MCU14/0106 Appendix J - Retail Needs Assessment

5.8         ESCAPE EXPENDITURE
The destination of Noosa Civic main trade area resident spending has been based on Market Blueprint
data which has been provided to Urbis by Quantium. This section provides an overview of the Quantium
Data as well as an assessment of the estimated escape expenditure leaking form the Noosa Civic main
trade area.

The Quantium data was used to determine the level of escape expenditure from the Noosa Civic Trade
Area. This figure is calculated as follows:

    The Quantium analysis estimates the market share (i.e. share of ‘plastics’) from Noosa Civic trade
     area residents directed to any suburb in Australia, online or overseas, by trade area sector and
     Quantium retail category. Where the level of spending directed to any given suburb was too low to
     allow for publication, this spending was aggregated into one of the categories of ‘trade area
     (excluding Noosa Civic)’, ‘Sunshine Coast LGA’, ‘Brisbane/Gold Coast’ or ‘Rest of Australia’.

    The Quantium retail category market shares are adjusted to align with the Urbis retail categories.

    The market shares are aggregated into the categories of ‘Noosa Civic’, ‘trade area (excluding Noosa
     Civic)’, ‘Sunshine Coast LGA’, ‘Brisbane/Gold Coast’ or ‘Rest of Australia’. The Noosa Civic,
     international and online market shares do not require aggregation.

    This market share is then applied to the total retail market as defined by Urbis in sub-section 5.4 (i.e.
     total household final consumption expenditure on retail goods and services, including cash
     transactions), to derive the total volume of expenditure within and leaving the trade area.

Table 5.15 below shows the destination of main trade area resident spending for total retail and also
apparel in isolation. Of the total retail expenditure within Noosa Civic main trade area, 37% of this
escapes from the trade area, particularly to the Sunshine Coast, Brisbane and the Gold Coast regions.

When expressed as a share of the total retail market (i.e. including online, international and interstate
spending), 19.7% of trade area resident spending was directed to other areas in the Sunshine Coast
LGA, Brisbane and the Gold Coast in FY2013/14. This equates to over $210 million of retail spending. In
total, almost $400 million of main trade area resident retail spending is directed outside of the main trade
area.

The Noosa Civic Expansion will result in a portion of the 19.7% of trade area resident spending which is
currently escaping to areas such as the Sunshine Coast (13.7%), and Brisbane and the Gold Coast
(6.0%) being retained in the trade area (see column 1 of Table 5.15).




URBIS
NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL                           NOOSA CIVIC MARKET ANALYSIS   93