TradeCoast notches up wins - Queensland - Australia TradeCoast - Brief Article

Business Asia, March, 2002

Australia TradeCoast's (ATC) wide scale promotions locally and internationally are paying off, with more than 7600 businesses now in the ATC area.

ATC was formed four years ago out of an alliance between the Department of State Development, Brisbane's Office of Economic Development, the Port of Brisbane Corporation and the Brisbane Airport Corporation Ltd, and is charged with the ambitious aim of turning Queensland into the country's leading trade hub.

Located in Brisbane, ATC comprises of 8000 hectares of prime commercial and industrial land 20 minutes from the city's CBD, including the port and airport. To date, ATC has attracted investment valued at more than $1 billion to the trade and industry precinct, including the location of major companies such as Virgin Blue airlines, Kerry Ingredients and DHL Global Worldwide.

ATC's working group chairman Diederik Pen said the first step towards getting TradeCoast established was creating a brand, then promoting it locally.

This promotion was then taken to a national level to encourage businesses to relocate to Brisbane to take advantage of unique opportunities such as inclement climate, favourable cost of living and low taxes.

"Now we're also promoting internationally," Pen says.

The USA and Germany have been approached, as well as France. Pen says the large-scale promotion is paying off. "As well as promoting the brand, it's also about getting runs on the board," he said.

There are currently more than 7600 businesses located in the ATC area -- a result of working as an alliance rather than separately, according to Pen.

Pen says before the formation of Australia TradeCoast, there was very little dialogue between the State, the City, the port and the airport, which meant the huge trade potential could not be realised.

"We have now developed a joint vision and strategy that has provided the means of positioning Brisbane and its ports precinct as a trade and industry hub of national and international significance," he said. One of the most important tasks identified by the group has been to ensure infrastructure is in place to support the vision, including well-planned roads, water and sewerage systems.

Infrastructure investment worth about $232 million has so far been announced or completed at ATC.

Planned projects over the next few years include a $2.5 million cross-river service link, an $11.5 million southern sewer trunk and the first stage of the $121 million Port of Brisbane motorway. The investments appear to be worth it -- ATC records an annual contribution to the national economy of $4.3 billion, and contribution to gross regional product is forecast to expand by $1.5 billion over the next eight years.

ATC has also done its bit for the population by creating employment (between 1996/97 to 1999/00 the jobs increase attributable to ATC is 8300 jobs) and maintaining a high quality workforce.

Pen cites the example of a training school started for Qantas staff to ensure the company had well-educated technicians.

Aeronautical, including airlines and maintenance, is a target market singled out by ATC, along with food and beverage and transport in general.

ATC also supports the Government's interest in IT and biotech as strong growth markets.

An illustration of the scope of ATC is the cargo precinct Export Park, located at Brisbane Airport.

The park comprises of three lines. The first line is the place where cargo is taken on and off aircraft -- the base for companies such as DHL, TNT and Qantas.

A lot of land has been set aside in this area, which according to Pen is a valuable asset.

The second line is responsible for breaking the cargo down into smaller parcels for distribution, and the third consists of support industries, such as distributors.

"Export Park is a freight concept, well designed and expandable," Pen said. The park is the responsibility of the Brisbane Airport Corporation, of which Pen is general manager of commercial services.

"Australia TradeCoast is the overall initiative for this region. Every partner has their own block of land within this," he said. "Export Park is developed by the airport, but is an asset for the Australia TradeCoast region."