This paper explores the Sleepy Hollow predicament and considers how the branding of Geelong might move beyond parody to better reflect its position as Victoria’s largest regional centre through an approach based on imageability, narrative, assets and investment.

Change has engulfed the coastal fringe of Australia. In balancing the built and natural environment, community needs, cultural significance and economic sustainability, planners aim to improve quality of life and create vibrant communities. Yet managing place change, particularly in coastal areas, is fraught with tensions...