Licence at Prahran Town Hall - EOI for Immersive or Experiential Attraction Developer/Operator

Summary and scope

The Opportunity: If you are seeking a highly visible, centrally located space, to develop a new immersive or experiential attraction concept, The Prahran Town Hall may be what you have been looking for. The City of Stonnington is seeking Expressions of Interest from any experienced providers of experiential or immersive attractions within the experience economy, that are willing to invest in the development and commercial operation of an attraction in the iconic Prahran Town Hall. The Prahran Town Hall is an iconic historical site in the heart of the busy Prahran commercial precinct located on one of Australia’s most famous commercial streets, Chapel Street. Easily accessible by train, tram, bus, car, bicycle or walking, it is also surrounded by the famous Prahran Market and the lively Greville St entertainment precinct. In close proximity, there are also multiple public car parks available to support a new attraction. The main hall and adjacent areas of the Prahran Town Hall are available in its current condition to be licensed to a successful proponent for a maximum term of 5 years, offering up a blank canvas opportunity from which to develop a truly unique commercial visitor attraction. Context for the Opportunity: Built in the late 1800s, The Prahran Town Hall was until recently the seat of local government and continues to be one of the most prominent and renowned buildings in the heart of the Prahran commercial precinct. It is a significant building, featuring multiple halls, office spaces and the former Council chambers and has comprehensive heritage controls. The City of Stonnington has a strong foundation as a culturally vibrant city filled with opportunities to create, experience and learn about art in its many forms. Creative Stonnington, the City of Stonnington’s arts and culture strategy provides a pathway for the city’s creative future and a clear direction for our arts and cultural infrastructure, programs and partnerships. A key focus is our vision for the Prahran Town Hall to become a creative and cultural facility at the heart of the Prahran creative precinct. The site is slated for future redevelopment to re-establish Prahran as the creative and cultural hub that it once was. Attracting a commercial creative immersive or experiential attraction will support the precinct’s reinvention as one of Melbourne’s key creative hubs and a visitor drawcard.