Major events and markets - Expression of Interest

New markets EOI details and FAQs

• Available sites

  Kings Way / Bowen Crescent Reserve
  Located at the corner of Kings Way and Bowen Crescent, Melbourne, this site sits within the St Kilda Road precinct and benefits from proximity to Anzac Station.

  Alma Park
  Alma Park is a well‑established community park surrounded by residential neighbourhoods and local activity, offering opportunities for smaller-scale, community‑focused or neighbourhood-based markets.

  Applicants may nominate one preferred site and should demonstrate how their proposed market responds to the site’s context, surrounding land uses, and community expectations.

• Funding and incentives

  To support establishment and early activation, Council is offering the following incentives:

  • Up to $20,000 in establishment funding per site, subject to approval and funding conditions
  • Waiver of site permit fees for the first six (6) months of operation.

  Establishment funding may be used for eligible costs associated with launching the market, such as marketing and promotion, equipment, infrastructure, trader attraction, or programming.

• Trial period

  Successful proponents will be offered an initial six‑month trial period, after which ongoing arrangements may be considered subject to performance, compliance, and mutual agreement.

  Council will work collaboratively with the preferred operator to address site-specific requirements and approvals.

• Submission requirements

  Expressions of Interest application should include:

  • Preferred site
  • Proposed market concept and format
  • Experience and capability delivering similar markets or events
  • Proposed operating schedule (frequency, days and times)
  • Target trader mix and trader recruitment approach
  • Community benefit and place activation outcomes
  • Preliminary operational considerations (access, waste, safety, amenity)
  • Proposed use of establishment funding.

• Selection criteria

  Submissions will be assessed against the following criteria:

  • Demonstrated experience and capability delivering markets or similar events
  • Quality, viability and diversity of the proposed market offering
  • Alignment with community, sustainability and placemaking objectives
  • Capacity to successfully deliver during the trial period
  • Creativity, innovation and potential to activate the space

• Can I apply out of this process?

  Yes, events can still be assessed outside this process, except for long-term markets. However, please note that availability may be limited as the events approved through the EOI process are the basis of our events calendar.

  Please allow 3 months for assessment of major event applications made outside of the EOI process. These assessments will occur after the EOI process is complete, which will most likely be April.

• What is the assessment criteria?

  Applications will be assessed against a range of criteria, such as the nature of the proposal, site suitability, impact on amenity, and the community benefit. More details can be found in the Outdoor Events Policy and Events Strategy.

  Along with your application form you should submit an indicative site plan for your event. Other supporting documentation will not be required until the event is granted provisional approval. 

  As part of the assessment we may ask for more details and/or interviews.

• Can I apply for a multi year permit?

  To be eligible for multi year approval, events must have been based at the City of Port Phillip for over 3 years.

• Can I be notified of updates in the EOI process?

  To keep up to date with the annual EOI process, sign up to our newsletter.

• What are the benefits of hosting an event in the City of Port Phillip?

  We are a popular event location for high-quality events with high attendance rates. In previous years over 750,000 people have attended events in the area. Events ran in this area have a unique opportunity due to our natural assets, iconic landmarks, hospitality centres and closeness to the CBD.

  More information on our area can be found in the city snapshot.

• Consider event sites outside of St Kilda

  Did you know if you hold events outside of St Kilda it can be cheaper? 

  The City of Port Phillip includes the following suburbs:

  • St Kilda
  • St Kilda East
  • Elwood
  • Port Melbourne
  • South Melbourne
  • Balaclava
  • Middle Park
  • Albert Park (except for Albert Park Lake).

  For more information you can visit our event resources page.

• Tips for outdoor markets

  Are you looking for an outdoor space? Potential sites to consider include Point Ormond in Elwood or Kirrip Park in South Melbourne.

• New event ideas

  We encourage new event ideas, including:

  • Live music (such as jazz, blues and opera)
  • Events targeting an older demographic.

  Past events have included triathlons, fun runs, swimming events, outdoor cinemas, twilight markets, food festivals, live bands and sporting live sites.