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Professional, Scientific and Technical Services is the most dominant sector of the Port Phillip economy, generating 19,921 (22.9%) local jobs in 2012/13 and almost 22% of registered businesses in the municipality. Several sectors within the professional and property industry are identified as key growth sectors both globally and nationally, including accounting, financial planning and land development.
Analysis of recent economic data by Council reveals that creative Industries account for one-third of economic activity in Port Phillip. There are flow-on benefits that result from the activities of Creative Industry businesses operating in the City with purchases of goods and services, and the local consumption spending of employees. These activities generate ‘indirect employment’ accounting for 14,100 jobs locally, combining the ‘direct employment’ of 12,700 employees in the Creative Industries sector, this contributes to a healthy 27,000 jobs.
In comparison with Inner Melbourne, where the Creative Industries account for 9% of employment, the City of Port Phillip (15%) can rightly claim to be a ‘Creative City’ in a national context. The City accounts for nearly 13% of Victorian Creative Industry jobs despite accounting for less than 4% of total Victorian employment and generating a massive $3.6 billion in value added to the local economy.
The changing face of creativity
The digital revolution has changed the scope of local creative employment. The creative arts, music and theatre have long been associated with the cultural identity of St Kilda, South Melbourne and Albert Park. Advertising and film production have traditionally coalesced around St Kilda Road, South Melbourne and Port Melbourne.
The latest data quantify the importance of software and interactive content development to local creative industry employment. There are over 5000 direct local jobs in software and interactive content, representing over $1.8 billion in value. Much of this activity is clustered around St Kilda Road, Queens Road and parts of South Melbourne.
Port Phillip is home to numerous natural and man-made tourist attractions of state-wide and national significance including the foreshore, St Kilda beach, Luna Park, The Palais Theatre, Gasworks Arts Park and Station Pier. The city also enjoys a reputation as a thriving arts and entertainment hub boasting theatres, galleries, cinemas and several arts and performance venues.
The City of Port Phillip partners with Tourism Victoria, Destination Melbourne (the regional tourism organisation), other Inner Melbourne Councils (IMAP Tourism Working Group), the local St Kilda Tourism Association, several precinct business associations and tourism operators to promote Port Phillip as must visit inner Melbourne destination.
Through our partnership with Destination Melbourne, areas of Port Phillip are featured in a number of publications, both digital and print, which are distributed through a range of visitor information channels:
In collaboration with Destination Melbourne, City of Port Phillip also actively promotes a local tourism campaign targeting locals and their visiting friends and relatives and encourages them to 'Discover Your Own Backyard'.
The St Kilda Tourism Association was formed in 2011. It brings together local businesses, tourism operators and residents to collaboratively promote St Kilda to locals and visitors, building the destinations brand and reputation as a must see destination on a visit to Melbourne. A variety of St Kilda specific attraction and visitor information can be found on the St Kilda Tourism Association web site.
Retail trade is a core industry in Port Phillip accounting for 7% of jobs. It is well dispersed throughout the City with a significant concentration in the South Melbourne area influenced by the South Melbourne Market.
The following are major activity centres within the City of Port Phillip:
These are the neighbourhood activity centres: