Dynamic and Diverse Economy

Council delivered a range of targeted initiatives to support business sustainability, capability building and growth across Wellington Shire.

A business sentiment survey was completed, with results informing the design of a business workshop and engagement program for the next 12 months to ensure future support is responsive to local business needs.

Business capability and industry development activities included the delivery of a Business Boost working meeting and, in partnership with the Office of Defence Industry Support (ODIS), a free Defence 101 information and networking event in March. These initiatives supported businesses to identify growth opportunities, including entry into defence related supply chains.

Council continued direct engagement through scheduled business visits, biannual commercial vacancy rate mapping, and promotion of Small Business Mentoring Service support to improve understanding of local economic conditions and provide tailored business advice.

Through the Business Concierge program, Council delivered a monthly business newsletter to more than 3,500 businesses, coordinated a grants and tender workshop, and hosted the Business Victoria Small Business Bus to improve access to expert advice and government support.

Council also continued participation in the Business-Friendly Councils initiative, reinforcing its commitment to reducing red tape, improving customer experience and creating a more business friendly operating environment.

Further planning commenced for the 2026 Jobs and Careers Fair to support workforce availability and long-term business growth by connecting employers with jobseekers and training providers.

Council continued to advance integrated place-based planning and promote housing diversity through the ongoing assessment of planning permit applications and the implementation of Planning Scheme Amendments. These actions ensure alignment with strategic objectives and support sustainable growth across the municipality.

Council continued to collaborate with industry and government partners to attract renewable energy investment and maximise economic and employment benefits for the region.

Council maintained active participation in the Gippsland New Energy Conference coordination group, supporting collaboration across government, industry and local supply‑chain partners.

Ongoing engagement with VicGrid also continued, including attendance at the VicGrid Community Reference Group (CRG), to progress discussions relating to project development, community engagement and local supply‑chain opportunities.

Industry engagement continued through Council's participation in Environment Effects Statement (EES) processes for VicGrids Transmission Line project, supporting informed assessment and advocacy for regional outcomes.

Council officers attended the Gippsland Worker Transition Advisory Group, chaired by the Australian Government Department of Employment and Workplace Relations. This group focuses on a coordinated Gippsland‑wide approach to the energy transition, with particular emphasis on workforce transition, skills development and maximising local employment benefits from emerging energy industries.

Council continued to advocate for the application of a Payment in Lieu of Rates(PILOR) model for offshore wind developments, reinforcing the importance of long‑term revenue certainty for host communities and ensuring local governmen benefits from major renewable energy investment.

Council has continued to maximise its investment in The Middle of Everywhere brand through consistent storytelling, digital content and regional collaboration. Initiatives such as the Local Lowdown business spotlight series and regular “how to spend a day” content reinforced the region's appeal while highlighting local and emerging businesses. Collaboration with neighbouring regions, including East Gippsland Marketing and Mitchell Shire, expanded brand reach, exposed the region to new audiences and strengthened cross regional marketing outcomes.

Brand visibility was further strengthened through on ground activation and media coverage. Council promoted The Middle of Everywhere at key community and visitor events including the Sale Specialist School Inclusivity Festival, Open Roads Rally, Tarra Festival, Tinamba Food and Wine Festival and Defence Family Open Day. Media outcomes included dining features in Coast Magazine and the Lakes & Coast Guide, while a professional photo shoot for the Great Southern Rail Trail enhanced promotional assets for future campaigns. Work also progressed towards placement of regional brochures at Melbourne Airport Visitor Information Centre.

To support long term value from brand investment, Council progressed system and capability improvements through the Business-Friendly Councils Program, focusing on better internal coordination and support for events. These improvements, combined with ongoing brand advocacy and partnerships, ensure The Middle of Everywhere continues to deliver strong exposure, community benefit and economic impact now and into the future.

Several Planning Scheme Amendments (including C124well and C126well) are currently in progress and at different stages of preparation to enable the delivery of zoned land for residential, industrial, and commercial growth.

Completed Development Plan submitted to Council for consideration at the Ordinary Council Meeting of 21 April 2026.

Council continued to advance the West Sale Airport activation program. The Airport Master Plan has progressed to the late part of stage 3 of the 5‑stage process. The draft Master Plan will be released for public consultation in Q4.

The Airport Expressions of Interest (EOI) process is formally transitioning to the Request for Proposal (RFP) stage. A Project Control Group has been established, supported by defined governance arrangements, to oversee assessment, decision‑making and risk management through this phase. Engagement with proponents is ongoing, with further updates to be provided to Council as milestones are reached.

Discussions with existing and prospective operators at West Sale Airport have continued, focusing on new lease, aviation‑related and complementary development opportunities. Council's commercial property portfolio continues to perform strongly, generating stable rental revenue. Vacant properties are actively marketed, with leasing and enquiry activity monitored to maximise occupancy and return.

Council is currently in the development stage of preparing for the Planning Scheme Review and awaiting the formal approval of funding to assist in the delivery of the project from the Department of Transport and Planning.

Council continued to work closely with local agricultural stakeholders, including the Gippsland Agricultural Group and Food and Fibre Gippsland, to support and advocate for the region's diverse agri‑business sectors.

Council commenced development of a new Economic Development Strategy, with agriculture identified as a key economic pillar. Targeted engagement with industry representatives will be undertaken as part of the strategy development process to identify priority challenges, opportunities and actions to support the sustainability, growth and value‑adding potential of the sector.

Council has also been in discussions with HVP Plantations regarding issues and opportunities relevant to the timber industry and broader agricultural economy. A briefing has been organised for Council as part of an upcoming May workshop to improve understanding of industry priorities, future plans and potential areas for collaboration.