Expressions of interest open for ‘Eat, Play, Stay & Shop’ guide supporting major SAM exhibition

Posted on Tuesday 3rd of March, 2026,

Council, through its destination brand Shepparton & Goulburn Valley and in partnership with the Shepparton Art Museum (SAM), is inviting local businesses to take part in an exciting new visitor focused initiative ahead of SAM’s upcoming blockbuster exhibition, Facing Modernity: Degas to Picasso, opening Saturday 23 May 2026.

In Summary

  • Expressions of Interest are now open for local businesses to be featured in a curated ‘Eat, Play, Stay & Shop’ pocket guide supporting the upcoming Facing Modernity: Degas to Picasso exhibition at the Shepparton Art Museum (SAM).
  • The exhibition will run from Saturday 23 May to Sunday 20 September 2026 and is expected to attract significant visitation to Shepparton & Goulburn Valley.
  • The guide will showcase exhibition-linked experiences, encouraging visitors to extend their stay and explore local accommodation, dining, retail and event offerings.
  • EOIs close on Monday 30 March 2026, with the guide and coordinated marketing campaign to launch in late April 2026.

Expressions of Interest (EOIs) are now open for businesses across Shepparton and the surrounding towns to collaborate on a curated ‘Eat, Play, Stay & Shop’ pocket guide designed to inspire visitors to explore the region during their trip to the exhibition.

The guide will showcase creative, exhibition‑linked experiences and events developed by local operators, encouraging visitors not only to attend Facing Modernity: Degas to Picasso, but to extend their stay, discover more of the region, and support local businesses.

This major exhibition is expected to attract significant visitation to the region over its four‑month season, running from Saturday 23 May to Sunday 20 September 2026. This presents a great opportunity for local businesses to leverage increased foot traffic, boost spending, and highlight the depth of experiences available across Shepparton & Goulburn Valley.

Greater Shepparton City Council Mayor, Councillor Shane Sali encouraged businesses to take advantage of the opportunity.

“This is a fantastic opportunity for local business to get involved and make the most of the increased visitation this exhibition will bring. We’re expecting a significant influx of people to Shepparton & Goulburn Valley, and it’s the perfect time to showcase our wonderful region,” he said.

“There are many ways to get involved, be creative and showcase your business. We’re very fortunate to have an exhibition like this coming to Shepparton. SAM have done an incredible job putting our region in the spotlight, and now it’s our time to shine.”

SAM Artistic Director, Danny Lacy said this is a rare opportunity to encounter works by the defining figures of modern art.

”SAM is thrilled to be presenting our biggest year of exhibitions to date, with icons of contemporary and historical art on offer that are rarely found in regional locations. For a lot of people in our state and across the country, Facing Modernity presents a once-in-a-lifetime chance to see artworks by Picasso, Dalí, and Matisse that have never been displayed in Australia. This opens up a unique opportunity for our community to come together and craft an immersive experience for the thousands of visitors expected to come to our region and create a lasting impression of the vibrancy of Greater Shepparton.”

Facing Modernity: Degas to Picasso from Auckland Art Gallery Toi o Tāmaki, brings together 37 exceptional paintings and sculptures, featuring works by Pablo Picasso, Egar Degas, Paul Cezanne, Barbara Hepworth, Henri Matisse, Salvador Dalí, and more.

By participating, businesses can align their offerings with this high‑profile cultural event and benefit from a coordinated regional marketing campaign.

Businesses are encouraged to propose creative ideas that connect their products, services, or experiences to the themes or spirit of the exhibition. This could include:

  • Special menus or tasting experiences
  • Retail activations and window displays
  • Accommodation packages
  • Workshops, events, or performances
  • Family‑friendly activities
  • Unique collaborations across sectors

The final guide will support visitors in planning their trip, highlighting must‑do experiences, places to stay, where to eat, and how to make the most of their time in the region.

Businesses interested in participating are encouraged to submit an Expression of Interest via the Shepp & GV website. 

Council’s Economic Development staff will work with businesses in developing appropriate ideas and experiences to suit the campaign and leverage this unique opportunity.

Key dates

  • Expressions of Interest close: Monday 30 March 2026
  • Guide release & marketing campaign: Late April 2026
  • Facing Modernity: Degas to Picasso exhibition: Saturday 23 May to Sunday 20 September 2026

Shepparton Art Museum is the exclusive Australian touring venue for Facing Modernity: Degas to Picasso.

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