Future Geelong 2024: Lifestyle sets Geelong apart | Addy reader survey

Hundreds of Geelong residents have had their say about what Geelong stands for, and the results may come as a surprise.

Almost half of Geelong residents see the city’s lifestyle as its defining factor that has been attracting new residents and investment to the region, according to new data.

The results come as the Victorian Chamber of Commerce and Industry spruiked Geelong as a “remarkable success story” in transitioning from a city dominated by manufacturing and hard industry, to what it is today.

The Future Geelong survey captured for the first time what Addy readers believe the city stands for and what they want the region to be as unprecedented growth is setting the city in motion.

More than 350 people responded to the survey from as far away as New Zealand, including community leaders and attendees at this month’s Future Geelong event.

Leading demographer Bernard Salt presents at Future Geelong at GMHBA Stadium on March 1. Picture: Alan Barber

The survey found 44 per cent of respondents believed lifestyle aspects were some of the main differentiators that set the city apart from other regional centres in Australia.

They cited Geelong’s proximity to Melbourne, the bay, the beaches, educational and job opportunities, and recreation options as benefits.
One respondent said the city had “all the benefits of the ‘big smoke’ but as a regional city”.

Another likened Geelong to a 1970s American family music group, The Osmonds – “a little bit country and a little bit rock and roll”.

However, 20 per cent of respondents had a negative view of what made Geelong stand out, with the city being described as myopic, a “middling city” or “dirty and uncared for”.

“The city is a dump; not inviting to anyone, let alone tourists,” one reader wrote.

Readers were also asked what they thought Geelong should ideally stand for, and the answers varied wildly.

One reader suggested Geelong should become what Barcelona is to Madrid, or Bergen is to Oslo – a sister city that is a “must-see destination” in its own right, another suggested Geelong needed a “heart transplant” and rebrand, something unexpected that “blows the rest of the country away”.

Some readers also suggested the city’s focus should be on maintaining the city’s independence to avoid becoming a “mini-Melbourne”.

Others want careful planning, less “stupid decisions”, better infrastructure and a city that
“didn’t concentrate on the waterfront so much”, while for others the waterfront was a boon for the city.

Premier Jacinta Allan speaks at Future Geelong. Picture: Alan Barber

Victorian Chamber of Commerce and Industry chief-executive, Paul Guerra, said while branding was helpful in attracting investment, it had to align with the “truth” of the city.

“Branding is important, but it has to follow all the building blocks in place,” he said.

“Once they’re in place, the branding tells a story.

“People and businesses aren’t stupid, they won’t just believe in branding.

“They’ll want to see everything’s there before they make investments.”

Mr Guerra said Geelong was in a good position to capitalise on investment in the region and had been a “remarkable success story” in transitioning from a city dominated by manufacturing and hard industry, to what it is today.

Mr Guerra echoed readers in highlighting liveability and location as defining features of Geelong, but added the presence of prominent organisations such as Cotton On, public sector agencies such as the TAC and WorkSafe, the “best regional stadium in Australia” in Kardinia Park, and an airport, as some of the advantages Geelong has over other regional centres.

Victorian Chamber of Commerce chief executive Paul Guerra at GMHBA Stadium. Picture: Mark Wilson

In its 2023-24 budget, City Hall estimated it would spend just under $19m on economic, business and tourism development, or 3.3 per cent of the city’s total expenditure, to grow investment in the region.

On that front, in mid-2022, Tourism Greater Geelong and the Bellarine (TGGB) launched a “place-brand” – Greater Geelong, Greater Australian Stories – to encourage people to live, work, invest and study the region.

Primarily funded by a $200,000 state government grant, Geelong council was one of six local partners who came together to contribute an additional $50,000 to the brand.

The initial six-month campaign featured a TV chef as an ambassador, and multiple case studies, with design work completed by Fluid Branding.

TGGB’s executive director Tracy Carter said it was a collaboration designed to bring together all 16 stakeholders from the city’s Vision Partner Group to help tell a unified story.

The city’s vision partners include Deakin University, Avalon Airport, the Gordon, Barwon Health, Geelong Chamber of Commerce, Geelong Manufacturing Council and more.

The group support the city’s vision project, a 30-year program “towards a clever and creative future”.

The brand’s website and social media pages have become quiet.

Ms Carter said TGGB recently approached the state government, believing there had been a “missed opportunity” to capitalise on the brand.

TGGB was told opportunities for regional branding would open up in the near future.

Mr Guerra said he wasn’t surprised the most common responses of the Addy’s survey related to home, community and the lifestyle.

“Geelong is absolutely up and about; it’s on the move and I think those responses reflect that people are proud of what Geelong and the region is,” he said.

“People are advocates for the region.

“The story of Geelong holds together and it’s a good story to tell.”

Originally published as Future Geelong 2024: Lifestyle sets Geelong apart | Addy reader survey