Mayfield on the Move - Developing a Sustainable Retail Environment

Kathie Heyman’s community showcase at the NSW Department of State and Regional Development Community Economic Development Conference describing how the community of Mayfield, an inner suburb of Newcastle got together and developed a sustainable retail environment, delivering for the community needs and aspirations.

Mayfield is an inner suburb of Newcastle, with a population of 14500, which has been affected by urban decay over a considerable period. Founded in 1881, Mayfield attracted well to do Novocastrians who wanted to live on the outskirts of Newcastle in large villas, and enjoyed a thriving commercial district during the 20th century, until a decline in jobs at BHP and competition from new regional shopping centres caused a decline in its commercial district.

Local research undertaken in 2003 identified Mayfield's positive attributes, its popularity for retail shopping, services, convenience and access to transport, and friendly population. Research had also identified   Mayfield's negative attributes, namely its unclean, untidy street and shops, heavy traffic and poor pedestrian access, unsafe and anti social behaviour from some people and lack of variety of stores.

With funding from the NSW Department of State and Regional Development, the Mayfield Marketing Plan was developed with an emphasis on creating a brand and identity for the suburb.

Major undertakings included the development of a local web-site (www.mayfield.asn.au) and a clean-up campaign, including the removal of graffiti, establishment of cleanup teams, street-scaping and town-scaping, with a major makeover of the retail area planned for 2006.

Through a targeted tenancy strategy, a business prospectus and building improvement guidelines were developed.

Support was provided to local businesses through a business mentoring program, marketing tool kit, business education nights and business awards.

The community played an active role via street art exhibitions, and regular community events including:

• Soap Box in Webb Park,
• 2304 Day (Mayfield's postcode)
• Miss Mayfield beauty quest
• Heritage walks
• Annual town event.

Since the plan was implemented, the Mayfield community has:

• Received $250,000 in funding from ARC to engage a PhD student to undertake a cultural study of Mayfield
• Rejected the establishment of a local Methadone Clinic
• Received $13,000 in funding for Harmony Day celebrations and to produce a short film.

Over 25 new businesses have also been established in Mayfield, including bookshop, cafes, skate shop, air-conditioning, rehearsal studios, car ports, computers, antiques, art, design, beads, golf, bread, chicken, fashion, credit, massage, flowers & gifts, tanning, education, second hand, hairdressers, kitchens, pet shop, blinds and more.

Follow this link to ‘Mayfield on the Move’ (PDF file opens in new browser window)

Follow this link to the Mayfield Main Street Association's final Report to the NSW Department of State and Regional Development (PDF File opens in a new window)

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For further information

Contact	:	Kathie Heyman - Coordinator, Mayfield Main Street Committee
Address	:	PO Box 235, Mayfield 2304
Mobile	:	0417 683 546
Fax	:	02 4968 2476
Email	:	info@mayfield.asn.au

WWW

:

http://www.mayfield.asn.au/