City of Prospect has established the Village Heart Marketing Fund in Prospect’s Village Heart. It is anticipated this would be the basis for a fund which could raise up to $19,500, commencing in the 2019/2020 financial year.
Where would the Village Heart Marketing Fund apply?
The separate rate is fixed to all non-residential, rateable assessments (Land Uses 2, 3, 4, 5, 6, & 9) along Prospect Road who are within the Village Heart which is now bordered at the north by Gladstone and Alpha Roads, and at the South by Buller and Ballville Streets.
Businesses which hold multiple adjacent tenancies are eligible for a rebate; application forms for rebates are available on Council’s website and must be submitted prior to the first payment on 2 September 2019. The total levy is subject to be reduced by any approved rebates.
Village Heart extension
Prospect Road has had the Village Heart Marketing Fund for two years and following requests from local business and property owners, has recently extended the geographical area in 2019/2020, increasing the budget.
Why has the budget increased?
Council sought to increase the rate from $99 to $150 in the 2019/2020 financial year, to partially offset the cost of administering the program. This will create a budget of up to $19,500. $5,000 is offset to City of Prospect administration, therefore there is approximately $14,500 to be applied to marketing activities.
Mainstreets like Prospect Village Heart are in competition with a wide range of other main streets and retailers, including the Parade at Norwood, Burnside Village, O’Connell Street North Adelaide and Adelaide’s CBD.
Marketing Fund Options
The Village Heart Marketing Fund may be utilised to meet these challenges by:
- Sponsoring an event
- Developing a destination marketing campaign
- Developing campaigns on Facebook
- Developing new initiatives.
Previously, the funds have successfully implemented:
- Brand and logo design
- Digital marketing campaign
- Christmas on Prospect campaign
- Videos and photos
- Premiere movie event.
Village Heart Marketing Fund Committee
The Village Heart Marketing Fund Committee has been established and develops an Annual Business Plan. Monthly meetings are held on the 2nd Tuesday of each month and all property owners and businesses in the zone are invited to attend. If you wish to attend, please email
It is hoped that, with the Village Heart Marketing Fund Committee and our proactive business community, we can develop an agreed strategy on how funds may be best used to promote more clients, visitors, and shoppers to Prospect Road.
In May 2020 the Council will again consult with business and commercial property owners in the Village Heart to determine whether the Village Heart Marketing Fund is achieving the desired outcomes and should be applied for a further period.