Mission Statement

"For Melbourne Street to be recognised by South Australians and visitors as one of Adelaide’s premier food, fashion, arts and culture precincts."

Objectives

Objective #1
To attract at least 10 additional upmarket retail shops and restaurants to the precinct within 2 years by:

Strategy #1 - Conveying the vision and collaboratively working with property owners to target specific retail/restaurant businesses.

Objective #2
To permanently increase the number of interstate and overseas tourists visiting Melbourne Street within 2 years by:

Strategy #1 - Having regular Melbourne Street visits included on the tour programs of an additional 5 tour organisers.

Strategy #2 - Identifying and ‘anointing’ interstate and overseas Ambassadors for Melbourne Street.

Strategy #3 - Promoting Melbourne Street in major tourism outlets.

Strategy #4 - Establishing a Melbourne Street Internet Home Page.

Objective #3
To permanently increase the number of South Australians visiting Melbourne Street within 2 years by:

Strategy #1 - Developing and distributing information on Melbourne Street businesses.

Strategy #2 - Attracting greater use of Melbourne Street retail, café and restaurant services by ‘west end’ Melbourne Street businesses.

Strategy #3 - Identifying and ‘anointing’ South Australian/Precinct Ambassadors for Melbourne Street.

Strategy #4 - Improving communications between the Melbourne Street Group, businesses and residents.

Strategy #5 - Sponsoring events that are consistent with the Group’s vision.

Strategy #6 - Improving street safety and ambiance through additional quality lighting projects and street banners.

Strategy #7 - Promoting the availability of secure parking.

Strategy #8 - Improving road safety and reducing traffic noise.

Strategy #9 - Lobbying for increased Council capital expenditure in the Melbourne Street precinct consistent with the Group’s vision.

Strategy #10 - Establishing ‘work experience’ programs between Melbourne Street businesses and targeted secondary schools.

Objective #4
To increase the reach, influence and profitability of Melbourne Street businesses by:

Strategy #1 - Facilitating one business forum each month focussing on issues focussing on issues relevant to the precinct.

Strategy #2 - Investigating and, if feasible, aligning the Melbourne Street Group with another precinct group where there are strong ‘communities of interest’.

Objective #5
To increase the Melbourne Street Group’s financial and human resources to implement this Strategic Business Plan by:

Strategy #1 - Increasing the business and resident membership of the Melbourne Street Group from 20 to 50 during 2002/2003 and to 100 during 2003/2004 by:

Strategy #2 - Develop and implement a member loyalty card.

Strategy #3 - Seeking sponsorships (consistent with the vision) for Melbourne Street Group functions, publications and events.

Strategy #4 - Leveraging available funding by seeking matching Local, State and Commonwealth Government funding for projects of strategic significance.

Most importantly, Section 5 of this Strategic Business Plan contains detailed Action Plans for implementing the above strategies.

Evaluation of the Plan

The success of this plan will be measured by:
1. The number of shop and office vacancies.
2. The number of corporate and personal memberships.
3. The number of tour groups regularly visiting Melbourne Street.
4. The number of business forums held.