Business opportunities during the Arts Trail
The Surf Coast Arts Trail takes place annually on the first weekend of August and welcomes up to 15,000 visitors each year, making it one of the largest open studio events in Australia.
Artists across the Surf Coast Shire open their studios, galleries and creative spaces, inviting visitors to meet them, experience their work and purchase directly.
In 2026, the Trail will feature over 65 venues across the region, from Lorne to Deans Marsh, Winchelsea to Gherang, and Freshwater Creek to Torquay, Bells Beach and Aireys Inlet.
Why it matters for your business
This is not just an arts event. It is a major visitor driver for the region.
Based on visitor surveys conducted during the 2025 Surf Coast Arts Trail:
- Up to 15,000 visitors across the weekend
- 43 percent travelled from outside the Surf Coast
- Visitors spent an average of $188 on food, accommodation and local experiences.
Visitors are moving across the region all day. They are looking for places to eat, drink, rest and explore.
For a full breakdown of visitor data and insights, download last year's event summary.
2025 Surf Coast Arts Trail Event Summary
The daytime opportunity
During the day, visitors are travelling between venues and exploring the region.
This is your chance to be part of their journey.
You could:
- Offer a simple, welcoming stop for visitors
- Extend opening hours across the weekend
- Create a Trail friendly menu or offer
- Partner with a nearby artist or venue.
No idea is too small. It is about finding your place in one of the biggest open studio events in Australia.
The Arts Development Team can provide social media templates to help you promote your involvement. Contact the Arts Development Team to access these resources.
Arts Trail After Hours
'Arts Trail After Hours' is a Saturday evening program, designed to keep visitors in the region longer and encourage them to explore local venues into the night.
This is a key moment for businesses to be part of the experience.
What could this look like?
Arts Trail After Hours is about creativity and experience, not just standard service.
You could:
- Live music, spoken word or performance
- Run a creative workshop or demonstration
- Create a unique in venue experience connected to the Arts Trail.
Being part of the program helps create a connected and vibrant experience for visitors, while supporting local artists and increasing visibility for your business.
Full details found here
Want to attract Art Trail visitors to your business?
If you and your business would like to be involved, contact the Surf Coast Shire Arts Development Team to discuss your interest:
Accessibility
We’re committed to making this program accessible to everyone. If you’d like to discuss access needs, please get in touch - we’re here to help.