Wellington City Council working in partnership with First Retail Group to deliver town centre resilience strategies.

1. 29May 2014 | NZRetailNZRetail | May 201428
W
ellington’s vibrant
CBD has always
been one of
Australasia’s
favourite destinations for
shopping and dining. The inner
city’s eclectic mix of independent
stores and nationwide brands –
coupled with a renowned coffee
and food culture has become a
magnet for locals and tourists.
Despite this unique business
environment, New Zealand’s
capital has not been immune to
economic challenges. Like many
other cities, Wellington was
seeing a contraction in spending
and fewer downtown shoppers.
The tide is turning with a new
renaissance revitalising the
‘Golden Mile’ of shopping that
anchors the CBD. Lambton Quay,
Willis and Manners Streets are all
seeing store renovations, new
brands entering the market and
improved footfall as the economy
begins to regain ground.
Wellington City Council has long
recognised the part retail plays
in the CBD. Over the past decade
it has invested heavily in
infrastructure to create an
accessible, engaging and safe
environment for shoppers. The
Council’s depth at understanding
for the sector is backed up with
industry expertise and support
from consultants First Retail
Group Ltd.
Recognising the need to drive
commercial revival, the WCC has
been a cornerstone supporter of
stakeholder engagement
platform OurCBD.co.nz. Using
social media, the site
aggregates information specific
to these markets – providing a
highly relevant resource to
manage communication and
build community.
Based on similar initiatives that
First Retail delivers internationally,
OurCBD has been customised for
the Wellington market by web
strategists Boost New Media. This
local company is already active in
the retail space through
development of iBeacon
technology for leading store
groups.
PARTICIPATION
The new platform has attracted
participation across all sectors of
the retail and hospitality
spectrum. David Byrne, well-
known fashion retailer from
Hurricane Clothing, owns three
stores in Wellington’s central
business district. “We look at
conversations on a daily basis
and contribute wherever
possible,” says Byrne. “Recently,
we’ve organised meet-up groups
with other retailers to discuss
issues and share how we can
help Council address these.’’
“It’s great to have a network
running with everyone working
towards the same common
goals,” says New World Metro
owner Richard Taggart. “We’re
privileged to be retailers in the
most vibrant city in New
Zealand, with this initiative being
just another step in keeping it
that way.”
Lorraine Nicholson, First Retail’s
OurCBD Programme Manager, is
a 14-year veteran of Wellington’s
downtown scene. Her view is
that inner city retailing has
changed significantly, with
business owners being under
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“Wellington’s lead provides the opportunity for
Councils throughout Australasia to explore how
they interact with retailers – and, indeed, any
customer facing business.’’
Barry Hellberg / NZRA
Above New World Metro owner Richard Taggart inside his busy city store.
OurCBD –
a new initiativeToday’s busy commercial environment means that retailers seldom have the time to meet
others, develop networks and have a say in civic matters. Wellington City Council, in
collaboration with member organisations − including the New Zealand Retailers Association −
are supporting OurCBD to reconnect business and build community among inner city traders.
Breakout
Specialist consultancy First Retail Group
works globally with retailers, property
owners and Councils. The company provides
strategy and systems to improve performance
and manage risk for a wide range of clients.
The OurCBD model was originally developed
in response to UK town-centre client needs. It
has now evolved into a comprehensive
system that encourages collaborative thought,
discussion and working between councils
and inner-city businesses.
“While the UK high street retail environment
is far more challenging than Australasia, it
does send a stark reminder of what could
happen here if Councils don’t take decisive
action to help,” says Chris Wilkinson, First
Retail’s Managing Director. “Understanding
the sector is vital, which is why this
partnership between Wellington City and its
stakeholders will go a long way to delivering
much-needed resilience”
According to Wilkinson, a website and social
media platforms are only part of the solution.
The company delivers comprehensive
support to assist interaction and the shared
development of strategy. This, he says, is
fundamental to the ongoing success of the
programme.
Is this the way forward for other cities and
town centres? The New Zealand Retailers
Association’s Barry Hellberg thinks so.
“Wellington’s lead provides opportunity for
Councils throughout Australasia to explore
how they interact with retailers – and indeed
any customer facing business’’
greater pressure economically. She shares
the need for community among stakeholders
as a way to ensure confidence and resilience.
According to Nicholson, bringing retail and
hospitality together is seen as fundamental in
reinforcing Wellington’s unique offer. “From
our work here in New Zealand and offshore,
we know how shopping and food are
inextricably linked in success. Our goal is for
the two sectors to have an even greater
synergy from this initiative.”
In Wellington’s busy Grey Street, Jewellery
retailer Hanne Andersen sees OurCBD as a
way to connect businesses – driving
collegiality and support. “As small business
owners we don’t always have the time to
attend meetings or participate as much as
we’d like to. The website summary and
Facebook conversations mean we can catch
up anytime with what’s trending – and that
Council can feel the pulse of what’s
happening on the street.”
Early success of the initiative augers well for
Wellington’s efforts to continue building its
unique consumer offer.
www.ourcbd.co.nz welcomes all retail and
hospitality businesses within the Capital’s
central business district to take part.
By Kim Munro. Kim is a freelance writer based in Wellington.