WHITFORDS BREWING COMPANY PTY LTD
PUBLIC INTEREST ASSESSMENT SUBMISSIONS
APPLICATION FOR TAVERN LICENCE
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1.
PARTICULARS
1.1
Application
Tavern Licence
1.2
Applicant
Whitfords Brewing Company Pty Ltd (ACN 613 036 669) as trustee for the Whitfords
Brewing Company Unit Trust
1.3
Premises
Shop MM6, Westfield Whitford City, Corner Marmion & Whitfords Avenue, Hillarys,
Western Australia (the Premises)
2.
BACKGROUND
Whitfords Brewing Company Pty Ltd is the applicant for a tavern licence for the premises
to be known as the Whitfords Brewing Company to be located within the Westfield
Whitford City Shopping Centre, which is currently undergoing a $450 million
redevelopment. This redevelopment will ultimately see the creation of a dedicated town
centre for the Hillarys area, which will include a further 31,000 square meters of retail
floor space, a new food and beverage precinct and over 700 apartments.
Whitfords Brewing Company (WBC) stems from the popular Northbridge Brewing
Company (NBC) concept, a micro-brewery, bar and restaurant, with function facilities
which opened in 2014.
The owner and operator Westfield Whitford City Shopping
Centre, Scentre Group, approached the director of the Applicant to anchor the
redevelopment of the new food and beverage precinct with a venue similar to NBC.
Scentre Group considers that the operating model of NBC to be consistent with its
objectives and values for the site and believes that the establishment of WBC will be in
line with its vision for the Shopping Centre.
WBC is seeking to provide patrons with a relaxed atmosphere in a unique custom built
venue, where exceptionally well made beer and substantial food offering are the focus.
The Premises has been designed to complement and integrate with Westfield Whitford
City Shopping Centre, providing a welcoming and friendly environment where patrons
can relax. The Premises itself will comprise an indoor section, an alfresco area in the
middle of the new food and beverage precinct and a sky deck with ocean views.1
1
Statement of Michael Rasheed (Annexure K)
Page 3 – Public Interest Assessment Submissions
The Premises will incorporate custom built facilities to produce its award winning
Beerland beer, which is also produced at NBC. WBC will have an onsite 12Hl brewery
operated by Master Brewer Ken Arrowsmith and capable of producing up to 120,000
litres per annum. Its beer will include a Pale Ale, Wheat Beer, IPA, Kolsch, Lager, and a
range of varied seasonal beers for the more adventurous. This beer will be available
over the bar, generally straight from the tank. The Applicant is also seeking to allow
packaged liquor sales of its Beerland beer in the infamous Canimal, a 946mL
promotional can of takeaway beer, canned at the bar.2
WBC will be the only brewery located between Northbridge and Mindarie in the coastal
corridor of the metropolitan area. With the ever-increasing popularity of craft beer, the
Applicant identified a gap in the market in the northern suburbs of Perth. It is catering to
this consumer requirement that the Applicant seeks to satisfy with the Application.
Food will be a big part of WBC, which will feature a modern Australian menu based
around beef, lamb, seafood and plenty of awesome food options. The Applicant intends
for WBC to be open 7 days per week, for lunch and dinner, however, the Applicant will
ensure that food is available at all times the Premises is open.
2
Statement of Michael Rasheed
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Like NBC, the Applicant considers that the Premises will be a low risk venue. The
Premises will be set up with quality furniture, including ample tables and chairs,
permanently in place, resulting in less upright drinking areas than your traditional
tavern/pub.3
WBC will also look to cater to social and corporate functions for between 10 and 700
people, providing a new and unique venue in the northern suburbs of Perth. In addition
to functions, the Applicant will seek to run a lot of events, including Chilli Week, Man vs
Food, Beer O’Clock, Beer Club, Hoptoberfest and Melbourne Cup.4 WBC proposes to
operate a new type of facility that will enhance the Hillarys locality and make it a more
attractive tourist and entertainment precinct.
WBC is seeking to capture the ‘theatre’ of brewing. The Applicant will promote the
venue as an experience, as opposed to just a place to drink.5 WBC will be used to
showcase the artisan beer products, with the food menu designed to complement the
beers on offer. It should be noted that WBC’s menu will comprise a range of substantial,
quality items and not simply burgers and snack food that is common amongst
metropolitan breweries and “tap-houses”.
The Applicant has carefully considered the Director’s Public Interest Assessment Policy 6
in the preparation of this Public Interest Assessment submission which is submitted in
support of the Application. This Public Interest Assessment submission will detail how
the proposed tavern licence will cater for the requirements of consumers for liquor as
well as accommodate the development and diversity of the liquor and hospitality
industries in the Hillarys area and meet the key objects of the Liquor Control Act 1988
(WA) (the Act).
3.
THE PUBLIC INTEREST TEST
This Public Interest Assessment has been prepared pursuant to section 38 of the Act in
support of the Application.
The purpose of the public interest test is based on the
principle that all licensed premises should operate within the interests of the affected
individual community.
The Butterworth’s Australian Legal Dictionary defines the term “public interest” as:
3
Statement of Michael Rasheed (Annexure K)
WBC Brochure (Annexure A)
5
Statement of Michael Rasheed
6
Director’s Policy, Public Interest Assessment pursuant to section 38 of the Liquor Control Act 1988 (as amended)
4
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“an interest in common to the public at large or a significant portion of the public
and which may, or may not, involve the personal or proprietary rights of individual
people.”
The public interest is also to be consistent with the primary and secondary objects of the
Act.
The primary objects of the Act (section 5(1)) are:
(a)
to regulate the sale, supply and consumption of liquor; and
(b)
to minimise harm or ill-health caused to people, or any group of people, due to
the use of liquor; and
(c)
to cater for the requirements of consumers for liquor and related services, with
regard to the proper development of the liquor industry, the tourism industry and
other hospitality industries in the State.
The secondary objects of the Act are:
(a)
to facilitate the use and development of licensed facilities including reflecting the
diversity of the requirements of consumers in the State; and
(b)
to provide adequate controls over, and over the persons directly or indirectly
involved in the sale, disposal and consumption of liquor; and
(c)
to provide a flexible system, with as little formality or technicality as may be
practicable, for the administration of the Act.
4.
SUBMISSIONS
4.1
The Applicant
WBC is an extension of the existing Beerland hospitality brand, which currently includes
NBC, with Michael Rasheed the sole director of the Applicant.
Michael has over 20 years’ experience in the hospitality industry and this experience will
assist in ensuring that the Premises continues to operate under the highest standards
and adopt stringent harm minimisation strategies and policies, if the Application is
granted.7
Through the Marlin Group, Michael Rasheed is an experienced owner and operator of
hospitality venues, with current venues including the Left Bank, Mustang Bar, Universal
Bar, Ravenswood Hotel, NBC and the Hotel Darwin, located in the Northern Territory.
7
Statement of Michael Rasheed (Annexure K)
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Previous interests have included the Old Swan Brewery, the Aberdeen Hotel, Moon
Café, Jurien Bay Hotel and Murchison Club Hotel, to name only a few.8 The Marlin
Group has an extremely experienced management team in place and their skills,
qualifications and experience will assist in the successful operation of the Premises.
4.2
Locality & Amenity
The Premises is to be located within the Westfield Whitford City, corner Marmion and
Whitford Avenue, approximately 21 kilometres north of Perth, and 2 kilometres from the
coastline. Westfield Whitford City is located in the suburb of Hillarys and within the local
government area of the City of Joondalup.
Hillarys is bounded by Whitfords Avenue in the north, Marmion Avenue in the east,
Hepburn Avenue, West Coast Drive and Southside Drive in the south and the Indian
Ocean in the west.
Hillarys falls within the local government area of the City of
Joondalup.
8
Statement of Michael Rasheed (Annexure K)
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Hillarys is named after Bertram John Hillary, an early resident of the area. Settlement of
the locality dates from 1930, although growth was minimal until the 1970s. Significant
development occurred during the 1980s, spurred by the boat harbour development.9
The Westfield Whitford City Shopping Centre provides important access for residents of
the middle and outer northern coastal suburbs of Perth. It is strategically located at the
intersection of Marmion Avenue and Whitford Avenue and easily accessible from
existing and developing northern coastal suburbs.10
4.3
Westfield Whitford City Shopping Centre
Westfield Whitford City is one of Perth’s largest shopping centres, providing a premium
retail destination for the northern suburbs of Perth. Currently, the Shopping Centre has
302 retailers spread over 77,000 square metres of retail floor space with 4,165 car
parking spaces.11
Key retailers include Big W, Target, Woolworths, Coles, Grand
Cinemas and JB Hi-Fi. The Shopping Centre opened in 1978, and since then has seen
several major expansions.12
Westfield estimates that the Shopping Centre caters to a trade area population of around
432,000 residents and has more than 130,000 weekly visitors.13 Total annual retail sales
are estimated to be $474,700,000, with over 6,600,000 annual customer visits.14
9
2011 Census Results City of Joondalup (Annexure B)
Urbis Report, Westfield Whitford City Expansion Report, July 2013 (Annexure C)
11
https://www.scentregroup.com/centre/westfield-whitford-city
12
Urbis Report, Westfield Whitford City Expansion Report, July 2013 (Annexure C)
13
https://www.scentregroup.com/centre/westfield-whitford-city/
14
https://www.scentregroup.com/centre/westfield-whitford-city
10
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The Westfield Whitford City Total Trade Area extends to Scarborough to the south, and
Yanchep to the North: 15
The total retail spend in the Westfield Whitford City Total Trade Area is estimated at
$6.4bn in 2015, and the total retail spend in the Main Trade Area is estimated at $3.0bn
in 2015. The total retail spend per capita for the Westfield Whitford City Main Trade Area
is estimated at $15,438 per annum in 2015, which is 4% above the Perth Metro average
($14,819).16
The food catering retail spend per capita by the Westfield Whitford City Main Trade Area
is estimated at $1,625 in 2015, which is broadly in line with the Perth Metro average
($1,600). When surveyed, most Westfield Whitford City Main Trade Area adults stated
that they had 'eaten out' in the last 3 months (91%). This is above the Perth Metro
average (86%). When surveyed, the majority of Westfield Whitford City Main Trade Area
15
16
Whitford City Leasing Brochure (Annexure D)
Whitford City Leasing Brochure
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adults stated that they had 'eaten out at a cafe, restaurant or pub' in the last 3 months
(88%). This is above the Perth Metro average (81%).17
In 2016, Westfield Whitford City announced plans for the first stage of redevelopment
with the transformation of the existing Piazza courtyard into a unique casual dining and
entertainment precinct, including 10 new restaurants, family entertainment, Event
Cinemas (including Gold Class and VMax) and newly landscaped public space.18
The first stage of redevelopment is expected to be completed in late 2017 at a cost of
$200 million.19 The development is intended to deliver a fresh outdoor space celebrating
the very best of Perth’s café and dining culture.20 The space is planned to include a
unique mix of café and dining options, providing something for everyone to enjoy. The
redevelopment will see an additional 562 car bays and over 31,000m² retail floor space
introduced.21
Further stages of development are planned, with the expenditure of an additional $250
million expected and set to create of over 700 apartments and consolidation of the site
as a town centre for the district. The viability of the food and beverage precinct that is
currently under construction is underwritten by the current utilisation of the site, however
demand will increase markedly once the overall redevelopment is complete.
17
Whitford City Leasing Brochure
Whitford City Development News Flyer (Annexure E)
19
Whitford City Development News Flyer
20
Whitford City Leasing Brochure (Annexure D)
21
Urbis Report, Westfield Whitford City Expansion Report, July 2013 (Annexure C)
18
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According to Westfield Whitford City Centre Manager, Scott Greenwood, the modern
outdoor dining precinct is intended to deliver an outdoor destination that celebrates “the
best of Perth’s café culture.”22
Mr Greenwood further stated that “the creation of a lifestyle and entertainment precinct
at Whitford City will provide Perth’s northern community with a new hub for leisure and
dining that can be enjoyed day or night … People love to gather in a shared space that
has a positive ambience and we believe the mix of food operators and landscaped
environment will provide a genuine destination for our community.” 23
22
23
Modern Revamp Plans for Hillarys Westfield Whitford City Revealed, Vetti Kakulas, PerthNow, 20 July 2016 (Annexure F)
Modern Revamp Plans for Hillarys’ Westfielf Whitford City Revealed, Vetti Kakulas, PerthNow, 20 July 2016 (Annexure F)
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According to the Urbis Report,24 prepared for the Development Application for the
redevelopment, the intent of the redevelopment is to facilitate enhancement and
expansion of the existing Westfield Whitford Shopping Centre, addressing demonstrated
demand (via the Retail Sustainability Assessment).
The Shopping Centre plays a
prominent role in meeting the retail needs of the region, as shown in the map below:25
Westfield Whitford City is the major component in the Whitford Activity Centre as defined
in the State Government’s State Planning Policy 4.2.
The Whitford Activity Centre
complements the nearby Strategic Metropolitan Centre of Joondalup (6km north-east),
the Metropolitan Attractor of Hillarys Boat Harbour/Sorrento District Centre (2.5km south
west), the Warwick Secondary Centre (7.6km south-east) and the Woodvale District
Centre (4.5km east).26
24
25
26
Urbis Report, Westfielf Whitford City Expansion Report, July 2013 (Annexure C)
Urbis Report, Westfielf Whitford City Expansion Report, July 2013
Urbis Report, Westfielf Whitford City Expansion Report, July 2013
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4.4
The Premises
The Premises itself will be a newly constructed venue within the redevelopment of
Westfield Whiford City, with the fitout estimated to cost in the range of $3 million to $4
million.27
The new development is located on the Whitfords Avenue side of the
Shopping Centre, and will have a similar feel to NBC, a contemporary industrial
warehouse, built from a light frame (steel) structure and large windows/bifolds. 28
The Premises itself will comprise an indoor section, an alfresco area in the middle of the
new food and beverage precinct and a sky deck with ocean views. At the heart of the
Premises will be the brewery where the brewers produce a small but exceptional range
of brews inspired by beers from around the globe.
27
28
Statement of Michael Rasheed (Annexure K)
Statement of Michael Rasheed
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The fit out of the Premises will seek to create the ambiance and atmosphere that makes
a visit to WBC like no other. The Premises will consist of quality furniture featuring both
high seated dining together with traditional four seat table dining and large booths. The
interior of the Premises will demonstrate the quality and standard that the Applicant will
operate, with a modern and contemporary layout.
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The following indicative concept drawings show the ambiance and design that the
Applicant is seeking to achieve at the Premises:
Overall, the Applicant estimates that the capacity of the Premises will be approximately
723 persons, with 437 in the indoor area, 121 in the alfresco area and 165 in the Sky
Deck. The entire public area of the Premises will be licensed which includes 437m² of
internal area on the ground, 121m² of alfresco area and 165m² in the Skydeck.
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The following plan is of the main indoor area with the floor plans showing the indicative
seating design and layout at Annexure U:
The yellow area shown in the drawing below is effectively a “footpath” that runs outside
of the main Premises. It connects the alfresco area situated directly outside the main
Premises (capacity of 48 people) with the the garden alfresco (capacity of 73 people).
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4.5
Transport
The location of the Premises provides ideal access to numerous public transport options
and taxi ranks for patrons and staff alike. The Whitfords Train Station is located
approximately 7 kilometres from the Premises, with several buses offering regular
services connecting the two including routes 441, 442, 460, 461, 462.29
The map below shows the proximity of the bus stops to the Whitford City Shopping
Centre:
Staff will also call taxis for patrons on request. For patrons who are not drinking, there
will be over 4,500 car parks available within Westfield Whitford City.
4.6
Demographics
Geographically, the clientele for Premises includes the suburb and surrounding suburbs
of Hillarys and the greater north of Perth metropolitan area. Demographically, the target
market includes people of all ages looking for a relaxed, yet unique food and beverage
experience. As the Applicant will produce its own craft beer, the demographics of the
Premises are those seeking hand crafted beverages, with perfectly matched food
accompaniments, in a casual and friendly environment. This includes both males and
females of all ages, families, individuals and couples.
As with Northbridge Brewing
Company, the Applicant envisages that the clientele will consist of older more
sophisticated patrons who appreciate a good brew and food in a comfortable, vibrant
and modern venue.
29
https://www.westfield.com.au/whitfordcity/centre-info/getting-here and Bus Timetables (Annexure GG)
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The Premises will cater to a wide ranging demographic, consisting of the following
groups:
(a)
tourists and visitors to Hillarys;
(b)
residents living in or near Hillarys and the northern suburbs of Perth;
(c)
people who work in or close to Hillarys, whether it be professionals, retail or
hospitality workers;
(d)
business people and professionals for functions;
(e)
the general public from the north of Perth metropolitan area who visit Westfield
Whitford City for retail or social purposes, both during the day or in the evening;
(f)
craft beer drinkers; and
(g)
the general public who will specifically come into Hillarys to taste beer produced
by the Applicant and to dine and socialise at the Premises.
According to the 2011 Census data from the Australian Bureau of Statistics,30 there were
10,680 people in the State Suburb of Hillarys (Hillarys SS) on Census night.
The
indigenous population in the Hillarys SS was 0.3%, compared to the State average of
3.1%. In Hillarys SS, 59.8% of people were born in Australia, with 13% of people born in
England and 4.1% of people born in South Africa.31
30
31
2011 Census QuickStats: Hillarys SS (Annexure G)
2011 Census QuickStats: Hillarys SS
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The boundary of the Hillarys SS is illustrated in the picture below:
The Census data shows that the median age of persons in Hillarys SS is 40 years of
age, which is higher than the State average of 36 years.32 Hillarys SS recorded higher
numbers of persons registered as married (61.0%) compared to the State (48.7%) and
conversely lower than average numbers of persons never married (28.0%) compared to
the State (35.3%). Of the families in Hillarys SS, 53.4% were couples with children,
whilst 36.9% were couple families without children.33
When compared to the State
average the statistics indicate that Hillarys SS is resident to a mature population of
married couples with children.
Given the family demographics of the Hillarys SS, the dwelling types of separate housing
accounted for 90.2% of structures, compared to 80.6% for the State.
There were 6,009 people who reported being in the labour force in the week before
Census night in Hillarys SS. Of these, 57.4% were employed full time whilst 33.2% were
employed part time.
The most common occupations in Hillarys SS included
professionals (24.8%), clerical and administrative workers (16.9%), managers (16.6%)
and technicians and trades workers (12.7%).34
32
33
34
2011 Census QuickStats: Hillarys SS
2011 Census QuickStats: Hillarys SS
2011 Census QuickStats: Hillarys SS
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The median weekly income of households in the Hillarys SS ($2,201.00) is well above
the State average of $1,415.00.35
The Census data supports the findings that persons who live in the Hillarys SS are
families with children, with a high disposal income.
The Applicant also considers it important to consider the wider locality consisting of the
City of Joondalup Local Government Area (LGA). According to the 2011 Census data
from the Australian Bureau of Statistics,36 there were 152,406 people in the Joondalup
LGA (Joondalup LGA) on Census night.
The boundary of the Joondalup LGA is
illustrated in the picture below:
The indigenous population accounted for only 0.6% of the Joondalup LGA population,
compared to the State figure of 3.1%. In the Joondalup LGA, 58.6% of people were born
in Australia, with 15.4% of people born in England, 3.4% of people born in South Africa
and 3.0% of people born in New Zealand.37
The Joondalup LGA has a median age of 38 years, which is again just above the State
average of 36 years38 and suggests that wider Joondalup LGA locality, like the Hillarys
SS locality, is home to older adult residents.
Of the families in the Joondalup LGA, 51.5% were couples with children, whilst 35.2%
were couple families without children.39
35
2011 Census QuickStats: Hillarys SS
2011 Census QuickStats: Joondalup LGA (Annexure H)
37
2011 Census QuickStats: Joondalup LGA
38
2011 Census QuickStats: Joondalup LGA
36
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There were 86,363 people who reported being in the labour force in the week before
Census night in Joondalup LGA. Of these, 58.3% were employed full time whilst 32.0%
were employed part time. The most common occupations in Joondalup LGA included
professionals (21.9%), clerical and administrative workers (16.8%) and technicians and
trades workers (16.6%).40
As with the Hillarys SS, the median weekly household income of the Joondalup LGA
($1,780.00) is above the State average of $1,415.00.
In analysing the data for the Hillarys SS and Joondalup LGA, it can be seen that the
locality for the purposes of this Application is a typical Australian family demographic
with older professional couples with families.
As at 30 June 2015, the City of Joondalup recorded a population of 167,891.41 As can
be seen in the table below, the City of Joondalup has experienced continued growth over
the last five years.
39
40
41
2011 Census QuickStats: Joondalup LGA
2011 Census QuickStats: Joondalup LGA
2011 Census Results City of Joondalup (Annexure B)
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The graph below shows the increasing trend in the number of residents in the City of
Joondalup:
As can be seen in the graph below, the City of Joondalup is expected to experience
continued growth with the forecasts predicting the population to reach approximately
180,812 persons by 2036, an increase of 9.62% over 20 years.42
42
City of Joondalup Population and Household Forecasts 2011 to 2036 (Annexure I)
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It is submitted that the current and continued population growth in the City of Joondalup
dictates the continuing development and revisitation of the locality. The large population
in the region is served by limited facilities, requiring persons to travel outside the locality
to meet their requirements for liquor, dining and entertainment.
4.7
Tourism
The locality of Hillarys has a number of significant tourist attractions, including the
Hillarys Boat Harbour, the Aquarium of Western Australia, the Great Escape Theme
Park and numerous beaches and reserves.
The Boat Harbour is one of the most
popular boating and recreational destinations in the metropolitan area, with over 4.5
million visitors each year.43
Hillarys Boat Harbour opened in 1988, and has been one of Perth’s premier recreational
destinations in the Northern suburbs.44 Whilst providing various retail, hospitality and
accommodation options, the Boat Harbour has been the only destination for tourists in
the northern suburbs of Perth. The Applicant notes that tourism statistics relating to
Hillarys is difficult to obtain.
43
44
Department of Transport, Hillarys Boat Harbour (Annexure CC)
http://hillarysboatharbour.com.au/
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The Applicant notes that micro-breweries have flourished in other areas of metropolitan
Perth, including Northbridge, Fremantle and the Swan Valley.
Each of these areas
attract a significant number of tourists, and the Applicant anticipates that the opening of
WBC would create a similar attraction in the northern suburbs.
The Sip, an online beer blog, recently noted the “snub” of craft beer in the northern
suburbs of Perth.
“the northern suburbs of the WA capital boast close to 1 million residents. Pity
them if they like to experiment with brews tastings. There is certainly no change
of enjoying a fresh one close to home….
Of the near 50 operations linked to the WA Brewers Association, one fifth are
located down south … Feral, Mash, Homestead, Duckstein and Elmars have long
been settled in the Swan Valley on the fringe of Perth. The Generous Squire and
Northbridge Brewing Company are in the Central Business District.
However, if you like anywhere between North Perth and Wanneroo and would
like to find a ‘local’ brewing operation then you’d be better off looking for a bottle
top on the moon.”45
As can be seen in the map below, there is no full service micro-brewery located on the
coast between Northbridge and Mindarie that provides a selection of food and beverage
options. The Applicant considers that WBC will provide the services that are currently
lacking, and attract tourists to the northern suburbs of Perth.46
45
46
The Sip Article (Annexure J)
Statement of Michael Rasheed (Annexure K)
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The Applicant also notes that the whole of Government endorsed Taste 2020: A strategy
for food and wine tourism in Western Australia for the next five years and beyond, which
identifies that Perth’s city food scene continues to explode with new bars, cafes and
restaurants opening on a regular basis.
Interestingly urban hotspots such as
Northbridge, Mount Lawley, Subiaco, Leederville and Victoria Park continue to grow as
culinary destinations in their own right.47 The Applicant seeks an opportunity, together
with Westfield, to develop a food and beverage precinct in the northern suburbs of Perth.
The Tourism and Planning Vision released by Tourism Australia found that for the year
ending December 2015, there were 28.4 million visitors (including both overnight visitors
and daytrips) to Western Australia. These visitors stayed a total of 69.9 million visitor
nights (7.5 on average). The value of the WA Tourism Industry was $9.0 billion for the
year ending June 2015. In 2015, an estimated 13.1 million visitors participated in food
and wine activities while travelling in WA.
47
Breweries, cideries and pubs had broad
Tourism Data – Tourism WA (Annexure BB)
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appeal to 46% of domestic visitors.48 The Applicant considers that the appeal of a craft
brewery in the northern suburbs of Perth will add to the appeal of the precinct and assist
in attracting a number of visitors to the locality.
The redevelopment of the Westfield Whitford City Shopping Centre is to create a dining
precinct that is truly “destinational” with authentic individual experiences and great food.
It is imperative that Hillarys, and the northern suburbs of Perth, have a variety of licensed
premises to suit all ages and types of persons and families which are attracted to the
area. It is submitted that consistent growth in tourism requires visitors to be afforded
with a range and variety of licensed premises to ensure the continued and proper
development of the liquor, tourism and hospitality industries in the Western Australia.
4.8
Property and Development
According to the Real Estate Institute of Western Australia, the median house price sold
in the suburb of Hillarys as at 2 January 2017 was $824,000, compared with the median
house price for the Perth metropolitan area of $530,000.49 The comparison is reflected in
the graph below, which evidences that Hillarys consistently outperforms the wider Perth
area in terms of house sale prices:
48
49
Tourism Data – Tourism WA (Annexure BB)
http://reiwa.com.au/wa/hillarys/6025/
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As discussed above, Westfield Whitford City Shopping Centre is currently undergoing
extensive redevelopment to create a lifestyle and entertainment hub for Perth’s northern
community. The first stage of redevelopment is expected to be completed in late 2017 at
a cost of $200 million.50
The vision articulated within the Whitford Activity Centre Structure Plan (WACSP)
states:51
“The Whitford Activity Centre will become the vibrant commercial, cultural and
residential heart of Hillarys and the wider area. Some people will live in the
centre, while others will visit to work, learn, be entertained, to meet others, or to
participate in community and cultural activities. Changing lifestyle demands,
sustainability considerations and an overriding objective to satisfy the needs of
the local community and wider metropolitan area, will drive the future urban
structure and physical fabric of the activity centre. The intensity of the urban form
and the blending of uses will foster accessibility, with emphasis on walking,
cycling and public transport. The everyday experience of the main street will
make it as easy and attractive to walk, cycle or take public transport, as it is to
travel by car. A diverse mix of activities, including a more diverse range of
housing types, will promote day and night time activity in an interesting and safe
environment.”
In considering the wider locality for the Premises, the Applicant considers that residents
in the northern suburbs of Perth will be attracted to the Premises. In the last 10 years,
the growth and expansion of the Perth Metropolitan area into suburbs such as Clarkson,
Burns Beach, Quinns Rock and Butler, which are approximately 40 kilometres north of
Perth, has seen the demand for more entertainment venues located north of the main
Perth entertainment hubs of Northbridge, Subiaco and Leederville.
The Applicant
considers that residents in these northern suburbs would prefer to travel a shorter
distance for their food and entertainment requirements, resulting in the Hillarys locality
providing an ideal gateway for these suburbs. This is only expected to continue with the
growth of new suburbs such as Alkimos, Two Rocks and Yanchep.52
Further, the continued extension of the Mitchell Freeway for a further six kilometres north
of Burns Beach Road to Hester Avenue at a cost of $315 million will provide better
access for northern suburbs residents.53 The proposed rail link will also provide good
50
Whitford City Development News Flyer (Annexure E)
Whitford City Activity Centre Structure Plan (Annexure L)
52
http://communities.lendlease.com/alkimos-beach/
53
http://satterley.com.au/catalina/author/community/
51
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connectivity for the northern suburbs, without the added time and inconvenience of
travelling into the heart of Perth.54
It is submitted that in order to achieve the objectives of the Westfield Whitford City
redevelopment plans, and revitalise the Hillarys locality, occurring now and in the years
to come, the dining and entertainment options available in the area must expand and
develop in order to create the ambiance and entertainment precent desired.
4.9
Other licensed premises
The Applicant notes the Director’s Public Interest Assessment Policy regarding
“Specifications on Locality”, and that premises located in the Outer Metropolitan Area are
recommended to adopt a locality with a 3 kilometre radius.55 The Applicant accepts the
locality and notes that the suburb of Hillarys currently has the following active licensed
premises56:
Premises Name
Licensee
Address
Restaurants (15)
California Pizza Kitchen
Pizza Australia Pty Ltd and
Shop 223 Sorrento Quay Boardwalk
Wiseplace Investments Pty Ltd
3 Sheets
Jetel Pty Ltd
28 Southside Drive Hillarys Boat
Harbour
Nino's Fish Bar & Cafe
Namres Pty Ltd
Shop 52 Hillary's Boat Harbour
Sorrento Quay
Eccolo
Dyna Enterprises Pty Ltd
Shop 5 110 Flinders Avenue
Hurricanes Grill
Perth Restaurant Pty Ltd
Shop 203 Sorrento Quay Boardwalk
58 Southside Drive
Purple Goat Cafe
Vanilla Sky Pty Ltd
Shop 205 Sorrento Quay Boardwalk
Outback Jacks - Whitfords
Dining Down Under Pty Ltd
Shop 287 Whitfords Westfield City
Cnr
Marmion
and
Whitfords
Avenues
Spinnakers Cafe
Melgrave Creations Pty Ltd
95 Northside Drive
Mia Cucina
Samic Nominees Pty Ltd
1/45 Northside Drive
Toscanini's On Quay
Blueshell Holdings Pty Ltd
Shop 53/54 Southside Dr
Over Bored Cafe
Nicholas John Mathias & Clive
Shop 42 Sorrento Quay Boardwalk
Martin Pickering
Grill'd Hillarys
Grill'd Pty Ltd
Shop 26 Sorrento Quay Boardwalk
Hillarys Boat Harbour
Sorrento Beach Shack
Lilly The Pink Pty Ltd
Shop 57
Southside
Harbour
Flinderz
LMW Hospitality Group Pty Ltd
Shop 7 110 Flinders Shopping
Centre Corner Flinders Ave and
Waterford Drive
Top Catch Fish And Chips
Carrera Hawthorne Pty Ltd
Shop 206 58 Southside Drive
Sorrento Quay 28
Drive Hillarys Boat
54
http://www.transport.wa.gov.au/mediaFiles/about-us/ABOUT_P_PT_Plan2031.pdf
Director’s Policy, Public Interest Assessment pursuant to section 38 of the Liquor Control Act 1988, as amended
56
Racing Gaming & Liquor – Licensed Premises in “Hillarys” excluding Club licences which are restricted to members only (as at 27
September 2016).
55
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Premises Name
Licensee
Address
Autingo Pty Ltd
Shop 17 Sorrento Quay Hillarys
Boat Harbour
BWS - Beer Wine Spirits
Woolworths Limited
Woolworths Supermarket Whitfords
City Shopping Centre Whitfords
Avenue
Hillarys Cellars
Manorview Investments Pty Ltd
Shop 17B Hillarys Shopping Centre
110 Flinders Avenue
Azulito Pty Ltd
Cnr Marmion and Whitford Avenues
Breakwater Pty Ltd
Hillarys
Quay
Boat
Harbour,
Sorrento
Aqwa The Aquarium of Western
CWA Management Pty Ltd
Australia
Hillarys
Quay
Boat
Harbour,
Sorrento
The Harbour Terrace
Norfolk Hobbs Pty Ltd
1st Floor Function Centre, Sorrento
Quay, Hillarys Boat Harbour
Rottnest Fast Ferries
CM Marine Pty Ltd
Shop 56 Southside Drive Sorrento
Quay
MV Voyager IV
CM Marine Pty Ltd
Shop 56, Southside Drive Sorrento
Quay
Nightclub (1)
Bar One Twenty
Liquor Store (2)
Tavern (2)
The Northshore
Bistro
Tavern
and
The Breakwater
Special Facility (4)
The Applicant acknowledges that there are several licensed venues located within the
Hillarys Boat Harbour precinct, however, this is located just outside the locality and the
licensed venues situated within the Boat Harbour have different offerings to that at the
proposed Premises, consisting of predominantly restaurants.57
57
Statement of Michael Rasheed (Annexure K)
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When considering the 3 kilometre radius from the Premises, the Applicant notes that
there are actually limited licensed venues, as can be seen in the map below:
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The Applicant notes that there are three licensed restaurants and one tavern located
within the locality of the Premises. These premises are listed below with comments on
how these are differentiated from the Application:
Premises Name
Restaurants
Address
Eccolo
Shop 5 110 Flinders Avenue
Comments58
Italian
restaurant
with
mains
between $25-$35
Shop 287 Whitfords Westfield City Closed - casual steak house
Cnr
Marmion
and
Whitfords operated as a franchise with
Avenues
Australian theme
Shop 7 110 Flinders Shopping
Modern Australian with a seafood
Centre Corner Flinders Ave and
focus, mains between $30-$40
Waterford Drive
Outback Jacks - Whitfords
Flinderz
Tavern
The Northshore
Bistro
Tavern
Typical suburban pub with a sport
bar displaying sporting events such
as UFC, drive through bottleshop
and
and, regular live entertainment.
Cnr Marmion and Whitford Avenues
Mains priced at between $18 and
$40 with regularly discounted food
and drinks. Limited craft beer
offering.
The Applicant is aware of the existing licensed premises in the locality and considers
that the way in which the Premises is proposed to operate, if this Application is granted,
can be easily distinguished from these existing venues.
The key factors which
differentiate the proposed Premises from the existing premises include: the brewery,
style and layout of the Premises and nature of operation.
The Applicant submits that the three licensed venues in the locality operate a restaurants
and therefore have statutory requirements for liquor to be the predominant purpose and
patrons to be seated. Whilst the Applicant will have food available at all times the
Premises is open, the unique operation of the Premises will be the brewery, bar and
restaurant. A key feature of the Premises is the beer produced by the Applicant, offering
patrons a unique experience to taste hand crafted beer (brewed on site) in the northern
suburbs of Perth.59 The Applicant uses the term ‘theatre of brewing’, referring to the use
of beer, brewers and the brewery to engage with customers and to educate consumers
about its product and beer more generally. It is about quality not quantity.
The Applicant also has considered the other new premises that will open up as part of
the redevelopment of the Westfield Whitford City precinct. The Applicant understands
that there are going to be approximately 12 different food and beverage outlets within the
newly redeveloped precinct, however, that it will be the only premises in the new food
58
59
Statement of Michael Rasheed
Statement of Michael Rasheed (Annexure K)
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and beverage precinct licensed as a tavern.60 The following table has been provided by
Scentre: 61
According to Scentre, the proposed use of these premises will include a mix of licensed
and unlicensed premises, with the other licensed premises consistent of restaurants
only. The uses for these other tenancies will include American dining, Chinese, Greek,
Japanese, Mexican, sandwich/salad takeaway, café or chocolate shop, a dessert bar
and a meat restaurant.62 As submitted above, the purposes of the redevelopment is to
create an entertainment precinct offering a new and unique place for the wider
community to visit.
In the letter of support from Scentre Group, the owner and operator Westfield Whitford
City Shopping Centre, it made the following comments on the tenancy mix of the new
entertainment precinct and the selection of WBC for the Premises:
“Given the high level of residents that dine in licensed premises, we have
identified the opportunity to provide a unique mix of casual dining offers from
fresh salads, to gourmet pizza, to the very best Asian cuisine and desserts.
In keeping with our vision to include a good selection of restaurants that deliver
great food with authentic individual experiences we have progressed with our
60
61
62
Statement of Michael Rasheed
Letter from Scentre Group regarding tenancy mix (Annexure DD)
Letter from Scentre Group regarding tenancy mix (Annexure DD)
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desire to secure a mix of both local and National iconic brands that will not only
provide a point of difference for Whitford City, but also create a true dining
destination for the Northern suburbs. To date we have secured a number of
restaurants that are owned and operated by leaders within the Australian
hospitality industry whom have many decades of experience operating licensed
restaurants both in Australia and internationally.
Given our strong desire to secure an anchor that compliments the Event cinema
complex and the restaurants it was critical that Tenancy MM6 was leased to
operators that understood the needs of the local community as well as be aligned
to the precinct vision and strategic direction of Scentre Group.
Given the North facing aspect and the prominent frontage on to Whitfords Ave.,
which is one of the main arterial roads within the main trade area, it was
important to secure an iconic brand that will provide significant customer appeal
to the specific location and the precinct.”
The Applicant recognises that consumers are becoming increasingly sophisticated and
require new, modern and stylish venues that cater to the evolving concepts of dining and
socialising whilst relaxing in a casual and friendly environment.63
The Applicant has operated NBC for several years now and the feedback from patrons is
that they would love to have a similar facility in the northern suburbs of Perth. The
director of the Applicant has seen over the last ten years the market develop and
consumer requirements change.
From its experience in the industry, and operating
various venues, including NBC, the Applicant has seen a shift towards quality not
quantity consumption of liquor, with craft beer seeing exponential growth and increasing
popularity.64
It is this type of venue that the Applicant is set to create in the northern suburbs of Perth,
a venue where patrons can socialise in a casual environment, with plentiful seating and
food available and enjoy seasonal craft beers produced on-site.
4.10
Food
Food will be a big part of WBC, which will feature a modern Australian menu based
around beef, lamb, seafood and plenty of awesome food options. WBC will offer food
during all hours that it is open.
The all day menu will include items such as wagyu sliders, whiting and salad, calamari,
fried chicken, share plates, cheese calzone, nuts and pickles and a range of pizzas.
63
64
Statement of Michael Rasheed
Statement of Michael Rasheed
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This will be supplemented at lunch and dinner service with a further offering including a
range of steaks, Barramundi, Whiting, pasta, various salads, steak sandwich, blackened
chicken and lamb dishes.
Dessert will also be available at the Premises, including deep fried ice-cream and crème
brulee.
The Applicant will also have a children’s menu with healthy options including pasta
bolognaise and steak and chips.
The proposed food menus for WBC are attached as Annexure M. The Applicant also
notes that its menu will cater for everyone, including vegetarians and gluten free.
The Premises will contain a large kitchen, cool room and dry store, with between 15 to
25 employees manning the kitchen alone.
Each year, the Applicant will host a range of food related events, including:
 Man vs Food – which features supersized food portions; and
 Chilli Week – which features a chilli based menu
As with NBC, these events are expected to receive high levels of patronage and are
important in setting the tone for WBC’s operations, reinforcing the importance of food to
the business model.
4.11
The Brewery
As the name suggests, a key feature of WBC will be the beer production, which will
occur on the Premises. The Premises will provide a visually attractive and dynamic
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ambiance, with brewing equipment on display to patrons and passers-by. The Applicant
has been brewing its small-batch beer since opening NBC two years ago, and is seeking
to expand on its Beerland beer production with the opening of WBC.65
The Applicant’s beer is branded as Beerland, a concept that has been developed over
the past 7 years by the director of the Applicant and senior management.
The
Applicant’s equipment at the Premises will be capable of producing up to 120,000L of
beer per year. The Applicant will make its own beer from quality ingredients and serve it
fresh from the bright tanks.
The Applicant will have several core beer products on offer at any one time together with
a seasonal, small batch brews:
A. Wheat Beer – classic Bavarian style wheat beer (5.0%);
B. Pale Ale – a bright pale ale in the Australian styled dosed with hops (5.2%);
C. Lager – all malt continental lager (5.0%);
D. Kolsch – pale golden beer that is a delicate hybrid between lager and pale ale
(5.0%);
E. India Pale Ale – American style India pale ale (6.0%).
This range will be supplemented by regular seasonal beers of diverse styles.66 The
Applicant will also have beer tasting notes for beer tasting sessions and other beer
related functions.67 The beer tasting notes provide tips on beer tasting, characteristics of
the various types of beer and a description of the beer in question.
65
66
67
Statement of Michael Rasheed (Annexure K)
Seasonal beer flyers (Annexure N)
Beer Tasting Notes (Annexure FF)
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WBC will produce a range of quality craft beers with a recognisable taste profile
consistent with the underlying style – that is, each beer is a classic example of its style.
An ever-changing range of seasonal beers will provide depth and sometimes a more
challenging taste profile for customers to enjoy, including chilli beer. The Applicant is
keen to tinker with its brews and keep innovating to give the customer new and exciting
beers to try.68
The Applicant uses the term ‘theatre of brewing’, referring to the use of beer, brewers
and the brewery to engage with customers and to educate consumers about its product
and beer more generally. It is about quality not quantity. The Applicant will have a range
of events that ensure a unique and memorable experience for customers to have fun in a
relaxed environment, including:
68
•
Beer matched dinners;
•
Venue / brewery tours;
•
Seasonal beer launches – tastings & brewer talks;
•
Beer tasting paddles;
•
Brewer pouring sessions; and
•
Beer Kwiz – quiz night event.
Statement of Michael Rasheed (Annexure K)
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Ken Arrowsmith, the Master Brewer has a lifetime of beer making experience, including
working at Matilda Bay and Lion Nathan Group. Ken completed a Bachelor of Applied
Science (Chem) at Western Australian Institute of Technology (now Curtin University)
and then went on to join the Swan Brewery Co Ltd as an Assistant Chemist.
NBC has won numerous awards for its beer produced in the last two years, including
silver and bronze at the 2014 and 2015 Perth Royal Beer Show, silver and bronze at the
2015 and 2016 Australian International Beer Awards, silver and bronze at the 2016 Craft
Beer Awards in Melbourne and Brisbane and the new venue award and casual pub
dining award – metropolitan at the 2015 AHA Awards for Excellence.69 It is this standard
that the Applicant will seek to replicate at WBC.
In addition to the beer produced by the Applicant, the beverage menu will feature
alcoholic and non-alcoholic selections including wines, sparkling and cocktails from
around the world and Western Australia. Selected wines will be available both by the
bottle and by the glass. The Beerland philosophy is that the beer it produces is well
made and stands up to the best craft beer available. Accordingly, there will be a range of
competitor beers available at the Premises.
The non-alcohol selections include a range of soft drinks, juices, teas and coffees. Free
tap water will be available at all times in accordance with the Director’s Policy on Free
Drinking Water.70 The proposed beverage menus for WBC are attached as Annexure
M.
It is submitted that the Premises will cater to the requirements of consumers in the
Hillarys area, and the northern suburbs of Perth, by providing consumers with a unique
and diverse array of hand crafted beer products, being the only full service brewery
located between Northbridge and Mindarie.
69
70
List of Awards (Annexure O)
Director’s Policy, Free Drinking Water (as amended)
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4.12
Packaged Liquor
The Applicant notes that not only are consumers wanting to enjoy quality beer for
consumption on the licensed premises, they are also seeking to enjoy craft beers at
home too. 71
As discussed above, beer that will be produced at WBC will be marketed under the
Beerland label, which is the same branding as NBC. The Beerland brand was
established as the owners wanted the ability to expand its craft brewing venues outside
of NBC, and wanted to provide the same beers at these other venues, which is the case
with this Application for WBC. It was submitted that Beerland venues are based on the
theatre of brewing, where the operations are visible to patrons and brewing staff are
active in promoting the beer range, the brewing process and the venue.
Beerland is focused on selling its own beers at its venues, with takeaway sales to meet
demand from patrons of the venues and to support the Beerland brand. Beerland also
requires the flexibility to sell kegs of its beer so that it can attend beer festivals and
events, submit samples for judging at national and international beer competitions and to
enable the flexibility to provide product for sale at promotional events undertaken at
other venues (such as a “tap-takeover” where Beerland beers would be featured for a
limited duration at another venue as a promotional tool). WBC will also require the
flexibility to sell products made at NBC in kegs at WBC.
71
Statement of Michael Rasheed (Annexure K)
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As was established at NBC, the Applicant is wanting to provide patrons with freshly
tapped, locally made beer to take away from WBC. ‘Canimals’ are innovative 946mL
beer cans that are filled fresh from the tap and sealed over the bar with a machine that
creates a perfect seam to ensure freshness is locked in.72
The ‘Canimals’ enable patrons to take away the freshest beer in cans that can be
crushed and recycled. It provides a degree of theatre that is consistent with the craft
beer culture that is being promoted by Beerland at NBC and hopefully WBC. It is
expected that the ‘Canimal’ will retail at approximately $15 each, which is at a price point
that deters irresponsible consumption of the product.73
The Canimal price point of $15
equates to an equivalent sale price of a takeaway 330mL bottle of $5.23, or $31.38 per
six pack of 330mL bottles.
In order to allow packaged liquor sales, the Applicant is seeking an unrestricted tavern
licence. The Applicant is not, however, seeking to establish a liquor store, dedicated
packaged liquor bottleshop infrastructure, or to sell packaged liquor, other than Beerland
branded products, for take away sales. All packaged liquor sales will be over the bar, or
in wholesale quantities for events and promotions and for Beerland products only.
The Applicant notes that the Beerland products are not available at any other liquor
outlets, save for NBC and that its unique packaged liquor product has proved popular
72
73
Beerland Canimals (Annexure Q)
Statement of Michael Rasheed (Annexure K)
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with patrons at NBC.74 The Applicant notes that the Westfield Whitford City Shopping
Centre has a BWS liquor store, however, BWS will not stock Beerland products, and
likewise, the Premises will not sell any other packaged liquor apart from its Beerland
branded liquor.
4.13
Functions & Events
In the design and layout of the Premises, the Applicant has factored in the requirement
for the venue to host a variety of functions and events, catering from 10 to 700 persons.
Corporate beer and cocktail functions, beer tasting dinners, team bonding sessions,
family gatherings, birthday parties and even weddings will all be possible at the venue.
The Applicant estimates that functions at NBC account for approximately 15 to 25% of
revenue and is an important and specialised offering.75 The Applicant considers that a
similar demand will be prevalent at WBC, given the lack of comparable venues nearby.
The Applicant will offer versatile spaces and options for functions, with various food and
beverage packages to suit all types of occasions. There will be a range of function
spaces available from the Skydeck Bar with ocean views to the alfresco area. The
Function Packages Guide for NBC is at Annexure P. A similar Guide will be prepared
for WBC.
Given that the Premises will operate as a working brewery, there will be various beer
tasting options, including a Brew Master Tasting package for those that love beer. There
will also be a premium function package, where participants can assist in the brewing
process.
It is the experience of the director of the Applicant that patrons are wanting flexible and
unique function spaces, with the range and type of function requests varying from small
parties of 15 persons for events as birthdays and family gatherings to larger scale events
for up to 700 persons, for corporate functions.76
The Applicant anticipates that it would host a significant number of functions and events
at the Premises, and cater to the requirements of those organisers that seek unique
function spaces in the northern suburbs of Perth.
4.14
Requirements of consumers for liquor
In determining the community’s views in relation to the Application, the Applicant
undertook market research online via Survey Monkey.
The online market research
asked respondents to answer 18 questions about themselves and their requirements for
74
75
76
Statement of Michael Rasheed (Annexure K)
Statement of Michael Rasheed (Annexure K)
Statement of Michael Rasheed (Annexure K)
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a brewery and venue such as the one proposed by the Applicant in Hillarys.
623
responses were received between 7 November 2016 and 28 November 2016. The
Market Research Analytics Report is at Annexure R (Market Research Report).
The Market Research Report shows that of the 623 responses to the Applicant’s
questionnaire, females accounted for 38% of respondents, whilst males accounted for
62%.
The ages of respondents to the questionnaire evidence a good cross section of the
community:
Respondents were asked how often they visit Whitfords area. 43 respondents answered
once a year, 164 respondents answered several times per year, 175 respondents
answered several times per month and 222 respondents answered at least weekly.
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457 of the 622 respondents answered that they were aware of the Westfield Whitford
City redevelopment.
The following comments were made regarding the redevelopment of Westfield Whitford
City and the creation of a dining and entertainment precinct:
Bek Fisher – “Would love to see an entertainment and eating district in whitfords
so don’t have to travel to Joondalup”
Aaron Davies – “Hopefully it will be better then before. There wasn't much going
for it and the few restaurants that were there, didn't seem to have many patrons.
At least the cinemas will be back. No matter what company is running it”
Izzy – “Its great that we are getting more options for dining and entertainment in
the Northern Suburbs. The northern suburbs are much more accessible for
tourists and locals as it is well mapped and close to public transport and also the
beautiful northern coast.”
Georgia Radinger – “I'm excited about the dining and education precinct,
particularly as it seems it will be family friendly”
Claire Ginnane – “Long overdue - will provide so many evening out
options/dining/family friendly/ relaxing atmosphere.”
Chris Dunn – “Long overdue and we certainly need a precinct that offers good
food and the opportunity to enjoy a beverage. At the moment I choose between
"The Carine" (owned by Woolies, who have no idea and I hate it) the Glengarry
Tavern has gone, our only other option is the overcrowded/expensive Hillarys
Boat Harbour precinct. Cashed up yet thrifty professionals in
Duncraig/Carine/Sorrento are awaiting….”
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Alex Geraghty – “I think this is a great initiative, as the centre is currently lacking
in dining and entertainment options. Since the redevelopment of the shopping
centre at Joondalup, Whitfords City has lacked vibrancy, but I feel the addition of
new dining and entertainment options will go a long way to changing that.”
Mike Andrew – “The inclusion of a food and beverage precinct as part of a new
shopping complex would be a welcome inclusion in the area and with the right
combination of venues both licensed and unlicensed would be a positive for the
amenity of the area.”
Joe Marchese – “I believe the redevelopment will be a great addition the
shopping centre and to the area. The dining and entertainment precinct will
elevate the shopping centre to a new higher level of service and entertainment
and will play an important part in maintaining the high standards of living and
economic growth in the area.”
Of the 623 respondents to the Applicant’s questionnaire, 495 answered that they had
been to NBC prior to completing the questionnaire, whilst one respondent did not
answer.
The following comments were made regarding the respondents experience at
Northbridge Brewing Company:
Steve Cloughley - “It was great. I have been on a guided brewer tour of the NBC.
I have also held a private function for 15 people with presentation by brewers
which was fantastic. Very knowledgeable about brewing techniques and
informative. Atmosphere and food also magnificent. Great venue. The mature
clientele make it a safe and pleasant environment. It is a well run venue. “
Claire Ginnane – “Loved it- was welcoming, open/spacious/great food and
drinks/atmosphere”
Hannah George – “Relaxed, tasty. I have visited for a lunch with kids and
evening function for work. I appreciate the range of craft beer offered on tap,
good food and good service.”
Alex Geraghty – “I really enjoy the Northbridge Brewing Company and have been
there a few times. There is a great range of food and beverage options, and the
atmosphere is friendly and relaxed.”
Tim Kempton – “It was an awesome experience and all the staff were well trained
on there (sic) beer and brewing knowledge and had very deep roots in the
hospitality profession which I think NBC pride themselves on as shown by such
staff as simon, chris, tim and steph.”
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Guy Southern – “I have visited the Northbridge Brewing Co. since the very first
day it opened. Since that time I have attend beer education nights, 40th's, work
Christmas parties and family. events. It is simply a great all round venue for the
people of Perth”
James Corby – “Amazing place. Very good value for money, Never any trouble
either which is important for me as a middle aged businessman.”
Danuta Janka – “The venue is very modern with a friendly and relaxing
atmosphere. Food very tasty, service very efficient. I like the open alfresco area
of the venue. The place is also very clean. I always enjoy having meal and drinks
at NBC.”
Jazmin Fettes – “A great and fun environment - Have been here for an event and
for casual drinks and both times it was really enjoyable.”
Of the 618 respondents to the question, 608 answered that they would like to see a
similar idea to Northbridge Brewing Company replicated in Whitfords.
Respondents made the following comments in response to this question:
Brett Burke – “Yes please! Nothing else like it in the area”
Andrew Shorter - “I love locally produced beers and would really like to see
some more within the northern corridor.”
Brendan Rooney – “We don't have anything like that nearby and it would be good
to have quality food and beer at a venue in the suburbs.”
Michelle – “There is not many around and there needs to be more choice for this
type of thing close in the area”
Jade Lattimore – “There aren't very many options in the northern suburbs for a
nice relaxed environment for a drink with decent food”
Elise O'Reilly – “The area would really benefit from something like this as not
much choice in the area of this kind of venue.”
Adam Gilbert – “Perth's northern suburbs desperately need more venues focused
on delivering quality craft beer.”
Ricky Blythman – “With breweries being one of my favourite places to eat and
drink by having more in the northern suburbs where I have lived all my life, it will
save some trips into the city. Having somewhere closer to home is always a win!”
Emina Nadarevic – “It adds another dimension to the area catering for even more
people and more tastes.”
Michelle McBride – “Would be great to have something local to go to for lunch
and dinner, currently have to travel quite far for something like this.”
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Jonathan crews – “Perth needs more boutique places like this. As the city is
expanding more local places are a great idea.”
Marlene Fuller – “I live in Northern Suburbs so would be good to enjoy great food
and entertainment and not have to travel to Northbridge for it.”
Matthew Luckley – “We're lacking a venue of this nature and quality in the
Northern suburbs.”
Michael Arnold – “I believe that this style of dining & entertainment is the future
with a strong value proposition for customers and a relaxed inviting environment
for a range of people including families.”
The following comments were made regarding the experiences with other licensed
venues in and around the northern suburbs of Perth:
TOM – “Ever since we lost the Glengarry Tavern. I have been searching for a
new local. Thats 4 years ago”
Gordon Mason – “Not enough decent pubs or bars in the north needs massive
improvement and this would be a big step in the right direction!”
Alex Geraghty – “There isn't a lot of variety, most pubs and bars in the northern
suburbs are very similar and to experience something different you generally
need to travel to the inner city areas.”
Peter Combs – “They all seem very pub focused and lack comfort and
sophistication. Food seems to be offered as an after thought to their main focus
of getting young people in to drink. As a 41 yr old I feel rather alien in suburban
pubs that serve food too.”
Toni Mason – “There are limited establishments in the area which do not have a
distinctly "suburban" feel to them!”
Edward Wolkownski – “I can't recall the last time a venue in the northern suburbs
had a review/feature/article. With Hillarys so close and its large tourist base it
would be great to have a destination brewery within close locality”
Penny – “Being a bit older I prefer something that's not too full on and I can
generally find these venues in Perth. Be nicer to have something classy closer to
home”
Chris Anderson – “Most not family friendly”
The following graph shows the rating of existing food and beverage offerings in the
northern suburbs of Perth, and evidences that the existing venues are only adequate:
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The following comments were made regarding the food and beverage offerings at
existing taverns and hotels in the northern suburbs of Perth:
Paul Sheldon – “I like brew/craft beer pubs and there simply aren't that many in
this area, there is a big gap between Perth and Mindarie with only a handful of
places selling craft beers and no brew pubs at all.”
Bek fisher – “Food is average price is high”
Aaron Davies – “They are all basically the same in regards to menus. Not much
variation between each other.”
Hannah Park – “Not enough competition. The quality of food is not great”
Annette Ireland – “not a big selection unless you go to Hillary's Boat Harbor, then
still not that much variation”
Kelly Webb – “There is only a small amount of options to go to close to home
where you can have a meal and some drinks. It would be great to have more
options. “
Erica Mettimano – “There aren't nearly enough good venues in the northern
suburbs. If you do find a good one they are always so busy because there isn't
anywhere else people like to go”
Carl Austin – “Not a lot of competition and variety in the area, more venues would
attract more business and drive quality. Alot of places are very upmarket at the
front and on the wallet but the quality isnt usually there.”
Alex Geraghty – “My experience has been that a lot of the options are very
"British pub food", so it will be nice to have something different on offer at this
venue.”
Matt Scoble – “Most of the taverns nearby the proposed venue are pretty old and
are not doing anything that is new - same beer, same food!!!”
Amy Russell – “While there are pubs in a lot of suburbs, personally I think
nicer/classier pubs that you would be happy to have functions/ celebrations in are
few and far between in our area so their prices are indicative of this.”
Of the 618 respondents who answered the question, 583 answered that they would like
to purchase Beerland products for take away consumption.
The following comments were made regarding packaged liquor for Beerland products:
Dennis Langley – “When driving it's hard to be able to have a few beers, it's nice
to find something you like and be able to take a 6 pack home.”
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Andrew Shorter - “I love supporting local brewers and regularly take home beers
from Mindarie and the Swan Valley.”
Steve Cloughley – “I would like to purchase the Beer made in site. I enjoy the
Beerland Pale Ale”
Ricky Blythman – “Having seen this option on my current travels I think its a
brilliant idea. As you will be able to take beer home that you fancy.”
Hannah George – “I am always on the lookout for craft beer stockists nearer
home. I used to purchase growlers from Carlisle Celebrations, which was a fun
way to taste local and overseas produce and enjoy it at home.”
Jessica Tulley – “Being able to grab a can on the way to a mates bbq, or getting
a six pack to put in the fridge allows us to drink beers at home and still support
WA business.”
Guy Southern – “The Northbridge Brewing Co. has proven that it can responsibly
manage take away products in a far more challenging area.
Seriously, a
brewery that you can't take beer home from?”
Mark Morgan-Jones – “I often drive so don't drink, so to take a growler or bottles
of craft beer home to consume is great”
Liam France – “Canimals are excellent for someone on the go and a growler fill
station is great for those who come prepared.”
Of the respondents who answered the question, 73% (445) said that they would like to
have a function at Whitfords Brewing Company.
The following comments were made by respondents regarding whether they would like
to have a function at Whitfords Brewing Company:
Tony Coates – “I have been to several work functions at NBC which were
excellent. Would consider having one at Whitfords”
Denis Radacic – “Have had Christmas party at Northbridge Brewing Co and it
was absolutely amazing. I work in Edgewater, so would bring work crew for
functions”
Erica Mettimano – “Yes I would like to have a function at WBC. I run a
construction business so we are always looking for venues for our staff functions”
Rhys – “Have hosted an event at NBC, was well run by the venue. There are
plenty of options for function locations but all much of a muchness. Stand out and
be a different option”
Paul Sheldon – “I would be very keen on having a function at Whitfords Brewing
Company, it seems to me that the function venues in this area, whilst providing
good facilities, are the kind of places that don't put much emphasis on the quality
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of the beer they serve. They are most likely to serve only commercial beer,
rather than craft beer.”
Lorne black – “Based on the Northbridge outlet, I think this would be an excellent,
relaxed, and classy choice. Plus the benefit of offering your guests something a
little different with the styles and range of beers available.”
Tom Rickerby – “Some options currently available at Hillary's but these are
limited.”
Matthew Motteram - “There is a lack of reasonably price venues in the northern
suburbs”
Richard Farmer – “Based on previous experiences of local venues, NBC provide
better opportunities for great events.”
Jessica Tulley – “My work is often looking for venues for social events. We also
need a good local venue watch live AFL games on Foxtel.”
Tiffany Tonkin – “Apart from the Breakwater there are no sophisticated venues
around.”
Dan McGee – “I have been to functions there [NBC] previously and you are well
looked after and I have highly recommended it to friends”
In response to the question regarding beer tasting, 94% (581) of respondents said that
they would like to attend a beer tasting session at Whitfords Brewing Company.
The following comments were made by respondents regarding whether they would be
interested in attending a beer tasting session, or similar, at Whitfords Brewing Company:
Aaron Chapman - I am very much into craft beer and brewing and would love to
see the processes.
Aaron Davies - I would love to have a taste session and to learn about breweries.
It would be very interesting and informative
Adam - Be great to see behind the scenes of what's involved in making the beer
than I'm about to drink
Andrew Shorter - I have taken part of many brew tours as a member of Perth
Beer Snobs and would always take the opportunity to see the inner workings of a
brewery. This helps me to appreciate the effort taken to brew each beer.
Andrew Skip - I've been home brewing for 6 months and would be keen to see
how larger scale breweries work.
Dan McGee - I would love to get to see what goes on behind the scenes in a
micro brewery, my friend and I are very passionate about our beer and have tried
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making our own but with poor results, due to the lack of equipment and
knowledge.
David Crews - With the wide variety of craft beer available these days I've
certainly taken a liking to all the different flavours. It would be awesome to
experience the whole process and try the range.
David McInerheney - Brewery tours provide a insight and get more people
actually trying the craft beer at a venue that offers tours. Much like Canada and
the USA do at their craft brewerys. Helps people transition from domestic to craft.
Guy Southern - My experience at the Northbridge Brewing Co. has been
overwhelmingly positive with the education and social aspect of tastings.
Lorne black - Having enjoyed some of the beers from the Northbridge outlet I
would love to have a closer alternative. I also hold a hobby interest in brewing
different beers at home. (Not with the same results,.,,sadly)
Steve Cloughley - Have done it at NBC and is the highlight of the venue. Tasting
beer made on site is awesome and speaking to the brewer about the brewing
process is very informative and interesting
Of the 617 respondents to the question, 612 answered that they considered that
Whitfords Brewing Company would better cater to the requirements of residents, visitors
and tourists in the area.
The following comments were made by respondents regarding whether they consider
that Whitfords Brewing Company would cater to residents, visitors and tourists:
Alex Geraghty - This venue would provide something other than the typical local
pub environment, meaning that people could socialise in the local area rather
than having to travel to the inner city area to do so at this type of establishment.
Brian Moar - Always looking to have a selection of venues to be able to visit, &
also offering a different choice to family & friends who visit from overseas.
Daniel Strasser - Brings another dynamic to the area and also changes the
shopping experience. Also adds another layer to the future movie experience,
making a night out in the local area without having to go to Joondalup or further
afar.
Eric Bellas- A lot of people in the northern suburbs are British (including me) and
they often have family over and want to take them to somewhere local.
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Hannah George - Absolutely! It would be a huge step up from the drive thus
which are throughout the suburbs. It would be a statement of intent for the area
as much as a great venue for those of us living locally.
Jade Lattimore - Give an option, something targeted at the mid age market would
be great rather than the younger market.
Lorne black - This would provide a welcome alternative for food and beverage to
the whitfords area, not to mention another option to the hillarys marina. Once you
show visitors the attractions of the hillarys marina area it would be a nice retreat
from the summer crowds at the venues in that area.
Marcin Cieslak - current offer is below standard, uninviting and not conducive to
social gatherings. the proposed facility is conducive to social drinks and food
rather than a destination to go get drunk and be rowdy.
Patrick Doran - To capitalize on the people already coming to the area to visit
Hillarys Boat Harbour by selling the wider area as a tourist destination would be
worthwhile. For the residents to have an option other than the likes of the Craigie
or Beldon Taverns which are run down beer barns would be great. The
Northshore is the best in the area but still a different option to what you propose.
Paul Sheldon - Absolutely yes, they would be filling a big vacancy for this kind of
produce and service in this area, there is simply nothing like this between Perth
and Mindarie.
Peter Combs - It's a wonderful idea and due to its uniqueness would no doubt
draw in residents, tourists and visitors who otherwise wouldn't even venture into
Of the 621 respondents to the question, 99% answered that they considered that
Whitfords Brewing Company would better meet the modern expectations and
requirements of patrons frequenting the area.
The following comments were made by respondents regarding whether they consider
that Whitfords Brewing Company would meet the modern expectation and requirements
of patrons:
Andrew Shorter - The current Tavens within the area haven't advanced with the
needs of those in the area. This has caused a shift where people now travel
instead of supporting local business. I hope establishing a place such as this
would encourage other taverns to lift their game.
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Grant Anything - innovative is good for the area which has become rather
stagnant
Lorne black - The Northbridge outlet is a perfect example of a modern classy
venue that meets consumer expectations of the day
Mark Morgan-Jones - People enjoy good food accompanied by quality
refreshments
Matthew Lynch - The surrounding suburbs have a generally young population
with families whom would encourage a sensible venue of this type
Peter Combs - If it's run anything like the Northbridge Brewing Company then I
have little doubt expectations will be exceeded in terms of safety, security and
appeal.
Tom Hockley - Whitfords will develop with a large entertainment precinct. It is
expected that a tavern would form a key part of such a precinct.
97% of respondents said that they had no concerns about the possible impact that the
application would have on the local community (i.e. harm or ill health).
Trevor Candidio - Due to it's nature and offering the venue will be low impact in
regards to potential harm
Ben Groth - Venue is located well away from houses
Brendon Sharp - The design and products are balanced right so I have no
concern about any negative impact
Carl Austin - Another place where people can come together and socialise, craft
breweries are not antisocial drunk houses where drunks get drunk and bet on the
races, they are places where people go to enjoy food good tasting beer.
Chris Parkinson - I think that there would be a net benefit to the local community,
by introducing a facility which is modern and well run, where the focus is on the
quality of beers rather than the quantity.
Darren Ginnane - I hope it will offer a friendly environment and not the usual
fluoro wearing tab type establishment that surrounds us.
Gordon Mason - We need investment in night life (food & drink) and to create a
better atmosphere in the north, currently options are poor
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Guy Southern - The Northbridge Brewing Co. has proved it's social responsibility
in a far more challenging environment. I believe that the Whitfords Brewing Co.
would show the same high standards.
Izzy - Middle to upper class demographic near Whitfords so I don't think that
would be an issue at all.
Julie Lawrence - Craft beer tends to be stronger flavour, it doesn't really cater to
the lets go out and get drunk on a friday crowd. I think it would attract social
drinkers.
Leanne Bruce - feel this establishment would cater to the older crowd - over 25s
at least if not older
Lorne black - Craft beers are brewed to be enjoyed. Many people who seek them
out do so for their uniqueness as opposed to 'consumption for effect' and like a
wine lover they enjoy pairing their beers with various foods. The only impact on
the local community would be positive as more people these days seek the 'craft
beer--food' experience for the social enjoyment with like minded people. To be
able to do so locally and in a great venue would be an enhanced amenity for the
area.
Michael Goddard - It is very isolated from the near by residential area and there
is plenty of parking
Paul Sheldon - No, because this would be a top quality establishment offering a
premium product and would in no way attract the "yobbo" element.
Richard Farmer
The area has plenty of access for transport to/from venue
but (sic) vicinity is a good distance from residential areas, so as there unlikely to
be any nuisance issues.
Robert Sambell
- They have good history and knowledge and the fit out is
always of the highest standard
Steve Cloughley - It's at a major shopping Centre and not close to residents
Tom Hockley - The site is separated from neighbouring residents and is unlikely
to attract antisocial behaviour in a way that a larger nightlife precinct would.
Tom Rickerby - No, providing the tavern focuses on meals/craft beers and has a
decent dress code
Overall, 100% of respondents to the questionnaire support the Application.
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The following additional comments were made by respondents in relation to the
Application:
Adam - The area needs more venues of a higher class than currently on offer.
Brendon Sharp - Great idea and great location to cater for the Northern suburbs
Dan McGee - I am 100% the for idea of this wonderful establishment opening up
closer to home (for me at least anyway)
James Corby - Why not - they are quality operators, with currently a very modern
and versatile hospitality facility in Northbridge. These kinds of venues are ones
that you should be encouraging in the area.
Jessica Tulley - Having a craft beer venue so far north of the city will be filling a
big gap in the market.
Lorne black - Craft brews, good food, and a classy venue,.,all close to my area.
Tom Hockley - I would like to see a facility like this establish and I feel it would
contribute positively to the entertainment precinct that will ultimately establish at
Whitfords.
Trevor Candidio - The area desperately needs a new hospitality offering
In addition to the Market Research Report, the Applicant received 2 letters in support of
the Application.77
(a)
Scentre Group, Centre Manager of Westfield Whitford City Shopping Centre:
“Another key anchor for the precinct will be the proposed Whitfords Brewing
Company which will be the first Micro Brewery established within a Westfield
Shopping Centre within Australia… The redevelopment of Stage 1 in addition to
future stages will cater to the local area growing population and allow for an
increase in commercial floorspace availability to foster job creation, and enhance
the convenient access to goods and services. This forms part of a broader vision
of the Centre to become a vibrant commercial, cultural and residential heart of
Hillary’s and the wider area…
After assessing several expressions of interest Scentre Group entered into an
agreement with the Whitfords Brewing Company, primarily for the following
reasons:

Whitfords Brewing Company is owned and managed by the Marlin Group
who has over 30 years’ experience operating successful licensed premises
throughout Australia.

The Marlin Group have a high level of consultation and engagement with
those communities in which their licensed premises are located and they
77
Letters of Support (Annexure S)
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have continual regard to maintaining high standards with the responsible
service of alcohol. This was a critical point for Scentre Group as Whitford
City plays a significant role within the Hillary’s community.

Whitfords Brewing Company is a craft brewery and their theatre and
education of brewing will be of great interest to the local community. This
theatre and the uniqueness of brewing on the premises are aligned to one
of many ways we wish to socially connect with our customer at Whitford
City.

Similar to the Northbridge Brewing Company premises, Tenancy MM6 has
1199 square metres with a roof top area. The premises at Whitford City
however have unique Indian Ocean views that allow patrons to the venue
to celebrate our famous West Coast. Given their extensive experience in
running and marketing corporate hospitality and functions, we were
encouraged by their vision and strong desire to engage with and establish
unique community events which are under catered for within the main trade
area.”
(b)
Dan Turley, President, WA Brewers Association:
“Brewing has gained increasing prominence particularly with the
emergence of craft beer as a significant beer product category. Craft beer
is the fastest growing aspect of the beer category as a whole…
the
consumer is trending towards consuming better quality beer as opposed
to a higher quantity of beer. The type of consumer that drinks craft beer is
varied and spans across all key demographics…
It should be noted that NBC is a credible operation and we understand
that WBC will draw on these same themes.
Ken Arrowsmith, an
experienced master brewer who produces a good quality craft beer
product, will oversee brewing at WBC as well as NBC.
The proposed venue is to be located in an area that does not have ready
access to a craft brewery.
It is our understanding that there are no
breweries in this corridor between the city and Mindarie… we believe that
this location will be central to delivering on the requirements of consumers
in Perth’s northern suburbs. It is also our view that people will travel from
further afield to attend this proposed venue…
We believe that in addition to a quality range of beer to be brewed on the
premises, there will be a good range of food available on the menu… the
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venue also has a reputation for being a safe and friendly licensed venue
to visit. We have no reason to believe that the applicants will not deliver a
similar experience at WBC.
WBC is also seeking a licence that will permit it to sell its own product for
takeaway consumption. This is an important part of the craft beer culture
and we also support this aspect of the application.
NBC utilises an
innovative canning machine that is theatrical in its own right, which adds
to the appeal of the product and the craft category as a whole.”
The Applicant also obtained 8 witness statements.78
(a)
Shelley Hymas, “I am aware that Whitford Shopping Centre is undergoing a
redevelopment to incorporate a food and beverage precinct.
I think that the
redevelopment is needed to update the complex, provide greater variety to the
area, and also to compete with the newly redeveloped Joondalup Shopping
Centre...
I often go to the brewery in Mindarie, but apart from this I need to travel to
Northbridge Brewing Company or all the way to Fremantle, which is quite far. I
would like to have a brewery closer to where I live and provide another option to
the brewery in Mindarie...
My experience is (sic) Northbridge Brewing Company is that it does attract a
more mature patron and it would be good to see something similar replicated in
Hillarys… I have no concerns about the operation of Whitfords Brewing
Company. I know that the operators are experienced licensees and operate
numerous venues in and around Perth. Further, the patrons who would attend
Whitfords Brewing Company are more mature persons who attend for craft beer
and food. I consider the venue to be a low-risk operation.”
(b)
Matthew Luckley, “I live in Hillarys and visit the Whitford City Shopping Centre ...
approximately twice per week… I think that Whitfords Brewing Company would
provide a much needed venue in the Hillarys area that is sorely lacking at the
moment. The current licensed venues target mostly young persons or tradies.
There is nowhere in the area that I would attend, that targets a more mature and
professional patron… I understand that Whitfords Brewing Company are looking
to sell their Beerland product as packaged liquor. I have bought packaged liquor
from Northbridge Brewing Company and would love to be able to buy this from
Whitfords Brewing Company instead of having to buy it in Northbridge and take it
78
Witness Statements (Annexure T)
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back to Hillarys with me… The ability to hold functions at Whitfords Brewing
Company also appeals to me. I have numerous clients who don’t work in the City
and would prefer to have functions and meetings north of the river. Further, my
daughters’ school is in Karrinyup and currently most of the school catch ups with
the parents occur in Floreat, which is south of the school and most of the parents.
It would be great to hold some of these functions north of the school at Whitfords
Brewing Company, which is only approximately 10 minutes away.”
(c)
Benedict Gilet, “I am a bar manager who until recently worked at a nightclub in
Hillarys… I have visitors from Adelaide and Melbourne visit in Perth, and I take
them to Northbridge Brewing Company when they are here. I think it showcases
what Perth has to offer and is much better than some of the other breweries.
I
would like to take visitors to Whitfords Brewing Company as it would provide
another unique venue to show off Western Australia, and I understand that the
Sky Deck at Whitfords Brewing Company will have ocean views. I think that this
would really benefit tourism as Perth has an amazing coastline… I think that
Whitfords Brewing Company will be a popular addition to Hillarys and provide a
new and unique venue for people living in the northern suburbs of Perth.”
(d)
Guy Southern, “I am aware that Whitford Shopping Centre is undergoing a
substantial redevelopment to include a new food precinct. I understand that the
purpose of the redevelopment is provide a destination offering.
I think that
Whitfords Brewing Company would be a great addition to the Hillarys area. In
addition to my brother living in the area, I have a number of friends who live in the
northern corridor and it is often difficult to find a suitable meeting place to catch
up with them. For my demographic seeking somewhere between casual/family
friendly and formal, there is nowhere suitable between Northbridge Brewing
Company and the brewery up in Mindarie.
Those pubs that are located in
between are not destination venues and my friends and I are often looking for
something unique in a comfortable environment… I also think the concept of beer
education at Whitfords Brewing Company will add to the understanding of local
business and industry, not only in the beer sphere but also the local business
generally.”
(e)
Lorne Black, “I have been to Northbridge Brewing Company on several occasions
for family gatherings and also just to catch up with friends… I am a hobby brewer
and so really appreciate the art of brewing and like learning about the process
and how it all works… I would like to attend the beer club at Northbridge Brewing
Company, but unfortunately Northbridge is a little to far away. I would love to see
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the Northbridge Brewing Company concept replicated in Hillarys. This means
that my friends (who also enjoy brewing beer) and I could attend things such as
beer club at Whitfords Brewing Company. I think Whitfords Brewing Company
would be a great addition to the Hillarys area. Apart from the brewery up in
Mindarie, there is not much else up near where I live… the packaged liquor
offering is particularly important for me. I often by some cans from Northbridge
Brewing Company to take home and enjoy with my friends. I usually buy a
variety of the Beerland beer and do our own tastings at home… I think Whitfords
Brewing Company will provide a good alternative venue in the northern suburbs
which is currently not available … I think Whitfords Brewing Company will be a
great new venue that caters to the craft beer market in the northern suburbs.”
(f)
Peter Combs, “I [am] aware that Whitford Shopping Centre is undergoing
redevelopment to create an entertainment and food precinct… I think this is a
great idea and will revitalise the northern suburbs of Perth. There are a few
options to go out in Scarborough, but there is nothing between there and
Joondalup if you want to head out in the northern suburbs… I think there is
limited options to draw people out of the Perth/Northbridge/Leederville area at the
moment and Whitfords Brewing Company will offer this. Apart from Northbridge
Brewing Company, there are limited breweries located in the suburbs, and I don’t
like to always attend Fremantle or the Swan Valley to have a good quality craft
beer... I would like to take visitors from interstate and overseas to a place like
Whitfords Brewing Company, which is closer to home than out in the Swan
Valley, and showcase to them the great local food and beer produce with ocean
views.”
(g)
Susan Marie Dodd, “I that Whitford Shopping Centre is in need of an update, and
the inclusion of an alfresco eating hub would be fantastic.
I have been to
Northbridge Brewing Company before and I think it is a fantastic venue. My
husband and I both love our craft beer and I really enjoyed the wheat beer at
Northbridge Brewing Company… As we live in the northern suburbs of Perth, we
regularly attend the brewery in Mindarie, as it is close to home, but we would like
to have different options and think that Whitfords Brewing Company would
provide a great alternative venue. There are not many venues in the northern
suburbs of Perth that are family friendly, offer alfresco seating and have well
made craft beer. Hillarys is a great location for the new brewery, as we don’t
want to
travel too far… Based on my experience at Northbridge Brewing
Company, Whitfords Brewing Company would be a great place to take visitors.
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My family lives in the United Kingdom, and Whitfords Brewing Company is the
type of venue that we would want to take our family when they come to Perth to
visit. My mother in law loves craft beer and I think she would really enjoy the
Beerland beer. The proximity to our house is also convenient as we do not want
to drive for over an hour to go into Fremantle.”
(h)
Peter James Wheeler, “I think that Whitfords Brewing Company would be a great
addition to the Hillarys area. For my demographic seeking somewhere family
friendly, there are very few places north of Scarborough. Very few of the existing
licensed premises in the northern corridor serve quality beer, but rather they tend
to serve the usual mass produced beer you can get anywhere.
Living in
Scarborough, I regularly attend the Whitfords Shopping Centre for various retail
purposes and also Hillarys generally for social and recreational reasons… I
understand that Whitfords Brewing Company is also looking to sell their Beerland
product as packaged liquor.
I would like to buy their quality, locally produced
beer as packaged liquor to have at home. It would be nice to enjoy craft beer at
home that is produced close to where I live.”
The level of consumer demand and requirement for a premises such as the one
proposed by the Applicant is evident from the Market Research Report and the general
support in the community for the Application. Accordingly, it is submitted that public
interest demonstrates consumer choice and variety of licensed premises in the Hillarys
locality. It is submitted that the Premises would be consistent with the objects of the Act
as it caters for the requirements of consumers and would promote the development of
the liquor and hospitality industries in the northern suburbs of Perth, an area that
currently has limited entertainment precincts.
4.15
Harm or ill-health
The Applicant acknowledges the potential harm or ill health that can be caused through
the supply and consumption of alcohol on licensed premises and that certain sectors of
the community are more “at risk” as identified in the review of the Drug and Alcohol
Interagency Framework for Western Australia 2011-2015. These groups include:
(a)
children and young people;
(b)
aboriginal people and communities;
(c)
people form regional, rural and remote communities;
(d)
families;
(e)
migrant groups from non-English speaking countries;
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(f)
people in low socio-economic areas;
(g)
mining communities or communities with a high number of itinerant workers;
and/or
(h)
communities that experience high tourist numbers.
As discussed above, the 2011 Census data supports the finding that Hillarys is a familial
suburb, home to mature professionals with children. The Applicant acknowledges that
whilst the data indicates that there are few resident ‘at risk’ groups in the locality, such
persons visit the Hillarys area and can contribute towards the level of alcohol related
harm and ill-health experienced in the locality. The Applicant recognises that these ‘atrisk’ groups are susceptible to be adversely affected by liquor and the operation of
licensed premises. In recognising this, the Applicant appreciates its obligation to ensure
that appropriate harm minimisation strategies are adopted and effectively implemented
to minimise any harm occurring as a result of the operation of the Premises.
In terms of socio-economic indicators, the Applicant has considered the socio-economic
status of Hillarys and the Joondalup LGA.
The Index of Relative Socio-Economic
Disadvantage compiled by the Australian Bureau of Statistics with reference to income,
education, employment status and occupation, provides the best indication of economic
advantage or disadvantage.
In 2011, Hillarys SS scored 1,132 on the SEIFA Index of
Disadvantage, whilst the Joondalup LGA scored 1,093.79 A higher score on the index
(above 1,000) means a lower level of disadvantage. A lower score on the index (less
than 1,000) means a higher level of disadvantage.
Overall Hillarys sits well above average on the Index. The following table compares the
SEIFA Index with other areas in Western Australia:
Area
Peppermint Grove LGA
2011 Index
1,155
(lowest level of disadvantage)
Hillarys SS
1,132
Joondalup LGA
1,093
City of Perth LGA
1,063
Armadale LGA
996
Mandurah LGA
974
Halls Creek LGA
598
(highest level of disadvantage)
79
SEIFA Data (Annexure V)
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In order to assess the level of harm and ill-health occurring in the locality, the Applicant
has considered a range of publicly available information regarding the Hillarys locality.
According to the Drug and Alcohol Office Surveillance Report,80 the rates of alcoholrelated hospitalisations for Joondalup South the period 2007-2011 were significantly
lower (0.73 times) than the corresponding State rates.81
The rates for males and
females were also significantly lower (0.55 times and 0.83 times respectively) compared
to the corresponding State rates.82
The table below details these statistics:
Whilst not specific to alcohol related incidents, the following table details the crime
statistics in Hillarys for the 12 months from December 2015 to November 2016:83
Alcohol-related hospitalisations and deaths in Western Australia – Regional Profiles: North Metro – Drug and Alcohol Office
Surveillance Report 2014 (Annexure W)
81
Alcohol-related hospitalisations and deaths in Western Australia – Regional Profiles: North Metro – Drug and Alcohol Office
Surveillance Report 2014
82
Alcohol-related hospitalisations and deaths in Western Australia – Regional Profiles: North Metro – Drug and Alcohol Office
Surveillance Report 2014
83
WA Police Crime Statistics, available http://www.police.wa.gov.au/Aboutus/Statistics/Searchcrimestatistics/tabid/998/Default.aspx
80
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In order to provide a comparison for the above crime statistics, the following table details
the crime statistics in Scarborough for the 12 months from December 2015 to November
2016:84
In comparing the Hillarys and Scarborough crime statistics, the most relevant offence
would be assaults and it can be seen that Hillarys actually experiences considerably less
assaults (74 in Hillarys compared to 151 in Scarborough) over the same time period. It
is submitted that Hillarys and Scarborough share similar characteristics when it comes to
licensed premises, including the number and type of premises as well as the number of
visitors to the locality (workers, tourists and residents).
Whilst it is evident from the above table (and acknowledged by the Applicant) that crime
is occurring in the suburb of Hillarys, it is important to consider the following:
(a)
the figures provided do not indicate the number of alcohol related offences;
(b)
the figures do not indicate if any offences relate to conduct at licensed premises;
and
(c)
84
the figures do not indicate in what part of the locality the offences occurred.
WA Police Crime Statistics, available http://www.police.wa.gov.au/Aboutus/Statistics/Searchcrimestatistics/tabid/998/Default.aspx
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The Applicant’s proposed trading hours for the Premises are 11.00am to midnight, seven
days a week. The Applicant may close the Premises earlier if it is quiet, in particular on
Monday and Tuesday nights.85
In understanding why some drinking establishments have a higher risk for aggression, it
was found that a number of influential environment risk factors precipitate aggression:
‘In terms of prevention related to the physical environment, the outside of the
building, signage, other aspects of the exterior décor, and the experience of
patrons as they enter the establishment signal the kind of customers that the
establishment hopes to attract and the kinds of behaviour expected’.86
The table below87 identifies the risk factors associated with licensed premises, including
venue characteristics and links factors such as poorly maintained and unpleasant décor,
higher noise levels and inadequate seating to not only the frequency of aggression, but
to the severity of violence when it occurs.
85
Statement of Michael Rasheed (Annexure K)
Graham et al 2006, Graham & Homel 2008, Leonard & Collins 3003 found in Research in Practice, Summary Paper No 4,
December 2009, Australian Institute of Criminology (Annexure Y)
87
Graham et al 2006, Graham & Homel 2008, Leonard & Collins 3003 found in Research in Practice, Summary Paper No 4,
December 2009, Australian Institute of Criminology
86
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The Applicant has considered the risk factors below and submits that the Premises will
be designed and operated in a manner to minimise risk factors.
It must be noted that there is limited up-to-date published data, information and statistics
available regarding the actual level of alcohol-related harm in the locality of Hillarys.
Based on the limited information that the Applicant has been able to obtain, and the
understanding of the director of the Applicant, it is submitted that the levels of harm and
ill-health in Hillarys are no worse than other similar areas in Perth.
The Applicant is proposing that the licensed premises will operate in a similar manner as
it does at NBC.
The nature of operations at the Premises will see the majority of
patrons, generally seated, with food available and no loud music playing. As with NBC,
the Premises will be set up with less vertical drinking areas than most taverns, and will
have ample quality furniture available.
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The main reason for patrons attending the Premises will be the service of quality beer
and food and socialising in a friendly atmosphere. There will be no large open, standing
areas for patrons to gather for extended periods of time.
4.16
Harm Minimisation Strategies
The Applicant is fully aware of its obligations and responsibilities as licensee to minimise
the potential harmful effects from the supply of liquor. The Applicant is committed to
implementing effective strategies to minimise the potential for harm and ill-health as a
result of operating the Premises.88
The Applicant will ensure that all employees have appropriate experience and training to
ensure that customers are treated in a responsible and professional manner.
The
Applicant will conduct regular training sessions for all staff to ensure that the high
standards are maintained and ensure that the harm minimisation strategies are at the
forefront.
The Applicant will implement various policies in relation to the operation of the Premises,
including a House Management Policy together with a Code of Conduct and
Management Plan. In addition to these policies, the Applicant ensures that all staff
complete RSA training, and that appropriate signage is in place advising customers of
their responsibilities. Copies of these policies are attached at Annexure X.
The Management Plan clearly sets out the Applicant’s policies and procedures for a
variety of harm minimisation initiatives that the Applicant will implement, including:
(a)
refusal of service;
(b)
juveniles;
(c)
creating a safe environment; and
(d)
training of staff.
The policies and procedures are strictly enforced to ensure that no liquor is sold or
supplied to minors, or anyone who is or may be affected by alcohol.
The director of the Applicant have considered the potential impact the Application might
have on the locality and the ‘at-risk’ groups, if granted, and after careful evaluation of a
wide range of information before it, identified the following risk factors that will assist in
reducing harm:89
(a)
88
89
the target clientele of the Premises will be mature patrons (most likely over 30s);
Statement of Michael Rasheed (Annexure K)
Statement of Michael Rasheed
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(b)
the nature, operation and style of the Premises;
(c)
the pricing of liquor beverages at a level which is not unreasonable but will deter
excessive consumption – promotion of quality, not quantity;
(d)
the various practices, policies and procedures that will be implemented;
(e)
the experienced director of the Applicant will play an active role in the business
operated from the Premises;
(f)
the voluntary trading conditions that the Applicant will have imposed on the
licence (if granted);
(g)
they layout and design of the Premises, internally the Premises will be set up with
a large number of tables and chairs;
(h)
food will be available at all times the Premises is open.
As detailed above, the Premises will offer a unique venue, which is not currently
available in the northern suburbs of Perth. The Premises will provide residents and
visitors with a relaxed brewery experience in the northern suburbs, and offer something
different to the traditional pubs currently available. The ability to offer well made, hand
crafted beer provides an experience to the patron, not just a place to drink.
The
Premises will operate in a similar manner to NBC, with limited vertical drinking areas.
4.17
Experience in the Liquor Industry
As mentioned above, the sole director of the Applicant has extensive experience in the
industry currently owning and operating numerous other licensed venues in the Perth
metropolitan area.
His experience in the industry will assist in ensuring that the
Premises operates under the highest standards and adopts stringent harm minimisation
policies.
It is submitted that this experience will be invaluable in implementing appropriate and
effective plans to minimise disturbance and harm as a result of the operation of the
Premises.
In addition to the experienced director of the Applicant, its staff will have valuable
knowledge, experience, skills and industry relationships required to provide quality
service and dealing with patrons.
General Manager of Marlin Group, the group of
licensed premises operated by the director of the Applicant, Ben Rasheed is involved in
the day to day management of the Group activities and spends considerable time on
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compliance and best practice measures. Ben is also the Perth Central Division President
of the Australian Hotels Association (WA).90
It is submitted that NBC has had no infringements, cautions, warnings or prosecution
notices, issued pursuant to the Act since opening and that the same policies and
procedures will be adopted at the Premises with a view to not only meeting, but
exceeding compliance and harm minimisation requirements.
4.18
Consultation
In order to gauge the views of the broader the community, the Applicant engaged in
extensive consultation with not only members of the community, but also the City of
Joondalup, the Mental Health Office (formerly Drug and Alcohol Office), representatives
from the WA Police and other businesses in the area.
The consultation covered a wide range of considerations from harm and ill-health,
amenity, convenience and consumer requirement. The director of the Applicant believes
that collaboration and consultation will achieve a successful business operation.
As part of the consultant process, the Applicant met with representatives of the WA
Police – Liquor Enforcement Unit (LEU) on 21 October 2016 to discuss the Application.
The Applicant notes that the focus of discussions surrounded harm minimisation
initiatives and proposed conditions on the licence.
The LEU expressed no major
concerns to the Application and suggested that the usual conditions should be imposed
on the licence, if the Application was granted to ensure that the venue was appropriately
operated.91
Further consultation was conducted with representatives of the Mental Health
Commission on 22 November 2016. The Applicant notes that the Mental Health
Commission were particularly interested in the operations of the alfresco area, and in
particular, the interaction with the nearby grassed area, which is likely to be utilised by as
a multi-purpose space, which may include an area for kids to play and for persons
visiting the precinct to sit down and enjoy food and entertainment on the stage (from time
to time) as can be seen in the pictures below.
Westfield have confirmed with the
Applicant that the area is not an intensive play area, but rather a modern and
aesthetically appealing space for shoppers and diners to take time out from the
Shopping Centre and its activities.
90
91
Beerland Brewing Experience (Annexure AA)
Statement of Ben Rasheed (Annexure EE)
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In terms of managing this area, the Applicant is proposing the following management
measures:
(a)
Patrons will only be permitted to carry drinks across the area depicted in yellow –
they will not be permitted to remain in these areas consuming drinks;
(b)
There will be signage advising of this in the alfresco areas;
(c)
The garden alfresco is designed in a way that provides a “path of least
resistance” from the front door of the Premises to the opening in the alfresco
barrier – from experience people will take the straight path;
(d)
A feature ceiling treatment is being designed to connect the areas and make the
pathway to the alfresco very clear;
(e)
There are no reasons for people to remain in the pathway area – there will be no
seating or activities etc;
(f)
At peak times security will be monitoring this area and will be trained to ensure
that patrons stick to the walkway;
(g)
Staff will be actively monitoring and servicing this area and will be trained to
ensure that patrons stay within the licensed area;
(h)
Staff procedures will ensure that a staff member attends the front of the venue at
least every 5 minutes;
(i)
There will be CCTV cameras installed in both alfresco areas with a monitor
behind the bar so that staff can actively monitor the walkway;
(j)
Westfield will have broader CCTV and security in the entertainment precinct area
that will be trained to ensure people stay within the licensed area.
The Applicant notes that its licensed alfresco area will need to have clear delineation
from the non-licensed area to clearly show the boundaries for alcohol consumption and
controlled access points.92
92
Statement of Ben Rasheed
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As detailed above, the Applicant obtained several letters of support, who were all
supportive of the Application and noted their requirement for a premises in Hillarys such
as the one proposed by the Applicant.
4.19
Designing Out Crime
The Designing Out Crime Planning Guidelines Report93 produced by the Western
Australian Planning Commission together with the Office of Crime Prevention considers
how planning and design of places, spaces and buildings can assist in reducing crime by
the application of improvements to lighting, fencings, landscaping and surveillance.
The Applicant, and the designer engaged on this project, considered the Designing Out
Crime Guidelines including access control, security and surveillance in addition to
management and maintenance, in the design and layout of the Premises. In applying
these guidelines, the designer sought to ensure these concepts were integrated in the
overall design of the Premises.
Further, the layout of the Premises provides less upright drinking areas than traditional
tavern licences, more quality furniture permanently in place and quieter areas.
93
Western Australian Planning Commission, Designing Out Crime Planning Guidelines, June 2006
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All
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aspects of comfort, convenience and management were considered in the design and
layout of the Premises.
4.20
Proposed Trading Conditions
The Applicant has carefully considered the conditions imposed on other tavern licences
and is agreeable to the following conditions being imposed on the liquor licence for the
Premises (if the Application is granted):
(a)
Sale of packaged liquor limited to only liquor labelled with Beerland branding;
(b)
A microbrewery must be operated at the Premises;
(c)
The kitchen is to be functioning and food available at all times that the Premises
is open for trade;
(d)
A range of light and mid strength liquor products must be available for purchase
at all times that the Premises is open for trade;
(e)
Shots, laybacks, jelly shots, test tubes and any other shooter style drinks will not
be sold at the Premises;
(f)
No liquor is to be sold pre-mixed with energy drinks;
(g)
The Applicant is to operate CCTV.
The Applicant considers that the imposition of the above conditions on the liquor licence
confirms its commitment to operating a safe and community-friendly venue which seeks
to adopt the most efficient harm ministration strategies.
4.21
Offence, annoyance, disturbance or inconvenience
It is submitted that there is not expected to be any significant offence, annoyance,
disturbance or inconvenience caused to people who reside or work in the vicinity of the
Premises if the Application were granted.
The Premises will be located within the
Westfield Whitford City Shopping Centre precinct, a well-established retail precinct which
is a highly populous area that experiences a considerable level of activity generated by
the commercial businesses, retail and other entertainment attractions located nearby to
the proposed Premises.
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As can be seen in the photographs below, the Premises will be located within the
Westfield Whitford City Shopping Centre:
According to the Urbis Report,94 the development surrounding the Premises includes
mixed business uses and low density housing as illustrated in the following:
94
Urbis Report, Westfield Whitford City Expansion Report, July 2013 (Annexure C)
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The Premises itself will be surrounded by other retail and commercial tenancies in the
entertainment precinct of Westfield Whitford City Shopping Centre including Event
Cinemas and a number of other restaurants. The local Council considered the tavern
use as part of the development approvals and did not perceive there to be any amenity
issues.
The Applicant envisages that the Premises will operate harmoniously with the amenity of
the locality of the Westfield Whitford City Shopping Centre and Hillarys. The locality is
already a lively area in Western Australia with considerable pedestrian and vehicular
traffic emanating from the Shopping Centre.
Further, the Applicant is an experienced operator of licensed premises, including
premises located in proximity to residential housing. The design and operation of WBC
will draw on this experience to ensure a safe and enjoyable environment operated in a
responsible manner. The Applicant is seeking to create a venue that the community is
proud to have nearby.95
The Applicant will ensure the following policies and procedures are implemented at the
Premises to minimise the potential for Offence,
annoyance,
disturbance or
inconvenience:96
(a)
a commitment to responsible service – first and foremost, with no exceptions;
(b)
noise minimization – Beerland only relies on light entertainment;
(c)
the building has been designed to minimize noise;
(d)
a sound system with computerized volume controls will be installed;
(e)
licensed crowd controllers will be used inside and outside the venue to properly
monitor the behaviour of patrons;
(f)
the Applicant’s philosophy of quality not quantity will be promoted;
(g)
implementation of a code of conduct and reasonable dress standard;
(h)
promotion
amongst
patrons
of
a
respect
for
the
venue’s
immediate
neighbourhood; and
(i)
comprehensive security camera system over the venue and immediate
surrounds.
Scentre Group, operator of Westfield Whitford City Shopping Centre, commissioned an
Acoustic Report to be prepared by Herring Storer Acoustics for the Stage 1
95
96
WBC Brochure (Annexure A)
WBC Brochure
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refurbishment.97 The Acoustic Report specifically addressed the tavern operation. The
Acoustic Report recommended that, in order to control noise transmission from the
tavern, the main structural elements should include 140mm blockwork, internally lined
with a separate steel stud with fire rated plasterboard and glasswool insulation. The
Applicant will comply with these recommendations in the construction of the Premises.
The Applicant notes that the Premises will generate many positive benefits to the locality
including employment, tourism, cultural and recreational. The Applicant will employ
between 65 and 75 permanent and casual staff to operate the business from the
Premises in peak season, including chefs, kitchen staff, bar staff, brewers and wait staff
as well as management and promotional staff.98
The Applicant expects that the Premises will attract visitors and residents not only from
the Hillarys locality, but a wider geographical area. As stated above, redevelopment of
Westfield Whitford City will create an entertainment hub in the northern suburbs of Perth
which will attract visitors and tourists from not only the locality but the entire northern
Perth metropolitan area. From the Applicant’s experience in operating NBC, the nature
and operation of the Premises is likely to attract well behaved patrons.
It is further submitted that the target clientele of the Premises will not be patrons who are
likely to cause offence, annoyance, disturbance or inconvenience. The demographics of
the Premises are likely to consist of the following groups:
(a)
tourists and visitors to Hillarys;
(b)
residents living in or near Hillarys and the northern suburbs of Perth;
(c)
people who work in or close to Hillarys, whether it be professionals, retail or
hospitality workers;
(d)
business people and professionals for functions;
(e)
the general public from the north of Perth metropolitan area who visit Westfield
Whitford City for retail or social purposes, both during the day or in the evening;
(f)
craft beer drinkers; and
(g)
the general public who will specifically come into Hillarys to taste beer produced
by the Applicant and to dine and socialise at the Premises.
Unruly, disorderly and unsocial behaviour will not be tolerated at the Premises and staff
will refuse entry or ask such patrons to leave the venue if the behaviour standards are
97
98
Hering Storer Acoustics Report (Annexure Z)
Statement of Michael Rasheed
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not met. As with NBC, the Applicant will promote the Premises as an experience where
the emphasis is on quality, rather than just a place to drink.
4.22
Entertainment
Music on the premises will predominantly consist of background music to enable normal
conversation to occur. It is likely that any form of entertainment at the Premises will
mainly occur on weekends, in particular Friday and Saturday nights. The Applicant will
have amplified music for functions and events held at the Premises and may seek to
have a DJ play, however, this is likely to comprise of popular songs in a more laid back
style. The Applicant will not be installing a stage area in the Premises and is not
intending to operate live bands on a regular basis, however the Applicant may wish to
consider appropriate live entertainment options at some time in the future.
In order to minimise any undue offence, noise or disturbance, the Applicant will ensure
all entertainment that complies with the law and any conditions imposed on it by the
relevant authorities and the providers of entertainment will be made aware by the
approved manager on duty of requirements that are in place concerning the provision of
entertainment at the Premises.
In order to prevent neighbouring premises within the vicinity having their peace and quiet
unduly disturbed by noise or the behaviour of patrons as they leave the Premises, the
following initiatives will be implemented:

Staff will ensure that reasonable measures are in place to minimise the escape of
undue noise from the Premises;

Staff will promote and encourage amongst patrons a respect for the amenity of the
neighbourhood, and rights of residents not to be unduly disturbed by customers’
behaviour on or off the Premises;

Staff will take steps to prevent customers from leaving with ANY open cans, bottles
or with glasses;

Staff will collect on a regular basis empty and discarded glasses, cans and bottles;

Management will make provision for the engagement of security personnel (where
necessary);

Management will arrange for the removal of litter from all areas surrounding the
Premises, if it is established that such litter is directly linked to products sold at the
Premises;
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
Any complaint by a member of the public that they are experiencing undue offence,
noise or disturbance as a result of the operation of the Premises will be brought to
the attention of Management who will take reasonable steps to attempt to resolve the
matter. All complaints are to be recorded in the appropriate register.
5.
CONCLUSION
The Applicant has identified a requirement by consumers for a microbrewery, bar and
restaurant in the northern suburbs of Perth. It is submitted that approval of the
Application will have minimal, if any, negative impact on the locality. Instead, the grant
of the Application will be an added benefit to the Hillarys locality and the greater northern
suburbs of Perth, providing a new and unique venue for patrons to enjoy that is currently
not provided for.
The intent of the Premises is to operate in a similar manner to NBC, with a microbrewery, bar and restaurant, with function facilities. WBC is seeking to provide patrons
with a relaxed atmosphere in a unique custom built venue, where exceptionally well
made craft beer is the focus. Food will be a big part of WBC, which will feature a
modern Australian menu. Like NBC, the Applicant considers that the Premises will be a
low risk venue. The Premises will be set up with quality furniture, including ample tables
and chairs, permanently in place, resulting in less upright drinking areas than your
traditional tavern/pub.
In determining the communities view on the Application, a representative sample of the
community completed a questionnaire and expressed their overwhelming support and
requirement for a craft brewery to open in the locality. There is a clear consumer
demand for more and differing hospitality venues in the northern suburbs of Perth. The
redevelopment of Whitford City Shopping Centre will provide this, with WBC to be the
only tavern licensed premises in the new food and beverage precinct.
The Applicant submits that the Premises will promote the objects of the Act by
accommodating the diversity of consumer demand and by promoting responsible service
of alcohol in the Hillarys locality. Given the type of premises proposed by the Applicant,
coupled with the Applicant’s extensive harm minimisation strategies and experience in
the industry, there is minimal risk of anti-social behaviour occurring at the Premises.
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TABLE OF ANNEXURES
1.
Annexure A
WBC Brochure
2.
Annexure B
2011 Census Results City of Joondalup
3.
Annexure C
Urbis Report, Westfield Whitford City Expansion Report, July 2013
4.
Annexure D
Whitford City Leasing Brochure
5.
Annexure E
Whitford City Development News Flyer
6.
Annexure F
Modern Revamp Plans for Hillarys’ Westfielf Whitford City Revealed, Vetti
Kakulas, PerthNow, 20 July 2016
7.
Annexure G
2011 Census QuickStats: Hillarys State Suburb
8.
Annexure H
2011 Census QuickStats: Joondalup Local Government Area
9.
Annexure I
Joondalup Population and Household Forecasts 2011 to 2036
10. Annexure J
The Sip Article
11. Annexure K
Statement of Michael Rasheed
12. Annexure L
Whitford City Activity Centre Structure Plan
13. Annexure M
Sample food and beverage menu
14. Annexure N
Seasonal beer flyers
15. Annexure O
List of Awards
16. Annexure P
Function Packages Guide
17. Annexure Q
Beerland Canimals
18. Annexure R
Market Research Report
19. Annexure S
Letters of Support
20. Annexure T
Witness Statements
21. Annexure U
Floor Plans
22. Annexure V
SEIFA Data
23. Annexure W
Alcohol-related hospitalisations and deaths in Western Australia –
Regional Profiles: North Metro – Drug and Alcohol Office Surveillance
Report 2014
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Page 75 – Public Interest Assessment Submissions
24. Annexure X
House Management Policy together with a Code of Conduct and
Management Plan
25. Annexure Y
Graham et al 2006, Graham & Homel 2008, Leonard & Collins 3003 found
in Research in Practice, Summary Paper No 4, December 2009,
Australian Institute of Criminology
26. Annexure Z
Hering Storer Acoustics Report
27. Annexure AA
Beerland Brewing Experience
28. Annexure BB
Tourism and Planning Visions for Perth issued by Tourism Western
Australia
29. Annexure CC
Department of Transport, Hillarys Boat Harbour
30. Annexure DD
Letter from Scentre Group regarding Tenancy Mix
31. Annexure EE
Statement of Benjamin Rasheed
32. Annexure FF
Beer Tasting Notes
33. Annexure GG
Bus Timetables
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