Geelong council asking for advice on continuation of ‘gold standard’ central marketing program

The future of the Central Geelong Marketing Committee is up in the air, with the council asking its taskforce of CBD business and property owners for their advice on the extension of a levy funding the hugely effective program to promote the city centre.

The future of the Central Geelong Marketing Committee is up in the air, with the council asking its taskforce of CBD business and property owners for their advice on the extension of a levy funding the hugely effective program to promote the city centre.

Councillors on Tuesday voted to start the process of declaring a special charge scheme to impose the Central Geelong Marketing Levy on CBD traders for the next five years, costing each of the roughly 1500 businesses an average of $767 annually.

The levy funds programs attracting people to the city centre and six paid staff members, with a 13-member Central Geelong Marketing Committee guiding the process.

From 2001 to 2020, the program has delivered almost 2000 events, including Christmas including the Christmas Elves, Tastes of Central Geelong, School Holiday Fun Program including Storyfest, May Magic and Geelong Shopping Festival and Sidewalk Sales.

The council also moved to refer the decision to its newly re-formed CBD taskforce of central Geelong business and property owners for consideration and feedback.

The move to refer the decision to the group comes despite the taskforce revealing its opinions on the levy just months earlier, with a September report showing the group did not want to pay the levy, but wanted the committee to continue its work, preferably funded by the council or State Government.

During the 2016 consultation period prior to the five-year renewal of the levy, a stakeholder survey found a majority of respondents supported the continuation of the program – with just 16 of the 51 submissions from effected properties objecting to the scheme.

A January 2020 Central Geelong Marketing stakeholder survey then found 93 per cent of respondents agreed there was a benefit to having a collective approach to marketing, but also that half were unsure if the special rate represented good value.

An independent assessment of the program, handed to the city in November, found it was “very effective”.

“It represents the gold standard for main street centre management, marketing and business development programs in terms of best practice in Australia,” the report noted.

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“It is one of the most productive special rate programs and is frequently being referred to and commented on by other organisations across Victoria and other parts of the country.

“The achievement of a very high return on investment – $58.50 for every dollar spent on the five flagship promotional activities in 2019.”

Central Geelong Marketing chair councillor Peter Murrihy also noted the program was considered the “gold standard”.

“Central Geelong Marketing has provided high quality business support and promotion over the past 20 years, bringing thousands of visitors to our city centre to spend their money and enjoy all that our city has to offer,” Cr Murrihyr said.

“The integrated marketing and placemaking program delivered by Central Geelong Marketing has been critical for the growth and evolution of the city centre.

Following the consideration of submissions, Council may decide to declare the special rate in accordance with section 223 of the Act, look at alternative funding models or cease to deliver the services.

Originally published as Geelong council asking for advice on continuation of ‘gold standard’ central marketing program