Swim, Sculpt, Club, Repeat……!
Published on 25 July 2025
Frankston City Council’s Destination Event Attraction Program (DEAP) is once again set to deliver a vibrant program of events celebrating the very best of Frankston City - its stunning natural beauty, community spirit, and love of an active lifestyle.
The Carlsberg Beach Club, Sand Sculpting Championships and Frankston Swim Classic are all set to return in the 2025-2026 events program, helping to reinforce Frankston City’s position as a creative, inclusive, action-packed destination.
DEAP events are expected to draw attendance from around 43,000 people from across Victoria and further afield, with a projected $4.1 million contribution to the local economy.
A key component of Council’s Destination Events Strategy 2023-2028, the DEAP offers funding and in-kind sponsorship to support experienced creatives, collaborators and event organisations to curate and deliver events from concept through to presentation in Frankston City.
The purpose of this program is to enliven the community, drive visitation, and achieve positive creative, economic and social aspects. Up to $150,000 funding is available for significant events.
Deputy Mayor Cr Steffie Conroy said this year’s successful applicants represented a diverse range of attractions for all demographics.
“Young families flocked to the Australian Sand Sculpting Championships earlier this year, whilst visitors from across Melbourne couldn’t get enough of the Carlsberg Beach Club. We expect similar levels of interest when they both return early next year. “
“The Frankston Swim Classic is an incredible inclusion in the program, appealing to all ages and offering the chance to unite our community in the spirit of healthy fun and friendship that we cherish in Frankston City.
Frankston City Council’s major events are a significant contributor to the city’s visitor economy. In 2024, Frankston welcomed 1,158 million visitors (an increase from 800,000 per annum pre COVID), contributing $180 million to the local economy, according to Mornington Peninsula Regional Tourism Board reporting.
The City’s strong reputation as a major events destination will continue into 2025-2026 as these DEAP events combine with Frankston existing vibrant calendar, including Frankston's Christmas Festival, Waterfront Festival, Frankston Street Art Festival, The Great Pet-Together, Party In The Park and South Side Festival, plus regular favourites such as Little Beauty Market and elite AFLW Hawthorn games.
Events funded via the 2025/2026 round of the DEAP include:
Carlsberg Beach Club
Following a standout 2025 season, the Carlsberg Beach Club is set to make a stylish return to the iconic Frankston Pier this summer, bringing with it the ultimate coastal escape inspired by the chic beach clubs of Europe.
Running every Friday to Sunday from December 19 through March 29, this beautifully curated pop-up will transform a small section of Frankston beach into a sun-soaked social hub, complete with smooth sounds from local DJs, delicious food and beverage offerings, and luxe, laid-back styling.
Sand Sculpting Championships
Following a highly successful return to the Frankston Waterfront in 2025 - attracting over 30,000 visitors - the Australian Sand Sculpting Championships will again call Frankston home in 2026, with even more to discover.
From April 3 to 27, Frankston will host the only event of its kind in the country, bringing together the nation’s top sand sculptors alongside international champions in a thrilling display of skill and creativity. Featuring solo and doubles competitions, the event will also include the People’s Choice Award, giving visitors the chance to vote for their favourite masterpiece.
Beyond the awe-inspiring sculptures, the experience offers something for everyone. From sculptor talks and live carving to sand art workshops, interactive photo moments, mini golf, and children’s activities. On select evenings, visitors can enjoy the sculptures illuminated in a magical after-dark setting with music and a pop-up bar. In 2026, the program expands with the launch of the Frankston Beach Sand Sculpting Championships for families and amateur artists, encouraging even greater community participation.
Frankston Swim Classic
Over the past two years the Frankston Swim Classic has grown to become a much-loved part of Frankston’s iconic Waterfront Festival. Kicking off the Saturday morning with a mix of all ages, genders and capabilities challenging themselves across 3 swim distances and a beach run for kids.
The event has now grown to 600 participants and an equal number of spectators gathering at the Frankston Yacht Club for a morning of swimming excitement. The event makes the most of Frankston’s gorgeous waterfront and growing lifestyle and wellness community; and is quickly becoming a haven for local fitness enthusiasts, dawn swimmers, hill runners, aspiring athletes and community camaraderie, regardless of skill level.
An additional major event, that will take place outside of Frankston CBD, is being planned for 2026 as part of the Destination Event Attraction Program. More details will be announced later this year.
Council has increased funding for major events and festivals by $80,000 in 2025-26, further enhancing Frankston’s appeal as a vibrant destination for residents and visitors.
Visit Imagine Frankston for the latest updates.