Hastings City Centre Vibrancy Plan

HASTINGS CITY CENTRE

VIBRANCY PLAN

A STRATEGIC FRAMEWORK 2015 – 2016 ANNUAL ACTIVITIES PLAN FOR 2015 – 2016

IT’S OFFICIALHASTINGS IS NEW ZEALAND’S MOST BEAUTIFUL CITY.Hastings has been recognised by Keep New Zealand Beautiful for the great deal of effort put in by organisations across the district and at the Council to make the very best of our natural resources and unique built environments, and the ideas and input of its innovative people.

“It’s just outstanding and something we are planning to really celebrate. We should all be very proud. Getting this national award reminds us just how very lucky we are to live in such a fantastic place, and gives us just the impetus we need to keep on improving to make this New Zealand’s most liveable city.” Mayor Lawrence Yule

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FOREWORDTHE HASTINGS CITY CENTRE VIBRANCY PLAN HAS TWO COMPONENTS:1. A Strategic Framework which outlines key areas of focus

for the Stakeholders.

2. An Annual Activities Plan to deliver the Strategic Framework.

The key challenges to achieving the aims are shown along with what successful outcome will look like.

The Activities are divided into groups all with a specific goal, details as to who will deliver the actions, within what timeframe, and what the current status is.

Organisations responsible for the delivery of actions identified in this plan will collaborate with a wide range of stakeholders wherever possible, ensuring the delivery of great outcomes for the Hastings City Centre.

There has been a commitment from stakeholders within the Hastings City Centre along with passionate people to engage with resources to deliver the activities outlined.

STAKEHOLDERS:

• Hastings City Business Association

• Hastings District Council

• Creative Hastings

• City Centre property and business owners / operators

• Hawke’s Bay Chamber of Commerce

• Landmarks Advisory Group

• Members of the community and/or organisations passionate about the Hastings City Centre.

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HASTINGS CITY CENTRE VIBRANCY PLAN

MORE PEOPLEGrowing the number of customers, workers, residents, students and visitors experiencing, and enjoying the Hastings City Centre.

MORE BUSINESSMore businesses growing and investing in the Hastings City Centre.

MORE SUPPORTGrowing marketing capability to provide effective leadership through a coordinated approach to robust strategic planning, the delivery of valued programs, effective communication and advocacy.

KEY FOCUS AREASWhat are we doing?

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OUR WAY FORWARD

• Overcome negative perceptions about the Hastings City Centre including safety, cleanliness, parking, traffic and vibrancy.

• Encouraging more people to experience the Hastings City Centre, that go on to spend money with our local businesses.

• Reinforce Hastings’ credentials as a shopping destination.

• Growing the number of residents living in the Hastings City Centre

• Getting businesses to participate in Hastings City Business Association programs.

• Businesses to participate in training and development.

• Businesses and stakeholders to engage with marketing, promotion and events.

• Agreement of outcomes, plans and actions amongst all stakeholders.

• Clear strategy and funding to deliver events.

• Communication and cooperation

MARKETING & COMMUNICATIONS: Grow the profile, reputation and community appreciation of Hastings City Centre.

EVENTS & PROMOTIONS: Attract more people into the Hastings City Centre encouraging increased expenditure with local businesses. Help build Hastings City Centre’s reputation as a leading business and cultural precinct.

PLACEMAKING

CITY CENTRE LIVING

SAFETY

BUSINESS ENGAGEMENT: More property and business owners engaged in Hastings City Centre programs.

BUSINESS PRESENTATION: Foster improved business presentation and appearance

BUSINESS CAPABILITY

NETWORKING: Foster effective networking and business to business transactions and customer referrals.

BUSINESS ATTRACTION

ADMINISTRATION AND GOVERNANCE: A clear specification of the roles of Hastings District Council, Hastings City Business Association, Creative Hastings and other city stakeholders in delivering the Hastings City Centre Vibrancy Plan.

KEY OUTCOMES: What we are attempting to achieve?

CHALLENGESWhat needs to be overcome?

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THE STEPS TO TAKE

Annual Activities Plan for 2015 – 2016

KEY FOCUS AREA 1 – MORE PEOPLE

1.1 Marketing and Communications .. .. .. .. .. .. .. .. .. .. .. .. .. 9

1.2 Events and Promotion .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 10

1.3 Placemaking.. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 12

1.4 Inner City Living .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 13

1.5 Safety .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 13

KEY FOCUS AREA 2 – MORE BUSINESS

2.1 Business Presentation . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 15

2.2 Business Capability .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 16

2.3 Networking .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 16

2.4 Business Attraction .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 17

KEY FOCUS AREA 3 – MORE SUPPORT

. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 19

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MORE PEOPLE

KEY FOCUS AREA 1Growing the number of customers, workers, residents, students

and visitors experiencing, and enjoying the Hastings City Centre.

1.1.1 DIGITAL COMMUNICATIONS (WEB, SOCIAL MEDIA, EMAIL ETC)

Review current HDC/HCBA digital communications and deliver an integrated approach to grow engagement with Hastings City and strengthen its reputation. Approach will embrace website, social media, email and mobile.

DELIVERYHastings District Council (Marketing), Hastings City Business Association

TIMELINE: Delivery from November/December

STATUS:Review commenced

1.1.2 MEDIA

Review the current HDC/HCBA media approach and deliver an integrated media approach to grow engagement with Hastings City Centre and strengthen its reputation.

DELIVERY: Hastings District Council (Marketing), Hastings City Business Association

TIMELINE:Delivery from November/December

STATUS:Review commenced

1.1.3 WHAT’S ON IN HASTINGS

Strengthen promotion of activity happening in Hastings by creating more visible ‘What’s On’ channels in the City Centre.

DELIVERY: Hastings District Council (Marketing)

TIMELINE:Ongoing

STATUS:Continue with increased focus

1.1.4 EVENT MARKETING

Review the current promotion approach for Hastings City Centre events and identify opportunities to strengthen its effectiveness.


TIMELINE:Conduct review November/December


1.1 MARKETING & COMMUNICATIONSPRINCIPLES OF OUR APPROACH

• Establish real clarity of roles and responsibilities between key stakeholders, particularly HDC and HCBA (lead vs support)

• Ensure all activity is joined up

• Identify, integrate and communicate all key stakeholder activity (eg. libraries, HCAG etc)

• Establish a clear evaluation criteria for activity (particularly events), so we focus our efforts for maximum impact

• Utilise Great Things Grow Here platform

1.1.5 NEW ZEALAND’S MOST BEAUTIFUL CITY AWARD

Implement a range of activities (welcome signage, street banners, posters,banners,flags etc) to leverage the ‘Most Beautiful City’ award


TIMELINE:September onwards

STATUS:Second wave of activity delivered November onwards

1.1.6 BUSINESS ENGAGEMENT

Meeting with individual businesses and agree support services required and opportunities for increasing Hastings City Centre economic growth.

DELIVERY: Hastings District Council (Economic Development/Marketing)

TIMELINE:Ongoing


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1.2.1 APPLE FESTIVAL

Develop and implement an Apple Festival celebrating the Apple Industry. Activities will include an apple trail promoting local culinary businesses, a pickers lunch and a community festival event in Albert Square.

DELIVERY: Hastings City Business Association, Hastings District Council.

TIMELINE: Delivery March 2016

STATUS: Commenced event planning and promotion

1.2.2 HASTINGS CITY CENTRE PASSPORT TO PARADISE

Delivery of Christmas based retail promotion.

DELIVERY: Hastings City Business Association

TIMELINE: Oct / Dec 2015

STATUS: On-going, being delivered

1.2.3 SCHOOL HOLIDAYS

Review current School Holiday programme activity with key stakeholders. Identify opportunities to build on and develop existing activity. Package up activity to promote and communicate for maximum impact.

DELIVERY: Hastings District Council, Hastings City Business Association, Creative Hastings, Library, Art Gallery, Hastings Sports Centre etc.

TIMELINE: On-going

STATUS: Continue to collaborate with increased focus

1.2.4 CHRISTMAS IN HASTINGS CITY CENTRE

Coordinate and integrate a full programme of Christmas related activity in the Hastings City Centre including, but not limited to, Christmas theming and decorations Santa’s grotto and other Christmas themed promotions, TSB Christmas Series of events (Christmas in Cornwall Park, Fiesta of Lights, Christmas Night Market)

DELIVERY: Hastings District Council, Hastings City Business Association, Creative Hastings, Hastings District Library

TIMELINE: November 2015 to January 2016

STATUS: Preparation for 2015 Christmas initiatives in progress

1.2.5 STREET ENTERTAINMENT PROGRAMMES

Activate Hastings City Centre streets with regular planned music, entertainment and activities.

DELIVERY: Hastings City Business Association, Hastings District Council

TIMELINE: November 2015 to June 2016

STATUS: Currently being planned, targeting delivery from November / December 2015

1.2.6 MOVIE EVENTS IN HASTINGS CITY CENTRE

Show themed New Zealand Archive movies in Hastings City Centre.

DELIVERY: Hastings City Business Association, EIT Video School Projects, Hastings District Council, Focal Point Cinema, Hastings District Library


STATUS: Currently being planned, targeting delivery in Q1/Q2 2016

1.2 EVENTS AND PROMOTIONSUNDERTAKE ACTIVITY THAT ATTRACTS PEOPLE TO HASTINGS CITY CENTRE AND BENEFITS HASTINGS CITY CENTRE BUSINESSES. ANY ACTIVITY WILL BE EVALUATED AGAINST, AND UNDERTAKEN TO ACHIEVE THE FOLLOWING:

• Brings people into the city centre and maximises their engagement and spend with local businesses

• Enhances civic pride (people feel great about being in Hastings)

• Fully leverages and strengthens relationships between key Hastings stakeholders

• Strengthens the reputation of Hastings (plays to our strengths)

• Aligns and reinforces the Hastings District Event Implementation Strategy 2015/16

1.1.7 ESTABLISH AND MAINTAIN A FULL DATABASE OF CITY CENTRE PROPERTY OWNERS


TIMELINE: On-going

STATUS: Active.

1.1.8 ESTABLISH A “WHAT’S GREAT AND GROWING IN THE HASTINGS CITY CENTRE” FACEBOOK PAGE

Setup Facebook page with posts from Hastings City Business Association members sharing great experiences in Hastings City Centre. Integrated into overall digital communications approach.


TIMELINE: On-going

STATUS: Currently being scoped, targeting delivery in Q1 2016

1.1.9 HASTINGS CITY CENTRE PRECINCT PLAN

Publish the City Centre Precinct Plan on Hastings City Business Association website, and reissue hardcopy to all property owners.

DELIVERY: Hastings District Council

TIMELINE: November 2015

STATUS: Active, to be circulated November 2015

1.1.10 IDEAS WEBPAGE

Establish, promote and manage a Hastings City Centre ideas webpage to capture ideas and initiatives to move the City Centre forward.


TIMELINE: October / November 2015

STATUS: Active – refer http://www.myvoicemychoice.co.nz/invigorating-our-central-city

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1.2.7 HORSE OF THE YEAR IN THE CITY

Develop and deliver a wide range of activities involving key stakeholders which fully leverages Horse of the Year and activates the Hastings City Centre.

DELIVERY: Hastings District Council, Hastings City Business Association, Horse of the Year Limited.

TIMELINE: Developed November 2015, delivered March 2016

STATUS: To be developed based on learnings from 2015 project plan

1.2.8 BLOSSOM FESTIVAL

Develop and deliver a wide range of activities which fully leverages the annual Blossom Festival and associated events

DELIVERY: Creative Hastings, Hastings District Council, Hastings City Business Association, Hastings District Library

TIMELINE: Delivered September 2016

STATUS: TBD

1.2.9 FULLY LEVERAGE EXISTING DISTRICT AND REGIONALLY SIGNIFICANT EVENTS FOR THE BENEFIT OF THE HASTINGS CITY CENTRE

Identify and actively create opportunities for existing events to be leveraged to create Hastings City Centre specific activity.

These events may include: Art Deco Matariki Bikewise month (February) Super Sixes Hawke’s Bay Marathon FAWC The Big Easy Night Market.

DELIVERY: Hastings District Council, Hastings City Business Association

TIMELINE:Ongoing

STATUS: Ongoing

1.2.10 CITY CENTRE NIGHT MARKET

Deliver the 2015/16 Night Market Season, encompassing opportunities for enhancing the night market as part of a formal review.


TIMELINE:October 2015 to March 2016

STATUS: Active, 2015/16 Night Market Season being delivered weekly

1.2.11 EXPLORE OTHER EVENT OPPORTUNITIES

Actively scope new event opportunities which enhance and complement existing activities and align to the objectives of this vibrancy plan and the Hastings District Event Implementation Strategy.

DELIVERY: Hastings District Council, Hastings City Business Association, Hastings District Library

TIMELINE:Ongoing

STATUS: Ongoing

1.2.12 EVENTS PROMOTIONAL CALENDAR

Coordinate all the above activity into a Hastings City Centre events promotional calendar.

DELIVERY: Hastings District Council, Hastings City Business Association, Creative Hastings


STATUS: Currently being populated, targeting delivery from November 2015

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1.3.1 MID-BLOCK ACCESS CORRIDORS, LANEWAYS AND MURALS

Establish mid-block access and movement corridors, laneway rejuvenation and murals as a way of strengthening identity, access and connectivity.

DELIVERY: Hastings District Council, Creative Hastings

TIMELINE: On-going

STATUS: Increased focus

1.3.2 PARKING

Trial free Hastings City Centre parking initiative and implement monitoring framework to monitor trends and changes in car/bike/public transport use and economic activity.


TIMELINE: November 2015 to March 2016

STATUS: Active, being delivered

1.3.3 ATTRACTIVE STREETS PROGRAM

Develop an Attractive Streets Improvement and Funding Program focused on key Hastings City Centre streets.


TIMELINE: 10 Year Plan

STATUS: Plan currently being prepared for consultation in 2016

1.3 PLACEMAKING

1.3.4 FAÇADE ENHACEMENT AND LIGHTING SCHEME

Continue to facilitate the uptake of the façade enhancement and lighting scheme available to Hastings City Centre property owners.

DELIVERY:Hastings District Council

TIMELINE:On-Going

STATUS:Active

1.3.5 STREET AND CITY ACTIVATION

Facilitate the installation of sculpture, art, displays, activity and interactive installations in the Hastings City Centre in publicly owned facilities, spaces, parks and land.

DELIVERY: Hastings District Council (Art Gallery, Library), Creative Hastings


STATUS: Currently being planned, targeting delivery in Q1/Q2 2016

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1.4 CITY CENTRE LIVING 1.5 SAFETY

1.4.1 SURVEY PROPERTY OWNERS

Survey City Centre property owners to determine appetite for inner city living.

DELIVERY:Hastings District Council, Hastings City Business Association


STATUS: Active, currently being planned

1.4.2 IDENTIFY PROPERTIES FOR CONVERSION

Identify those properties suitable for residential conversion including but not limited to Queen Street East Heritage project.




1.4.3 RESIDENTIAL CONVERSION PACK

Establish a residential conversion pack/business pack for parties interested in converting commercial property to residential use.




1.4.4 MARKET RESIDENTIAL CITY CENTRE LIVING

Market the choice for inner city living with investors, realtors and developers.




1.5.1 CITY ASSIST INITIATIVE

Monitor the on-going success of the City Assist Initiative.


TIMELINE: On-going

STATUS: Active

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MORE BUSINESS

KEY FOCUS AREA 2More businesses growing and investing

in the Hastings City Centre.

2.1.1 COMMERCIAL PROPERTY PROGRESS

Publish a monthly communication newsletter (digital and other) regarding commercial property progress, changes and tenancies, seismic strengthening, new business.

DELIVERY: Hastings District Council, Hastings City Business Association to collaborate with Property Specialists


STATUS: Active, commenced planning

2.1.2 SUPPORT ACTIVATION ACTIVITIES IN PRECINCTS

Support retailer and trader initiatives to activate precincts. Support promotion and use of local facilities.


TIMELINE: On-going

STATUS: Active, continue with increased focus

2.1.3 VISUAL MERCHANDISING TOOLKITS

Develop visual merchandising toolkit for business.


TIMELINE:On-going


2.1.4 WINDOW THEMING PROGRAM

Develop material to support the marketing plan and brand strategy for the Hastings City Centre and Great Things Grow Here.


TIMELINE: On-going


2.1 BUSINESS PRESENTATION

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Implement a business development program focused on improved business capability and sustainability through education, training and the dissemination of relevant information.

DELIVERY:Hastings District Council, Hastings City Business Association and Chamber of Commerce

TIMELINE: On-going


2.3.1 HASTINGS CITY CENTRE NETWORKING EVENTS

Provide regular networking activities. Liaise with other organisations to combine networking opportunities. Focus on increasing numbers through use of informative speakers, topics, in kind venues and B2B activities and events.

DELIVERY: Hastings City Business Association, Chamber of Commerce, Hastings District Council

TIMELINE: On-going

STATUS: Continue with increased focus

2.2 BUSINESS CAPABILITY

2.3 NETWORKINGFOSTER EFFECTIVE NETWORKING BETWEEN HASTINGS CITY CENTRE BUSINESSES, BUSINESS ORGANISATIONS AND KEY AGENCIES

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2.4.1 INFORMATION KIT FOR POTENTIAL NEW BUSINESSES

Utilising Great Things Grow Here Hastings, develop a Hastings City Centre proposal that covers all the resources, technology and infrastructure available to businesses in Hastings City Centre along with Business Case studies. This will be on the Great Things Grow Here Website.


TIMELINE: On-going

STATUS: Completed

2.4.2 INVESTIGATE OPPORTUNITIES TO INFLUENCE THE TENANCY MIX WITHIN HASTINGS CITY CENTRE

Develop an indicative proposal for mixed use retail and residential in vacant second floor buildings in Hastings City Centre.


TIMELINE: On-going


2.4 BUSINESS ATTRACTIONATTRACT NEW BUSINESS TO THE HASTINGS CITY CENTRE

2.4.3 PROPERTY CONVERSION PACK

Establish a property conversion pack/business pack for parties interested in establishing commercial, retail, food, hospitality and leisure enterprise in the Hastings City Centre.




2.4.4 ATTRACT CONTACT CENTRE AND BUSINESS PROCESSING INVESTMENT

Identify and engage with businesses outside Hawke’s Bay to locate business process and contact centre activities in Hastings City Centre.



STATUS: Active

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MORE SUPPORT

KEY FOCUS AREA 3Growing marketing capability to provide

effective leadership through a coordinated approach to robust strategic planning,

the delivery of valued programs, effective communication and advocacy.

3.1.1 STAKEHOLDER COMMUNICATION

Develop a high level of awareness and understanding among key stakeholders through effective communication.

DELIVERY: Hastings City Business Association e-newsletter, Flyer drops, My Voice My Choice, Other social media

TIMELINE: On-going


3.1.2 CENTRE STAKEHOLDER GROUP

Under the leadership of Hastings District Council and Hastings City Business Association establish a Hastings City Centre working Group to help move the City Centre Forward. Focus on vibrancy (marketing, promotion, events), the evening economy and inner city living.

DELIVERY: Hastings City Business Association, Hastings District Council, Creative Hastings, Library, Art Gallery and other passionate people and groups.

TIMELINE:November / December 2015

STATUS: Currently being scoped, target delivery December 2015

3.1.3 STAKEHOLDER RESPONSIBILITY

Develop a matrix of roles, accountability, funding and delivery for Hastings City Business Association, Creative Hastings, Hastings District Council and other stakeholders to deliver the Hastings City Centre Vibrancy Plan.


TIMELINE: November / December 2015

STATUS: Active

3.1.4 PROVIDE AND ATTRACT TARGETED SPONSORSHIP

Provide and attract targeted sponsorship to events and activities to bring more people and business into Hastings City Centre.


TIMELINE:On-going


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HASTINGS DISTRICT COUNCIL

207 Lyndon Road East Hastings 4122 Private Bag 9002 Hastings 4156

Phone +64 6 871 5000 Fax +64 6 871 5100

Hastingsdc.govt.nz [email protected]

TE KAUNIHERA O HERETAUNGA

Hastings City Centre Vibrancy Plan

Documents

Transcript of Hastings City Centre Vibrancy Plan