Expression of Interest Opportunity

The City of Greater Geelong (the City) is seeking Expressions of Interests (EOI's) from tourism operators in the opportunity to lease part of land at 360 Melbourne Road, Norlane, known as Seagull Paddock.

The site

The site is in close proximity to the Spirit of Tasmania Terminal, with more than 450,000 passenger movements annually, and the nearby Pivot City precinct with a mix of dining, beverage and retail. The site is adjacent to the main traffic thoroughfare in Geelong, with several services and businesses nearby, and is a pivot point for travel to and from Melbourne, Parks Victoria sites, and coastal locations.

The land is zoned PPRZ, however, it is not constrained by any other overlays. We are aware that the site is significant from a Cultural Heritage point of view, however an Aboriginal Heritage Overlay does not exist.

The site is a former landfill from the 1970s with remnant contamination, making it suitable only for uses that do not involve disturbing the subsurface soil.

Proposals

The City is inviting proposals from tourism operators interested in leasing the site and making it suitable for their use to establish tourism operations that enhance the visitor economy and the park along Cowies Creek. With new developments boosting the region’s appeal, this site presents a unique opportunity to maximise tourism benefits in the surrounding area.

This EOI is not an offer of financial or operational support from the City. Operators will be responsible for all aspects of fit-out, redevelopment, setup, and ongoing operations or maintenance of the project. The City seeks proposals from financially secure and development-ready operators capable of delivering a successful tourism enterprise.

Currently, no permits have been issued for the use or development of the site. The operator will be responsible for obtaining all necessary permits and meeting all requirements for every aspect of their proposal.

Through this EOI, interested operators are invited to demonstrate their vision by submitting a business case. Proposals should outline how the property aligns with their operational needs, and provide evidence of financial and project management capacity to establish and manage a tourism operation effectively.

The City will assess all submissions, and if an operator is successful, the City may invite them to enter into a lease agreement to formalise their use of the site.

Opportunities

In the year ended June 2024, Geelong and The Bellarine attracted 6.4 million visitors who stayed 6 million nights and spent $1.83 billion.

The Sustainable Destination Master Plan (SDMP) highlights the ‘Experience Gap’ identified in the connectivity and precinct around the new Spirit of Tasmania.

The SDMP also outlines the overall need for additional accommodation in the region. It is a particular challenge in the You Yangs and Avalon sub-region, adjacent to the precinct for this EOI, where the lack of accommodation limits the ability to turn day trips into overnight stays.

Future target markets outlined by the SDMP include Active Enthusiasts, Conference Travellers, Cultural Enthusiasts, Gourmet Travellers, Lifelong Learners and Wellness Travellers.