Audience Atlas Victoria - creative.vic.gov.au · 2 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019 Individual organisation pages appendix How to read

Audience Atlas VictoriaAppendix 1: Individual organisation pages October 2019

2 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019

Individual organisation pages appendixHow to read this report 3

Abbotsford Convent 4

Art Gallery of Ballarat 5

Arts Centre Melbourne 6

Athenaeum Theatre 7

Australian Centre for Contemporary Art (ACCA) 8

Australian Centre for the Moving Image (ACMI) 9

Bendigo Art Gallery 10

Chinese Museum 11

Circus Oz 12

Comedy Theatre 13

Crown Casino 14

Drum Theatre 15

Footscray Community Arts Centre 16

Forum Melbourne 17

Frankston Arts Centre 18

Gasworks Arts Park 19

Geelong Performing Arts Centre 20

Heide Museum of Modern Art 21

Her Majesty’s Theatre 22

Immigration Museum 23

Jewish Museum of Australia 24

Latrobe Performing Arts 25

Malthouse Theatre 26

McClelland Sculpture Park and Gallery 27

Meat Market 28

Melbourne Chamber Orchestra 29

Melbourne Fringe Festival 30

Melbourne International Arts Festival 31

Melbourne International Comedy Festival 32

Melbourne International Film Festival (MIFF) 33

Melbourne International Jazz Festival 34

Melbourne Museum 35

Melbourne Recital Centre 36

Melbourne Symphony Orchestra 37

Melbourne Theatre Company 38

Melbourne Writers Festival 39

Midsumma Festival 40

Mildura Arts Centre 41

NGV Australia (NGVA) 42

NGV International (NGVI) 43

Opera Australia 44

Princess Theatre 45

Regent Theatre 46

Scienceworks 47

Sidney Myer Music Bowl 48

Sovereign Hill Gold Museum 49

St Kilda Festival 50

State Library Victoria 51

TarraWarra Museum of Art 52

The Australian Ballet 53

The Butterfly Club 54

The Capital or Ulumbarra Theatre 55

The Wheeler Centre 56

Victorian Opera 57

Virgin Australia Melbourne Fashion Festival (VAMFF) 58

West Gippsland Arts Centre 59

White Night Melbourne 60

Yarra Ranges Arts and Cultural Program 61


63% 19% 11%8%

54%23% 11% 9%

NGVA’s market NGVA

Current

Lapsed

Potential

Not in the market

Unaware

NGVA’s current market

Awareness of NGVA

2nd

Organisation crossover

34% of NGVA’s current audience has used social media to find out aboutarts events in the last 12 months, compared to the culture market average of 27%.

41% of NGVA's current audience has donated to arts organisations, compared to the culture market average of 40%.

NGVA has the 2nd highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current NGVA visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to NGVA

NGVA’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Visual arts

24%18%

15%

17%

8%

8%

7%

NGVA’sCurrent Market

1

2

54%Unaware

46%Aware

73% Arts Centre Melbourne

72% The Wheeler

Centre

69%

of Modern Art

72% TarraWarra Museum of

Art

64% ACCA

63% Crown Casino

57% Melbourne Museum

64% Melbourne

WritersFestival

59% Her Majesty’s

Theatre

80% NGV

International(NGVI)

Current visitors to NGVA

15%16%

13%

17%11%

11%9%

6%

NGVA’s Lapsed / Potential

Market

Heide Museum

How to read this report

C

D

B

E

A: Culture Segment profileThis model looks at the Culture Segment profile of your current and lapsed / potential markets.

B: Market sizeThis model compares your market penetration within your artform. This is helpful as it can identify opportunities for growth, for example, NGVA has a current market of 23% but the current visual arts market is 63%, which means there is a large market open to visual arts but not yet visiting NGVA that can be converted.

C: Spotlight on your current marketThis section explores the profile of your current market. This is helpful, as once you know about who is already attending, you can capitalise on strengths and work through strategies to retain them.

D: AwarenessThis section shows you what proportion of the culture market is aware of your organisation, and how you rank within your artform.

E: Venue crossoverThis model shows the top 5 venues that have a crossover with your organisation, and which other organisations your current market attends. This is helpful in identifying collaboration opportunities.

A

Cover image: 2019 Melbourne International Comedy Festival, Paul the doorman and front of house staff at the Melbourne Town Hall.

Photograph by Jim Lee Photography

Methodology note

Organisations with current market sub-samples of 150 and above were included in this appendix. When looking at the awareness ranking data, please note some organisations with higher levels of awareness than some organisations in this document were not included in this appendix due to small current market sample sizes.


Abbotsford Convent

Abbotsford Convent’s market

Abbotsford Convent

Current

Lapsed

Potential

Not in the market

Unaware

Abbotsford Convent’s current market

Awareness of Abbotsford Convent

67%Unaware

33%Aware 2nd


37% of Abbotsford Convent’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture market average of 24%.

38% of Abbotsford Convent's current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

Abbotsford Convent has the 2nd highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Abbotsford Convent visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Abbotsford Convent

Current visitors to Abbotsford

Convent

45% Centre for

Contemporary Photography

Abbotsford Convent’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

AbbotsfordConvent

Current Market27%

18%

19%

14%

8%

6%

4 4

AbbotsfordConvent

Lapsed / PotentialMarket

20%

15%

15%

14%

13%

8%

9%6%

67%10%12% 9% 2

51% Heide

Museum of Modern

Art

64% Crown Casino

48% Australian Tapestry

Workshop

44% Linden

New Art

57% NGV

Australia(NGVA)


56% Her Majesty’s

Theatre

58% The Wheeler

Centre

70% NGV

International(NGVI)

Multi-arts 89% 8% 2 1


Art Gallery of Ballarat

Art Gallery of Ballarat’s market


63% 19% 11%8%

Current

Lapsed

Potential

Not in the market

Unaware

Art Gallery of Ballarat’s current market

Awareness of Art Gallery of Ballarat

70%Unaware

30%Aware 4th


39% of Art Gallery of Ballarat’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture market average of 24%.

44% of Art Gallery of Ballarat's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Art Gallery of Ballarat has the 4th highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current Art Gallery of Ballarat visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Art Gallery of Ballarat

Current visitors to Art Gallery

of Ballarat


Workshop

58% State

Library Victoria

44% Linden

New Art

42% Gertrude

Contemporary

64% Arts CentreMelbourne


43% PolyglotTheatre

57% Her Majesty’s

Theatre

62% Ballarat

International Foto

Biennale

57% CrownCasino

Art Gallery of Ballarat’s Culture Segment profile

Essence

Expression

Armation

Enrichment

Stimulation

Release

Perspective

Entertainment

Visual arts

Art Galleryof Ballarat

Current Market38%

15%

14%

14%5%

6%

6%2



24%

10%

14%

16%12%

12%9%3

70%11%8%8% 3


Arts Centre Melbourne

Arts Centre Melbourne’s market

Arts Centre Melbourne

Current

Lapsed

Potential

Not in the market

Unaware

Arts Centre Melbourne’s current market

Awareness of Arts Centre Melbourne

27%Unaware

73%Aware 1st


35% of Arts Centre Melbourne’s current audience has used social media to nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

18% of Arts Centre Melbourne’s current audience has children at home, compared to the culture market average of 23%.

Arts Centre Melbourne has the highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Arts Centre Melbourne visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Arts Centre Melbourne

Current visitors to Arts Centre

Melbourne

Arts Centre Melbourne’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Multi-arts

Arts CentreMelbourne

Current Market 25%

15%

16%

17%

8%

9%

6% 4


Arts CentreMelbourne

18%

14%

12%

13%

13%13%

11% 7%

25% 27%37% 8% 3

89% 8% 2

69% Crown Casino

85% Malthouse

Theatre

85% Victorian

Opera

55% Regent Theatre

85% Melbourne

Recital Centre

61% Her Majesty’s

Theatre

61% NGV

International(NGVI)

53% Princess Theatre

85% The

Australian Ballet

84% Melbourne

Writers Festival

1


Athenaeum Theatre

42%23% 15%16%

Athenaeum Theatre’s market Athenaeum Theatre

Lorem ipsum

Current

Lapsed

Potential

Not in the market

Unaware

Athenaeum Theatre’s current market

Awareness of Athenaeum Theatre

6th


35% of Athenaeum Theatre’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

35% of Athenaeum Theatre’s current audience has used social media to find out about arts events in the last 12 months, compared to the culture market average of 27%.

Athenaeum Theatre has the 6th highest level of awareness (out of 7) within the commercial theatre market in Victoria.

Proportion of current Athenaeum Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Athenaeum Theatre

Athenaeum Theatre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Commercial theatre

24%

15%

14%

21%

5%

9%

6%

7%

Athenaeum Theatre

Current Market10% 19%

14%

13%

13%

11%

8%

Lapsed / Potential Market

12%

4

19%71% 6% 4

42%Unaware

58%Aware

Current visitorsto Athenaeum

Theatre


64% Lucy

Guerin Inc.

58% Rawcus Theatre

64% Short Black

Opera

56% Dancehouse

71% Crown Casino

66% Regent Theatre

56% The Wheeler

Centre


76% Her Majesty’s

Theatre

Athenaeum Theatre


Australian Centre for Contemporary Art (ACCA)

ACCA’s market

ACCA 67%10%12% 9% 2

63% 19% 11%8%

Current

Lapsed

Potential

Not in the market

Unaware

ACCA’s current market

Awareness of ACCA

77%Unaware

23%Aware 6th


49% of ACCA’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

58% of ACCA's current audience has donated to support arts organisations, compared to the culture market average of 40%.

ACCA has the 6th highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current ACCA visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to ACCA

Current visitors to ACCA

49% St Martins Youth Arts

Centre

45% Centre for


53% Linden

New Art

42% Snu�

Puppets


64% NGV

Australia (NGVA)

65% State Library

Victoria

69% NGV

International(NGVI)

40% Gertrude

Contemporary


ACCA’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

ACCACurrent Market

1

38%

18%

18%

13%

8%

2

2


ACCA

22%

10%

16%

16%

17%

9%

38%

Visual arts

10% 77%5 5 3


Australian Centre for the Moving Image (ACMI)

ACMI Market

ACMI

Current

Lapsed

Potential

Not in the market

Unaware

ACMI current market

Awareness of ACMI

51%Unaware

49%Aware

5th


38% of ACMI’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

40% of ACMI’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

ACMI has the 5th highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current ACMI visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to ACMI

Current visitors to ACMI

63% ACCA

63% Linden

New Art

70% The Wheeler

Centre

61% Lucy

Guerin Inc.

65% Crown Casino

60% Koorie

Heritage Trust

60% Her Majesty’s

Theatre

69% NGV

International(NGVI)

60% NGV

Australia (NGVA)


ACMI’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Museums

ACMICurrent Market 25%18%

16%

17%

9%

6%

6% 4

ACMILapsed / Potential

Market

10%

18%

15% 14%

12%

12%

13%

6%

20% 51%14% 12% 3

24%67% 4 4


Bendigo Art Gallery

Bendigo Art Gallery’s Market

Bendigo Art Gallery 67%10%12% 9% 2

63% 19% 11%8%

Current

Lapsed

Potential

Not in the market

Unaware

Bendigo Art Gallery’s current market

Awareness of Bendigo Art Gallery

60%Unaware

40%Aware 3rd


37% of Bendigo Art Gallery’s audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

11% of Bendigo Art Gallery’s audience has children at home, compared to the culture market average of 23%.

Bendigo Art Gallery has the 3rd highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current Bendigo Art Gallery visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Bendigo Art Gallery

Current visitors to BendigoArt Gallery

56% Back to Back

Theatre

49% Art Galleryof Ballarat

61% The Capital/Ulumbarra

Theatre

48% SheppartonArt Museum

53% RegentTheatre

60% Her Majesty’s

Theatre

47% Linden

New Art

59% CrownCasino

62% NGV

International(NGVI)


Bendigo Art Gallery’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Visual arts

Bendigo Art Gallery

Current Market 26%

15%

17%

17%8%

9%

6%

3

BendigoArt Gallery


10%

15%

14%

14%

21%

12%

9%

4

60%14%12% 11% 3


Chinese Museum

Chinese Museum’s market

Chinese Museum

Current

Lapsed

Potential

Not in the market

Unaware

Chinese Museum’s current market

Awareness of Chinese Museum

70%Unaware

30%Aware 6th


25% of Chinese Museum's current audience has children at home, compared to the culture market average of 23%.

47% of Chinese Museum's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Chinese Museum has the 6th highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current Chinese Museum visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Chinese Museum

Chinese Museum’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Chinese MuseumCurrent Market Lapsed / Potential

Market

Chinese Museum

Museums

39%

12%

13%

11%

8%

6%

47%

16%

21%

13%

17%

11%

8%

9%6%

70%13%5 9% 3

24%67% 4 4

Current visitors to Chinese Museum


50% Linden

New Art

49% Lucy Guerin

Inc.

64% Western Edge

Youth Arts

49% ILBIJERRI Theatre

Company


46% Her Majesty’s

Theatre

48% Rawcus Theatre

55% State Library

Victoria

65% Crown Casino


Circus Oz

Circus Oz’s market

Circus Oz

Current

Lapsed

Potential

Not in the market

Unaware

Circus Oz’s current market

Awareness of Circus Oz

35%Unaware

65%Aware


38% of Circus Oz’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

38% of Circus Oz’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

Circus Oz is the only organisation of its kind as part of this study. At 65% it has relatively high awareness.

Proportion of current Circus Oz visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Circus Oz

Current visitors to Circus Oz

59% Her Majesty’s

Theatre

71% Crown Casino

63% Punctum

59% Lucy

Guerin Inc.

58% Ranters Theatre

59% Westside Circus Inc.


60% Melbourne

International Comedy Festival

58% Aphids


Circus Oz’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Circus OzCurrent Market

39%

10%

16%

17%

8%

4

2

Circus OzLapsed / Potential

Market

10%

15%

15%

21%

12%

13%9%

7%4

15% 32% 12% 35%5%


Comedy Theatre

Comedy Theatre’s market

Comedy Theatre

Current

Lapsed

Potential

Not in the market

Unaware

Comedy Theatre’s current market

Awareness of Comedy Theatre

33%Unaware

67%Aware

5th


35% of Comedy Theatre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

35% of Comedy Theatre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the average of 27%.

Comedy Theatre has the 5th highest level of awareness (out of 7) within the commercial theatre market in Victoria.

Proportion of current Comedy Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Comedy Theatre

Current visitors to Comedy

Theatre

72% Her Majesty’s

Theatre

66% Snu�

Puppets

64% Punctum

61% Melbourne

Fringe Festival

62% Short Black

Opera

68% Melbourne



62% Athenaeum

Theatre


72% Crown Casino

Comedy Theatre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Commercial theatre

Comedy Theatre

Current Market

Comedy Theatre


28%

10%

18%

15%

13%

6%

4 7%

20%

10%

10%

14%

12%

12%

11%

11%

22% 23% 33%17% 5

19%71% 6% 4


Crown Casino

Crown Casino’s market

Crown Casino

Current

Lapsed

Potential

Not in the market

Unaware

Crown Casino’s current market

Awareness of Crown Casino

10%Unaware

90%Aware 1st


33% of Crown Casino’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

24% of Crown Casino’s current audience has children at home, compared to the culture market average of 23%.

Crown Casino has the highest level of awareness (out of 7) within the commercial theatre market in Victoria. It should be noted that the Crown Casino’s o�er extends beyond its commercial theatre o�ering, and its awareness ranking should be read with this in mind.

Proportion of current Crown Casino visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Crown Casino

Current visitors to Crown Casino


75% Theatre Works

77% WhiteNight

80% St KildaFestival

75% Forum

Melbourne

44% Her Majesty’s

Theatre

76% Sidney

Myer Music Bowl


38% Regent Theatre


Crown Casino’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Crown CasinoCurrent Market Lapsed / Potential

Market

Crown Casino

Commercial theatre

24%

10%

15%14%

11%

8%

9%

9% 10%

15%

16%12%

12%

12%

13%9%

23%57% 10%6%3

19%71% 6% 4


Drum Theatre

Drum Theatre’s market

Drum Theatre

Current

Lapsed

Potential

Not in the market

Unaware

Drum Theatre current market

Awareness of Drum Theatre

88%Unaware

12%Aware

8th


45% of the Drum Theatre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

22% of the Drum Theatre’s current audience has children at home, compared to the culture market average of 23%.

Drum Theatre has the 8th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Drum Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Drum Theatre

Current visitors to Drum Theatre


56%Melbourne Museum


72%Crown Casino

50% Melbourne


27%Lucy

Guerin Inc.

28%Dancehouse

27% Western

Edge Youth Arts

41% Punctum

60% Her Majesty’s

Theatre

Drum Theatre Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Drum TheatreCurrent Market Lapsed / Potential

Market

Drum Theatre

44%

10%

12%

13%

8%42

7%

24%

10%

15%

15%

14%

8%

9%

6%

88%533 2



Footscray Community Arts Centre

Footscray Community Arts Centre’s market

Footscray

Current

Lapsed

Potential

Not in the market

Unaware

Footscray Community Arts Centre’s current market

Awareness of Footscray Community Arts Centre

88%Unaware

12%Aware

9th


48% of Footscray Community Arts Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

38% of Footscray Community Arts Centre’s current audience has children living at home, compared to the culture market average of 23%.

Footscray Community Arts Centre has the 9th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Footscray Community Arts Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Footscray Community Arts Centre3 2 5

Current visitors to Footscray Community Arts Centre

48% Lucy

Guerin Inc.

67% Dancehouse

68%Melbourne Museum


71%Crown Casino

59% State

Library Victoria

44%WestsideCircus Inc.

48%Short BlackOpera

53%Her

Majesty’s Theatre

45% Linden

New Art

2

Footscray Community Arts Centre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Multi-arts

35%

19%

16%

13%5%

3%

7%

1%

28%

18%

13%

17%

8%

6%

3%

7%

88%

89% 8%

FootscrayCommunity

Arts Centre’sCurrentMarket Market

FootscrayCommunity

Arts Centre’sLapsed / potential

2 1


Forum Melbourne

Forum Melbourne’s market

Forum Melbourne

Current

Lapsed

Potential

Not in the market

Unaware

Forum Melbourne’s current market

Awareness of Forum Melbourne

51%Unaware

49%Aware 7th


37% of Forum Melbourne’s current market is more likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%

15% of Forum Melbourne’s current market has children at home, compared to the culture market average of 23%.

Forum Melbourne has the lowest level of awareness within the commercial theatre market in Victoria.

Proportion of current visitors from other venues who are also current visitors to Forum Melbourne

Proportion of current Forum Melbourne visitors who are also current visitors of other venues

Current visitors to Forum

Melbourne

75% Crown Casino

70%Arts Centre Melbourne

44% Melbourne

Fringe Festival

44% Malthouse

Theatre

58% Dancehouse

44% Midsumma

Festival

69% Melbourne


68% Her Majesty’s

Theatre

44% Athenaeum

Theatre

69%Princess Theatre

Forum Melbourne’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Commercial theatre

25%25%

14%

14%8%

4

3 7%

20%

10%

10%15%

14%

12%

13%7%

Forum MelbourneLapsed / Potential

Market

Forum MelbourneCurrent Market

18% 51%14%14% 3

19%71% 6% 4


Frankston Arts Centre

Frankston Arts Centre’s market


Current

Lapsed

Potential

Not in the market

Unaware

Frankston Arts Centre’s current market

Awareness of Frankston Arts Centre

71%Unaware

29%Aware 3rd


35% of Frankston Arts Centre's current audience has children at home, compared to the culture market average of 36%.

25% of Frankston Arts Centre's current audience has donated to support arts organisations, compared to the culture market average of 23%.

Frankston Arts Centre has the 3rd highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Frankston Arts Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Frankston Arts Centre

Frankston Arts Centre Culture Segments profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Multi-arts


Current Market

28%

10%

10%

15%

14%

9%

7%7%

FrankstonArts Centre


22%

10%

10%

15%

14%

14%

8%6%

71%8% 9%7% 5%

89% 8% 2

Current visitors to Frankston Arts Centre

50% Dancehouse

47% McClelland

Sculpture Park and Gallery

44% Arapiles

Community Theatre


56% Her Majesty’s

Theatre

45% Aphids

47% Regent Theatre

54% Polyglot Theatre

74% CrownCasino


1


Gasworks Arts Park

Gasworks Arts Park’s market

Gasworks Arts Park

Current

Lapsed

Potential

Not in the market

Unaware

Gasworks Arts Park’s current market

Awareness of Gasworks Arts Park

74%Unaware

26%Aware 4th


48% of Gasworks Arts Park current audience is likely to attend more artsand culture in the next 12 months, compared to the culture market average of 24%.

48% of Gasworks Arts Park's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Gasworks Arts Park has the 4th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Gasworks Arts Park visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Gasworks Arts Park

Gasworks Arts Park’s Culture Segment profie

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Multi-arts

Gasworks Arts Park

Current Market33%

19%

14%

13%11%

5%

22

Gasworks Arts Park


15%

16%

16%21%

11%

8%

9%

4

74%12%6%5 3

89% 8% 2

Current visitors to Gasworks

Arts Park


74%Lucy

Guerin Inc.

61%Aphids

56%DanceHouse

59%RawcusTheatre

67% Her Majesty's

Theatre


57%Arapiles

Community Theatre

67% Crown Casino

60% Regent Theatre

1


Geelong Performing Arts Centre

Geelong Performing Arts Centre’s market

Geelong Performing Arts Centre

Current

Lapsed

Potential

Not in the market

Unaware

Geelong Performing Arts Centre’s current market

Awareness of Geelong Performing Arts Centre

75%Unaware

25%Aware 6th


28% of Geelong Performing Arts Centre's current audience has used social media to nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

41% of Geelong Performing Arts Centre's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Geelong Performing Arts Centre has the 6th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Geelong Performing Arts Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Geelong Performing Arts Centre

Current visitors to Geelong Performing Arts Centre

53% Arapiles

Community Theatre


47% Her Majesty’s

Theatre

59% Crown Casino


50% Arena Theatre

Company


46% Regent Theatre

49% DanceHouse

62% Western Edge

Youth Arts

Technical noteFollowing a rebrand announced in August 2019, Geelong Performing Arts Centre is now called Geelong Arts Centre.

Geelong Performing Arts Centre’s Culture Segments profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Geelong Performing Arts

CentreCurrent Market

Multi-arts

34%

12%

13%

11%5%

9%

9%

7%

25%

10%15%

14%

13%

8%

9%6%

75%10%5%7% 3

89% 8% 2 1

Geelong Performing Arts

CentreLapsed / Potential

market


Heide Museum of Modern Art

Heide Museum of Modern Art’s market

Heide Museum of Modern Art

63% 19% 11%8%

Current

Lapsed

Potential

Not in the market

Unaware

Heide Museum of Modern Art’s current market

Awareness of Heide Museum of Modern Art

74%Unaware

26%Aware 5th


44% of Heide Museum of Modern Art’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

46% of Heide Museum of Modern Art's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Heide Museum of Modern Art has the 5th highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current Heide Museum of Modern Art visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Heide Museum of Modern Art

Current visitors to Heide

Museum of Modern Art

44% Linden New

Art

69% NGV

Australia (NGVA)

43% Centre for



Workshop


60% Her Majesty’s

Theatre

41% TarraWarra

Museum of Art

60% State Library

Victoria

49% The Wheeler

Centre

78% NGV

International(NGVI)

Heide Museum of Modern Art’s Culture Segment profile

Essence

Expression

Armation

Enrichment

Stimulation

Release

Perspective

Entertainment

28%

Visual arts

19%

19%

16%

6%

6%

4

1

Heide Museumof Modern ArtCurrent Market

Heide Museumof Modern Art


10%

19%16%

16%

16%12%

9% 2

74%11%6%7% 2


Her Majesty’s Theatre

Her Majesty’s Theatre’s market


Current

Lapsed

Potential

Not in the market

Unaware

Her Majesty’s Theatre’s current market

Awareness of Her Majesty’s Theatre

20%Unaware

80%Aware 2nd


35% of Her Majesty’s Theatre’s current audience has used social media to nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

16% of Her Majesty’s Theatre’s current audience has children at home, compared to the culture market average of 23%.

Her Majesty’s Theatre has the 2nd highest level of awareness (out of 7) within the commercial theatre market in Victoria.

Proportion of current Her Majesty’s Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Her Majesty’s Theatre

Current visitors to Her Majesty’s

Theatre

Her Majesty’s Theatre Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Commercial theatre

Her Majesty’sTheatre

Current Market24%

10%

16%

12%

17%

8%

6%6%



10%

15%

12%

12%13%

17%

11%

9%

20%28%35% 13% 4

19%71% 6% 4


79% Athenaeum

Theatre

72% Crown Casino



79% Malthouse

Theatre

74% La Mama

72% Regent Theatre

83% Regent Theatre

50% NGV

International(NGVI)


Immigration Museum

Immigration Museum’s market

Immigration Museum

Current

Lapsed

Potential

Not in the market

Unaware

Immigration Museum’s current market

Awareness of Immigration Museum

41%Unaware

59%Aware 4th


40% of Immigration Museum’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

46% of Immigration Museum's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Immigration Museum has the 4th highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current Immigration Museum visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Immigration Museum

Current visitors to Immigration

Museum

Immigration Museum’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Museums

ImmigrationMuseum

Current Market 34%

15%

17%

11%

8%

5% 4

7%

ImmigrationMuseum


15%

19%

14%12%

13%

11%

9%7%

24% 41%12% 17% 6%

24%67% 4 4

63% Western

Edge YouthArts


61% Punctum

58% Rawcus Theatre


71% State

Library Victoria

60% Linden

New Art

58% NGV

International (NGVI)

65% Dancehouse

65% CrownCasino


Jewish Museum of Australia

Jewish Museum of Australia’s market


Current

Lapsed

Potential

Not in the market

Unaware

Jewish Museum of Australia’s current market

Awareness of Jewish Museum of Australia

73%Unaware

27%Aware 8th


37% of Jewish Museum of Australia’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

18% of Jewish Museum of Australia’s current audience has children at home, compared to the culture market average of 23%.

Jewish Museum of Australia has the 8th highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current Jewish Museum of Australia visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Jewish Museum of Australia

Current visitors to Jewish

Museum of Australia

Jewish Museum of Australia’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Museums


Current Market

14%

14%

31%17%

8%

6%

6%

3

Jewish Museumof Australia


10%

15%

16%21%

17%

8%

9%

4

73%14%6%3 4

24%67% 4 4

51% Aphids

67%Melbourne Museum


65% Crown Casino

60% State

Library Victoria

42%Lucy

Guerin Inc.

35%Linden New

Art

60%NGV


44% Arapiles

Community Theatre

45% Western

Edge Youth Arts


Latrobe Performing Arts

Latrobe Performing Arts’ market

Latrobe Performing Arts current market

Awareness of Latrobe Performing Arts

77%Unaware

23%Aware 7th


39% of Latrobe Performing Arts’ current audience has children at home, compared to the culture market average of 23%.

48% of Latrobe Performing Arts’ current audience has donated to support arts organisations, compared to the culture market average of 40%.

Proportion of current Latrobe Performing Arts visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Latrobe Performing Arts

Latrobe Performing Arts’ Culture Segment Profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

XXXCurrent Market

38%

18%


XXX

16%49%

10%

13%

11%

5%

5%6%

2

LatrobePerforming ArtsCurrent Market

10%

16%

31%13%

11%

5%

7%

7%

LatrobePerforming Arts


86%Unaware

14%Aware

Latrobe Performing Arts has the 7th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Current visitors to Latrobe Performing

Arts


51%Melbourne Museum


62%Crown Casino

49% State

Library Victoria

38%West

Gippsland Arts

50%Dancehouse

45%Her

Majesty’s Theatre

51% Western

Edge Youth Arts

39% AphidsLatrobe Performing Arts 86%7%3 22

Current

Lapsed

Potential

Not in the market

Unaware



Malthouse Theatre

Malthouse Theatre’s market

Malthouse Theatre

Current

Lapsed

Potential

Not in the market

Unaware

Malthouse Theatre’s current market

Awareness of Malthouse Theatre

56%Unaware

44%Aware 2nd


47% of Malthouse Theatre’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

45% of Malthouse Theatre's current audience has donated to support arts organisations, compared to the culture market average of 40%.

Malthouse Theatre has the 2nd highest level of awareness (out of 25) within the theatre market in Victoria.

Proportion of current Malthouse Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Malthouse Theatre

Current visitors to Malthouse

Theatre


75% NGV

International(NGVI)

62% Dancehouse

62% forty�ve

downstairs


79% Her Majesty’s

Theatre

62% Rawcus Theatre

72% RegentTheatre

67% Lucy Guerin

Inc.


Malthouse Theatre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Theatre

Malthouse TheatreCurrent Market

26%

19%

21%

17%

5%

47%

Malthouse TheatreLapsed / Potential

Market

22%

15%

15%

14%

11%

9%

9%4

56%18%12%8% 6%

56% 24% 10% 10%

1


McClelland Sculpture Park and Gallery

McClelland Sculpture Park and Gallery’s marketMcClelland Sculpture Park and Gallery

63% 19% 11%8%

Current

Lapsed

Potential

Not in the market

Unaware

McClelland Sculpture Park and Gallery’s current market

Awareness of McClelland Scupture Park and Gallery

85%Unaware

15%Aware 7th


34% of McClelland Sculpture Park and Gallery's current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

22% of McClelland Sculpture Park and Gallery's current audience has children at home, compared to the culture market average of 23%.

McClelland Sculpture Park and Gallery has the 7th highest level of awareness (out of 13) within the visual arts market inVictoria.

Proportion of current McClelland Sculpture Park and Gallery visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to McClelland Sculpture Park and Gallery

Current visitors to McClelland Sculpture Park

and Gallery

61% Crown Casino

46% Lucy

Guerin Inc.

45% Aphids

49% Arapiles

Community Theatre

41% Rawcus Theatre


57% Her Majesty’s

Theatre

38%Linden

New Art

57% NGV

International(NGVI)


McClelland Sculpture Park and Gallery’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

McClelland Sculpture Park and

Gallery Lapsed / Potential

Market

Visual arts

McClelland Sculpture Park

and Gallery Current Market

24%

10%

16%

12%

13%

13%

8%4

18%

15%

15%

19%

12%

11%

4

6%

85%55 41


Meat Market

Meat Market’s market

Meat Market

Current

Lapsed

Potential

Not in the market

Unaware

Meat Market’s current market

Awareness of Meat Market

74%Unaware

26%Aware 5th


41% of Meat Market's current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

42% of Meat Market’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

Meat Market has the 5th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Meat Market visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Meat Market

Current visitors to Meat Market

61% Melbourne


67% Dancehouse

66% Lucy Guerin

Inc.

70% Ranters Theatre

61% Linden

New Art



52% Snu�

Puppets

59% Her Majesty’s

Theatre

72% Crown Casino

Meat Market’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment


Meat MarketMeat MarketCurent Market 38%

10%

15%

16%

5% 9%4

3

20%

15%

16%

16%

11%

5%

9%

9%

74%11%6% 7% 3

56%Multi-arts 89% 8% 2 1


Melbourne Chamber Orchestra

Melbourne Chamber Orchestra’s Market


Current

Lapsed

Potential

Not in the market

Unaware

Melbourne Chamber Orchestra’s current market

Awareness of Melbourne Chamber Orchestra

71%Unaware

29%Aware 5th


45% of Melbourne Chamber Orchestra’s current audience is likely to attendmore arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

50% of Melbourne Chamber Orchestra’s current audience has donatedto support arts organisations, compared to the culture market average of 40%.

Melbourne Chamber Orchestra has the 5th highest level of awareness (out of 8) within the live music market in Victoria.

Proportion of current Melbourne Chamber Orchestra visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Chamber Orchestra

Current visitors to Melbourne

Chamber Orchestra

Melbourne Chamber Orchestra’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment


Current Market

Live music

44%

15%

15%

8%

8%

53 3

MelbourneChamberOrchestra


10%

15% 21%

17%

17%11%

27%

14% 71%7%3 5

68% 19% 57%


47% Ranters Theatre


Company

36% Back to Back

Theatre

46% OrchestraVictoria

69% Melbourne Symphony Orchestra

44% Punctum


61% NGV

International(NGVI)

60%State Library

Victoria


Melbourne Fringe Festival

Melbourne Fringe Festival’s market


Current

Lapsed

Potential

Not in the market

Unaware

Melbourne Fringe Festival’s current market

Awareness of Melbourne Fringe Festival

5th


51% of Melbourne Fringe Festival’s current audience is likely to attend more artsand culture in the next 12 months, compared to the culture market average of 24%.

47% of Melbourne Fringe Festival’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

Melbourne Fringe Festival has the 5th highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current Melbourne Fringe Festival visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Fringe Festival

Current visitors to Melbourne Fringe Festival

Melbourne Fringe Festival’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

16%

Festivals

37%

14%

21%

13%8%

2

2 2

Melbourne Fringe FestivalCurrent Market Lapsed / Potential

Market


15%

14%

12%

21%

8%

8%5%

45%26% 16%7%7%

30%34% 23%13%

45%Unaware

55%Aware

78% Aphids


71% Crown Casino


71% Back to Back

Theatre

65% Rawcus Theatre


Company

80%Lucy

NGV International

(NGVI)

Guerin Inc.

66%

79%Melbourne



Melbourne International Arts Festival

Melbourne International Arts Festival’s market

Melbourne International Arts F.

Current

Lapsed

Potential

Not in the market

Unaware

Melbroune International Arts Festival’s current market

Awareness of Melbourne International Arts Festival

7th


53% of Melbourne International Arts Festival’s current audience is likely toattend more arts and culture in the next 12 months, compared to the culture market average of 24%.

57% of Melbourne International Arts Festival’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

Melbourne International Arts Festival has the 7th highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current Melbourne International Arts Festival visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne International Arts Festival

Current visitors to Melbourne International Arts Festival

Melbourne International Arts Festival’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Festivals 30%34% 23%13%

MelbourneInternationalArts Festival

Current Market39%

16%

21%

13%

4

4

MelbourneInternationalArts Festival


14%8%7% 4

67%Unaware

33%Aware

76% Western

Edge YouthArts


Company



67% Arapiles

Community Theatre


92%

Inc.

67% NGV

(NGVI)

65% CrownCasino

65% State Library

Victoria

Lucy Guerin

International

22%

15%

16%12%

13%5%

9%

7%

67%


Melbourne International Comedy Festival

Melbourne International Comedy Festival’s marketMelbourne InternationalComedy Festival

Current

Lapsed

Potential

Not in the market

Unaware

Melbourne International Comedy Festival’s current market

Awareness of Melbourne International Comedy Festival

16%Unaware 84%

Aware 1st


36%

of Melbourne International Comedy Festival’s current audience is likely

40%

of Melbourne International Comedy Festival’s current audience has used social media to �nd about arts events in the last 12 months, compared to the culture market average of 27%.

Proportion of current Melbourne International Comedy Festival visitorswho are also current visitors of othervenues

Proportion of current visitors from other venues who are also current visitors to Melbourne International Comedy Festival

Current visitorsto MelbourneInternational

Comedy Festival


75% Lucy Guerin

Inc.

72% MIFF

79% Melbourne

Fringe Festival

71% Melbourne

WritersFestival

59% Her Majesty’s

Theatre


71% Punctum

53%Comedy Theatre

74% Crown Casino

Melbourne International Comedy Festival’s Culture Segment profile

Essence

Expression Enrichment

Stimulation

Release

Perspective

Entertainment

Festivals

20%

26%

10%

12%

13%5%

6%7%

MelbourneInternational

Comedy Festival Current Market

MelbourneInternational

Comedy Festival Lapsed / Potential

Market

10%

10%

19%

14%

12%

12%

13%

11%

28% 26%19% 16%11%

30%34% 23%13%

to attend more arts and culture in the next 12 months, compared to the culturemarket average of 24%

Melbourne International Comedy Festival has the highest level of awareness (out of 14) within the festival market in Victoria.


Melbourne International Film Festival (MIFF)

MIFF market

MIFF

Current

Lapsed

Potential

Not in the market

Unaware

MIFF current market

Awareness of MIFF


43% of MIFF’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

46% of MIFF’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

Proportion of current MIFF visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to MIFF

Current visitors to MIFF

MIFF’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

MIFFCurrent Market

34%23%

13%

13%

4

37%

3

MIFFLapsed / Potential

Market

10%

14%

16%

21%

12%

11%

8%6%

36%10% 31% 11%11%

36%Unaware

64%Aware

71% Punctum

69% CrownCasino

67% BalletLab

Association




67% Ranters Theatre

62% Her Majesty’s

Theatre

82% Lucy Guerin

Inc.

72%Melbourne


Inc.

Festivals 30%34% 23%13%

3rd

MIFF has the 3rd highest level of awareness (out of 14) within the festival market in Victoria.


Melbourne International Jazz Festival

Melbourne International Jazz Festival’s market

Current

Lapsed

Potential

Not in the market

Unaware

Melbourne International Jazz Festival’s current market

Awareness of Melbourne International Jazz Festival

6th


49% of Melbourne International Jazz Festival’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

22% of Melbourne International Jazz Festival's current audience has children at home, compared to the culture market average of 23%.

Melbourne International Jazz Festival has the 6th highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current Melbourne International Jazz Festival visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne International Jazz Festival

Melbourne International Jazz Festival’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

MelbourneInternationalJazz Festival

Current Market

18%

41%

14%

12%

6%

4 23

MelbourneInternationalJazz Festival


25%

10%

10% 15%

16%

14%6%4

66%17% 8%54

66%Unaware

34%Aware

Current visitors to MelbourneInternationalJazz Festival

62% Punctum


62%Her Majesty's

Theatre

68% Crown Casino

61% Lucy Guerin

Inc.

54%Back to Back

Theatre


53%Arena

Theatre Company

54% Western

Edge Youth Arts

Melbourne International Jazz F. 66%17% 8%54

Current

Lapsed

Potential

Not in the market

Unaware70%

Melbourne International

Comedy Festival

Festivals 30%34% 23%13%


Melbourne Museum

Melbourne Museum’s market

Melbourne Museum

Current

Lapsed

Potential

Not in the market

Unaware

Melbourne Museum’s current market

Awareness of Melbourne Museum


35% of Melbourne Museum’s current audience has used social media to �ndout about arts events in the last 12 months, compared to the culture market average of 27%

Melbourne Museum has the highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current Melbourne Museum visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Museum


Museum

Melbourne Museum’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Museums

26%

15%

16%

12%

8%

9%

6%7%

Melbourne MuseumCurrent Market

Melbourne MuseumLapsed / Potential Market

42%34% 16%6%

1

24%67% 4 4

30% of Melbourne Museum’s current audience has children at home, compared to the culture market average of 23%.

1st 16%

Unaware

84%Aware

67% Crown Casino

77% Immigration

Museum

77% Scienceworks

75% Aphids

76% Linden New Art


49% Her Majesty’s

Theatre

51% State Library

Victoria

47% NGV

International(NGVI)

75% Centre for


10%

18%12%

12%

12%

13%

13%

11%


Melbourne Recital Centre

Melbourne Recital Centre’s market

Melbourne Reicital Centre

Melbourne Recital Centre’s current market

Awareness of Melbourne Recital Centre

6th


44% of Melbourne Recital Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

48% of Melbourne Recital Centre’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

Melbourne Recital Centre has the 6th highest level of awareness (out of 8) within the live music market in Victoria.

Proportion of current Melbourne Recital Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Recital Centre57%

Orchestra Victoria

55% Dance

Massive

55%

Centre



55%

Puppets

58% NGV Australia

(NGVA)

60% Dancehouse

71% NGV

International(NGVI)

59% Her Majesty’s

Theatre

Melbourne Recital Centre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Music 68% 19% 57%

Current visitors to Melbourne Recital Centre

Melbourne Recital CentreCurrent Market

32%

18%

16%

13%

8%

37%

2

23%

18%

14%

16%

11%

9%

27%

74%9%9% 6% 3

74%Unaware

26%Aware

57% Orchestra Victoria

55% Dance

Massive

55% The Wheeler

Centre



55% Snu�

Puppets

58% NGV Australia

(NGVA)

60% Dancehouse

71% NGV

International(NGVI)

59% Her Majesty’s

Theatre

Melbourne Recital Centre


Melbourne Recital Centre 74%9%9% 6% 3

Live music 68% 19% 5%7%

Current

Lapsed

Potential

Not in the market

Unaware


Melbourne Symphony Orchestra

Melbourne Symphony Orchestra’s market

Current

Lapsed

Potential

Not in the market

Unaware

Melbourne Symphony Orchestra’s current market

Awareness of Melbourne Symphony Orchestra

2nd


42% of Melbourne Symphony Orchestra’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

41% of Melbourne Symphony Orchestra’s current audience has donated to support art organisations, compared to the culture market average of 40%.

Melbourne Symphony Orchestra has the 2nd highest level of awareness (out of 8) within the live music market in Victoria.

Proportion of current Melbourne Symphony Orchestra visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Symphony Orchestra

Melbourne Symphony Orchestra’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

33%

16%

16%

14%

9%

6%4 3

MelbourneSymphonyOrchestra

Current Market

20%

15%

15%

14%

11%

11%

9%6%

MelbourneSymphonyOrchestra


29%Unaware

71%Aware


62% Her Majesty’s

Theatre

64% Punctum

64% Lucy Guerin

Inc.

58% PrincessTheatre


65% CrownCasino

69% MelbourneChamberOrchestra

75% Short Black

Opera

65% NGV

International(NGVI)


SymphonyOrchestra

Melbourne Symphony Orchestra 25% 29%16%12% 17%

Live music 68% 19% 57%


Melbourne Theatre Company

56% 24% 10% 10%

38%24% 10%17%11%

Melbourne Theatre Company’s market Melbourne Theatre Company

Current

Lapsed

Potential

Not in the market

Unaware

Melbourne Theatre Company’s current market

Awareness of Melbourne Theatre Company

1st


44% of Melbourne Theatre Company’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

44% of Melbourne Theatre Company’s current audience has donated to support art organisations, compared to the culture market average of 40%.

Melbourne Theatre Company has the highest level of aware-ness (out of 25) within the theatre market in Victoria.

Proportion of current Melbourne Theatre Company visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Theatre Company

Melbourne Theatre Company’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Theatre

MelbourneTheatre

CompanyCurrent Market 32%

15%

16%

17%

6%

4 37%

MelbourneTheatre

CompanyLapsed / Potential

Market

10%

15%

16%

21%

12%

13%8%

5%

38%Unaware

62%Aware


Theatre Company

71% Western

Edge YouthArts

68% PrincessTheatre

71% Punctum



67% NGV

International(NGVI)

71% Her Majesty’s

Theatre

67% Rawcus Theatre

65% CrownCasino

85% Lucy Guerin

Inc.


Melbourne Writers Festival

Melbourne Writers Festival’s market

Melbourne Writers Festival’s current market

Awareness of Melbourne Writers Festival

77%Unaware

23%Aware 8th


Melbourne Writers Festival’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

XXXCurrent Market

38%

18%


XXX

16%

77%

71%Unaware

29%Aware

Melbourne Writers Festival has the 8th highest level of awareness (out of 14) within the festival market in Victoria.

22%

37%14%

17%4 2

3

Melbourne Writers Festival’s

CurrentMarket

20%

24%

16%

16%

8%5%

9%

2

Melbourne Writers Festival’s Lapsed / Potential

Market

Melbourne Writers Festival 10%13% 71%

Festivals 30%34% 23%13%

Current

Lapsed

Potential

Not in the market

Unaware

3 3

24% of Melbourne Writers Festival’ current audience has children at home, compared to the culture market average of 36%.

37% of Melbourne Writers Festival’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

Proportion of current Melbourne Writers Festival visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Melbourne Writers Festival


Writers Festival

71% Punctum

58% Back to Back

Theatre

69%Melbourne Museum


73% NGV


67% State

Library Victoria

54%Lucy

Guerin Inc.

58%Ranters Theatre

71%Melbourne


55% Arapiles

Community Theatre


Midsumma Festival

30%34% 23%13%

10%

Midsumma Festival’s market Midsumma Festival

Current

Lapsed

Potential

Not in the market

Unaware

Midsomma Festival’s current market

Awareness of Midsumma Festival

9th


38% of Midsumma Festival’s current audience has used social media to findout about arts events in the last 12 months, compared to the culture market average of 27%.

42% of Midsumma Festival’s current audience has donated to support art organisations, compared to the culture market average of 40%.

Midsumma Festival has the 9th highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current Midsumma Festival visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Midsumma Festival

Midsumma Festival’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Festivals

37%

21%

13%

11%

8%

3

3

Midsumma Festival’s

Current Market

4

26%

10%18%

15%

17%

5%

6%

4

Midsumma Festival’s


10% 73%8%5 3

73%Unaware

27%Aware

Current visitors to Midsumma

Festival


92% Lucy

Guerin Inc.

66% Western

Edge Youth Arts

55% Dancehouse

58% Rawcus Theatre

65% Crown Casino


66% NGV


61%Her Majesty’s

Theatre

69%Melbourne



Mildura Arts Centre

89% 8% 2 1

90%3 2 4

1Mildura Arts Centre’s market Mildura Arts Centre

Current

Lapsed

Potential

Not in the market

Unaware

Mildura Arts Centre’s current market

Awareness of Mildura Arts Centre

11th


42% of Mildura Arts Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

31% of Mildura Arts Centre's current audience has children at home, compared to the culture market average of 23%.

Mildura Arts Centre has the 11th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current Mildura Arts Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Mildura Arts Centre

Mildura Arts Centre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Multi-arts

53%

10%

41%17%

11%

6%

6%

3

7%

Mildura ArtsCentre

Current Market 38%15%

14%

5%

9% 9%3

7%

Mildura ArtsCentre


90%Unaware

10%Aware

Current visitors to Mildura Arts

Centre

53%Arts

Mildura

44% Aphids

48%Melbourne Museum


60% Crown Casino

41% State

Library Victoria

Lucy Guerin Inc.

48%Dancehouse

44% Her

Majesty’s Theatre

49% Arapiles

Community Theatre


NGV Australia (NGVA)

63% 19% 11%8%

54%23% 11% 9%

NGVA’s market NGVA

Current

Lapsed

Potential

Not in the market

Unaware

NGVA’s current market

Awareness of NGVA

2nd


34% of NGVA’s current audience has used social media to find out aboutarts events in the last 12 months, compared to the culture market average of 27%.

41% of NGVA's current audience has donated to arts organisations, compared to the culture market average of 40%.

NGVA has the 2nd highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current NGVA visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to NGVA

NGVA’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Visual arts

24%18%

15%

17%

8%

8%

7%


1

2

54%Unaware

46%Aware


72% The Wheeler

Centre

69%

of Modern Art


Art

64% ACCA

63% Crown Casino


64% Melbourne

WritersFestival

59% Her Majesty’s

Theatre

80% NGV

International(NGVI)

Current visitors to NGVA

15%16%

13%

17%11%

11%9%

6%

NGVA’s Lapsed / Potential

Market

Heide Museum


NGV International (NGVI)

54%

NGVI’s market

NGVI’s current market

Awareness of NGVI

1st


NGVI has the highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current NGVI visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to NGVI

NGVI’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

24%18%

15%

17%

8%

8%

7%


1

54%Unaware

46%Aware

16%

17%

34% of NGVI’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

34% of NGVI’s current audience has donated to arts organisations, compared to the culture market average of 40%.

Current visitors to NGVI

80% NGVA


Art

77% The

Wheeler Centre

78% Heide

Museum of Modern Art

51%Melbourne Museum

58% NGVA


64%Crown Casino

55% Her Majesty’s

Theatre

75% Malthouse

Theatre

NGVI 49%32% 15% 3

Visual arts 63% 19% 11%8%

Current

Lapsed

Potential

Not in the market

Unaware

1

23%

10%

19%

14%

16%9%

27%

NGVICurrent Market

10% 10%

18%

14%

12%13%

11%

11%

NGVI Lapsed / Potential

Market

49%Unaware

51%Aware


Opera Australia

Opera Australia’s market

Opera Australia’s current market

Awareness of Opera Australia

3rd


48% of Opera Australia’s current audience is likely to attend more arts andculture in the next 12 months, compared to the culture market average of 24%.

52% of Opera Australia’s current audience has donated to arts organisations, compared to the culture market average of 40%.

Opera Australia has the 3rd highest level of awareness (out of 8) within the live music market in Victoria.

Proportion of current Opera Australia visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Opera Australia

Opera Australia’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

39%

16%

14%

13%

8%

6%3

1

Opera AustraliaCurrent Market 24%

10%

18%

15%

16%5%9%

2


Opera Australia

56%Unaware

44%Aware

Current visitors to Opera Australia


72% Her Majesty’s

Theatre



65% Regent Theatre

61% Punctum

80% Rawcus Theatre


64% Lucy

Guerin Inc.

62% NGV

International(NGVI)

Opera Australia 56%14%16%8%6%

Live music 68% 19% 57%

Current

Lapsed

Potential

Not in the market

Unaware


Princess Theatre

19%71% 6% 4

30% 28% 24%14% 4

Princess Theatre’s market Princess Theatre

Current

Lapsed

Potential

Not in the market

Unaware

Princess Theatre’s current market

Awareness of Princess Theatre

3rd


34% of Princess Theatre’s current audience has used social media to findout about arts events in the last 12 months, compared to the culture marketaverage of 27%.

16% of Princess Theatre’s current audience has children at home, compared to the culture market average of 23%.

Princess Theatre has the 3rd highest level of awareness (out of 7) within the commerical theatre market in Victoria.

Proportion of current Princess Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Princess Theatre

Princess Theatre’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Commercial theatre

25%

15%

13%

17%

11%

5%

9%

6%

Princess Theatre Current Market 10%

18%

14%

12%

13%

13%

11%8%


Princess Theatre

24%Unaware

76%Aware

Current visitors to Princess

Theatre

80% Her Majesty’s

Theatre

74% Athenaeum

Theatre

73% Malthouse Theatre

69% Victorian

Opera

72% Dancehouse

72% Crown Casino


72% forty�ve

downstairs

70% Regent Theatre

52% NGV

International(NGVI)


Regent Theatre

Regent Theatre’s market

Regent Theatre

Current

Lapsed

Potential

Not in the market

Unaware

Regent Theatre’s current market

Awareness of Regent Theatre

27%Unaware

73%Aware

4th


36% of Regent Theatre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

31% of Regent Theatre’s current audience has children at home compared to the culture market average of 36%.

Regent Theatre has the 4th highest level of awareness (out of 7) within the commercial theatre market in Victoria.

Proportion of current Regent Theatre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Regent Theatre

83% Her Majesty’s

Theatre

72% Her Majesty’s

Theatre

66% Athenaeum

Theatre

65% St Martins Youth Arts

Centre

72% Malthouse

Theatre

72% Crown Casino




50% NGV

International(NGVI)

Current visitors to Regent Theatre

Regent Theatre’s Culture Segement profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Commercial theatre

RegentTheatre

Current Market26%

16%

13%

17%

8%

8%

6%6%


Regent Theatre

10%

19%

12%

13%13%

13%

11%

8%

30% 28% 27%12% 3

19%71% 6% 4


Scienceworks

24%67% 44

20% 42% 14% 21%3

Scienceworks’ market Scienceworks

Current

Lapsed

Potential

Not in the market

Unaware

Sciencework’s current market

Awareness of Scienceworks

2nd


38% of Scienceworks’ current audience has children at home,compared to the culture market average of 23%.

36% of Scienceworks’ current audience has donated to supportarts organisations, compared to the culture market average of 40%.

Scienceworks has the 2nd highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current Scienceworks visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Scienceworks

Scienceworks’ Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Museums

27%

15%

16%

12%

9%

6%

7%

7%

ScienceworksCurrent Market

10%

10%18%

12%

12%

13%13%

11%

ScienceworksLapsed / Potential

Market

21%Unaware

79%Aware

Current visitors to Scienceworks

69% Crown Casino

54%The

Substation(Newport)

51% Gertrude

Contemporary

61% Linden

New Art

51% Flying

FruitFly Foundation


50% Her Majesty’s

Theatre

50% Arapiles

Community Theatre

50% State Library

Victoria



Sidney Myer Music Bowl

68% 19% 57%

Sidney Myer Music Bowl’s market Sidney Myer Music Bowl

Current

Lapsed

Potential

Not in the market

Unaware

Sidney Myer Music Bowl’s current market

Awareness of Sidney Myer Music Bowl

1st


34% of Sidney Myer Music Bowl’s current audience is likely to attendmore arts and culture in the next 12 months, compared to theculture market average of 24%.

39% of Sidney Myer Music Bowl’s current audience has used social media tofind out about arts events in the last 12 months, compared to the culture market average of 27%.

Sidney Myer Music Bowl has the highest level of awareness (out of 8) within the live music market in Victoria.

Proportion of current Sidney Myer Music Bowl visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Sidney Myer Music Bowl

Sidney Myer Music Bowl’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Live music

26%

14%

21%

12%

9%

6%6%

7%


Current Market

19%

14%12%13%

11%

11%

11%9%



22%37% 18%19% 4

22%Unaware

78%Aware

Current visitors to Sidney Myer

Music Bowl


60%The

Substation(Newport)

58% Theatre Works

64% Dancehouse

55% Arts House

(North Melbourne)

63% Her Majesty’s

Theatre


55% Gertrude

Contemporary

58% NGV

International(NGVI)

76% Crown Casino


Sovereign Hill Gold Museum

24%67% 4 4

48% 27%15% 8% 2

Sovereign Hill Gold Museum’s market Sovereign Hill Gold Museum

Current

Lapsed

Potential

Not in the market

Unaware

Sovereign Hill Gold Museum’s current market

Awareness of Sovereign Hill Gold Museum

3rd


36% of Sovereign Hill Gold Museum’s current audience has children at home,compared to the culture market average of 23%.

38% of Sovereign Hill Gold Museum’s current audience has donated tosupport arts organisations, compared to the culture market average of 40%.

Sovereign Hill Gold Museum has the 3rd highest level of awareness (out of 9) within the museum market in Victoria.

Proportion of current Sovereign Hill Gold Museum visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Sovereign Hill Gold Museum

Sovereign Hill Gold Museum’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Museums

32%

10%

10%

13%

13%

9%

6%

7%

Sovereign HillGold MuseumCurrent Market

10%

10%

19%

14%

12%

12%

13%

11%Sovereign HillGold Museum


27%Unaware

73%Aware

Current visitors to Sovereign

Hill Gold Museum


Workshop

59%Melbourne Museum


69% Crown Casino

48% Regent Theatre

39%Ballarat

International Foto Biennale

39%Linden New Art

52%Her

Majesty’s Theatre

55% Arapiles

Community Theatre

37%Short Black

Opera


St Kilda Festival

30%34% 23%13%

20% 37%18%15% 11%

St Kilda Festival’s market St Kilda Festival

Current

Lapsed

Potential

Not in the market

Unaware

St Kilda Festival’s current market

Awareness of St Kilda Festival

4th


38% of St Kilda Festival’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

38% of St Kilda Festival’s current audience has used social media to find out about arts events in the last 12 months, compared to the culture market average of 27%.

St Kilda Festival has the 4th highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current St Kilda Festival visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to St Kilda Festival

Current visitors to St Kilda

Festival

70% Aphids


80% CrownCasino


61% Dance

Massive

61% ChunkyMove

74% Lucy Guerin

Inc.

61% Arapiles

CommunityTheatre

51% Her Majesty’s

Theatre

63%Melbourne


St Kilda Festival’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Festivals

20%36%

14%

11%

5%

4 4

7%

St Kilda FestivalCurrent Market

15%15%

21%

12%

13%

8%

8%8%

St Kilda FestivalLapsed / Potential

Market

37%Unaware

63%Aware


State Library Victoria

State Library Victoria’s market State Library Victoria

Current

Lapsed

Potential

Not in the market

Unaware

State Library Victoria’s current market

Awareness of State Library Victoria


36% of State Library Victoria’s current audience has used social media tofind out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

38% of State Library Victoria’s current audience has donated arts organisations, compared to the culture market average of 40%.

State Library Victoria is the only library in this study. At 75%, it has a high level of awareness.

Proportion of current State Library Victoria visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to State Library Victoria

State Library Victoria’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Libraries

30%

14%

13%

17%

8%

6% 4

7%


Current Market

10%

15%

16%

12%

13%13%

11%

9%



25%Unaware

75%Aware

Current visitors to State Library

Victoria

65% MelbourneMuseum

73% Dancehouse

71% Koorie

Heritage

73% The Wheeler

Centre

71% Immigration

Museum


52% Her Majesty’s

Theatre

70% Lucy

Guerin Inc.

58% NGV

International(NGVI)

66% CrownCasino

30% 25%26% 14% 5

64% 25% 7%4

25%Unaware

75%Aware


TarraWarra Museum of Art

91%Unaware

9%Aware

63% 19% 11%8%

91%3 3 3

TarraWarra Museum of Art’s market TarraWarra Museum of Art

Current

Lapsed

Potential

Not in the market

Unaware

TarraWarra Museum of Art’s current market

Awareness of TarraWarra Museum of Art

8th


34% of TarraWarra Museum of Art’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

32% of TarraWarra Museum of Art’s current audience has used social media to find out about arts events in the last 12 months, compared to the culture market average of 27%.

TarraWarra Museum of Art has the 8th highest level of awareness (out of 13) within the visual arts market in Victoria.

Proportion of current TarraWarra Museum of Art visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to TarraWarra Museum of Art

TarraWarra Museum of Art’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Visual arts

25%

18%

16%

21%

8%5%

7%

TarraWarraMuseum of

Art’s CurrentMarket

1

10%

10%

14%

12%21%

13% 17%

2

TarraWarraMuseum of Art


Current visitors to TarraWarra Museum of Art

46%Lucy

Guerin Inc.

34%Western

Edge Youth Arts

27%PolyglotTheatre

32%RantersTheatre


61% Her Majesty's

Theatre

31%Dance

Massive

83% NGV

International(NGVI)

72% NGV

Australia (NGVA)



The Australian Ballet

The Australian Ballet’s market

The Australian Ballet

Current

Lapsed

Potential

Not in the market

Unaware

The Australian Ballet’s current market

Awareness of The Australian Ballet

35%Unaware

65%Aware

1st


49% of The Australian Ballet’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.

45% of The Australian Ballet's current audience has donated to support arts organisations, compared to the culture market average of 40%.

The Australian Ballet has the highest level of awareness (out of 6) within the dance market in Victoria.

Proportion of current The Australian Ballet visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to The Australian Ballet

Current visitors to The

Australian Ballet

70% Short Black

Opera

67% PrincessTheatre

61% Punctum

59% Arapiles

Community Theatre


66% NGV

International(NGVI)

71% Her Majesty’s

Theatre

59% RantersTheatre

85% Lucy Guerin

Inc.

66% CrownCasino

The Australian Ballet’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Dance

The AustralianBallet

Current Market36%

15%

16%

17%

8%

5%

1 1

18%

14%

16%

12%

21%

9%

37%

The AustralianBallet


35%22%15% 21%8%

29%22% 22%27%


The Butterfly Club

The Butterfly Club’s market

The Butter�y Club

Current

Lapsed

Potential

Not in the market

Unaware

The Butterfly Club’s current market

Awareness of The Butterfly Club

91%Unaware

9%Aware

7th


53% of The Butter�y Club’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.

53% of The Butter�y Club’s current audience has donated to support arts organisations, compared to the culture market average of 40%.

The Butter�y Club has the 7th highest level of awareness (out of 25) within the Theatre market in Victoria.

Proportion of current The Butter�y Club visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to The Butter�y Club

Current visitors to The Butter�y

Club

40% Dancehouse

66%Melbourne



66% Crown Casino

64% Regent Theatre

33%The Wheeler

Centre

63%Her

Majesty’s Theatre

31% Linden

New Art

32%Arts House

(North Melbourne)

29%Dance

Massive

The Butterfly Club’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Theatre

The Butter�y ClubCurrent Market

37%

21%

17%

11%

6%4

3

The Butter�y ClubLapsed / Potential

Market

20%

27%

10%

16%

14%

3 3

7%

1

91%3 2 41

56% 24% 10% 10%


The Capital or Ulumbarra Theatre

The Capital’s market

The Capital / Ulumbarra

Current

Lapsed

Potential

Not in the market

Unaware

The Capital / Ulumbarra’s current market

Awareness of The Capital / Ulumbarra

93%Unaware

7%Aware

14th


38% of The Capital / Ulumbarra’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

15% of The Capital / Ulumbarra’s current audience has children living at home, compared to the culture market average of 23%.

The Capital / Ulumbarra has the 14th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current The Capital / Ulumbarra visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to The Capital / Ulumbarra

Current visitors to The Capital /

Ulumbarra

29%Women’s

Circus


56%Crown Casino

43%Regent Theatre

61% Bendigo

Art Gallery

26%St Martins Youth Arts

Centre

44%Her

Majesty’s Theatre

24%Castlemaine State Festival

31%Back to Back

Theatre

24%Westside Circus Inc.

The Capital / Ulumbarra’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

The Capital / Ulumbarra

Current Market

27%

13%13%

17%

11% 11%

7%

The Capital /Ulumbarra


28%

10%

15%

15%

9%

9%

7%7%

93%3 2

89% 8% 2 1Multi-arts


The Wheeler Centre

The Wheeler Centre’s market

The Wheeler Centre

Current

Lapsed

Potential

Not in the market

Unaware

The Wheeler Centre’s current market

Awareness of The Wheeler Centre

88%Unaware

12%Aware

Xth


49% of The Wheeler Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

71% of The Wheeler Centre's current audience has donated to support arts organisations, compared to the culture market average of 40%.

The Wheeler Centre is theonly literature organisation as part of this study. At 12%, it has relatively low awareness.

Proportion of current The Wheeler Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to The Wheeler Centre

Current visitors to The Wheeler

Centre


46%Lucy

GuerinInc.

43%Dancehouse

35%Gertrude

Contemporary

43%Melbourne

WritersFestival

36%EmergingWritersFestival

73%State Library

Victoria

77% NGV

International(NGVI)

72% NGV

Australia (NGVA)

70% ACMI

The Wheeler Centre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Literature

The WheelerCentre

Current Market

28%

24%

27%

12%

4 23

1

1

23%10%

16%

21%

13%9%

7%

The WheelerCentre Lapsed /Potential Market

1

88%6%3 2

24% 27% 37%11%


Victorian Opera

Victorian Opera’s market

Victorian Opera

Current

Lapsed

Potential

Not in the market

Unaware

Victorian Opera’s current market

Awareness of Victorian Opera

66%Unaware

34%Aware 4th


46% of Victorian Opera’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

55% of Victorian Opera's current audience have donated to support arts organisations, compared to the culture market average of 40%.

Victorian Opera has the 4th highest level of awareness (out of 8) within the live music market in Victoria.

Proportion of current Victorian Opera visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Victorian Opera

Current visitors to Victorian

Opera

71% Her Majesty’s

Theatre


71% Lucy

Guerin Inc.

65% State Library

Victoria



59%Polyglot Theatre

62%Punctum

67% NGV

International(NGVI)


Victorian Opera’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Live music

15%

41%

16%

11%

6%

37%

1

Victorian OperaCurrent Market Lapsed / Potential

Market

Victorian Opera

26%

18%

15%

13%

11%

2

7%7%

66%11%8%5 9%

68% 19% 57%


Virgin Australia Melbourne Fashion Festival (VAMFF)

VAMFF’s market

VAMFF

30%34% 23%13%

Current

Lapsed

Potential

Not in the market

Unaware

VAMFF’s current market

Awareness of VAMFF

74%Unaware

26%Aware 10th


25% of VAMFF's current audience has children at home, compared to the culture market average of 23%.

44% of VAMFF’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.

VAMFF has the 10th highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current VAMFF visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to VAMFF

Currentvisitors to VAMFF

72% Crown Casino

71%Punctum


Company

45%Lucy

Guerin Inc.

47%RantersTheatre


57% Her Majesty's

Theatre

47%Snu�

Puppets

60% NGV

International(NGVI)

56% Melbourne


VAMFF’s Culture Segment profile

Essence

Expression

A rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Festivals

VAMFF CurrentMarket

22%47%

13%

6%2

3

32

VAMFFLapsed /PotentialMarket

26%

13%

17%

17%

11%

5%

6%

4

74%11% 9%4 3


West Gippsland Arts Centre

West Gippsland Arts Centre’s market

West Gippsland Arts Centre

Current

Lapsed

Potential

Not in the market

Unaware

West Gippsland Arts Centre’s current market

Awareness of West Gippsland Arts Centre

91%Unaware

9%Aware

13th


37% of West Gippsland Arts Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

34% of West Gippsland Arts Centre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

West Gippsland Arts Centre has the 13th highest level of awareness (out of 16) within the multi-arts market in Victoria.

Proportion of current West Gippsland Arts Centre visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to West Gippsland Arts Centre

34% Latrobe

Performing Arts


47%Crown Casino

47%Regent Theatre



Centre

47%Her

Majesty’s Theatre

29%Polyglot Theatre

28%Aphids

29%Linden

New Art

Current visitors to West

Gippsland Arts Centre

West Gippsland Arts Centre’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

West Gippsland Arts Centre Current Market

46%

15%

8%

5%

5% 5%

9%

7%

26%

10%

14%12%

13%

13%4

7% West Gippsland Arts Centre Lapsed / Potential Market

91%333

89% 8% 2 1Multi-arts


White Night Melbourne

White Night Melbourne’s market


Current

Lapsed

Potential

Not in the market

Unaware

White Night Melbourne’s current market

Awareness of White Night Melbourne

30%Unaware

70%Aware

2nd


36% of White Night Melbourne’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.

42% of White Night Melbourne’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.

White Night Melbourne has the 2nd highest level of awareness (out of 14) within the festival market in Victoria.

Proportion of current White Night Melbourne visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to White Night Melbourne

Current visitors to White Night

Melbourne


69% Rawcus Theatre

62% Back to Back

Theatre

78% Lucy

Guerin Inc.

61% Short Black

Opera

55% Melbourne

Comedy Festival


57% Her Majesty’s

Theatre

59% NGV

International(NGVI)

77% Crown Casino

White Night Melbourne’s Culture Segment profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Festivals

22%27%

10%

15%

5%6%7%

7%

20%

15%

12%

12%

13%

11%

8%9%




Current Market

30%32%19% 13%7%

30%32% 13%34%


Yarra Ranges Arts and Cultural Program

Yarra Ranges arts and cultural program’s market

Yarra Ranges arts & cultural pr.

Current

Lapsed

Potential

Not in the market

Unaware

Yarra Ranges arts and cultural program’s current market

Awareness of Yarra Ranges arts and cultural program

90%Unaware

10%Aware

12th


35% of Yarra Ranges arts and cultural program's current audience has childrenat home, compared to the culture market average of 23%.

59% of Yarra Ranges arts and cultural program's current audience hasdonated to support arts organisations, compared to the culture market average of 40%.

Yarra Ranges arts and cultural program has the 12th highest level of awareness (out of 14) within the multi-arts market in Victoria.

Proportion of current Yarra Ranges Arts and Cultural Program visitors who are also current visitors of other venues

Proportion of current visitors from other venues who are also current visitors to Yarra Ranges Arts and Cultural Program

Current visitors to Yarra

Ranges arts and cultural

program

48%BalletLab

Association Inc.


59%Crown Casino

56%State Library

Victoria


44%Her

Majesty’s Theatre

37%Westside Circus Inc.

42%Snu�

Puppets

43%Linden

New Art


Centre

Yarra Ranges arts and cultural program’s Culture Segement profile

Essence

Expression

A�rmation

Enrichment

Stimulation

Release

Perspective

Entertainment

Multi-arts

Yarra Rangesarts and cultural

program Current Market

53%

12%

11%

11%

4%

4 2

Yarra Rangesarts and cultural

program Lapsed / Potential

Market

90%3 2 41

189% 8% 2

35%10%

10%

10%

12%

11%

9%

3

Documents

Audience Atlas Victoria - creative.vic.gov.au · 2 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019 Individual organisation pages appendix How to read