A key element in continuing the region's revitalisation is the physical upgrade of the City centre. The upgrade will be targeted at a significantly improved level of urban design that will help provide a financial dividend by way of attracting new investment and increased levels of visitation to the City. It will also include the promotion of inner-city living to foster a safer and more interactive environment from all-hour usage, encourage the retention and restoration of culturally and architecturally significant buildings, the development of streetscapes and passive open spaces and by the implementation of a comprehensive public arts program.

Under the banner of Central Geelong , the City has commenced the $25 million five-year program to overhaul the appearance of its Central Activities Area (CAA), including the major public streets, spaces and activity precincts. Council has committed approximately $12 million to the Central Geelong project and the State Government has committed a further $12 million from its Regional Infrastructure Development Fund.

Council's project managers for this strategy and implementation are it's City Planning and Special Projects Department, the same team responsible for the $30 million redevelopment of the multi-award winning and internationally acclaimed "Waterfront Geelong". In 1999 the Property Council of Australia selected the project as one of the top Public Sector Projects able to attract significant private sector investment. This has certainly been the case with Waterfront Geelong attracting over $230million worth of private investment to date in what was previously an unattractive and under-utilised waterside area. This demonstrates that attractive settings encourage people not only to use a space, but invest in that space as well. This same flow-on effect will be seen in the CAA from the physical upgrade currently being undertaken.

The scope of works has been prepared to ensure critical linkages are enhanced between Princes Highway and Mercer Street into the City centre, the Arts and Cafe 9 Precincts, Waterfront Geelong with Central Geelong, and Johnstone Park to Eastern Gardens. In doing so, a number of significant avenues will be created none more important than the two axial spines of Ryrie Street and Moorabool Street.

The program schedules development in a sequence that enables those works that have few pre-requisite requirements to proceed first. The program has also been designed to reduce the impact of simultaneous closures, particularly in parallel streets, by undertaking construction in consecutive stages. The following stages were adopted:

            Stage 1 - James Street Cafe Precinct. Completed in 2000.

            Stage 2 - The Mall and Union Street. Completed in 2001.

            Stage 3 - Ryrie Street City Gateway No. 1. Completed 2003.

            Stage 4 - Mercer Street City Gateway No. 2. Completed 2001.

            Stage 5 - Malop, Moorabool, Brougham and Lt Malop Streets. Currently going through design, documentation and construction.

            Stage 6 - Arts and cultural precinct. Concept designs being undertaken. Further funding being sought.