East Fremantle has released a new draft events strategy following the cancellation of the iconic George Street Festival last year, which was paused due to escalating costs and inconsistent sponsorships. The strategy, open for public feedback until July 6, aims to guide all town events through 2031 with a focus on community connection, financial and environmental sustainability, and strong partnerships.
New Approach to Events
Under the new strategy, an annual events plan and calendar will be approved by the council each financial year, allowing for regular review and adaptation rather than committing to a single large event. Mayor Tony Natale said the strategy was developed after extensive consultation following the "difficult" decision to pause the George Street Festival.
"Since then, we’ve been through an extensive consultation process to understand what was working well, and where we could improve," Natale said.
Background of the George Street Festival
The George Street Festival, which began in the 1990s, drew up to 17,000 attendees to celebrate local businesses with music, food, and family activities. It was indefinitely paused last year due to rising costs, inconsistent sponsorship, and difficulty meeting community expectations.
Focus on Smaller, Sustainable Events
The draft strategy emphasizes a more structured and sustainable approach, delivering a diverse program of smaller, partnership-driven events. It aims to activate multiple locations across the town, including East Fremantle Community Park, the George Street precinct, and the foreshore.
"Through this strategy, we’re setting a clear direction for events that reflect East Freo’s identity, activate our places, and strengthen our sense of belonging," Natale said. "We know how much the community loved East Fremantle’s George Street Festival and that it will be missed. However, we’re embracing new ideas and adopting an inclusive and place-based approach that makes the most of the East Fremantle Community Park, our historic George Street precinct, and our stunning foreshore. This approach is consistent with community feedback which supported trying smaller, more frequent events across multiple locations."
Community Feedback
Residents can submit feedback on the draft strategy via the Town of East Fremantle's website until July 6.
