Central Geelong is the retail and commercial focus of the Geelong region and is a true multi-purpose centre. It benefits from the location of a University, TAFE College, Performing Arts Centre, museums and galleries, a modern cinema complex and extensive health, medical and specialist services. These facilities provide a high level of employment in Central Geelong and establish a key role in the areas of education, health and entertainment.

Central Geelong has benefited from its proximity to the popular tourism destinations of the Bellerine Peninsula, Surfcoast and Great Ocean Road. More recently, Central Geelong has positioned itself as a tourist destination in its own right with features such as Waterfront Geelong, Eastern Beach and the Geelong Botanic Gardens.

Many of the activities undertaken by Central Geelong City Management have a retail focus. The majority of businesses within the precinct share this focus and it is recognised that the increase use of retailers within the precinct will benefit all businesses.

Activities undertaken include:

• Image and identity development - including branding of Central Geelong
• Yearly marketing calendar - to assist in development of regular activities
• Web site development
• Major trader events - Melbourne Cup Sidewalk Sale
• City sector promotional programs - including Ryrie St, Easter and Mothers Day promotion
• Christmas in the City
• Event Leverage
• Central Geelong Farmers Market
• School Holiday Program