Industry
Solutions Engaged
Objective
Assess the economic impact of COVID-19 lockdowns on Melton’s main street businesses and prepare a revitalisation strategy.
Method
Used spend data to quantify pre-, during, and post-lockdown spending across specific categories and consulted with the business community to gather insights.
Solution
The COVID-19 lockdowns had a significant economic impact on Melton’s main street businesses. Melton is one of the fastest growing municipalities in the Greater Melbourne Area.
Geografia was engaged by the City Council to analyse the effects and help guide the City’s recovery efforts. Our analysis focused on comparing pre-, during, and post-lockdown spending in Melton’s main commercial precincts, broken down by specific spending categories. By analysing detailed spend data, we were able to quantify the exact scale of the impact and reveal that certain sectors had experienced slower-than-expected recovery due to changes in consumer behaviour.
To help with data analysis, we collaborated with engagement expert Amelia Loye from engage2, who led our consultations with the local business community.. This consultation helped identify key barriers to recovery and renewal, providing both qualitative and quantitative insights. The findings were used to develop a strategy to guide the Council in its efforts to revitalise its main streets and assist businesses in adapting to the post-lockdown economic landscape.