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The love is growing

31 Jul 2014

Local workers are slowly but surely growing to love Docklands, according to a recent Destination Docklands research study.

It’s the second time the local marketing and events body has conducted the study and, according to CEO Anita Donnelly, positive responses have increased over the past year.

Around 400 workers took part in an online survey as part of the study, with 45 per cent of respondents saying they thought Docklands was a desirable destination to visit for a leisure trip

This was up from 32 per cent of participants last year.

The number of workers visiting Docklands outside of work to attend an event, festival, carnival or fun run increased this year to 42 per cent of respondents, up from 27 per cent in 2013.

According to the study, the best part about working in Docklands is public transport, accessibility and proximity to the water, while the worst aspect of working in Docklands was the wind and traffic.

There was also more interest in a ferry service than in the 2013 study.

According to Ms Donnelly the results of the study will be used to further inform Destination Docklands’ work.

“These results are important for driving Destination Docklands forward and informing our communications and business planning,” Ms Donnelly said.

Destination Docklands chair David Cochrane said both worker and consumer research studies would be repeated annually.

“For us, how we influence perceptions with Melbourne residents is a key measure of our success,” Mr Cochrane said.

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