Image via intown.com.au
Geelong’s iconic Cunningham Pier is set for a once-in-a-generation transformation, with developer Gurner Group and pier operator Costa Property Group partnering on an ambitious $1 billion-plus redevelopment that will introduce a six-star hotel, luxury apartments, high-end dining, and potentially a cruise ship terminal.
According to The Australian, the visionary project aims to redefine the city’s waterfront and position Geelong as a global destination for tourism, lifestyle, and investment.
Gurner Group founder Tim Gurner described the plan as one of the most exciting projects in the company’s history, designed to deliver a new benchmark for luxury living and hospitality in regional Victoria. “We want to do something truly unique with the 330-metre-long pier,” Gurner said. “We already have an approved DA for four to five levels, but we’re exploring the potential for a 20–30 level tower at the pier’s end.”
The project, which enjoys the backing of Geelong Mayor Stretch Kontelj and the local community, will also retain public access along the pier while creating a vibrant new precinct for locals and visitors alike.
“This is about putting Geelong on the global map — much like how Sydney’s Opera House or New York’s Empire State Building define their cities,” Gurner said. “We’ll be working hand-in-hand with the mayor, council, community, and state government to deliver something truly iconic.”
Inspired by Global Icons
Drawing inspiration from Sydney Harbour’s luxury residences and Dubai’s waterfront towers, the proposed design will feature a mix of residential, hospitality, and entertainment spaces. Gurner said an international design competition will be launched to shape the project’s architecture and ensure it meets world-class standards.
The cruise ship terminal will form a key component of the redevelopment, aligning Geelong with other regional ports that are benefitting from the growing cruise tourism economy. However, Gurner emphasised that the main draw for locals will be the retail and hospitality offerings, activating the full 300 metres of pier in a similar vein to the Santa Monica Pier in California.
Strengthening Geelong’s Growth and Investment Appeal
The redevelopment marks a major step forward for Geelong’s ongoing transformation into one of Victoria’s most dynamic regional hubs. With a fast-growing population and strong local leadership, the city has increasingly attracted institutional and private investors seeking high-quality, tourism-led projects.
Costa Property chief executive Carl Schokman said the project will serve as a catalyst for tourism and architectural excellence, while Mayor Kontelj welcomed the proposal as a key milestone in Geelong’s evolution.
“This reimagining of our beloved Cunningham Pier will place Geelong firmly on the world stage,” Mr Kontelj said.
Gurner’s Confidence in Victoria
Despite acknowledging challenges such as rising crime and business costs, Gurner reaffirmed his confidence in Victoria’s long-term prospects. “Melbourne is still one of the most incredible places to live,” he said. “Smart investors are investing now — it’s time for positive leadership and for business leaders to help drive that change.”
The Geelong pier redevelopment joins Gurner Group’s growing national portfolio, which includes the $3.75 billion Jam Factory precinct on Melbourne’s Chapel Street and the $1.7 billion Elysium Fields lifestyle precinct at Docklands.
Gurner said the Cunningham Pier project encapsulates everything the group’s brand stands for, design excellence, hospitality, and lifestyle innovation. “What comes next could define Geelong’s waterfront for the next 100 years,” he said.
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