DevelopmentWA was running blind on foot traffic data at Yagan Square during two key periods in the precinct’s operation and demise, documents obtained under freedom of information suggest.
DevelopmentWA was running blind on foot traffic data at Yagan Square during two key periods in the precinct’s operation and demise, documents obtained under freedom of information suggest.
Business News reported earlier this year that tenants in the market hall would be moved to shop fronts at the perimeter, after a growing number of vacancies left many empty shops in the food court.
This week, there are only two businesses continuing to operate in the market hall, according to DevelopmentWA.
Over the period since the first tenant departed in May 2019, numerous exiting retailers told Business News that levels of foot traffic were far below expectations and a key factor in closures.
A freedom of information request lodged earlier this year sought to gain access to foot traffic projections promised to tenants of the $74 million precinct, and actual data from 2018 and 2021.
In response, DevelopmentWA provided one document, which used wifi analytics to show movement through Yagan Square in the first 10 days after the precinct opened.
That was prior to the merger of Landcorp and the Metropolitan Redevelopment Authority into DevelopmentWA, when the MRA ran the precinct.
“The raw figures from the Wifi Analytics have not been properly assessed but the indications below show a total number of people walking through as well as dwelling and an average of 50,000 (dwelling) people a day,” the internal memo reads.
“This is consistent with previous (Public Transport Authority) visitor forecasts.
“More detailed information on the passersby vs visitors is expected later this week.”
There were 650,700 movements over those 10 days, the memo shows, with about 68 per cent of that traffic deemed visitors (dwelling), and the remainder considered to be passing through.
But responding to the request for data on foot traffic from 2021, and the request for modelling or projections shown to tenants, DevelopmentWA said no documents existed as at May 20, 2021.
“The steps taken to reach this conclusion included extensive searches of DevelopmentWA’s records management system to locate electronic and physical documents and files that met the parameters of (the) application,” the letter said.
“The project managers of Yagan Square have noted that foot traffic projections and modelling was not completed for Yagan Square.”
Tenants at the square have claimed they were promised foot traffic through the precinct of as much as 100,000 people per day.
Aiming high
While DevelopmentWA says it does not have relevant documents, other public documents offer clues on expected footfall.
As early as 2008, planning work by the then East Perth Redevelopment Authority promised 80,000 people per day through what was then to be called “Celebration Place”.
“A study of pedestrian movement and volumes through Celebration Place indicates that the space will experience upwards of 80,000 people each day walking north-south along the William Street alignment and east-west between the King's Square/bus station area and the train station,” the 2008 masterplan for Perth City Link shows.
A brochure touting leasing opportunities at Yagan Square posted online in 2016 said the overall Perth City Link project, which included sinking the Fremantle rail line to connect the CBD to Northbridge, would “bring a new population of 16,000 residents and workers and around $4 billion in private investment”.
The 2019 Roe Street Enhancement final master plan also offers some guidance on foot traffic around Yagan Square.
“With the creation of new linkages through the Perth City Link between the CBD and Northbridge, pedestrian movements on Roe Street have increased dramatically,” the document prepared by the City of Perth said.
“At Yagan Square, the number of pedestrians on weekdays has increased 150 per cent from 5200 (in 2017) to 12,965 crossings (in 2019).
“On weekends, an increase of 315 per cent from 3,812 (in 2017) to 15,816 (in 2019) pedestrians was measured.”
Those numbers are substantially below the 50,000 per day estimated by DevelopmentWA when the precinct first opened, although they were compiled on the Roe St end of the square.
Analysis from The City of Perth's Roe Street Enhancement master plan .
Prior to publication, Business News asked DevelopmentWA a series of questions, including if there had been foot traffic tracking at other times outside of the initial FOI scope, and if there were any alternative measures to track the success of the precinct.
DevelopmentWA did not comment on those two matters.
“DevelopmentWA acknowledges that recent trading conditions resulted in reduced visitation rates within the Market Hall, making it difficult for Yagan Square tenants,” DevelopmentWA executive general manager of planning and transition Matt Ryan said.
“Unfortunately, Yagan Square has not escaped the effects of the coronavirus pandemic which has had a significant impact on many businesses both locally and nationally.
“Despite DevelopmentWA’s initiatives to promote the venue and its tenancies, current economic conditions have resulted in decreased tenancy.
“Efforts to promote the venue and tenancies have included use of on-site digital tower, DevelopmentWA website, advertising on social media and extensive external hoarding on Wellington Street, as well as the hosting of 137 significant events designed to attract visitors.
“Given this situation we are acting to deliver positive change at the market hall.
“Our priority now is to firstly ensure that the remaining operators are fully supported by relocating them to new external facing premises– this will improve visibility, and give them direct exposure to passing foot traffic.
“The fit outs of these new tenancies, which are fully funded by DevelopmentWA, are expected to be completed by late 2021.”
DevelopmentWA would soon run an expression of interest process to find other potential uses of the market hall, he said, while the planned Edith Cowan University city campus would also boost the precinct.
