HRB25027_HarbourTown_TownTalk_JulyAugust_V4_FA_HR_PAGES

HRB25027 –Harbour Town – Town Talks Newsletter template – 4pp – A4 @100%
BACK COVER – 210 x 297mm(H)
INFORMATION
& CUSTOMER
SERVICE KIOSK
Due to reduced international tourist
numbers and to enable us to service
more of our local and drive market visitors,
we continue to offer our customer services
from the Information Kiosk located outside
Helly Hansen.
Services offered at the Information and Customer Service Kiosk:
• Tourist Discount Card
and VIP Cards for locals
• Harbour Town Gift Card sales
• Lost property
• Customer service
and general enquiries
• Mobility and pram hire
A MESSAGE FROM
OPERATIONS
COVID-19 has impacted many businesses
and moving forward we all need to change
the way we operate to ensure we remain
sustainable into the future.
Harbour Town’s recycling service provider Visy have adjusted
their business in light of COVID-19 and we ask you to familiarise
yourself and your team with the changes below and what it
means for your store.
Blue Cages Only
• Please flatten and break down all boxes.
• Only cardboard goes into the blue cages.
Soft Plastics Bins
• Please remove small pieces of paper before
putting soft plastics in the bins provided.
Yellow Recycling Bins
• Only recyclable items go into the yellow bins.
• No food or non-recyclable waste.
Any cages with any of these issues will result in the Centre being
charged additional removal costs which would then be passed
on to all tenants. If an individual tenant is found to be contaminating
the cages, this will result in the additional removal costs being
passed onto their store directly.
We appreciate your assistance in adhering to these changes effective
immediately. Should you have any questions at all or would like some
educational flyers for your back-of-house area, please contact
Operations on 5529 1734 or leonie.hargrave@htpo.com.au
TOURIST DISCOUNT
& VIP CARD PROGRAM
With our borders temporarily closed to
international tourists, now is the time to
show our loyal locals some extra special
Outlet love while they’re feeling thrifty!
Our database is made up of 43,000+ savvy shoppers who know how
to spot an outstanding Outlet offer, so sharpen your pencils and submit
an exclusive offer sure to make them go giddy!
While our VIP Card program is designed to reward Harbour Town locals,
our Tourist Discount Card incentivises cashed-up tourists to shop Outlet
when visiting the Gold Coast. This includes intrastate and interstate
tourists, as well as international visitors.
So no matter where we are in Queensland’s COVID-19 recovery plan,
we need to be ready to lure tourists with our Centre's (and your stores!)
biggest point-of-difference, OUTLET prices. Support the program
by providing a discount worth traveling the distance for and secure
the lucrative tourist dollar as soon as the borders reopen!
Thank you to all the retailers who have already submitted an offer
for the Tourist Discount & VIP Card Program this financial year.
If you missed the memo and would like to take advantage of the
free marketing opportunities on offer, please get in touch with
the Tourism Marketing Team by calling 5529 1734 or by emailing
tourism.goldcoast@htpo.com.au
*Please note that the Tourism Lounge is temporarily closed.
Free marketing opportunities associated with the Tourism Program will
still be on offer. For more info email tourism.goldcoast@htpo.com.au
Harbour Town Centre Management
07 5529 1734
reception.goldcoast@htpo.com.au
To contact Marketing, please phone Centre Management
or email marketing.goldcoast@htpo.com.au
HARBOURTOWNGOLDCOAST.COM.AU

HRB25027 –Harbour Town – Town Talks Newsletter template – 4pp – A4 @100%
FRONT COVER – 210 x 297mm(H)
TOWN TALK
Your Outlet update on everything Harbour Town JULY–AUGUST 2020
INSIDE
THIS
ISSUE:
COVID-19 Update P2
Retailer Marketing Strategy P3
Tourism Update P3
QLD Show Holidays Rescheduled P3
School Holiday Digital Campaign P3
Information & Customer Service Kiosk P4
Tourist Discount & VIP Card Program P4
Operations Message P4
GOLD COAST

HRB25027 –Harbour Town – Town Talks Newsletter template – 4pp – A4 @100%
INSIDE – 210 x 297mm(H)
COVID-19 UPDATE
As restrictions ease in Queensland,
it is important to keep up-to-date with
the “new normal” around Town. Here’s
what changed in June:
HI
RETAILERS
It is so good to see so many doors open again!
COVID-19 has certainly changed the way
we live and do business, and after months
of uncertainty it feels good to get some
normality back into our day-to-day.
We still have a little way to go but if we
can stay on track, Harbour Town should
be able to bounce back stronger than ever.
• Up to 20 people permitted to sit-down and dine in cafés and
restaurants with takeaway and delivery options still available
• EMF Fitness Centre has opened with altered operations in line
with government regulations
• Reading Cinemas is now showing movies for up to 20 people
per screening
• Beauty therapy and nail salons now permitted to operate
• Restrictions on sitting in-Centre have eased, but all team
members and shoppers must still observe social distancing
and personal hygiene practices
• Recreational travel anywhere within Queensland is now permitted
• Queensland will be reopening its borders to most states
from July 10
Harbour Town Premium Outlets maintains a high-level of cleanliness
in-Centre with hand sanitisation stations, social distancing measures
in place, informational signage, and increased Security and
monitoring of our malls. Thank you for your continued efforts
in ensuring “responsible shopping” within your tenancies.
Already, we have seen over 80% of our daily foot traffic return and
there are positive signs of recovery starting to show. We are aware
the June–July school holidays may be more challenging, especially
without our tourist shoppers – we often see an influx in visitors from
New Zealand and the southern states over this time. However, we
do have two key advantages that have been attracting more locals
to the Centre:
1. We are Outlet! Given the economic struggles brought
on by COVID-19, local shoppers are appreciating our
permanently discounted prices more than ever, and
2. We are outdoor! Shoppers are enjoying being able
to get out in the fresh air rather than visiting indoor
malls where the air is recycled throughout the Centre.
In order to maximise these unique selling propositions, we are
encouraging all stores to utilise the Retailer Portal to upload your
most desirable Outlet offers, and to please continue the great work
you are doing in ensuring a safe shopping environment. It is important
we continue to carefully monitor social distancing and maximum
capacities in stores and to offer additional hygiene measures
such as hand sanitiser.
It is also important to note, we continue to market and promote
the Centre, as we have throughout the entire course of the pandemic.
As always, we are pushing out targeted, paid advertisements via social
media every day and we delivered a value-packed campaign with
the Gold Coast's #1 radio station, 102.9 Hot Tomato, throughout
May and June.
I hope you all enjoyed the sweet treats delivered to your stores
at the start of June. This was just a very small token of our
appreciation to your teams for continuing to offer amazing
customer service during this transitional period. We have a great
team here at Harbour Town and you should all be proud to be part
of it, as am I.
– Greg Day, Centre Manager
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HRB25027 –Harbour Town – Town Talks Newsletter template – 4pp – A4 @100%
INSIDE – 210 x 297mm(H)
RETAILER
MARKETING
STRATEGY 20/21
At the end of May, the Marketing team
distributed a copy of our Retailer Marketing
Strategy 20/21 to all stores via email – if you
have not received it directly, please check
with your Head Office Marketing contact(s).
The document includes research findings on our customer base,
top-line plans for the year ahead, information regarding destination
and Centre-specific tourism and a calendar of key dates and holiday
periods. However, as you would all be aware, we are operating under
very unusual circumstances due to the ever-evolving nature of COVID-19
and we wish to reassure you that we are staying abreast of the latest
updates and data to ensure the Centre's marketing activity is adapted
to suit current market conditions.
Unfortunately, the effects of the global pandemic may be with us for
some time and so this version of our annual Retailer Marketing Strategy
serves to act as a provisional document until we have a better
understanding of how Australia and our Centre will “bounce back”
from these tough times.
As you would expect, our tourism expenditure has been directed
at this time towards marketing activities in our extended trade area
and day-tripper markets. With a return to domestic tourism on the
cards in the not-too-distant future, we will actively target visitors to
the Gold Coast with the aim of generating a return of the tourist dollar.
It is important to note – pages 7–10 of the Retailer Marketing Strategy
include details on marketing opportunities available throughout the year.
Many of these opportunities are free of charge while others have
subsidised rates specified.
We are committed to supporting our retailers during this transitional
period as government restrictions are lifted and Centre visitation returns
to normal. As such, we are offering additional discounts, package deals
and freebies on the paid opportunities. If you would like to discuss any
of these opportunities, please email marketing.goldcoast@htpo.com.au
If you would like a copy of the Retailer Marketing Strategy 20/21
forwarded to an alternate store email address, please contact
Marketing on 5529 1734 or via marketing.goldcoast@htpo.com.au
Please also make sure you take the time to read the document
and save it so you can refer to it over the next 12 months.
TOURISM UPDATE
As we progress through the Queensland
Government’s Roadmap to easing
restrictions, we are slowly but surely
getting a clearer picture of what tourism
will look like for the Gold Coast and
in turn, Harbour Town Premium
Outlets post-pandemic.
While the borders may still be closed to international and interstate
visitors, Queenslanders are able to support our great state with
unrestricted travel within Queensland. We can explore our own
backyard, reconnect with friends and relatives intrastate,
and holiday at home.
A recent University of Queensland study revealed cooped up
Australians are wanting to travel domestically when restrictions
are lifted, with 50% stating they will drive to their destination rather
than fly or use public transport. Further to this, Airbnb’s recent
research shows strong signs of recovery with intrastate bookings
in some regions exceeding 2019 figures which is incredibly promising.
This research is extremely useful in the lead up to the June/July
school holidays and with Australians planning to spend between
$2,500 and $5,000 on their next domestic holiday according
to TripADeal.
QLD SHOW
PUBLIC HOLIDAYS
RESCHEDULED
COVID-19 has resulted in cancellations
of many regional shows this year but there
is an opportunity for us to reap the benefit.
The QLD Government have rescheduled many show public holidays
to Monday 10th and Friday 14th August with the hope encouraging
a much needed spike in intrastate travel over these long weekends.
A digital advertising campaign will target day-trippers from these
regional drive areas leading into this period.
Friday August 14 Brisbane
Monday August 10 Logan City, Toowoomba, Scenic Rim
and other regional Brisbane areas.
The new Gold Coast Show holiday date is still TBC, however it will
likely be in early December 2020.
SCHOOL HOLIDAY
DIGITAL CAMPAIGN
With the approaching school holiday period expected to encourage
an increase in drive market visitation and travel within Queensland,
the Centre will be rolling out a digital campaign targeting our extended
trade area, drive markets and intrastate visitors to the region.
This campaign aims to encourage day-trip visitation to the Centre
and ensure Harbour Town Premium Outlets is well positioned
as a must-visit destination for visitors to the Gold Coast.
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