from yaprap August- September 2010
by Isabel Seidel
yaprap Feature Writer
Youth services have such different values from shopping centres, that bringing a youth service and shopping centre management together does not sound easy.
The good news is that there are youth services out there that have successfully formed partnerships with their local shopping centre. Guildford and Wentworthville youth services are both managed by Holroyd Council in Sydney's western suburbs. The youth services have formed a strong community business partnership with their local shopping centre Stockland Merrylands. Here's their experience.
Identify what young people need
It’s important when trying to build a relationship with a shopping centre to think about the positives and come up with ideas that can highlight these positives. Guildford and Wentworthville youth services identified a need for a youth performance venue in the local community and came up with the idea to use Stockland Merrylands.
Approach the shopping centre
Arrange to meet with the management of the shopping centre to run the idea past them. First impressions really matter - as Craig Taunton, youth worker in Guildford says, "youth workers need to be professional and take on a business mindset’. Explain to the shopping centre management what’s in it for them and really ‘sell’ the idea to them.
Guildford and Wentworthville youth services sold their idea to have youth performances at Stockland Merrylands by outlining the positive outcomes that would result, such as:
- Promoting a positive image of young people in the community
- Giving Stockland Merrylands a high profile with a public event and bringing the community into the shopping centre
- Increasing the numbers of people shopping at Stockland Merrylands when the youth performances are on
- Building relationships between Stockland Merrylands and Holroyd Council.
Agree upon a workable solution
If they like the idea and are keen to form a partnership you can then begin the process of developing the project together. It then becomes one of the shopping centre's activities and they have to take responsibility for any of the ‘risks' they might be concerned about. Youth workers must remember that the shopping centre is responsible for anything done on their property. If youth workers are clear in what they want and are willing to take into account the shopping centre's needs then both parties can come together and develop a successful project.
Stockland Merrylands worked with the youth services to develop the youth performances in their shopping centre. The result is that every school holidays young people get the opportunity to perform at the shopping centre. Another activity that resulted is a youth talent quest organised as part of National Youth Week for local young people aged between 12 and 18 years. Last year the grand final attracted a crowd of over 300 and featured the top 12 acts with performance styles varying from singing, dancing, juggling and drama. Jessica Santomingo from Stockland Merrylands said "the youth performances created a community feel in the shopping centre as well as a wonderful opportunity to showcase the local talent of young people in the area."
Creating a sustainable partnership
In partnerships with a shopping centres, to keep the relationship going you have to continue to work at it. Craig Taunton said "It’s important to keep in touch with the shopping centre management. Sometimes there are staff changes and you need to brief new managers on the project to keep the relationship ongoing."
Youth performances have been held at Stockland Merrylands since 2007 and they are getting more popular each year. Elizabeth Issa from Guildford, a young person who has performed at Stockland Merrylands, said "It’s a great opportunity for the local community to see how much youth talent there really is in Holroyd. It also allows us to build our confidence and gives us a chance to share our talent."
So, hopefully this experience will help you feel more confident in approaching your local shopping centre to see how you might work together. It’s definitely worth giving it a go!
More information
Craig Taunton
- Guildford Youth Services (02) 9681 3316