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Attachments: 1. Supporting Attachment 2. QVM Annual Report 2015-16

Management report to Council Agenda item 6.4 2015-16 Queen Victoria Market Annual Report Council Presenter: Phu Nguyen, Chief Financial Officer 18 October 2016

Purpose and background

1. The purpose of this report is to note the Queen Victoria Market Pty Ltd (QVM) Annual Report for 2015-16. 2. At the June 2015 Council meeting, the Council requested the QVM Annual Report be adopted in an open

session at a Future Melbourne or Council meeting.

Key issues

3. The QVM 2015-16 Annual Report has been finalised and attached. The report will also be made publicly available on the companies’ website.

Recommendation from management

4. That the Council notes the 2015-16 Annual Report of Queen Victoria Market Pty Ltd.

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Attachment 1 Agenda item 6.4

Council 18 October 2016

1

Supporting Attachment

Legal

1. No direct legal issues arise from the recommendation in the report.

Caretaker Policy 2. 2015-16 Queen Victoria Market Annual Report is neither a major policy decision nor a significant decision

for the purposes of the caretaker policy.

Finance

3. No financial impacts arise from the recommendation in the report.

Conflict of interest

4. No member of Council staff, or other person engaged under a contract, involved in advising on or preparing this report has declared a direct or indirect interest in relation to the matter of the report.

Stakeholder consultation

5. Consultation with the Queen Victoria Market was undertaken in preparation of this report.

Relation to Council policy

6. The release of the Annual Report complies with Council policy.

Environmental sustainability

7. No environmental issues arise from the recommendation in the report.

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Attachment 2 Agenda item 6.4 Council 18 October 2016

Annual Report 2015 – 2016 | 3

Chairman’s Message 4CEO’s Message 6Vision, Mission, Goals, Strategic Priorities 8Renewal Planning 10TRADER ENGAGEMENT 12Promotions - Day Market 14Promotions - Night Markets 15Promotional Innovation 16Retail Innovation 17Advertising, Communications, Public Relations 19Online and Social Media 20Tourism 22Arts and Cultural Events 24COMMUNITY PARTNERSHIPS 26SUSTAINABILITY 27MARKET OPERATIONS, FACILITIES MANAGEMENT 28INFORMATION TECHNOLOGY, EDUCATION & TRAINING 29FINANCES 30QVM BOARD 35Contact 38

CONTENTS

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CHAIRMAN’s message

4 | Queen Victoria Market

During the year we undertook a search for the new CEO to lead the market through renewal and beyond. After an exhaustive process we were delighted to appoint Malcolm McCullough to the role and he commenced with the Queen Victoria Market in May. Malcolm comes from a strong retail background with more than 30 years’ experience in the industry. His previous roles include senior executive roles with Bunnings, The Walt Disney Company, Starbucks and Coles, where he has been involved in leading and managing large portfolios as well as managing innovation and change. Malcolm brings these skills, knowledge and expertise in management to drive the future success of the market.

I want to specifically acknowledge the significant efforts of Victor Ailakis who stepped in to lead the Market over a six-month period, prior to Malcom’s commencement. Victor’s engagement and involvement in the business has ensured the success we have seen this year during a period of considerable change.

The support of the City of Melbourne this year again shows what is possible when the Shareholder and the Company are focused on the same outcome and a clear direction.

The support of the Right Honourable the Lord Mayor Robert Doyle, Deputy Lord Mayor Susan Riley, and the Councillors is much appreciated and I know that many long hours have been undertaken by the Council in support of the planning for the renewal program that will commence next year.

The staff at the City of Melbourne, led by CEO Ben Rimmer, and in turn Martin Cutter, have continued to embrace and support the Market renewal and ongoing operations. This is demonstrated specifically by Professor Rob Adams AM who has led the design and planning that will underpin the revitalisation of the Queen Victoria Market.

The positive working relationship between the City of Melbourne and Queen Victoria Market at all levels has been strengthened with the City of Melbourne appointment of Joanne Wandel to Program Director for the Queen Victoria Market Precinct Renewal. The newly formed team under Joanne’s leadership have a strong client focus and will ensure the best outcomes are delivered for the entire market community as we move into implementation phase over the next 12 months.

I look forward to seeing you all during this next exciting phase at the Queen Victoria Market.

Paul Guerra Chairman

2015/16 has brought unique challenges and opportunities for the Queen Victoria Market as the team prepares for major changes while maintaining a strong focus on meeting the demands of day to day operations. As always the team has risen to the occasion, delivering on strategic priorities while maintaining a strong foundation.

I continue to be privileged to chair the Company Board and I thank each of the Board members: Jane, Yvonne, Patrick, George, Paul and David for their support and for their efforts. I want to thank the leaders of the sub committees, Patrick Burroughs (Audit and Risk), George Christopoulos (Marketing) and Paul Sheahan AM (Trader Engagement). I also want to recognise the support throughout this year of the Deputy Chair, Jane Fenton AM.

It’s been another good year at the Vic Market, but one which has highlighted the need for renewal of the market’s facilities and infrastructure. While our revenue, an indication of how the market is performing, was in line with the forecast expectations, the continuation of the great events held at the market was fundamental in achieving the end result. With a profit achieved for the year, again a result in line with expectations, the cost of operating the market within the current physical constraints continues to impact on the results.

Success stories are many, as is reflected throughout this document, but I wanted to highlight just a few key achievements:

1. The Queen Vic Market continued to be Melbourne’s number 1 International Tourist Destination in 2015. It is also important to note that the Market is still one of the top 10 attractions for all domestic visitors to Melbourne.

2. My Market Kitchen commenced filming the first of 90 episodes on site at the Queen Victoria Market. Hosted by Emma Dean and Lynton Tapp, the show has been produced by Creative Media and began airing on Channel 10 at 3.30 weekdays in late August 2016. The show highlights many traders, great produce and the vibrancy and atmosphere of the market, whilst providing cooking tips and recipes for everyday family needs.

3. Continuation of trader engagement sessions provided an opportunity for management and traders to discuss the Implementation Framework and timing for renewal works which has already helped to shape ideas on the renewal priorities.

4. The Winter and Summer Night Market’s success this year has again highlighted the importance of delivering alternative events that meet the needs of customers and visitors to the market.

5. Sunday events in Queen Street over 50 weeks have featured some great performers, activities and celebration of cultural events. A great example of this success is Chinese New Year celebrations hosted by the Market and this year was the most successful event yet.

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Since I commenced in May 2016, I’ve been amazed by the passion that is shown for this great market, an icon of the City of Melbourne and a destination for so many regular customers and visitors. I am privileged to be leading this business and am just as passionate about how we can build on the heritage that precedes my time here in the coming years.

2015-16 was a busy year of change at Queen Victoria Market. This included a challenging period during which the previous CEO, Jan Cochrane-Harry, departed and the business was managed under ‘caretaker’ by Victor Ailakis as acting CEO. I would like to acknowledge the significant challenge Victor took on during this time of transition and the continued dedication to the market, its traders and the staff. Victor did an outstanding job in a particularly difficult time.

The year has been punctuated with some important milestones, starting with the release of the Master Plan for renewal in the first quarter and finishing with Councils endorsement of the Implementation Framework in July 2016. Together these documents provide direction for the delivery of the Queen Victoria Market Precinct Renewal to commence in 2017. Working in partnership with the City Of Melbourne, I am excited to lead the organisation through this process. Our traders, customers and stakeholders are key participants at every stage as we work to make a great market even better.

Promotion of the market has been a continuous focus and the outcomes and success of events including the Summer and Winter Night Markets is a result of the great work of the team.

The business undertook a tender process for a new five year cleaning and waste contract to the Market and announced in June the appointment of Asset Link to manage this important service.

Work also began in June on plans to manage the process of transitioning the market and preparing it for continued operation throughout renewal program prior to the commencement works in 2017.

The financial outcomes for the year were in line with expectations delivering a return to the City of Melbourne of $4.1 million and a surplus of $38,848 after tax and before dividend. This was achieved with revenue from market fees of $18.3 million (an increase of $340,000 on last year), car parking $4.4 million (an increase of $27,000 on last year) and other income of $170,000. This delivered a total revenue for the 2015-16 year of $22.89 million.

The Queen Victoria Market is an amazing asset that has, over 138 years, evolved from one of Melbourne’s many markets to the Melbourne wholesale market, then a retail market. There’s an exciting future ahead of us as we start to deliver Queen Victoria Market as “Melbourne’s Marketplace”, a destination for visitors to experience Melbourne, the traditions of the fresh market and a place where the community can meet and enjoy what the market has to offer. It will continue to always be the “people’s market”.

The traders who operate at the market have all established small businesses that are intertwined with responsibility for making the market a success. QVM cannot deliver without the retail traders and those traders cannot succeed without a functioning and supported market place. The support of the retail traders as we move into the next financial year will be critical to ensure we make The Vic Market successful every hour and every day we trade.

Sometimes in your working career you get to work with great people who are passionate and focused on delivery. The market staff have shown these traits and as we develop a culture of performance moving forward, we have a great platform to build on that I know will strive to and achieve great success.

Finally, I want to thank the Board for their support during my first few months at the Queen Victoria Market. All of the Board members have welcomed me to the business, provided clear direction and we have already established a great working relationship. This aligned belief and focus will ensure we achieve the strategic goals that will form a strong foundation for the coming years for the market.

Malcolm McCulloughChief Executive Officer

CEO s message

Annual Report 2015 – 2016 | 76 | Queen Victoria Market

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Vision: To create a thriving marketplace loved by the people of Melbourne and visitors

Bringing People Together Since 1878.

VISIONTo create a thriving marketplace loved by the people of Melbourne and visitors which continues to bring people together.

MISSIONThe mission of the Queen Victoria Market Pty. Ltd. is to effectively manage the Queen Victoria Market, retaining and building on its appeal whilst leading its transition to an enhanced community asset that delivers a broader range of commercial and community benefits to all stakeholders.

GOALS> A market for Melbourne’s people

and visitors

> A fresh & creative market

> A prosperous market

> An economically & environmentally sustainable market

> A community meeting place

> A marketplace for special events

> An efficient and effective management company

STRATEGIC PRIORITIESBuild a true partnership culture between market traders and management that is aligned, accountable and strives for excellence.

Continue to work closely with City of Melbourne on the preparation of plans and retail strategies that support continued market trading throughout renewal for the benefit of traders and customers.

Deliver accountable promotional strategies and communication plans which highlight our market traders, showcase appealing product and present dynamic customer experiences.

Facilitate ongoing opportunities for customers, traders and stakeholders to engage in meaningful conversations about the Market’s immediate and long term future.

Implement digital technologies to enhance the market’s efficiency and attractiveness as an incubator for small business and deliver improved customer experiences.

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Significant progress was made towards the market’s renewal this year with the Queen Victoria Market Precinct Renewal Master Plan endorsed by the Melbourne City Council on 28 July 2015 following extensive trader and community engagement.

The Master Plan includes a wide variety of projects to revitalise the market precinct with a strong focus on improving the trader, customer and community experience. It outlines options for preserving and celebrating the market’s long history, enhancing facilities for traders and market visitors, providing more open spaces and places for events, eating and meeting, easier access for pedestrians, cyclists, commuters and better parking.

With the Master Plan endorsed, the focus turned from planning to delivery, as a collaborative team of City of Melbourne and market management staff worked to prepare a roadmap outlining the scope and sequencing of the projects that come together to realise the vision for the market precinct over the next decade.

The resulting document is the Queen Victoria Market Precinct Renewal Implementation Framework. This provides the next level of detail to the Master Plan and outlines a five year staged approach delivery which importantly enables the market to continue to operate throughout the renewal.

The Implementation Framework was endorsed by the Melbourne City Council on 26 July 2016.

Renewal planning

10 | Queen Victoria Market Annual Report 2015 – 2016 | 11

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TRADER ENGAGEMENT Queen Victoria Market management worked to strengthen communications and increase opportunities for trader participation and engagement throughout the year. Building from our extensive Trader 1-2-1 consultation in 2015, we have ensured that trader feedback and ideas are continually integrated and implemented throughout our business. Meetings of the QVMAC (Queen Victoria Market Advisory Committee) moved from bi-monthly to monthly and were attended by market management, including two members of the Company’s Board of Directors and 10 trader representatives. The QVMAC consisted of elected members drawn from throughout the market and included representatives from the Meat and Fish Hall, Dairy Produce Hall, Victoria Street Tenants, F-Shed Tenants, Fruit and Vegetable Traders, PE General Merchandise Traders and SL General Merchandise Traders.

We are in the process of establishing a new expanded trader representative committee and are currently in discussions with the Australian Electoral Commission to conduct a formal election by the end of 2016.

Trading IdeasIn September 2015, market management commenced the ‘Trading Ideas’ program of regular, informative engagement sessions open to market traders and management staff. These sessions provided an opportunity for the market community to get together in an informal setting to share ideas and information about a range of themes.

The program included presentations from a mix of internal and external speakers followed by an open discussion around ways to incorporate learnings to improve our current operations. Topics included: Lessons learned from Barcelona Markets Conference; Understanding our customers; Trader marketing ideas; and Improving our service to traders.

Feedback received from participants indicated that an important part of these sessions was the chance for traders to meet not only members of staff who they may not see out on the floor, but also the opportunity to meet and network with traders from sections of the market other than their own.

Trader Communications and Engagement PlanManagement developed a Trader Communications and Engagement Plan to support the release of the Implementation Framework in July 2016. This plan was presented to the QVM Board and the QVMPR Program Control Group (the joint City of Melbourne and Queen Victoria Market governance body) in June 2016.

Under this plan, one-on-one meetings were conducted with traders expected to be directly impacted by the early phases of work in Quarter Two (the Upper Market) including all Victoria Street and String Bean Alley tenants and box hire company operators.

In addition to the one-on-one meetings, two sessions were conducted with a group of approximately 20 trader representatives, including QVMAC members. The purpose of these sessions was to inform key stakeholders representatives from within the QVM trader community about proposed staging of key renewal projects and seek feedback regarding the proposed trader communications and engagement.

This programme of engagement, which includes a combination of location specific trader sessions and weekly open forums with the CEO is ongoing and will continue throughout 2016/17.

In September 2015, market management

commenced the ‘Trading Ideas’ program of regular, informative

engagement sessions open to market traders and management staff.

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NIGHTDa

yOur School Holiday, Easter and Christmas campaigns were the focus of our promotional efforts as well as weekly activities such as regular cooking demonstrations held in the Meat & Fish Hall and Dairy Halls.

School HolidaysThe school holiday program was well attended with events held in both L-Shed and A-Shed, activating different parts of the market. The exciting program of free activities included footy handball, storytelling, reptile encounters, arts and crafts in the Market Make-It Zone, and pizza making classes with Andrew Richardson.

EasterOur Easter Cooking Demonstrations with Sara Oteri from Masterchef proved to be a hit with good attendance in both the Meat & Fish Hall and the Dairy Hall. Sara also judged the Best Hot Cross Buns at the Market, awarding Andrews Specialty Breads the winner.

In the lead up to Easter we distributed chocolate Easter eggs throughout the Market. Traders were encouraged to once again promote a $10 Golden Egg Special, advertising a product of their choice on brightly coloured point of sale counter stands.

ChristmasThe Christmas campaign ‘A Merry Market Christmas’ – was featured on flags and banners around the Market with prominent focus on the Christmas trading hours while being supported by activations to bring people into the Market precinct to complete their Christmas shopping.

Give Like A King: In partnership with our Christmas Charity Partner, the Salvation Army, shoppers were encouraged to donate food and presents to families in need to brighten their Christmas. Signage and collateral were distributed to all traders for display in their shops/stalls and the initiative was supported across our digital (owned) and radio (paid) channels.

25 Days of Christmas: Each day in December during the lead up to Christmas we featured a great Christmas gift or food item from one of our traders. This campaign was supported in social media, website and onsite channels. The aim of this campaign was to emphasise our special Market point of difference with the wealth of knowledge from product experts that our customers can draw upon when choosing the perfect ham or selecting the right gift for difficult-to-shop-for family members.

Santa at the Market: Santa took time out of his busy December schedule to return to the Market appearing on weekends in December.

Decorations: Our 2015 decorations were the biggest effort in the Market’s history with many new installations and repurposed existing pieces appearing at the Market from the middle of November. The Christmas Tree returned brighter than ever at the top of Queen Street and the wreath re-appeared on the Meat & Fish Hall with new baubles and stars in new brand colours accompanied by re-glittered stars throughout the Sheds. The Pallet Tree at the top of String Bean Alley was decorated as an inner-city Christmas Tree and two new awning displays appeared above the Peel & Victoria St and Therry & Elizabeth St corners.

We were included in the City of Melbourne Christmas decorations map and received editorial in the Herald Sun and the Age. As usual we received significant news media from Networks 7, 9 and 10 on the major shopping days.

Promotions – Day Market The Queen Victoria Summer and Winter Night Markets spanned 32 weeks across the year, attracting in excess of 800,000 patrons over the two seasons.

The 2015/16 Summer Night Market season had a slow start with opening night immediately following Melbourne Cup day. Poor weather conditions and the impact of other events being held in November/December within the City was also a contributing factor. Management was quick to respond with an increase in marketing and the implementation of activations in A-Shed (RockaBilly Car Show) during December and patronage numbers improved as the season progressed. The Summer Night Market consumer findings indicate that the Summer Night Market continues to be held in high regard with 98% of patrons’ response being favourable. The average customer spend for the season continues to show customer confidence at $36.40 compared with $34.75 the previous season.

The Winter Night Market launched in June 2016 with a 14 week season and proved hugely successful for traders and customers. The highly curated event proved itself yet again with a showcase of talented musicians, including Afro-Cuban Latin jazz group Los Cabrones on June 8, as part of a collaboration with the Melbourne International Jazz Festival. The Winter Night Market also hosted Maori performer, Mihirangi on August 3 and rockabilly singer-songwriter, Abbie Cardwell on August 10. July saw the return of the pop up deck chair cinema, screening short films through the night. A partnership with Multicultural Arts Victoria allowed for an exhibition of a 40-foot-long Maori waka (canoe), the only traditional Maori waka built in Australia. This was widely publicised and featured on August 3.

Overall trader and sponsor feedback has been incredibly positive, with many traders reaching and exceeding sales expectations and positive brand awareness for the sponsors. An array of successful forms of media and communications came in the form of a live weather broadcast with Mike Larkin, filming of a promotional video via Urban List, numerous online and printed blogs and articles; and strong social media engagement. A video posted to the Winter Night Market Facebook page of a food demonstration at That’s Amore Cheese reached over 205,000 people, was viewed over 54,000 times and was shared 128 times. Food and drink continues to be the number one reason for visiting with an increase from 88% in 2014 to 95% this year. The overall average spend is $63.88 (up from $59.20 in 2014). Half the visitors spend was allocated to food ($31.31).

Visitors were very satisfied with the Winter Night Market with 86% compared to 81% in 2014. An impressive 53% rated it a 9 or a 10 being highly satisfied with the offering.

Promotions – Night Markets


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A range of new product, event and promotional initiatives were introduced throughout 2015/16 to energise the Queen Victoria Market and generate new connections with our customers.

My Market KitchenIn partnership with Creative Media, we launched an engaging new television cooking show, My Market Kitchen, to our online and social audiences, trader community and media on Thursday May 26. My Market Kitchen airs daily on Channel 10 from August 2016 at 3.30pm and was filmed at the Queen Victoria Market highlighting our wonderful traders and quality market produce.

Stir FrydaysA new Friday Night Asian Hawkers Market ran during October and November in Therry Street and the Dairy Hall. This market featured 11 Asian-themed food trucks, 4 food carts, live entertainment, bars and the opportunity for Dairy Hall traders to open. The food truck element of the event was a great drawcard for local Melburnians and students however the Dairy Hall struggled to draw customers inside.

Queen Vic River Trail MarketAs part of the Melbourne Food and Wine Festival (MFWF), The Queen Victoria Market collaborated with the Arts Centre in establishing a satellite market in the heart of Melbourne under the Arts Centre spire as part of the opening weekend of the River Trail event. Two food vans and nine stall holders offered a taste of the Market’s, finest food vendors coupled with live entertainers and cooking demonstrations.

Sunday Queen Street FestivalsSundays on Queen Street continued to be activated with new food initiatives including the Food Truck Rally and Spice Trade. The festivals have activated the site with entertainment, plenty of seating and related retail offers. The Merry Go Market was also introduced to attract families to Queen Street with a program of kid’s entertainment, petting zoos, face painters and festival food.

What's Cooking Radio SegmentWe commenced a regular radio segment on What’s Cooking, a new cooking show on the 3AW NTS digital network, updating listeners on seasonal produce availability at the Market as well as bringing in expert traders to talk about their products. The show is broadcast 8 times a week nationwide and available on podcast.

City of Melbourne Winter Marketing CampaignWe also participated in The City of Melbourne Winter Marketing Campaign including a printed Winter City Guide, advertising on outdoor, radio, digital and print media, website and social hub, ‘What’s On’ newsletter, blog and social media posts. Emine from Aminalee in String Bean Alley was one of three personalities selected to feature in the campaign creative to hero the integrated marketing campaign.

Melbourne Market Awards Following public nominations and voting, the 2015 Melbourne Market Awards took place in November and two Queen Victoria Market Dairy Hall food retailers received award recognition:

> Melbourne’s best market Delicatessen, Anna Burley from Curds & Whey

> Melbourne’s best market Poultry and Game shop, Janine Hunt from The Chicken Pantry.

Trial LicencesNew trial licences for general merchandise traders were introduced to allow prospective traders to experience the daily processes and routines of Queen Victoria Market traders. These licenses offer traders exposure to the market environment and allows them to evaluate whether their offer will succeed in the market environment before making a long term commitment.

A-shed and Victoria StreetAs part of our intention to create more spaces for community gathering, seating and social interaction within the market precinct, management developed a plan for a reconfiguration of the northern side of A-Shed consolidating fruit and vegetable traders on the southern side. This new transitional area will allow us to trial new offers, hold activations, add community spaces and reconnect the Victoria Street shops with A-Shed trading and daily activity. It will also greatly improve the safety of our traders and customers by removing forklifts and traffic from this area of mixed trade and improves the customer market experience by removing fruit and vegetable waste from this area.

New Retail Tenancy OffersThis year we had some exciting new offers incorporated into the retail mix including Handmade Life (Craft and workshops), In Leatherz, and Luxe Nails and Beauty in the Victoria Street Shops. The Victoria Street Food Court precinct welcomed El Rincon Tapas Bar, trading 7 days and nights, invigorating the Queen Victoria Market night time economy.

Our newest precinct in Therry Street this year has new offers including Radical Yes (Fashion active shoes), Ten Green Balloons (vintage wares) and Wilson Leather (personalised leather products).

Eat @ F-Shed is a permanent, covered open air eating area under the historical sheds which was initiated as part of the overall reinvigoration of this precinct and to more effectively engage with customers entering the market from Peel Street.

EAT @ F-Shed has three new food tenants this year including Bite Size Mini Foods (sweet treats and catering), Merlo Coffee’s first Victorian café and roastery and Turkish Café making fresh gozleme on site.

I-shed OrganicsThe I-Shed Organics precinct had a revamp and visual upgrade this year with new branding and visual installations to create a specific identity for this precinct to support identification of our organic traders.

Queen Victoria Market’s I-Shed Organics precinct offers an opportunity to not only showcase fresh organic produce, but also to engage an ethically and sustainably minded consumer.

Promotional Innovation Retail Innovation

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The paid media advertising strategy predominantly focused on radio broadcasting around metropolitan Melbourne on 3AW, Fox 101.9, KIIS 101.1, Triple M, Nova 100 and Smooth FM. In support of radio, an ambient strategy was rolled out to communicate and promote the new Queen Victoria Market brand message. The new Queen Victoria Market logo and brand relaunch was an advertising priority and focused on brand exposure through tram wrap advertising, a digital billboard at The Emporium and Adshels at inner city tram stops.

CommunicationsA monthly Trader Bulletin was distributed to all Queen Victoria Market traders. These were hand delivered and emailed in digital form to all traders via the Trader Hub to increase readership.

The Trader Bulletin communications centred around important Market management messages and ways that traders could get involved in upcoming promotional activity. A number of traders were also profiled and good news stories shared amongst the trader community.

A series of photographers were commissioned to capture the atmosphere and culture of the Day Market traders, Summer and Winter Night Markets and cultural events and festivals. These images were used for promotional purposes, including in editorials, print and social media.

Short video content became a priority, particularly in event promotions, as popularity grew and users became more engaged with this form of communication.

Queen Victoria Market achieved over $10 million worth of earned media value. The key PR activities that attributed to this success included:

• Day Market promotion

• Winter Night Market

• Sunday multicultural festivals

• Stir Fridays

• Summer Night Market

• Christmas

• Chinese New Year

• Queen Vic River Trail Market

• Easter

Advertising Public Relations

Queen Victoria Market achieved over $10 million worth of earned media value.

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The Queen Victoria Market and Night Market brands have seen exponential growth this past financial year and saw high yield with user engagement.

Our website, qvm.com.au attracted over 3.6 million unique visitors to the site, with the average time spent on the site increasing by 12.3% on the previous year. Website views also increased by 11.4% for new users, and 22.2% for returning visitors.

Both the Queen Victoria Market and Night Market social media pages experienced huge organic growth due to a higher frequency of posting, more engaging content and follower interaction.

Digital marketing platforms include:

> E-newsletters to Market database (11,000+ database)

> Websites: qvm.com.au and qvm.com.au/night-market

> Digital advertising on websites including Time Out Melbourne, The Urban List, Broadsheet, Concrete Playground and That’s Melbourne.

Online and Social Media Social Media Statistics

QVM.com.au WEBSITE attracted

over 3.6 million unique visitors

48,597 fans 14,946 followers23,289 followers

Queen Victoria Market

NIGht Market 52,044 fans 22,000 followers

31%18%

WITHIN12 MONTHS

258%

49%


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#1 Tourist DESTINATION In the year ending March 2016, Queen Victoria Market was named the number 1 international tourist destination in Victoria by Tourism Victoria. We have also created an attractive pricing structure for the travel trade to drive fully independent travelers (FIT’s) and tour groups to the market through our walking tours program.

During 2015/16 we conducted regular sales calls to the travel trade and attended international trade shows including ATEC Meeting Place, VicBound and the Australian Tourism Exchange. Our objective was to encourage tourism buyers from our primary (China, NZ and UK) and secondary (South East Asia, USA and India) markets to include the Queen Victoria Market as a must-do experience on visitor itineraries. We now hold contracts with some of the largest inbound tour operators and wholesalers which has contributed to a 10% increase in tour revenue over the past 12 months.

Partnerships have been created with other leading attractions, hotels and tour operators to include Queen Victoria Market in accommodation packages and visitor itineraries. We’ve also developed partnerships with local walking tour operators including Melbourne by Bike, Queenie’s Food Tours, Melbourne Shopping Experiences and Chocoholic Tours to bring more groups to QVM.

Play Melbourne LiveQueen Victoria Market was featured in Tourism Victoria’s Play Melbourne Live campaign. The Play Melbourne concept lets people visit Melbourne in real time via an authentic, immersive ‘go before you go’ experience on Periscope. During the broadcast, QVM tour guide Carmel, showed the Play Melbourne Live host, Adam around the Market and introduced him to four market traders including Yiani from the Seafood & Oyster Spot, Fleur from Market Lane Coffee, Bill from Bills Farm and Karl from the American Doughnut Kitchen, who shared their stories with over 2,000 live viewers.

Concierge Referral ProgramWe trialed a concierge referral program by supplying over 2,000 $5 Queen Victoria Market shopping vouchers to hotel guests encouraging them to shop at the Market. Market ToursIn 2015-16 4,000 visitors participated in a market tour generating a revenue to Queen Victoria Market of $92,000. School groups made up 50% of all tour participants with many returning schools. We are seeing strong increasing support for our tours with leading online travel agents Red Balloon, Viator and Expedia continuing to be our highest performing agents. Throughout the year we hosted 300 tourism trade and media agents on a familiarisation of the market, hosted in partnership with Tourism Victoria, Tourism Australia and the Melbourne Convention Bureau.

AdvertisingA dedicated tourism advertising investment with Destination Melbourne included year-round advertising in the Official Visitors Guides (English & Chinese), Cruise Arrivals Guide, Official Visitor Map and digital apps. For the first time, we took part in the Melbourne Now campaign, targeting regional Victorians to ensure they include QVM in their trip planning to Melbourne during Winter. We also advertised on the City Circle Tram Network with advertising panels and recorded announcements on all 12 City Circle Trams.

Cruise MarketCarnival Australia included Queen Victoria Market in their 2015-16 shore excursion programme which ran from October 2015 to May 2016. Carnival Australia provided direct transfers from Port Melbourne to the Market with free time for guests to shop. During the 2015/16 season Carnival Australia represented 80% of all ships docking at Port Melbourne.

Tourism

Victoria’s NO 1 International Tourist Destination

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Chinese New YearChina is the largest international tourist market for QVM. In the year ending March 2016, 41% of all Chinese visitors to Victoria visited the Market, according to Tourism Victoria. In the same year the Market ranked as the Number 1 attraction visited by inbound Chinese visitors. Queen Victoria Market continues to experience double-digit growth in visitor numbers every year with China being the highest yielding international source market.

In February 2016 a major event strategy for Melbourne’s Chinese New Year festival was developed by Chinese New Year Pty Ltd under the direction of the City of Melbourne to bring the whole city together for a major celebration. The Festival benefited from cohesive branding and an integrated marketing strategy aimed at the Chinese community, local and international, as well as the non-Chinese community. Queen Victoria Market delivered a three-week program of activity which included traditional lion and dragon dances, cultural performances and a street food festival. The Market was also home to a lighting installation which linked the market to other lighting installations across the city.

To compliment the Chinese events and festivities, we developed a Chinese language website, tourist brochure and set up a dedicated Queen Victoria Market account on WeChat. We also introduced a Mandarin and Cantonese speaking guide to our tour program and took part in the first dedicated Victorian campaign on Ctrip, the largest online travel agent in China.

Melbourne Market Week Melbourne Market Week ran from September 5 to 13 with a free program of wellness events. Our highlight event, Disco Yoga saw over 100 people participating in a free yoga class to uplifting DJ beats under the market sheds.

The Everyday Superfoods Tour was fully booked with 100 participants learning how to nourish their mind and body using every day affordable foods. 100 people also participated in a market-wide Scavenger Hunt collecting prizes from 15 general merchandise traders.

Advertising for Market Week included postcard drops and digital ads across Melbourne cafés and visitor centres. Radio advertising on KIIS FM, Hit 101.9, 3AW as well as sponsored Facebook posts and print advertising in The Age (M Mag, Good Food & Spectrum). The Hit 101.9 street team were also onsite broadcasting live from the Market. PR highlights included a Cheap and Healthy Eating segment on the Today Show and articles in The Urban List Mini Edition, The Age, Herald Sun and Time Out Melbourne.

Multicultural FestivalsThroughout the year we hosted the Mooncake Festival, Malaysian Festival, Sri Lankan Festival, Turkish Festival, Indonesian Festival and Portuguese Festival. We will continue to support and host more multicultural festivals as a way of attracting local community groups bringing people together, as we have done since 1878.

Public Art Melbourne Biennial LabIn April 2016, the City of Melbourne invited early mid-career artists to submit expressions of interest for the inaugural Public Art Melbourne Biennial Lab, titled What Happens Now?

For two weeks in June 2016, fourteen artists took part in an intensive on site workshop at Queen Victoria Market which included talks with traders, box hire operators, buskers and market staff to inform the development of their concepts under the mentorship of international public art experts. The Lab resulted in commissions for eight new temporary public artworks which will be installed at the market as part of the Melbourne Festival from 17 – 23 October 2016.

This Public Art Biennial Lab will be a great example of public space activation in collaboration which can be further developed by Queen Victoria Market as part of the delivery of Destination QVM into the future.

Arts and Cultural Events

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This year Queen Victoria Market continued to support numerous not-for-profit organisations:

SecondBite collect over 475kg of fresh produce from the market per week for meal preparation and delivery to people in need. SecondBite redistributes surplus fresh food to community food programs around Australia. This high-quality surplus food is redistributed to community food programs that support people who are homeless, women and families in crisis, youth at risk, indigenous communities, asylum seekers and new arrivals. The Queen Victoria Market is proud of our partnership with Second Bite and look forward to expanding the partnership in the future. For more information, visit www.secondbite.org

The Red Cross Shop pop up at 454 Queen Street has been hugely successful, quickly becoming their most profitable outlet in Victoria. This highly visible location has enabled the organisation to raise much needed funds for a range of humanitarian projects whilst increasing awareness for their brand, collecting donations and running a support program for international city based students. Each year, Red Cross rescue 450 tonnes of clothing from landfill, give opportunities to 4500 volunteers, and generate funds to help Red Cross support vulnerable people in Australia and around the world. For more information, visit www.redcross.org.au

Once again, QVM hosted the annual Variety Bash Rally to raise funds for the Variety Children’s Fund. For more information, visit www.variety.org.au/VIC

COMMUNITY PARTNERSHIPS Food organic waste produced by our fruit and vegetable stallholders constitutes a large proportion of the total waste generated on site. The recycling of food organic waste is a priority of the Queen Victoria Market and was a key part of the selection criteria when tendering the cleaning and waste management contract for the Market at the beginning of 2016.

Assetlink Service Pty. Ltd. commenced cleaning and waste management services at the Market on 4 July 2016. Working closely with the Market traders, the food organic waste is now being successfully segregated and bulk hauled to the EPA licensed Gippsland Water, Soil and Organic Recycling Facility in Dunston Downs for open wind composting. The project is in the early stages, however we are already seeing great results, with approximately 60 tonnes of organic food waste now being recycled every month.

The recycling of organic food waste compliments the Market’s extensive recycling program; reducing waste to landfill. The following waste streams are currently being recycled at the Market:

> Fat and bone;

> Fish offal;

> Food organic waste;

> Fats from grease traps and cooking oils from deep fryers;

> Paper and cardboard;

> Plastic packaging;

> Plastic and glass bottles and aluminium cans;

> Timber / Steel; and

> Polystyrene.

In addition to this, we worked in partnership with the City of Melbourne to identify opportunities to reduce the market’s environmental footprint throughout the Queen Victoria Market Precinct Renewal Program. A draft precinct wide sustainability plan which has been produced includes a strong focus on maximising energy efficiency, increasing onsite renewable energy generation, waste reduction, recycling and climate resilience.

SUSTAINABILITY

60 tonnes of organic food waste NOW being recycled EVERY month.

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The Operations Department is responsible for managing the daily operations of the Market. This includes overseeing logistics, stall allocations and enforcement of market rules. During the year the Operations Department have assisted management to gather information from traders and service providers to inform strategic planning and help define requirements for the renewal program.

The Operations Department continued building its external relationship with the Victoria Police with our involvement with the Victoria Police Mass Gathering network. The aim of this network to improve counter-terrorism preparedness for places of mass gathering and focuses on the protection and safety of people. As a part of this we have also continued to expand our internal CCTV system and now have over 170 cameras operating throughout the Market.

We are pleased to report during 2015 -16 year the Facilities Department have logged and completed 1049 ad-hoc maintenance requests with a monthly average of 87 jobs

The facilities department are continuously seeking ways to improve their service efficiency which has led to restructured staffing arrangements to accommodate increased requests from stakeholders. This has resulted in an ongoing service arrangement being entered into with a dedicated plumber and carpenter for non-markets days to expedite the completion of works.

Over and above ad-hoc maintenance requests, the Facilities Department have been working towards improving all essential services and maintaining 100% site compliance. As a result we have created the new role of Facilities Officer to assist and better communicate planned and unplanned works to all relevant stakeholders.

MARKET OPERATIONS FACILITIES MANAGEMENT

Following the successful decoupling from City of Melbourne managed IT systems, Office 365 was rolled out to all staff in September 2015. This cloud based service allows staff more flexibility by providing anytime, anywhere access to emails and documents and is the first stage in management’s broader information management approach.

Management are continually looking to innovate and improve our knowledge of the market customer. Trials of new pedestrian monitoring systems have been undertaken throughout the year to establish a baseline for footfall comparisons as the market prepares for renewal.

A partnership with the City of Melbourne’s Smart City Office and the University of Melbourne has been initiated to explore further possibilities afforded by new technology and further pilots are planned for 2016.

The need for a Digital Strategy has been identified with work commencing to scope out the parameters and ensure that the market takes advantage of new technologies to improve the efficiency of the market as a place of business, and the overall customer experience.

$35,000 was spent on external education and training programs for 31 staff in 2015-16.

Programs included OHS training, first aid, team building, professional and personal development, forklift driving and safety, and fire and emergency responses.

INFORMATION TECHNOLOGY, EDUCATION AND TRAINING

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Queen Victoria Market Pty Ltd provided a net profit after tax equivalent of $39,848

A growth in revenue of 1.7% was mainly attributed to the night Market Seasons.

Market fees from tenants and traders remain stable in a challenging period for retail businesses.

The growth in expenditure of 3.7% related to an increase in property costs, professional services and employee costs leading into the period of renewal.

Increased Government taxes, i.e. Congestion Levy and State Land Tax, impact our return to Council.

finances

Queen Victoria Market Pty Ltd provided a net profit after tax equivalent of $39,848

2016 $

2015 $

Revenue Market Fees Car Parking Fees Utilities Recovery Sponsorship Fees Interest Received Other Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Expenditure Employee Costs Property Costs Intercompany – MCC Advertising/Marketing/Entertainment Government Taxes Utilities Professional Services Depreciation Administrative Expenses Insurance Finance Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total Expenditure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Profit Before Tax Equivalent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Tax Equivalents – MCC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Net Profit After Tax Equivalent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

18,059,203

4,407,525 811,663 248,683 120,583

57,937 . . . . . . . . . . . . . . . . . . .

23,705,594 . . . . . . . . . . . . . . . . . . .

5,106,631 7,616,054 4,015,280 1,589,534 1,387,732 1,357,797 1,004,129

628,727 458,404 385,468

98,912 . . . . . . . . . . . . . . . . . . .

23,648,668 . . . . . . . . . . . . . . . . . . .

56,926 . . . . . . . . . . . . . . . . . . .

17,078 . . . . . . . . . . . . . . . . . . .

39,848 . . . . . . . . . . . . . . . . . . .

17,667,020 4,380,683

794,561 297,979 151,591 25,805

. . . . . . . . . . . . . . . . . . .

23,317,639 . . . . . . . . . . . . . . . . . . .

4,440,216

7,256,182 4,723,863 1,547,070 1,312,552 1,285,955

581,776 551,082 569,819 409,726 119,009

. . . . . . . . . . . . . . . . . . .

22,797,250 . . . . . . . . . . . . . . . . . . .

520,389 . . . . . . . . . . . . . . . . . . .

156,117 . . . . . . . . . . . . . . . . . . .

364,272 . . . . . . . . . . . . . . . . . . .

Comprehensive Income Statement For the Financial Year Ended 30 June 2016

Annual Report 2015 – 2016 | 3130 | Queen Victoria Market Pty Ltd

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32 | Queen Victoria Market Pty Ltd

Statement of Financial Position As at 30 June 2016

2016 Inflows/(outflows)

$

2015 Inflows/(outflows)

$

Cash Flows from Operations Receipts from Customers Payments to Suppliers & Employees Payments to Suppliers - City of Melbourne Income Tax Equivalents paid to City of Melbourne Net GST paid to Australian Taxation Office Security Deposits Received Security Deposits Refunded . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Net Cash Provided by Operating Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Cash Flows from Investing Activities Proceeds from Sale of Property, Plant & Equipment Purchase of Property, Plant & Equipment Purchase of Investment Interest Received . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Net Cash Used in Investing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Cash Flows from Financing Activities Dividends paid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Net Cash Used in Financing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Net Increase (decrease) in Cash Held . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cash and Cash Equivalents at Beginning of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cash and Cash Equivalents at End of Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

26,251,676

(20,012,263) (4,305,303)

(78,809) (1,040,207)

196,594 (203,119)

. . . . . . . . . . . . . . . . . . . 808,569

. . . . . . . . . . . . . . . . . . .

0

(457,327) (750,000)

177,536 . . . . . . . . . . . . . . . . . . .

(1,029,791) . . . . . . . . . . . . . . . . . . .

(145,709)

. . . . . . . . . . . . . . . . . . . (145,709)

. . . . . . . . . . . . . . . . . . . (366,931)

. . . . . . . . . . . . . . . . . . . 1,633,809

. . . . . . . . . . . . . . . . . . . 1,266,878

. . . . . . . . . . . . . . . . . . .

25,402,804

(18,632,197) (5,204,988)

(118,497) (896,441)

167,447 (169,814)

. . . . . . . . . . . . . . . . . . . 548,317

. . . . . . . . . . . . . . . . . . .

6,000

(361,791) (3,000,000)

198,827 . . . . . . . . . . . . . . . . . . .

(3,156,964) . . . . . . . . . . . . . . . . . . .

(252,554)

. . . . . . . . . . . . . . . . . . . (252,554)

. . . . . . . . . . . . . . . . . . . (2,861,201)

. . . . . . . . . . . . . . . . . . . 4,495,010

. . . . . . . . . . . . . . . . . . . 1,633,809

. . . . . . . . . . . . . . . . . . .

Statement of Cash Flows For the Year Ended 30 June 2015

2016 $

2015 $

Current Assets Cash and Cash Equivalents Other Financial Assets Trade and Other Receivables Stock on Hand Prepayments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Current Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Non-Current Assets Deferred income Tax Equivalent Assets Property, Plant and Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Non-Current Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Current Liabilities Trade and Other Payables Current Tax Equivalent Liabilities Tenant Security Deposits Provisions Unearned Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Current Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Non-Current Liabilities Tenant Security Deposits Provisions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Non-Current Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Net Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Equity Contributed Equity Retained Earnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Total Equity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1,266,878

5,250,000 552,272 62,947

366,673 . . . . . . . . . . . . . . . . . . .

7,498,770 . . . . . . . . . . . . . . . . . . .

340,970

2,544,133

. . . . . . . . . . . . . . . . . . . 2,885,103

. . . . . . . . . . . . . . . . . . 10,383,873

. . . . . . . . . . . . . . . . . . .

1,822,435 (21,598) 168,992 992,058 233,800

. . . . . . . . . . . . . . . . . . . 3,195,687

. . . . . . . . . . . . . . . . . . .

1,689,917

132,007 . . . . . . . . . . . . . . . . . . .

1,821,924 . . . . . . . . . . . . . . . . . . .

5,017,611 . . . . . . . . . . . . . . . . . . .

5,366,262 . . . . . . . . . . . . . . . . . . .

200,000

5,166,262 . . . . . . . . . . . . . . . . . . .

5,366,262 . . . . . . . . . . . . . . . . . . .

1,633,809

4,500,000 963,967

57,155 385,575

. . . . . . . . . . . . . . . . . . . 7,540,506

. . . . . . . . . . . . . . . . . . .

379,646 2,715,543

. . . . . . . . . . . . . . . . . . . 3,095,189

. . . . . . . . . . . . . . . . . . . 10,635,695

. . . . . . . . . . . . . . . . . . .

1,705,298 78,809 181,876

1,251,630 302,779

. . . . . . . . . . . . . . . . . . . 3,520,392

. . . . . . . . . . . . . . . . . . .

1,636,885

134,575 . . . . . . . . . . . . . . . . . .

1,771,460 . . . . . . . . . . . . . . . . . . .

5,291,852 . . . . . . . . . . . . . . . . . . .

5,343,843 . . . . . . . . . . . . . . . . . . .

200,000

5,143,843 . . . . . . . . . . . . . . . . . . .

5,343,843 . . . . . . . . . . . . . . . . . . .


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Paul is the current Chairman of the Queen Victoria Market Pty Ltd.

Paul is also the Managing Director & Senior Vice President, Asia Pacific of Optum International.

Optum is one of the world’s leading providers of health services that works collaboratively across the health system to improve care delivery, quality and cost-effectiveness.

Paul is an accomplished senior executive with a wide range of experience in both Australia and Asia Pacific. Prior to joining Optum, Paul ran a boutique corporate advisory consultancy working with companies on leadership, sales and marketing, and strategic direction for both growth and divestment. He has previously been the Victorian State Director for Vodafone, with responsibility for both the retail and corporate markets, along with responsibility for integrating the company’s acquisition’s nationally. Prior to this, Paul was the Director and Vice President for Motorola Asia Pacific, based in Singapore with responsibility for the Asia Pacific retail channel distribution business. Paul had an extensive 17 year career with Motorola.

In his time with Motorola, Paul developed the strategy, and led the consortium that was awarded a significant contract with the Victorian Government to Build, Own and Operate the Mobile Voice and Data Communications network for the Emergency Services Agencies of Victoria.

Paul graduated with an Honours Degree in Electronic Engineering from Swinburne University, and has completed many additional courses, including a Post Graduate Diploma in Management with a major in Marketing.

Aside from QVM Pty Ltd, Paul has a range of Director roles including: Director of Red Dust Role Models, which promotes health development for indigenous youth in remote communities; Director of Optum Health Australia, Optum Health Singapore and Optum Health Technologies Australia. Paul is also a Director of Wesley College, one of Australia’s leaders in education.

In recognition of Paul’s contribution to both business and the wider Australian community, Paul was appointed as an Australia Day Ambassador in 2013.

QVM Board

Paul Guerra B.Eng (Electronic) Hons; Grad Dip Management (Marketing)


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36 | Queen Victoria Market Pty Ltd Annual Report 2015 – 2016 | 37

QVM Board

Director of the Company and Deputy Chair, Jane Fenton is an advisor to the Melbourne based public relations and marketing communications consultancy she founded in 1987, Fenton Communications. She is a Fellow of the Australian Institute of Company Directors and a Fellow of the Public Relations Institute of Australia. Jane is Chair of the Queen Victoria Women’s Centre Trust, Deputy Chair of Cancer Council Australia, a member of the MCG Trust and a member of the Road Safety Camera Commissioner’s Road Safety Advisory Group. She is the former Chair of the Victorian Health Promotion Foundation (VicHealth), a past President and Life Governor of Very Special Kids and a former Board member of the Murdoch Children’s Research Institute. A Victorian Telstra Business Woman’s award winner, Jane is the recipient of an Order of Australia Medal, AM, for services to the community particularly through support for a range of health, medical research, youth and women’s groups. Jane has an honors law degree from the University of Bristol in the UK.

Director of the Company and Chair of the Company’s Audit and Risk Sub-Committee, Mr. Burroughs is a chartered accountant and was a senior partner at KPMG, a major accounting firm, until his retirement in 1998. In his career with KPMG he specialised in the Financial Services, Construction and Manufacturing sectors of the economy as well as managing major divisions of the firm. He has served as a non-executive director of the Women’s and Children’s Health Service, Pacifica Group Ltd, The Companies Auditors and Liquidators Disciplinary Board, The Open Garden Scheme, The Royal Children’s Hospital Melbourne , State Trustees Limited and the Corporate Trustees of large public offer superannuation funds administered by MLC Ltd. He currently acts as the Independent Member of the Audit committee of Vanguard Investments Australia Ltd. During his career he has worked in Europe and the United States and travelled extensively across Asia.

Director of the Company and Chair of the Company’s Marketing Sub-Committee. From professional football (soccer) player to 30 successful years in the hospitality business, Melbourne born George Christopoulos worked in the real estate industry before moving to Canberra to study Sports Marketing and Business and training at the Australian Institute of Sport. A career in professional sport followed, playing in the European football leagues and also representing his country playing for the Australian National Socceroos Team. George returned from Europe and entered the hospitality industry, owning and operating some of Melbourne’s well known cafes, bars and restaurants.

Jane Fenton AM (FPRIA, FAICD)

Patrick Burroughs (BSSc (Hons), FCA, FAICD, SA Fin)

George Christopoulos

Director of the Company, Yvonne von Hartel AM is a Founding Principal of the award winning national architectural and urban design practice, peckvonhartel. Yvonne has practiced as an architect for over 48 years, working on Australia’s largest and most significant infrastructure projects.

Yvonne is currently a Member of the La Trobe University Council, a Commissioner of the Victorian Building Authority, a Director of the University of Wollongong, SMART Infrastructure Advisory Council, and a Trustee of the Melbourne Convention and Exhibition Centre and Chair of the Capital Works Committee.

She is the Independent Specialist Advisor – Design for the Sydney International Convention, Exhibition and Entertainment Precinct, Design Advisor for the M5 Project Sydney for the WestConnex Delivery Authority, Member of the Design Advisory Panel Capital Metro Agency Canberra, and a Member of the Mornington Peninsula Design Advisory Panel.

Director of the Company and member of the Company’s Marketing Sub-Committee. David is Chair, The Order of Australia Association, Chair, Ministerial Small Business Advisory Council, Chair, Victoria Police Blue Ribbon Day Community Council and Chair, Mount Macedon Memorial Cross Reserve Committee of Management. He is also a Board Member of Chisholm Institute and Jeanne Pratt Production Company.

David Mann – best known as ‘Mann About Town’, plays the part of roving reporter for 3AW 693 and Magic 1278. “I love my role catching up with businesses and organisations around Victoria to promote them to the public, and to highlight their success stories and achievements”, said David. David also runs his own marketing and public relations company ‘Mann Promotions Pty Ltd’ that consults to many operations and not-for-profit organisations around Australia.

Director of the Company and Chairman of the Company’s Market Advisory Committee, Paul Sheahan has worked all over the education sector. A mathematics graduate of the University of Melbourne, he finished his teaching career as Principal of The Geelong College and then Headmaster of Melbourne Grammar School. Outside the education field, he is the immediate Past President of the Melbourne Cricket Club and is currently a Director of DrinkWise Australia Pty Ltd and SchoolPlaces Pty Ltd, and he chairs the Board of the Energy & Water Ombudsman (Victoria). In addition, he sits on the Advisory Board of the Monash University Business School.

Yvonne von Hartel AMB.Arch (Hons) LFAIA

David Mann OAM (FAICD)

Paul Sheahan AM

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CONTACTQueen Victoria Market Pty. Ltd. Level 8, 365 Queen Street Melbourne, VIC, 3000 T: +61 (3) 9320 5822 E: [email protected] ABN 44069959771

qvm.com.au

Printed on environmentally friendly FSC Mix Certfied Paper: FSC C102086 by an FSC Certifed Printer.

Postal Address PO Box 12415 A’Beckett Street Melbourne, Victoria 8006 Australia

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