A groundbreaking new immersive experience with the potential to boost visitation, support local businesses and revitalise central Geelong is in development.
The Geelong Experience Project aims to capitalise on the explosive growth of the immersive entertainment market and position Geelong as a leading destination for innovative visitor experiences.
The project proposes to deliver a next generation tourism experience unlike anything else in Australia, attracting new visitors to central Geelong and generating flow-on benefits for surrounding local businesses.
The creation of the project’s business plan has been supported by the City of Greater Geelong and the Victorian Government’s Enabling Tourism Fund.
To develop this ambitious vision, the project has assembled a world-class team including:
- Tyrone Wright (Rone): The acclaimed Geelong-born artist, renowned for his large-scale “walkthrough” installations that breathe life into forgotten spaces, is providing strategic and creative advisory to the development team. Rone’s previous immersive exhibitions have sold over 250,000 tickets, making him one of Australia’s most sought-after contemporary creatives.
- Peter Tullin: Advisor to Arte Museum: the fastest-growing immersive art experience globally with over 12 million visitors. Former Trust member of the Geelong Arts Centre and Co-Founder, REMIX Summits.
- David Strong: Founder of the highly celebrated Museum of Desire in Melbourne, which received a Best Exhibition Award from Time Out.
- Andrew Hamilton: Co-founder of the Pivot City Innovation District at Federal Mills, bringing extensive expertise in transformative local development.
While the project is in the early stages of development, one opportunity being explored is whether the historic Geelong City Hall could accommodate elements of the proposed experience, alongside its ongoing civic role.
This approach reflects a growing focus on finding new uses for historic buildings while respecting their history and character. Adapting historic buildings for new uses can help preserve their character while creating opportunities for community activity, visitation and economic growth.
The proposal could also build on the recently opened Design Commons at the Geelong City Hall, which provides new design studio spaces, while adding a new visitor experience to central Geelong’s established arts and cultural precinct.
The proposal is closely aligned with local and state priorities to grow tourism, strengthen creative and cultural industries, and support the revitalisation of central Geelong through increased visitation and economic activity.
The global immersive entertainment market is estimated to be worth $137 billion and is forecast to surpass $1 trillion over the next decade, according to Grand View Research. Consumer demand is helping drive this growth, with a Barclays Bank survey finding that 57 per cent of people would prefer to spend money on experiences rather than material possessions.
With planning and concept development well underway, the project team will now explore funding and partnership opportunities to bring the vision to life.
Greater Geelong Mayor Stretch Kontelj OAM
It’s exciting to see opportunities being explored that could bring new life to one of Geelong’s most significant heritage buildings while respecting its history and important civic role.
Projects like this have the potential to attract more visitors into central Geelong, creating flow-on benefits for local businesses and contributing to a more vibrant CBD.
By building on our arts, cultural and tourism strengths, new experiences can help encourage people to spend more time in central Geelong, support local businesses, and contribute to the ongoing revitalisation of the city centre.
Tyrone Wright
Having seen how powerful transformative spaces can be, I know firsthand that an immersive experience can thrive in Geelong.
I’ve joined the development team to lend my perspective on what makes these spaces work for both audiences and creatives.
We’re laying the strategic groundwork to bring in world-class partners and creative producers who can deliver something entirely fresh for the region.
