CITY OF WHITTLESEA: PARTNERING TO PROSPER - INVESTMENT ATTRACTION PLAN 2021-26 Prepared by Urbis for City of Whittlesea
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CITY OF WHITTLESEA: PARTNERING TO PROSPER INVESTMENT ATTRACTION PLAN 2021-26 Prepared by Urbis for City of Whittlesea
OUR VISION A SUPPORTIVE CITY
PARTNERING TO PROSPER EMPOWERING OUR LOCAL
Now more than ever, the City of Whittlesea is committed
to building a prosperous community through strong
BUSINESSES TO RISE
partnerships. ABOVE CHALLENGES.
Creating a strong and attractive investment environment
for our local businesses, organisations and residents to
thrive, is important to us.
In achieving this vision, at the heart of everything that
we do, we will strive to be:
OUR UNIQUE
OFFERING
PROXIMITY & ACCESS TO MELBOURNE’S CBD STRONG POPULATION GROWTH
Here at the City of Whittlesea, we offer a strategic location Our local business community can also tap into the growth
at the heart of everything. Get to Melbourne's CBD by opportunities that come from being located at the meeting
train in 40 minutes. Immediate access to Hume Freeway point between Melbourne's established and growth areas.
and Western Ring Road connects your business with key
Between 2020 and 2030, Urbis anticipates that the City
centres. The airport is only a 20 minutes' drive from Epping.
of Whittlesea's population growth (2.6% p.a.) will outpace
A 30 minutes' drive gets you from Thomastown Industrial
Greater Melbourne average (1.9% p.a.). By 2040, the City of
Area to Melbourne's CBD.
Whittlesea's current population of 236,539, is forecast to
grow to 382,896.
2 Partnering to Prosper Investment Attraction Plan 2021-26
A PROACTIVE CITY A FORWARD-
GOING THE EXTRA THINKING CITY
MILE TO MAKE CREATING JOBS NOW
THINGS HAPPEN. AND FOR THE FUTURE.
OPPORTUNITY SECTORS UPCOMING DEVELOPABLE LAND SUPPLY
The City of Whittlesea's local economy is anchored by major Unlock growth opportunities in the City of Whittlesea's
institutions and businesses from the state government's emerging employment hubs benefiting from strong
priority sectors: Healthcare & Social Assistance, Food connections to major freight routes including: Beveridge
and Beverage (including Food Manufacturing and the Intermodal Freight Terminal, Melbourne Markets expansion,
planned Melbourne Food Innovation and Export Hub (MFIX), Thomastown Industrial Area, Epping, Lockerbie, Mernda,
Electricity, Gas, Water & Waste Services (including waste Epping North, Wollert, Donnybrook, and Woodstock. In
recycling services), Construction, Education & Training addition, the City is home to emerging industrial land
(universities and technical colleges), Transport Postal & at Cooper Street West and Cooper Street Employment
Warehousing, and Retail Trade. Area that’s well-connected to Hume Freeway, future rail
terminals, the airport and established hubs like Epping.
Prepared by Urbis for City of Whittlesea 3
DEVELOPING AN
EFFECTIVE AND
ACTIONABLE PLAN
The City of Whittlesea offers attractive reasons for The Investment Attraction Plan 2021-2026 aims to grow
businesses to invest. Home to a growing population, investment and employment over the next five years. By
the City of Whittlesea benefits from proximity to major acting upon policy direction, market evidence and holistic
transport links, and diverse land uses, including significant feedback from key stakeholders, the investment attraction
employment areas and activity centres. plan adopts a clear, evidence-based approach and
outcome-oriented actions.
In response to our rapidly growing population, we are
committed to leveraging the City’s strengths to facilitate
diverse employment opportunities. Equally important is
supporting our business community to remain competitive
amidst COVID-19’s economic challenges.
▪ State government agencies
▪ Major businesses
▪ Policy context & institutions
▪ Macro-microeconomics ▪ Educational institutions
Key
Opportunities context ▪ Regional partner
Stakeholder
Research ▪ Review of peer Council organisations
investment attraction Consultations ▪ Health institutions
activities ▪ Education and
▪ Identification of skills training providers
opportunity sectors ▪ Internal workshops
Recommended
Investment
Attraction Plan
4 Partnering to Prosper Investment Attraction Plan 2021-26
LISTENING TO OUR
BUSINESS COMMUNITY
AND PARTNERS
We are committed to strengthening our partnerships Hence we listened to our local business community and
with State government agencies, education and health partners through a series of stakeholder consultations.
institutions, industry and advocacy groups and our local
By acting upon this feedback, we will proactively support
business community.
our local businesses to create jobs now and for the future.
A CLEAR VISION FOR RESOURCING SUPPORT MORE ENGAGEMENT &
THE FUTURE FROM COUNCIL COMMUNICATION WITH
▪ Clearly articulated growth ▪ Council’s active support for COUNCIL
strategy by Council local resident training and ▪ Proactive stakeholder
▪ Communication from capacity building engagement which
Council on future supply of ▪ Assistance in elevating facilitates communication
developable industrial land the profile of key industry at the right levels
(how much and where) sectors that are not ▪ A partnership approach to
▪ Published infrastructure currently appealing to stakeholder engagement
plans featuring upcoming young people. ▪ Better appreciation of
infrastructure ▪ Enhancing the City of industry needs and plans,
Whittlesea's attractiveness particularly among larger
to your workforce by players
ensuring diversity of ▪ More communication
housing types, range about Council’s activities,
of quality amenity and strengths of the City of
employment opportunities Whittlesea and local
ADVOCACY FOR MAJOR
▪ Rate relief and business businesses
incentives that are Facilitation of connections
PROJECTS AND ▪
comparable to other between like-minded
INFRASTRUCTURE growth areas businesses and
▪ Advocate for key initiatives,
organisations
proposals, businesses
within the municipality
to State and other
Government agencies
▪ Advocate for major ENHANCED PLANNING
infrastructure that is ASSESSMENT &
needed to keep abreast APPROVAL SERVICE
with population growth and
LEVELS
to enhance ease of access
and movement
▪ Faster turnaround of
planning approvals
▪ Support engaging with
utilities service providers to
▪ More certainty around
ensure power supply that planning timelines
facilitates business growth.
▪ Pre-application support and
engagement
Prepared by Urbis for City of Whittlesea 5
INVESTMENT
ATTRACTION
PLAN 2021-26
The Investment Attraction Plan maps SECURING
out key outcomes and actions along NEW INVESTMENT
stages of an investor’s decision-
making journey – from initial location
considerations through to decisions
OUTCOME 1 OUTCOME 2
to expand and reinvest in the City of
Whittlesea.
DEFINE BUSINESS COMPARE
GROWTH LOCATION OPTIONS
REQUIREMENTS More businesses shortlist the
City of Whittlesea as one of their
More businesses are aware location options.
of the City of Whittlesea’s
strengths and seek information Key actions
or advice from the City of We will strengthen our relationships
Whittlesea when they are with key partners who play an
defining their business important role in referring businesses
growth needs. to the City of Whittlesea including
State government agencies, regional
Key actions
advocacy and peak bodies, and
We will communicate the City of commercial agents.
Whittlesea’s strengths, progress
We will strengthen communications
and achievements across channels
with government and
targeted at potential investors.
local representatives to support our
Our dedicated Investment Attraction advocacy efforts for government
officers and Senior Investment investment in public infrastructure
Advisor will proactively seek out and major strategic projects.
investment and growth opportunities
We will communicate the City of
for the City of Whittlesea.
Whittlesea’s strengths, support for
We will regularly engage with businesses, future availability of land,
businesses by attending and hosting growth plans, major developments
business events, networking and proposals, across channels.
functions, business awards, trade
shows, conferences and training
programs.
6 Partnering to Prosper Investment Attraction Plan 2021-26
INVESTMENT
RETENTION & GROWTH
OUTCOME 3 OUTCOME 4 OUTCOME 5
NEGOTIATE SELECT EVALUATE
THE TERMS LOCATION CUSTOMER
The City of Whittlesea offers
prospective businesses
More businesses are highly
satisfied with their experience
EXPERIENCE
competitive packages. of relocating to the City of More existing businesses
Whittlesea. are highly satisfied with their
Key actions experience in the City of
Key actions Whittlesea.
We will develop competitive and
targeted businesses grants and We will conduct a post occupancy Key actions
incentive packages for businesses in check-in with newly relocated
priority sectors or new businesses businesses to welcome them and We will establish an advisory panel
relocating to the City of Whittlesea. connect them with Council services comprising of senior business leaders
and local business networks. to provide suggestions for growth
We will review and ensure clear strategies, and/or structure plans.
transparent communication on the We will connect key incoming
Priority Development Approval businesses with a dedicated We will communicate regularly
Process, planning approval processes relationship manager who can with our local business community
and timelines. facilitate a smooth relocation through quarterly Business &
process. Economic forums, regular emails
Our investment attraction officers, or e-newsletters, and business
economic development officers or sentiment or satisfaction surveys.
planners will support businesses
through the planning process. We will proactively support our local
business community by expanding
our current business concierge into
a business support desk that assists
businesses with a range of services.
We will partner to link local
employers with a suitably skilled
workforce.
Prepared by Urbis for City of Whittlesea 7
City of
Whittlesea
Prime access for
transport and
logistics
Epping Station
Melbourne Airport
23KM
Melbourne CBD
20KM
PARTNERING
TO PROSPER
Priority Development Case management Commitment to buy local
Assessment Process A seamless, centralised and Grants and incentives
Streamlined process integrated liaison process for scheme (in development)
fast-tracks eligible business enquiries
planning applications
Business education Links to skilled local Smart City
and networking workforce and support Boost business intelligence
opportunities with workforce through our Internet of Things
development (IoT) network. Access to
highspeed broadband
GET IN TOUCH WITH US TODAY AT INVEST@WHITTLESEA.VIC.GOV.AU
8 Partnering to Prosper Investment Attraction Plan 2021-26
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