors.

33.       This data will provide significant insights into expenditure leakage from Georges River to other local government areas which would confirm or deny as well as quantify anecdotal information with regards to residents leaving the Georges River area to purchase goods or services that may not be available in the local area.

34.       This data can provide estimates on how expenditure in the local area can influence local jobs and demand for retail and commercial floorspace.

35.       This data would critically inform any future efforts by Council to prepare studies or strategies with respect to a encouraging the Night Time Economy.

36.       This data will greatly assist the work of the new City Strategy and Innovation Directorate with respect to the 30 year City Strategy in particular, City Identity or the City Deal and future efforts to understand the current business mix in order to attract new businesses to the area.

37.       This data will provide useful insights with respect to determining future residential and commercial development in the local area.

38.       This data would also be able to measure the economic impact of Council events such as Sydney FC games, Australia Day and Lunar New Year.

 

 

Financial Implications

39.    Council is in the process of arranging a subscription to Spendmapp. This cost for this service is $20,000 plus GST. This service will provide 15 months of data initially, and by the end of the subscription, Council would be able to access to 27 months of data. The ongoing cost of the subscription would be $20,000 plus GST per year.

 

Risk Implications

40. No risks identified.

 

Community Engagement

41. Community engagement is not required for the purpose of this report.

 

File Reference

16/921, D19/8673

 

 

 

ATTACHMENTS

Attachment 1

Spendmapp Quote and Agreements

 


Georges River Council -         Economic Development Advisory Committee - Tuesday, 18 June 2019

EDC009-19             Retail Expenditure in the Georges River LGA

[Appendix 1]          Spendmapp Quote and Agreements

 

 

Page 20

 


 


 


 


 


 


 


 


 


 


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 21

Item:                   EDC010-19        Resignation of Councillor Warren Tegg 

Author:              Economic Development Officer

Directorate:      City Strategy and Innovation

Matter Type:     Council Reports

 

Recommendation

(a)     That the report `Resignation of Councillor Warren Tegg be received and noted.

(b)     That the Committee thank Councillor Tegg for his contribution.

 

 

Executive Summary

1.      On 15 April Council’s General Manager advised the Director of City Strategy and innovation that Councillor Warren Tegg had tendered his resignation from the Economic Development Advisory Committee.

2.      The General Manager has advised that the Chair was notified following Councillor Tegg’s resignation and that unless there was interest in another Councillor filling a casual vacancy that the matter will be addressed after the Mayoral election in September.  

Financial Implications

3.      No budget impact for this report.

 

Risk Implications

4.   No risks identified.

 

Community Engagement

5.   Community engagement will be conducted including:

 

The File Reference

16/1330

D19/129034

 

 

 

  


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 23

Item:                   EDC011-19        Hospitality Representative Vacancy  

Author:              Economic Development Officer

Directorate:      City Strategy and Innovation

Matter Type:     Council Reports

 

Recommendation

(a)     That Committee consider the applications to be a Hospitality Representative on the Economic Development Advisory Committee

(b)     That the Committee recommend a preferred candidate be appointed for the remaining term of the Committee for adoption by Council.

 

 

Executive Summary

1.      Two applications have been received by Council from persons interested in being appointed to position of Hospitality representative.

 

Background

2.      At the previous meeting on Tuesday 19 February the Committee was advised that Ms Chantelle Chapman – Group Business Development and marketing Manager at Club Central had tendered her resignation as Hospitality Representative.

3.      At the meeting the Committee recommended to Council that an Expressions of Interest be organised to seek nominations for the position.

4.      This recommendation was adopted by Council at the following meeting.

5.      The Expressions of Interest appeared as part of Council’s Column in the Leader newspaper on 15 May 2019 with the closing date being Friday 31 May. The invitation to participate in this initiative was also posted on Facebook.   

6.      Following the closing date two applications have been received and a short summary on each candidate is provided for the Committee’s review.

7.      Ms Sonia Fenton – Chief Executive of the Gardens on Forest a heritage listed Victorian- era function and event centre located at 764 Forest Road Peakhurst. Ms Fenton has operated the Gardens on Forest since purchasing and extensively renovating the venue in 2009. Ms Fenton has been a member of the St George Licencing accord for 8 years. MS Fenton is also a Patron of the St George Red Cross, and is a major sponsor of the Hamlin Fistula Ethiopia organisation, a member of the Property Council of Australia as well as a member of the Lugarno View Club and the Zonta Club of Botany Bay.  

8.      Mr Ed Devlin currently the Licensee of the Black Rose Bar in Lugarno –GRC’s second small bar. Former Secretary and Treasurer and Licensee of the Oatley Rugby Club. Mr Devlin has also worked at several cafes in the local area such as Edmonds and Greer in Oatley and Mama Barone Café in Mortdale .Mr Devlin is shortly to become a member of the St George Liquor Accord and is in the process of setting up a new hospitality venue in Mortdale and acts as an advisor to hospitality businesses elsewhere in NSW

 

Financial Implications

9.      No budget impact for this report.

 

Risk Implications

10.    No risks identified.

 

Community Engagement

11.    Community engagement was not required for the purpose of this report.

 

File Reference

D19/129035

 

 

 

  


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 24

Item:                   EDC012-19        Draft Local Strategic Planning Statement Stage 2 Community Consultation   

Author:              Economic Development Officer

Directorate:      City Strategy and Innovation

Matter Type:     Council Reports

 

Recommendation

That the presentation `Draft Local Strategic Planning Statement Stage 2 Community Consultation’ be received and noted.

 

Executive Summary

1.      A presentation will be given to the Committee regarding the upcoming Stage 2 Local Strategic Planning Statements Community Consultation by Simone Schwarz Council’s Local Strategic Planning Statement Lead.

Background 

2.      Earlier this year through a series workshops and surveys over 500 residents and business operators told council what they wanted for the future growth and development of the Georges River area.

3.      As a result of this input, Council has now developed a Draft Local Strategic Planning Statement (LSPS2040) as required by the NSW Government. This statement will inform local land use planning for the next 20 years.

4.      The Draft LSPS 2040 and supporting strategies will be on public exhibition from 26 June to 7 August for review and comment.

Financial Implications

5.      No budget impact for this report.

Risk Implications

6.   No risks identified.

 

Community Engagement

7.   Community engagement was not required for the purpose of this report.

 

File Reference

SF18/2545, D19/130243

 

 

  


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 25

Item:                   EDC013-19        City Strategy and Innovation Department Update  

Author:              Economic Development Officer

Directorate:      City Strategy and Innovation

Matter Type:     Council Reports

 

Recommendation

That the report `City Strategy and Innovation Department Update’ be received and noted.

 

Executive Summary

1.      The City Strategy and Innovation Unit is now fully operational has been working on a range of projects.

2.      The purpose of this report is to update the Committee on projects that have been undertaken and projects that are currently underway.

Background

3.      The Director of City Strategy and Innovation will provide an update progress with regards to the following projects:

a)   Georges River 2050 Vision

b)   Kogarah Collaboration Place Strategy

c)   Kogarah Investment Attraction Strategy

d)   Economic Development

e)   Hurstville Place Strategy (including The Green Place Activation)

f)    Innovation Strategy

g)   Reputation Strategy

h)  Smart Cities Chill Out Hubs

Financial Implications

4.      Within budget allocation.

 

Risk Implications

5.   Enterprise risk/s identified and management process applied.

 

Community Engagement

6.   Community engagement was not required for the purpose of this report.

 

File Reference

16/1330, D19/130243

 

 

 

  


Georges River Council – Economic Development Advisory Committee -  Tuesday, 18 June 2019                            Page 27

Item:                   EDC014-19        Investment Section on Council's Website 

Author:              Economic Development Officer

Directorate:      City Strategy and Innovation

Matter Type:     Council Reports

 

 

Recommendation

That the report `Investment Section on Council’s website be received and noted.

 

Executive Summary

1.      Work is progressing on improvements to Council’s Business Portal with respect to the section which covers Investment.

Background

2.      At the previous meeting held on Tuesday 19 February the Committee received a report from the Casual Senior Project Officer regarding improvements to Council’s Business portal which was launched in December 2018.

3.      The section entitled Investment is currently being expanded and will include the following sections:

a)   Location – illustrated by an interactive aerial photo showing the proximity of Hurstville and Kogarah to Sydney Airport and Port Botany, the Sydney CBD, Bondi Junction and North Sydney.

b)   Why Invest in Georges River – a set of propositions illustrating the key economic advantages of the area such as:

·    world class health facilities and a dynamic health care eco system

·    excellent road and rail networks providing quick access to other major economic and population centres

·    a globally connected local population that strongly values education, enterprise  and entrepreneurship

·    vibrant retail, commercial and industrial precincts supporting around 56,000 local jobs

·    our proximity to pristine waterways, natural bushland, quality sporting facilities and open spaces

c)   A section that clearly explains the links to the major plans that will capitalise on Georges River’s role in Sydney’s global economy such as:

·    Georges River Economic Development Strategy

·    South District Plan

·    Georges River 2050 Vision

·    Kogarah Investment Attraction Strategy

·    Innovation Strategy

·    Reputation Strategy

·    Smart Cities – Chill-Out Hubs.

 

d)   Major projects underway such as the Club Central Hotel development and One Hurstville Plaza

e)   Detailed information about the local population that affirms our community’s diversity as an underlying advantage to the local economy.

f)    Detailed analysis of the local economy its key strengths and future opportunities

g)   Contact details and quarterly newsletter `Talking Business’ 

 

Financial Implications

4.      Within budget allocation.

 

Risk Implications

5.   Enterprise risk/s identified and management process applied.

 

Community Engagement

6.   Community engagement was not required.

 

 

File Reference

16/1330, D19/130708