Central Geelong Marketing has been established as a Section 86 Special Committee of the City of Greater Geelong Council with delegated responsibility for the expenditure of the funds raised by the Special Rate Scheme. This committee comprises of 13 members, either elected from the rate-paying community or nominated by various stakeholder bodies, in accordance with the committee structure as documented within the Committee's Terms of Reference.
Central Geelong Marketing's Mission Statement is:
The role of the Central Geelong Marketing Committee is to, market and promote Central Geelong in a coordinated and integrated manner aimed at enhancing its economic and social viability and its general amenity, making it an exciting, and vibrant focus for the whole of the Geelong region.
The Central Geelong Marketing Committee implements programs to improve the way Central Geelong operates, enhance the marketing and promotion of the businesses in Central Geelong and improve the image of Central Geelong. This approach enables the businesses in Central Geelong to act as a single entity, focusing its combined strength and resources in the most efficient fashion, for the benefit of all the properties and businesses in Central Geelong.
Each year the Committee develop an activity plan to guide how the special rate is spent and how Central Geelong Marketing will acheive their objectives. This plan covers the three Key Focus Areas identified in the Central Geelong Marketing Strategic Plan.
Without an effective coordinated management approach, Central Geelong will not thrive in the future, no matter how much is spent on a capital works program. A marketing program for Central Geelong is neither ground breaking nor revolutionary; rather it is a necessity to enable businesses in Central Geelong to compete with businesses in other centres.
Since July 2001 Central Geelong Marketing has undertaken programs and activities to promote Central Geelong. Every Central Geelong business or property has directly or indirectly benefited from these activities. The story continues document list these activities and the evaluation result of each.
Committee Meetings & Minutes
The Central Geelong Marketing Committee meets once a month and the meetings are open to the general public. If you would like to attend an upcoming meeting, receive a copy of the next agenda or previous minutes please contact Central Geelong Marketing on 5272 4769.
Meetings are held on the third Tuesday of the month.
Click here to view previous Committee Meeting minutes
Committee Terms of Reference
Council is committed to maintaining the Central Geelong Area as the commercial centre for the Geelong Region, representing the hub for a number of higher-order activities. It has made it quite clear from the outset however, that to achieve this will require business helping itself and therefore the success of the whole program will depend upon the harnessing of a partnership between Council, Central Geelong businesses and the community.
Council has established a Centre Marketing Body that will play a major role in helping shape and promote the business environment.
Centre Marketing deals with the way the centre operates, the mix of businesses, the way businesses are promoted and marketed and the image of the centre. It enables the centre to act as a single entity for its combined strength and resources to be focused in the most efficient fashion.
Management systems similar to this already exist in more than 60 business/retail activity centres in Victoria. These management bodies are generally funded through special rate schemes levied on the property owners in the centre through a variety of mechanisms. The Committee is drawn from the businesses and property owners in the centre and is supported and facilitated by the local Council. The Central Geelong Marketing Coordinator will be employed to manage its functions.
The role of the Central Geelong Marketing Committee is to market and promote Central Geelong in a coordinated and integrated manner aimed at enhancing its economic and social viability and its general amenity, making it an exciting and vibrant focus for the whole of the Geelong region.
The Central Geelong Marketing Committee will be considered by Council and other stakeholders as the peak body representing the traders and property owners in the Central Geelong area.
The Committee will pursue and initiate activities aimed at:
- Increasing the number of visitors to Central Geelong.
- Promoting business activities in Central Geelong.
- Providing opportunities for the businesses and organisations in Central Geelong to network, exchange information and work in a cooperative fashion.
- To provide the businesses in the City with a central marketing focus.
- To improve Stakeholders Perceptions of Central Geelong.
- To establish an ongoing viable Marketing Program for Central Geelong.
Committee The Central Geelong Marketing Committee.
4. TERMS OF REFERENCE
4.1. Expected / Definite life of the Committee
The Committee will have a life span of five-years. This period represents the lifespan of the Special Rate.
Membership to the committee is for a period of two years, concluding at June 30 in the year of expiry. Prior to the completion of these periods nominations will be sought from the representative organisations and via an election process for nominated positions.
It is the role of the Committee to establish its meeting regime, evaluate its effectiveness and membership and to make adjustments as necessary.
4.2. Constituency of the Committee
The Committee is to comprise the following representatives. Depending upon the area of representation the member may be nominated, selected via a postal ballot of contributors to the special rate or inherit the membership as part of the core function of the position. Voting members are expected to have a commercial interest in the scheme boundaries (see Plan on page 4) to be eligible for appointment to the Committee. The committee is to comprise thirteen members from the following categories:
- one Councillor or delegate nominated by Council (Chairperson);
- one member of the Geelong Chamber of Commerce;
- one member of the Victorian Employers Chamber of Commerce and Industry – South-west region (VECCI)
- one representative of the shopping centre known as Westfield Geelong;
- one representative of the shopping centre known as Market Square;
- one representative of the Arts sector and based within the special rate scheme boundaries;
- four representatives of strip retail/business premises within the special rate scheme boundaries;
- A representative from the property management sector and nominated by the Real Estate Institute of Victoria (REIV);
- A representative nominated by Tourism Greater Geelong and the Bellarine.
- One representative of the Waterfront business operators group.