Economic Activation and Event grants

The Economic Activation and Event Grants program supports local businesses, organisations and individuals to deliver innovative, creative and interactive activations and experiences and test new ideas in our outdoor public spaces within our activity centres.

The grant supports projects that meet the following objectives and priorities outlined in the Council Plan and its connecting Place-Led Economic Development (PLED) Strategy.

The following key objectives have been identified as priorities:

• increase visitation to our outdoor public places
• increase economic activity in our municipality
• improve place perceptions and experience
• grow the local economy.

The Economic Activation and Events Grants program seeks to fund precinct events and activation projects that:

• act as a drawcard to encourage visitation and awareness of the City of Stonnington's commercial precincts
• provide direct economic benefit to the local businesses within the precincts
• are interactive and showcase local stories and culture
• respond to the specific place add activity and interest to the streetscape and the public realm
• encourage sustainable practices and active transport usage
• engage or collaborate with local communities to encourage greater connection to and pride in the precinct
• support projects that reflect and provide opportunities for the diverse communities of the City of Stonnington’s precincts
• increase pedestrian foot traffic and dwell time.

For more information, view the Business Support and Activation Policy(PDF, 1MB).

The City of Stonnington is located in Melbourne's inner southeast, alongside the Yarra River. It includes the suburbs of:

• Armadale
• Kooyong
• Malvern
• Malvern East
• Prahran
• Toorak
• parts of Glen Iris
• South Yarra
• Windsor.

The municipality has a range of precincts that include clusters of local shops to renowned high streets and Australia's largest shopping centre, Chadstone. The precinct activity centres play a significant role in the liveability and character of Stonnington by providing places for socialising, working, shopping and living.

Each of Stonnington's activity centres has its own economic, community and environmental role depending on its size and position and can be categorised in the hierarchy as outlined below.

• Stonnington's larger activity centres: predominately located in the western half of the municipality, have a broader economic role, attracting visitors from within and beyond Stonnington.
• Stonnington's smaller neighbourhood activity centres: predominately located in the eastern half of the municipality, serving a local population and providing day-to-day services for residents and workers.
• Chadstone Shopping Centre: a major hard-top activity centre and a key driver of Stonnington's visitor economy.

All activations must be delivered in one or more of our precincts. Applicants are encouraged to consider minor as well as major precincts. For indoor activations, visit our venue hire options.

Download the site map(PDF, 329KB) . For best results, open on desktop.

The City of Stonnington’s Economic Activation and Event Grants program aims to support creative, innovative, dynamic and contemporary activation projects that are place specific, with the intention to provide economic benefit to local businesses, while enhancing the character of the precinct.

What will be funded

Grants of up to $20,000 are available to support:

• businesses or registered not-for-profits that implement free public and accessible event and activation initiatives that will improve public realm experiences and drive visitation to the City of Stonnington.
• events or activations that are free to the public and accessible to people of all abilities.
• events or activations that are delivered within the program timeline: November 2025 - mid-June 2026.
• events or activations that take place across more than one City of Stonnington precinct or area are especially encouraged.
• events or activations that may be proposed in both indoor and outdoor Council-owned assets, within our commercial precincts.

For the purposes of the City of Stonnington Economic Activation and Event Grants program, an event or activation is defined as an interactive activity that grows visitation, interaction with the local businesses, and increases dwell time and spend within a precinct. It can include a temporary static exhibit or installation.

The event or activation must be temporary in nature and not alter or permanently change the infrastructure within the precinct.

What will not be funded

• Projects taking place outside commercial precincts within the City of Stonnington.
• Projects that do not occur within the grant period November 2025 - mid-June 2026.
• Projects that rely solely on the City of Stonnington for funding (e.g. applicants can only apply for up to 80% of total project costs).
• Projects that are designed to attract visitation to a single business within a precinct rather than attracting visitation to the broader precinct, or that are on private property.
• Proposals for activities such as private functions, dinners and receptions, promotional opportunities or commercial brand activations.
• Events or activations held purely online.
• Activations that are closed to the public or where attendance is by invitation or membership only.
• Projects that have detrimental environmental impact or produce large quantities of waste.
• Structures requiring pegging/digging into ground – Council will only consider weighted temporary structures with the ability to provide proof of safety specifications.

Examples of events and activations that can be considered as part of the Economic Activation and Event Grants program include, but are not limited to:

• small, medium and large events
• festivals
• markets
• fairs, expos and exhibitions
• pop-ups
• street performances
• temporary public art installations
• creative lighting installations
• health and wellbeing activations
• night-time activations.

ACTIVATION GRANT ADDITIONAL INFORMATION

ENGAGING BUSINESSES  

Advising businesses 

• Create a flyer with contact details that clearly describes your activation and personally drop off to all nearby businesses, so they understand your activation.

• Drop the flyer at a quiet time for the business e.g. after morning rush, before or after lunchtime 

• Answer any questions the businesses may have. 

Aligning with/collaborating with businesses 

• Determine which surrounding businesses will best align to your activation 

• Look at opportunities to use local business products in your activation so you create synergy – spend local where possible 

• Approach those businesses that you feel will best align, and ask them to participate 

• Think creatively about how businesses can assist without relying on free items or services.
•  Be clear and concise with your purpose. What are you asking from the business? Keep in mind, businesses may be short on time

• You may not get to talk to the business owner or decision maker first time. Leave your details and ask them to contact you or go back at a time convenient to the owner. 

OBTAINING A PERMIT 

Once you have worked out what your project will be, you will need to work out what you need to do to get your permit. It is important to understand your costs and requirements before you apply for the grant. For information on permits: 

https://www.stonnington.vic.gov.au/Community/Plan-an-event/Apply-for-an-Event-Permit 

BOOKING A VENUE 

You can refer to our map on available locations for different types of activations that are close to our business precincts. To pre-book park or an indoor facility, visit: https://www.stonnington.vic.gov.au/Community/Parks-and-sporting-facilities/Hire-a-park

Alternatively you can talk to the Event Permit officer for more information:  

Email: filmandeventpermits@stonnington.vic.gov.au

Phone: (03) 8290 1102

EVENT SIGNAGE  

Clearly demonstrate how your project will be marketed and signposted

Find out more about what type of signage is and is not permitted to display to bring people to your activation: 

Temporary Advertising on Council Land Permit City of Stonnington

FOOTPATH ADVERTISING (including A-frame boards) 

https://www.stonnington.vic.gov.au/Business/Business-permits-and-approvals/Apply-for-a-Footpath-Trading-Permit  

 ADVERTISING/PROMOTING YOUR ACTIVATION

1. Create a Simple ‘Coming Soon’ Teaser. Post a fun image or short video that hints at what’s coming. Add the date and location, and say something like: “Something exciting is popping up in [suburb]! Stay tuned...”
2. Show the Setup and Build Curiosity. Share behind-the-scenes shots as you get ready. Keep it casual and fun. For example: “We’re getting ready to bring something special to [location] this weekend!”
3. Use Clear and Inviting Language. When promoting the event, keep it friendly and local. Try lines like: “Free activity for all ages!” “Come say hi – we’re here at [location] all day!” “Perfect school holiday fun – don’t miss it!”
4. Use Stories and Reels on the Day. Post short, real-time videos of people interacting, enjoying, or walking past. Add simple captions like: “We’re live at [activation] today!” or “Look who stopped by!”
5. Tag @whatsonstonnington and Use #StonningtonGrants This helps the City’s pages find your post and reshare it. More visibility means more foot traffic.
6. Encourage Locals to Share and Tag You. Add a sign or social prompt at the activation like: “Post a photo and tag us to be featured!” or “Tag us in your stories – we’d love to see your visit!”

 REPORTING

Successful applicants must deliver audience surveys to measure the success of their projects. Council will provide a template and QR code for this. 

CONTACT

If you have further enquires or would like someone to call you to discuss your project, email: placemaking@stonnington.vic.gov.au