Geelong City Market has the right ingredients to thrive

The Market Square Mall site will be overseen by a celebrity chef and an event specialist to ensure its success.

The development of City of Greater Geelong initiative, Geelong City Market has been underway since July, promising to revitalise the activity in the heart of the CBD. Taking over the Market Square Mall every Saturday, Geelong City Market promises to be a hub for the community, providing a space for local growers of gourmet food, artisan drinks and handmade crafts from local creators to trade.

The project has announced the onboarding of prominent figures in the hospitality and events sector to oversee the operations of the Geelong City Market. Celebrity chef, Simon Toohey, and event specialist Kieran Blood have been appointed to deliver the weekly pop up.

Geelong City Market

When: Every Saturday from 25 October 2025

Where: Market Square Mall, Little Malop Street Geelong

Keep up to date with what is happening in and around regional Victoria here.

 

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Taking cues from the Hobart attraction, the Salamanca Market, Geelong City Market will combine a farmers market and a Saturday or Sunday market experience as an elevated activation in the inner city. With the promise of live entertainment and cultural experiences, the Geelong City Market is a destination to shop, eat, connect and celebrate all things Geelong.

The project will be a collaborative partnership between The City of Greater Geelong and Barwon Events Pty Ltd, who will operate the new market on Little Malop Street. The pair brings extensive experience and a clear vision to the role: a bustling, inclusive marketplace that celebrates local produce, regional creativity and genuine connection.

With Toohey and Blood overseeing the initiative, both having their finger on the pulse of local food and drink producers and businesses, Geelong City Market is equipped to succeed.

The proposed project aims to further drive tourism back into the city’s CBD, which has previously been criticised for the lack of activity and the increased vacant shop fronts, particularly within the Market Square complex.

 

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Majro Stretch Kontelj says of the project, “The new market will build on Geelong’s reputation as a vibrant and welcoming destination. We’re thrilled to see the Geelong City Market moving ahead.”

He continues, “This initiative will breathe new life into Market Square Mall and provide a space where locals and visitors can come together, support local traders and celebrate what makes our region unique.”

Simon Toohey reiterates, “The Geelong City Market will shine a light on the extraordinary growers, producers, artisans, retailers and hospitality businesses who make our city hum. At a time when costs are rising and the world feels a little heavier, places like this become havens – where you can discover food and creations that are affordable, different, and brimming with excitement. It’s more than just a market. It’s about giving our makers, bakers, growers and creators a voice – a platform to say to Geelong, the Bellarine and beyond: we’re here, we’re proud, and we can’t wait to share what we do!”

With the Geelong City Market set to launch on Saturday 25 October, the City of Greater Geelong are currently seeking registrations from potential stall holders from local makers, growers and small business owners.

To register your interest as a Geelong City Market stallholder, head here.