New approach to attracting major events to Geelong is needed after $300k budget cut

Despite impressive results last financial year, a $300,000 budget cut is hampering the efforts of those tasked with attracting major events to the region.

This year’s Avalon Airshow attracted thousands of visitors to the region. Photo: Jake Nowakowski.

Bringing an “Indigenous-based” event of national significance to Geelong is part of City Hall’s plan to boost the region’s standing as a go-to destination for major events.

The concept was raised by Deputy Mayor Anthony Aitken at the City of Greater Gelong’s Tuesday night council meeting, where he revealed 18 major events held across the region last financial year generated economic activity of $81.3m.

The Australian International Airshow at Avalon Airport topped the list with $24m, according to figures from the City of Greater Geelong.

The Festival of Sails ($11.6m) and Cadel Evans Great Ocean Road Race ($10.7m) rounded out the top three.

Geelong council’s sponsorship of the 18 events ranged from $25,000 for the hosting of the Women’s National Basketball League to $300,000 for the Airshow.

Mr Aitken, who recently took over as Geelong’s Major Events Committee (MEC) chair from Ron Nelson, said despite the positive results the city’s ability to support new events had been hamstrung by a $300,000 budget cut.

Of the $930,000 available to MEC this financial year, Mr Aitken said existing contracts meant only $50,000 was available for “discretionary” expenditure.

As such, he said a review had been launched to better understand the opportunities presented by the state government’s $150m Regional Tourism and Events Fund, announced after outgoing Premier Daniel Andrews axed the Commonwealth Games.

“That review is really attempting to refresh council’s participation in major events and actually develop a strategic focus going forward and take advantage of those funding opportunities,” Mr Aitken told the meeting.

In praising the “outstanding results”, Brownbill ward councillor Peter Murrihy urged the MEC to up its ambitions.

“With the new convention centre starting to be built, I think the MEC can be better placed to go out and attract new events, instead of the events, perhaps, coming to Geelong and seeking the MEC out, which I think, relatively speaking, sort of happens,” he said.

“I think it’s a unique opportunity where Geelong could be placed to really be in that market to go and recruit and seek bigger and greater events to come to the region.”

In response, Mr Aitken said the MEC was focused on developing new relationships.

“We do want to actually try to see if we can develop an Indigenous-based event of national significance,” he said.

White Night Geelong was a big success. Photo: Mark Wilson.

The MEC consists of four Geelong councillors – Mr Aitken, Mr Nelson, Jim Mason and Melissa Cadwell – chief executive Ali Wastie, Tourism Greater Geelong and The Bellarine boss Tracy Carter, and a range of industry representatives.

Councillor Eddy Kontelj said the Geelong region had an “amazing canvas to work with”.

“I do encourage you to keep challenging us to try and find funding because I think the payback, as we see in this report, is undisputable,” he told Mr Aitken.

Originally published as New approach to attracting major events to Geelong is needed after $300k budget cut