A planned food precinct for Spotswood dubbed “Grazeland” is expected to attract 30,000 people a week, according to applicant Museums Victoria.
Dubbed “Melbourne’s most exciting new culinary destination”, the Grazeland application is still before Hobsons Bay council but it has been slated to open this summer.
Museums Victoria, which also manages the Royal Exhibition Building, is calling for expressions of interest from vendors to operate at the large parcel of vacant Crown land it manages next to Scienceworks.
It expects to have more than 50 sweet and savoury food outlets, three licensed bars, artisan stalls of handmade and locally-designed products, live on-stage entertainment, roving artists and performers, and multiple private function spaces.
Architect-designed by Push Projects, Grazeland’s footprint would be more than 10,000 square metres.
The expressions of interest document states the precinct will be “reminiscent of a permanent street party or laneway festival”.
“Situated just five kilometres from the Melbourne CBD, Grazeland will provide a rotating weekly festival environment featuring live performance stages, roving entertainers, and an incredible atmosphere that celebrates Melbourne’s amazing food culture – all in all, the perfect weekend destination for families, groups, work colleagues, and couples,” it states.
“Though chiefly an ‘open-air’ experience, Grazeland is also a destination for all seasons, with ample undercover roof protection year round.
“Grazeland will be promoted through a vast range of marketing and advertising channels, as well as regular ‘special events’ to drive return visits and maintain its appeal.
“Given its size, quality, and unrivalled food festival atmosphere, Grazeland is set to quickly establish itself as an enduring and cherished Melbourne icon.”
Grazeland would be open every weekend of the year, trading Friday from 5-10pm, Saturday from 12noon-10pm and Sunday from 12noon-9pm. It would also host special private functions. Projected figures predict the precinct will attract 8000 visitors on Fridays, 12,600 on Saturdays and 9400 on Sundays.
Vendors would pay an establishment fee of between $4000 and $15,000, which is refundable at the end of the three-year tenure. Site fees would range from $1300 to $3900 a month.
