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Making Central Launceston a people-focused, vibrant and magnetic hub

FOCUS AREA 1

Activation

Developing and supporting events, campaigns, and place-making activities that attract and inspire people to love Central Launceston.

PRECINT IDENTIFICATION

Identify and promote distinct precincts within Central Launceston to create recognisable zones and collaborative business communities and promote appropriate wayfinding initiatives using sound place-making principles. Examples are food, shopping or theatre precincts, family-friendly areas, lifestyle precincts, health and active zones and safe night-time economy areas. Kingsway and ‘Upper’ St John Street are cases of one established project and one underway.

PLACE-MAKING INITIATIVES

Capitalise on existing precinct assets, inspiration and potential, to create quality public spaces that contribute to people’s health, happiness, well-being and, ultimately, drive increased visitation to Central Launceston. These include:

  • The identification and creation of precinct masterplans
  • The addition of trees and green spaces
  • Trial of temporary infrastructure to assess the potential of longer-term or permanent infrastructure projects
  • Encourage and facilitate public art and creative & cultural wayfinding, such as a street-art special approval zone and semi-permanent sculpture projects.

EVENTS

Run, support and facilitate events in partnership with members and stakeholders through the VIBE! Program that promote precincts, establish visitation patterns, encourage sustained increased foot-traffic and highlight Central Launceston’s strengths. Support includes financial, in-kind, administration and infrastructure. Previous and ongoing events include:

Events Cityprom Launceston

MARKETING & PROMOTION

Increase the community’s appreciation of Central Launceston and attract increased visitation through:

  • Longer-term consumer behaviour influencing such as citywide Christmas branding and the Winterlicious campaign
  • Promotions to increase short-term foot-traffic such as ‘The Great Easter Egg Hunt’ and school holiday activities
  • Support members’ marketing and campaign initiatives through the VIBE! Program. Previous initiatives that have been supported are ‘Launceston Like a Local’ and ‘Get Vocal – Buy Local’
  • Continue digital communication through social media, website, EDM, sponsored content and targeted display advertising
  • Disseminate and increase impact of members’ and city’s good news stories
  • Review and introduce initiatives to encourage existing Central Launceston workers and employees to stimulate the economy (shopping, eating, use of services) before, after and during their work hours 
  • Investigate the addition of a digital signboard in the Brisbane St Mall 
  • Continue to foster relationships with and leverage from marketing partners: The Examiner Newspaper, Chilli/LAFM Radio, Citypark Radio, City of Launceston, Tourism Northern Tasmania and guest bloggers and influencers.

COMMUNICATIONS

Actively work with stakeholders to:

  • Increase joint messaging of positivity
  • Continue to decrease shop vacancies
  • Promote appropriate pedestrian and vehicle access solutions for Central Launceston
  • Create stronger partnerships between Cityprom and the City of Launceston’s CityHeart Project and the CityDeal.

 

FOCUS AREA 2

Advocacy

Representing our members on issues to make owning and operating a business in Central Launceston easier.

BE THE VOICE FOR OUR MEMBERS

Be the conduit between Central Launceston businesses and the City of Launceston ensuring their voices are heard on initiatives and developments in the CBD.

  • Facilitate collaboration for precinct development and joint trader initiatives
  • Gather qualitative representation from members
  • Continue to build strong partnerships with the agencies tasked with making Launceston a great regional centre such as Tourism Northern Tasmania, the Launceston Chamber of Commerce and the University of Tasmania
  • Survey members on specific issues to gather relevant information and provide insightful feedback to partners
  • Represent our members in forums, at Council meetings, and on stakeholder reference groups.

POSITIVELY PROMOTE OUR MEMBERS AND CENTRAL LAUNCESTON

Effectively communicate the strengths of Central Launceston to partners and stakeholder groups, and be the promoter of good news stories by:

  • Ensuring factual and evidence-based information is injected into discussion and forums
  • Undertaking evaluation from internal and external activities
  • Maintaining the Precinct Champions initiative to get specific feedback and to bounce ideas in an efficient and effective manner.

MAKE DOING BUSINESS EASIER

Be a conduit for member concerns and issues arising, direct them to appropriate agencies for information and improvements, and facilitate mediation where required.

Develop policies with City of Launceston and State Government; such as on-street dining or the Brisbane St Mall redevelopment in conjunction with the CityHeart Project.

 

FOCUS AREA 3

Advisory

Supporting our members to enable them do what they do best.

TRAINING & PROFESSIONAL DEVELOPMENT OPPORTUNITIES

Support improved business capability and sustainability through training and professional development opportunities by:

  • Increasing member forums through the Bricks and Mortar Series and information sessions with experts
  • Fostering and promoting partnerships with Digital Ready and The Van Diemen Project
  • Fostering and promoting partnership with Launceston Chamber of Commerce, Tasmanian Chamber of Commerce & Industry and Northern Tasmanian Development Corporation.

INFORMATION DISTRIBUTION

Provide regular electronic communication to members through the Cityprom Member newsletter and internal Facebook group with opportunities to participate with Cityprom and the VIBE! Program. Activities and the sharing of external opportunities such as connection members to State Growth small business forums and discussion groups.

BUSINESS ENGAGEMENT

Encourage greater business engagement and assist to promote new and existing businesses in Central Launceston by:

  • Facilitating access to partner opportunities with festivals, events and promotions
  • Collaborating with the Launceston Chamber of Commerce to promote retail excellency through their Business Excellence Awards
  • Providing networking opportunities
  • Improving new business support through the Member Benefits & Opportunities Guide and information conduit
  • Activating vacant property through the VIBE! Program and other external agencies.

UPSKILL CITYPROM TO UPSKILL OUR MEMBERS

Ensure the ongoing and effective operation of Cityprom through:

  • Reviewing best practices for place-management and the revitalisation of city centres
  • Seeking external assessment and undertake continuous improvement to upskill the Cityprom team
  • Building partnerships with other city marketing organisations
  • Continuing to build the committee capacity through active engagement and professional development opportunities
  • Continuing to work with and develop the Cityprom strategic direction.
Contact Us

Level 1, 63 Cameron Street,
Launceston Tas 7250

PO Box 1441, Launceston Tas 7250

Phone: 03 6334 3321

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