‘The Rise and Rise of Melbourne’s West’ by Bernard Salt, commissioned by the Western Bulldogs, tells the story of the substantial growth and ensuing demographic development which will take place in the West of Melbourne over the next 20 years.
Through a demographic analysis of the Western suburbs of Melbourne, the report highlights the significance of what is taking place in the West of Melbourne, and presents a definitive case that the West is where Melbourne’s most significant population growth will occur over the next 20-30 years, driving consumer and infrastructure spend.
Chief Executive of the Western Bulldogs, Campbell Rose says “the report clearly demonstrates that Melbourne is about to go through a massive demographic and population shift. What historically has been based in the East will now emphatically move to the West.”
“The research points to the fact that the face of Melbourne will change from what we have known to one that will be very different, to the point where there is the unstoppable rise and rise of the Western region of Melbourne, to become the economic generator and powerhouse driving the Victorian economy.”
“It is inevitable that with such growth, we will see massive Government investment to cater for and manage basic amenities, facilities and related infrastructure support.”
“The Western Bulldogs - the most historical, well recognised, vibrant and well positioned brand of the Western region - is the perfect conduit to facilitate, lead and if you like, be corporate Australia’s gateway to the unstoppable rise and rise of the West of Melbourne,” he said.
Rose said “The Western region of Melbourne is experiencing the highest rate of settlement in the country. In 2009, over 18,000 people moved to the Western Edge.
This strong growth is projected to continue annually over the next 20 years. This
current level of growth exceeds that of the Gold Coast, and of any part of Western Sydney, two new growth areas targeted by the AFL.
“This drives a totally different value proposition to the West of Melbourne than we have ever seen before. One that is bright, bordered by investment, growth and the creation of new middle class Australia - the quintessential driver of our economy,” Rose said.
What this growth means for the Western Edge:
- Estimated $1 billion in home loans written per year
- Approximately 6000 new homes built
- Estimated $180 million in new annual retail spending
- Around 13,000 cubic metres of cement poured
With the repositioning of the Whitten Oval, membership that is growing annually at 9%, a team that plays an exciting and an entertaining brand of football that is one of the best rating on television, and with sponsors receiving record brand and media recognition, the Western Bulldogs provide a unique value proposition that has never been seen before.
“We are a perfect medium to assist companies from land and house developers through to fast moving consumer goods to join in and be part of, and commercially benefit from the unstoppable rise of Melbourne’s West”, said Rose.
“This report is a pivotal process in helping reposition not only the Western region of Melbourne but also the Bulldogs brand given the momentum within the Club, and goes a long way towards shifting historically unconstructive perceptions of the West.” Rose said.
Bernard Salt is a bestselling author, a columnist and a Partner with KPMG with an enviable national and international reputation as a trend forecaster for business and government. He has over 34 years in demographic data analysis and related experience in population projection and analysis. His data dates back to 1976, his credentials are second to none in interpreting demographic trends.
