Central Geelong Marketing Committee

Central Geelong Marketing Committee Document No: CTR220.1
Approval Date: 26 July 2016
Approved By: Council
Review Date: 26 July 2019
Expiry Date: N/A
Responsible Officer: General Manager Investment and Attraction Version No: 12
Authorising Officer: Chief Executive Officer

1. Summary

Council is committed to maintaining the Central Geelong Area as the commercial centre for the Geelong Region, representing the hub for a number of higher-order activities. It has made it quite clear from the outset however, that to achieve this will require business helping itself and therefore the success of the whole program will depend upon the harnessing of a partnership between Council, Central Geelong businesses and the community.

Council has established a Centre Marketing Body that will play a major role in helping shape and promote the business environment.

Centre Marketing deals with the way the centre operates, the mix of businesses, the way businesses are promoted and marketed and the image of the centre. It enables the centre to act as a single entity for its combined strength and resources to be focused in the most efficient fashion.

Management systems similar to this already exist in more than 60 business/retail activity centres in Victoria. These management bodies are generally funded through special rate schemes levied on the property owners in the centre through a variety of mechanisms. The Committee is drawn from the businesses and property owners in the centre and is supported and facilitated by the local Council. The Central Geelong Marketing Coordinator will be employed to manage its functions.


2. Objectives

Mission Statement

The role of the Central Geelong Marketing Committee is to market and promote Central Geelong in a coordinated and integrated manner aimed at enhancing its economic and social viability and its general amenity, making it an exciting and vibrant focus for the whole of the Geelong region.

The Central Geelong Marketing Committee will be considered by Council and other stakeholders as the peak body representing the traders and property owners in the Central Geelong area.

The Committee will pursue and initiate activities aimed at:

  • Increasing the number of visitors to Central Geelong.
  • Promoting business activities in Central Geelong.
  • Providing opportunities for the businesses and organisations in Central Geelong to network, exchange information and work in a cooperative fashion.
  • To provide the businesses in the City with a central marketing focus.
  • To improve Stakeholders Perceptions of Central Geelong.
  • To establish an ongoing viable Marketing Program for Central Geelong.

3. Definitions

Committee - The Central Geelong Marketing Committee.


4. Terms of Reference

4.1. Expected / Definite life of the Committee

The Committee will have a life span of five-years. This period represents the lifespan of the Special Rate.

Membership to the committee is for a period of two years, concluding at June 30 in the year of expiry. Prior to the completion of these periods nominations will be sought from the representative organisations and via an election process for nominated positions.

It is the role of the Committee to establish its meeting regime, evaluate its effectiveness and membership and to make adjustments as necessary.


4.2. Constituency of the Committee

The Committee is to comprise the following representatives. Depending upon the area of representation the member may be nominated, selected via a postal ballot of contributors to the special rate or inherit the membership as part of the core function of the position. Voting members are expected to have a commercial interest in the scheme boundaries (see Plan on page 4) to be eligible for appointment to the Committee. The committee is to comprise thirteen members from the following categories:

  • one Councillor or delegate nominated by Council (Chairperson);
  • one member of the Geelong Chamber of Commerce;
  • one member of the Victorian Employers Chamber of Commerce and Industry – South-west region (VECCI)
  • one representative of the shopping centre known as Westfield Geelong;
  • one representative of the shopping centre known as Market Square;
  • one representative of the Arts sector and based within the special rate scheme boundaries;
  • four representatives of strip retail/business premises within the special rate scheme boundaries;
  • A representative from the property management sector and nominated by the Real Estate Institute of Victoria (REIV);
  • A representative nominated by Tourism Greater Geelong and the Bellarine.
  • One representative of the Waterfront business operators group.

The Central Geelong Marketing Coordinator will act as Executive Officer to the group.

The Chairperson of the Committee shall be the Councillor or Council delegate, as nominated by Council. The Committee shall elect its Deputy Chairperson at the first meeting following the 1st July each year.

Should a vacancy arise within the strip retail and arts sector areas the vacancy may be filled by the next eligible candidate in order of votes cast at the previous election. Otherwise nominations for these positions will be sought via a general ballot of contributors.

The Committee may invite additional individuals or representatives including Council Officers to attend meetings in order to respond to issues that arise during its lifespan.

The Committee will, from time to time, review the membership and structure and identify the most appropriate composition for the ongoing management of the centre.


4.3. Authority of the Committee

The Council endorses the establishment and function of the Committee as a Section 86 Special Committee of Council. The powers, duties and functions of the Committee are as described in the sealed Instrument of Delegation. The Committee will have the ability to develop procedures as required to perform its assignment.

Special Committee Responsibilities and Functions

The Special Committee will be responsible for:

  • Overseeing the development of a 5 year strategic plan for Central Geelong Marketing
  • Overseeing the development of an annual activities plan for Central Geelong Marketing

4.4. Meeting Procedure

Committee meetings will be held on a monthly basis. Minutes of key actions and decisions only will be recorded.

The quorum for meetings shall be shown in the following table:

Number of committee members appointed Quorum
13 7

The failure to attend 3 consecutive meetings in any one-year without reasonable grounds will result in dismissal from the Committee. In such instances a replacement for the position will be sought as per the process applicable to the position on the Committee.


4.5. Reporting requirements

Annual status reports will be provided to the Council.


4.6. Secretariat

The Executive Officer will provide the secretariat to the Committee.


4.7. Facilities and Resources

A unit coordinator will be employed to manage its functions including the development, implementation and resourcing of the committee’s marketing and development initiatives as detailed in the strategic plan.

Adequate resources shall be provided to assist the effective operation of the Central Geelong Marketing Committee including council support services such as IT, OD and Finance and the physical provision of appropriate office accommodation and facilities.


5. Quality Records

Quality Records shall be retained for at least the period shown below.

Record Retention/Disposal Responsibility Retention Period Location
Committee Minutes Investment & Attraction Permanent EDRMS
Public marketing and promotional literature Investment & Attraction Permanent EDRMS



Page last updated: Monday, 12 August 2019
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