Events a boost for city retail

THE successful marketing of events and offers in Central Geelong generated a $16.74 million spend in the city, figures for the past financial year reveal.

According to an annual report to be tabled at tomorrow night’s council meeting, the Central Geelong Marketing Committee generated a $1:$15 return on the $1.066 million raised by a special rate charged to businesses.

In the 12 months to June 30, more than 136,000 people and 1100 businesses participated in 1700 activities and 120 special offers.

The popular Central Geelong Shopping Festival and Sidewalk Sales were one of the biggest spending drivers with an estimated $4.9 million delivered from more than 26,000 participants.

The City’s annual Christmas program brought in $3.77 million and more than 50,000 participants, with Magic Meter Elves giving away 460 hours of free parking and 18,000 lolly bags.

Plans to expand the program include increasing the Myer window activation, 3D artwork and themed performances.

Sixty per cent of people are reported to have spent, or increased their spend, in Central Geelong as a result of the May Magic Spend and Win Promotion. The competition received 4677 entries, with the average shopper spending $87.50.

The School Holiday Program and Storyfest events generated $3.19 million, while Tastes of Central Geelong delivered a further $2.49 million.

All major activities, including Tastes of Central Geelong, Sidewalk Sales, Storyfest and the Christmas program have been committed to for next year.

The CGMC strategic framework identifies the continued increase of parking as an ongoing challenge to growing the number of customers, workers, residents and visitors experiencing Central Geelong. Figures for the City’s park and ride service for central Geelong workers averaged 95 passengers per day in the recent 12-month period.

The committee also reports challenges in gaining the commitment of businesses to participate. The Love Central Geelong app has now been installed on 8500 devices with the official website clocking up 320,000 unique visits.