FUTURE READY REGIONS – MAKING CONNECTED PLACES Kylie Legge kylie@placepartners.com.au
www.placepartners.com.au www.placescore.org @placepartners @place_score
REDCLIFFE ROCHESTER COCKBURN COAST BROOME SHOALHAVEN GYMPIE SHELLHARBOUR BUNDABERG HAWKES NEST NARRANDERRA BENDIGO CORAKI SINGLETON GOLD COAST CASINO PENRITH PICTON GLENORCHY NEWCASTLE ERINA KAWANA GOSFORD
REGIONAL CHALLENGES INDUSTRY SPONGE EFFECT CHANGES NEW BRAIN DRAIN TECHNOLOGY
FUTURE READINESS… … IT’S NOT ABOUT STOPPING CHANGE, ITS ABOUT BUILDING CAPACITY TO WELCOME CHANGE
REGIONAL OPPORTUNITIES DIGITAL READY RISK FRIENDLY MAKING INNOVATION PLACES
WHAT IS PLACE AND WHY DO WE WANT TO MAKE IT?
SO WHAT IS PLACEMAKING ?
PLACE ATTRACTION Determines why people are drawn to a place Three key factors: • Physical - Is it easy for me to get there? • Psychological – Do I feel comfortable/welcome there? • Price Point – Is it in my price range The ‘magnet’ Does the invitation overcome the barrier?
PLACE ATTACHMENT Determines what people do in the place and how long they will stay Short term attachment Long term attachment • • Pause points Connection to the place • Slowing people down • Loyalty to the place • Staying places The ‘stickiness’ • Investment • Sharing the story
OUR PLACEMAKING DEFINITION THE BENEFITS TH ITS OF ‘PLAC ACE’ The collaborative process of creating, • Creates places that have an authentic point of difference enhancing and managing and a competitive advantage people focused places • Improved experiences means customers stay longer, that respond to and return more often, and more likely to promote respects the unique • Economic – increased retail spend, rents and property prices qualities of each location • Social – more welcoming, engaged and connected • Environment – shared responsibility for look and feel, reinvestment
FUNDAMENTALLY PLACEMAKING IS ABOUT CONNECTING PEOPLE, …AND CONNECTING PEOPLE TO PLACES
DIGITAL TECHNOLOGIES CAN ALSO BE ABOUT CONNECTING PEOPLE, …AND CONNECTING PEOPLE TO PLACES
SMART CITIES
PROBLEMS THAT SMART CITIES NEED TO SOLVE Smart Cities - A Roadmap for Development Musa S* Untied States Federal Government, Washington DC, USA
PROBLEMS THAT WE ALL NEED TO SOLVE – PLACES THAT ARE MORE….
WHO ARE YOU?
Me in my home life… WHO ARE YOU?
Me in my home life… WHO ARE YOU? Me in my work life…
DIGITAL READINESS OF PEOPLE Can be measured in terms of: • Ski Skills : Confidence in using computers, smartphones or other electronic devices for online activity • Tr Trust : For information online • Us Use : Level of use of internet for personal learning
WHAT CAN BE DONE TO ENHANCE DIGITAL READINESS OF PEOPLE? • Providing public access to digital infrastructure • Providing people-centred services that match the level of digital readiness of people • Facilitating skill-building programs
DIGITAL READINESS OF BUSINESSES Rapid growth Only 34% in online of Aus shopping in Businesses regions of Aus Source: Inside Australian Online Shopping 2017 e-Commerce Industry Paper
CREATING AN IMAGE PA PATISSEZ CANBERRA RRA, ACT • A business that sells the ‘Freakshake’, an over-the-top milkshake • Family owned business • Picked up in a Canberra Times article, exploding online • Changed the image of ‘boring Canberra’
PROMOTING SALES 365 365 CUPS • Started as an idea for a ‘drive through coffee shop’ in the regional city of Wagga Wagga • Thought ‘outside the square’ and developed the technology that would allow anyone to order coffee in advance • Local partners; creative and technology • By end of 2016 the business had already turned over $9 million and now plans to expand internationally
CREATING NEW INDUSTRIES BI BIRDSNEST • Operates out of the regional town of Cooma, situated at the base of the Snowy Mountains with a population of 8,000 • Employs over 140 local people • 4th best place to work in Australia for the over 100 employees category in the BRW Great Places to Work Awards 2017 • 60% of web sales go to regional areas
CATALYST OF CHANGE 1974- Snowy Hydro Scheme Completed
CATALYST OF CHANGE 70% of 22-year olds leave and never return
CATALYST OF CHANGE 2000- Birdsnest opens in Cooma
CATALYST OF CHANGE 2013- The first Country Universities Centre launched in Cooma 2017- $8M 5 New Regional hubs announced across NSW – Cooma re-funded
CATALYST OF CHANGE 2017- $46M Connecting County Schools project 2017- First major upgrades to wireless planned to roll out at Cooma North Public School
CATALYST OF CHANGE 2017- Snowy Hydro 2.0 announced Note: Since 2000… - Population increase of 500+ people - +221 employed people - +845 people over 15 years old
DIGITAL READINESS OF COUNCILS PROCESSES DATA VISION TECHNOLOGY CULTURE
WHAT SHOULD REGIONAL COUNCILS PREPARE FOR? PUBLIC REALM INCREASED AUTOMATION/ SMART GAMIFICATION COMMUNITY ROBOTS INFRASTRUCTURE DEMAND
WHY SHOULD COUNCILS BE DIGITAL READY? • To keep up with the community • To build staff capacity for new systems that are faster and potentially more effective • To ensure skills and knowledge that match commercial/industry advances • To To suppor ort de-ce centralised ec economy my th that t is no not t locati tion n de depe pende ndent nt
HOW CAN COUNCILS GET FUTURE READY?
MAKE A GREAT PEOPLE PLACE Users sign in via Kiama • Celebrate your uniqueness, build Connect where they are an experience economy (a place encouraged to upload videos and images of their visit to people want to be) the town centre • For locals first; don’t lose your community • Be open to change, flexible and Building an online presence is agile and fast (keep people more than just having a website that people have to engaged) search for – its social media, • instagram moments and Share your story, attract the like- Search Engine Optimisation minded (show off and don’t be SEO – what comes up when afraid to take the lead) they type in your place
BUILD TRUST Place Score is like a census where data can be used for RELATIONSHIPS multiple projects – improving the value of the engagement and resource efficiencies • Celebrate your champions and successes (even if they are different from you • Provide the pathway to learning, Facebook manages your innovation and success – make it database for you but it is hard to track and capture easier (less bureaucracy!) information - easy for the • user though Social media immediate and informative, and easy for community (also open an transparent)
SUPORT LOCAL Rockhampton Innovation Hub is an invitation for BUSINESSES entrepreneurs to stay local and develop ideas into businesses • Make it easy for business (less paperwork) • Create a collaborative culture of sharing knowledge, skills and Children’s reading groups infrastructure have morphed into robotics and STEM classes at local • Deliver places and programs that libraries are pro-actively inviting innovation and difference
TO BE ’FUTURE READY’ YOU NEED TO ATTRACT AND RETAIN PEOPLE… YOU NEED TO AIM FOR THE…
THANK YOU www.placepartners.com.au 02 8065 7401
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