Lights, colour and freebies part of council’s plan to lure Christmas shoppers to city
Festive fun and frivolity is being promised under a council plan to lure Christmas shoppers into the city centre.
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Scavenger hunts, colourful projections on city landmarks and $100,000 in giveaway vouchers for Queen Victoria Market are part of the Melbourne City Council’s plan to lure Christmas shoppers into the CBD.
The proposals also include an expanded busking program, a rollout of floral installations, outdoor dining spaces and more activity and events in 40 city laneways.
A Shop the City campaign will launch the festive program, featuring special offers and shop promotions.
Santa’s Workshop will be held in a COVID-safe way for kids to meet the jolly big man in the red suit.
The Christmas push to revive the flagging civic economy coincides with the council’s push for a transport strategy to attract people safely back into the city’s heart.
A campaign to encourage more cycling has been flagged after the recent construction of more protected bike lanes, as well as a revival of the e-bike scheme and other initiatives to build commuters’ confidence in public transport hygiene.
“It (public transport) is the most efficient mode to support the return of the corporate
workforce, as well as visitors, students and shoppers to the city,’’ a council report said.
The council will also consider changing on-street parking time limits and fees, plus seek a six-month extension of the state government’s decision to waive 25 per cent of the congestion levy.
The Christmas and transport plans will be discussed at the first operational meeting of the new-look 11-member council on Tuesday.
Melbourne Lord Mayor Sally Capp has said that one her main priorities after her re-election was to get people back into the city and revive trade.
Melbourne Fashion Week will be "re-imagined”, featuring the work of local designers at roving runways and pop-up locations.
And Melbourne Music Week will be expanded but no details were available on how live music venues can operate in a COVID-safe way.
A Deck the Streets program is also being proposed with Melbourne artists painting festive murals in Hosier Lane, Carlton, North Melbourne and Kensington.
Retail spending in the CBD dropped by 85 per cent during the stage four lockdown, while entertainment and dining was down by as much as 97 per cent.
An earlier council report, prepared by PwC, found the economic impact on central Melbourne would be the deepest recession in 100 years, delivering a $110 billion impact over five years.
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