Die Grazer Innenstadt sieht sich mit einem Kundenschwund konfrontiert. Um wirksame Gegenmaßnahmen zu entwickeln, hat Wirtschaftsstadtrat Günter Riegler (ÖVP) das Department Marketing & Sales der mit einer umfassenden Studie beauftragt. Im Mittelpunkt steht die Frage: Was wünschen sich die Besucher*innen und Bewohner*innen der Stadt? Bevorzugen sie traditionelle Handwerksbetriebe oder doch eher große Ketten? Sollen mehr Parkplätze geschaffen werden oder wäre eine autofreie Innenstadt die bessere Lösung? Welche Aspekte schätzen die Menschen an der Grazer Innenstadt besonders?

These are challenging times for city centre businesses. The trend is increasingly shifting towards shopping centres and online shopping. In Graz, construction works are also making access more difficult. For this reason, Councillor for Economic Affairs Günter Riegler (ÖVP) has launched a survey to find out what city centre visitors really want.

The study, conducted by the Department of Marketing & Sales under the leadership of Astrid Oberzaucher, surveyed 831 people from Graz and the surrounding areas. These participants were selected to be representative, with a disproportionately high number of young people under 30. On one point, there is almost unanimous agreement: an attractive city must be clean and safe.

There are also clear preferences regarding the offerings: 61 percent of respondents favour a diverse range, from craft businesses to retail chains.

“Furthermore, public transport, particularly accessibility in the evenings and on weekends, is perceived as extremely important,” says Astrid Oberzaucher from the Department of Marketing and Sales at CAMPUS 02 University of Applied Sciences. 

Car-free or car-friendly? 

The study presents a mixed picture regarding mobility.

“Many visitors wish for good parking facilities, but at the same time, they also demand peace and quiet,” says Riegler.

Almost 40 percent rate the parking facilities in Graz poorly, giving them a score of 4 or 5. The parking costs fare even worse. On the other hand, there are also 45 percent who prefer not to drive into the city at all. Additionally, a substantial 57 percent desire uninterrupted strolling without bicycles.

The architecture and the gastronomic offerings of Graz's city centre receive particularly positive ratings. The events programme (score 2.3), quality of living (2.3), and mix of industries (2.5) also perform well. However, there is room for improvement in childcare, which could enable parents to shop more comfortably.

“We need to motivate people to come into the city centre,” emphasises Günter Riegler.

But how can this be achieved? One idea is to direct drivers at the city entrances with signs for available underground car parks. In addition, master's students from the Department of Marketing & Sales have developed further concepts. These include free public transport, pop-up stores, childcare while shopping, and a comprehensive Graz app.

Moreover, young people are seeking experiences – here, the city of Graz is already focusing on events such as La Strada or the upcoming Aufsteirern festival and intends to further expand the offerings.