Destination Docklands to cease operations

Destination Docklands will cease operations and hand over its functions to the City of Melbourne in April.

The local marketing body last month confirmed it would not apply for further council funding when its current three-year agreement expires mid-year.

According to a statement, the decision was made following an internal review conducted by the board and staff of Destination Docklands and discussions with the City of Melbourne.

The council is yet to confirm how exactly it will incorporate the organisation’s marketing and events functions into its own operations, when it takes on the role in April .

City of Melbourne councillor Beverley Pinder-Mortimer said the council was reviewing how it could further boost visitation to Docklands by activating the area with a new events and marketing approach.

“In light of the decision of Destination Docklands to cease operations, there is now an opportunity for council to combine our funding efforts and implement a new events and marketing approach,” Cr Pinder-Mortimer said.

“We will work with businesses, the community and the Docklands Chamber of Commerce to continue developing, activating and promoting Docklands over the coming years.”

Since its establishment in 2009 the City of Melbourne has provided Destination Docklands with funding of $1.25 million and Docklands developers have collectively contributed more than $1.7 million in support of marketing and events services.

Destination Docklands director of marketing and events Kelly Jensen thanked past and present partners and board members, saying the organisation couldn’t have succeeded without their contribution and vision for the precinct.

“We’ve been united and driven by a strong desire to make Docklands a great place to work, live and visit. I know, beyond Destination Docklands, the partners and stakeholders will remain committed and passionate about the precinct,” Ms Jensen said.

Ms Jensen has recently accepted a new role as director of marketing at Harbour Town Melbourne, beginning in April.

She will also continue in her role as chair of the Docklands Marketing Committee, with the opportunity for a new chair to be nominated in April.

The committee will continue to meet and operate under the interim guardianship of Harbour Town Melbourne developer Ashe Morgan and Harbour Town will host the monthly meetings.

“The committee brings key Docklands stakeholders together and provides an opportunity for us to discuss challenges and opportunities. There is huge potential in what we can achieve in collaboration and I’m delighted we’ll be able to continue these important conversations during our monthly meetings,” Ms Jensen said.

The marketing committee was established in 2015 by Destination Docklands and involves collaboration between the City of Melbourne, Places Victoria, developers, Docklands Chamber of Commerce and other stakeholders.

“I am immensely proud of the results Destination Docklands has achieved, in particular over the past nine months following a board-initiated strategic review and most importantly, the collaboration of all stakeholders through their involvement in the Docklands Marketing Committee and associated project groups,” Ms Jensen said.