Piper Street business-owners are uniting to change visitor experience in a special night shopping event.
Love Spell’s Heather Carulli is coordinating Piper Street After Dark in Kyneton, which aims to put experience at the centre of visitation.
“It’s a bit different to your expected late-night shopping,” Ms Carulli said.
“It will encourage more of a street fair environment. Each participating business-owner will have an offering that encourages people into their store to spend time, have an experience and shop. The goal is to have as much activation in the street as possible.”
Experiences offered by businesses can be anything from cocktails to tattoo art, or entertainers.
Ms Carulli said about 12 Piper Street business-owners had already signed on for the event.
Piper Street retailers hosted a similar ‘after dark’ event last December for Christmas. This time the event is planned for April 30 to coincide with the final Macedon Ranges Autumn Festival weekend. It will also take place during a month of free public transport.
CHALLENGING TIMES
Ms Carulli said the current retail environment was challenging and there had been many contributing factors including cost of living.
She said the closure and reduced hours of other stores in the street also had a flow-on effect for business.
Duck Duck Goose and Larder, My Flippin Kitchen and Miss M’s Lounge, are among Piper Street businesses to announce their closure in the past few years.
Former Piper Street stores, Farmers Wife and Alex Muir, are among those to have relocated. Both now have store fronts in Mollison Street.
“Retailers are really struggling at the moment,” Ms Carulli said.
“I haven’t made a salary in three years. I’ve just been trying to keep the doors open. Everyone’s really struggling.
“I have loved Piper Street for years. To finally be a business owner on Piper Street now and to see what’s happening is so sad. It’s really important we don’t let Piper Street die.”
“LET’S CHANGE THE NARRATIVE”
Ms Carulli is from New York and been living in Australia for the past 14 years. She moved to Kyneton during the pandemic and opened her store, Love Spell, five years ago.
She has worked in the corporate sector for 30 years and said Piper Street After Dark was one way to encourage both local and out-of-town visitation.
“No one’s coming to save us, so we really have to be the ones to navigate tourism into the town,” she said.
“Experiential shopping is coming back. I think it’s the future of business.
“We work so much better when we’re focused on a cause collectively. When we win, everyone wins.
“We also have this amazing opportunity that people can catch the trains for free. This is the perfect opportunity for businesses to be involved. Let’s change the narrative.”
Piper Street After Dark is planned for Thursday, April 30. Visitors can enjoy a late night street festival atmosphere and support local business.
