Scheme to target shoppers in west

A new marketing program will try luring shoppers from Melbourne’s west to central Geelong.
About 1400 city businesses will pay more than $1 million a year to fund the initiative and other programs after the council this week struck a special rate to cover central Geelong marketing costs.
The cost of annual council marketing levies on city centre shops have angered some traders.
But councillor Michelle Heagney said the new rate scheme would provide them with economic benefits.
Businesses would pay on average $2.73 per week for marketing campaigns expected to bring in an additional $3.8 million a year, she said.
“Central Geelong Marketing has been hugely successful over the past four years, delivering 2046 activities to more than 328,000 people.
“This has brought in $53.45 million of total economic output with the Geelong region and an average $13.36 million each year.
“This expanded program will bring further benefits.”
Cr Heagney said the special rate was equitable and fair.
“Flagship” marketing activities, such as sidewalk sales, Tastes of Central Geelong, Christmas promotions and a school holidays program, provided a great mix of attractions for central Geelong, she said.
“These activities have seen the number of attendees grow to almost 100,000 per year and the business development activities, such as quarterly networking events, training and development and quarterly newsletters, have provided stakeholders with key information about program and opportunities.”