Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo

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Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
Strategic
                         Economic
ECONOMIC DEVELOPMENT     Growth
STRATEGY & ACTION PLAN   2016-2021
Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
CITY OF WANNEROO

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Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
MAYOR’S MESSAGE

                                       It is with great pleasure that I present
                                       the City of Wanneroo’s Economic
                                       Development Strategy (EDS) which sets
                                       out an exciting and bold new direction
                                       for local economic development in
                                       the City over the next five years.

Through this Strategy we aim to solidify support        These focus areas are the Neerabup Industrial Area
for local business and enhance the City’s focus         which has the potential to provide 20,000 jobs;
on transformational initiatives to stimulate major      advanced manufacturing and engineering which
investment, drive economic growth and diversify our     build upon the existing automotive and construction
economic base.                                          services; clean technology such as residential
                                                        solar power and agribusiness. This will provide an
A key focus of the Strategy is the creation of local
                                                        opportunity for Wanneroo to be recognised as the
jobs for local people. Currently the City has 11,600
                                                        preferred Asian region supplier.
local businesses and 53,000 local jobs. To support
our growing population we need to add another           This is certainly an ambitious Strategy, however
2,800 new jobs each and every year. This is a massive   by working in collaboration with key partners
economic challenge for the City. Other challenges       – including adjoining local governments, state and
include the retention and optimisation of land for      federal government agencies, the Wanneroo Business
employment purposes, ensuring critical transport        Association, education providers, business support
infrastructure is provided to support our growing       organisations and of course our business community
community including increased public and private        – we are confident that these goals are attainable
investment in our region.                               and will bring countless benefits to the Wanneroo
                                                        community for many future years.
The Strategy outlines five key economic development
program areas: industry diversification, employment
locations; investment attraction and advocacy;
business support and workforce development; and
regional economic development.                          Mayor Tracey Roberts JP

In addition the City has identified four main
transformational focus areas which we will explore
to deliver strategic economic growth.

                                                                                                              3
Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
North Metro TAFE, Clarkson Trades North Campus

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Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
CONTENTS

   Mayor’s Message                          3

   Introduction                             6

   Economic Snapshot                        8

   Economic Challenges                      11

   Economic Direction                       12

   Achieving Economic Success               13

   Economic Targets & Outcomes              15

   Delivering the Strategy                  17

      1. Economic Diversification           18

      2. Develop Employment Locations       22

      3. Investment Attraction & Advocacy   26

      4. Business Support & Workforce
         Development                        30

      5: Regional Economic Development      35

   Implementing the Strategy                39

   Appendix 1:
   Business & Stakeholder Perspectives      40

   Appendix 2:
   Strategic Focus Areas                    44

     Focus Neerabup                         45

     Focus Advanced Manufacturing
     & Engineering                          47

     Focus Clean Technology                 49

     Focus Agribusiness                     51

                                                 5
Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
INTRODUCTION

    Aerial view of the Wanneroo Town Centre

    The Future                                                Wanneroo’s economic base of construction,
                                                              manufacturing and retail has adequately provided
    The City of Wanneroo (the City) is WA’s                   the highest volume of jobs in Wanneroo over the
    largest growing local government area.                    past decade. The ability to match the skills of the
    This rapid growth will continue for                       local workers to areas of future demand relies on a
    another 50 years and presents both                        City capable of creating opportunities in the areas
    challenges and opportunities with                         of advanced manufacturing, clean technology and
    respect to the creation of a suitable                     agribusiness. The use of technology to improve
    and adequate supply of jobs.                              products and processes will maximise global
                                                              connectedness and competitiveness.

                                                              Competitive advantage based on better
    Aggressive investment attraction strategies are
                                                              telecommunications and better transport
    required in order to achieve the desired industrial
                                                              infrastructure will enable an efficient movement
    and knowledge economy opportunities essential for
                                                              of goods and services.
    the future.

    Mission                                                   The Challenge
                                                              Every day eight new houses are built and 21 new
    With a mission to ‘create a diverse range of job
                                                              residents move into the area. The population has
    opportunities for residents by expanding the
                                                              doubled over the past 10 years to 195,000 people in
    economic base and accessing new investment
                                                              2016 and will reach 550,000 people by 2070 which
    opportunities’ the star performers of the past
                                                              is the similar to the Gold Coast population today.
    (construction, manufacturing, retail) will be joined by
                                                              Economic management of this ‘boom’ in Wanneroo
    the emerging sectors of clean technology,
                                                              is an once-in-a-lifetime opportunity.
    agribusiness and advanced manufacturing
    and engineering.

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Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
The population has
                                   doubled over the past
                                   10 years to 195,000 people

                                                                                                                       INTRODUCTION
                                   in 2016 and will reach
                                   550,000 people by 2070

The ‘big three’ industries in Wanneroo are               The Strategy
construction, manufacturing and retail. In 20
                                                         The City’s Economic Development Strategy
years, Wanneroo will be known for its success
                                                         ‘Strategic Economic Growth’ 2016-2021 sets the
in agribusiness, clean technology and advanced
                                                         direction for local economic development over the
manufacturing and engineering.
                                                         next five years. The Strategy aims to solidify support
The Opportunities                                        for local business and enhance the City’s focus on
                                                         transformational initiatives to stimulate major
Economic growth will largely be generated in the         investment (public and private), drive economic
urban centres of Yanchep, Two Rocks, Alkimos,            growth and diversify our economic base.
Eglinton and the Neerabup Industrial Area (NIA). The
diversity of high value developable land within the      Transformational initiatives require certain key
City presents an opportunity for creative partnerships   ingredients for success. A sharp focus on strategic
and innovative investment. The timing, scale and         partnerships and alliances will provide adequate and
scope of development will determine the health of        well-timed funding and project initiation. The delivery
the local economy. Critical connecting infrastructure    of supportive infrastructure will provide investment
will assist in the success of timed and appropriately    certainty for the private sector and catalyse business
scaled investments.                                      opportunities for Wanneroo and the greater region.

                                                                                                                   7
Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
ECONOMIC SNAPSHOT

    EMPLOYMENT GENERATION AND ECONOMIC                          Six major activity centres
    ACTIVITY IN THE CITY CAN BE FOUND IN:
                                                                • Two secondary centres: Clarkson and Wanneroo
                                                                • Four district centres: Alexander Heights, Butler,
                                                                  Girrawheen and Kingsway
                                                                • Over 30 smaller centres (local and neighbourhood)

                                                                Two major industrial areas
                                                                • Wangara (including Landsdale)
                                                                • Neerabup

                                                                Specialised industry
                                                                • Agribusiness
                                                                • Tourism
                                                                • Commercial fishing

                                                                Home-based and mobile

    THE CITY OF WANNEROO’S KEY ECONOMIC
    STRENGTHS AND OPPORTUNITIES INCLUDE:

    LARGE & GROWING           KEY STRATEGIC                VIBRANT                         AVAILABLE &
    POPULATION                EMPLOYMENT                   EMPLOYMENT                      AFFORDABLE
    BASE                      LOCATIONS                    CENTRES                         LAND
    Providing businesses      Well located and connected   Providing an attractive         Available and affordable
    with a direct customer    with access to other         base for existing and new       high quality land for both
    base and local            metropolitan centres,        businesses to locate/relocate   business and residential
    workforce                 and the State’s north        and grow                        growth.

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Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
City of Wanneroo’s Indicative Jobs Growth
NORTH-WEST SUB-REGION

                            !
                                        Two Rocks North
                                    !
                   !                      !

                                                                                                                                                                                                                 ECONOMIC SNAPSHOT
                                                                                                               Yanchep & Two Rocks
                                                                                                               • Current: 1,000 jobs
                                                                                                               • Future: 55,000 jobs
                                                         Yanchep

                                                   !YANCHEP BE                                                 Neerabup & Surrounding
                                                               ACH
                                                    !     RD                                                   Future Industrial Areas
                                                                                                               • Current: 1,000 jobs
                                                                                                               • Future: 30,000 Jobs

                                                                                     Carabooda

                                                                     !
                                                                                                           EA
                                INDIAN                                                                        ST
              Alkimos & Eglinton
              • Current: minimal                                                Alkimos
                                                                             !
                                                                                                                                  WA
              • Future: 20,000

                                                                                                                                     N NE
                                                                                                                                          R
                                                                                                                                         OO
                                                                               !
                                OCEAN
              Established Coastal Suburbs                                                                                 Nowergup                   BYPASS
              • Current: 6,800 jobs
              • Future: 8,000 jobs                                                                                                                                    North
                                                                                                                                                                      Pinjar

                                                                                                                                  Neerabup
                                                                                                        WA
                                                                                                           N
                                                                                                          NE

                                                                                             Clarkson                                                                          South Pinjar
                                                                                                             R OO

              N
 0     1       2        3       4                                                      !                                          FLYNN                       DR

                                                                                                                                                                                              NEAVES
                                                                                                                                                                                                       RD

           kilometres

Produced by:                                                                                                                                     !
GeoSpatial Planning Support
Department of Planning, WA
On behalf of:
                                                                                                                                        RD

Western Australian Planning Commission
Copyright © April 2015
                                                     Wanneroo & Future
\\Nts-per\magsprojects\State_MultiRegion\                                                                                      Joondalup
                                                     East Wanneroo Area

                                                                                                                     !
StructurePlans_SubRegional_NW_NE_SMP\
WorkingAreas\NorthWestSubRegional                    • Current: 7,200 jobs                          !
StructurePlan_NWSRSP\                                                                                                                                         Wanneroo
NWSRSP_Plan3_EmploymentOps_A4.mxd                    • Future: 15,000 jobs                                                                            !
Base information supplied by:
                                                                                                                           MI
                                                                                                                             TC

Western Australian Land Information Authority
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LI 646-2014-3
                                                                                                                                  LL

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                                                                                                                                                 A   N
Legend
                                                                                                               MAR MION

                                                                     Wangara Industrial Area
Activity Centres                                                                                                                                                   REEF
                                                                     • Current: 12,000 jobs                                                                                    RD
                                                                     • Future: 15,000 jobs                          Whitfords                                                                     GNANGARA

 !                                                                                                         !                                                               Wangara
               Strategic Metropolitan                                                                                                         !                                                        RD
                                                                                                                                       FWY

     !         Secondary
                                                                                                                                        HEP
                                                                                                                                            BU                AV
     !         District
                                                                                                                                                 RN                  !
                                                                                                    !                                                                                         !
                                                                                                                          AV

NWSRSP Zones
                                                                     Southern Suburbs                                                                    !
                                                                                                                                                                          !
               Existing Industrial                                   • Current: 5,700 jobs                                             Warwick
                                                                     • Future: 6,000 jobs                                                                !
               Industrial Expansion

               Industrial Investigation         City of Wanneroo Boundary

EMPLOYMENT OPPORTUNITIES                                                                                                                                                                 PLAN 3
     Source: Draft North West Sub Regional Planning Framework

                                                                                                                                                                                                             9
Strategic Economic Growth - 2016-2021 ECONOMIC DEVELOPMENT STRATEGY & ACTION PLAN - City of Wanneroo
Our economy is heavily reliant on the
     construction, manufacturing and retail
     industries and predominantly serves
     the local population.

View of Mitchell Freeway extension
from Burns Beach Road

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ECONOMIC CHALLENGES

    To date the City’s local economy has organically
    grown and developed, responding to market forces.
    Our economy is heavily reliant on the construction,

                                                                                                                                   ECONOMIC CHALLENGES
    manufacturing and retail industries and predominantly
    serves the local population. While we have seen an
    increase of 20,000 local jobs over the past 10 years1;
    this growth in jobs has not kept up with the rapid
    population growth that has occurred, and is forecast
    to continue over the next 50 years. Our local economy
    needs to evolve from the provision of mostly population
    driven employment to a more diverse economic
    base that offers a diverse range of employment
    opportunities.

    The following key challenges need to be addressed in
    order for the City’s local economy to grow and evolve
    into a thriving and diverse economy.

    Key Economic Challenges in the City of Wanneroo

                                                    • Number of local jobs
                       JOBS                         • Diversity of local jobs - strategic versus population driven
                                                    • Business creation, attraction, retention and expansion

                                                    • Retention of land for employment purposes
                       LAND                         • Optimising land within, and development of, employment centres

                                                    • Provision of major freight and passenger transport infrastructure
            INFRASTRUCTURE                          • Strategic transport connections
                                                    • Improved high-speed telecommunications infrastructure

                                                    • Public investment to enable the provision of strategic infrastructure
                 INVESTMENT                         • Public and private investment to develop employment centres
                                                    • Private investment for business establishment and growth

    1
        City of Wanneroo, Economy Profile, id Consulting, NIEIR modelled data, 2016

                                                                                                                              11
ECONOMIC DIRECTION

     The economic direction for the City was established     In addition, extensive research and consultation has
     in 2013 by our community and local businesses,          been undertaken as part of the development of the
     and is outlined in the City’s Strategic Community       Economic Development Strategy to understand the
     Plan (SCP), ‘Building a Future Together’ 2013/14 –      economic context, challenges and opportunities
     2022/23. The City’s Economic Development Strategy       facing the City of Wanneroo. A summary of the
     builds on the SCP economic direction by detailing       consultation outcomes is available in Appendix 1,
     five programs designed to achieve the community’s       with detailed research included in a background
     economic aspiration.                                    research paper.

     Economic Development Strategic Alignment

                                                    CITY OF WANNEROO
                                        STRATEGIC COMMUNITY PLAN 2013/14-2022/23

                                         Community Vision: “Building a Future Together”

                 Environment                     Society                       Economy                Civic Leadership
                    Pillar                        Pillar                         Pillar                     Pillar

                                                     Economy Aspiration: “progressive, connected communities
                                                         that enable economic growth and employment”

                                                                     City of Wanneroo
                                                             Economic Development Strategy
                                                                          2016-20

                 City of Wanneroo
                & City of Joondalup                         City of Wanneroo
                                                                                                  City of Wanneroo
                 Draft Regional                            Tourism Strategy
                                                                                                 Advocacy Strategy
             Economic Development                            & Action Plan
                                                                                                        2014
                    Framework                                  2011-2017
                     2015-2031

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ACHIEVING ECONOMIC SUCCESS

    The City of Wanneroo has an important role to play            A diverse economic base increases opportunities
    in economic development through our ability to                for our residents to work locally, alleviates traffic
    influence and coordinate key elements that will drive         congestion and other pressures, and helps support

                                                                                                                                ACHIEVING ECONOMIC SUCCESS
    economic growth. Economic infrastructure is critical          a balanced lifestyle of economic and social activity.
    in order to attract investment for hard infrastructure
                                                                  To achieve economic success the City must proactively
    such as roads, rail and telecommunications facilities,
                                                                  develop and engage in partnerships, advocacy and
    and soft infrastructure such as business support,
                                                                  investment, as well as ensure there is a supportive
    education and training, advocacy and partnerships.
                                                                  and efficient enabling environment.
    Without the City’s involvement in economic
    development, our local economy will be largely                Partnerships
    market driven, meaning that the provision of local            Successful economic development cannot be done
    employment and business services will only serve              in isolation; it requires strategic partnerships and
    the direct needs of the local people, such as retail,         alliances working towards a common goal. This
    education and basic health provision. The provision           is particularly important to deliver soft economic
    of strategic and knowledge based jobs – advanced              infrastructure such as business support services
    manufacturing, higher order professional services             and workforce development; however high level
    such as legal, finance, accounting and research               strategic partnerships are also required to strengthen
    and development through tertiary education access             the City’s advocacy position, deliver hard economic
    will likely progress slowly in a business as usual            infrastructure in a timely manner and attract
    environment.                                                  major investors.

    Economic Partnerships
                                                         INTERNAL
                                                     e.g. Communications,
                                                       Libraries, Property,
                                                          Place Making

         GOVERNMENT
          INVESTOR                                                                                      BUSINESS
          RELATIONS                                                                                     LEADERS
                                                                                                          e.g. Large
             e.g. State
                                                                                                         influencial
            Government
                                                                                                         employers
            departments

                                                     ECONOMIC
                                                    DEVELOPMENT
           EDUCATION
           & TRAINING                                                                                  REGIONAL
           PROVIDERS                                                                                   ALLIANCES
                                                                                                        e.g. Tri-cities
          e.g. Universities,                                                                           partners, other
               training                                                                              local governments
           organisations
                                                     GOVERNMENT
                                                        BUSINESS
                                                     INVESTOR
                                                        SUPPORT
                                                     RELATIONS
                                                       PROVIDERS
                                                     Wanneroo Business
                                                       e.g. Wanneroo
                                                     Association
                                                          Business
                                                         Association

                                                                                                                           13
Advocacy                                                      Investment
     Economic advocacy is focused on two different                 Attracting major public and private investment into
     aspects:                                                      the City is critical to achieving economic success.

     Internal advocacy: to ensure all City staff understand        The City can directly and indirectly influence where
     the need and importance of economic development               stakeholders choose to invest through:
     and their role in contributing to local economic              • Strategic economic marketing to ensure investors
     success.                                                        know who we are, what we are offering and why
                                                                     they must invest here.
     External advocacy: to ensure the major economic
     priorities for the City and region are known,                 • Strong relationships and networks, especially with
     understood and prioritised by decision makers – both            investor relations brokers, such as the Department
     public and private.                                             of State Development.
                                                                   • Supportive and efficient internal processes and
     With regard to external advocacy, three out of four
                                                                     procedures.
     of the City’s major advocacy priorities directly relate
     to economic development. The final pillar ‘reserves’          Enabling Environment
     is also critical as it assists with the economic health of
     individuals and communities.                                  For strategic economic growth and diversity to occur
                                                                   within the City of Wanneroo a strong enabling
     Roads: Delivery of major regional roads transport             environment which supports business establishment,
     infrastructure                                                growth and investment is critical. Four components
     Rail: Expansion of the northern suburbs rail network          of the local enabling environment were identified,
                                                                   which require continual focus and attention to
     Region: Collaborative planning for major regional
                                                                   ensure operational efficiency: internal and external
     economic growth, including agribusiness
                                                                   advocacy, internal process improvement, hard and soft
     Reserves: Reservation and acquisition of land for             infrastructure provision.
     active regional open space.

                                                           Hard Economic
                                                            (Infrastructure
                                                          – Communication
                                                               Technology
                                                              /Roads/Rail)

                 Internal & External                          ENABLING                             Streamlined
                      Advocacy                              ENVIRONMENT                             & Efficient
                                                                                                Internal Processes

                                                          Soft Infrastructure
                                                               (Business
                                                           support services;
                                                             Partnerships)

14
ECONOMIC TARGETS & OUTCOMES

    Economic Targets
    To support our growing population and achieve our economic objectives, the City is

                                                                                                            ECONOMIC TARGETS & OUTCOMES
    working towards achieving the following targets:

            2016                                                                    2031

           97,000                          Employed Residents                    157,000

           53,000                                Local Jobs                        96,000

             45%                     Employment Self Sufficiency (Region)           60%

            1,600                            New Jobs per Year                     2,800

                4                         Employees per Business                      5/6

             27%                     Non-Residential Buildings Approvals            40%

    Desired Outcomes
    The City’s SCP identifies the following four desired economic outcomes. In addition, the City is
    also focused on strategic economic diversification in the areas of advanced manufacturing and
    engineering, clean technology and agribusiness.

                        Our residents can choose to WORK LOCALLY and reduce
                        the impact of travel time on family life.

                        Our community is a PREFERRED PLACE FOR BUSINESS
                        to locate and grow.

                        Our community is WELL CONNECTED AND ACCESSIBLE
                        with an integrated transport approach for all.

                        Our community and businesses have access to the right INFORMATION,
                        EDUCATION AND TECHNOLOGY they need to be successful.

                                                                                                       15
Enterprise House, Wanneroo

16
DELIVERING THE STRATEGY

    The City has identified five economic
    delivery programs that will be
    implemented between 2016 and 2021.

    These programs have been identified based on
    economic priorities established in the City’s Strategic
    Community Plan and input received from local
    residents, the business community, stakeholders,
    City staff and Elected Members
    (refer to Appendix 1).

    Economic Development Programs

                      PROGRAM 1:                              Supporting the growth and development of existing
                  Industry Diversification                    industries as well as diversifying our industry base

                     PROGRAM 2:                               Employment land reservation, acquisition and development
                  Employment Locations                        to intensify employment centres within the City

                    PROGRAM 3:                                Promotion, marketing and advocacy to attract strategic
            Investment Attraction & Advocacy                  investment and deliver critical economic infrastructure

                    PROGRAM 4:                                Local services, facilities, education and training opportunities
             Business Support & Workforce                     to assist business establishment, growth and workforce
                                                              development
                     Development

                      PROGRAM5:5:
                    PROGRAM                                   Developing and strengthening regional partnerships
                                                              to collaboratively increase and maximise the region’s
             InternalEconomic
           Regional    BusinessDevelopment
                                Improvement                   economic competitiveness.

                                                                                                                                 17
PROGRAM 1:
 INDUSTRY DIVERSIFICATION

     We want to support the growth and                        What will this mean for the City?
     development of existing industries, as                   • Mechanisms are in place to review and monitor
     well as diversify our industry base to                     industry trends
     ensure economic resilience.                              • Ability to maximise future industry growth
                                                                opportunities

     The City of Wanneroo has a solid industry base           • Continued growth and development of our
     which has seen strong growth over the past decade.         tourism industry
     However the City’s economy is still heavily reliant on   • Ability to identify and support specialist
     construction, manufacturing and retail, which are          industry precincts
     our three most dominant industries. This program         • Ability to influence and develop robust and
     will ensure the City supports and takes advantage of       resilient industries
     opportunities to strengthen, grow and diversify our
     local industries with a particular focus on advanced
     manufacturing and engineering, clean technology
     and agribusiness.

     What is the City’s current position?

                  CONSTRUCTION IS OUR                                            RETAIL IS OUR 3RD
                  LARGEST INDUSTRY                                               LARGEST INDUSTRY
                  10,300 jobs and $1.8 billion                                   6,000 jobs and $403 million
                  value added                                                    value added

                  MANUFACTURING IS OUR                                           54% LOCAL PRODUCTIVITY
                  2ND LARGEST INDUSTRY                                           COMES FROM 3 MAIN
                  6,300 jobs and $625 million                                    INDUSTRIES
                  value added

     City of Wanneroo Economic Profile,
     id Consulting, NIEIR modelling 2014/15

18
MILLIONS                                                                                                                                                                                                     MILLIONS

                                                                                                                                                                                                                                                           0
                                                                                                                                                                                                                                                               400
                                                                                                                                                                                                                                                                     800
                                                                                                                                                                                                                                                                                  1,200
                                                                                                                                                                                                                                                                                          1,600
                                                                                                                                                                                                                                                                                                    1,800

                                            0
                                                2,000
                                                         4,000
                                                                   6,000
                                                                           8,000
                           Construction                                                                                                                                                                                                   Construction

                                                                                                                                                                     JOBS BY GROWTH
                   Education & Training                                                                                                                                                                                                 Manufacturing

                                                                                                                                                                               JOBS GROWTH
                                                                                                                                                                                     INDUSTRY
                         Manufacturing                                                                                                                                                                                                     Retail Trade
                                                                                                                                                                                                                                                                                                                                                                                                             TO THE LOCAL ECONOMY

                                                                                                                                                                                                                                  Education & Training
                            Retail Trade

                                                                                                                                                                                            BY2001-2014
                                                                                                                                                                                                                                      Wholesale Trade
       Health Care & Social Assistance
                                                                                                                                                                                                                                                                                                                                                                                                             TOP 10 INDUSTRIES BY VALUE ADDED

                                                                                                                                                                                                                      Health Care & Social Assistance

                                                                                                                                                                                               INDUSTRY 2001-2014
      Accommodation & Food Services

                                                                                                                                                                                                                        Agriculture, Forestry & Fishing
     Professional, Scientific & Technical
                                                                                                                                                                                                                                                                                                                                                                                                   TOP 10 INDUSTRIES BY VALUE ADDED TO THE LOCAL ECONOMY

                                                                                                                                                                                                                     Transport, Postal & Warehousing
        Public Administration & Safety
                                                                                                                                                                                                                    Professional, Scientific & Technical
                       Wholesale Trade
                                                                                                                                                                                                                                                                           2015
                                                                                                                                                                                                                                                                           2001

                                                                                                                                                                                                                             Administration & Support
      Transport, Postal & Warehousing
                                                                                                                                                                                                                                                  Other
                                                                                                                                                                                                                                                                                                            Source: City of Wanneroo, Economic Profile, ID Consulting, NIEIR modelling 2014-2015

                                   Other

                                                                                   Source: City of Wanneroo, Economic Profile, ID Consulting, NIEIR modelling 2015

19
                                                                                                                                                                                                                                                                                DELIVERING THE STRATEGY
PROGRAM 1: INDUSTRY DIVERSIFICATION
                                                                                                       Responsibility      Start Year
1.1 Clean Technology
The City of Wanneroo has an opportunity to become a local government leader in clean technology by establishing partnerships
to trial new grid and off-the-grid technologies such as solar and waste to energy.

a) Actively work with industry to explore waste to energy opportunities.                             Manager Advocacy &    2017/18
                                                                                                    Economic Development

b) Increase awareness of business benefits of clean technology.                                      Manager Advocacy &    2018/19
                                                                                                    Economic Development

1.2 Agribusiness & Aquaculture

There are strategic opportunities for the City to identify, protect and support high-value (intensive) production precincts for
agriculture and aquaculture in the City of Wanneroo.

a) Develop a concept plan for Agri-precincts in the City of Wanneroo, in line with the Draft         Manager Advocacy &    2016/17
   State Planning Policy 2.5 – Rural Planning Policy.                                               Economic Development

b) Investigate the development of agri-precincts (including viable agricultural land and suitable    Manager Advocacy &    2016/17
   crop types) in the City of Wanneroo and the allocation of additional water resources for         Economic Development
   agricultural purposes.

c) Investigate the business opportunity for an Open Ocean Aquaculture Trial off Two Rocks            Manager Advocacy &    2017/18
   Marina, in conjunction with the Department of Fisheries and other stakeholders.                  Economic Development

d) Explore linkages between tourism and agribusiness in the City of Wanneroo.                        Manager Advocacy &    2018/19
                                                                                                    Economic Development

1.3 Advanced Manufacturing & Engineering

The City of Wanneroo has an opportunity to become a centre of manufacturing and engineering excellence and innovation
through building on the existing automotive and construction services to attract synergistic technical
small businesses.

a) Develop a market intelligence report on advanced manufacturing and engineering                    Manager Advocacy &    2016/17
   opportunities and trial projects in the City of Wanneroo.                                        Economic Development

1.4 Tourism

The City’s coastline, agricultural and rural areas provide an opportunity to develop strategic tourism precincts.

a) Undertake a tourism land use review, including the potential for agricultural tourism             Manager Advocacy &    2016/17
   precincts, coastal nodes and iconic tourism attractions.                                         Economic Development

b) Build partnerships with key tourism businesses and organisations operating in the City, to        Manager Advocacy &    2017/18
   maximise strategic tourism opportunities.                                                        Economic Development

c) Undertake market research to consider potential tourism park opportunities for the Quinns         Operations Manager    2016/17
   Beach Caravan Park redevelopment.                                                                  Business & Finance

d) Improve tourism and destination signage (directional signage, entry signage and existing          Manager Advocacy &    2016/17
   branded tourism signage) throughout the City, including:                                         Economic Development
 • Establish entry statement signage for the City (with Assets)
 • Investigate the Sunset Coast Tourist Trail signage.

e) Facilitate and/or seek opportunities to build capacity of existing tourism businesses and         Manager Advocacy &    2018/19
   encourage investment and establishment of new attractions and activities. Including:             Economic Development
 • Review of aboriginal tourism product, experiences and attractions
 • Review potential for improvements to existing tourism trails, drives etc.
 • Build relationships with key tourism stakeholders and seek opportunities to engage,
   understand and influence
 • Work closely with Barbagallo Raceway to increase tourism opportunity and economic
   outcomes for the City.

20
FOCUS
                                      Advanced Manufacturing

                                                                                                              DELIVERING THE STRATEGY
                                      & Engineering
                                      As Wangara Industrial Area continues to mature and
                                      Neerabup Industrial Area develops, the expansion
                                      of Barbagallo Raceway presents an opportunity
                                      build upon the existing automotive and construction
                                      services to attract synergistic technical businesses
                                      to Wanneroo. With the aim to become a centre
                                      of manufacturing and engineering excellence and
                                      innovation. (Further details in Appendix 2)

V8 Super Cars at Barbagallo Raceway

                                      FOCUS
                                      Clean Technology
                                      Renewable energy provided 13% of Australia’s electricity in
                                      2014, and one of the constant performers is residential solar,
                                      with many Wanneroo-based companies participating in this
                                      market. The City has a great opportunity to take a leadership
                                      role in advocating for further development in the industry as it
                                      has some of the largest remaining Greenfield sites in the Perth
                                      metropolitan area. In addition the aggregation of residential
                                      and commercial sites within emerging activity centres offers an
                                      opportunity to trial new grid and off-the-grid technologies.
                                      (Further details in Appendix 2)

Solar Power Station

                                      FOCUS
                                      Agribusiness
                                      The City of Wanneroo has long been known as a hub for
                                      high quality agricultural produce with a history dating back
                                      to 1844 when the first farm was established. The strategic
                                      opportunity for Wanneroo is to continue along the path
                                      of being recognised as the ‘preferred Asian region supplier
                                      of premium quality produce’. With over 2,500 hectares
                                      of high producing rural resource and general rural land in
                                      Carabooda and Nowergup, links to new research partners
                                      and industry innovations will further consolidate the
                                      importance of Wanneroo’s agriculturally productive land
                                      and value to WA. (Further details in Appendix 2)

Benara Nurseries, Carabooda

                                                                                                         21
PROGRAM 2:
 EMPLOYMENT LOCATIONS

     We want to ensure there is sufficient,                    What will this mean for the City?
     good quality, well maintained and                         • There is certainty on the amount and type of
     identifiable employment areas in the                        employment land required
     City, now and into the future.                            • Mechanisms are in place to protect and retain
                                                                 employment land
     The City of Wanneroo has almost 100 existing,             • Future employment areas and land for specialist
     developing or proposed employment locations,                precincts are identified
     ranging from local centres through to strategic
                                                               • A holistic approach to planning for strategic
     commercial and industrial hubs. This includes the
                                                                 employment land is in place
     major centres of Yanchep, Alkimos, Clarkson and
     Wanneroo plus Wangara and Neerabup Industrial             • The City is in the position to acquire strategic
     Areas. The City needs to optimise the potential of          employment land parcels
     each employment location to ensure there is an
                                                               • Major employment areas are well branded,
     adequate provision and range of local jobs to cater for
                                                                 identifiable and buzzing with activity
     our existing and future requirements. This program
     will ensure adequate land is reserved, developed and
     maintained for employment purposes to meet the
     needs of our growing population and industries.

     What is the City’s current position?

                1,730HA                                                        x7
                INDUSTRIAL LAND
                (17% OF PERTH’S                                                ICONIC TOURISM LOCATIONS
                INDUSTRIAL LAND)                                               AND ATTRACTIONS

                x6                                                             2,481HA
                MAJOR ACTIVITY CENTRES
                x30                                                            POTENTIAL FUTURE INDUSTRIAL
                                                                               LAND IS UNDER INVESTIGATION
                SMALLER ACTIVITY CENTRES

22
This program will ensure adequate
                                                             land is reserved, developed and
                                                             maintained for employment purposes

                                                                                                                           DELIVERING THE STRATEGY
                                                             to meet the needs of growing our
                                                             population and industries.

LAND AREA BY TYPE IN THE CITY OF WANNEROO
LAND AREA BY TYPE IN THE CITY OF WANEROO

                             365Km2
400                           (53%)

300
                                                    199Km2
                                                     (29%)
200
                                                                         102Km2
                                                                          (15%)
100
                                                                                           17Km2
                                                                                            (3%)
   0
                            Regional               Urban                 Rural           Industrial
                            Reserves

JOBS BY MAJOR EMPLOYMENT CENTRES
                                                                     JOBS BY MAJOR EMPLOYMENT CENTRES
   INDUSTRIAL

                                           Wangara Industrial Area
      AREAS

                                          Neerabup Industrial Area

                                        Clarkson Secondary Centre
       COMMERCIAL CENTRES

                                       Wanneroo Secondary Centre

                                        Kingsway Shopping Centre

                                               Butler Town Centre

                              Alexander Heights Shopping Centre

                                       Girrawheen Shopping Centre

                                                 Work from Home

                                                             JOBS    0            5000                10000   15000

Source: City of Wanneroo, Economic Profile, ID Consulting, ABS Census 2011

                                                                                                                      23
PROGRAM 2: EMPLOYMENT LOCATIONS                                                   Responsibility             Start Year

     2.1 City Wide Requirements

     a) Prepare an Employment Land Needs and Capacity Assessment to:                Manager Advocacy &            2016/17
     • Determine what amount and type of land is required to meet                  Economic Development
        employment self-sufficiency targets and investigate ways
        to protect it
     • Investigate and identify potential future employment areas and
        specialist precincts, including future industrial land, aviation land,
        tourism precincts, agricultural precincts, specialist industry precincts
        and highway/buffer precincts
     • Investigate ways to protect employment land, including using
        interim land uses, allowing for suitable adjacent uses and
        appropriate buffers.

     b) Review Local Planning Policy 3.6 - Employment Policy to have               Manager City Growth            2017/18
        a focus on retention of employment land to meet the City’s
        employment self-sufficiency target.

     c) Investigate opportunities and requirements for the City to identify,       Manager City Growth            2018/19
        acquire and optimise the use of strategic employment land parcels.

     2.2 Industrial Areas
     The City of Wanneroo has the vast majority of industrial land located in Perth’s North-West Sub-Region. This
     industrial land is critically important for the region to provide substantial and diverse local employment opportunities.
     The planning, development, redevelopment and activation of these areas is vital if the City, and region, is going to
     achieve the 60% employment self-sufficiency target.

     a) Conduct a review of land use permissibility in industrial zones to         Manager City Growth            2017/18
        facilitate economic development.

     2.2.1. Neerabup Industrial Area

     b) Develop a Project Management Plan for Neerabup.		                             Project Manager             2016/17
                                                                                         Neerabup

     c) Develop an integrated economic plan for Neerabup Industrial Area            Manager Advocacy &            2016/17
        to set a vision and drive economic opportunities for the entire area.      Economic Development

     d) Develop an Inward Investment Strategy for Neerabup.		                         Project Manager             2016/17
                                                                                         Neerabup

     e) Implementation of the Neerabup Project Plan.		                                Project Manager             2017/18
                                                                                         Neerabup

     f) Investigate the feasibility of an industrial incubator and innovation       Manager Advocacy &            2018/19
        centre in Neerabup Industrial Area.		                                      Economic Development

     g) Investigate the feasibility of early delivery of the eastern extension      Manager Advocacy &            2018/19
        to Flynn Drive from Old Yanchep Road through to Neaves Road.		             Economic Development

     2.2.2 Wangara Industrial Area

     h) Review the market positioning of Wangara Industrial Area as                 Manager Advocacy &            2019/20
        an investment attraction destination and investigate future                Economic Development
        redevelopment opportunities.

     i) Investigate future strategic economic opportunities for the City’s          Manager Advocacy &            2017/18
        Wangara Recycling Centre land.                                             Economic Development

24
PROGRAM 2: EMPLOYMENT LOCATIONS                                                Responsibility           Start Year

2.3 Commercial Centres & Coastal Nodes

With the rapid population growth along the coastal strip, the City of Wanneroo will explore opportunities to
maximise the economic potential of major growth centres and coastal nodes in the City.

a) Review the economic development components of the Alkimos/               Manager City Growth          2016/17
   Eglinton and Yanchep/Two Rocks District Structure Plans to ensure
   accurate reflection of the activity centres hierarchy and requirements
   to achieve the 60% employment self-sufficiency target.

                                                                                                                            DELIVERING THE STRATEGY
b) Investigate the removal or amendment of the mixed use zone in the        Manager City Growth          2018/19
   City’s District Planning Scheme 2 to improve the allowable mix of
   business uses compared to residential uses.

c) Work in partnership with State Government and developers to               Manager Advocacy &          2018/19
   investigate the need for designated tourism precincts and asset          Economic Development
   uplift in key coastal nodes.

d) Investigate mechanisms and opportunities to revitalise existing           Manager Advocacy &          2018/19
   centres within the City of Wanneroo, using Koondoola                     Economic Development
   Neighbourhood Centre as a case study.

                                                                                           Aerial view of Neerabup
                                                                                                     Industrial Area

   FOCUS
   Neerabup Industrial Area
   The emerging Neerabup Industrial Area (NIA) is projected to employ in excess of 20,000 people at full
   capacity and will contribute significantly towards achieving State targets for local employment. The
   estate is 1,005ha which is almost one and a half times the size of Wangara Industrial Area.

   The City of Wanneroo owns 160 hectares of land in NIA and Council, at its meeting on 18
   August 2015, agreed to proceed with developing the City’s landholdings with a focus on strategic
   employment opportunities. This is critical given the large and rapidly growing population in our region
   (Cities of Wanneroo and Joondalup), which is currently 360,000 people, with projections estimating
   530,000 people by 2036 and an ultimate population of approximately 750,000 people (~ 2070).

                                                                                                                       25
PROGRAM 3:
     INVESTMENT ATTRACTION
     & ADVOCACY

     We want to create a strong and                              What will this mean for the City?
     recognised economic position,                               • Renowned economic brand and reputation
     supported by the timely provision of                        • Consistent and coordinated economic marketing
     infrastructure through advocacy and                           and promotion
     investment.                                                 • Strategic economic sponsorship
                                                                 • Ability to attract major and catalytic businesses
                                                                 • Ability to attract national and international
     The City of Wanneroo’s economic position and                  investment
     reputation is dependent on the ability to attract           • Coordinated and proactive advocacy campaign
     investment and business opportunities. Transport and        • Ability to target emerging strategic industries
     telecommunications infrastructure efficiencies have         • Effective planning and delivery of hard economic
     a positive impact on our economic competitiveness             infrastructure
     and serve to increase our capacity to attract business,
     investment and workers. This program will enable the
     City to develop our strategic economic position and
     focus on establishing the City as a major economic
     anchor.

     What is the City’s current position?

                  $6.53 BILLION GRP                                                  11.4 KM
                  2.4% of WA’s GSP                                                   PASSENGER RAIL
                                                                                     (13.6km expansion required)

                  1,584 KM                                                           $900 MILLION
                                                                                     NON-RESIDENTIAL BUILDING
                  ROADS (2015)
                                                                                     APPROVALS (2010 - 2015)

     City of Wanneroo, 2016, Economic Profile, id Consulting,
     NIEIR modelling
     Australian Bureau of Statistics, 2015, Building Approvals
     Australia, Catalogue 8731.0

26
ECONOMIC MEASURES FOR ALL INDUSTRIES IN THE CITY OF WANNEROO 2014/15

60,000                                                                                                                                                                                                                                                                                                                                      8%

                                                                                                                                                                                                                                                                                                                                                                                  DELIVERING THE STRATEGY
50,000
                                                                                                                                                                                                                                                                                                                                            6%
40,000

30,000                                                                                                                                                                                                                                                                                                                                      4%

20,000
                                                                                                                                                                                                                                                                                                                                            2%
10,000

                     0                                                                                                                                                                                                                                                                                                                      0%
                               Employment (total)

                                                                 Employment (FTE)

                                                                                    Output/Total Sales ($m)

                                                                                                                    Value add ($m)

                                                                                                                                      Exports ($m)

                                                                                                                                                     Exports (domestic) ($m)

                                                                                                                                                                                           Exports (international) ($m)

                                                                                                                                                                                                                          Imports ($m)

                                                                                                                                                                                                                                                          Imports (domestic) ($m)

                                                                                                                                                                                                                                                                                    Imports (international) ($m)

                                                                                                                                                                                                                                                                                                                   Local Sales ($m)

                              City of Wanneroo
                              City of Wanneroo as a % of Perth statistical division

                     Source: City of Wanneroo, 2016, Economic Profile, id Consulting, NIEIR modelling

NON-RESIDENTIAL BUILDING APPLICATIONS APPROVED (JULY 2011-MARCH 2014)
                    Million
                    $200                                                                                                                                                                                                                                                                                                              300
                                                                                                                                                                                                                                                                                                                                      250
                                                                                                                                                                                                                                                                                                                                            Building Applications Received

                    $160
Development Value

                                                                                                                                                                                                                                                                                                                                      200
                    $120
                                                                                                                                                                                                                                                                                                                                      150
                     $80
                                                                                                                                                                                                                                                                                                                                      100
                     $40
                                                                                                                                                                                                                                                                                                                                      50
                         0                                                                                                                                                                                                                                                                                                            0
                                                    Industrial

                                                                                                       Commercial

                                                                                                                                     Retail

                                                                                                                                                                               Education

                                                                                                                                                                                                                                         Infrastructure

                                                                                                                                                                                                                                                                                          Land Development

                              Value of Building Applications
                              Number of Building Applications Received

                    Source: City of Wanneroo, Approvals Records, 2014

                                                                                                                                                                                                                                                          Robust industrial and
                                                                                                                                                                                                                                                          commercial approvals

                                                                                                                                                                                                                                                                                                                                                                             27
PROGRAM 3: INVESTMENT ATTRACTION & ADVOCACY

                                                                        Responsibility      Start Year

     3.1 Strategic economic marketing

     a) Develop a strategic economic marketing program for            Manager Advocacy &    2018/19
        the City of Wanneroo, including the promotion of key         Economic Development
        employment locations and specialist industry precincts.

     b) Investigate the potential for a City of Wanneroo              Manager Advocacy &    2019/20
        strategic economic sponsorship program.                      Economic Development

     c) Showcase best practice, innovation and technology             Manager Advocacy &    2018/19
        in local industries and business through case studies,       Economic Development
        networking events, business forums and other similar
        initiatives.

     d) Investigate the development of iconic business                Manager Advocacy &    2018/19
        attractions and events.                                      Economic Development

     e) Improve and enhance tourism marketing and                     Manager Advocacy &    2016/17
        promotional activities to maximise visitation to the City    Economic Development
        through:
     • Production of a City of Wanneroo Visitor Guide
     • Investigate feasibility of developing a visitor website for
        the City
     • Continue to build a local image library (including
        activities such as Photography Competition)
     • Investigate potential visitor tour itineraries within the
        City of Wanneroo, such as food tourism.

     3.2 Investment attraction

     a) Identify and partner with key stakeholders including          Manager Advocacy &    2016/17
        government, industry and developers to attract               Economic Development
        economic investment.

     b) Develop a local investment attraction package.		              Manager Advocacy &    2017/18
                                                                     Economic Development

     c) Investigate mechanisms and opportunities to attract           Manager Advocacy &    2016/17
        and encourage employers, entrepreneurs and                   Economic Development
        businesses to establish in the City of Wanneroo.

     d) Identify and target strategic, knowledge intensive            Manager Advocacy &    2018/19
        and catalytic businesses to establish in the City of         Economic Development
        Wanneroo.

     3.3 Strategic economic advocacy

     a) Manage and coordinate the City’s advocacy campaign.           Manager Advocacy &    2016/17
                                                                     Economic Development

     b) Strengthen the Tri-cities Alliance between the Cities         Manager Advocacy &    2016/17
        of Wanneroo, Joondalup and Stirling to promote               Economic Development
        economic development and job creation in the region
        through an integrated approach to infrastructure,
        tourism, employment, transport and innovation
        challenges.

     c) Establish a Business Leaders Forum to enable the City         Manager Advocacy &    2016/17
        to partner with major strategic businesses in the City       Economic Development
        to jointly advocate for the regional economic priorities.

28
DELIVERING THE STRATEGY
                                                           l Centre
                                                    Cultura
                                           ry and
                                  roo Libra
                            Wanne

TOURISM INVESTMENT & VISITOR ATTRACTION
The City undertakes a number of activities each year to promote the destination,
support local tourism business and attract new ventures to the area. The Visitor Guide
is an example of a project that focuses on local attractions and includes a free business
directory with information on local accommodation, restaurants, activities and produce.
This publication is available across a number of Visitor Centres, all of the City’s libraries,
as well as online. The City continues to review and select other appropriate media
outlets, activities and events to raise awareness of the area as a day trip destination.

                                                                                                 29
PROGRAM 4:
     BUSINESS SUPPORT &
     WORKFORCE DEVELOPMENT

     We want to support our local                                   What will this mean for the City?
     businesses and workforce through                               • Local business support services
     the provision of services, facilities,                         • Local business events and networking
     education and training to assist their                         • Targeted business training opportunities
     growth and development.                                        • Access to a range of facilities that support local
                                                                      business development
                                                                    • Partnerships to identify and address business related
     Local businesses are a critical component of, and                issues and opportunities
     major contributor to, the strength of the local                • Collaborative approach to delivering targeted
     economy. They provide employment opportunities,                  education and training programs
     service our growing residential population, build our          • Skills within our local labour force meet local
     economy and help to create strong communities by                 business requirements
     sustaining vibrant city centres and thriving industrial
     areas. This program will ensure our local businesses
     and workforce have access to local services, facilities,
     education and training opportunities to assist their
     growth and development.

     What is the City’s current position?

                  53,000 JOBS                                                            4.6
                  11,600 BUSINESSES                                                      EMPLOYEES PER BUSINESS
                  3.5% WA’s jobs

                   39%                                                                   207
                   OF OUR RESIDENTS ARE                                                  NEW BUSINESSES PER YEAR
                   EMPLOYED LOCALLY                                                      (2009-2015 average)

     Australian Bureau of Statistics, 2011, Census of Population and Housing
     City of Wanneroo, 2016, Economic Profile, id Consulting, NIEIR modelling

30
REGISTERED BUSINESSES COMPARED TO EMPLOYEES

                        11,600                                                                                                               4.5

                                                                                                                                                                                           DELIVERING THE STRATEGY
                        11,400
                        11,200                                                                                                               4.0

                                                                                                                                                        Jobs per Business (average)
                        11,000
Registered Businesses

                                                                                                                                             3.5
                        10,800
                        10,600
                                                                                                                                            3.0
                        10,400
                        10,200                                                                                                                2.5
                        10,000
                         9,800                                                                                                                2.0
                                        2009          2010          2011          2012          2013          2014          2015

                              Registered Businesses
                              Employees (Total) per Business
                                                                                            Source: City of Wanneroo 2016 Economy Profile,
                              Employees (FTE) per Business                                  ID Consulting, NIEIR modelling ABS cat. 8165 & NIEIR

JOBS (FTE) IN THE CITY OF WANNEROO

100,000

          80,000

          60,000

          40,000

          20,000

                          0
                                                                                                                                          TARGET 2031
                                 2001

                                        2002

                                               2003

                                                      2004

                                                             2005

                                                                    2006

                                                                           2007

                                                                                  2008

                                                                                         2009

                                                                                                2010

                                                                                                       2011

                                                                                                              2012

                                                                                                                     2013

                                                                                                                            2014

                                                                                                 Source: City of Wanneroo, 2016,
                                                                                                 Economic Profile, ID Consulting, NIEIR

                                                                                                                                                                                      31
PROGRAM 4: BUSINESS SUPPORT & WORKFORCE DEVELOPMENT
                                                                         Responsibility                 Start Year

     4.1 Local business services, training and facilities

     There is a vast range of local business support services available in the City of Wanneroo. Rather than duplicate
     these services, the City’s focus will be on supporting and promoting those organisations, rather than provision of
     services.

     a) Support stakeholders in the delivery of services,            Manager Advocacy &                  2016/17
        events, training and other opportunities available to       Economic Development
        local businesses through promotion of their services
        and participation in project based initiatives. Existing
        partnerships (formal and informal) include:
     • Wanneroo Business Association
     • Business Station
     • North Metropolitan TAFE
     • Edith Cowan University.

     b) Investigate and implement opportunities to increase          Manager Advocacy &                  2016/17
        the use of City of Wanneroo facilities to provide local     Economic Development
        business services and training throughout all wards.
        This includes, but is not limited to:
     • Enterprise House, Wanneroo – business co-working
        space
     • Libraries
     • Community Centres
     • Place strengthening hubs.

     c) Collaborate with key stakeholders to provide and             Manager Advocacy &                  2018/19
        promote education and training opportunities that           Economic Development
        match local career paths.

     4.2 Business engagement

     a) Review and implement a regular communications                Manager Advocacy &                  2016/17
        program with local businesses and stakeholders,             Economic Development
        including, but not limited to:
     • Business & Tourism e-Newsletter
     • Mobile app for business to business communication
     • Review and update of ‘business’ section of the City of
        Wanneroo website.

32
PROGRAM 4: BUSINESS SUPPORT & WORKFORCE DEVELOPMENT
b) Facilitate, participate in and develop partnerships          Manager Advocacy &    2016/17
   to identify and address business related issues and         Economic Development

                                                                                                     DELIVERING THE STRATEGY
   opportunities, including but not limited to security and
   signage.

c) Develop and roll out a new business welcome pack             Manager Advocacy &    2017/18
   (potentially electronic), in conjunction with the           Economic Development
   Wanneroo Business Association.

4.3 Internal Process Improvements

a) Review regulatory development requirements, and              Manager Approvals     2016/17
   internal processes associated with these, to provide
   for greater responsiveness to business needs, including
   the potential for fast-track strategic approvals and pre-
   approvals.

b) As part of the review of signage policies include            Manager Approvals     2016/17
   a review of tourism and related signage to clarify
   requirements and procedures.

c) Review the City of Wanneroo’s external events                    Manager           2018/19
   approvals process to increase the focus on economic          Communications,
   and tourism outcomes for the community.                      Marketing & Events

                                                                                                33
Official signing of the Wanneroo Business
     Association Sponsorship Agreement

                           Wanneroo Business Awards                   Wanneroo Business Awards

     MAJOR PARTNERSHIP
     Official Sponsor of the Wanneroo Business Association
     As of 26 August 2015 the City of Wanneroo is the ‘Official Sponsor’ of the Wanneroo
     Business Association. This is a three year agreement to cement the strong and ongoing
     partnership between both organisations in supporting local businesses, and facilitate great
     business growth opportunities within and around the Wanneroo region. This is a significant
     milestone for both organisations, transitioning from a dependent funding relationship to
     an independent, mutually-beneficial partnership. The common goal of ‘local jobs for local
     people’ is central to the relationship.

34
PROGRAM 5:
REGIONAL ECONOMIC
DEVELOPMENT

We want to continually collaborate                         What will this mean for the City?
with the City of Joondalup and other                       • Shared framework for regional economic
key stakeholders to maximise the                             development

                                                                                                                        DELIVERING THE STRATEGY
region’s economic competitiveness.                         • Shared resources to achieve regional economic
                                                             outcomes
Our region is increasingly competing with other            • Agreed regional economic priorities
areas in Perth, Western Australia, interstate and
                                                           • Ongoing collaboration, partnerships and support
internationally for economic investment and jobs
                                                             amongst key stakeholders
growth. It is important that we maximise our regional
competitiveness, enhance our business environment          • Joint advocacy for regional economic infrastructure
and provide more opportunities for people to
                                                           • Strong regional economic competitiveness
work close to home. This program focuses on
developing and strengthening regional partnerships
to collaboratively increase and maximise the region’s
economic competitiveness. The strength of health and
education services in Joondalup enhances the regional
economic development attractiveness.

What is the Region’s current position?

             DRAFT
             REGIONAL ECONOMIC                                               192,000
             DEVELOPMENT FRAMEWORK                                           EMPLOYED RESIDENTS
             2015-2031

             106,000
             JOBS                                                            $12.38 BILLION
             24,000                                                          GROSS REGIONAL PRODUCT
             BUSINESSES

City of Wanneroo, 2016, Economic Profile, id Consulting,
NIEIR modelling

                                                                                                                   35
THE REGION

       TOP 5 INDUSTRIES VALUE-ADDED

       1           CONSTRUCTION
                   $1,621M (17%)

       2           RETAIL
                   $1,148M (12%)

       3           HEALTH CARE & SOCIAL ASSISTANCE
                   $1,009M (10%)

       4           EDUCATION & TRAINING
                   $964M (10%)

       5           MANUFACTURING
                   $909M (9%)
      Data: City of Wanneroo, 2016, Economic Profile, id Consulting, NIEIR modelling

       TOP 5 INDUSTRIES BUSINESS NUMBERS

       1           CONSTRUCTION
                   7,710 BUSINESSES (31%)

       2           PROFESSIONAL, SCIENTIFIC & TECHNICAL SERVICES
                   2,947 BUSINESSES (12%)

       3           RENTAL, HIRING & REAL ESTATE
                   1,961 BUSINESSES (8%)

       4           FINANCIAL & INSURANCE
                   1,767 BUSINESSES (7%)

       5           TRANSPORT, POSTAL & WAREHOUSING
                   1,556 BUSINESSES (6%)
      Data: Australian Bureau of Statistics, 2015, Count of Australian Business Numbers, Catalogue 8165

       TOP 5 INDUSTRIES EMPLOYEE (FTE NUMBERS)

       1           CONSTRUCTION
                   14,472 EMPLOYEES (17%)

       2           EDUCATION & TRAINING
                   12,242 EMPLOYEES (15%)

       3           RETAIL
                   12,152 EMPLOYEES (15%)

       4           HEALTH CARE/SOCIAL ASSISTANCE
                   8,179 EMPLOYEES (10%)

       5           MANUFACTURING
                   4,788 EMPLOYEES (6%)
      Data: City of Wanneroo, 2016, Economic Profile, id Consulting, NIEIR modelling

36
Our region is

                                                                                                     DELIVERING THE STRATEGY
                                                        increasingly
                                                        competing with
                                                        other areas in Perth,
                                                        WA, interstate and
                                                        internationally for
                                                        economic investment
                                                        and jobs growth.

PROGRAM 5: REGIONAL ECONOMIC DEVELOPMENT

                                                               Responsibility      Start Year

5.1 Strengthening regional partnerships

a) Further develop partnerships to deliver regional and      Manager Advocacy &    2018/19
   local economic projects.                                 Economic Development

b) Work with Tri-Cities Alliance and other strategic         Manager Advocacy &    2016/17
   partners to advocate for priority projects within the    Economic Development
   City of Wanneroo and broader region, as part of the
   City’s advocacy campaigns.

c) Finalise and begin implementation of the Regional         Manager Advocacy &    2017/18
   Economic Development Framework.                          Economic Development

5.2 Strengthening regional tourism

a) Develop and distribute regional destination               Manager Advocacy &    2016/17
   marketing including, but not limited to, City of         Economic Development
   Joondalup, City of Stirling, Experience Perth and
   other stakeholders

b) Investigate opportunities to work with Experience         Manager Advocacy &    2017/18
   Perth and other stakeholders on promotion of the         Economic Development
   region to intrastate, interstate and international
   visitors.

                                                                                                37
TRI-CITIES ALLIANCE
     The Tri-Cities Alliance is an agreement
     between the Cities of Wanneroo, Stirling
     and Joondalup, aiming to promote
     economic development and job creation in
     the region through an integrated approach
     to infrastructure, tourism, employment,
     transport and innovation challenges. The
     northern growth corridor, taking in the
     Cities of Joondalup, Stirling and Wanneroo,
     accounts for 29% of Perth’s entire
     population.

                                                         Canberra Tri-Cities Advocacy Campaign Visit, 2015

     Community Cabinet Meeting, City of Wanneroo, 2015

38
IMPLEMENTING THE STRATEGY

    The City’s Economic Development Strategy and Action Plan ‘2016-2021’
    will be implemented in partnership with State and Federal Government,
    business, industry and supporting partners across the City.

                                                                                                              IMPLEMENTING THE STRATEGY
    The Strategy will be underpinned by an annual Service Unit Plan which will be reviewed and
    updated to align with the City’s corporate business planning and budgeting process.

    The Strategy will have significant impact on the growth and development of the City. The City’s
    Advocacy and Economic Development Team will have primary ownership of this Strategy; however
    expertise and resources from other service units within the City will be drawn upon to complete
    actions on an ongoing basis. The City’s business community will be engaged at a partnership level
    to ensure effective collaboration for the Strategy’s development and commitment to the delivery of
    the strategic agenda going forward.

    To inform the City’s Economic Development Strategy, input has been gathered from:

                           ECONOMIC DEVELOPMENT STRATEGY AND ACTION PLAN

                                            DELIVERY MECHANISMS
                                Partnerships, advocacy, investment and business
                                        focused enabling environment

                                               SERVICE UNIT PLAN
                                      (aligned with Corporate Business Plan
                                          & annual budgeting processes)

                                                  MEASURES
                            Progress against five economic development programs
                                          Progress against targets

                                                  REVIEW
                               A mid-term review of the Economic Development
                                         Strategy will be undertaken

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APPENDIX 1
     BUSINESS & STAKEHOLDER
     PERSPECTIVES

     • Local businesses

     • Key stakeholders, including government, education
       institutions, developers and business service
       providers

     • Internal staff

     • Business and Tourism Development Working Group
       Members, including nominated elected members,
       executive staff and business representatives.

     The information below is a summarised version of the
     input received.

      CITY OF WANNEROO              WANNEROO                 CITY OF WANNEROO       CITY OF WANNEROO         CITY OF WANNEROO
                                    BUSINESS                 ECONOMIC               ECONOMIC                 ECONOMIC
                                    ASSOCIATION              DEVELOPMENT            DEVELOPMENT              DEVELOPMENT
                                                             STRATEGY               STRATEGY                 STRATEGY
      Business                      Members Forum            Staff Workshop         Targeted                 Business & Tourism
      Perceptions Survey            80 participants          3 September 2014       Stakeholder Survey       Development
      101 respondents               29 January 2014                                 15 respondents           Working Group
      April 2012                                                                    October 2014             29 October 2014

         2012                2013                                                 2014

                        CITY OF WANNEROO              CITY OF WANNEROO          CITY OF WANNEROO         WANNEROO BUSINESS
                        LOCAL PLANNING                BIENNIAL                  ECONOMIC                 ASSOCIATION ECONOMIC
                        STRATEGY                      CONSULTATION              DEVELOPMENT              DEVELOPMENT
                                                                                STRATEGY                 STRATEGY
                        Staff Workshops               Business                  Business Survey          Board Feedback
                        April - July 2013             Perceptions Survey        343 respondents          Session
                                                      116 respondents           October 2014             22 October 2014
                                                      June 2014

40
Summary of Business Input

                                                                                                                      APPENDIX 1
LIKES                                                   DISLIKES
1. Lifestyle                                            1. Poor transport & electronic infrastructure
2. Able to work close to home                           2. Distance to key business locations – CBD/airport
3. Great location                                       3. Lack of amenities & street appeal in business areas
4. Good schools and retail amenities                    4. Poor safety & security
                                                        5. Lack of business services
                                                        6. City of Wanneroo services, processes & red tape

                                         BUSINESS OPINIONS
TOP 6 SUGGESTED IMPROVEMENTS                            WHAT THE CITY OF WANNEROO CAN DO
1. Provide and promote services                         1. Provide more business services
2. Improve transport access & reduce congestion         2. Provide local business advertising opportunities
3. Improve internet & mobile communications             3. Buy & use local business services
4. Provide local advertising opportunities              4. Improve street appeal in employment areas
5. Extend the freeway                                   5. Provide clear and consistent regulations
6. Better security & CCTV (closed circuit television)

POPULATION GROWTH                                       LIFESTYLE
• Significant new residential construction              • Great work/life balance – employment nodes close
  and development                                         to residential areas
• Large and expanding customer base and                 • Quality of local amenities – proximity to schools,
  local workforce                                         coast, parks, retail and service needs

                              WHY DO BUSINESSES CHOOSE
                               THE CITY OF WANNEROO?

LAND AVAILABILITY                                       BUSINESS & INVESTMENT
• Residential                                           OPPORTUNITIES
• Commercial
                                                        • Great location – close to suppliers, easy access to
• Industrial                                              transport routes and the north of WA
                                                        • Increasing demand for local businesses to support
                                                          the growing population

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