Burwood Heights Shopping Centre Business Plan 6.1a... · Burwood Heights . Shopping Centre Business Plan . ... pharmacy, beauty shop, as well ... in the Development Plan included

Burwood Heights Shopping Centre

Business Plan

to Burwood Heights Business Association

and Whitehorse City Council

By

Peter McNabb and Associates Pty Ltd Strategic Planning and Economic Development Consultants

102 Middlesex Road, Surrey Hills 3127

May 2014

Attachment A

Business Plan for Burwood Heights Shopping Centre 1

Peter McNabb and Associates Pty Ltd

Table of Contents Page

1. Introduction 2

2. Centre Characteristics 3

3. Planning Context 7

4. Market Assessment 8

5. SWOT Analysis 15

6. Future Vision and Mission Statement 17

7. Strategies 18

8. Monitoring and Evaluation Program 27

Appendix 1 Inventory of Businesses in Burwood Heights Shopping Centre – May 2014

Appendix 2 Responses to Business Survey Appendix 3 Responses to Residents Survey Appendix 4 Ideas from Workshop with Businesses,

Property Owners and Whitehorse City Council Representatives on 12 May 2014



1. INTRODUCTION 1.2 Purpose of the Report The purpose of this report is to provide a consolidated vision and mission statement for the Burwood Heights Shopping Centre together with an integrated set of strategies to achieve the vision in areas such as the centre’s land use structure, business development, marketing and public relations, community development, centre management, communication and finance. 1.3 Methodology The development of the Business Plan is based on: • Discussions with the President of the Burwood Heights Business Association and

the Centre Manager; • The results of resident surveys distributed to a sample of 200 residents within 1.5

km of the centre; • The results of surveys distributed to all businesses in the centre; • Discussions with key staff at Whitehorse City Council; and • A workshop on 12 May 2014 with businesses, property owners and Council

representatives.



2. CENTRE CHARACTERISTICS 2.1 Regional Context and Land Use Structure Burwood Heights Shopping Centre is a small neighbourhood activity centre in the south-western part of the City of Whitehorse, situated approximately 15 kilometres south-east of the Melbourne CBD. The centre is in a strategic location, being at the intersection of two major roads – Burwood Highway and Middleborough Road. It is within close proximity of the Burwood campus of Deakin University. The extent of the Burwood Heights Shopping Centre is illustrated in Figure 1.

Figure 1 Extent of Burwood Heights Shopping Centre

An aerial photograph of the centres is provided in Figure 2.

Burwood Heights Shopping Centre is a reasonably compact centre with a neighbourhood community focus. It is essentially U-shaped with properties facing both the Burwood Highway and a large car park at the rear. The Safeway supermarket at the eastern end is the dominant use. A building providing shops on the ground level and office suites above is a bookend at the western edge along Middleborough Road. Burwood Heights Shopping Centre has approximately 8,000 square metres of retail and commercial floorspace of which approximately 6,000 square metres is retail floorspace. There are 32 businesses currently in the centre



Figure 2 Aerial Photograph of Burwood Heights Shopping Centre

The catchment area of the centre covers approximately 11,500 households in Burwood, Burwood East, Blackburn South, Mt Waverley and Syndal. The catchment stretches from Canterbury Road in the north to High Street in the south, Huntingdale Road/Station Street in the west to Blackburn Road in the east. 2.2 Shopping Centre Mix The range of uses in the Burwood Heights Shopping Centre is illustrated in Table 1 and detailed in Appendix 1.

Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping Centre

Use No. of Uses % of Total

Retail including cafes & restaurants 20 63 Commercial Services 6 19 Health Services 3 9 Community Services 2 6 Automotive – petrol service station 1 3 Vacant 0 0 Total 32 100 Source: Peter McNabb and Associates, May 2014



Although individual businesses have changed, the overall mix of business types is exactly the same as that existing in 2009. Similarly, a key feature of the centre now and in 2009 is that there are no vacant premises. Retailing is the predominant business activity. The centre has 20 existing retail businesses, representing 63% of all businesses. The full-line Safeway supermarket is the anchor supported by a range of other fresh food outlets including a bakery, gourmet deli, butcher, fruit and vegetable shop, and Asian grocery. The centre also has a newsagency with postal agency, pharmacy, beauty shop, as well as three take-away food outlets. There are two cafes that also provide take-away food and a Chinese restaurant. Burwood Heights Shopping Centre performs a secondary role as a commercial services centre. The centre has six commercial service operations, representing 19% of all businesses. The centre provides core services such as a bank and postal agency. For a centre of its size, it also is well represented by financial and legal services. Burwood Heights Shopping Centre has a small but important health services sector with three facilities, representing 9% of the businesses in the centre. There is a medical centre, podiatry clinic, and a specialist audiology service. There are two premises providing community services in the Burwood Heights Shopping Centre – the electorate office of Senator Helen Kroger and the Rejoice Chinese Christian Centre. 2.3 Role of the Centre Burwood Heights Shopping Centre functions primarily as a convenience retailing and commercial centre providing for basic shopping needs. In addition to its primary role, Burwood Heights Shopping Centre performs a secondary role as a commercial, health and community services centre with a few specialist uses attracting clients from a wider area. 2.4 Image of the Centre The current image of Burwood Heights Shopping Centre is predominantly of an old-fashioned centre with a friendly atmosphere. 2.5 Current Marketing and Promotions Program The Burwood Heights Business Association currently has a marketing and promotions program funded by a small annual special rate and charge of $39,800. The Business Association and its Centre Manager organise marketing activities through the Burwood Heights Community Newsletter, and a well-established program of small promotional events and competitions. These are provided at Easter,



Mother’s Day, AFL Grand Final, and Christmas, as well as through a Winter Escape Promotion. The Association also has initiated physical improvements in the centre. These have included new directional signage, flags on Middleborough Road, a garden bed upgrade, spray painting of the walkways, poster frames and artwork in the arcade. The Association has worked closely with Whitehorse City Council in facilitating staff car parking permits in designated rows of the car park at the rear of the centre. 2.6 Current Centre Management Arrangements The management of Burwood Heights Shopping Centre is complex with three body corporates and the Burwood Heights Business Association sharing responsibility. The Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year. The Association executive, particularly through its President Claude Bernardo and its Centre Manager has worked hard over many years to facilitate improvements in the centre’s appearance and operation, and developed good working relationships with the body corporates and Whitehorse City Council. The Association lobbies and liaises with each of the body corporates to achieve desired outcomes.



3. PLANNING CONTEXT Burwood Heights Shopping Centre is classified as a Neighbourhood Centre and is a part of the broader Burwood Heights Major Activity Centre. The Major Centre encompasses the RSPCA site on the Burwood Highway-Middleborough Road corner as well as the extensive former brickworks site to the north and east. In February 2006, the Minister for Planning rezoned the brickworks site to a Priority Development Zone. The Zone allows for a mixture of residential, commercial, retail, office and leisure uses in accordance with a Development Plan for the site. Burwood Developments Pty Ltd (a subsidiary of Reading Entertainment) prepared a Development Plan that was approved by Council in 2008. The land use mix outlined in the Development Plan included 700 dwellings, a large retail and commercial area comprising over 55,000 square metres, a cinema, bowling alley, gym, child care and community centre. The development did not proceed. In May 2014, Australand entered into a contract with Reading International for the purchase of the whole site for $65 million. Subject to new planning approvals, Australand expects to develop approximately 800 residential dwellings including medium density homes and apartments and a neighbourhood retail centre amongst parklands and community facilities. The new development is expected to be rolled out from 2016.



4. MARKET ASSESSMENT The market assessment is provided primarily through the responses to the Business Survey distributed to all businesses in the centre and the Resident Survey distributed to 200 households with a 1.5 km radius of the centre. 4.1 Business Perceptions Responses were received from nine businesses, representing 28% of all businesses in the Burwood Heights Shopping Centre. The following highlights the key conclusions from the surveys. A summary of the full results is outlined in Appendix 2 of this report. Desirable and Undesirable Features The most desirable features of the Burwood Heights Shopping Centre are considered to be: • Convenience • Location • Size of the centre • Community focus • Variety of shops meeting daily needs • Friendly customers and easy shopping environment • Plenty and ease of parking • Easy access to all the shops The most undesirable features are considered to be: • Tired and dated look of the centre • The body corporates – stale and not undertaking their responsibilities • Not enough advertising • Poor condition of the pathway at the rear of the Burwood Highway shops • Lack of a covered walkway at the rear of the shops • Not enough improvement in the garden beds – still very messy and untidy Extent of Awareness of Centre Advertisements or Promotions and Physical Improvements, Participation in Them, and Their Perceived Effectiveness There is a high level of business awareness of the key elements in the Burwood Heights marketing and physical improvement program. Over 67% of the business responses are aware of all the surveyed items in the program except for the Seniors Week press releases (only 22% awareness) and the Box Hill TAFE window poster competition (55%). By contrast, there is limited participation (less than 50% of respondents) in all of the activities.



Businesses are uncertain or divided about whether these initiatives are effective or not, with the staff car parking permits, Community Newsletter, Win a BBQ Promotion, the directional signage, and the new flags on Middleborough Road considered to be the most effective, but from less than 50% of the responses. Suggested Improvements in the Burwood Heights Shopping Centre Advertising and Promotional Events There was very limited response to this question. Only 44% of the respondents provided suggestions. The improvements considered most important by the business respondents are: • Letterbox brochures • A map of the centre’s location in all advertising material • New website • Greater use of social media Extent of Awareness of Lobbying by the Burwood Heights Business Association There is a limited level of awareness among business respondents of the lobbying undertaken by the Burwood Heights Business Association. Only 33% of respondents indicated they were aware of the lobbying efforts by the Association with the Body Corporates to achieve maintenance and capital works within the centre. Only 55% were aware of the lobbying efforts with Council to achieve better outcomes for Burwood Heights. This is a much lower level of awareness compared with the results of business surveys for the Business Plan prepared in 2009. Other Comments Very few comments were provided. The key points raised are: • The centre is well-positioned with transport and Deakin University on its doorstep • The centre is compact and well used by the community • There is a lot of nearby competition - it is difficult to compete with new centres • Need to keep upgrading the centre to keep it visually interesting and appealing • Need a pylon sign on the Burwood Highway to define the centre • In these trying times, the centre is generally well used and liked by the

community • Need to work harder with the body corporates because one of them does nothing

to improve the centre



4.2 Resident Perceptions Responses were received from 38 residents, representing 19% of all residents surveyed. The following highlights the key conclusions from the surveys. A summary of the full results is outlined in Appendix 3 of this report. Use of Burwood Heights Shopping Centre Compared with Other Centres for the Purchase of Goods and Services Burwood Heights Shopping Centre is used to a significant extent for basic convenience shopping. 79% of respondents indicated that they normally use the centre to obtain their weekly groceries. This is lower than the 90% reporting this in surveys conducted in March 2009. Other day-to-day retail goods and services usually obtained in the centre by a reasonably high proportion of residents are deli products (74%), newspaper/postal services (71%), fruit and vegetables (68%), bakery goods (58%), meat, pharmacy and variety shop goods (each 55%), and bank services (53%). In contrast, only 34% use the centre to obtain liquor products; 26% for takeaway food; 16% for a café experience, and 11% for lunch or dinner. This is similar to the results obtained in March 2009. The main competing centres are considered to be Burwood One in East Burwood, Forest Hill, Mt Waverley, and various fresh food markets. Reasons for the Use of Other Centres The key reasons stated for using other centres are: • More variety of stores and services elsewhere, particularly with the availability of

larger magnet stores (Coles, Aldi, Kmart, Dan Murphy’s) • Cheaper prices • Better quality of goods and services • Some shops/services in Burwood Heights are poor • Lack of ambience at Burwood Heights • Clean and safe underground car parks at shopping complexes • Better amenities including public toilets elsewhere • Better variety of restaurants and take-away food outlets elsewhere • Better service • Happier staff Frequency of Visitation to Burwood Heights Shopping Centre The majority of resident respondents (79%) use the centre either daily or 2-3 times a week.



Like Most about Burwood Heights Shopping Centre The key features that residents most like about Burwood Heights Shopping Centre are: • Its convenience being close to home • Variety of shops and services providing basic needs/daily requirements • Plenty of and ease of parking • Availability of a major supermarket and other fresh food shops • Generally good service • Relaxed environment and friendly atmosphere • Cheap petrol station • Good location - easy access to Burwood Highway; close to tram Like Least about Burwood Heights Shopping Centre The key features that residents like least about the Burwood Heights Shopping Centre are: • Poor ambience and aesthetics – looks tired, not enough landscaping, lack of

shade in car park, “old and dagging” appearance, in need of a facelift • Not enough variety • Inconvenient location on busy corner – entry/exit into Middleborough Road is

difficult because of petrol station and bus stop • Lack of cafés and take-away food outlets • Difficult conditions for pedestrians – uneven footpaths; pedestrian crossovers not

well signed in car park • Difficult car parking conditions • Poor undercover parking area • Few clean toilets • The condition of particular shops – e.g., fruit and vegetable shop, Asian grocery • Sloping car park • Lack of shelter at the back of the shops • High prices • Shops too spread out Extent of Awareness of Centre Advertisements or Promotions and Their Perceived Effectiveness There is generally a low level of resident awareness (less than 40%) of the key elements in the Burwood Heights Shopping Centre marketing and physical improvement program, except for the Community Newsletter where the response was 58%. Residents are mostly uncertain or unclear about whether these initiatives are effective or not, with the Community Newsletter being the only item that is considered effective by more than 25% of respondents.



Reasons for Being Effective The key reasons given why marketing initiatives were considered effective are: • Informative newsletter – provides news about the centre; adds to the sense of

community • Spray painting of walkways is an improvement - makes the outdoor area less

unattractive • Christmas BBQ was good • New directional signage is clear • The poster frames remind me about what's on • Easy to enjoy the Easter specials – provided what was required • The new flags are good – makes the centre less invisible than it was to those

who don't know it is there Reasons for Not Being Effective The key reason given why initiatives were not considered effective is that the residents were not aware of many or most of the promotional events and some of the works. Other reasons were: • The feeling that not enough had been undertaken with the garden bed works • The new flags were not considered to be important Suggested Improvements in Burwood Heights Shopping Centre Advertising and Promotion Most of the resident responses provided no suggestions. One response indicated that there was no need for improvement. A few suggestions were: • Better marketing of the various activities to overcome the lack of awareness • Advertise in The Leader newspaper • Obtain the emails of frequent shoppers and send them promotional emails • VIP Sale Day • Letterbox drops • Market Days • Large screen displays in the centre • Produce the Community Newsletter on a monthly basis Responses about Features in the Burwood Heights Shopping Centre. Table 2 provides the overall resident rankings about key aspects of the centre. Table 3 provides the rankings from a similar survey conducted in March 2009.



Table 2: Overall Resident Rankings of Key Aspects of the Burwood Heights SC May 2014 Element Excellent

% Very Good

%

Good %

Fair %

Poor %

Can’t Say %

Quality of goods and services 8 32 42 8 5 5 Customer service 13 39 37 3 0 8 Mix of businesses 8 16 29 26 13 8 Car parking 29 18 29 8 5 11 Landscaping 5 16 24 29 18 8 Ease of access into/around the centre

18 24 32 11 5 11

Table 3: Overall Resident Rankings of Key Aspects of the Burwood Heights SC March 2009 Element Excellent

% Very Good

%

Good %

Fair %

Poor %

Can’t Say %

Quality of goods and services 18 37 26 11 0 8 Customer service 18 39 24 8 3 8 Mix of businesses 21 13 37 16 8 5 Car parking 29 34 21 13 0 3 Landscaping 0 5 24 18 47 5 Ease of access into and around the centre

18 24 18 29 8 3

In both surveys, the average score for most items was in the range of ‘good’ to ‘very good’. There were perceived improvements particularly in three areas: • 86% in 2014 considered the quality of goods and services to be ‘good’ or better

compared with 81% in 2009 • 91% in 2014 considered customer service to be ‘good’ or better compared with

81% in 2009 • 74% in 2014 considered the ease of access into and around the centre was

‘good’ or better compared with 60% in 2014 Landscaping was still a problem area with only 46% considering it to be ‘good’ or better. However, this was a better result than in 2009 when only 29% considered it to be ‘good’ or better. Two areas did not improve – perceptions about the mix of businesses and car parking. • 55% in 2014 considered the mix of businesses to be ‘good’ or better compared

with 71% in 2009 • 77% in 2014 considered car parking to be ‘good’ or better compared with 84% in

2009.



Other Comments The other comments raised by residents related to the conditions of particular businesses, the general ambience of and access to and around the centre, and the promotional program. One response indicated that there was no need to improve – “just maintain what we have”. Key points raised included: • Woolworths needs a shake-up – poor range of products, not enough staff and

some unhelpful • Need more variety of shops – e.g., massage/day spa, organic food products,

more cafes, Chinese take-away, sushi take-away, haberdashery • The centre needs an ‘identity’ or sense of cohesion/ambience • Organise a Sunday Market for home made products and a Farmers Market, both

on the same day • Need outdoor restaurants • The centre entrance/exit and the pedestrian crossing at Middleborough Road

near the service station are dangerous – many drivers don’t look for pedestrians – dangerous especially for the elderly who live in the area

• Redeveloped park nearby is not safe to walk through at night due to no lighting. Also no bins - therefore untidy



5. SWOT ANALYSIS The key issues and opportunities for Burwood Heights Shopping Centre raised through the business and resident surveys and follow-up consultations are summarised in the following SWOT analysis: Strengths • Plenty of free car parking • Good location at the junction of two main roads • Friendly, welcoming, and relaxed atmosphere • Compact • Good range of convenience retailing outlets meeting basic shopping needs • A full line Safeway supermarket as a key magnet • No vacant premises • A neighbourhood community focus • Well-established Business Association • A Centre Manager • Special rate and charge scheme providing funds for marketing, business

development and centre management • Effective lobbying to affect changes with the Body Corporates and Whitehorse

Council Weaknesses • Old, neglected, and tired looking • Lack of ambience • Limited landscaping • Lack of takeaway food outlets and café/restaurants • Lack of sheltered spaces for people to congregate • Lack of centre identification signage • No public toilets apart from those provided within the Safeway supermarket • Poor condition of shopfronts facing both the Burwood Highway and rear car park • Difficult access arrangements to the centre

Opportunities • Ongoing improvements in businesses in the centre • Small expansion of the centre through redevelopment at the rear of the car park • Greater range of convenience retailing facilities through this expansion • Continuation of the special rate and charge program • Ongoing engagement of a centre manager • A stronger Business Association achieving more physical improvements in the

centre through both the special rate program and negotiations with the body corporates



• Extension of the marketing activities particularly through a new website and social media

• Continuation of strong connections with Whitehorse City Council Threats • Increasing competition from other nearby centres such as a recently upgraded

Burwood One, Mt Waverley, Box Hill, and Glen Waverley • Lack of engagement from or resistance to change by key Burwood Heights

businesses • Reluctance by property owners to invest in improvements in the centre From this SWOT analysis, the key opportunities for the future of the Burwood Heights Shopping Centre are: • Achieving higher standards of presentation, merchandising, and customer service

in existing businesses • Continuing to organise and implement a strategic marketing program • Facilitating improvements in the centre with the Body Corporates and Whitehorse

Council • Developing a stronger Business Association organisation • Continuing to employ a centre manager on an ongoing basis



6. FUTURE VISION AND MISSION STATEMENT 6.1 Vision To establish Burwood Heights Shopping Centre as a premier neighbourhood shopping centre for meeting local daily shopping needs To expand the range of business premises by redeveloping the south rear car park area of the centre To continuously improve the goods and services offered so that the centre is competitive with other nearby centres 6.2 Mission Statement The mission of the Burwood Heights Business Association is to: • Improve and promote Burwood Heights so that it becomes a great shopping

centre • Develop a stronger sense of cohesion and involvement among all the businesses

in the centre • Act as leaders and ambassadors for the precinct • Lobby the Body Corporates, Whitehorse City Council and property owners for

improvements in the physical infrastructure and appearance of the centre and its environs

Specific outcomes expected to be achieved over time from the work of the Association are: • A more coordinated and cohesive business community committed to ongoing

marketing and development of the centre; • Improvements in the physical infrastructure and appearance of the centre; • An enhanced profile for the whole centre; • Improved customer perceptions about the centre; • Continual improvement in consumer spending patterns in the centre; and • Continual improvement in the trading performance of the centre.



7. STRATEGIES An integrated set of strategies has been developed in the Business Plan to realise the vision for the Burwood Heights Shopping Centre. The strategies are realistic in that they reflect the relatively small budget of the Burwood Heights Business Association. It is important to tackle all aspects of the strategies in an integrated manner. Ownership of the strategies by all the key parties connected with the centre (Business Association, Body Corporates, Whitehorse City Council) is also critical to the successful implementation of the Business Plan. The strategies encompass the following six components: • Land Use Structure • Business Development • Marketing and Public Relations • Community Development • Physical Improvements • Centre Management and Communication • Financial 7.1 Land Use Structure Burwood Heights Shopping Centre is a small compact U-shaped centre with a large car park area to the south. There is a desire by businesses and property owners for the centre to be expanded to fully realise its potential as a convenience-oriented neighbourhood centre. The rear car park area is underutilised and could be used to expand the built form of the centre. The recommended strategies to deal with this issue are: • Sustain the compact nature of the centre by working within its current boundaries • Encourage, through a structure plan process involving all key stakeholders, the

redevelopment of the rear southern car parking area into a strip of retail premises that are integrated with and complementary to the business premises in the existing centre

7.2 Business Development Retaining and Improving Existing Businesses The success of Burwood Heights depends to a large extent on the quality of the experiences offered to customers and clients by all of its businesses. A memorable experience in a shop or office is based on: • Unique quality products or services • Great customer service • Excellent merchandising and presentation • Value-added offers • Superior marketing and sales promotion



From our surveys and centre analysis, not all businesses in Burwood Heights offer this combination. It is important, therefore, to plan for continuous upgrading, business development, and renewal of products/services, shopfronts and service. The aim is to achieve “best of kind” businesses in the centre. A reasonable proportion of the buildings at Burwood Heights Shopping Centre face both the Burwood Highway and the rear car park. However, only a few businesses have frontages to both areas. The ground level premises in the centre contain a mixture of retail and non-retail uses. Some premises do not have active frontages because of limited customer traffic. This constrains the vibrancy of this shopping centre. There is a desire by businesses in the centre for office uses to be located in above ground premises or in other commercial precincts. The recommended strategies to address current issues and achieve excellence are: • Encourage businesses to continue to improve shop facades, signage and internal

presentation to project a smarter, more lively, more pro-active, more personalised and specialised image

• Facilitate in-centre training and mentoring programs for businesses through Whitehorse City Council to address issues such as business planning, coping with change, customer service, shop presentation, signage, and visual merchandising

• Continue to encourage all businesses to be open at key times to meet the needs

of customers and clients. • Continue to encourage all shops and offices to extend and value add on the

goods and services provided – to identify specific extra products and services that they could provide that would fill gaps in the centre

• Encourage joint customer databases and cross-marketing (e.g., joint offers,

exchange of promotional brochures or gift vouchers) among complementary businesses

• Facilitate business referrals within the centre as part of a shop local effort • Encourage businesses in the centre to participate in the Whitehorse Business

Awards so that excellence in different types of businesses in the centre can be recognised

• Encourage property owners to establish only retail or other businesses with

regular customer traffic (as opposed to offices) in ground level premises so as to maintain active street frontages in the centre

• Encourage businesses and property owners with premises facing both the

Burwood Highway and the rear car park to have both front and rear entrances



• Encourage landlords to contribute to the cost of physical improvements within individual premises as an incentive for upgrades to business presentation

Improving The Business Mix by Attracting Appropriate New Businesses Consultation with businesses and residents has highlighted that there could be new types of businesses established at Burwood Heights Shopping Centre. Although the centre currently has no vacancies, it is important to be pro-active about the future and consider possible businesses that would assist in achieving the recommended vision for the centre. From our analysis of the surveys and consultations, it is recommended that the following new operations be considered to strengthen the centre’s business mix: • One or two more cafes with provision for breakfast and lunch • More specialist food shops– e.g., a fresh fish shop, health food shop, organic

food products, juice bar • More variety in take-away food shops - Chinese, sushi • Another restaurant • A household appliance repair shop such as a key cutting/shoe repair shop • Fitness centre • Massage/day spa • Haberdashery The Burwood Heights Business Association should establish a pro-active process to attract these types of new businesses into centre when vacancies appear or new properties are established. The key strategies to be pursued by the Association to achieve this are: • Develop a brief prospectus outlining the case for establishing the proposed new

operations in the centre, indicating its primary catchment area and socio-demographic profile

• Directly approach the desired new types of businesses (e.g., good businesses in

other centres particularly those looking to expand; new businesses looking to establish in this part of Melbourne) present them with the prospectus, and encourage them to look at Burwood Heights Shopping Centre and be ready to take up any vacant premise or be part of any new development at the southern rear car park

7.3 Marketing and Public Relations Burwood Heights Shopping Centre has a good marketing and public relations program for the relatively small amount of money raised through the special rate/charge scheme. It is important over the next five years that ongoing small improvements are made to the program so that the centre can hold its own in the face of increasing competition from nearby centres. This should encompass further



implementation of the branding and strategic marketing, as well as an ongoing calendar of small promotional activities. Branding The recommended strategies are: • Continue to promote the Burwood Heights branding through measures such as a

new website and social media • Facilitate, with the assistance of the Body Corporates, VicRoads Council and/or

sponsors, a large new sign with the Burwood Heights Shopping Centre logo to be erected at the Burwood Highway - Middleborough Road corner

Strategic Marketing The Burwood Heights Business Association and its Centre Manager organise strategic marketing primarily through the Burwood Heights community newsletter. It is important over the next five years that there is ongoing improvement in the marketing program so that the neighbourhood centre remains competitive and strong. The recommended strategies are: • Continue to produce the Community Newsletter (with local business stories,

profiles and advertisements) every three months and distribute it to the centre’s main catchment area

• Organise regular advertising leaflet drops to households in the catchment area • Engage with Deakin University and use leaflets and other measures to attract a

higher proportion of its students to the centre • Market the centre through monthly media releases to local newspapers • Establish a distinctive Burwood Heights Shopping Centre website incorporating

the new branding with links to Facebook. Include the calendar of small promotional events for the centre on the website. Establish cross links with the websites of individual businesses in the centre and the Whitehorse City Council website

• Develop and implement an ongoing social media strategy • Organise an email marketing program for customers in conjunction with the

website. Special Promotional Events There is a well-established program of small promotional events and competitions that should be built on. The recommended strategies are:



• Continue to organise an annual calendar of small promotional events to cover all

seasons of the year. Establish Market Days and VIP Sales Days as part of the program.

• Ensure that any promotional performances as part of the events are strongly linked to local community groups

• Complement the events with give-ways and other enhancements to reinforce the

brand and promotional program • Organise a few smaller activities outside the main events to make the centre

appear more vibrant on weekends. These could include regular live entertainment on Saturdays, strolling bands (using students from local schools and colleges), sidewalk sales or markets on the weekends, and community days (e.g., charity day, local schools day)

7.4 Community Development Community development is an important spin-off of the marketing and promotional strategies. Burwood Heights Shopping Centre is a key community focal point. It is important to sustain connections with the community and benefits from the promotional program flow to the Burwood Heights and surrounding communities. The recommended strategies are: • Continue to develop, through the marketing and promotions program, Burwood

Heights as a key neighbourhood community hub in the City of Whitehorse

• Continue to strengthen community connections and loyalty to the centre, particularly to highlight the centre’s point of difference as a relaxed, friendly, and intimate centre. Organise community day promotional events such as a charity day or local schools day

• Continue to involve local schools and other community organisations through

music and dance performances, painting and sculptural displays, in the promotions program. Organise youth group activities such as talent searches, busker events and school choir performances in the centre

7.5 Physical and Traffic Management Improvements The Business Association in association with Council and the Body Corporates has facilitated physical improvements in the centre related to new flags on Middleborough Road, directional signage, garden bed upgrades, and poster frames in the arcade. Businesses and property owners consider that it is important to continue to make improvements. The recommended strategies are:



• Facilitate, with the assistance of the Body Corporates, VicRoads, Council and/or sponsors, a large new sign with the Burwood Heights logo to be erected at the Burwood Highway - Middleborough Road corner.

• Work with Council and VicRoads to achieve new flagpoles along the Burwood

Highway frontage of the centre • Facilitate with the Body Corporates further improvements to the garden beds in

the centre

• Facilitate with the Body Corporates re-painting of the exterior of the whole centre • Facilitate with the Body Corporates a covered walkway along the rear of the

Burwood Highway shops • Work with the Body Corporates to establish a new public toilet in the centre • Work with VicRoads to achieve better traffic and pedestrian management

arrangements at the Middleborough Road entrance to the centre 7.6 Centre Management and Communication This is a key priority. For the success of an ongoing business development and marketing program in Burwood Heights Shopping Centre, it is critical to develop a strong business association with a professional part-time centre manager as well as very good communication processes. Burwood Heights Business Association The Burwood Heights Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. The recommended strategies to improve the management and communication processes of this organisation are: • Continue to elect a Committee each year. Work to ensure that there is an

appropriate representation on the Committee from different types of businesses in different parts of the centre

• Organise short bi-monthly meetings of the Committee to direct and monitor the agreed program of activities

• Provide Committee members with specific tasks (e.g., financial monitoring of Association expenses) to share the workload and advance the program

• Continue to ensure that businesses in the centre work together as a team by communicating with them regularly. Continue to hold at least two public meetings



a year to develop an ongoing united sense of direction for the centre. This also will provide a high degree of transparency and accountability for the Burwood Heights Business Association’s activities. One of these meetings should be the formal Annual General Meeting (AGM) to elect the Committee for the following year. The other should be an open discussion session on the centre marketing program.

• Organise other informal business networking sessions at different business

premises in the centre to encourage sharing of information and establishment of cross-marketing ventures

• Continue to prepare and distribute a regular newsletter to keep businesses up to

date with proposed new events and activities in the centre. • Update the New Business Welcome Kit and distribute it to new businesses in the

centre, particularly those establishing as part of any future redevelopment of the rear car park

• Organise, at least on an annual basis, a resident and/or customer survey to

obtain feedback on all aspects of the marketing and centre management program for the past year

• Maintain regular liaison between the Association, Body Corporates and Council

on issues such as physical improvements, car parking, traffic management and maintenance in the centre, and establish a system of regular reporting on these matters at Association Committee meetings

Centre Manager It is imperative that the Business Association continue to employ a part-time centre manager working one day a week to undertake the marketing, business development and administrative tasks. The key tasks to be undertaken in this role, in conjunction with the Committee, should include: • Strategic marketing of the centre through existing (Community Newsletter) and

future (Burwood Heights Shopping Centre website, social media campaign) programs

• Organisation of a few key special promotional events during a year • Regular communication with all businesses in the centre through newsletters and

visits to business premises • Maintenance of strong relationships with local community groups (schools,

service clubs, sports clubs, etc.) and residents so as to foster ongoing connections with the centre and develop stronger loyalty from these groups towards the centre



• Active discussions, in conjunction with property owners and real estate agents, to

encourage appropriate new businesses to be interested in establishing in the centre, as vacancies arise or new premises are established

• Facilitation through Council development programs and services as well as in-

centre training programs, to motivate and educate individual businesses to make improvements to their businesses

• Facilitation through the Body Corporates and Council of recommended physical

improvements in the centre • Development of an annual sponsorship program for centre activities It is important that the Centre Manager continues to visit and be seen to be working with each business in the centre to keep businesses up to date with current and future activities, obtain feedback, and receive information about issues of concern. Regular contact (at least a short visit to each business once every month) and communication also are very important to engender commitment and ownership from all businesses to the marketing and business development program. 7.7 Financial Strategy The annual costs of undertaking the proposed marketing, community and business development initiatives outlined in the Business Plan are in the order of $ 41,000 to $ 48,000 over the next five years. A general breakdown of an initial budget for 2014-15 of $ 41,000 is recommended as follows: Business Development Business networking events $ 500 Marketing New website $ 5,000 Media advertising (advertorials etc.) $ 6,100 Community Newsletter (four editions/yr) $ 4,000 Special promotional events and competitions $ 4,500 Contribution to New Sign $ 6,000 Management and Communication Part time centre co-ordinator $ 13,000 Business newsletters and other communication $ 100 Public liability insurance $ 1,000 Financial monitoring/audit $ 500 General administration $ 300 Total $ 41,000



It is important to have an ongoing source of funding to cover the costs of the proposed initiatives. To achieve this, it is recommended that the current special rate and charge fund of $ 39,800 per annum be renewed for five years, commencing on 1 September 2014. The new scheme should be structured along the lines of the current scheme. This involves a rate in the dollar for the properties in the designated Primary and Secondary Areas of the centre, with specified minimum and maximum charges for each area. In the first year, the total levy should be struck at $ 41,000 with annual CPI adjustments for each year thereafter, as is the current practice. It is important to maintain a financial accountability system for the Burwood Heights Business Association. A financial report should be organised and provided to an Association Committee meeting every three months to monitor expenditure against the income achieved through the scheme or sponsorship. This report should outline expenditure against a designated budget for each project area of the Committee’s work. An audit of the Association’s annual income and expenditure should be prepared at the end of the financial year and presented to the Association’s AGM as well as to Council.



8. MONITORING AND EVALUATION PROGRAM The degree of achievement of the actions outlined in this Business Plan will be evaluated at regular intervals throughout each financial year. Key performance indicators to be included in the evaluation are: • Extent of completion of projects specified in the Business Plan, on time and

within budget • Level of business participation in activities and promotions • Business and customer perceptions about the success of individual promotions

and advertising campaigns • Business perceptions about changes in the overall profile and trading

performance of the centre • Audit/financial accountability It is recommended that an evaluation report be prepared for the Burwood Heights Business Association at the end of each financial year of the program. The report is to address the degree of compliance with the performance indicators outlined above. It is to be submitted to Council as part of the accountability requirements for the program. It also is to be used as a basis for developing a more detailed business plan and budget for the following financial year.



Appendix 1 Inventory of Businesses in Burwood Heights Shopping Centre

May 2014

Address Business Land Use Type Business Category Shop 1, 2-8 Burwood Highway

Alitalia Pizza & Pasta Retail Take Away Food

Shop 2, 2-8 Burwood Highway

Brazilian Butterfly Retail Hair & Beauty


Cheryl’s Corner Retail Café and Take-away Food


Ultimate Hairworks & Beauty

Retail Hair & Beauty

Shop 5-6, 2-8 Burwood Highway

East Burwood Travel Retail Travel


Happy House Retail Variety Store


Artisan 8 Bakery Retail Fresh Food


RSPCA Creature Comforts

Retail Opportunity Shop


RSPCA Op Shop Retail Opportunity Shop


Spizzico Gourmet Deli Café

Retail Fresh Food & Cafe


All People’s Chinese Restaurant

Retail Restaurant


Burwood Heights Dry Cleaners

Retail Dry Cleaning


Burwood Podiatry Clinic

Health Services Podiatry

Suite 1-2, 2-8 Burwood Highway

Arthur Kyriacou & Co Accountants

Commercial Accountants

Suite 3, 2-8 Burwood Highway

Fong & Co Commercial Legal Services


AMR Accounting Commercial Accountants


Kristy Pan & Co accountants

Commercial Legal Services


Arthur Kyriacou & Co Accountants

Commercial Accountants


Rejoice Chinese Christian Centre

Community Services Religious Centre

1/10-40 Burwood Highway

Spectacles Plus Retail Optical


Burwood Heights Medical Centre

Health Services Medical Centre


Electorate Office of Senator Helen Kroger

Community Services Electorate Office


Burwood East Newsagency

Retail Newsagency



Address Business Land Use Type Business Category 5/10-40 Burwood Highway

East Burwood Quality Butchers

Retail Fresh Food

6-8/10-40 Burwood Highway

Pulse Pharmacy Retail Pharmacy


East Burwood Fruit Market

Retail Fresh Food

10-11/10-40 Burwood Highway

Burwood Highway Asian Grocery

Retail Food

11A/10-40 Burwood Highway

Active Audiology Health Services Hearing

12/10-40 40 Burwood Highway

Commonwealth Bank Commercial Bank

13/10- 40 Burwood Highway

Chookstar Charcoal Chicken

Retail Take Away Food

42-50 Burwood Highway

Safeway Supermarket

Retail Supermarket

50 Middleborough Rd Safeway Caltex Petrol Plus

Automotive Petrol Service Station



Appendix 2 Responses to Business Survey

Desirable Features about Burwood Heights Shopping Centre • Convenience • Location • Size of the centre • Community focus • Variety of shops meeting daily needs • Friendly easy shopping • Friendly customers • Plenty and ease of parking • Easy access to all the shops Undesirable Features about Burwood Heights Shopping Centre • Tired and dated look of the centre • The body corporates – stale and not undertaking their responsibilities • Not enough advertising • Poor condition of the pathway at the rear of the Burwood Highway shops • Lack of a covered walkway at the rear of the shops • Not enough improvement in the garden beds – still very messy and untidy Extent of Awareness of Centre Advertisements or Promotions, Participation in Them, and Their Perceived Effectiveness

Advertising or Promotional Event

Aware of it %

Participated in event

%

Effective

%

Not Effective

%

No Answer Not Relevant

% Christmas BBQ Cookbook Promotion

78 44 22 22 55

Win a BBQ Promotion 78 44 33 11 55 Easter Specials 67 11 22 0 78 Mother’s Day Colouring Contest

67 33 22 22 55

Autumn Fair 78 33 22 33 44 Winter Escape Promotion 89 44 11 11 78 AFL Grand Final Promotion 78 44 22 11 67 Box Hill TAFE window poster competition

55 44 22 33 44

Seniors Week press releases

22 11 11 11 78

Community Newsletter 100 33 33 0 67 Directional signage 67 N/A 33 22 44 Garden bed upgrade 67 N/A 33 22 44 Spray painting of walkways 67 N/A 22 22 55 Poster frames & artwork in arcade

89 N/A 22 11 67

New flags on Middleborough Rd

89 N/A 33 0 67




Aware of it %


%

Effective

%

Not Effective

%


% Staff car parking permits 100 44 44 0 55 Suggested Improvements in Burwood Heights Shopping Centre Advertising and Promotional Events There was very limited response to this question. Only 44% of the respondents provided suggestions. They were: • Letterbox brochures • A map of the centre’s location in all advertising material • Website • Greater use of social media Extent of Awareness of Lobbying by Burwood Heights Business Association Issue Yes

% No %

NA %

Awareness of lobbying by Business Association with Council to achieve better outcomes for the centre

55 11 33

Awareness of lobbying by the Business Association with the Body Corporates to achieve maintenance and capital works within the centre

33 11 55

Other Comments • The centre is well-positioned with transport and Deakin University on its doorstep • The centre is compact and well used by the community • There is a lot of nearby competition - it is difficult to compete with new centres • Need to keep upgrading the centre to keep it visually interesting and appealing • Need a pylon sign on the Burwood Highway to define the centre • In these trying times, the centre is generally well used and liked by the

community • Need to work harder with the body corporates because one of them does nothing

to improve the centre



Appendix 3 Responses to Resident Survey

Use of Burwood Heights Shopping Centre Compared with Other Centres for the Purchase of Goods and Services Item Burwood Heights

% of Responses Other Centres

Weekly groceries 79 Burwood One, Blackburn South, Box Hill,

Forest Hill, Dandenong Market Meat 55 Burwood One, Blackburn South, Box Hill,

Forest Hill, Springvale, Dandenong Market, Glen Waverley, Tasman Meats

Vegetables 68 Burwood One, Blackburn South, Box Hill, Dandenong Plaza, Glen Waverley

Bakery 58 Blackburn South, Mt Waverley, Burwood One, Forest Hill

Deli products 74 Blackburn South, Burwood One, Forest Hill, Dandenong Market, Ashburton, Monaco Deli Camberwell

Flowers 18 Blackburn South, Burwood Highway Florist, Burwood One

Liquor 34 Blackburn South, Burwood One, Brentford Square Dan Murphy

Take away food 26 Burwood One, Box Hill, Brentford Square, Mt Waverley, Jessie’s Pizza, Angie’s Fish & Chips Burwood East

Pharmacy goods 55 Blackburn South, Box Hill, Burwood One Variety shop 55 Burwood One, Forest Hill Op shop 39 Forest Hill Dry cleaning 45 No alternatives mentioned Bank 53 Box Hill, Burwood One, Forest Hill,

Burwood, Mt Waverley, Camberwell, Mt Waverley,

Newsagency/Post office

71 Box Hill, Burwood One, Mt Waverley

Travel services 21 Camberwell Coffee and cake 16 Burwood One Lunch and/or dinner

11 Box Hill

Haircut and/or beauty treatment

24 Box Hill, South Yarra, Burwood, Springvale, Mt Waverley, Andrew Street, Glen Waverley, Ashburton, Balwyn, Burwood East

Medical services 34 Blackburn South, Burwood Health Care, Forest Hill, Burwood One, Balwyn, Camberwell, Glen Iris, Glen Waverley

Optical services 29 Forest Hill, Mt Waverley, Glen Waverley Solicitor 3 Surrey Hills, Melbourne CBD, Dandenong,

Burwood, Box Hill Accountant 8 South Yarra, Dandenong, Burwood East Local Member of 8 Box Hill



Parliament Religious organisation

3 Camberwell, Burwood East

Reasons for the Use of Other Centres • More variety of stores and services elsewhere • Cheaper prices • Better quality of goods and services • Use of commercial and professional services elsewhere • Some services in Burwood Heights are poor – e.g., Woolworths supermarket • Lack of ambience in Burwood Heights • Clean and safe underground car parks at shopping complexes • Larger combination of stores and services at other centres • Availability of key magnet stores (Coles, Aldi, Kmart, Dan Murphy’s) at other

centres • Better amenities including public toilets elsewhere • Better variety of restaurants and takeaway food outlets elsewhere • Better service • Happier staff • Established habit over many years Frequency of Visitation to Burwood Heights Shopping Centre Frequency Extent of Responses Daily 30% 2-3 times a week 49% Once a week 14% Once a fortnight 5% Less than once a fortnight 3% Like Most about Burwood Heights Shopping Centre • Its convenience being close to home • Variety of shops and services providing basic needs/daily requirements • Plenty of and ease of parking • Availability of a major supermarket and other fresh food shops • Generally good service • Relaxed environment and friendly atmosphere • Cheap petrol station • Good location - easy access to Burwood Highway; close to tram Like Least about Burwood Heights Shopping Centre • Not enough variety • Poor ambience and aesthetics – looks tired, not enough landscaping, lack of

shade in car park, “old and dagging” appearance, in need of a facelift



• Inconvenient location on busy corner – entry/exit into Middleborough Road is difficult because of petrol station and bus stop

• Lack of cafés and takeaway food outlets • Nothing • Difficult for pedestrians – pedestrian crossovers not well signed in car park,

uneven footpaths • Difficult car parking conditions • Not enough or poor undercover car parking • Particular shops – e.g., fruit and vegetable shop, Asian grocery store • Sloping car park • Poor lighting in car park • High prices • Lack of shelter at the rear of the shops • Not enough clean toilets • Shops are too spread out Extent of Awareness of Centre Advertisements or Promotions and Their Perceived Effectiveness


Aware of it %


%

Effective

%

Not Effective

%


% Christmas BBQ Cookbook Promotion

24 8 11 82

Win a BBQ Promotion 13 3 13 82 Easter Specials 39 5 11 82 Mother’s Day Colouring Contest

24 3 11 84

Autumn Fair 16 3 13 82 Winter Escape Promotion 21 3 13 82 AFL Grand Final Promotion 13 3 13 82 Box Hill TAFE window poster competition

13 3 13 82

Community Newsletter 58 N/A 26 8 66 New directional signage 32 N/A 11 8 81 Garden bed upgrade 42 N/A 5 1 79 Spray painting of walkways 26 N/A 19 13 68 Poster frames & artwork in arcade

24 N/A 13 13 74

New flags on Middleborough Rd

45 N/A 11 11 78

Reasons for Being Effective • Informative newsletter – provides news about the centre; adds to the sense of

community • Spray painting of walkways is an improvement - makes the outdoor area less

unattractive • Christmas BBQ was good • New directional signage is clear • The poster frames remind me about what's on • Easy to enjoy the Easter specials – provided what was required



• The new flags are good – makes the centre less invisible than it was to those who don't know it is there

Reasons for Not Being Effective • Not aware of many/most of the promotional events and some of the works • Not enough done with the garden bed works • The new flags are not important Suggested Improvements in Burwood Heights Shopping Centre Advertising and Promotional Events Most of the responses provided no answer to this question. One response indicated that there was no need for improvement. A few suggestions were: • Better marketing of the various activities to overcome the lack of awareness • Advertise in The Leader newspaper • Obtain the emails of frequent shoppers and send them promotional emails • VIP Sale Day • Letterbox drops • Market Days • Large screen displays in the centre • Produce the Community Newsletter on a monthly basis Responses about Features in the Burwood Heights Shopping Centre The responses below are from the current survey. The subsequent table records the responses to a similar survey in March 2009. May 2014 Survey Results Element Excellent

% Very Good

%

Good %

Fair %

Poor %

Can’t Say %

Quality of goods and services 8 32 42 8 5 5 Customer service 13 39 37 3 0 8 Mix of businesses 8 16 29 26 13 8 Car parking 29 18 29 8 5 11 Landscaping 5 16 24 29 18 8 Ease of access into/around the centre

18 24 32 11 5 11



March 2009 Survey Results Element Excellent

% Very Good

%

Good %

Fair %

Poor %

Can’t Say %

Quality of goods and services 18 37 26 11 0 8 Customer service 18 39 24 8 3 8 Mix of businesses 21 13 37 16 8 5 Car parking 29 34 21 13 0 3 Landscaping 0 5 24 18 47 5 Ease of access into and around the centre

18 24 18 29 8 3

Other Comments • Woolworths needs a shake-up – poor range of products, not enough staff and

some unhelpful • Need more variety of shops – e.g., massage/day spa, organic food products,

more cafes, Chinese take-away, sushi take-away, haberdashery • No need to improve – just maintain what we have • The centre needs an ‘identity’ or sense of cohesion/ambience • Organise a Sunday Market for home made products and a Farmers Market, both

on the same day • Need outdoor restaurants • The centre entrance/exit and the pedestrian crossing at Middleborough Road

near the service station are dangerous – many drivers don’t look for pedestrians – dangerous especially for the elderly who live in the area

• Redeveloped park nearby is not safe to walk through at night due to no lighting. Also no bins - therefore untidy



Appendix 4 Notes of Workshop with Burwood Heights Businesses,

Property Owners and Whitehorse City Council Representatives on 12 May 2014

Strengths of Burwood Heights Shopping Centre • Car parking • Easy access • Clean • Good location – transport, proximity to RSCPA headquarters • Friendly traders Weaknesses • Too many of the same shops/ services – e.g., coffee shops • Out-dated centre • Hard for customers/clients to find the centre – poor signage; hard to locate on

Google maps • Lack of covered walkways at the rear • Not attractive presentation to the Burwood Highway Opportunities • New public toilets • Prominent pylon sign on the corner of the Burwood Highway and Middleborough

Road • Flagpoles on the Burwood Highway • Improved traffic/pedestrian management on Middleborough Road at the western

entrance to the centre • Expansion in the retail area and development of a better retail mix – development

of a structure plan among the key stakeholders for the redevelopment of the southern part of the car park area

• Population growth in the area as a result of nearby apartment developments – more customers for the centre

• Development of the Readings site for more intensive residential development • Deakin University with its 40,000 students • Local functions Future Vision for Burwood Heights Shopping Centre • Viable businesses • Happy tenants • Strong visual statement so you know what the centre represents – stronger

identity



• Clear signage to direct people to the upstairs offices and other shops at the western part of the centre

• Strong sense of community Strategies Marketing • Market Days or big promotional event • Website • More frequent letterbox drops • Use of social media – Facebook, Twitter • Community newsletter • Small events Business Development • Good service • Reasonable prices • Great products • Fantastic presentation • Council will run free of charge in-centre training programs on customer service,

marketing, sales, etc. – important for these sessions to be on-site after hours • Council also will organise mentoring services free of charge • Business referrals • Cross-promotions among businesses • Visual merchandising Physical Improvements • Covered walkways at the rear of the Burwood Highway shops – landlord

contributions • Opening up the Burwood Highway shops at the rear to the car park, creating two

entrances for each business • Smartening up the physical presentation of the shops on the Burwood Highway

frontage • Painting the whole centre • Big new sign at the corner of the Burwood Highway and Middleborough Road • Landlord contributions to physically improve the appearance of individual shops Centre Management and Communication • Continual rejuvenation of the Association and its Committee of Management • Continued employment of a part-time centre coordinator • Ongoing communication with the three body corporates with their two managers • Communication and advocacy with Council • Email newsletters to all businesses and interested landlords • Face-to-face communication with businesses



• The whole centre working as a team Financial Strategy • Renew the current special rate and charge fund for five years, with annual CPI

increases • Set the first year at $ 40,000 • Attract sponsorship funds to grow the program • Negotiate a financial contribution from Council • As part of the five year budget, provide for a total of $30,000 for a major sign

Documents

Burwood Heights Shopping Centre Business Plan 6.1a... · Burwood Heights . Shopping Centre Business Plan . ... pharmacy, beauty shop, as well ... in the Development Plan included