Understandably, most small businesses will resist neighbourhood changes that might reduce trade – and that’s how you’d expect the traders might have reacted when Port Phillip Council said it would cut the number of on-street car parks in Acland St, St Kilda.

But instead, the Acland St traders they did some research. What they found was more than a surprise: it actually transformed the traders association into one of the strongest supporters of the change.

The traders quickly discovered that more than half of all their customers walked to Acland St to shop – and only around a quarter drove.  More than that, though: more than half the shoppers in the area lived locally, and locals made an average of 184 visits to the shopping precinct every year. In fact, almost a quarter of the people surveyed said that they shopped in Acland St every day.

The traders quickly realised that removing car spaces would only affect around a quarter of their customers (and at least some of those would return on other forms of transport, anyway). 

But more importantly, they recognised that their largest and most loyal customer group was actually local. Improving the walking environment for them was likely to actually increase their loyalty and might help attract them back to the area more often – which would translate into a bonus for local business.

So thanks to the traders’ open-mindedness and willingness to listen, Acland St is more walking-friendly than it ever was, and everyone has benefited.

What the Acland Street provides is a great example of what can be achieved if the community works together! How can you work with your local traders and businesses to make your neighbourhood better for walking?  

Acland Street St Kilda
The once narrow footpaths of Acland Street are now wide, vibrant and social pedestrian spaces.

Other studies showing walkers are good for local businesses

Acland Street traders are not alone in recognising that pedestrians are good for local business.

In November 2010, the National Heart Foundation of Australia released a wonderful discussion paper, prepared by Rodney Tolley, that explores the benefits to retailers, residents and councils of creating walking and cycling friendly environments. The report Good For Busine$$ looks at case studies from around the world that show the increased business and vitality that catering for pedestrians provides. The discussion paper concludes that there needs to be collaborative support from government,private and business sectors for walking and cycling friendly environments.

Earlier British research on retail vitality conducted by Sustrans found that pedestrians are positive news for local trade. Their research ‘Shoppers and how they travel', the first study of its kind to look at neighbourhood shopping areas, highlights the importance of catering for pedestrians and bus passengers at local shops as these customers are better for business. See also another Sustrans study Traffic restraint and retail vitality.  

The study Bike Lanes, On-Street Parking and Business by the Clean Air Partnership (Toronto, Canada) also found that customers arriving by foot and bicycle visits the most often and spent the most money at neighbourhood shopping streets.  See also their Bike Lanes, On-Street Parking And Business: Year 2 Report.  The final page of the report for the pedestrian survey they used, it may help you develop your own.

Still not convinced?  Then read the fact sheet The Economic Benefits of Walkable Communities  from the Local Government Commission (USA) profiles examples of walkable design leading to higher property values, increased private investment, tourism, and, citywide, to a good climate for the businesses.

Darebin City Council’s Northcote Travel Survey (January 2009)

In 2008, the City of Darebin also conduct a travel survey of visitors and businesses in the Northcote shopping precinct to gain an understanding of travel and shopping behaviours and assess the potential impact of a reduction in parking for accessible tram stops on High Street Northcote. See Darebin City Council’s 2008 Northcote Travel Survey (January 2009) and related publications.

 

The key findings included:

 

  • High street visitors tend to walk or catch public transport, while visitors to Northcote Central and Plaza tend to drive to those centres.
  • High Street visitors are more willing to lose car parking spaces to accommodate streetscape improvements than visitors to Northcote Central or Plaza.
  • Visitors to Northcote Shopping precinct place a higher level of importance cleanliness and maintenance, pedestrian access and safety than business respondents who thought car parking was most important.
  • Business respondents tended to overestimate car-based travel and underestimate walking and public transport use amongst visitors to Northcote Shopping precinct.

 

 The study also found that:

 

  • The vast majority of visitors visit the Northcote shopping precinct regularly – at least once per week (79%).
  • Visitors to High Street were more likely to visit daily (31.1%) than those visiting Northcote Plaza/Central (14%).
  • High Street Visitors were most likely to walk (36%), or catch public transport (22%) to travel to Northcote while at Northcote Plaza and Northcote Central they were more likely to drive (51%).

 

 

Related Links