‘Eat, Play, Stay & Shop’ guide supporting major SAM exhibitions

Posted on Wednesday 20th of May, 2026,

Greater Shepparton City Council, through its destination brand Shepparton & Goulburn Valley and in partnership with the Shepparton Art Museum (SAM), is excited to launch ‘Eat, Play, Stay & Shop’, a new visitor focused initiative to run alongside SAM’s blockbuster exhibitions, Facing Modernity: Degas to Picasso, opening Saturday 23 May 2026 and the Archibald Prize 2026 opening Saturday 5 September 2026.

‘Eat, Play, Stay & Shop’ is an exciting new initiative featuring a pocket guide, interactive map and creative displays across Shepparton & Goulburn Valley, all designed to inspire exhibition visitors to explore more of the region and encourage locals to rediscover what’s on offer.

The guide highlights creative, exhibition‑linked experiences and events developed by local operators, inviting visitors not only to attend Facing Modernity: Degas to Picasso and the Archibald Prize 2026, but to extend their stay, discover more of the region and support local businesses.

These major exhibitions are expected to attract significant visitation to the region over a six‑month period, Facing Modernity: Degas to Picasso running from Saturday 23 May to Sunday 20 September 2026 and the Archibald Prize 2026 from Saturday 5 September until Sunday 1 November 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.

Alongside the Eat, Play, Stay & Shop guide, there are several displays for people to enjoy, including the art mural in the Maude Street Precinct, the Artist Walk across shopfronts showcasing some of the artists featured in Facing Modernity: Degas to Picasso exhibition, and the visitor information cubes placed at key locations such as the train station, SAM and the CBD.

To kick start the exhibition and enjoy the activities taking place across Shepparton & Goulburn Valley, the Out & About Bus will be running on the opening weekend, on Saturday 23 and Sunday 24 May from 10am to 4pm as well as on the King's Birthday long weekend on Saturday 6, Sunday 7 and Monday 8 June.

The bus will be stopping at SAM, Shepparton CBD, Emerald Bank (Museum of Vehicle Evolution) and Shepparton Railway Station. Residents and visitors are invited to explore Shepparton & Goulburn Valley through this unique activity. The Out & About bus is free, and no bookings are required. Learn more about the Out & About bus.

“This is a fantastic opportunity for local businesses to make the most of the increased visitation these exhibitions will bring to the region. With over 60,000 people expected to visit Shepparton & Goulburn Valley over the coming months, it’s an ideal moment to encourage them to Eat, Play, Stay & Shop,” Mayor, Councillor Shane Sali said.

“We’re very fortunate to have exhibitions of this calibre coming to Shepparton. They continue to elevate our region as a premier destination for major events and cultural experiences, supported by outstanding venues and organisations delivering first‑class programs. 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 unique opportunity to experience both contemporary and historical works of art right here in the region.

“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. Facing Modernity presents a once-in-a-lifetime chance to see artworks by Picasso, Dalí, and Matisse that have never been displayed in Australia,” he said.

“The Archibald Prize is one of Australia’s most loved and anticipated exhibitions, and we are incredibly excited to be the first stop on the national tour and the only chance for Victorian audiences to see the exhibition in their home state.”

The Eat, Play, Stay & Shop campaign is still open for businesses to join. If you’re interested, submit an Expression of Interest via the Shepparton & Goulburn Valley website.

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