Audience Atlas Victoria - creative.vic.gov.au · 2 Audience Atlas Victoria – Appendix 1:...
Transcript of Audience Atlas Victoria - creative.vic.gov.au · 2 Audience Atlas Victoria – Appendix 1:...
Audience Atlas VictoriaAppendix 1: Individual organisation pages October 2019
2 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Individual organisation pages appendixHow to read this report 3
Abbotsford Convent 4
Art Gallery of Ballarat 5
Arts Centre Melbourne 6
Athenaeum Theatre 7
Australian Centre for Contemporary Art (ACCA) 8
Australian Centre for the Moving Image (ACMI) 9
Bendigo Art Gallery 10
Chinese Museum 11
Circus Oz 12
Comedy Theatre 13
Crown Casino 14
Drum Theatre 15
Footscray Community Arts Centre 16
Forum Melbourne 17
Frankston Arts Centre 18
Gasworks Arts Park 19
Geelong Performing Arts Centre 20
Heide Museum of Modern Art 21
Her Majesty’s Theatre 22
Immigration Museum 23
Jewish Museum of Australia 24
Latrobe Performing Arts 25
Malthouse Theatre 26
McClelland Sculpture Park and Gallery 27
Meat Market 28
Melbourne Chamber Orchestra 29
Melbourne Fringe Festival 30
Melbourne International Arts Festival 31
Melbourne International Comedy Festival 32
Melbourne International Film Festival (MIFF) 33
Melbourne International Jazz Festival 34
Melbourne Museum 35
Melbourne Recital Centre 36
Melbourne Symphony Orchestra 37
Melbourne Theatre Company 38
Melbourne Writers Festival 39
Midsumma Festival 40
Mildura Arts Centre 41
NGV Australia (NGVA) 42
NGV International (NGVI) 43
Opera Australia 44
Princess Theatre 45
Regent Theatre 46
Scienceworks 47
Sidney Myer Music Bowl 48
Sovereign Hill Gold Museum 49
St Kilda Festival 50
State Library Victoria 51
TarraWarra Museum of Art 52
The Australian Ballet 53
The Butterfly Club 54
The Capital or Ulumbarra Theatre 55
The Wheeler Centre 56
Victorian Opera 57
Virgin Australia Melbourne Fashion Festival (VAMFF) 58
West Gippsland Arts Centre 59
White Night Melbourne 60
Yarra Ranges Arts and Cultural Program 61
3 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
63% 19% 11%8%
54%23% 11% 9%
NGVA’s market NGVA
Current
Lapsed
Potential
Not in the market
Unaware
NGVA’s current market
Awareness of NGVA
2nd
Organisation crossover
34% of NGVA’s current audience has used social media to find out aboutarts events in the last 12 months, compared to the culture market average of 27%.
41% of NGVA's current audience has donated to arts organisations, compared to the culture market average of 40%.
NGVA has the 2nd highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current NGVA visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to NGVA
NGVA’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Visual arts
24%18%
15%
17%
8%
8%
7%
NGVA’sCurrent Market
1
2
54%Unaware
46%Aware
73% Arts Centre Melbourne
72% The Wheeler
Centre
69%
of Modern Art
72% TarraWarra Museum of
Art
64% ACCA
63% Crown Casino
57% Melbourne Museum
64% Melbourne
WritersFestival
59% Her Majesty’s
Theatre
80% NGV
International(NGVI)
Current visitors to NGVA
15%16%
13%
17%11%
11%9%
6%
NGVA’s Lapsed / Potential
Market
Heide Museum
How to read this report
C
D
B
E
A: Culture Segment profileThis model looks at the Culture Segment profile of your current and lapsed / potential markets.
B: Market sizeThis model compares your market penetration within your artform. This is helpful as it can identify opportunities for growth, for example, NGVA has a current market of 23% but the current visual arts market is 63%, which means there is a large market open to visual arts but not yet visiting NGVA that can be converted.
C: Spotlight on your current marketThis section explores the profile of your current market. This is helpful, as once you know about who is already attending, you can capitalise on strengths and work through strategies to retain them.
D: AwarenessThis section shows you what proportion of the culture market is aware of your organisation, and how you rank within your artform.
E: Venue crossoverThis model shows the top 5 venues that have a crossover with your organisation, and which other organisations your current market attends. This is helpful in identifying collaboration opportunities.
A
Cover image: 2019 Melbourne International Comedy Festival, Paul the doorman and front of house staff at the Melbourne Town Hall.
Photograph by Jim Lee Photography
Methodology note
Organisations with current market sub-samples of 150 and above were included in this appendix. When looking at the awareness ranking data, please note some organisations with higher levels of awareness than some organisations in this document were not included in this appendix due to small current market sample sizes.
4 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Abbotsford Convent
Abbotsford Convent’s market
Abbotsford Convent
Current
Lapsed
Potential
Not in the market
Unaware
Abbotsford Convent’s current market
Awareness of Abbotsford Convent
67%Unaware
33%Aware 2nd
Organisation crossover
37% of Abbotsford Convent’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture market average of 24%.
38% of Abbotsford Convent's current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
Abbotsford Convent has the 2nd highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Abbotsford Convent visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Abbotsford Convent
Current visitors to Abbotsford
Convent
45% Centre for
Contemporary Photography
Abbotsford Convent’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
AbbotsfordConvent
Current Market27%
18%
19%
14%
8%
6%
4 4
AbbotsfordConvent
Lapsed / PotentialMarket
20%
15%
15%
14%
13%
8%
9%6%
67%10%12% 9% 2
51% Heide
Museum of Modern
Art
64% Crown Casino
48% Australian Tapestry
Workshop
44% Linden
New Art
57% NGV
Australia(NGVA)
69% Arts Centre Melbourne
56% Her Majesty’s
Theatre
58% The Wheeler
Centre
70% NGV
International(NGVI)
Multi-arts 89% 8% 2 1
5 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Art Gallery of Ballarat
Art Gallery of Ballarat’s market
Art Gallery of Ballarat
63% 19% 11%8%
Current
Lapsed
Potential
Not in the market
Unaware
Art Gallery of Ballarat’s current market
Awareness of Art Gallery of Ballarat
70%Unaware
30%Aware 4th
Organisation crossover
39% of Art Gallery of Ballarat’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture market average of 24%.
44% of Art Gallery of Ballarat's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Art Gallery of Ballarat has the 4th highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current Art Gallery of Ballarat visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Art Gallery of Ballarat
Current visitors to Art Gallery
of Ballarat
47% Australian Tapestry
Workshop
58% State
Library Victoria
44% Linden
New Art
42% Gertrude
Contemporary
64% Arts CentreMelbourne
59% Melbourne Museum
43% PolyglotTheatre
57% Her Majesty’s
Theatre
62% Ballarat
International Foto
Biennale
57% CrownCasino
Art Gallery of Ballarat’s Culture Segment profile
Essence
Expression
Armation
Enrichment
Stimulation
Release
Perspective
Entertainment
Visual arts
Art Galleryof Ballarat
Current Market38%
15%
14%
14%5%
6%
6%2
Art Gallery of Ballarat
Lapsed / PotentialMarket
24%
10%
14%
16%12%
12%9%3
70%11%8%8% 3
6 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Arts Centre Melbourne
Arts Centre Melbourne’s market
Arts Centre Melbourne
Current
Lapsed
Potential
Not in the market
Unaware
Arts Centre Melbourne’s current market
Awareness of Arts Centre Melbourne
27%Unaware
73%Aware 1st
Organisation crossover
35% of Arts Centre Melbourne’s current audience has used social media to nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
18% of Arts Centre Melbourne’s current audience has children at home, compared to the culture market average of 23%.
Arts Centre Melbourne has the highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Arts Centre Melbourne visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Arts Centre Melbourne
Current visitors to Arts Centre
Melbourne
Arts Centre Melbourne’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Multi-arts
Arts CentreMelbourne
Current Market 25%
15%
16%
17%
8%
9%
6% 4
Lapsed / PotentialMarket
Arts CentreMelbourne
18%
14%
12%
13%
13%13%
11% 7%
25% 27%37% 8% 3
89% 8% 2
69% Crown Casino
85% Malthouse
Theatre
85% Victorian
Opera
55% Regent Theatre
85% Melbourne
Recital Centre
61% Her Majesty’s
Theatre
61% NGV
International(NGVI)
53% Princess Theatre
85% The
Australian Ballet
84% Melbourne
Writers Festival
1
7 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Athenaeum Theatre
42%23% 15%16%
Athenaeum Theatre’s market Athenaeum Theatre
Lorem ipsum
Current
Lapsed
Potential
Not in the market
Unaware
Athenaeum Theatre’s current market
Awareness of Athenaeum Theatre
6th
Organisation crossover
35% of Athenaeum Theatre’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
35% of Athenaeum Theatre’s current audience has used social media to find out about arts events in the last 12 months, compared to the culture market average of 27%.
Athenaeum Theatre has the 6th highest level of awareness (out of 7) within the commercial theatre market in Victoria.
Proportion of current Athenaeum Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Athenaeum Theatre
Athenaeum Theatre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Commercial theatre
24%
15%
14%
21%
5%
9%
6%
7%
Athenaeum Theatre
Current Market10% 19%
14%
13%
13%
11%
8%
Lapsed / Potential Market
12%
4
19%71% 6% 4
42%Unaware
58%Aware
Current visitorsto Athenaeum
Theatre
74% Princess Theatre
64% Lucy
Guerin Inc.
58% Rawcus Theatre
64% Short Black
Opera
56% Dancehouse
71% Crown Casino
66% Regent Theatre
56% The Wheeler
Centre
69% Arts Centre Melbourne
76% Her Majesty’s
Theatre
Athenaeum Theatre
8 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Australian Centre for Contemporary Art (ACCA)
ACCA’s market
ACCA 67%10%12% 9% 2
63% 19% 11%8%
Current
Lapsed
Potential
Not in the market
Unaware
ACCA’s current market
Awareness of ACCA
77%Unaware
23%Aware 6th
Organisation crossover
49% of ACCA’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
58% of ACCA's current audience has donated to support arts organisations, compared to the culture market average of 40%.
ACCA has the 6th highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current ACCA visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to ACCA
Current visitors to ACCA
49% St Martins Youth Arts
Centre
45% Centre for
Contemporary Photography
53% Linden
New Art
42% Snu�
Puppets
67% Melbourne Museum
64% NGV
Australia (NGVA)
65% State Library
Victoria
69% NGV
International(NGVI)
40% Gertrude
Contemporary
75% Arts Centre Melbourne
ACCA’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
ACCACurrent Market
1
38%
18%
18%
13%
8%
2
2
Lapsed / PotentialMarket
ACCA
22%
10%
16%
16%
17%
9%
38%
Visual arts
10% 77%5 5 3
9 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Australian Centre for the Moving Image (ACMI)
ACMI Market
ACMI
Current
Lapsed
Potential
Not in the market
Unaware
ACMI current market
Awareness of ACMI
51%Unaware
49%Aware
5th
Organisation crossover
38% of ACMI’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
40% of ACMI’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
ACMI has the 5th highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current ACMI visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to ACMI
Current visitors to ACMI
63% ACCA
63% Linden
New Art
70% The Wheeler
Centre
61% Lucy
Guerin Inc.
65% Crown Casino
60% Koorie
Heritage Trust
60% Her Majesty’s
Theatre
69% NGV
International(NGVI)
60% NGV
Australia (NGVA)
71% Arts Centre Melbourne
ACMI’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Museums
ACMICurrent Market 25%18%
16%
17%
9%
6%
6% 4
ACMILapsed / Potential
Market
10%
18%
15% 14%
12%
12%
13%
6%
20% 51%14% 12% 3
24%67% 4 4
10 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Bendigo Art Gallery
Bendigo Art Gallery’s Market
Bendigo Art Gallery 67%10%12% 9% 2
63% 19% 11%8%
Current
Lapsed
Potential
Not in the market
Unaware
Bendigo Art Gallery’s current market
Awareness of Bendigo Art Gallery
60%Unaware
40%Aware 3rd
Organisation crossover
37% of Bendigo Art Gallery’s audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
11% of Bendigo Art Gallery’s audience has children at home, compared to the culture market average of 23%.
Bendigo Art Gallery has the 3rd highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current Bendigo Art Gallery visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Bendigo Art Gallery
Current visitors to BendigoArt Gallery
56% Back to Back
Theatre
49% Art Galleryof Ballarat
61% The Capital/Ulumbarra
Theatre
48% SheppartonArt Museum
53% RegentTheatre
60% Her Majesty’s
Theatre
47% Linden
New Art
59% CrownCasino
62% NGV
International(NGVI)
64% Arts CentreMelbourne
Bendigo Art Gallery’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Visual arts
Bendigo Art Gallery
Current Market 26%
15%
17%
17%8%
9%
6%
3
BendigoArt Gallery
Lapsed / PotentialMarket
10%
15%
14%
14%
21%
12%
9%
4
60%14%12% 11% 3
11 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Chinese Museum
Chinese Museum’s market
Chinese Museum
Current
Lapsed
Potential
Not in the market
Unaware
Chinese Museum’s current market
Awareness of Chinese Museum
70%Unaware
30%Aware 6th
Organisation crossover
25% of Chinese Museum's current audience has children at home, compared to the culture market average of 23%.
47% of Chinese Museum's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Chinese Museum has the 6th highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current Chinese Museum visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Chinese Museum
Chinese Museum’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Chinese MuseumCurrent Market Lapsed / Potential
Market
Chinese Museum
Museums
39%
12%
13%
11%
8%
6%
47%
16%
21%
13%
17%
11%
8%
9%6%
70%13%5 9% 3
24%67% 4 4
Current visitors to Chinese Museum
61% Melbourne Museum
50% Linden
New Art
49% Lucy Guerin
Inc.
64% Western Edge
Youth Arts
49% ILBIJERRI Theatre
Company
57% Arts Centre Melbourne
46% Her Majesty’s
Theatre
48% Rawcus Theatre
55% State Library
Victoria
65% Crown Casino
12 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Circus Oz
Circus Oz’s market
Circus Oz
Current
Lapsed
Potential
Not in the market
Unaware
Circus Oz’s current market
Awareness of Circus Oz
35%Unaware
65%Aware
Organisation crossover
38% of Circus Oz’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
38% of Circus Oz’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
Circus Oz is the only organisation of its kind as part of this study. At 65% it has relatively high awareness.
Proportion of current Circus Oz visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Circus Oz
Current visitors to Circus Oz
59% Her Majesty’s
Theatre
71% Crown Casino
63% Punctum
59% Lucy
Guerin Inc.
58% Ranters Theatre
59% Westside Circus Inc.
61% Melbourne Museum
60% Melbourne
International Comedy Festival
58% Aphids
61% Arts Centre Melbourne
Circus Oz’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Circus OzCurrent Market
39%
10%
16%
17%
8%
4
2
Circus OzLapsed / Potential
Market
10%
15%
15%
21%
12%
13%9%
7%4
15% 32% 12% 35%5%
13 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Comedy Theatre
Comedy Theatre’s market
Comedy Theatre
Current
Lapsed
Potential
Not in the market
Unaware
Comedy Theatre’s current market
Awareness of Comedy Theatre
33%Unaware
67%Aware
5th
Organisation crossover
35% of Comedy Theatre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
35% of Comedy Theatre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the average of 27%.
Comedy Theatre has the 5th highest level of awareness (out of 7) within the commercial theatre market in Victoria.
Proportion of current Comedy Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Comedy Theatre
Current visitors to Comedy
Theatre
72% Her Majesty’s
Theatre
66% Snu�
Puppets
64% Punctum
61% Melbourne
Fringe Festival
62% Short Black
Opera
68% Melbourne
International Comedy Festival
65% Princess Theatre
62% Athenaeum
Theatre
66% Arts Centre Melbourne
72% Crown Casino
Comedy Theatre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Commercial theatre
Comedy Theatre
Current Market
Comedy Theatre
Lapsed / Potential Market
28%
10%
18%
15%
13%
6%
4 7%
20%
10%
10%
14%
12%
12%
11%
11%
22% 23% 33%17% 5
19%71% 6% 4
14 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Crown Casino
Crown Casino’s market
Crown Casino
Current
Lapsed
Potential
Not in the market
Unaware
Crown Casino’s current market
Awareness of Crown Casino
10%Unaware
90%Aware 1st
Organisation crossover
33% of Crown Casino’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
24% of Crown Casino’s current audience has children at home, compared to the culture market average of 23%.
Crown Casino has the highest level of awareness (out of 7) within the commercial theatre market in Victoria. It should be noted that the Crown Casino’s o�er extends beyond its commercial theatre o�ering, and its awareness ranking should be read with this in mind.
Proportion of current Crown Casino visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Crown Casino
Current visitors to Crown Casino
44% Arts Centre Melbourne
75% Theatre Works
77% WhiteNight
80% St KildaFestival
75% Forum
Melbourne
44% Her Majesty’s
Theatre
76% Sidney
Myer Music Bowl
40% Melbourne Museum
38% Regent Theatre
38% Princess Theatre
Crown Casino’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Crown CasinoCurrent Market Lapsed / Potential
Market
Crown Casino
Commercial theatre
24%
10%
15%14%
11%
8%
9%
9% 10%
15%
16%12%
12%
12%
13%9%
23%57% 10%6%3
19%71% 6% 4
15 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Drum Theatre
Drum Theatre’s market
Drum Theatre
Current
Lapsed
Potential
Not in the market
Unaware
Drum Theatre current market
Awareness of Drum Theatre
88%Unaware
12%Aware
8th
Organisation crossover
45% of the Drum Theatre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
22% of the Drum Theatre’s current audience has children at home, compared to the culture market average of 23%.
Drum Theatre has the 8th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Drum Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Drum Theatre
Current visitors to Drum Theatre
30% Westside Circus Inc.
56%Melbourne Museum
62% Arts Centre Melbourne
72%Crown Casino
50% Melbourne
International Comedy Festival
27%Lucy
Guerin Inc.
28%Dancehouse
27% Western
Edge Youth Arts
41% Punctum
60% Her Majesty’s
Theatre
Drum Theatre Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Drum TheatreCurrent Market Lapsed / Potential
Market
Drum Theatre
44%
10%
12%
13%
8%42
7%
24%
10%
15%
15%
14%
8%
9%
6%
88%533 2
Multi-arts 89% 8% 2 1
16 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Footscray Community Arts Centre
Footscray Community Arts Centre’s market
Footscray
Current
Lapsed
Potential
Not in the market
Unaware
Footscray Community Arts Centre’s current market
Awareness of Footscray Community Arts Centre
88%Unaware
12%Aware
9th
Organisation crossover
48% of Footscray Community Arts Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
38% of Footscray Community Arts Centre’s current audience has children living at home, compared to the culture market average of 23%.
Footscray Community Arts Centre has the 9th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Footscray Community Arts Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Footscray Community Arts Centre3 2 5
Current visitors to Footscray Community Arts Centre
48% Lucy
Guerin Inc.
67% Dancehouse
68%Melbourne Museum
64% Arts Centre Melbourne
71%Crown Casino
59% State
Library Victoria
44%WestsideCircus Inc.
48%Short BlackOpera
53%Her
Majesty’s Theatre
45% Linden
New Art
2
Footscray Community Arts Centre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Multi-arts
35%
19%
16%
13%5%
3%
7%
1%
28%
18%
13%
17%
8%
6%
3%
7%
88%
89% 8%
FootscrayCommunity
Arts Centre’sCurrentMarket Market
FootscrayCommunity
Arts Centre’sLapsed / potential
2 1
17 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Forum Melbourne
Forum Melbourne’s market
Forum Melbourne
Current
Lapsed
Potential
Not in the market
Unaware
Forum Melbourne’s current market
Awareness of Forum Melbourne
51%Unaware
49%Aware 7th
Organisation crossover
37% of Forum Melbourne’s current market is more likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%
15% of Forum Melbourne’s current market has children at home, compared to the culture market average of 23%.
Forum Melbourne has the lowest level of awareness within the commercial theatre market in Victoria.
Proportion of current visitors from other venues who are also current visitors to Forum Melbourne
Proportion of current Forum Melbourne visitors who are also current visitors of other venues
Current visitors to Forum
Melbourne
75% Crown Casino
70%Arts Centre Melbourne
44% Melbourne
Fringe Festival
44% Malthouse
Theatre
58% Dancehouse
44% Midsumma
Festival
69% Melbourne
International Comedy Festival
68% Her Majesty’s
Theatre
44% Athenaeum
Theatre
69%Princess Theatre
Forum Melbourne’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Commercial theatre
25%25%
14%
14%8%
4
3 7%
20%
10%
10%15%
14%
12%
13%7%
Forum MelbourneLapsed / Potential
Market
Forum MelbourneCurrent Market
18% 51%14%14% 3
19%71% 6% 4
18 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Frankston Arts Centre
Frankston Arts Centre’s market
Frankston Arts Centre
Current
Lapsed
Potential
Not in the market
Unaware
Frankston Arts Centre’s current market
Awareness of Frankston Arts Centre
71%Unaware
29%Aware 3rd
Organisation crossover
35% of Frankston Arts Centre's current audience has children at home, compared to the culture market average of 36%.
25% of Frankston Arts Centre's current audience has donated to support arts organisations, compared to the culture market average of 23%.
Frankston Arts Centre has the 3rd highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Frankston Arts Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Frankston Arts Centre
Frankston Arts Centre Culture Segments profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Multi-arts
Frankston Arts Centre
Current Market
28%
10%
10%
15%
14%
9%
7%7%
FrankstonArts Centre
Lapsed / PotentialMarket
22%
10%
10%
15%
14%
14%
8%6%
71%8% 9%7% 5%
89% 8% 2
Current visitors to Frankston Arts Centre
50% Dancehouse
47% McClelland
Sculpture Park and Gallery
44% Arapiles
Community Theatre
59% Arts CentreMelbourne
56% Her Majesty’s
Theatre
45% Aphids
47% Regent Theatre
54% Polyglot Theatre
74% CrownCasino
51% Melbourne Museum
1
19 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Gasworks Arts Park
Gasworks Arts Park’s market
Gasworks Arts Park
Current
Lapsed
Potential
Not in the market
Unaware
Gasworks Arts Park’s current market
Awareness of Gasworks Arts Park
74%Unaware
26%Aware 4th
Organisation crossover
48% of Gasworks Arts Park current audience is likely to attend more artsand culture in the next 12 months, compared to the culture market average of 24%.
48% of Gasworks Arts Park's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Gasworks Arts Park has the 4th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Gasworks Arts Park visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Gasworks Arts Park
Gasworks Arts Park’s Culture Segment profie
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Multi-arts
Gasworks Arts Park
Current Market33%
19%
14%
13%11%
5%
22
Gasworks Arts Park
Lapsed / Potential Market
15%
16%
16%21%
11%
8%
9%
4
74%12%6%5 3
89% 8% 2
Current visitors to Gasworks
Arts Park
72%Arts Centre Melbourne
74%Lucy
Guerin Inc.
61%Aphids
56%DanceHouse
59%RawcusTheatre
67% Her Majesty's
Theatre
61% Melbourne Museum
57%Arapiles
Community Theatre
67% Crown Casino
60% Regent Theatre
1
20 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Geelong Performing Arts Centre
Geelong Performing Arts Centre’s market
Geelong Performing Arts Centre
Current
Lapsed
Potential
Not in the market
Unaware
Geelong Performing Arts Centre’s current market
Awareness of Geelong Performing Arts Centre
75%Unaware
25%Aware 6th
Organisation crossover
28% of Geelong Performing Arts Centre's current audience has used social media to nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
41% of Geelong Performing Arts Centre's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Geelong Performing Arts Centre has the 6th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Geelong Performing Arts Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Geelong Performing Arts Centre
Current visitors to Geelong Performing Arts Centre
53% Arapiles
Community Theatre
47% Arts Centre Melbourne
47% Her Majesty’s
Theatre
59% Crown Casino
47% Melbourne Museum
50% Arena Theatre
Company
49% Westside Circus Inc.
46% Regent Theatre
49% DanceHouse
62% Western Edge
Youth Arts
Technical noteFollowing a rebrand announced in August 2019, Geelong Performing Arts Centre is now called Geelong Arts Centre.
Geelong Performing Arts Centre’s Culture Segments profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Geelong Performing Arts
CentreCurrent Market
Multi-arts
34%
12%
13%
11%5%
9%
9%
7%
25%
10%15%
14%
13%
8%
9%6%
75%10%5%7% 3
89% 8% 2 1
Geelong Performing Arts
CentreLapsed / Potential
market
21 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Heide Museum of Modern Art
Heide Museum of Modern Art’s market
Heide Museum of Modern Art
63% 19% 11%8%
Current
Lapsed
Potential
Not in the market
Unaware
Heide Museum of Modern Art’s current market
Awareness of Heide Museum of Modern Art
74%Unaware
26%Aware 5th
Organisation crossover
44% of Heide Museum of Modern Art’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
46% of Heide Museum of Modern Art's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Heide Museum of Modern Art has the 5th highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current Heide Museum of Modern Art visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Heide Museum of Modern Art
Current visitors to Heide
Museum of Modern Art
44% Linden New
Art
69% NGV
Australia (NGVA)
43% Centre for
Contemporary Photography
39% Australian Tapestry
Workshop
78% Arts CentreMelbourne
60% Her Majesty’s
Theatre
41% TarraWarra
Museum of Art
60% State Library
Victoria
49% The Wheeler
Centre
78% NGV
International(NGVI)
Heide Museum of Modern Art’s Culture Segment profile
Essence
Expression
Armation
Enrichment
Stimulation
Release
Perspective
Entertainment
28%
Visual arts
19%
19%
16%
6%
6%
4
1
Heide Museumof Modern ArtCurrent Market
Heide Museumof Modern Art
Lapsed / PotentialMarket
10%
19%16%
16%
16%12%
9% 2
74%11%6%7% 2
22 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Her Majesty’s Theatre
Her Majesty’s Theatre’s market
Her Majesty’s Theatre
Current
Lapsed
Potential
Not in the market
Unaware
Her Majesty’s Theatre’s current market
Awareness of Her Majesty’s Theatre
20%Unaware
80%Aware 2nd
Organisation crossover
35% of Her Majesty’s Theatre’s current audience has used social media to nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
16% of Her Majesty’s Theatre’s current audience has children at home, compared to the culture market average of 23%.
Her Majesty’s Theatre has the 2nd highest level of awareness (out of 7) within the commercial theatre market in Victoria.
Proportion of current Her Majesty’s Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Her Majesty’s Theatre
Current visitors to Her Majesty’s
Theatre
Her Majesty’s Theatre Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Commercial theatre
Her Majesty’sTheatre
Current Market24%
10%
16%
12%
17%
8%
6%6%
Her Majesty’s Theatre
Lapsed / PotentialMarket
10%
15%
12%
12%13%
17%
11%
9%
20%28%35% 13% 4
19%71% 6% 4
64% Arts Centre Melbourne
79% Athenaeum
Theatre
72% Crown Casino
69% Princess Theatre
80% Princess Theatre
79% Malthouse
Theatre
74% La Mama
72% Regent Theatre
83% Regent Theatre
50% NGV
International(NGVI)
23 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Immigration Museum
Immigration Museum’s market
Immigration Museum
Current
Lapsed
Potential
Not in the market
Unaware
Immigration Museum’s current market
Awareness of Immigration Museum
41%Unaware
59%Aware 4th
Organisation crossover
40% of Immigration Museum’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
46% of Immigration Museum's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Immigration Museum has the 4th highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current Immigration Museum visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Immigration Museum
Current visitors to Immigration
Museum
Immigration Museum’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Museums
ImmigrationMuseum
Current Market 34%
15%
17%
11%
8%
5% 4
7%
ImmigrationMuseum
Lapsed / PotentialMarket
15%
19%
14%12%
13%
11%
9%7%
24% 41%12% 17% 6%
24%67% 4 4
63% Western
Edge YouthArts
68% Arts Centre Melbourne
61% Punctum
58% Rawcus Theatre
77% Melbourne Museum
71% State
Library Victoria
60% Linden
New Art
58% NGV
International (NGVI)
65% Dancehouse
65% CrownCasino
24 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Jewish Museum of Australia
Jewish Museum of Australia’s market
Jewish Museum of Australia
Current
Lapsed
Potential
Not in the market
Unaware
Jewish Museum of Australia’s current market
Awareness of Jewish Museum of Australia
73%Unaware
27%Aware 8th
Organisation crossover
37% of Jewish Museum of Australia’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
18% of Jewish Museum of Australia’s current audience has children at home, compared to the culture market average of 23%.
Jewish Museum of Australia has the 8th highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current Jewish Museum of Australia visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Jewish Museum of Australia
Current visitors to Jewish
Museum of Australia
Jewish Museum of Australia’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Museums
Jewish Museum of Australia
Current Market
14%
14%
31%17%
8%
6%
6%
3
Jewish Museumof Australia
Lapsed / PotentialMarket
10%
15%
16%21%
17%
8%
9%
4
73%14%6%3 4
24%67% 4 4
51% Aphids
67%Melbourne Museum
72% Arts Centre Melbourne
65% Crown Casino
60% State
Library Victoria
42%Lucy
Guerin Inc.
35%Linden New
Art
60%NGV
International (NGVI)
44% Arapiles
Community Theatre
45% Western
Edge Youth Arts
25 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Latrobe Performing Arts
Latrobe Performing Arts’ market
Latrobe Performing Arts current market
Awareness of Latrobe Performing Arts
77%Unaware
23%Aware 7th
Organisation crossover
39% of Latrobe Performing Arts’ current audience has children at home, compared to the culture market average of 23%.
48% of Latrobe Performing Arts’ current audience has donated to support arts organisations, compared to the culture market average of 40%.
Proportion of current Latrobe Performing Arts visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Latrobe Performing Arts
Latrobe Performing Arts’ Culture Segment Profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
XXXCurrent Market
38%
18%
Lapsed / PotentialMarket
XXX
16%49%
10%
13%
11%
5%
5%6%
2
LatrobePerforming ArtsCurrent Market
10%
16%
31%13%
11%
5%
7%
7%
LatrobePerforming Arts
Lapsed / PotentialMarket
86%Unaware
14%Aware
Latrobe Performing Arts has the 7th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Current visitors to Latrobe Performing
Arts
44% Westside Circus Inc.
51%Melbourne Museum
46% Arts Centre Melbourne
62%Crown Casino
49% State
Library Victoria
38%West
Gippsland Arts
50%Dancehouse
45%Her
Majesty’s Theatre
51% Western
Edge Youth Arts
39% AphidsLatrobe Performing Arts 86%7%3 22
Current
Lapsed
Potential
Not in the market
Unaware
Multi-arts 89% 8% 2 1
26 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Malthouse Theatre
Malthouse Theatre’s market
Malthouse Theatre
Current
Lapsed
Potential
Not in the market
Unaware
Malthouse Theatre’s current market
Awareness of Malthouse Theatre
56%Unaware
44%Aware 2nd
Organisation crossover
47% of Malthouse Theatre’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
45% of Malthouse Theatre's current audience has donated to support arts organisations, compared to the culture market average of 40%.
Malthouse Theatre has the 2nd highest level of awareness (out of 25) within the theatre market in Victoria.
Proportion of current Malthouse Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Malthouse Theatre
Current visitors to Malthouse
Theatre
63% Westside Circus Inc.
75% NGV
International(NGVI)
62% Dancehouse
62% forty�ve
downstairs
85% Arts CentreMelbourne
79% Her Majesty’s
Theatre
62% Rawcus Theatre
72% RegentTheatre
67% Lucy Guerin
Inc.
73% Princess Theatre
Malthouse Theatre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Theatre
Malthouse TheatreCurrent Market
26%
19%
21%
17%
5%
47%
Malthouse TheatreLapsed / Potential
Market
22%
15%
15%
14%
11%
9%
9%4
56%18%12%8% 6%
56% 24% 10% 10%
1
27 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
McClelland Sculpture Park and Gallery
McClelland Sculpture Park and Gallery’s marketMcClelland Sculpture Park and Gallery
63% 19% 11%8%
Current
Lapsed
Potential
Not in the market
Unaware
McClelland Sculpture Park and Gallery’s current market
Awareness of McClelland Scupture Park and Gallery
85%Unaware
15%Aware 7th
Organisation crossover
34% of McClelland Sculpture Park and Gallery's current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
22% of McClelland Sculpture Park and Gallery's current audience has children at home, compared to the culture market average of 23%.
McClelland Sculpture Park and Gallery has the 7th highest level of awareness (out of 13) within the visual arts market inVictoria.
Proportion of current McClelland Sculpture Park and Gallery visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to McClelland Sculpture Park and Gallery
Current visitors to McClelland Sculpture Park
and Gallery
61% Crown Casino
46% Lucy
Guerin Inc.
45% Aphids
49% Arapiles
Community Theatre
41% Rawcus Theatre
58% Melbourne Museum
57% Her Majesty’s
Theatre
38%Linden
New Art
57% NGV
International(NGVI)
65% Arts Centre Melbourne
McClelland Sculpture Park and Gallery’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
McClelland Sculpture Park and
Gallery Lapsed / Potential
Market
Visual arts
McClelland Sculpture Park
and Gallery Current Market
24%
10%
16%
12%
13%
13%
8%4
18%
15%
15%
19%
12%
11%
4
6%
85%55 41
28 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Meat Market
Meat Market’s market
Meat Market
Current
Lapsed
Potential
Not in the market
Unaware
Meat Market’s current market
Awareness of Meat Market
74%Unaware
26%Aware 5th
Organisation crossover
41% of Meat Market's current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
42% of Meat Market’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
Meat Market has the 5th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Meat Market visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Meat Market
Current visitors to Meat Market
61% Melbourne
International Comedy Festival
67% Dancehouse
66% Lucy Guerin
Inc.
70% Ranters Theatre
61% Linden
New Art
60% Arts Centre Melbourne
56% Princess Theatre
52% Snu�
Puppets
59% Her Majesty’s
Theatre
72% Crown Casino
Meat Market’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Lapsed / PotentialMarket
Meat MarketMeat MarketCurent Market 38%
10%
15%
16%
5% 9%4
3
20%
15%
16%
16%
11%
5%
9%
9%
74%11%6% 7% 3
56%Multi-arts 89% 8% 2 1
29 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Chamber Orchestra
Melbourne Chamber Orchestra’s Market
Melbourne Chamber Orchestra
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne Chamber Orchestra’s current market
Awareness of Melbourne Chamber Orchestra
71%Unaware
29%Aware 5th
Organisation crossover
45% of Melbourne Chamber Orchestra’s current audience is likely to attendmore arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
50% of Melbourne Chamber Orchestra’s current audience has donatedto support arts organisations, compared to the culture market average of 40%.
Melbourne Chamber Orchestra has the 5th highest level of awareness (out of 8) within the live music market in Victoria.
Proportion of current Melbourne Chamber Orchestra visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Chamber Orchestra
Current visitors to Melbourne
Chamber Orchestra
Melbourne Chamber Orchestra’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Melbourne Chamber Orchestra
Current Market
Live music
44%
15%
15%
8%
8%
53 3
MelbourneChamberOrchestra
Lapsed / PotentialMarket
10%
15% 21%
17%
17%11%
27%
14% 71%7%3 5
68% 19% 57%
78%Arts Centre Melbourne
47% Ranters Theatre
46% ILBIJERRI Theatre
Company
36% Back to Back
Theatre
46% OrchestraVictoria
69% Melbourne Symphony Orchestra
44% Punctum
63% Melbourne Museum
61% NGV
International(NGVI)
60%State Library
Victoria
30 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Fringe Festival
Melbourne Fringe Festival’s market
Melbourne Fringe Festival
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne Fringe Festival’s current market
Awareness of Melbourne Fringe Festival
5th
Organisation crossover
51% of Melbourne Fringe Festival’s current audience is likely to attend more artsand culture in the next 12 months, compared to the culture market average of 24%.
47% of Melbourne Fringe Festival’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
Melbourne Fringe Festival has the 5th highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current Melbourne Fringe Festival visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Fringe Festival
Current visitors to Melbourne Fringe Festival
Melbourne Fringe Festival’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
16%
Festivals
37%
14%
21%
13%8%
2
2 2
Melbourne Fringe FestivalCurrent Market Lapsed / Potential
Market
Melbourne Fringe Festival
15%
14%
12%
21%
8%
8%5%
45%26% 16%7%7%
30%34% 23%13%
45%Unaware
55%Aware
78% Aphids
75% Arts Centre Melbourne
71% Crown Casino
69% Melbourne Museum
71% Back to Back
Theatre
65% Rawcus Theatre
68% ILBIJERRI Theatre
Company
80%Lucy
NGV International
(NGVI)
Guerin Inc.
66%
79%Melbourne
International Comedy Festival
31 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne International Arts Festival
Melbourne International Arts Festival’s market
Melbourne International Arts F.
Current
Lapsed
Potential
Not in the market
Unaware
Melbroune International Arts Festival’s current market
Awareness of Melbourne International Arts Festival
7th
Organisation crossover
53% of Melbourne International Arts Festival’s current audience is likely toattend more arts and culture in the next 12 months, compared to the culture market average of 24%.
57% of Melbourne International Arts Festival’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
Melbourne International Arts Festival has the 7th highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current Melbourne International Arts Festival visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne International Arts Festival
Current visitors to Melbourne International Arts Festival
Melbourne International Arts Festival’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Festivals 30%34% 23%13%
MelbourneInternationalArts Festival
Current Market39%
16%
21%
13%
4
4
MelbourneInternationalArts Festival
Lapsed / PotentialMarket
14%8%7% 4
67%Unaware
33%Aware
76% Western
Edge YouthArts
73% ILBIJERRI Theatre
Company
64% Westside Circus Inc.
78% Arts CentreMelbourne
67% Arapiles
Community Theatre
64% Melbourne Museum
92%
Inc.
67% NGV
(NGVI)
65% CrownCasino
65% State Library
Victoria
Lucy Guerin
International
22%
15%
16%12%
13%5%
9%
7%
67%
32 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne International Comedy Festival
Melbourne International Comedy Festival’s marketMelbourne InternationalComedy Festival
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne International Comedy Festival’s current market
Awareness of Melbourne International Comedy Festival
16%Unaware 84%
Aware 1st
Organisation crossover
36%
of Melbourne International Comedy Festival’s current audience is likely
40%
of Melbourne International Comedy Festival’s current audience has used social media to �nd about arts events in the last 12 months, compared to the culture market average of 27%.
Proportion of current Melbourne International Comedy Festival visitorswho are also current visitors of othervenues
Proportion of current visitors from other venues who are also current visitors to Melbourne International Comedy Festival
Current visitorsto MelbourneInternational
Comedy Festival
60% Arts Centre Melbourne
75% Lucy Guerin
Inc.
72% MIFF
79% Melbourne
Fringe Festival
71% Melbourne
WritersFestival
59% Her Majesty’s
Theatre
53% Princess Theatre
71% Punctum
53%Comedy Theatre
74% Crown Casino
Melbourne International Comedy Festival’s Culture Segment profile
Essence
Expression Enrichment
Stimulation
Release
Perspective
Entertainment
Festivals
20%
26%
10%
12%
13%5%
6%7%
MelbourneInternational
Comedy Festival Current Market
MelbourneInternational
Comedy Festival Lapsed / Potential
Market
10%
10%
19%
14%
12%
12%
13%
11%
28% 26%19% 16%11%
30%34% 23%13%
to attend more arts and culture in the next 12 months, compared to the culturemarket average of 24%
Melbourne International Comedy Festival has the highest level of awareness (out of 14) within the festival market in Victoria.
33 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne International Film Festival (MIFF)
MIFF market
MIFF
Current
Lapsed
Potential
Not in the market
Unaware
MIFF current market
Awareness of MIFF
Organisation crossover
43% of MIFF’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
46% of MIFF’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
Proportion of current MIFF visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to MIFF
Current visitors to MIFF
MIFF’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
MIFFCurrent Market
34%23%
13%
13%
4
37%
3
MIFFLapsed / Potential
Market
10%
14%
16%
21%
12%
11%
8%6%
36%10% 31% 11%11%
36%Unaware
64%Aware
71% Punctum
69% CrownCasino
67% BalletLab
Association
65% Westside Circus Inc.
72% Arts CentreMelbourne
65% Melbourne Museum
67% Ranters Theatre
62% Her Majesty’s
Theatre
82% Lucy Guerin
Inc.
72%Melbourne
International Comedy Festival
Inc.
Festivals 30%34% 23%13%
3rd
MIFF has the 3rd highest level of awareness (out of 14) within the festival market in Victoria.
34 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne International Jazz Festival
Melbourne International Jazz Festival’s market
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne International Jazz Festival’s current market
Awareness of Melbourne International Jazz Festival
6th
Organisation crossover
49% of Melbourne International Jazz Festival’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
22% of Melbourne International Jazz Festival's current audience has children at home, compared to the culture market average of 23%.
Melbourne International Jazz Festival has the 6th highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current Melbourne International Jazz Festival visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne International Jazz Festival
Melbourne International Jazz Festival’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
MelbourneInternationalJazz Festival
Current Market
18%
41%
14%
12%
6%
4 23
MelbourneInternationalJazz Festival
Lapsed / PotentialMarket
25%
10%
10% 15%
16%
14%6%4
66%17% 8%54
66%Unaware
34%Aware
Current visitors to MelbourneInternationalJazz Festival
62% Punctum
75%Arts Centre Melbourne
62%Her Majesty's
Theatre
68% Crown Casino
61% Lucy Guerin
Inc.
54%Back to Back
Theatre
65% Melbourne Museum
53%Arena
Theatre Company
54% Western
Edge Youth Arts
Melbourne International Jazz F. 66%17% 8%54
Current
Lapsed
Potential
Not in the market
Unaware70%
Melbourne International
Comedy Festival
Festivals 30%34% 23%13%
35 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Museum
Melbourne Museum’s market
Melbourne Museum
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne Museum’s current market
Awareness of Melbourne Museum
Organisation crossover
35% of Melbourne Museum’s current audience has used social media to �ndout about arts events in the last 12 months, compared to the culture market average of 27%
Melbourne Museum has the highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current Melbourne Museum visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Museum
Current visitors to Melbourne
Museum
Melbourne Museum’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Museums
26%
15%
16%
12%
8%
9%
6%7%
Melbourne MuseumCurrent Market
Melbourne MuseumLapsed / Potential Market
42%34% 16%6%
1
24%67% 4 4
30% of Melbourne Museum’s current audience has children at home, compared to the culture market average of 23%.
1st 16%
Unaware
84%Aware
67% Crown Casino
77% Immigration
Museum
77% Scienceworks
75% Aphids
76% Linden New Art
55% Arts Centre Melbourne
49% Her Majesty’s
Theatre
51% State Library
Victoria
47% NGV
International(NGVI)
75% Centre for
Contemporary Photography
10%
18%12%
12%
12%
13%
13%
11%
36 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Recital Centre
Melbourne Recital Centre’s market
Melbourne Reicital Centre
Melbourne Recital Centre’s current market
Awareness of Melbourne Recital Centre
6th
Organisation crossover
44% of Melbourne Recital Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
48% of Melbourne Recital Centre’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
Melbourne Recital Centre has the 6th highest level of awareness (out of 8) within the live music market in Victoria.
Proportion of current Melbourne Recital Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Recital Centre57%
Orchestra Victoria
55% Dance
Massive
55%
Centre
85% Arts CentreMelbourne
59% Princess Theatre
55%
Puppets
58% NGV Australia
(NGVA)
60% Dancehouse
71% NGV
International(NGVI)
59% Her Majesty’s
Theatre
Melbourne Recital Centre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Music 68% 19% 57%
Current visitors to Melbourne Recital Centre
Melbourne Recital CentreCurrent Market
32%
18%
16%
13%
8%
37%
2
23%
18%
14%
16%
11%
9%
27%
74%9%9% 6% 3
74%Unaware
26%Aware
57% Orchestra Victoria
55% Dance
Massive
55% The Wheeler
Centre
85% Arts CentreMelbourne
59% Princess Theatre
55% Snu�
Puppets
58% NGV Australia
(NGVA)
60% Dancehouse
71% NGV
International(NGVI)
59% Her Majesty’s
Theatre
Melbourne Recital Centre
Lapsed / PotentialMarket
Melbourne Recital Centre 74%9%9% 6% 3
Live music 68% 19% 5%7%
Current
Lapsed
Potential
Not in the market
Unaware
37 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Symphony Orchestra
Melbourne Symphony Orchestra’s market
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne Symphony Orchestra’s current market
Awareness of Melbourne Symphony Orchestra
2nd
Organisation crossover
42% of Melbourne Symphony Orchestra’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
41% of Melbourne Symphony Orchestra’s current audience has donated to support art organisations, compared to the culture market average of 40%.
Melbourne Symphony Orchestra has the 2nd highest level of awareness (out of 8) within the live music market in Victoria.
Proportion of current Melbourne Symphony Orchestra visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Symphony Orchestra
Melbourne Symphony Orchestra’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
33%
16%
16%
14%
9%
6%4 3
MelbourneSymphonyOrchestra
Current Market
20%
15%
15%
14%
11%
11%
9%6%
MelbourneSymphonyOrchestra
Lapsed / PotentialMarket
29%Unaware
71%Aware
71% OrchestraVictoria
62% Her Majesty’s
Theatre
64% Punctum
64% Lucy Guerin
Inc.
58% PrincessTheatre
79% Arts CentreMelbourne
65% CrownCasino
69% MelbourneChamberOrchestra
75% Short Black
Opera
65% NGV
International(NGVI)
Current visitors to Melbourne
SymphonyOrchestra
Melbourne Symphony Orchestra 25% 29%16%12% 17%
Live music 68% 19% 57%
38 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Theatre Company
56% 24% 10% 10%
38%24% 10%17%11%
Melbourne Theatre Company’s market Melbourne Theatre Company
Current
Lapsed
Potential
Not in the market
Unaware
Melbourne Theatre Company’s current market
Awareness of Melbourne Theatre Company
1st
Organisation crossover
44% of Melbourne Theatre Company’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
44% of Melbourne Theatre Company’s current audience has donated to support art organisations, compared to the culture market average of 40%.
Melbourne Theatre Company has the highest level of aware-ness (out of 25) within the theatre market in Victoria.
Proportion of current Melbourne Theatre Company visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Theatre Company
Melbourne Theatre Company’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Theatre
MelbourneTheatre
CompanyCurrent Market 32%
15%
16%
17%
6%
4 37%
MelbourneTheatre
CompanyLapsed / Potential
Market
10%
15%
16%
21%
12%
13%8%
5%
38%Unaware
62%Aware
Current visitors to Melbourne
Theatre Company
71% Western
Edge YouthArts
68% PrincessTheatre
71% Punctum
65% OrchestraVictoria
82% Arts CentreMelbourne
67% NGV
International(NGVI)
71% Her Majesty’s
Theatre
67% Rawcus Theatre
65% CrownCasino
85% Lucy Guerin
Inc.
39 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Melbourne Writers Festival
Melbourne Writers Festival’s market
Melbourne Writers Festival’s current market
Awareness of Melbourne Writers Festival
77%Unaware
23%Aware 8th
Organisation crossover
Melbourne Writers Festival’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
XXXCurrent Market
38%
18%
Lapsed / PotentialMarket
XXX
16%
77%
71%Unaware
29%Aware
Melbourne Writers Festival has the 8th highest level of awareness (out of 14) within the festival market in Victoria.
22%
37%14%
17%4 2
3
Melbourne Writers Festival’s
CurrentMarket
20%
24%
16%
16%
8%5%
9%
2
Melbourne Writers Festival’s Lapsed / Potential
Market
Melbourne Writers Festival 10%13% 71%
Festivals 30%34% 23%13%
Current
Lapsed
Potential
Not in the market
Unaware
3 3
24% of Melbourne Writers Festival’ current audience has children at home, compared to the culture market average of 36%.
37% of Melbourne Writers Festival’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
Proportion of current Melbourne Writers Festival visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Melbourne Writers Festival
Current visitors to Melbourne
Writers Festival
71% Punctum
58% Back to Back
Theatre
69%Melbourne Museum
84% Arts Centre Melbourne
73% NGV
International (NGVI)
67% State
Library Victoria
54%Lucy
Guerin Inc.
58%Ranters Theatre
71%Melbourne
International Comedy Festival
55% Arapiles
Community Theatre
40 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Midsumma Festival
30%34% 23%13%
10%
Midsumma Festival’s market Midsumma Festival
Current
Lapsed
Potential
Not in the market
Unaware
Midsomma Festival’s current market
Awareness of Midsumma Festival
9th
Organisation crossover
38% of Midsumma Festival’s current audience has used social media to findout about arts events in the last 12 months, compared to the culture market average of 27%.
42% of Midsumma Festival’s current audience has donated to support art organisations, compared to the culture market average of 40%.
Midsumma Festival has the 9th highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current Midsumma Festival visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Midsumma Festival
Midsumma Festival’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Festivals
37%
21%
13%
11%
8%
3
3
Midsumma Festival’s
Current Market
4
26%
10%18%
15%
17%
5%
6%
4
Midsumma Festival’s
Lapsed / Potential Market
10% 73%8%5 3
73%Unaware
27%Aware
Current visitors to Midsumma
Festival
69% Arts Centre Melbourne
92% Lucy
Guerin Inc.
66% Western
Edge Youth Arts
55% Dancehouse
58% Rawcus Theatre
65% Crown Casino
57% Westside Circus Inc.
66% NGV
International (NGVI)
61%Her Majesty’s
Theatre
69%Melbourne
International Comedy Festival
41 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Mildura Arts Centre
89% 8% 2 1
90%3 2 4
1Mildura Arts Centre’s market Mildura Arts Centre
Current
Lapsed
Potential
Not in the market
Unaware
Mildura Arts Centre’s current market
Awareness of Mildura Arts Centre
11th
Organisation crossover
42% of Mildura Arts Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
31% of Mildura Arts Centre's current audience has children at home, compared to the culture market average of 23%.
Mildura Arts Centre has the 11th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current Mildura Arts Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Mildura Arts Centre
Mildura Arts Centre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Multi-arts
53%
10%
41%17%
11%
6%
6%
3
7%
Mildura ArtsCentre
Current Market 38%15%
14%
5%
9% 9%3
7%
Mildura ArtsCentre
Lapsed / PotentialMarket
90%Unaware
10%Aware
Current visitors to Mildura Arts
Centre
53%Arts
Mildura
44% Aphids
48%Melbourne Museum
44% Arts Centre Melbourne
60% Crown Casino
41% State
Library Victoria
Lucy Guerin Inc.
48%Dancehouse
44% Her
Majesty’s Theatre
49% Arapiles
Community Theatre
42 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
NGV Australia (NGVA)
63% 19% 11%8%
54%23% 11% 9%
NGVA’s market NGVA
Current
Lapsed
Potential
Not in the market
Unaware
NGVA’s current market
Awareness of NGVA
2nd
Organisation crossover
34% of NGVA’s current audience has used social media to find out aboutarts events in the last 12 months, compared to the culture market average of 27%.
41% of NGVA's current audience has donated to arts organisations, compared to the culture market average of 40%.
NGVA has the 2nd highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current NGVA visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to NGVA
NGVA’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Visual arts
24%18%
15%
17%
8%
8%
7%
NGVA’sCurrent Market
1
2
54%Unaware
46%Aware
73% Arts Centre Melbourne
72% The Wheeler
Centre
69%
of Modern Art
72% TarraWarra Museum of
Art
64% ACCA
63% Crown Casino
57% Melbourne Museum
64% Melbourne
WritersFestival
59% Her Majesty’s
Theatre
80% NGV
International(NGVI)
Current visitors to NGVA
15%16%
13%
17%11%
11%9%
6%
NGVA’s Lapsed / Potential
Market
Heide Museum
43 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
NGV International (NGVI)
54%
NGVI’s market
NGVI’s current market
Awareness of NGVI
1st
Organisation crossover
NGVI has the highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current NGVI visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to NGVI
NGVI’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
24%18%
15%
17%
8%
8%
7%
NGVA’sCurrent Market
1
54%Unaware
46%Aware
16%
17%
34% of NGVI’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
34% of NGVI’s current audience has donated to arts organisations, compared to the culture market average of 40%.
Current visitors to NGVI
80% NGVA
83% TarraWarra Museum of
Art
77% The
Wheeler Centre
78% Heide
Museum of Modern Art
51%Melbourne Museum
58% NGVA
71% Arts Centre Melbourne
64%Crown Casino
55% Her Majesty’s
Theatre
75% Malthouse
Theatre
NGVI 49%32% 15% 3
Visual arts 63% 19% 11%8%
Current
Lapsed
Potential
Not in the market
Unaware
1
23%
10%
19%
14%
16%9%
27%
NGVICurrent Market
10% 10%
18%
14%
12%13%
11%
11%
NGVI Lapsed / Potential
Market
49%Unaware
51%Aware
44 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Opera Australia
Opera Australia’s market
Opera Australia’s current market
Awareness of Opera Australia
3rd
Organisation crossover
48% of Opera Australia’s current audience is likely to attend more arts andculture in the next 12 months, compared to the culture market average of 24%.
52% of Opera Australia’s current audience has donated to arts organisations, compared to the culture market average of 40%.
Opera Australia has the 3rd highest level of awareness (out of 8) within the live music market in Victoria.
Proportion of current Opera Australia visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Opera Australia
Opera Australia’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
39%
16%
14%
13%
8%
6%3
1
Opera AustraliaCurrent Market 24%
10%
18%
15%
16%5%9%
2
Lapsed / PotentialMarket
Opera Australia
56%Unaware
44%Aware
Current visitors to Opera Australia
64% Polyglot Theatre
72% Her Majesty’s
Theatre
68% Princess Theatre
83% Arts Centre Melbourne
65% Regent Theatre
61% Punctum
80% Rawcus Theatre
60% Orchestra Victoria
64% Lucy
Guerin Inc.
62% NGV
International(NGVI)
Opera Australia 56%14%16%8%6%
Live music 68% 19% 57%
Current
Lapsed
Potential
Not in the market
Unaware
45 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Princess Theatre
19%71% 6% 4
30% 28% 24%14% 4
Princess Theatre’s market Princess Theatre
Current
Lapsed
Potential
Not in the market
Unaware
Princess Theatre’s current market
Awareness of Princess Theatre
3rd
Organisation crossover
34% of Princess Theatre’s current audience has used social media to findout about arts events in the last 12 months, compared to the culture marketaverage of 27%.
16% of Princess Theatre’s current audience has children at home, compared to the culture market average of 23%.
Princess Theatre has the 3rd highest level of awareness (out of 7) within the commerical theatre market in Victoria.
Proportion of current Princess Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Princess Theatre
Princess Theatre’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Commercial theatre
25%
15%
13%
17%
11%
5%
9%
6%
Princess Theatre Current Market 10%
18%
14%
12%
13%
13%
11%8%
Lapsed / PotentialMarket
Princess Theatre
24%Unaware
76%Aware
Current visitors to Princess
Theatre
80% Her Majesty’s
Theatre
74% Athenaeum
Theatre
73% Malthouse Theatre
69% Victorian
Opera
72% Dancehouse
72% Crown Casino
65% Arts Centre Melbourne
72% forty�ve
downstairs
70% Regent Theatre
52% NGV
International(NGVI)
46 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Regent Theatre
Regent Theatre’s market
Regent Theatre
Current
Lapsed
Potential
Not in the market
Unaware
Regent Theatre’s current market
Awareness of Regent Theatre
27%Unaware
73%Aware
4th
Organisation crossover
36% of Regent Theatre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
31% of Regent Theatre’s current audience has children at home compared to the culture market average of 36%.
Regent Theatre has the 4th highest level of awareness (out of 7) within the commercial theatre market in Victoria.
Proportion of current Regent Theatre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Regent Theatre
83% Her Majesty’s
Theatre
72% Her Majesty’s
Theatre
66% Athenaeum
Theatre
65% St Martins Youth Arts
Centre
72% Malthouse
Theatre
72% Crown Casino
67% Arts Centre Melbourne
69% Princess Theatre
70% Princess Theatre
50% NGV
International(NGVI)
Current visitors to Regent Theatre
Regent Theatre’s Culture Segement profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Commercial theatre
RegentTheatre
Current Market26%
16%
13%
17%
8%
8%
6%6%
Lapsed / PotentialMarket
Regent Theatre
10%
19%
12%
13%13%
13%
11%
8%
30% 28% 27%12% 3
19%71% 6% 4
47 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Scienceworks
24%67% 44
20% 42% 14% 21%3
Scienceworks’ market Scienceworks
Current
Lapsed
Potential
Not in the market
Unaware
Sciencework’s current market
Awareness of Scienceworks
2nd
Organisation crossover
38% of Scienceworks’ current audience has children at home,compared to the culture market average of 23%.
36% of Scienceworks’ current audience has donated to supportarts organisations, compared to the culture market average of 40%.
Scienceworks has the 2nd highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current Scienceworks visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Scienceworks
Scienceworks’ Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Museums
27%
15%
16%
12%
9%
6%
7%
7%
ScienceworksCurrent Market
10%
10%18%
12%
12%
13%13%
11%
ScienceworksLapsed / Potential
Market
21%Unaware
79%Aware
Current visitors to Scienceworks
69% Crown Casino
54%The
Substation(Newport)
51% Gertrude
Contemporary
61% Linden
New Art
51% Flying
FruitFly Foundation
54% Arts Centre Melbourne
50% Her Majesty’s
Theatre
50% Arapiles
Community Theatre
50% State Library
Victoria
77% Melbourne Museum
48 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Sidney Myer Music Bowl
68% 19% 57%
Sidney Myer Music Bowl’s market Sidney Myer Music Bowl
Current
Lapsed
Potential
Not in the market
Unaware
Sidney Myer Music Bowl’s current market
Awareness of Sidney Myer Music Bowl
1st
Organisation crossover
34% of Sidney Myer Music Bowl’s current audience is likely to attendmore arts and culture in the next 12 months, compared to theculture market average of 24%.
39% of Sidney Myer Music Bowl’s current audience has used social media tofind out about arts events in the last 12 months, compared to the culture market average of 27%.
Sidney Myer Music Bowl has the highest level of awareness (out of 8) within the live music market in Victoria.
Proportion of current Sidney Myer Music Bowl visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Sidney Myer Music Bowl
Sidney Myer Music Bowl’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Live music
26%
14%
21%
12%
9%
6%6%
7%
Sidney Myer Music Bowl
Current Market
19%
14%12%13%
11%
11%
11%9%
Sidney Myer Music Bowl
Lapsed / Potential Market
22%37% 18%19% 4
22%Unaware
78%Aware
Current visitors to Sidney Myer
Music Bowl
67% Arts Centre Melbourne
60%The
Substation(Newport)
58% Theatre Works
64% Dancehouse
55% Arts House
(North Melbourne)
63% Her Majesty’s
Theatre
58% Princess Theatre
55% Gertrude
Contemporary
58% NGV
International(NGVI)
76% Crown Casino
49 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Sovereign Hill Gold Museum
24%67% 4 4
48% 27%15% 8% 2
Sovereign Hill Gold Museum’s market Sovereign Hill Gold Museum
Current
Lapsed
Potential
Not in the market
Unaware
Sovereign Hill Gold Museum’s current market
Awareness of Sovereign Hill Gold Museum
3rd
Organisation crossover
36% of Sovereign Hill Gold Museum’s current audience has children at home,compared to the culture market average of 23%.
38% of Sovereign Hill Gold Museum’s current audience has donated tosupport arts organisations, compared to the culture market average of 40%.
Sovereign Hill Gold Museum has the 3rd highest level of awareness (out of 9) within the museum market in Victoria.
Proportion of current Sovereign Hill Gold Museum visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Sovereign Hill Gold Museum
Sovereign Hill Gold Museum’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Museums
32%
10%
10%
13%
13%
9%
6%
7%
Sovereign HillGold MuseumCurrent Market
10%
10%
19%
14%
12%
12%
13%
11%Sovereign HillGold Museum
Lapsed / PotentialMarket
27%Unaware
73%Aware
Current visitors to Sovereign
Hill Gold Museum
40% Australian Tapestry
Workshop
59%Melbourne Museum
54% Arts Centre Melbourne
69% Crown Casino
48% Regent Theatre
39%Ballarat
International Foto Biennale
39%Linden New Art
52%Her
Majesty’s Theatre
55% Arapiles
Community Theatre
37%Short Black
Opera
50 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
St Kilda Festival
30%34% 23%13%
20% 37%18%15% 11%
St Kilda Festival’s market St Kilda Festival
Current
Lapsed
Potential
Not in the market
Unaware
St Kilda Festival’s current market
Awareness of St Kilda Festival
4th
Organisation crossover
38% of St Kilda Festival’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
38% of St Kilda Festival’s current audience has used social media to find out about arts events in the last 12 months, compared to the culture market average of 27%.
St Kilda Festival has the 4th highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current St Kilda Festival visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to St Kilda Festival
Current visitors to St Kilda
Festival
70% Aphids
60% Arts CentreMelbourne
80% CrownCasino
57% Melbourne Museum
61% Dance
Massive
61% ChunkyMove
74% Lucy Guerin
Inc.
61% Arapiles
CommunityTheatre
51% Her Majesty’s
Theatre
63%Melbourne
International Comedy Festival
St Kilda Festival’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Festivals
20%36%
14%
11%
5%
4 4
7%
St Kilda FestivalCurrent Market
15%15%
21%
12%
13%
8%
8%8%
St Kilda FestivalLapsed / Potential
Market
37%Unaware
63%Aware
51 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
State Library Victoria
State Library Victoria’s market State Library Victoria
Current
Lapsed
Potential
Not in the market
Unaware
State Library Victoria’s current market
Awareness of State Library Victoria
Organisation crossover
36% of State Library Victoria’s current audience has used social media tofind out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
38% of State Library Victoria’s current audience has donated arts organisations, compared to the culture market average of 40%.
State Library Victoria is the only library in this study. At 75%, it has a high level of awareness.
Proportion of current State Library Victoria visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to State Library Victoria
State Library Victoria’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Libraries
30%
14%
13%
17%
8%
6% 4
7%
State Library Victoria
Current Market
10%
15%
16%
12%
13%13%
11%
9%
State Library Victoria
Lapsed / Potential Market
25%Unaware
75%Aware
Current visitors to State Library
Victoria
65% MelbourneMuseum
73% Dancehouse
71% Koorie
Heritage
73% The Wheeler
Centre
71% Immigration
Museum
62% Arts Centre Melbourne
52% Her Majesty’s
Theatre
70% Lucy
Guerin Inc.
58% NGV
International(NGVI)
66% CrownCasino
30% 25%26% 14% 5
64% 25% 7%4
25%Unaware
75%Aware
52 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
TarraWarra Museum of Art
91%Unaware
9%Aware
63% 19% 11%8%
91%3 3 3
TarraWarra Museum of Art’s market TarraWarra Museum of Art
Current
Lapsed
Potential
Not in the market
Unaware
TarraWarra Museum of Art’s current market
Awareness of TarraWarra Museum of Art
8th
Organisation crossover
34% of TarraWarra Museum of Art’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
32% of TarraWarra Museum of Art’s current audience has used social media to find out about arts events in the last 12 months, compared to the culture market average of 27%.
TarraWarra Museum of Art has the 8th highest level of awareness (out of 13) within the visual arts market in Victoria.
Proportion of current TarraWarra Museum of Art visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to TarraWarra Museum of Art
TarraWarra Museum of Art’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Visual arts
25%
18%
16%
21%
8%5%
7%
TarraWarraMuseum of
Art’s CurrentMarket
1
10%
10%
14%
12%21%
13% 17%
2
TarraWarraMuseum of Art
Lapsed / PotentialMarket
Current visitors to TarraWarra Museum of Art
46%Lucy
Guerin Inc.
34%Western
Edge Youth Arts
27%PolyglotTheatre
32%RantersTheatre
77%Arts Centre Melbourne
61% Her Majesty's
Theatre
31%Dance
Massive
83% NGV
International(NGVI)
72% NGV
Australia (NGVA)
57% Melbourne Museum
53 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
The Australian Ballet
The Australian Ballet’s market
The Australian Ballet
Current
Lapsed
Potential
Not in the market
Unaware
The Australian Ballet’s current market
Awareness of The Australian Ballet
35%Unaware
65%Aware
1st
Organisation crossover
49% of The Australian Ballet’s current audience is likely to attend morearts and culture in the next 12 months, compared to the culture marketaverage of 24%.
45% of The Australian Ballet's current audience has donated to support arts organisations, compared to the culture market average of 40%.
The Australian Ballet has the highest level of awareness (out of 6) within the dance market in Victoria.
Proportion of current The Australian Ballet visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to The Australian Ballet
Current visitors to The
Australian Ballet
70% Short Black
Opera
67% PrincessTheatre
61% Punctum
59% Arapiles
Community Theatre
85% Arts CentreMelbourne
66% NGV
International(NGVI)
71% Her Majesty’s
Theatre
59% RantersTheatre
85% Lucy Guerin
Inc.
66% CrownCasino
The Australian Ballet’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Dance
The AustralianBallet
Current Market36%
15%
16%
17%
8%
5%
1 1
18%
14%
16%
12%
21%
9%
37%
The AustralianBallet
Lapsed / PotentialMarket
35%22%15% 21%8%
29%22% 22%27%
54 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
The Butterfly Club
The Butterfly Club’s market
The Butter�y Club
Current
Lapsed
Potential
Not in the market
Unaware
The Butterfly Club’s current market
Awareness of The Butterfly Club
91%Unaware
9%Aware
7th
Organisation crossover
53% of The Butter�y Club’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture marketaverage of 27%.
53% of The Butter�y Club’s current audience has donated to support arts organisations, compared to the culture market average of 40%.
The Butter�y Club has the 7th highest level of awareness (out of 25) within the Theatre market in Victoria.
Proportion of current The Butter�y Club visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to The Butter�y Club
Current visitors to The Butter�y
Club
40% Dancehouse
66%Melbourne
International Comedy Festival
77% Arts Centre Melbourne
66% Crown Casino
64% Regent Theatre
33%The Wheeler
Centre
63%Her
Majesty’s Theatre
31% Linden
New Art
32%Arts House
(North Melbourne)
29%Dance
Massive
The Butterfly Club’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Theatre
The Butter�y ClubCurrent Market
37%
21%
17%
11%
6%4
3
The Butter�y ClubLapsed / Potential
Market
20%
27%
10%
16%
14%
3 3
7%
1
91%3 2 41
56% 24% 10% 10%
55 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
The Capital or Ulumbarra Theatre
The Capital’s market
The Capital / Ulumbarra
Current
Lapsed
Potential
Not in the market
Unaware
The Capital / Ulumbarra’s current market
Awareness of The Capital / Ulumbarra
93%Unaware
7%Aware
14th
Organisation crossover
38% of The Capital / Ulumbarra’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
15% of The Capital / Ulumbarra’s current audience has children living at home, compared to the culture market average of 23%.
The Capital / Ulumbarra has the 14th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current The Capital / Ulumbarra visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to The Capital / Ulumbarra
Current visitors to The Capital /
Ulumbarra
29%Women’s
Circus
39%Arts Centre Melbourne
56%Crown Casino
43%Regent Theatre
61% Bendigo
Art Gallery
26%St Martins Youth Arts
Centre
44%Her
Majesty’s Theatre
24%Castlemaine State Festival
31%Back to Back
Theatre
24%Westside Circus Inc.
The Capital / Ulumbarra’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
The Capital / Ulumbarra
Current Market
27%
13%13%
17%
11% 11%
7%
The Capital /Ulumbarra
Lapsed / PotentialMarket
28%
10%
15%
15%
9%
9%
7%7%
93%3 2
89% 8% 2 1Multi-arts
56 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
The Wheeler Centre
The Wheeler Centre’s market
The Wheeler Centre
Current
Lapsed
Potential
Not in the market
Unaware
The Wheeler Centre’s current market
Awareness of The Wheeler Centre
88%Unaware
12%Aware
Xth
Organisation crossover
49% of The Wheeler Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
71% of The Wheeler Centre's current audience has donated to support arts organisations, compared to the culture market average of 40%.
The Wheeler Centre is theonly literature organisation as part of this study. At 12%, it has relatively low awareness.
Proportion of current The Wheeler Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to The Wheeler Centre
Current visitors to The Wheeler
Centre
83%Arts Centre Melbourne
46%Lucy
GuerinInc.
43%Dancehouse
35%Gertrude
Contemporary
43%Melbourne
WritersFestival
36%EmergingWritersFestival
73%State Library
Victoria
77% NGV
International(NGVI)
72% NGV
Australia (NGVA)
70% ACMI
The Wheeler Centre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Literature
The WheelerCentre
Current Market
28%
24%
27%
12%
4 23
1
1
23%10%
16%
21%
13%9%
7%
The WheelerCentre Lapsed /Potential Market
1
88%6%3 2
24% 27% 37%11%
57 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Victorian Opera
Victorian Opera’s market
Victorian Opera
Current
Lapsed
Potential
Not in the market
Unaware
Victorian Opera’s current market
Awareness of Victorian Opera
66%Unaware
34%Aware 4th
Organisation crossover
46% of Victorian Opera’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
55% of Victorian Opera's current audience have donated to support arts organisations, compared to the culture market average of 40%.
Victorian Opera has the 4th highest level of awareness (out of 8) within the live music market in Victoria.
Proportion of current Victorian Opera visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Victorian Opera
Current visitors to Victorian
Opera
71% Her Majesty’s
Theatre
69% Princess Theatre
71% Lucy
Guerin Inc.
65% State Library
Victoria
62% Orchestra Victoria
59% Westside Circus Inc.
59%Polyglot Theatre
62%Punctum
67% NGV
International(NGVI)
85% Arts Centre Melbourne
Victorian Opera’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Live music
15%
41%
16%
11%
6%
37%
1
Victorian OperaCurrent Market Lapsed / Potential
Market
Victorian Opera
26%
18%
15%
13%
11%
2
7%7%
66%11%8%5 9%
68% 19% 57%
58 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Virgin Australia Melbourne Fashion Festival (VAMFF)
VAMFF’s market
VAMFF
30%34% 23%13%
Current
Lapsed
Potential
Not in the market
Unaware
VAMFF’s current market
Awareness of VAMFF
74%Unaware
26%Aware 10th
Organisation crossover
25% of VAMFF's current audience has children at home, compared to the culture market average of 23%.
44% of VAMFF’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture market average of 24%.
VAMFF has the 10th highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current VAMFF visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to VAMFF
Currentvisitors to VAMFF
72% Crown Casino
71%Punctum
51% ILBIJERRI Theatre
Company
45%Lucy
Guerin Inc.
47%RantersTheatre
65% Arts Centre Melbourne
57% Her Majesty's
Theatre
47%Snu�
Puppets
60% NGV
International(NGVI)
56% Melbourne
International Comedy Festival
VAMFF’s Culture Segment profile
Essence
Expression
A rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Festivals
VAMFF CurrentMarket
22%47%
13%
6%2
3
32
VAMFFLapsed /PotentialMarket
26%
13%
17%
17%
11%
5%
6%
4
74%11% 9%4 3
59 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
West Gippsland Arts Centre
West Gippsland Arts Centre’s market
West Gippsland Arts Centre
Current
Lapsed
Potential
Not in the market
Unaware
West Gippsland Arts Centre’s current market
Awareness of West Gippsland Arts Centre
91%Unaware
9%Aware
13th
Organisation crossover
37% of West Gippsland Arts Centre’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
34% of West Gippsland Arts Centre’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
West Gippsland Arts Centre has the 13th highest level of awareness (out of 16) within the multi-arts market in Victoria.
Proportion of current West Gippsland Arts Centre visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to West Gippsland Arts Centre
34% Latrobe
Performing Arts
55%Arts Centre Melbourne
47%Crown Casino
47%Regent Theatre
54% Melbourne Museum
30%St Martins Youth Arts
Centre
47%Her
Majesty’s Theatre
29%Polyglot Theatre
28%Aphids
29%Linden
New Art
Current visitors to West
Gippsland Arts Centre
West Gippsland Arts Centre’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
West Gippsland Arts Centre Current Market
46%
15%
8%
5%
5% 5%
9%
7%
26%
10%
14%12%
13%
13%4
7% West Gippsland Arts Centre Lapsed / Potential Market
91%333
89% 8% 2 1Multi-arts
60 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
White Night Melbourne
White Night Melbourne’s market
White Night Melbourne
Current
Lapsed
Potential
Not in the market
Unaware
White Night Melbourne’s current market
Awareness of White Night Melbourne
30%Unaware
70%Aware
2nd
Organisation crossover
36% of White Night Melbourne’s current audience is likely to attend more arts and culture in the next 12 months, compared to the culture marketaverage of 24%.
42% of White Night Melbourne’s current audience has used social media to �nd out about arts events in the last 12 months, compared to the culture market average of 27%.
White Night Melbourne has the 2nd highest level of awareness (out of 14) within the festival market in Victoria.
Proportion of current White Night Melbourne visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to White Night Melbourne
Current visitors to White Night
Melbourne
61% Arts Centre Melbourne
69% Rawcus Theatre
62% Back to Back
Theatre
78% Lucy
Guerin Inc.
61% Short Black
Opera
55% Melbourne
Comedy Festival
61% Polyglot Theatre
57% Her Majesty’s
Theatre
59% NGV
International(NGVI)
77% Crown Casino
White Night Melbourne’s Culture Segment profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Festivals
22%27%
10%
15%
5%6%7%
7%
20%
15%
12%
12%
13%
11%
8%9%
White Night Melbourne
Lapsed / Potential Market
White Night Melbourne
Current Market
30%32%19% 13%7%
30%32% 13%34%
61 Audience Atlas Victoria – Appendix 1: Individual organisations October 2019
Yarra Ranges Arts and Cultural Program
Yarra Ranges arts and cultural program’s market
Yarra Ranges arts & cultural pr.
Current
Lapsed
Potential
Not in the market
Unaware
Yarra Ranges arts and cultural program’s current market
Awareness of Yarra Ranges arts and cultural program
90%Unaware
10%Aware
12th
Organisation crossover
35% of Yarra Ranges arts and cultural program's current audience has childrenat home, compared to the culture market average of 23%.
59% of Yarra Ranges arts and cultural program's current audience hasdonated to support arts organisations, compared to the culture market average of 40%.
Yarra Ranges arts and cultural program has the 12th highest level of awareness (out of 14) within the multi-arts market in Victoria.
Proportion of current Yarra Ranges Arts and Cultural Program visitors who are also current visitors of other venues
Proportion of current visitors from other venues who are also current visitors to Yarra Ranges Arts and Cultural Program
Current visitors to Yarra
Ranges arts and cultural
program
48%BalletLab
Association Inc.
65%Arts Centre Melbourne
59%Crown Casino
56%State Library
Victoria
61% Melbourne Museum
44%Her
Majesty’s Theatre
37%Westside Circus Inc.
42%Snu�
Puppets
43%Linden
New Art
35%St Martins Youth Arts
Centre
Yarra Ranges arts and cultural program’s Culture Segement profile
Essence
Expression
A�rmation
Enrichment
Stimulation
Release
Perspective
Entertainment
Multi-arts
Yarra Rangesarts and cultural
program Current Market
53%
12%
11%
11%
4%
4 2
Yarra Rangesarts and cultural
program Lapsed / Potential
Market
90%3 2 41
189% 8% 2
35%10%
10%
10%
12%
11%
9%
3