Commercial Activation and Operation of the Visitor Information Centre ( Mansfield Station Precinct )

⁠⁠⁠The Mansfield Station Precinct represents a landmark gateway to the township of Mansfield, offering a highly visible and strategically located destination of significant social, cultural, economic and environmental value. Spanning approximately 12.9 hectares, the precinct is situated at the western entrance to Mansfield, bounded by the Maroondah Highway, Withers Lane and Kitchen Street, and functions as a primary arrival point for visitors to the region.

The precinct plays a critical role in Mansfields visitor economy. It is the trailhead for the Great Victorian Rail Trail, attracting approximately 80,000 users annually, and is supported by the Mansfield Visitor Information Centre, which assists more than 28,000 visitors each year. Combined visitation to the precinct, including the adjoining Mullum Wetlands and associated attractions, exceeds 100,000 people per annum, highlighting its importance as both a regional tourism asset and a valued community destination.

The precinct also incorporates a diverse range of features and experiences, including the Gadhaba gathering place, First Nations and Taungurung interpretive spaces, historic railway infrastructure and exhibits, and significant natural assets. These elements collectively contribute to a rich and authentic visitor experience that reflects Mansfields cultural heritage and environmental values.

Council has made a strong commitment to the ongoing development and activation of the site through the Mansfield Station Precinct Master Plan and Implementation Plan (2023). This plan provides a clear and funded roadmap for the precincts future growth, with several key projects already delivered or underway. Recent investment includes the $1.2 million Art on the Rail Trail initiative, enhancing the visitor experience through public art and interpretive signage.

Looking ahead, the precinct is undergoing significant transformation. Major projects include the Mansfield Heritage Museum, scheduled for completion in late 2026, which will showcase First Peoples culture, the George Sweet Fossil Fish collection, and the regions European settlement history. The relocation of the Historical Society to a purpose-built facility will further enrich the sites cultural offering. In addition, new recreational infrastructure, including a cycling pump track and upgraded play and public realm facilities, will broaden the precincts appeal and attract increased visitation across diverse user groups.

These investments are expected to drive substantial growth in visitation, dwell time and economic activity, positioning the precinct as a dynamic, year-round destination. The evolving mix of cultural, recreational and tourism offerings presents a unique opportunity for high-quality, complementary uses within the precinct.

Within this context, Council is seeking expressions of interest for the lease and activation of the Visitor Information Centre space. The opportunity is ideally suited to an operator capable of delivering a contemporary, engaging and commercially sustainable visitor servicing function that enhances the overall experience of the precinct. Potential uses may include integrated visitor information services, retail, local product showcasing, and complementary hospitality or tourism-related offerings.

The vision for the Mansfield Station Precinct is to create a welcoming, vibrant and inclusive hub that celebrates heritage while embracing innovation. The successful activation of the Visitor Information Centre will play a key role in achieving this vision—supporting the visitor economy, strengthening Mansfields identity as a tourism destination, and contributing to a thriving, connected community.