Business Plan - Shopping

Burwood Heights
Shopping Centre
Business Plan
Report
to
Burwood Heights Business Association
and
Whitehorse City Council
By
Peter McNabb and Associates Pty Ltd

Strategic Planning and Economic Development Consultants
102 Middlesex Road, Surrey Hills 3127
and
Michelle Frazer
Creative Writing and Design
21 Park Close, Vermont 3133
May 2009
Business Plan for Burwood Heights Shopping Centre 1
Table of Contents
Page
1. Introduction 2
2. Centre Characteristics 3
3. Planning Context 6
4. Market Assessment 8
5. SWOT Analysis 14
6. Future Vision and Mission Statement 16
7. Strategies 17
8. Monitoring and Evaluation Program 27
Appendix 1 Inventory of Businesses in Burwood Heights

Shopping Centre – March 2009
Appendix 2 Responses to Business Survey
Appendix 3 Responses to Residents Survey
Appendix 4 Ideas from Workshop with Businesses,

Property Owners and Body Corporate
Representatives on 3 March 2009
Peter McNabb and Associates Pty Ltd – Michelle Frazer

1. INTRODUCTION
1.2 Purpose of the Report
The purpose of this report is to provide a consolidated vision and mission statement
for the Burwood Heights Shopping Centre together with an integrated set of
strategies to achieve the vision in areas such as the centre’s land use structure,
business development, marketing and public relations, community development,
centre management, communication and finance.
1.3 Methodology
The development of the Business Plan is based on:
• Discussions with the Chairman of the Burwood Heights Business Association and
the Centre Manager
• The results of resident surveys distributed to a sample of 200 residents within 1.5
km of the centre
• The results of surveys distributed to all businesses in the centre
• Interviews with business people in different parts of the centre
• Discussions with key staff at Whitehorse City Council
• A workshop on 3 March 2009 with businesses, property owners and Council
representatives
The business survey was completed by 18 businesses. This represents

approximately 56% of businesses in the centre. The survey canvassed business
likes and dislikes about Burwood Heights; extent of awareness, participation and
effectiveness of existing marketing and promotional activities; suggested
improvements for the future, and the extent of awareness of the lobbying efforts of
the Business Association. A summary of the full results of business survey is
outlined in Appendix 2 of this report.
Responses to the resident survey were received from 42 residents, representing a

response rate of 22%. The resident survey explored the extent of usage of the
Burwood Heights Shopping Centre compared with other nearby centres for a range
of goods and services. It also explored likes and dislikes of the Burwood Heights
Shopping Centre; awareness and effectiveness of the existing marketing program
and suggested improvements. A ranking was undertaken of key aspects of the centre
including the quality of goods and services, level of customer service, mix of
businesses, car parking, access, and landscaping in the centre. A summary of the full
results of the resident surveys is outlined in Appendix 3.
The key ideas from the workshop on 3 March 2009 with businesses, property owners
and Council representatives are summarised in Appendix 4.

2. CENTRE CHARACTERISTICS
2.1 Regional Context and Land Use Structure
Burwood Heights Shopping Centre is a small neighbourhood activity centre in the

south-western part of the City of Whitehorse, situated approximately 15 kilometres
south-east of the Melbourne CBD. The centre is in a strategic location, being at the
intersection of two major roads – Burwood Highway and Middleborough Road.
The extent of the Burwood Heights Shopping Centre is illustrated in Figure 1.
Figure 1 Extent of Burwood Heights Shopping Centre
Burwood Heights Shopping Centre is a reasonably compact centre with a

neighbourhood community focus. It is essentially U-shaped with properties facing
both the Burwood Highway and a large car park at the rear. The Safeway
supermarket at the eastern end is the dominant use. A building providing shops on
the ground level and office suites above is a bookend at the western edge along
Middleborough Road.
Burwood Heights Shopping Centre has approximately 8,000 square metres of retail
and commercial floorspace of which approximately 6,000 square metres is retail
floorspace. There are 32 businesses currently in the centre.
The catchment area of the centre covers approximately 11,500 households in

Burwood, Burwood East, Blackburn South, Mt Waverley and Syndal. The
catchment stretches from Canterbury Road in the north to High Street in the south,
Huntingdale Road/Station Street in the west to Blackburn Road in the east.

2.2 Shopping Centre Mix
The range of uses in the Burwood Heights Shopping Centre is illustrated in Table 1
and detailed in Appendix 1.
Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping

Centre
Use No. of Uses % of Total

Retail including cafes & restaurants 20 63
Commercial Services 6 19
Health Services 3 9
Community Services 2 6
Automotive – petrol service station 1 3
Vacant 0 0
Total 32 100
Source: Peter McNabb and Associates, March 2009
One of the key features of the centre is that there are no vacant premises.
Retailing is the predominant business activity. The centre has 20 existing retail
businesses, representing 63% of all businesses. The full-line Safeway supermarket
is the anchor supported by a range of other fresh food outlets. The centre also has a
newsagency with postal agency, pharmacy, florist, hairdresser, beauty shop, as well
as three takeaway food outlets.
There is a Chinese restaurant, but no dedicated café. The lack of a café culture is a
significant deficiency.
Burwood Heights Shopping Centre performs a secondary role as a commercial

services centre. The centre has six commercial service operations, representing 19%
of all businesses. The centre provides core services such as a bank and postal
agency. For a centre of its size, it also is well represented by financial and legal
services.
Burwood Heights Shopping Centre has a small but important health services sector
with three facilities, representing 9% of the businesses in the centre. There is a
medical centre, podiatry clinic, and skin clinic.
There are two premises providing community services in the Burwood Heights
Shopping Centre – the electorate office of Senator Helen Kroger and the Rejoice
Chinese Christian Centre.

2.3 Role of the Centre

Burwood Heights Shopping Centre functions primarily as a convenience retailing and
commercial centre providing for basic shopping needs.
In addition to its primary role, Burwood Heights Shopping Centre performs a
secondary role as a commercial, health and community services centre with a few
specialist uses attracting clients from a wider area.
2.4 Image and Branding of the Centre

The current image of Burwood Heights Shopping Centre is predominantly of an old-
fashioned centre with a friendly atmosphere.
There is still some confusion and uncertainty about the name “Burwood Heights” in
relation to the centre’s old name of “East Burwood” which corresponds to the local
postcode. Burwood Heights was chosen because it is the official designation of the
post office at the centre.
The Business Association in conjunction with the Body Corporates has developed a
new logo for Burwood Heights Shopping Centre. It is now important to prominently
display and promote the new branding.
2.5 Current Marketing and Promotions Program

The Burwood Heights Business Association currently has a marketing and
promotions program funded by a small annual special rate and charge of $ 35,000.
The Business Association and its Centre Manager organise strategic marketing
through the Burwood Heights community newsletter, the vertical advertising strips in
two local newspapers, the community cash program and free websites for
businesses through Cagora, a new community-focused company.
There is a well-established program of small promotional events and competitions.
These are provided at Easter, Mother’s Day, Father’s Day, AFL Grand Final, and
Christmas, as well as through a Winter Getaway Competition.
2.6 Current Centre Management Arrangements

The management of Burwood Heights Shopping Centre is complicated with two Body
Corporates (The Knight Alliance & Body Corporate Professionals), Safeway and a
Management Committee entity sharing responsibility. The Burwood Heights Business
Association lobbies and liaises with each of these to achieve desired outcomes.
The Business Association is a longstanding incorporated body that has been
organised to be representative of all businesses in the centre. A Committee is
elected each year, but generally does not meet as a group. The Association
executive, particularly through its President Cliff Harding and its Centre Manager
Michelle Frazer, has worked hard over many years to facilitate improvements in the
centre’s appearance and operation, and developed good working relationships with
the Body Corporates and Whitehorse City Council.

3. PLANNING CONTEXT
Burwood Heights Shopping Centre is classified as a Neighbourhood Centre and is a
part of the broader Burwood Heights Major Activity Centre. The Major Centre
encompasses the RSPCA site on the Burwood Highway-Middleborough Road corner
as well as the extensive former brickworks site to the north and east.
In February 2006, the Minister for Planning rezoned the brickworks site to a Priority
Development Zone. The Zone allows for a mixture of residential, commercial, retail,
office and leisure uses in accordance with a Development Plan for the site.
Burwood Developments Pty Ltd (a subsidiary of Reading Entertainment) prepared a

Development Plan that was approved by Council in 2008. Elements of the Plan are
specified as follows:
• A new boulevard through the site to link Middleborough Road and Burwood
Highway and lined with shops, cafes and restaurants
• A new park with a lake in the northern residential precinct
• An urban plaza as a central focus, meeting place and activity space
• High quality buildings fronting Middleborough Road and a “campus style” setting
along the Burwood Highway
• Upgrade of surrounding intersections to manage traffic and new traffic signals at
the Middleborough Road/Main Street for the new road link
• A range of housing types and densities
• A transition of building heights towards the edges of the site
• A walking and cycling network
• Scope for public transport improvements
• Used of ecologically sustainable design principles in the development
• Urban design guidelines for future buildings
The land use mix outlined in the Development Plan is as follows:
Residential 700 dwellings

Commercial 20,000 sq m
Retail 35,350 sq m
Non-retail 3,900 sq m
Cinema 3,318 seats (17 screens)
Bowling 10lanes
Restaurant Tavern 1,250 sq m
Gym 1,400 sq m
Child Care & Community Centre 1,400 sq m
This is a very significant mixed use development adjacent to the Burwood Heights
Shopping Centre. Given its size and range of uses including a supermarket,
discount department store, specialty shops and take away food outlets, it is critical for
the existing Shopping Centre to continuously improve the goods and services offered
as well as its appearance and management so that the centre is competitive to deal
with and capitalise on the extensive Reading development.

The Business Association was recently successful in lobbying the property owners
and Body Corporate to undertake a Master Planning process. This is expected to
commence in May 2009 and aims to develop a strategic vision of how the shopping
centre could evolve over a period of time in order to remain relevant and competitive
in a changing world.
It will incorporate ideas about:-
• Land use options

• Built form (including building heights and opportunities for building
developments)
• Amenity (including developing a focal point for customers, frontage to
Burwood Hwy and the car park, undercover areas and walkway,
connectivity between businesses)
• Lighting (car park, walkways and shop fittings)
• Landscaping
• Signage
• Car parking
• Vehicular and pedestrian traffic management (including issues with the
petrol station)
• Possible subdivision restructuring
The information contained in the Master Plan will assist property owners in deciding
how to proceed in the future.

4. MARKET ASSESSMENT
The market assessment is provided primarily through the responses to the Business
Survey distributed to all businesses in the centre and the Resident Survey distributed
to 200 households with a 1.5 km radius of the centre.
4.1 Business Perceptions
Responses were received from 18 businesses, representing 56% of all businesses in

the Burwood Heights Shopping Centre. The following highlights the key conclusions
from the surveys. A summary of the full results is outlined in Appendix 2 of this
report.
Desirable and Undesirable Features
The most desirable features of Burwood Heights Shopping Centre are considered to
be:
• The car parking arrangements (plenty of free parking)

• Friendly people - both shop owners and community residents
• Its convenience - good location at the junction of two main roads
• Friendly, welcoming, relaxed atmosphere
• Good range of basic businesses
• Community focus
The most undesirable features are considered to be:
• Its old, neglected, tired, dowdy, and dated appearance and ambience
• Not enough takeaway and café/restaurants including places for lunch
• Lack of sheltered spaces for people to congregate
• Lack of a good coffee shop
• Lack of integration between the shops facing Burwood Highway and those facing
the car park behind
• Not an inviting centre for customers
• Lack of centre identification and directional signage
Extent of Awareness of Centre Advertisements or Promotions, Participation in

Them, and Their Perceived Effectiveness
There is a high level of business awareness of the key elements in the Burwood
Heights Shopping Centre marketing program – the strip ads in the local newspaper,
the Christmas Promotion, The Mother’s Day Drawing Competition, the Community
Newsletter, the Winter Warmer Competition, and the Community Cash Program. By
contrast, there is limited participation (less than 50% of respondents) in all of these
events except the Community Newsletter.
Businesses are uncertain or divided about whether these initiatives are effective or
not, with the Community Newsletter being considered the most effective.

Suggested Improvements in the Burwood Heights Shopping Centre

Advertising and Promotional Events
The improvements considered most important by the business respondents are:
• More business profiles in the local newspaper

• More events
• A festival day once a year – barbeque, balloons, etc
• Shopping vouchers
• Advertising pamphlets
• Promotion of the key assets of the centre – “ease of parking and friendly
shopping centre”
• Jazz band at weekends
• More children’s activities
• More focus on key differences from major centres such as Box Hill and K Mart
Plaza
Extent of Awareness of Lobbying by the Burwood Heights Business

Association
There is a high level of awareness (over 70%) among business respondents of the
lobbying undertaken by the Burwood Heights Business Association:
• with Council and the State Government Minister for Planning to achieve better
outcomes in the Reading shopping centre
• with the Body Corporates to achieve maintenance and capital works within the
centre
Other Comments
The other comments raised by business respondents related primarily to desired

physical improvements in the centre and better management by the Body
Corporates. Key points raised are:
• The centre needs upgrading – more of a modernised look

• The centre needs a different mix of shops – more places to eat and drink – need
to get people to come and stay for a coffee, etc.
• Petrol service station traffic jams area big problem – continue to grow rather than
abate
• Keep parking free
• People will not come to shop if there is no variety of shops, no matter what
improvement is made, need to add 10 more shops in retail – e.g., clothing stores
• Would like to see the centre looking more modern and upmarket
• The approach of the body corporates needs to be addressed.
• The owners need to invest in the centre if it is to survive.
• The owners and the body corporates need to work with traders to solve problems
in the centre.
• Because of the current condition of the centre, several businesses will relocate to
the Readings centre when it is completed.

4.2 Resident Perceptions
Responses were received from 42 residents, representing 21% of all residents

surveyed. The following highlights the key conclusions from the surveys. A summary
of the full results is outlined in Appendix 3 of this report.
Use of Burwood Heights Shopping Centre Compared with Other Centres for
the Purchase of Goods and Services
Burwood Heights Shopping Centre is used to a significant extent for basic

convenience shopping. 90% of respondents indicated that they normally use the
centre to obtain their weekly groceries. Other day-to-day retail goods and services
usually obtained in the centre by a high proportion of residents are vegetables (76%),
newspaper/postal services (74%), deli products (69%), meat (64%), and bakery
goods (64%).
In contrast, less than 30% use the centre to obtain takeaway food; only 45% use the
bank facilities; and less than 20% use the centre to obtain a coffee and café or to go
for lunch or dinner.
The main competing centres are considered to be Kmart Plaza in East Burwood,
Forest Hill, Mt Waverley, and various fresh food markets.
Reasons for the Use of Other Centres
The key reasons stated for using other centres are:
• Much better and cheaper goods at markets -Camberwell, Box Hill or Victoria
Market
• Established habit over many years
• More variety of stores and services elsewhere
• Access to products not available at Burwood Heights
• Better service
• Better quality of goods and services
• Some services in Burwood Heights are poor (inefficient, unreliable)
• Lack of ambience in Burwood Heights for café experience
• Availability of food courts in the shopping complexes for quick meals
• Better prices
• Clean and safe underground car parks at shopping complexes
• Easier access
• Better variety of restaurants and takeaway food outlets elsewhere
• Coles gives discounts on LPG whereas Safeway does not
Frequency of Visitation to Burwood Heights Shopping Centre
The majority of resident respondents (57%) use the centre 2-3 times a week.
Like Most about Burwood Heights Shopping Centre

The key features that residents most like about Burwood Heights Shopping Centre
are:
• Its convenience being close to home

• Variety of shops meeting basic needs/daily requirements
• Plenty of and ease of parking
• Availability of a major supermarket and other fresh food shops
• Generally good and friendly service
• Small businesses and small scale experience
• Friendly and helpful businesses
• Good location - easy access to Burwood Highway
• Availability of a bank
Like Least about Burwood Heights Shopping Centre
The key features that residents most dislike about Burwood Heights Shopping Centre
are:
• Poor ambience and aesthetics – looks tired, not enough landscaping, lack of
shade in car park, “old and dagging” appearance, in need of a facelift
• Inconvenient location on busy corner – entry/exit into Middleborough Road is
difficult because of petrol station and bus stop
• No decent restaurant or café – need a good café that is open for breakfast on the
weekend and/or a small café that is open for lunch
• Lack of an outdoor café
• Not enough variety – limited banking facilities
• Unattractive appearance of different parts of the centre
• Difficult conditions for pedestrians – pedestrian crossovers not well signed in car
park, pedestrian movement unsafe near Safeway loading dock
• Undulating pavement causing tripping and falling
• Not enough undercover car parking
• Poor maintenance of lane markers and directional arrows
• Particular shops
• Sloping car park
Extent of Awareness of Centre Advertisements or Promotions and Their

Perceived Effectiveness
There is generally a low level of resident awareness (less than 40%) of the key
elements in the Burwood Heights Shopping Centre marketing program, except for the
Community Newsletter where the response was 60%.
Residents are mostly uncertain or unclear about whether these initiatives are
effective or not, with the Community Newsletter being the only item that is considered
effective by more than 25% of respondents.

Reasons for Being Effective
The key reasons given why marketing initiatives were considered effective are:
• Christmas spirit created at the centre
• The strip ads are noticed, and residents really get benefits from them
• The marketing includes news about changes to shops, renovations in the centre,
etc
Reasons for Not Being Effective
The key reasons given why marketing initiatives were not considered effective are:
• Generally not a compelling offer

• Similar promotions elsewhere at Christmas
• Community Newsletter - just more junk mail, boring presentation
• Generally considered irrelevant
Suggested Improvements in Burwood Heights Shopping Centre Advertising

and Promotion
The improvements considered most important by the resident respondents are:
• Leaflet drops
• Catalogues in the mail
• More information on a regular basis
• Large notice in local newspaper
• Expand the Community Newsletter
• Reward program for regular customers
• Banners in the centre promoting the events
• Better advertising
• More variety in the centre before advertising
• Use of colour, layout and celebrities – enticements that will really attract people to
the events
• “Just make the centre more attractive”
Responses about Features in the Burwood Heights Shopping Centre.

Table 2 provides the overall resident rankings of key aspects - Burwood Heights SC.

Table 2: Overall Resident Rankings of Key Aspects of the Burwood Heights SC

Element Excellent Very Good Fair Poor Can’t Aver
% Good % % % Say Score*
% %
Quality of goods and services 18 37 26 11 0 8 2.3
Customer service 18 39 24 8 3 8 2.3
Mix of businesses 21 13 37 16 8 5 2.8
Car parking 29 34 21 13 0 3 2.2
Landscaping 0 5 24 18 47 5 4.1
Ease of access into and 18 24 18 29 8 3 2.6
around the centre
Source: Peter McNabb and Associates, March 2009
The average score for all items except landscaping was in the range of good to very
good. The average score for landscaping was fair.
Other Comments
The other comments raised by residents related primarily to conditions of particular
businesses or the general appearance of and access to and around the centre.
Desired improvements are highlighted. Key points raised are:
• Poor customer service at some businesses lowers the standard.

• Travel agency is excellent.
• The rear of some premises require attention.
• Access in and out of the centre from Middleborough Road is difficult.
• Many retires would appreciate a cinema, cafes and restaurants.
• The centre car park is used as a “rat run”
• Traffic in the carpark can be very fast – speed limit signs need to be erected.
• Burwood Heights has a good mix of businesses and we find it very handy.
• The centre is small enough for regular shoppers to be known and to receive
personal service, yet big enough to meet daily needs.
• Need better landscaping – more shade trees
• Traffic control directions on the car park pavement need to be painted regularly.
• The centre will be more attractive with more fast food and becomes a café place.
• The service station at the entrance to the centre often causes congestion,
particularly on cheap petrol days.
• Need safe pedestrian walkway in the car park
• Need nicer gardens
• Quite satisfied with the present facilities and cannot see why changing will make
any difference. Car park surface and land directional markings need attention.
• Looks like a bit of a wasteland.
• Don’t make it difficult to access and park
• Solve traffic problems at the petrol service station.
• Needs facelift as the centre is tired and has no atmosphere. Prefer to travel to Mt
Waverley Village that has a much better atmosphere.

5. SWOT ANALYSIS
The key issues and opportunities for Burwood Heights Shopping Centre raised
through the business and resident surveys and follow-up consultations with
businesses, property owners, the body corporates and Council staff are summarised
in the following SWOT analysis:
Strengths
• Plenty of free car parking

• Good location at the junction of two main roads
• Friendly, welcoming, and relaxed atmosphere
• Compact
• Good range of convenience retailing outlets meeting basic shopping needs
• A full line Safeway supermarket as a key magnet
• A neighbourhood community focus
• Well-established Business Association
• Centre Manager
• Special rate and charge scheme providing funds for marketing, business
development and centre management
• Effective lobbying to affect changes with the Body Corporates and Whitehorse
Council
Weaknesses
• Old, neglected, and tired looking

• Lack of ambience
• Limited landscaping
• Lack of takeaway food outlets, café/restaurants and other retail
• Lack of another major anchor
• Lack of sheltered spaces for people to congregate
• Lack of centre identification signage
• No public toilets
• Poor condition of shopfronts facing both the Burwood Highway and rear car park
• Difficult access arrangements to the centre
• Petrol station creates traffic problems
Opportunities
• Ongoing improvements in businesses in the centre

• Expansion of the centre through redevelopment at the rear of the car park
• Greater range of convenience retailing facilities through this expansion
• Continuation of the special rate and charge program
• Ongoing engagement of a centre manager
• Spin-off growth as a result of the new Reading development
• A stronger Business Association achieving more physical improvements in the
centre through negotiations with the body corporates and land owners
• Extension of the marketing activities
• Stronger connections with Whitehorse City Council

• Development of a Master Plan for the centre

Threats
• Major competition from the Reading development resulting in key businesses

relocating from the neighbourhood centre to the new development
• Competition other nearby centres such as KMart Plaza, Mt Waverley, Box Hill,
and Glen Waverley
• Potential loss of the supermarket
• Lack of engagement from or resistance to change by key Burwood Heights
businesses
• Termination of the special rate and charge scheme
• Reluctance by property owners to invest in improvements to the centre
From this SWOT analysis, the key opportunities for the future of Burwood Heights
Shopping Centre are:
• Achieving higher standards of presentation, merchandising, and customer service

in existing businesses
• Implementing a new brand for the precinct, getting all businesses behind the
branding, and making the wider community more aware of it
• Continuing to organise and implement a strategic marketing program
• Facilitating improvements in the centre with the Body Corporate, Land Owners
and Whitehorse Council
• Developing a stronger Business Association organisation
• Continuing to employ a centre manager on an ongoing basis

6. FUTURE VISION AND MISSION STATEMENT
6.1 Vision
To establish Burwood Heights Shopping Centre as the premier shopping centre

within the Burwood Heights Activity Centre for meeting daily shopping needs
To encourage the expansion of the range of business premises through

redevelopment of the south rear car park area of the centre
To continuously improve the goods and services offered so that the centre is
competitive to deal with and capitalise on the extensive Readings development to be
established soon to the north of the centre across the Burwood Highway
6.2 Mission Statement
The mission of the Burwood Heights Business Association is to:
• Improve and promote Burwood Heights so that it becomes a great shopping

centre
• Develop a stronger sense of cohesion and involvement among all the businesses
in the centre
• Act as leaders and ambassadors for the precinct
• Lobby the Body Corporates and Whitehorse City Council and property owners for
improvements in the physical infrastructure and appearance of the centre and its
environs
Specific outcomes that are expected to be achieved over time from the work of the
Association are:
• A more coordinated and cohesive business community committed to ongoing

marketing and development of the centre
• To influence improvements in the physical infrastructure and appearance of the
centre
• An enhanced profile for the whole centre
• Improved customer perceptions about the centre
• A continual improvement in consumer spending patterns in the centre
• A continual improvement in the trading performance of the centre

7. STRATEGIES
An integrated set of strategies has been developed in the Business Plan to realise
the vision for Burwood Heights Shopping Centre. The strategies are realistic in that
they reflect the relatively small budget of the Burwood Heights Business Association.
It is important to tackle all aspects of the strategies in an integrated manner.
Ownership of the strategies by all the key parties connected with the centre
(Business Association, Body Corporates, Land Owners, Whitehorse City Council)
also is critical to the successful implementation of the Business Plan.
The strategies encompass the following six components:
• Land Use Structure

• Business Development
• Marketing and Public Relations
• Community Development
• Physical Improvements
• Centre Management and Communication
• Financial
7.1 Land Use Structure

Burwood Heights Shopping Centre is a small compact U-shaped centre with a large
car park area to the south. There is a desire by businesses and property owners for
the centre to be expanded to fully realise its potential as a convenience-oriented
neighbourhood centre. The rear car park area is underutilised and could be used to
expand the built form of the centre.
The recommended strategies to deal with this issue are:
• Sustain the compact nature of the centre by working within its current boundaries
• Encourage the redevelopment of the rear southern car parking area into a strip of
retail and/or other anchor business premises that are integrated with the Safeway
store and the other business premises in the existing centre
7.2 Business Development
Retaining and Improving Existing Businesses

The success of Burwood Heights depends to a large extent on the quality of the
experiences offered to customers and clients by all of its businesses. A memorable
experience in a shop or office is based on:
• Unique quality products or services

• Great customer service
• Excellent merchandising and presentation
• Value-added offers
• Superior marketing and sales promotion

From our surveys and centre analysis, not all businesses in Burwood Heights offer
this combination. It is important, therefore, to plan for continuous upgrading,
business development, and renewal of products/services, shopfronts and service.
The aim is to achieve “best of kind” businesses in the centre.
A reasonable portion of the buildings at Burwood Heights Shopping Centre face both
the Burwood Highway and the rear car park. However, only a few businesses have
frontages to both areas.
The ground level premises in the centre contain a mixture of retail and non-retail
uses. Some premises do not have active frontages because of limited customer
traffic. This constrains the vibrancy of this shopping centre. There is a desire by
businesses in the centre for these types of uses to be located in above ground
premises or in other commercial precincts.
The recommended strategies to address current issues and achieve excellence are:
• Encourage businesses to improve shop facades, signage and internal

presentation to project a smarter, more lively, more pro-active, more personalised
and specialised image
• Facilitate business networking opportunities and training programs for businesses

through Whitehorse City Council and the Whitehorse Business Group to address
issues such as business planning, coping with change, customer service, shop
presentation, signage, and visual merchandising
• Continue to encourage all businesses to be open at key times to meet the needs
of customers and clients. For example, encourage all food outlets to be open at
lunch time
• Continue to encourage all shops and offices to extend and value add on the
goods and services provided – to identify specific extra products and services
that they could provide that would fill gaps in the centre
• Encourage joint customer databases and cross-marketing (e.g., joint offers,

exchange of promotional brochures or gift vouchers) among complementary
businesses
• Encourage businesses in the centre to participate in the Whitehorse Business

Awards Recognition Program so that excellence in different types of businesses
in the centre can be recognised
• Encourage property owners to establish only retail or other businesses with

regular customer traffic (as opposed to offices) in ground level premises so as to
maintain active street frontages in the centre
• Encourage businesses and property owners with premises facing both the
Burwood Highway and the rear car park to have both front and rear entrances

Improving The Business Mix by Attracting Appropriate New Businesses
Consultation with businesses and residents has highlighted that there could be new
types of businesses established at Burwood Heights Shopping Centre. Although the
centre currently has no vacancies, it is important to be pro-active about the future
and consider possible businesses that would assist in achieving the recommended
vision for the centre.
From our analysis of the surveys and consultations, it is recommended that the
following new operations be considered to strengthen the centre’s business mix:
• One or two cafes with provision for breakfast and lunch

• More specialist food shops– e.g., a fresh fish shop, health food shop, juice bar
• More variety in take-away food shops including chain stores
• Another restaurant
• A household appliance repair shop
• Key cutting/shoe repairs
• Fitness centre
• Expanded Australia Post services
The Burwood Heights Business Association should establish a pro-active process to

attract these types of new businesses into centre when vacancies appear or new
properties are established. The key strategies to be pursued by the Association to
achieve this are:
• Develop a brief prospectus outlining the case for establishing the proposed new
operations in the centre, indicating its primary catchment area and socio-
demographic profile
• Directly approach the desired new types of businesses (e.g., good businesses in
other centres particularly those looking to expand; new businesses looking to
establish in this part of Melbourne) present them with the prospectus, and
encourage them to look at Burwood Heights Shopping Centre and be ready to
take up any vacant premise or be part of any new development
7.3 Marketing and Public Relations
Burwood Heights Shopping Centre has a good marketing and public relations
program for the relatively small amount of money raised through the special rate. It
is important over the next five years that ongoing small improvements are made to
the program so that the centre can hold its own in the face of the new Readings
development. This should encompass further implementation of the branding and
strategic marketing, as well as an ongoing calendar of small promotional activities.
Branding
There is still some confusion and uncertainty about the name “Burwood Heights” in
relation to the centre’s old name of “East Burwood”. In response to this issue, the

Burwood Heights Business Association in conjunction with the body corporates has
recently developed a new logo for Burwood Heights Shopping Centre. It is now
important to prominently display and promote the new branding. The recommended
strategies are:
• Encourage the new branding to be used by all businesses in the centre
• Develop and implement an awareness campaign about the new brand through
local media promotion and other advertising such as banners placed at strategic
locations in the centre as well as window decals for all shops and offices in the
centre. The banners could be organised with assistance from the body corporate
and/or Council.
• Develop merchandise (e.g., re-useable shopping bags) to promote the new

brand.
• Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a
large new sign with the Burwood Heights Shopping Centre logo and slogan to be
erected on the gateway building at the Burwood Highway - Middleborough Road
corner to highlight the new brand. In addition, facilitate directional signs to the
office block at 2-8 Burwood Highway and directory board signs listing all the
businesses in the centre at the western and eastern ends of the centre, all
incorporating the new branding
Strategic Marketing
The Burwood Heights Business Association and its Centre Manager organise
strategic marketing through the Burwood Heights community newsletter, the vertical
advertising strips in local newspapers, the community cash program and free
websites for businesses through Cagora, a new community-focused company. It is
important over the next five years that there is ongoing improvement in the marketing
program so that the neighbourhood centre remains competitive and strong. The
recommended strategies are:
• Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centre’s
catchment area stretching from Canterbury Road in the north to High Street in the
south, Huntingdale Road/Station Street in the west to Blackburn Road in the east
• Continue to produce the advertising strips in the local newspapers with the new
branding, business profiles, business directory, and centre location map
• Organise regular A4 advertising leaflet drops to households in the catchment

area
• Market the centre through monthly media releases to local newspapers
• Continue to organise and promote the Burwood Heights Community Cash

Program

• Continue to facilitate free websites for businesses through Cagora, or if

sponsorship is available, establish a distinctive Burwood Heights Shopping
Centre website incorporating the new branding. If a website is established,
organise an email marketing program for customers in conjunction with the
website. Include the calendar of small promotional events for the centre on the
website. Establish cross links with the websites of individual businesses in the
centre and the Whitehorse City Council website
• Update the existing DL business directory and centre map highlighting the new
branding and diverse range of businesses in the centre. Promote and distribute
the business directory to the catchment area and through all shops and offices in
the centre, and encourage businesses to become familiar with it to increase
customer referrals to other businesses in the centre
• Consider, in the longer term, a rewards program for loyal customers
Special Promotional Events
There is a well-established and effective program of small promotional events and

competitions that should be built on. The recommended strategies are:
• Continue to organise the calendar of small promotional events as follows:
Month Promotional Event

April Easter
May Mother’s Day Competition
June/July/August Winter Getaway
September Father’s Day
AFL Grand Final
November/December Christmas
• Consider, in the longer term if sponsorship is obtained, organising a festival in the

centre
• Promote the calendar of events through large posters placed at strategic points in
the centre
• Ensure that any promotional performances as part of the events are strongly
linked to local community groups
• Complement the events with give-ways and other enhancements to reinforce the
brand and promotional program
• Organise a few smaller activities outside the main events to make the centre
appear more vibrant on weekends. These could include regular live
entertainment on Saturdays, strolling bands (using students from local schools
and colleges), sidewalk sales or markets on the weekends, and community days
(e.g., charity day, local schools day)

7.4 Community Development
Community development is an important spin-off of the marketing and promotional

strategies. Burwood Heights Shopping Centre is a key community focal point. It is
important to sustain connections with the community and benefits from the
promotional program flow to the Burwood Heights and surrounding communities. The
recommended strategies are:
• Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse
• Continue to strengthen community connections and loyalty to the centre,

particularly to highlight the centre’s point of difference as a relaxed, friendly, and
intimate centre. Organise community day promotional events such as a charity
day or local schools day
• Continue to involve local schools and other community organisations through

music and dance performances, painting and sculptural displays, in the
promotions program. Organise youth group activities such as talent searches,
busker events and school choir performances in the centre
• Continue the Burwood Heights Community Cash Program to provide funds for
local schools and community groups and to highlight the centre’s commitment to
assisting the local community
7.5 Physical Improvements
Physical improvements in the centre related to new signs, directory boards,

cleanliness, rubbish removal, car parking, traffic management, landscaping and
footpath improvements are the responsibility of the Body Corporates and to a lesser
extent Council, not the Burwood Heights Business Association. However, the
businesses and property owners consider that it is important to highlight a few
strategies in the Business Plan related to these matters. The recommended
strategies are:
large new sign with the Burwood Heights logo and slogan to be erected on the
gateway building at the Burwood Highway - Stephensons Road corner.
• Facilitate directional signs to the office block at 2-8 Burwood Highway
• Facilitate directory board signs listing all the businesses in the centre at the
western and eastern ends of the centre
• Facilitate the establishment of a shaded landscaped area or glass atrium with an
extended footpath area in that outdoor part of the centre immediately to the east
of Shops 6-11, 2-8 Burwood Highway, so as to create a more effective meeting
place in the centre

• Facilitate the repair of cement footpaths in the centre so as to make it safer for
pedestrians, particularly elderly persons
• Encourage the Body Corporates to provide an elevator in the office building at 2-

8 Burwood Highway
7.6 Centre Management and Communication
This is a key priority. For the success of an ongoing business development and
marketing program in Burwood Heights Shopping Centre, it is critical to develop a
strong business association with a professional part-time centre manager as well as
very good communication processes.
The Burwood Heights Business Association is a longstanding incorporated body that

has been organised to be representative of all businesses in the centre. A Committee
is elected each year, but generally does not meet as a group.
The recommended strategies to improve the management and communication

processes of this organisation are:
• Continue to elect a Committee each year. Work to ensure that there is an

appropriate representation on the Committee from different types of businesses
in different parts of the centre
• Organise short bi-monthly meetings of the Committee to direct and monitor the
agreed program of activities
• Provide Committee members with specific tasks (e.g., financial monitoring of

Association expenses) to share the workload and advance the program
• Continue to ensure that businesses in the centre work together as a team by

communicating with them regularly. Continue to hold at least two public meetings
a year to develop an ongoing united sense of direction for the centre. This also
will provide a high degree of transparency and accountability for the Burwood
Heights Business Association’s activities. One of these meetings should be the
formal Annual General Meeting (AGM) to elect the Committee for the following
year. The other should be an open discussion session on the centre marketing
program.
• Organise other informal business networking sessions at different business

premises in the centre to encourage sharing of information and establishment of
cross-marketing ventures
• Continue to prepare and distribute a short bi-monthly newsletter to keep
businesses up to date with proposed new events and activities in the centre.

• Update the New Business Welcome Kit and distribute it to new businesses in the
centre, particularly those establishing as part of any future redevelopment of the
rear car park
• Organise, at least on an annual basis, a resident and/or customer survey to

obtain feedback on all aspects of the marketing and centre management program
for the past year
• Maintain regular liaison between the Association and both the Body Corporates
and Council on issues such as the new Readings development as well as
physical improvements, car parking, traffic management and maintenance in the
centre, and establish a system of regular reporting on these matters at
Association Committee meetings
Centre Manager
It is imperative that the Burwood Heights Business Association continue to employ a

part-time centre manager working one day a week to undertake the marketing,
business development and administrative tasks.
The key tasks to be undertaken in this role, in conjunction with the Committee,
should include:
• Implementation of the new brand for the Burwood Heights Shopping Centre
• Strategic marketing of the centre through existing (Community Newsletter,

advertising strips in local newspapers, Community Cash Program and possible
future (Burwood Heights Shopping Centre website) programs
• Organisation of a few key special promotional events and competitions during a

year
• Regular communication with all businesses in the centre through newsletters and
visits to business premises
• Maintenance of strong relationships with local community groups (schools,

service clubs, sports clubs, etc) and residents so as to foster ongoing
connections with the centre and develop stronger loyalty from these groups
towards the centre
• Active discussions, in conjunction with property owners and real estate agents, to
encourage appropriate new businesses to be interested in establishing in the
centre, as vacancies arise or new premises are established
• Facilitation through Council and the Whitehorse Business Group of business

building seminars and other training programs to motivate and educate individual
businesses to make improvements to their businesses

• Facilitation through the Body Corporates and Council of recommended physical

improvements in the centre
• Development of an annual sponsorship program for centre activities

It is important that the Centre Manager continue to visit and be seen to be working
with each business in the centre to keep businesses up to date with current and
future activities, obtain feedback, and receive information about issues of concern.
Regular contact (at least a short visit to each business once every month) and
communication also are very important to engender commitment and ownership from
all businesses to the marketing and business development program.
7.7 Financial Strategy

The annual costs of undertaking the proposed marketing, community and business
development initiatives outlined in the Business Plan are in the order of $ 40,000 to
$ 45,000 over the next five years. A general breakdown of an initial budget of
$ 40,000 is recommended as follows:
Business Development
Subsidy for business reviews/training programs $ 1,000
Business networking events $ 500
Marketing
Branding and awareness program $ 4,000
Media advertising (advertorials etc) $ 9,500
Community Newsletter (four editions/yr) $ 5,000
Special promotional events and competitions $ 5,000
Community Cash Program $ 200
Monitoring and Evaluation
Customer and resident surveys $ 900
Management and Communication

Part time centre co-ordinator $ 12,000
Business newsletters and other communication $ 100
Public liability insurance $ 1,000
Financial monitoring/audit $ 500
General administration $ 300
Total $ 40,000
It is important to have an ongoing source of funding to cover the costs of the

proposed initiatives. To achieve this, it is recommended that the current special rate
and charge fund of $ 35,000 per annum be renewed for five years, commencing on
1 September 2009. The new special rate should be structured along the lines of the
current rate. This involves a rate in the dollar for the properties in the designated
Primary and Secondary Areas of the centre, with specified minimum and maximum
charges for each area. In the first year, the total special rate should be struck at
$ 36,000 with annual CPI adjustments for each year thereafter, as is the current
practice.

To enable the recommended overall budgets for the five years to be achieved, it is
recommended that an annual sponsorship program be organised by the Burwood
Heights Business Association to make up the difference of the funds not raised
through the special rate and charge. In the first year, to achieve a budget of $
40,000, it is recommended that $ 4,000 be raised through sponsorship.
It is important to maintain a financial accountability system for the Burwood Heights

Business Association. A financial report should be organised and provided to an
Association Committee meeting every three months to monitor expenditure against
the income achieved through the special rate or sponsorship. This report should
outline expenditure against a designated budget for each project area of the
Committee’s work. An audit of the Association’s annual income and expenditure
should be prepared at the end of the financial year and presented to the
Association’s AGM as well as to Council.

8. MONITORING AND EVALUATION PROGRAM

The degree of achievement of the actions outlined in this Business Plan will be
evaluated at regular intervals throughout each financial year.
Key performance indicators to be included in the evaluation are:
• extent of completion of projects specified in the Business Plan, on time and within
budget
• level of business participation in activities and promotions
• business and customer perceptions about the success of individual promotions
and advertising campaigns
• business perceptions about changes in the overall profile and trading
performance of the centre
• financial accountability
It is recommended that an evaluation report be prepared for the Burwood Heights

Business Association at the end of each financial year of the program. The report is
to address the degree of compliance with the performance indicators outlined above.
It is to be submitted to Council as part of the accountability requirements for the
program. It also is to be used as a basis for developing a more detailed business
plan and budget for the following financial year.
Suggested formats of the evaluations to assist with the monitoring of activities during
the year are outlined below:
Business Participation in and Perceptions of Marketing Program

Centre Activity or Promotion Level of Business Perceptions about
Participation Quality & Success
Branding Not applicable Poor – excellent quality
Not effective to very
effective Based on
business survey
Community Newsletter X Businesses - % of total Poor – excellent quality
businesses Not effective to very
effective
Based on business
survey
Newspaper advertising strips X Businesses - % of total Poor – excellent quality
for the whole year businesses Not effective to very
effective for the
businesses involved
Based on business
survey
Media releases and articles in Not applicable Poor – excellent quality
local newspapers Not effective to very
effective
Based on business
survey
Community Cash Program Not applicable Not effective to very

Centre Activity or Promotion Level of Business Perceptions about

Participation Quality & Success
effective
Based on business
survey
Website presence X Businesses Poor – excellent quality
effective for the
businesses involved
Based on business
survey
Business Directory X Businesses Poor – excellent quality
effective for the
businesses involved
Based on business
survey
Promotional events and X Businesses Poor – excellent quality
competitions Not effective to very
effective
Based on business
survey
Customer Responses and Perceptions of Marketing Program

Centre Activity or Promotion Customer Response Perceptions about
Quality & Success
Community Newsletters Awareness of the newsletters Poor – excellent quality
Not successful to very
successful
Based on customer
surveys
Newspaper advertising strips Awareness of the advertising Poor – excellent quality
for the whole year strips Not successful to very
successful
Based on customer
surveys
Media releases and articles in Awareness of releases/articles Poor – excellent quality
local newspapers Not successful to very
successful
Based on customer
surveys
Community Cash Program Awareness of program Poor – excellent quality
successful
Based on customer
surveys
Website presence Number of hits Poor – excellent quality
successful
Based on customer
surveys

Changes in Centre’s Trading Performance

Date Number of Vacancies in Business Perceptions
Centre about Centre’s Trading
Performance
1 September 2009 X vacancies - % of total Poor – excellent
premises X% change in individual
business turnover (up or
down) compared with last
6 months.
Based on business survey
1 March 2010 X vacancies - % of total Poor – excellent
6 months.
30 August 2010 X vacancies - % of total Poor – excellent
6 months
Centre Management and Financial Accountability

Item Actions Business Perceptions
about Accountability
Committee meetings Held on X dates during Satisfied – not satisfied with
2009-10 centre management
arrangements.
Based on business survey.
Communication with businesses Newsletters distributed Satisfied – not satisfied with
on X dates communication.
Visits to businesses x Based on business survey.
number of times
Financial Report Presented to Committee Satisfied – not satisfied with
meetings on X dates financial reporting.
Based on business survey.
Annual Audit of Income and Prepared on X and Satisfied – not satisfied with
Expenditure presented to AGM on X annual financial audit.
dates Based on business survey.
Summary provided in
newsletter on X date
Achievement of Actions in Business Plan

Action Progress during 2009-10 Outcome

Land Use Structure
Encourage redevelopment of
rear southern car park to provide
more retail and other businesses
Encourage identification and
implementation of plans to
reduce traffic problems at the
petrol station
Participate in the development
of a Master Plan for the centre
Encourage business
improvements
Facilitate business networking
and training programs
Encourage better opening hours
Encourage value adding of
goods & services
Encourage cross-marketing
Encourage businesses to
participate in Whitehorse
Business & Leader Awards
Recognition Program
Encourage retail and other
active business types in ground
level premises
Encourage rear and front
entrances to Burwood Highway
properties
Facilitate appropriate new
businesses to fill vacancies or
any new premises
Marketing
Implement the new branding -
business use, awareness
campaign, merchandise
Facilitate new gateway sign,
directional signs to office block,
and directory board signs with new
branding
Continue to produce Community
Newsletter every three months
Continue to organise advertising
strips in local newspapers
Organise monthly media releases
Continue to organise Community
Cash Program
Continue to enhance website
presence
Update the business directory
Continue to organise a calendar


of small promotional events
Organise a few smaller activities
outside the main events
Community Development
Continue to strengthen
community connections with the
centre newsletter
Continue the Community Cash
Program
Physical Improvements
Facilitate a large new sign on
the gateway building at 2-8
Burwood Highway
Facilitate directional signs to the
office building
Facilitate directory sign boards
Facilitate the establishment of a
shaded landscaped area or
glass atrium east of shops 6-11,
2-8 Burwood Highway
Facilitate the repair of cement
footpaths
Encourage the Body Corporates
to provide an elevator in the
office building
Centre Management and
Communication
Continue to elect a Business
Association Committee each
year
Organise short quarterly or as
necessary Committee meetings
Provide Committee members
with specific tasks
Continue to encourage
businesses to work together
Organise informal business
networking sessions
Continue to organise and
distribute a bi-monthly trader
newsletter
Update the New Business
Welcoming Kit
Organise resident and/or
customer surveys on an annual
basis
Maintain regular liaison with the
Body Corporates and Council to
work through issues of mutual
concern
Continue to employ a part-time


professional centre manager
Financial
Allocate the budget for 2009-10
as outlined in the Plan
Request Council to renew the
special rate and charge for five
years, effective 1 September
2009 with the total amount to be
$ 36,000 in 2009-10
Encourage Council to increase
the special rate and charge by
CPI each year after the first year
of the scheme
Organise an annual sponsorship
program. Work to achieve
sponsorship of $ 4,000 in 2009-
10
Provide a financial report to a
Committee meeting every three
months. Organise an
independent audit at the end of
each financial year

Appendix 1
Inventory of Businesses in Burwood Heights Shopping Centre
March 2009
Address Business Land Use Type Business Category

Shop 1, 2-8 Burwood Alitalia Pizza & Pasta Retail Take Away Food
Highway
Shop 2, 2-8 Burwood Body Bronze Retail Hair & Beauty
Highway
Shop 3, 2-8 Burwood Flower Trends Retail Flowers
Highway
Shop 4, 2-8 Burwood Ultimate Hairworks & Retail Hair & Beauty
Highway Beauty
Shop 5-6, 2-8 East Burwood Travel Retail Travel
Burwood Highway
Shop 7, 2-8 Burwood Happy House Retail Variety Store
Highway
Shop 8, 2-8 Burwood Baker’s Delight Retail Fresh Food
Highway
Shop 9, 2-8 Burwood Creature Comforts Retail Opportunity Shop
Highway
Shop 10, 2-8 RSPCA Op Shop Retail Opportunity Shop
Burwood Highway
Shop 11, 2-8 Frank’s Deli Retail Fresh Food
Burwood Highway
Shop 12, 2-8 All People’s Chinese Retail Restaurant
Burwood Highway Restaurant
Shop 13, 2-8 Burwood Heights Dry Retail Dry Cleaner
Burwood Highway Cleaners
Shop 14, 2-8 Burwood Podiatry Health Services Podiatry
Burwood Highway Clinic
Suite 1-2, 2-8 Arthur Kyriacou & Co Commercial Accountants
Burwood Highway Accountants
Suite 3, 2-8 Burwood Fong & Co, Commercial Legal Services
Highway
Suite 4, 2-8 Burwood AMR Accounting Commercial Accountants
Highway
Suite 5, 2-8 Burwood Mian Phillips & Co Commercial Legal Services
Highway
Suite 6, 2-8 Burwood Synergy Publishing Commercial Publishing
Highway
Suite 7, 2-8 Burwood Rejoice Chinese Community Services Religious Centre
Highway Christian Centre
10 Burwood Highway Spectacles Plus Retail Optical
12 Burwood Highway Burwood Heights Health Services Medical Centre
Medical Centre
14 Burwood Highway Electorate Office of Community Services Electorate Office
Senator Helen
Kroger
16-18 Burwood Burwood East Retail Newsagency
Highway Newsagency
22 Burwood Highway East Burwood Retail Fresh Food

Address Business Land Use Type Business Category

Quality Butchers
24-26 Burwood Pulse Pharmacy Retail Pharmacy
Highway
32 Burwood Highway East Burwood Fruit Retail Fresh Food
Market
36 Burwood Highway Direct Kitchens Retail Home Improvement
Shop 11, 40 Elite Laser & Skin Health Services Beauty
Burwood Highway Clinic
40 Burwood Highway Commonwealth Bank Commercial Bank
Shop 14, 40 Chookstar Charcoal Retail Take Away Food
Burwood Highway Chicken
42 Burwood Highway Safeway Retail Supermarket
50 Middleborough Rd Safeway Petrol Plus Automotive Petrol Service
Station

Appendix 2
Responses to Business Survey
Desirable Features about Burwood Heights Shopping Centre – in Order of the

Number of Responses
• The car parking arrangements (plenty of free parking) – “clients and staff love
parking and walking up to our office without having to worry about parking metres
or restricted parking times”
• Friendly people - both shop owners and community residents
• Convenient, handy
• Friendly, welcoming, relaxed atmosphere
• Compact
• Good range of business
• Good location at the junction of two main roads
• A good basic shopping centre
• Local
• Community focus
• One stop shopping centre
• Personalised strip shopping
• Best Safeway
• Nothing
Undesirable Features about Burwood Heights Shopping Centre – in Order of

the Number of Responses
• Old, neglected, tired, dowdy, and dated

• Not enough takeaway and café/restaurants including places for lunch
• Lack of sheltered spaces for people to congregate, sit, have a coffee or drink, talk
and entertain, not enough outdoor seating
• Lack of a good coffee shop
• Too boring
• Nothing to attract people
• Lack of integration between the shops facing Burwood Highway and those facing
the car park behind
• The parking area at the rear of the centre – get rid of it
• Not an inviting centre for customers
• Limited shopping facilities
• Lack of centre management
• No proper signage for directions
• No public toilets
• Lack of variety stores
• Lack of overall diversity in the shops
• Poor condition of front of shops facing Burwood highway
• Businesses parking in customer car parking spaces
• Difficult access to office suites

• Special levy and body corporate fees are high

• Not enough rubbish bins
• No gardens
• Poor condition of footpath in arcade and at the back of shops
• Difficult access arrangements to the centre and the petrol service station (2)
• Not attractive or enticing
• High rents and body corporate fees
• Too much emphasis on small scale rather than big picture marketing
• Lack of helpful owners
• Ineffective body corporate
• Ineffective centre coordinator
Extent of Awareness of Centre Advertisements or Promotions, Participation in

Them, and Their Perceived Effectiveness
Advertising or Awareness & Effectiveness

Promotional Event Participation
Aware of Participated Effective Not Effective N/A*

it in it % % %
% %
Strip ads in local 67 39 17 17 67
newspaper
Christmas Promotion 78 39 22 22 56
Mother’s Day 61 39 11 28 61
Drawing Competition
Community 72 72 39 11 50
Newsletter
Winter Warmer 56 39 17 28 56
Promotion
Community Cash 67 56 22 28 50
Program
* N/A means no answer or does not know

and Promotional Events
• More business profiles in local newspaper

• More events
• A festival day once a year – barbeque, balloons, etc
• Shopping vouchers
• Advertising pamphlets
• Promote the rear car park to make it a more prominent feature
• Promote the key assets of the centre – “ease of parking and friendly shopping
centre”
• Jazz band at weekends
• More children’s activities
• Decent shaded outdoor eating area

• Nothing more required

• A centre website with a listing of all the businesses
• More focus on key differences from major centres such as Box Hill and K Mart
Plaza
• More extensive advertising including on TV and radio
Extent of Awareness of Lobbying by Burwood Heights Business Association
Issue Yes No NA
% % %
Awareness of lobbying by Business Association with Council and State 72 11 17
Government Minister for Planning to achieve better outcomes for the
Reading shopping centre
Awareness of lobbying by the Business Association with the Body 78 11 11
Corporates to achieve maintenance and capital works within the centre
Other Comments
• The centre needs upgrading – more of a modernised look.

• The centre needs a different mix of shops – more places to eat and drink – need
to get people to come and stay for a coffee, etc
• Petrol service station traffic jams area big problem – continue to grow rather than
abate.
• Keep parking free
• People will not come to shop here is there is no variety of shops, no matter what
improvement is made, unless you add 10 more shops in retail – e.g., clothing
stores
• Would like to see the centre looking more modern and upmarket
• The approach of the body corporates needs to be addressed.
• The owners need to invest in the centre if it is to survive.
• The owners and the body corporate need to work with traders to solve problems
in the centre.
• Because of the current condition of the centre, several businesses will relocate to
the Readings centre when it is completed.

Appendix 3
Responses to Resident Survey
Use of Burwood Heights Shopping Centre Compared with Other Centres for
the Purchase of Goods and Services
Item Burwood Heights Other Centres

% of Responses No. of Responses
Weekly groceries 90 East Burwood Coles (2), Forest Hill, Mt
Waverley, Brandon Park Aldi, Waverley
Gardens
Meat 64 East Burwood Coles, K Mart Plaza Butcher,
Box Hill (2), Balwyn, Victoria Market,
Waverley Gardens
Vegetables 76 Prahran Market, Ashburton, Mt Waverley
(2), Box Hill (2), Forest Hill Chase, East
Burwood Coles, Waverley Gardens,
Vermont South Get Fresh
Bakery 64 Mt Waverley, East Burwood Coles (3),
Forest Hill Chase Canterbury, Waverley
Gardens,
Deli products 69 Prahran Market, Monaco Deli, Forest Hill
(2), East Burwood Coles, Box Hill Athena
Deli, Camberwell Market. The Glen,
Waverley Gardens,
Flowers 19 Kerri Muici, Forest Hill Chase, Vermont
South Centreway, Canterbury, Waverley
Gardens, The Glen,
Liquor 57 Dan Murphy (2), Forest Hill Chase,
Liquorland, Waverley Gardens,
Take away food 26 Local shops in Middleborough Road (2),
Station Street, K Mart, Tally Ho, Waverley
Gardens,
Pharmacy goods 81 Forest Hill (3), Bennetswood (2), Kmart
Plaza, Waverley Gardens,
Variety shop 38 Mt Waverley, Large shopping centre, Forest
Hill Chase (2), Chadstone, Kmart Plaza (4),
Dollar Days, Doncaster, Knox, Eastland,
The Glen
Dry cleaning 50 Middleborough Road Blackburn, KMart
Plaza (4), Wattle Hill, Waverley Gardens,
Bank 45 Melbourne CBD, ATM’s wherever,
Camberwell (2), Pinewood, Forest Hill
Chase (3), Waverley Gardens, Mt
Waverley,
Newsagency/Post 74 Bennetswood (3), Forest Hill Chase, Kmart
office Plaza, Tally Ho, Canterbury, Waverley
Gardens,
Travel services 21 Flight Centre (2), Box Hill, Forest Hill Chase
(2), Internet (2), Waverley Gardens,
Coffee and cake 10 Inner suburbs, Box Hill, Forest Hill Chase,
Camberwell, Canterbury, The Glen,

Chadstone, various other places (3)

Lunch and/or 17 Wantirna, Forest Hill Chase, Camberwell,
dinner Glen Waverley, Pinewood, Box Hill, various
other places (3)
Haircut and/or 26 Hawthorn, Melbourne CBD, Glen Waverley,
beauty treatment Mt Waverley, Ashburton, Surrey Hills,
Syndal, Forest Hill (4), Benwerrin Drive (3),
Balwyn, Burwood East,
Medical centre 38 Prahran, Burwood Healthcare (5),
Blackburn South, Kmart Plaza, Box Hill,
Springvale Road Forest Hill, Glen
Waverley,
Optical services 31 Forest Hill (2), Knox City (2), Canterbury,
Camberwell, Glen Waverley (2),
Solicitor 10 Melbourne CBD, Highbury Road, Box Hill,
Accountant 7 Box Hill, Camberwell, Melbourne CBD, Mt
Waverley, Benwerrin Drive, Forest Hill,
Reasons for the Use of Other Centres
• Much better and cheaper goods (meat, seafood and vegetables) at markets -
Camberwell, Box Hill or Victoria Market
• Established habit over many years
• More variety of stores and services elsewhere
• Access to products not available at Burwood Heights Shopping Centre
• Closer to work
• An outing
• Better service
• Better quality of goods and services
• Some services in Burwood Heights are poor (inefficient, unreliable)
• Lack of ambience in Burwood Heights for café experience
• Availability of food courts in the shopping complexes for quick meals
• Better prices
• Clean and safe underground car parks at shopping complexes
• Easier access
• Cheaper and faster to buy airline tickets on the Internet
• More convenient
• Better variety of restaurants and takeaway food outlets elsewhere
• Coles gives discounts on LPG whereas Safeway does not
Frequency of Visitation to Burwood Heights Shopping Centre
Frequency Extent of Responses

Daily 21%
2-3 times a week 57%
Once a week 14%
Once a fortnight 5%
Less than once a fortnight 2%

Like Most about Burwood Heights Shopping Centre
• Convenient – close to home

• Variety of shops meeting basic needs/daily requirements
• Plenty of and ease of parking
• Availability of major supermarket
• Generally good and friendly service
• Small businesses
• Fresh food shops
• Easy access to key shops/services – Safeway, bank
• Friendly and helpful businesses
• Easy access to Burwood Highway
• Good location
• Availability of chemist with long trading hours
• Small scale
• Good range of services for a family
• Availability of a bank
Like Least about Burwood Heights Shopping Centre
• Poor ambience and aesthetics – looks tired, not enough landscaping, lack of
shade in car park, “old and dagging” appearance, in need of a facelift
• Inconvenient location on busy corner – entry/exit into Middleborough Road is
difficult because of petrol station and bus stop
• No decent restaurant or café – need a good café that is open for breakfast on the
weekend and/or a small café that is open for lunch
• Lack of an outdoor café
• Not enough variety – limited banking facilities
• Odour and fumes from some food outlets
• Unattractive appearance of rear of shops
• Alley between flower shop and Body Bronze is not inviting
• Steps are rear of optical outlet are difficult to negotiate
• Difficult for pedestrians – pedestrian crossovers not well signed in car park,
pedestrian movement unsafe near Safeway loading dock
• Lack of a good fish and chip shop
• Not enough undercover car parking
• Not a “one stop centre”
• Poor maintenance of lane markers and directional arrows
• Big bins bock visibility when leaving the petrol station
• Having to pay in advance for the hire of trolleys at Safeway
• Particular shops
• Sloping car park

Extent of Awareness of Centre Advertisements or Promotions and Their

Perceived Effectiveness
Advertising or Awareness Effectiveness

Promotional Event
Aware Not N/A* Effective Not N/A*

of it Aware Effective
of it
Strip ads in local 29% 10% 61% 12% 5% 83%
newspaper
Christmas Promotion 36% 10% 54% 17% 7% 76%
Mother’s Day 29% 12% 69% 12% 5% 83%

Drawing Competition
Community 60% 7% 33% 29% 7% 64%
Newsletter
Winter Warmer 24% 17% 59% 10% 5% 85%
Promotion
Community Cash 19% 19% 62% 10% 5% 85%
Program
* N/A means either no answer or not considered relevant
Reasons for Being Effective
• Christmas spirit created at the centre

• The strip ads are noticed, and residents really get benefits from them
• The marketing includes news about changes to shops, renovations in the centre,
etc.
Reasons for Not Being Effective
• Generally not a compelling offer

• Similar promotions elsewhere at Christmas
• Community Newsletter - just more junk mail, boring presentation
• Generally considered irrelevant

and Promotional Events
• Leaflet drops
• Catalogues in the mail
• More information on a regular basis
• Large notice in local newspaper
• Expand the Community Newsletter
• Reward program for regular customers
• Banners in the centre promoting the events
• Better advertising

• More variety in the centre before advertising

• Use of colour, layout and celebrities – enticements that will really attract people to
the events
• “Just make the centre more attractive”
Responses about Features in the Burwood Heights Shopping Centre
Element Excellent Very Good Fair Poor Can’t Aver

% Good % % % Say Score*
% %
Quality of goods and services 18 37 26 11 0 8 2.3
Customer service 18 39 24 8 3 8 2.3
Mix of businesses 21 13 37 16 8 5 2.8
Car parking 29 34 21 13 0 3 2.2
Landscaping 0 5 24 18 47 5 4.1
Ease of access into and 18 24 18 29 8 3 2.6
around the centre
• The average score for all items except landscaping was in the range of good to
very good. The average score for landscaping was fair.
Other Comments
• Poor customer service at some shops lowers the standard.

• Travel agency is excellent.
• Access in and out of the centre from Middleborough Road is difficult.
• Many retires would appreciate a cinema, cafes and restaurants.
• The centre car park has been used as a “rat run” since the right hand red arrow
sequence from Middleborough Road into Burwood Highway was altered.
• Traffic in the carpark can be very fast – 30 or 40 km speed limit signs need to be
erected.
• If I did not work elsewhere (Waverley Gardens) I would probably frequent
Burwood Heights more often.
• Burwood Heights has a good mix of businesses and we find it very handy.
• The centre is small enough for regular shoppers to be known and to receive
personal service, yet big enough to meet daily needs.
• Need better landscaping – more shade trees
• Traffic control directions on the car park pavement need to be painted regularly.
• If the centre has some more fast food and becomes a café place, it will be more
attractive.
• The rear of the newsagency is below average.
• The service station at the entrance to the centre often causes congestion,
particularly on cheap petrol days.
• Need safe pedestrian walkway in the car park
• Need nicer gardens
• Quite satisfied with the present facilities and cannot see why changing will make
any difference. Sometimes changes will turn people away unless they are
proved to be convenient.

• Car park surface and land directional markings need attention.

• Looks like a bit of a wasteland.
• Don’t make it difficult to access and park
• I speak highly of the service I have received over 55 years. Look forward to any
improvements.
• Relocate the petrol service station.
• Flooding at exit of Safeway car park is dangerous for elderly who park in the
nearby disabled parking spots.
• Needs facelift as the centre is tired and has no atmosphere. Prefer to travel to Mt
Waverley Village that has a much better atmosphere.

Appendix 4
Ideas from Workshop with Businesses, Property Owners and
Body Corporate Representatives on 3 March 2009
Future Vision for Burwood Heights Shopping Centre
• Establish Burwood Heights Shopping Centre as the premier shopping centre

within the Burwood Heights Activity Centre for meeting daily shopping needs
• Expand the range of business premises by redeveloping the south rear car park
area of the centre
• Improve the centre so it s competitive to deal with and capitalise on the extensive
Readings development to be established soon to the north of the centre across
the Burwood Highway
• Continue to fight the Readings development
Strategies
Land Use Structure
• Encourage the redevelopment of the rear southern car parking area into a strip of
retail premises that are integrated with the Safeway store and the other business
premises in the existing centre
• Plan for continuous upgrading, business development, and renewal of

products/services, shopfronts and service in all businesses
• Encourage businesses to improve shop facades, signage and internal
presentation to project a smarter, more lively, more pro-active, more personalised
and specialised image
• Facilitate business networking opportunities and training programs for businesses
to address issues such as business planning, coping with change, customer
service, shop presentation, signage, and visual merchandising
• Continue to encourage all businesses to be open at key times to meet the needs
of customers and clients.
• Encourage property owners to establish only retail or other businesses with
regular customer traffic (as opposed to offices) in ground level premises so as to
maintain active street frontages in the centre
• Encourage businesses and property owners with premises facing both the
Burwood Highway and the rear car park to have both front and rear entrances
• Encourage the following new operations be considered to strengthen the centre’s
business mix if any vacancies arise or new development occurs:
o One or two cafes with provision for breakfast and lunch

o More specialist food shops
o More variety in take-away food shops
o Another restaurant

Marketing and Public Relations
Burwood Heights Shopping Centre has a good marketing and public relations
program for the relatively small amount of money raised through the special rate. It
is important over the next five years that ongoing small improvements are made to
the program so that the centre can hold its own in the face of the new Readings
development. This should encompass further implementation of the branding and
strategic marketing, as well as an ongoing calendar of small promotional activities.
Branding
The Burwood Heights Business Association in conjunction with the body corporate
has developed a new logo for Burwood Heights. The logo is accompanied by a new
slogan – “on top of the hill”. It is now important to prominently display and promote
the new branding.
• Encourage the new branding to be used by all businesses in the centre

large new sign with the Burwood Heights Shopping Centre logo and slogan to be
erected on the gateway building at the Burwood Highway - Middleborough Road
corner to highlight the new brand.
• Facilitate directional signs to the office block at 2-8 Burwood Highway and
directory board signs listing all the businesses in the centre at the western and
eastern ends of the centre, all incorporating the new branding
Strategic Marketing
The Burwood Heights Business Association and its centre manager organise
strategic marketing through the Burwood Heights community newsletter, the vertical
advertising strips in local newspapers, the community cash program and free
websites for businesses through Cagora, a new community-focused company. It is
important over the next five years that there is ongoing improvement in the marketing
program so that the neighbourhood centre remains competitive and strong.
• Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centre’s
primary catchment area
• Continue to produce the advertising strips in the local newspapers with the new
branding, business profiles, business directory, and centre location map
• Continue to organise and promote the Burwood Heights Community Cash
Program
• Establish a distinctive Burwood Heights Neighbourhood Centre website
incorporating the new branding.
• Develop a business directory
• Consider, in the longer term, a rewards program for loyal customers

Special Promotional Events

There is a well-established and effective program of small promotional events and
competitions that should be built on.
• Continue to organise the calendar of small promotional events as follows:
• Easter
• Mother’s Day Competition
• Winter Getaway
• Father’s day
• Christmas
• Consider organising a festival in the centre
Community Development
Community development is an important spin-off of the marketing and promotional
strategies.
• Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse
• Continue to strengthen community connections and loyalty to the centre,
particularly to highlight the centre’s point of difference as a relaxed, friendly, and
intimate centre.
• Continue to involve local schools and other community organisations in the
promotions program.
• Continue the Burwood Heights Community Cash Program to provide funds for
local schools and community groups and to highlight the centre’s commitment to
assisting the local community
Physical Improvements
Physical improvements in the centre related to new signs, directory boards,
cleanliness, rubbish removal, car parking, traffic management, landscaping and
footpath improvements are the responsibility of the Body Corporates and to a lesser
extent Council, not the Burwood Heights Business Association. However, the
businesses and property owners consider that it is important to highlight a few
strategies in the Business Plan related to these matters.
large new sign with the Burwood Heights logo and slogan to be erected on the
gateway building at the Burwood Highway - Stephensons Road corner.
• Facilitate directional signs to the office block at 2-8 Burwood Highway
• Facilitate directory board signs listing all the businesses in the centre at the
western and eastern ends of the centre
• Facilitate the establishment of a glass atrium or a shaded landscaped area with
an extended footpath area in that outdoor part of the centre immediately to the
east of Shops 6-11, 2-8 Burwood Highway, so as to create a more effective
meeting place in the centre

• Facilitate the repair of cement footpaths in the centre so as to make it safer for
pedestrians, particularly elderly persons
• Encourage the Body Corporates to provide an elevator in the office building at 2-

8 Burwood Highway
Centre Management and Communication
The Burwood Heights Business Association is a longstanding incorporated body that

has been organised to be representative of all businesses in the centre. A Committee
is elected each year, but generally does not meet as a group.
• Continue to elect a Committee each year.

• Continue to ensure that businesses in the centre work together as a team by
communicating with them regularly.
• Organise other informal business networking sessions
• Continue to distribute a short bi-monthly newsletter to keep businesses up to date
with proposed new events and activities in the centre.
• Maintain regular liaison between the Association and both the Body Corporates
and Council on issues such as the new Readings development as well as
physical improvements, car parking, traffic management and maintenance in the
centre
Centre Manager
• Continue to employ a part-time centre manager working one day a week to

undertake the marketing, business development and administrative tasks.
Financial Strategy
• Renew the current special rate and charge fund for five years, commencing on
1 September 2009. Structure the new special rate along the lines of the current
rate. This involves a rate in the dollar for the properties in the designated Primary
and Secondary Areas of the centre, with specified minimum and maximum
charges for each area. In the first year, strike the total special rate at $ 36,000
with annual CPI adjustments for each year thereafter, as is the current practice.
• Consider an annual sponsorship program to extend the special rate funds

Attachment B

Attachment C
Proposal
Property Address
$36,000
1/10-40 Burwood Hwy $683.92

2/10-40 Burwood Hwy $999.76
3/10-40 Burwood Hwy $1,663.78
4/10-40 Burwood Hwy $1,291.98
5/10-40 Burwood Hwy $951.26
6/10-40 Burwood Hwy $901.53
7/10-40 Burwood Hwy $2,176.10
8/10-40 Burwood Hwy $1,187.53
9/10-40 Burwood Hwy $1,679.95
10-11/10-40 Burwood Hwy $1,356.64
11A/10-40 Burwood Hwy $804.53
12/10-40 Burwood Hwy $2,577.74
13/10-40 Burwood Hwy $917.69
50 Middleborough Rd $2,039.31
Suite 1/2-8 Burwood Hwy $333.25
Suite 3/2-8 Burwood
Highway $394.18
Suite 4/2-8 Burwood
Highway $282.27
Suite 5/2-8 Burwood
Highway $481.23
Suite 6/2-8 Burwood
Highway $318.33
Roof/2-8 Burwood Hwy $320.82
1/2-8 Burwood Hwy $661.53
Shop 2/2-8 Burwood Hwy $664.02
Shop 12/2-8 Burwood Hwy $1,722.22
42-50 Burwood Hwy $4,000.00
$36,000.00

Attachment D
Burwood Heights Shopping Centre

Special Rate/Charge Scheme Area
Attachment E
Burwood Heights Shopping Centre

Proposed Budget
INCOME
Special Rate, Whitehorse City Council $36,000
Sponsorship $4,000
TOTAL INCOME $40,000
EXPENSES
Subsidy for business reviews/training programs $1,000
Business networking events $500
Marketing
Branding and awareness program $4,000
Media advertising (advertorials etc) $9,500
Community Newsletter (four editions/yr) $5,000
Special promotional events and competitions $5,000
Community Cash Program $200
Monitoring and Evaluation

Customer and resident surveys $900
Management and Communication

Part time centre co-ordinator $12,000
Business newsletters and other communication $100
Public liability insurance $1,000
Financial monitoring/audit $500
General administration $300
TOTAL EXPENSES $40,000

Business Plan - Shopping

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Burwood Heights

Peter McNabb and Associates Pty Ltd

Appendix 1 Inventory of Businesses in Burwood Heights

Appendix 2 Responses to Business Survey

Appendix 3 Responses to Residents Survey

Appendix 4 Ideas from Workshop with Businesses,

Peter McNabb and Associates Pty Ltd – Michelle Frazer

1.2 Purpose of the Report

The development of the Business Plan is based on:

The business survey was completed by 18 businesses. This represents

Responses to the resident survey were received from 42 residents, representing a

Peter McNabb and Associates Pty Ltd – Michelle Frazer

Burwood Heights Shopping Centre is a small neighbourhood activity centre in the

The extent of the Burwood Heights Shopping Centre is illustrated in Figure 1.

Figure 1 Extent of Burwood Heights Shopping Centre

Burwood Heights Shopping Centre is a reasonably compact centre with a

The catchment area of the centre covers approximately 11,500 households in

Peter McNabb and Associates Pty Ltd – Michelle Frazer

2.2 Shopping Centre Mix

Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping

Use No. of Uses % of Total

Burwood Heights Shopping Centre performs a secondary role as a commercial

Peter McNabb and Associates Pty Ltd – Michelle Frazer

2.3 Role of the Centre

2.4 Image and Branding of the Centre

2.5 Current Marketing and Promotions Program

2.6 Current Centre Management Arrangements

Peter McNabb and Associates Pty Ltd – Michelle Frazer

Burwood Developments Pty Ltd (a subsidiary of Reading Entertainment) prepared a

The land use mix outlined in the Development Plan is as follows:

Residential 700 dwellings

Peter McNabb and Associates Pty Ltd – Michelle Frazer

It will incorporate ideas about:-

• Land use options

Peter McNabb and Associates Pty Ltd – Michelle Frazer

4.1 Business Perceptions

Responses were received from 18 businesses, representing 56% of all businesses in

Desirable and Undesirable Features

• The car parking arrangements (plenty of free parking)

The most undesirable features are considered to be:

Extent of Awareness of Centre Advertisements or Promotions, Participation in

Peter McNabb and Associates Pty Ltd – Michelle Frazer

Suggested Improvements in the Burwood Heights Shopping Centre

The improvements considered most important by the business respondents are:

• More business profiles in the local newspaper

Extent of Awareness of Lobbying by the Burwood Heights Business

The other comments raised by business respondents related primarily to desired

• The centre needs upgrading – more of a modernised look

Peter McNabb and Associates Pty Ltd – Michelle Frazer

4.2 Resident Perceptions

Responses were received from 42 residents, representing 21% of all residents

Burwood Heights Shopping Centre is used to a significant extent for basic

Reasons for the Use of Other Centres

The key reasons stated for using other centres are:

Frequency of Visitation to Burwood Heights Shopping Centre

Like Most about Burwood Heights Shopping Centre

Peter McNabb and Associates Pty Ltd – Michelle Frazer

• Its convenience being close to home

Like Least about Burwood Heights Shopping Centre

Extent of Awareness of Centre Advertisements or Promotions and Their

Peter McNabb and Associates Pty Ltd – Michelle Frazer

Reasons for Being Effective

Reasons for Not Being Effective