ROAM Geelong hailed major success after $2.3m boost

THE City of Greater Geelong is celebrating the success of its newest major event, with the inaugural ROAM Geelong attracting more than 16,000 people and generating an estimated $2.3 million for the local economy.

New data released by the City shows almost a quarter of attendees travelled from outside Greater Geelong and around 10 per cent stayed overnight.

A post-event survey of nearly 300 participants found the average attendee spent $63 during their visit, while overnight visitors spent an average of $221.

Held last month, the event transformed the city’s cultural precinct – from Johnstone Park through to Little Malop Street and adjoining laneways – into a trail of installations, music, performance and interactive art.

Presented by the City of Greater Geelong in partnership with Visit Victoria, the event aimed to boost cultural tourism and showcase the region’s creative sector.

Geelong mayor Stretch Kontelj said the strong results exceeded expectations for a first-time event.

“ROAM Geelong was designed to cultivate cultural tourism, celebrate local stories and strengthen community partnerships,” Cr Kontelj said.

“We were thrilled to welcome strong crowds from across the region, Melbourne and regional Victoria, further cementing Geelong’s reputation as a Clever and Creative UNESCO City of Design.”

City of Greater Geelong chief executive Ali Wastie said the event demonstrated the social and economic value of arts programming.

“ROAM Geelong offered rich local storytelling and genuine cultural exchange between artists and audiences,” Ms Wastie said.

“A thriving cultural scene enhances liveability and strengthens our economy.

“Geelong’s creative industries contribute an estimated $756 million to Gross Regional Product and support about 7,900 jobs.”

Following strong community feedback, the City has confirmed ROAM Geelong will return in 2027.