How to make Brisbane precincts attractive and connected

Use this page as a playbook and online resource of practical advice and information for communities, businesses, local groups, property owners and other organisations on how to make their local centre more active, attractive, and connected. 

The information can be applied to retail precincts regardless of their size.

The playbook is divided into four key themes: Promote, Support, Refresh and Activate.

Promote

It is important to have a clear understanding of the precinct’s brand to market the precinct’s unique offering through collective campaigns that communicate through storytelling.  

  • Form a local business group so businesses with shared interests can work collectively to promote the precinct
  • Reach out to schools, community groups and parent groups to highlight reasons to visit the precinct
  • Find out how to develop a marketing plan to help your precinct stand out
  • Encourage businesses in the street to use the free Google Business Profile listings to provide opening hours, contact information, website and social media links and photos. The ‘offers’ functionality can also be used for promotions or coupon codes
  • Seek promotion through online websites, for example:
  • Engage a digital provider to enhance an existing digital presence or build a new one
  • Encourage the ‘Support Local’ experience through a shop local campaign, which could include letterbox drop to surrounding communities
  • Promote the precinct through local Facebook Community pages
  • Share Stories – make short videos that businesses can use on their own social channels or on business group social channels, focusing on:
    • celebrating Longstanding Businesses in the precinct
    • highlighting Destination Businesses that have potential to bring new customers to the area
    • sharing the business story of any local business that creates positive social impact
  • Promote businesses and events on the Brisbane app that provides a one-stop destination for things to see and do in Brisbane

Refresh

The following options can be explored to refresh the look of an area.

  • Sign Squad – organise a local group to encourage or arrange removal of signs that no longer serve existing businesses
  • Vacant Spaces – decorate vacant tenancies or construction hoarding to improve streetscapes and amenity
  • Organise a Clean up Event
  • If the precinct has unpainted traffic signal boxes, organise an artist to paint the signal box through the Art on traffic signal boxes Artforce Brisbane program
  • Putting some greenery, such as planter boxes or hanging baskets, out the front of businesses can provide a splash of colour to the entrance to improve street appeal
  • A welcome mat is a small, affordable change that makes every customer feel invited in
  • Encourage businesses to change window displays regularly to keep passers-by interested in the store and eager to see what will be displayed next
  • A bowl of water and somewhere to tether a dog are a great way to invite dog-loving customers to the precinct
  • Use seasonal décor to celebrate the holidays, but make sure it’s taken down in a timely manner

Support

Access support to enhance the quality, performance and distinctiveness of businesses in the precinct.

Activate

Facilitate events and activities to create more to see and do in the precinct.

  • Activate vacant premises with pop-up shops.
  • Businesses can incorporate an instagrammable installation at their business to attract new customers to the precinct (and customers sharing photos of the installation can be viral promotion for the business).
  • Events are good ways to engage with the local community and new customers. Find out how to organise a precinct event.
  • Work with groups of business for collaboration activities, for example shopping trails and progressive dinners.
  • Business associations can apply for precinct promotion and activation sponsorship to support activation events (note 3-month lead time required).
  • Engage with schools and/or community groups to display artwork or perform in the precinct.

Submit your ideas

If you have ideas about other strategies that could be included in the playbook, please email economic_development@brisbane.qld.gov.au.

Sponsorship for local business precinct promotion and activation

Brisbane City Council aims to drive suburban economic vitality by supporting initiatives and activations that bring communities and consumers into local precincts.

How it works

Council encourages business leaders, clusters of businesses and trade groups to develop initiatives that activate their precincts to build relationships and loyalty with each other and the local community. The generation of additional foot traffic and potential customers for surrounding businesses is also highly valued.

More information

Contact Council’s Economic Development team to discuss your proposal. A member of the Economic Development team will contact you to discuss your concept.

Following the initial discussion, a formal application may be made via Council’s sponsorship program. Please note that applications require a minimum 3-month lead time and will not be considered unless an initial conversation has taken place.

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