What started as an idea to reenergise Little Malop Central has grown into a weekly gathering where thousands of visitors shop, eat, catch up with friends and get to know the people behind their favourite stalls. 

For co-founders Simon Toohey and Kieran Blood, of Barwon Events, the first birthday is a chance to celebrate everyone who has made the market part of their Saturday routine.

They say one of the market’s most impressive characteristics has been the sense of community it has developed. Through local choirs, charities, community groups and themed events, the market has also given different parts of Geelong a place to share what they do and feel a sense of belonging.

Council has already backed the Geelong City Market for a second year, with an investment of $128,000 included in the 2026–27 Budget. Economic data showed the weekly event in central Geelong injected an estimated $8.3 million into the local economy in the first seven months since launching in late October 2025.

To mark the occasion, the market will bring the birthday cheer this Saturday, with the Lara Big Band, laughs from Geelong Comedy Festival performers and plenty of good food, shopping and reasons to linger.

Stallholders are being encouraged to join the celebrations, with a shared cake and a communal “MARKET OPEN!” cheer planned before trading begins.

Geelong City Market first birthday celebration, Saturday 24 October, 9am to 2pm, Little Malop Central.

Mayor Stretch Kontelj OAM

Congratulations to the Geelong City Market on its first birthday. In just 12 months, this partnership between Barwon Events and the City has brought new life to Little Malop Central, making it a lively and welcoming destination for locals and visitors alike.

Simon Toohey and Kieran Blood from Barwon Events deserve enormous credit for their courage and creativity in making the Geelong City Market a reality. They have shown what can happen when we look at our city centre in new ways, work together with local government, and find fresh ways to use public spaces for everyone.

The market is proof that there is still a real appetite for people to come into central Geelong when there’s something exciting to see, do, and experience. The Geelong City Market is now a key part of the city’s community events, making central Geelong livelier and more welcoming, and supporting local producers, traders, and entertainers.

One year in, there’s plenty to celebrate and so much potential ahead. The success of the Geelong City Market shows what can happen when business leaders and local government work together towards a shared vision for the heart of our city. I look forward to seeing how the market continues to grow.

Simon Toohey, market co-founder

When we started, we wanted to create something that Geelong could feel proud of, somewhere people wanted to come together and spend time.

A year on, we look down Little Malop Street Central on a Saturday and see people carrying bags of produce, sitting down for something delicious, listening to music and stopping for a chat. We feel like we’ve helped bring life back into this part of the city, even if it’s just for a Saturday, and we’re incredibly proud of that.

There are small businesses here putting everything into what they do, and watching people discover them, support them and come back the following week has been one of the best parts of this whole experience. This birthday belongs to all of them too.

If you haven’t been, get out and come say hey this weekend. Bring your mates, bring the family, come hungry and help us celebrate. We’ve put a lot of love into this market over the past year, and we’d love you to be part of what comes next.