Entertainment and Experience

Open an Entertainment or Experience Venue in Frankston City 

In a world dominated by AI and addictive social media, it's reassuring to see a reverse trend for authentic meaningful IRL ("in real life"!) experiences, and this is certainly something we have seen reflected in the surge of new businesses openings. Frankston City is where people come to spend time. The entertainment sector is growing to match. 

 

Frankston City is fast becoming a destination for entertainment and leisure. Major national operators have already chosen to locate here and are trading successfully. The visitor economy continues to grow, alongside a new generation of residents choosing a coastal lifestyle and spending more time locally.  This is creating sustained demand for high-quality entertainment and experience-based venues. 

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Frankston City offers the right combination of population, lifestyle and infrastructure to support this growth. With an established and expanding entertainment base, proven operators, and increasing local and visitor spend, the opportunity is clear. 

Now is the time to establish in a market that is growing, not yet saturated. 

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An established and growing entertainment base 

Frankston City already hosts a diverse and growing mix of entertainment operators, demonstrating strong and consistent local demand. 

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This includes a range of indoor and experience-based venues such as Strike Bowling, Gravity Zone, Funtopia, Holey Moley and other family-focused and social entertainment operators. Established concepts like General Public are also expanding, with a second location opening at Karingal Hub in 2026. National operators continue to invest in the municipality, with new venues such as Bounce Inc set to open in 2026. 

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These are complemented by cultural and event-based offerings, including the Frankston Arts Centre and major annual events like the Waterfront Festival, The Block Party, South Side Festival and Christmas Festival of Lights, which draw visitors from across Melbourne’s south-east. 

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The foundation is established, and investment is continuing, reinforcing Frankston City as a growing destination for entertainment and experience venues. 

Why Frankston City for entertainment and experience venues? 

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  • A Built-In Future Audience Frankston City is home to a large network of primary and secondary schools, servicing families across the municipality and surrounding catchments. These established school catchment zones are a key driver of long-term population stability and growth. Families make location decisions based on access to education and once established, they underpin consistent, repeat demand for local services, including entertainment and leisure.  For entertainment and experience operators, this translates to: 
    • A strong and reliable family customer base
    • Ongoing demand tied to school communities
    • Peak trading aligned with weekends, holidays and after-school activity
  • A substantial evening economy. Frankston City's nighttime economy generates $464 million in total local spend annually. That is an established economic base that entertainment and experience venues are well placed to be part of and to grow. A large and active visitor economy. Frankston City attracts over 1.2 million visitors annually, drawn by the foreshore, major events and the city's growing profile as a coastal lifestyle destination. This visitor base complements a strong and growing local resident catchment. 

  • A large and established family demographic. Frankston City has a substantial family population, with families making up a significant proportion of the municipality's 146,500+ residents. Families are among the most consistent audiences for entertainment and experience venues, and they are here in significant numbers. 

  • Hybrid work residents with more local leisure time. The shift toward hybrid and flexible working arrangements is bringing a new kind of resident to Frankston City.  Professionals who spend more of their working week locally and have more discretionary time to spend on leisure, entertainment and social experiences close to home. These residents are not commuting to Melbourne for a night out. They are looking for quality experiences in their own city. 

Why now? 

Frankston's growing residential population, rising visitor numbers and strengthening lifestyle credentials are all aligned with what entertainment operators need. Operators who establish now will build brand recognition, community loyalty and repeat customer relationships in a market that is actively growing. Those who wait will find the market more established and the first-mover advantage gone. 

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Council support 

Frankston City Council's Investment Officer provides dedicated support for entertainment and experience businesses at any stage of their establishment journey. This includes site identification across the municipality, introductions to landlords and agents, connections to relevant grants and support programs, and guidance on Council permits and licensing requirements.

Contact our Investment Officer

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