The centre, which will focus on mental health, will be located at the home base of the St. Kilda Football Club, for which 240 games were played by Frawley, who also captained 177 of his team's matches. He later took on a coaching role with Richmond, before eventually entering the media with work on television and radio. Frawley was a huge mental health advocate, and prior to his death, which occurred in 2019, he spoke often about his own struggles with mental health and the need to undertake more research.
Tourism, Sport and Major Events Minister Martin Pakula described Frawley as inspirational both off and on the field, adding:
“The establishment of this centre is a fitting acknowledgement of his work and his standing in the community – and will provide an enduring legacy.”
Set to include consultation suites and classroom spaces, the centre will also have breakout areas within the aquatic facility and the reserve's grandstand. Wellbeing and health programmes and services are also to be established.
Flyer printing campaigns are often used to help spread the word about major facilities, such as the new centre, to community members.
The construction project, set to begin early in 2021, will also receive funding support from St Kilda Football Club and the Commonwealth Government.