Geelong Gallery hosts 2025 Archibald Prize
One of Australia’s most famous exhibitions has landed in Geelong for Spring – and with it 70,000 people and $8m.
Geelong Gallery director Humphrey Clegg never cared for football until he moved to the area this year.
But his new-found excitement for the game is not because of Chris Scott’s tactical nous or Jeremy Cameron’s stunning forward craft.
It is how the Cats bring the city to life – a buzz he believes the Geelong Gallery can replicate when it hosts one of the most coveted art awards in the country.
“Shows like the Archibald Prize bring people in who would not normally come in … it’s something that you can’t miss,” Mr Clegg said.
“It’s not only one of the best contemporary exhibitions you can find but also one of the most accessible – you don’t need to know anything about art.”
The Archibald Prize is an annual showcase that features portrait paintings of prominent Australians, with the best entry awarded the prize.
Now, residents from across the Geelong, Bellarine and Surf Coast regions will be the envy of Victoria as they get an exclusive look at the 2025 edition from August 30 to November 9.
City of Greater Geelong anticipate the event will bring an $8m economic benefit to the region and is expecting 70,000 attendees in total.
Mayor Stretch Kontelj said it was the “face that stopped the nation”, and it isn’t the first time the Archibald Prize has come to town.
The Geelong Gallery was the only Victorian venue to play host in 2017 and 2018.
Nearly 60,000 people bought tickets in 2017 – one third of which had never visited the gallery before.
A year later, more than 75,000 visitors flocked to Little Malop St to catch a glimpse of the prestigious exhibition.
Mr Clegg was cautiously optimistic when asked about targets for this year but said his aim was to see more local faces at the gallery.
“We’re expecting huge crowds … it’s a bit hard to predict but we’re hoping to have the same amount [as previous years].”
“I’d love to hit 50,000 tickets, that would be amazing.”
“In a city of 300,000, I’d hope that one in six [people] would come … but for that we need the community to support the show.”
Tourism Greater Geelong and The Bellarine executive director Tracy Carter said the event was not only an “exciting addition” to the regional calendar but an important financial supplement.
“From a tourism perspective, it ticks a lot of boxes.”
“It’s during shoulder season, boosting visitation and spend during a traditionally quieter time.”
“And we know from previous years that while the exhibition at Geelong Gallery might be the catalyst for the visit, those visitors will explore much more and enjoy hospitality, accommodation and other attractions too.”
Mr Clegg said the equation was simple.
“The more people that come, the more local industries benefit.”
Artist J.F. Archibald, after who the award is named, was born in Geelong West in 1856 and grew up in the region.
A special exhibition, Archie 100: A Century of the Archibald Prize, was held at Geelong Gallery in 2021 to commemorate the award’s centenary celebration.
There are many parallels shared between the regional identity and event ethos, Mr Clegg said.
“There’s something really aspirational about the project itself, that idea of depicting notable Australians, so it doesn’t surprise me that someone that has come from here has founded such a prize.”
Despite the close ties to the region, there will be no appearances from famous Pivotonians on canvas this year round.
“I am not fully aware of the full suite of Gee-lebrities but there are plenty of Victorians [featured] which is great,” Mr Clegg said.
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Originally published as Geelong Gallery hosts 2025 Archibald Prize
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