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TRANSCRIPT
Audience Atlas VictoriaAppendix 1:Breakdown by Organisation
February 2014
Contents
2 Audience Atlas Victoria – Appendix 1: Breakdown by
How to read this report 3 Her Majesty’s Theatre 18 National Gallery of Victoria 33
Art Gallery of Ballarat 4 Immigration Museum 19 National Sports Museum at the MCG 34
Arts Centre Melbourne 5 Malthouse Theatre 20 Opera Australia 35
Athenaeum Theatre 6 McClelland Sculpture Park and Gallery 21 Princess Theatre 36
The Australian Ballet 7 Meat Market 22 Regent Theatre 37
Australian Centre for Contemporary Art 8 Melbourne Festival 23 Scienceworks 38
Australian Centre for the Moving Image
9 Melbourne Fringe Festival 24 Sidney Myer Music Bowl 39
Bendigo Art Gallery 10 Melbourne International Comedy Festival 25 Sovereign Hill Gold Museum 40
Castlemaine State Festival 11 Melbourne International Film Festival 26 State Library of Victoria 41
Circus Oz 12 Melbourne International Jazz Festival 27 Tarrawarra Museum of Art 42
Comedy Theatre 13 Melbourne Museum 28 Theatre Works 43
Crown Casino 14 Melbourne Recital Centre 29 Wangaratta Jazz Festival 44
Forum Theatre 15 Melbourne Symphony Orchestra 30 The Wheeler Centre 45
Geelong Performing Arts Centre 16 Melbourne Theatre Company 31 Victorian Opera 46
Heide Museum of Modern Art 17 Melbourne Writers Festival 32
How to read this
3 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market65%
3
45%40%Arts House
Bendigo ArtNorthGalleryMelbourne
56%NGV
68%Melbourne Museum
41%Castlemaine State Festival
Current visitorsto the Art Gallery of Ballarat
63%Sovereign Hill Gold Museum
53%State Library of Victoria
55%Arts Centre Melbourne
41%
Gallery / Gallery of Modern Art
TheatreWorks
-2
+6
+10+15
-7
-8
-6
Current Market by Culture SegmentPeople who have made at least one visit to the Art Gallery of Ballarat in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2%Compared to currentvisual arts market in Victoria (percentage point difference)2%
Compared to lapsed and potentialvisual arts market in Victoria (percentage point difference)
5%5% 8%
19% Essence +3 15% Essence6%
Expression
14%ExpressionAffirmation +3
5%
Art Galleryof Ballarat
AffirmationEnrichment Stimulation15%-3
Art Galleryof Ballarat -1 Enrichment
26%-4 Stimulation 0
10% 40%-3 Release 11% Release
-2 Perspective[Base 349] Entertainment +1
Perspective18%
[Base 897] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
64%
9%
Art Gallery of
Ballarat
8%
15%
3%
36%are aware of the
Art Gallery of Ballarat
Awareness Ranking
within theVenue & Organisation Crossover
Unaware Base [3841] visual arts market
Proportion of other venues’ current visitors who are also current visitors of the Art Gallery of Ballarat
Proportion of current visitors who are also current visitors of other venues
The market penetration graph on the left looks at the artform market in which the venue or organisation sits.For example, 65% of the total culture market in Victioriaare in the current market for visual arts, meaning they have visited a gallery or exhibition in the past three years.The graph on the right looks at the market penetration for the venue or organisation itself. For example, 9% of the total culture market in Victoria are in
The blue circles look at the greatest overlap of the venue or organisation’s current market (ie,those who have visited in the past three years) with other venuesand organisations. For example, 68% of Art Gallery of Ballarat’s current market are also current visitors of Melbourne Museum.
The green circles look at which other venue or organisation’s current markets contain thegreatest proportion of the venue or organisation’s current
Current MarketThe graph on the left breaks down the venue ororganisation’s current market by culture segment. For instance, 40% of Art Gallery of Ballarat’s current market are Expression.The index immediately to the right compares this culture segment composition with the current market for the artform in which it sits. In this case, the proportion of Expression
Ballarat’s current market is 15 percentage points higher than the proportion
The top figure gives the proportion of the total culture market who have heard of the venue or organisation before, while the bottom figure ranks this level of awareness next to other venue or organisations in the artform market.For example, 36% of the culture market have heard of the Art Gallery of Ballarat before, making them the third most well-known gallery out of those venues and organisations included in this report.
This section gives an overview of the topline findings for this venue ororganisation and the impications
Just over a third of the culture market are aware of the Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there are clear opportunities for audience growth.
Given that the gallery clearly appeals to Expression – this segment makes up 4 in 10 of their current market – it’s unsurprising that they also represent the segment with the greatest potential for growth, with
Art Gallery of
4 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
36%
3
-4
40%Bendigo Art Gallery
45%Arts House North Melbourne
56%NGV
68%Melbourne Museum
41%Castlemaine State Festival
Current visitorsto the Art Gallery of Ballarat
63%Sovereign Hill Gold Museum
53%State Library of Victoria
55%Arts Centre Melbourne
41%Queensland Art Gallery / Gallery of Modern Art44%
Theatre Works
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
64%
9%
Art Gallery of
Ballarat
8%
15%
3%
are aware of the Art Gallery of Ballarat
Awareness Ranking
within the
Venue & Organisation CrossoverUnaware Base [3841] visual arts market
Current Market by Culture SegmentPeople who have made at least one visit to the Art Gallery of Ballarat in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
Compared to current2% visual arts market in
Victoria (percentage point difference)
Compared to lapsed and potential2% visual arts market in
Victoria (percentage point difference)
5%5%
14%
19% Essence +3
E
8% 15%6%
Essence
Expression
Affirmation +3
5%
10%
Art Gallery of Ballarat
-3
40%-
3
[Base 349]
Entertain
m
Enrichment
Stimulation
Release
Perspective
+1
15%
11%
Art Gallery
of Ballarat
18%
26%
[Base 897]
Enrichment
0
Release Perspective
Entertainment
Proportion of other venues’ current visitors who are also current visitors of the Art Gallery of
+6
+10xpression +15
-7 Affirmation
-1
Stimulation
-8
-6
-2
-2
ent
Just over a third of the culture market are aware of the Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there are clear opportunities for audience growth.
Given that the gallery clearly appeals to Expression – this segment makes up 4 in 10 of their current market – it’s unsurprising that they also represent the segment with the greatest potential for growth, with
Art Gallery of
5 Audience Atlas Victoria – Appendix 1: Breakdown by
Ballarat
Proportion of current visitors who are also current visitors of other venues
Arts Centre
6 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 2%
15%
Multi-artform market
79%
24% 29%
6%Arts CentreMelbourne
17% 24%
Base [3841]
1
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
76%are aware of
Arts Centre Melbourne
Awareness Ranking
within the multi-artform market
Crossover with venues and organisations for current visitors to Arts Centre Melbourne
Arts Centre Melbourne enjoys the highest awareness and penetration of the multi-artform venues, with over three- quarters of the culture market having heard ofthem before.
While their current market is comprised primarily of Essence, Expression, Stimulation and Affirmation, their lapsed and potential market is more evenly distributed, an indication of the broad appeal of this venue; seen also in the diversity of venue crossovers
nc
e
+6
+6
-2 Affirmat
Enrichm-2
Arts Centre
7 Audience Atlas Victoria – Appendix 1: Breakdown by
-4
-4 -13
+6
+5
+5
+4
Current Market by Culture SegmentPeople who have made at least one visit to Arts Centre Melbourne in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2% Compared to currentmulti-artform market in Victoria
Compared to lapsed and potentialmulti-artform market in Victoria
6% 6% 13%5% 20% Esse
Express
10%Essence
19%ion 9%
ExpressionAffirmation
Arts CentreMelbourne ent
Arts CentreMelbourne
18%-1 Enrichment
Stimulation +3Stimulation15%
6% 28% Release -2 Release17%
14% -3 Perspective 12% -3 Perspective
[Base 1122]Entertainment [Base 1562] EntertainmentProportion of other venues’ current visitors who are also current visitors
Proportion of current visitors who are also current visitors
8 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
58%13%
42%Athenaeum21%Theatre
6% 19%
Base [3841]
51%Arts House North Melbourne
55%Theatre Works
64%Regent Theatre
73%Her Majesty’s Theatre
53%Forum Theatre
Current visitorsto the Athenaeum Theatre
71%Princess Theatre
67%70%Arts CentreComedyMelbourneTheatre
54%Malthouse Theatre 54%
La Mama
-7
Current Market by Culture SegmentPeople who have made at least one visit to the Athenaeum Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2%Compared to current commercial
theatre market in Victoria (percentage point difference)Compared to lapsed and potential
commercial theatre market in Victoria (percentage point difference)
7% 6%16% 15%
6%E
Expr
10% Essence
ion 7%ExpressionAffirmation
23%Athenaeum
Theatre -3 EnrichmentAthenaeum
Theatre19% -3 Enrichment
29%Stimulation+6 16% Stimul
-3 Release
5% 16%11% Perspective 11% -3 Perspective
[Base 493] Entertainment [Base 1527] Entertainment
Athenaeum TheatreCurrent Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Athenaeum Theatre
Awareness Ranking
6within the
commerical theatre market Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Athenaeum Theatre
Proportion of current visitors who are also current visitors of other venues
+6
+4
+1
ation +5
-4 Release
-2
-4
The Theatre has achieved moderate levels of awareness and penetration, compared to the other commercial theatres in the market, with opportunity for growth given the size of their potential market.
This venue attracts higher proportions of Expression, Essence and Stimulation; compared to the commercial theatre market. Not surprisingly these are also three of the main segments represented in the lapsed and potential market – alongside Affirmation.
s
sence
+2
+6
-5 Affirmat
The Australian
9 Audience Atlas Victoria – Appendix 1: Breakdown by
17%
34%Ballet or
Classical Dance Market22%
27%
9%
33% 12%
TheAustralian Ballet
23%
24%
Base [3841]
53%Theatre Works
65%Bangarra Dance Theatre
71%NGV
82%Arts Centre Melbourne
54%Victorian Opera Current visitors to
The Australian Ballet
72%Melbourne Museum
62%State Library of Victoria
65%Her Majesty’s Theatre
56%Opera Australia
60%Sydney Dance Company
+2
-4 -2
Current Market by Culture SegmentPeople who have made at least one visit to The Australian Ballet in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% 4% 1% Compared to currentballet or classical dance market in Victoria (percentage point difference) 5% 2% Compared to lapsed and potential
ballet or classical dance market in Victoria (percentage point difference)
21%Essence +3 7% 17% Essence+1
17% Expression 0
3%
TheAustralian Ballet
Affirmation-1
+1 TheAustralian Ballet
xpression-1ffirmation
18%
Stimulation
37%
Enrichment
0
Release
Enrichment21%Stimulation 0
15%11%
Release
Perspective 0 19% -1 Perspective
[Base 329] Entertainment 0 [Base 1347] 0 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
67%are aware of
Australian Ballet
Awareness Ranking
1
within the ballet or classical
dance market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of The Australian Ballet
Proportion of current visitors who are also current visitors of other venues
The Australian Ballet has the highest awareness and penetration within the ballet or classical dance market.
Given that nearly a quarter of the culture market have never been, but are interested in attending, there is clear scope for audience development. The four segments representing the greatest opportunity for growth, due to their representation in both the current and the lapsed and potential market for The Australian
E
A
+
Australian Centre for Contemporary
10 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
34%
4
38%Melbourne International Jazz Festival
49%Theatre Works
72%State Library of Victoria
80%Melbourne Museum
38%Melbourne Writers Festival Current visitors
to ACCA
78%Arts Centre Melbourne
77%NGV
74%ACMI
43%The Wheeler Centre
48%Arts House North Melbourne
+9
+12
-5
+4
-8
-10
Current Market by Culture SegmentPeople who have made at least one visit to ACCA in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1% 1%7%
Compared to currentvisual arts market in Victoria (percentage point difference)4% 1% Compared to lapsed and potential
visual arts market in Victoria (percentage point difference)
6% 18% Essence
27% Ex Expression
18% 19% Affirmation +1
ACCA ACCA Enrichment
2% Sti28%
Stimulation
11% 7% Release
31% 16% Perspective
[Base 243] [Base 792] -3 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
66%
6% 5%
ACCA
15%
7%
are aware of ACCA
Awareness Ranking
within theUnaware Venue & Organisation CrossoverBase [3841] visual arts market
Proportion of other venues’ current visitors who are also current visitors of ACCA
Proportion of current visitors who are also current visitors of other venues
The Australian Centre for Contemporary Art (ACCA) has relatively low levels of market awareness and penetration, which could be enhanced through increasing awareness and targeting their potential market, that is, those who have never been but are interested in attending.
Essence and Expression are two key segments for ACCA, which not only comprise a high proportion of their current market – significantly more so than within the visual
Essence
pression
+11
+6
-6 Affirmation
Enrichment
0
Release
Perspective
Entertainment
-6
mulation
-1
-6
0
Australian Centre for the Moving
11 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 3%
25% MuseumMarket
68%
20%
49% ACMI 10%
16%
5%Base [3841]
62%Melbourne Recital Centre74%
ACCA
60%State Library of Victoria 71%
Melbourne Museum
63%Melbourne Writers Festival Current
visitors to ACMI64%
Arts Centre Melbourne
46%Scienceworks
72%NGV
60%Malthouse Theatre
72%The Wheeler Centre
+2
Current Market by Culture SegmentPeople who have made at least one visit to Australian Centre for the Moving Image (ACMI) in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% 2% Compared to currentmuseum market in Victoria (percentage point difference)
Compared to lapsed and potentialmuseum market in Victoria (percentage point difference)
7%5% 15%
22% Essence
Expression
9% Essence +7
-3 Affirmation
ExpressionAffirmation
+38%
20% ACMI -3 Enrichment ACMI 19% -1
Stimul 18%
EnrichmentStimulation +3
5% 26% se Release
13% 16%pective 11% Perspective
[Base 767] tainment [Base 1000] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
51%are aware of
ACMI
Awareness Ranking
6
within the museum
market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of ACMI
Proportion of current visitors who are also current visitors of other venues
ation
-1
+4
Relea
Pers
Enter
-4
-2
-4
-2
-7
The Australian Centre for the Moving Image has relatively low market awareness, however the organisation did not open until 2002 and only launched their new exhibition spaces in 2009.
With this in mind the largest opportunity for growth lies in enhancing market awareness. Targeting, in particular– the Expression, Essence, Affirmation and Stimulation segments – which also make up a high
+7
+2
Bendigo Art
12 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
43%
43%The Bell Shakespeare Company
62%Castlemaine State Festival
60%NGV
64%Melbourne Museum
46%Theatre Works
Current visitorsto the Bendigo Art Gallery
58%Arts Centre Melbourne
44%53%SovereignState LibraryHill Goldof VictoriaMuseum
48%Art Gallery of Ballarat
51%Tarrawarra Museum of Art
+5
+8
+2
-7
-5
-2
Current Market by Culture SegmentPeople who have made at least one visit to the Bendigo Art Gallery in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1%Compared to currentvisual arts market in Victoria (percentage point difference) 2%
4%
Compared to lapsed and potentialvisual arts market in Victoria (percentage point difference)
6%21% E 9% 14% Essence
Expr 7% Expression13%
Affirmation
7%BendigoArt Gallery 16%
BendigoArt Gallery 24% 0
Stimulation
Enrichment+1
12% Release36% 12%
17% Perspective
[Base 422] 0 Entertainment [Base 1057] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
57%
11%
Bendigo Art Gallery
11%
17%
4% Base [3841]
are aware of the Bendigo Art
Gallery
Awareness Ranking
2
within the visual arts market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Bendigo Art Gallery
Proportion of current visitors who are also current visitors of other venues
The Bendigo Art Gallery enjoy high awareness within the visual arts market, preceded only by the National Gallery of Victoria’s two sites. They also attract visitors from a wide range of organisations, both in terms of artform and geography, indicating their broad appeal.
Essence and Expression make up more than half of their current market, a significantly larger proportion than the visual arts market average. Unsurprisingly these two
ssence
ession
+5
+11
-5 Affirmation
Enrichment
Stimulation
Release
Perspective
-1
-5
-4
-1
Castlemaine State
13 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32%
20%
21%Bangarra Dance Theatre
28%Wangaratta Jazz Festival
52%Arts Centre Melbourne
64%Melbourne Museum
24%Sydney Dance Company
Current visitorsto the Castlemaine State Festival
62%Bendigo Art Gallery
58%54%State LibraryNGVof Victoria
25%Arts House North Melbourne
26%Theatre Works
+23
-8
-9
-6
Current Market by Culture SegmentPeople who have made at least one visit to the Castlemaine State Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2%Compared to current
festival market in Victoria (percentage point difference) 1%
2%
Compared to lapsed and potentialfestival market in Victoria (percentage point difference)
8% 8%18% Essence+2 5% 17% Essence
ExpressionExpression10%
-9 Affirmation
6%Castlemaine
State Festival Enrichment
Affirmation0+3 17% Castlemaine
State Festival -3 Enrichment
7% Stimulation 26%
Release9%ase47%
[Base 117]
Perspective-2
++31 17% pective
Entertainment [Base 560] rtainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
3% 4%
11%3% are aware of the
CastlemainePotential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
CastlemaineState
Festival
80%
Base [3841]
State Festival
Awareness Ranking
8
within the festival market
Venue & Organisation Crossover
+7
+9
+1
Proportion of other venues’ current visitors who are also current visitors of the Castlemaine State Festival
Proportion of current visitors who are also current visitors of other venues
Castlemaine State Festival has relatively low awareness and penetration into the culture market, which could be improved by enhancing awareness and targeting those who are aware of the festival but who have not yet attended.Expression make up nearly half of Castlemaine State Festival’s current market, a significantly higher proportion than the general festival market, and this is a key segment worth targeting along with Essence, Affirmation and Stimulation.
Stimulation +4
-6 -4 Rele
P
ers
-5
-9
Circus
14 Audience Atlas Victoria – Appendix 1: Breakdown by
6%
29% 12%
Circus Oz
14% 39%
Base [3841]
71%
Current Market by Culture SegmentPeople who have made at least one visit to Circus Oz in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% Compared to the general culturemarket in Victoria (percentage point difference)
Compared to the general culturemarket in Victoria (percentage point difference)
7%7%
15% 15% Essence+2
6% 8%E
Af8%
Expression 0Affirmation +1
16% Circus Oz Circus Oz 21%
36% St 17%
EnrichmentStimulation
0
+1
2% -3 Release -1Release15%
Perspective 9% 16% -1Perspective
[Base 233] Entertainment [Base 1935] -1Entertainment
28%Meat Market
33%Melbourne Writers Festival
59%NGV
73%Melbourne Museum
28%Opera Australia Current visitors
to Circus Oz
69%Arts Centre Melbourne
60%State Library of Victoria 61%
Scienceworks
29%The Wheeler Centre
29%Melbourne Intl Jazz Festival
[Base 233]
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of Circus Oz
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Circus Oz
Proportion of current visitors who are also current visitors of other venues
-2
-5
Compared to other organisations Circus Oz has composition of the lapsed and potential market moderately high market awareness; though is quite similar to the culture market in general, less than a quarter of those aware of them indicating its broad appeal. Indeed, this ishave actually attended a Circus Oz show. Given further supported by the wide breadth, but low the size of their potential audience, much depth, of venue crossover – with the currentof the opportunity for audience growth lies market from theatre, comedy, opera, literature in encouraging conversion from intention to and jazz organisations all featuring in those thataction. Unlike their current market – of which share the greatest amount of their audience
E
ssence
+2
+15
0
Enrichment
0
-7
imulation
Comedy
15 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
73%
27%19%
ComedyTheatre
7% 23%
24%
Base [3841]
62%Melbourne Fringe Festival
70%Athenaeum Theatre
61%The Regent Theatre
69%Her Majesty’s Theatre
61%The Forum
Current visitorsto the Comedy Theatre
65%Princess Theatre
61%Arts Centre Melbourne
63%Melbourne Museum
61%Melbourne Intl Jazz Festival
59%Melbourne Writers Festival
+4
+4
-4
+5
-4
-6
Current Market by Culture SegmentPeople who have made at least one visit to the Comedy Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% Compared to current commercialtheatre market in Victoria (percentage point difference)
Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)
6% 16%7%
6%Ess
Expre
9%13% Essence
9%
ExpressionAffirmation +1
20%ComedyTheatre
on
-3
30% Stimulation
Enrichment+3
ComedyTheatre
19%Enrichment
Stimulation16%
-3 Release -2 Release5%
12% -316%
Perspective 10% Perspective
[Base 735] -2 Entertainment [Base 1816] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Comedy Theatre
Awareness Ranking
4
within the commerical
theatre marketVenue & Organisation Crossover
ence
ssion
+2
+7
-4 Affirmati
Proportion of other venues’ current visitors who are also current visitors of the Comedy Theatre
Proportion of current visitors who are also current visitors of other venues
The Comedy Theatre has relatively high awareness and penetration compared to other commercial theatres, with scope to develop their current market through improving retention and converting their potential audience.
This venue attracts high proportions of Expression, Essence, Stimulation and Affirmation, with these four segments also representing key profiles to target in converting
Crown
16 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
14%
33%A show at
Crown Casino15%
10% 29%
Base [3841]
41%La Mama
54%Theatre Works
49%Comedy Theatre
63%Melbourne Museum
44%Arts House North Current visitors
to a show at
55%Arts Centre
50%Regent Theatre
HerMajesty’s Theatre
45%Circus Oz
46%Sydney Dance Company
+5
-4
+5
-4
-5
Current Market by Culture SegmentPeople who have made at least one visit to a show at Crown Casino in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% Compared to current commercialtheatre market in Victoria (percentage point difference)
Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)
8%
7% Expre9%
Expression
17%A show at
Crown Casino9% A show at
Crown CasinoAffirmation +1
20%Enrichment
34% Stimul Stimulation16%
-2 Release
4% 14% 16%10% Perspective
[Base 551] [Base 1654] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
67%are aware of a show at
Crown Casino
Awareness Ranking
5
within the commerical theatre
marketVenue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of a show at Crown Casino
Proportion of current visitors who are also current visitors of other venues
-1
ssion
Essence
+11
-2 Affirmation
Enrichment
0
Release
Perspective
Entertainment
-4
ation
-2
-2
-2
Over two-thirds of the culture market are aware of Crown Casino, although, there is considerable scope for audience development, with nearly a third of the market having never been but interested in doing so.
Crown Casino’s current market is comprised primarily of Expression, Stimulation, Affirmation and Essence,although, the relatively even segment distribution of their lapsed and potential market indicates their
Forum
17 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
7
44%Melbourne International Jazz Festival 43%
Malthouse Theatre
65%NGV
69%Arts Centre Melbourne
44%Melbourne Fringe Festival Current visitors
to the Forum Theatre67%Princess Theatre
64%Melbourne Museum
64%Her Majesty’s Theatre
42%Melbourne Writers Festival 41%
The Wheeler Centre
+6
+5
-5
+7
-2
-5
-8
-4
-4
Current Market by Culture SegmentPeople who have made at least one visit to the Forum Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2% Compared to current commercialtheatre market in Victoria (percentage point difference)
Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)
5%5%6%20%Essence 8% 15% Essence
Expression 9%-3
ExpressionAffirmation +1
23% ForumTheatre
Affirmationent Forum
Theatre 20% Enrichment
Sti 18% Stimulation
30% -3 Release Release
2% 13% Perspective 9% 16% Perspective
[Base 353]Entertainment [Base 1238] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
54%
9%
Forum Theatre
16%
16%
46%are aware of the Forum Theatre
Awareness Ranking
within the commerical
theatreVenue & Organisation Crossover
4% Base [3841] market
Proportion of other venues’ current visitors who are also current visitors of the Forum Theatre
Proportion of current visitors who are also current visitors of other venues
+6
+7
-6 Enrichm
mulation +6
The Forum Theatre has lower awareness and penetration compared to the other commercial theatres, but shares relatively high proportions of its audiences with these theatres, indicating the similarity of their appeal.
Forum Theatre’s lapsed and potential market is comprised of higher proportions of Essence, Expression, Affirmation and Stimulation compared to the lapsed and potential commercial theatre market in general, indicating the greater appeal of their offering
Geelong Performing Arts
18 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 2%
15%
Multi-artform market
79%
6% 6%
GeelongPerforming Arts Centre
14%
6%
67%
Base [3841]
2
24%Australian Chamber Orchestra
22%Art Gallery of Ballarat
41%Her Majesty’s Theatre 58%
Melbourne Museum
23%Melbourne Intl Jazz Festival
Current visitorsto the Geelong Performing Arts Centre
51%Arts Centre Melbourne
44%47%Sovereign
NGVHill GoldMuseum
27%Castlemaine Festival
21%Meat Market
+7
+11
-6
+5
-6
-5
-9
Current Market by Culture SegmentPeople who have made at least one visit to the Geelong Performing Arts Centre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% Compared to currentmulti-artform market in Victoria (percentage point difference)3% Compared to lapsed and potential
multi-artform market in Victoria (percentage point difference)
7% 17% Essence
Expr
+3 7% 16% Essence7% 5%
ExpressionAffirmation
15%GeelongPerforming Arts Centre 17%
GeelongPerforming Arts Centre
+1
Enrichment26% Stimulation
7%33%
9% Release
11% Perspective16%
[Base 228] -3 Entertainment [Base 801] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
33%are aware of the
Geelong Performing Arts Centre
Awareness Ranking
within the multi-artform market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Geelong Performing Arts Centre
Proportion of current visitors who are also current visitors of other venues
A third of the culture market is aware of the Geelong Performing Arts Centre, with nearly half of this figure representing their potential market.Audience growth could be enhanced by targeting the main segments comprising this market, namely Expression, Essence, Stimulation and Affirmation. It is also worth noting that, compared to other multi-artform venues, the Geelong Performing Arts Centre appeals particularly to Essence and Expression – with these segments making up a higher proportion of their
ession +10
-5 Affirmation
Enrichment
Stimulation
Release
Perspective
0
-2
-2
-1
Heide Museum of Modern
19 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
25%
37%Malthouse Theatre
48%Tarrawarra Museum of Art
62%State Library of Victoria 84%
NGV
36%ACCA
Current visitorsto Heide Museum of Modern Art 59%
ACMI
73%74%MelbourneArts Centre
MuseumMelbourne
37%Melbourne Writers Festival
46%The Wheeler Centre
+8 +12
+6
-7
-7
Current Market by Culture SegmentPeople who have made at least one visit toHeide Museum of Modern Art in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1%Compared to currentvisual arts market in Victoria (percentage point difference)1%
4%
Compared to lapsed and potentialvisual arts market in Victoria (percentage point difference)
5% 7%24%
Essence7% 21% Essence
Expression +3
21% HeideMuseum of Modern Art
-5 Affirmation
Expression-1
-316%
HeideMuseum of Modern Art
Affirmation
Stimulation
Enrichment+3
-1
22%
EnrichmentStimulation +1
5%28% Release 11% Release
12% Perspective 14% Perspective
[Base 256] Entertainment [Base 604] -3Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but
7%6%
Heide Museum of
10% are aware of Heide Museum of Modern Art
3%interested in attending)
Never been and not interested in attending
Unaware
Modern Art
75%
Base [3841]
Awareness Ranking
5within the
visual arts market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Heide Museum of Modern Art
Proportion of current visitors who are also current visitors of other venues
Heide Museum of Modern Art has relatively low market awareness and penetration, particularly compared to the visual arts market as a whole.
Looking at the culture segment breakdown – Essence and Expression make up over half of their current market and also represent key segments to target in their lapsed and potential market, indicating the appeal of this organisation to these two segments.
-4
-2
0
Her Majesty’s
20 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
79%21% 24%
7%Her
Majesty’s Theatre
21% 26%
Base [3841]
1
68%La Mama
79%Princess Theatre
55%Comedy Theatre
70%Princess Theatre
69%Comedy Theatre
Current visitorsto Her Majesty’s Theatre
69%Regent Theatre
58%Melbourne Museum
60%Arts Centre Melbourne
73%Athenaeum Theatre
78%Regent Theatre
Current Market by Culture SegmentPeople who have made at least one visit to Her Majesty’s Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% Compared to current commercialtheatre market in Victoria (percentage point difference)
Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)
7% 15% 7%
6%Essence
Expression
+1 14% Essence11%
+3 Expression
20%
HerMajesty’s Theatre
-1 Affirmation 0 ation9%
026% Enrichment
+3
HerMajesty’s Theatre
17%-3 Enrichment
Stimulation Sti
-3 Release16%8% 15%
15% -2 PerspectiveEntertainment 11%
ective
[Base 929] -3 [Base 1826] ainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware ofHer Majesty’s Theatre
Awareness Ranking
within the commerical
theatre marketVenue & Organisation Crossover
+5
+2
Affirm
Proportion of other venues’ current visitors who are also current visitors of Her Majesty’s Theatre
Proportion of current visitors who are also current visitors of other venues
Her Majesty’s Theatre enjoys the highest awareness and penetration of Victoria’s commercial theatres, although, around one-fifth of the culture market are still unaware of this venue.The culture segment distribution for Her Majesty Theatre’s current market is fairly similar to the commercial theatre market as a whole, though their lapsed and potential market is composed of slightly larger proportions ofthree of their key segments: Essence, Expression
mulation +5
-2 Release
Persp
Entert
-2
-6
Immigration
21 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 3%
25%MuseumMarket
68%
65%16%
35%
ImmigrationMuseum
14%
7% 28%
Base [3841]
4
48%Melbourne Festival
47%Victorian Opera
61%NGV
84%Melbourne Museum
51%Melbourne Writers Festival Current visitors
to the Immigration Museum
67%State Library of Victoria
Scienceworks Arts CentreMelbourne
55%The Wheeler Centre 50%
ACCA
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Immigration Museum
Awareness Ranking
within the museum market
Venue & Organisation Crossover
Current Market by Culture SegmentPeople who have made at least one visit to the Immigration Museum in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% 3%
4%
17%
Compared to current museum market in Victoria
(percentage point difference)
Essence +2
5%9% 15%
Compared to lapsed and potential museum market in Victoria (percentage point difference)
Essence
Immigration
Expression
-2
+9
Affirmation Immigration 20%
Expression
Affirmation +3
Museum Enrichment +2 Museum-2 Enrichment
10%33%
-1 Stimulation 17% Stimulation +2
14%[Base 633] -4
Release
-4
Pers
pective
-1
Entertainment
10%
+7
+4
While the Immigration Museum has relatively high market awareness, their market penetration could be enhanced by targeting the 28% of the culture market who are interested in attending but have not yet, as well as the 35% who are still unaware of the organisation.The Immigration Museum attracts a significant proportion of Expression and Essence, more so than the museum market in general, and these also represent opportunities for further growth.
Immigration
22 Audience Atlas Victoria – Appendix 1: Breakdown by
17%
[Base 1610]
-4 Release
-2 Perspective
-7 Entertainment Proportion of other venues’ current visitors who are also current visitors of the Immigration Museum
Proportionof current visitors who arealso current visitors othervenues
Malthouse
23 Audience Atlas Victoria – Appendix 1: Breakdown by
11%
14%
Theatremarket
47%
27%
46%
2
45%Melbourne Writers Festival
38%Melbourne Fringe Festival
68%Melbourne Theatre Company 86%
Arts Centre Melbourne
46%The Wheeler Centre Current visitors
to Malthouse Theatre79%NGV
69%Melbourne Museum
66%State Library Victoria
37%Opera Australia
51%The Bell Shakespeare Company
+7
+5
-6
-4
+5
-4
-2
Current Market by Culture SegmentPeople who have made at least one visit to Malthouse Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2% 1% Compared to currenttheatre market in Victoria (percentage point difference) 3% Compared to lapsed and potential
theatre market in Victoria (percentage point difference)
6%7%23% Essence
Expression
18% Essence+67%
24%
Expression +30 Affirmation
MalthouseTheatre
AffirmationEnrichment
19%Malthouse
Theatre hment
Stimulation 21% Sti
-1 Release ase3% 10%
31% 9%Perspective 17% -3 Perspective
[Base 245] Entertainment [Base 1124] -3 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
54%
6%
Malthouse Theatre
9%
21%
are aware of Malthouse Theatre
Awareness Ranking
Never been and not interested in 10%attending
Unaware Base [3841]within the
theatre market Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Malthouse Theatre
Proportion of current visitors who are also current visitors of other venues
Compared to other theatres Malthouse Theatre has the second-highest awareness and penetration in the culture market. Given the size of their potential market, however, there is considerable room for growth.
More than three-quarters of their current market are comprised of Essence, Expression and Stimulation, and these are the key segments worth targeting given their size in Malthouse Theatre’s lapsed and
-1 Enric
+4
-5 Rele
McClelland Sculpture Park and
24 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
16%
19%Tarrawarra Museum of Art 17%
ACCA
49%Scienceworks
66%Melbourne Museum
20%The Wheeler Centre
Current visitorsto McClelland Sculpture Park and Gallery
64%Arts Centre Melbourne
52%State Library of Victoria
60%NGV
21%La Mama
17%Heide Museum of Modern Art
+12
+10
-9
-7
-5
+2
+2
Current Market by Culture SegmentPeople who have made at least one visit to McClelland Sculpture Park and Gallery in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3%Compared to currentvisual arts market in Victoria (percentage point difference) 2%
Compared to lapsed and potentialvisual arts market in Victoria (percentage point difference)
9%16%
7%
Essence
Expression
0 7%5% Essence
21%+3 Expression
18%
McClellandSculpture Park and Gallery
Affirmation 14%
28% Stimulation
Enrichment0
McClellandSculpture Park and Gallery
0 Affirmation
-1 -1
11% 26% -1
-1 Release
EnrichmentStimulation Release
7%12% Perspective
[Base 161] Entertainment15% Perspective
[Base 384] -2 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
4% 3%
7%
McClelland Sculpture Park and Gallery
84%
2%
are aware of McClelland Gallery and Sculpture
ParkAwareness Ranking
6
within theUnaware Venue & Organisation CrossoverBase [3841] visual arts market
Proportion of other venues’ current visitors who are also current visitors of McClelland Sculpture Park and Gallery
Proportion of current visitors who are also current visitors of other venues
McClelland Sculpture Park and Gallery currently has low market awareness, although nearly half of the market who are aware of are not current visitors and are people who haven’t been yet but are interested in visiting.
Essence and Expression are two segments worth targeting as they make up nearly half of McClelland SculpturePark and Gallery’s lapsed and potential market,
Meat
25 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 2%
15%
Multi-artform market
79%3
30%Melbourne International Jazz Festival
49%Arts House North Melbourne
50%Princess Theatre
68%Melbourne Museum
30%Sydney Dance Company Current visitors
to the Meat Market62%
State Library of Victoria
56%Scienceworks
58%Arts Centre Melbourne
41%La Mama
47%Theatre Works
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
70%
5%
8%
Meat Market
13%
5%
Base [3841]
30%are aware of the
Meat Market
Awareness Ranking
within the multi-artform market
Venue & Organisation Crossover
Current Market by Culture SegmentPeople who have made at least one visit to the Meat Market in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% 1% Compared to current multi-artform market in Victoria
(percentage point difference)
Compared to lapsed and potential4% multi-artform market in Victoria
(percentage point difference)
6%
11%
Meat
15% Essence
Expression
-1
+1
Affirmation
+19
6%5%
Meat
19% Essence
Expression
Affirmation
+2
+10
+7
6%
15%
Market
42%
[Base 179]
-1 Enrichment
-6 Stimulation
-3 Release
Perspective
Entertainment
18%
10%
Market
17%
22%
[Base
784] -5
Stimulation
-6
-6
-8
Enrichment
+6
Release Perspective
Entertainment
Proportion of other venues’ current visitors who are also current
-4
-5
Given the size of the multi-artform market, coupled with the size of their potential market, there is considerable scope to enhance the Meat Market’s awareness and penetration.
The Meat Market appeals to Expression, significantly more than other multi-artform venues in the market,making them a key segment to target – alongside
Meat
26 Audience Atlas Victoria – Appendix 1: Breakdown by
visitors of the Meat Market
Proportion of current visitors who are also current visitors of other venues
Melbourne
27 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32%
55%8%
9%
45% MelbourneFestival
27%
10%Base [3841]
61%Melbourne International Jazz Festival 45%
The Wheeler Centre
65%Melbourne Comedy Festival 79%
Melbourne Museum
63%Melbourne Fringe Festival
Current visitorsto the Melbourne Festival
75%Arts Centre Melbourne
68%73%NGVState Library
of Victoria
50%Melbourne International Film Festival
53%Melbourne Writers Festival
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% 2% 1% Compared to currentfestival market in Victoria (percentage point difference) 4%
Compared to lapsed and potentialfestival market in Victoria (percentage point difference)
20%Ess 7% 17% Essence
17% Expre 6% ExpressionAffirmation
3%Melbourne
Festival-3 Enrichment
Stimulation19%
MelbourneFestival -3
22%Stimulation
Enrichment+6
11%Release -3 Release
42%Perspective 9% 17% Perspective
[Base 323] -3 Entertainment [Base 1415] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Melbourne
Festival
Awareness Ranking
3
within the festival market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Festival
Proportion of current visitors who are also current visitors of other venues
-2
-4
-5 -5
-6
Just over half of the culture market are aware of the Melbourne Festival, with 27% having not attended but are interested in doing so.
Given the size of the potential market the Melbourne Festival’s audience could be grown considerably by appealing to the main segments comprising this market – namely, Essence, Expression, Stimulation and Affirmation (which make up 90% of the market).
ence
ssion
+4
+17
-4 Affirmation
+7
+5
+1
Melbourne Fringe
28 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32%
54%6%6%
46%Melbourne
Fringe Festival 26%
15%
Base [3841]
4
38%Malthouse Theatre
47%Melbourne Festival
63%Melbourne Festival
80%Melbourne Comedy Festival
55%
Writers Festivalto the Melbourne NGV
74%Arts Centre Melbourne
75%Melbourne Museum
The Wheeler
47%International Festival
+9
+4
-6
+9
-6
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Fringe Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4%3% 2%
Compared to currentfestival market in Victoria 4%
Compared to lapsed and potentialfestival market in Victoria
E 6% Essence20% 19%
Ex 8% Expression
22%Melbourne
Fringe Festival+3
MelbourneFringe Festival
-1Affirmation
Enrichment21%Stimulation 21% Stimulation
1% 10% 38% Release -2Release
Perspective 7% 15% -7 Perspective
[Base 244] Entertainment [Base 1260] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Melbourne Fringe
FestivalAwareness Ranking
within the festival market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Fringe Festival
Proportion of current visitors who are also current visitors of other venues
-4
-4
-3
Although the Melbourne Fringe Festival has relatively high market awareness, compared to other festivals, thereis considerable scope for growth given the size of their potential market.
Essence, Expression, Stimulation and Affirmation make up more than three-quarters of the Melbourne Fringe Festival’s current market, and
s
sence
+4
+13
-5 Affirmation
Enrichment-5
Melbourne International Comedy
29 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32%
80%
78%Melbourne Writers Festival
80%Melbourne Fringe Festival
51%NGV
61%Melbourne Museum
Melbourne Festival to the MelbourneInternational
HerMajesty’s
51%State Library 55%
Arts Centre Melbourne
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne International Comedy Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
Compared to currentfestival market in Victoria
Compared to lapsed and potentialfestival market in Victoria
5%7% 16% -1 +E2ssence
5%8% 15% Essence+5 +14
7% Expression +3 +13 Expression+2+6
MelbourneInternational
9%--24 Affirmation Melbourne
InternationalAffirmation +1
-5 -3 Enrichment 19% -6 -4Enrichment22% Festival Stimula
13%Perspective 0
9% 17%-7 -4Perspective
3% [Base 733] Entertainment+1 [Base 1839] -9-4Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than
20% 19%are aware of the
three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
13%
Melbourne International
Comedy Festival
32%
16%
Base [3841]
Melbourne International Comedy FestivalAwareness Ranking
1
within the festival market
Venue & Organisation Crossover
tion +3 17% Festival Stimulation +4 +7 64% 64%
-1 Release Release 0 International Jazz Festival
International Film Festival
Proportion of other venues’ current visitors who are also current visitors of the Melbourne International Comedy Festival
Proportion of current visitors who are also current visitors of other venues
The Melbourne International Comedy Festival has the highest level of awareness within the festival market, although, given the size of their potential market there is also considerable scope for growth.
Expression, Essence and Stimulation make up nearly two-thirds of the Melbourne International Comedy Festival’s current market, and these three segments alsorepresent the greatest opportunity for growth – as well
Melbourne International Film
30 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32%
62%
55%Melbourne Festival
71%Melbourne International Jazz Festival
59%ACMI
73%Melbourne Museum
57%Melbourne Writers Festival
Current visitorsto the Melbourne International Film Festival
70%Arts Centre Melbourne
63%64%State LibraryMelbourne
of VictoriaComedyFestival
52%Melbourne Fringe Festival 63%
Theatre Works
+7
+5
-5
+5
-5
-7
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne International Film Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% 2% Compared to currentfestival market in Victoria (percentage point difference) 3%
Compared to lapsed and potentialfestival market in Victoria (percentage point difference)
6% 21% E
Expr
8% 17% Essence
8% Expression
22% MelbourneInternational Film Festival
Affirmation
18%+3
MelbourneInternational Film Festival
+1
Enrichment22%Stimulation Stimulation
2% 10% 35% Release -2 Release8%
Perspective 17% Perspective
[Base 355] Entertainment [Base 1566] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
38%
9%
Melbourne International
FilmFestival
12%
9%
32%
Base [3841]
are aware of the Melbourne International
Film FestivalAwareness Ranking
2
within the festival market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne International Film Festival
Proportion of current visitors who are also current visitors of other venues
-2
-4
-2
The Melbourne International Film Festival has the second- highest level of awareness within the festival market, although, a large proportion of these people represent their potential market – indicating significant opportunity for growth.
The top segments that the Melbourne International Film Festival appeal to are Essence, Expression and Stimulation, which make up more than two-thirds of their current market, and over half of their lapsed and potential market.
s
sence
+4
+11
-5 Affirmation
Enrichment-4
Melbourne International Jazz
31 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32%
31%Melbourne International Film Festival43%
Theatre Works
65%Princess Theatre
78%Melbourne Museum
30%Melbourne Fringe Festival
Current visitorsto the Melbourne International Jazz Festival
76%Arts Centre Melbourne
71%Melbourne International Film Festival 74%
State Library of Victoria
32%Melbourne Writers Festival
29%Melbourne Festival
+7
+12
-5
-5
-5
+9
+8
-4
+5
-5
-7
-8
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne International Jazz Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2% Compared to currentfestival market in Victoria (percentage point difference) 2%
Compared to lapsed and potentialfestival market in Victoria (percentage point difference)
6%Essence
6%5%
Essence24% 19%
Expression20%
MelbourneInternational Jazz Festival
AffirmationEnrichment+1
18% MelbourneInternational Jazz Festival
ExpressionAffirmation+1
Enrichment
1% Stimulation 25% Stimulation10% 9%
36% --13 Release Release
17%
[Base 155] Entertain-m5 ent
Perspective0
Perspective
[Base 821] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market
4%
Melbourne
4%
17%
33%are aware of the
Melbourne International Jazz Festival
(never been but interested in attending)
Never been and not interested in attending
Unaware
67%
InternationalJazz Festival 8%
Base [3841]
Awareness Ranking
5
within the festival market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne International Jazz Festival
Proportion of current visitors who are also current visitors of other venues
While the Melbourne International Jazz Festival has achieved moderate levels of market awareness, compared to other festivals, more than half ofthe market who are aware of them represent a potential, rather than actual, market.
Converting this market into actual visits would involve targeting the key segments in the Melbourne
Melbourne
32 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 3%
25%MuseumMarket
68%
2% 12%
9% 41%MelbourneMuseum
35%
Base [3841]
1
80%Melbourne Writers Festival
84%Immigration Museum
49%NGV
50%Scienceworks
79%Melbourne Festival
Current visitorsto the Melbourne
49%State Library of Victoria
ACMI Arts Centre
Scienceworks ACCA
-2
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Museum in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% Compared to currentmuseum market in Victoria (percentage point difference)
Compared to lapsed and potentialmuseum market in Victoria (percentage point difference)
8% 16% Essence +1 9%11% Essence +3
7%Expression +311%
17%MelbourneMuseum
Affirmation
Expression +117%Affirmation +2
EnrichmentStimulation
0 10%Museum -1Enrichment
+1 Stimulation 0
-1Release15%-2 Release8%
14% Perspective 0 11% Perspective 0
[Base 1586]0 Entertainment [Base 1708] -3 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
88%are aware of the
Melbourne Museum
Awareness Ranking
within the museum
market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Museum
Proportion of current visitors who are also current visitors of other venues
Melbourne Museum enjoys the highest awareness and penetration – not only in the museum market, but within the culture market in general. It is therefore unsurprising that their Culture Segment profile is similar to the museum market in general, attracting high proportions of Expression, Stimulation, Essence and Affirmation. The
fairly even distribution of culture segments in their lapsed and potential market, on the other hand, highlights their broad appeal.
Melbourne Recital
33 Audience Atlas Victoria – Appendix 1: Breakdown by
21%33%
Classicalmusic market
21%
26%
3%7%
11%
MelbourneRecital Centre
4%
75%
Base [3841]
2
46%The Wheeler Centre
40%Opera Australia
63%State Library of Victoria
79%Arts Centre Melbourne
48%The Bell Shakespeare Company Current visitors
to the Melbourne Recital Centre73%
Melbourne Museum
62%ACMI
76%NGV
50%Australian Chamber Orchestra39%
Malthouse Theatre
+8
-2
+2
-4
-2
+4
+4
-2
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Recital Centre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% 3% Compared to currentclassical music market in Victoria (percentage point difference)4% 2% Compared to lapsed and potential
classical music market in Victoria (percentage point difference)
Essence 7% 19%Essence
19% 26% Expression Expression-3
5%
MelbourneRecital Centre
-1 Affirmation 18%Enrichment 0Stimulation
MelbourneRecital Centre
Affirmation
Enrichment25%Stimulation +1
14% Release30%
10% Release
Perspective 16% -3
[Base 260] Entertainment 0
Perspective
[Base 518] Entertainment 0
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
25%are aware of
the Melbourne
Recital CentreAwareness Ranking
within the classical music
market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Recital Centre
Proportion of current visitors who are also current visitors of other venues
Although the Melbourne Recital Centre has low awareness and penetration within the culture market, this is presumably due in part to its recent opening in 2009.
Over half of Melbourne Recital Centre’s current market are comprised of Essence and Expression, with these two segments also comprising a significant proportion of their lapsed and potential market, making them a key target for audience growth. Other segments could make important targets for specific
Melbourne Symphony Melbourne Symphony Orchestra has high market awareness, but low penetration, with only 25% of the culture market having ever attended a show.Given that the culture segments most attracted to their offering are Expression, Essence and Stimulation – and that these also represent a significant portion of their lapsed and potential market, as does Affirmation – these segments are worth targeting in order to achieve audience growth.
34 Audience Atlas Victoria – Appendix 1: Breakdown by
21%33%
Classicalmusic market
21%
26%
1
55%Melbourne Recital Centre
71%Australian Chamber Orchestra
55%Her Majesty’s Theatre
74%Arts Centre Melbourne
51%ACCA
Current visitorsto the Melbourne Symphony Orchestra
68%Melbourne Museum
65%NGV
60%State Library of Victoria
63%Opera Australia
65%Victorian Opera
+2
+2
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Symphony Orchestra in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4% 3% Compared to currentclassical music market in Victoria (percentage point difference)3%
4%
Compared to lapsed and potentialclassical music market in Victoria (percentage point difference)
20%Ess
Expre
7% 16% Essence +1
8% Expression17%
MelbourneSymphony Orchestra
ffirmation
0
-1 AffirmationEnrichStimul
17%
MelbourneSymphony Orchestra21%
7%
Enrichment0 Stimulation
34% -3 Release -1 Release11%11%-1Perspective18%Perspective 0
[Base 401] Entertainment [Base 1682] Entertainment +1
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
26%
20%
10%
Melbourne Symphony Orchestra
15%
29%
Base [3841]
74%are aware of the
Melbourne Symphony Orchestra
Awareness Ranking
within the classical music
market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Symphony Orchestra
Proportion of current visitors who are also current visitors of other venues
Melbourne Symphony Orchestra has high market awareness, but low penetration, with only 25% of the culture market having ever attended a show.Given that the Culture Segments most attracted to their offering are Expression, Essence and Stimulation– and that these also represent a significant portion of their lapsed and potential market, as does Affirmation – these segments are worth targeting in order to achieve
enc
e
+2
+2
-4 A
ment
ation
+2
0
Melbourne Theatre
35 Audience Atlas Victoria – Appendix 1: Breakdown by
11%
14%
Theatremarket
47%
27%
68%13%
32%
MelbourneTheatre Company
14%
12% 28%
Base [3841]
+4
63%Arts House North Melbourne
68%Malthouse Theatre
61%Regent Theatre
83%Arts Centre Melbourne
63%Sydney Dance Company Current visitors
to the Melbourne Theatre Company67%
Melbourne Museum
61%Princess Theatre
65%Her Majesty’s Theatre
64%Theatre Works
68%La Mama
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Melbourne Theatre Company
Awareness Ranking
1
within the theatre market
Venue & Organisation Crossover
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Theatre Company in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
5% 1%4%
21%
Compared to current theatre market in
Victoria(percentage point
difference)
Ess
4%
8% 15%
Compared to lapsed and potential theatre market in Victoria (percentage point
difference)
Essence
21% Melbourne Theatre
Expre
-3
on
Enrichment
8%
16%
Melbourne Theatre 21%
Expression +2
Affirmation 0
Enrichment 0
Company32%
Stimulation-3
+2Release
Company Stimulation +2
Release4% 12%
[Base 485]
-1 Perspective
-3 Entertainment
11%
17%
[Base 1633]
Perspective
Entertainment Proportion of other venues’ current visitors who are also current visitors of the Melbourne Theatre Company
Proportion of current visitors who are also current visitors of other venues
The Melbourne Theatre Company enjoys the highest level of awareness and penetration compared to other theatres, although, there is significant potential for growth with over a quarter of the culture market having never been to a show but are interested in attending.The segments that Melbourne Theatre Company currently appeal to most are Essence, Stimulation and Expression. Given its appeal to these segments it’s unsurprising that these also represent the greatest
ence
ssion
+5
+7
-4 Affirmati
-3
-3
-2
Melbourne Writers
36 Audience Atlas Victoria – Appendix 1: Breakdown by
12%
8%
Festival Market48%
32% 6
48%The Wheeler Centre
34%Melbourne Fringe Festival
81%NGV
80%Melbourne Museum
31%Melbourne International Jazz Festival Current visitors
to the Melbourne Writers Festival78%
Arts Centre Melbourne
78%Melbourne Comedy Festival
76%State Library of Victoria
28%Malthouse Theatre
25%Melbourne Festival
+14
+6
-6
+7
-6
-7
-9
-6
Current Market by Culture SegmentPeople who have made at least one visit to the Melbourne Writers Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1% 1% Compared to currentfestival market in Victoria (percentage point difference) 1%
4%
Compared to lapsed and potentialfestival market in Victoria (percentage point difference)
7% E 5% Essence19%
Expr 24%
22%19%
ExpressionAffirmation
MelbourneWriters Festival
MelbourneWriters Festival
+1
EnrichmentStimulation +3
7%Stimulation
1% 11% 37% -1 Release 23% Release
Perspective 17% Perspective
[Base 150] -3 Entertainment [Base 665] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market
4% 3%
15%
Melbourne
33%
are aware of the Melbourne Writers
Festival(never been butinterested in attending)
Never been and not interested in attending
Unaware
67%
WritersFestival
11%
Base [3841]
Awareness Ranking
within the festival market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Writers Festival
Proportion of current visitors who are also current visitors of other venues
Melbourne Writers Festival has moderate market awareness and penetration, in part due to its attraction to a niche market, though there is clear scope for audience development given the size of their potential market.
The three segments they appeal to most – Expression, Essence and Stimulation – make up two-thirds of their lapsed and potential market, making
ssence +2
+13
-4 Affirmation
Enrichment-5
National Gallery of
37 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
56%
79%Malthouse Theatre
89%Tarrawarra Museum of Art
42%47%Her
ACMIMajesty’sTheatre
81%Melbourne Writers Festival Current visitors
to NGV
66%Melbourne Museum
56%State Library of Victoria
60%Arts Centre Melbourne
84%Heide Museum of Modern Art
86%The Wheeler Centre
+4
-2
-2
+5
+2
-5
-4
4%
Current Market by Culture SegmentPeople who have made at least one visit to the National Gallery of Victoria (NGV) in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1%Compared to currentvisual arts market in Victoria (percentage point difference)4%
Compared to lapsed and potentialvisual arts market in Victoria (percentage point difference)
10%6% 6%
20% EssenceExpression 0 10%
Essence +1
9%21%ExpressionAffirmation
19% Affirmation +1
NGV Enrichment 0 NGV +1
25% Stimulation+1
EnrichmentStimulation
8%17%
Release 16% Release
15% -1 Perspective 13% Perspective
[Base 1180] Entertainment 0 [Base 813] 0 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
44%NGV
8%
31%
13%
Base [3841]
are aware of NGVI
Awareness Ranking
1
within the
visual arts market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of NGV
Proportion of current visitors who are also current visitors of other venues
NGV has high market awareness compared to other organisations within the visual arts market, although a significant proportion of the culture market are still
unaware of them. The conversion rate is good with a high proportion of the aware market in the gallery’s current market – indicating high retention rates.
The Culture Segments with the greatest potential for growth are Expression, Affirmation and Stimulation; which also make up the greatest
National Sports Museum at the
38 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 3%
25%MuseumMarket
68%
13%
37% NationalSports Museum at the MCG
12%
12%27%
Base [3841]
35%Meat Market
45%Arts House North Melbourne
45%Her Majesty’s Theatre 67%
Melbourne Museum
37%Melbourne International Jazz Festival
Current visitorsto the National Sports Museum at the MCG
59%Arts Centre Melbourne
48%State Library of Victoria
49%Scienceworks
39%Circus Oz
44%Theatre Works
-4 +4
+5
+2
-2
-4
-5
Current Market by Culture SegmentPeople who have made at least one visit to the National Sports Museum at the MCG in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4%Compared to current
museum market in Victoria (percentage point difference)Compared to lapsed and potential
museum market in Victoria (percentage point difference)
9% 11%Essence
7%12%Essence
9%7% Expressi Expression
NationalSports Museum at19%the MCG
Stimulation
onEnrichment+3
8% NationalSports Museum at the MCG
Affirmation21%
31% -3
Stimulation
Enrichment+1
16%-1 Release Release
5% 14% Perspective +1 10% 16% -2 Perspective
[Base 499] Entertainment 0 [Base 1476] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
63%are aware of the National Sports Museum at the
MCGAwareness Ranking
5
within the
museum market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the National Sports Museum at the MCG
Proportion of current visitors who are also current visitors of other venues
Compared to other museums The National Sports Museum at the MCG has lower market awareness, possibly due
to their relocation and rebrand in 2008. This also could contribute to their lower market penetration.
One way the National Sports Museum could enhance their current market is by focusing on the 27% of people in the culture market who are interested in
on +7
-2 Affirmati
Opera
39 Audience Atlas Victoria – Appendix 1: Breakdown by
17%
36%Operamarket 20%
27%
50%
38%The Australian Ballet
57%Victorian Opera
65%Regent Theatre
80%Arts Centre Melbourne
39%The Bell Shakespeare Company Current visitors
to Opera Australia68%
Victorian Opera
65%Her Majesty’s Theatre
66%Melbourne Museum
45%Australian Chamber Orchestra50%
Theatre Works
-2
Current Market by Culture SegmentPeople who have made at least one visit to Opera Australia in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1%Compared to current
opera market in Victoria (percentage point difference) 2%4% 4%
Compared to lapsed and potentialopera market in Victoria (percentage point difference)
5%16% Essence
6% 17% Es
ExpressionExpre
18%Opera
Australia
-3 Affirmation
nrichment
19% OperaAustralia
mation
+3
Stimulat 25%EnrichmentStimulation
+14% 38%
13%elease 11% -3 Release
Perspecti 16% Perspective
[Base 221]ntertainment [Base 990] 0 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
50%
6%
Opera Australia
8%
18%
18%
Base [3841]
are aware of Opera Australia
Awareness Ranking
1
within the opera
marketVenue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Opera Australia
Proportion of current visitors who are also current visitors of other venues
Opera Australia commands the highest awareness and penetration within the opera market, although given that half the culture market are unaware of this organisation there is still scope for audience development.
Given that they attract high proportions of Expression, Stimulation, Essence and Affirmation – and that these segments also make up a significant proportion of their lapsed and potential market –
-2 E
ion 0
-2 R
ve +2
0 E
+1
+4
sence +1
+4
-4 Affir
Princess
40 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
25% 22%
7%
PrincessTheatre
27%
20%
Base [3841]
68%The Regent Theatre
74%Theatre Works
57%Comedy Theatre
79%Her Majesty’s Theatre
70%Her Majesty’s Theatre Current visitors
to the Princess Theatre68%Regent Theatre
61%Melbourne Museum
62%Arts Centre Melbourne
71%Athenaeum Theatre
72%La Mama
+2
Current Market by Culture SegmentPeople who have made at least one visit to the Princess Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% Compared to current commercialtheatre market in Victoria (percentage point difference)
Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)
6% 15% 7%6%
Essence
Expression
14% Essence+510%
Expression
-3 Affirmation 8%
+3
0 Affirmation19% Princess
Theatre 0 EnrichmentPrincessTheatre
18%-3
30%StimulationStimulation
Enrichment+5
-3 Release16% -3 Release
8% 15%13% -3 Perspective 11% -3 Perspective
[Base 827]-3 Entertainment [Base 1781] -6 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
75%are aware of the
Princess Theatre
Awareness Ranking
3
within the commercial
theatre market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Princess Theatre
Proportion of current visitors who are also current visitors of other venues
The Princess Theatre enjoys high market awareness and penetration, although, there is scope to enhance audience retention as well as converting the potential audience into current visitors.
Compared to the Culture Segment profile, of the current commercial theatre market, Princess Theatre appeals to higher proportions of Essence, Expression and Stimulation; which are also key segments to target in their lapsed and potential market.
+1
+7
Regent
41 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 1%
14%
CommercialTheatre Market
81%
25% 21%
7%
RegentTheatre
26%
20%
Base [3841]
65%Opera Australia
69%Her Majesty’s Theatre
54%Comedy Theatre
78%Her Majesty’s Theatre
65%La Mama
Current visitorsto the Regent Theatre
68%Princess Theatre
60%Melbourne Museum
61%Arts Centre Melbourne
66%Theatre Works
68%Princess Theatre
-2
Current Market by Culture SegmentPeople who have made at least one visit to the Regent Theatre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
3% Compared to current commercialtheatre market in Victoria (percentage point difference)
Compared to lapsed and potentialcommercial theatre market in Victoria (percentage point difference)
5% 17% 7%Essence +3 14% Essence+5
8%Expression
-3
+511%
Expression +3Affirmat
20% RegentTheatre
AffirmationEnrichment+3
8% RegentTheatre
18%hment
28% Stimulation Stimulat15%
Release -3 Release6%16%
13% Perspective 12%Perspective
[Base 822] Entertainment [Base 1777] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
75%are aware of the Regent Theatre
Awareness Ranking
2
within the commercial
theatre marketVenue & Organisation Crossover
ion +1
-2
Enric
ion +4
Proportion of other venues’ current visitors who are also current visitors of the Regent Theatre
Proportion of current visitors who are also current visitors of other venues
The Regent Theatre has the second-highest market awareness and penetration within the commercial theatre market, although their current market could be developed by improving retention and converting their potential market to actual visitors.
Currently a high proportion of their visitors are Expression, Stimulation and Essence. Although, when we look at their lapsed and potential market the segment distribution is fairly even, indicating the
-1
-4
-3
-2
-6
S
42 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 3%
25%MuseumMarket
68%3
55%Melbourne Festival
55%Immigration Museum
35%ACMI
79%Melbourne Museum
MeatMarket
visitors toScienceworks
StateLibrary of Victoria
NGV Arts CentreMelbourne
CircusOz
Melbourne
Festival
+5
+2
+2
-2
+2
-2
-2
-3
Current Market by Culture SegmentPeople who have made at least one visit to Scienceworks in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
Compared to currentmuseum market in Victoria
Compared to lapsed and potentialmuseum market in Victoria
5%9% 15% 9%13% Essence
6%
Essence 0
Expression10% Expression
Affirmation 18%Affirmation
Scienceworks 9%16%26% Enrichment
0+1 Scienceworks
Stimulation
EnrichmentStimulation +1
Release 16% -3 Release9% 16%
14% Perspective +1 10% -1Perspective
[Base 1000] Entertainment +1 [Base 2092] Entertainment
Current Market (visited in the past three years)
Lapsed visitors(visited more than 3%three years ago)
Potential Market
17%26%
83%are aware of Scienceworks
(never been but interested in attending)
Never been and not interested in attending
Unaware
19%Scienceworks
35%
Base [3841]
Awareness Ranking
within the museum market Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Scienceworks
Proportion of current visitors who are also current visitors of other venues
Scienceworks has high market awareness and penetration, although given the size of both their lapsed market and the current museum market, there is considerable scope to grow the number of their current visitors.
Looking at Scienceworks lapsed and potential markets – Expression, Affirmation, Stimulation and Essence are key segments worth targeting, given their size not
Sidney Myer Music
43 Audience Atlas Victoria – Appendix 1: Breakdown by
5%9%
22%‘All music’ market
64%
15%22%
6%Sidney
Myer Music Bowl
35%
22%
Base [3841]
50%Malthouse Theatre
49%Melbourne Festival
52%State Library of Victoria
64%Melbourne Museum
51%The Bell Shakespeare Company
Current visitorsto the Sidney Myer Music Bowl
59%Arts Centre Melbourne
59%NGV
54%Her Majesty’s Theatre
56%Melbourne International Jazz
Festival
58%Arts House North Melbourne
+2
+7
-4
Current Market by Culture SegmentPeople who have made at least one visit to the Sidney Myer Music Bowl in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
Compared to current‘all music’ market in Victoria (percentage point difference)
Compared to lapsed and potential‘all music’ market in Victoria (percentage point difference)
5%5% 7%
18% 13%7%
Essence
Expression
+3 Essence10%
SidneyMyer Music Bowl Affirmation 9%
Expression +3Affirmation
-1
SidneyMyer Music Bowl
018%
17% -1
32%5% -1
EnrichmentStimulation Release
-3
Stimulation
Enrichment+3
16% -3 Release16%
12% -3 Perspective 11% -2 Perspective
[Base 574] -1Entertainment [Base 2193] -1Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
78%are aware of Sidney Myer Music Bowl
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Sidney Myer Music Bowl
Proportion of current visitors who are also current visitors of other venues
The Sidney Myer Music Bowl enjoys high awareness and penetration into the culture market, although, there is still room for audience growth, including the 22% who have never intended but are interested.Compared to the music market, in general, the Sidney Myer Music Bowl attracts a higher proportion of Essence and Expression – which, in turn, make up half of their current market. However, their lapsed and potential market are divided equally across the segments which can be seen as an indication of their
Sovereign Hill Gold
44 Audience Atlas Victoria – Appendix 1: Breakdown by
4% 3%
25%MuseumMarket
68%
3% 14% 19%
15%SovereignHill Gold Museum
48%
Base [3841]
2
44%Geelong Performing Arts Centre
63%Art Gallery of Ballerat
38%NGV
61%Melbourne Museum
CastlemaineState
to SovereignHill Gold
Scienceworks
41%State Library of Victoria
42%Arts Centre Melbourne
47%
Dance CompanyTheatreWorks
-5
Current Market by Culture SegmentPeople who have made at least one visit to Sovereign Hill Gold Museum in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
Compared to currentmuseum market in Victoria
Compared to lapsed and potentialmuseum market in Victoria
7%8% 15% 0 Essence 7% 13% Essence+5
Expression+6 Expression +38%
SovereignHill Gold
-4 Affirmation0
9% SovereignHill Gold Museum
19%Affirmat
30%Enrichment-4
nrichment12% Stimulation Stimulat
Release 0 17% -3 Release8% 16%
12%Perspective 0 10% -1Perspective
[Base 729] Entertainment +3 [Base 2431] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
86%are aware of Sovereign
Hill Gold Museum
Awareness Ranking
within the museum market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Sovereign Hill Gold Museum
Proportion of current visitors who are also current visitors of other venues
Sovereign Hill Gold Museum has high levels of awareness and penetration into the culture market, but the pattern of attendance suggested by their market indicates that their audience visits are one-offs. Sovereign Hill would therefore benefit from developing strategies to encourage repeat attendance.
Initially, the key segments to target would be those who are most culturally active: that is, Expression, Essence, Affirmation and Stimulation.
ion +2
-2
ion +2
State Library of
45 Audience Atlas Victoria – Appendix 1: Breakdown by
4%5%
20%Librarymarket
71%
82%18%
28%
7% StateLibrary of Victoria
18%29%
Base [3841]
74%Melbourne International Jazz Festival
80%The Wheeler Centre
46%Scienceworks
73%Melbourne Museum
75%Arts House North Melbourne Current visitors
to the State Library of Victoria54%
Arts Centre Melbourne
43%ACMI
61%NGV
76%Melbourne Writers Festival
73%Melbourne Festival
+4
-2
Current Market by Culture SegmentPeople who have made at least one visit to the State Library of Victoria in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2% Compared to currentlibrary market in Victoria (percentage point difference)
Compared to lapsed and potentiallibrary market in Victoria (percentage point difference)
6%7% 13%7% 18% Essence Essence +3
Expression +411%
Expre
16%State
Library of Victoria-1 Affirmation 8% State
Library of Victoriation
19%
29%-1
Enrichment+1
Release
Enrich
Stimulation tion7% 16%
15%15% -2 Perspective 12% tive
[Base 1073] -3 Entertainment [Base 1789] nment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the State Library of Victoria
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the State Library of Victoria
Proportion of current visitors who are also current visitors of other venues
ssion
0
ment
-1
+6
Affirma
+2
Stimula
Release
Perspec
E
-4
0
-4
The State Library of Victoria enjoys high awareness and penetration into the culture market, although there is potential for growth, for instance, 18% of people are interested but have not yet visited.
Although Essence and Expression make up a significant proportion of the State Library’s current market, the relative equal distribution of culture segments in their lapsed and potential market
Tarrawarra Museum of
46 Audience Atlas Victoria – Appendix 1: Breakdown by
9%7%
19%Visual Arts Market
65%
8%
19%Australian Chamber Orchestra
27%Bangarra Dance Theatre
60%State Library of Victoria 89%
NGV
19%Melbourne Writers Festival
Current visitorsto the Tarrawarra Museum of Art
51%Bendigo Art Gallery
66%Melbourne Museum
73%Arts Centre Melbourne
23%Heide Museum of Modern Art
25%The Wheeler Centre-4
Current Market by Culture SegmentPeople who have made at least one visit to the Tarrawarra Museum of Art in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4%4% 1%
Compared to currentvisual arts market in Victoria (percentage point difference)4% 1%
Compared to lapsed and potentialvisual arts market in Victoria (percentage point difference)
6%28%
15%
Esse
Express
21% Esse
Express15%
5%TarrawarraMuseum of Art -3 Enrichment
TarrawarraMuseum of Art -3
-3 Stimulation 9%
Enrichment0
15% Release 29% Release
29% -3 13%
[Base 124] 0
PerspectiveEntertainment
Perspective
[Base 173] -3 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
3% 2% 3%1%
Tarrawarra Museum of Art
92%
Base [3841]
are aware of the Tarrawarra Museum
of ArtAwareness Ranking
7
within the visual arts market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Tarrawarra Museum of Art
Proportion of current visitors who are also current visitors of other venues
nce
ion
+12
+13
-2 Affirmation
Stimulation
-8
-10
Only a small proportion of the culture market are currently aware of the Tarrawarra Museum of Art, this maybe because the gallery was established relatively recently,in 2000.Given their appeal to Essence and Expression – these segments representing significantly larger proportions within their current market as well as their lapsed and potential market – these are segments worth targeting, alongside Stimulation
nc
e
+12
+4
-2 Affirmation
Theatre
47 Audience Atlas Victoria – Appendix 1: Breakdown by
11%
14%
Theatremarket
47%
27%3
26%Melbourne International Jazz Festival
43%Arts House North Melbourne
67%Comedy Theatre
87%Arts Centre Melbourne
26%Sydney Dance Company Current visitors
to Theatre Works84%
Melbourne Museum
74%Princess Theatre
77%State Library of Victoria
28%Melbourne Writers Festival 36%
La Mama
+8
+6
-2
-2
+4
-7
-5
Current Market by Culture SegmentPeople who have made at least one visit to Theatre Works in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
2% 2% Compared to currenttheatre market in Victoria (percentage point difference) 3% Compared to lapsed and potential
theatre market in Victoria (percentage point difference)
5% 5%20%5%20% Essence
Expression18% Affirmation
TheatreWorks
19% TheatreWorks Enrichment
8% Stimulation24%
8% Release
45%15% Perspective
[Base 95] [Base 669] -3 Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
76%
2% 4%
14%
Theatre Works
24%are aware of
4% Theatre Works
Awareness Ranking
within theUnaware Base [3841] theatre market Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of Theatre Works
Proportion of current visitors who are also current visitors of other venues
Theatre Works has one of the lower levels of awareness and penetration into the culture market, compared to the other theatres, although, given the size of their potential market – along with the market who may be interested but are unaware – there is huge potential for growth.
Theatre Works appeals particularly to Expression, Essence and Stimulation, with these three segments making up more than three-quarters of their current market. Given their representation in the lapsed and
Essence
Expression
+4
+19
-8 Affirmation
Enrichment
Stimulation
Release
Perspective
Entertainment
-7
-1
-2
-4
-1
Wangaratta Jazz
48 Audience Atlas Victoria – Appendix 1: Breakdown by
15%
19% Festival Market42%
24%7
15%Bangarra Dance Theatre
23%Castlemaine Festival
47%Her Majesty’s Theatre 60%
Melbourne Museum
16%Sydney Dance Company
Current visitorsto the Wangaratta Jazz Festival
55%Arts Centre Melbourne
51%51%State LibraryPrincess
of VictoriaTheatre
17%Melbourne International Jazz Festival 17%
Theatre Works
+8
+9
-7
-7
Current Market by Culture SegmentPeople who have made at least one visit to the Wangaratta Jazz Festival in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1% Compared to currentfestival market in Victoria (percentage point difference) 2% Compared to lapsed and potential
festival market in Victoria (percentage point difference)
5%7%
25%22%
Essence
Expression
5% 19%
WangarattaJazz Festival
Affirmation 17%
7%
EnrichmentStimulation
++14+-42
WangarattaJazz Festival
25% S
8% Release 9%33%
-2 16%
[Base 99]
Perspective-3 -E2ntertainment
[Base 656] nt
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
3% 3%
14%25%
are aware of the Wangaratta Jazz
FestivalPotential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
75%
WangarattaJazz Festival
6%
Base [3841]
Awareness Ranking
within the festival market
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Wangaratta Jazz Festival
Proportion of current visitors who are also current visitors of other venues
Although a quarter of the culture market are aware of the Wangaratta Jazz festival they have low market penetration; with the majority of the market who are aware of them representing a potential, rather than an actual, market.
Growth could be enhanced by targeting those segments in this market, particularly Expression, Essence, Affirmation and Stimulation, which make up
Essence
Expression
Affirmatio-
3n
+9
+8
0
Enrichment-4
timulation +4
-5 Release
Perspectiv
Entertainme
-5
-8
The Wheeler
49 Audience Atlas Victoria – Appendix 1: Breakdown by
25% 29%
Literaturemarket
28% 18%
24%Malthouse Theatre
41%Melbourne Writers Festival
77%Arts Centre Melbourne 86%
NGV
26%Tarrawarra Museum of Art Current visitors
to The Wheeler Centre80%
State Library of Victoria
72%ACMI
78%Melbourne Museum
28%Theatre Works
23%Heide Museum of Modern Art
+2
+2
Current Market by Culture SegmentPeople who have made at least one visit to The Wheeler Centre in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
1% 1% Compared to currentliterature market in Victoria (percentage point difference)
Compared to lapsed and potentialliterature market in Victoria (percentage point difference)
6%7%19% Essence
Expression
5% Esse25%
26% TheWheeler Centre
-3 Affirmation20%
nt
TheWheeler Centre
-3 Affirmation
0StimulatiStimulation
Enrichment+3
33%9%
18% Release
3% 12% -3
[Base 128] Entertainment
Perspective0 16% Perspective
[Base 257] Entertainment
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
3% 1%
6%
The Wheeler Centre
89%
1%
Base [3841]
11%are aware of
The Wheeler Centre
Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of The Wheeler Centre
Proportion of current visitors who are also current visitors of other venues
-5
-1
-4
The Wheeler Centre has relatively low market awareness and penetration, likely due in part to their only being established in 2010.
Given the size of the market for literature events, however, there is scope to grow this audience considerably. A significant proportion of both their current and their lapsed and potential market are Essence, Expression, Stimulation and Affirmation, indicating they would benefit most from targeting these segment profiles.
nc
e
+11
-2 Expression
-2 Enrichme
on +7
-2 Release
Victorian
50 Audience Atlas Victoria – Appendix 1: Breakdown by
17%
36%
Operamarket 20%
27%
48%7%10%
52%Victorian
Opera16%
16%
Base [3841]
46%Australian Chamber Orchestra
68%Opera Australia
62%Melbourne Theatre Company
80%Arts Centre Melbourne
47%Arts House North Melbourne Current visitors
to the Victorian Opera72%
Melbourne Museum
63%State Library of Victoria
65%Melbourne Symphony Orchestra
49%Sydney Dance Company 52%
Theatre Works
+2
+2
-4
Current Market by Culture SegmentPeople who have made at least one visit to the Victorian Opera in the past three years
Lapsed & Potential Market by Culture SegmentPeople who last visited more than three years ago or who have never visited but are interested in visiting
4%3% 1% Compared to current
opera market in Victoria (percentage point difference)5% 2% Compared to lapsed and potentialopera market in Victoria (percentage point difference)
16%Essence 6% 18% Essence
ExpressionExpression18%
VictorianOpera
-3 Affirmation -3 Affirmation18%
-3Victorian
Opera3% Stimulat
Enrichment0 23%
Enrichment0
13%41% Release 12%
Stimulation-3 Release
Perspecti0 17% -1Perspective
[Base 261] Entertainm 0 [Base 972] Entertainment 0
Current Market (visited in the past three years)
Lapsed visitors (visited more than three years ago)
Potential Market (never been but interested in attending)
Never been and not interested in attending
Unaware
are aware of the Victorian Opera
Awareness Ranking
2
within the opera or operetta
market Venue & Organisation Crossover
Proportion of other venues’ current visitors who are also current visitors of the Victorian Opera
Proportion of current visitors who are also current visitors of other venues
ion
-2
ve
ent
Victorian Opera enjoys the second highest awareness rating within the opera or operetta market. Nevertheless, they could still enhance their market penetration given the number of people in this market either unaware or who haven’t visited but are interested.
Expression makes up a significant proportion of Victorian Opera’s current market, and also represents a key segment to target within their lapsed and potential market, with Stimulation, Essence and Affirmation
+1
+7