Visitors and customers

Glebe Point Road

Glebe Point Road is a main street that forms the retail and dining core of the village area.

This area receives much higher visitation on weekends than weekdays, driven by the Glebe Markets, a significant attraction for people who live outside the area.

Currently there is a limited supply of visitor accommodation in the area.

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Glebe visitor profile

A customer intercept survey in Glebe conducted in 2015 provides an understanding of the types of visitors to Glebe Point Road and their behaviours.

Overall quite a large proportion of visitors to Glebe were locals who visit the area fairly regularly. More than half (53%) said they lived in Glebe itself with the majority visiting the precinct once a week or more (70%). Most visitors typically walked to their destinations in Glebe (60%) while public transport accounted for 24%.

Most visitors were in Glebe for a specific need or purpose (61%) but a similar proportion also said they planned to visit local shops and businesses during their trip (64%). 

The food options available were one of the key reasons for visiting Glebe, and this is reinforced by almost two-fifths, classified as ‘heavy’ consumers of Glebe’s food options (24% of those who lived outside the area also fit into this category).

Glebe Markets was a clear drawcard with very high awareness (91%) and 4 out of 5 visitors surveyed also said they had been to the markets in the past. This ultimately meant there was a high conversion rate between those who knew about the Glebe Markets and those that actually attended (89%).

Attendance frequency at Glebe Markets tended to be relatively low with most visiting less than once a month. Even so, the large majority indicated they also visited local shops and businesses when they did go, suggesting these businesses also benefit from the markets.

Visitation patterns

Analysing the pattern of pedestrian movements at key points in the village can shed some light on visitation patterns to Glebe Point Road village.

Chart 8 shows the results of a pedestrian study conducted in 2013, with counts conducted on the main village shopping strip of Glebe Point Road, near Glebe Primary School, the site of the Glebe Markets on Saturdays.

The chart shows that on weekdays pedestrian traffic in this area is fairly light, with a peak occurring between 6pm and 8pm. This is likely to be mainly local residents visiting restaurants at dinner time. In contrast, visitation on weekends is much higher, with a sharp peak occurring around midday and tapering off throughout the afternoon. This is attributable to the Glebe markets, which are a significant attraction for the area and draw visitors from outside the village.

Obviously visitation patterns to other parts of the village will be different to those observed on Glebe Point Road.

For example, the area around Broadway in the south-east corner of the village receives more significant weekday visitation due to the presence of Broadway Shopping Centre and the nearby student population. However since Glebe Point Road is the main shopping strip within the village, it is useful to focus on visitation in this area.

Chart 8 – Glebe Point Road* Pedestrian Counts, October 2013

Chart 8 – Glebe Point Road* Pedestrian Counts, October 2013

Visitor accommodation

The 2012 Floorspace and Employment Survey details the supply of visitor accommodation available within the village, providing a broad indicator of the capacity of the area to accommodate overnight visitors.

This information is summarised in Table 10, which shows that the supply of visitor accommodation across all categories in Glebe Point Road village is quite limited.

Table 10 – Visitor Accommodation, 2012

2007 2012 Change % Change
Hotel Accommodation (Rooms) 137 139 2 1.5%
Serviced Apartments (Units) 10 46 36 360.0%
Backpacker Accommodation (Beds) 112 116 4 3.6%
Source: Floor Space and Employment Survey, 2012 - City of Sydney

Contribution of tourists

While reliable data on the number of overnight visitors and their economic contribution is not available for areas as small as Glebe Point Road village, it is worthwhile considering data available for the overall City of Sydney local area, which gives an idea of the scale of their contribution.

Table 11 shows data from Tourism Research Australia (TRA) on overnight visitors to the City of Sydney in 2013. It shows that interstate visitors have a slightly higher spend per night than intrastate ones ($201 versus $173). While the spend per night for international visitors is significantly lower at $100, their trip duration is much longer, making the overall contribution per trip higher than domestic visitors.

Considering the fairly low supply of visitor accommodation in the village, this data could be viewed as an indicator of the potential benefits to the village if visitation from non-Sydney residents was increased.

Table 11 – Overnight Visitor Characteristics, City of Sydney, 2013

Visitors (‘000) Visitor Nights (‘000) Average stay (nights) Average nightly expenditure*
Domestic        
Intrastate 1,462 2,758 1.9 $173
Interstate 2,504 6,176 2.5 $201
International 2,030 30,042 14.8 $100
*Estimates for Metropolitan Sydney in 2012/13
Source: Tourism Research Australia

What does this mean for my business?

Understanding visitation patterns to the village is important for local businesses aiming to cater for certain markets. The high level of weekend traffic driven by the Glebe Markets presents an opportunity for local businesses to engage with new customers.

Analysis of tourist spending data highlights the potential benefits for local businesses in reaching out to this market. The fact that there is currently a limited supply of visitor accommodation in the area suggests that there may be potential benefits for businesses in targeting this market segment in the future.

Disclaimer

This information has been compiled from various sources. The publisher and contributors accept no responsibility for any injury, loss or damage arising from the use, error or omissions therein. While all care is taken to ensure a high degree of accuracy, users are invited to notify the City of Sydney of any discrepancies. No part of this information, including maps or data, may be reproduced without written permission.

Last updated: Thursday, 20 August 2015