audience atlas victoria - creative victoria web view44 audience atlas victoria – appendix 1:...

Audience Atlas VictoriaAppendix 1:Breakdown by Organisation

February 2014

Contents

2 Audience Atlas Victoria – Appendix 1: Breakdown by

How to read this report 3 Her Majesty’s Theatre 18 National Gallery of Victoria 33

Art Gallery of Ballarat 4 Immigration Museum 19 National Sports Museum at the MCG 34

Arts Centre Melbourne 5 Malthouse Theatre 20 Opera Australia 35

Athenaeum Theatre 6 McClelland Sculpture Park and Gallery 21 Princess Theatre 36

The Australian Ballet 7 Meat Market 22 Regent Theatre 37

Australian Centre for Contemporary Art 8 Melbourne Festival 23 Scienceworks 38

Australian Centre for the Moving Image

9 Melbourne Fringe Festival 24 Sidney Myer Music Bowl 39

Bendigo Art Gallery 10 Melbourne International Comedy Festival 25 Sovereign Hill Gold Museum 40

Castlemaine State Festival 11 Melbourne International Film Festival 26 State Library of Victoria 41

Circus Oz 12 Melbourne International Jazz Festival 27 Tarrawarra Museum of Art 42

Comedy Theatre 13 Melbourne Museum 28 Theatre Works 43

Crown Casino 14 Melbourne Recital Centre 29 Wangaratta Jazz Festival 44

Forum Theatre 15 Melbourne Symphony Orchestra 30 The Wheeler Centre 45

Geelong Performing Arts Centre 16 Melbourne Theatre Company 31 Victorian Opera 46

Heide Museum of Modern Art 17 Melbourne Writers Festival 32

How to read this


9%7%

19%Visual Arts Market65%

3

45%40%Arts House

Bendigo ArtNorthGalleryMelbourne

56%NGV

68%Melbourne Museum

41%Castlemaine State Festival

Current visitorsto the Art Gallery of Ballarat

63%Sovereign Hill Gold Museum

53%State Library of Victoria

55%Arts Centre Melbourne

41%

Gallery / Gallery of Modern Art

TheatreWorks

-2

+6

+10+15

-7

-8

-6

Current Market by Culture SegmentPeople who have made at least one visit to the Art Gallery of Ballarat in the past three years

Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting

2%Compared to currentvisual arts market in Victoria (percentage point difference)2%

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

5%5% 8%

19% Essence +3 15% Essence6%

Expression

14%ExpressionAffirmation +3

5%

Art Galleryof Ballarat

AffirmationEnrichment Stimulation15%-3

Art Galleryof Ballarat -1 Enrichment

26%-4 Stimulation 0

10% 40%-3 Release 11% Release

-2 Perspective[Base 349] Entertainment +1

Perspective18%

[Base 897] Entertainment

Current Market (visited in the past three years)

Lapsed visitors (visited more than three years ago)

Potential Market (never been but interested in attending)

Never been and not interested in attending

64%

9%

Art Gallery of

Ballarat

8%

15%

3%

36%are aware of the

Art Gallery of Ballarat

Awareness Ranking

within theVenue & Organisation Crossover

Unaware Base [3841] visual arts market

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

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 Victioriaare 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 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 venuesand 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 thegreatest proportion of the venue or organisation’s current

Current MarketThe graph on the left breaks down the venue ororganisation’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

Ballarat’s current market is 15 percentage points higher than the proportion

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.

This section gives an overview of the topline findings for this venue ororganisation and the impications

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

Art Gallery of


9%7%

19%Visual Arts Market

65%

36%

3

-4

40%Bendigo Art Gallery

45%Arts House North Melbourne

56%NGV

68%Melbourne Museum


Current visitorsto the Art Gallery of Ballarat

63%Sovereign Hill Gold Museum



41%Queensland Art Gallery / Gallery of Modern Art44%

Theatre Works





64%

9%

Art Gallery of

Ballarat

8%

15%

3%

are aware of the Art Gallery of Ballarat

Awareness Ranking

within the

Venue & Organisation CrossoverUnaware Base [3841] visual arts market

Current Market by Culture SegmentPeople who have made at least one visit to the Art Gallery of Ballarat in the past three years


Compared to current2% visual arts market in

Victoria (percentage point difference)

Compared to lapsed and potential2% visual arts market in

Victoria (percentage point difference)

5%5%

14%

19% Essence +3

E

8% 15%6%

Essence

Expression

Affirmation +3

5%

10%

Art Gallery of Ballarat

-3

40%-

3

[Base 349]

Entertain

m

Enrichment

Stimulation

Release

Perspective

+1

15%

11%

Art Gallery

of Ballarat

18%

26%

[Base 897]

Enrichment

0

Release Perspective

Entertainment

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

+6

+10xpression +15

-7 Affirmation

-1

Stimulation

-8

-6

-2

-2

ent

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

Art Gallery of


Ballarat


Arts Centre


4% 2%

15%

Multi-artform market

79%

24% 29%

6%Arts CentreMelbourne

17% 24%

Base [3841]

1





Unaware

76%are aware of

Arts Centre Melbourne

Awareness Ranking

within the multi-artform market

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

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

nc

e

+6

+6

-2 Affirmat

Enrichm-2

Arts Centre


-4

-4 -13

+6

+5

+5

+4

Current Market by Culture SegmentPeople who have made at least one visit to Arts Centre Melbourne in the past three years


2% Compared to currentmulti-artform market in Victoria

Compared to lapsed and potentialmulti-artform market in Victoria

6% 6% 13%5% 20% Esse

Express

10%Essence

19%ion 9%

ExpressionAffirmation

Arts CentreMelbourne ent

Arts CentreMelbourne

18%-1 Enrichment

Stimulation +3Stimulation15%

6% 28% Release -2 Release17%

14% -3 Perspective 12% -3 Perspective

[Base 1122]Entertainment [Base 1562] EntertainmentProportion of other venues’ current visitors who are also current visitors

Proportion of current visitors who are also current visitors


4% 1%

14%

CommercialTheatre Market

81%

58%13%

42%Athenaeum21%Theatre

6% 19%

Base [3841]


55%Theatre Works

64%Regent Theatre

73%Her Majesty’s Theatre

53%Forum Theatre

Current visitorsto the Athenaeum Theatre

71%Princess Theatre

67%70%Arts CentreComedyMelbourneTheatre

54%Malthouse Theatre 54%

La Mama

-7

Current Market by Culture SegmentPeople who have made at least one visit to the Athenaeum Theatre in the past three years


2%Compared to current commercial

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

commercial theatre market in Victoria (percentage point difference)

7% 6%16% 15%

6%E

Expr

10% Essence

ion 7%ExpressionAffirmation

23%Athenaeum

Theatre -3 EnrichmentAthenaeum

Theatre19% -3 Enrichment

29%Stimulation+6 16% Stimul

-3 Release

5% 16%11% Perspective 11% -3 Perspective

[Base 493] Entertainment [Base 1527] Entertainment

Athenaeum TheatreCurrent Market (visited in the past three years)




Unaware

are aware of the Athenaeum Theatre

Awareness Ranking

6within the

commerical theatre market Venue & Organisation Crossover

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


+6

+4

+1

ation +5

-4 Release

-2

-4

The 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.

s

sence

+2

+6

-5 Affirmat

The Australian


17%

34%Ballet or

Classical Dance Market22%

27%

9%

33% 12%

TheAustralian Ballet

23%

24%

Base [3841]

53%Theatre Works

65%Bangarra Dance Theatre

71%NGV


54%Victorian Opera Current visitors to

The Australian Ballet

72%Melbourne Museum



56%Opera Australia

60%Sydney Dance Company

+2

-4 -2

Current Market by Culture SegmentPeople who have made at least one visit to The Australian Ballet in the past three years


3% 4% 1% Compared to currentballet or classical dance market in Victoria (percentage point difference) 5% 2% Compared to lapsed and potential

ballet or classical dance market in Victoria (percentage point difference)

21%Essence +3 7% 17% Essence+1

17% Expression 0

3%

TheAustralian Ballet

Affirmation-1

+1 TheAustralian Ballet

xpression-1ffirmation

18%

Stimulation

37%

Enrichment

0

Release

Enrichment21%Stimulation 0

15%11%

Release

Perspective 0 19% -1 Perspective

[Base 329] Entertainment 0 [Base 1347] 0 Entertainment





Unaware

67%are aware of

Australian Ballet

Awareness Ranking

1

within the ballet or classical

dance market

Venue & Organisation Crossover

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


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

E

A

+

Australian Centre for Contemporary


9%7%


65%

34%

4

38%Melbourne International Jazz Festival

49%Theatre Works


80%Melbourne Museum

38%Melbourne Writers Festival Current visitors

to ACCA


77%NGV

74%ACMI

43%The Wheeler Centre


+9

+12

-5

+4

-8

-10

Current Market by Culture SegmentPeople who have made at least one visit to ACCA in the past three years


1% 1%7%

Compared to currentvisual arts market in Victoria (percentage point difference)4% 1% Compared to lapsed and potential

visual arts market in Victoria (percentage point difference)

6% 18% Essence

27% Ex Expression

18% 19% Affirmation +1

ACCA ACCA Enrichment

2% Sti28%

Stimulation

11% 7% Release

31% 16% Perspective

[Base 243] [Base 792] -3 Entertainment





66%

6% 5%

ACCA

15%

7%

are aware of ACCA

Awareness Ranking

within theUnaware Venue & Organisation CrossoverBase [3841] visual arts market

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


The 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

Essence

pression

+11

+6

-6 Affirmation

Enrichment

0

Release

Perspective

Entertainment

-6

mulation

-1

-6

0

Australian Centre for the Moving


4% 3%

25% MuseumMarket

68%

20%

49% ACMI 10%

16%

5%Base [3841]

62%Melbourne Recital Centre74%

ACCA

60%State Library of Victoria 71%

Melbourne Museum

63%Melbourne Writers Festival Current

visitors to ACMI64%


46%Scienceworks

72%NGV

60%Malthouse Theatre


+2

Current Market by Culture SegmentPeople who have made at least one visit to Australian Centre for the Moving Image (ACMI) in the past three years


4% 2% Compared to currentmuseum market in Victoria (percentage point difference)

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

7%5% 15%

22% Essence

Expression

9% Essence +7

-3 Affirmation


+38%

20% ACMI -3 Enrichment ACMI 19% -1

Stimul 18%

EnrichmentStimulation +3

5% 26% se Release

13% 16%pective 11% Perspective

[Base 767] tainment [Base 1000] Entertainment





Unaware

51%are aware of

ACMI

Awareness Ranking

6

within the museum

market


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


ation

-1

+4

Relea

Pers

Enter

-4

-2

-4

-2

-7

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

+7

+2

Bendigo Art


9%7%


65%

43%

43%The Bell Shakespeare Company


60%NGV

64%Melbourne Museum

46%Theatre Works

Current visitorsto the Bendigo Art Gallery


44%53%SovereignState LibraryHill Goldof VictoriaMuseum

48%Art Gallery of Ballarat

51%Tarrawarra Museum of Art

+5

+8

+2

-7

-5

-2

Current Market by Culture SegmentPeople who have made at least one visit to the Bendigo Art Gallery in the past three years


1%Compared to currentvisual arts market in Victoria (percentage point difference) 2%

4%


6%21% E 9% 14% Essence

Expr 7% Expression13%

Affirmation

7%BendigoArt Gallery 16%

BendigoArt Gallery 24% 0

Stimulation

Enrichment+1

12% Release36% 12%

17% Perspective

[Base 422] 0 Entertainment [Base 1057] Entertainment





Unaware

57%

11%

Bendigo Art Gallery

11%

17%

4% Base [3841]

are aware of the Bendigo Art

Gallery

Awareness Ranking

2

within the visual arts market


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


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

ssence

ession

+5

+11

-5 Affirmation

Enrichment

Stimulation

Release

Perspective

-1

-5

-4

-1

Castlemaine State


12%

8%

Festival Market48%

32%

20%


28%Wangaratta Jazz Festival


64%Melbourne Museum


Current visitorsto the Castlemaine State Festival


58%54%State LibraryNGVof Victoria


26%Theatre Works

+23

-8

-9

-6

Current Market by Culture SegmentPeople who have made at least one visit to the Castlemaine State Festival in the past three years


2%Compared to current

festival market in Victoria (percentage point difference) 1%

2%

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

8% 8%18% Essence+2 5% 17% Essence

ExpressionExpression10%

-9 Affirmation

6%Castlemaine

State Festival Enrichment

Affirmation0+3 17% Castlemaine

State Festival -3 Enrichment

7% Stimulation 26%

Release9%ase47%

[Base 117]

Perspective-2

++31 17% pective

Entertainment [Base 560] rtainment



3% 4%

11%3% are aware of the

CastlemainePotential Market (never been but interested in attending)


Unaware

CastlemaineState

Festival

80%

Base [3841]

State Festival

Awareness Ranking

8

within the festival market


+7

+9

+1

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


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.

Stimulation +4

-6 -4 Rele

P

ers

-5

-9

Circus


6%

29% 12%

Circus Oz

14% 39%

Base [3841]

71%

Current Market by Culture SegmentPeople who have made at least one visit to Circus Oz in the past three years


3% Compared to the general culturemarket in Victoria (percentage point difference)

Compared to the general culturemarket in Victoria (percentage point difference)

7%7%

15% 15% Essence+2

6% 8%E

Af8%

Expression 0Affirmation +1

16% Circus Oz Circus Oz 21%

36% St 17%

EnrichmentStimulation

0

+1

2% -3 Release -1Release15%

Perspective 9% 16% -1Perspective

[Base 233] Entertainment [Base 1935] -1Entertainment

28%Meat Market

33%Melbourne Writers Festival

59%NGV

73%Melbourne Museum

28%Opera Australia Current visitors

to Circus Oz



Scienceworks


29%Melbourne Intl Jazz Festival

[Base 233]





Unaware

are aware of Circus Oz


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


-2

-5

Compared to other organisations Circus Oz has composition of the lapsed and potential market moderately high market awareness; though is quite similar to the culture market in general, less than a quarter of those aware of them indicating its broad appeal. Indeed, this ishave actually attended a Circus Oz show. Given further supported by the wide breadth, but low the size of their potential audience, much depth, of venue crossover – with the currentof the opportunity for audience growth lies market from theatre, comedy, opera, literature in encouraging conversion from intention to and jazz organisations all featuring in those thataction. Unlike their current market – of which share the greatest amount of their audience

E

ssence

+2

+15

0

Enrichment

0

-7

imulation

Comedy


4% 1%

14%


81%

73%

27%19%

ComedyTheatre

7% 23%

24%

Base [3841]

62%Melbourne Fringe Festival

70%Athenaeum Theatre

61%The Regent Theatre


61%The Forum

Current visitorsto the Comedy Theatre

65%Princess Theatre


63%Melbourne Museum



+4

+4

-4

+5

-4

-6

Current Market by Culture SegmentPeople who have made at least one visit to the Comedy Theatre in the past three years


4% Compared to current commercialtheatre market in Victoria (percentage point difference)

Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)

6% 16%7%

6%Ess

Expre

9%13% Essence

9%

ExpressionAffirmation +1

20%ComedyTheatre

on

-3

30% Stimulation

Enrichment+3

ComedyTheatre

19%Enrichment

Stimulation16%

-3 Release -2 Release5%

12% -316%

Perspective 10% Perspective

[Base 735] -2 Entertainment [Base 1816] Entertainment





Unaware

are aware of the Comedy Theatre

Awareness Ranking

4

within the commerical

theatre marketVenue & Organisation Crossover

ence

ssion

+2

+7

-4 Affirmati

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


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

Crown


4% 1%

14%


81%

14%

33%A show at

Crown Casino15%

10% 29%

Base [3841]

41%La Mama

54%Theatre Works

49%Comedy Theatre

63%Melbourne Museum

44%Arts House North Current visitors

to a show at

55%Arts Centre

50%Regent Theatre

HerMajesty’s Theatre

45%Circus Oz


+5

-4

+5

-4

-5

Current Market by Culture SegmentPeople who have made at least one visit to a show at Crown Casino in the past three years




8%

7% Expre9%

Expression

17%A show at

Crown Casino9% A show at

Crown CasinoAffirmation +1

20%Enrichment

34% Stimul Stimulation16%

-2 Release

4% 14% 16%10% Perspective

[Base 551] [Base 1654] Entertainment





Unaware

67%are aware of a show at

Crown Casino

Awareness Ranking

5

within the commerical theatre

marketVenue & Organisation Crossover

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


-1

ssion

Essence

+11

-2 Affirmation

Enrichment

0

Release

Perspective

Entertainment

-4

ation

-2

-2

-2

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

Forum


4% 1%

14%


81%

7

44%Melbourne International Jazz Festival 43%

Malthouse Theatre

65%NGV


44%Melbourne Fringe Festival Current visitors

to the Forum Theatre67%Princess Theatre

64%Melbourne Museum


42%Melbourne Writers Festival 41%

The Wheeler Centre

+6

+5

-5

+7

-2

-5

-8

-4

-4

Current Market by Culture SegmentPeople who have made at least one visit to the Forum Theatre in the past three years




5%5%6%20%Essence 8% 15% Essence

Expression 9%-3

ExpressionAffirmation +1

23% ForumTheatre

Affirmationent Forum

Theatre 20% Enrichment

Sti 18% Stimulation

30% -3 Release Release

2% 13% Perspective 9% 16% Perspective

[Base 353]Entertainment [Base 1238] Entertainment





Unaware

54%

9%

Forum Theatre

16%

16%

46%are aware of the Forum Theatre

Awareness Ranking


theatreVenue & Organisation Crossover

4% Base [3841] market

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


+6

+7

-6 Enrichm

mulation +6

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

Geelong Performing Arts


4% 2%

15%


79%

6% 6%

GeelongPerforming Arts Centre

14%

6%

67%

Base [3841]

2

24%Australian Chamber Orchestra

22%Art Gallery of Ballarat

41%Her Majesty’s Theatre 58%

Melbourne Museum


Current visitorsto the Geelong Performing Arts Centre


44%47%Sovereign

NGVHill GoldMuseum

27%Castlemaine Festival

21%Meat Market

+7

+11

-6

+5

-6

-5

-9

Current Market by Culture SegmentPeople who have made at least one visit to the Geelong Performing Arts Centre in the past three years


3% Compared to currentmulti-artform market in Victoria (percentage point difference)3% Compared to lapsed and potential

multi-artform market in Victoria (percentage point difference)

7% 17% Essence

Expr

+3 7% 16% Essence7% 5%


15%GeelongPerforming Arts Centre 17%

GeelongPerforming Arts Centre

+1

Enrichment26% Stimulation

7%33%

9% Release

11% Perspective16%






Unaware

33%are aware of the

Geelong Performing Arts Centre

Awareness Ranking



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


A 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

ession +10

-5 Affirmation

Enrichment

Stimulation

Release

Perspective

0

-2

-2

-1

Heide Museum of Modern


9%7%


65%

25%




NGV

36%ACCA

Current visitorsto Heide Museum of Modern Art 59%

ACMI

73%74%MelbourneArts Centre

MuseumMelbourne



+8 +12

+6

-7

-7

Current Market by Culture SegmentPeople who have made at least one visit toHeide Museum of Modern Art in the past three years



4%


5% 7%24%

Essence7% 21% Essence

Expression +3

21% HeideMuseum of Modern Art

-5 Affirmation

Expression-1

-316%

HeideMuseum of Modern Art

Affirmation

Stimulation

Enrichment+3

-1

22%


5%28% Release 11% Release

12% Perspective 14% Perspective

[Base 256] Entertainment [Base 604] -3Entertainment



Potential Market (never been but

7%6%

Heide Museum of

10% are aware of Heide Museum of Modern Art

3%interested in attending)


Unaware

Modern Art

75%

Base [3841]

Awareness Ranking

5within the

visual arts market


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


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.

-4

-2

0

Her Majesty’s


4% 1%

14%


81%

79%21% 24%

7%Her

Majesty’s Theatre

21% 26%

Base [3841]

1

68%La Mama

79%Princess Theatre

55%Comedy Theatre

70%Princess Theatre

69%Comedy Theatre

Current visitorsto Her Majesty’s Theatre

69%Regent Theatre

58%Melbourne Museum



78%Regent Theatre

Current Market by Culture SegmentPeople who have made at least one visit to Her Majesty’s Theatre in the past three years




7% 15% 7%

6%Essence

Expression

+1 14% Essence11%

+3 Expression

20%


-1 Affirmation 0 ation9%

026% Enrichment

+3


17%-3 Enrichment

Stimulation Sti

-3 Release16%8% 15%

15% -2 PerspectiveEntertainment 11%

ective

[Base 929] -3 [Base 1826] ainment





Unaware

are aware ofHer Majesty’s Theatre

Awareness Ranking



+5

+2

Affirm

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


Her 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 ofthree of their key segments: Essence, Expression

mulation +5

-2 Release

Persp

Entert

-2

-6

Immigration


4% 3%

25%MuseumMarket

68%

65%16%

35%

ImmigrationMuseum

14%

7% 28%

Base [3841]

4

48%Melbourne Festival

47%Victorian Opera

61%NGV

84%Melbourne Museum


to the Immigration Museum


Scienceworks Arts CentreMelbourne

55%The Wheeler Centre 50%

ACCA





Unaware

are aware of the Immigration Museum

Awareness Ranking

within the museum market


Current Market by Culture SegmentPeople who have made at least one visit to the Immigration Museum in the past three years


4% 3%

4%

17%

Compared to current museum market in Victoria

(percentage point difference)

Essence +2

5%9% 15%

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

Essence

Immigration

Expression

-2

+9

Affirmation Immigration 20%

Expression

Affirmation +3

Museum Enrichment +2 Museum-2 Enrichment

10%33%

-1 Stimulation 17% Stimulation +2

14%[Base 633] -4

Release

-4

Pers

pective

-1

Entertainment

10%

+7

+4

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.

Immigration


17%

[Base 1610]

-4 Release

-2 Perspective

-7 Entertainment Proportion of other venues’ current visitors who are also current visitors of the Immigration Museum

Proportionof current visitors who arealso current visitors othervenues

Malthouse


11%

14%

Theatremarket

47%

27%

46%

2



68%Melbourne Theatre Company 86%


46%The Wheeler Centre Current visitors

to Malthouse Theatre79%NGV

69%Melbourne Museum

66%State Library Victoria

37%Opera Australia


+7

+5

-6

-4

+5

-4

-2

Current Market by Culture SegmentPeople who have made at least one visit to Malthouse Theatre in the past three years


2% 1% Compared to currenttheatre market in Victoria (percentage point difference) 3% Compared to lapsed and potential

theatre market in Victoria (percentage point difference)

6%7%23% Essence

Expression

18% Essence+67%

24%

Expression +30 Affirmation

MalthouseTheatre

AffirmationEnrichment

19%Malthouse

Theatre hment

Stimulation 21% Sti

-1 Release ase3% 10%

31% 9%Perspective 17% -3 Perspective

[Base 245] Entertainment [Base 1124] -3 Entertainment




54%

6%

Malthouse Theatre

9%

21%

are aware of Malthouse Theatre

Awareness Ranking

Never been and not interested in 10%attending

Unaware Base [3841]within the

theatre market Venue & Organisation Crossover

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


Compared 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

-1 Enric

+4

-5 Rele

McClelland Sculpture Park and


9%7%


65%

16%

19%Tarrawarra Museum of Art 17%

ACCA

49%Scienceworks

66%Melbourne Museum


Current visitorsto McClelland Sculpture Park and Gallery



60%NGV

21%La Mama

17%Heide Museum of Modern Art

+12

+10

-9

-7

-5

+2

+2

Current Market by Culture SegmentPeople who have made at least one visit to McClelland Sculpture Park and Gallery in the past three years


3%Compared to currentvisual arts market in Victoria (percentage point difference) 2%


9%16%

7%

Essence

Expression

0 7%5% Essence

21%+3 Expression

18%

McClellandSculpture Park and Gallery

Affirmation 14%

28% Stimulation

Enrichment0

McClellandSculpture Park and Gallery

0 Affirmation

-1 -1

11% 26% -1

-1 Release

EnrichmentStimulation Release

7%12% Perspective

[Base 161] Entertainment15% Perspective

[Base 384] -2 Entertainment





4% 3%

7%

McClelland Sculpture Park and Gallery

84%

2%

are aware of McClelland Gallery and Sculpture

ParkAwareness Ranking

6

within theUnaware Venue & Organisation CrossoverBase [3841] visual arts market

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


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 SculpturePark and Gallery’s lapsed and potential market,

Meat


4% 2%

15%


79%3



50%Princess Theatre

68%Melbourne Museum

30%Sydney Dance Company Current visitors

to the Meat Market62%

State Library of Victoria

56%Scienceworks


41%La Mama

47%Theatre Works





Unaware

70%

5%

8%

Meat Market

13%

5%

Base [3841]

30%are aware of the

Meat Market

Awareness Ranking



Current Market by Culture SegmentPeople who have made at least one visit to the Meat Market in the past three years


4% 1% Compared to current multi-artform market in Victoria


Compared to lapsed and potential4% multi-artform market in Victoria


6%

11%

Meat

15% Essence

Expression

-1

+1

Affirmation

+19

6%5%

Meat

19% Essence

Expression

Affirmation

+2

+10

+7

6%

15%

Market

42%

[Base 179]

-1 Enrichment

-6 Stimulation

-3 Release

Perspective

Entertainment

18%

10%

Market

17%

22%

[Base

784] -5

Stimulation

-6

-6

-8

Enrichment

+6

Release Perspective

Entertainment

Proportion of other venues’ current visitors who are also current

-4

-5

Given 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

Meat


visitors of the Meat Market


Melbourne


12%

8%

Festival Market48%

32%

55%8%

9%

45% MelbourneFestival

27%

10%Base [3841]


The Wheeler Centre

65%Melbourne Comedy Festival 79%

Melbourne Museum


Current visitorsto the Melbourne Festival


68%73%NGVState Library

of Victoria

50%Melbourne International Film Festival


Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Festival in the past three years


4% 2% 1% Compared to currentfestival market in Victoria (percentage point difference) 4%


20%Ess 7% 17% Essence

17% Expre 6% ExpressionAffirmation

3%Melbourne

Festival-3 Enrichment

Stimulation19%

MelbourneFestival -3

22%Stimulation

Enrichment+6

11%Release -3 Release

42%Perspective 9% 17% Perspective






Unaware

are aware of the Melbourne

Festival

Awareness Ranking

3



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


-2

-4

-5 -5

-6

Just 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).

ence

ssion

+4

+17

-4 Affirmation

+7

+5

+1

Melbourne Fringe


12%

8%

Festival Market48%

32%

54%6%6%

46%Melbourne

Fringe Festival 26%

15%

Base [3841]

4




80%Melbourne Comedy Festival

55%

Writers Festivalto the Melbourne NGV


75%Melbourne Museum

The Wheeler

47%International Festival

+9

+4

-6

+9

-6

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Fringe Festival in the past three years


4%3% 2%

Compared to currentfestival market in Victoria 4%

Compared to lapsed and potentialfestival market in Victoria

E 6% Essence20% 19%

Ex 8% Expression

22%Melbourne

Fringe Festival+3

MelbourneFringe Festival

-1Affirmation

Enrichment21%Stimulation 21% Stimulation

1% 10% 38% Release -2Release

Perspective 7% 15% -7 Perspective






Unaware

are aware of the Melbourne Fringe

FestivalAwareness Ranking



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


-4

-4

-3

Although the Melbourne Fringe Festival has relatively high market awareness, compared to other festivals, thereis 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

s

sence

+4

+13

-5 Affirmation

Enrichment-5

Melbourne International Comedy


12%

8%

Festival Market48%

32%

80%



51%NGV

61%Melbourne Museum

Melbourne Festival to the MelbourneInternational

HerMajesty’s

51%State Library 55%


Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne International Comedy Festival in the past three years


Compared to currentfestival market in Victoria

Compared to lapsed and potentialfestival market in Victoria

5%7% 16% -1 +E2ssence

5%8% 15% Essence+5 +14

7% Expression +3 +13 Expression+2+6

MelbourneInternational

9%--24 Affirmation Melbourne

InternationalAffirmation +1

-5 -3 Enrichment 19% -6 -4Enrichment22% Festival Stimula

13%Perspective 0

9% 17%-7 -4Perspective

3% [Base 733] Entertainment+1 [Base 1839] -9-4Entertainment


Lapsed visitors (visited more than

20% 19%are aware of the

three years ago)



Unaware

13%

Melbourne International

Comedy Festival

32%

16%

Base [3841]

Melbourne International Comedy FestivalAwareness Ranking

1



tion +3 17% Festival Stimulation +4 +7 64% 64%

-1 Release Release 0 International Jazz Festival

International Film Festival

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


The 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 alsorepresent the greatest opportunity for growth – as well

Melbourne International Film


12%

8%

Festival Market48%

32%

62%



59%ACMI

73%Melbourne Museum


Current visitorsto the Melbourne International Film Festival


63%64%State LibraryMelbourne

of VictoriaComedyFestival

52%Melbourne Fringe Festival 63%

Theatre Works

+7

+5

-5

+5

-5

-7

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne International Film Festival in the past three years


3% 2% Compared to currentfestival market in Victoria (percentage point difference) 3%


6% 21% E

Expr

8% 17% Essence

8% Expression

22% MelbourneInternational Film Festival

Affirmation

18%+3

MelbourneInternational Film Festival

+1

Enrichment22%Stimulation Stimulation

2% 10% 35% Release -2 Release8%







Unaware

38%

9%

Melbourne International

FilmFestival

12%

9%

32%

Base [3841]

are aware of the Melbourne International

Film FestivalAwareness Ranking

2



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


-2

-4

-2

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.

s

sence

+4

+11

-5 Affirmation

Enrichment-4

Melbourne International Jazz


12%

8%

Festival Market48%

32%

31%Melbourne International Film Festival43%

Theatre Works

65%Princess Theatre

78%Melbourne Museum


Current visitorsto the Melbourne International Jazz Festival


71%Melbourne International Film Festival 74%




+7

+12

-5

-5

-5

+9

+8

-4

+5

-5

-7

-8

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne International Jazz Festival in the past three years


2% Compared to currentfestival market in Victoria (percentage point difference) 2%


6%Essence

6%5%

Essence24% 19%

Expression20%

MelbourneInternational Jazz Festival

AffirmationEnrichment+1

18% MelbourneInternational Jazz Festival

ExpressionAffirmation+1

Enrichment

1% Stimulation 25% Stimulation10% 9%

36% --13 Release Release

17%

[Base 155] Entertain-m5 ent

Perspective0

Perspective




Potential Market

4%

Melbourne

4%

17%

33%are aware of the

Melbourne International Jazz Festival

(never been but interested in attending)


Unaware

67%

InternationalJazz Festival 8%

Base [3841]

Awareness Ranking

5



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


While the Melbourne International Jazz Festival has achieved moderate levels of market awareness, compared to other festivals, more than half ofthe 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

Melbourne


4% 3%

25%MuseumMarket

68%

2% 12%

9% 41%MelbourneMuseum

35%

Base [3841]

1


84%Immigration Museum

49%NGV

50%Scienceworks


Current visitorsto the Melbourne


ACMI Arts Centre

Scienceworks ACCA

-2

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Museum in the past three years


4% Compared to currentmuseum market in Victoria (percentage point difference)

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

8% 16% Essence +1 9%11% Essence +3

7%Expression +311%

17%MelbourneMuseum

Affirmation

Expression +117%Affirmation +2


0 10%Museum -1Enrichment

+1 Stimulation 0

-1Release15%-2 Release8%

14% Perspective 0 11% Perspective 0

[Base 1586]0 Entertainment [Base 1708] -3 Entertainment





Unaware

88%are aware of the

Melbourne Museum

Awareness Ranking

within the museum

market


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


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.

Melbourne Recital


21%33%

Classicalmusic market

21%

26%

3%7%

11%

MelbourneRecital Centre

4%

75%

Base [3841]

2


40%Opera Australia



48%The Bell Shakespeare Company Current visitors

to the Melbourne Recital Centre73%

Melbourne Museum

62%ACMI

76%NGV

50%Australian Chamber Orchestra39%

Malthouse Theatre

+8

-2

+2

-4

-2

+4

+4

-2

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Recital Centre in the past three years


3% 3% Compared to currentclassical music market in Victoria (percentage point difference)4% 2% Compared to lapsed and potential

classical music market in Victoria (percentage point difference)

Essence 7% 19%Essence

19% 26% Expression Expression-3

5%


-1 Affirmation 18%Enrichment 0Stimulation


Affirmation

Enrichment25%Stimulation +1

14% Release30%

10% Release

Perspective 16% -3

[Base 260] Entertainment 0

Perspective

[Base 518] Entertainment 0





Unaware

25%are aware of

the Melbourne

Recital CentreAwareness Ranking

within the classical music

market


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


Although 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

Melbourne Symphony 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.


21%33%

Classicalmusic market

21%

26%

1

55%Melbourne Recital Centre




51%ACCA

Current visitorsto the Melbourne Symphony Orchestra

68%Melbourne Museum

65%NGV


63%Opera Australia

65%Victorian Opera

+2

+2

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Symphony Orchestra in the past three years


4% 3% Compared to currentclassical music market in Victoria (percentage point difference)3%

4%

Compared to lapsed and potentialclassical music market in Victoria (percentage point difference)

20%Ess

Expre

7% 16% Essence +1

8% Expression17%

MelbourneSymphony Orchestra

ffirmation

0

-1 AffirmationEnrichStimul

17%

MelbourneSymphony Orchestra21%

7%

Enrichment0 Stimulation

34% -3 Release -1 Release11%11%-1Perspective18%Perspective 0

[Base 401] Entertainment [Base 1682] Entertainment +1





Unaware

26%

20%

10%

Melbourne Symphony Orchestra

15%

29%

Base [3841]

74%are aware of the

Melbourne Symphony Orchestra

Awareness Ranking

within the classical music

market


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


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

enc

e

+2

+2

-4 A

ment

ation

+2

0

Melbourne Theatre


11%

14%

Theatremarket

47%

27%

68%13%

32%

MelbourneTheatre Company

14%

12% 28%

Base [3841]

+4



61%Regent Theatre



to the Melbourne Theatre Company67%

Melbourne Museum

61%Princess Theatre


64%Theatre Works

68%La Mama





Unaware

are aware of the Melbourne Theatre Company

Awareness Ranking

1

within the theatre market


Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Theatre Company in the past three years


5% 1%4%

21%

Compared to current theatre market in

Victoria(percentage point

difference)

Ess

4%

8% 15%

Compared to lapsed and potential theatre market in Victoria (percentage point

difference)

Essence

21% Melbourne Theatre

Expre

-3

on

Enrichment

8%

16%

Melbourne Theatre 21%

Expression +2

Affirmation 0

Enrichment 0

Company32%

Stimulation-3

+2Release

Company Stimulation +2

Release4% 12%

[Base 485]

-1 Perspective

-3 Entertainment

11%

17%

[Base 1633]

Perspective

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


The 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

ence

ssion

+5

+7

-4 Affirmati

-3

-3

-2

Melbourne Writers


12%

8%

Festival Market48%

32% 6



81%NGV

80%Melbourne Museum

31%Melbourne International Jazz Festival Current visitors

to the Melbourne Writers Festival78%


78%Melbourne Comedy Festival




+14

+6

-6

+7

-6

-7

-9

-6

Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Writers Festival in the past three years


1% 1% Compared to currentfestival market in Victoria (percentage point difference) 1%

4%


7% E 5% Essence19%

Expr 24%

22%19%


MelbourneWriters Festival

MelbourneWriters Festival

+1


7%Stimulation

1% 11% 37% -1 Release 23% Release





Potential Market

4% 3%

15%

Melbourne

33%

are aware of the Melbourne Writers

Festival(never been butinterested in attending)


Unaware

67%

WritersFestival

11%

Base [3841]

Awareness Ranking



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


Melbourne 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

ssence +2

+13

-4 Affirmation

Enrichment-5

National Gallery of


9%7%


65%

56%



42%47%Her

ACMIMajesty’sTheatre


to NGV

66%Melbourne Museum





+4

-2

-2

+5

+2

-5

-4

4%

Current Market by Culture SegmentPeople who have made at least one visit to the National Gallery of Victoria (NGV) in the past three years




10%6% 6%

20% EssenceExpression 0 10%

Essence +1

9%21%ExpressionAffirmation

19% Affirmation +1

NGV Enrichment 0 NGV +1

25% Stimulation+1


8%17%

Release 16% Release

15% -1 Perspective 13% Perspective

[Base 1180] Entertainment 0 [Base 813] 0 Entertainment





Unaware

44%NGV

8%

31%

13%

Base [3841]

are aware of NGVI

Awareness Ranking

1

within the

visual arts market


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


NGV 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

National Sports Museum at the


4% 3%

25%MuseumMarket

68%

13%

37% NationalSports Museum at the MCG

12%

12%27%

Base [3841]

35%Meat Market



Melbourne Museum


Current visitorsto the National Sports Museum at the MCG



49%Scienceworks

39%Circus Oz

44%Theatre Works

-4 +4

+5

+2

-2

-4

-5

Current Market by Culture SegmentPeople who have made at least one visit to the National Sports Museum at the MCG in the past three years



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

museum market in Victoria (percentage point difference)

9% 11%Essence

7%12%Essence

9%7% Expressi Expression

NationalSports Museum at19%the MCG

Stimulation

onEnrichment+3

8% NationalSports Museum at the MCG

Affirmation21%

31% -3

Stimulation

Enrichment+1

16%-1 Release Release

5% 14% Perspective +1 10% 16% -2 Perspective

[Base 499] Entertainment 0 [Base 1476] Entertainment





Unaware

63%are aware of the National Sports Museum at the

MCGAwareness Ranking

5

within the

museum market


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


Compared 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

on +7

-2 Affirmati

Opera


17%

36%Operamarket 20%

27%

50%

38%The Australian Ballet

57%Victorian Opera

65%Regent Theatre


39%The Bell Shakespeare Company Current visitors

to Opera Australia68%

Victorian Opera


66%Melbourne Museum

45%Australian Chamber Orchestra50%

Theatre Works

-2

Current Market by Culture SegmentPeople who have made at least one visit to Opera Australia in the past three years



opera market in Victoria (percentage point difference) 2%4% 4%

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

5%16% Essence

6% 17% Es

ExpressionExpre

18%Opera

Australia

-3 Affirmation

nrichment

19% OperaAustralia

mation

+3

Stimulat 25%EnrichmentStimulation

+14% 38%

13%elease 11% -3 Release

Perspecti 16% Perspective

[Base 221]ntertainment [Base 990] 0 Entertainment





Unaware

50%

6%

Opera Australia

8%

18%

18%

Base [3841]

are aware of Opera Australia

Awareness Ranking

1

within the opera

marketVenue & Organisation Crossover

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


Opera 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 –

-2 E

ion 0

-2 R

ve +2

0 E

+1

+4

sence +1

+4

-4 Affir

Princess


4% 1%

14%


81%

25% 22%

7%

PrincessTheatre

27%

20%

Base [3841]

68%The Regent Theatre

74%Theatre Works

57%Comedy Theatre


70%Her Majesty’s Theatre Current visitors

to the Princess Theatre68%Regent Theatre

61%Melbourne Museum



72%La Mama

+2

Current Market by Culture SegmentPeople who have made at least one visit to the Princess Theatre in the past three years




6% 15% 7%6%

Essence

Expression

14% Essence+510%

Expression

-3 Affirmation 8%

+3

0 Affirmation19% Princess

Theatre 0 EnrichmentPrincessTheatre

18%-3

30%StimulationStimulation

Enrichment+5

-3 Release16% -3 Release

8% 15%13% -3 Perspective 11% -3 Perspective

[Base 827]-3 Entertainment [Base 1781] -6 Entertainment





Unaware

75%are aware of the

Princess Theatre

Awareness Ranking

3

within the commercial

theatre market


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


The 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.

+1

+7

Regent


4% 1%

14%


81%

25% 21%

7%

RegentTheatre

26%

20%

Base [3841]

65%Opera Australia


54%Comedy Theatre


65%La Mama

Current visitorsto the Regent Theatre

68%Princess Theatre

60%Melbourne Museum


66%Theatre Works

68%Princess Theatre

-2

Current Market by Culture SegmentPeople who have made at least one visit to the Regent Theatre in the past three years




5% 17% 7%Essence +3 14% Essence+5

8%Expression

-3

+511%

Expression +3Affirmat

20% RegentTheatre

AffirmationEnrichment+3

8% RegentTheatre

18%hment

28% Stimulation Stimulat15%

Release -3 Release6%16%

13% Perspective 12%Perspective






Unaware

75%are aware of the Regent Theatre

Awareness Ranking

2

within the commercial


ion +1

-2

Enric

ion +4

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


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

-1

-4

-3

-2

-6

S


4% 3%

25%MuseumMarket

68%3


55%Immigration Museum

35%ACMI

79%Melbourne Museum

MeatMarket

visitors toScienceworks

StateLibrary of Victoria

NGV Arts CentreMelbourne

CircusOz

Melbourne

Festival

+5

+2

+2

-2

+2

-2

-2

-3

Current Market by Culture SegmentPeople who have made at least one visit to Scienceworks in the past three years


Compared to currentmuseum market in Victoria

Compared to lapsed and potentialmuseum market in Victoria

5%9% 15% 9%13% Essence

6%

Essence 0

Expression10% Expression

Affirmation 18%Affirmation

Scienceworks 9%16%26% Enrichment

0+1 Scienceworks

Stimulation


Release 16% -3 Release9% 16%

14% Perspective +1 10% -1Perspective

[Base 1000] Entertainment +1 [Base 2092] Entertainment


Lapsed visitors(visited more than 3%three years ago)

Potential Market

17%26%

83%are aware of Scienceworks

(never been but interested in attending)


Unaware

19%Scienceworks

35%

Base [3841]

Awareness Ranking

within the museum market Venue & Organisation Crossover

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


Scienceworks 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

Sidney Myer Music


5%9%

22%‘All music’ market

64%

15%22%

6%Sidney

Myer Music Bowl

35%

22%

Base [3841]




64%Melbourne Museum


Current visitorsto the Sidney Myer Music Bowl


59%NGV


56%Melbourne International Jazz

Festival


+2

+7

-4

Current Market by Culture SegmentPeople who have made at least one visit to the Sidney Myer Music Bowl in the past three years


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

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

5%5% 7%

18% 13%7%

Essence

Expression

+3 Essence10%

SidneyMyer Music Bowl Affirmation 9%

Expression +3Affirmation

-1

SidneyMyer Music Bowl

018%

17% -1

32%5% -1

EnrichmentStimulation Release

-3

Stimulation

Enrichment+3

16% -3 Release16%

12% -3 Perspective 11% -2 Perspective

[Base 574] -1Entertainment [Base 2193] -1Entertainment





Unaware

78%are aware of Sidney Myer Music Bowl


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


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

Sovereign Hill Gold


4% 3%

25%MuseumMarket

68%

3% 14% 19%

15%SovereignHill Gold Museum

48%

Base [3841]

2

44%Geelong Performing Arts Centre

63%Art Gallery of Ballerat

38%NGV

61%Melbourne Museum

CastlemaineState

to SovereignHill Gold

Scienceworks



47%

Dance CompanyTheatreWorks

-5

Current Market by Culture SegmentPeople who have made at least one visit to Sovereign Hill Gold Museum in the past three years


Compared to currentmuseum market in Victoria

Compared to lapsed and potentialmuseum market in Victoria

7%8% 15% 0 Essence 7% 13% Essence+5

Expression+6 Expression +38%

SovereignHill Gold

-4 Affirmation0

9% SovereignHill Gold Museum

19%Affirmat

30%Enrichment-4

nrichment12% Stimulation Stimulat

Release 0 17% -3 Release8% 16%

12%Perspective 0 10% -1Perspective

[Base 729] Entertainment +3 [Base 2431] Entertainment





Unaware

86%are aware of Sovereign

Hill Gold Museum

Awareness Ranking

within the museum market


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


Sovereign 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.

ion +2

-2

ion +2

State Library of


4%5%

20%Librarymarket

71%

82%18%

28%

7% StateLibrary of Victoria

18%29%

Base [3841]



46%Scienceworks

73%Melbourne Museum

75%Arts House North Melbourne Current visitors

to the State Library of Victoria54%


43%ACMI

61%NGV



+4

-2

Current Market by Culture SegmentPeople who have made at least one visit to the State Library of Victoria in the past three years


2% Compared to currentlibrary market in Victoria (percentage point difference)

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

6%7% 13%7% 18% Essence Essence +3

Expression +411%

Expre

16%State

Library of Victoria-1 Affirmation 8% State

Library of Victoriation

19%

29%-1

Enrichment+1

Release

Enrich

Stimulation tion7% 16%

15%15% -2 Perspective 12% tive

[Base 1073] -3 Entertainment [Base 1789] nment





Unaware

are aware of the State Library of Victoria


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


ssion

0

ment

-1

+6

Affirma

+2

Stimula

Release

Perspec

E

-4

0

-4

The 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

Tarrawarra Museum of


9%7%


65%

8%




NGV


Current visitorsto the Tarrawarra Museum of Art


66%Melbourne Museum



25%The Wheeler Centre-4

Current Market by Culture SegmentPeople who have made at least one visit to the Tarrawarra Museum of Art in the past three years


4%4% 1%

Compared to currentvisual arts market in Victoria (percentage point difference)4% 1%


6%28%

15%

Esse

Express

21% Esse

Express15%

5%TarrawarraMuseum of Art -3 Enrichment

TarrawarraMuseum of Art -3

-3 Stimulation 9%

Enrichment0

15% Release 29% Release

29% -3 13%

[Base 124] 0

PerspectiveEntertainment

Perspective

[Base 173] -3 Entertainment





Unaware

3% 2% 3%1%

Tarrawarra Museum of Art

92%

Base [3841]

are aware of the Tarrawarra Museum

of ArtAwareness Ranking

7

within the visual arts market


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


nce

ion

+12

+13

-2 Affirmation

Stimulation

-8

-10

Only 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

nc

e

+12

+4

-2 Affirmation

Theatre


11%

14%

Theatremarket

47%

27%3



67%Comedy Theatre



to Theatre Works84%

Melbourne Museum

74%Princess Theatre


28%Melbourne Writers Festival 36%

La Mama

+8

+6

-2

-2

+4

-7

-5

Current Market by Culture SegmentPeople who have made at least one visit to Theatre Works in the past three years


2% 2% Compared to currenttheatre market in Victoria (percentage point difference) 3% Compared to lapsed and potential

theatre market in Victoria (percentage point difference)

5% 5%20%5%20% Essence

Expression18% Affirmation

TheatreWorks

19% TheatreWorks Enrichment

8% Stimulation24%

8% Release

45%15% Perspective

[Base 95] [Base 669] -3 Entertainment





76%

2% 4%

14%

Theatre Works

24%are aware of

4% Theatre Works

Awareness Ranking

within theUnaware Base [3841] theatre market Venue & Organisation Crossover

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


Theatre 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

Essence

Expression

+4

+19

-8 Affirmation

Enrichment

Stimulation

Release

Perspective

Entertainment

-7

-1

-2

-4

-1

Wangaratta Jazz


15%

19% Festival Market42%

24%7


23%Castlemaine Festival


Melbourne Museum


Current visitorsto the Wangaratta Jazz Festival


51%51%State LibraryPrincess

of VictoriaTheatre


Theatre Works

+8

+9

-7

-7

Current Market by Culture SegmentPeople who have made at least one visit to the Wangaratta Jazz Festival in the past three years


1% Compared to currentfestival market in Victoria (percentage point difference) 2% Compared to lapsed and potential

festival market in Victoria (percentage point difference)

5%7%

25%22%

Essence

Expression

5% 19%

WangarattaJazz Festival

Affirmation 17%

7%


++14+-42


25% S

8% Release 9%33%

-2 16%

[Base 99]

Perspective-3 -E2ntertainment

[Base 656] nt



3% 3%

14%25%

are aware of the Wangaratta Jazz

FestivalPotential Market (never been but interested in attending)


Unaware

75%


6%

Base [3841]

Awareness Ranking



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


Although 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

Essence

Expression

Affirmatio-

3n

+9

+8

0

Enrichment-4

timulation +4

-5 Release

Perspectiv

Entertainme

-5

-8

The Wheeler


25% 29%

Literaturemarket

28% 18%



77%Arts Centre Melbourne 86%

NGV

26%Tarrawarra Museum of Art Current visitors

to The Wheeler Centre80%


72%ACMI

78%Melbourne Museum

28%Theatre Works


+2

+2

Current Market by Culture SegmentPeople who have made at least one visit to The Wheeler Centre in the past three years


1% 1% Compared to currentliterature market in Victoria (percentage point difference)

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

6%7%19% Essence

Expression

5% Esse25%

26% TheWheeler Centre

-3 Affirmation20%

nt

TheWheeler Centre

-3 Affirmation

0StimulatiStimulation

Enrichment+3

33%9%

18% Release

3% 12% -3


Perspective0 16% Perspective






Unaware

3% 1%

6%

The Wheeler Centre

89%

1%

Base [3841]

11%are aware of

The Wheeler Centre


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


-5

-1

-4

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.

nc

e

+11

-2 Expression

-2 Enrichme

on +7

-2 Release

Victorian


17%

36%

Operamarket 20%

27%

48%7%10%

52%Victorian

Opera16%

16%

Base [3841]


68%Opera Australia

62%Melbourne Theatre Company


47%Arts House North Melbourne Current visitors

to the Victorian Opera72%

Melbourne Museum


65%Melbourne Symphony Orchestra

49%Sydney Dance Company 52%

Theatre Works

+2

+2

-4

Current Market by Culture SegmentPeople who have made at least one visit to the Victorian Opera in the past three years


4%3% 1% Compared to current

opera market in Victoria (percentage point difference)5% 2% Compared to lapsed and potentialopera market in Victoria (percentage point difference)

16%Essence 6% 18% Essence

ExpressionExpression18%

VictorianOpera

-3 Affirmation -3 Affirmation18%

-3Victorian

Opera3% Stimulat

Enrichment0 23%

Enrichment0

13%41% Release 12%

Stimulation-3 Release

Perspecti0 17% -1Perspective

[Base 261] Entertainm 0 [Base 972] Entertainment 0





Unaware

are aware of the Victorian Opera

Awareness Ranking

2

within the opera or operetta

market Venue & Organisation Crossover

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


ion

-2

ve

ent

Victorian 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

+1

+7

audience atlas victoria - creative victoria web view44 audience atlas victoria – appendix 1:...

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