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Delivering transformative outcomes through strategic partnerships and expert execution across Australia and New Zealand.
Major Events
Geelong Major Events Strategy 2024-29
Overview
Key Deliverables
- Development of a detailed events attraction strategy
- Identification of target event types and opportunities
- Economic and social research on the value of events to the Geelong region and the communities’ social licence for major events
- Stakeholder engagement and consultation
- Infrastructure enhancement recommendations
- Profile-building initiatives to position Geelong nationally and internationally
Outcomes
The strategy established four key targets for 2029 in key areas :
- Economic Impact
- Brand Marketing Impact
- Community Impact
- Sustainability Impact
The strategy introduced:
- New event classification system (Anchor, Priority, and Developing Events)
- Clear assessment criteria aligned with identity pillars
- Strategic priorities focusing on audience reach, partnerships, and regional dispersal
- Comprehensive evaluation framework measuring economic, social, and environmental impacts
Testimonials
Mayor Trent Sullivan “Major events generate significant economic benefits for businesses the region. Each year Greater Geelong hosts a colourful and exciting line-up of major events that draw hundreds of thousands of visitors to our beautiful part of the world. This renewed strategy will help expand our major events calendar and cement Greater Geelong as Australia’s preeminent regional destination for major events.”
Deputy Mayor and Geelong Major Events Designated Committee chair Anthony Aitken “This new strategy will result in more locations around Greater Geelong hosting a greater diversity of major events. You will see more cultural events if we’re true to the strategy that we’re adopting. Geelong is much more than just the waterfront and the CBD, and we have so many more fantastic locations that can be used for major events.”