Future Geelong 2023: Community, business leaders share vision for region
As the Geelong region grows rapidly, residents and community leaders share their vision for the region.
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Geelong is poised to reach 500,000 residents in just over two decades and even more than 1 million by 2056, according to some report.
To find answers on how to combat the rapid growth and set a blueprint for a prosperous future, the Addy has asked Geelong’s leaders to share their big vision for the city.
Read what they said and scroll to the bottom of the story to share your own vision.
Bill Mithen, Give Where You Live CEO
NEW COMMUNITY WEALTH BUILDING ECONOMIC MODEL
Based on existing models in Mondragon Spain, Cleveland US and Preston UK we should build a community wealth building model that creates and retains public value, spreads wealth, increases economic participation, improves individuals’ income and changes lives. This model would ask local public and private anchor institutions to prioritise their procurement towards a newly formed network of employee-owned enterprises, mutual and co-operatives located in areas of low economic participation. A network of enterprises that reinvests in their communities and people, builds and distributes wealth within the broader economy.
Lyndsay Sharp, The Sharp Group director
TRANSFORM MOORABOOL ST
It’s the dynamic spine of Australia’s most innovative city and cultural precinct.
Potentially one of the world’s great boulevards, it’s already got the palm trees, it just needs the magic. San Fransico-esque trams, international retailers, restaurants, bars and cafes lining the streets, funky residencies above the heritage buildings. Market Square would become a Guggenheim or Tate Gallery. The Mall a vivacious precinct – markets akin to those in Europe, Indigenous celebration features, music and other cosmopolitan activations. This ‘spine’ conduits our amazing cultural precinct – Arts Centre, Gallery, Library, new Exhibition Centre, Deakin University. In and around would be artisan studios and creative outlets of myriad forms. Immerse, get lost and love it.
Tracy Carter, Tourism Greater Geelong and the Bellarine executive director
MORE CULTURAL TOURISM OPPORTUNITIES
Geelong and The Bellarine is fantastically positioned to build the visitor economy with some significant projects outlined in our upcoming Sustainable Destination Master Plan.
It will outline key products and projects that will genuinely drive demand and bring new markets to our region.
More specifically, there’s enormous potential in developing tourism experiences with Wadawurrung Traditional Owners across the region. Visitor appetite for Tradition and Cultural values through local storytelling from First Nations people is growing, and this type of tourism offer aligns with the strategies of both Visit Victoria and Tourism Australia to reach a global market.
Michael De Stefano, Gartland Property Director
TURN MARKET SQUARE INTO MULTIPURPOSE CULTURE HUB
All the great large cities in the world have one key thing in common – a multipurpose entertainment facility at their centre that encourages economic growth. I have been a strong advocate for the redevelopment and reactivation of the Market Square precinct, believing that introducing a multipurpose facility/stadium and cultural hub would help to connect and activate our four main streets in the CBD, along with increasing visitors to the region. It would encourage more residential developments to be built in the immediate area, increase foot traffic and sales for our retail and hospitality venues, attract concerts, and prominent sports such as the NBL and Netball Australia. Think of what an extra 15,000 visitors to the CBD each time it was in use could do.
Michael Hardwick, Cotton On Group director and CFO
Masterplan for the CBD
Building on the continued momentum of the city’s recent growth, a critical next step is to focus on developing a master plan for a thriving CBD precinct that includes retail, entertainment and the arts, innovative workspaces and exceptional living opportunities. Geelong’s beating heart must be centred around a culture where people come together – a world class CBD would offer this to locals and drive tourism to the region.
Tracey Slatter, Barwon Water managing director
SUPERCHARGE A CIRCULAR ECONOMY
We are uniquely positioned in the Geelong region to leverage our credentials as Australia’s only UNESCO City of Design and rise to the major challenges of climate change. With our region’s skilled talent base and culture of creativity and entrepreneurship, we can supercharge a circular economy that continuously re-purposes waste into valuable resources, creates renewable energy, and generates jobs for the future. We’re already on the way: from 2025, Geelong’s Regional Renewable Organics Network will transform 40,000 tonnes of kerbside organic waste into biochar annually, supporting sustainable agriculture, sequestering CO2, and reducing equivalent emissions by more than 10,000 tonnes each year.
Alison Marchant, Bellarine State MP
PROTECT THE BELLARINE LANDSCAPE
The Bellarine Peninsula is a popular tourist destination and there are no surprises why.
From our charming coastal townships, fantastic beaches, world class wines and all set in an unspoilt natural environment, there is plenty to discover on the peninsula.
As a priority, the Andrews Labor government is ensuring the peninsula continues to grow and prosper, while at the same time protecting these wonderful assets from over and inappropriate development.
So in looking to the future, implementation of the state’s Bellarine Distinctive Areas and Landscapes, designed to provide such protections, is a priority of the state government, myself and all local Bellarine communities.
Joy Leggo, Cultura chief executive
A NEW DIVERSITY SUPER HUB TO SUPPORT MIGRANTS
I want to establish a new Diversity Super Hub. An accelerator program. An innovative ecosystem where the entrepreneurial spirit within our diverse multicultural community is celebrated, supported, ignited, fuelled and encouraged, with the ambition to build capacity. We need to address what is stopping refugees and new arrivals launching start ups, applying for senior positions across Geelong, becoming influencers, taking positions on boards. We must support these new arrivals, help them overcome any past trauma or emotional distress they may have suffered in their home country; re-establish their confidence, build meaningful connections and breakdown barriers. Imagine a Geelong that truly embraces diversity.
Joe Calafiore, Transport Accident Commission CEO
BRING FANG TO GEELONG
Facebook, Amazon, Netflix and Google (FANG) are already among the biggest companies in the world. The ‘work from anywhere’ revolution is not turning back. This is causing all global technology giants to rethink their expensive corporate footprints in cities like London and New York, and look for new homes.
Let’s get the FANG, and 300 other technology start-ups to Geelong by 2030. Let’s get Open AI, the founders of Chat GPT to Geelong. Let’s develop the best data scientists in the world. A city of technology, tolerance and talent that brings life to our clever creative vision.
Darren Cheeseman, South Barwon state MP
USE GAMES TO SPRUIK GEELONG
The 2026 Commonwealth Games will provide a unique opportunity to put the Geelong region on display to a globally significant audience. The Games will showcase our fantastic north-facing bay, our iconic Surf Coast, our magnificent Kardinia Park, and many new and upgraded sporting facilities across our city. Geelong is Victoria’s best-kept secret, and this provides an opportunity for us to spread the word to tens of thousands of visitors, who will bring new economic opportunities for our community. The Commonwealth Games represents a significant investment by the Victorian government into our region and will be transformative for our great city.
Ben Flynn, Geelong Chamber of Commerce CEO
PROTECT AND DEVELOP THE FORESHORE
Geelong’s proximity to Melbourne and its north-facing bay makes it an ideal place to live and invest. Further activating our bay for industry and tourism with substantial public investment to protect and develop our foreshore from North Geelong to Point Henry will deliver significant social and economic benefits. Developing a long term masterplan and committing to the ideas will future proof our city and make it a global destination with world class attractions. Key will be a high level of local procurement, creating jobs and a focus in delivering benefits to our broader CBD.
Sarah Henderson, senator for Victoria
FIRST CLASS TRANSPORT WITH CBD SUBWAY STATION
Big ideas only really matter if they can be delivered, backed by community and political leaders with the courage of their convictions.
Underpinned by a deep love for our region, I’ve been honoured to advocate for, and deliver, transformational projects like the Waurn Ponds to South Geelong rail upgrade, majority funded by the former Coalition government.
Supported by local public transport advocates, this was our big idea that’s now a reality, though the state government’s construction timeline is far too long.
Geelong deserves first-class transport infrastructure. That’s why we need a new dual-track rail tunnel between South Geelong and Geelong stations, complete with a CBD ‘subway’ station, which is vital to reducing road congestion and providing a first class rail service.
Just imagine being able to catch the train to and from Moorabool St or a redeveloped Market Square? As part of the state Liberals’ commitment to a suburban rail network, this would be a game-changer for central Geelong.
While the Coalition helped fund the rail tunnel business case, like so many other projects the state government has put this on the back burner. So to Daniel Andrews I say, get on with it.
Keith Fagg, former mayor
FOR MANUFACTURING SECTOR TO SHINE
Sorry, no silver bullet from me! In reality, to sustainably build our great city will take collective action by all stakeholders (I’ve come to detest that term but still the most appropriate). Necessary enabling principles include genuine collaboration, positivity and openness to change, all imbued with a sense of urgency to actually deliver, not only strategise. If there was to be one thrust, it would be rebuilding Geelong as a manufacturing place of excellence. Geelong’s economy now ‘does’ the tertiary sector very well but it’s time for our previously renowned secondary sector to again shine.
Guilia Baggio, G21 CEO
THE BIG TRANSPORT BUILD
Let’s create Australia’s most liveable region by building an up-to-the-minute public transport system and active transport network (pedestrian, cycling, scooter and other mobility) to seamlessly connect neighbourhoods and communities across our fast-growing city and region.
From Lara to Queenscliff to Colac, from Bannockburn to Lovely Banks to Armstrong Creek – imagine a network where it’s easier to leave the car at home and walk, ride, train or catch a rapid transit bus to your destination.
Fast, frequent, accessible, zero emissions transport will help us grow well and preserve the easy-going lifestyle that Melbourne can’t match.
Christine Couzens, Geelong State MP
AFFORDABLE HOUSING IN THE CBD
We must open land supply opportunities, use infill options and deliver a massive build of affordable quality housing options with a focus on the CBD. We already know that if we provide these housing opportunities in the CBD it will also modernise and revitalise our city. We must encourage and support Build to Rent initiatives from the private sector that incorporate social housing, target under-utilisation of land and buildings to create good housing options. We should be trialling trackless trams alongside an improved bus network and promote our rail system for localised travel, not just for trips to Melbourne.
We must create a modern city that brings the vibrancy it needs and deserves.
Bev McArthur, Western Victoria Region State MP
SUPERFAST TRAINS AND BETTER INTERCONNECTIVITY
Transport and energy are two great challenges facing Geelong.
Geelong requires a public transport system that is efficient, reliable and fit for purpose. Super-fast trains are part of the solution – but so too is better interconnectivity within the Geelong region.
Accessing renewable energy requires significant investment in new transmission lines. Undergrounding both transmission and distribution lines should be a serious option. Within towns and suburbs undergrounding will benefit visual amenity and the environment, stopping the destruction of tree canopies. It will assist local businesses and property values, prevent power pole fires and accidents, and remove ongoing pole maintenance costs.
Ella George, Lara State MP
LEVERAGE THE COMMONWEALTH GAMES
The 2026 Commonwealth Games are an ideal opportunity to build capacity in our local workforce by prioritising local procurement.
Done right, this will not only create good local jobs during the delivery of the Games but also provide the training, skills and experience that our workforce will carry forward into the future, contributing to the long-term economic growth and prosperity of Geelong.
Importantly, it’s an opportunity to leave a lasting legacy in supporting our diverse community – including those who face barriers to employment or experience long term unemployment.
Brett Winter, Geelong Port CEO
A RENEWABLE AND CLEAN ENERGY CENTRE
As the world pivots towards a cleaner energy future, our region has an opportunity to become a renewables and clean energy centre that helps to power Victoria.
With a proud history of manufacturing and innovation, Geelong is uniquely positioned with skilled and creative people who can tackle the energy challenges facing the region, the state, and the nation.
A renewables and clean energy centre will create thousands of jobs for local communities in the Barwon region, as well as generating significant investment in our much-loved part of the world.
Trent Sullivan, Geelong Mayor
This is not a new initiative, but it is long awaited and will have a massive impact.
Removing non-essential vehicles – especially trucks – from central Geelong will do wonders
for the liveability, safety and atmosphere of the CBD.
We need the Department of Transport – which is responsible for managing Ryrie Street – to
provide suitable alternate routes that diverts trucks out of central Geelong.
This will reduce congestion, make it safer for all other users, encourage more al fresco dining and lift economic activity.
In conjunction, we want to see the Bellarine Link extended to Portarlington Road.
This would further divert a substantial amount of cross-city traffic.
Anthony Aitken, Geelong deputy mayor
MASS PUBLIC MOVEMENT TRANSPORT SYSTEM
How we move in Geelong is one of the big issues we need to confront.
The answer is we need to focus our collective efforts – at all levels of government – on mass public movement transport solutions and new infrastructure. There are many immediate transport solutions flagged. Now is the time for their prioritisation and planning. These include: a masterplan for Geelong train station; a comprehensive review of the bus network; a public transport connection from Lara station to Avalon Airport; and ultimately a train line/station connecting to Avalon. But ultimately we need the state government to lead a mass public movement transport system summit to determine how Geelong is going to move for the next 50-100 years.
Nat Anson, Urbis director
GEELONG SUBURBAN UNDERGROUND CITY LOOP
We need a city-shaping public transport vision, centred on reinventing our access to the city. Geelong City Loop supports four vital changes to deliver a sustainable and spectacular future. First, it’s a huge boost in the urban experience of a revitalised Central Geelong. Second, it stimulates local mobility beyond the car. Third, it is the centrepiece of intra-regional connectivity. Fourth, we invest in the talent and wellbeing of our biggest asset: our people – including the many that live, heal, visit, work and play in the heart of our city. Our transport focus is all about navigating Future Geelong, not departing to Melbourne.
Dale Cooper, Viva Energy
EMBRACE GEELONG’S MANUFACTURING FUTURE WITH AN ENERGY HUB
Geelong needs to embrace its manufacturing future. Our great city could play a key role in Victoria’s energy transition pathway as home to the Geelong Energy Hub. Located at the site of Viva Energy’s refinery in Corio, the Energy Hub will continue to produce the fuels we need to keep the country moving, contributing to Australia’s energy security. It will also explore the energy sources of the future – like green hydrogen to fuel emissions-free heavy vehicles – as we adapt to meet our customers’ changing needs. There is also a role for Geelong Refinery to play in plastics recycling and reducing waste to landfill.
Colin Radford, WorkSafe CEO
EMBRACE GEELONG AS AUSTRALIA’S SOCIAL INSURANCE CAPITAL
With a booming healthcare workforce, one of the state’s best area health services in Barwon Health, and two leading tertiary educators in Deakin and the Gordon, it is time for Geelong to take greater advantage of its position as Victoria’s, and possibly Australia’s, social insurance capital. WorkSafe Victoria, TAC and NDIA all strive to help vulnerable people with complex needs in a compassionate, person-centred way. By working more closely together and with leading health and education specialists, we can train and retain skilled and passionate people and be world leaders in the delivery of personal injury and disability care.
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Originally published as Future Geelong 2023: Community, business leaders share vision for region
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