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Work. Live. Belong.

Moe and Morwell are two connected regional CBDs, 90 minutes from Melbourne, offering the commercial affordability, skilled workforce and lifestyle to build a business and a life on your own terms.

“Everything is just so easy. I just couldn’t think to be anywhere else.”

Paul Guarascio, Valley Hair by International Hair Design, Morwell

Join a Region on the Rise: The Ambitious Relocator

Work. Live. Belong.

This story highlights how business success and lifestyle can go hand in hand in Moe and Morwell. Affordable commercial property, lower overheads and a strong local workforce create opportunities to build and grow a business while enjoying more time for family, friends and the things that matter.

With short commutes, strong community connections and access to training and education, the region offers young families and business owners the opportunity to build a successful future without sacrificing their lifestyle.

Join a Region on the Rise: The Reinventor

Work. Live. Belong.

This story highlights the long-term opportunities in Moe and Morwell, where business success, property investment and community growth come together to create a lasting legacy.

Through stories of investment, succession and multi-generational businesses, it showcases how affordable property, lower operating costs and a growing community can support long-term growth, wealth and opportunities for future generations, while providing the lifestyle and freedom to enjoy the rewards of success.

Peter Ayres: Together We Thrive

Latrobe Eyecare — Managing Director, Morwell

Peter, Managing Director of Latrobe Eyecare in Morwell, has built a practice with more than 35,000 patients on file and a client base spanning four generations of the same families, “grandparents, parents, grandchildren and great grandchildren,” as he puts it, calling that generational loyalty “something I never expected to see.”

Lower-cost commercial premises compared to metropolitan Melbourne freed up capital that Peter has since invested in property for his own retirement, while his children accessed affordable, high-quality local schooling and were able to buy their own homes in their early twenties. An outcome he links directly to the region’s affordability and opportunity.

Ebony Sherman: A Place to Build Your Future

Indulge Yourself — Skin & Laser Clinic, Moe

Ebony Sherman is the owner and founder of Indulge Yourself, a skin and laser clinic in Moe, and works in her business rather than just on it, building, in her words, “a big following of local supporters” over nearly three decades.

Living five minutes from her clinic gives her the freedom to finish work and still make dinner with friends and family. While Moe’s train station is only five minutes from home. Affordable commercial property let Ebony purchase not one but three shopfronts in Moe’s CBD, which she describes as a long-term investment for her children. Her clinic is also a succession story in progress: a staff member who has been with her “since she was sixteen years old” plans to take over the business, a transition Ebony describes with visible pride.

Paul & Lara Guarascio: Grow a Future Together

Valley Hair by International Hair Design — Morwell

Morwell Valley Hair Design is a genuine Morwell institution: Paul Guarascio’s mother immigrated from Italy and opened the salon here 37 years ago. Paul describes clients who have been with him for his entire 30-year career, many of whom have become personal friends, and a five-minute commute that keeps work, family and social life tightly connected.

The business in time will be handed to the next generation, with Lara training under Paul to eventually take over, backed, Paul says, by “plenty of support in the town from the community”. Lara herself credits growing up and going to school locally with a social network that’s still five minutes down the road today. Work. Live. Belong.

Moe and Morwell sit at the heart of Latrobe City, the largest municipality in the Gippsland region and the fourth largest in regional Victoria.

This is not a story about doing less. It is about doing more, sooner, with room to grow. Business owners already operating here describe a five-minute commute, freehold shopfronts bought for the price of a city rental bond, and a community that backs its own.

Investors, business owners and developers considering relocation or expansion will find two CBD’s undergoing active, funded revitalisation, a resident workforce with strong technical and trade skills, and a cost base that is a fraction of metropolitan Melbourne.

Three reasons investors are looking to Moe & Morwell now

1. Room to grow, not a step down
Freehold and leasehold commercial space at a fraction of metropolitan cost means capital that would service a city rent instead builds equity, staff, or a second location.

2. Active, funded revitalisation
Both CBDs are mid delivery on Council and State/Federal co-funded streetscape, rail precinct and activity-centre renewal programs.

3. A community that backs its own
Multi-generational client bases, loyal staff, and collaborative local business networks, goodwill that takes decades to build in a city market and already exists here.

A region actively investing in itself

Moe and Morwell are not waiting for revitalisation, they are mid-delivery on it, backed by Council, State and Federal Government co-funding.

Delivered

Morwell CBD Revitalisation:
A $3.75 million upgrade of Commercial Road and Tarwin Street, co-funded by Federal, State and Council contributions. Delivered 12 new parklets, a community gathering space, 500m²+ of feature gardens, pedestrian-counting sensors and programmable LED street lighting, and underpinned Morwell’s rebrand as the “Town of Gardens”.

Moe Revitalisation Project Stage 2:
Completed public realm and civic space upgrades in the Moe town centre, including improvements supporting community and special events.

In progress & funded

Moe Revitalisation Project Stage 3:
Listed among Council’s top infrastructure advocacy priorities for 2026/27.

Future Morwell / Morwell Circuit:
The Future Morwell Urban Design Revitalisation Plan sets out a staged renewal of Morwell’s commercial core (the “Village Hub”), improving walkability, cycling infrastructure and public transport connections to support ongoing business growth.

Moe Rail Precinct Revitalisation Project:
A strategically significant renewal of the Moe town centre around its railway station, identified (alongside Morwell, Traralgon and Warragul) as a key Gippsland population and commercial hub in regional transit planning.

Moe Activity Centre Plan:
A 15-year community vision for the look and feel of Moe’s CBD, with implementation into the Latrobe Planning Scheme underway in 2025/26.

“The lifestyle in Morwell and surrounding areas is like no other. You’ve got incredible sporting facilities, infrastructure and exposed to some of the most magnificent mountains less than an hour away. It’s just an incredible place to live. I think it’s one of the best places in Victoria.”

Peter, Managing Director, Latrobe Eyecare, Morwell

Events & Sport

Latrobe City hosts Big Bash cricket, AFL practice games, A-League and W-League soccer, and the SEM Phoenix at the Gippsland Regional Indoor Sports Stadium.

The AGL Loy Yang Traralgon Junior International tennis event, held every January, has hosted future tennis legends including Jelena Dokic and Roger Federer early in their careers.

The multi-award-winning Boolarra Folk Festival draws crowds each year to one of the region’s most beautiful parks.