Business priorities in Cockburn

CATALYSE® empowering decision makers © 2015
Business Perceptions
June 2015

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Contents
2
Strategic Insights 3
The study 12
Business issues 15
Business confidence 21
Business perspectives of the City of Cockburn 24

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Overall satisfaction with the City of Cockburn as a:
4
governing organisation
82%
place to operate a business
89%

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Overall satisfaction with the City as a place to operate a business
Overall satisfaction with the City as a governing organisation
Promoting the area as a desirable place to do business
Control of graffiti, vandalism and anti-social behaviour
Access to broadband internet services
Economic development and job creation
How the business community is informed about local issues
The City is the Industry Leader in 7 areas
5

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Business Priorities ™
Q. How satisfied are you with: Base: All respondentswho provided a valid response (Business 2015 n = varies)
Q. Which areas would you most like the City of Cockburn to focus on improving?Base: All respondents(Business 2015 n = 101)
Areas where satisfaction was not measured but were spontaneouslymentionedby respondentsas areas to focus on improving
6
Strong performers
Broadband
Publictransport
Environment
Leadership Economicdevelopment & job
creation
Education& training
Food, health, noise
& emissions
Footpaths& cycleways Road maintenance
Consultation
Informing
TrafficmanagementParking in commercial areas
Planning& building
Recyclingservices
Safety & security
Street lighting
Streetscapes
Waste removal
Graffiti,vandalism & anti-social
Promotingthe area as a desirable
place to do business
0 5 10 15 20
Priority (% mentions)
100
90
80
70
60
50
40
30
20
10
0
Performance(%delighted)
Lower
priorities
Overall satisfaction | 58% delighted
Secondary
priorities Highest
priority
Traffic is the main concern. Secondary
priorities include safety and security,
promoting the area as a desirable place to do
business, economic development and job
creation, road maintenance and streetscapes.

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Respondents mentioned a number of traffic congestion hot
spots, including Cockburn Central, the Henderson area, North
Lake Rd, Stock Rd, Karel Ave, Berrigan Drive, Armadale Rd,
Cockburn Rd, Emplacement Cres, Watson Rd, Barrington St,
Hamilton Rd and Russell Rd. Other traffic concerns relate to
speeding and safety around schools.
Some believe higher speed limits on main roads (currently at
50km/h) will help to ease congestion. Others suggest improved
public transport, better rail parking, more efficient roadworks
and better traffic management enforcement.
Traffic officers could enforce traffic congestion e.g. sitting on roundabouts
and blocking clearways allowing better through flow of traffic.
Free public transport like a cat bus to and from Cockburn Central and the
Cockburn train station to minimize congestion around the train station.
Traffic flow, by getting rid of the traffic glut up near Cockburn Central.
Barrington St and Hamilton Rd, these two roads are seen as main roads and
the speed limits are at 50kms. This is what causes the traffic congestion.
The traffic because getting in and out of Henderson area at peak time is
very difficult. The traffic lights at the corner of Russell Road at the west side
and Stock Road is what I feel is causing the problem.
.
Addressing business priorities | traffic
7

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Business owners and managers are concerned with young
people taking part in antisocial behaviour, with specific
mentions of theft, fighting and rock throwing.
They would like increased security or police presence,
particularly around local shopping areas, along with better
youth services and lighting.
The youth centre needs developing with more positive outcomes and more
things to do for kids and youth. Youths were throwing rocks at the youth
centre this is a big issue needs attention or we will have bigger problems.
They need to focus on antisocial behaviour, there are a lot of young kids
that hang around after hours and throw stuff around and cause trouble.
More patrols of the community officers and a police presence may help
Safety and security around Spearwood area needs to improve for shoppers
to feel safe to come and shop. More street lighting should be put at
Rockingham Road near Spearwood area.
I saw people on Monday fighting in streets. I see security patrols parked
up more than driving as I drive around all day. HomesWest are hot spots
for antisocial behaviour perhaps the security patrols could be more
present here and drive up and down.
Addressing business priorities | safety and security
8

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Business owners and managers suggest upgrading and
improving the appearance of shopping centres to help attract
new shops and more customers. They also request greater
understanding and support for local businesses.
The Council should improve Spearwood Shopping Centre to have variety of
shops and more traffic coming into the centre.
The Southlake, Yangebup and Phoenix shopping centre needs a facelift
and to be beautified.
Pushing business to local businesses - and the Council playing its part
using local businesses if possible.
Shire does not do anything at the Jandakot airport for the rates that I pay
here. They do not maintain roads, remove rubbish they do not do anything
and we pay full tariff but then I have to pay for my own garbage pick up.
Stop charging us or do something for us here at the airport. They do an ok
job outside of the airport for business and residents but something needs
to change for the business at the airport. Unfortunately I don't think these
comments will make a difference.
Street signage for all local businesses. Parking for clients in the area and
getting more business in the area of Jandakot
Addressing business priorities | economic development + promotions
9

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Rockingham, Stock, Winterforld and Hampton roads are
identified as being in need of improved maintenance.
Businesses are also concerned with the length of time taken for
road works to be completed and the timing when works are
done due to the impact on trade.
Rockingham Road near Spearwood area needs more maintenance and
cleaning done and also road safety at night at Rockingham Road should
be improved.
Upgrade Stock Road - they have resurfaced the intersections but
otherwise the road quality is poor. Stock and Winterfold road needs
turning lanes not just to be resurfaced, it all needs an upgrade as a major
intersection. Stock Road also needs to be upgraded to be cycle commuter
friendly with bike lanes.
Hampton Road near Hamilton Hills needs more resurfacing on the road
and more street lights, it gets really dark at night and unsafe for drivers.
Hammond Road needs to have road works finished as it has been going on
for the 5 years we have been here and is still on going.
Trying to do road works outside of business hours because it impacts on
our ability to do business.
Addressing business priorities | road maintenance
10

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Businesses would like to see aesthetic improvement of the
area with verges being cleaned up and trees planted.
The industrial area has been identified as a key area in need of
a facelift.
Streetscapeson Carrington Street, between South Street and Phoenix
Road, they can plant trees in the middle of the road and
make it into a two way road.
Verges in the residential areas could improved upon
as can look a bit messy.
The Hamilton Hill area needs to be more maintained and cleaned up.
The industrial area. The street frontage needs to be better,
the area is overgrown and their is no landscaping out the front of
the older buildings, just the new buildings.
Bibra Lake old industrial area needs a general facelift to align
with the new Bibra Lake.
Addressing business priorities | streetscapes
11

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Purpose
The Business Perceptions Survey is conducted annually to track perceptions of local services, infrastructure & facilities,
identify performance gaps, and benchmark the City against other Local Councils.
Approach
In total, 101 businesses completed a survey between 22 and 28 April 2015. Surveys were administered by the ECU Survey
Research Centre using computer assisted telephone interviews (CATI). Business owners and senior managers were
randomly selected and invited to take part. The sample includes a representative mix of businesses that operate in
commercial property, as shown overleaf.
Industry Standards
When three or more Councils have asked comparable questions in the past two years, Industry Standards are provided.
Participating councils include:
Introduction and research method
13

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55
45
55
14
31
8
39
35
13
4
2
30
37
34
Male
Female
Business owner - manager
Managing Director / CEO /
General Manager
Other senior management
position
1 employee
2 to 5 employees
6 to 19 employees
20 to 199 employees
200+ employees
No response
Central Ward
East Ward
West Ward
Business sample
14
% of respondents
3
2
10
1
17
5
6
6
10
1
6
7
10
3
1
3
5
3
2
Agriculture, Forestry and Fishing
Mining
Manufacturing
Construction
Wholesale Trade
Retail Trade
Accommodation and Food Services
Transport, Postal and Warehousing
Financial and Insurance Services
Rental, Hiring and Real Estate…
Administrative and Support Services
Public Administration and Safety
Education and Training
Health Care and Social Assistance
Arts and Recreation Services
Other Services
Electricity, Gas, Water And Waste
Service
Information Media And
Telecommunications
Professional,Scientific And Technical
Services

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Q. What do you consider to be the greatest needs and challengesfacing local businesses?
Base: All respondents(n = 101)
Needs and challenges facing local businesses | spontaneous mentions
16
23
19
17
11
7
5
4
4
3
3
2
2
15
22
12
Economic climate - consumers have less money to spend
Issues with government - no support / red tape / taxes / inefficient
Heavy traffic congestion & poor management
Attracting & maintaining customers - advertising / marketing
High cost of running business - utilities / wages / equipment
Poor public transport
Finding & maintaining reliable staff
Competitors - larger businesses, online, foreign imports etc.
Lack of parking in commercial areas
Local area appearance / maintenance
Security - theft / vandalism
Poor telecommunications
Other
None
Unsure
% of respondents
The economic climate is the main challenge facing local businesses, followed by issues with government, traffic
congestion and attracting customers.

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Business needs and challenges | economic climate
17
The overall economic downturn, particularly the impact of the resources industry slowing down, is causing concern.
There are expectations for higher unemployment and the rate of spending among consumers to slow down further.
Reduced business spending is also expected to impact local businesses.
Hard to say, the economic climate is a worry. Each business is different but I think it will impact all of us.
The closures of the mines in WA effecting the local economy and how much people are spending.
The economic climate, with the downturn of resource industries it has impacted my organisation and the whole Henderson area.
The economic downturn has left a lot of people becoming unemployed and losing their jobs making it harder
for them seek other forms of employment.
The amount of people spending money because of job crisis, effects us as not many parents
are willing to put their children in childcare anymore.
More competition and less people flow coming in to the shops, which is making it hard for small businesses to run.
With bigger company not having enough employment for workers, they then cut down the uses of smaller business which effects us.
We are linked to mining industry as we sell to them so the decline in the mining situation is our biggest challenge.

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Business needs and challenges | issues with government
18
Businesses identify a range of issues with government, including government decisions regarding development and
bureaucracy as well as the perceived lack of value from Council rates. Some believe the City of Cockburn could do more
to support local businesses.
The support from local government. I like to see them use local business instead of using others to build in Cockburn.
More activities to promote the area to increase the flow to shop at small local businesses.
Also the city could offer free advertising to promote small businesses.
Less land development of quick and poor builds for businesses that just go bust. Use proper planning not sloppy developments.
Too much restriction on new buildings and red tape for planning permission for business to open and trade.
Plan infrastructure with the future and growth in mind as it seems the City has to do things twice to fix. e.g. the planning of commercial
subdivisions in Cockburn is not adequate for customers to access as it is badly designed. Not being easily accessible for customers is a great
challenge for businesses.
Rates for the area. Charges relating to the retrieval of building plans need to be changed.
Local businesses at the airport are challenged by no services provided by the Council although we pay rates and get nothing then have to pay
additionally privately for services like waste removal. The challenge of Jandakot airport is a great need and challenge please. As they charge
rates please get involved here.

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Business needs and challenges | traffic management and congestion
19
Traffic congestion during business hours, and especially during peak hours, is having an adverse impact on businesses.
Customers experience greater difficulty affecting local businesses, trucks experience difficulties driving on local roads,
and travel takes more time for staff.
New developments around Hamilton Hill are closing many shops to close down due to redevelopment
which is causing many to go unemployed.
There are only two or three main access areas near Henderson; Rockingham Road and Russell Road are the main ones. It is difficult for trucks
to move on those roads since they are quite small and have little space to drive on.
We would like more routes in and out of Henderson, one of the issues we have is there is only one route in and out of Henderson, so it is
difficult travelling at rush hour.
The maintenance of the roads and the availability of parking if customers can’t drive and park we don't see them.
The road setup in Cockburn is affecting the new establishments of business, for example Rockingham Road is the only main road customers
can enter before heading to the businesses.
Bad traffic conditions and roadworks impact the commute and getting between client appointments. It takes 40 mins for a 10 min journey on
a Saturday. As a mobile trader, traffic conditions make me late for appointments. Roadworkaround Bibra Drive and the traffic diverting off
the build up on the freeway makes it a mess between 3-5pm weekdays.
Work on finishing roadworks as effectively as possible e.g. Gateway didn't seem to be planned with local business traffic in mind and this did
lose trade for locals. Also rail parking overflows to retail parking taking spots from those shops etc.

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Business needs and challenges | attracting and retaining customers
20
The economic slowdown and traffic congestion are making it difficult for local businesses to attract and retain
customers. Businesses would like more marketing support, such as allowing signage and finding other ways to attract
customers to the area.
Getting people to spend when everyone is being careful with their money.
Getting enough people through the area to become potential customers.
Getting customers as a lot of businesses in the area are closing down.
The downfall in the mining industry is impacting my local business, since it is an accounting firm and most of my clients used to work in the
mines. Since they have become unemployed it is hard for them to pay me.
Getting paid for what we do, fleet customers have reduced due to the mining downturn.
I think they should support local business more by allowing signage such as A frames on the roadside.
They say they are dangerous and just confiscate them but there are plenty of other signs they don't.
Business that are down laneways need to be able to alert people of where they are.

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Q. Over the next 12 months, what is your expectation for the economicsituation in Australia / the City of Cockburn / for your organisation?
Do you expect a strong decline, some decline, no change, some improvementor strong improvement? Base: All respondentswho provided
a valid response, excludes don’t know (Businesses2015 - Australia n = 99; City of Cockburn n = 98; their organisationn = 101).
Economic expectations
22
19
9
3
44
17 20
16
34
30
14
30
41
6
10
7
For Australia For the City of Cockburn For their organisation
Strong decline Some decline No change Some improvement Strong improvement
Despite growing concern over the economic situation for Australia, local business confidence remains relatively strong.
48% expect their own businesses to improve over the next 12 months, compared to 20% who expect the Australian
economic situation to improve.
% of respondents
Over the next 12 months, what is your expectation for the economic situation:

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Q. Over the next 12 months, what is your expectation for the economicsituation in Australia / the City of Cockburn / for your organisation?
Do you expect a strong decline, some decline, no change, some improvementor strong improvement? Base: All respondentswhoprovided
a valid response, excludes don’t know (Businesses 2015 - Australia n = 99; City of Cockburn n = 98; their organisationn = 101).
Economic expectations | Historical analysis
23
0
10
20
30
40
50
60
70
80
90
100
2011 2012 2013 2014 2015
Australia City of Cockburn Own organisation
Business confidence for Australia is at a 5 year low. After a large drop in confidence in 2014, views are beginning to level
off. Businesses continue to have greater confidence in their own business, than for other businesses across the City of
Cockburn and across Australia.
Over the next 12 months, what is your expectation for the economic situation for:
% of respondents who expect the economic situation to improve (some / strong)

Business perspectives of
the City of Cockburn
24

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Q. On a scale of 0 to 10, where 10 is totally satisfied and 0 is totallydissatisfied. Overall, how satisfied are you with the City of Cockburn as a
locationto operate your business? Base: All respondentswho gave a valid response, excludes ‘don’t know’ (Businesses 2011 n = 101; 2012 n =
102; 2013 n = 98; 2014 n = 101; 2015 n = 100)
Overall satisfaction with City | as a location to operate your business
25
89
7
4
63
63
47
89
85
93
86
80
63Satisfied (6+)
Neutral (5)
Dissatisfied (0-4)
Council Score
Industry High
Industry Average
2015
2014
2013
2012
2011
RESIDENT SATISFACTION
INDUSTRY STANDARDS
Delighted (8+)
SATISFACTION HISTORY
% of respondents
Overall satisfaction with the City as a location to operate a
business is high and the City of Cockburn is the Industry
Leader.
• 89% are satisfied
Industry
High

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Q. And, how satisfied are you with the City of Cockburn, the organisation that governsthe local area? Please continueto give a rating out
of 10 where 10 is totally satisfied and 0 is totallydissatisfied. Base: All respondentswho gave a valid response, excludes ‘don’t know’
(Businesses2011 n = 94; 2012 n = 98; 2013 n = 92; 2014 n = 95 ; 2015 n = 93)
Overall satisfaction with City | as a governing organisation
26
82
12
6
52
52
37
82
75
84
65
70
52Satisfied (6+)
Neutral (5)
Dissatisfied (0-4)
Council Score
Industry High
Industry Average
2015
2014
2013
2012
2011
INDUSTRY STANDARDS
Delighted (8+)
% of respondents
Overall satisfaction with the City as a governing
organisation is high and the City of Cockburn is the
Industry Leader.
Industry
High

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Satisfaction with value from money from rates is
moderate, down significantly by 10% points.
• 23% are dissatisfied
Q. How satisfied are you with the value for money you get from your Council rates? Pleasecontinueto give a rating out of 10 where 10 is
totallysatisfied and 0 is totally dissatisfied. Base: All business owners or managers who gave a valid response, excludes ‘don’t know’
(Businesses2011 n = 101; 2012 n = 79; 2013 n = 65; 2014 n = 75 ; 2015 n = 61)
Value for money from Council rates
27
51
26
23
30
51
61
55
51
45
30Satisfied (6+)
Neutral (5)
Dissatisfied (0-4)
Council Score
Industry High
Industry Average
2015
2014
2013
2012
2011
INDUSTRY STANDARDS
Delighted (8+)
% of respondents
NA
NA
▼

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Q. I’m going to read out a few statements. For each one, please let me know if you strongly disagree, somewhat disagree, feel neutral,
somewhatagree or strongly agree. Base: All respondents(Businesses 2011 n = 101; 2012 n = 102; 2013 n = 101; 2014 n = 101 ; 2015 n =
101) Total satisfaction may be +/- 1% of sum of delighted + satisfied due to rounding errors
Perceptions of leadership
28
16
11
32
30
25
33
10
8
9
6
9
13
The City of Cockburn has developed
and communicated a clear vision for
the area - I am fairly clear about what
the area is going to look and feel like
in 10 years time
The City of Cockburn has a good
understanding of issues and
challenges facing business
Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree Unsure
41% agree that the City has a good understanding of issues and challenges facing businesses and 48% agree that the City
has developed and communicated a clear vision.
Performance is slightly ahead of the industry average.
% of respondents who agree (somewhat / strongly)
Historical tracking Industry Standards
’11 ’12 ’13 ’14 ‘15 Trend High Ave
Compared
to average
47 35 41 48 41 = 47 40 41 
51 42 55 50 48 = 55 44 48 

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
59
58
39
37
37
37
36
36
34
33
33
28
26
22
38
33
28
34
29
34
39
31
9
8
20
17
19
17
18
17
18
17
26
3
9
19
8
11
18
11
18
13
11
10
City waste removal services
Recycling services
Access to public transport
Street lighting
What the City of Cockburn is doing to
promote the area as a desirable
Enforcement of local laws relating to
food, health, noise and emissions
Conservation and environmental
management
Control of graffiti, vandalism & anti-
social behaviour
Streetscapes
How roads in the local area are
maintained
Footpaths and cycleways
Delighted (8-10) Satisfied (6-7) Neutral (5) Dissatisfied (0-4)
% respondents
satisfied (6-10)
% respondents
delighted (8-10)
’11 ’12 ’13 ’14 ’15 Trend High Ave
Council
score
82 80 81 86 88 = 85 62 59 
81 71 68 75 84 ▲ 59 54 58 
62 54 61 67 60 = 42 38 39 
77 65 70 72 75 ▲ 53 42 37 
57 49 67 61 70 ▲ 37 26 37 
65 61 73 64 65 = 47 37 37 
74 61 67 78 70 = 41 37 36 
57 53 64 54 66 ▲ 36 33 36 
67 66 67 57 69 ▲ NA NA 34 NA
76 67 71 76 72 = 47 32 33 
67 64 73 63 64 = 52 41 33 
Q. For each of the followingareas, I’d like you to tell me how satisfied you are. If unsure, you may answer “don’t know”.
Base: All respondentswho gave a valid response, excludes ‘don’t know’(n = varies).
Total satisfaction may be +/- 1% of sum of delighted + satisfied due to rounding errors
29
Satisfaction with services and facilities
% of respondents
place to do business
Industry High
Industry High

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
33
27
27
26
26
25
23
23
22
29
24
45
34
28
23
30
32
29
33
20
15
7
23
35
23
23
16
20
25
17
28
21
16
11
27
23
28
28
20
Safety and security
Access to broadband internet
services
Council's leadership within the
community
Education and training opportunities
in the local area
Economic development and job
creation
Parking in commercial areas
How the business community is
informed about local issues
Management and control of traffic on
local roads
How the business community is
consulted about local issues
Planning and building approvals
Delighted (8-10) Satisfied (6-7) Neutral (5) Dissatisfied (0-4)
% respondents
satisfied (6-10)
% respondents
delighted (8-10)
’11 ’12 ’13 ’14 ’15 Trend High Ave
Council
score
58 54 61 56 63 = 38 33 33 
NA 55 65 56 57 = 33 28 33 
59 41 60 64 72 ▲ 33 25 27 
64 49 62 62 61 = 44 28 27 
54 50 59 48 54 = 26 20 26 
NA 50 54 49 49 = 42 28 26 
44 41 49 54 55 ▲ 25 23 25 
61 50 44 57 56 = 28 23 23 
45 38 44 46 52 ▲ 34 20 23 
46 44 55 49 55 = 31 26 22 
Q. For each of the followingareas, I’d like you to tell me how satisfied you are. If unsure, you may answer “don’t know”.
Base: All respondentswho gave a valid response, excludes ‘don’t know’(n = varies).
Total satisfaction may be +/- 1% of sum of delighted + satisfied due to rounding errors
30
Satisfaction with services and facilities
% of respondents
Industry High
Industry High
Industry High

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