Cliftons Location Survey Report

1. Location Location Location Cliftons Location Survey November 2011

2. Cliftons Location Survey Report | November 2011 Executive Summary Cliftons was the first company in Australia to build Sydney dedicated Computer Training Rooms to meet the needs of There were a few surprises with the Sydney data. The main the industry. As the first to market there was no one was the decline of North Sydney as a preferred location benchmark to compare ourselves to, or against. High on down from 8% in the 1999 survey to just 3% in 2011 and the my list of questions was “where to build” the first facility? strength of Darling Harbour locations. The strong Having a commercial property background the city (CDB) dominance of the CBD with the highest score in the survey really seemed like the only answer to me, so after of 85% is consistent with the earlier survey. looking at the best training companies of the day I decided that that was where we needed to be and the first Cliftons The relatively poor demand for Chatswood and North Ryde venue came to be in George Street, Sydney. are consistent with earlier findings and are interestingly low especially when considering the strong IT related industry The rest is history, or is it? In 1999 there was a bases they both boast. continued push to look at facilities outside the CBD with North Sydney, North Ryde and Chatswood all being It is likely that Sydney’s strong radial transport network pushed by various drivers and stakeholders. Oracle, one centring on the CBD has resulted in such a strong of our major clients was considering relocating their North preference. Sydney training venue and they came to us and asked Melbourne the same question we had in 1997. We undertook some The main surprise in the Melbourne data was the weak research of existing training venues in Australia and the preference for St Kilda Road, with less than 1%, which is United States and found mixed results in terms of location. often touted as Melbourne’s second location to the CBD. The American experience was especially confused with The CBD scored 69% with good support from the no real patterns emerging other than different cities had surrounding areas of Docklands and Southbank, 9% and 4% different dynamics; these were not readily applicable to respectively. Regional locations had the highest preference Australia. We then decided to go to the student base and in the survey of 8% for Dandenong and Camberwell at 10%. look at what they wanted. Melbourne has a dominantly radial public transport network. On the way we visited the concept of journey to work and Singapore journey to a training venue, and specifically the concept of Singapore had the second highest demand for the CBD modal split, that is the number of transport modes a within the survey of 82% with strong support from Marina student had to employ to get from home to the venue. Bay. Suntec scored particularly badly which may mirror the There is a large amount of data that indicates that more experience of Melbourne’s St Kilda Road and Sydney’s North than two modal splits will deter most people from Ryde and North Sydney. Hong Kong’s Quarry Bay performed undertaking a journey on a regular basis. slightly better in comparison to Suntec. Location Preference Singapore boasts a linear integrated Mass Rapid Transit In this follow up study, attendee location preferences were (MRT) system and the late opening of a station servicing sought across Asia Pacific locations. While there are large Suntec may have influenced this result. differences between cities like Singapore and Melbourne the results are statistically valid and provide strong insights Hong Kong into location preferences, similarities and differences. Interestingly Hong Kong had the lowest preference for the CBD district of Central at 65%. There was strong support for Overall there is a very strong preference of 75% for CBD the near CBD location of Admiralty as a second choice at locations. This preference ranges from 85% in Sydney down 44% and there was little support for Kowloon side districts to 65% in Hong Kong. It is interesting to note that the CBD like Tsim Sha Tsui at 7.5%. was also a consistently high second preference location at 25% ranging from 20% in Singapore to 29% in Hong Kong. This could be a factor of Hong Kong’s advanced multi Near CBD locations were usually the highest second pref- orbital Mass Transit Railway (MTR) system and supporting erence and second highest first preference. bus network. This however does not explain Wanchai’s poor showing at 2%. There was no significant variation in location preference when analysing results from students compared to I hope you find the following report as informative and instructors, computer based training compared to seminar useful as we have. As always, we look forward to your events or self funded attendees to company funded ones. feedback. From this data there is little doubt that the primary location of a training venue across all the cities surveyed really has to be the CBD. The location theorists and CBD property developers and owners must be rubbing their hands together with glee! Andrew Cameron Managing Director and Founder, Cliftons

3. Cliftons Location Survey Report | November 2011 Contents Cliftons Location Survey - November 2011......................................................... 1 Presenters and Course Attendees....................................................................... 2 Length of Journey................................................................................................. 4 Mode of Travel to Cliftons.................................................................................... 5 Mode of Travel to Work....................................................................................... 7 Time to Venue - Modes of Transport................................................................... 8 Venue Location Preferences................................................................................. 9 Sydney Location Preferences............................................................................... 11 Melbourne Location Preferences......................................................................... 12 Hong Kong Location Preferences......................................................................... 13 Singapore Location Preferences........................................................................... 14 External Influences on Location Preferences....................................................... 15 Location Conclusions............................................................................................ 17 New Zealand Addendum...................................................................................... 18 Auckland Location Preferences............................................................................ 19 Wellington Location Preferences......................................................................... 20 Summary of the Findings...................................................................................... 21 Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088

4. Cliftons Location Survey Report | November 2011 1. Cliftons Location Survey - November 2011 The Cliftons Location Survey was undertaken in November 2011 to assess attendee location preferences for training, conference and event venues in Australia, Hong Kong and Singapore. Continuing research will be undertaken targeting additional cities and countries in the region. Over 600 respondents attending courses or events at a Cliftons venue in Australia, Hong Kong, Singapore or New Zealand were surveyed. The effects of: • travel methods;, • length of travel; • type of event or course; • length of event or course; • type of attendee; • home and work location; • habitual travel time; • travel methods to the workplace; • experience attending events and courses at other venues; and • other influencing factors were evaluated. Trends and correlations between the factors mentioned and the respondents stated location preferences were analysed. The overwhelming preference at each location was for central city venues. All factors analysed correlated to support CBD locations as the location of choice for an event, conference or training venue. Surprisingly, even the small percentage of respondents with multiple modal split transport methods and longer travel times to the city, predominantly elected the CBD as their location of choice. Data Collection 614 responses were collected for the initial study. Phase one of the Location Survey focuses on the results from Australia, Hong Kong and Singapore. Further data will be collected from New Zealand and other locations. Country of origin was found to have no statistical significance on location preference (city centre or other district). Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 1

5. Cliftons Location Survey Report | November 2011 2. Presenters and Course Attendees Of the 614 respondents, 18% were instructors and 82% course attendees. There was no statistical significance attributed to being an instructor or attendee for location preference. Interestingly, instructors and presenters use significantly more buses than students and event attendees. Also event attendees catch significantly more trains than presenters. This applied both to travel to work and travel to the Cliftons venue that they were visiting that day. How did you travel here today? Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 2

6. Cliftons Location Survey Report | November 2011 Presenters and Course Attendees Cont’d How do you usually travel to work? It took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reach their venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendees travelled for less than one hour to reach a Cliftons venue. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 3

7. Cliftons Location Survey Report | November 2011 3. Length of Journey The way people travel to work and to event and training venues was explored. The length of journey to work directly correlated to length of journey to event and training venue. Similar travel times were reported for both normal travel to work, and travel to the Cliftons venue. 4% more respondents reached Cliftons within 15 minutes (20%), compared to place of work (16% within 15 minutes). No doubt this is a reflection of the Cliftons venue CBD locations and proximity to public transport. Over 70% of respondents took less than 45 minutes to travel to work or Cliftons. Travel time to Work Travel time to Cliftons Venue It took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reach their venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendees travelled for less than one hour to reach a Cliftons venue. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 4

8. Cliftons Location Survey Report | November 2011 4. Mode of Travel to Cliftons When the mode of travel to Cliftons venues was analysed a significant majority (83%) of those travelling to a Cliftons venue used one mode of transport only. Further 14% of respondents used two modes of transport and only 3% used three or more modes of transport to reach the designated Cliftons venue. This reduced modal split to predominantly a single mode of transport and may be a reflection of Cliftons venues’ CBD locations and particularly the venues proximity to public transport. Travel to Cliftons - modal split Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 5

9. Cliftons Location Survey Report | November 2011 Mode of Travel to Cliftons Cont’d Country and city data showed no correlation to number of modes of travel with percentages replicating overall survey respondent location. For those travelling by a single mode of transport to a Cliftons venue, the primary method of travel was train (40%), followed by bus and walking. These three modes of transport accounted for over 75% of travel. This was not statistically different to the full respondent survey. For the full respondent survey, the predominant means of transport to Cliftons venues was train (48%), followed by walking and bus both at 21%. The “means of transport” percentages below add up to more than 100% as some travelers took multiple forms of transport – e.g. drive and train or train and walk, to reach their destination. How did you get to this Cliftons Venue today? (Single mode of transport) Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 6

10. Cliftons Location Survey Report | November 2011 5. Mode of Travel to Work The majority (80%) of those travelling to work used one mode of transport only, 16% used two modes of transport and only 4% used three or more modes of transport to reach their workplace. It was found that respondents had a slightly higher level of acceptance for more than one mode of transport when travelling to their regular place of work compared to when travelling to a training, conference or event venue. The difference was not statistically significant with only an additional 3% using two or more modes of transport for travel to work as compared to travel to a training or event venue. Travel to Work - modal split Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 7

11. Cliftons Location Survey Report | November 2011 6. Time to Venue - Modes of Transport The majority of those travelling to Cliftons using a single mode of transport arrived in less than 30 minutes (52%) and by 45 minutes, 75% of single mode travelers had reached their destination. This shows some variance from the overall group (see earlier graph), where 48% had a travel time of 30 minutes or less. Travel time to Cliftons - Single Mode Those travelling by two or more means of transport (17%) predominantly took 30 – 60 minutes to reach their destination (60%), as compared to 40% of the single mode of transport group whose trips where generally shorter (52% less than 30 minutes). Travel time to Cliftons - 2 or more modes Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 8

13. Cliftons Location Survey Report | November 2011 Venue Location Preferences Cont’d The second location preference was more diversely split than the clear CBD first preference. It is interesting to note that the CBD was also a consistently high second preference location at 25%, ranging from 20% in Singapore to 29% in Hong Kong. Near CBD locations were usually the highest second preference and second highest first preference. Venue Location - 2nd preference Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 10

14. Cliftons Location Survey Report | November 2011 8. Sydney Location Preferences Sydney displayed a strong preference of 85% for a CBD first preference location. All other districts rated fewer than 5% as a first preference location. For second preference locations, Darling Harbour rated highest at 32% followed by Sydney CBD and North Sydney, both at 24%. There was a 50% response rate for second preference venue location, however for subsequent preferences the response rate dropped to 20 – 30%. The significant drop in responses for a second, third, fourth, fifth and sixth preference location indicate little interest in alternative locations away from the CBD. North Ryde Chatswood 3% 3% Parramatta 4% North Sydney 3% Sydney CBD 85% First Preference Second Preference Darling Harbour Sydney CBD 85% Sydney CBD 24% North Sydney 3% North Sydney 24% 4% Chatswood 3% Chatswood 8% North Ryde 3% North Ryde 5% Parramatta 4% Parramatta 6% Darling Harbour 4% Darling Harbour 32% Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 11

15. Cliftons Location Survey Report | November 2011 9. Melbourne Location Preferences In Melbourne the CBD rated 69% as a first preference location with some interest in Docklands, Dandenong and Camberwell all at 8% to 10%. For a second preference location, Docklands at 28% was closely followed by the CBD at 25%. For the third preference locations Docklands (36%) and Southbank (32%) where the clear favourites. Again a significant drop in response rate for subsequent location preferences indicates lack of interest outside the strong first choice location of Melbourne CBD. First Preference Second Preference Melbourne CBD 69% Melbourne CBD 24% St Kilda Road 1% St Kilda Road 19% Docklands 9% Docklands 20% Southbank 4% Southbank 26% Dandenong 8% Dandenong 5% Camberwell 10% Camberwell 7% Melbourne CBD Camberwell Docklands 9% 69% 10% Southbank 4% St Kilda Road 1% 8% Dandenong Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 12

16. Cliftons Location Survey Report | November 2011 10. Hong Kong Location Preferences The CBD of Central rated as the first preference at 65% with all other districts rating fewer than 8% as a first choice. Hong Kong was the only place to indicate potential interest for additional locations outside the Central business area as 2nd or 3rd venue locations. Admiralty rated highly as a second choice location at 43%. Wanchai was the strongest third choice location rating over 30%. First Preference Second Preference Sha Tin Central 65% Central 23% 6% Admiralty 8% Admiralty 43% Wan Chai 2% Wan Chai 4% Causeway Bay 6% Causeway Bay 14% Tsim Sha Tsui 7% Tsim Sha Tsui 11% Sha Tin 6% Sha Tin 1% Quarry Bay 6% Quarry Bay 5% Tsim Sha Tsui 7% Central 6% 65% 2% 6% Causeway Quarry Bay Wan Bay Chai 8% Admiralty Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 13

17. Cliftons Location Survey Report | November 2011 11. Singapore Location Preferences Singapore had the second highest demand for CBD location at 82%. The second preference was less clear with Riverside and Orchard Road both rating 28% and the CBD close behind at 20%. The third preference location was fairly evenly split between Suntech, Marina Bay and Orchard Road all around 25%. Singapore also demonstrated a significant drop in response rate for subsequent location preferences indicating a lack of interest for locations away from the strong first choice of Singapore CBD. First Preference Second Preference Singapore CBD 82% Singapore CBD 20% Riverside (Civic) 0% Riverside (Civic) 28% Orchard Road 3% Orchard Road 28% Marina Bay 12% Marina Bay 12% Suntec 0% Suntec 12% East Coast 3% East Coast 0% 3% 3% Orchard Rd East Coast 0% Singapore Suntec 0% Riverside CBD (Civic) 12% 82% Marina Bay Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 14

18. Cliftons Location Survey Report | November 2011 12. External Influences on Location Preferences Respondents were asked about the importance of “convenience” and what other factors where important to them in their choice of preferred venue location. Convenience was rated as extremely or very important by 87% of respondents, indicating this is a primary criterion for choice of venue. Selection of a location not considered “convenient” could lead to loses of up to 87% of a potential audience. How important is convenience? Respondents rated a range of external factors relating to convenience. 71% selected easily accessible by public transport as extremely important and 51% indicated that a safe secure area was extremely important. Other factors rated as fairly to extremely important including familiarity with a location and access to shops and commercial amenities. Car parking rated lowest in importance to venue location. When asked to list “What do you like most about this venue?” 58% of respondents listed location and ease of access as the most important features. This was followed by staff and facilities at 21%. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 15

19. Cliftons Location Survey Report | November 2011 Other Factors Some of the factors analysed were found not to correlate specifically to venue location choice. The type and length of an event or course and whether it was company sponsored or personal choice did not impact CBD location preference. How long is the event you are attending at Cliftons? Are you attending a computer based course or seminar event? Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 16

20. Cliftons Location Survey Report | November 2011 Are you attending a course run by your company or a third party? Location Conclusions This study provides a clear direction for event and training venue location in Melbourne, Sydney, Hong Kong and Singapore. All results indicate a strong preference (75% of respondents) for a central city location. All factors analysed correlate to support CBD city locations as the location of choice for an event, conference or training venue. Factors significantly impacting the preference for a CBD location are convenience, ease of access by public transport networks, shorter travel time and modal split of two or less forms of transport. It can be concluded that the Cliftons Location Survey, November 2011 findings strongly suggest central city locations are the best choice for attracting the most attendees to an event or training course. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 17

21. Cliftons Location Survey Report | November 2011 New Zealand Addendum The survey commenced in Wellington and Auckland at the same time as the survey in the body of the report, during phase one. However the recovery of the data and the subsequent analysis of that data were not completed in time for inclusion in the original report. This addendum briefly outlines the results of the survey principally re-enforcing the findings of the original report. The graph below summerises the updated sample split which highlights an increase in sample size for New Zealand to 16% and a proportionate reduction for the other locations. Data Collection Location Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 18

22. Cliftons Location Survey Report | November 2011 1. Auckland Location Preferences Auckland showed a much broader split of location preferences than the other locations. CBD was still the strongest preference with 59%, slightly below the average for the other locations. North Shore rated strongly as first preference at 17% and Viaduct scored strongly at 10%. Almost 80% of respondents nominated a second preference with the majority of second preferences for the CBD with 34%. Viaduct with 29% scored strongly as a second preference in excess of the second preferences for Australia, Singapore and Hong Kong. 17% North Shore 10% Viaduct Auckland CBD 59% 5% Newmarket First Preference Second Preference Auckland CBD 59% Auckland CBD 34% Viaduct 10% Viaduct 29% Newmarket 5% Newmarket 8% Mt Wellington 6% Mt Wellington 5% 3% North Shore 17% North Shore 8% Manukau Manukau 3% Manukau 3% 6% Mt Wellington Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 19

23. Cliftons Location Survey Report | November 2011 2. Wellington Location Preferences Wellington showed an 82% first preference for the CBD comparable with Singapore and Sydney. Porirua at 9% was the strongest other location with the remaining districts at 3% each. There was a response rate of over 50% for the second preference with City Fringe having the strongest response rate at 38.89%, substantially in excess of the other leading second preferences. CBD scored strongly with 27.78% and Petone and Lower Hutt recording 11.11% and 16.67% of second preferences but with the smaller sample size slightly exaggerating the percentages. 9% Porirua 3% Lower Hutt 3% Petone Wellington CBD 82% 3% City Fringe First Preference Wellington CBD 82% City Fringe 3% Petone 3% Lower Hutt 3% Porirua 9% Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 20

24. Cliftons Location Survey Report | November 2011 Summary of the Findings The New Zealand survey did not define whether a respondent was a presenter or an attendee. The statistics for transport to work were different from the rest of the survey. More people drove to work and the venue (58.8% and 42.5% respectively). A significant number walked to the venues (40%) with Wellington showing that 50% of respondents walked to the venues. Bus was the dominant form of public transport with 20% of respondents overall. These results are consistent with the general views that Wellington has better public transport than Auckland and the car is by far and away the preferred mode of transport generally. Again the significant majority, 69% utilised a single mode of transport to get to work and for travel Cliftons venues. As was similar to the Australian results. The results for location preference were very similar to the rest of the results with in excess of 67% expressing the CBD as their first preference. Wellington was 82%, significantly higher than Auckland at 59% where North Shore scored strongly as first preference at 17%. Auckland CBD was also a strong second preference as was Viaduct with 34% and 29% respectively. Wellington’s strongest second preference was City Fringe at 38.89%. Convenience as a factor was consistent with the results for the sample in phase 1 and security was once more a key consideration. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 21

25. : Location Location Location Cliftons Location Survey November 2011 The survey data and results were compiled by: Vanessa Green, Managing Director at Crimson Cartwheel. Vanessa is an experienced Regional Senior Executive with an established record of business growth and pro-active management across Asia Pacific. She has a bachelor of Arts in Communication & Media Studies as well as a Bachelor of Science, Psychology. For more information on this survey, please contact enquiries@cliftons.com

26. Cliftons Location Survey Report | November 2011 Executive Summary Cliftons was the first company in Australia to build Sydney dedicated Computer Training Rooms to meet the needs of There were a few surprises with the Sydney data. The main the industry. As the first to market there was no one was the decline of North Sydney as a preferred location benchmark to compare ourselves to, or against. High on down from 8% in the 1999 survey to just 3% in 2011 and the my list of questions was “where to build” the first facility? strength of Darling Harbour locations. The strong Having a commercial property background the city (CBD) dominance of the CBD with the highest score in the survey really seemed like the only answer to me, so after of 85% is consistent with the earlier survey. looking at the best training companies of the day I decided that that was where we needed to be and the first Cliftons The relatively poor demand for Chatswood and North Ryde venue came to be in George Street, Sydney. are consistent with earlier findings and are interestingly low especially when considering the strong IT related industry The rest is history, or is it? In 1999 there was a bases they both boast. continued push to look at facilities outside the CBD with North Sydney, North Ryde and Chatswood all being It is likely that Sydney’s strong radial transport network pushed by various drivers and stakeholders. Oracle, one centring on the CBD has resulted in such a strong of our major clients was considering relocating their North preference. Sydney training venue and they came to us and asked Melbourne the same question we had in 1997. We undertook some The main surprise in the Melbourne data was the weak research of existing training venues in Australia and the preference for St Kilda Road, with less than 1%, which is United States and found mixed results in terms of location. often touted as Melbourne’s second location to the CBD. The American experience was especially confused with The CBD scored 69% with good support from the no real patterns emerging other than different cities had surrounding areas of Docklands and Southbank, 9% and 4% different dynamics; these were not readily applicable to respectively. Regional locations had the highest preference Australia. We then decided to go to the student base and in the survey of 8% for Dandenong and Camberwell at 10%. look at what they wanted. Melbourne has a dominantly radial public transport network. On the way we visited the concept of journey to work and Singapore journey to a training venue, and specifically the concept of Singapore had the second highest demand for the CBD modal split, that is the number of transport modes a within the survey of 82% with strong support from Marina student had to employ to get from home to the venue. Bay. Suntec scored particularly badly which may mirror the There is a large amount of data that indicates that more experience of Melbourne’s St Kilda Road and Sydney’s North than two modal splits will deter most people from Ryde and North Sydney. Hong Kong’s Quarry Bay performed undertaking a journey on a regular basis. slightly better in comparison to Suntec. Location Preference Singapore boasts a linear integrated Mass Rapid Transit In this follow up study, attendee location preferences were (MRT) system and the late opening of a station servicing sought across Asia Pacific locations. While there are large Suntec may have influenced this result. differences between cities like Singapore and Melbourne the results are statistically valid and provide strong insights Hong Kong into location preferences, similarities and differences. Interestingly Hong Kong had the lowest preference for the CBD district of Central at 65%. There was strong support for Overall there is a very strong preference of 75% for CBD the near CBD location of Admiralty as a second choice at locations. This preference ranges from 85% in Sydney down 44% and there was little support for Kowloon side districts to 65% in Hong Kong. It is interesting to note that the CBD like Tsim Sha Tsui at 7.5%. was also a consistently high second preference location at 25% ranging from 20% in Singapore to 29% in Hong Kong. This could be a factor of Hong Kong’s advanced multi Near CBD locations were usually the highest second pref- orbital Mass Transit Railway (MTR) system and supporting erence and second highest first preference. bus network. This however does not explain Wanchai’s poor showing at 2%. There was no significant variation in location preference when analysing results from students compared to I hope you find the following report as informative and instructors, computer based training compared to seminar useful as we have. As always, we look forward to your events or self funded attendees to company funded ones. feedback. From this data there is little doubt that the primary location of a training venue across all the cities surveyed really has to be the CBD. The location theorists and CBD property developers and owners must be rubbing their hands together with glee! Andrew Cameron Managing Director and Founder, Cliftons

27. Cliftons Location Survey Report | November 2011 Contents Cliftons Location Survey - November 2011......................................................... 1 Presenters and Course Attendees....................................................................... 2 Length of Journey................................................................................................. 4 Mode of Travel to Cliftons.................................................................................... 5 Mode of Travel to Work....................................................................................... 7 Time to Venue - Modes of Transport................................................................... 8 Venue Location Preferences................................................................................. 9 Sydney Location Preferences............................................................................... 11 Melbourne Location Preferences......................................................................... 12 Hong Kong Location Preferences......................................................................... 13 Singapore Location Preferences........................................................................... 14 External Influences on Location Preferences....................................................... 15 Location Conclusions............................................................................................ 17 New Zealand Addendum...................................................................................... 18 Auckland Location Preferences............................................................................ 19 Wellington Location Preferences......................................................................... 20 Summary of the Findings...................................................................................... 21 Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088

28. Cliftons Location Survey Report | November 2011 1. Cliftons Location Survey - November 2011 The Cliftons Location Survey was undertaken in November 2011 to assess attendee location preferences for training, conference and event venues in Australia, Hong Kong and Singapore. Continuing research will be undertaken targeting additional cities and countries in the region. Over 600 respondents attending courses or events at a Cliftons venue in Australia, Hong Kong, Singapore or New Zealand were surveyed. The effects of: • travel methods;, • length of travel; • type of event or course; • length of event or course; • type of attendee; • home and work location; • habitual travel time; • travel methods to the workplace; • experience attending events and courses at other venues; and • other influencing factors were evaluated. Trends and correlations between the factors mentioned and the respondents stated location preferences were analysed. The overwhelming preference at each location was for central city venues. All factors analysed correlated to support CBD locations as the location of choice for an event, conference or training venue. Surprisingly, even the small percentage of respondents with multiple modal split transport methods and longer travel times to the city, predominantly elected the CBD as their location of choice. Data Collection 614 responses were collected for the initial study. Phase one of the Location Survey focuses on the results from Australia, Hong Kong and Singapore. Further data will be collected from New Zealand and other locations. Country of origin was found to have no statistical significance on location preference (city centre or other district). Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 1

29. Cliftons Location Survey Report | November 2011 2. Presenters and Course Attendees Of the 614 respondents, 18% were instructors and 82% course attendees. There was no statistical significance attributed to being an instructor or attendee for location preference. Interestingly, instructors and presenters use significantly more buses than students and event attendees. Also event attendees catch significantly more trains than presenters. This applied both to travel to work and travel to the Cliftons venue that they were visiting that day. How did you travel here today? Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 2

30. Cliftons Location Survey Report | November 2011 Presenters and Course Attendees Cont’d How do you usually travel to work? It took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reach their venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendees travelled for less than one hour to reach a Cliftons venue. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 3

31. Cliftons Location Survey Report | November 2011 3. Length of Journey The way people travel to work and to event and training venues was explored. The length of journey to work directly correlated to length of journey to event and training venue. Similar travel times were reported for both normal travel to work, and travel to the Cliftons venue. 4% more respondents reached Cliftons within 15 minutes (20%), compared to place of work (16% within 15 minutes). No doubt this is a reflection of the Cliftons venue CBD locations and proximity to public transport. Over 70% of respondents took less than 45 minutes to travel to work or Cliftons. Travel time to Work Travel time to Cliftons Venue It took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reach their venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendees travelled for less than one hour to reach a Cliftons venue. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 4

32. Cliftons Location Survey Report | November 2011 4. Mode of Travel to Cliftons When the mode of travel to Cliftons venues was analysed a significant majority (83%) of those travelling to a Cliftons venue used one mode of transport only. Further 14% of respondents used two modes of transport and only 3% used three or more modes of transport to reach the designated Cliftons venue. This reduced modal split to predominantly a single mode of transport and may be a reflection of Cliftons venues’ CBD locations and particularly the venues proximity to public transport. Travel to Cliftons - modal split Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 5

33. Cliftons Location Survey Report | November 2011 Mode of Travel to Cliftons Cont’d Country and city data showed no correlation to number of modes of travel with percentages replicating overall survey respondent location. For those travelling by a single mode of transport to a Cliftons venue, the primary method of travel was train (40%), followed by bus and walking. These three modes of transport accounted for over 75% of travel. This was not statistically different to the full respondent survey. For the full respondent survey, the predominant means of transport to Cliftons venues was train (48%), followed by walking and bus both at 21%. The “means of transport” percentages below add up to more than 100% as some travelers took multiple forms of transport – e.g. drive and train or train and walk, to reach their destination. How did you get to this Cliftons Venue today? (Single mode of transport) Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 6

34. Cliftons Location Survey Report | November 2011 5. Mode of Travel to Work The majority (80%) of those travelling to work used one mode of transport only, 16% used two modes of transport and only 4% used three or more modes of transport to reach their workplace. It was found that respondents had a slightly higher level of acceptance for more than one mode of transport when travelling to their regular place of work compared to when travelling to a training, conference or event venue. The difference was not statistically significant with only an additional 3% using two or more modes of transport for travel to work as compared to travel to a training or event venue. Travel to Work - modal split Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 7

35. Cliftons Location Survey Report | November 2011 6. Time to Venue - Modes of Transport The majority of those travelling to Cliftons using a single mode of transport arrived in less than 30 minutes (52%) and by 45 minutes, 75% of single mode travelers had reached their destination. This shows some variance from the overall group (see earlier graph), where 48% had a travel time of 30 minutes or less. Travel time to Cliftons - Single Mode Those travelling by two or more means of transport (17%) predominantly took 30 – 60 minutes to reach their destination (60%), as compared to 40% of the single mode of transport group whose trips where generally shorter (52% less than 30 minutes). Travel time to Cliftons - 2 or more modes Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 8

37. Cliftons Location Survey Report | November 2011 Venue Location Preferences Cont’d The second location preference was more diversely split than the clear CBD first preference. It is interesting to note that the CBD was also a consistently high second preference location at 25%, ranging from 20% in Singapore to 29% in Hong Kong. Near CBD locations were usually the highest second preference and second highest first preference. Venue Location - 2nd preference Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 10

38. Cliftons Location Survey Report | November 2011 8. Sydney Location Preferences Sydney displayed a strong preference of 85% for a CBD first preference location. All other districts rated fewer than 5% as a first preference location. For second preference locations, Darling Harbour rated highest at 32% followed by Sydney CBD and North Sydney, both at 24%. There was a 50% response rate for second preference venue location, however for subsequent preferences the response rate dropped to 20 – 30%. The significant drop in responses for a second, third, fourth, fifth and sixth preference location indicate little interest in alternative locations away from the CBD. North Ryde Chatswood 3% 3% Parramatta 4% North Sydney 3% Sydney CBD 85% First Preference Second Preference Darling Harbour Sydney CBD 85% Sydney CBD 24% North Sydney 3% North Sydney 24% 4% Chatswood 3% Chatswood 8% North Ryde 3% North Ryde 5% Parramatta 4% Parramatta 6% Darling Harbour 4% Darling Harbour 32% Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 11

39. Cliftons Location Survey Report | November 2011 9. Melbourne Location Preferences In Melbourne the CBD rated 69% as a first preference location with some interest in Docklands, Dandenong and Camberwell all at 8% to 10%. For a second preference location, Docklands at 28% was closely followed by the CBD at 25%. For the third preference locations Docklands (36%) and Southbank (32%) where the clear favourites. Again a significant drop in response rate for subsequent location preferences indicates lack of interest outside the strong first choice location of Melbourne CBD. First Preference Second Preference Melbourne CBD 69% Melbourne CBD 24% St Kilda Road 1% St Kilda Road 19% Docklands 9% Docklands 20% Southbank 4% Southbank 26% Dandenong 8% Dandenong 5% Camberwell 10% Camberwell 7% Melbourne CBD Camberwell Docklands 9% 69% 10% Southbank 4% St Kilda Road 1% 8% Dandenong Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 12

40. Cliftons Location Survey Report | November 2011 10. Hong Kong Location Preferences The CBD of Central rated as the first preference at 65% with all other districts rating fewer than 8% as a first choice. Hong Kong was the only place to indicate potential interest for additional locations outside the Central business area as 2nd or 3rd venue locations. Admiralty rated highly as a second choice location at 43%. Wanchai was the strongest third choice location rating over 30%. First Preference Second Preference Sha Tin Central 65% Central 23% 6% Admiralty 8% Admiralty 43% Wan Chai 2% Wan Chai 4% Causeway Bay 6% Causeway Bay 14% Tsim Sha Tsui 7% Tsim Sha Tsui 11% Sha Tin 6% Sha Tin 1% Quarry Bay 6% Quarry Bay 5% Tsim Sha Tsui 7% Central 6% 65% 2% 6% Causeway Quarry Bay Wan Bay Chai 8% Admiralty Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 13

41. Cliftons Location Survey Report | November 2011 11. Singapore Location Preferences Singapore had the second highest demand for CBD location at 82%. The second preference was less clear with Riverside and Orchard Road both rating 28% and the CBD close behind at 20%. The third preference location was fairly evenly split between Suntech, Marina Bay and Orchard Road all around 25%. Singapore also demonstrated a significant drop in response rate for subsequent location preferences indicating a lack of interest for locations away from the strong first choice of Singapore CBD. First Preference Second Preference Singapore CBD 82% Singapore CBD 20% Riverside (Civic) 0% Riverside (Civic) 28% Orchard Road 3% Orchard Road 28% Marina Bay 12% Marina Bay 12% Suntec 0% Suntec 12% East Coast 3% East Coast 0% 3% 3% Orchard Rd East Coast 0% Singapore Suntec 0% Riverside CBD (Civic) 12% 82% Marina Bay Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 14

42. Cliftons Location Survey Report | November 2011 12. External Influences on Location Preferences Respondents were asked about the importance of “convenience” and what other factors where important to them in their choice of preferred venue location. Convenience was rated as extremely or very important by 87% of respondents, indicating this is a primary criterion for choice of venue. Selection of a location not considered “convenient” could lead to loses of up to 87% of a potential audience. How important is convenience? Respondents rated a range of external factors relating to convenience. 71% selected easily accessible by public transport as extremely important and 51% indicated that a safe secure area was extremely important. Other factors rated as fairly to extremely important including familiarity with a location and access to shops and commercial amenities. Car parking rated lowest in importance to venue location. When asked to list “What do you like most about this venue?” 58% of respondents listed location and ease of access as the most important features. This was followed by staff and facilities at 21%. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 15

43. Cliftons Location Survey Report | November 2011 Other Factors Some of the factors analysed were found not to correlate specifically to venue location choice. The type and length of an event or course and whether it was company sponsored or personal choice did not impact CBD location preference. How long is the event you are attending at Cliftons? Are you attending a computer based course or seminar event? Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 16

44. Cliftons Location Survey Report | November 2011 Are you attending a course run by your company or a third party? Location Conclusions This study provides a clear direction for event and training venue location in Melbourne, Sydney, Hong Kong and Singapore. All results indicate a strong preference (75% of respondents) for a central city location. All factors analysed correlate to support CBD city locations as the location of choice for an event, conference or training venue. Factors significantly impacting the preference for a CBD location are convenience, ease of access by public transport networks, shorter travel time and modal split of two or less forms of transport. It can be concluded that the Cliftons Location Survey, November 2011 findings strongly suggest central city locations are the best choice for attracting the most attendees to an event or training course. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 17

45. Cliftons Location Survey Report | November 2011 New Zealand Addendum The survey commenced in Wellington and Auckland at the same time as the survey in the body of the report, during phase one. However the recovery of the data and the subsequent analysis of that data were not completed in time for inclusion in the original report. This addendum briefly outlines the results of the survey principally re-enforcing the findings of the original report. The graph below summerises the updated sample split which highlights an increase in sample size for New Zealand to 16% and a proportionate reduction for the other locations. Data Collection Location Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 18

46. Cliftons Location Survey Report | November 2011 1. Auckland Location Preferences Auckland showed a much broader split of location preferences than the other locations. CBD was still the strongest preference with 59%, slightly below the average for the other locations. North Shore rated strongly as first preference at 17% and Viaduct scored strongly at 10%. Almost 80% of respondents nominated a second preference with the majority of second preferences for the CBD with 34%. Viaduct with 29% scored strongly as a second preference in excess of the second preferences for Australia, Singapore and Hong Kong. 17% North Shore 10% Viaduct Auckland CBD 59% 5% Newmarket First Preference Second Preference Auckland CBD 59% Auckland CBD 34% Viaduct 10% Viaduct 29% Newmarket 5% Newmarket 8% Mt Wellington 6% Mt Wellington 5% 3% North Shore 17% North Shore 8% Manukau Manukau 3% Manukau 3% 6% Mt Wellington Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 19

47. Cliftons Location Survey Report | November 2011 2. Wellington Location Preferences Wellington showed an 82% first preference for the CBD comparable with Singapore and Sydney. Porirua at 9% was the strongest other location with the remaining districts at 3% each. There was a response rate of over 50% for the second preference with City Fringe having the strongest response rate at 38.89%, substantially in excess of the other leading second preferences. CBD scored strongly with 27.78% and Petone and Lower Hutt recording 11.11% and 16.67% of second preferences but with the smaller sample size slightly exaggerating the percentages. 9% Porirua 3% Lower Hutt 3% Petone Wellington CBD 82% 3% City Fringe First Preference Wellington CBD 82% City Fringe 3% Petone 3% Lower Hutt 3% Porirua 9% Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 20

48. Cliftons Location Survey Report | November 2011 Summary of the Findings The New Zealand survey did not define whether a respondent was a presenter or an attendee. The statistics for transport to work were different from the rest of the survey. More people drove to work and the venue (58.8% and 42.5% respectively). A significant number walked to the venues (40%) with Wellington showing that 50% of respondents walked to the venues. Bus was the dominant form of public transport with 20% of respondents overall. These results are consistent with the general views that Wellington has better public transport than Auckland and the car is by far and away the preferred mode of transport generally. Again the significant majority, 69% utilised a single mode of transport to get to work and for travel Cliftons venues. As was similar to the Australian results. The results for location preference were very similar to the rest of the results with in excess of 67% expressing the CBD as their first preference. Wellington was 82%, significantly higher than Auckland at 59% where North Shore scored strongly as first preference at 17%. Auckland CBD was also a strong second preference as was Viaduct with 34% and 29% respectively. Wellington’s strongest second preference was City Fringe at 38.89%. Convenience as a factor was consistent with the results for the sample in phase 1 and security was once more a key consideration. Brisbane | Sydney | Canberra | Melbourne | Adelaide | Perth Auckland | Wellington | Singapore | Hong Kong | Global Affiliates www.cliftons.com | enquiries@cliftons.com | 1800 629 088 21

49. : Location Location Location Cliftons Location Survey November 2011 The survey data and results were compiled by: Vanessa Green, Managing Director at Crimson Cartwheel. Vanessa is an experienced Regional Senior Executive with an established record of business growth and pro-active management across Asia Pacific. She has a bachelor of Arts in Communication & Media Studies as well as a Bachelor of Science, Psychology. For more information on this survey, please contact enquiries@cliftons.com

Cliftons Location Survey Report

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Cliftons Location Survey Report