Audience Atlas Victoria - Home | Creative Victoria · Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there

Audience Atlas Victoria Appendix 1: Breakdown by Organisation

February 2014

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http://www.arts.vic.gov.au/Home

2 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation

How to read this report 3

Art Gallery of Ballarat 4

Arts Centre Melbourne 5

Athenaeum Theatre 6

The Australian Ballet 7

Australian Centre for Contemporary Art 8

Australian Centre for the Moving Image 9

Bendigo Art Gallery 10

Castlemaine State Festival 11

Circus Oz 12

Comedy Theatre 13

Crown Casino 14

Forum Theatre 15

Geelong Performing Arts Centre 16

Heide Museum of Modern Art 17

Her Majesty’s Theatre 18

Immigration Museum 19

Malthouse Theatre 20

McClelland Sculpture Park and Gallery 21

Meat Market 22

Melbourne Festival 23

Melbourne Fringe Festival 24

Melbourne International Comedy Festival 25

Melbourne International Film Festival 26

Melbourne International Jazz Festival 27

Melbourne Museum 28

Melbourne Recital Centre 29

Melbourne Symphony Orchestra 30

Melbourne Theatre Company 31

Melbourne Writers Festival 32

National Gallery of Victoria 33

National Sports Museum at the MCG 34

Opera Australia 35

Princess Theatre 36

Regent Theatre 37

Scienceworks 38

Sidney Myer Music Bowl 39

Sovereign Hill Gold Museum 40

State Library of Victoria 41

Tarrawarra Museum of Art 42

Theatre Works 43

Wangaratta Jazz Festival 44

The Wheeler Centre 45

Victorian Opera 46

Contents


How to read this report

8%

Art Galleryof Ballarat

Base [3841]

9%

15%

36%

are aware of theArt Gallery of Ballarat

3%68%3

Awareness Ranking

64%81%13%

9%

65%

19%

7%

Visual ArtsMarket

Lapsed visitors(visited more than three years ago)

Never been and not interested in attending

Current Market (visited in the past three years)

Potential Market (never been but interested in attending)

Unawarewithin the

visual arts market

Current visitors to the Art Gallery

of Ballarat

40% Bendigo Art

Gallery

45% Arts House

North Melbourne

44% TheatreWorks

41% Queensland Art Gallery / Gallery of Modern Art

63%Sovereign Hill Gold Museum

68% Melbourne Museum

55% Arts Centre Melbourne

56%NGV

53% State Library of Victoria

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

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

41% Castlemaine

State Festival

Venue & Organisation Crossover


[Base 349]

19%

40%10%

14%

5%5%

5%

2%

[Base 897]

15%

26%

18%

11%

15%

8%

6%

2%

Current Market by Culture Segment

Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+3

-4

+15

-3

-3

-7

-2

+1

People who have made at least one visit to the Art Gallery of Ballarat in the past three years

People who last visited more than three years ago or who have never visited but are interested in visiting

Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

0

+10

+3

-8

-1

-6

-2

Lapsed & Potential Market by Culture Segment

+6

Compared to lapsed and potential visual arts market in Victoria(percentage point difference)

Compared to current visual arts market in Victoria(percentage point difference)

Perspective

Essence

EnrichmentArt Galleryof Ballarat

Just over a third of the culture market are aware of the Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there are clear opportunities for audience growth.

Given that the gallery clearly appeals to Expression – this segment makes up 4 in 10 of their current market – it’s unsurprising that they also represent the segment with the greatest potential for growth, with Affirmation, Essence and Stimulation also worth targeting.

This section gives an overview of the topline findings for this venue or organisation and the impications of these findings.

The blue circles look at the greatest overlap of the venue or organisation’s current market (ie, those who have visited in the past three years) with other venues and organisations. For example, 68% of Art Gallery of Ballarat’s current market are also current visitors of Melbourne Museum.

The green circles look at which other venue or organisation’s current markets contain the greatest proportion of the venue or organisation’s current market. For example, 45% of Art House North Melbourne’s current market are also current visitors of the Art Gallery of Ballarat.

Current Market

The graph on the left breaks down the venue or organisation’s current market by culture segment. For instance, 40% of Art Gallery of Ballarat’s current market are Expression.

The index immediately to the right compares this culture segment composition with the current market for the artform in which it sits. In this case, the proportion of Expression in the Art Gallery of Ballarat’s current market is 15 percentage points higher than the proportion of Expression in the current visual arts market (ie, those who have visited a gallery in the past three years) as a whole.

The market penetration graph on the left looks at the artform market in which the venue or organisation sits. For example, 65% of the total culture market in Victioria are in the current market for visual arts, meaning they have visited a gallery or exhibition in the past three years.

The graph on the right looks at the market penetration for the venue or organisation itself. For example, 9% of the total culture market in Victoria are in the current market for the Art Gallery of Ballarat, meaning they have visited in the past three years.

The top figure gives the proportion of the total culture market who have heard of the venue or organisation before, while the bottom figure ranks this level of awareness next to other venue or organisations in the artform market.

For example, 36% of the culture market have heard of the Art Gallery of Ballarat before, making them the third most well-known gallery out of those venues and organisations included in this report.


Art Gallery of Ballarat

8%


Base [3841]

9%

15%

36%

are aware of theArt Gallery of Ballarat

3%68%3

Awareness Ranking

64%81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unawarewithin the

visual arts market

Current visitors to the Art Gallery

of Ballarat

40% Bendigo Art

Gallery

45% Arts House

North Melbourne

44% TheatreWorks

41% Queensland Art Gallery / Gallery of Modern Art

63%Sovereign Hill Gold Museum



56%NGV


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


41% Castlemaine

State Festival



[Base 349]

19%

40%10%

14%

5%5%

5%

2%

[Base 897]

15%

26%

18%

11%

15%

8%

6%

2%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+3

-4

+15

-3

-3

-7

-2

+1

People who have made at least one visit to the Art Gallery of Ballarat in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

0

+10

+3

-8

-1

-6

-2


+6



Perspective

Essence

EnrichmentArt Galleryof Ballarat

Just over a third of the culture market are aware of the Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there are clear opportunities for audience growth.

Given that the gallery clearly appeals to Expression – this segment makes up 4 in 10 of their current market – it’s unsurprising that they also represent the segment with the greatest potential for growth, with Affirmation, Essence and Stimulation also worth targeting.


Arts CentreMelbourne

[Base 1122]

20%

28%

14%

19%

6%

6%

5%

2%

[Base 1562]

13%

18%

17%

15%

12%

9%

6%10%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+6

+3

+6

-4

-2

-2

-3

-4

People who have made at least one visit to Arts Centre Melbourne in the past three years


Essence

Stimulation

Expression

Release

Entertainment

Enrichment

4%

+4

+5

+5

-2

-1

-3

-13


+6

Compared to lapsed and potential multi-artform market in Victoria

(percentage point difference)

Compared to current multi-artform market in Victoria


Perspective

Essence

EnrichmentArts CentreMelbourne

Affirmation

Arts Centre Melbourne

Current visitors to Arts Centre

Melbourne

80% Victorian

Opera

87% Theatre Works

86% Malthouse

Theatre

83%Melbourne

Theatre Company

63%NGV



50% Her

Majesty’s Theatre

46% Princess Theatre

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


82% The

Australian Ballet

Crossover with venues and organisations for current visitors to Arts Centre Melbourne

[Base 1122]

24%

Arts CentreMelbourne

Base [3841]

29%24%

17%

76%

are aware of Arts Centre Melbourne

6%

68%1

within the multi-artform market

Awareness Ranking

4% 2%

79%

15%

Multi-artformmarket





Unaware

Arts Centre Melbourne enjoys the highest awareness and penetration of the multi-artform venues, with over three-quarters of the culture market having heard of them before.

While their current market is comprised primarily of Essence, Expression, Stimulation and Affirmation, their lapsed and potential market is more evenly distributed, an indication of the broad appeal of this venue; seen also in the diversity of venue crossovers for this organisation.


AthenaeumTheatre

[Base 493]

16%

29%

11%

23%

7%

6%

5%

2%

[Base 1527]

15%

19%

11%

16%

16%

7%

6%

10%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

+6

+6

-3

-3

-5

-2

-4

People who have made at least one visit to the Athenaeum Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+4

+1

-4

-3

-3

-7


+6

Perspective

Essence

EnrichmentAthenaeum

Theatre

Compared to lapsed and potential commercial theatre market in

Victoria (percentage point difference)

Compared to current commercial theatre market in Victoria


21%AthenaeumTheatre

Base [3841]

13%

42%

19%

58%

are aware of theAthenaeum Theatre

6%

68%6

within the commerical theatre

market

Awareness Ranking

1%

81%

14%

4%

CommercialTheatreMarket





Unaware

Current visitors to the

Athenaeum Theatre

51% Arts House

NorthMelbourne

55% TheatreWorks

54% La Mama

54% Malthouse

Theatre

71%Princess Theatre

73% Her

Majesty’s Theatre

70% Comedy Theatre

64% Regent Theatre


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


53% ForumTheatre


Athenaeum TheatreThe Theatre has achieved moderate levels of awareness and penetration, compared to the other commercial theatres in the market, with opportunity for growth given the size of their potential market.

This venue attracts higher proportions of Expression, Essence and Stimulation; compared to the commercial theatre market. Not surprisingly these are also three of the main segments represented in the lapsed and potential market – alongside Affirmation.



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+3

0

+2

-1

-4

+1

0

0

People who have made at least one visit to The Australian Ballet in the past three years


Expression

Affirmation

Release

Enrichment

4%

0Stimulation

0

-1

-2

+2

-1

0

TheAustralian

Ballet

[Base 329]

21%

37%15%

3%

17%

3% 4% 1%

TheAustralian

Ballet

[Base 1347]

17%

21%

19%

11%

18%

7%

5% 2%


+1

Compared to lapsed and potential ballet or classical dance market in


Compared to current ballet or classical dance market in


Essence

Perspective

Entertainment

The Australian Ballet

12%

The Australian

Ballet

Base [3841]

9%

33%

23%

34%

17%

22%

27%

Ballet orClassical

DanceMarket

67%

are aware of Australian Ballet

24%

68%1

within the ballet or classical

dance market

Awareness Ranking





Unaware

Current visitors to The Australian

Ballet

53% Theatre Works

65% Bangarra

Dance Theatre

60% Sydney Dance

Company

56% Opera

Australia

72%Melbourne Museum


65% Her Majesty’s

Theatre

71%NGV


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


54% Victorian

Opera


The Australian Ballet has the highest awareness and penetration within the ballet or classical dance market.

Given that nearly a quarter of the culture market have never been, but are interested in attending, there is clear scope for audience development. The four segments representing the greatest opportunity for growth, due to their representation in both the current and the lapsed and potential market for The Australian Ballet, are Expression, Essence, Stimulation and Affirmation.


ACCA

[Base 243]

27%

31%11%

2%

18%

7%

1% 1%

[Base 792]

18%

28%

16%

7%

19%

4%

6%

1%

ACCA


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+11

0

+6

-6

-1

-6

-6

0

People who have made at least one visit to ACCA in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+4

+12

+1

-8

-5

-10

-3


+9



Perspective

Essence

Enrichment

Current visitors to ACCA

38% Melbourne

International Jazz Festival

49% Theatre Works

48% Arts House

North Melbourne

43% The

WheelerCentre

78%Arts Centre Melbourne


74%ACMI


77% NGV

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


38% Melbourne

WritersFestival


5%

ACCA

Base [3841]

6%

15%

34%

are aware of ACCA

7%68%4

Awareness Ranking

66%81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unawarewithin the

visual arts market

Australian Centre for Contemporary ArtThe Australian Centre for Contemporary Art (ACCA) has relatively low levels of market awareness and penetration, which could be enhanced through increasing awareness and targeting their potential market, that is, those who have never been but are interested in attending.

Essence and Expression are two key segments for ACCA, which not only comprise a high proportion of their current market – significantly more so than within the visual arts current market – but also their lapsed and potential market too.


Current visitors to

ACMI

62% Melbourne

Recital Centre

74%ACCA

72% The

Wheeler Centre

60% Malthouse

Theatre



72%NGV

60% State

Library of Victoria

46% Scienceworks

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


63% Melbourne

WritersFestival



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+7

+4

+2

-3

-1

-3

-4

-2

People who have made at least one visit to Australian Centre for the Moving Image (ACMI) in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+3

+3

+2

-4

-1

-2

-7

ACMI

[Base 767]

22%

26%

13%

5%

20%

7%

4%

ACMI

[Base 1000]

15%

19%

16%11%

18%

8%

9%5%


+7

Compared to lapsed and potential museum market in Victoria


Compared to current museum market in Victoria


2%

Australian Centre for the Moving Image

10%ACMI

Base [3841]

20%

16%

51%

are aware of ACMI

5%

68%6

Awareness Ranking

57%

49%

57%

within the museum market

81%

3%

68%

25%

4%

MuseumMarket





Unaware

The Australian Centre for the Moving Image has relatively low market awareness, however the organisation did not open until 2002 and only launched their new exhibition spaces in 2009.

With this in mind the largest opportunity for growth lies in enhancing market awareness. Targeting, in particular – the Expression, Essence, Affirmation and Stimulation segments – which also make up a high proportion of their current market.


Current visitors to the Bendigo

Art Gallery

43% The Bell

Shakespeare Company

62% Castlemaine

State Festival

51% Tarrawarra Museum

of Art

48% Art Gallery of Ballarat




60% NGV

44%SovereignHill GoldMuseum

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


46% Theatre Works


Bendigo Art Gallery

11%

BendigoArt Gallery

Base [3841]

11%

17%

43%

are aware of the Bendigo Art Gallery

4%

68%2

Awareness Ranking57%

81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unawarewithin the

visual arts market

The Bendigo Art Gallery enjoy high awareness within the visual arts market, preceded only by the National Gallery of Victoria’s two sites. They also attract visitors from a wide range of organisations, both in terms of artform and geography, indicating their broad appeal.

Essence and Expression make up more than half of their current market, a significantly larger proportion than the visual arts market average. Unsurprisingly these two segments also represent key areas for growth, along with Affirmation, Enrichment and Stimulation.

BendigoArt Gallery

[Base 422]

21%

36%12%

13%

6%

7%

4%1%

[Base 1057]

14%

24%

17%12%

16%

9%

7%

2%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+5

-5

+11

-1

-4

-5

-1

0

People who have made at least one visit to the Bendigo Art Gallery in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+1

+8

+2

-7

0

-5

-2


+5



Perspective

Essence

EnrichmentBendigo

Art Gallery


Castlemaine State

Festival

[Base 117]

18%

47%

7%

10%

8%

6%

2%

2%

[Base 560]

17%

26%

17%

9%

17%

8%5%

1%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

-9

+23

+3

-6

-9

+3

-2

People who have made at least one visit to theCastlemaine State Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+9

-6

-9


+7

Compared to lapsed and potential festival market in Victoria


Compared to current festival market in Victoria


Perspective

Essence

Enrichment

Castlemaine State

Festival

+1

-3

+4

-4

-5

-8

0

+1

Castlemaine State Festival4%

CastlemaineState

Festival

Base [3841]

3%

80%

11%

20%

are aware of theCastlemaine State Festival

3%

68%8

within the festival market

Awareness Ranking

41%





Unaware

54%

41%

81%

12%

48%

32%

8%

FestivalMarket


Castlemaine State Festival

21% Bangarra

DanceTheatre

28% Wangaratta Jazz Festival

26% Theatre Works

25% Arts House

North Melbourne

62%Bendigo Art

Gallery




54% NGV

Proportion of other venues’ current visitors who are also current visitors of the Castlemaine State Festival


24% Sydney Dance

Company


Castlemaine State Festival has relatively low awareness and penetration into the culture market, which could be improved by enhancing awareness and targeting those who are aware of the festival but who have not yet attended.

Expression make up nearly half of Castlemaine State Festival’s current market, a significantly higher proportion than the general festival market, and this is a key segment worth targeting along with Essence, Affirmation and Stimulation.


39%

Circus Oz

Base [3841]

6%

12%

14%

71%

are aware ofCircus Oz

29% Lapsed visitors(visited more than three years ago)




Unaware

Circus Oz

[Base 233]

15%

36%

15%

16%

7%

2%

6%

3%

[Base 1935]

15%

21%

16%

17%

9%

8%

7%8%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

+15

-3

-7

-2

-5

People who have made at least one visit to Circus Oz in the past three years


Essence

Stimulation

Expression

Release

Entertainment

Enrichment

4%

0


+2

Compared to the general culture market in Victoria


Compared to the general culture market in Victoria


Perspective

Essence

Enrichment Circus Oz

Affirmation0

0

0

+1

+1

-1

-1

-1

Current visitors to Circus Oz

28%Meat

Market

33%Melbourne

WritersFestival

29%Melbourne

Intl JazzFestival

29%The

WheelerCentre

69%Arts CentreMelbourne


61% Scienceworks

59%NGV

60%State Libraryof Victoria

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


28% Opera

Australia

[Base 233]


Circus OzCompared to other organisations Circus Oz has moderately high market awareness; though less than a quarter of those aware of them have actually attended a Circus Oz show. Given the size of their potential audience, much of the opportunity for audience growth lies in encouraging conversion from intention to action. Unlike their current market – of which Expression makes up more than a third – the

composition of the lapsed and potential market is quite similar to the culture market in general, indicating its broad appeal. Indeed, this is further supported by the wide breadth, but low depth, of venue crossover – with the current market from theatre, comedy, opera, literature and jazz organisations all featuring in those that share the greatest amount of their audience with Circus Oz.


ComedyTheatre

[Base 735]

16%

30%

12%

20%

6%

6%

5%

4%

[Base 1816]

13%

19%

16%10%

16%

9%

7%

9%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

+3

+7

-3

-3

-4

-3

-2

People who have made at least one visit to the Comedy Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+4

+1

-2

-4

-4

-6


+4

Perspective

Essence

EnrichmentComedyTheatre




(percentage point difference) Current visitors to the Comedy

Theatre


70%Athenaeum

Theatre

59%Melbourne

Writers Festival


61%Melbourne

Intl JazzFestival


61%The Regent

Theatre

69% Her

Majesty’s Theatre

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


62% Melbourne

Fringe Festival

61%The Forum


Comedy Theatre

23%

ComedyTheatre

Base [3841]

19%27%

24%

73%

are aware of the Comedy Theatre

7% 68%4


market

Awareness Ranking

1%

81%

14%

4%






Unaware

The Comedy Theatre has relatively high awareness and penetration compared to other commercial theatres, with scope to develop their current market through improving retention and converting their potential audience.

This venue attracts high proportions of Expression, Essence, Stimulation and Affirmation, with these four segments also representing key profiles to target in converting their lapsed and potential market into current visitors.


Current visitors to a show at Crown Casino

41% La Mama

54% Theatre Works

46% SydneyDance

Company

45% Circus Oz



52% Her

Majesty’s Theatre

49% Comedy Theatre

50% Regent Theatre

Proportion of other venues’ current visitors who are also current visitors of a show at Crown Casino


44% Arts House

North Melbourne


15%A show atCrownCasino

Base [3841]

14%

33%

29%

1%

81%

14%

4%


67%

are aware of a show at Crown Casino

10%68%5

within the commerical theatre market

Awareness Ranking





Unaware

Crown Casino

A show atCrownCasino

[Base 551]

13%

34%

14%4%

17%

7%

7%

4%

[Base 1654]

12%

20%

16%10%

16%

9%

8%

9%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

-1

0

+11

-4

-2

-2

-2

-2

People who have made at least one visit to a show at Crown Casino in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+5

+1

-2

-4

-4

-5


+3





Perspective

Essence

Enrichment

A show atCrownCasino

Over two-thirds of the culture market are aware of Crown Casino, although, there is considerable scope for audience development, with nearly a third of the market having never been but interested in doing so.

Crown Casino’s current market is comprised primarily of Expression, Stimulation, Affirmation and Essence, although, the relatively even segment distribution of their lapsed and potential market indicates their broad appeal.


Forum Theatre

16%

ForumTheatre

Base [3841]

9%

54%16%

46%

are aware of the Forum Theatre

4%

68%7


market

Awareness Ranking

1%

81%

14%

4%






Unaware

Current visitors to the Forum

Theatre

44% Melbourne


43%Malthouse

Theatre

41%The Wheeler

Centre

42% Melbourne

WritersFestival

67%Princess Theatre


64% Her

Majesty’s Theatre

65%NGV


Proportion of other venues’ current visitors who are also current visitors of the Forum Theatre


44% Melbourne

FringeFestival


ForumTheatre

[Base 353]

20%

30%

13%2%

23%

5%6%

2%

[Base 1238]

15%

20%

16%9%

18%

8%5%

9%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+6

+6

+7

-6

-3

-3

-4

-4

People who have made at least one visit to the Forum Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+7

+5

+1

-2

-5

-5

-8


+6

Perspective

Essence

EnrichmentForumTheatre





The Forum Theatre has lower awareness and penetration compared to the other commercial theatres, but shares relatively high proportions of its audiences with these theatres, indicating the similarity of their appeal.

Forum Theatre’s lapsed and potential market is comprised of higher proportions of Essence, Expression, Affirmation and Stimulation compared to the lapsed and potential commercial theatre market in general, indicating the greater appeal of their offering to these segments compared to other theatres.


Geelong PerformingArts Centre

[Base 228]

17%

33%

11%

7%

15%

7%

7%

3%

[Base 801]

16%

26%

16%

9%

17%

7%5%

3%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+3

-2

+10

0

-2

-5

-1

-3

People who have made at least one visit to theGeelong Performing Arts Centre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+11

+1

-6

-6

-5

-9


+7





Perspective

Essence

Enrichment

Geelong PerformingArts Centre

6%

GeelongPerformingArts Centre

Base [3841]

6%

67%

14%

33%

are aware of theGeelong Performing

Arts Centre

6%68%2


Awareness Ranking

4% 2%

79%

15%

Multi-artformmarket





Unaware

Current visitors to the Geelong

Performing Arts Centre

24%AustralianChamberOrchestra

22%Art Galleryof Ballarat

21%Meat

Market

27% Castlemaine

Festival



44% Sovereign Hill Gold Museum

41% Her

Majesty’s Theatre

47% NGV

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


23%Melbourne

Intl JazzFestival


Geelong Performing Arts CentreA third of the culture market is aware of the Geelong Performing Arts Centre, with nearly half of this figure representing their potential market.

Audience growth could be enhanced by targeting the main segments comprising this market, namely Expression, Essence, Stimulation and Affirmation. It is also worth noting that, compared to other multi-artform venues, the Geelong Performing Arts Centre appeals particularly to Essence and Expression – with these segments making up a higher proportion of their lapsed and potential market than the average for the multi-artform market.


HeideMuseum ofModern Art

[Base 256]

24%

28%12%

21%

5%

5%

4%1%

[Base 604]

21%

22%

14%

11%

16%

7%7%

1%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+8

+3

+3

-3

-4

-5

-2

0

People who have made at least one visit to Heide Museum of Modern Art in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+1

+6

-1

-7

-1

-7

-3


+12



Perspective

Essence

Enrichment


Current visitors to Heide

Museum of Modern Art

37% Malthouse

Theatre

48% Tarrawarra Museum of

Art

46% The

Wheeler Centre

37% Melbourne

WritersFestival

59%ACMI

84% NGV


62% State

Library of Victoria


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


36%ACCA


Heide Museum of Modern Art

6%


Base [3841]

7%

10%

25%

are aware of Heide Museum of Modern Art

3%

68%5

Awareness Ranking

75%81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unawarewithin the

visual arts market

Heide Museum of Modern Art has relatively low market awareness and penetration, particularly compared to the visual arts market as a whole.

Looking at the culture segment breakdown – Essence and Expression make up over half of their current market and also represent key segments to target in their lapsed and potential market, indicating the appeal of this organisation to these two segments.


HerMajesty’sTheatre

[Base 929]

15%

26%

15%

20%

7%

6%

8%

3%

[Base 1826]

14%

17%

15%

11%

16%

11%

9%

7%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+1

+3

+3

0

-3

-1

-2

-3

People who have made at least one visit to Her Majesty’s Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+2

0

-2

-3

-2

-6


+5

Perspective

Essence

Enrichment

HerMajesty’sTheatre





26%

Her Majesty’sTheatre

Base [3841]

24%21%

21%

79%

are aware of Her Majesty’s Theatre

7%

68%1


market

Awareness Ranking

1%

81%

14%

4%






Unaware

Current visitors to Her

Majesty’s Theatre

68% La Mama


78% Regent Theatre

73% Athenaeum

Theatre

69%Regent Theatre



55% Comedy Theatre


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


69% Comedy Theatre


Her Majesty’s TheatreHer Majesty’s Theatre enjoys the highest awareness and penetration of Victoria’s commercial theatres, although, around one-fifth of the culture market are still unaware of this venue.

The culture segment distribution for Her Majesty Theatre’s current market is fairly similar to the commercial theatre market as a whole, though their lapsed and potential market is composed of slightly larger proportions of three of their key segments: Essence, Expression and Stimulation.


Immigration Museum

14%ImmigrationMuseum

Base [3841]

16%

28%

65%

are aware of the Immigration Museum

7%68%4

Awareness Ranking

57%

35%

81%

3%

68%

25%

4%

MuseumMarket






Unaware


Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+2

-1

+9

+2

-4

-2

-4

-1

People who have made at least one visit to the Immigration Museum in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+2

+4

+3

-4

-2

-2

-7

ImmigrationMuseum

[Base 633]

17%

33%

14%

10%

15%

4%4%

ImmigrationMuseum

[Base 1610]

15%

20%

17%10%

17%

8%

9%5%


+7




(percentage point difference)3%


Current visitors to the Immigration

Museum

48%Melbourne

Festival

47%Victorian

Opera

50%ACCA

55% The

WheelerCentre

67%State

Library of Victoria



61%NGV

55% Scienceworks

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


51% Melbourne

WritersFestival

While the Immigration Museum has relatively high market awareness, their market penetration could be enhanced by targeting the 28% of the culture market who are interested in attending but have not yet, as well as the 35% who are still unaware of the organisation.

The Immigration Museum attracts a significant proportion of Expression and Essence, more so than the museum market in general, and these also represent opportunities for further growth.


MalthouseTheatre

[Base 245]

23%

31%10%3%

24%

6%

2% 1%

[Base 1124]

18%

21%

17%9%

19%

7%

7%

3%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+7

+5

+5

-4

-1

-6

-4

-2

People who have made at least one visit to Malthouse Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+4

+3

0

-5

-1

-3

-3


+6

Compared to lapsed and potential theatre market in Victoria


Compared to current theatre market in Victoria


Perspective

Essence

EnrichmentMalthouse

Theatre

9%

MalthouseTheatre

Base [3841]

6%

54% 21%

14%

11%

47%

27%

Theatremarket

46%

are aware of Malthouse Theatre

10%

68%2

within the theatre market

Awareness Ranking





Unaware

Current visitors to Malthouse

Theatre

45% Melbourne

WritersFestival

38%Melbourne

FringeFestival

51% The Bell

ShakespeareCompany

37%Opera

Australia

79%NGV


66%State Library

Victoria

68% Melbourne

Theatre Company


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


46% The

Wheeler Centre


Malthouse TheatreCompared to other theatres Malthouse Theatre has the second-highest awareness and penetration in the culture market. Given the size of their potential market, however, there is considerable room for growth.

More than three-quarters of their current market are comprised of Essence, Expression and Stimulation, and these are the key segments worth targeting given their size in Malthouse Theatre’s lapsed and potential market.


McClellandSculpture Park

and Gallery

[Base 161]

16%

28%

12%

18%

9%

7%

7%

3%

[Base 384]

21%

26%

15%

11%

14%

7%5%

2%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

0

0

+3

-1

-1

-5

+2

+2

People who have made at least one visit to McClelland Sculpture Park and Gallery in the past three years


Essence

Expression

Affirmation

Release

Entertainment

Enrichment

4%

-1

+10

0

-9

-1

-7

-2


+12



Perspective

Essence

Enrichment

McClellandSculpture Park

and GalleryStimulation

McClelland Sculpture Park and Gallery

Current visitors to McClelland Sculpture Park

and Gallery

19% Tarrawarra Museum of

Art

17%ACCA

17%Heide


21% La Mama



60%NGV

49% Scienceworks


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


20% The

WheelerCentre


3%

McClellandSculpturePark andGallery

Base [3841]

4%

7%16%

are aware of McClelland Gallery and Sculpture

Park

2%

68%6

Awareness Ranking

84%81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unawarewithin the

visual arts market

McClelland Sculpture Park and Gallery currently has low market awareness, although nearly half of the market who are aware of are not current visitors and are people who haven’t been yet but are interested in visiting.

Essence and Expression are two segments worth targeting as they make up nearly half of McClelland Sculpture Park and Gallery’s lapsed and potential market, with Affirmation, Stimulation and Enrichment making up the majority of the remaining market.


MeatMarket

[Base 179]

15%

42%15%

11%

6%

6%

4% 1%

[Base 784]

19%

22%

17%

10%

18%

6%5%

4%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+1

-6

+19

-1

-3

-1

-4

-5

People who have made at least one visit to the Meat Market in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+6

+7

+2

-6

-5

-6

-8


+10





Perspective

Essence

Enrichment

MeatMarket


Meat Market

30% Melbourne


49% Arts House

North Melbourne

47% Theatre Works

41% La Mama

62%State Library of Victoria




56% Scienceworks

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


30% Sydney Dance

Company


8%

MeatMarket

Base [3841]

5%

70%

13%

4% 2%

79%

15%

Multi-artformmarket

30%

are aware of the Meat Market

5%

68%3


Awareness Ranking





Unaware

Meat MarketGiven the size of the multi-artform market, coupled with the size of their potential market, there is considerable scope to enhance the Meat Market’s awareness and penetration.

The Meat Market appeals to Expression, significantly more than other multi-artform venues in the market, making them a key segment to target – alongside Essence, Affirmation and Stimulation.


Melbourne Festival

[Base 323]

20%

42%

11%

3%

17%

4%2% 1%

[Base 1415]

17%

22%

17%9%

19%

6%7%

4%

Melbourne Festival


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+4

+17

-4

-4

-5

-3

People who have made at least one visit to the Melbourne Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+6

+5

-3

-3

+1

-5

-6


+7





Perspective

Essence

Enrichment-3

-2

9%

MelbourneFestival

Base [3841]

8%

45%

27%

55%

are aware of the Melbourne Festival

10%

68%3


Awareness Ranking

54%

41%





Unaware

81%

12%

48%

32%

8%

FestivalMarket


Melbourne Festival

61% Melbourne


53% Melbourne

WritersFestival

50% Melbourne

International Film Festival




65%Melbourne

Comedy Festival

68% NGV

Proportion of other venues’ current visitors who are also current visitors of the Melbourne Festival


63% Melbourne

FringeFestival

45% The Wheeler

Centre


Melbourne FestivalJust over half of the culture market are aware of the Melbourne Festival, with 27% having not attended but are interested in doing so.

Given the size of the potential market the Melbourne Festival’s audience could be grown considerably by appealing to the main segments comprising this market – namely, Essence, Expression, Stimulation and Affirmation (which make up 90% of the market).


MelbourneFringe

Festival

[Base 244]

20%

38%10%1%

22%

[Base 1260]

19%

21%

15%7%

21%

8%

6%

MelbourneFringe

Festival


Entertainment

Affirmation

Release

Perspective

Stimulation +3

-5

People who have made at least one visit to the Melbourne Fringe Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+4

-6


+9





Perspective

Essence

Enrichment

Expression

2% 4%

+13

+9

-7

-6

3%4%

+4

-5

-4

-4

-3

-1

-2

Current visitors to the Melbourne

Fringe Festival

38%Malthouse

Theatre

47% Melbourne

InternationalJazz

Festival

39% The Wheeler

Centre

75%NGV

80% Melbourne

Comedy Festival

75%Melbourne Museum

63%Melbourne

Festival

74%Arts CentreMelbourne

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


55%Melbourne

WritersFestival

47% Melbourne

Festival


6%

MelbourneFringe

Festival

Base [3841]

6%

46% 26%

54%

are aware of the Melbourne Fringe

Festival

15%

68%4


Awareness Ranking





Unaware

54%

41%

81%

12%

48%

32%

8%

FestivalMarket

Melbourne Fringe FestivalAlthough the Melbourne Fringe Festival has relatively high market awareness, compared to other festivals, there is considerable scope for growth given the size of their potential market.

Essence, Expression, Stimulation and Affirmation make up more than three-quarters of the Melbourne Fringe Festival’s current market, and these also represent key segments to target.


MelbourneInternational

ComedyFestival

[Base 733]

16%

27%

13%

3%

22%

7%

[Base 1839]

15%

19%

17%9%

17%

9%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

+3

+13

-1

-5

-4

People who have made at least one visit to the Melbourne International Comedy Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+7

+6

+5

+1

-7

-9


+14





Perspective

Essence

Enrichment


ComedyFestival

-6

7%

5%-1

+3

-2

-3

0

+1

8%5%

+2

-4

-4

-4

+4

0


International Comedy Festival

78%Melbourne

WritersFestival

80% Melbourne

FringeFestival

64%Melbourne


64%Melbourne

InternationalJazz Festival

48%Her

Majesty’s Theatre



51% NGV


Proportion of other venues’ current visitors who are also current visitors of the Melbourne International Comedy Festival


65%Melbourne

Festival


20%


ComedyFestival

Base [3841]

13%

19%80%

are aware of the Melbourne International

Comedy Festival

16%

68%1


Awareness Ranking

32%





Unaware

54%

41%

81%

12%

48%

32%

8%

FestivalMarket

Melbourne International Comedy FestivalThe Melbourne International Comedy Festival has the highest level of awareness within the festival market, although, given the size of their potential market there is also considerable scope for growth.

Expression, Essence and Stimulation make up nearly two-thirds of the Melbourne International Comedy Festival’s current market, and these three segments also represent the greatest opportunity for growth – as well as Affirmation.


MelbourneInternationalFilm Festival

[Base 355]

21%

35%10%2%

22%

6%

3% 2%

[Base 1566]

17%

22%

17%8%

18%

8%

8%

3%

MelbourneInternationalFilm Festival


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+4

+3

+11

-2

-5

-4

-2

People who have made at least one visit to the Melbourne International Film Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+5

-2

+1

-5

-7


+7





Perspective

Essence

Enrichment-4 -5

Melbourne International Film Festival

Current visitors to the Melbourne International Film

Festival

55% Melbourne

Festival

63% Theatre Works

52% Melbourne

FringeFestival



64% Melbourne

Comedy Festival

59%ACMI


Proportion of other venues’ current visitors who are also current visitors of the Melbourne International Film Festival


57% Melbourne

WritersFestival

71% Melbourne



9%


FilmFestival

Base [3841]

9%

32%

62%


Film Festival

12%

68%2


Awareness Ranking

38%

41%





Unaware

54%

41%

81%

12%

48%

32%

8%

FestivalMarket

The Melbourne International Film Festival has the second-highest level of awareness within the festival market, although, a large proportion of these people represent their potential market – indicating significant opportunity for growth.

The top segments that the Melbourne International Film Festival appeal to are Essence, Expression and Stimulation, which make up more than two-thirds of their current market, and over half of their lapsed and potential market.


Melbourne International Jazz Festival

[Base 155]

24%

36%10%

1%

20%

6%

2%

[Base 821]

19%

25%

17%

9%

18%

5%6%

2%



Expression

Affirmation

Release

Perspective

Stimulation

+7

+1

+12

-3

-5

-5

-5

People who have made at least one visit to the Melbourne International Jazz Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+8

-4

-5

+1

-7

-8


+9





Perspective

Essence

Enrichment-5

-1

Entertainment 0




31% Melbourne


29% Melbourne

Festival

32% Melbourne

Writers Festival





71%Melbourne


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


30% Melbourne

FringeFestival

43% Theatre Works


4%

MelbourneInternationalJazz Festival

Base [3841]

4%

17%

33%


Jazz Festival

8%68%5


Awareness Ranking

67%

54%

41%





Unaware

41%

54%

41%

81%

12%

48%

32%

8%

FestivalMarket

While the Melbourne International Jazz Festival has achieved moderate levels of market awareness, compared to other festivals, more than half of the market who are aware of them represent a potential, rather than actual, market.

Converting this market into actual visits would involve targeting the key segments in the Melbourne International Jazz Festival’s lapsed and potential market – namely, Essence, Expression, Affirmation and Stimulation.


Melbourne Museum


Melbourne Museum

84% Immigration

Museum

80%ACCA

79%Scienceworks

49%State

Library ofVictoria

50% Scienceworks


49% NGV

34% ACMI

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


79%Melbourne

Festival

80% Melbourne

WritersFestival



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+1

+1

+3

0

-1

-2

0

0

People who have made at least one visit to the Melbourne Museum in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

0

+1

+2

-2

-1

0

-3

MelbourneMuseum

[Base 1586]

16%

27%

14%8%

17%

7%

8%

MelbourneMuseum

[Base 1708]

11%

17%

16%

11%

15%

10%

11%

9%


+3





4%

35%

MelbourneMuseum

Base [3841]

41%9%

88%

are aware of theMelbourne Museum

2%

68%1

Awareness Ranking

12%

81%

3%

68%

25%

4%

MuseumMarket






Unaware

Melbourne Museum enjoys the highest awareness and penetration – not only in the museum market, but within the culture market in general. It is therefore unsurprising that their Culture Segment profile is similar to the museum market in general, attracting high proportions of Expression, Stimulation, Essence and Affirmation. The fairly even distribution of culture segments in their lapsed and potential market, on the other hand, highlights their broad appeal.



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+8

+2

-2

0

-4

-1

-2

0

People who have made at least one visit to the Melbourne Recital Centre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+1

+4

-3

-2

+1

-3

0

MelbourneRecitalCentre

[Base 260]

26%

30%14%

5%

19%

3% 3%


[Base 518]

19%

25%

16%

10%

18%

7%

4% 2%


+4

Compared to lapsed and potential classical music market in Victoria


Compared to current classical music market in Victoria


11%


Base [3841]

7%

3%

4%

25%

are aware of the Melbourne Recital Centre

75%68%2

Awareness Ranking

26%

33%21%

21%

Classicalmusicmarket





Unawarewithin the classical

music market


Recital Centre

46% The

WheelerCentre

40%Opera

Australia

39%Malthouse

Theatre

50% AustralianChamberOrchestra

73%Melbourne Museum


76% NGV


62%ACMI

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


48% The Bell

ShakespeareCompany


Melbourne Recital CentreAlthough the Melbourne Recital Centre has low awareness and penetration within the culture market, this is presumably due in part to its recent opening in 2009.

Over half of Melbourne Recital Centre’s current market are comprised of Essence and Expression, with these two segments also comprising a significant proportion of their lapsed and potential market, making them a key target for audience growth. Other segments could make important targets for specific events and performances.


Melbourne Symphony Orchestra


Symphony Orchestra

71% Australian Chamber Orchestra

65% Victorian

Opera

63% Opera

Australia

68%Melbourne Museum



55% Her Majesty’s

Theatre

65% NGV

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


51%ACCA

55% Melbourne

Recital Centre



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+2

0

+2

+2

-3

-4

-1

+2

People who have made at least one visit to the Melbourne Symphony Orchestra in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

0

0

-1

-1

+2

0

+1

MelbourneSymphonyOrchestra

[Base 401]

20%

34%11%

7%

17%

4%4% 3%


[Base 1682]

16%

21%

18%11%

17%

8%

7%

3%


+1

Compared to lapsed and potential classical music market in Victoria


Compared to current classical music market in Victoria


29%


Base [3841]

10%

15%

20%26%

33%21%

21%

Classicalmusicmarket

74%are aware of the

Melbourne Symphony Orchestra

26%

68%1

within the classical music market

Awareness Ranking





Unaware

Melbourne Symphony Orchestra has high market awareness, but low penetration, with only 25% of the culture market having ever attended a show.

Given that the culture segments most attracted to their offering are Expression, Essence and Stimulation – and that these also represent a significant portion of their lapsed and potential market, as does Affirmation – these segments are worth targeting in order to achieve audience growth.

Melbourne Symphony Orchestra has high market awareness, but low penetration, with only 25% of the culture market having ever attended a show.

Given that the Culture Segments most attracted to their offering are Expression, Essence and Stimulation – and that these also represent a significant portion of their lapsed and potential market, as does Affirmation – these segments are worth targeting in order to achieve audience growth.



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+5

-3

-3

-4

-1

-3

People who have made at least one visit to the Melbourne Theatre Company in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+2

0

0

-3

-3

-2

Melbourne Theatre Company

[Base 485]

21%

32%12%4%

21%

4%5% 1%

Melbourne Theatre Company

[Base 1633]

15%

21%

17%11%

16%

8%

8%

4%


+4





+7

+2

+2

Current visitors to the Melbourne Theatre Company

63% Arts House

NorthMelbourne

68% Malthouse

Theatre

68% La Mama

64% TheatreWorks

67%Melbourne Museum


65% Her

Majesty’s Theatre

61% Regent Theatre


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


63% SydneyDance

Company


14%MelbourneTheatre

Company

Base [3841]

13%

32%

28%

14%

11%

47%

27%

Theatremarket

68%

are aware of the Melbourne Theatre Company

12%

68%1


Awareness Ranking





Unaware

Melbourne Theatre CompanyThe Melbourne Theatre Company enjoys the highest level of awareness and penetration compared to other theatres, although, there is significant potential for growth with over a quarter of the culture market having never been to a show but are interested in attending.

The segments that Melbourne Theatre Company currently appeal to most are Essence, Stimulation and Expression. Given its appeal to these segments it’s unsurprising that these also represent the greatest potential for growth, with Affirmation being another segment worth targeting.


MelbourneWritersFestival

[Base 150]

19%

37%11%1%

22%

1% 1%

[Base 665]

24%

23%

17%

7%

19%

5%

4%



Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

+13

-4

-6

-3

People who have made at least one visit to the Melbourne Writers Festival in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

4%

+7

+6

-6

+1

-7

-9


+14





Perspective

Essence

Enrichment Enrichment

7%

-5

+3

-1

1%

-6

11%


Base [3841]

4%

33%

are aware of the Melbourne Writers

Festival

68%6


Awareness Ranking

67%

54%

41%





Unaware

3%

41%

54%

41%

81%

12%

48%

32%

8%

FestivalMarket

15%

Current visitors to the Melbourne Writers Festival

48% The Wheeler

Centre

34% Melbourne

Fringe Festival

25% Melbourne

Festival

28% Malthouse

Theatre




81% NGV

78% Melbourne

ComedyFestival

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


31% Melbourne



Melbourne Writers FestivalMelbourne Writers Festival has moderate market awareness and penetration, in part due to its attraction to a niche market, though there is clear scope for audience development given the size of their potential market.

The three segments they appeal to most – Expression, Essence and Stimulation – make up two-thirds of their lapsed and potential market, making them key segments to target in order to grow their current market.


NGV

[Base 1180]

20%

25%

15%

8%

19%

6%6%

1%

[Base 813]

10%

21%

16%

13%

17%

9%

10%

4%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+4

0

-2

-1

0

People who have made at least one visit to the National Gallery of Victoria (NGV) in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+2

+5

+1

-5

+1

-4

0




Perspective

Essence

Enrichment NGV

-2

0

+1

+1

Current visitors to NGV

79%Malthouse

Theatre

89% TarrawarraMuseum

of Art

86% The

WheelerCentre

66%MelbourneMuseum

42% Her

Majesty’s Theatre

60% Arts CentreMelbourne

47% ACMI


Proportion of other venues’ current visitors who are also current visitors of NGV


81% Melbourne

WritersFestival

84%Heide

Museum ofModern

Art


13%

NGV

Base [3841]

31%

8%

56%

are aware of NGVI

4%

68%1

within the visual arts market

Awareness Ranking

44%

81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unaware

National Gallery of VictoriaNGV has high market awareness compared to other organisations within the visual arts market, although a significant proportion of the culture market are still unaware of them. The conversion rate is good with a high proportion of the aware market in the gallery’s current market – indicating high retention rates.

The Culture Segments with the greatest potential for growth are Expression, Affirmation and Stimulation; which also make up the greatest proportion of NGV’s current market.


12%NationalSports

Museum atthe MCG

Base [3841]

13%

54%

27%

63%

are aware of the National Sports

Museum at the MCG

12%

68%5

Awareness Ranking

57%

37%

57%57%81%

3%

68%

25%

4%

MuseumMarket






Unaware


Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

-4

+3

+7

-3

-1

-2

+1

0

People who have made at least one visit to the National Sports Museum at the MCG in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+1

+5

+2

-4

-2

-2

-5

National Sports

Museum at the MCG

[Base 499]

11%

31%

14%5%

19%

7%

9%

[Base 1476]

12%

21%

16%10%

16%

8%

9%7%


+4





4%

National Sports

Museum at the MCG

Current visitors to the National Sports Museum

at the MCG

35% Meat

Market

45% Arts House

North Melbourne

44% TheatreWorks

39% Circus

Oz



49% Scienceworks

45% Her

Majesty’s Theatre


Proportion of other venues’ current visitors who are also current visitors of the National Sports Museum at the MCG


37% Melbourne



National Sports Museum at the MCGCompared to other museums The National Sports Museum at the MCG has lower market awareness, possibly due to their relocation and rebrand in 2008. This also could contribute to their lower market penetration.

One way the National Sports Museum could enhance their current market is by focusing on the 27% of people in the culture market who are interested in visiting but haven’t yet – focusing on Expression, Affirmation, and Stimulation.



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+1

0

+4

-2

-2

-3

+2

0

People who have made at least one visit to Opera Australia in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+1

+4

-4

-3

+3

-2

0

OperaAustralia

[Base 221]

16%

38%13%

4%

18%

4%

5%

1%

OperaAustralia

[Base 990]

17%

25%

16%

11%

19%

6%

4% 2%


+1

Compared to lapsed and potential opera market in Victoria


Compared to current opera market in Victoria (percentage

point difference) Current visitors to Opera Australia

38% The

Australian Ballet

57% Victorian

Opera

50% TheatreWorks


68%Victorian

Opera



65% Regent Theatre

65% Her Majesty’s

Theatre

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


39% The Bell

Shakespeare Company


18%OperaAustralia

Base [3841]

6%8%

18%27%

36%

17%

20%Operamarket

50%are aware of

Opera Australia

50%

68%1

within the opera market

Awareness Ranking





Unaware

Opera AustraliaOpera Australia commands the highest awareness and penetration within the opera market, although given that half the culture market are unaware of this organisation there is still scope for audience development.

Given that they attract high proportions of Expression, Stimulation, Essence and Affirmation – and that these segments also make up a significant proportion of their lapsed and potential market – these are key segments worth targeting.


PrincessTheatre

[Base 827]

15%

30%

13%

19%

6%

6%

8%

3%

[Base 1781]

14%

18%

15%11%

16%

7%

10%

8%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+1

+2

+7

0

-3

-3

-3

-3

People who have made at least one visit to the Princess Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+5

+3

0

-3

-3

-3

-6


+5

Perspective

Essence

EnrichmentPrincessTheatre




(percentage point difference) Current visitors to the Princess

Theatre

68% The Regent

Theatre

74% Theatre Works

72% La Mama

71% Athenaeum

Theatre

68%Regent Theatre

79% Her

Majesty’s Theatre


57% Comedy Theatre


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


70% Her

Majesty’s Theatre


27%

PrincessTheatre

Base [3841]

22%25%

20%

75%

are aware of thePrincess Theatre

7% 68%3

within the commercial theatre

market

Awareness Ranking

1%

81%

14%

4%






Unaware

Princess TheatreThe Princess Theatre enjoys high market awareness and penetration, although, there is scope to enhance audience retention as well as converting the potential audience into current visitors.

Compared to the Culture Segment profile, of the current commercial theatre market, Princess Theatre appeals to higher proportions of Essence, Expression and Stimulation; which are also key segments to target in their lapsed and potential market.


Current visitors to the Regent

Theatre

65% Opera

Australia

69% Her

Majesty’s Theatre


66% TheatreWorks

68%Princess Theatre

78% Her

Majesty’s Theatre


54% Comedy Theatre


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


65% La Mama


Regent Theatre

26%

RegentTheatre

Base [3841]

21%25%

20%

1%

81%

14%

4%


75%

are aware of the Regent Theatre

7% 68%2

within the commercial theatre

market

Awareness Ranking





Unaware

RegentTheatre

[Base 822]

17%

28%

13%

20%

5%

6%

8%

3%

[Base 1777]

14%

18%

16%12%

8%

11%

15%

7%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+3

+3

+5

-2

-1

-3

-4

-3

People who have made at least one visit to the Regent Theatre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+4

+3

+1

-3

-2

-2

-6


+5

Perspective

Essence

EnrichmentRegentTheatre





The Regent Theatre has the second-highest market awareness and penetration within the commercial theatre market, although their current market could be developed by improving retention and converting their potential market to actual visitors.

Currently a high proportion of their visitors are Expression, Stimulation and Essence. Although, when we look at their lapsed and potential market the segment distribution is fairly even, indicating the broad appeal of their offering.



Current visitors to

Scienceworks

55% Melbourne

Festival

55%Immigration

Museum

54%Melbourne

Intl Jazz Festival

61% Circus

Oz

50%State

Library of Victoria



35%ACMI

46% NGV

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


56% Meat

Market


Expression

Entertainment

Affirmation

Release

Enrichment

Essence

Stimulation

0

0

+2

+1

-2

-2

+1

+1

People who have made at least one visit to Scienceworks in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+1

+2

+2

-3

-2

-1

-3

Scienceworks

[Base 1000]

15%

26%

14%9%

16%

6%

9%

Scienceworks

[Base 2092]

13%

18%

16%10%

16%

9%

10%

9%


+5





Perspective

35%

Scienceworks

Base [3841]

26%

19%

83%

are aware of Scienceworks

3%

68%3


Awareness Ranking

17%

81% 57%

3%

68%

25%

4%

MuseumMarket





Unaware

ScienceworksScienceworks has high market awareness and penetration, although given the size of both their lapsed market and the current museum market, there is considerable scope to grow the number of their current visitors.

Looking at Scienceworks lapsed and potential markets – Expression, Affirmation, Stimulation and Essence are key segments worth targeting, given their size not only in this market, but in their current market as well.


Sidney Myer Music Bowl

Current visitors to the Sidney Myer Music

Bowl

50%Malthouse

Theatre

49%Melbourne

Festival

58% Arts House

North Melbourne

56% Melbourne

International Jazz

Festival



54% Her Majesty’s

Theatre


59% NGV

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


51% The Bell

Shakespeare Company



Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+3

-1

+7

-1

-1

-4

-3

-1

People who have made at least one visit to the Sidney Myer Music Bowl in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

+3

+3

0

-3

-3

-2

-1

SidneyMyerMusicBowl

[Base 574]

18%

32%

12%5%

17%

7%

5%

SidneyMyerMusicBowl

[Base 2193]

13%

18%

16%11%

16%

9%

10%

7%


+2

Compared to lapsed and potential ‘all music’ market in Victoria(percentage point difference)

Compared to current ‘all music’ market in Victoria(percentage point difference)

5%

22%

SidneyMyer Music

Bowl

Base [3841]

15%

35%

6%

9%5%

64%

22% ‘All music’market

78%

are aware of Sidney Myer Music Bowl

22%Lapsed visitors(visited more than three years ago)




Unaware

The Sidney Myer Music Bowl enjoys high awareness and penetration into the culture market, although, there is still room for audience growth, including the 22% who have never intended but are interested.

Compared to the music market, in general, the Sidney Myer Music Bowl attracts a higher proportion of Essence and Expression – which, in turn, make up half of their current market. However, their lapsed and potential market are divided equally across the segments which can be seen as an indication of their broad appeal.


48%

SovereignHill GoldMuseum

Base [3841]

19%

15%

86%

are aware of Sovereign Hill Gold Museum

3%

68%2

Awareness Ranking

14%

81%

3%

68%

25%

4%

MuseumMarket






Unaware


Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

0

-4

+6

0

0

-4

0

+3

People who have made at least one visit to Sovereign Hill Gold Museum in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+2

+3

+2

-3

-2

-1

-5


[Base 729]

15%

30%

12%8%

12%

8%

8%

[Base 2431]

13%

19%

16%10%

17%

9%

10%7%


+5






Perspective

Current visitors to Sovereign

Hill Gold Museum

44% Geelong

Performing Arts Centre

63% Art Gallery of Ballerat

52% Theatre Works

47% Sydney Dance

Company

43%Scienceworks



38% NGV


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


46% Castlemaine

State Festival


Sovereign Hill Gold MuseumSovereign Hill Gold Museum has high levels of awareness and penetration into the culture market, but the pattern of attendance suggested by their market indicates that their audience visits are one-offs. Sovereign Hill would therefore benefit from developing strategies to encourage repeat attendance.

Initially, the key segments to target would be those who are most culturally active: that is, Expression, Essence, Affirmation and Stimulation.


18%

StateLibrary ofVictoria

Base [3841]

28%

29%

7%20%

5%

71%

4%

Librarymarket

82%

are aware of the State Library of Victoria

18%Lapsed visitors(visited more than three years ago)




Unaware


Expression

Entertainment

Affirmation

Release

Enrichment

Perspective

Essence

Stimulation

+4

+1

+4

-2

-1

-1

-2

-3

People who have made at least one visit to theState Library of Victoria in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

Perspective

4%

-1

+6

0

-4

+2

0

-4


[Base 1073]

18%

29%

15%

7%

16%

7%6%

2%


[Base 1789]

13%

19%

15%12%

16%

8%

11%7%


+3

Compared to lapsed and potential library market in Victoria


Compared to current library market in Victoria



Current visitors to the State Library of Victoria

74% Melbourne

InternationalJazz Festival

80% The

Wheeler Centre

73%Melbourne

Festival

76% Melbourne

WritersFestival



61% NGV

46% Scienceworks

43% ACMI

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


75% Arts House

NorthMelbourne

State Library of VictoriaThe State Library of Victoria enjoys high awareness and penetration into the culture market, although there is potential for growth, for instance, 18% of people are interested but have not yet visited.

Although Essence and Expression make up a significant proportion of the State Library’s current market, the relative equal distribution of culture segments in their lapsed and potential market indicates their broad appeal.


TarrawarraMuseum

of Art

[Base 124]

28%

29%

15%

4%

15%

5%

4% 1%

[Base 173]

21%

29%13%

9%

15%

4%

6%

1%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+12

-3

+4

-3

-4

-2

-3

0

People who have made at least one visit to the Tarrawarra Museum of Art in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

0

+13

-2

-8

-3

-10

-3


+12



Perspective

Essence

Enrichment

TarrawarraMuseum

of Art

2%

TarrawarraMuseum of

Art

Base [3841]

3% 3%

8%

are aware of the Tarrawarra Museum

of Art

1%

68%7

Awareness Ranking

92%

81%13%

9%

65%

19%

7%

Visual ArtsMarket





Unawarewithin the

visual arts market


Tarrawarra Museum of Art


27% Bangarra

Dance Theatre

25% The

Wheeler Centre

23% Heide

Museum of Modern

Art

51%Bendigo

Art Gallery

89% NGV




Proportion of other venues’ current visitors who are also current visitors of the Tarrawarra Museum of Art


19% Melbourne

WritersFestival


Tarrawarra Museum of ArtOnly a small proportion of the culture market are currently aware of the Tarrawarra Museum of Art, this maybe because the gallery was established relatively recently, in 2000.

Given their appeal to Essence and Expression – these segments representing significantly larger proportions within their current market as well as their lapsed and potential market – these are segments worth targeting, alongside Stimulation and Affirmation.


TheatreWorks

[Base 95]

20%

45%

8%

18%

5%

2% 2%

[Base 669]

20%

24%

15%

8%

19%

5%5%

3%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+4

-1

+19

-7

-2

-8

-4

-1

People who have made at least one visit to Theatre Works in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+4

+6

-2

-7

-2

-5

-3


+8





Perspective

Essence

EnrichmentTheatreWorks

14%

TheatreWorks

Base [3841]

2% 4%

4%14%

11%

47%

27%

Theatremarket

24%

are aware of Theatre Works

76%68%3


Awareness Ranking





Unaware

Current visitors to Theatre

Works

26% Melbourne


43% Arts House

North Melbourne

36% La Mama

28% Melbourne

WritersFestival

84%Melbourne Museum



67% Comedy Theatre


Proportion of other venues’ current visitors who are also current visitors of Theatre Works


26% Sydney Dance

Company


Theatre WorksTheatre Works has one of the lower levels of awareness and penetration into the culture market, compared to the other theatres, although, given the size of their potential market – along with the market who may be interested but are unaware – there is huge potential for growth.

Theatre Works appeals particularly to Expression, Essence and Stimulation, with these three segments making up more than three-quarters of their current market. Given their representation in the lapsed and potential market, these are also segments with scope to grow.


WangarattaJazz

Festival

[Base 99]

25%

33%8%

22%

5%

7%

1%

[Base 656]

19%

25%

16%

9%

17%

5%7%

2%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+8

+4

+9

+4

-7

-7

-2

-2

People who have made at least one visit to theWangaratta Jazz Festival in the past three years


Essence

Expression

Release

Entertainment

Enrichment

4%

0

+8

-3

-5


+9





Perspective

Essence

Enrichment

WangarattaJazz

Festival Stimulation

Affirmation

-3

-2

+1

-8

-5

+4

-4

3%

WangarattaJazz Festival

Base [3841]

3%

14%

25%

are aware of theWangaratta Jazz Festival

6%

68%7


Awareness Ranking

75%

54%

81%41%

15%

42%

24%

19% FestivalMarket





Unaware


Wangaratta Jazz Festival

15% Bangarra

Dance Theatre

23% Castlemaine

Festival

17% Theatre Works




47% Her

Majesty’s Theatre


Proportion of other venues’ current visitors who are also current visitors of the Wangaratta Jazz Festival


16% Sydney Dance

Company

17% Melbourne



Wangaratta Jazz FestivalAlthough a quarter of the culture market are aware of the Wangaratta Jazz festival they have low market penetration; with the majority of the market who are aware of them representing a potential, rather than an actual, market.

Growth could be enhanced by targeting those segments in this market, particularly Expression, Essence, Affirmation and Stimulation, which make up more than two-thirds of their lapsed and potential market.


TheWheelerCentre

[Base 128]

19%

33%

12%3%

26%

6%

1% 1%

[Base 257]

25%

18%

16%

9%

20%

5%7%


Expression

Entertainment

Affirmation

Release

Perspective

Stimulation

+2

+7

+2

-2

-2

-3

-3

0

People who have made at least one visit to The Wheeler Centre in the past three years


Essence

Stimulation

Expression

Affirmation

Release

Entertainment

Enrichment

4%

+3

-2

-3

-5

0

-1

-4


+11

Compared to lapsed and potential literature market in Victoria(percentage point difference)

Compared to current literature market in Victoria(percentage point difference)

Perspective

Essence

Enrichment

TheWheelerCentre

The Wheeler Centre

Current visitors to The Wheeler

Centre

24%Malthouse

Theatre

41% Melbourne

WritersFestival

23%Heide


28% TheatreWorks


86%NGV



72%ACMI

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


26% Tarrawarra Museum

of Art


1%

The WheelerCentre

Base [3841]

3%

89%

6%25% 29%

18%28%

Literature market

11%

are aware of The Wheeler Centre

1%

1





Unaware

The Wheeler Centre has relatively low market awareness and penetration, likely due in part to their only being established in 2010.

Given the size of the market for literature events, however, there is scope to grow this audience considerably. A significant proportion of both their current and their lapsed and potential market are Essence, Expression, Stimulation and Affirmation, indicating they would benefit most from targeting these segment profiles.


16%VictorianOpera

Base [3841]

7%10%

16%

48%

are aware of the Victorian Opera

52%

68%2

Awareness Ranking

27%

36%

17%

20%Operamarket





Unawarewithin the

opera or operetta market

Current visitors to the Victorian

Opera

46% AustralianChamberOrchestra

68% Opera

Australia

52% TheatreWorks

49% Sydney Dance

Company

72%Melbourne Museum


65% Melbourne Symphony Orchestra

62% Melbourne

Theatre Company


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


47% Arts House

NorthMelbourne



Expression

Entertainment

Release

Enrichment

Perspective

Essence

Stimulation

+1

0

+7

-3

-2

-3

0

0

People who have made at least one visit to the Victorian Opera in the past three years


Affirmation

Release

Entertainment

Perspective

4%

0

+2

-3

-4

-1

0

VictorianOpera

[Base 261]

16%

41%13%

3%

18%

4%3% 1%

VictorianOpera

[Base 972]

18%

23%

17%

12%

18%

6%

5% 2%


+2

Compared to lapsed and potential opera market in Victoria


Compared to current opera market in Victoria


Affirmation

Essence

Expression

Stimulation

Enrichment

-3

Victorian OperaVictorian Opera enjoys the second highest awareness rating within the opera or operetta market. Nevertheless, they could still enhance their market penetration given the number of people in this market either unaware or who haven’t visited but are interested.

Expression makes up a significant proportion of Victorian Opera’s current market, and also represents a key segment to target within their lapsed and potential market, with Stimulation, Essence and Affirmation being other Culture Segments worth targeting.

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Audience Atlas Victoria - Home | Creative Victoria · Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there