YRBA to provide a huge boost to Southbank economy

By Jack Hayes The Yarra River Business Association (YRBA), in conjunction with the Victorian Government and City of Melbourne, is set to unveil a swathe of communication and marketing activities in a bid to boost the recovering Southbank economy. The initiatives will come as welcome news for the precinct’s riverside businesses, which have been among the hardest hit from the pandemic. YRBA executive officer Tim Bracher said that renewing confidence among Melburnians would be a steady process, but early signs indicated that it may not take as long as many were predicting. “The months of lockdown made people very local-centric, and they discovered their own suburban hospitality offerings in the process,” Mr Bracher said. “However, Southbank and the Lower Yarra River is the natural meeting place and dining destination for Melburnians, and I have every confidence that it will regain that status.” “The steady return of workers to Southbank’s office towers will assist the lunchtime trade of local businesses, and the reopening of the arts scene and football season should boost weekend trade.” Included in the YRBA’s campaign to feed activity into the river precinct is “The Ultimate Yarra River Staycation” competition. The competition prizes, valued at $10,000 each, provides two separate winners with a three-day, three-night all-expenses-paid long weekend for six friends or family, staying at The Langham Melbourne. “Winners submit a list of where they and their guests want to dine for every meal and what they want to do to occupy their three days. Everything from a river cruise to a helicopter flight over Melbourne or swimming with the sharks is available to them, including limousine pick-up and drop-off for them and their friends,” Mr Bracher said. “The prize is designed to highlight that an international-standard holiday is virtually on the doorsteps of Melburnians, at a fraction of the price.” The YRBA is using the digital influence of food, arts and lifestyle publication Broadsheet and events website Time Out Melbourne to promote the competition that is expected to attract tens of thousands of entries between now and the final draw at the end of June. The YRBA has also called on Melbourne influencer Sandi Sieger who will shine a light on the precinct’s outdoor dining venues through a weekly vlog, which will be broadcasted to the YRBA’s considerable Facebook and Instagram followers. “Sandi is teasing out so many new and intriguing experiences, so it’s well worth a look even by Southbankers who might think they know the area,” Mr Bracher said. “From the earliest days of the pandemic, the Association recognised that support from Southbank’s 25,000 residents would be crucial to the survival of its hospitality businesses.” “Since July 2020 YRBA has been running the ‘I’m a Southbanker’ page in this newspaper which is aimed to build greater connection between residents and the business operators.” Mr Bracher said that the association’s anecdotal research had revealed many Southbankers view the river strip as a tourist locale, run by big businesses, where in actual fact, most of the businesses were small to medium and many of them were family operated. “Through the Southbanker page in the paper we have tried to put a face to our businesses by humanising them and inviting locals to make a personal connection,” Mr Bracher said. “At the same time, we’re encouraging our businesses to reach out to Southbankers to make them a part of their ongoing business strategy, which will underpin their trade even when international tourism returns to the precinct.” Along with the YRBA, the City of Melbourne has provided the eight other recognised precinct associations with an additional $100,000 one-off payment for activation programs as part of the joint $100 million Melbourne City Recovery Fund in partnership with the Victorian Government. Lord Mayor Sally Capp said initiatives from the YRBA would deliver an important boost to local businesses. “We’re increasing our investment in local precinct associations so they can deliver enhances services to local businesses,” the Lord Mayor said. “Supporting local businesses to create jobs is a key priority to the City of Melbourne and we know there’s never been a more important time to invest.” “With vouchers, gift cars and competitions on offer, everyone should take the opportunity to get our and discover all the unique and amazing experiences that can only be found within the City of Melbourne.” • yarrariver.melbourne