As Victoria emerged from the COVID-19 pandemic in 2022, the state’s main streets stood at a critical crossroads. While Victorians embraced local living — shopping, working and connecting within their neighbourhoods — the very businesses that make this possible faced mounting pressures threatening their survival.
In October 2022, Mainstreet Australia launched Our Gathering Places Under Threat, a comprehensive advocacy plan calling for urgent partnership between main street businesses and the Victorian Government to protect and enhance these vital community hubs.
The Challenge
Despite renewed community interest in local main streets, businesses faced significant threats: shifting consumer behaviour toward online shopping, labour shortages, supply chain disruptions and cost-of-living pressures. Vacancy rates had climbed to 20% in some areas—a stark warning that without action, the tradition of popping down to local shops could disappear.
As one main street business owner forced into liquidation explained: “Small local businesses like ours form an invaluable network in our local communities. They’re a little bit of the village square, a bit town plaza. They form part of people’s routines, their sense of belonging.”
The Vision
The report outlined five priority areas essential to main street sustainability:
With Victoria’s 698 main streets employing around 390,000 people and generating over $50 billion in economic value, the stakes couldn’t be higher. More importantly, main streets are essential to achieving the Victorian Government’s vision of 20-minute neighbourhoods — where residents can meet daily needs within a 20-minute walk from home.
Partnership for the Future
Our Gathering Places Under Threat presented specific recommended actions for government consideration, from developing a white paper aligning 20-minute neighbourhood principles with main street revitalisation, to establishing Business Improvement Districts, supporting coordinated management programs, and providing targeted grants and mentoring.
The report emphasised that thriving main streets require collaboration among all stakeholders — governments, councils, business associations, property owners and businesses working together toward shared goals.
Read the Full Report
This advocacy work remains highly relevant today as main streets continue navigating post-pandemic challenges. Download the full report and summary document below to understand the comprehensive vision for protecting and enhancing Victoria’s main streets as the gathering places communities depend on.
Our Gathering Places Under Threat demonstrates Mainstreet Australia’s commitment to evidence-based advocacy and collaborative solutions. These recommendations provide a roadmap for ensuring main streets remain vibrant anchors of local neighbourhoods well into the future.
