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Planning_Economic Impact Assessment
Noo
o sa Head
ds B owls
s Clu
ub, QLD
Q
Reta il Liq uor & Hot el Asssessm
ment
August 2013 Revision
[OCR of page images]
Noosa Heads Bowls Club, QLD
Retail Liquor & Hotel Assessment
August 2013 Revision
QP MacroPlanDimasi
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MacroPlan Dimasi MELBOURNE SYDNEY Level 4 Level 4 356 Collins Street 39 Martin Place Melbourne VIC 3000 Sydney NSW 2000 (03) 9600 0500 (02) 9221 5211 BRISBANE PERTH Level 15 Ground Floor 111 Eagle Street 12 St Georges Terrace Brisbane QLD 4000 Perth WA 6000 (07) 3221 8166 (08) 9225 7200 Prepared for: Coles Group MacroPlan Dimasi staff responsible for this report: Daniel Parker, Manager – Economics Alexander O’Reilly, Analyst - Queensland
Page 3
Table of contents
Introduction ........................................................................................... 2
Section 1: Background ............................................................................ 3
1.1 Regional context and site location 3
1.2 Proposed development 4
Section 2: Trade Area Analysis ................................................................. 6
2.1 Trade area definition 6
2.2 Trade area population 9
2.3 Socio-demographic profile 11
Section 3: Trade Area Spending.............................................................. 13
3.1 Retail Liquor Spending 17
3.2 Specialty Retail Spending 18
Section 4: Competition .......................................................................... 20
4.1 Retail liquor competition 20
4.1 Retail specialty competition 24
4.3 Hotel/Tavern competition 26
Section 5: Demand Potential .................................................................. 29
5.1 Retail liquor demand 29
5.2 Specialty retail demand 34
5.3 Hotel/tavern demand 36
5.4 Commercial office demand 36
Section 6: Economic Impact ................................................................... 38
6.1 Economic and social benefits 38
6.2 Employment stimulus 39
6.3 Consideration of trading impacts 41
6.4 Strategic integration (RFI) 45
6.5 Net community benefit 46
Noosa Heads Bowls Club, QLD
First Choice Assessment 1
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Section 1: Background
Introduction
This updated report considers the market potential and impact of a proposed
liquor store, hotel (tavern style) and retail specialties at Noosa Heads,
Queensland. The report has been prepared in accordance with instructions
received from Coles Group and is set out in sections as follows:
• Section 1 reviews the proposed site location and development of a liquor store
and hotel from both a regional and local perspective.
• Section 2 assesses the trade area likely to be served by the proposed liquor
store and hotel, including a review of the existing and projected future
population levels (including visitor and tourist population numbers) and the
socio-demographic profile of trade area residents.
• Section 3 estimates the total retail expenditure pool generated by trade area
residents, including current and forecast levels, including a detailed breakdown
by key product group, liquor and specialty spending.
• Section 4 outlines the competitive retail environment in which the proposed
development will operate, including consideration of both core retail,
particularly liquor stores and specialty retail.
• Section 5 outlines our assessment of the proposed large format liquor store
and specialty retail on site, adjoining the Noosa Fair shopping centre and strip
retail.
• Section 6 considers the economic impacts expected to flow specifically from
the proposed development, including economic benefits which are likely to
result, as well as any trading impacts or implications for existing retail facilities.
An updated section addressing Council’s information request has been provided
in section 6.4.
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Section 1: Background
Section 1: Background
This report presents an independent assessment of the market potential for a new
liquor store, hotel/tavern and specialty retail at Noosa Heads.
1.1 Regional context and site location
The suburb of Noosa Heads is situated at the northern tip of the Sunshine Coast
in Queensland. Noosa is located approximately 120 km north of the Brisbane
CBD).
Noosa is a popular year round tourist destination attracting large numbers of
domestic tourists each year. There is also a substantial residential population base
in the Noosa region, with the area particularly popular with retirees.
The subject site located at 17 Lanyana Way, Noosa Heads is adjacent to the
Noosa Fair Shopping Centre and Noosa Junction Plaza.
Noosa Fair is a single supermarket centre, located on the south-western side of
Lanyana Way, which is near the intersection of Noosa Drive and Sunshine Beach
Road. These two carriageways are the major roads into Noosa Heads. Other retail
facilities in the immediate Noosa Heads area, include:
• The IGA at Noosa Junction Plaza, just north of the proposed development.
• The retail strip, primarily along Sunshine Beach Road.
• The Hastings Street tourist strip.
The site is easily accessible via main road Noosa Drive linking to Weyba Road to
the west, Sunshine Beach Road to the east and Hastings Street to the north.
Noosa Drive is a part of State Route 6 (Cooroy to Woodford via Maroochydore)
and directly links the site to the core tourist precinct (Hastings Street). The site is
therefore easily accessible from both a regional and local perspective.
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Section 1: Background
1.2 Proposed development
Figure 1 details the proposed development plan for the site. The proposed
redevelopment involves converting the existing lawn bowls into a hotel (900m2)
and a First Choice Liquor store (1,200m2).
Key points to note in relation to the development plan include:
• Conversion of the
existing lawn bowls
(eastern wing) into a
hotel.
Noosa Fair • Conversion and
Shopping Centre
extension of the lawn
bowls (western wing)
into a First Choice
large format liquor
store.
• Development of
commercial
floorspace on the
southern frontage to
Noosa Fair.
The existing Noosa Fair centre to the south contains a large provision of core
retail facilities including a supermarket, mini-major and specialty floorspace.
There are 21 specialty retail shops provided in an open air format. As such, the
precinct already provides a strong retail destination for the nearby population.
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Section 1: Background
B
Figure 1 | Proposed de
evelopment plan
Noosa Heads
H Bowls Clu
ub, QLD
First Choice Asse
essment
5
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Page 8
Section 2: Trade Area Analysis
This section of the report reviews the trade area that is likely to be served by the
proposed development, including a review of the current and projected population
and spending levels, as well as the socio-demographic profile of the trade area
population.
2.1 Trade area definition
The Noosa Heads trade area has been defined taking into account the following
key determining factors:
• The location of significant and well patronised retail facilities co-located and
surrounding the proposed development, including Noosa Fair (anchored by a
Coles supermarket), Noosa Junction Plaza (anchored by a Supa IGA
supermarket) and strip retailing along Sunshine Beach road.
• The location of other competitive retail facilities at Noosa Civic to the south-
west. The nearest large format liquor store is a Dan Murphy’s store located at
Noosaville, around 4.5km to the west.
• Significant physical and geographical barriers including the Noosa National Park
and Coral Sea to the east as well as extensive waterways and lakes to the east
and south.
Map 1 shows the trade area expected to be served by the proposed development.
As shown, the trade area has been defined to include a primary and secondary
sector, described as follows:
• The primary sector (PTA) extends approximately 6.5 km south to Castaways
Beach along David Low Way and 2.7 km west along Weyba Road. The primary
sector is bound to the north and east by coastal boundaries, approximately 2
km (radial) from the site. The sector includes the suburbs of Noosa Heads,
Sunshine Beach, Sunrise Beach, and Castaways Beach. One of the key factors
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Section 2: Trade area analysis
in delineating the primary sector is the access to the site from the south via
David Low Way and the restricted nature of urban development along the
southern coastal areas.
• The secondary sector (STA) includes the suburbs of Noosaville, Weyba Downs,
Peregian Beach, Tewantin and Marcus Beach. This sector is likely to currently
utilise the retail facilities within the existing Noosa Fair Shopping Centre, and
will likely also frequent the proposed development. However, residents within
this sector have a number of convenient options to undertake retail shopping,
such as Noosa Civic Shopping Centre, and are therefore likely to utilise the
retail facilities at the proposed development to a lesser extent than primary
sector residents.
The main trade area generally extends around 2km north and east to the
coastline and 6 km south and west. The trade area is also likely to receive
significant patronage and demand from visitors and tourists to the area given the
large level of hotel accommodation surrounding the site.
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Section 2: Trade area analysis
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Section 2: Trade area analysis
2.2 Trade area population
Table 2.1 details the existing and projected population levels within the identified
trade area. Population forecasts are based on a number of sources, including the
following:
• Population data from the Australian Bureau of Statistics (ABS), including the
recently released results from the 2011 Census of Population & Housing; and
• Population Projections prepared by the Queensland Office of Economic and
Statistical Research, released in May 2012.
As shown, the recent and projected population levels within the Noosa Bowls Club
trade area is currently estimated at 34,540 people, including approximately
12,650 people within the primary sector.
Recent population growth throughout the Noosa Bowls Club trade area has been
moderate, with annual growth for the MTA averaging 102 residents between 2006
and 2011.
This growth trend is set to continue over the forecast period, with the trade area
population estimated to reach 35,630 people by 2026, reflecting average annual
growth of 0.1% for the MTA.
Noosa also attracts a significant tourist population as highlighted in Table 2.2.
When comparing the current estimated resident population of 34,540 residents
with the average number of visitors per day at 10,733 it is understood that
tourists add up to an additional 30% on average to the base population.
Given a large proportion of tourists and visitors to Noosa stay in self catering
accommodation, there is likely to be significant add on trade to the proposed
retail facilities estimated in the order of 20% - 30%.
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Section 2: Trade area analysis
Table 2.1
Noosa Heads Bow ls Club catchm ent population, 2006-2026*
Estim ated population Forecast population
Catchment 2006 2011 2012 2016 2021 2026
Primary Trade Area 12,410 12,570 12,650 13,170 13,370 13,520
Secondary Trade Area 21,490 21,840 21,890 22,010 22,060 22,110
Total catchm ent 33,900 34,410 34,540 35,180 35,430 35,630
Average annual grow th (no.)
Catchment 2006-11 2011-12 2012-16 2016-21 2021-26
Primary Trade Area 32 80 130 40 30
Secondary Trade Area 70 50 30 10 10
Total catchm ent 102 130 160 50 40
Average annual grow th (%)
Catchment 2006-11 2011-12 2012-16 2016-21 2021-26
Primary Trade Area 0.3% 0.6% 1.0% 0.3% 0.2%
Secondary Trade Area 0.3% 0.2% 0.1% 0.0% 0.0%
Total catchm ent 0.3% 0.4% 0.5% 0.1% 0.1%
*A s at June
So urce: A B S; QLD Office o f Eco no mic and Statistical Research, M ay 2012; M acro P lan Dimasi
Table 2.2
Annual visitors to Noosa (Noosa Heads, Noosaville, Tew antin)
Year ending Septem ber 2012
Category Vistor days/nights Average visitors
per annum per day
Within m ain trade area
Domestic Visitor Nights 2,560,000 7,014
Domestic Day Trips 703,000 1,926
International Visitor Nights 654,426 1,793
International Day Trips 107,047 293
Total 3,917,426 10,733
So urce: To urism Research A ustralia; M acro P lan Dimasi
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Section 2: Trade area analysis
2.3 Socio-demographic profile
Table 2.3 summarises the socio-demographic profile of trade area residents based
on the results of the 2011 Census. The socio-demographic profile compares the
trade area population to South-East Queensland averages.
• The average age of residents is 43.2 years is significantly higher than the
South-East Queensland average of 37 years. There is also a lower proportion of
residents aged 40 years and younger and the proportion of residents aged 60
years and over exceeds the South-East Queensland average by more than
10%.
• In terms of household and family structure, the trade area is similar to the
South-East Queensland average, with three (3) exceptions:
o a lower proportion of couples with dependent children;
o a higher proportion of couples without dependent children; and
o a slightly higher level of lone person households.
• The average income levels throughout the trade area appear less in
comparison to the South-East Queensland average reflecting an older ‘retired’
demographic. While household incomes are lower, a higher proportion of
disposable income is likely to be maintained. The low proportion of dependent
children coupled with the significant proportion of ‘owned’ homes -
approximately 35% within the MTA and approximately 38% within the Noosa
Heads immediate area suggest this. In turn, this has an inflationary effect on
retail spending which is reflected in section 3.
In summary, the main trade area population is generally characterised by a high
proportion of retirees who are attracted to the coastal lifestyle of the Sunshine
Coast.
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Section 2: Trade area analysis
Table 2
Noosa Heads Bow ls Club catchm ent - socio-dem ographic profile, 2011
Sectors Total Sth East Qld
Census item Primary Secondary catchm ent avg.
Per capita income $35,206 $29,316 $31,467 $34,297
Var. fro m Sth East Qld benchmark 2.6% -14.5% -8.3%
Avg. household income $78,283 $68,686 $72,316 $89,085
Var. fro m Sth East Qld benchmark -12.1% -22.9% -18.8%
Avg. household size 2.2 2.3 2.3 2.6
Age distribution (% of population)
Aged 0-14 15.9% 17.7% 17.0% 19.7%
Aged 15-19 5.5% 6.0% 5.9% 6.8%
Aged 20-29 8.8% 7.5% 8.0% 14.4%
Aged 30-39 11.2% 10.3% 10.6% 14.2%
Aged 40-49 15.2% 14.6% 14.8% 14.3%
Aged 50-59 15.6% 14.3% 14.8% 12.3%
Aged 60+ 27.8% 29.6% 28.9% 18.4%
Average age 43.2 43.2 43.2 37.0
Housing status (% of households)
Ow ner/purchaser 61.5% 65.9% 64.3% 65.3%
Renter 36.2% 32.6% 34.0% 33.8%
Other 2.3% 1.5% 1.8% 0.9%
Birthplace (% of population)
Australian born 73.7% 75.6% 74.9% 73.9%
Overseas born 26.3% 24.4% 25.1% 26.1%
Family type (% of households)
Couple w ith dep't children 34.8% 37.5% 36.4% 45.5%
Couple w ith non-dep't child. 5.0% 5.7% 5.4% 7.0%
Couple w ithout children 32.5% 31.0% 31.5% 23.8%
One parent w ith dep't child. 10.3% 10.3% 10.3% 9.7%
One parent w non-dep't child. 2.7% 3.5% 3.2% 3.4%
Other family 0.8% 0.6% 0.7% 1.2%
Lone person 14.0% 11.5% 12.4% 9.3%
So urce: A B S Census o f P o pulatio n & Ho using, 2011; M acro P lan Dimasi
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Section 3: Trade Area Spending
Chart 3.1 illustrates the per capita spending profile of residents within the trade
area, indicating generally above average retail spending across all categories as
compared with benchmarks for South East Queensland.
Packaged liquor is currently well above the South East Queensland Benchmark at
$785 and $593 respectively.
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Section 3: Trade area spending
Chart 3.1
Noosa Heads Bow ls Club catchm ent - retail spending per person, 2011/12*
Noosa Heads Bowls Club catchment
Total retail
Sth East Qld
$16,000
13,870
$14,000 12,358
$12,000
$10,000
7,573
$8,000 6,949
6,297
5,409
$6,000
$4,000
$2,000
$0
Total Food Total Non-food Total Retail
Noosa Heads Bowls Club catchment
Food Sth East Qld
$6,000 5,495
$5,000 4,722
$4,000
$3,000
$2,000 1,634
1,292
785
$1,000 593
$0
Other Packaged Liquor Food Catering
Noosa Heads Bowls Club catchment
Liquor
$900 Sth East Qld
785
$800
$700
593
$600
$500
$400 353
$300 236 211 219
197
$200 163
$100
$0
Beer Wine Spirits Total Liquor
*Including GST
So urce: M arketInfo ; M acro P lan Dimasi
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Section 3: Trade area spending
Table 3.1 the shows the projected retail spending capacity of the Noosa Heads
trade area population over the forecast period to 2026, taking into account
population growth as detailed previously in section 2. Spending forecasts exclude
retail inflation to show only real spending terms.
Table 3.1
Noosa Heads Bow ls Club catchm ent - retail expenditure ($M), 2012-2026*
Forecast retail spend ($M) Avg. ann. grow th
Catchment 2012 2016 2021 2026 ($M) (%)
Primary Trade Area 190 204 215 226 3 1.2%
Secondary Trade Area 278 288 300 311 2 0.8%
Total catchm ent 469 492 515 537 5 1.0%
*excluding inflatio n & including GST
So urce: M arketInfo ; M acro P lan Dimasi
As shown, the total retail spending market generated by the trade area population
is currently estimated at over $478 million, including $194 million from
throughout the primary sector. By 2016 these spending levels are projected to
grow to approximately $502 million and $208 million respectively.
Table 3.2 then presents a detailed break-up of the projected retail expenditure by
retail category. Spending on take-home food, packaged liquor and groceries (FLG)
is the largest category, accounting for around 45% of total retail expenditure. The
remainder of total retail expenditure includes spending on the following
categories:
• Food catering – all expenditure at cafes and restaurants and take-away food
stores. The combination of FLG expenditure and food catering expenditure is
referred to as total food expenditure.
• Apparel – all expenditure on clothing, footwear, fashion accessories and
jewellery.
• Household goods – including all expenditure on homewares such as crockery,
cutlery, linen, as well as home appliances, electronic goods, etc.
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Section 3: Trade area spending
• Leisure retail – expenditure on books, music, sporting equipment and the like.
• General retail – expenditure on pharmacy goods, toys florists, pets.
• Retail services – including hair & beauty, optometry, key cutting, etc.
Table 3.2
Noosa Heads Bow ls Club catchm ent - retail expenditure by product group ($M), 2012-2026*
Year ending FLG Food Apparel Household Leisure General Retail
June catering goods retail services
2012 212 44 52 91 24 33 13
2013 215 44 52 92 25 34 13
2014 217 45 53 93 25 34 13
2015 220 46 53 94 25 35 13
2016 223 46 54 95 25 35 13
2017 225 47 54 96 26 36 13
2018 227 48 55 97 26 36 13
2019 229 48 55 97 26 37 13
2020 231 49 55 98 26 37 13
2021 233 49 56 99 26 37 14
2022 236 50 56 100 27 38 14
2023 238 50 57 100 27 38 14
2024 240 51 57 101 27 39 14
2025 242 51 57 102 27 39 14
2026 244 52 58 102 27 40 14
Average annual grow th ($M)
2012-2026 2 1 0 1 0 0 0
Average annual grow th (%)
2012-2026 1.0% 1.3% 0.8% 0.8% 0.8% 1.3% 0.8%
*excluding inflatio n & including GST
So urce: M arketInfo ; M acro P lan Dimasi
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Section 3: Trade area spending
3.1 Retail Liquor Spending
Table 3.3 then details our estimates of sales potential for retail liquor by each key
liquor category, namely beer, wine and spirits, within the trade area.
Table 3.3
Noosa Heads Bow ls Club trade area - packaged liquor spend, 2013-2021*
Year ending Forecast liquor spend ($M)
June Beer Wine Spirits Total
2012 8.0 11.9 6.7 26.5
2013 8.1 12.1 6.7 26.9
2014 8.2 12.2 6.8 27.2
2015 8.3 12.4 6.9 27.6
2016 8.4 12.5 7.0 27.9
2017 8.5 12.7 7.1 28.2
2018 8.5 12.8 7.1 28.5
2019 8.6 12.9 7.2 28.7
2020 8.7 13.0 7.3 29.0
2021 8.8 13.2 7.3 29.3
Average annual grow th ($M)
2012-2021 0.1 0.1 0.1 0.3
Average annual grow th (%)
2012-2021 1.1% 1.1% 1.1% 1.1%
*co nstant do llars & including GST
So urce: M arketInfo ; M acro P lan Dimasi
Forecasted growth in liquor spending appears to be constant leading up to 2021
with an average annual increase of 1.1%. Total liquor spending is expected to
increase from $26.5 million currently, to $29.3 million by 2021.
Wine sales represent the highest majority of liquor spending, accounting for
around 45% of the total liquor spend. This is consistent with the generally more
affluent areas where wine sales are much stronger than other categories such as
beer.
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Section 3: Trade area spending
3.2 Specialty Retail Spending
Table 3.4 details our estimates of sales potential for specialty retail within the
trade area.
Table 3.4
Noosa Heads Bow ls Club trade area - specialty retail spend - 2013-2021*
Year ending Primary Secondary Total
June Trade Area Trade Area
2013 81 117 198
2014 84 120 204
2015 87 124 211
2016 90 127 217
2017 93 131 224
2018 96 135 230
2019 99 138 237
2020 102 142 244
2021 105 146 251
Spending grow th ($M)
2013-2021 24 29 53
Average annual grow th ($M)
2013-2021 3.0 3.6 6.7
Average annual grow th (%)
2013-2021 3.3% 2.8% 3.0%
*Inflated do llars & including GST
So urce: M arketInfo ; M acro P lan Dimasi
Forecasted growth in specialty retail spending is projected at an average annual
increase of 3.0%. Total specialty retail spending in the PTA is expected to
increase from $80.6 million currently, to $104.9 million by 2021. Between 2013
and 2015, with 2015 assumed as the first year of operation for the expanded
specialty retail facilities onsite, specialty retail expenditure within the PTA is
expected to increase by an estimated $6.1 million. From 2015 to 2017 there is
estimated to be an additional $6.3 million generated throughout the PTA.
Using average turnover rates for specialty retail we are able to estimate the
demand for specialty retail floorspace in the PTA. The average retail turnover
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Section 3: Trade area spending
density for specialty retail stores in single supermarket anchored centres is
$7,414/m21. Based on this average retail turnover density, the additional
800sqm of specialty retail floorspace may turnover approximately $5.9 million per
annum (in July 2013 dollars). The planned specialty retail onsite will therefore
respond to part of that growth generated over the next two years as well as the
ongoing growth in the catchment over the first several years of operation. The
remainder of that additional specialty retail expenditure generated within the PTA
will be distributed as additional turnover for existing retailers within the PTA, the
catchment area and surrounding region.
1
MacroPlan Dimasi Shopping Centre Benchmarks (Feb 2013)
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Section 4: Competition
Table 4.1 and the following maps summarises the competitive liquor stores,
specialty retail and hotels surrounding the proposed development.
In addition to liquor and hotel facilities, a wide range of supermarket based
centres are also located within the main trade area, including the Noosa Fair
Shopping Centre (anchored by a Coles supermarket) and Noosa Junction Plaza
(anchored by a Supa IGA supermarket) adjacent to the site, and Noosa Plaza
anchored by a Big W store and a Woolworths supermarket.
4.1 Retail liquor competition
The locations of relevant retail liquor stores are illustrated on the following map
and Gross Lettable Area (GLA) for retail liquor has been provided in Table 4.1.
These GLA levels have been estimated using a combination of industry databases
and field research, as such they represent an estimate only. However, given the
proposed liquor store is a large format store, its primary competitors are other
large format stores within the trade area, which is currently limited to a Dan
Murphy’s store in Noosaville, around 3.2km to the east of the site.
Primary Trade Area
There are approximately ten (10) small format retail liquor stores within the
primary sector, with most comprising a GLA between 100 and 250 square metres.
The largest facility is a BWS liquor store located 0.5 kilometres north-east of the
proposed site which offers approximately 540 square metres of retail liquor. An
estimate of 1,843 square metres of GLA within the PTA has been determined.
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Section 4: Competition
Secondary Trade Area
The major competitive store to the proposed large format liquor store is the Dan
Murphy’s store located at Noosaville of approximately 1,200 sq.m floorspace. This
store is likely to experience the
Other liquor stores within the secondary sector including around ten (10) small
format stores serving a localised market within the Noosaville, Tewantin and
Peregian Beach, typically providing for between 80 and 200 sqm floorspace.
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Section 4: Competition
Table 4.1
Noosa Heads Bow ls Club schedule of com peting retail liquor stores
GLA estim ate Distance to site
Liquor Retailer
(sq.m ) (km )
LARGE FORMAT STORES
Dan Murphy's Noosaville 1,200 3.2
Total large form at stores 1,200
SMALL FORMAT STORES
Prim ary Trade Area
Liquorland Noosa Junction 90 0.1
Liquorland Noosa Heads 80 0.4
BWS Noosa Fair 135 0.4
XO Cellars Noosa Fair 90 0.4
BWS Noosa Drive 200 0.5
Noosa Wine Cellar 140 1.5
Sunshine Cellars Noosa Heads 80 1.5
XO Cellars Sunshine Beach 120 3.0
Liqour @ Your Local Sunshine Beach 80 3.0
BWS Sunrise Beach 190 3.2
Total PTA sm all form at stores 1,205
Secondary Trade Area
Jacks Cellars Noosaville 120 3.6
BWS Liquor Noosa Village 110 3.8
BWS Eenie Creek Road 150 5.8
Liquorland Express 150 6.5
BWS Tew antin 80 6.6
Tew antin Noosa RSL Bottle Shop 150 6.7
Liquorland Noosaville 110 7.5
BWS Peregian Beach 130 11.5
Liquor @ Your Local 150 11.5
Liquor @ Peregian 60 11.5
Total STA sm all form at stores 1,210
TOTAL LIQUOR PROVISION 3,615
So urce: M acro P lan Dimasi
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Section 4: Competition
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[OCR of page images]
Section 4: Competition
0 Secdondary Trade Area
PEREGIAN BEACH
VERRIERDALE
=
@ Dan Murpheys
© BWSNocsa (@) Subject Site
Heads
@ Liquoriand
Express | | Parklands
@ Other Rural Area
Retail Liquor Supply
@PMacroPlanDimasi Noosa Heads Bowls Club, QLD [es
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Section 4: Competition
4.1 Retail specialty competition
The locations of relevant specialty retail areas are illustrated on the following
map.
Primary Trade Area
The primary trade area consists of two specialty retail nodes:
• Hastings Street precinct – includes 800 metres of street shopping and
1,120sqm of specialty retail within ‘Bay Village On Hastings’.
• Noosa Junction precinct – provides a number of small specialty stores
along Sunshine Beach Road well as specialty retail contained within Noosa
Fair and Noosa Plaza.
Other areas providing specialty retail floorspace within the PTA include small
convenience retail areas which are not considered competitive for specialty retail.
Secondary Trade Area
Specialty retail in the secondary trade area is mostly identified in Noosa Civic
Shopping Centre. Noosa Village Shopping Centre provides a lesser scale of
specialty retail while the Noosa River precinct and the Poinciana precinct provide
lesser but more traditional ‘main street’ type specialty retail.
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Section 4: Competition
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Section 4: Competition
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Trade Area & Competition
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Section 4: Competition
4.3 Hotel/Tavern competition
The locations of current hotels / taverns comparable to the proposed hotel onsite
are illustrated on the following map and detailed in Table 4.2.
Primary Trade Area
There are approximately five (5) competing hotels/taverns within the PTA. Sogo
bar located adjacent to the site in the Noosa Junction Plaza is the closest
competing venue followed by the Noosa Reef Hotel located along Noosa Drive
(approximately 500 metres north-east of the site). In addition to the tavern/hotel
venues identified, MacroPlan Dimasi also identified four (4) licensed resort bars
and four (4) sports clubs.
Secondary Trade Area
There are less competing venues located within the STA compared to the PTA with
four (4) operating hotels/taverns and three (3) sports clubs. The majority of the
supply is within Noosaville and Tewantin located to the west of the site.
It is important to note that of the identified competing hotel/taverns there are
very few that provide a similar function to the proposed tavern. In particular,
those ‘Tavern/Nightclub’ licensed venues such as the Sheraton and Noosa Reef
hotels do not operate as taverns and provide a limited function in comparison to
the proposed tavern onsite. Laguna Jacks is a small food and beverage
establishment that also provides a different function to that proposed.
It is noted that the existing Noosa Bowls Club contributes to the current supply of
licensed venues throughout the local area. This venue comprises approximately
1,365sqm and based on the floorspace of the proposed tavern facility onsite
(approximately 1,115sqm) there will be a net reduction of 250sqm.
The proposed tavern facility will replace the licensed venue activities onsite and
given the net reduction in floorspace, there is expected to be limited competitive
impacts throughout the local area. While the proposed tavern onsite will have
slightly reduced capacity in terms of scale, it is expected that the consistent
licensed venue offer will serve a similar function and continue to attract a similar
patronage or market share within the local market. This expected consistency in
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Section 4: Competition
licensed venue offer and service onsite is expected to limit any significant impacts
on competing licensed venues throughout the local area.
Table 4.2
Noosa Heads Bow ls Club schedule of com peting tavern facilities
Type Distance to site
Facility
(km )
Prim ary Trade Area
Sogo Bar Tavern/Nightclub 0.2
Noosa Reef Hotel Tavern/Nightclub 0.6
Laguna Jack's Tavern/Nightclub 1.2
RACV Noosa Resort Hotel/Resort 1.3
Noosa Heads S.L.S.C. Sports Club 1.3
Rolling Rock Tavern/Nightclub 1.4
Sheraton Noosa Resort Hotel/Resort 1.5
Outrigger Little Hastings Street Resort and Spa Nooa Hotel/Resort 1.5
Noosa Australian Football Club Inc. Sports Club 1.6
Noosa District Rugby Unition Club Inc. Sports Club 1.8
XO Sunshine Beach Tavern/Nightclub 2.9
Sunshine Beach S.L.S.C. Sports Club 2.9
Noosa Springs Resort Hotel/Resort 3.1
Secondary Trade Area
Villa Noosa Hotel Tavern/Nightclub 3.3
Noosa Yacht and Row ing Club Inc. Sports Club 4.2
Tew antin-Noosa Bow ls Sports Club 5.0
Royal Mail Hotel Tavern/Nightclub 6.4
Tew antin-Noosa RSL Tavern/Nightclub 6.6
Peregian Beach Hotel Tavern/Nightclub 11.2
Peregian Beach S.L.S.C. Sports Club 11.3
So urce: M acro P lan Dimasi
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Section 4:: Competition
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ads Bowls C
Club, QLD
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Section 5: Demand Potential
5.1 Retail liquor demand
This section of the report considers the market potential for the proposed First
Choice liquor store.
The performance of any particular retail facility, be it an individual store or a
collection of stores provided in an urban centre, is determined by a combination
of the following critical factors:
• The quality of the facility, with particular regard to the major trader or traders;
the strength of the retail tenancy mix relative to the needs of the catchment
which it seeks to serve; the physical layout and ease of use; ease of
accessibility and parking; and atmosphere and ambience.
• The size of the available catchment which the facility serves. This factor sets
the maximum limits as to the likely sales that can be achieved.
• The locations and strengths of competitive retail facilities and the degree to
which those facilities are able to effectively serve the needs of the population
within the relevant trade area.
The market potential for the proposed First Choice liquor store at Noosa Heads is
considered taking into account these factors, each of which have been addressed
in the earlier sections of the report.
In order to estimate the potential sales volume available for the proposed liquor
store, the retention of sales for all stores within the trade area has been
estimated and is detailed in Table 5.1.
The estimated potential sales for the proposed liquor store is based on the
following key points:
• Total liquor spend has been identified as detailed in section 2. In addition to
this residential spend, a beyond trade area (BTA) spend, including spend on
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Section 5: Retail liquor potential
visitors and tourists, has been allowed for. The BTA can vary between each
liquor category and comprises between 20-30% in addition to resident spend.
• The estimation of potential market shares for both small and large format
stores is then applied. Typically in Australia where all formats of stores are
represented, large format stores can account for up to 70% of the total liquor
sales. It is estimated that in a relatively confined market such as Noosa
Heads, the provision of the two national large format stores would result in a
market share of around 55%, increasing from 50% when only Dan Murphy’s
was represented. Conversely, small format stores are estimated to achieve a
total market share of 50%, decreasing to 45% when the proposed First Choice
store is developed.
The steps detailed above allow the calculation of the annual estimated of liquor
sales available to trade area liquor outlets, including the introduction of the
proposed First Choice liquor store in 2015.
Based on this, the existing large format store is estimated to achieve a very
healthy trade area in excess of $15,300 per sqm, and is forecast to maintain
strong sales of $8,740 on introduction of the proposed store. On average, small
format stores are expected to maintain consistent sales of above $7,000 per sqm
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Section 5: Retail liquor potential
Table 5.1
Noosa Heads liquor capacity assessm ent, 2012-2020*
2012 2015 2017 2020
Trade area liquor spend
• Beer 8.0 8.3 8.5 8.7
• Wine 11.9 12.4 12.7 13.0
• Spirits 6.7 6.9 7.1 7.3
Total resident liquor sales 26.5 27.6 28.2 29.0
Beyond trade area liquor spend
• Beer (@ 30%) 3.4 3.5 3.6 3.7
• Wine (at 30%) 5.1 5.3 5.4 5.6
• Spirits (at 20%) 1.7 1.7 1.8 1.8
Beyond trade area liquor spend 10.2 10.6 10.8 11.1
Total liquor sales 36.7 38.1 39.0 40.1
Estimated liquor sales by store format
Large format store (market share 50% incr. to 55%) 18.4 21.0 21.5 22.1
Small format store (market share 50% decr. to 45%) 18.4 17.2 17.6 18.1
Existing & Proposed Supermarkets Floorspace**
Large format stores 1,200 2,400 2,400 2,400
Small format stores 2,415 2,415 2,415 2,415
Estimated average sales per sq.m
Large format stores ** 15,304 8,740 8,949 9,196
Small format stores 7,605 7,106 7,276 7,477
*excluding inflatio n and including GST.
** pro po sed First Cho ice sto re assumed first year o f trade at 2015.
So urce: M acro P lan Dimasi
This analysis above that there is the potential within the Noosa Heads area to
support all of the liquor floorspace which exists or is proposed to be added. Of
course whether or not any individual store trades successfully will then depend on
a range of other factors, the most important by far being the quality of the store’s
offer, in particular its ranging, pricing, and service levels. There is no guarantee
that all stores would trade at the average levels as indicated as being potentially
available in Table 5.1, but there is the potential for all of them to do so.
Table 5.2 then details our estimated sales potential for the proposed large format
liquor store at Noosa Heads at 2015.
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Section 5: Retail liquor potential
Such projections are estimated given the difficult to predict with certainty the
precise sales capture and draw from the tourist and visitor market that will result
from the change of retail structure serving the region. First Choice is a large
footprint packaged liquor store, and in this instance the size of the store is
proposed to be approximately 1,200 sqm. The key features of the store will be
the following:
• The store will create employment positions for approximately 30 staff, with 6 –
8 staff members in the store at any one time.
• The store will specialise in the sale of a wide range of liquor, including beer,
wines, spirits and mixed drinks, sold at very competitive prices for the majority
of customers.
• It is anticipated that almost all customers to the store will drive to the
premises to purchase liquor, and will likely undertake a visit to the proposed
First Choice store as part of a wider shopping trip to the surround retail
facilities.
Because of its size, range and pricing, the First Choice liquor store will therefore
be quite different, both in its market positioning and in the role which it will play,
from other existing liquor stores throughout Noosa, including the small format
liquor stores surrounding the site.
• Overall, we consider that at around 22% of the total trade area spend will be
directed to the proposed First Choice store, which varies between each liquor
category.
• Therefore, sales for the proposed First Choice store is currently estimated at
around $8.1 million, or $6,710 per sqm.
The ultimate sales potential for the proposed store will obviously depend on the
store design, layout and market acceptance of the First Choice brand.
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Section 5: Retail liquor potential
Table 5.2
Noosa Heads First Choice liquor estim ated sales potential ($M), 2015-2020*
2015 2017 2020
Trade area liquor spend
• Beer 8.3 8.5 8.7
• Wine 12.4 12.7 13.0
• Spirits 6.9 7.1 7.3
Total liquor sales 27.6 28.2 29.0
Trade area beer sales (19.2% mkt share) 1.6 1.6 1.7
• Primary Trade Area (25% mkt share) 0.9 0.9 0.9
• Secondary Trade Area (15% mkt share) 0.7 0.7 0.8
Plus beer sales from beyond TA (@ (20% mkt share) 0.4 0.4 0.4
Total beer sales 2.0 2.1 2.1
Trade area w ine sales (27.1% mkt share) 3.4 3.5 3.6
• Primary Trade Area (35% mkt share) 2.1 2.2 2.2
• Secondary Trade Area (20% mkt share) 1.3 1.3 1.4
Plus w ine sales from beyond TA (@ (25% mkt share) 1.1 1.2 1.2
Total w ine sales 4.5 4.6 4.8
Trade area spirits sales (17.2% mkt share) 1.2 1.2 1.3
• Primary Trade Area (20% mkt share) 0.6 0.6 0.6
• Secondary Trade Area (15% mkt share) 0.6 0.6 0.6
Plus spirits sales from beyond TA (@ (20% mkt share) 0.3 0.3 0.3
Total spirits sales 1.5 1.5 1.6
Estim ated Total Store Sales Potential 8.1 8.2 8.5
Store sales per sq.m ($/sq.m) 6,713 6,856 7,052
*excluding inflatio n and including GST.
So urce: M acro P lan Dimasi
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Section 5: Retail liquor potential
5.2 Specialty retail demand
This section of the report considers the market potential for the proposed
specialty retail stores.
The performance of any particular retail facility, be it an individual store or a
collection of stores provided in an urban centre, is determined by a combination
of the following critical factors as outlined earlier.
The market potential for the proposed specialty retail stores at Noosa Heads is
considered taking into account the critical factors, each of which have been
addressed in the earlier sections of the report.
Estimated potential specialty retail spending and floorspace demand is based on
the following key points:
• Total specialty retail spend has been identified as detailed in section 3.
• In addition to this residential spend, a beyond trade area (BTA) spend,
including spend by visitors and tourists, has been allowed for. The BTA can
vary between each retail category and comprises between 20-30% in addition
to resident spend (this percentage of BTA is higher than usual as a result of the
high tourist visitation locally).
• The average turnover for specialty retail is then applied.
The steps detailed above allow the calculation of the estimated specialty retail
floorspace demand available to trade area, including the introduction of the
proposed tenancies in 2015. On average, shopping centre and retail precinct
specialty stores are expected to maintain consistent sales over the period.
This analysis is presented in Table 5.3 and demonstrates how the forecast future
increase in demand for specialty retail uses is expected to be well in excess of the
proposed specialty retail uses at the subject site (in terms of floorspace).
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Section 5: Retail liquor potential
Table 5.3
Noosa Heads specialty retail dem and potential ($M), 2013-2020*
2013 2015 2017 2020
Trade Area Specialty Retail Spend
Primary Trade Area 80.6 86.7 93.0 101.8
Secondary Trade Area 117.1 123.8 131.0 142.2
Total resident specialty retail spend 197.7 210.5 224.0 244.0
Beyond Trade Area Specialty Retail Spend
Primary Trade Area (30%) 24.2 26.0 27.9 30.5
Secondary Trade Area (20%) 23.4 24.8 26.2 28.4
Total beyond trade area specialty retail spend 47.6 50.8 54.1 59.0
Total specialty retail spend 245.3 261.3 278.1 302.9
Estimated specialty retail floorspace grow th
Primary Trade Area - 1,072 2,183 3,717
Secondary Trade Area - 1,087 2,244 4,060
Total specialty retail floorspace dem and - 2,160 4,427 7,777
Proposed additional floorspace (sqm) 0 800 0 0
Net demand for additional specialty retail floorspace
Primary Trade Area - 272 1,383 2,917
Secondary Trade Area - 1,087 2,244 4,060
Net dem and for additional specialty retail floorspace - 1,360 3,627 6,977
*Inflated do llars
So urce: M acro P lan Dimasi
As detailed above, an additional requirement for retail specialty floorspace is
forecast for both PTA and STA, totalling 7,777sqm by 2020. The proposed
800sqm of specialty retail at Noosa Fair will meet part of this demand in 2015,
thereby implying limited impacts on existing traders.
This analysis above indicates that there is potential to support the existing and
proposed specialty retail floorspace within the local Noosa Heads area with limited
impacts as a result of the growing catchment. Any impacts on individual stores,
including the trading viability of new stores within the proposed development, will
be largely dependent on the competitiveness and strength of operator for each
tenancy.
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Section 5: Retail liquor potential
5.3 Hotel/tavern demand
Demand for the proposed tavern onsite will be generated by local residents as
well as tourist visitors to the local area. It is expected that much of this demand
will be transferred from the existing licensed bowls club facility onsite.
The future turnover for the proposed tavern facility and for the network of
competing licensed venue facilities is difficult to estimate given the diverse mix of
activities supported at each venue. These activities may include a mix of
beverage sales (alcoholic and non-alcoholic), food sales, function and event fees,
gaming related income (poker machines), TAB income, membership fees (sports
clubs), and sporting related fees (bowls clubs, football clubs).
While the proposed tavern onsite will not replace the sporting and recreation
function served by the Noosa Heads Bowls Club facility, it will replace the licensed
venue function (albeit on a slightly smaller scale) and provide a place for
community interaction and socialisation. As a result, it is expected that the
proposed facility will absorb much of the demand currently generated for the
bowls club facility.
Given that much of the demand for the proposed tavern onsite is expected to be
derived from that existing demand captured by the Noosa Heads Bowls Club, and
taking into consideration expected growth in the catchment including growth in
food and beverage retail expenditure, it is expected that trading impacts on
competing facilities will be limited and will be offset by continued growth within
the catchment.
5.4 Commercial office demand
Demand for the proposed commercial office uses onsite will be generated by
future population and employment growth throughout the surrounding area as
well as by existing businesses wishing to relocate/expand within the area. The
proposed office uses will generate additional local employment opportunities and
enhance the economic strength and diversity of the local area.
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Section 5: Retail liquor potential
The MTA is expected to increase from approximately 34,540 people in 2012 to
35,430 people in 2026, resulting in total growth of 890 people. It is estimated
(based on typical population growth trends) that 50% of this additional population
or 445 people will require fulltime employment. The proposed office space is well
located and in an appropriate precinct to accommodate a portion of this demand.
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Section 6: Economic Impact
This section outlines the potential economic benefits and impacts that can be
anticipated following the development of the proposed First Choice liquor store.
As previously noted in this report, the proposed hotel onsite will result in a net
reduction of hotel supply. As a result, there is not expected to be any negative
trading impacts for competing hotel facilities, however, benefits related to this
facility are considered.
6.1 Economic and social benefits
The development of the proposed First Choice liquor store is likely to result in a
range of economic impacts. From a trading point of view, some impacts are likely
to be experienced by some competitive facilities throughout the trade area, and
the likely extent of these trading impacts is considered further in the next sub-
section of this report. On the other side of the equation, development of the First
Choice liquor store will result in a significant range of economic benefits,
particularly for residents within the trade area. The key positive impacts will
include the following:
1. Noosa Heads Bowls Club site as a strong destination for retail liquor
• The development of a big box liquor store in Noosa Heads will benefit the local
community, as well as the region overall by providing residents with enhanced
choice, competition and convenience. Currently, the nearest big box retail
liquor store of this scale is Dan Murphy’s located in Noosaville approximately
3.2 kilometres from the site. Development of the First Choice liquor store will
provide additional service to residents, as well as the large tourist market in an
accessible location.
• Increased shopping choice, amenity and local convenience
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Section 6: Economic impact
• The development of the proposed First Choice liquor store will offer a greater
provision and a wider range of shopping alternatives for local residents.
• Additional employment and future wages
• The development of the proposed First Choice liquor store will create a
substantial number of additional jobs in the region, both for the construction
and related industries during the construction phase, and for the economy
generally once the centre is completed. These additional jobs will improve the
self-containment of employment opportunities for residents of the Noosa Heads
trade area, as well as stimulating future additional salaries and wage levels.
This benefit is discussed further in the next sub-section of this report.
6.2 Employment stimulus
The proposed development of the First Choice liquor store and hotel will result in
additional on-going supportable employment as well as jobs through the supply
chain, across industries servicing the retail (and non-retail) tenants at the site
such as transport workers, wholesalers and the like.
Furthermore, the construction phase of the project will support temporary
construction employment as well as additional jobs through the broader economic
supply chain (i.e. multiplier impacts).
Table 6.1 illustrates the estimated net increase in direct employment that would
be created under the proposed development. As shown the additional
employment created is expected to be in the order of 66 jobs. Allowing for some
minor impacts upon employment at other retail liquor stores, estimated to be in
the order of 5%, the overall net employment created at the centre is expected to
be in the order of 63 jobs.
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Section 6: Economic impact
Table 6.1
Noosa Heads Bow ls Club estim ated future additional em ploym ent levels
Estimated QLD
Type of use employment GLA Employment
per '000 sq.m (sq.m) (persons)
Big Box Liquor Store 55 1,200 66
Net increase1 63
1. Net increase includes an allo wance fo r reduced emplo yment levels at impacted centres, estimated at 5% o f the to tal increase
So urce: Co les Gro up, M acro P lan Dimasi
The estimate of all additional employment that would be created as a result of the
proposed development includes both on-going direct and indirect (multiplier
induced) employment and on-going direct and indirect (multiplier induced)
employment from the construction phase of the project.
To calculate the likely total economic stimulus that can be attributed to the
proposed development, both due to the direct retail employment which it will
create, and also due to its construction, we have relied upon ABS Australian
National Accounts Input/output multipliers.
We conservatively estimate the capital cost of the project expansion to be
approximately $3.05 million. Hence, estimated employment resulting from the
construction of the project is 13 created directly and a further 21 resulting from
multiplier induced effects.
Table 6.2
Noosa Heads Bow ls Club estim ated future additional em ploym ent levels
Estimated Supplier
Original stim ulus capital Direct employment Total
costs employment multiplier
($M) effects
Construction of project 3.05 13 21 34 Job years 1
Operating employment2 63 25 88
Total 76 46 122
* Emplo yment to tals include bo th full-time and part-time wo rk
1. Indicates the estimated number o f jo bs o ver the life o f the co nstructio n pro ject, fo r the equivalent o f o ne year
2. Indicates the estimated number o f net additio nal o ngo ing jo bs as a result o f the pro po sed develo pment
So urce: Co les Gro up, M acro P lan Dimasi
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Section 6: Economic impact
As previously estimated, net employment resulting from the proposed
development is expected at 63 net jobs. Based upon the ABS employment
multiplier for the retail industry (of about 1.6) we estimate this would also lead to
a further 25 multiplier induced jobs.
The proposed development will therefore result in a significant stimulus to the
Noosa Heads economy, with an estimated 122 jobs in total.
6.3 Consideration of trading impacts
RETAIL LIQUOR TRADE IMPACTS
A number of factors need to be taken into account in determining the likely
trading impacts and subsequent consequences arising from the proposed First
Choice liquor store, on other retail facilities within the trade area.
The following analysis presents a projection of the anticipated impacts on other
retail liquor outlets in the trade area, and also considers the resulting average
trading level for all retail liquor outlets.
The impacted retailer has a number of possible actions which it may take in order
to mitigate the extent of the impact or may eliminate it all together. Expansions
and improvements may be undertaken at other developments throughout the
trade area, and all of those factors can change the nature of the impact of the
new development.
Impacts on retailers within the MTA
Table 6.3 compares the sales likely to be generated by existing trade area
retailers from 2012-2018, both with and without the proposed First Choice liquor
store. All figures are expressed in constant dollars and include GST.
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Section 6: Economic impact
Table 6.3
Noosa Heads retail liquor trading im pact assessm ent, 2012-2018
2012 2015 2018 Change (2012-15) Change (2012-18)
$M $M $M $M % $M %
Part 1 : Estim ated retail spending m arket
Total available expenditure to TA retailers 36.7 38.1 39.0 1.4 3.8% 0.9 2.4%
Part 2 : Calculation of MTA retail sales (w ith Noosa Heads Bow ls Club re-developm ent)
Noosa Bow ls Club (liquor) 0.0 8.1 8.2 8.1
Other trade area retailers 36.7 30.1 30.8 -6.6 -18.1% -5.9 -16.1%
Large format stores 18.4 12.9 13.3 -5.4 -29.7% -5.1 -27.8%
Small format stores 18.4 17.2 17.6 -1.2 -6.6% -0.8 -4.3%
Est. retail sales to TA retailers 36.7 38.1 39.0 1.4 3.8% 2.3 6.3%
Part 3 : Calculation of MTA retail sales (w ithout Noosa Heads Bow ls Club re-developm ent)
Noosa Bow ls Club (liquor) 0.0 0.0 0.0 0.0 - - -
Other trade area retailers 36.7 38.1 39.0 1.4 3.8% 0.9 2.4%
Large format stores 20.2 21.0 21.5 0.8 3.8% 0.5 2.4%
Small format stores 16.5 17.2 17.6 0.6 3.8% 0.4 2.4%
Part 4 : Resultant Average Trading Perform ance ($/per sq.m )
Proposed Noosa Bow ls Club (liquor) 0 6,713 6,856 - - -
Large format stores 15,304 10,766 11,042 - - -
Small format stores 7,605 7,106 7,276 - - -
So urce: M acro P lan Dimasi
The column headed 2012 shows the current estimated position for trade area
retailers based on previous market capacity and potential analysis presented in
Table 5.1 and Table 5.2.
The column headed 2015 then shows what is expected to eventuate assuming
that the First Choice development at Noosa Heads were to proceed and to be
trading in that year. In short, the analysis shows the following:
• It is estimated that the addition of the First Choice store at Noosa would
increase the volume of liquor sales drawn by large format liquor retailers from
the current figure of $18.4 million to $21.0 million, including both the Dan
Murphy’s and First Choice store.
• At the same time, it is estimated that there would be a minor impact on the
small format liquor stores, resulting in a reduction of $1.2 million, from $18.4
million in 2012 to $17.2 million in 2015.
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Section 6: Economic impact
• The resultant average turnover levels, both before and after the proposed
development, are also shown. Large format stores (currently only the Dan
Murphy’s store), is currently estimated to trade at around $15,300 per sqm,
and expected to continue above $10,700 per sqm going forward.
• Sales for all stores are expected to continue sales growth post this period, with
stronger potential for an improved tourist and visitor sector post the recent
decline in tourist numbers over the past few years.
Given all of the above, there is no reason to be concerned that any trading
impacts experienced by the proposed liquor facility in Noosa will threaten the
capacity of any one of those existing stores to continue operate successfully in the
future.
SPECIALTY RETAIL TRADE IMPACTS
As previously stated in the demand assessment for the proposed retail specialty
stores onsite, the scale of floorspace proposed (800sqm) is representative of only
a proportion of the additional retail specialty required to support population
growth throughout the catchment. By 2015, forecast population growth
throughout the PTA and STA is expected to demand up to an additional 2,160sqm
of specialty retail floorspace. By 2017 this additional demand is expected to be
up to 4,427sqm. The proposed 800sqm onsite represents approximately 37% of
the additional demand generated by 2015.
The proposed 800sqm of specialty retail uses at the subject site are expected to
largely capture demand from this growth within the market. While some existing
market share may be redirected from existing retail uses within the catchment as
a result of specific retail tenants, this trading impact is expected to be largely
offset by the growth in demand and expenditure throughout the catchment.
It should also be noted that in time, there is potential that the additional retail
specialty floorspace may actually result in positive trading impacts. The proposed
retail specialty uses will enhance the overall scale and mix of retail uses within the
area which will improve the retail offer for local residents providing them with
additional convenience and choice. An alternative is that other retail centres
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Section 6: Economic impact
outside of the local catchment are established or expanded in order to serve the
future increase in resident generated demand.
TAVERN TRADE IMPACTS
As previously stated in the demand assessment for the proposed tavern use
onsite, the future licensed venue activity onsite will largely replace that existing
use offered by the Noosa Heads Bowls Club. While it will obviously not offer the
sporting and recreation function that the bowls club does it will provide some level
of consistency in regards to a licensed venue that offers a place for community
interaction and socialisation.
The future income for the proposed tavern is expected to be derived to some
extent from the existing demand captured by the Noosa Heads Bowls Club. This
transfer of demand from the existing bowls club to the proposed tavern will assist
in offsetting any potential trading impacts on competing licensed facilities. Any
trade impacts on competing venues are expected to be limited and largely offset
by forecast growth in the catchment, including growth in food and beverage retail
expenditure (forecast to increase by $5 million or 10% between 2012 and 2015).
In summary, the proposed tavern facility is not expected to generate significant
trade impacts on any one competing venue or limit the ability of any competing
facilities to trade viably. The consistency between the existing licensed venue use
onsite and the proposed tavern is expected to result in a transfer of demand
between these two uses rather than a significant redistribution of demand from
competing venues.
COMMERCIAL OFFICE TRADE IMPACTS
The proposed commercial office space onsite is expected to be limited in terms of
overall scale in comparison to the scale of additional floorspace required to
support future population and employment growth throughout the region. As a
result, the proposed commercial office space onsite is not expected to result in
any significant trade impacts with any short term impacts offset by expected
growth in demand.
Noosa Heads Bowls Club, QLD
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First Choice Assessment 44
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Section 6: Economic impact
It is noted that the Noosa Junction precinct is an existing commercial and
employment hub and that the proposed office uses are consistent with this role
and function. The proposed office space will support local employment
opportunities as well as result in additional local demand for local retail and
service operators.
6.4 Strategic integration (RFI)
This section responds to specific requests from Council in their information
request.
Describe how the proposed non-residential components of the proposed
development would integrate with and support the existing Noosa
Junction business centre in a functional sense.
While the proposed non-residential uses will not alter the role or function of the
existing Noosa Junction precinct, it will enhance the scale and mix of retail and
commercial uses locally. This enhanced mix of uses will increase choice,
competition and convenience for local residents which will likely result in
increased retention of local demand. It will also support additional local
employment within the existing employment hub.
The integration of uses will be further enhanced by specific uses such as the
proposed tavern. The tavern will replace the existing bowls club and provide a
location for community interaction and socialisation. Maintaining this function
within the precinct will be important for other retail and commercial uses within
the precinct that benefit from the increased visitation generated by the existing
bowls club.
Noosa Heads Bowls Club, QLD
First Choice Assessment 45
Coles Group
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Section 6: Economic impact
Demonstrate the proposed expansion of business land in Noosa Junction
will not compromise the centre hierarchy for the Noosa area and the role
and function of the Noosa Shire Business centre.
The current proposal to expand the scale and mix of commercial uses within the
Noosa Junction precinct will supplement the existing mix of commercial uses
throughout the precinct. While the scale of additional retail uses is not sufficient
to alter the role or function of the precinct (i.e. it will continue to serve the role of
and function as a neighbourhood shopping precinct), it will enhance the choice,
competition and comparison provided by local retail and service facilities. While it
will generate an intensification of business land within the precinct it will not
impact on the centres hierarchy nor the role or function of the Noosa Shire
Business Centre.
The Noosa Shire Business Centre serve a distinctly different and higher order role
than the Noosa Junction precinct and will continue to do so following the proposed
development. The proposed development will not significantly alter the role or
function of either centre.
6.5 Net community benefit
There are many economic and social benefits that are likely to arise from the
development of the proposed First Choice liquor store, adjacent hotel, specialty
retail and office uses. These benefits can be summarised as follows:
• Refurbishment of an existing social venue.
• Providing greater shopping choice, amenity and local convenience.
• Stimulating additional employment opportunities and future salary and wage
earnings in the local area.
Against these benefits there may be some trade impacts generated for those
relevant competitive retail and licensed venue operators. However, these impacts
are expected to be offset by expected growth in demand within the catchment, as
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Section 6: Economic impact
well as the transfer of demand from the existing bowls club to the proposed
tavern. No impacts are expected to be significant or sustained over the long
term.
Thus, it can be concluded that a net community benefit will result from the
development of the First Choice liquor store, tavern and retail specialty as
proposed.
Noosa Heads Bowls Club, QLD
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Coles Group
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Melb
bourne Sydn
ney
Level 4 Suite 1.02,
1 Level 1
356 Co
ollins Street 34 Hun
nter Street
Melbou
urne VIC 30
000 Sydney
y NSW 2000
0
(03) 9600 0500 (02) 9221 5211
Brisb
bane Perth
Level 1
15, Ground
d Floor
111 Ea
agle Street; 12 St Georges
G Terrace
Brisbane QLD 4000; Perth WA 6000
(07) 3221 8166 (08) 9225 7200