2019 OPEN HOUSE MELBOURNE REPORT · urban environments will be for everyone, now and in the future....

2019 OPEN HOUSE MELBOURNE REPORT

The Stables Open House Melbourne 2019 Photo Nick Bebbington

CONTENTS

ACKNOWLEDGMENT OF COUNTRY

SPONSORS + PARTNERS

EXECUTIVE SUMMARY

PROGRAM HIGHLIGHTS

VISITATION + IMPACT

VISITOR SATISFACTION

WEEKEND HIGHLIGHTS

JULY PROGRAM

MARKETING CAMPAIGN

SOCIAL MEDIA

MEDIA EVALUATION

MEDIA HIGHLIGHTS

VOLUNTEER ENGAGEMENT

BUILDING ENGAGEMENT

4

6

10

14

16

20

24ndash28

32

33

34

36ndash37

40

44

Our programming exists on what always was and always will be the land of the people of the Kulin nation We pay our respects to Elders past present and emerging as well as to all Aboriginal and Torres Strait Islander people in the wider Melbourne community and beyond Indigenous sovereignty has never been ceded in Australia and we try to be mindful of this in everything we do given our focus on the modern built environment


2019 SPONSORS +PARTNERSOpen House Melbournersquos success is only possible thanks to the generous support of our sponsors and partners many of whom have been with us since the start in 2008 We would like to take a moment to thank them for their generosity and for believing in the work that we do

MAJOR PARTNERS INCLUSIVITY amp ACCESS PARTNER

SPONSORS

PRECINCT PARTNERS

PRACTICE PARTNERS

2019 SPONSORS amp PARTNERS IN

TROD

UCTI

ON

6

4

THANK YOU

SUPPORTERS

IN-KIND PARTNERS

MEDIA PARTNERS

PROGRAM PARTNERS

INTRODUCTION

7

5

Wersquore a small organisation trying to do big things We believe that the more people are informed about the value of good design in the built environment the better our cities and urban environments will be for everyone now and in the future

We do our work through the much-loved Open House Weekend where people come out to celebrate architecture and the city Increasingly we are tackling big city topics through major public discussions and debates tours and interviewsmdash in addition to the Melbourne and regional Weekends we produce over 100+ special events that are designed to build a groundswell of interest in critical issues about our built environment

For the 2019 Open House Melbourne July program we took ownership of our city Melbourne is undergoing radical growth and transformation and to plan for its full potential we need to understand its past and realise collective ownership over its future

In developing our program we ask the following questions are we highlighting design excellence or at the very least good design Is sustainability and waste and energy minimisation the driver Does the building contribute to a more resilient city in the face of climate change Are we illustrating an equitable inclusive and safe city Are we representing innovative housing models which are trying to shift the needle on housing affordability Are we telling an important story about Melbournersquos past present or future including the stories of the Kulin nation

And probably the most important question are we inspiring you and the next generation of future urbanists to be more engaged pay attention take action and demand better outcomes for the city

Open House Melbourne 2019 challenged us to view Melbourne in new ways We considered the experience of navigating the city with vision impairment with Urban Tactility our keynote installation and program in partnership with OoPLA Cushman amp Wakefield the City of Melbourne Immigration Museum and Vision Australia

The Heritage Council of Victoria Heritage Address with Kerstin Thompson included a special tour of The Stables Kerstinrsquos recent award-winning project for the University of Melbourne

A crowd of 500 plus enjoyed the ARBV supported Speaker Series at The Capitol held in partnership with The Capitol ndashRMIT University

And also in partnership with RMIT the Super Tight Exhibition Opening and Public Talk in partnership with the Design Hub was a highlight

We are podcasting Who isnrsquot these days With the Metro Tunnel Creative Programrsquos support we hosted our third This is Public recording at The Espy Podcast Bar and Studio as part of the July program

The Australia Modern Book Launch Exhibition and the Modern Melbourne film launch were hosted at the Melbourne School of Design as part of the BE 150 Program and with continued support from the Heritage Council of Victoria

And we did a lot of walking and talking with Janersquos Walks The Metro Tunnel Tours the West Gate Tunnel Tours and a number of other special tours across the Weekend

And this is all before we get to the 200 buildings that generously opened their doors for the Open House Weekend on the 27 and 28th July

97403 visitors were recorded across 200 Buildings 1200 special building tours and 45 special events

700 volunteers 1900 building managers staff and volunteers 45 partners and supporters and 100 members supported us in making the 2019 Program possible

EMMA TELFER Executive Director Open House Melbourne

EXECUTIVE SUMMARY

6

The Capitol ndash RMIT University Open House Melbourne 2019 Photo Nick Bebbington

8

Volunteering at Info Hub Open House Melbourne 2019 Photo Nick Bebbington

2019 A FOCUS ON ACCESS amp INCLUSION An important highlight for this year has been the focus on access and inclusion which has been amplified by a new partnership with Cushman amp Wakefield Programming included

mdash Urban Tactility installation by OoPLA at the Immigration Museum reached a wide range of people living with blindness and low vision and fostered awareness and empathy in people living without disability

mdash Auslan interpretation across three Urban Tactility Talks a Sensory City Tour and a Parliament House Tour

mdash A special Public Records Office Tour hosted by a deaf tour guide

mdash Special tours of Vision Australia and Seeing Eye Dogs Australia Mobility Training Centre

mdash Temp ramp infrastructure installed at Old Treasury by Cushman amp Wakefield to improve access across the Weekend

mdash Rapid Interim Housing Prototype by Summer Foundation display at Melbourne Museum ndash a housing prototype for newly disabled young people

We look forward to expanding on this important partnership and program in future years

2019 HIGHLIGHTS

10

Urban Tactility guided experience Immigration Museum Courtyard Open House Melbourne 2019 Photo Dan Preston

12

Cushman amp Wakefield temporary ramp installation Old Treasury Building Open House Melbourne 2019 Photo Nick Bebbington

VISITATION + IMPACT HOW MANY Building visitation was up on previous years with 33 more visits relative to 2018 This pattern included a dramatic increase of first-time participants 53 of the in-person survey respondents were attending Open House for the first time The year on year growth of Open House Weekend therefore includes a crucial increase of unique visitors especially new visitors rather than return attendees seeing more buildings Growth of our audience outside of the CBD continued to grow with over 35000 visits outside of the City of Melbourne across metropolitan Melbourne

97403 WEEKEND BUILDING VISITS

61740BUILDING VISITS IN THE CITY OF MELBOURNE MUNICIPALITY

12130BUILDING VISITS TO PRECINCT PARTNERS CITY OF BOROONDARA CITY OF MARIBYRNONG AND THE CITY OF HOBSONS BAY

4045 ATTENDEES PARTICIPATED IN THE EXTENDED JULY EVENTS

34ATTENDING FOR THE FIRST TIME (COMBINED TOTAL FROM IN-PERSON AND POST-EVENT SURVEY)

WHO

78 OF ATTENDEES WERE FROM METROPOLITAN MELBOURNE

12OF ATTENDEES WERE FROM VICTORIA (ELSWERE)

3OF ATTENDEES WERE FROM INTERSTATE

7OF ATTENDEES WERE TRAVELING FROM OVERSEAS

14

101448ATTENDANCE ACROSS THE OPEN HOUSE WEEKEND AND JULY PROGRAM

Cairo Flats Open House Melbourne 2019 Photo Nick Bebbington

101448


To evaluate visitor satisfaction we not only measured overall ratings of Open House and the Weekend event but also our visitorsrsquo motivations for attending and specific experiences Data derives from 1049 responses to the post-event and 677 responses to the in-person surveys More than half of our post-event survey respondents rated their overall experience building visits volunteers and building staff as excellent (and over 90 rated these either good or excellent) In-person rating were even more positive with over 60 rating each component of their experience as excellent Over 90 of respondents also agreed they enjoyed Open House (or the building they were at) ldquovery muchrdquo and found the experience ldquovery interestingrdquo In terms of how the event impacted our audience 95 agreed that they learned something interesting at the event and around 85 agreed the Weekend was thought-provoking and inspiring Two-thirds our respondents even agreed that the experience made them think deeply These ratings point to a deep level of engagement and enjoyment When we asked about their motivation for choosing a particular building or attending the Weekend over 80 agreed it was for the pure pleasure of the experience (rather than for more practical reasons including for the personal benefit or because they felt they should) In-person 97 of visitors found people to be friendly and over three-quarters said they felt free to express their own ideas and opinions and saw their own values reflected in the experience Again this indicates that a large majority of our visitors find Open House Weekend highly meaningful and engaging experiences that leave a lasting impression Indeed in the post-event survey over 95 of respondents reported they would visit more buildings in their own time would like to attend more Open House events and want to stay informed about our future plans Nearly all respondents (over 96) would also recommend Open House to a friend or family member suggest the Weekend for people interested in architecture and to people who want to learn more about Melbourne Finally we asked six questions to gauge the extent to which our visitors see Open House as supportive of their enjoyment and engagement Across those questions respondents rated Open House four out of five on average Our visitors not only deeply enjoy the Weekend but consistently appreciate Open Housersquos role in creating that experience

16

95LEARNED SOMETHING INTERESTING WHILE ATTENDING OPEN HOUSE

98WOULD LIKE TO ATTEND MORE OPEN HOUSE EVENTS

97WOULD RECOMMEND OPEN HOUSE TO A FRIEND OR FAMILY MEMBER

OUR VISITORS FIND OPEN HOUSE WEEKEND HIGHLY MEANINGFUL AND ENGAGING ndash ENJOYING EXPERIENCES THAT LEAVE A LASTING IMPRESSION

The Summit Open House Melbourne 2019 Photo Dan Preston

97

18

If Walls Could Talk The European Open House Open House Melbourne 2019 Photo Nick Bebbington

While the overall number of buildings did not increase in 2019 the Weekend program was significantly refined and included 73 new sites The City of Melbourne buildings received over 61000 visits with record visitation at multiple sites The University of Melbourne Southbank Campus ndash a new Precinct Partner ndash had 8500 Weekend visits and over the road ABC Southbank experienced 6000 visits in one day

With a program stretching from Melton in the north Narre Warren in the south Box Hill in the east and Werribee in the west Open House covers more of metropolitan Melbourne than ever before Visitors were happy to travel - new to program Werribee Mansion recorded 3500 visitors as did new precinct partner Hobsons Bay Both making up around half of all visits to another new precinct partner ndash the City of Boroondara

Over 1200 guided tours were conducted providing a direct and personal experience of the impact of good design and architecture for a total capacity of well over 20000

REMARKABLE OPPORTUNITIES Melbournersquos oldest and newest secret garden was unlocked for 150 lucky visitors on the Parliament House Garden Design Tour Visitors gained access to Melbournersquos newest award winning rooftop garden exploring the 2018 Australian native landscape incorporated into the original William Guilfoyle design and the exterior of the recently completed Peter Elliott designed Members Annexe

Open House visitors had the opportunity to learn more about two major underground infrastructure projects through the West Gate Tunnel and Metro Tunnel Tours Visitors of the West Gate Tunnel Tours were treated to a once-in-a-lifetime opportunity to kit up and get face-to-face with the tunnel boring machines

HERO BUILDINGS As expected The Capitol reached maximum capacity in the afternoon and with many more curious visitors keen to see inside Visitors were invited to self-guide through Melbournersquos most beloved architectural icon newly refurbished by RMIT and Six Degrees Architects On the hour tours were hosted by Six Degrees architects who gave a first-hand account of the extensive restoration and design process

Napier Waller House was the star of the always popular residential program featuring twice in our top 10 media highlights and was one of the most enquired about pre-booked buildings Melbournersquos most intact arts and crafts house was open with guided tours by the National Trust of Victoria

GENEROUS PRECINCT PROGRAMMING University of Melbourne Southbank Precinct Partnership programming included over 25 activities including guided tours talks exhibitions and musical performances that brought the precinctrsquos unique architecture to life The Chamber Music and Master of Music (Opera) program alone included six performances across the Weekend to thousands of visitors

City of Boroondara focused on kids and families programming producing a childrenrsquos guide with activities to engage and entertain at each Boroondara building The guidersquos were supported by a strong online presence and boroondarravicgovau ranked fifth in acquisitions to the Open House Melbourne website They also received record breaking visitation for a precinct outside of the Melbourne CBD

TOP TEN BUILDING HIGHLIGHTS Our visitors were asked to select one favourite Open House Melbourne experience

1 ABC Southbank Centre

2 The Capitol

3 The Ian Potter Southbank Centre

4 Government House

5 Abbotsford Convent

6 Hawthorn Telephone Exchange and Telstra Museum

7 Supreme Court of Victoria

8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS

Top ten results skew towards high-capacity venues

20

Donkey Wheel House Open House Melbourne 2019 Photo Nick Bebbington

22


URBAN TACTILITY A site-specific public installation of tactile indicators in the forecourt of the Immigration Museum Urban Tactility highlighted how public art and design can make a significant contribution to conversations around important urban issues such as social inclusion social connectivity and the building of community around a public design project

Urban Tactility negotiated broad contemporary cultural issues exploring our rights as citizens to the city Building on the thought-provoking nature of the Sensory City tours we ran in partnership with OoPLA in 2017 amp 2018 the Urban Tactility installation inspired people to connect with the experience of those living with low vision and blindness and the way they navigate the city

The project had a tri-fold agenda Firstly it was a chance to think about how the city can be designed for different communities and users Secondly it was a chance to walk a mile in someone elsersquos shoes And thirdly it was a chance to experience the city from a sensory perspective and explore the city beyond the visual This agenda was amplified by the venue partnership with the Immigration Museum

The installation was activated by guided Sensory Walking Tours a school program for 50 students from St Gabrielrsquos and three public conversations about the rationale behind the program multi-sensory design and rights to the city

PRESENTED BY OoPLA Open House Melbourne and Cushman amp Wakefield ndash Access and Inclusion partner

SUPPORTED BY Immigration Museum the City of Melbourne RMIT University and the University of Melbourne

JULY PROGRAM

4045

ATTENDEES ACROSS 45 TALKS TOURS EXHIBITIONS AND SCREENINGS AS PART OF OUR EXPANDED JULY PROGRAM

24

Urban Tactility guided experiences Immigration Museum Courtyard Open House Melbourne 2019 Photo Nick Bebbington

26

Parliament House Garden Design Tour Open House Melbourne 2019 Photo Nick Bebbington

AUSTRALIA MODERN FROM THE ICONIC TO THE EVERYDAY An exhibition and event to launch the latest book on Australian modernism Australia Modern Architecture Landscape amp Design 1925ndash1975 edited by Hannah Lewi amp Philip Goad and published by Thames amp Hudson The exhibition celebrated twentieth- century architecture through newly commissioned photographs and archival images that vividly capture how modernism has shaped Australian society

PRESENTED BY University of Melbourne BEndash150 and Open House Melbourne

MODERN MELBOURNE We also launched our sixth Modern Melbourne interview with Dione McIntyre in partnership with the Heritage Council of Victoria and the University of Melbournersquos BEndashndash150 Program Modern Melbourne is a series of filmed interviews and rich archival material that documents the extraordinary lives and careers of some of our most important architects and designers including Peter McIntyre Mary Featherston Daryl Jackson Graeme Gunn Phyllis Murphy Allan Powell and now Dione McIntyre

PRESENTED BY Heritage Council of Victoria Open House Melbourne and the University of Melbournersquos BEndash150 Program and is made possible by the generous support of the interview subjects

2019 HERITAGE ADDRESS WITH KERSTIN THOMPSON Kerstin Thompson has worked on award winning architectural projects with heritage at their heart Her recent project The Stables VCA Faculty of Fine Arts amp Music at the University of Melbourne received a Heritage amp Educational Architecture Award from the AIA Victorian Chapter in 2018 Kerstinrsquos practice focuses on architecture as a civic endeavour with an emphasis on user experience and enjoyment of place Her talk was a thought-provoking look at the role heritage plays in our cities and lives

PRESENTED BY The Heritage Council of Victoria and Open House Melbourne

SUPPORTED BY University of Melbourne

DESIGN CITY BUILT MELBOURNE This eternally popular annual talk presents a diverse cross-section of design disciplines and building typologies that make up the built fabric of Melbourne The projects discussed range from commercial buildings educational buildings and heritage buildings to the humble home and a not-so-humble landscape 2019 speakers included

mdash Samantha Westbrooke ndash Conservation Architect National Trust of Australia (Victoria) presented design and legacy of Napier Waller House

mdash Peter Malatt ndash Director Six Degrees presented refurbishment of The Capitol

mdash Sheree Proposch ndash Principal Hassell presented design of Western Edges Biosciences Building at Melbourne University

mdash Sam Lock ndash Director Cox presented design of Melbourne Jet Base

mdash Emma Templeton ndash Director Templeton Architecture presented residential project Chloe

mdash Con Christopoulos ndash Restaurateur presented portfolio of projects

PRESENTED BYArchitects Registration Board of Victoria (ARBV) and Open House Melbourne SUPPORTED BY City of Melbourne The Capitol ndash RMIT University

JULY PROGRAM CONT

28

2019 Heritage Address with Kerstin Thompson Federation Hall VCA ndash University of Melbourne July Program 2019 Photo Nick Bebbington

28


New in 2019 a free map was available from the Open House Info Hub at the Melbourne Town Hall 4000 copies were distributed by Open House volunteers in the lead up to and over the Weekend The Open House print program was again distributed and sold through Readings bookstores

Our three most powerful marketing communications activities continue to be our media campaign managed by partners Zilla amp Brook our email database and our website

WEBSITE Compared to 2018 traffic to the website increased by 65 during the campaign period (May ndash August) with a total of 141288 unique visits Along with the increase in number of unique visits the users viewed more pages per session and remained on the website for longer sessions

161516 UNIQUE VISITS TO THE WEBSITE JAN ndash AUG 2019

9INCREASE IN SESSIONS COMPARED TO 2018

65INCREASE IN NEW USERS COMPARED TO 2018

The most visited pages on the website were

1 Building List

2 Whatrsquos On July Program

3 Itinerary Function

The itinerary function continues to be a popular tool on the website with a large part of our audience looking to plan their Weekend in advance

The most visited building pages and their number of unique page views throughout the campaign included

1 Australia 108 ndash 6423 2 Donkey Wheel House ndash 6304 3 Willsmere ndash 6349 4 ABC Southbank Centre ndash 5737 5 The Capitol ndash 6096 6 Government House ndash 5647 7 Port of Melbourne Boat Tours ndash 5314 8 Ann Street Morgue ndash 5413 9 Boyd House II ndash 5076 10 Arts Centre Melbourne ndash 4546

MARKETING CAMPAIGN

WEBSITE ACQUISITIONS The following websites were crucial in directing traffic to the Open House Melbourne website

1 Broadsheet Melbourne ndash 4356 referrals 2 Linktree (Instagram) ndash 1470 referrals 3 Whats On blog (City of Melbourne) ndash 1090 referrals 4 ABC Melbourne ndash 752 referrals 5 City of Boroondarra ndash 606 referrals

EndashNEWSLETTER 41623SUBSCRIBERS TO EMAIL DATABASE

35AVERAGE CAMPAIGN OPEN RATE

20AVERAGE CAMPAIGN CLICK RATE

11INCREASE IN EMAIL SUBSCRIBERS

Open House Melbourne has fostered a loyal community who continue to connect with our programming Our database of subscribers are incredibly active and engaged This year was one of strongest campaigns yet with eight e-newsletters distributed over the campaign period

The highest performing links across the entire campaign were

1 Sneak peek news item 2 Building list 3 Print program purchase news item 4 Key dates news item 5 Memberships news item

SOCIAL MEDIAOpen House Melbourne worked with Verity Campbell Communications to manage the social media campaign to achieve event awareness and engagement

Posting frequency was improved across all channels leading to a great response from the audience

FACEBOOK The period of highest audience engagement and reach on Facebook began just prior to the program launch in June and continued to be strong through to August

The Open House Melbourne Facebook account experienced 9 growth in followers throughout the 2019 campaign (May ndash August) The increase of 2126 follows is almost double compared to the 2018 campaign

26385 TOTAL FOLLOWERS

9 INCREASE IN FOLLOWS The most popular post on Facebook a lsquosneak peakrsquo of the 2019 Weekend featuring our Top 5 buildings for 2019 The Capitol Ian Potter Southbank Centre Melbourne Quarter 122 Roseneath St and Denton Corker Marshall Studio was posted on 23 June 2019 had an incredible 181K reach and a 12 engagement rate (535 Reactions Comments amp Shares)

This type of engagement was more than double that of any post in previous years

View the post

TWITTER Engagement on Twitter also improved averaging 10 per tweet in the July period up from 06 in June and 04 in May We experienced a 15 increase in followers throughout campaign

The entire campaign period generated a total 203 200 impressions The most popular time was the Saturday of Open House Weekend with over 23000 impressions for the day This proves itrsquos importance among attendees for up-to-date event information on the Weekend itself


INSTAGRAM The Instagram content spanning May ndash August was a great driver for the Melbourne campaign The highest number of profile visits from a single post was recorded at just over 300 from 10573 impressions for This Is Public podcast posted on 30 May The campaign benefited from this post and was buoyed by the success of the strong start

The consistent rate of posting content also contributed to the overall boost in followers and engagement with 37 posts over the 3 month period an average of 3 posts per week

Engagement lifting from a year-round average of 164 per post to 236 per post during the campaign Thatrsquos an improvement of 44

Reach lifted from a year-round average of 3759 per post to 5051 per post during the campaign Thatrsquos an improvement of 34


17 INCREASE IN FOLLOWS The most popular post was the announcement of the winner of our OpenUpMelb Photo Competition ndash with 817 likes ndash the most liked post recorded for Open House Melbourne to date

View the post

92888TOTAL SUBSCRIBERS ACROSS EMAIL AND SOCIAL MEDIA DATABASE

MEDIA REACH

The successful 2019 Open House Melbourne media campaign managed by partners Zilla amp Brook generated a total PR value of $3770367

Zilla amp Brook continue to increase the reach of our events by applying creative and low-cost strategies With a strong emphasis on community and local press through to national broadcasters the exposure captures broad areas of interest and emphasises the breadth of the program

The distribution of media coverage for the 2019 campaign consisted of

mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15

VIEW THE FULL REPORTClick to view media clippings from the campaign as well as a breakdown of the circulation and PR Value

MEDIA EVALUATION

34

356MEDIA HITS GENERATED FROM MARCH TO AUGUST

16574293TOTAL REACH ACROSS PRINT ONLINE TV AND RADIO


MEDIA HIGHLIGHTS

lsquoGovernment Housersquo story on Channel 9rsquos Postcards ndash Rebecca Judd tours Government House

lsquoType Street Apartmentrsquo story in Home Living Herald Sun by Natasha Perera

lsquoOpen House wraprsquo online story in realestatecomau and print story in Herald Sun by Samantha Landy

lsquoWaller Housersquo online story in Domain and print story in The Age by Jenny Brown


lsquoWilliamstown Botanic Gardensrsquo online and print story in The Age by Megan Backhouse

lsquoRapid Interim Housingrsquo televised story on SBS World News

lsquoCity of Melbourne Art and Heritage Collectionrsquo televised story on Channel 9 Evening News featuring interview with Lord Mayor Sally Capp

Interview with Open House Melbourne Director Emma Telfer on ABC Radio Melbourne Afternoon with Richelle Hunt

lsquoAnn Street Morguersquo location for Channel 10 live televised weather cross by Mike Larkan

38


OPEN HOUSE PROGRAMS WOULD NOT BE POSSIBLE WITHOUT THE EXTRAORDINARY COMMITMENT OF OUR VOLUNTEERS

702VOLUNTEERS RECRUITED AND SHIFTS COMPLETED

3000+VOLUNTEER HOURS CONTRIBUTED

18-79AGE RANGE OF OPEN HOUSE VOLUNTEERS

82VOLUNTEER TO STAY INFORMED AND LEARN MORE ABOUT THE CITYrsquoS ARCHITECTURE

81VOLUNTEER TO GIVE BACK TO AN EVENT THEY ENJOY AS A PATRON

42PARTICIPATED FOR THE FIRST TIME IN 2019

24HAVE VOLUNTEERED FOR FIVE OR MORE YEARS


99WOULD RETURN TO VOLUNTEER FOR OPEN HOUSE

A GREAT WAY TO TAKE PART IN AN ICONIC EVENT THAT CELEBRATES MELBOURNE ALSO A WONDERFUL CHANCE TO EXPERIENCE THE EVENT FROM ANOTHER ANGLErdquo

I HAVE SO MUCH FUN EVERY YEAR I COULDNrsquoT IMAGINE NOT BEING ABLE TO HELP OUT I LOVE BEING PART OF THE WHOLE EVENT I LOVE THE VIBE OF THE CITY I LOVE THE EXCITEMENT THAT ALL VISITORS HAVErdquo

ITrsquoS JUST A GREAT EXPERIENCE AND FUN AT THE SAME TIME MEMORABLE FOR THE DIVERSITY OF VISITORS THEIR GENUINE EXPRESSIONS OF APPRECIATION LOTS OF KIDS EXPLORING AND LEARNING ABOUT MELBOURNErsquoS HISTORY AND THE PASSION SHOWN BY THE BUILDING OWNERS AND THEIR TEAMS OF VOLUNTEERSrdquo

40

99

Melbourne Quarter Sky Park Open House Melbourne 2019 Photo Nick Bebbington

42

Volunteering at If Walls Could Talk The European Open House Open House Melbourne 2019 Photo Nick Bebbington

BUILDING ENGAGEMENTIn 2019 we made significant improvements to our building selection process In-line with our mission to foster public appreciation for architecture and public engagement in the future of our cities we identified a number of criteria to assess suitability of buildings and events

mdash Does the building represent design excellence Is it award-winning

mdash Is it innovative pushing boundaries andor a great addition to the skyline

mdash Is this a significant heritage building Is it a rare example

mdash Is this an exemplar in the space of Environmentally Sustainable Design (ESD)

mdash Does the building contribute to a more resilient citymdash Does the building contribute to a more equitable

inclusive and safe citymdash Does the building represent innovation in new housing

models shifting the needle on housing affordability Providing better designed public housing

mdash Does the building tell an important story about Melbournersquos past present or future About Melbourne as a multi-cultural city

mdash Does the building offer insights into how the city operates

mdash Does the building (or tour) offer a once in a lifetimevery special opportunity

mdash Will there be a great experience for families Are we inspiring the next generation of design professionalsfuture urbanistsactive citizens

200BUILDINGS PARTICIPATED

73NEW TO PROGRAM

1100+BUILDING VOLUNTEERS SUPPORTED THEIR SITE

800+PAID STAFF SUPPORTED THEIR SITE

97WERE SATISFIED OR VERY SATISFIED WITH THEIR EXPERIENCE AND WOULD PARTICIPATE AGAIN

96PARTICIPATE TO PROMOTE THEIR ACTIVITIES TO A NEW AND DIFFERENT AUDIENCE AND ENGAGE WITH THE LOCAL COMMUNITY

90PARTICIPATE TO ENCOURAGE THE GENERAL PUBLIC TO VALUE AND BECOME ADVOCATES FOR THEIR BUILDING

WE PARTICIPATE TO ENCOURAGE PEOPLE TO THINK ABOUT THE VALUE OF GOOD DESIGN AND IN EMPLOYING ARCHITECTSrdquo

WE PARTICIPATE TO PROMOTE OUR APPROACH TO ARCHITECTURE AND SPARK DISCUSSION ON WHAT HEALTHY SUSTAINABLE BUILDINGS ARErdquo

ldquoA MASSIVE THANK YOU FOR INCLUDING MY HOUSE IN THE PROGRAM WE HAD SUCH A GREAT DAY ndash EVERYONE WHO CAME THROUGH THE HOUSE WAS JUST SO LOVELY I WAS VERY DAUNTED ABOUT THE PROSPECT OF OPENING THE HOUSE TO STRANGERS BUT IT WAS SUCH AN OVERWHELMINGLY POSITIVE EXPERIENCE OUR VOLUNTEERS WERE AMAZING AS WELL WHAT A GREAT WEEKENDrdquo44

Building host at Ian Potter Southbank Centre Open House Melbourne 2019 Photo Nick Bebbington

Covers Parliament House Garden Design Tour Open House Melbourne 2019 Photo Nick Bebbington


CONTENTS


SPONSORS + PARTNERS

EXECUTIVE SUMMARY

PROGRAM HIGHLIGHTS

VISITATION + IMPACT


WEEKEND HIGHLIGHTS

JULY PROGRAM

MARKETING CAMPAIGN

SOCIAL MEDIA

MEDIA EVALUATION

MEDIA HIGHLIGHTS


BUILDING ENGAGEMENT

4

6

10

14

16

20

24ndash28

32

33

34

36ndash37

40

44





SPONSORS

PRECINCT PARTNERS

PRACTICE PARTNERS


TROD

UCTI

ON

6

4

THANK YOU

SUPPORTERS

IN-KIND PARTNERS

MEDIA PARTNERS

PROGRAM PARTNERS

INTRODUCTION

7

5

















EXECUTIVE SUMMARY

6


8










2019 HIGHLIGHTS

10


12








WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM













SPONSORS

PRECINCT PARTNERS

PRACTICE PARTNERS


TROD

UCTI

ON

6

4

THANK YOU

SUPPORTERS

IN-KIND PARTNERS

MEDIA PARTNERS

PROGRAM PARTNERS

INTRODUCTION

7

5

















EXECUTIVE SUMMARY

6


8










2019 HIGHLIGHTS

10


12








WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM











THANK YOU

SUPPORTERS

IN-KIND PARTNERS

MEDIA PARTNERS

PROGRAM PARTNERS

INTRODUCTION

7

5

















EXECUTIVE SUMMARY

6


8










2019 HIGHLIGHTS

10


12








WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM



























EXECUTIVE SUMMARY

6


8










2019 HIGHLIGHTS

10


12








WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM












8










2019 HIGHLIGHTS

10


12








WHO





14



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16






97

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2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM




















2019 HIGHLIGHTS

10


12








WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM












12








WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM


















WHO





14



101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM












101448



16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM













16






97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM












97

18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM











18













2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM























2 The Capitol


4 Government House




8 Willsmere

9 Parliament House

10 Orica House

WEEKEND HIGHLIGHTS


20


22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM












22








JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM


















JULY PROGRAM

4045


24


26

















JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















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26

















JULY PROGRAM CONT

28


28









1 Building List






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MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM



























JULY PROGRAM CONT

28


28









1 Building List






MARKETING CAMPAIGN

















View the post










View the post


MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM












28









1 Building List






MARKETING CAMPAIGN

















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MEDIA REACH




mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


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34




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38















40

99


42















73NEW TO PROGRAM



















1 Building List






MARKETING CAMPAIGN

















View the post










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mdash Radio 32

mdash Online 32

mdash Print 21

mdash TV 15


MEDIA EVALUATION

34




MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM


















View the post










View the post


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mdash Radio 32

mdash Online 32

mdash Print 21

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34




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38















40

99


42















73NEW TO PROGRAM











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mdash Radio 32

mdash Online 32

mdash Print 21

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34




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38















40

99


42















73NEW TO PROGRAM












MEDIA HIGHLIGHTS











38















40

99


42















73NEW TO PROGRAM

















38















40

99


42















73NEW TO PROGRAM

























40

99


42















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99


42















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42















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2019 OPEN HOUSE MELBOURNE REPORT · urban environments will be for everyone, now and in the future....

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Transcript of 2019 OPEN HOUSE MELBOURNE REPORT · urban environments will be for everyone, now and in the future....