Item 9.3 - Attachment 2 |
Expenditure Review
Report |
Mr Otto Hirsch
Mr Roman Dechnicz
Thank you for
agreeing to undertake a Projects and Expenditure Review for the Economic
Development Team. It is vitally important to me, my executive, my Councillors,
and the business community that there is confidence in the work that the
Economic Development Team is undertaking using the Special rates allocated to
this task.
To assist you in
this process, I have drafted a report on our work throughout the year together
with a summary of expenditures against budget. Whilst we report to Council on a
monthly basis to the Group Manager, quarterly to the CEO, on a quarterly basis
publicly through the Quarterly Review, and Annually through the Management
Plan, I am more than happy to supply you with a complete and detailed list of
all expenditures throughout the year. In that respect you have complete access
to all records and receipts for the financial year. I take my responsibilities
in using public monies very seriously and as a team, we have consistently
adhered to Council policies in terms of open and transparent dealings with
suppliers.
My basis for making
decisions on projects and expenditures in 2008/09 was the Economic Development
Partnerships Plan. A number of these projects were completed but a number are
being carried into 2009/10. I explain this further in my report.
Please let me know
if I can provide any further information so that you can conduct your review as
thoroughly as you need to.
Regards
Mike Thomas
Manager, Economic
Development
2008/2009
Partnerships Plan – Projects and
Expenditure Report
Overview
2008-2009 was a challenging year for
Notwithstanding, the team delivered or contributed
to a number of economic development initiatives in
Annual budget expenditure was originally forecast
at $500,000 but was reduced to $405,000 in the March Quarterly Review because
of staffing issues. Prudent management of funds however, ensured that final
expenditure was right on target with no variance.
During the year, the Economic Development Team
continued its support to Sydney Water and was able to assist in the relocation
of 1,400 employees to their new headquarters in the city – working alongside
the project team from Sydney Water. More recently, the Economic Development
Team have been working with two of Sydney Water’s main service delivery
partners, Parsons Brikenhoff and MWH Global, who are also locating part of
their operations to
Individual Projects
· State of the City
A presentation on
the state of Parramatta’s economic, environment and social challenges for
2008-2009, delivered by the Lord Mayor of Parramatta and CEO in March 2008.
This event was run in partnership with the Parramatta Chamber of Commerce. This
event is a key annual initiative and is one of the most important opportunities
Council has to speak directly with its business community. The focus of the
event is to give an overview of the previous years’ expenditure and
achievements and an outline of future works and challenges. The team spends
several weeks pulling this information together and developing the
presentation.
Approximately 250 business people packed the Sebel Parramatta to hear the presentation. A post-event survey highlighted that 98% of respondents thought that the information presented was relevant to their business and 98% of respondents rating the quality of information as either good or excellent.
· Parramatta Dining
Guide
The aim of this publication is to
promote
120,000 copies were printed and
distributed – 16,500 to individual businesses, 50,000 to residents through the
local press, and 13,000 through SASS. This year, also sees distribution through
the Sydney Visitor Centre at the Rocks and
The Dining Guide is one of the top downloads from Council’s website.
A survey of users
and participating restaurants showed:
Users
Almost 300 people responded to the survey.
The largest age group being 35-44 with a response
rate of 31%
A large percentage – more than a third of
respondents – lived in
Half of the people who responded to the survey
worked in
The vast majority of people rated
Most people keep the Dining Guide at home. About a
third keeps it at work.
An impressive 78% of people find the guide useful.
91% of respondents confirmed it had prompted them
to try a new restaurant, bar or café, affirming the guide is influential and
credible.
85% of people confirmed the guide had positively
altered their perception of
Businesses (30 restaurants)
92% awareness of the
guide
97% liked the
presentation of the guide
80% felt it changed
perception of
56% felt it
encouraged people to dine in
One business
commented, “People used to be afraid to go out in
· Discover Parramatta
and Visitor Development
Discussions with industry in 2008 identified the need for a
dedicated website driven by Council to promote the variety of leisure and
entertainment options available within
There has been significant work on the development of a new
site in 2009 and broad consultation with community and business has been
undertaken. The site will provide a platform for local businesses and operators
to reach a wider tourist audience and encourage people to experience more, stay
longer and spend more. This website will be called www.discoverparramatta.com and
will be the ‘partner’ to the printed version of Discover Parramatta,
The Discover Parramatta tourism guide was produced in September 2008 with 75,000 printed and distributed. Specific enquiries for this publication have come from:
· Sydney Water in preparation of moving their HQ : 1200
· IAG - The parent company of NRMA : 1260
· Westfield : 640
· UWS : 200-300. They usually get in touch with us about this time of the year (end of Jan - early Feb) for a massive order to assist them with their foreign students (overseas) orientation.
· Loop : over 2000
· Corner George and Phillip : 1000 to date
As one Hotellier comments, “Our guests have found the Discover
Geoff Loder, Hotel Host, Mercure Hotel.
Although total annual figures from
our Visitor Centre were up slightly on 2007/08, the second half of the
financial year saw a decrease – possibly due to the economic downturn, reduced
consumer expenditure and weather. However, for the first half of the financial
year, figures from our Visitor Information Centre show visitor numbers up 27%
on 2007 figures for July to September 2008, and up 36% on the 2007 figures for
the October to December 2008 quarter. These were the highest visitor numbers
since we began collecting data in 2002.
During the year, a number of Tourism / Visitor
initiatives came together. The Economic Development Team are working alongside
other teams within Council to deliver the objectives of the $500k Federal
Tourism Grant fund. And to assist in this process, a renewed effort to engage
tourism and tourism related industries has begun with the initial formation of
a Tourism Reference Group chaired by Otto Hirsch and the Economic Development
Team. Feedback from one of the participants from the first meeting, noted, It is great to see a real effort from
Council in organising a meeting of the stakeholders to further the purpose of
making and promoting Parramatta a recognised tourist destination. You have my
full support and that of the Trust, and if I can contribute in any way along
with the team here, we are only too pleased to be involved.
Luke Coleman,
Manager,
· BizFacts
The only publication of its kind for
In one of the Chamber of Commerce’s View Points
last year, this is what was said about BizFacts:
Reading the latest
edition of Parramatta City Council’s Biz Facts publication, it really impressed
me as an easily-readable document packed with valuable economic data on
All parties with
an interest in the economic and business life of our city need to monitor
what’s happening in our city and many, like myself, don’t have the time to
plough through endless reports and publications to extract the data crucial to
growing and developing our businesses. That’s why the Chamber recognizes Biz
Facts as a positive outcome of Council’s Economic Development Activities and
encourages business owners/mangers, investors, students and the media to use
this publication to full advantage.
· Business Newsletter
This was to be a key tenet of our
communications and marketing strategy to the business community, This project
was one which was put on hold following the death of Serge. However, with a
first release in September 2009, we have now partnered with the Chamber of
Commerce to produce a bi-monthly business newspaper for the Parramatta Business
Community. This is an excellent example of the strong and ever growing
relationship we have with the Chamber. It will give both organisations a
regular opportunity to engage with our business community, and a regular
vehicle to inform businesses of key issues and success stories.
· Marketing The City
DVD
Towards the end of the
FY 2008, a DVD about
To enhance
Todd, Marketing
and Communications Manager, Sydney Turf Club
· Business Pages -
Parramatta City Council’s website
The ‘Business’
section of Council’s website was updated last year. It included information on
· Census Profiles and
Forecasts
This
is an ongoing project which provides staff and the general community with interactive
access to information on the Parramatta Local Government Area. Based on the
Population Census of 2006, this information provides an insight into the
community’s characteristics and how it is changing over time. With more than
one hundred council’s throughout
The Atlas and Profile were updated in 2009 and
can be accessed through Council’s public website.
A new module, called Forecast, which allows
for the forecasting and planning of development based on population and labour
growth, became live in March 2009.
In
2007/08 an employment website called My New Work City was launched. Its aim was
to address the difficulties faced by local firms in attracting quality
applicants to skilled positions. The site targets professionals and skilled
workers and highlights the diversity of industry sectors available in
Over 20,000 people visited this site in 2008/09
Updates include a more comprehensive list of
recruitment agencies and live links to their site, and an educational and
skills section linking to agencies such as UWS and TAFE.
The Economic Team monitors job ads on a weekly
basis and on average notes between 600 and 800 jobs being regularly advertised
in
· Sustainable
Business Expo
This was the only local business expo held in
Held in September as part of the NSW State Small
Business Month, it provided a showcase for local companies to market their
products and services. Over 300 visitors attended to meet approximately 40
exhibitors. Exit surveys from the expo highlighted that 90% of these visitors
either purchased on the day or intended to purchase from one of the exhibitors
in the near future.
· Appointment of new Convenor of Business
Partnerships
In January 2009, a new Convenor of Business Partnerships was appointed to assist Parramatta City Council build on their Partnerships approach with other local agencies and businesses interested in working together. The Economic Development Team wishes to specifically thank Otto for his involvement in the Tourism Reference Group.
By way of background:
Otto Hirsch is a manager, director, adviser and business coach who now operates his own advisory business, Advanced Strategy Centre.
His 35 years in business have included 12 years at Brambles in its heyday, where he managed a portfolio of Australian businesses as their Executive Director, including CHEP pallets, Recall Records Management, Brambles Security, and the Marine Group.
His experience before Brambles included two years military national service, 10 years at CIG (now B0C) as a chemical engineer, production manager and marketing manager; and two years as a business manager at Honeywell Controls.
After Brambles he led a major Australian private commodity trading company as their CEO, and held a number of directorships and interim management roles, before managing the Sydney Graduate School of Management for six years as general manager, and lecturing on strategy and directorship on its MBA program.
· Parramatta Chamber of Commerce Business
Excellence Awards.
Last year marked the 18th year of the very successful and popular Parramatta Regional Awards for Business Excellence. Parramatta City Council sponsors these due to the focus it provides for businesses wanting to be recognised for their achievements, and for the broad exposure it gives to the City through extensive press and radio advertising.
With the ceasing of the Western
Sydney Industry Awards, the Chamber have now stepped into this gap and
broadened the Awards to
SUMMARY OF MEDIA EXPOSURE 2008 |
|
|||
Medium |
Average Reach |
No. of Presentations |
Total Reach |
|
Web
Site Awards |
|
|
121511 |
|
Chamber
website – hits |
|
|
16376 |
|
Email
Broadcasts |
790 |
6 |
4740 |
|
Mail
Outs (Promotional Material) |
1,000 |
1 |
1000 |
|
Mail
Outs (Invites) |
1,000 |
5 |
5000 |
|
Newsletter
Distribution (ezine) |
800 |
11 |
8,800 |
|
Newsletter
Distribution (Hard Copy) |
700 |
4 |
2800 |
|
Launch
Attendance |
120 |
1 |
120 |
|
Lunch
Attendance |
100 |
3 |
300 |
|
|
83,000 |
4 |
332,000 |
|
|
83,000 |
1 |
83,000 |
|
|
83,000 |
4 |
332,000 |
|
SASS
Magazine - Advert |
24500 |
1 |
24500 |
|
|
9,500 |
46 |
437,000 |
|
GWP
Magazine |
10,000 |
|
10,000 |
|
|
|
TOTAL EXPOSURE HITS |
1,379,147 |
|
|
|
|
|
|
*
Appearance from 1 February 2008 till 31 December 2008 |
|
|
|
· Other
During the year, the
Economic Development Team continued to support the work of the Western Sydney
Business Connection, Asia Business Connection, and Parramatta Chamber of
Commerce.
We participated in the
Parramatta Business Women’s Expo with Clr Wearne who opened the conference.
We supported a number of 3rd
year economics students from UWS who were undertaking consultancy work as a
subject with the following topics
· Visitor accommodation
· Cafes and Restaurants
· Carbon Trading
· Industry Cluster
We again made a
contribution to the Social Enterprise Hubs project and participated in the
project steering group and grants allocation process.
Took possession of an
economic modeling tool developed in conjunctions with La Trobe University. Not
only does this allow Council to forecast growth on the back of new
developments, it also includes a way of measuring the economic impacts of major
events.
We jointly supported a
project officer for the Department of Environment and Climate Changes’
Sustainability Advantage Program.
And in addition to
the above, regularly supported the Lord Mayor and CEOs’ Office with materials,
advice, and input into speeches and presentations.
Expenditure Summary for 2008/09
Against those projects which were
completed
|
|
Original Budget |
Final Expenditure |
|
|
|
|
Percent |
Percent |
|
|
|
|
|
Budget allocation |
405,000 |
|
||
|
|
|
|
|
Expenditure |
|
|
||
|
Fostering Innovation |
|
|
|
|
|
Chair
Partnerships |
3.5% |
2.8% |
|
|
Sustainability
Ad Pg |
3.5% |
3.0% |
|
|
id
Forecast |
5.9% |
5.9% |
|
|
Business
Expo |
3.3% |
3.6% |
|
|
|
16.2% |
15.4% |
|
|
|
|
|
|
Marketing the City |
|
|
|
|
|
State
of the City |
1.9% |
3.8% |
|
|
BizFacts |
4.2% |
3.4% |
|
|
Dining
Guide |
15.7% |
13.1% |
|
|
WSBC
Membership |
4.2% |
6.2% |
|
|
Tourism
Promo |
7.1% |
7.3% |
|
|
Discover
|
14.1% |
11.1% |
|
|
Destination
Website |
4.7% |
3.8% |
|
|
Tourism
Development Plan |
4.8% |
5.0% |
|
|
|
56.7% |
53.8% |
|
|
|
|
|
|
Support Emp Growth |
|
|
|
|
|
Social
Enterp. Hubs |
4.7% |
4.9% |
|
|
Chamber
Awards |
4.7% |
4.9% |
|
|
My
New |
10.6% |
8.0% |
|
|
|
20.0% |
17.9% |
|
|
|
|
|
|
Other |
7.1% |
12.9% |
|
|
|
(includes
sponsorship of Asia Business Connection, purchase of Sensis business data,
Economic Modelling Tool, Asia Business Connection, Property Council
membership, DVD Copies |
|
|
|
|
|
|
|
|
|
|
|
|
Total of all expenditure |
100.0 |
100.0 |
Focus for 2009/10
During May 2009, the
Manager of Economic Development met with a number of Councillors to ask for
input into future economic development initiatives. This was a very worthwhile
exercise and a summary of the directions noted by Councillors were:
· The need for more of a Regional approach
· More promotion of Success stories
· The opportunities for keystone or ‘bigger’ projects
· Better visual integration with other arms of Council
· To investigate specific commercial development sites within the LGA
· Change of focus for KPIs – meetings, events, face to face, interaction
· More aggressive investment attraction
· The need to clearly define the comparative advantage of Parramatta
· The concept of affordability as a marketing message
· What types of businesses do we want here – clearly define
· The importance of being pro local and pro family
· Keep on with the focus of Tourism
· Broader focus on Parramatta LGA not just City
· Focus on residential growth
· The continuing importance of networks and relationships
· More joint promotions with partners
A major focus, therefore, for 2009 is the development of a new Economic Development Strategy. The aim is to present this before Council in draft by December 2009 – to be finished for February 2010 – to be sent to the Minister for Local Government seeking future funding.
Work on this has already begun and leading up to December, the aim is to engage with as many businesses and organisations as possible (under the chairmanship of Otto Hirsch) to ensure the strategy has broad input. The aim is to develop a strategy to 2018. To set measurable targets for this time in terms of explicit employment growth, then to work back and plan initiatives to ensure targets are attained.
In addition to the strategy, the team will focus on completion of projects noted in the 2008/09 Partnerships Plan. Major emphasis this year, will go into:
· the completion of the destination website www.discoverparramatta.com.au
· production of a new Dining Guide
· Production of Discover Parramatta Brochure
· Development of an effective Tourism Reference Group and strategy
· Continuation of BizFacts
· Production of the bi-monthly newsletter with the Chamber of Commerce
· Sponsorship of the SuperX
· Research through focus groups,
questionnaires and interviews to understand the views and experiences of
employers and employees who have moved to Parramatta in the last 2-3 years.
This is already underway, and the results will be presented to Councillors in
October 2009.