Expression of Interest - Activation Licences Geelong Waterfront | Expression of Interest - Geelong Waterfront Licences

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Tourism and Recreation Offering

The City is offering a range of Tourism and Recreation opportunities.

These opportunities are available through a Placemaking Licence and include a variety of locations with different levels of visitation, services and surrounding amenities. Sites range from high‑traffic promenade areas to beachside and open‑space locations, supporting tourism and recreation offerings. We encourage temporary, creative and engaging activations that enhance the use, character and experience of the Geelong Waterfront.

Each site has its own characteristics, including:

type of use permitted
access to power and water
proximity to public amenities and attractions
seasonal availability and operating conditions

Applicants are encouraged to review the individual site details carefully to understand site‑specific requirements, exclusions and constraints before submitting an Expression of Interest.

Use the links below to explore each Tourism and Recreation offerings site in detail.

Site 2 - Rippleside Beach

8 Harbourside Drive, Rippleside
Opportunity:
One tourism and recreation offering

Learn more
Site 4 - Griffiths Gully Pier

100 Western Foreshore Road, Geelong
Opportunity:
One tourism or recreation offering

Learn more
Site 8 - Steampacket Gardens 1

Steampacket Gardens Reserve, 1–11 Eastern Beach Road, Geelong
Opportunity:
Monthly food, produce and craft market and associated activities

Learn more
Site 9 - Steampacket Gardens 2

Part of premises at 1–11 Eastern Beach Road, Geelong
Opportunity:
One tourism and recreation offering

Learn more
Site 10 - Steampacket Gardens 3

Part of premises at 1–11 Eastern Beach Road, Geelong
Opportunity:
One mobile tourism transport

Learn more
Site 12 - Fisherman Pier - Yarra Street Pier

1A Yarra Street Pier Extension
Opportunity:
One tourism scenic helicopter offering

Learn more
Site 13 - Transvaal Square

14A Eastern Beach Road, Geelong
Opportunity:
One low impact recreation or tourism offering

Lean more
Site 14 - Eastern Beach 1

Address
Part of premises at 39 Ritchie Boulevard, Geelong, Hiltite Park
Opportunity:
One tourism or recreation offering

Learn more
Site 16 - Eastern Beach 3

Part of premises at Eastern Beach located at 39 Ritchie Boulevard, Geelong
Opportunity:
Temporary: water-based recreation or tourism offering

Learn more
Site 17 - Eastern Beach 4

Part of premises at Eastern Beach located at 39 Ritchie Boulevard, Geelong
Opportunity:
Temporary: water-based recreation or tourism offering

Learn more
Site 18 - Eastern Beach 5

Part of premises at Eastern Beach located at 39 Ritchie Boulevard, Geelong
Opportunity:
Temporary: water‑based recreation or tourism offering

Learn more

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Document Library

Waterfront Placemaking Licences Application Guide

PDF (3.65 MB) | Listen

Geelong Waterfront Master Plan 1 of 2

PDF (19.32 MB) | Listen

Application and assessment process

The City will conduct an Expression of Interest (EOI) from 30 April to 31 May for Placemaking Licences along the Geelong waterfront. The licences will span either 12 or 36 months. After the 2026 release, the next EOI licence agreement period will take place in 2029.

Tourism and Recreation Offering applicant

Must provide evidence of the following to be considered during the EOI process or statement of intention.

• Public liability insurance of $20M or as required by the City.

• Vehicle insurance, including legal liability, if vehicles are present on site.

• No outstanding debts with the City.

• Compliance with all relevant licences, permits, and requirements for your tourism and or recreation operations.

The City’s EOI for Waterfront Placemaking Licences aligns with the Victorian Crown Land leasing policy 2023, which requires fair and competitive allocation of opportunities. The EOI process will be conducted openly and ethically, ensuring integrity and accountability. All applicants will have equal access to information and an equal opportunity to participate. The City will provide open and honest feedback to applicants, while maintaining the confidentiality of commercial-in-confidence information.

Applicants must declare any actual or perceived conflicts of interest with the City when submitting their EOI. City staff evaluating EOIs must also disclose any conflicts in line with relevant legislation and City guidelines.

The City recommends contacting the Business Concierge service before finalising your Expression of Interest submission. This service provided by the City offers essential support and guidance on the permits and registrations required to start, set up, or expand your business. New Business Enquiry.

Applicants must complete the online application form along with any supporting documentation on the dedicated Have Your Say page by the closing date.

Applicants can apply for one or multiple sites in this EOI. Each site will be evaluated based on its criteria. The City will use an evaluation methodology to ensure consistency. The evaluation panel may choose not to fully evaluate an EOI application if, in the opinion of the evaluation panel, it does not adequately meet the criteria. Applicants should include sufficient information in their EOI to allow proper evaluation according to the stated criteria.

Applications will be evaluated internally by a cross- organisational group of City Officers and may include:

•x 5 Senior City officers

•x 2 Non-voting City officers

•x 1 Property and Leasing City officer (facilitator).

The City will award Placemaking Licences based on the best quality and value for the greater Geelong community. To decide this, the City will consider the EOI evaluation panel’s report and any other relevant factors. The panel will evaluate EOIs according to the evaluation criteria. The City may exclude any non-conforming EOI at any stage of the process. The evaluation panel may decide not to fill all proposed sites if doing so better serves the community’s interests. Preferred applicants from the initial assessment may be shortlisted. The City may shortlist more than one applicant at any time. Any shortlist will be based on the evaluation criteria and used when reviewing all EOIs offers no added benefit.

The City will inform the preferred applicants, and all applicants will be notified in writing of the outcome of their application, with no less than 3 months’ notice period for existing operators if required.

The City will send a written request to preferred applicants to provide all required documentation before a licence agreement is issued. The specific documentation required will vary based on the site's planning land use.

All the EOI Waterfront Placemaking Licence sites are on Crown Land. This is land owned by the Victoria State Government and managed by the City.

The Greater Geelong Planning Scheme sets policies and provisions for land use and development. The EOI Waterfront Placemaking Licence sites fall under two land use categories.

Sites in the Activity Centre Zones (ACZ) support mixed uses and intensive development. As business hubs, these sites will likely have a shorter timeframe for document submission. For details on permit requirements, refer to the Business Concierge.

Sites in the Public Park Recreation Zone (PPRZ) are designated for public recreation and open space. Due to additional considerations, these sites may require a longer timeframe for documentation. For more information on permit requirements and timeframes, refer to the Business Concierge.

Successful applicants will receive a Licence Agreement. Licence Holders must comply with the General Conditions and any Special Conditions or Covenants specified in the Agreement throughout the licence term.

Business operators and community members may propose new sites at any time. The City will assess each site's feasibility before deciding on inclusion to ensure suitability. These sites may follow a different timeline than those in the EOI.

Tourism and Recreation Offering Evaluation Criteria

Licence Conditions

Licence holders must comply with the general conditions listed. These conditions are not limited to this list, and site-specific individual licence agreements will be made between the City and each Licence Holder.

• Licence holder must comply with all relevant legislation and regulations such as the Food Act 1984, Neighbourhood Amenity Local Law 2024, Road Safety Rules 2017, the Food Standards Code (under the Legislation Act 2003), and for Scenic Helicopter Licence all CASA and required safety standards and controls at all times.

• Licence period: 12-month period (2026 - 2027), exact dates are to be arranged.

• Licence period: 36-month period (2026 - 2029), exact dates are to be arranged.

• Licence holders must operate only within the specified site, size and space, as per the licence agreement.

• Licence holders must provide a waste management plan with their EOI application.

• Any advertising materials or furniture must be strictly within the specified site as per the individual licence agreement.

• Licence holders must operate only during the days and times of operation as per the licence agreement.

• Licence agreements are non-transferable to any other party.

• Licence holders must ensure the site and surrounding area are kept free of litter at all times.

• Licence holders must ensure surrounding site vegetation and turf are not harmed or damaged. They must notify the City if an incident occurs.

• The sale or supply of alcohol is not permitted.

Any licence offered through this Expression of Interest (EOI) process is subject to all required approvals being obtained. This includes any permits or consents required by Department of Energy, Environment and Climate Action (DEECA) under the Marine and Coastal Act 2018. Approval is not guaranteed. The City will work with applicants to identify and obtain all necessary permits and consents for their proposed use.

The City can only grant a licence once all required approvals are in place.

The City has the right to revoke any operator licence if any conditions in their individual licence agreement are breached. Each agreement will include specific site conditions that must be complied with.

Licence Fees

Annual site licence fees for Mobile Food Trader sites and Tourism and Recreation Offering are set differently. Both fees apply for the Licence agreement duration and are reviewed before each EOI round.

Tourism and Recreation Experiences fees vary and there is no one-size-fits-all solution. The City will consider the most appropriate fee structure based on submissions benchmarked against industry standard fees and leases. Site valuations will be conducted once preferred businesses are selected. Fees will consider anticipated visitation rates and onsite availability of power, water, visitation levels, and public amenities.

Where a site location provides services such as power and water, these are supplied to the licence holder at no cost as per the licence agreement. Site fees include power and water utility costs, but unpowered sites receive a discount determined by the City.

Annual site licence fees for Mobile Food Trader and Tourism and Recreation Offering sites will be incremental to ensure business continuity and support emerging commercial operators.

Licence holders will be issued an annual invoice, and all fees must be paid in advance. Quarterly payments can be arranged if required.

Site sharing for Mobile Food Traders sites allows multiple businesses to use the same location at different times, subject to City approval. Annual site fees will reflect the site-sharing arrangement. Operators may request to use a site for part of the day.

• Morning sessions run from 6:00 am to 12:00 pm

• Afternoon/evening sessions run from 1:00 pm until late (end times negotiable with the City)

If you’re a community organisation, there are different methods for calculating licence fees. Please contact a Property Leasing Officer, propertyandleasing@geelongcity.vic.gov.au for assistance with community fee rates.

Further Information

“Activity Centre Zones (ACZ)” is a term for an area in the Greater Geelong Planning Scheme that encourage a mixture of uses and intensive development of the activity centre: As a focus for business.

“City” means City of Greater Geelong and is the Local Government of Geelong.

“DEECA” means Department of Energy, Environment and Climate Action.

"EOI” means Expression of Interest

“Food Trader” means the Victorian government Department of Health’s Food Trader Registration process. Mobile commercial operators are only required to register with FoodTrader with one Local Government and are then permitted to trade across Victoria.

“Greater Geelong Planning Scheme” contains policies and provisions that control land use and development. It consists of maps and ordinance for Greater Geelong.

“Leasing Policy for Victorian Crown Land” Department Energy, Environment and Climate Action, 2023

“Licence holder” means the business entity to whom the licence is issued.

“Mobile Food Trader” is a mobile food premises and can include, but is not limited to, vans, buses, trailers, carts, and boats capable of moving from place to place for selling food or beverages.

“Marine and coastal Crown Land or Crown Land” is land owned by the Victorian State Government or Commonwealth Government, usually set aside for a specific public purpose.

“Marine and Coastal Act Consent or MACA Consent” means all use, development and works on marine and coastal Crown land, including by committees of management and local government, require consent under the Marine and Coastal Act 2018 from the Department of Energy, Environment and Climate Action.

“Public Park Recreation Zone (PPRZ)” is a term in the Greater Geelong Planning Scheme for areas for public recreation and open space.

“Public Open Space” is land for recreation and nature conservation, including parks, gardens, reserves, waterways, and includes public car parks.

“Tourism or Recreation Offering” is a business operator that delivers and operates experiences, tours, rides and activities for entertainment and recreation.

The City’s Property and Leasing team will support applicants during the Expression of Interest process. Please contact a Property Leasing Officer, propertyandleasing@geelongcity.vic.gov.au for assistance with the EOI process. The Place Activation team will host information sessions held online. Check the EOI webpage for details.

To register with the Victorian State Government Department of Health, visit FoodTrader foodtrader.vic.gov.au

The City will review this application guideline during the next Expression of Interest round.

Phone	03 5272 5272
Website	www.geelongcity.com.au/contact/

Have Your Say

Expression of Interest - Tourism and Recreation Offering

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Tourism and Recreation Offering

Site 2 - Rippleside Beach

Site 4 - Griffiths Gully Pier

Site 8 - Steampacket Gardens 1

Site 9 - Steampacket Gardens 2

Site 10 - Steampacket Gardens 3

Site 12 - Fisherman Pier - Yarra Street Pier

Site 13 - Transvaal Square

Site 14 - Eastern Beach 1

Site 16 - Eastern Beach 3

Site 17 - Eastern Beach 4

Site 18 - Eastern Beach 5

Apply now

Provide feedback on the EOI

Tourism and Recreation Offering applicant

Contact Us

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