Burwood Heights Special Rate Scheme PDF

Burwood Heights
Shopping Centre
Business Plan
Report
to
Burwood Heights Business Association

and
Whitehorse City Council

By
Peter McNabb and Associates Pty Ltd

Strategic Planning and Economic Development Consultants
102 Middlesex Road, Surrey Hills 3127

and
Michelle Frazer
Creative Writing and Design
21 Park Close, Vermont 3133
May 2009
Business Plan for Burwood Heights Shopping Centre
Table of Contents
Page
1. Introduction
2. Centre Characteristics
3. Planning Context
4. Market Assessment
5. SWOT Analysis
14
6. Future Vision and Mission Statement
16
7. Strategies
17
8. Monitoring and Evaluation Program
27
Appendix 1
Inventory of Businesses in Burwood Heights

Shopping Centre March 2009
Appendix 2
Responses to Business Survey
Appendix 3
Responses to Residents Survey
Appendix 4
Ideas from Workshop with Businesses,

Property Owners and Body Corporate
Representatives on 3 March 2009
Peter McNabb and Associates Pty Ltd Michelle Frazer
1.
1.2
INTRODUCTION
Purpose of the Report
The purpose of this report is to provide a consolidated vision and mission statement
for the Burwood Heights Shopping Centre together with an integrated set of
strategies to achieve the vision in areas such as the centres land use structure,
business development, marketing and public relations, community development,
centre management, communication and finance.
1.3
Methodology
The development of the Business Plan is based on:
Discussions with the Chairman of the Burwood Heights Business Association and
the Centre Manager
The results of resident surveys distributed to a sample of 200 residents within 1.5
km of the centre
The results of surveys distributed to all businesses in the centre
Interviews with business people in different parts of the centre
Discussions with key staff at Whitehorse City Council
A workshop on 3 March 2009 with businesses, property owners and Council
representatives
The business survey was completed by 18 businesses. This represents

approximately 56% of businesses in the centre. The survey canvassed business
likes and dislikes about Burwood Heights; extent of awareness, participation and
effectiveness of existing marketing and promotional activities; suggested
improvements for the future, and the extent of awareness of the lobbying efforts of
the Business Association. A summary of the full results of business survey is
outlined in Appendix 2 of this report.
Responses to the resident survey were received from 42 residents, representing a
response rate of 22%. The resident survey explored the extent of usage of the
Burwood Heights Shopping Centre compared with other nearby centres for a range
of goods and services. It also explored likes and dislikes of the Burwood Heights
Shopping Centre; awareness and effectiveness of the existing marketing program
and suggested improvements. A ranking was undertaken of key aspects of the centre
including the quality of goods and services, level of customer service, mix of
businesses, car parking, access, and landscaping in the centre. A summary of the full
results of the resident surveys is outlined in Appendix 3.
The key ideas from the workshop on 3 March 2009 with businesses, property owners
and Council representatives are summarised in Appendix 4.
2.
CENTRE CHARACTERISTICS
2.1 Regional Context and Land Use Structure

Burwood Heights Shopping Centre is a small neighbourhood activity centre in the
south-western part of the City of Whitehorse, situated approximately 15 kilometres
south-east of the Melbourne CBD. The centre is in a strategic location, being at the
intersection of two major roads Burwood Highway and Middleborough Road.
The extent of the Burwood Heights Shopping Centre is illustrated in Figure 1.
Figure 1 Extent of Burwood Heights Shopping Centre
Burwood Heights Shopping Centre is a reasonably compact centre with a

neighbourhood community focus. It is essentially U-shaped with properties facing
both the Burwood Highway and a large car park at the rear. The Safeway
supermarket at the eastern end is the dominant use. A building providing shops on
the ground level and office suites above is a bookend at the western edge along
Middleborough Road.
Burwood Heights Shopping Centre has approximately 8,000 square metres of retail
and commercial floorspace of which approximately 6,000 square metres is retail
floorspace. There are 32 businesses currently in the centre.
The catchment area of the centre covers approximately 11,500 households in
Burwood, Burwood East, Blackburn South, Mt Waverley and Syndal. The
catchment stretches from Canterbury Road in the north to High Street in the south,
Huntingdale Road/Station Street in the west to Blackburn Road in the east.
2.2
Shopping Centre Mix
The range of uses in the Burwood Heights Shopping Centre is illustrated in Table 1
and detailed in Appendix 1.
Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping

Centre
Use
No. of Uses
Retail including cafes & restaurants
20
Commercial Services
6
Health Services
3
Community Services
2
Automotive petrol service station
1
Vacant
0
Total
32
Source: Peter McNabb and Associates, March 2009
% of Total
63
19
9
6
3
0
100
One of the key features of the centre is that there are no vacant premises.
Retailing is the predominant business activity. The centre has 20 existing retail
businesses, representing 63% of all businesses. The full-line Safeway supermarket
is the anchor supported by a range of other fresh food outlets. The centre also has a
newsagency with postal agency, pharmacy, florist, hairdresser, beauty shop, as well
as three takeaway food outlets.
There is a Chinese restaurant, but no dedicated caf. The lack of a caf culture is a
significant deficiency.
Burwood Heights Shopping Centre performs a secondary role as a commercial
services centre. The centre has six commercial service operations, representing 19%
of all businesses. The centre provides core services such as a bank and postal
agency. For a centre of its size, it also is well represented by financial and legal
services.
Burwood Heights Shopping Centre has a small but important health services sector
with three facilities, representing 9% of the businesses in the centre. There is a
medical centre, podiatry clinic, and skin clinic.
There are two premises providing community services in the Burwood Heights
Shopping Centre the electorate office of Senator Helen Kroger and the Rejoice
Chinese Christian Centre.
2.3
Role of the Centre
Burwood Heights Shopping Centre functions primarily as a convenience retailing and

commercial centre providing for basic shopping needs.
In addition to its primary role, Burwood Heights Shopping Centre performs a
secondary role as a commercial, health and community services centre with a few
specialist uses attracting clients from a wider area.
2.4
Image and Branding of the Centre
The current image of Burwood Heights Shopping Centre is predominantly of an oldfashioned centre with a friendly atmosphere.
There is still some confusion and uncertainty about the name Burwood Heights in
relation to the centres old name of East Burwood which corresponds to the local
postcode. Burwood Heights was chosen because it is the official designation of the
post office at the centre.
The Business Association in conjunction with the Body Corporates has developed a
new logo for Burwood Heights Shopping Centre. It is now important to prominently
display and promote the new branding.
2.5
Current Marketing and Promotions Program
The Burwood Heights Business Association currently has a marketing and

promotions program funded by a small annual special rate and charge of $ 35,000.
The Business Association and its Centre Manager organise strategic marketing
through the Burwood Heights community newsletter, the vertical advertising strips in
two local newspapers, the community cash program and free websites for
businesses through Cagora, a new community-focused company.
There is a well-established program of small promotional events and competitions.
These are provided at Easter, Mothers Day, Fathers Day, AFL Grand Final, and
Christmas, as well as through a Winter Getaway Competition.
2.6
Current Centre Management Arrangements
The management of Burwood Heights Shopping Centre is complicated with two Body
Corporates (The Knight Alliance & Body Corporate Professionals), Safeway and a
Management Committee entity sharing responsibility. The Burwood Heights Business
Association lobbies and liaises with each of these to achieve desired outcomes.
The Business Association is a longstanding incorporated body that has been
organised to be representative of all businesses in the centre. A Committee is
elected each year, but generally does not meet as a group. The Association
executive, particularly through its President Cliff Harding and its Centre Manager
Michelle Frazer, has worked hard over many years to facilitate improvements in the
centres appearance and operation, and developed good working relationships with
the Body Corporates and Whitehorse City Council.
3.
PLANNING CONTEXT
Burwood Heights Shopping Centre is classified as a Neighbourhood Centre and is a

part of the broader Burwood Heights Major Activity Centre. The Major Centre
encompasses the RSPCA site on the Burwood Highway-Middleborough Road corner
as well as the extensive former brickworks site to the north and east.
In February 2006, the Minister for Planning rezoned the brickworks site to a Priority
Development Zone. The Zone allows for a mixture of residential, commercial, retail,
office and leisure uses in accordance with a Development Plan for the site.
Burwood Developments Pty Ltd (a subsidiary of Reading Entertainment) prepared a
Development Plan that was approved by Council in 2008. Elements of the Plan are
specified as follows:
A new boulevard through the site to link Middleborough Road and Burwood
Highway and lined with shops, cafes and restaurants
A new park with a lake in the northern residential precinct
An urban plaza as a central focus, meeting place and activity space
High quality buildings fronting Middleborough Road and a campus style setting
along the Burwood Highway
Upgrade of surrounding intersections to manage traffic and new traffic signals at
the Middleborough Road/Main Street for the new road link
A range of housing types and densities
A transition of building heights towards the edges of the site
A walking and cycling network
Scope for public transport improvements
Used of ecologically sustainable design principles in the development
Urban design guidelines for future buildings
The land use mix outlined in the Development Plan is as follows:

Residential
Commercial
Retail
Non-retail
Cinema
Bowling
Restaurant Tavern
Gym
Child Care & Community Centre
700 dwellings
20,000 sq m
35,350 sq m
3,900 sq m
3,318 seats (17 screens)
10lanes
1,250 sq m
1,400 sq m
1,400 sq m
This is a very significant mixed use development adjacent to the Burwood Heights
Shopping Centre. Given its size and range of uses including a supermarket,
discount department store, specialty shops and take away food outlets, it is critical for
the existing Shopping Centre to continuously improve the goods and services offered
as well as its appearance and management so that the centre is competitive to deal
with and capitalise on the extensive Reading development.
The Business Association was recently successful in lobbying the property owners
and Body Corporate to undertake a Master Planning process. This is expected to
commence in May 2009 and aims to develop a strategic vision of how the shopping
centre could evolve over a period of time in order to remain relevant and competitive
in a changing world.
It will incorporate ideas about:
Land use options

Built form (including building heights and opportunities for building
developments)
Amenity (including developing a focal point for customers, frontage to
Burwood Hwy and the car park, undercover areas and walkway,
connectivity between businesses)
Lighting (car park, walkways and shop fittings)
Landscaping
Signage
Car parking
Vehicular and pedestrian traffic management (including issues with the
petrol station)
Possible subdivision restructuring
The information contained in the Master Plan will assist property owners in deciding
how to proceed in the future.
4.
MARKET ASSESSMENT
The market assessment is provided primarily through the responses to the Business
Survey distributed to all businesses in the centre and the Resident Survey distributed
to 200 households with a 1.5 km radius of the centre.
4.1
Business Perceptions
Responses were received from 18 businesses, representing 56% of all businesses in

the Burwood Heights Shopping Centre. The following highlights the key conclusions
from the surveys. A summary of the full results is outlined in Appendix 2 of this
report.
Desirable and Undesirable Features
The most desirable features of Burwood Heights Shopping Centre are considered to
be:
The car parking arrangements (plenty of free parking)

Friendly people - both shop owners and community residents
Its convenience - good location at the junction of two main roads
Friendly, welcoming, relaxed atmosphere
Good range of basic businesses
Community focus
The most undesirable features are considered to be:
Its old, neglected, tired, dowdy, and dated appearance and ambience
Not enough takeaway and caf/restaurants including places for lunch
Lack of sheltered spaces for people to congregate
Lack of a good coffee shop
Lack of integration between the shops facing Burwood Highway and those facing
the car park behind
Not an inviting centre for customers
Lack of centre identification and directional signage
Extent of Awareness of Centre Advertisements or Promotions, Participation in

Them, and Their Perceived Effectiveness
There is a high level of business awareness of the key elements in the Burwood
Heights Shopping Centre marketing program the strip ads in the local newspaper,
the Christmas Promotion, The Mothers Day Drawing Competition, the Community
Newsletter, the Winter Warmer Competition, and the Community Cash Program. By
contrast, there is limited participation (less than 50% of respondents) in all of these
events except the Community Newsletter.
Businesses are uncertain or divided about whether these initiatives are effective or
not, with the Community Newsletter being considered the most effective.
Suggested Improvements in the Burwood Heights Shopping Centre

Advertising and Promotional Events
The improvements considered most important by the business respondents are:
More business profiles in the local newspaper

More events
A festival day once a year barbeque, balloons, etc
Shopping vouchers
Advertising pamphlets
Promotion of the key assets of the centre ease of parking and friendly
shopping centre
Jazz band at weekends
More childrens activities
More focus on key differences from major centres such as Box Hill and K Mart
Plaza
Extent of Awareness of Lobbying by the Burwood Heights Business

Association
There is a high level of awareness (over 70%) among business respondents of the
lobbying undertaken by the Burwood Heights Business Association:
with Council and the State Government Minister for Planning to achieve better
outcomes in the Reading shopping centre
with the Body Corporates to achieve maintenance and capital works within the
centre
Other Comments
The other comments raised by business respondents related primarily to desired
physical improvements in the centre and better management by the Body
Corporates. Key points raised are:
The centre needs upgrading more of a modernised look

The centre needs a different mix of shops more places to eat and drink need
to get people to come and stay for a coffee, etc.
Petrol service station traffic jams area big problem continue to grow rather than
abate
Keep parking free
People will not come to shop if there is no variety of shops, no matter what
improvement is made, need to add 10 more shops in retail e.g., clothing stores
Would like to see the centre looking more modern and upmarket
The approach of the body corporates needs to be addressed.
The owners need to invest in the centre if it is to survive.
The owners and the body corporates need to work with traders to solve problems
in the centre.
Because of the current condition of the centre, several businesses will relocate to
the Readings centre when it is completed.
4.2 Resident Perceptions

Responses were received from 42 residents, representing 21% of all residents
surveyed. The following highlights the key conclusions from the surveys. A summary
of the full results is outlined in Appendix 3 of this report.
Use of Burwood Heights Shopping Centre Compared with Other Centres for
the Purchase of Goods and Services
Burwood Heights Shopping Centre is used to a significant extent for basic
convenience shopping. 90% of respondents indicated that they normally use the
centre to obtain their weekly groceries. Other day-to-day retail goods and services
usually obtained in the centre by a high proportion of residents are vegetables (76%),
newspaper/postal services (74%), deli products (69%), meat (64%), and bakery
goods (64%).
In contrast, less than 30% use the centre to obtain takeaway food; only 45% use the
bank facilities; and less than 20% use the centre to obtain a coffee and caf or to go
for lunch or dinner.
The main competing centres are considered to be Kmart Plaza in East Burwood,
Forest Hill, Mt Waverley, and various fresh food markets.
Reasons for the Use of Other Centres
The key reasons stated for using other centres are:
Much better and cheaper goods at markets -Camberwell, Box Hill or Victoria
Market
Established habit over many years
More variety of stores and services elsewhere
Access to products not available at Burwood Heights
Better service
Better quality of goods and services
Some services in Burwood Heights are poor (inefficient, unreliable)
Lack of ambience in Burwood Heights for caf experience
Availability of food courts in the shopping complexes for quick meals
Better prices
Clean and safe underground car parks at shopping complexes
Easier access
Better variety of restaurants and takeaway food outlets elsewhere
Coles gives discounts on LPG whereas Safeway does not
Frequency of Visitation to Burwood Heights Shopping Centre

The majority of resident respondents (57%) use the centre 2-3 times a week.
Like Most about Burwood Heights Shopping Centre
10
The key features that residents most like about Burwood Heights Shopping Centre
are:
Its convenience being close to home

Variety of shops meeting basic needs/daily requirements
Plenty of and ease of parking
Availability of a major supermarket and other fresh food shops
Generally good and friendly service
Small businesses and small scale experience
Friendly and helpful businesses
Good location - easy access to Burwood Highway
Availability of a bank
Like Least about Burwood Heights Shopping Centre

The key features that residents most dislike about Burwood Heights Shopping Centre
are:
Poor ambience and aesthetics looks tired, not enough landscaping, lack of
shade in car park, old and dagging appearance, in need of a facelift
Inconvenient location on busy corner entry/exit into Middleborough Road is
difficult because of petrol station and bus stop
No decent restaurant or caf need a good caf that is open for breakfast on the
weekend and/or a small caf that is open for lunch
Lack of an outdoor caf
Not enough variety limited banking facilities
Unattractive appearance of different parts of the centre
Difficult conditions for pedestrians pedestrian crossovers not well signed in car
park, pedestrian movement unsafe near Safeway loading dock
Undulating pavement causing tripping and falling
Not enough undercover car parking
Poor maintenance of lane markers and directional arrows
Particular shops
Sloping car park
Extent of Awareness of Centre Advertisements or Promotions and Their

Perceived Effectiveness
There is generally a low level of resident awareness (less than 40%) of the key
elements in the Burwood Heights Shopping Centre marketing program, except for the
Community Newsletter where the response was 60%.
Residents are mostly uncertain or unclear about whether these initiatives are
effective or not, with the Community Newsletter being the only item that is considered
effective by more than 25% of respondents.
11
Reasons for Being Effective

The key reasons given why marketing initiatives were considered effective are:
Christmas spirit created at the centre
The strip ads are noticed, and residents really get benefits from them
The marketing includes news about changes to shops, renovations in the centre,
etc
Reasons for Not Being Effective
The key reasons given why marketing initiatives were not considered effective are:
Generally not a compelling offer

Similar promotions elsewhere at Christmas
Community Newsletter - just more junk mail, boring presentation
Generally considered irrelevant
Suggested Improvements in Burwood Heights Shopping Centre Advertising

and Promotion
The improvements considered most important by the resident respondents are:
Leaflet drops
Catalogues in the mail
More information on a regular basis
Large notice in local newspaper
Expand the Community Newsletter
Reward program for regular customers
Banners in the centre promoting the events
Better advertising
More variety in the centre before advertising
Use of colour, layout and celebrities enticements that will really attract people to
the events
Just make the centre more attractive
Responses about Features in the Burwood Heights Shopping Centre.

Table 2 provides the overall resident rankings of key aspects - Burwood Heights SC.
12
13
Table 2: Overall Resident Rankings of Key Aspects of the Burwood Heights SC

Element
Excellent
%
Very
Good
%
37
39
13
34
5
24
Quality of goods and services

18
Customer service
18
Mix of businesses
21
Car parking
29
Landscaping
0
Ease of access into and
18
around the centre
Source: Peter McNabb and Associates, March 2009
Good
%
Fair
%
Poor
%
26
24
37
21
24
18
11
8
16
13
18
29
0
3
8
0
47
8
Cant
Say
%
8
8
5
3
5
3
The average score for all items except landscaping was in the range of good to very
good. The average score for landscaping was fair.
Other Comments
The other comments raised by residents related primarily to conditions of particular
businesses or the general appearance of and access to and around the centre.
Desired improvements are highlighted. Key points raised are:
Poor customer service at some businesses lowers the standard.

Travel agency is excellent.
The rear of some premises require attention.
Access in and out of the centre from Middleborough Road is difficult.
Many retires would appreciate a cinema, cafes and restaurants.
The centre car park is used as a rat run
Traffic in the carpark can be very fast speed limit signs need to be erected.
Burwood Heights has a good mix of businesses and we find it very handy.
The centre is small enough for regular shoppers to be known and to receive
personal service, yet big enough to meet daily needs.
Need better landscaping more shade trees
Traffic control directions on the car park pavement need to be painted regularly.
The centre will be more attractive with more fast food and becomes a caf place.
The service station at the entrance to the centre often causes congestion,
particularly on cheap petrol days.
Need safe pedestrian walkway in the car park
Need nicer gardens
Quite satisfied with the present facilities and cannot see why changing will make
any difference. Car park surface and land directional markings need attention.
Looks like a bit of a wasteland.
Dont make it difficult to access and park
Solve traffic problems at the petrol service station.
Needs facelift as the centre is tired and has no atmosphere. Prefer to travel to Mt
Waverley Village that has a much better atmosphere.
Aver
Score*
2.3
2.3
2.8
2.2
4.1
2.6
5.
SWOT ANALYSIS
The key issues and opportunities for Burwood Heights Shopping Centre raised
through the business and resident surveys and follow-up consultations with
businesses, property owners, the body corporates and Council staff are summarised
in the following SWOT analysis:
Strengths
Plenty of free car parking

Good location at the junction of two main roads
Friendly, welcoming, and relaxed atmosphere
Compact
Good range of convenience retailing outlets meeting basic shopping needs
A full line Safeway supermarket as a key magnet
A neighbourhood community focus
Well-established Business Association
Centre Manager
Special rate and charge scheme providing funds for marketing, business
development and centre management
Effective lobbying to affect changes with the Body Corporates and Whitehorse
Council
Weaknesses
Old, neglected, and tired looking

Lack of ambience
Limited landscaping
Lack of takeaway food outlets, caf/restaurants and other retail
Lack of another major anchor
Lack of sheltered spaces for people to congregate
Lack of centre identification signage
No public toilets
Poor condition of shopfronts facing both the Burwood Highway and rear car park
Difficult access arrangements to the centre
Petrol station creates traffic problems
Opportunities
Ongoing improvements in businesses in the centre

Expansion of the centre through redevelopment at the rear of the car park
Greater range of convenience retailing facilities through this expansion
Continuation of the special rate and charge program
Ongoing engagement of a centre manager
Spin-off growth as a result of the new Reading development
A stronger Business Association achieving more physical improvements in the
centre through negotiations with the body corporates and land owners
Extension of the marketing activities
Stronger connections with Whitehorse City Council
14
Development of a Master Plan for the centre

Threats
Major competition from the Reading development resulting in key businesses

relocating from the neighbourhood centre to the new development
Competition other nearby centres such as KMart Plaza, Mt Waverley, Box Hill,
and Glen Waverley
Potential loss of the supermarket
Lack of engagement from or resistance to change by key Burwood Heights
businesses
Termination of the special rate and charge scheme
Reluctance by property owners to invest in improvements to the centre
From this SWOT analysis, the key opportunities for the future of Burwood Heights
Shopping Centre are:
Achieving higher standards of presentation, merchandising, and customer service

in existing businesses
Implementing a new brand for the precinct, getting all businesses behind the
branding, and making the wider community more aware of it
Continuing to organise and implement a strategic marketing program
Facilitating improvements in the centre with the Body Corporate, Land Owners
and Whitehorse Council
Developing a stronger Business Association organisation
Continuing to employ a centre manager on an ongoing basis
15
6.
FUTURE VISION AND MISSION STATEMENT
6.1
Vision
To establish Burwood Heights Shopping Centre as the premier shopping centre

within the Burwood Heights Activity Centre for meeting daily shopping needs
To encourage the expansion of the range of business premises through
redevelopment of the south rear car park area of the centre
To continuously improve the goods and services offered so that the centre is
competitive to deal with and capitalise on the extensive Readings development to be
established soon to the north of the centre across the Burwood Highway
6.2
Mission Statement
The mission of the Burwood Heights Business Association is to:
Improve and promote Burwood Heights so that it becomes a great shopping

centre
Develop a stronger sense of cohesion and involvement among all the businesses
in the centre
Act as leaders and ambassadors for the precinct
Lobby the Body Corporates and Whitehorse City Council and property owners for
improvements in the physical infrastructure and appearance of the centre and its
environs
Specific outcomes that are expected to be achieved over time from the work of the
Association are:
A more coordinated and cohesive business community committed to ongoing

marketing and development of the centre
To influence improvements in the physical infrastructure and appearance of the
centre
An enhanced profile for the whole centre
Improved customer perceptions about the centre
A continual improvement in consumer spending patterns in the centre
A continual improvement in the trading performance of the centre
16
7.
STRATEGIES
An integrated set of strategies has been developed in the Business Plan to realise
the vision for Burwood Heights Shopping Centre. The strategies are realistic in that
they reflect the relatively small budget of the Burwood Heights Business Association.
It is important to tackle all aspects of the strategies in an integrated manner.
Ownership of the strategies by all the key parties connected with the centre
(Business Association, Body Corporates, Land Owners, Whitehorse City Council)
also is critical to the successful implementation of the Business Plan.
The strategies encompass the following six components:
7.1
Land Use Structure

Business Development
Marketing and Public Relations
Community Development
Physical Improvements
Centre Management and Communication
Financial
Land Use Structure
Burwood Heights Shopping Centre is a small compact U-shaped centre with a large
car park area to the south. There is a desire by businesses and property owners for
the centre to be expanded to fully realise its potential as a convenience-oriented
neighbourhood centre. The rear car park area is underutilised and could be used to
expand the built form of the centre.
The recommended strategies to deal with this issue are:
Sustain the compact nature of the centre by working within its current boundaries
Encourage the redevelopment of the rear southern car parking area into a strip of
retail and/or other anchor business premises that are integrated with the Safeway
store and the other business premises in the existing centre
7.2
Retaining and Improving Existing Businesses

The success of Burwood Heights depends to a large extent on the quality of the
experiences offered to customers and clients by all of its businesses. A memorable
experience in a shop or office is based on:
Unique quality products or services

Great customer service
Excellent merchandising and presentation
Value-added offers
Superior marketing and sales promotion
17
From our surveys and centre analysis, not all businesses in Burwood Heights offer
this combination. It is important, therefore, to plan for continuous upgrading,
business development, and renewal of products/services, shopfronts and service.
The aim is to achieve best of kind businesses in the centre.
A reasonable portion of the buildings at Burwood Heights Shopping Centre face both
the Burwood Highway and the rear car park. However, only a few businesses have
frontages to both areas.
The ground level premises in the centre contain a mixture of retail and non-retail
uses. Some premises do not have active frontages because of limited customer
traffic. This constrains the vibrancy of this shopping centre. There is a desire by
businesses in the centre for these types of uses to be located in above ground
premises or in other commercial precincts.
The recommended strategies to address current issues and achieve excellence are:
Encourage businesses to improve shop facades, signage and internal

presentation to project a smarter, more lively, more pro-active, more personalised
and specialised image
Facilitate business networking opportunities and training programs for businesses

through Whitehorse City Council and the Whitehorse Business Group to address
issues such as business planning, coping with change, customer service, shop
presentation, signage, and visual merchandising
Continue to encourage all businesses to be open at key times to meet the needs
of customers and clients. For example, encourage all food outlets to be open at
lunch time
Continue to encourage all shops and offices to extend and value add on the
goods and services provided to identify specific extra products and services
that they could provide that would fill gaps in the centre
Encourage joint customer databases and cross-marketing (e.g., joint offers,

exchange of promotional brochures or gift vouchers) among complementary
businesses
Encourage businesses in the centre to participate in the Whitehorse Business

Awards Recognition Program so that excellence in different types of businesses
in the centre can be recognised
Encourage property owners to establish only retail or other businesses with

regular customer traffic (as opposed to offices) in ground level premises so as to
maintain active street frontages in the centre
Encourage businesses and property owners with premises facing both the
Burwood Highway and the rear car park to have both front and rear entrances
18
Improving The Business Mix by Attracting Appropriate New Businesses

Consultation with businesses and residents has highlighted that there could be new
types of businesses established at Burwood Heights Shopping Centre. Although the
centre currently has no vacancies, it is important to be pro-active about the future
and consider possible businesses that would assist in achieving the recommended
vision for the centre.
From our analysis of the surveys and consultations, it is recommended that the
following new operations be considered to strengthen the centres business mix:
One or two cafes with provision for breakfast and lunch

More specialist food shops e.g., a fresh fish shop, health food shop, juice bar
More variety in take-away food shops including chain stores
Another restaurant
A household appliance repair shop
Key cutting/shoe repairs
Fitness centre
Expanded Australia Post services
The Burwood Heights Business Association should establish a pro-active process to

attract these types of new businesses into centre when vacancies appear or new
properties are established. The key strategies to be pursued by the Association to
achieve this are:
Develop a brief prospectus outlining the case for establishing the proposed new
operations in the centre, indicating its primary catchment area and sociodemographic profile
Directly approach the desired new types of businesses (e.g., good businesses in
other centres particularly those looking to expand; new businesses looking to
establish in this part of Melbourne) present them with the prospectus, and
encourage them to look at Burwood Heights Shopping Centre and be ready to
take up any vacant premise or be part of any new development
7.3
Burwood Heights Shopping Centre has a good marketing and public relations
program for the relatively small amount of money raised through the special rate. It
is important over the next five years that ongoing small improvements are made to
the program so that the centre can hold its own in the face of the new Readings
development. This should encompass further implementation of the branding and
strategic marketing, as well as an ongoing calendar of small promotional activities.
Branding
There is still some confusion and uncertainty about the name Burwood Heights in
relation to the centres old name of East Burwood. In response to this issue, the
19
Burwood Heights Business Association in conjunction with the body corporates has
recently developed a new logo for Burwood Heights Shopping Centre. It is now
important to prominently display and promote the new branding. The recommended
strategies are:
Encourage the new branding to be used by all businesses in the centre
Develop and implement an awareness campaign about the new brand through
local media promotion and other advertising such as banners placed at strategic
locations in the centre as well as window decals for all shops and offices in the
centre. The banners could be organised with assistance from the body corporate
and/or Council.
Develop merchandise (e.g., re-useable shopping bags) to promote the new

brand.
Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a
large new sign with the Burwood Heights Shopping Centre logo and slogan to be
erected on the gateway building at the Burwood Highway - Middleborough Road
corner to highlight the new brand. In addition, facilitate directional signs to the
office block at 2-8 Burwood Highway and directory board signs listing all the
businesses in the centre at the western and eastern ends of the centre, all
incorporating the new branding
Strategic Marketing
The Burwood Heights Business Association and its Centre Manager organise
strategic marketing through the Burwood Heights community newsletter, the vertical
advertising strips in local newspapers, the community cash program and free
websites for businesses through Cagora, a new community-focused company. It is
important over the next five years that there is ongoing improvement in the marketing
program so that the neighbourhood centre remains competitive and strong. The
recommended strategies are:
Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centres
catchment area stretching from Canterbury Road in the north to High Street in the
south, Huntingdale Road/Station Street in the west to Blackburn Road in the east
Continue to produce the advertising strips in the local newspapers with the new
branding, business profiles, business directory, and centre location map
Organise regular A4 advertising leaflet drops to households in the catchment

area
Market the centre through monthly media releases to local newspapers
Continue to organise and promote the Burwood Heights Community Cash

Program
20
Continue to facilitate free websites for businesses through Cagora, or if

sponsorship is available, establish a distinctive Burwood Heights Shopping
Centre website incorporating the new branding. If a website is established,
organise an email marketing program for customers in conjunction with the
website. Include the calendar of small promotional events for the centre on the
website. Establish cross links with the websites of individual businesses in the
centre and the Whitehorse City Council website
Update the existing DL business directory and centre map highlighting the new
branding and diverse range of businesses in the centre. Promote and distribute
the business directory to the catchment area and through all shops and offices in
the centre, and encourage businesses to become familiar with it to increase
customer referrals to other businesses in the centre
Consider, in the longer term, a rewards program for loyal customers
Special Promotional Events

There is a well-established and effective program of small promotional events and
competitions that should be built on. The recommended strategies are:
Continue to organise the calendar of small promotional events as follows:

Month
Promotional Event
April
May
June/July/August
September
Easter
Mothers Day Competition
Winter Getaway
Fathers Day
AFL Grand Final
November/December Christmas
Consider, in the longer term if sponsorship is obtained, organising a festival in the

centre
Promote the calendar of events through large posters placed at strategic points in
the centre
Ensure that any promotional performances as part of the events are strongly
linked to local community groups
Complement the events with give-ways and other enhancements to reinforce the
brand and promotional program
Organise a few smaller activities outside the main events to make the centre
appear more vibrant on weekends.
These could include regular live
entertainment on Saturdays, strolling bands (using students from local schools
and colleges), sidewalk sales or markets on the weekends, and community days
(e.g., charity day, local schools day)
21
7.4
Community development is an important spin-off of the marketing and promotional

strategies. Burwood Heights Shopping Centre is a key community focal point. It is
important to sustain connections with the community and benefits from the
promotional program flow to the Burwood Heights and surrounding communities. The
recommended strategies are:
Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse
Continue to strengthen community connections and loyalty to the centre,

particularly to highlight the centres point of difference as a relaxed, friendly, and
intimate centre. Organise community day promotional events such as a charity
day or local schools day
Continue to involve local schools and other community organisations through

music and dance performances, painting and sculptural displays, in the
promotions program. Organise youth group activities such as talent searches,
busker events and school choir performances in the centre
Continue the Burwood Heights Community Cash Program to provide funds for
local schools and community groups and to highlight the centres commitment to
assisting the local community
7.5
Physical improvements in the centre related to new signs, directory boards,

cleanliness, rubbish removal, car parking, traffic management, landscaping and
footpath improvements are the responsibility of the Body Corporates and to a lesser
extent Council, not the Burwood Heights Business Association. However, the
businesses and property owners consider that it is important to highlight a few
strategies in the Business Plan related to these matters. The recommended
strategies are:
large new sign with the Burwood Heights logo and slogan to be erected on the
gateway building at the Burwood Highway - Stephensons Road corner.
Facilitate directional signs to the office block at 2-8 Burwood Highway
Facilitate directory board signs listing all the businesses in the centre at the
western and eastern ends of the centre
Facilitate the establishment of a shaded landscaped area or glass atrium with an
extended footpath area in that outdoor part of the centre immediately to the east
of Shops 6-11, 2-8 Burwood Highway, so as to create a more effective meeting
place in the centre
22
Facilitate the repair of cement footpaths in the centre so as to make it safer for
pedestrians, particularly elderly persons
Encourage the Body Corporates to provide an elevator in the office building at 28 Burwood Highway
7.6
This is a key priority. For the success of an ongoing business development and
marketing program in Burwood Heights Shopping Centre, it is critical to develop a
strong business association with a professional part-time centre manager as well as
very good communication processes.
The Burwood Heights Business Association is a longstanding incorporated body that
has been organised to be representative of all businesses in the centre. A Committee
is elected each year, but generally does not meet as a group.
The recommended strategies to improve the management and communication
processes of this organisation are:
Continue to elect a Committee each year. Work to ensure that there is an

appropriate representation on the Committee from different types of businesses
in different parts of the centre
Organise short bi-monthly meetings of the Committee to direct and monitor the
agreed program of activities
Provide Committee members with specific tasks (e.g., financial monitoring of

Association expenses) to share the workload and advance the program
Continue to ensure that businesses in the centre work together as a team by

communicating with them regularly. Continue to hold at least two public meetings
a year to develop an ongoing united sense of direction for the centre. This also
will provide a high degree of transparency and accountability for the Burwood
Heights Business Associations activities. One of these meetings should be the
formal Annual General Meeting (AGM) to elect the Committee for the following
year. The other should be an open discussion session on the centre marketing
program.
Organise other informal business networking sessions at different business

premises in the centre to encourage sharing of information and establishment of
cross-marketing ventures
Continue to prepare and distribute a short bi-monthly newsletter to keep
businesses up to date with proposed new events and activities in the centre.
23
Update the New Business Welcome Kit and distribute it to new businesses in the
centre, particularly those establishing as part of any future redevelopment of the
rear car park
Organise, at least on an annual basis, a resident and/or customer survey to

obtain feedback on all aspects of the marketing and centre management program
for the past year
Maintain regular liaison between the Association and both the Body Corporates
and Council on issues such as the new Readings development as well as
physical improvements, car parking, traffic management and maintenance in the
centre, and establish a system of regular reporting on these matters at
Association Committee meetings
Centre Manager
It is imperative that the Burwood Heights Business Association continue to employ a
part-time centre manager working one day a week to undertake the marketing,
business development and administrative tasks.
The key tasks to be undertaken in this role, in conjunction with the Committee,
should include:
Implementation of the new brand for the Burwood Heights Shopping Centre
Strategic marketing of the centre through existing (Community Newsletter,

advertising strips in local newspapers, Community Cash Program and possible
future (Burwood Heights Shopping Centre website) programs
Organisation of a few key special promotional events and competitions during a

year
Regular communication with all businesses in the centre through newsletters and
visits to business premises
Maintenance of strong relationships with local community groups (schools,

service clubs, sports clubs, etc) and residents so as to foster ongoing
connections with the centre and develop stronger loyalty from these groups
towards the centre
Active discussions, in conjunction with property owners and real estate agents, to
encourage appropriate new businesses to be interested in establishing in the
centre, as vacancies arise or new premises are established
Facilitation through Council and the Whitehorse Business Group of business

building seminars and other training programs to motivate and educate individual
businesses to make improvements to their businesses
24
25
Facilitation through the Body Corporates and Council of recommended physical

improvements in the centre
Development of an annual sponsorship program for centre activities
It is important that the Centre Manager continue to visit and be seen to be working
with each business in the centre to keep businesses up to date with current and
future activities, obtain feedback, and receive information about issues of concern.
Regular contact (at least a short visit to each business once every month) and
communication also are very important to engender commitment and ownership from
all businesses to the marketing and business development program.
7.7
Financial Strategy
The annual costs of undertaking the proposed marketing, community and business
development initiatives outlined in the Business Plan are in the order of $ 40,000 to
$ 45,000 over the next five years. A general breakdown of an initial budget of
$ 40,000 is recommended as follows:
Subsidy for business reviews/training programs
Business networking events
$
$
1,000
500
Marketing
Branding and awareness program
Media advertising (advertorials etc)
Community Newsletter (four editions/yr)
Special promotional events and competitions
Community Cash Program
$
$
$
$
$
4,000
9,500
5,000
5,000
200
Monitoring and Evaluation

Customer and resident surveys
900
Management and Communication

Part time centre co-ordinator
Business newsletters and other communication
Public liability insurance
Financial monitoring/audit
General administration
$
$
$
$
$
12,000
100
1,000
500
300
Total
40,000
It is important to have an ongoing source of funding to cover the costs of the

proposed initiatives. To achieve this, it is recommended that the current special rate
and charge fund of $ 35,000 per annum be renewed for five years, commencing on
1 September 2009. The new special rate should be structured along the lines of the
current rate. This involves a rate in the dollar for the properties in the designated
Primary and Secondary Areas of the centre, with specified minimum and maximum
charges for each area. In the first year, the total special rate should be struck at
$ 36,000 with annual CPI adjustments for each year thereafter, as is the current
practice.
To enable the recommended overall budgets for the five years to be achieved, it is
recommended that an annual sponsorship program be organised by the Burwood
Heights Business Association to make up the difference of the funds not raised
through the special rate and charge. In the first year, to achieve a budget of $
40,000, it is recommended that $ 4,000 be raised through sponsorship.
It is important to maintain a financial accountability system for the Burwood Heights
Business Association. A financial report should be organised and provided to an
Association Committee meeting every three months to monitor expenditure against
the income achieved through the special rate or sponsorship. This report should
outline expenditure against a designated budget for each project area of the
Committees work. An audit of the Associations annual income and expenditure
should be prepared at the end of the financial year and presented to the
Associations AGM as well as to Council.
26
8.
27
MONITORING AND EVALUATION PROGRAM
The degree of achievement of the actions outlined in this Business Plan will be
evaluated at regular intervals throughout each financial year.
Key performance indicators to be included in the evaluation are:
extent of completion of projects specified in the Business Plan, on time and within
budget
level of business participation in activities and promotions
business and customer perceptions about the success of individual promotions
and advertising campaigns
business perceptions about changes in the overall profile and trading
performance of the centre
financial accountability
It is recommended that an evaluation report be prepared for the Burwood Heights

Business Association at the end of each financial year of the program. The report is
to address the degree of compliance with the performance indicators outlined above.
It is to be submitted to Council as part of the accountability requirements for the
program. It also is to be used as a basis for developing a more detailed business
plan and budget for the following financial year.
Suggested formats of the evaluations to assist with the monitoring of activities during
the year are outlined below:
Business Participation in and Perceptions of Marketing Program

Centre Activity or Promotion
Branding
Level of Business
Participation
Not applicable
Community Newsletter
X Businesses - % of total
businesses
Newspaper advertising strips

for the whole year
X Businesses - % of total
businesses
Media releases and articles in

local newspapers
Not applicable
Not applicable
Perceptions about
Quality & Success
Poor excellent quality
Not effective to very
effective Based on
business survey
effective
Based on business
survey
effective for the
businesses involved
Based on business
survey
effective
Based on business
survey
Level of Business
Participation
Website presence
X Businesses
Business Directory
X Businesses
Promotional events and

competitions
X Businesses
28
Perceptions about
Quality & Success
effective
Based on business
survey
effective for the
businesses involved
Based on business
survey
effective for the
businesses involved
Based on business
survey
effective
Based on business
survey
Customer Responses and Perceptions of Marketing Program

Customer Response
Community Newsletters
Awareness of the newsletters
Newspaper advertising strips

for the whole year
Awareness of the advertising

strips
Media releases and articles in

local newspapers
Awareness of releases/articles
Awareness of program
Website presence
Number of hits
Perceptions about
Quality & Success
Not successful to very
successful
Based on customer
surveys
successful
Based on customer
surveys
successful
Based on customer
surveys
successful
Based on customer
surveys
successful
Based on customer
surveys
29
Changes in Centres Trading Performance

Date
Number of Vacancies in
Centre
1 September 2009
X vacancies - % of total
premises
1 March 2010
premises
30 August 2010
premises
about Centres Trading
Performance
Poor excellent
X% change in individual
business turnover (up or
down) compared with last
6 months.
Based on business survey
Poor excellent
6 months.
Poor excellent
6 months
Centre Management and Financial Accountability

Item
Actions
Committee meetings
Held on X dates during

2009-10
Communication with businesses
Newsletters distributed
on X dates
Visits to businesses x
number of times
Presented to Committee
meetings on X dates
Financial Report
Annual Audit of Income and

Expenditure
Prepared on X and
presented to AGM on X
dates
Summary provided in
newsletter on X date
about Accountability
Satisfied not satisfied with
centre management
arrangements.
Based on business survey.
communication.
financial reporting.
annual financial audit.
Achievement of Actions in Business Plan
Action
Progress during 2009-10
30
Outcome
Land Use Structure

Encourage redevelopment of
rear southern car park to provide
more retail and other businesses
Encourage identification and
implementation of plans to
reduce traffic problems at the
petrol station
Participate in the development
of a Master Plan for the centre
Encourage business
improvements
Facilitate business networking
and training programs
Encourage better opening hours
Encourage value adding of
goods & services
Encourage cross-marketing
Encourage businesses to
participate in Whitehorse
Business & Leader Awards
Recognition Program
Encourage retail and other
active business types in ground
level premises
Encourage rear and front
entrances to Burwood Highway
properties
Facilitate appropriate new
businesses to fill vacancies or
any new premises
Marketing
Implement the new branding business use, awareness
campaign, merchandise
Facilitate new gateway sign,
directional signs to office block,
and directory board signs with new
branding
Continue to produce Community
Newsletter every three months
Continue to organise advertising
strips in local newspapers
Organise monthly media releases
Continue to organise Community
Cash Program
Continue to enhance website
presence
Update the business directory
Continue to organise a calendar
Action
31
Outcome
of small promotional events

Organise a few smaller activities
outside the main events
Continue to strengthen
community connections with the
centre newsletter
Continue the Community Cash
Program
Facilitate a large new sign on
the gateway building at 2-8
Burwood Highway
Facilitate directional signs to the
office building
Facilitate directory sign boards
Facilitate the establishment of a
shaded landscaped area or
glass atrium east of shops 6-11,
2-8 Burwood Highway
Facilitate the repair of cement
footpaths
Encourage the Body Corporates
to provide an elevator in the
office building
Centre Management and
Communication
Continue to elect a Business
Association Committee each
year
Organise short quarterly or as
necessary Committee meetings
Provide Committee members
with specific tasks
Continue to encourage
businesses to work together
Organise informal business
networking sessions
Continue to organise and
distribute a bi-monthly trader
newsletter
Update the New Business
Welcoming Kit
Organise resident and/or
customer surveys on an annual
basis
Maintain regular liaison with the
Body Corporates and Council to
work through issues of mutual
concern
Continue to employ a part-time
Action
32
Outcome
professional centre manager

Financial
Allocate the budget for 2009-10
as outlined in the Plan
Request Council to renew the
special rate and charge for five
years, effective 1 September
2009 with the total amount to be
$ 36,000 in 2009-10
Encourage Council to increase
the special rate and charge by
CPI each year after the first year
of the scheme
Organise an annual sponsorship
program. Work to achieve
sponsorship of $ 4,000 in 200910
Provide a financial report to a
Committee meeting every three
months. Organise an
independent audit at the end of
each financial year
33
Appendix 1
Inventory of Businesses in Burwood Heights Shopping Centre
March 2009
Address
Shop 1, 2-8 Burwood
Highway
Shop 2, 2-8 Burwood
Highway
Shop 3, 2-8 Burwood
Highway
Shop 4, 2-8 Burwood
Highway
Shop 5-6, 2-8
Burwood Highway
Shop 7, 2-8 Burwood
Highway
Shop 8, 2-8 Burwood
Highway
Shop 9, 2-8 Burwood
Highway
Shop 10, 2-8
Burwood Highway
Shop 11, 2-8
Burwood Highway
Shop 12, 2-8
Burwood Highway
Shop 13, 2-8
Burwood Highway
Shop 14, 2-8
Burwood Highway
Suite 1-2, 2-8
Burwood Highway
Suite 3, 2-8 Burwood
Highway
Highway
Highway
Highway
Highway
10 Burwood Highway
12 Burwood Highway
14 Burwood Highway
16-18 Burwood
Highway
22 Burwood Highway
Business
Alitalia Pizza & Pasta
Land Use Type

Retail
Business Category
Take Away Food
Body Bronze
Retail
Hair & Beauty
Flower Trends
Retail
Flowers
Ultimate Hairworks &

Beauty
East Burwood Travel
Retail
Hair & Beauty
Retail
Travel
Happy House
Retail
Variety Store
Bakers Delight
Retail
Fresh Food
Creature Comforts
Retail
Opportunity Shop
RSPCA Op Shop
Retail
Opportunity Shop
Franks Deli
Retail
Fresh Food
All Peoples Chinese

Restaurant
Burwood Heights Dry
Cleaners
Burwood Podiatry
Clinic
Arthur Kyriacou & Co
Accountants
Fong & Co,
Retail
Restaurant
Retail
Dry Cleaner
Health Services
Podiatry
Commercial
Accountants
Commercial
Legal Services
AMR Accounting
Commercial
Accountants
Mian Phillips & Co
Commercial
Legal Services
Synergy Publishing
Commercial
Publishing
Rejoice Chinese
Christian Centre
Spectacles Plus
Burwood Heights
Medical Centre
Electorate Office of
Senator Helen
Kroger
Burwood East
Newsagency
East Burwood
Community Services
Religious Centre
Retail
Health Services
Optical
Medical Centre
Community Services
Electorate Office
Retail
Newsagency
Retail
Fresh Food
Address
24-26 Burwood
Highway
32 Burwood Highway
36 Burwood Highway
Shop 11, 40
Burwood Highway
40 Burwood Highway
Shop 14, 40
Burwood Highway
42 Burwood Highway
50 Middleborough Rd
Business
Quality Butchers
Pulse Pharmacy
East Burwood Fruit
Market
Direct Kitchens
Elite Laser & Skin
Clinic
Commonwealth Bank
Chookstar Charcoal
Chicken
Safeway
Safeway Petrol Plus
34
Land Use Type
Business Category
Retail
Pharmacy
Retail
Fresh Food
Retail
Health Services
Home Improvement
Beauty
Commercial
Retail
Bank
Take Away Food
Retail
Automotive
Supermarket
Petrol Service
Station
Appendix 2
Responses to Business Survey
Desirable Features about Burwood Heights Shopping Centre in Order of the
Number of Responses
The car parking arrangements (plenty of free parking) clients and staff love
parking and walking up to our office without having to worry about parking metres
or restricted parking times
Friendly people - both shop owners and community residents
Convenient, handy
Friendly, welcoming, relaxed atmosphere
Compact
Good range of business
Good location at the junction of two main roads
A good basic shopping centre
Local
Community focus
One stop shopping centre
Personalised strip shopping
Best Safeway
Nothing
Undesirable Features about Burwood Heights Shopping Centre in Order of

the Number of Responses
Old, neglected, tired, dowdy, and dated

Not enough takeaway and caf/restaurants including places for lunch
Lack of sheltered spaces for people to congregate, sit, have a coffee or drink, talk
and entertain, not enough outdoor seating
Lack of a good coffee shop
Too boring
Nothing to attract people
Lack of integration between the shops facing Burwood Highway and those facing
the car park behind
The parking area at the rear of the centre get rid of it
Not an inviting centre for customers
Limited shopping facilities
Lack of centre management
No proper signage for directions
No public toilets
Lack of variety stores
Lack of overall diversity in the shops
Poor condition of front of shops facing Burwood highway
Businesses parking in customer car parking spaces
Difficult access to office suites
35
36
Special levy and body corporate fees are high

Not enough rubbish bins
No gardens
Poor condition of footpath in arcade and at the back of shops
Difficult access arrangements to the centre and the petrol service station (2)
Not attractive or enticing
High rents and body corporate fees
Too much emphasis on small scale rather than big picture marketing
Lack of helpful owners
Ineffective body corporate
Ineffective centre coordinator
Extent of Awareness of Centre Advertisements or Promotions, Participation in

Them, and Their Perceived Effectiveness
Advertising or
Promotional Event
Strip ads in local

newspaper
Christmas Promotion
Mothers Day
Drawing Competition
Community
Newsletter
Winter Warmer
Promotion
Community Cash
Program
Awareness &
Participation
Effectiveness
Aware of
it
%
67
Participated
in it
%
39
Effective
%
Not Effective
%
N/A*
%
17
17
67
78
61
39
39
22
11
22
28
56
61
72
72
39
11
50
56
39
17
28
56
67
56
22
28
50
* N/A means no answer or does not know

and Promotional Events
More business profiles in local newspaper

More events
A festival day once a year barbeque, balloons, etc
Shopping vouchers
Advertising pamphlets
Promote the rear car park to make it a more prominent feature
Promote the key assets of the centre ease of parking and friendly shopping
centre
Jazz band at weekends
More childrens activities
Decent shaded outdoor eating area
37
Nothing more required

A centre website with a listing of all the businesses
More focus on key differences from major centres such as Box Hill and K Mart
Plaza
More extensive advertising including on TV and radio
Extent of Awareness of Lobbying by Burwood Heights Business Association

Issue
Awareness of lobbying by Business Association with Council and State
Government Minister for Planning to achieve better outcomes for the
Reading shopping centre
Awareness of lobbying by the Business Association with the Body
Corporates to achieve maintenance and capital works within the centre
Yes
%
72
No
%
11
NA
%
17
78
11
11
Other Comments
The centre needs upgrading more of a modernised look.

The centre needs a different mix of shops more places to eat and drink need
to get people to come and stay for a coffee, etc
Petrol service station traffic jams area big problem continue to grow rather than
abate.
Keep parking free
People will not come to shop here is there is no variety of shops, no matter what
improvement is made, unless you add 10 more shops in retail e.g., clothing
stores
Would like to see the centre looking more modern and upmarket
The approach of the body corporates needs to be addressed.
The owners need to invest in the centre if it is to survive.
The owners and the body corporate need to work with traders to solve problems
in the centre.
Because of the current condition of the centre, several businesses will relocate to
the Readings centre when it is completed.
Appendix 3
Responses to Resident Survey
Use of Burwood Heights Shopping Centre Compared with Other Centres for
the Purchase of Goods and Services
Item
Burwood Heights
% of Responses
Other Centres
No. of Responses
Weekly groceries
90
Meat
64
Vegetables
76
Bakery
64
Deli products
69
Flowers
19
Liquor
57
Take away food
26
Pharmacy goods
81
Variety shop
38
Dry cleaning
50
Bank
45
Newsagency/Post
office
74
Travel services
21
Coffee and cake
10
East Burwood Coles (2), Forest Hill, Mt

Waverley, Brandon Park Aldi, Waverley
Gardens
East Burwood Coles, K Mart Plaza Butcher,
Box Hill (2), Balwyn, Victoria Market,
Waverley Gardens
Prahran Market, Ashburton, Mt Waverley
(2), Box Hill (2), Forest Hill Chase, East
Burwood Coles, Waverley Gardens,
Vermont South Get Fresh
Mt Waverley, East Burwood Coles (3),
Forest Hill Chase Canterbury, Waverley
Gardens,
Prahran Market, Monaco Deli, Forest Hill
(2), East Burwood Coles, Box Hill Athena
Deli, Camberwell Market. The Glen,
Waverley Gardens,
Kerri Muici, Forest Hill Chase, Vermont
South Centreway, Canterbury, Waverley
Gardens, The Glen,
Dan Murphy (2), Forest Hill Chase,
Liquorland, Waverley Gardens,
Local shops in Middleborough Road (2),
Station Street, K Mart, Tally Ho, Waverley
Gardens,
Forest Hill (3), Bennetswood (2), Kmart
Plaza, Waverley Gardens,
Mt Waverley, Large shopping centre, Forest
Hill Chase (2), Chadstone, Kmart Plaza (4),
Dollar Days, Doncaster, Knox, Eastland,
The Glen
Middleborough Road Blackburn, KMart
Plaza (4), Wattle Hill, Waverley Gardens,
Melbourne CBD, ATMs wherever,
Camberwell (2), Pinewood, Forest Hill
Chase (3), Waverley Gardens, Mt
Waverley,
Bennetswood (3), Forest Hill Chase, Kmart
Plaza, Tally Ho, Canterbury, Waverley
Gardens,
Flight Centre (2), Box Hill, Forest Hill Chase
(2), Internet (2), Waverley Gardens,
Inner suburbs, Box Hill, Forest Hill Chase,
Camberwell, Canterbury, The Glen,
38
Lunch and/or
dinner
17
Haircut and/or
beauty treatment
26
Medical centre
38
Optical services
31
Solicitor
Accountant
10
7
Chadstone, various other places (3)

Wantirna, Forest Hill Chase, Camberwell,
Glen Waverley, Pinewood, Box Hill, various
other places (3)
Hawthorn, Melbourne CBD, Glen Waverley,
Mt Waverley, Ashburton, Surrey Hills,
Syndal, Forest Hill (4), Benwerrin Drive (3),
Balwyn, Burwood East,
Prahran, Burwood Healthcare (5),
Blackburn South, Kmart Plaza, Box Hill,
Springvale Road Forest Hill, Glen
Waverley,
Forest Hill (2), Knox City (2), Canterbury,
Camberwell, Glen Waverley (2),
Melbourne CBD, Highbury Road, Box Hill,
Box Hill, Camberwell, Melbourne CBD, Mt
Waverley, Benwerrin Drive, Forest Hill,
Reasons for the Use of Other Centres
Much better and cheaper goods (meat, seafood and vegetables) at markets Camberwell, Box Hill or Victoria Market
Established habit over many years
More variety of stores and services elsewhere
Access to products not available at Burwood Heights Shopping Centre
Closer to work
An outing
Better service
Better quality of goods and services
Some services in Burwood Heights are poor (inefficient, unreliable)
Lack of ambience in Burwood Heights for caf experience
Availability of food courts in the shopping complexes for quick meals
Better prices
Clean and safe underground car parks at shopping complexes
Easier access
Cheaper and faster to buy airline tickets on the Internet
More convenient
Better variety of restaurants and takeaway food outlets elsewhere
Coles gives discounts on LPG whereas Safeway does not
Frequency of Visitation to Burwood Heights Shopping Centre

Frequency
Daily
2-3 times a week
Once a week
Once a fortnight
Less than once a fortnight
Extent of Responses
21%
57%
14%
5%
2%
39
Like Most about Burwood Heights Shopping Centre
Convenient close to home

Variety of shops meeting basic needs/daily requirements
Plenty of and ease of parking
Availability of major supermarket
Generally good and friendly service
Small businesses
Fresh food shops
Easy access to key shops/services Safeway, bank
Friendly and helpful businesses
Easy access to Burwood Highway
Good location
Availability of chemist with long trading hours
Small scale
Good range of services for a family
Availability of a bank
Like Least about Burwood Heights Shopping Centre
Poor ambience and aesthetics looks tired, not enough landscaping, lack of
shade in car park, old and dagging appearance, in need of a facelift
Inconvenient location on busy corner entry/exit into Middleborough Road is
difficult because of petrol station and bus stop
No decent restaurant or caf need a good caf that is open for breakfast on the
weekend and/or a small caf that is open for lunch
Lack of an outdoor caf
Not enough variety limited banking facilities
Odour and fumes from some food outlets
Unattractive appearance of rear of shops
Alley between flower shop and Body Bronze is not inviting
Steps are rear of optical outlet are difficult to negotiate
Difficult for pedestrians pedestrian crossovers not well signed in car park,
pedestrian movement unsafe near Safeway loading dock
Lack of a good fish and chip shop
Not enough undercover car parking
Not a one stop centre
Poor maintenance of lane markers and directional arrows
Big bins bock visibility when leaving the petrol station
Having to pay in advance for the hire of trolleys at Safeway
Particular shops
Sloping car park
40
41
Extent of Awareness of Centre Advertisements or Promotions and Their

Perceived Effectiveness
Advertising or
Promotional Event
Awareness
Aware
of it
Effectiveness
Strip ads in local

newspaper
Christmas Promotion
29%
Not
Aware
of it
10%
36%
10%
54%
17%
7%
76%
Mothers Day
Drawing Competition
Community
Newsletter
Winter Warmer
Promotion
Community Cash
Program
29%
12%
69%
12%
5%
83%
60%
7%
33%
29%
7%
64%
24%
17%
59%
10%
5%
85%
19%
19%
62%
10%
5%
85%
N/A*
61%
Effective
Not
Effective
N/A*
12%
5%
83%
* N/A means either no answer or not considered relevant
Reasons for Being Effective
Christmas spirit created at the centre

The strip ads are noticed, and residents really get benefits from them
The marketing includes news about changes to shops, renovations in the centre,
etc.
Reasons for Not Being Effective
Generally not a compelling offer

Similar promotions elsewhere at Christmas
Community Newsletter - just more junk mail, boring presentation
Generally considered irrelevant

and Promotional Events
Leaflet drops
Catalogues in the mail
More information on a regular basis
Large notice in local newspaper
Expand the Community Newsletter
Reward program for regular customers
Banners in the centre promoting the events
Better advertising
42
More variety in the centre before advertising

Use of colour, layout and celebrities enticements that will really attract people to
the events
Just make the centre more attractive
Responses about Features in the Burwood Heights Shopping Centre

Element
Excellent
%
Quality of goods and services

Customer service
Mix of businesses
Car parking
Landscaping
Ease of access into and
around the centre
18
18
21
29
0
18
Very
Good
%
37
39
13
34
5
24
Good
%
Fair
%
Poor
%
26
24
37
21
24
18
11
8
16
13
18
29
0
3
8
0
47
8
Cant
Say
%
8
8
5
3
5
3
The average score for all items except landscaping was in the range of good to
very good. The average score for landscaping was fair.
Other Comments
Poor customer service at some shops lowers the standard.

Travel agency is excellent.
Access in and out of the centre from Middleborough Road is difficult.
Many retires would appreciate a cinema, cafes and restaurants.
The centre car park has been used as a rat run since the right hand red arrow
sequence from Middleborough Road into Burwood Highway was altered.
Traffic in the carpark can be very fast 30 or 40 km speed limit signs need to be
erected.
If I did not work elsewhere (Waverley Gardens) I would probably frequent
Burwood Heights more often.
Burwood Heights has a good mix of businesses and we find it very handy.
The centre is small enough for regular shoppers to be known and to receive
personal service, yet big enough to meet daily needs.
Need better landscaping more shade trees
Traffic control directions on the car park pavement need to be painted regularly.
If the centre has some more fast food and becomes a caf place, it will be more
attractive.
The rear of the newsagency is below average.
The service station at the entrance to the centre often causes congestion,
particularly on cheap petrol days.
Need safe pedestrian walkway in the car park
Need nicer gardens
Quite satisfied with the present facilities and cannot see why changing will make
any difference. Sometimes changes will turn people away unless they are
proved to be convenient.
Aver
Score*
2.3
2.3
2.8
2.2
4.1
2.6
Car park surface and land directional markings need attention.

Looks like a bit of a wasteland.
Dont make it difficult to access and park
I speak highly of the service I have received over 55 years. Look forward to any
improvements.
Relocate the petrol service station.
Flooding at exit of Safeway car park is dangerous for elderly who park in the
nearby disabled parking spots.
Needs facelift as the centre is tired and has no atmosphere. Prefer to travel to Mt
Waverley Village that has a much better atmosphere.
43
Appendix 4
Ideas from Workshop with Businesses, Property Owners and
Body Corporate Representatives on 3 March 2009
Future Vision for Burwood Heights Shopping Centre
Establish Burwood Heights Shopping Centre as the premier shopping centre

within the Burwood Heights Activity Centre for meeting daily shopping needs
Expand the range of business premises by redeveloping the south rear car park
area of the centre
Improve the centre so it s competitive to deal with and capitalise on the extensive
Readings development to be established soon to the north of the centre across
the Burwood Highway
Continue to fight the Readings development
Strategies
Land Use Structure
Encourage the redevelopment of the rear southern car parking area into a strip of
retail premises that are integrated with the Safeway store and the other business
premises in the existing centre
Plan for continuous upgrading, business development, and renewal of

products/services, shopfronts and service in all businesses
Encourage businesses to improve shop facades, signage and internal
presentation to project a smarter, more lively, more pro-active, more personalised
and specialised image
Facilitate business networking opportunities and training programs for businesses
to address issues such as business planning, coping with change, customer
service, shop presentation, signage, and visual merchandising
Continue to encourage all businesses to be open at key times to meet the needs
of customers and clients.
Encourage property owners to establish only retail or other businesses with
regular customer traffic (as opposed to offices) in ground level premises so as to
maintain active street frontages in the centre
Encourage businesses and property owners with premises facing both the
Burwood Highway and the rear car park to have both front and rear entrances
Encourage the following new operations be considered to strengthen the centres
business mix if any vacancies arise or new development occurs:
o
o
o
o
One or two cafes with provision for breakfast and lunch

More specialist food shops
More variety in take-away food shops
Another restaurant
44

Burwood Heights Shopping Centre has a good marketing and public relations
program for the relatively small amount of money raised through the special rate. It
is important over the next five years that ongoing small improvements are made to
the program so that the centre can hold its own in the face of the new Readings
development. This should encompass further implementation of the branding and
strategic marketing, as well as an ongoing calendar of small promotional activities.
Branding
The Burwood Heights Business Association in conjunction with the body corporate
has developed a new logo for Burwood Heights. The logo is accompanied by a new
slogan on top of the hill. It is now important to prominently display and promote
the new branding.
Encourage the new branding to be used by all businesses in the centre

large new sign with the Burwood Heights Shopping Centre logo and slogan to be
erected on the gateway building at the Burwood Highway - Middleborough Road
corner to highlight the new brand.
Facilitate directional signs to the office block at 2-8 Burwood Highway and
directory board signs listing all the businesses in the centre at the western and
eastern ends of the centre, all incorporating the new branding
Strategic Marketing
The Burwood Heights Business Association and its centre manager organise
strategic marketing through the Burwood Heights community newsletter, the vertical
advertising strips in local newspapers, the community cash program and free
websites for businesses through Cagora, a new community-focused company. It is
important over the next five years that there is ongoing improvement in the marketing
program so that the neighbourhood centre remains competitive and strong.
Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centres
primary catchment area
Continue to produce the advertising strips in the local newspapers with the new
branding, business profiles, business directory, and centre location map
Continue to organise and promote the Burwood Heights Community Cash
Program
Establish a distinctive Burwood Heights Neighbourhood Centre website
incorporating the new branding.
Develop a business directory
Consider, in the longer term, a rewards program for loyal customers
45
Special Promotional Events

There is a well-established and effective program of small promotional events and
competitions that should be built on.
Continue to organise the calendar of small promotional events as follows:
Easter
Mothers Day Competition
Winter Getaway
Fathers day
Christmas
Consider organising a festival in the centre
Community development is an important spin-off of the marketing and promotional
strategies.
Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse
Continue to strengthen community connections and loyalty to the centre,
particularly to highlight the centres point of difference as a relaxed, friendly, and
intimate centre.
Continue to involve local schools and other community organisations in the
promotions program.
Continue the Burwood Heights Community Cash Program to provide funds for
local schools and community groups and to highlight the centres commitment to
assisting the local community
Physical improvements in the centre related to new signs, directory boards,
cleanliness, rubbish removal, car parking, traffic management, landscaping and
footpath improvements are the responsibility of the Body Corporates and to a lesser
extent Council, not the Burwood Heights Business Association. However, the
businesses and property owners consider that it is important to highlight a few
strategies in the Business Plan related to these matters.
large new sign with the Burwood Heights logo and slogan to be erected on the
gateway building at the Burwood Highway - Stephensons Road corner.
Facilitate directional signs to the office block at 2-8 Burwood Highway
Facilitate directory board signs listing all the businesses in the centre at the
western and eastern ends of the centre
Facilitate the establishment of a glass atrium or a shaded landscaped area with
an extended footpath area in that outdoor part of the centre immediately to the
east of Shops 6-11, 2-8 Burwood Highway, so as to create a more effective
meeting place in the centre
46
Facilitate the repair of cement footpaths in the centre so as to make it safer for
pedestrians, particularly elderly persons
Encourage the Body Corporates to provide an elevator in the office building at 28 Burwood Highway

The Burwood Heights Business Association is a longstanding incorporated body that
has been organised to be representative of all businesses in the centre. A Committee
is elected each year, but generally does not meet as a group.
Continue to elect a Committee each year.

Continue to ensure that businesses in the centre work together as a team by
communicating with them regularly.
Organise other informal business networking sessions
Continue to distribute a short bi-monthly newsletter to keep businesses up to date
with proposed new events and activities in the centre.
Maintain regular liaison between the Association and both the Body Corporates
and Council on issues such as the new Readings development as well as
physical improvements, car parking, traffic management and maintenance in the
centre
Centre Manager
Continue to employ a part-time centre manager working one day a week to

undertake the marketing, business development and administrative tasks.
Financial Strategy
Renew the current special rate and charge fund for five years, commencing on
1 September 2009. Structure the new special rate along the lines of the current
rate. This involves a rate in the dollar for the properties in the designated Primary
and Secondary Areas of the centre, with specified minimum and maximum
charges for each area. In the first year, strike the total special rate at $ 36,000
with annual CPI adjustments for each year thereafter, as is the current practice.
Consider an annual sponsorship program to extend the special rate funds
47
AttachmentB
AttachmentC
Property Address
1/10-40 Burwood Hwy
Proposal
$36,000
$683.92
2/10-40 Burwood Hwy
$999.76
3/10-40 Burwood Hwy
$1,663.78
4/10-40 Burwood Hwy
$1,291.98
5/10-40 Burwood Hwy
$951.26
6/10-40 Burwood Hwy
$901.53
7/10-40 Burwood Hwy
$2,176.10
8/10-40 Burwood Hwy
$1,187.53
9/10-40 Burwood Hwy
$1,679.95
10-11/10-40 Burwood Hwy
$1,356.64
11A/10-40 Burwood Hwy

12/10-40 Burwood Hwy
13/10-40 Burwood Hwy
50 Middleborough Rd
$804.53
$2,577.74
$917.69
$2,039.31
Suite 1/2-8 Burwood Hwy
$333.25

Suite 3/2-8 Burwood
Highway
Suite 4/2-8 Burwood
Highway
Suite 5/2-8 Burwood
Highway
Suite 6/2-8 Burwood
Highway
$242.48
$394.18
$282.27
$481.23
$318.33
$731.17
Roof/2-8 Burwood Hwy
$320.82
1/2-8 Burwood Hwy
$661.53
Shop 2/2-8 Burwood Hwy
$664.02
$616.77
$600.00
$600.00
$600.00
$600.00
$600.00
$600.00
$600.00
$600.00
$1,722.22
$600.00

42-50 Burwood Hwy
$600.00
$4,000.00
$36,000.00
Attachment D
Burwood Heights Shopping Centre
Special Rate/Charge Scheme Area
AttachmentE
Burwood Heights Shopping Centre
Proposed Budget
INCOME
Special Rate, Whitehorse City Council
Sponsorship
$36,000
$4,000
TOTAL INCOME
$40,000
EXPENSES
Subsidy for business reviews/training programs
Business networking events
Marketing
Branding and awareness program
Media advertising (advertorials etc)
Community Newsletter (four editions/yr)
Special promotional events and competitions
$1,000
$500
$4,000
$9,500
$5,000
$5,000
$200
Monitoring and Evaluation

Customer and resident surveys
$900
Management and Communication

Part time centre co-ordinator
Business newsletters and other communication
Public liability insurance
Financial monitoring/audit
General administration
$12,000
$100
$1,000
$500
$300
TOTAL EXPENSES
$40,000

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Burwood Heights

Burwood Heights Business Association

Whitehorse City Council

Peter McNabb and Associates Pty Ltd

102 Middlesex Road, Surrey Hills 3127

21 Park Close, Vermont 3133

Business Plan for Burwood Heights Shopping Centre

6. Future Vision and Mission Statement

8. Monitoring and Evaluation Program

Inventory of Businesses in Burwood Heights

Responses to Business Survey

Responses to Residents Survey

Ideas from Workshop with Businesses,

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

The development of the Business Plan is based on:

The business survey was completed by 18 businesses. This represents

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

2.1 Regional Context and Land Use Structure

Burwood Heights Shopping Centre is a reasonably compact centre with a

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Shopping Centre Mix

Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Role of the Centre

Burwood Heights Shopping Centre functions primarily as a convenience retailing and

Image and Branding of the Centre

Current Marketing and Promotions Program

The Burwood Heights Business Association currently has a marketing and

Current Centre Management Arrangements

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Burwood Heights Shopping Centre is classified as a Neighbourhood Centre and is a

The land use mix outlined in the Development Plan is as follows:

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Land use options

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Responses were received from 18 businesses, representing 56% of all businesses in

The car parking arrangements (plenty of free parking)

The most undesirable features are considered to be:

Extent of Awareness of Centre Advertisements or Promotions, Participation in

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Suggested Improvements in the Burwood Heights Shopping Centre

More business profiles in the local newspaper

Extent of Awareness of Lobbying by the Burwood Heights Business

The centre needs upgrading more of a modernised look

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

4.2 Resident Perceptions

Frequency of Visitation to Burwood Heights Shopping Centre

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre

Its convenience being close to home

Like Least about Burwood Heights Shopping Centre

Extent of Awareness of Centre Advertisements or Promotions and Their

Peter McNabb and Associates Pty Ltd Michelle Frazer

Business Plan for Burwood Heights Shopping Centre