Revitalising the heart of Geelong

A bold vision to transform the Market Square Quarter at the heart of central Geelong proposes a pedestrian ‘Eat-Street’, an outdoor market and two new plazas designed in collaboration with Wadawurrung Traditional Owners. 

Council has endorsed the draft Market Square Quarter Masterplan for community consultation. It seeks to guide development and progressively reinvigorate the city block bound by Malop, Yarra, Ryrie and Moorabool streets.

The preferred ‘Malop Heart’ option proposes turning the Market Square Quarter into the thriving heart of Geelong, with Little Malop Street Central reinvigorated as a welcoming, accessible, vibrant, safe and inclusive meeting place that celebrates Wadawurrung Country.

This option would feature:

• A north-south pedestrian ‘Eat Street’ with outdoor dining, creating an important extension of Union Street through the site;
• A new plaza on Malop Street that benefits from northern light;
• An adaptable central open space to support outdoor events and markets;
• 5-12 storey development above parking, with the potential to include a fresh food (super) market; and
• Conversion of Union Street to slow traffic speeds with more greenery planted.

This option strongly aligns with the vision and objectives of the Central Geelong Framework, is the most commercially attractive and delivers best practice urban design and built form outcomes.

The draft master plan was shaped by extensive consultation earlier this year through online and in person conversations with residents, visitors, landowners and occupiers, the Wadawurrung Traditional Owners Aboriginal Cooperation and the Department of Transport and Planning.

Our Have Your Say page consisted of multiple comment boards for the community to provide their suggestions and feedback, receiving nearly 8,500 views from 3,341 visitors.

The top 5 opportunities identified by the community were:

•  Introduction of more dining opportunities;
•  Addition of a fresh food market or a supermarket to the quarter;
• More public art, live music and events;
• More diverse shopping opportunities; and
• Creating an externalised shopping experience or high street.

They also identified existing issues:

• Perceptions of lack of safety including anti-social behaviour or needing police presence;
•  Concerns around bus stops;
• Concerns around public realm being uninviting, tired and neglected, untidy, lacking atmosphere;
• Concerns around poor access and parking for private vehicles within and around the precinct; and
• Concerns around accessibility and poor pedestrian connections.

Mayor Trent Sullivan:

The Market Square Quarter location is of strategic importance to the whole of Geelong.

This city block is a prime destination for both locals and visitors looking to shop, dine and experience the best of what the region has to offer.

Redevelopment of the site would provide in demand housing, hotel, retail and office space as well as public gathering spaces that serve as a daily meeting point or location for major events and cultural celebrations.

We want to create strong connections, celebrate the site’s significance to Wadawurrung people and work with existing heritage elements to reinvigorate central Geelong.

Help us collectively achieve the best outcomes for this area, the community and our economy by looking through the masterplan and having your say.

The feedback from this round of consultation will inform the final masterplan, before going to Council for endorsement in 2024.

The final vision will require partnerships between landowners, developers, local and state government, Wadawurrung Traditional Owners and the broader Geelong community to be fully realised.

This draft master plan supports Council’s efforts to revitalise central Geelong through grants, Geelong Major Events, our free Business Concierge service and other masterplans such as the Draft Mercer and Gheringhap Streetscape Masterplan.