1. CHAPEL STREET Streets Ahead Promotions 2002 - 2005 Marketing and promotions for more than 1000 retailers and businesses located in the Chapel Street retail precinct (encompassing Greville Street and Commercial Road).
2. Chapel on ShowSunday 5 October 2003 After the final Chapel Street Festival was held in 2000, Streets Ahead Promotions (the Chapel Street Traders Association) employed me to create a new annual street event that was smaller and more community-based, but most importantly, that focussed on Chapel Street’s key attributes, being fashion, food and entertainment. The event Chapel on Show was developed and the inaugural event was held on Sunday 5th October 2003.
3. Chapel on ShowSunday 5 October 2003 Chapel on Show came into being after extensive negotiations with Stonnington Council, Police, community groups and retailers. The street closure was limited to the South Yarra section between Toorak and Malvern Roads, and featured three large outdoor catwalks with continuous fashion shows throughout the day.
4. Chapel on ShowSunday 5 October 2003 The Chapel on Show fashion shows were a major drawcard during the day, with new seasons designs being showcased by Chapel Street’s leading fashion retailers.
5. Chapel on ShowSunday 5 October 2003 The Chapel on Show fashion parades were grouped in various themes throughout the day, ranging from streetwear and urban chic to high fashion and evening wear. They were a great showcase of the many fashion offerings available in Chapel Street and reinforced the precinct’s reputation as Australia’s leading fashion retail strip.
6. Chapel on ShowSunday 5 October 2003 Chapel on Show provided a diverse range of entertainment throughout the day with something to appeal to everyone. There were a number of music stages with leading Melbourne bands and singers, the Stonnington Brass Band, Polyglot Theatre, street hip-hop dancers and opera from the balcony of Caffe e Cucina.
7. Chapel on ShowSunday 5 October 2003 In recognition of the popularity of Chapel Street with local residents and their four-legged friends, a Pets on Parade competition was also staged.
8. Chapel on ShowSunday 5 October 2003 Chapel on Show also included a Floral Art Exhibition, highlighting the creativity of many of the florists located on and around Chapel Street.
9. Chapel on ShowSunday 28 November 2004 Chapel on Show was repeated again in 2004, this time in November to take advantage of the warmer weather. The event enjoyed widespread media publicity through exclusive media partnerships with Leader Community Newspapers and Channel 10.
10. Chapel on ShowSunday 28 November 2004 In addition to a day of great fashion shows and entertainment, Chapel on Show 2004 featured a new event called Chefs on Show. Featuring leading Chapel Street eateries such as Cafe BluPols, Souk, Red Orange and Taste of Malaysia, Chefs on Show was a series of outdoor cooking demonstrations sponsored by Miele.
11. Journey Arts & Culture Festival 2004 Journey Arts & Culture Festival was developed to showcase the diverse cultural, arts and entertainment offerings in the Chapel Street precinct, and was also designed to position Chapel Street as a vibrant hub for arts and entertainment in the winter months. Journey featured a range of art exhibitions, film events, theatre, fashion shows, installations and special events staged in Chapel Streets restaurants, bars and clubs.
13. L’Oreal Melbourne Fashion Festival 2003/2004/2005 Independent Day was developed as part of the L’Oreal Melbourne Fashion Festival to showcase cutting edge young fashion and emerging designers. The event was sponsored by Levi’s and the City of Stonnington, and showcased the best youth brands and designers from the Chapel Street precinct.
14. L’Oreal Melbourne Fashion Festival Independent Day Held in Greville Street, Independent Day was an opportunity for Chapel Street and surrounds to showcase the diverse fashion, food & wine, retail and entertainment available in the precinct. Streets Ahead Promotions worked alongside Independent Day’s key partners to maximise exposure and opportunities for Chapel Street Precinct retailers.
15. Tourism Partnerships Chapel Street continues to hold an iconic reputation as one of the world’s great retail strips. An important part of the marketing function for Chapel Street Precinct was to ensure a high profile was maintained in the tourism market. For this reason, Chapel Street Precinct entered into a long-standing and rewarding partnership with Destinations Victoria, the publications division of Tourism Victoria.
16. Tourism Partnerships Chapel Street Precinct was comprehensively promoted to the tourism market through all Tourism Victoria publications and activities. One of the most enduring and effective publications was ‘Destinations Victoria’, a hardcover coffee-table book that was placed in all 4 & 5 star hotels in Victoria. Chapel Street was promoted through this publication as a great destination for shopping, fashion, food & wine and entertainment.
17. Spring Racing Carnival – Promoting Chapel Street’s Fashion Another important target market for Chapel Street was the Spring Racing Carnival fashion buyer. Targeted advertising was placed in press, specialist publications and on-line to position Chapel Street as the ideal destination to buy your racewear.
18. Christmas Decorations 2005 Stonnington Council withdrew funding for Christmas decorations for the Chapel Street Precinct, leaving Streets Ahead Promotions to fund Christmas 2005 from the retailers levy. A range of lighting fixtures were chosen and more than 300 retail sites were secured along Chapel Street to display these Christmas decorations. Power was kindly provided by participating retailers.
19. Chapel Street Website Redesign 2005 One of the most important features of the redesign of the Chapel Street website was to feature a continually updated retailer directory, with an interactive street map that identified where each retailer was located, and also took you into a separate promotional page detailing that retailer’s offerings and contact details.
