At the council's meeting on Thursday, Coffee Republic owner Robin Smith voiced his opinions on the report's result.

While he said the report was excellent and appreciated, he also said the recommendations were lightweight and that he wanted a larger range of shoppers surveyed.

Cityprom executive officer Steve Henty also spoke, saying many of its recommendations support the organisation's strategic plan.

Mr Henty said Cityprom endorsed the strategies and believed the recommendations need to be fully implemented.

However, Mr Henty wanted deeper analysis and comparison with other similarly sized cities.

IN OTHER NEWS:

The council voted to unanimously approve the report and its recommendations at the meeting.

The council will now develop an integrated city marketing campaign to position the city as a specialty shopping destination.

It will consider a city-wide strategic approach to deal with the visual aspect of empty shops. The report also recommended improvements to the Brisbane Street Mall such as food vans.

Food vans is something the council has already tried to bring into the mall, but it was not supported.

However, the councillors said there was no point completing the report if it was just going to sit on the shelf. Many councillors encouraged the recommendations to be acted on sooner rather than later.

Councillor Hugh McKenzie said he endorses the report, but that it's only any good if it gets put to use.

Councillor Rob Soward said the council was already working on a lot of things in the report, but it was not something the council could fix on its own, with shoppers needing to be part of the solution.

He said there are many misconceptions in the city such as the council sets the rent prices for shops.

RELATED STORIES:

Councillor Andrea Dawkins said it would be interesting to see how an integrated marketing campaign would be completed considering Launceston's varied traders, and the fact businesses are competing with each other.

"Launceston is great. We just have to understand that it's a different sort of great than it was 20 years ago," she said.

Councillor Janie Finlay said reading the report gave her no surprises.

"This report just puts on paper what we already know," she said.

The report, completed by UTAS expert Louise Grimmer, said trading conditions are challenging for the retail sector in Launceston, as they are in other areas around the nation.

Data showed retail vacancies the city are now at lower levels than previously, with new businesses continuing to open.

Deputy mayor Danny Gibson, councillors Nick Daking and Tim Walker were not at the meeting.

TELL US YOUR THOUGHTS: