Our Focus
Wellington has always been a place of hard work, innovation and strong local character, all of which continues to drive our economy today.
We’re focused on helping local businesses grow, creating space for new ideas, and making sure people can find good jobs close to home. It’s about backing the industries we’re known for, while also looking ahead and welcoming the kinds of investment that bring long-term benefits to our region.
As our towns grow and change, we’re planning carefully to make sure that growth works for everyone. That means thinking about the land we have, the infrastructure we’ll need, and how we support communities to adapt and thrive.
Strategic Indicators
At a Glance...
Major Initiatives and Actions
Council progressed a range of activities that directly support new and emerging businesses. This included advancing the development of a business survey designed to capture current business sentiment, with results to guide the design of the business workshop program over the next 12 months. This approach ensures that future workshops are co‑designed with, and responsive to, the needs of the business community.
Council also scheduled business visits and undertook commercial vacancy rate mapping, conducted twice each year to monitor local economic conditions and identify emerging trends across commercial precincts.
Early planning commenced for the Jobs and Careers Fair, scheduled for May 2026. The Fair will connect local jobseekers with employers, industry representatives and training providers, supporting stronger workforce participation and improved local employment pathways.
The Business Concierge program delivered the monthly business newsletter to a database of 3,500 businesses, providing updates on available grants, business advice from Business Victoria, and other relevant support information. The team additionally secured the Business Victoria Small Business Bus for a visit in March, alongside the delivery of a grants and tender workshop to further support local business capability.
A Small Business Clinic was held in Stratford in November, providing one‑on‑one mentoring to both new and established businesses. The team also participated in the Jobs and Industry Working Group meeting, which brings together a range of service providers to coordinate support for local workforce and business needs.
Collectively, these activities strengthen business intelligence, enhance engagement with industry, and support a coordinated program of initiatives aimed at improving the sustainability and growth of local businesses.
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 engage productively with industry and government stakeholders to attract new investment. This included participation in the Gippsland New Energy Conference coordination group and ongoing meetings with VicGrid to progress discussions on local supply‑chain targets.
Council also contributed to the Local Content Clean Economy Working Group, chaired by Regional Development Victoria, providing input into planning for the upcoming Energy and Suppliers event to be held next quarter. The event will place strong emphasis on supporting local businesses to tender for energy projects.
Council's strong industry partnerships enabled delivery of the “Pathway to Project” pop‑up events in Sale and Rosedale, encouraging local businesses and the local workforce to engage with emerging renewable energy project opportunities.
Council continued to strengthen The Middle of Everywhere brand and broaden its reach through a coordinated series of initiatives. Digital engagement was enhanced through increased visibility and interaction across social media platforms, reinforcing brand awareness and deepening community connection.
Co‑branded Wellington Shire Council and The Middle of Everywhere corporate merchandise was introduced, supporting stronger brand cohesion and ensuring consistent dual‑brand representation across internal and external touchpoints. This was complemented by the development of new products to support advertising campaigns, events and broader promotional activity.
Investment was also made in new event assets, including a branded marquee, alongside the implementation of improved collection and access processes for event organisers. These enhancements increased accessibility for community groups and elevated the presentation of Council‑supported events.
Cross‑department collaboration continued to strengthen with initiatives such as the Let's Play Passport, which extended brand reach while supporting inclusive community participation across multiple Council programs.
Council also worked actively with councils across Victoria, providing marketing and branding support that strengthened their social media presence, supported business relationship development and improved community engagement outcomes.
Collectively, these activities demonstrate strong value from Council's investment in the brand by increasing exposure, improving utilisation of brand assets, and embedding The Middle of Everywhere across programs, partnerships and community‑facing initiatives.
Several Planning Scheme Amendments are currently in progress and at different stages of preparation to enable the delivery of zoned land for residential, industrial, and commercial growth.
Council continues to address outstanding drainage issues and consult with adjoining landowners.
Council continued work on the West Sale Airport activation program. The Airport Master Plan is now at stage 3 of a 5‑stage process, with consultation completed with key stakeholders, particularly in relation to forecast aircraft movements. A draft Master Plan is scheduled for release for comment in early 2026.
The Airport Expressions of Interest (EOI) process has progressed to the Requests for Proposals (RFP) stage. A Project Control Group is being formalised along with supporting governance structures to guide this next phase. Engagement with interested parties will continue throughout 2026/27, with updates provided to Council as progress is made.
Discussions around West Sale Airport are ongoing regarding new lease and development opportunities, and ongoing investigations will continue to identify additional development and investment opportunities. To support this, the Airport Lease Framework has been updated to reflect current market conditions and rental values.
Council's commercial property portfolio continues to generate strong rental revenue, and any vacant properties are being actively marketed.
Council is currently in the development stage of preparing for the Planning Scheme Review.
Council continued to support and advocate for Wellington's key agri‑business sectors by providing responsive assistance to communities affected by recent industry closures.
A Supports and Services Expo was attended in Yarram and the event brought together employment agencies, training organisations, financial counsellors, mental health services and other support providers to assist the local community. This event actively demonstrated Council's commitment to regional resilience and to supporting workers within the forestry and timber sector during a time of transition.
Council participated in the Supports and Services Expo in Maffra in response to workers impacted by closures in the local horticultural industry. This event demonstrated a collaborative and proactive approach to support community through the impacts of agricultural sector workforce disruptions whilst also supporting long‑term economic sustainability across the Shire.