Retail’s changing face in Waiuku

I spoke to a number of tenants about the factors which determine their ability to remain and prosper in the Waiuku market. It is clear that sudden changes in rental rates are difficult to handle and, although a few question whether current revaluations are competitive with those in adjacent towns, objective comparison with rates in Pukekohe reveals that rental rates in the Queen Street Waiuku area average around $250 to $300 per square metre, less for larger premises. In contrast, King Street Pukekohe and adjacent roads rates fetch up to double that. Tenants in well-maintained buildings with leases which have automatic, agreed rent increments seem to be the happiest of all, as are the fortunate few who own their own buildings. However, discussing the matter with Town Manager Vanessa Newman, she makes the point that it is rare to see retail premises in the Waiuku empty for long and so strong demand remains.

Shops which rely on passing trade or occasional purchases are much less secure although those which have a web presence are clearly in a much better position.

Julie Powell, the chair of the Waiuku Business and Development Association is a strong supporter of this view from her own experience with her apparel business. Julie has put a lot of work into an attractive website and finds that this generates not only mail orders but to an even greater extent, customers who see the website and then come into the shop. Vanessa also sup-

BY DAVID BLACK

ports this view, even to the extent that her office provides resources for training to assist Waiuku businesses with this type of marketing.

I asked a number of businesses about the effect of special events and festivals, such as Steel and Wheels, and the general response is that these have a positive effect on the whole town. There have been isolated incidences of temporary stalls competing with local businesses but Vanessa is clear that these were unintended and that considerable efforts are made to avoid it happening.

So, what have I learned so far from preliminary investigations?

I’m confident that retail in Waiuku is alive and well, the valuations are realistic, although the nature of the market is inevitably changing. Retailers enjoying a predictable high level of repeat business, such as bakeries, greengrocers, butchers, take-aways and restaurants continue to do well. Convenience stores, barbers and hairdressers are also well supported. The characteristic in common seen in these businesses is that they provide goods and services which people require repeatedly, and can rely on being there, thus ensuring return custom.

The future is good, but Waiuku is no longer a farming service town, it is a rural village providing high quality living and a very attractive destination for visitors. Those are the markets which Waiuku retail must serve in the future and in some areas specific marketing strategies are essential for competition.

During July the Waiuku Cosmopolitan Club laid new carpet in their lounge.

The irony of the project was that it on the day the job was completed, was exactly 23 years to the day since the old carpet was laid.

When the contractors uplifted the old carpet there was a note inscribed on the floor “I know how you feel, we had to do the same 3/7/2000.”

Local firm Ci Flooring were contracted to do the job.

Club manager Katrina Barnett said they were very happy with the job and it is looking good. “It has given the Club a new look and we are pleased we were able to let the job to the local family owned carpet layers.”