City of Bayswater Town Centres - Destination Marketing Strategy 2021 to 2025 (2024)

City of Bayswater Town CentresDestination Marketing Strategy2021 to 2025City of Bayswater Destination Marketing Strategy 2021 – 2025 1

ContentsExecutive Summary 03 Bayswater Destination Marketing Strategy 29 48Project Methodology 05 Executive Summary 29 48 History 30 50Maylands Destination Marketing Strategy 06 Infrastructure 30 50Executive Summary 06 Events 31 50History 08 People 31 51People 10 Product and Visitor Experience 32 51Infrastructure 10 Bayswater Identity 32 52Product and Visitor Experience 11 Market Segments 33 55Market Segments 13 Emerging markets 34 55Emerging markets 13 Brand Strategy 34 55Brand Strategy 16 Brand 36 56Brand 17 Events and Activations 38 57Events and Activations 19 Visitor experience 39 58Visitor experience 20 Partnerships 40 59Partnerships 21 Marketing Plan 41 60Marketing Plan 22 Brand 41 60Brand 22 Marketing collateral 41 61Marketing collateral 22 Events and activations 42 61Events and activations 23 Distribution Channels 42 62Distribution Channels 24 Campaigns 43 62Campaigns 24 Implementation 43Implementation 24 63 Bayswater Strategic Pillars 44Maylands Strategic Pillars 25City of Bayswater Destination Marketing Strategy 2021 – 2025 02

Executive SummaryThe City of Bayswater DestinationMarketing Strategy 2021-2025 providesa blueprint for attracting visitors to theCity’s three town centres of Maylands,Bayswater and Morley over the next fouryears and beyond.The City of Bayswater is a major local governmentjurisdiction east of the Perth CBD covering 360square kilometres with a population of 66,000bordering East Perth, Inglewood, Mt Lawley andDianella to the west. It has a Gross RegionalProduct of $3.5 billion.The City has commissioned consultants WaymanAdvisory and Ferguson and Kealy to produce thedestination marketing strategies.Target market research and analysis has shownthat the town centres’ mix of bars, retail and eventsattract visitors, to varying degrees, from the threemajor catchment areas:• City of Bayswater jurisdiction• Nearby suburbs; and• Wider metropolitan area.City of Bayswater Destination Marketing Strategy 2021 – 2025 03

What is a tourist? The benefits of tourism are economic, cultural and potentially environmental. The sooner a destination identifies its opportunity, the sooner the benefits accrue. For example, an “Eat Local” campaign might not attract internationalMost of us automatically think of camera- attention, however East Perth and Mount Lawley residents will respond to offerscarrying international visitors travelling to tread beyond their suburb’s boundary for fresh culinary experiences.from one major attraction to the next. This will result in more viable local businesses, town centres for resident and visitor amenityHowever, we can all be visitors in our own greater vibrancy in the town centres and and to ensure Bayswater’s reputation as aneighbourhoods and change our spending patterns potential to convert visitors to residents or “Garden City” is promoted.to eat out and visit attractions on our doorstep. business owners at a later time. The City of Bayswater has a fascinating historyAt its core, the most accurate definition of a tourist is: The residents of Bayswater see their city as stretching back tens of thousands of years with a “Garden City” and, with assets such as the the Swan River’s alluvial plain and the RiverTourist /ˈtʊərɪst/ n Swan River and wetlands such as Baigup, itself, providing the Noongar people with foodA person who is a displaced consumer. Bardon Park and Berringa Park, as well as and shelter. The City of Bayswater community parklands such as Riverside Gardens, there sees the Indigenous culture of the area as is a sound basis for this aspiration. However, important though there is little evidence of it the consultants found that the town centre being integrated into the landscape. However, communities all wanted more tree canopy on this should change with the planned public art their “high streets” or, in Morley’s case, within plan by the State government as part of the their carparks. Bayswater train station build. This perception of the City of Bayswater Bayswater’s colonial history is comprehensively needing more trees has been recently recorded in the book, Changes They’ve Seen supported by an RMIT study, “Where Will by Catherine May and stories such as that The Trees Be?”, which is a longitudinal study of the drowning (with his cow) of doctor and comparing tree canopies in LGAs around major Bayswater landowner, John Whatley. Dr Australia. Based on stakeholder feedback and Whatley and his cow in a boat is a recurring the evidence presented in this study, one of the theme in artwork and murals in the town major recommendations by the consultants is centres of Maylands and Bayswater. for the City to plan improved tree canopy in theCity of Bayswater Destination Marketing Strategy 2021 – 2025 01

Drilling down, each town centre has Those differing trajectories are depicted in the graph below:its own stories and its own individualcharacteristics which add depth to theoverall City of Bayswater Brand. Thechallenge is to differentiate betweenthese destinations while at the sametime aligning with the overall City ofBayswater Brand.The three main motivators to attracting visitors toa destination are the number of experiences; thedifferent types of experience; and the uniqueness ofthe experience.The town centres of Bayswater, Morley andMaylands are different from each other in theirproduct and maturity in establishing their uniqueselling points, yet they each offer opportunities toincrease visitation through raising awareness andimprovement of their destination product.There is no immediate need to rush out anddevelop new logos and related applications foreach town centre. Shorter term, the existing City ofBayswater branding can be applied. Ideally eachcentre will have a toolkit of preferred colour anddesign options. In effect, secondary applications ofthe overarching brand.City of Bayswater Destination Marketing Strategy 2021 – 2025 02

Maylands Destination Marketing StrategyExecutive SummaryMaylands packs a lot into its 5.3 sq km footprint where a vibrant arts community andvillage style “high street” are serviced by a train station. At the same time, it features abeautiful and activated stretch of the Swan River only two kilometres away.It was only three years ago that Lonely Planet The town centre’s three strengths are:dubbed Maylands as one of Australia’s coolest • Connectedness – physically through the train station,neighbourhoods and described it as “a buzzing walkability of the town centre, and as an activecommunity hub with a gritty, yet artisanal edge.” community connected through social platforms. • Arts – including street art, institutions, and the creative community. “I love Maylands’ diversity and its • Heritage – numerous restored buildings/ vibrancy… it has more edge and grit infrastructure that are being used productively and than other places in Perth.” which give the town centre an appealing ambience. Stakeholders, businesses, potential visitors and CityIts natural environment on the peninsula combined of Bayswater officers and elected members talkwith its authentic built environment in the town about these strengths. The product in Maylandscentre where heritage buildings have been re- is bespoke, diverse and on a maturing trajectory.purposed to house both arts-based organisations Everyone agrees. But they all believe the one majorand retail and bars, positions Maylands as a unique barrier to preventing Maylands taking that extradestination for both City of Bayswater residents and step is that the town centre’s essence has not beensegments of the wider metropolitan Perth. captured under one strong Brand. Image: One of Australia’s coolest neighbourhoodsCity of Bayswater Destination Marketing Strategy 2021 – 2025 06

This destination marketing strategy for Maylands will be delivered over the next fouryears with the horizons as follows:Getting Maylands Going Again (COVID recovery) • Identify opportunities to capitalise on emerging markets and promote the health and well-being• Focus on activating the town centre through cluster. smaller events and developing a strong, widely • Promote Waterland and focus on campaigns recognised Maylands identity. targeting young families.• Create assets aligned to the Brand values.• Update and improve City of Bayswater website Attracting investment and people to live and play including development of maps and content. in Maylands.• Leverage the City’s owned distribution channels – • Assist developers in understanding planning laws both digital and traditional. and identify ways to reduce red tape.Building Awareness and Partnerships • Investigate how to attract investment in restaurants in Eighth Avenue.• Develop a comprehensive event calendar and • Extend Brand campaigns that specifically focus on promote the major events. Maylands’ attributes and continue to leverage and• Develop further Brand awareness campaigns. connect the town centre with the river.• Develop tactical campaigns. • Continue to have a co-ordinated approach to• Actively collaborate with community groups and events and a calendar of small activations with drive critical mass through partnerships. both financial and marketing support.Growing the Visitor Experience and maximisingthe Brand.• Elevate the Brand “Maylands has urban grit – it’s like a• Develop walking trails with wayfinding signage, apps, and history. Fitzroy or Collingwood. We can build• Develop streetscape and amenity in the town centre. on that.”• Build capacity of business and community groups.City of Bayswater Destination Marketing Strategy 2021 – 2025 07

HistoryThe Noongar people who inhabited the Bayswater and Maylands area for tens of history and the Maylands Aerodrome havethousands of years saw the Swan River (Derbal Yerrigan) as a sacred place created by significant potential as destination product for Maylands. The Brickworks provides Maylands withthe Waugal who is regarded as an all-encompassing creative spirit. It is that creativity the opportunity to develop an arts and exhibitionthat is one of the distinguishing traits of contemporary Maylands which is also reflected centre – an ideal product match for Maylands’in the town’s intact heritage buildings from the colonial era which now house several arts reputation as an arts destination.institutions, shops and bars. Other societal infrastructure from the early 20thThere is evidence that the Bayswater stretch of town centre that gives the area its street appeal and century includes the Maylands Primary Schoolthe Swan River provided the Whadjuk people with village ambience. (established in 1903); the Maylands Hall (1920) andrich nourishment and shelter as the fished in the the War Memorial Cenotaph (1921). The Maylands Maylands has other major heritage assets including Hall, once a place of movie nights and dances,river and burned the surrounding scrub to ensure Tranby House (a mud brick house located on the became the Maylands Library and currently housesthe alluvial plain by the river produced grass to Maylands Peninsula and one of the only buildings the West Australian Youth Jazz Orchestra. Theencourage kangaroos to graze. remaining from the early pioneers of the Swan Maylands Primary School building now houses theWith the arrival of the British, the Bayswater and River colony); the Royal Institute of the Blind; and West Australian School of Instrumental Music.Maylands area was given over to agriculture, Federation-era hotels such the Peninsula Hotel; asnotably dairy farms, and eventually market well as more modest but equally valuable heritage The Victorian Institute and Industrial School forgardens as the colonists sought to capitalise on buildings, such as the Old Police House which the Blind actually began construction in 1898 andthe river location. However, in 1900 the Ferguson houses the active Maylands Historical Society. All underwent many changes and additions throughoutFoundry was established to build pipes for the C.Y. combine to provide a rich physical backdrop to subsequent years. Recently, the building wasO’Connor pipeline from Perth to Kalgoorlie. With Maylands’ character and identity. renovated and repurposed and is now a world classthe introduction of industry to the Maylands area, facility housing the WA Ballet. Large infrastructure assets such as the Maylandscame growth - both people and infrastructure and The creative spirit of the Waugal lives on in Maylands. Brickworks which speaks to Maylands’ industrialit is the resulting heritage buildings in the MaylandsCity of Bayswater Destination Marketing Strategy 2021 – 2025 08

The Maylands Aerodrome Commemorative Park isanother destination product that adds to Maylands’heritage richness. It was Perth’s first official airportand known as the birthplace of commercial aviationin WA. It also saw many nationally historic eventssuch as the flight of Charles Kingsford Smith wholanded at Maylands to complete the first non-stopflight across Australia in 1928.Charles Kingsford Smith is not the only famousperson with a strong connection to Maylands. RobertMarshall who was a hairdresser and squash centreowner in Maylands (and the Maylands State MPfrom 1965 – 1968) was a world class billiards playerwinning the World Amateur Championship fourtimes and the Australian Amateur championships 22times in his lifetime.Robert Marshall’s story is representative ofMaylands’ quirkiness – found even in its history - Image: Local tourism products - simply add hashtag?and it is “small” stories like this that provide layersof authentic content when positioning the town’sidentity and character.City of Bayswater Destination Marketing Strategy 2021 – 2025 09

Thekeyinfrastructure assets that collectivelyPeople Infrastructure andindividuallyprovideMaylandswithacompetitiveMaylands’ product and its people have informed Maylands’ heritage infrastructure - both its high edgeareeach other over the years. Many of the interesting street buildings and its river-side infrastructure, • Its intact heritage buildings which have been re-retail shops and bars in the Maylands town centre either already in place or under development – purposed.have been developed by sole owner entrepreneurs contribute to Maylands’ narrative and ultimately to • A walkable and interesting “high street”and that diversity, creativity and commitment is its appeal to visitors. Maylands is also known foralso evident in the active community groups that its peninsular position and its proximity to • The train station providing accessibility.drive the town centre’s festivals and activations. the river which is seen as one of the suburb’s • The attractions of the Peninsular area such as greatest strengths. Peninsula Farm, the Waterland redevelopment,They provide the creative content of both the cycleways, and eventually the Maylandspermanent content (venues and shops) of These assets also help define market segments to Brickworks if it is redeveloped as an arts centreMaylands as well as the creative content of the target when marketing Maylands. For instance, the as the City of Bayswater has indicated.activations. re-development of Maylands Waterland with the first stage due to be completed late 2021, providesThe community itself sees Maylands as having a powerful attraction for families which can bean “eclectic and diverse range of people” with an“authentic heritage and fascinating history”. The further leveraged to increase visitation to the town “Businesses are the creative centre as well as the river.story of Robert Marshall is a direct demonstration content drivers of ideas and events.of that diversity and quirkiness and the principles The Maylands Station at the foot of Eighth Avenue They just need support from thearticulated by the Maylands community itself. is a significant asset for the Maylands Town City to help with process, co- Centre. It provides demonstrated access toThere are many contemporary appealing and Maylands’ cafes, its arts institutions and events, ordination and integration.”interesting stories about the people of Maylands and promotes the town’s “walkability”.who, in turn, are well aware that, as a whole, theyreflect the town centre’s Brand values of quirky As an extension of this, there is clearly anand arty. Their diversity and friendliness also appreciation of the town centre’s strip shoppingembody the town’s third Brand value of “inclusive”. layout with the main street populated with unique local businesses. The prolific street art is seen asThe active community groups are a direct result of representing the creative aspects of Maylands.the people of Maylands’ creativity and commitmentto the areas.City of Bayswater Destination Marketing Strategy 2021 – 2025 10

Product and Visitor ExperienceMaylands has three naturally occurring clusters locations such as the town hall which housesoffering attractors for visitors: WAYJO and the WA Ballet headquarters at the old “Kids play in the laneways which have Royal Blind Institute.1. Food and beverage the potential to be a place for people.2. Vintage and bespoke retail The last Maylands Street Festival attracted more People need to feel like they belong than 20,000 people and is seen as critical to3. Health and well-being. and can feel the laneway vibe.” continue on an annual basis (it was previouslyMaylands offers both diversity of product (different biennial.)experiences) for visitors and density (theattractions in the town centre are close togetherand therefore walkable). Its heritage streetscapeevokes friendliness and features interesting retailand cafes during the day, and its small bars andlive music venues at night provide the basis ofcontinuity of experience and appeal to differentmarket segments.The Laneway precincts (Roxy Lane in the north-eastern corner of Maylands and Lyric Laneway inthe south western corner) are viewed as majorassets for Maylands and its ability to offer uniqueexperiences and host exciting activations driven bycommunity groups.The laneways and Eighth Street (which can beclosed off for events) offer the opportunity ofpromoting the “village-like” atmosphere ofMaylands. Events and activations can alsoeffectively utilise the infrastructure already in Image: Maylands Street Festivalplace. These include spaces such as The Rise (formarkets), and heritageCity of Bayswater Destination Marketing Strategy 2021 – 2025 11

Another event opportunity has been the Laneway 3. It lacks a co-ordinated approach to an eventsFestival which, while not as large as the Street and activations calendar.Festival, has the potential to be another iconic event 4. It needs more restaurants on Eighth Avenuefor Maylands. to increase the visitor experience across the evening and provide more energy to the highThe town centre’s street art and large murals are street at that time of day.also seen as a major attractor and support Maylands’Brand value of “arty” and ultimately enhance the 5. In terms of amenity, it needs more tree canopytown centre’s identity. both along Eighth Avenue and along the railway line.In the longer term there could be the opportunity to 6. Stakeholders believe that the presence ofbring together Maylands’ high- profile health and anti-social behaviour can damage Maylands’well-being services under one banner which relate reputation, particularly since it wants to positionback to the City of Bayswater’s overall concept of itself as quirky and friendly.“living well”. The positioning for this could be “Living 7. There has been a lack of co-ordinated leveragingWell in Maylands”. of Maylands’ strengths such as its lanewaysWhile the above represent Maylands’ strengths and precincts and its street art.opportunities, there are some barriers to the towncentre realising its potential in attracting visitors:1. It lacks an all-encompassing Brand which clearly defines Maylands. “We need to properly utilise2. It lacks a co-ordinated approach to marketing streetscaping, increase tree canopy the town centre. Individual businesses and community groups do a good job in using their like other high streets around Perth… own social media platforms and other marketing we could also open up spaces like but there is no over-arching co-ordinator. the community garden in Roxy Lane.” Image: Vintage retail on Whatley CrescentCity of Bayswater Destination Marketing Strategy 2021 – 2025 12

Market Segments Emerging marketsMaylands’ target audiences are the City of Bayswater’s scene in the evenings; to Maylands’ health and well- Cycling tourism and its various sub-segments isresidents; surrounding suburbs, notably those who being services; and the bespoke or vintage retail. an emerging visitation opportunity for Maylands andare east of Maylands who may take the opportunity the wider City of Bayswater. This was demonstrated Young families who are attracted to family activitiesto enjoy its nightlife rather than travel further to at Halloween when one of Maylands’ community in the river precinct including (eventually) Waterland;Northbridge; and the wider metropolitan area. groups organised a “Pedal and spook” event for The Rise facilities and library; and the family friendly families and received 83 registrations for the event.Maylands can position itself as both a retail destination venues such as Seasonal Brewing and Steam Haus.and a hospitality destination. Individual businesses The major cyclist attractor is the bike path along The 25-34 demographic who are attracted to thesuch as Rabble Bookshop and some of the vintage the river and the opportunities to enjoy facilities in lane ways festivals; food and hospitality venuesshops have unique offerings for both residents and that region. Good wayfinding signage would assist including small bars; and arts experiences.those seeking an interesting retail experience. cyclists finding their way into the town centres. Retirees who are attracted to the town centres There are also opportunities for promoting MaylandsAt the same time, Maylands’ bars including a brewer appealing heritage ambience, cafes, the WA Ballet to leisure cyclists who ride beside the train line,– several with live music - offer residents a variety of offerings and facilities at The Rise. stopping at the Whatley Avenue based coffee shopshospitality options. with some returning to their base by train. As well, Shoppers who are attracted to the vintage and there is the opportunity to improve the experience ofResearch has shown that most of Maylands’ bars, bespoke shopping and the experience of the those serious cyclists en route to the Swan Valley orretail and events attract visitors, to varying degrees, Maylands cafes. to the Maylands Peninsula and the river.from the three major catchment areas: Arts and culture lovers who are attracted to Indigenous tourism is an emerging market state-• City of Bayswater jurisdiction art studios, street arts experience and heritage wide and there is an opportunity to tell Maylands’• Nearby suburbs (notably the suburbs east of ambience, or who might be seeking an indigenous (and the wider Bayswater) story of the Indigenous Maylands) cultural experience. people who found nourishment and made a home• Wider metropolitan area. along the river. An Indigenous trail telling the Visiting friends and relatives of local and nearbySome of the following market segments attracted Indigenous story in a creative way would be a major residents who are attracted by the diversity ofto Maylands are also valid for the wider City addition to Maylands’ attraction, particularly if the product in Maylands.of Bayswater but in Maylands’ case they are City worked in collaboration with the wider easternspecifically: Enablers are Maylands’ walkability; its diversity metropolitan region and Tourism WA to become part of shopping and hospitality venues; the heritage of a network of trails telling the story of the clansYoung professionals who are attracted to the bar streetscape; and the events and activations. who once lived in their areas.City of Bayswater Destination Marketing Strategy 2021 – 2025 13

MAYLANDS TARGET MARKETLocal and Neighbouring Couples Meet Steve and Dushan of Mount Brian and Jill are self-funded retirees Lawley. They are both chartered and live in East Perth. Brian is a accountants who enjoy their time former engineer and Jill still works not working much more than their occasionally as a child psychologist. careers. Each has a home office They volunteer with their local as a result of COVID-19 and the community group and look after lockdown also brought on the arrival their grandchildren 3 days per week. of puppy; Nelson. They discovered Maylands Library They discovered Maylands restaurants via Uber Eats during lockdown. during the school holidays and have since become members. As have They now eat out at least once a week. What do they do in Maylands their 2 grandchildren. They visit at least twice a week. when they visit? Brian: “We really enjoy the sense of community and vibrancy here in Steve: “We shop for vintage gifts, eat and drink. The street festival is Maylands. I’ve actually suggested to my daughter that we help she and brilliant. To be honest, we think we’d be better off moving here. Real estate her family buy here or in Bayswater/Bassendean. We are WABallet is better value and the area has an edge that Beaufort Street has lost.” subscribers and love their new HQ.” Dushan: “We didn’t realise there were so many cool bars and events. We Jill: “I am now a member at The Rise and play pickleball every Monday. went to a co*cktail fundraiser at the ballet centre. And the proximity to the Afterwards we grab morning tea and I generally pick up a gift for river and parks is brilliant for Nelson.” someone or even myself on Whatley Crescent. We take the kids to school holiday activities like cooking and soccer. We can’t wait for Waterland to reopen!”City of Bayswater Destination Marketing Strategy 2021 – 2025 14

Local Hero“If Laneways aren’t used for good things, they will be used for bad things.”Maylands’ laneways surround the town centre and One of the successful small activations already stagedoffer a significant opportunity to position Maylands’ include Junk Pirates where fathers and their childrentown centre as an urban destination where the put together musical instruments from …junk. And thenimagination can run riot. staged a parade through the laneways centred around the Roxy Lane community garden.Lyric Lane has shown what can be done from astreetscaping aspect where adjacent businesses can Music has been a key element of the successfulinterface with the laneways to create vibrancy and laneway activations with, for example, musiciansintrigue. There are numerous opportunities in the from WAYJO playing throughout the laneways in theextensive laneway network to replicate this experience Laneways Festival. Using the talents of local musiciansof “secret” places to create an urban adventure. is a demonstration of community groups and arts groups collaborating and creating an experienceLinking the two most developed laneway precincts, aligned with Maylands’ Brand values where arts andLyric Lane in the south-west corner and Roxy Lane in quirkiness meet in a space of urban grit.the north-east corner, also offers the opportunity tocreate a journey through the town centre. For that to be To maximise the laneways opportunities, the City ofeffective and align with the Brand it needs wayfinding Bayswater will need to do three things:signage and a creative linkage such as a chalk path • Improve the street-scaping in the lanewaysshowing the way. including improved lighting and judiciousThe Laneway Festival was successful pre-COVID compromises that sacrifice carparks for greeningand as we move into a post-COVID world, creating a (parklets).similar event staged in the laneways presents a great • Sponsor community groups wanting to createopportunity to develop an iconic annual event for activations in the laneways.the Maylands town centre. As well, a series of small • Co-ordinate and promote a calendar of events andactivations staged over the year would serve to build activations under a Maylands Brand.the laneways Brand and generate vibrancy behind the • Maylands’ laneways are “hidden gems” and abusinesses in Eighth Avenue and Whatley Crescent. major local hero when marketing the town centre.City of Bayswater Destination Marketing Strategy 2021 – 2025 15

Brand Strategy Its Brand Values are:Maylands is a place with an interesting and eclectichistory, intact heritage and creative people and • Quirky – relates to Maylands’ bespoke retailultimately is a destination with rich content and the offerings including its vintage shops and thecapability of attracting visitors from far beyond its 5 diverse community.square kilometres. • Arty – relates to the street art, the predominance of both the creative people living in Maylands andMaylands needs to be positioned as a creative, the Arts Institutes located in the town centre.friendly and vibrant destination with an endearingquirkiness. Its heart is evident in the inclusiveness • Inclusive – Relates to the events and activationsand diversity of its community who are involved in staged by the community groups and the familyactivations, events and people the cafes, bars and friendly venues and spaces in town centre.shops. All this with a bit of grit thrown in. • Urban Grit – relates to physical aspects of Maylands such as the historic laneways andWhat demonstrates its creativity are the types of heritage buildings.bespoke retail and the art murals around the towncentre. What makes it friendly is the town centre’s Strategic Pillars include:walkability and appealing streetscapes; and whatmakes it vibrant are the cafes and the bars with • Maylands Brandcontemporary settings and live music. • Events and Activations • Visitor ExperienceMaylands’ unique selling point: • Partnerships Image: Maylands Mural “Maylands is a town with imagination and grit.” #ImagineMaylandsCity of Bayswater Destination Marketing Strategy 2021 – 2025 16

Brand OBJECTIVE ACTIVITY MEASURES OF SUCCESS Build Brand • Soft launch for the new Brand for Maylands once collateral • Below-the-line PR for Maylands product and Brand. awareness of in place. • City of Bayswater residents and those in nearby suburbsBrand Positioner: Imagine Maylands Maylands • Develop marketing collateral and assets that reflects become advocates for Maylands and bring visiting Maylands’ Brand values. friends and relatives to enjoy the shopping and the bars.Description: • Develop targeted marketing plans using both digital and • Marketing collateral is used by all stakeholders includingWe will establish a clear identity traditional distribution channels that will promote Maylands the City.for Maylands based on its Brand as retail and hospitality destinations. • Budgeted Brand awareness campaigns leveragingvalues which can be embraced Maylands’ positioning in retail and hospitality.and promoted by business and the Optimise the • Further develop the City’s website to ensure clear navigation • Increased engagement including longer time spent oncommunity. City’s digital starting with a “Visit Bayswater” tab on the city’s home the City of Bayswater website. channels page with a drop-down menu directing visitors to rich • Increased awareness of the offerings of the destinationObjectives: to promote and informative content that promotes the town centre(s) • Fresh and brand-aligned images and videos evoking Maylands. Brand(s) and offerings (USP).• Build brand awareness of desire to visit Maylands. • Develop digital assets and content (video, images) that Maylands as a visitor destination • Considered application of the hashtags including take-up reflect the Brand values. by local businesses and community groups in using the among both City of Bayswater • Adopt a specific Maylands lead hashtag hashtag. residents and the wider (#ImagineMaylands) and secondary hashtags that relate to • Increased engagement of City Facebook posts including metropolitan area. specific offerings (e.g.: #EatMaylands; #PlayMaylands). “likes” and “shares”.• Optimise the City’s digital • Develop a strategy and protocols for posting on the City channels to promote Maylands. of Bayswater’s digital channels, notably Facebook with an external-facing objective and which links to other community• Engage with businesses and FB pages that relate to specific campaigns or events. community groups to amplify Engage with • Identify co-operative marketing opportunities that will • The number of tactical campaigns which provide an marketing efforts and align with the provide opportunities for participation from retail, hospitality opportunity to convert awareness to business. businesses and one Brand. community and commercial businesses • Local business and community groups’ participation in groups to • Regular stakeholder engagement which seeks feedback and campaigns. promote and ideas to ensure ongoing ownership of the Maylands Brand • Local business and community groups posting on their amplify the and ideas generated for promoting Maylands and staging social media sites and using the #ImagineMaylands Brand events. hashtag. • Two workshops per year which involve business leaders, key partners, and community groups.City of Bayswater Destination Marketing Strategy 2021 – 2025 17

“The smaller events can engage through discovery …the laneways around the Maylands town centres are literally hidden gems.” Image: Laneway eventCity of Bayswater Destination Marketing Strategy 2021 – 2025 18

Events and OBJECTIVE ACTIVITY MEASURES OF SUCCESS Leverage and promote existing • Maylands Street Festival and the Laneways • Increased attendance figures for the events year- Festival are identified as the two marquee events on-year.Activations Maylands’ large events that have been successful on the Maylands annual events and activations • Successful staging and promotion of these calendar. events. • City of Bayswater financial and marketingDescription support provided to the event organisers.We will co-ordinate and promote Create a calendar of laneways • Collaborate with community groups and bars • Maylands Laneways positioned as “hidden activations that activate the two and other stakeholders which are located in gems” to the Perth metropolitan area.a Maylands events and activations laneways precincts in Maylands. close proximity to laneways to create a series ofcalendar that will support the activations over a 12-month periodMaylands Brand and generate Support the community groups • The City of Bayswater to build capability • Tool kit available online.vibrancy in the town centre. that provide the impetus and with community groups in event operations • Community groups grow capability andObjectives: creative content for both events and promotions by providing a toolkit and/or confidence in staging events. and activations. conducting workshops presented by the Events• Leverage existing Maylands large Industry Association. events that have been successful Promote events and activations • The City of Bayswater homepage features an • Greater engagement of website.• Create a calendar of laneways using the City’s digital platforms. Events tab with further drop-down menus for • Increased attendance at events. each town centre (Eg: Play Maylands) activations that activate the two laneways precincts in Maylands.• Support the community groups that provide the impetus and creative content for both events and activations.• Promote events and activations using the City’s digital platforms. one Brand.City of Bayswater Destination Marketing Strategy 2021 – 2025 19

Visitor OBJECTIVE ACTIVITY MEASURES OF SUCCESS To provide visitors with • Develop a Visit Maylands tab on the City website (Imagine • Increased foot traffic around the town Maylands) with Maylands narratives and some key centre.experience accurate and comprehensive information of the offerings highlights. Include a map of Maylands which identifies in Maylands to encourage cafes, bars and retail. dispersal around the town • Generate hard copy maps and distribute to all cafes andDescription businesses to have on the counter. centre.We will ensure that there are rich and • Use the City’s own corporate communications platforms (such as Bayswater Beat) to generate specific informationdiverse experiences for those visiting on what’s happening in the Maylands town centre.Maylands which encourages repeat • Create a chalk path or similar wayfinding throughvisitation and destination advocacy. Maylands to link the two laneway precincts in a creative way to support the “Arty” Brand value.Objectives: To develop product such as • Develop walking trail products such as a heritage trail, an • Attract more visitors from various market• To provide visitors with accurate heritage or arts trails that will arts trail, an Indigenous history trail, and a trail for cyclists segments as well as greater awareness of and comprehensive information of enrich the visitor experience accessing the river. Maylands’ rich content and Brand. the offerings in Maylands including and align with Maylands’ • Encourage the establishment of more restaurants on • More vibrancy after 5pm on Eighth Avenue. promoting its competitive advantages Brand values. Eighth Avenue. • Increased awareness of the health and well- such as accessibility and quirky events. • Create a special campaign promoting “Living well in being services clustered in Maylands. Maylands”• To develop product including an Indigenous trail, as well as colonial To provide town centre • Update place-making plan with focus on planting trees in • City of Bayswater improvement in “greening” heritage and arts trails, that will enrich amenity through improved Eighth Avenue and providing seating in Whatley Crescent the city as measured by studies such as the streetscapes, tree canopy • Hero laneways by activation and increasing appeal with RMIT’s national tree canopy benchmarking the visitor experience and align with and wayfinding signage. lighting and streetscaping or parklets. study of LGAs. Maylands’ Brand values as well as • Develop an integrated wayfinding signage plan to inform • Activated laneways that reflect Maylands’ capitalise on emerging markets. people and take them on a journey. reputation as quirky with urban grit.• To provide town centre access • Greater dispersal around the town centre. and amenity through improved Support businesses • City to survey businesses as to where they felt they would • Improved customer service and conversion to streetscapes in all precincts, tree and community groups benefit from capability building opportunities. business. canopy and wayfinding signage. in delivering excellent • Establish workshops for the community groups on how to • Reduce risk in event delivery in Maylands• To support businesses and community customer service, events and deliver an event. • Rich content for the website and the groups in delivering excellent customer activations, and marketing • Develop collateral focussed on short video vignettes on positioning of Maylands’ unique offerings and service, events and in generally their offerings. local businesses and feature them on the website under destination experiences by leveraging the marketing their offerings. the Visit Maylands tab. “quirky” retail and hospitality offerings. • Encourage them to use the Maylands’ hashtag to amplify • Increase in digital engagement by Maylands’ their own social media strategies. businesses.City of Bayswater Destination Marketing Strategy 2021 – 2025 20

Partnerships OBJECTIVE ACTIVITY MEASURES OF SUCCESS Develop strong and productive relationships • Meet with Marketing Director of • One joint partnership event per annum. with the major arts organisations in the WA Ballet to identify at least oneDescription Maylands town centre including the WA partnership event per annum. Ballet and WAYJO.We will demonstrate leadership bycollaborating with potential partners in Facilitate collaboration between the active • Work with LACE and Creative • A calendar of events run by communityMaylands in order to achieve critical mass community groups in Maylands to deliver Maylands and individual businesses and business groups and co-ordinated by unique events and other activities that align to deliver events and activations, the City.in delivering activity unique to Maylands. with the “Arts” Brand value and support the notably laneway events.Objectives retail and hospitality sectors. Identify and develop partnerships with • Explore opportunities with • Growth of target audiences and awareness• Develop strong and productive key organisations that will be instrumental organisations such as BikeWest of Maylands as offering diverse visitor partnerships with the major arts (cycling): Tourism WA (Indigenous experiences. in developing key market segments or organisations in the Maylands town tourism); Dept of Arts and Culture and enhancing the visitor experience. centre including the WA Ballet and LotteryWest. WAYJO. Provide opportunities for Maylands • Develop collateral and campaigns • Increased involvement by Maylands• Facilitate the collaboration between businesses to work on co-operative that directly involve Maylands businesses in whole-of-town centre the active community groups in marketing campaigns. businesses (such as Imagine marketing plans. Maylands to deliver unique events Maylands stickers for business • Increased social media engagement by windows) or Christmas window Maylands businesses in promoting the one and other activities that align with the displays. Maylands Brand. “Arts” Brand value.• Identify and develop partnerships with key organisations that will be instrumental in developing key market segments.• Provide opportunities for Maylands businesses to work on co-operative marketing campaigns.City of Bayswater Destination Marketing Strategy 2021 – 2025 21

Marketing PlanThe purpose of this marketing plan is to prioritise action points that align to initiativeswithin the four-year horizons and how they relate to Maylands’ target market segments “The City should encourage pop-upsas well as its strategic pillars. and as well as big events, just close off the streets and have somethingBrand The development of marketing assets should align like roller-hockey down the middle.” with the Brand values of quirky, arty, gritty andCurrently, the City of Bayswater’s primary inclusive and demonstrate Maylands’ unique sellingcommunications focus is on corporate activities. Its point – “Maylands has imagination and grit.”corporate positioning is that of a Garden City with anolive tree as its visual identity. Collateral can include:However, the town centres need a consumer-facing • Videos and images targeting the leisure visitor andBrand with a marketing focus supported by the aimed at raising Brand awareness.development of collateral and distribution channels • Video vignettes of the small business owners/that target potential visitors to the town centres. operators in the Maylands town centre aimed at raising awareness of the product in Maylands andMaylands’ Brand values are quirky, arty and inclusive. demonstrates all the Brand values.Its marketing positioning will use these values as a • Map for the town centre highlighting keyfoundation to inform its marketing campaigns, its attractions and destination-aligned businesses.events and activations and its collateral. • Map targeting the leisure visitor showing walkingMarketing Collateral trails including heritage, indigenous, cycling, arts. • Window stickers and posters for businessesThe visual identity for Maylands can be a modified featuring #ImagineMaylands and promoting anyversion of the olive tree simply by colouring it events.hot pink (the colour of the Roxy Theatre wallwhich was agreed by the community). In fact, therecommendation is that each town centre has adifferent coloured olive tree for consumer-facingmarketing of the destinations.City of Bayswater Destination Marketing Strategy 2021 – 2025 22

Events and activationsEvents and activations provide an appointment for people to visit a destinationand can support the Brand through both their content and awareness raising.Events in Maylands should embody the town’s Brand values and in ademonstration of the people and product of a destination aligning inpersonality, the major events in Maylands in fact reflect the Brand.Maylands’ biennial Street Festival held in the Eighth Avenue and WhatleyCrescent precincts targets most of the market segments and reflects theinclusiveness of Maylands. It has had an increasingly successful track recordwith some 20,000 people attending in 2019. While put on hold in 2020 due toCOVID, it would be a good event to re-launch in the second year of the four-year strategy (2022) when COVID restrictions may have eased.The same time frame applies to the Laneways Festival which could bedeveloped to link the two precincts (Lyric Lane in the south west corner andRoxy Lane in the north-east of the town centre). This event demonstratesthe Brand values of arty through the live music performances; inclusivenessthrough featuring local products and produce; and the grittiness andquirkiness of Maylands’ interesting heritage street design.A calendar of small-scale activations in the Laneways and the communitygarden should be developed from January 2021 in partnership with communitygroups, Creative Maylands and LACE.The smaller activations can target market segments and again align withthe Brand values of quirky, arty and inclusive. An example of a successfulactivation which appealed to families (inclusive) was the Dad’s group with ajunk pirate parade in early 2020 organised by Creative Maylands Maylands Laneway Activation City of Bayswater Destination Marketing Strategy 2021 – 2025 23

• Feature stories and videos on a rotational basis Co-operative marketing campaigns with partnersDistribution Channels of people and places and bespoke businesses in have the potential to create critical mass and thusThe major opportunity for Maylands and the City Maylands. extend beyond digital platforms to traditional mediaof Bayswater as a whole is to utilise the City’s • Links to partner websites such as the WA Ballet including the community newspapers, radio anddistribution channels to raise consumer awareness and WAYJO. television.of what is going on in the town centres with thepurpose of promoting the Brand and the products Besides the website, the City of Bayswater should Campaigns expand its Facebook content to include events,with the overall objective of attracting more visitors. activations, and posts that point to website content. Once the City of Bayswater has updated its webThe City of Bayswater website presents as both a site and developed collateral, marketing the While the City’s Instagram account has the Maylands town centre should focus initially on aquick win for destination marketing and as a priority #mybaysie hashtag which again is not necessarily series of Brand awareness and tactical campaignsfor the City. The homepage should feature either a relatable to potential visitors, there should be a which begins with promoting the Brand and thensimple “Visit” tab or separate “visit Bayswater”, “visit more externally focused suite of hashtags such as specifically develops tactical campaigns targetingMaylands”, “visit Morley” tabs. Most people outside #ImagineMaylands. Hashtags can be tailored to market segments. For example, a tactical campaignthe boundaries of the City of Bayswater will not be suit the campaign. For example, if the marketing promoting Maylands’ bespoke retail offerings withaware that Maylands or Morley are part of this LGA campaign is positioning Maylands as a hospitality media partners and traders could be a two-weekjurisdiction. destination, the hashtag could be #eatMaylands and promotion with a voucher to spend $500 withFurther to the “Visit” tab, there should be an “Events” #drinkMaylands. Importantly, businesses should be participating businesses as a prize.or “What’s On” tab, also on the City’s home page. encouraged to use #ImagineMaylands and otherThe website should house rich content for each of relevant hashtags to ensure amplification Implementationthe town centres, including: The City’s other “owned” distribution channels such Implementation focuses on the next two years of as the Bayswater Beat can have a regular “What’s• The Maylands story and an engaging history. the four-year strategy with recommendations for Coming Up” column aimed at attracting more consideration in the final two years but will be• A town centre map featuring bespoke retail and residents to the town centres. The content of this subject to budget allocations. hospitality. column should be a higher level than the library-type• A map showing the trails with commentary such activities currently promoted. as the heritage trail; aboriginal history trail and an Promoting events to residents will generate arts trail giving details of the murals etc. increased Brand awareness and create “an• A map promoting the “well-being” cluster and appointment” for those considering attending the featuring various health and well-being services. events and activations.• An events and activation calendar for Maylands.City of Bayswater Destination Marketing Strategy 2021 – 2025 24