Meet the Mainstreet Australia Hero: Claire Perry – Past Manager, Sydney Road Brunswick Association, 2001–2021
When I commenced the position as Coordinator (2001) of the Sydney Road Brunswick Association, I really didn’t have a clue as to what I should be doing or how I should tackle this very long shopping strip. My background in retail, events, book-keeping and the arts gave me some starters, but I was very grateful for the then-existing committee to guide me in the fundamentals of running an Association, all statutory requirements and liaising with local Council, amongst other things.
A couple of these members were the original founders of the Association, who had also been connected to the original CBCV group, later known as Mainstreet Australia.
I believe two members travelled to Sydney to find out about the Special Charge Scheme and how it operated.
I was also fortunate in having the support of a terrific ‘Retail Officer’ from Economic Development at the then Moreland City Council (now Merri-bek Council).
As Sydney Road Brunswick was successful in applying a Special Charge Scheme to the shopping strip via the Council, paid employment for a Coordinator was made available and obviously more opportunities for Marketing and Business Development.
However, through the connection and attendance of the various information sessions held by Mainstreet Australia, I gained more awareness of the types of resources available and potential opportunities, often shared by other centres in a networking capacity.
The Melbourne Coordinator/Manager meetings organised by Mainstreet Australia were most beneficial, with ideas and events shared and workshopped by those in a similar position, in as far as what had proved to be successful in a certain area and those that presented many challenges. It also provided possible solutions for comparable tasks, with often beneficial contacts to draw on.
Although I was unable to attend the interstate conferences (mostly due to cost and time) which Mainstreet Australia provided, I did attend a few in Melbourne. The variety of relevant topics and professional speakers presenting were very valuable, especially when new technology like website development was emerging and becoming the latest in a popular marketing tool.
Mainstreet Australia also provided updated government legislation changes that we should be aware of, either in a Newsletter or at various events, and provided professionals to advise us for any particular reason, like Special Charge renewals or five-year marketing plans, etc.
In particular, I remember the then Brumby State Government extending clearway times in main shopping strips in Melbourne, like Toorak Road and Sydney Road Brunswick in 2010, with car tow-away impacts on some strips, leading to fewer people shopping through inability to park, and ill-feeling towards the strips with massive fines being issued. The various Associations joined the lobbying group and protest efforts in the fight against these extended clearways. This campaign was supported by Mainstreet Australia up until the newly elected Government in 2010 changed the clearway times back again (much to the relief of the strips in Melbourne).
Personally, I would have liked to become an active Committee Member of Mainstreet Australia, to be a voice for the Managers who work on the ground with the ‘Traders’ and experience the challenges on a daily basis. However, time did not allow, especially with many meetings often on the other side of town.
Mainstreet Australia plays a very central role in representing and supporting the ongoing viability of our local communities and the thousands of small businesses within their shopping strips. This is where my passion for keeping small business alive blossomed for 20 years and where I developed a greater understanding of the importance to the state’s economy, employment and social interaction.
With a broad and balanced Committee made up of the various parties, e.g.: Council reps, Coordinators, Presidents and even a Government representative, the Mainstreet Australia body can be such a resourceful support for the retail and business sector in strips across Australia.
As to the broad question as to what has mattered over the past 30 years:
I have always maintained that a mixed shopping strip of businesses and retail on offer (as in Sydney Road), in conjunction with a variety of new, exciting events relevant to the area and demographics, sets the framework for a healthy shopping environment and a social hub to attract people.
A high turnover and new vacancies appearing can sometimes impact the street, but as long as there are new and refreshing businesses coming in, it makes for an ever-evolving and dynamic hub of activity.
I believe local Councils have a duty to support their main shopping strips, especially in infrastructure and amenities, no matter whether they have a Special Charge or not. It was most interesting to observe through Mainstreet Australia meetings on occasions the various inputs and support that other Councils provided to their local ‘activity centres.’
What’s your favourite main street and why?
Of course, Sydney Road Brunswick is my favourite! But I did enjoy going to strips like Ivanhoe, Moonee Ponds and regional Mornington to observe how clean and well-maintained their pavements and public areas etc. were.
Obviously some ‘grunge’ can make it interesting, and it’s probably a small part of the charm of Sydney Road, but my initial thought when I started the job was to clean up the street before we tried to encourage others to visit! I realised after 20 years that was an impossible task… but Ivanhoe had really clean and well-kept amenities, like seating, fresh bins, greenery and pleasant visual areas! The shop windows were clean and dressed nicely too, which made for a very cared-for strip!
The fact that Banyule Council also matched the funding dollar for dollar for a Special Charge (generally extracted from businesses) helped maintain a comfortable and clean environment — and therefore it wasn’t just the money from businesses maintaining the strip, along with all the other efforts and outlays for Marketing and events, etc.
