APPENDIX B - Interview Results B.

1 Interview Questions
No.   1   2   3   4   Section   Profile  of  participant   Profile  of  participant   Profile  of  participant   Leisure  time     Question     Age     Gender   Suburb  of  residency   What  locations  do  you  regularly   frequent  in  Melbourne  for   leisure/recreation?   5   6   7   Leisure  time   Leisure  time     Comparing  recreational     destinations   What  activities  do  y ou  like  to  d o   when  you  go  out  in  Melbourne?   What  type  of  events  do  you  like   going  to?   How  w ould  you  rank  the   following  d estinations:  1  being   the  highest  and  5  being  the   lowest?   a. b. c. d. e. 8   9   Comparing  recreational     destinations   Comparing  recreational     destinations   10   Comparing  recreational     destinations   11   Visitation  to  the  Docklands   Federation  Square   Melbourne’s  Docklands   The  Arts  Centre  Precinct   St  Kilda  Esplanade   Port  Melbourne     10   10   10   10   10   No.  of  respondents   out  of  10   10   10   10   10  

Why  did  you  rate  __________________   number  1?   What  are  the  main  attributes  of  a   location  that  would  entice  you  to   go  there?   What  places  would  you  say   represent  the  personality  of   Melbourne?   How  many  times  h ave  you  been   to  the  Docklands  in  the  past   year?  

10  

10  

12   13  

Experience  o f  the  Docklands   Experience  o f  the  Docklands  

Why  would  you  go  to  the   Docklands?   Why  wouldn’t  you  go  to  the  

10   10  

Docklands?   14   15   16   17   18   Experience  o f  the  Docklands   Experience  o f  the  Docklands   Docklands’  d emographic   Docklands’  d emographic   Docklands’  d emographic   How  busy  do  y ou  believe  the   Docklands  to  be?   What  would  entice  you  to  go  to   the  Docklands  in  the  future?   What  types  of  people  do  you   believe  the  Docklands  attracts?   Do  any  of  your  friends  suggest   going  to  the  Docklands?   What  opinions  have  you  h eard   from  others  about  the   Docklands?   19   Docklands’  d emographic   What  do  you  believe  the   Docklands  currently  o ffers  to   people  in  the  age  group  of  20-­‐34   years  old?   20   Docklands’  d emographic   What  would  you  like  the   Docklands  to  o ffer  people  in  the   20-­‐34  year  o ld  age  range  in  the   future?   10   10   10   10   10   10   10  

Table 10. Questions asked during the interviews, the type of information we were aiming to gain (section) and the number of total respondents who chose to answer each question.

B.2 Data Analysis B.2.1 Section 1: Participant Profile (See Table 10. Questions 1, 2 and 3) The interviews consisted of 20 questions and were held in participant’s homes. Each interview took between 15 to 30 minutes. Researchers were able to collect a sample of 10 respondents. The average age of participants interviewed was 24. They were gathered from a variety of suburbs around Melbourne including Malvern (2), Hawthorne (2), Kew (1), Blackburn North (1), Bulleen (1), Nunawading (1), and Clayton (2). None of the participants interviewed resided in the Docklands. B.2.2 Section 2: Leisure Time (See Table 10. Questions 4, 5 and 6)

B.2.2.1 Frequented Melbourne locations (See Table 10. Question 4) Table 11. lists the top five ranked locations as mentioned by participants as locations that they enjoy visiting during their leisure time.
Ranking 1. 2. 3. 4. 5. Locations CBD Local parks St Kilda Shopping centres/outlets Local recreational gyms Local shops No. of times mentioned 8 7 4 4 3 3

Table 11. Top 5 ranked recreational/leisure destinations in Melbourne and the number of times they were mentioned by respondents.

B.2.2.2 Preferred activities (See Table 10. Question 5) Table 12. shows the type of activities participants like to do during their leisure time. Ranking Activities 1. 2. 3. 4. 5. Drinking (at bars and pubs) Eating Movies Exercise/sport Music (Listening to music, attending gigs) Shopping Drink coffee with friends No. of times mentioned 8 7 5 5 4 3 3

Table 12. Top 5 ranked leisure activities and the number of times they were mentioned by respondents.

B.2.2.3 Preferred events (See Table 10. Question 6)

Table 13. shows the type of events participants liked to attend. 100% of participants responded with some sort of music event, most mentioning multiple types of events, for example small gigs and concerts. Ranking Events 1. 2. 3. 4. 5. Musical Events Festivals (music, comedy, cultural) Markets Theatre Sporting events No. of times mentioned 20 10 3 3 2

Table 13. Top five ranked events attended in Melbourne and the number of times they were mentioned by respondents. B.2.3 Section 3: Recreational/Leisure Locations (See Table 10. Questions 7, 8, 9, 10) B.2.3.1 Ranking Melbourne Recreational Locations (Question 7 and 8) Table 14. shows the top rated recreational destinations from a list of five Melbourne waterside locations. In this section respondents were asked to rank the following locations: Federation Square, Melbourne Docklands, The Arts Centre, St Kilda Esplanade and Port Melbourne on a scale of 1 being the highest and 5 being the lowest.
Ranking 1. 2. 3. 4. 5. Locations St Kilda Esplanade Federation Square The Arts Centre Port Melbourne Docklands No. of times ranked No. 1 5 4 0 3 0 Total no. of points received overall 39 32 27 16 7

Table 14. Five Melbourne waterside locations ranked 1 to 5, the number of times they were ranked number one, and the overall points they received.

Respondents were then asked their reasons for ranking the relative location number one. In addition to locations having a nice atmosphere and good places to eat and drink, the most recurring reasons mentioned addressed ease of access. For example: “Because it’s a convenient location.” “Centrality; it’s a good meeting spot.” “…very easy to get to via public transport.” “…it was close by for me to get to.” B.2.3.2 Main attractive attributes of a location (See Table 10. Question 9) Table 15. shows the top five attributes that would entice participants to visit a recreational destination.
Ranking 1. 2. 3. 4. 5. Attributes of a location Good Food/drink Access Atmosphere/vibe Environment/scenery Diversity/type of people Affordability No. of times mentioned 7 6 4 4 3 3

Table 15. Top 5 ranked attributes of recreational/leisure locations and the number of times they were mentioned by respondents.

B.2.3.3 Locations that represent Melbourne’s personality Table 16. shows the top five locations that participants believed represented Melbourne’s “personality”.

Ranking 1. 2.

Locations Melbourne’s laneways (e.g. Hardware Lane) Brunswick Street Lygon Street Sporting areas (eg. MCG)

No. of times mentioned 5 4 4 4 3 3 2 2 2 2 1

3. 4.

St Kilda Fed Square Botanical Gardens Smaller streets (Lt Burke, Lt Collins) Flinders Street South bank

5.

Chapel St, Richmond, Fitzroy St, Arts Centre and Eureka Tower

Table 16. Top five locations that participants believe represent Melbourne’s “personality” and the number of times they were mentioned by respondents.

In addition to listing the locations that represent Melbourne’s personality, some respondents articulated Melbourne’s personality, each offering a different perspective: “Alternative, introspective and connoisseur.” “Cultured, sporting and middle class.” “Corporate and boring.” B.2.4 Section 4: Visitation (See Table 10. Question 11) B.2.4.1 Visitation to the Docklands in the past year Table 17. shows the amount of times interviewees visited the Docklands in the past year.
No. of times respondents visited the Docklands over the last year No. of respondents % of respondents

0 1 2-5 5-10 >10

3 4 2 1 0

30 40 20 10 0

Table 17. Number of times respondents visited the Docklands in the past year and the overall percentage of respondents.

B.2.5 Section 5: Experience (See Table 10. Questions 12, 13, 14, 15) The most common reasons participants gave for currently visiting the Docklands was to see AFL matches at Etihad Stadium, or to visit the restaurants. The low visitation numbers amongst the demographic may be attributed to the common belief amongst our respondents that the Docklands precinct is not easily accessible: “It’s very annoying to get to…the shops, food and coffee places currently offered aren’t good quality – they don’t match the inconvenience of going so far to get there.” “Too far away from Etihad Stadium to bother going down to after the footy” “It’s uninteresting and too far away, I think of it solely as a shipping port.” “Annoying to get to” “Not easy to get to.” Further attributing to low visitation is the belief that the Docklands does not currently have much to offer those between the ages of 20 - 34 years: “I don’t think it has much, the only thing I’ve seen advertised for Docklands is something about the residential apartments sinking.”

“I honestly didn’t think there was much at the Dockland’s, I thought it was just a shipping port.” “It doesn’t offer me anything I can’t get closer to home” “It’s expensive and dull, the area is quite boring” “There is not enough nightlife.” 100% of respondents suggested some sort of music event such as a live band or music festival would entice them to visit the Docklands in the future. B.2.6 Section 6: Demographic (See Questions 16, 17, 18, 19, 20) Only one of the 10 respondents said that their friends suggest visiting the Docklands. This same respondent was the only respondent who believed the Docklands to be a busy location. Most of the respondents believed the Docklands didn’t attract their demographic: “I can picture it being a middle class hide out. I don’t think it’s a place that attracts young people” “It currently caters to a very expensive demographic. Seems to attract people who are older than 34 and are rich.” “[The Docklands attracts] tourists and business people who work there.” “(The Docklands attracts) families to the ice skating rink and maybe older people to the restaurants.” However some respondents did acknowledge that the Docklands had some aspects that would appeal to 20 – 34 year olds: “[It provides] a place to 'hang' or socialize”

“ [I’ve heard the] factory Outlets are quite good” “Shopping – The Factory Outlets are supposed to be pretty good” “Cheap apartments, restaurants, close to the city and universities.”

Participants were asked what they would like Docklands to offer 20 – 34 year olds in the future, again the majority mentioned entertainment and events: “More events, more diversity, exhibitions of interest, fashion and a good working environment.” “Cheaper entertainment…more events such as music, sporting and cultural.” “A park for music events” “Good social scene -Bands/live music”

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