Marketing & Business Improvement Fund
Special Rates – South Melbourne Business Improvement Fund
The South Melbourne Business Improvement Fund officially commenced on 1 July 2026, providing dedicated funding over the next five years to support marketing, activation, advocacy and business engagement across the precinct.
The Fund represents a significant investment in South Melbourne’s future and will help deliver a stronger, safer, more vibrant and more prosperous business community.
What the Fund Delivers
| Marketing & Promotion | Growing awareness of South Melbourne and attracting more visitors. |
| Events & Activation | Delivering events and experiences that increase visitation and support local businesses. |
| Advocacy | Representing businesses with Council, State and Federal Government. |
| Business Engagement | Supporting traders through communications, networking and capability building. |
| Precinct Coordinator | A dedicated resource focused on implementing the Business Improvement Program. |
| Safety & Amenity | Working with stakeholders to improve safety, presentation and visitor experience. |
Our Priorities (2026–27)
Current priorities include:
- Recruitment of the Precinct Coordinator
- Business directory and engagement
- Marketing and promotion
- Community safety advocacy
Current priorities include:
- Precinct activation
- Support for local events
- Business communications
- Strengthening partnerships
Become a Member
Did you know?
Businesses located within the Business Improvement Fund area contribute through the Council Special Rate. However, payment of the Special Rate does not automatically make your business a member of the South Melbourne Business Association.
Membership is a separate process that provides:
- voting rights;
- the opportunity to nominate for the Committee;
- participation in the governance and direction of the Association; and
- ongoing engagement with the Business Association.
Businesses within the Special Rate area receive complimentary membership. Businesses outside the designated area are also welcome to join, with annual membership fees applying.
Common Questions About the Marketing & Business Improvement Fund
1. Why was the Business Improvement Fund introduced?
South Melbourne is currently the only major precinct in the City of Port Phillip without a funded Marketing & Business Improvement program. Every other precinct in the municipality operates with a Special Rate, and so do many of Melbourne’s most successful activity centres.
A funded program allows for consistent marketing, advocacy, place activation and business support, services that cannot be delivered sustainably through volunteer effort alone.
2.What will the funding be used for?
The Fund will support a coordinated program including:
- precinct-wide marketing and promotional campaigns
- business directory management and digital visibility
- events and activations that increase visitation
- improved amenity, lighting and safety advocacy
- trader/business support, workshops and capability building
- a dedicated precinct coordinator
3. How will the program be managed?
The program will be guided by the Business Association Committee, which represents a cross-section of businesses and sectors within the precinct. This Committee provides the strategic leadership for the five-year Marketing & Business Improvement Plan, ensuring that priorities reflect the needs of South Melbourne’s diverse business community and that the program is delivered transparently, equitably and in the interests of all traders.
To deliver the program professionally and consistently, a dedicated precinct coordinator will be appointed. Working under the direction of the Committee, the coordinator will manage day-to-day operations, including trader engagement, onboarding into the business directory, coordination of campaigns and activations, digital content, event support and regular reporting on program activity and outcomes.
This structure ensures that:
• local business operators set the strategy and priorities
• a professional coordinator delivers the program on the ground
• the precinct benefits from both strong governance and consistent execution
4. How does this benefit my individual business?
Benefits vary by sector, but include:
- increased foot traffic through events and coordinated marketing
- improved digital visibility via directory listings and campaigns
- opportunities for trader features, promotions and social media content
- a stronger precinct identity that attracts customers and investment
- improved amenity and safety, enhancing customer experience
Many of these outcomes are not achievable by individual businesses acting alone.
5. Will all businesses be included in the program?
All eligible businesses and properties within the defined Special Rate boundary will automatically be included in — and contribute to — the program.
Businesses located outside the Special Rate boundary but still within the broader South Melbourne precinct can also participate by becoming financial members of the Business Association. Upon paying the relevant membership fee, they will be included in the program and have access to the same marketing, engagement and precinct-wide initiatives as businesses inside the boundary.
This ensures the program is both geographically defined and inclusive, allowing any business in the precinct to be involved and benefit.
6. How will outcomes be measured?
Measuring outcomes is an important part of any funded precinct program. The Marketing & Business Improvement Fund will include clear expectations around monitoring activity and reporting on progress to ensure transparency and accountability.
While the detailed measurement framework will be developed once the program is established, it is expected that reporting will cover key areas such as precinct activity, marketing reach, trader/business participation and overall program delivery. The aim is to ensure businesses can clearly see the value being generated over the life of the program.
7. Is this model common in Melbourne?
Yes. Special Rate and Marketing & Business Improvement schemes are long-standing and widely used in Melbourne to support local economic activity. Precincts such as Chapel Street, Sydney Road, Church Street (Brighton), Puckle Street, Fitzroy Street, Acland Street, Carlisle Street and Port Melbourne all operate under similar funded models.
8. Who can I speak with if I have further questions?
Businesses are welcome to contact the South Melbourne Business Association directly. We are happy to discuss individual concerns, explain specific benefits and provide examples relevant to your business type.
Email us at info@experiencesouthmelbourne.com.au
More Information
Further detail about the proposed Marketing & Business Improvement Fund, its objectives and its intended outcomes can be found in the following documents:
These documents outline the strategic direction of the program, planned initiatives, and the work already delivered across the precinct, providing a comprehensive understanding of how the Fund will support South Melbourne over the next five years.