YRBA launches survey to improve Southbank’s hospitality offering


A comprehensive survey to help improve the range and style of food and beverage on offer to Southbank residents has been launched by the Yarra River Business Association (YRBA).

The survey grows out of a key finding from a City of Melbourne survey earlier this year that found that residents are seeking more appropriate hospitality choices than are now available.

The business association is backed by the City of Melbourne in its effort to delve further into the psyche of locals, with the YRBA saying it will also help the council develop a complete picture of what local people enjoy and what they are wanting.

YRBA president Jeremy Vincent told Southbank News the COVID-19 lockdowns proved to Southbank businesses the 22,000-plus residential population can be a “strong underpinning market, especially if businesses are more attuned to what Southbankers want on an everyday basis”.

“Rather than just provide a once-a-year dinner for a wedding anniversary, we want to present a suitably diverse range of food and beverage options, at appropriate price points, that can be enjoyed several times a week,” Mr Vincent said. 

“The river strip has a very strong tourism focus, but COVID has shown that putting all one’s eggs in the same basket can be catastrophic as a business model.”

“In conjunction with the City of Melbourne’s Neighbourhood Officer, we have designed the survey to tease-out details about leisure time activity generally in the precinct.” 

“It will complement the more urban design and neighbourhood planning focus of the council’s earlier survey.”

The seven-minute survey, produced by branding and placemaking company Right Angle, can be found at youryarra.melbourne 

The survey will be open until January to give residents ample time to complete the questions and will feature key prizes including a dinner for two people on the Spirit of Melbourne and ten $50 local dining vouchers, to be drawn in early March 2023.

The YRBA will use the results to produce fact sheets and run workshops in early 2023 to inform its member businesses about what is wanted by the local community.

For more information: YRBA executive officer, Tim Bracher – 0412 502 931

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