Destination Marketing Review

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Consultation has concluded



Council approves new destination marketing model

Thanks to everyone who provided feedback on the proposed destination marketing model. On 18 April, council voted for the funds raised through a special rate levied on commercial properties with the Fremantle CBD to be used to raise the City’s destination marketing activities.

The City of Fremantle will call for nominations for the new working group on Monday 23 April 2018.


Proposal before council

The destination marketing proposal will be considered by council on 18 April 2018 at 6.00pm at the North Fremantle Community Hall.

On 11 April, the Finance Policy Operations and Legislation Committee agreed to approve, in-principle, for the 2018/19 – 2021/22 financial years the City Centre Differential Rate be used for destination marketing, subject to annual council budgets. The committee also approved establishing a Destination Marketing Advisory Group and agreed the current funding mechanism provided by the City to the Fremantle BID discontinue at the end of the current financial year.

A full report is available in the FPOL minutes.

Report before Finance, Policy and Legislation Committee


Finance, Policy and Legislation (FPOL) Committee will consider staff recommendations arising from the destination marketing review when they meet on Wednesday 11 April 2018. The meeting is open to the public and will be held at 6.00pm in the North Fremantle Community Hall (2 Thompson Road, North Fremantle).

The report recommends a destination marketing advisory group be established for four years, from 2018 - 2022. It also recommends combining the City's destination marketing budget with the city centre differential rate to market Fremantle. The full report and recent survey outcomes are available here.

You can address the committee on this proposal if you wish, before they deliberate and make a decision. The opportunity to address the committee is given during 'public question time' - register at the venue before 5.50pm. For more information about council and committee meetings, visit https://www.fremantle.wa.gov.au/council/mayor-and-councillors/council-and-committee-meetings.

The proposal is expected to be considered by full council on 18 April 2018.


Recommendation due to be considered by committee and council in April

Thanks for your comments and feedback on the destination marketing review. We are currently considering all of your feedback and hope to present a recommendation to the Finance, Policy and Legislation (FPOL) Committee commitee on 11 April and council on 18 April 2018.


We're reviewing how we deliver destination marketing and the future use of the differential rate.

The City of Fremantle is reviewing the way we deliver the destination marketing service in Fremantle. This service aims to attract more people to Fremantle to enjoy what we have to offer by way of retail, hospitality, tourism attractions and festivals. The aim of the review is to look at ways to improve services that Fremantle businesses receive while ensuring that highly valued services continue.

Part of this review includes consideration for the future use of the city centre differential rate money (currently used to fund the Fremantle BID), and whether it could be used to deliver a new and expanded program of destination marketing to increase visitation and further support local businesses. The review recommends continuing grass roots engagement with local businesses and local activation and events.

The review also includes the establishment of a small group of marketing professionals to provide marketing expertise and advice on how Fremantle can get the absolute best value for its marketing and differential rate money for the benefit of local businesses.

We're seeking your input on how we can get the absolute best value for the marketing and differential rate money for the benefit of local businesses.


What's proposed?

In summary, the model that the City is proposing for consideration by council includes improving future destination marketing and business support by:

  1. Combining the City’s destination marketing budget with the use of the central area differential rate to ensure a greater investment in destination marketing.
  2. Establishing an ‘arm’s-length’ group comprised of small number of marketing professionals and key representatives from the business community to provide advice on:
    • the overall strategic marketing approach
    • how to achieve ongoing business community engagement in marketing activities
    • the appointment of a professional marketing agency to deliver destination marketing services
    • sponsorship of private events and grass roots business activation projects.

City officers would resume the role of regular liaison and key point of contact for local businesses.

The group will operate for a four year period. Under this proposal, the City would not provide funding to the Fremantle BID after the end of this financial year.


How can I find out more?

Read our frequently asked questions. If you have any further questions, email econdevelopmarketing@fremantle.wa.gov.au





Council approves new destination marketing model

Thanks to everyone who provided feedback on the proposed destination marketing model. On 18 April, council voted for the funds raised through a special rate levied on commercial properties with the Fremantle CBD to be used to raise the City’s destination marketing activities.

The City of Fremantle will call for nominations for the new working group on Monday 23 April 2018.


Proposal before council

The destination marketing proposal will be considered by council on 18 April 2018 at 6.00pm at the North Fremantle Community Hall.

On 11 April, the Finance Policy Operations and Legislation Committee agreed to approve, in-principle, for the 2018/19 – 2021/22 financial years the City Centre Differential Rate be used for destination marketing, subject to annual council budgets. The committee also approved establishing a Destination Marketing Advisory Group and agreed the current funding mechanism provided by the City to the Fremantle BID discontinue at the end of the current financial year.

A full report is available in the FPOL minutes.

Report before Finance, Policy and Legislation Committee


Finance, Policy and Legislation (FPOL) Committee will consider staff recommendations arising from the destination marketing review when they meet on Wednesday 11 April 2018. The meeting is open to the public and will be held at 6.00pm in the North Fremantle Community Hall (2 Thompson Road, North Fremantle).

The report recommends a destination marketing advisory group be established for four years, from 2018 - 2022. It also recommends combining the City's destination marketing budget with the city centre differential rate to market Fremantle. The full report and recent survey outcomes are available here.

You can address the committee on this proposal if you wish, before they deliberate and make a decision. The opportunity to address the committee is given during 'public question time' - register at the venue before 5.50pm. For more information about council and committee meetings, visit https://www.fremantle.wa.gov.au/council/mayor-and-councillors/council-and-committee-meetings.

The proposal is expected to be considered by full council on 18 April 2018.


Recommendation due to be considered by committee and council in April

Thanks for your comments and feedback on the destination marketing review. We are currently considering all of your feedback and hope to present a recommendation to the Finance, Policy and Legislation (FPOL) Committee commitee on 11 April and council on 18 April 2018.


We're reviewing how we deliver destination marketing and the future use of the differential rate.

The City of Fremantle is reviewing the way we deliver the destination marketing service in Fremantle. This service aims to attract more people to Fremantle to enjoy what we have to offer by way of retail, hospitality, tourism attractions and festivals. The aim of the review is to look at ways to improve services that Fremantle businesses receive while ensuring that highly valued services continue.

Part of this review includes consideration for the future use of the city centre differential rate money (currently used to fund the Fremantle BID), and whether it could be used to deliver a new and expanded program of destination marketing to increase visitation and further support local businesses. The review recommends continuing grass roots engagement with local businesses and local activation and events.

The review also includes the establishment of a small group of marketing professionals to provide marketing expertise and advice on how Fremantle can get the absolute best value for its marketing and differential rate money for the benefit of local businesses.

We're seeking your input on how we can get the absolute best value for the marketing and differential rate money for the benefit of local businesses.


What's proposed?

In summary, the model that the City is proposing for consideration by council includes improving future destination marketing and business support by:

  1. Combining the City’s destination marketing budget with the use of the central area differential rate to ensure a greater investment in destination marketing.
  2. Establishing an ‘arm’s-length’ group comprised of small number of marketing professionals and key representatives from the business community to provide advice on:
    • the overall strategic marketing approach
    • how to achieve ongoing business community engagement in marketing activities
    • the appointment of a professional marketing agency to deliver destination marketing services
    • sponsorship of private events and grass roots business activation projects.

City officers would resume the role of regular liaison and key point of contact for local businesses.

The group will operate for a four year period. Under this proposal, the City would not provide funding to the Fremantle BID after the end of this financial year.


How can I find out more?

Read our frequently asked questions. If you have any further questions, email econdevelopmarketing@fremantle.wa.gov.au