The Shop Shapers project was designed to encourage ground-level, street facing businesses to enhance their street appeal, foster social interaction and stimulate economic activity. The initiative, developed in collaboration with the local business chamber and the NSW Government Business Connect network, provided a holistic approach to address a range of challenges impacting local small retail businesses in West Ryde.
Background
The initiative was born from discussions with the local business chamber, which believed that retailers in the precinct were not enhancing their shopfronts leading to a diminished look and feel of the area. Council consulted with businesses and the chamber and learnt that to address the issues retailers would need a holistic approach to support better activation, shopfront maintenance and visual merchandising.
Implementation
The Shop Shapers initiative was delivered over four stages. Participants had to attend all sessions to be eligible to access project funding of $500 per business for shopfront improvements.
The four stages were:
- Educational Workshops – Businesses in West Ryde were invited to attend a series of three free workshops over a six-week period providing education and networking opportunities. The workshops included Digital Marketing, Retail Tenancy Relationship Management and Visual Merchandising.
- Personal Business Consultation – a free 1-2-hour consultation discussing specific opportunities to their business. This stage also provided an opportunity for the business owner to apply and test knowledge gained through the earlier workshops. The consultations were an opportunity for the business to plan for potential shopfront improvements that could be achieved in the next stage of the project.
- Shopfront improvements – Council contributed $500 per business for shopfront improvements. Once improvements were complete the business consultants returned to assess the works. This provided further opportunity for feedback and improvements.
- Review and Celebrate - Council sponsored an award in the Local Business Awards to showcase the Shop Shapers Initiative and present to the winning participant.
A business consultant evaluated all participants and selected a winner, which was announced at the 2018 Northern Districts Local Business Awards.
Outputs
The Shop Shapers project delivered the following outcomes:
- Improved shopfronts in a targeted area
- Supported businesses to be sustainable through educational support and information sessions
- Provided an opportunity to establish positive and valuable relationships between businesses and Council.
Outcomes and results
Participants had a 100% completion rate for the initiative and agreed that they had gained knowledge and business skills from the workshops.
The project provided a refreshed street experience for the locals and visitors alike, whilst empowering business owners to improve their business, build a sense of pride in the area and increase the economic activity in the precinct.
Costs and funding
Council provided approximately $20,000 for the initiative. This included $7,500 directed to shopfront improvements, sponsorship of the ‘Shop Shapers’ Category in the Local Business Awards and tickets for each participant to attend the awards.
Business consultations were negotiated with Business Connect and were free of charge. Industry specialists provided their time on a pro bono basis given the potential to leverage business from the initiative.
Key learnings
Several shop owners of non-English speaking backgrounds were unable to participate due to language barriers. Future initiatives could include more diverse ways of communicating information to ensure all small businesses are included and able to participate and could include multilingual or translated publications.
Other relevant information
An unexpected outcome of the initiative was the goodwill generated amongst the business owners. The initiative provided the opportunity to come together to discuss issues and ideas. It also resulted in positive ongoing relationships being forged between these business owners.
Council Details
Population size: 116,302
LGA size: 41 km2
State Electorate: Ryde
Federal Electorate: Bennelong