With the highly anticipated Nyaal Banyul Geelong Convention and Event Centre opening in 2026, the city is experiencing unprecedented demand for conferences and events.

To cater to the region’s growing events appeal, a new local professional conference organiser (PCO) company has launched.

Geelong Conference & Event Management (GCEM) has opened for business and is helmed by seasoned events strategist Jade Pearce.

With more than 20 years of national experience, Pearce has founded GCEM to cater to a sharp rise in demand for high-calibre, locally delivered conferences and events in Geelong and regional Victoria.

Timed to coincide with the opening of Nyaal Banyul Geelong Convention and Event Centre – and with it, new hotels and hospitality attractions across the city – the company is poised to take advantage of an influx of business events across government, health, education and associations.

“Clients want event partners who are on the ground and deeply connected to place, who can deliver with senior capability,” says Pearce.

“We are leaning into that demand.

“GCEM brings a senior-led, full-service offering across event design, stakeholder engagement and event tech – paired with an intentional hiring model focused on exceptional local talent.

“I’m passionate about creating flexible, meaningful roles for regional event professionals.

“Too many experienced people leave our industry when they move regionally or want balance – GCEM is here to change that.”

Pearce is relocating to Geelong to head up the new venture.

“We’re not parachuting in – we’re planting roots,” she says.

“This is about building deeper client and supplier relationships … and becoming part of the community we serve.”