The City of Greater Geelong has awarded a three-year tourism and recreation licence to Barwon Events to deliver a new monthly outdoor market at Steampacket Gardens on the Geelong Waterfront.
The Geelong Waterfront Market will launch at Steampacket Gardens on Sunday 10 January 2027, and will operate monthly, adding a vibrant new attraction to one of Geelong's most iconic public spaces.
Barwon Events, led by Simon Toohey and Kieran Blood, was the successful applicant following the City's Expression of Interest process and evaluation panel for waterfront licences.
The team also operates the popular Geelong City Market, which has become a major drawcard in central Geelong, delivering an $8.3 million boost for the local economy in its first seven months of operation.
The new market will be a carefully curated makers market celebrating the artists, designers, craftspeople, creators and food businesses of the Geelong and Barwon region, creating a vibrant new visitor destination and drawcard for the Geelong Waterfront.
There will be a strong focus on exceptional ready-to-eat food and drink, supported by live music, performances, creative workshops, demonstrations, cultural experiences and family-friendly activations.
More than simply a place to browse and shop, the market will be somewhere to eat, drink, listen, learn and discover.
Applications are now open for makers, artists, designers, creators, food and drink businesses, musicians, performers and community groups interested in becoming part of the Geelong Waterfront Market.
Applications can be submitted online.
The market will also continue the tradition of providing a free community stall, creating fundraising and participation opportunities for local not-for-profit organisations, including Rotary Geelong.
Mayor Stretch Kontelj OAM:
The Waterfront Market has been an institution in Geelong for a long time, and I'm very excited to see its new direction.
This new monthly market will add another reason for residents and visitors to spend more time and enjoy the Waterfront.
Barwon Events has done an incredible job with the Geelong City Market, and it's going to be amazing to see this vision come to life at Steampacket Gardens in December.
Barwon Events Director Simon Toohey:
Geelong is a city we love deeply, and we feel an enormous responsibility to create something that reflects its people, its creativity and the exciting direction in which it is growing.
Rotary gave this city more than 30 years of markets on the waterfront, creating memories, raising funds and bringing people together. That is an incredible legacy, and we want to acknowledge it with genuine gratitude as we take the market into its next chapter.
For us, this is about harnessing everything that is already exciting about Geelong and using it to build something truly great. We want to be part of the positive change we want to see in this city, creating a market that our community feels proud of and that visitors know they have to experience.
This will be a place where our region's makers, artists, designers, craftspeople and food businesses can tell their stories. It will be filled with brilliant food and drink, wonderful music and experiences that encourage people to stay for hours, enjoy the waterfront and make a day of it.
