Born from Ashes. Built by Us.

For years, the old Blue Heelers Tavern (once the Victoria Hotel) stood as a local landmark in Geraldton’s West End. But in the mid 90's thanks to economic pressure it closed, only to sit in quiet decline. What was once a landmark and meeting place in Geraldton’s West End slowly fell into disrepair. Then came the fire, and all that remained were ruins and memories.

What stands there now isn’t a rebuild. It’s a rethink.

Blue Heelers Square is a new kind of public space, an open-air square designed for creative industry, cultural gathering, and community imagination. It’s the result of an evolving partnership between developer ADA Capital and the social enterprises Euphorium, Pollinators Inc and many others brought together by a shared belief:

New is only possible together.

The land is privately owned, but the possibilities are collectively imagined. Instead of fences and concrete, we’ve created fire drums, fairy lights, pop-up bars, and experimental markets. Some nights it’s a gig. Other nights, it’s kids with lego, families with rugs, or a late-night food truck and DJ session. On ordinary weekdays, it's something else entirely, community groups focused on civic service use the square like Apex and a eco-space teen group run community compost bins, quietly building a better system from the ground up.

This isn’t a venue. It’s a civic canvas. A spark space. A platform for emerging artists, artisan producers, curious locals, and first-time contributors to test something new and feel like they belong.

We believe Geraldton deserves consistent, low-barrier creative infrastructure. Not just for fun, but for its future. And we believe a blank square like this can be a catalyst: for ideas, courage, and culture that grows from the ground up.

It’s not ours. It’s not yours. It’s what we build in the space between.