Usage Brief

Whether you're trying to spark something new, connect the dots between people and ideas, or bring an unproven concept to life, Blue Heelers Square (BHS) is your playground.

This brief outlines the vision, purpose, and practical constraints of the site so that you can confidently shape your ideas within a space that’s built for experimentation and community-powered creativity. Think of it as your invitation and container, one that flexes to meet your boldness, values your contribution, and simplifies your path to action.

BHS is for anyone with ideas, no matter how big or small. It’s a space for community builders, cross-sector collaborators, and creative entrepreneurs; the ones imagining and experimenting at the edges of what’s possible in Geraldton.

🌱 Vision

Our vision is that Blue Heelers Square becomes:

A space where new ideas are welcomed and tested
Reduction in barriers to trying those new ideas
A consistent, vibrant space that feels like it belongs to everyone
A launchpad for creative projects that may not fit traditional venues
A modular, community-run platform with shared infrastructure

We want to see the space:

Filled with people, not just events
Known for its energy, grassroots vibe and reflection of the Geraldton way of doing things
Supporting a “try things and learn” approach even if they fail

How are we funded?

The short answer is: we’re not, so the site will need to be self-sustaining with additional funds allowing for additional profits into developing the site.
The project was created with investment from REDS ($250K) which matched an estimated $300K+ amount from ADA Capital (owners of the site) in taking a heritage site to being up to spec with basic infrastructure. This included the additional investment of toilets from City Hives Creative Hub project and then 400+ hours worth project management time by Euphorium to help meet public coding and licensing requirements.
The aim is to build a self sustaining revenue base. While we will apply for funding from time to time where possible, the focus is to keep it a circular economy. The best way you can support this is by contributing - either by instigating programming OR by buying tickets, attending events or buying food and drink.
ADA Capital has invested capital upfront and made a deal to establish a liquor license and access their buying power through their wholesalers. It will be Euphorium's responsibility to cover the overhead costs as of the opening of the bar and a lease fee will be paid in the form of rebates on any alcohol sales instead of a lease agreement.

🧭 Event Guidelines & Parameters

What’s Possible currently:

✅ Events under 200 people with no need for event permits

✅ Temporary events, pop-ups, installations, or workshops

✅ Markets, gigs, talks, launches, dance, or theatre

✅ Community-led ideas, experimental activations

✅ Use of onsite modular infrastructure (tables, stools, speakers, power)

✅ Small-scale food and events that happen inside the licensed premise

What We’re Looking For:

Community first events that could inspire new events or ideas for Geraldton
Collaborations that span boundaries, uplift others, and experiment with form and process
Anything that looks, feels, sounds or tastes like Geraldton/Midwest.
Creators open to feedback, learning, and iteration

What’s Not Possible (For Now):

Events over the current capacity we have due to some infrastructure limitations
- Licensed area 200 people
- Whole site 200-500 depending on event type
Events requiring heavy infrastructure (e.g. big trucks, stages, water hookups)
Liquor outside of our current licence parameters (see licence specs)
Activities that need full commercial kitchen facilities onsite
Anything that compromises community safety, inclusion, or accessibility
Anything that cannot adapt with the weather and existing shelter options
Anything that involves a business that would operate consistently delivering retail sales (outside of market events) until we have our pop-up retail lease agreement in place with the land owners. (this will be next on the priorities)

Assets & Infrastructure Available

A large carpark with access from lester avenue
Moveable furniture (bar stools, chairs, café tables)
PA system & portable speakers
Lighting (basic decorative and practical)
Power access (limited – plan ahead)
Accessible entrance & basic pathways
Outdoor furniture
QR code ordering system linked with The Provincial for Pizza
Sea containers that open onto Marine Terrace
Toilets
Venue parking
A licensed bar area with taps (TBC)
No need to do Event Permits?
Large gravel Carpark
Flexible access
Sea Containers that can act as storage or used in interesting ways
Large amount of ICB’s (currently full of weeds and could have things planted in them)
A 6 KVA Event Generator
Extensive knowledge running events in Geraldton
Furniture such as stools, tables, pallet seating
A small stage

Logistics & Venue Use Details

Euphorium is the licence holder and by law is responsible for supply of bar team and operations.
Bar will operate as per events or programming and will NOT operate as bar with regular opening hours.
The bar can operate during the following hours:
- Monday to Thursday from 11am - 10pm
- Friday to Sunday from 11am - 12 midnight
- Some exceptions for Public Holidays
The large area outside the licensed space is not licensed
Unlicensed areas can be used for a variety of ideas
Events including alcohol must have appropriate supervision of minors included as part of the event
Events with licence will require security
Due to profit split laws on licenced premises, each programming idea and opportunities for revenue will be brokered on a deal by deal basis working with advice from liquor licence and gaming.

Booking & Costs - Sliding Scale

BHS is still in its infancy and booking costs have not yet been finalised. If you have an idea to use the site, please contact us.
We hope to develop a sliding scale for pricing that is broken into three types of events.
The three types of events or programing we envision
Low cost fee: Trial events, experimental pop-ups, first-time producers – $ (may include a refundable bond)
Medium cost fee: Ticketed events, regular programming, professional use .
High cost fee: Commercial promotions, brand activations, large-scale public events.

If you’re not sure where your event fits, let's have a conversation.

Contributing Beyond Cash

As the Blue Heelers Project understands that capital is not only financial, we’re open to non-cash contributions like:

(subject to legal requirements and case by case arrangements)

Volunteer time (setup, hosting, co-facilitation)
Equipment sharing or operational support
Creative content, storytelling, or live performance
Ecosystem building and cross-promotion
Prototyping or testing new ideas in the space
Collaboration and re-investment into industry initiatives

If you have something different to offer we want to hear it. Let’s make it work.

📩 Contact & Next Steps

If you’ve got an idea or want to explore what’s possible: Email hello@blueheelersquare.com.au or speak to one of the Euphorium team.

Let’s co-create something new. Because new is only possible together.

Page updated

Google Sites

Report abuse