El ámbito de las variables

‘creative city’

respected for its high proportion of creative businesses and workers, creative events and leading arts and cultural institutions.

A detailed clustering analysis of creative industries in Port Phillip identified the geographic dispersion of creative industry categories across different suburbs and highlighted the distribution of the ten most abundant creative business types in the municipality.

The key findings were as follows: • Three major creative clusters exist

in Port Phillip:

—> Music and Performing Arts cluster in St Kilda

—> Advertising and Marketing cluster in South Melbourne —> Writing, Publishing and

Print Media cluster, also in South Melbourne.

• Other significant smaller clusters in South Melbourne and St Kilda include:

—> Film, Television and Radio in St Kilda

—> Architecture, Design and Visual Arts in South Melbourne —> Music and Sound Recording in

South Melbourne

—> Software Development and Interactive Content in South Melbourne

—> Performing Arts Operation in St Kilda

—> Music and Entertainers in St Kilda —> Architectural Services in South Melbourne —> Photography services in St Kilda. • In terms of the proportion of creative jobs compared to total jobs within Port Phillip suburbs, the greatest representation can be found in:

—> St Kilda West (21.2 per cent) —> Elwood (20.5 per cent) —> Ripponlea (19.1 per cent) —> St Kilda (17.1 per cent).

This support and collaboration contributes to the cultural development and vibrancy of Port Phillip’s creative sector. The City of Port Phillip contributes to the local economy by:

• Operating and producing the St Kilda Festival, which is one of Australia’s best known and Melbourne’s most loved events. The festival attracts crowds of more than 300,000 people each year and injects in excess of $15 million into the local economy

in all genres including drama, comedy, documentary, animation and digital media

Celebrating the spectacular triumphs of our local film industry with a cavalcade of pictures, the festival has gained worldwide recognition for featuring the cream of the crop of Australian short films, giving local filmmakers the opportunity to have their work screened on a grand scale

• Operating The Gallery, located at the St Kilda Town Hall, which presents exhibitions that encourage an appreciation for arts and culture, and are of particular relevance to the area and its community

organisation presents an annual program of festivals, events, exhibitions and performances • Subsidising the Linden Centre for Contemporary Arts, which is a unique, not-for-profit

contemporary art gallery housed in a significant historical building, and devoted to the creation and presentation of contemporary art.

that it has the highest proportion of creative workers (15 per cent of total employees) of any municipality in the state and is home to a number of significant creative clusters. Council should leverage from these existing strengths to understand what it is that attracts creative businesses to Port Phillip in the first place and what can be done to attract similar businesses in the future and encourage existing ones to expand.

Council can contribute to creative and cultural diversity by working with local businesses to organise events and festivals.

DIRECTION 3:

STRENGTHENING OUR DIVERSE AND INCLUSIVE COMMUNITY

3.1.3 Build on local strengths to develop active, connected communities.

3.2.1 Build an active and creative community.

DIRECTION 4:

ENHANCING LIVABILITY

4.2.4 Facilitate economic

development that strengthens and supports a diverse and sustainable community.

STRATEGY 15: STRENGTHEN PORT PHILLIP’S POSITION AS THE ‘CREATIVE CITY’

ACTION

OUTCOMES

PARTNER TIMELINE

6.6.1 Undertake an economic benefit analysis to understand the value of the creative sector to Port Phillip’s economy and identify opportunities for future business development. The study should include:

• Quantification of creative jobs, businesses and clusters • Identification of current and projected trends • Consultation with creative business owners • SWOT analysis • Identification of investment attraction strategies.

—> Strengthens Council’s understanding of why the creative cluster has formed and what benefit the creative cluster brings to the local community

—> Identifies strategies and actions to implement, which will further solidify Port Phillip’s status as Victoria’s ‘creative city’.

Local business, State & Federal agencies

Mid 2012

6.6.2 Based on the results of 6.6.1, establish 2-3 creative clusters (e.g. film production in South Melbourne) to:

• Increase the productivity of the companies in the cluster • Drive innovation in the field • Stimulate new businesses in the

creative industry.

—> Enhances the local economy through shared resources, greater investment, improved efficiency, export growth and the identification of synergies to overcome common barriers

—> Fosters both competition and collaboration between businesses.

Local business End 2012

6.6.3 Produce a creative prospectus focusing on the newly-formed 2-3 key creative clusters.

—> Supports further growth of creative businesses in the City of Port Phillip

—> Promotes Port Phillip as an attractive investment location for businesses in the creative industry —> Solidifies Port Phillip’s reputation as the ‘creative city’.

Local business Mid 2013

STRATEGY 16: SUPPORT EVENTS WHICH CELEBRATE CREATIVITY AND SUSTAINABILITY

ACTION

OUTCOMES

PARTNER TIMELINE

6.6.4 Work with Business Associations in the non-levy neighbourhood activity ventres of Albert Park and Elwood to support community festivals to provide creative, community-based activities that stimulate business growth and development.

—> Builds an active and creative community

—> Develops and strengthens the reputation of Port Phillip’s creative economy

—> Connects local residents and visitors to Port Phillip with businesses in the creative industry

—> Creates a sense of place and provide a showcase for local creativity. Business Associations, local community, Comms and Engagement Unit Ongoing

Monitoring and