Gawler Business

Development Group

Annual Report
2009/10

Photographs courtesy of the Town of Gawler

 INDEX

1. INTRODUCTION............................................................................... PAGE 3
2. PURPOSE.......................................................................................... PAGE 4
3. STRUCTURE & MEETING PROCEDURE / ATTENDANCE.................. PAGE 5
4. SUMMARY OF ACTIVITY.................................................................. PAGE 7
5. FINANCIAL INFORMATION........................................................... PAGE 10

PAGE 2 Annual Report 2009/10

Gawler Business Development Group
 1. INTRODUCTION

The voluntary board members of the Gawler Business Development Group (GBDG) have had an active and
productive year. In this time we have undertaken marketing to promote Gawler businesses, contributed to events,
had several information sessions, advocated to Council and undertaken steps to become an Incorporated
Body.

Marketing:
In the past 12 months the GBDG has developed a professional marketing plan with the help of marketing
consultant Patrick Baker. As a result we have organised Christmas and Mother’s Day Promotions featuring TV
advertising, mail outs of approx 25,000 to the Gawler and surrounding districts and funded prizes to the value
of $10,000 (10 x $1,000 prizes). We have undertaken several surveys and meetings to gain the response and
direction of the business community to our marketing activities with very positive outcomes.

Events:
The GBDG has financial contributed to the town’s Christmas decorations, Christmas Festival and the Tour Down
Under.

Advocacy:
We have written letters to Council and given several deputations, supporting businesses in their fight against an
increase in rates and the Car Park Levy. Despite being unsuccessful, we were heard.

I would urge you to use the power of the vote in the upcoming Council elections for those remaining Council
candidates who supported businesses and voted against the rate increases. I also would urge you to attend
the “Meet the Council Candidate” function 7.00 pm Wednesday 3rd November at the Gawler Arms, where you
will be able to question candidates to ascertain their level of commitment to Gawler businesses and broader
community. Support those who support you!

Incorporated Body:
The GBDG is undertaking the process of becoming an Incorporated Body. While our objectives and funding
remain the same, our legal status will change from a Council body, giving us more operational freedom and
efficiency. We look forward to a new independence and encourage Gawler businesses to attend meetings
held on the second Tuesday of the month at 7.30am.
For more information call Sigrid 0402 347 920.

Regards,
Sigrid Murljacic
Chairperson

PAGE 3 Annual Report 2009/10

Gawler Business Development Group
 2. PURPOSE

As a Section 42 Committee of Council the Gawler Business Development Group (GBDG) has been established
to assist Council meet its obligations under the Local Government Act (1999).

The Act defines the function of a council to include the requirement to promote its area and to provide an
attractive climate and locations for the development of business, commerce, industry and tourism.

The Gawler Business Development Group operates under the guidance of its Charter, as authorised by the
Minister for Local Government as at 27 March 2003.

The Charter defines the objects and purposes of the Gawler Business Development Group as the following:-

• To enhance and sustain the businesses of the Town of Gawler

• To develop and adopt strategies to

1. focus strategic management decisions on the retail, industrial and commercial businesses within the Town
of Gawler and in the commercial precincts;
2. develop, manage, co-ordinate and fund economic development initiatives which recognise local
differences; and
3. continually refine and redefine the strategic management framework for each commercial precinct in
response to changes in circumstances;
• to improve the economic viability of the commercial precincts and businesses generally within the
Town of Gawler
• to position the commercial precincts in a way that sustains retail, business and economic growth and
maintains economic viability;
• to promote and co-ordinate strategic management actions in away that will ensure ongoing
participation and commitment from traders, investors, property owners and the Council;
• to enhance the diversity and vibrancy of the commercial precincts with the objective of enriching the
quality of life in the Town of Gawler; and
• to undertake such other matters, purposes and things incidental to and in furtherance of these
objects.

In essence the Gawler Business Development Group looks to develop initiatives

that focus on projects that are beyond the scope of individual small business
with the aim of improving repeat loyal customers, increasing customer numbers
and generating improved profits.

PAGE 4 Annual Report 2009/10

Gawler Business Development Group
 3. STRUCTURE & MEETING PROCEDURE / ATTENDANCE

The Gawler Business Development Group is governed by a Board of Management. The Board is responsible for
the administration of the affairs of the Group.

Representatives for the board are drawn from the business and general community as follows.

• No more than 4 members to represent the interests of the Town Centre commercial precinct business
and property owners
• No more than 2 members to represent the interests of Willaston commercial precinct business and
property owners
• No more than 2 members to represent the interests of Gawler South / Adelaide Road commercial
precinct business and property owners
• No more that 2 members to represent the interests of Evanston commercial precinct business and
property owners
• One member to be drawn from the business sector of the Town of Gawler to represent those
businesses not represented by the commercial precincts covered above
• One member appointed at the discretion of Council
• One member who is the person holding officer for the time being of the chair of the Gawler Tourism
and Promotion Committee

For 2009/2010 the Board comprised:-

NAME BUSINESS PRECINCT DATES

Louise Drummond ARA Jobs Town Centre 1 July 09 to 2 September 09
Tony Harnett Kingsford Hotel Town Centre 1 July 09 to 30 June 10
Sigrid Murljacic Indigenous Dreamings Town Centre 1 July 09 to 30 June 10
/ Black Pepper
Sue Adams Entice Boutique Town Centre 1 July 09 to 30 June 10
Margie Betts Bunyip Newspaper Town Centre 1 July 09 to 30 June 10
Leon Angione Bookends Café Willaston 1 July 09 to 13 September 09
Sam Irrgang Starplex Evanston 1 July 09 to 30 June 10
Darryl Mewett Solomons Flooring Evanston 1 July 09 to 4 February 10
John Giannitto Hi –Beam Car Wash Gawler South / Adelaide Rd 1 July 09 to 30 June 10
Genevieve Hebart The Wheatsheaf Other 23 February 10 to 30 June 10
Restraunt
Cr Tom Zorich Sportspower Council 1 July 09 to 30 June 10

Board meetings are open to the public to attend, unless the Board resolves otherwise. Meetings are currently
held on the 2nd Tuesday of the month, commencing at 7.30 am in the Gawler Sport & Community Centre.
Special meetings from time to time are also arranged.

PAGE 5 Annual Report 2009/10

Gawler Business Development Group
 MEETING ATTENDANCE SUMMARY FOR 2009/2010.

Name Attendance Record

Total number of meetings held = 15

Meetings not held due to lack of quorum = 0

Present Apology Leave of Absent

Absence
Louise Drummond 3
Tony Harnett 8 5 2
Sigrid Murljacic 14 1
Sue Adams 14 1
Margaret Betts 10 4
Leon Angione 4
Sam Irrgang 13 2
Darryl Mewett 5 1 2
John Giannitto 11 1 3
Genevieve Hebart 4 3
Cr Tom Zorich 13 1 1

During 2009/2010 the Board did not exercise its ability to hold confidential discussions under Section 90 (3) (d)
of the Local Government Act 1999.

PAGE 6 Annual Report 2009/10

Gawler Business Development Group
 4. SUMMARY OF ACTIVITY

Business Marketing & Promotions

Facilitate Network Dinner Function

On 29 July 2009 the GBDG successfully hosted the Gawler Business Marketing Forum. Held at the Gawler Arms
Hotel the forum provided an opportunity for the Board to launch its Strategic Marketing Plan to the wider
business community. Attended by approx 80 representatives, Mr Glenn Cooper presented a valuable insight
into the success of his long running family owned South Australian business, Coopers Brewery, including the
challenges of operating within a globally competitive market. Inspiring everyone in attendance was Glenn’s
demonstrated dedication to his business and community.

Town Christmas Decorations

Christmas is traditionally a time to celebrate with family and friends, reflect on the year just gone, look forward
to the year ahead, put out the decorations and enjoy a time of gift giving. The GBDG contribute to the
excitement of Christmas by transforming the streetscape of Gawler by partnering with the Town of Gawler and
installing a wide array of Christmas decorations. Predominately centred around the CBD the GBDG in 2009
extended the provision of decorations into the Willaston Main Street and Gawler Park Homemaker Centre.

Christmas Window Incentive

In addition to contributing to Christmas decorations in the public arena the GBDGB also continues to provide
incentives to local business that decorate their shop fronts. Congratulations to Creative Outdoors who were
awarded the cash incentive prize for 2009.

Three Year Strategic Marketing Plan

Recognising the need to further define its marketing plan the Board engaged the services of a marketing
specialist and embarked upon the development of a strategic marketing plan.
Research, combined with local intelligence was pulled together through a series of workshops. As a result
“Barbara” and her family were born. “Barbara” and everything that she lives and stands for now drives the
targeted marketing focus for the GBDG.

PAGE 7 Annual Report 2009/10

Gawler Business Development Group
 Marketing Campaigns

Three major campaigns were conducted during 2009/2010.

Fathers Day
Embracing new technologies the community were encouraged to talk about their dad online. Several reasons
beyond the control of the GBDG resulted in limited uptake of this campaign limiting its success.

Christmas
This campaign was focussed on raising the awareness of Gawler as an option for the consumer to shop in
Gawler for all their Christmas needs.
The major development was that of a professional TV commercial which was placed on free to air TV.
Supporting this exposure was the production and mass distribution of postcards throughout the region and an
upgrade of the Gawler Gold Website.

Mothers Day
The final instalment of campaigns throughout the year was just as successful.
Consumers were awarded for shopping locally and after lodging entry forms were entered into the draw to
win “Gawler Gift Vouchers” to the value of $1,000.
The ten lucky winners certainly enjoyed their additional shopping in Gawler. This campaign was extremely
successful and attracted over 30,000 entries.

Marketing Collateral

Foster Relationships
Relationships with local print media have been strengthened via the ongoing support by the GBDG with
advertisement placements and ongoing availability of Board members providing comment on local business
issues.

Events

Gawler Christmas Street Festival

Recognised as a major community festival providing an opportunity for local business to thank local
patronage and general promotion, the GBDG has been a strong supporter of this event since the inception of
the Sunday family concept.
The sponsorship that the Group provides assists with delivering attractions on the day, including Father
Christmas and gifts, in addition to wider marketing. Sponsorship of this event is $10,000.
With estimated attendance in the order of 9,000 people the Festival again provided local business the
opportunity to demonstrate their support to the community and entice them to shop locally.

Tour Down Under 2010

Events play a major role in attracting locals and visitors primarily into the main street environment. This provides
each business with an opportunity to entice new customers to their store.
This is recognised by the Group and as a result they allocate a portion of their funding to support events which
deliver business opportunities. In 2009/2010 Gawler was successful in hosting a stage start of the Tour Down
Under.
Attendance of approx 20,000 between Gawler and Williamstown was estimated on the day. Formal research
undertaken by the Town of Gawler in relation to the Tour Down Under indicated that the event provided an
economic return within the order of $175,000-. Total media coverage for Gawler was valued at $4,438,305.82.
The GBDG contributed $15,000 to this event, equivalent to the applicable host fee.

PAGE 8 Annual Report 2009/10

Gawler Business Development Group
 Business Relations

Promotion of Northern Adelaide Business Enterprise Centre (NABEC)

There are many organisations that support local business. One of those is NABEC.
Part funded by Federal, State and Local Government in addition to industry, the GBDG recognise
the contribution of NABEC to the local economy by actively promoting their services and events via
communications to Gawler business.

Improve Board feedback to Council

During 2009/2010 the GBDG embarked upon a new initiative of making regular deputations at Council
meetings. In an effort to improve the line of communication between the Board and Council this initiative has
been extremely beneficial.

Board members Advocacy Role

There have been several topics over the past year that have resulted in the Board taking on a lead advocacy
role on behalf of the Gawler business community. Representation on topics such as Town of Gawler Rating
Policy, Car Park Levy and Flags and Banner Policy have been made.
Instigated by the Board was a town wide business meeting held to inform the business community on the Town
of Gawler Rating Policy. This was very well attended and demonstrated the value of a collective response.

Corporate Requirements

Planning
Ongoing corporate requirements satisfying the requirements of the Local Government Act(1999) and ensuring
the appropriate transparent use of public funds have continued to be met.
The Board undertakes an annual budget and business plan process as well as Annual Reporting on its success.

Quarterly newsletters
A quarterly production for the members of the Group ensures that communication amongst the business
community is strengthened. Over the course of 2009/2010 three newsletters were produced. Items included in
the newsletter cover business issues, coming events, new business and contact points for the Board.

Board member training

As a result of the structure of the GBDG being that determined by the LG Act (1999) it was recognised that it
would be beneficial for Board members to undertake formal training relative to Section 42 requirements.
This training was delivered in September 2009 by Norman Waterhouse representatives.
This training stimulated much discussion on an appropriate structure going forward and thus commenced the
process of incorporation.

Mutual Liability membership

Membership of the Local Government Mutual Liability Scheme has been maintained. This membership
is required to provide protection to the Group, individual Board members and third parties. It is also a
requirement as detailed in the Groups Charter.

Annual Membership survey

Several member surveys have been undertaken over the past year. Mostly linked to the analysis methodology
of marketing campaigns the surveys have provided a valuable opportunity to gather intelligence and improve
communications with local business.

Group Support Service

Support for the Group has continued in 2009/2010 in two forms:-
1. Marketing support has been provided by Patrick Baker and Associates.
2. Administration support has been provided by the Town of Gawler for which the group contributes $22,000
per annum.

PAGE 9 Annual Report 2009/10

Gawler Business Development Group
 5. FINANCIAL INFORMATION

Carry over 2008/2009 97,128

+ Income
Business Development & Marketing Separate Rate 137,000
Administration 891
TOTAL INCOME 235,019

- Expenses
Administration 22,000
Advertising 58,334
Catering 1,264
Contributions 35,563
Insurance 11,293
Legal Fees 2,480
Marketing Consultants 52,846
Other 1,476
Printing 7,052
Stationery 233
192,541
Surplus (carry over for 2010/2011) 42,478

PAGE 10 Annual Report 2009/10

Gawler Business Development Group
 FOR FURTHER INFORMATION

Gawler Business Development Group

PO Box 402

GAWLER SA 5118

EMAIL: gbdg@gawler.sa.gov.au

PAGE 11 Annual Report 2009/10

Gawler Business Development Group