Some colourful characters on Bridge Road are attracting interest from visitors of all ages.
A series of custom-made character boards has been installed along the street, encouraging shoppers to pop their head in and take a happy snap. Characters include a football player, ‘Little Audrey’ of Skipping Girl Vinegar fame, a ‘shopaholic’ and a cartoon hot dog.
Yarra Council has partnered with the Bridge Road Traders Association to install the character boards as part of the ‘Here We Grow’ campaign, which aims to reinvigorate the Richmond shopping strip.
Times are tough for retailers, with shop vacancies on the rise as many local business owners face strong competition from big international brands and online shopping.
‘Here We Grow’ looks at the opportunities for re-establishing Bridge Road as a shopping, dining and entertainment destination for locals and visitors alike.
While change, in any form, inevitably comes with its share of challenges, it also creates exciting opportunities for growth. The ‘Here we Grow’ campaign was activated to highlight and capitalise on these opportunities for growth that can be found on the Bridge Rd Shopping Strip.
The ultimate goal of this campaign is to shift focus away from the current challenges and emphasise the opportunities that exist, and most importantly, what is to be found on Bridge Road.
Yarra Mayor Jackie Fristacky said changes in consumer spending, online retailing, high overheads and competing direct factory outlets had negative impacts on Bridge Road trade.
“Council is working with Bridge Road traders and the community to support locally based businesses in Yarra through a range of initiatives including street activation, amenity improvements, public transport access and pop up businesses.”
“Yarra’s ‘Here We Grow’ project is another important way Council can endeavour to assist in the Bridge Road shopping strip diversifying from a retail fashion outlet to a broader range of shopping and entertainment experiences to regain its place as a thriving economic hub.”
As well as the character boards, a temporary community garden (at the corner of Punt Road), a giant chess set (outside the Richmond Town Hall) and unique ‘pop up’ shops will be visiting Bridge Road over the coming months. These pop ups are designed to not only fill vacant spaces, but also to attract new energy and visitors to the strip, and re-establish Bridge Rd as a Melbourne ‘destination’.
Share your character board snaps and follow the ‘Here We Grow’ campaign on Twitter @bridgerdmelb #herewegrow or visit www.bridgerd.com.au
