The organization responsible for managing one of regional Victoria's premier sporting venues has unveiled an ambitious multi-million dollar strategy to transform Geelong into a major events destination.
Multi-Million Dollar Investment to Boost Regional Tourism
The Kardinia Park Stadium Trust has announced a comprehensive $5.5 million plan designed to attract event promoters and secure more high-profile entertainment and sporting occasions for the Geelong region. This strategic initiative comes as the trust aims to maximize the potential of the recently completed $142 million stage five redevelopment of GMHBA Stadium.
Trust chairman Stephen Gifford revealed the substantial financial commitment, emphasizing that the funds would be strategically deployed to overcome traditional barriers that have prevented major events from choosing regional locations over metropolitan centers. The $5.5 million war chest will be used to provide financial guarantees and underwrite events, making Geelong a more attractive proposition for promoters who might otherwise opt for Melbourne venues.
Strategic Approach to Event Acquisition
Rather than simply waiting for events to come to them, the trust is taking a proactive approach by establishing a dedicated major events team. This specialized unit will actively pursue and secure content for the stadium, working closely with promoters to make events financially viable.
"We're not just sitting back and hoping events will come to us," Mr. Gifford stated. "We're building a professional team that will go out and actively secure content for the stadium." The trust chairman highlighted that this strategic shift would address the common challenge where potential events fail to proceed due to financial uncertainties.
The funding model involves setting aside significant resources to underwrite events, effectively sharing the financial risk with promoters. This approach has already proven successful with events like the upcoming Eagles concert, where the trust's financial backing played a crucial role in securing the performance for Geelong audiences.
Transforming Geelong's Event Landscape
The ambitious plan extends beyond just concerts and entertainment. The trust aims to position Kardinia Park as a versatile venue capable of hosting diverse events, including international soccer matches, rugby fixtures, and other sporting occasions that have traditionally bypassed regional centers.
With the stadium's capacity now standing at 40,000 seats following the recent redevelopment, the venue represents one of Australia's largest regional sporting and entertainment facilities. The trust believes this capacity, combined with their new proactive strategy, positions Geelong to compete effectively for events that would typically be drawn to capital cities.
The economic benefits for the Geelong community are substantial. Major events generate significant tourism expenditure, support local businesses, and create employment opportunities across various sectors. Each major event at the stadium injects millions of dollars into the local economy, from accommodation and hospitality to retail and transportation services.
As the trust moves forward with implementation, the focus will remain on securing events that align with community interests while delivering maximum economic impact. The $5.5 million commitment represents one of the most significant investments in regional event acquisition in Victoria's history, signaling a new era for Geelong as a premier events destination.
