Business forum confirms plan

Article image - Business forum confirms plan City of Joondalup CEO James Pearson, Bernard Salt and Joondalup Mayor Albert Jacob (all masked up).

More than 180 members of the local business community and key stakeholders attended City of Joondalup’s first business forum of the year at Joondalup Resort in May.


Keynote speaker, Bernard Salt took the audience on a journey into the future, using the forum to talk about the economic outlook for Joondalup and Perth’s northern corridor. 

To welcome the first interstate guest speaker in more than 12 months, ‘smashed avocado’ was on the menu, paying homage to the millennial meme that made Mr Salt famous.

The highly regarded social commentator, who provides advice on demographic, consumer and social trends for businesses across Australia, also took part in an interactive panel discussion with City of Joondalup Chief Executive Officer (CEO), James Pearson and Managing Director of North Metropolitan TAFE, Michelle Hoad.

Salt said many workers who worked from or near home during the COVID-19 disruption had enjoyed the flexibility and convenience of being able to do so. For others, it had prompted them to change career paths or upskill and Joondalup, as an education-focused city, was in prime position to take advantage.

“Over 85 percent of new skilled labour has previously come to WA from overseas. The cut in immigration; both students and skilled workers, means that Perth is exposed and needs to focus on local upskilling and training. 

“Joondalup, the home of the Joondalup Learning Precinct, is best placed to support the rise of skilled, essential and knowledge workers in the west.”

CEO Pearson said the City of Joondalup already had the lifestyle attraction and assets in place to become a future workplace hub.

“It is now the City’s job to market these assets properly, including our wonderful lifestyle, to encourage investors to spend their money and set up their businesses in Joondalup.”

Mayor Jacob said Mr Salt’s look into the future Joondalup economy ahead was particularly timely, given it coincided with work beginning on the development of the City’s new 10-year Strategic Community Plan.

“Economic development will remain a primary focus for our City as we transition from an economy supported by population growth to one driven by business investment, innovation, and
entrepreneurship.”