tourism wa: perth entertainment precincts library/research and... · 26% 27% inner suburbs western...

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Faster Horses

Prepared by: Kristy Felton, Victoria Wager,

Veronica Mayne & Craig Blatch

Tourism WA:Perth Entertainment Precincts

1/06/2017

2

The need for research

2

Specific informational objectives included:• Past/intended visitation of

precincts and different licensed venue types within them

• Motivations and barriers to visit precincts/venue types

• Expectations and perceptions of precincts/venue types

• Impact of different licensed venue types on perceptions of the wider precinct

• Importance of access to public transport, taxis, Uber

• Differences by purpose of visit, travel party, demographics, etc.

Entertainment precincts of interest:

• Perth CBD

• Elizabeth Quay

• Northbridge

• Fremantle

• Scarborough

• Beaufort Street

• Subiaco

• Victoria Park

• Leederville

3

Quantitative research was undertaken via an online survey sent to the WA general public.

There were n=606 fully completed surveys. This included: • n=445 Perth metro residents • n=161 Regional residents

(South West, Great Southern, Peel, Kalgoorlie-Boulder, Wheatbelt and Mid-West regions only)

Regional respondents were screened to ensure they had visited Perth for leisure in the last 2 years.

The fieldwork was conducted between 28 April and 8 May 2017.

The data is post weighted to reflect ABS age and gender figures.

Research methodology

This document presents the findings of the research undertaken by Faster Horses.

Western Australia

26%

41%

32%

2%

Young single/couple - no kids

Family with kids at home

Older single/couple - no kids

Prefer not to say

4

Gender Metro & Regional (% of total sample)Age

4

Household TypeEmployment Status Time Lived in WA

Metro Regional

Base: Total sample n=606

50%

50%

Male

Female

4%

6%

3%

4%

29%

53%

5 years or less

6 to 10 years

11 to 15 years

16 to 20 years

More than 20 years

My whole life

46%

17%

8%

5%

18%

5%

1%

Working f/t

Working p/t

Looking after home

Studying f/t

Retired

Other

Prefer not to say

Who we spoke to

4%

5%

6%

7%

26%

27%

Inner suburbs

Western suburbs

Eastern suburbs

Perth hills

Southern suburbs

Northern suburbs

3%

4%

17%

Kalgoorlie-Boulder /

Wheatbelt

Mid-West

South West /Great Southern/

Peel34%

36%

30%

55+ yrs

35-54 yrs

18-34 yrs

5

Perth’s Entertainment Precincts: Visitation Drivers/Barriers& Overall Perceptions

74

%

52

%

51

%

48

%

38

%

38

%

32

%

30

%

28

%

56

%

43

%

28

% 32

%

24

%

25

%

20

%

22

%

16

%

Perth CBD Fremantle ElizabethQuay

Northbridge Subiaco Leederville Beaufort St VictoriaPark

Scarborough

Visited in last 6 months Will definitely visit in next 6 months

6

Insights

The larger precincts of Perth CBD and Fremantle are the most popular.

Elizabeth Quay is at a high level of popularity given its newness and the relative slimness of offer – proving that ‘if you build it they will come’.

Hopefully this means that Scarborough will liven up once the current redevelopment works are complete.

Under-35s were more likely than older age groups to have recently visited – and intend to visit – most precincts.

Over-55s were the least likely age group to have visited any precinct (except Fremantle).

Visitation was higher amongst metrothan regional residents.

Perth CBD is the most visited entertainment precinct


Q: Which of the following statements best describes your involvement with each of these precincts for leisure or entertainment purposes?Q: And thinking now about the near future, how likely are you to visit each of these precincts for leisure in the next 6 months?

Recent & Planned Visitation of Entertainment Precincts(for leisure/entertainment purposes)

7

Insights

Meals are generally the largest driver of visitation (especially in Vic Park).

Elizabeth Quay is obviously still establishing itself and may be more of a tourist attraction in itself as it doesn’t dominate on any one activity.

Perth CBD clearly attracts due to its retail mix, and Northbridge on nightclubs and alcohol.

Subiaco is all about events at Subiaco Oval.

Q: What did you do when you visited? Select all that apply. (If you have visited more than once, just think about your last visit)

Reason for Last Visit (amongst visitors in last 6 months)(multiple response, adds to more than 100%)

Base: Visitors to each precinct in last 6 months: Perth CBD n=442; Fremantle n=314; Elizabeth Quay n=301; Northbridge n=283; Leederville n=226;

Subiaco n=228; Beaufort St n=184; Vic Park n=181; Scarborough n=166

Perth CBD FremantleElizabeth

QuayNorthbridge Leederville Subiaco Beaufort St Victoria Park Scarborough

Meal 49% 65% 32% 56% 61% 43% 60% 73% 50%

Coffee 26% 35% 23% 19% 36% 35% 34% 25% 29%

Shopping 53% 28% 4% 8% 15% 23% 14% 22% 8%

Drink (alcohol)

31% 24% 23% 42% 26% 13% 22% 14% 27%

Event 23% 18% 22% 20% 12% 33% 11% 6% 7%

Nightclub 6% 4% 4% 22% 7% 1% 4% 0% 2%

Lowest scoring precinct per activity

Highest scoring precinct per activity

While meals are the largest driver of visitation, each precinct attracts visitors for different reasons

Leederville Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Leederville

Southern suburbs

36% recently visited

17% intend to visit

Hills/Eastern suburbs


8% intend to visit

Northern suburbs


46% intend to visit

Inner/ Western suburbs


45% intend to visit

Base: Total sample n=606; Inner/Western suburbs n=49; South of river n=155; North of river n=158; Hills/Eastern suburbs n=83; Regional n=161

Regional


12% intend to visit

Overall


25% intend to visit

Geographic proximity to a precinct is also a driver of visitation

Results that were significantly higher/lower than overall results at the 95% significance level are indicated by

Why Not? (Top 3 Reasons)

9

Insights

It is clear that geographic distance to a precinct limits visitation.

There are a few exceptions to this where barriers also include other factors.

Northbridge has safety issues and is not considered family friendly. And Elizabeth Quay is still developing.

Fremantle has accessibility issues for a small proportion of potential visitors.

Base: Total sample n=606; Definitely will not visit in next 6 months: Scarborough n=175; Beaufort St n=161; Vic Park n=154; Leederville n=127; Northbridge n=126;

Subiaco n=112; Elizabeth Quay n=87; Fremantle n=43; Perth CBD n=33

Q: And thinking now about the near future, how likely are you to visit each of these precincts for leisure in the next 6 months? Q: You mentioned you definitely won’t visit these precincts in the next 6 months. Why is that? Select all that apply.

5%7%14%

19%20%20%25%26%28%

Definitely won’t visit in next 6 months

Too far away 61%

Prefer another area 42%

Too far away 47%


Precinct isn’t safe 39%



Too far away 72%



Too far away 34%


Too far away 36%


Too far away 38%

No suitable venues 25%







Not family friendly 25%


Not big enough range of venues / entertainment

24%

Not accessible by public

transport 14%

Too far away 19%

Scarborough Beaufort St Victoria Park Leederville Northbridge Subiaco Elizabeth Quay

Fremantle Perth CBD

And conversely, distance is a key barrier to visitation of most precincts

10

Overall Ratings of Precincts (mean score out of 10)

7.3 7.0

Fremantle Perth CBD

6.3

Northbridge

6.2

Leederville

6.1

Beaufort Street

6.1

Subiaco Elizabeth Quay

5.9

Victoria Park

5.7

Scarborough

5.3

• Fremantle is loved by all, with high scores unanimous across all demographics.• Younger people (18-34) gave significantly higher ratings than older age groups to all precincts (except

Fremantle and Subiaco) – potentially because they visit more frequently.• Across all precincts, non-recent visitors gave significantly lower ratings than recent visitors.

The largest and most diverse precincts (Fremantle, Perth and Northbridge) are the highest-rated overall

Base: Total sample n=606Q: What is your overall opinion of the following entertainment precincts on a 0 to 10 scale, where 0 means ‘Poor’ and 10 means ‘Excellent’?

11

Perth CBD, Fremantle and Northbridge also perform most strongly across the perceptual attributes

Base: Total sample n=606Q: Would you describe the following precincts as…? Select all that you think this applies to.

Perth CBD

Elizabeth Quay

Northbridge

Fremantle

Scarborough

Beaufort St

Subiaco

Victoria Park

Leederville

A place I enjoy visiting

Safe

Vibrant/lively

Good range of suitable venues & mix of activities

Easily accessible bypublic transport

Taxi/Uber readily available

12

How do precinct perceptions drive behaviour & attitudes?

Vibrant

Good range of venues & activities

Safe

Accessible by public transport

Taxis / Ubers are readily available

P6M Visitation Drivers

24

22

19

22

14

Delight Drivers

BEHAVIOURAL

Share of impact on visitation. [R2 18%]

36

35

9

12

8

Hygiene Factors

ATTITUDINAL (Overall Opinion)

22

39

21

8

9

Poor performance on these attributes drives low overall opinion (0-4/10). [R2 12%]

Strong performance on these attributes drives high overall opinion (8-10/10). [R2 17%]

• Vibrancy is primarily a driver of delight. Although its absence will frustrate people to some extent, offering a lively precinct is the most prominent way to delight people.

• Offering a good range of venues & activities is the key at all levels – fundamentally this gives people a reason to visit and is the attribute most influential in shaping precinct attitudes.

• Safety is a hygiene factor – Its absence frustrates, its presence does not act as a delighter, rather it just eliminates any frustration.

• Precinct access (by public transport/taxi/Uber) is primarily a visitation enabler. It has relatively little impact on the overall opinion of a precinct.

The range of venues and activities on offer is the most critical factor driving both precinct visitation and overall opinion.

They are fundamentally the call to action.

Catering to this need will have a natural flow-on effect with regards to vibrancy and accessibility (i.e. increased transport demand).

Entertainment Precinct Profiles

53%

49%

31%

26%

23%

11%

6%

Shopping

Have a meal

Go out for a drink

Have coffee

Event

Something else

Visit nightclub

55%

35%

28%

20%

18%

13%

11%

Licensed restaurant

Small bar

Pub/ Tavern/ Sports bar

Hotel (accomm)

BYO restaurant

Pop-up bar

Nightclub

56%

46%

22%

21%

15%

7%

Partner

Friends

Alone

Children

Work colleagues

Someone else

1414

71%

53%

53%

71%

92%

77%

Place I enjoy visiting

Safe

Vibrant/lively

Range of venues/activities

Acc. by public transport

Taxi/uber readily avail.

Base: *Total sample n=606 / ^Visited in last 6 months n=442 / #Definitely will not visit in next 6 months n=33

Perth CBD profile

40%

27%

19%

13%

10%

7%

3%

Prefer another area

No suitable venues

Too far away

Range of venues/ent.

Precinct isn't safe

Not family friendly

No public transport

7.0 / 10

74% visited in last 6 months

5%

39%

56%

Might

Definitely won’t

60%

visited in the day

40%

visited at night

Perth CBD is overall 2nd-highest rated of all precincts (after Fremantle). Highest visitation (both recent and planned) of all precincts. Unsurprisingly, seen as the most accessible precinct by both public transport and taxi/Uber. More popular for shopping than any other precinct. Those going out with work colleagues were more likely to visit the city than other precincts.

Recent Visitation *^ Purpose of Last Visit ^ Venues Visited ^ Travel Party ^

Overall Rating * Perceptions * Planned Visitation in next 6 mths * Barriers to Visitation #

Definitely will

32%

32%

23%

23%

22%

4%

4%

Have a meal

Something else

Have coffee

Go out for a drink

Event

Shopping

Visit nightclub

35%

24%

15%

9%

7%

1%

1%

Pop-up bar

Licensed restaurant

Small bar

BYO restaurant


Hotel (accomm)

Nightclub

57%

40%

27%

13%

10%

8%

Partner

Friends

Children

Alone

Work colleagues

Someone else

1515

48%

60%

44%

33%

70%

50%


Safe

Vibrant/lively





Elizabeth Quay profile

33%

25%

24%

18%

12%

5%

5%

Prefer another area

No suitable venues


Too far away

No public transport

Not family friendly

Precinct isn't safe

5.9 / 10


14%

58%

28%

Might

Definitely won’t

Definitely will

62%

visited in the day

38%

visited at night

Relatively low overall rating (3rd lowest of all precincts). This is likely driven by the high % who have never visited (26%), along with a perception that the precinct does not offer a good range of suitable venues/activities (as the venue is still under development).

It has a higher number of one-time-only visitors than other precincts (43% of visitors went there just once in the last 6 months). Just 1 in 3 regional residents had recently visited, compared to two-thirds who visited Perth CBD recently- despite the two precincts being so

close. This may change as the precinct becomes more established and well-known.



56%

42%

22%

20%

19%

8%

7%

Have a meal

Go out for a drink

Visit nightclub

Event

Have coffee

Shopping

Something else

46%

38%

30%

28%

27%

21%

6%

Licensed restaurant

Small bar

BYO restaurant


Nightclub

Pop-up bar

Hotel (accomm)

55%

54%

15%

14%

11%

5%

Friends

Partner

Children

Alone

Work colleagues

Someone else

1616

42%

18%

68%

60%

68%

67%


Safe

Vibrant/lively





Northbridge profile

39%

35%

25%

23%

20%

3%

3%

Precinct isn't safe

Prefer another area

Not family friendly

No suitable venues

Too far away

No public transport


6.3 / 10


20%

48%

32%

Might

Definitely won’t

Definitely will

31%

visited in the day

69%

visited at night

Overall 3rd highest rated precinct (after Fremantle and Perth CBD). As expected, a predominantly night-time precinct, the most popular precinct for nightclub visits, and more popular with younger age groups.

Although it is perceived as the least safe precinct, it is seen as the most vibrant /lively of all precincts. Just 1 in 5 regional residents had visited recently (vs two-thirds who visited Perth city). Regional residents also gave lowest ratings on

all perception statements.



65%

35%

28%

24%

18%

12%

4%

Have a meal

Have coffee

Shopping

Go out for a drink

Event

Something else

Visit nightclub

57%

33%

27%

26%

11%

7%

7%

Licensed restaurant


BYO restaurant

Small bar

Pop-up bar

Hotel (accomm)

Nightclub

53%

44%

24%

14%

8%

4%

Partner

Friends

Children

Alone

Someone else

Work colleagues

1717

74%

58%

67%

78%

73%

64%


Safe

Vibrant/lively





Fremantle profile

72%

32%

14%

7%

6%

5%

0%

Too far away

Prefer another area

No public transport

Precinct isn't safe


No suitable venues

Not family friendly

7.3 / 10


7%

50%

43%

Might

Definitely won’t

Definitely will

73%

visited in the day

27%

visited at night

Overall the highest-rated precinct, and the most enjoyable precinct to visit. High ratings are consistent across all age groups. Visitation rates (both recent and planned) are very high, second only to Perth CBD. Most likely of all precincts to be seen as offering a good range of suitable venues/mix of activities – driving the high visitation rates.



50%

29%

27%

23%

8%

7%

2%

Have a meal

Have coffee

Go out for a drink

Something else

Shopping

Event

Visit nightclub

48%

21%

16%

16%

15%

6%

1%

Licensed restaurant

Small bar


Hotel (accomm)

BYO restaurant

Pop-up bar

Nightclub

50%

44%

24%

14%

4%

3%

Partner

Friends

Children

Alone

Someone else

Work colleagues

1818

34%

41%

20%

21%

17%

43%


Safe

Vibrant/lively





Scarborough profile

61%

33%

26%

14%

11%

5%

5%

Too far away

Prefer another area

No suitable venues


No public transport

Not family friendly

Precinct isn't safe

5.3 / 10


28%56%

16%

MightDefinitely won’t

Definitely will

76%

visited in the day

24%

visited at night

Overall the lowest-rated of all precincts (although 18-34s rated it higher than older age groups). Amongst recent visitors, 17% gave a poor rating of 0-4/10 (higher than at any other precinct) – suggesting visitors are frustrated

with current building/revitalisation works. It is also rated the least enjoyable precinct to visit, and has the lowest recent/planned visitation of all precincts. However once current revitalisation work is completed (early 2018) visitation may pick up and overall perceptions should increase.



60%

34%

22%

14%

11%

7%

4%

Have a meal

Have coffee

Go out for a drink

Shopping

Event

Something else

Visit nightclub

50%

35%

29%

25%

8%

6%

2%

Licensed restaurant

Small bar

BYO restaurant


Pop-up bar

Nightclub

Hotel (accomm)

53%

45%

17%

16%

11%

8%

Partner

Friends

Alone

Children

Work colleagues

Someone else

1919

37%

48%

37%

33%

28%

50%


Safe

Vibrant/lively





Beaufort Street profile

42%

34%

25%

8%

6%

6%

5%

Prefer another area

Too far away

No suitable venues

No public transport

Not family friendly


Precinct isn't safe

6.1 / 10


26%54%

20%


Definitely will

51%

visited in the day

49%

visited at night

One of the 3 least-visited precincts (after Scarborough and Victoria Park) – just one-third had visited in the last 6 months. Proximity to the area plays a big part in visitation. Those living closest (inner/western suburbs) are most likely to have visited

recently (60%), compared to just 25% from the southern suburbs. Few SOR residents believe the precinct is vibrant/lively or has a good range of venues/activities – likely contributing to their low visitation.



43%

35%

33%

23%

13%

10%

1%

Have a meal

Have coffee

Event

Shopping

Go out for a drink

Something else

Visit nightclub

42%

24%

23%

15%

5%

4%

3%

Licensed restaurant


BYO restaurant

Small bar

Hotel (accomm)

Pop-up bar

Nightclub

52%

36%

22%

17%

8%

5%

Partner

Friends

Alone

Children

Someone else

Work colleagues

2020

43%

62%

35%

40%

58%

56%


Safe

Vibrant/lively





Subiaco profile

41%

38%

22%

10%

5%

5%

1%

Prefer another area

Too far away

No suitable venues


Not family friendly

No public transport

Precinct isn't safe

6.1 / 10


19%

57%

24%

Might

Definitely won’t

Definitely will

61%

visited in the day

39%

visited at night

Perceived as the safest of all precincts. Regional residents have a very positive perception of Subiaco, rating it higher on most perceptual attributes than metro residents. Although those living in inner/western suburbs are the most likely to visit Subiaco (and have visited most frequently), they do not rate the

precinct any higher compared to the overall population. This group want to see more small bars, BYO restaurants and pop-up bars in Subiaco –which may improve their perceptions of the precinct.



73%

25%

22%

14%

9%

6%

0%

Have a meal

Have coffee

Shopping

Go out for a drink

Something else

Event

Visit nightclub

50%

45%

27%

10%

6%

2%

0%

BYO restaurant

Licensed restaurant


Small bar

Pop-up bar

Hotel (accomm)

Nightclub

48%

48%

22%

16%

11%

8%

Partner

Friends

Children

Alone

Someone else

Work colleagues

2121

34%

45%

27%

29%

34%

49%


Safe

Vibrant/lively





Victoria Park profile

47%

39%

22%

13%

5%

4%

3%

Too far away

Prefer another area

No suitable venues


Precinct isn't safe

No public transport

Not family friendly

5.7 / 10


25%53%

22%


Definitely will

47%

visited in the day

53%

visited at night

Overall the 2nd-lowest rated precinct (after Scarborough) and equal least enjoyable place to visit (with Scarborough) . This is likely driven by perceived lack of vibrancy/liveliness, limited range of venues/activities, and simply being too far away. Three-quarters of visitors had a meal there (more than at any other precinct). SOR suburbs are the biggest draw area for Victoria Park, with this group giving the most positive ratings to the precinct.



56%

32%

29%

22%

9%

7%

1%

Licensed restaurant

BYO restaurant

Small bar


Nightclub

Pop-up bar

Hotel (accomm)

61%

36%

26%

15%

12%

9%

7%

Have a meal

Have coffee

Go out for a drink

Shopping

Event

Something else

Visit nightclub

51%

47%

20%

19%

8%

4%

Friends

Partner

Alone

Children

Work colleague

Someone else

2222

Recent Visitation *^

42%

53%

47%

42%

52%

58%


Safe

Vibrant/lively





Leederville profile

44%

36%

22%

6%

6%

5%

4%

Prefer another area

Too far away

No suitable venues

Precinct isn't safe

No public transport


Not family friendly

6.2 / 10


20%

55%

25%

Might

Definitely won’t

Definitely will

50%

visited in the day

50%

visited at night

Although it has a reasonable overall rating, just 4 in 10 say they enjoy visiting. Those living closest to Leederville (NOR and inner/western suburbs) are the most frequent visitors. 22% of regional residents have never visited (vs just 7% of metro residents). They appear to have a low opinion of the precinct (giving

very low ratings on all perception statements). A perceived limited range of venues/activities appears to be the key barrier to visitation for this group.

Purpose of Last Visit ^ Venues Visited ^ Travel Party ^


Venue Types:Choice Drivers, Visitation & Overall Perceptions

24

Insights

Safety is more of a concern to women (71%) than men (60%).

Good reviews are more important to women (41%) than to men (29%)

Alcohol is a much bigger consideration for men than women –both whether it is served, and the type served.

Those aged 35-54 are more likely than other ages to say “caters well to children” is very important.

Q: How important are these considerations for you when deciding which type of venue to visit within one of the Perth entertainment precincts?

Importance of Different Factors When Choosing a Venue


69%

65%

52%

51%

35%

26%

21%

20%

16%

16%

5%

Value for money

Safety of the venue

The venue’s atmosphere

Whether food is served

Good reviews/popular

Whether alcohol is served

The type of alcohol served

Opening hours (e.g. is open late)

Live music or other live ent.

Caters well to children

A brand new venue

% very important

Value for money, safety and atmosphere are the strongest drivers of venue choice

66

%

45%

43%

43%

29

%

21%

18%

50%

28

% 34%

31%

17%

18%

11%

Licensedrestaurant

Pub/ Tavern/Sports bar

BYO restaurant Small bar Pop-up bar orseasonal venue

Hotel (withaccom)

Nightclub

Visited in last 6 months Will definitely visit in next 6 months

25

Insights

Once again visitation was highest amongst those aged 18-34.

And as we would expect, visitation (both recent and planned) was higher for metro residents compared to regional residents.

Licensed restaurants are the most popular of all venue types


Q: How many times did you visit each type of venue across all precincts in the last 6 months? Q: In the next 6 months, how likely are you to visit these venue types within one of the Perth entertainment precincts?

Recent & Planned Visitation of Venues (across all precincts)

Bar

20%

30%30%

40%43%

46%46%

NightclubPub/ Tavern/Sports bar

Hotel (withaccomm)

Licensedrestaurant

BYO restaurantSmall barPop-up bar orseasonal venue

26

Insights

Across all entertainment precincts, people most want to see more pop-up bars and small bars. There is strongest desire to see more of both of these venue types in Elizabeth Quay, Perth CBD and Fremantle.

This is on trend for entertainment precincts nationally – a more informal culture, with a move from the traditional hotel, tavern and nightclub.

Which Venues do People Want to See More of in Perth’s Entertainment Precincts?(net figure across all precincts)

Q: Are there any venue types you’d like to see more of in these entertainment precincts? Base: Total sample n=606

But there is a desire for more pop-up and small bars

Bar

27

Insights

Women are significantly more likely than men to say pop-up bars add vibrancy to a precinct and makes them more likely to visit a precinct.

On the other hand, men are significantly more likely than women to say a pub/tavern/sports bar adds vibrancy and makes them more likely to visit.

And different venues would encourage each age group to visit a precinct – pop-up bars for under-35s, licensed restaurants for 35-54s, and BYO restaurants for over-55s.

This clearly showcases the importance of creating precincts with a range of venue types to cater to all demographics.

And pop-up/small bars add vibrancy to an entertainment precinct

Base: Total sample n=606Q: Would you describe the following precincts as…? Select all that you think this applies to.

Licensed restaurant

BYO restaurant

Small bar

Pop-up bar orseasonal venue

Pub/ Tavern/ Sportsbar

Hotel (on-siteaccomm)

Nightclub

The kind of venue I enjoy visiting

Adds to the vibrancy of an entertainment precinct

Makes me more likely to visit an entertainment precinct

$55 $57 $57 $60 $66

$81

$95

Small barPub/ Tavern/Sports bar

Pop-up bar orseasonal venue

BYO restaurantNightclubLicensedrestaurant

Hotel (withaccomm)

28

Insights

Spend was lowest at small bars, likely because they are typically a drinks-only venue and people tend to visit prior to going elsewhere for a meal or more drinks.

Average Spend During Last Visit

Q: Approximately how much did you spend during your visit?

Spend was highest at hotels and licensed restaurants

Bar

Base: Visitors to each venue type in last 6 months: Pop-up bar n=169; Nightclub n=98; Hotel n=128; Pub/tavern n=261; Small bar n=250; Licensed restaurant n=392; BYO restaurant n=263

29

• Venue visitation is highest amongst this age group (both recent and planned).

In particular they are significantly more likely than older age groups to have visited small bars, pubs, pop-up bars andnightclubs.

And significantly more likely to intend to visit any venue type (except BYO restaurants and hotels).

• Their most-commonly visited venues in the last 6 months:

licensed restaurants (74% visited)

small bars (62%)

pubs/taverns/sports bars (61%).

• They were the biggest spenders at pubs, small bars and pop-up bars.

• Their most important considerations when choosing a venue:

value for money

atmosphere (different to other age groups)

safety.

• They are more likely than older age groups to consider live music, late opening hours and whether alcohol is served as very important.

Venue visitation patterns differ significantly by age group. Amongst those aged 18-34 years…

30

• The most likely age group to visit precincts with children (particularly Elizabeth Quay and Fremantle) and to visit venues with children (mainly BYO and licensed restaurants).

• Accordingly, they are more likely than other age groups to consider “caters well to children” important when choosing a venue.



pubs/taverns/sports bars (43%)

small bars (42%)

• Their most important considerations when choosing a venue to visit:

value for money

safety

whether food is served.

Amongst those aged 35-54 years…

31

• Least likely age group to have recently visited any precinct (except Fremantle) or venue type (except BYO restaurants and hotels).



BYO restaurants (45%)

pubs/taverns/sports bars (30%)

• They were the biggest spenders at licensed restaurants, BYO restaurants and hotels.

• Their most important considerations when choosing a venue to visit were the same as for 35-54s:

value for money

safety

whether food is served

And amongst those aged 55+ years…

Venue Profiles

0%

4%

19%

21%

25%

26%

6%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

69%

56%

24%

11%

6%

5%

Partner

Friends

Children

Work colleagues

Someone else

Alone

78%

61%

58%

Venue I enjoy visiting

Adds to vibrancy of aprecinct

Makes me more likely tovisit a precinct

17%18%18%18%19%19%19%20%27%

40%

33

Support More of This Venue at Each Precinct * Planned Visitation in Next 6 mths *

33


Licensed restaurants profile

Barriers to Visitation #

40%

27%

24%

5%

Not interested in this typeof venue

Does not suit my needs

Won’t get a chance to visit in that time

Not available in theprecinct I like to go to


6%

44%

50%

Might

Definitely won’t

Definitely will

Highest recent/planned visitation of all venue types, and rated most enjoyable venue type to visit. Also the most-frequently visited venue type (most likely to have been visited 4+ times in the last 6 months). The venue type most likely to encourage precinct visitation. 18-34s in particular support more licensed restaurants (across all precincts).

Perceptions * Recent Visitation * Spend During Last Visit ^ Travel Party ^

0%

14%

32%

26%

15%

10%

4%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

62%

54%

24%

9%

8%

7%

Partner

Friends

Children

Work colleagues

Alone

Someone else

70%

56%

57%




20%22%23%23%23%24%24%24%29%43%

34


34


BYO restaurants profile


44%

33%

17%

12%






10%

56%

34%

Might

Definitely won’t

Definitely will

There is slightly higher support for more BYO restaurants at Elizabeth Quay compared to other precincts. Recent and planned visitation was similar across all age groups. After licensed restaurants, they are the 2nd most likely venue type to encourage precinct visitation, and 2nd most enjoyable

venue type to visit.


1%

23%

35%

15%

10%

8%

8%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

62%

58%

20%

14%

10%

7%

Friends

Partner

Children

Work colleagues

Alone

Someone else

54%

71%

53%




20%21%21%22%22%22%27%28%

33%

46%

35


35


Pop-up bars profile


73%

19%

8%

6%






25%58%

17%

Might

Definitely won’t

Definitely will

Close to half of WA residents want more pop-up bars, particularly in Elizabeth Quay, Perth and Fremantle.

The venue type most likely to add to the vibrancy of a precinct.

The venue type most likely to encourage under-35s to visit a precinct.


1%

17%

36%

21%

10%

9%

8%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

68%

52%

18%

6%

4%

4%

Friends

Partner

Work colleagues

Children

Alone

Someone else

56%

69%

49%




21%21%22%22%22%22%23%24%28%

46%

36


36


Small bars profile


75%

26%

7%

4%






22%

47%

31%

Might

Definitely won’t

Definitely will

18-34s particularly strong supporters of more small bars in Perth CBD (33%), Northbridge (29%), and Leederville (28%). After pop-up bars, the 2nd most likely venue type to add to a precinct’s vibrancy. The most common venue type to visit with work colleagues.


1%

17%

29%

27%

11%

10%

4%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

68%

50%

16%

10%

7%

5%

Friends

Partner

Work colleagues

Children

Alone

Someone else

45%

44%

32%




10%11%13%13%13%14%14%14%15%

30%

37


37


Pub/Tavern/Sports Bar profile


77%

28%

7%

2%






26%

46%

28%

Might

Definitely won’t

Definitely will

2nd-most visited venue type (after licensed restaurants). Men are more likely than women to have visited pubs (51% vs 39%), to support more pubs across all precincts, and to

say pubs encourage them to visit a precinct/add to a precinct’s vibrancy.


5%

4%

9%

13%

11%

52%

6%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

68%

30%

17%

10%

7%

6%

Partner

Friends

Children

Work colleagues

Alone

Someone else

32%

28%

18%




7%7%8%9%10%12%14%14%15%

30%

38


38


Hotel (with on-site accommodation) profile


51%

38%

16%

2%






36%

46%

18%

Might

Definitely won’t

Definitely will

Recent and planned visitation of hotels was similar across all age groups. Over-55s were more likely than younger age groups to rate hotels as an enjoyable venue to visit. This age group also

spent significantly more when visiting. Regional visitors were more likely to have been to a hotel in the last 6 months (31%) than metro visitors (18%). Regional

visitors were most likely to visit a hotel in the Perth CBD.


1%

18%

26%

14%

18%

18%

5%

Nothing

$25 or less

$26-$50

$51-$75

$76-$100

Over $100

Don't know

83%

35%

14%

8%

6%

Friends

Partner

Work colleagues

Someone else

Alone

Children

14%

27%

9%




5%6%6%7%8%8%9%9%10%

20%

39


39


Nightclubs profile


86%

19%

4%

0%






65%

24% 11%

Might

Definitely won’t

Definitely will

There is very low support for seeing more nightclubs at any Perth entertainment precinct. Lowest visitation of all venue types (both recent and planned). 18-34s were the most likely age group to say nightclubs are enjoyable to visit.


Key Findings

41

Key findings

• Offering a good range of venues and activities is the most critical factor driving both precinct visitation and overall opinion. Fundamentally this gives people a reason to visit and is the attribute most influential in shaping precinct attitudes. This is the call to action.

• Vibrancy is primarily a driver of delight. Although its absence will frustrate people to some extent, offering a lively precinct is the most prominent way to delight people.

• Safety is a hygiene factor – Its absence frustrates, its presence does not act as a delighter, rather it just eliminates any frustration.

• Precinct access is primarily a visitation enabler (public transport/ taxi/Uber). It has relatively little impact on the overall opinion of a precinct.

Overall opinion and visitation of precincts are driven by having a good range of venues & activities – while vibrancy is a driver of delight

42

Key findings

• Specific venues are most likely to encourage different age groups to visit an entertainment precinct:

pop-up bars for under-35s,

licensed restaurants for 35-54s

BYO restaurants for over-55s

• Over-55s are also the biggest spenders at BYO (and licensed) restaurants – making it well and truly worthwhile to encourage their patronage!

• Pop-up bars appeal more to women than men – while pubsappeal more to men.

Including a range of venue types within an entertainment precinct will also ensure visitation across all demographic groups

43

Key findings

• Small bars and pop-up bars are the venue types that WA residents most want to see more of in Perth’s entertainment precincts.

46% want to see more of both venue types.

There is strongest support for more of these venues in Elizabeth Quay, Perth and Fremantle.

Half of WA residents say small bars and pop-up bars make them more likely to visit an entertainment precinct.

More than any other venue type, pop-up bars and small bars are seen as adding to the vibrancy of an entertainment precinct.

• 18-34 year olds are more supportive than older age groups of seeing more of all venue types (apart from hotels and BYO restaurants) across all precincts. This is likely because they are the most frequent visitors of these venues.

• There is lowest support for more nightclubs or accommodation hotels, across all precincts.

There is highest support for more small bars and pop-up bars in Perth’s entertainment precincts – particularly from under-35s

Appendix:Precinct Perceptions:

Differences by Locals & Non-Locals

Perth CBD Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Perth CBD

Southern suburbs


55% intend to visit



42% intend to visit

Northern suburbs


59% intend to visit



69% intend to visit


Regional


54% intend to visit

Overall


56% intend to visit

46

Perth CBD profile

Overall Rating Top Barriers to Visitation

Perceptions

77%66%

54%

80%93%

83%71%

51% 56%67%

92%76%

67%52% 55%

74%

94%79%

62%50%

41%

61%

85%70%

78%

56% 54%

75%91%

77%71%

53% 53%

71%

92%77%

Place I enjoy visiting Safe Vibrant/Lively Range of venues/activities Accessible by publictransport


7.4 6.9 6.8 6.67.3 7.0

Although visitation of Perth CBD is high across residents of all regions, inner/western suburbs residents are most likely to visit, and have also visited most frequently (62% visited 4+ times in the last 6 months).

Inner/western and regional residents are the most likely to say Perth is a place they enjoy visiting, and give the highest overall ratings. Hills/eastern suburbs residents – who live furthest from the city – are least likely to intend to visit, and rate Perth CBD lowest on all

perceptual statements – giving particularly low ratings to 'vibrancy/liveliness'.


Inner/Western suburbs South of river North of river Hills/Eastern suburbs OverallRegional

(n=1) (n=9) (n=12) (n=8) (n=2)

• Prefer another area• Not family friendly

• Too far away• Prefer another area• Not big enough

range of venues/ entertainment

• No suitable venues• Prefer another area• Too far away

• Prefer another area• Isn't safe• No suitable venues

• Too far away• Prefer another area• Isn't safe

Elizabeth Quay Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Elizabeth Quay

Southern suburbs


31% intend to visit



21% intend to visit

Northern suburbs


26% intend to visit



38% intend to visit


Regional


27% intend to visit

Overall


28% intend to visit

48

Elizabeth Quay profile

Overall Rating

Perceptions

43%

65%

25% 25%

68%59%54% 57% 50%

37%

73%

49%46%60%

48%33%

80%

50%43%

61%

32% 26%

60%47%48%

61%46%

36%

61%48%48%

60%44%

33%

70%

50%



6 6.25.6 5.1

6.4 5.9

Just 33% of regional residents had recently visited Elizabeth Quay. In comparison, 64% had visited Perth CBD recently. Clearly, Elizabeth Quay isn't currently attracting regional residents who visit the city, despite the two precincts being so close. This may change as the precinct becomes more established and well-known.



Top Barriers to Visitation

(n=3) (n=18) (n=27) (n=17) (n=20)

• Not big enough range of venues/ entertainment

• No suitable venues

• No suitable venues• Prefer another area• Too far away

• Prefer another area• Not big enough


• No suitable venues

• No suitable venues• Prefer another area• Not big enough


• Prefer another area• Too far away• No suitable venues

Northbridge Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Northbridge

Southern suburbs


30% intend to visit



26% intend to visit

Northern suburbs


45% intend to visit



58% intend to visit


Regional


14% intend to visit

Overall


32% intend to visit

50

Northbridge profile

Overall Rating

Perceptions

52%29% 55%

65%73%

81%

41% 16%

68%58% 62% 64%

46% 20%

72% 66%75% 72%

43%22%

77%66% 72% 71%

33%14%

66%52%

62% 57%42% 18%

68%60%

68% 67%



6.7 6.3 6.5 6.4 6.1 6.3

Those living closest to Northbridge (inner/western and NOR) are most likely to have visited and to intend to visit. Visitation is particularly low amongst regional residents (just 22%). As with Elizabeth Quay, Northbridge is not currently attracting

regional residents who visit the Perth CBD, despite the precincts being so close. Northbridge appears to have an image problem with regional residents, who (compared to metro residents) gave it the lowest ratings on all perceptual statements.




(n=4) (n=32) (n=24) (n=16) (n=20)

• Isn't safe• Prefer another area• Not family friendly

• Isn't safe• Prefer another area• Too far away

• Prefer another area• Isn't suitable• No suitable venues

• No suitable venues• Prefer another area• Not big enough


• Isn't safe• Too far away• Prefer another area

Fremantle Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Southern suburbs


60% intend to visit


Fremantle

Northern suburbs


34% intend to visit



49% intend to visit



38% intend to visit

Regional


34% intend to visit

Overall


43% intend to visit

52

Fremantle profile

Overall Rating

Perceptions

59%44%

55% 58%68% 66%

82%

61%69%

86%71% 69%

61%53%

62%71% 71%

58%

79%

60%72%

88%

67% 62%

83%

64%73% 77% 81%

65%74%

58%67%

78% 73%64%



6.67.6

6.97.6 7.6 7.3

Those living nearest Fremantle (SOR residents) are significantly more likely to have visited compared to the overall population, and have also visited most frequently (46% visited 4+ times in the last 6 months).

Interestingly, inner/western residents rate Fremantle significantly lower than the overall population, and score the precinct low on having a good range of venues/activities. Only half have recently visited – a similar proportion to hills/eastern residents (who live much further away). Clearly, inner/western residents feel Fremantle has less on offer compared to other entertainment precincts.




(n=5) (n=3) (n=18) (n=7) (n=10)

• Too far away• Not big enough


• Isn't safe

• Prefer another area• Too far away• Isn't safe

• Too far away• Prefer another area• Not accessible –

lack of public transport

• Too far away• Not accessible –

lack of public transport

• Too far away• Prefer another area

Scarborough Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)




6% intend to visit

Regional


10% intend to visit

Scarborough

Southern suburbs


13% intend to visit

Northern suburbs


28% intend to visit



26% intend to visit

Overall


16% intend to visit

54

Scarborough profile

Overall Rating

Perceptions

29%37%

19% 20% 17%

46%

32%41%

17% 18% 12%

39%41%48%

25% 23%19%

49%

26%

38%

14% 17%8%

44%

32% 36%

22% 25% 26%

40%34%

41%

20% 21% 17%

43%



5.7 5.2 5.2 4.85.6 5.3

Those living closest to Scarborough (inner/western and NOR) are most likely to have visited recently. However few plan to visit again in the near future, or say it is a place they enjoy visiting, suggesting their recent visitation experience hasn’t been a positive one (likely due to current redevelopment works).

Compared to those in other regions, NOR residents in particular want to see more venues in Scarborough, especially restaurants, small bars, pop-up bars and pubs.




(n=7) (n=61) (n=24) (n=32) (n=48)

• Prefer another area• No suitable venues• Too far away

• Too far away• Prefer another area• No suitable venues

• No suitable venues• Too far away• Prefer another area

• Too far away• No suitable venues• Prefer another area


Beaufort Street Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Beaufort Street

Southern suburbs


11% intend to visit



19% intend to visit

Northern suburbs


33% intend to visit



40% intend to visit


Regional


9% intend to visit

Overall


20% intend to visit

56

Beaufort St profile

Overall Rating

Perceptions

49% 53%41%

49%

30%

62%

31%41%

30% 24%16%

43%48%63%

50%37%

29%

57%42%

58%

40% 45%29%

56%

25% 33% 29% 26%37% 42%37%

48%37% 33% 28%

50%



6.76.0 6.3 6.1 5.8 6.1

Those living closest to Beaufort Street - inner/western and NOR residents - are most likely to have visited recently, and give highest overall ratings.

Visitation is low amongst those living SOR and regionally, with few believing the precinct is vibrant/lively or has a good range of venues/activities.




(n=6) (n=43) (n=30) (n=32) (n=60)

• Prefer another area• Too far away• Isn't safe


• No suitable venues• Too far away• Prefer another area



Subiaco Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)


Regional


22% intend to visit

Subiaco

Northern suburbs


24% intend to visit



55% intend to visit

Southern suburbs


19% intend to visit



13% intend to visit

Overall


24% intend to visit

58

Subiaco profile

Overall Rating

Perceptions

51%63%

33% 40%

67% 63%

42%

62%

31% 37%50% 56%

40%

66%

34% 33%

54% 55%

33%

55%

25%39%

49% 56%52%62%

46% 53%

71%56%

43%

62%

35% 40%

58% 56%



6.2 6.1 5.8 5.76.4 6.1

Although those living in inner/western suburbs are the most likely to visit Subiaco (and have visited most frequently - 46% visited 4+ times in the last 6 months), they do not rate the precinct any higher compared to the overall population. This group would like to see more small bars, BYO restaurants and pop-up bars in Subiaco – which may improve their perceptions of the precinct.

Regional residents have a very positive perception of Subiaco, rating it higher on most perceptual attributes than metro residents.




(n=6) (n=34) (n=25) (n=20) (n=29)

• Prefer another area• No suitable venues• Not big enough






Victoria Park Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)


Regional


18% intend to visit

Victoria Park



22% intend to visit

Southern suburbs


33% intend to visit



32% intend to visit

Northern suburbs


12% intend to visitOverall


22% intend to visit

60

Victoria Park profile

Overall Rating

Perceptions

35%

47%

16%23%

29%

49%46%56%

33% 32% 34%

53%

21%

36%

21% 21% 22%

46%43%50%

34%41%

35%

54%

32%40%

28% 29%

48% 47%

34%

45%

27% 29%34%

49%



5.7 6.15.1

5.9 5.7 5.7

SOR suburbs are the biggest draw area for Victoria Park, with this group giving the most positive ratings to the precinct. On the other hand, metro residents living furthest from Victoria Park (NOR) visit the least and give significantly lower ratings on

almost all attributes.




(n=11) (n=26) (n=54) (n=16) (n=44)


• Prefer another area• No suitable venues• Too far away




Leederville Visitation Behaviour (% from each region who visited in last 6 months & plan to visit in the next 6 months)

Leederville

Southern suburbs


17% intend to visit



8% intend to visit

Northern suburbs


46% intend to visit



45% intend to visit


Regional


12% intend to visit

Overall


25% intend to visit

55% 57% 50% 49% 53%

73%

36%50%

42% 38%45%

53%64% 68% 62% 58%

68% 66%

30%

49% 48%41% 44%

60%

27%40%

33% 28%46% 48%42%

53% 47% 42%52% 58%



62

Leederville profile

Overall Rating

Perceptions

76.1

6.76.0 5.7 6.2

Those living closest to Leederville (NOR and inner/western suburbs) are the most frequent visitors. NOR residents in particular have a high regard for Leederville, rating it significantly higher overall (compared to the general

population), as well as giving significantly higher ratings for most perception attributes. Regional residents appear to have a low opinion of the precinct. Just 13% have visited recently. A perceived limited range of

venues/activities appears to be the key barrier to visitation for this group.




(n=2) (n=32) (n=17) (n=21) (n=54)

• Isn't safe• Too far away• Prefer another area





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