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Audience Atlas Victoria Appendix 1: Breakdown by Organisation
February 2014
2 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
How to read this report 3
Art Gallery of Ballarat 4
Arts Centre Melbourne 5
Athenaeum Theatre 6
The Australian Ballet 7
Australian Centre for Contemporary Art 8
Australian Centre for the Moving Image 9
Bendigo Art Gallery 10
Castlemaine State Festival 11
Circus Oz 12
Comedy Theatre 13
Crown Casino 14
Forum Theatre 15
Geelong Performing Arts Centre 16
Heide Museum of Modern Art 17
Her Majesty’s Theatre 18
Immigration Museum 19
Malthouse Theatre 20
McClelland Sculpture Park and Gallery 21
Meat Market 22
Melbourne Festival 23
Melbourne Fringe Festival 24
Melbourne International Comedy Festival 25
Melbourne International Film Festival 26
Melbourne International Jazz Festival 27
Melbourne Museum 28
Melbourne Recital Centre 29
Melbourne Symphony Orchestra 30
Melbourne Theatre Company 31
Melbourne Writers Festival 32
National Gallery of Victoria 33
National Sports Museum at the MCG 34
Opera Australia 35
Princess Theatre 36
Regent Theatre 37
Scienceworks 38
Sidney Myer Music Bowl 39
Sovereign Hill Gold Museum 40
State Library of Victoria 41
Tarrawarra Museum of Art 42
Theatre Works 43
Wangaratta Jazz Festival 44
The Wheeler Centre 45
Victorian Opera 46
Contents
3 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
How to read this report
8%
Art Galleryof Ballarat
Base [3841]
9%
15%
36%
are aware of theArt Gallery of Ballarat
3%68%3
Awareness Ranking
64%81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
Current visitors to the Art Gallery
of Ballarat
40% Bendigo Art
Gallery
45% Arts House
North Melbourne
44% TheatreWorks
41% Queensland Art Gallery / Gallery of Modern Art
63%Sovereign Hill Gold Museum
68% Melbourne Museum
55% Arts Centre Melbourne
56%NGV
53% State Library of Victoria
Proportion of other venues’ current visitors who are also current visitors of the Art Gallery of Ballarat
Proportion of current visitors who are also current visitors of other venues
41% Castlemaine
State Festival
Venue & Organisation Crossover
Art Galleryof Ballarat
[Base 349]
19%
40%10%
14%
5%5%
5%
2%
[Base 897]
15%
26%
18%
11%
15%
8%
6%
2%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+3
-4
+15
-3
-3
-7
-2
+1
People who have made at least one visit to the Art Gallery of Ballarat in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
0
+10
+3
-8
-1
-6
-2
Lapsed & Potential Market by Culture Segment
+6
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
EnrichmentArt Galleryof Ballarat
Just over a third of the culture market are aware of the Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there are clear opportunities for audience growth.
Given that the gallery clearly appeals to Expression – this segment makes up 4 in 10 of their current market – it’s unsurprising that they also represent the segment with the greatest potential for growth, with Affirmation, Essence and Stimulation also worth targeting.
This section gives an overview of the topline findings for this venue or organisation and the impications of these findings.
The blue circles look at the greatest overlap of the venue or organisation’s current market (ie, those who have visited in the past three years) with other venues and organisations. For example, 68% of Art Gallery of Ballarat’s current market are also current visitors of Melbourne Museum.
The green circles look at which other venue or organisation’s current markets contain the greatest proportion of the venue or organisation’s current market. For example, 45% of Art House North Melbourne’s current market are also current visitors of the Art Gallery of Ballarat.
Current Market
The graph on the left breaks down the venue or organisation’s current market by culture segment. For instance, 40% of Art Gallery of Ballarat’s current market are Expression.
The index immediately to the right compares this culture segment composition with the current market for the artform in which it sits. In this case, the proportion of Expression in the Art Gallery of Ballarat’s current market is 15 percentage points higher than the proportion of Expression in the current visual arts market (ie, those who have visited a gallery in the past three years) as a whole.
The market penetration graph on the left looks at the artform market in which the venue or organisation sits. For example, 65% of the total culture market in Victioria are in the current market for visual arts, meaning they have visited a gallery or exhibition in the past three years.
The graph on the right looks at the market penetration for the venue or organisation itself. For example, 9% of the total culture market in Victoria are in the current market for the Art Gallery of Ballarat, meaning they have visited in the past three years.
The top figure gives the proportion of the total culture market who have heard of the venue or organisation before, while the bottom figure ranks this level of awareness next to other venue or organisations in the artform market.
For example, 36% of the culture market have heard of the Art Gallery of Ballarat before, making them the third most well-known gallery out of those venues and organisations included in this report.
4 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Art Gallery of Ballarat
8%
Art Galleryof Ballarat
Base [3841]
9%
15%
36%
are aware of theArt Gallery of Ballarat
3%68%3
Awareness Ranking
64%81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
Current visitors to the Art Gallery
of Ballarat
40% Bendigo Art
Gallery
45% Arts House
North Melbourne
44% TheatreWorks
41% Queensland Art Gallery / Gallery of Modern Art
63%Sovereign Hill Gold Museum
68% Melbourne Museum
55% Arts Centre Melbourne
56%NGV
53% State Library of Victoria
Proportion of other venues’ current visitors who are also current visitors of the Art Gallery of Ballarat
Proportion of current visitors who are also current visitors of other venues
41% Castlemaine
State Festival
Venue & Organisation Crossover
Art Galleryof Ballarat
[Base 349]
19%
40%10%
14%
5%5%
5%
2%
[Base 897]
15%
26%
18%
11%
15%
8%
6%
2%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+3
-4
+15
-3
-3
-7
-2
+1
People who have made at least one visit to the Art Gallery of Ballarat in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
0
+10
+3
-8
-1
-6
-2
Lapsed & Potential Market by Culture Segment
+6
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
EnrichmentArt Galleryof Ballarat
Just over a third of the culture market are aware of the Art Gallery of Ballarat. Given the size of their potential audience, as well as those who lack awareness of the gallery, there are clear opportunities for audience growth.
Given that the gallery clearly appeals to Expression – this segment makes up 4 in 10 of their current market – it’s unsurprising that they also represent the segment with the greatest potential for growth, with Affirmation, Essence and Stimulation also worth targeting.
5 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Arts CentreMelbourne
[Base 1122]
20%
28%
14%
19%
6%
6%
5%
2%
[Base 1562]
13%
18%
17%
15%
12%
9%
6%10%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+6
+3
+6
-4
-2
-2
-3
-4
People who have made at least one visit to Arts Centre Melbourne in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Release
Entertainment
Enrichment
4%
+4
+5
+5
-2
-1
-3
-13
Lapsed & Potential Market by Culture Segment
+6
Compared to lapsed and potential multi-artform market in Victoria
(percentage point difference)
Compared to current multi-artform market in Victoria
(percentage point difference)
Perspective
Essence
EnrichmentArts CentreMelbourne
Affirmation
Arts Centre Melbourne
Current visitors to Arts Centre
Melbourne
80% Victorian
Opera
87% Theatre Works
86% Malthouse
Theatre
83%Melbourne
Theatre Company
63%NGV
65% Melbourne Museum
52% State Library of Victoria
50% Her
Majesty’s Theatre
46% Princess Theatre
Proportion of other venues’ current visitors who are also current visitors of Arts Centre Melbourne
Proportion of current visitors who are also current visitors of other venues
82% The
Australian Ballet
Crossover with venues and organisations for current visitors to Arts Centre Melbourne
[Base 1122]
24%
Arts CentreMelbourne
Base [3841]
29%24%
17%
76%
are aware of Arts Centre Melbourne
6%
68%1
within the multi-artform market
Awareness Ranking
4% 2%
79%
15%
Multi-artformmarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Arts Centre Melbourne enjoys the highest awareness and penetration of the multi-artform venues, with over three-quarters of the culture market having heard of them before.
While their current market is comprised primarily of Essence, Expression, Stimulation and Affirmation, their lapsed and potential market is more evenly distributed, an indication of the broad appeal of this venue; seen also in the diversity of venue crossovers for this organisation.
6 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
AthenaeumTheatre
[Base 493]
16%
29%
11%
23%
7%
6%
5%
2%
[Base 1527]
15%
19%
11%
16%
16%
7%
6%
10%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
+6
+6
-3
-3
-5
-2
-4
People who have made at least one visit to the Athenaeum Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+4
+1
-4
-3
-3
-7
Lapsed & Potential Market by Culture Segment
+6
Perspective
Essence
EnrichmentAthenaeum
Theatre
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference)
21%AthenaeumTheatre
Base [3841]
13%
42%
19%
58%
are aware of theAthenaeum Theatre
6%
68%6
within the commerical theatre
market
Awareness Ranking
1%
81%
14%
4%
CommercialTheatreMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to the
Athenaeum Theatre
51% Arts House
NorthMelbourne
55% TheatreWorks
54% La Mama
54% Malthouse
Theatre
71%Princess Theatre
73% Her
Majesty’s Theatre
70% Comedy Theatre
64% Regent Theatre
67% Arts Centre Melbourne
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
53% ForumTheatre
Venue & Organisation Crossover
Athenaeum TheatreThe Theatre has achieved moderate levels of awareness and penetration, compared to the other commercial theatres in the market, with opportunity for growth given the size of their potential market.
This venue attracts higher proportions of Expression, Essence and Stimulation; compared to the commercial theatre market. Not surprisingly these are also three of the main segments represented in the lapsed and potential market – alongside Affirmation.
7 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+3
0
+2
-1
-4
+1
0
0
People who have made at least one visit to The Australian Ballet in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Expression
Affirmation
Release
Enrichment
4%
0Stimulation
0
-1
-2
+2
-1
0
TheAustralian
Ballet
[Base 329]
21%
37%15%
3%
17%
3% 4% 1%
TheAustralian
Ballet
[Base 1347]
17%
21%
19%
11%
18%
7%
5% 2%
Lapsed & Potential Market by Culture Segment
+1
Compared to lapsed and potential ballet or classical dance market in
Victoria (percentage point difference)
Compared to current ballet or classical dance market in
Victoria (percentage point difference)
Essence
Perspective
Entertainment
The Australian Ballet
12%
The Australian
Ballet
Base [3841]
9%
33%
23%
34%
17%
22%
27%
Ballet orClassical
DanceMarket
67%
are aware of Australian Ballet
24%
68%1
within the ballet or classical
dance market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to The Australian
Ballet
53% Theatre Works
65% Bangarra
Dance Theatre
60% Sydney Dance
Company
56% Opera
Australia
72%Melbourne Museum
82% Arts Centre Melbourne
65% Her Majesty’s
Theatre
71%NGV
62% State Library of Victoria
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
54% Victorian
Opera
Venue & Organisation Crossover
The Australian Ballet has the highest awareness and penetration within the ballet or classical dance market.
Given that nearly a quarter of the culture market have never been, but are interested in attending, there is clear scope for audience development. The four segments representing the greatest opportunity for growth, due to their representation in both the current and the lapsed and potential market for The Australian Ballet, are Expression, Essence, Stimulation and Affirmation.
8 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
ACCA
[Base 243]
27%
31%11%
2%
18%
7%
1% 1%
[Base 792]
18%
28%
16%
7%
19%
4%
6%
1%
ACCA
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+11
0
+6
-6
-1
-6
-6
0
People who have made at least one visit to ACCA in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+4
+12
+1
-8
-5
-10
-3
Lapsed & Potential Market by Culture Segment
+9
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
Enrichment
Current visitors to ACCA
38% Melbourne
International Jazz Festival
49% Theatre Works
48% Arts House
North Melbourne
43% The
WheelerCentre
78%Arts Centre Melbourne
80% Melbourne Museum
74%ACMI
72% State Library of Victoria
77% NGV
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
38% Melbourne
WritersFestival
Venue & Organisation Crossover
5%
ACCA
Base [3841]
6%
15%
34%
are aware of ACCA
7%68%4
Awareness Ranking
66%81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
Australian Centre for Contemporary ArtThe Australian Centre for Contemporary Art (ACCA) has relatively low levels of market awareness and penetration, which could be enhanced through increasing awareness and targeting their potential market, that is, those who have never been but are interested in attending.
Essence and Expression are two key segments for ACCA, which not only comprise a high proportion of their current market – significantly more so than within the visual arts current market – but also their lapsed and potential market too.
9 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current visitors to
ACMI
62% Melbourne
Recital Centre
74%ACCA
72% The
Wheeler Centre
60% Malthouse
Theatre
64%Arts Centre Melbourne
71% Melbourne Museum
72%NGV
60% State
Library of Victoria
46% Scienceworks
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
63% Melbourne
WritersFestival
Venue & Organisation Crossover
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+7
+4
+2
-3
-1
-3
-4
-2
People who have made at least one visit to Australian Centre for the Moving Image (ACMI) in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+3
+3
+2
-4
-1
-2
-7
ACMI
[Base 767]
22%
26%
13%
5%
20%
7%
4%
ACMI
[Base 1000]
15%
19%
16%11%
18%
8%
9%5%
Lapsed & Potential Market by Culture Segment
+7
Compared to lapsed and potential museum market in Victoria
(percentage point difference)
Compared to current museum market in Victoria
(percentage point difference)
2%
Australian Centre for the Moving Image
10%ACMI
Base [3841]
20%
16%
51%
are aware of ACMI
5%
68%6
Awareness Ranking
57%
49%
57%
within the museum market
81%
3%
68%
25%
4%
MuseumMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
The Australian Centre for the Moving Image has relatively low market awareness, however the organisation did not open until 2002 and only launched their new exhibition spaces in 2009.
With this in mind the largest opportunity for growth lies in enhancing market awareness. Targeting, in particular – the Expression, Essence, Affirmation and Stimulation segments – which also make up a high proportion of their current market.
10 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current visitors to the Bendigo
Art Gallery
43% The Bell
Shakespeare Company
62% Castlemaine
State Festival
51% Tarrawarra Museum
of Art
48% Art Gallery of Ballarat
58%Arts Centre Melbourne
64% Melbourne Museum
53% State Library of Victoria
60% NGV
44%SovereignHill GoldMuseum
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
46% Theatre Works
Venue & Organisation Crossover
Bendigo Art Gallery
11%
BendigoArt Gallery
Base [3841]
11%
17%
43%
are aware of the Bendigo Art Gallery
4%
68%2
Awareness Ranking57%
81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
The Bendigo Art Gallery enjoy high awareness within the visual arts market, preceded only by the National Gallery of Victoria’s two sites. They also attract visitors from a wide range of organisations, both in terms of artform and geography, indicating their broad appeal.
Essence and Expression make up more than half of their current market, a significantly larger proportion than the visual arts market average. Unsurprisingly these two segments also represent key areas for growth, along with Affirmation, Enrichment and Stimulation.
BendigoArt Gallery
[Base 422]
21%
36%12%
13%
6%
7%
4%1%
[Base 1057]
14%
24%
17%12%
16%
9%
7%
2%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+5
-5
+11
-1
-4
-5
-1
0
People who have made at least one visit to the Bendigo Art Gallery in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+1
+8
+2
-7
0
-5
-2
Lapsed & Potential Market by Culture Segment
+5
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
EnrichmentBendigo
Art Gallery
11 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Castlemaine State
Festival
[Base 117]
18%
47%
7%
10%
8%
6%
2%
2%
[Base 560]
17%
26%
17%
9%
17%
8%5%
1%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
-9
+23
+3
-6
-9
+3
-2
People who have made at least one visit to theCastlemaine State Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+9
-6
-9
Lapsed & Potential Market by Culture Segment
+7
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
Castlemaine State
Festival
+1
-3
+4
-4
-5
-8
0
+1
Castlemaine State Festival4%
CastlemaineState
Festival
Base [3841]
3%
80%
11%
20%
are aware of theCastlemaine State Festival
3%
68%8
within the festival market
Awareness Ranking
41%
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
54%
41%
81%
12%
48%
32%
8%
FestivalMarket
Current visitors to the
Castlemaine State Festival
21% Bangarra
DanceTheatre
28% Wangaratta Jazz Festival
26% Theatre Works
25% Arts House
North Melbourne
62%Bendigo Art
Gallery
64% Melbourne Museum
58% State Library of Victoria
52% Arts Centre Melbourne
54% NGV
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
24% Sydney Dance
Company
Venue & Organisation Crossover
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.
12 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
39%
Circus Oz
Base [3841]
6%
12%
14%
71%
are aware ofCircus Oz
29% Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Circus Oz
[Base 233]
15%
36%
15%
16%
7%
2%
6%
3%
[Base 1935]
15%
21%
16%
17%
9%
8%
7%8%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
+15
-3
-7
-2
-5
People who have made at least one visit to Circus Oz in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Release
Entertainment
Enrichment
4%
0
Lapsed & Potential Market by Culture Segment
+2
Compared to the general culture market in Victoria
(percentage point difference)
Compared to the general culture market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment Circus Oz
Affirmation0
0
0
+1
+1
-1
-1
-1
Current visitors to Circus Oz
28%Meat
Market
33%Melbourne
WritersFestival
29%Melbourne
Intl JazzFestival
29%The
WheelerCentre
69%Arts CentreMelbourne
73% Melbourne Museum
61% Scienceworks
59%NGV
60%State Libraryof Victoria
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
28% Opera
Australia
[Base 233]
Venue & Organisation Crossover
Circus OzCompared to other organisations Circus Oz has moderately high market awareness; though less than a quarter of those aware of them have actually attended a Circus Oz show. Given the size of their potential audience, much of the opportunity for audience growth lies in encouraging conversion from intention to action. Unlike their current market – of which Expression makes up more than a third – the
composition of the lapsed and potential market is quite similar to the culture market in general, indicating its broad appeal. Indeed, this is further supported by the wide breadth, but low depth, of venue crossover – with the current market from theatre, comedy, opera, literature and jazz organisations all featuring in those that share the greatest amount of their audience with Circus Oz.
13 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
ComedyTheatre
[Base 735]
16%
30%
12%
20%
6%
6%
5%
4%
[Base 1816]
13%
19%
16%10%
16%
9%
7%
9%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
+3
+7
-3
-3
-4
-3
-2
People who have made at least one visit to the Comedy Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+4
+1
-2
-4
-4
-6
Lapsed & Potential Market by Culture Segment
+4
Perspective
Essence
EnrichmentComedyTheatre
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference) Current visitors to the Comedy
Theatre
65% Princess Theatre
70%Athenaeum
Theatre
59%Melbourne
Writers Festival
63% Melbourne Museum
61%Melbourne
Intl JazzFestival
61% Arts Centre Melbourne
61%The Regent
Theatre
69% Her
Majesty’s Theatre
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
62% Melbourne
Fringe Festival
61%The Forum
Venue & Organisation Crossover
Comedy Theatre
23%
ComedyTheatre
Base [3841]
19%27%
24%
73%
are aware of the Comedy Theatre
7% 68%4
within the commerical theatre
market
Awareness Ranking
1%
81%
14%
4%
CommercialTheatreMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
The Comedy Theatre has relatively high awareness and penetration compared to other commercial theatres, with scope to develop their current market through improving retention and converting their potential audience.
This venue attracts high proportions of Expression, Essence, Stimulation and Affirmation, with these four segments also representing key profiles to target in converting their lapsed and potential market into current visitors.
14 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current visitors to a show at Crown Casino
41% La Mama
54% Theatre Works
46% SydneyDance
Company
45% Circus Oz
55%Arts Centre Melbourne
63% Melbourne Museum
52% Her
Majesty’s Theatre
49% Comedy Theatre
50% Regent Theatre
Proportion of other venues’ current visitors who are also current visitors of a show at Crown Casino
Proportion of current visitors who are also current visitors of other venues
44% Arts House
North Melbourne
Venue & Organisation Crossover
15%A show atCrownCasino
Base [3841]
14%
33%
29%
1%
81%
14%
4%
CommercialTheatreMarket
67%
are aware of a show at Crown Casino
10%68%5
within the commerical theatre market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Crown Casino
A show atCrownCasino
[Base 551]
13%
34%
14%4%
17%
7%
7%
4%
[Base 1654]
12%
20%
16%10%
16%
9%
8%
9%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
-1
0
+11
-4
-2
-2
-2
-2
People who have made at least one visit to a show at Crown Casino in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+5
+1
-2
-4
-4
-5
Lapsed & Potential Market by Culture Segment
+3
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
A show atCrownCasino
Over two-thirds of the culture market are aware of Crown Casino, although, there is considerable scope for audience development, with nearly a third of the market having never been but interested in doing so.
Crown Casino’s current market is comprised primarily of Expression, Stimulation, Affirmation and Essence, although, the relatively even segment distribution of their lapsed and potential market indicates their broad appeal.
15 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Forum Theatre
16%
ForumTheatre
Base [3841]
9%
54%16%
46%
are aware of the Forum Theatre
4%
68%7
within the commerical theatre
market
Awareness Ranking
1%
81%
14%
4%
CommercialTheatreMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to the Forum
Theatre
44% Melbourne
International Jazz Festival
43%Malthouse
Theatre
41%The Wheeler
Centre
42% Melbourne
WritersFestival
67%Princess Theatre
69% Arts Centre Melbourne
64% Her
Majesty’s Theatre
65%NGV
64% Melbourne Museum
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
44% Melbourne
FringeFestival
Venue & Organisation Crossover
ForumTheatre
[Base 353]
20%
30%
13%2%
23%
5%6%
2%
[Base 1238]
15%
20%
16%9%
18%
8%5%
9%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+6
+6
+7
-6
-3
-3
-4
-4
People who have made at least one visit to the Forum Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+7
+5
+1
-2
-5
-5
-8
Lapsed & Potential Market by Culture Segment
+6
Perspective
Essence
EnrichmentForumTheatre
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference)
The Forum Theatre has lower awareness and penetration compared to the other commercial theatres, but shares relatively high proportions of its audiences with these theatres, indicating the similarity of their appeal.
Forum Theatre’s lapsed and potential market is comprised of higher proportions of Essence, Expression, Affirmation and Stimulation compared to the lapsed and potential commercial theatre market in general, indicating the greater appeal of their offering to these segments compared to other theatres.
16 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Geelong PerformingArts Centre
[Base 228]
17%
33%
11%
7%
15%
7%
7%
3%
[Base 801]
16%
26%
16%
9%
17%
7%5%
3%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+3
-2
+10
0
-2
-5
-1
-3
People who have made at least one visit to theGeelong Performing Arts Centre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+11
+1
-6
-6
-5
-9
Lapsed & Potential Market by Culture Segment
+7
Compared to lapsed and potential multi-artform market in Victoria
(percentage point difference)
Compared to current multi-artform market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
Geelong PerformingArts Centre
6%
GeelongPerformingArts Centre
Base [3841]
6%
67%
14%
33%
are aware of theGeelong Performing
Arts Centre
6%68%2
within the multi-artform market
Awareness Ranking
4% 2%
79%
15%
Multi-artformmarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to the Geelong
Performing Arts Centre
24%AustralianChamberOrchestra
22%Art Galleryof Ballarat
21%Meat
Market
27% Castlemaine
Festival
51%Arts Centre Melbourne
58% Melbourne Museum
44% Sovereign Hill Gold Museum
41% Her
Majesty’s Theatre
47% NGV
Proportion of other venues’ current visitors who are also current visitors of the Geelong Performing Arts Centre
Proportion of current visitors who are also current visitors of other venues
23%Melbourne
Intl JazzFestival
Venue & Organisation Crossover
Geelong Performing Arts CentreA third of the culture market is aware of the Geelong Performing Arts Centre, with nearly half of this figure representing their potential market.
Audience growth could be enhanced by targeting the main segments comprising this market, namely Expression, Essence, Stimulation and Affirmation. It is also worth noting that, compared to other multi-artform venues, the Geelong Performing Arts Centre appeals particularly to Essence and Expression – with these segments making up a higher proportion of their lapsed and potential market than the average for the multi-artform market.
17 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
HeideMuseum ofModern Art
[Base 256]
24%
28%12%
21%
5%
5%
4%1%
[Base 604]
21%
22%
14%
11%
16%
7%7%
1%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+8
+3
+3
-3
-4
-5
-2
0
People who have made at least one visit to Heide Museum of Modern Art in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+1
+6
-1
-7
-1
-7
-3
Lapsed & Potential Market by Culture Segment
+12
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
Enrichment
HeideMuseum ofModern Art
Current visitors to Heide
Museum of Modern Art
37% Malthouse
Theatre
48% Tarrawarra Museum of
Art
46% The
Wheeler Centre
37% Melbourne
WritersFestival
59%ACMI
84% NGV
74% Arts Centre Melbourne
62% State
Library of Victoria
73% Melbourne Museum
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
36%ACCA
Venue & Organisation Crossover
Heide Museum of Modern Art
6%
HeideMuseum ofModern Art
Base [3841]
7%
10%
25%
are aware of Heide Museum of Modern Art
3%
68%5
Awareness Ranking
75%81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
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.
18 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
HerMajesty’sTheatre
[Base 929]
15%
26%
15%
20%
7%
6%
8%
3%
[Base 1826]
14%
17%
15%
11%
16%
11%
9%
7%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+1
+3
+3
0
-3
-1
-2
-3
People who have made at least one visit to Her Majesty’s Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+2
0
-2
-3
-2
-6
Lapsed & Potential Market by Culture Segment
+5
Perspective
Essence
Enrichment
HerMajesty’sTheatre
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference)
26%
Her Majesty’sTheatre
Base [3841]
24%21%
21%
79%
are aware of Her Majesty’s Theatre
7%
68%1
within the commerical theatre
market
Awareness Ranking
1%
81%
14%
4%
CommercialTheatreMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to Her
Majesty’s Theatre
68% La Mama
79% Princess Theatre
78% Regent Theatre
73% Athenaeum
Theatre
69%Regent Theatre
70% Princess Theatre
60% Arts Centre Melbourne
55% Comedy Theatre
58% Melbourne Museum
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
69% Comedy Theatre
Venue & Organisation Crossover
Her Majesty’s TheatreHer Majesty’s Theatre enjoys the highest awareness and penetration of Victoria’s commercial theatres, although, around one-fifth of the culture market are still unaware of this venue.
The culture segment distribution for Her Majesty Theatre’s current market is fairly similar to the commercial theatre market as a whole, though their lapsed and potential market is composed of slightly larger proportions of three of their key segments: Essence, Expression and Stimulation.
19 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Immigration Museum
14%ImmigrationMuseum
Base [3841]
16%
28%
65%
are aware of the Immigration Museum
7%68%4
Awareness Ranking
57%
35%
81%
3%
68%
25%
4%
MuseumMarket
within the museum market
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+2
-1
+9
+2
-4
-2
-4
-1
People who have made at least one visit to the Immigration Museum in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+2
+4
+3
-4
-2
-2
-7
ImmigrationMuseum
[Base 633]
17%
33%
14%
10%
15%
4%4%
ImmigrationMuseum
[Base 1610]
15%
20%
17%10%
17%
8%
9%5%
Lapsed & Potential Market by Culture Segment
+7
Compared to lapsed and potential museum market in Victoria
(percentage point difference)
Compared to current museum market in Victoria
(percentage point difference)3%
Venue & Organisation Crossover
Current visitors to the Immigration
Museum
48%Melbourne
Festival
47%Victorian
Opera
50%ACCA
55% The
WheelerCentre
67%State
Library of Victoria
84% Melbourne Museum
56% Arts Centre Melbourne
61%NGV
55% Scienceworks
Proportion of other venues’ current visitors who are also current visitors of the Immigration Museum
Proportion of current visitors who are also current visitors of other venues
51% Melbourne
WritersFestival
While the Immigration Museum has relatively high market awareness, their market penetration could be enhanced by targeting the 28% of the culture market who are interested in attending but have not yet, as well as the 35% who are still unaware of the organisation.
The Immigration Museum attracts a significant proportion of Expression and Essence, more so than the museum market in general, and these also represent opportunities for further growth.
20 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
MalthouseTheatre
[Base 245]
23%
31%10%3%
24%
6%
2% 1%
[Base 1124]
18%
21%
17%9%
19%
7%
7%
3%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+7
+5
+5
-4
-1
-6
-4
-2
People who have made at least one visit to Malthouse Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+4
+3
0
-5
-1
-3
-3
Lapsed & Potential Market by Culture Segment
+6
Compared to lapsed and potential theatre market in Victoria
(percentage point difference)
Compared to current theatre market in Victoria
(percentage point difference)
Perspective
Essence
EnrichmentMalthouse
Theatre
9%
MalthouseTheatre
Base [3841]
6%
54% 21%
14%
11%
47%
27%
Theatremarket
46%
are aware of Malthouse Theatre
10%
68%2
within the theatre market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to Malthouse
Theatre
45% Melbourne
WritersFestival
38%Melbourne
FringeFestival
51% The Bell
ShakespeareCompany
37%Opera
Australia
79%NGV
86% Arts Centre Melbourne
66%State Library
Victoria
68% Melbourne
Theatre Company
69% Melbourne Museum
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
46% The
Wheeler Centre
Venue & Organisation Crossover
Malthouse TheatreCompared to other theatres Malthouse Theatre has the second-highest awareness and penetration in the culture market. Given the size of their potential market, however, there is considerable room for growth.
More than three-quarters of their current market are comprised of Essence, Expression and Stimulation, and these are the key segments worth targeting given their size in Malthouse Theatre’s lapsed and potential market.
21 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
McClellandSculpture Park
and Gallery
[Base 161]
16%
28%
12%
18%
9%
7%
7%
3%
[Base 384]
21%
26%
15%
11%
14%
7%5%
2%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
0
0
+3
-1
-1
-5
+2
+2
People who have made at least one visit to McClelland Sculpture Park and Gallery in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Expression
Affirmation
Release
Entertainment
Enrichment
4%
-1
+10
0
-9
-1
-7
-2
Lapsed & Potential Market by Culture Segment
+12
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
Enrichment
McClellandSculpture Park
and GalleryStimulation
McClelland Sculpture Park and Gallery
Current visitors to McClelland Sculpture Park
and Gallery
19% Tarrawarra Museum of
Art
17%ACCA
17%Heide
Museum of Modern Art
21% La Mama
64%Arts Centre Melbourne
66% Melbourne Museum
60%NGV
49% Scienceworks
52% State Library of Victoria
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
20% The
WheelerCentre
Venue & Organisation Crossover
3%
McClellandSculpturePark andGallery
Base [3841]
4%
7%16%
are aware of McClelland Gallery and Sculpture
Park
2%
68%6
Awareness Ranking
84%81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
McClelland Sculpture Park and Gallery currently has low market awareness, although nearly half of the market who are aware of are not current visitors and are people who haven’t been yet but are interested in visiting.
Essence and Expression are two segments worth targeting as they make up nearly half of McClelland Sculpture Park and Gallery’s lapsed and potential market, with Affirmation, Stimulation and Enrichment making up the majority of the remaining market.
22 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
MeatMarket
[Base 179]
15%
42%15%
11%
6%
6%
4% 1%
[Base 784]
19%
22%
17%
10%
18%
6%5%
4%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+1
-6
+19
-1
-3
-1
-4
-5
People who have made at least one visit to the Meat Market in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+6
+7
+2
-6
-5
-6
-8
Lapsed & Potential Market by Culture Segment
+10
Compared to lapsed and potential multi-artform market in Victoria
(percentage point difference)
Compared to current multi-artform market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
MeatMarket
Current visitors to the
Meat Market
30% Melbourne
International Jazz Festival
49% Arts House
North Melbourne
47% Theatre Works
41% La Mama
62%State Library of Victoria
68% Melbourne Museum
58% Arts Centre Melbourne
50% Princess Theatre
56% Scienceworks
Proportion of other venues’ current visitors who are also current visitors of the Meat Market
Proportion of current visitors who are also current visitors of other venues
30% Sydney Dance
Company
Venue & Organisation Crossover
8%
MeatMarket
Base [3841]
5%
70%
13%
4% 2%
79%
15%
Multi-artformmarket
30%
are aware of the Meat Market
5%
68%3
within the multi-artform market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Meat MarketGiven the size of the multi-artform market, coupled with the size of their potential market, there is considerable scope to enhance the Meat Market’s awareness and penetration.
The Meat Market appeals to Expression, significantly more than other multi-artform venues in the market, making them a key segment to target – alongside Essence, Affirmation and Stimulation.
23 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Melbourne Festival
[Base 323]
20%
42%
11%
3%
17%
4%2% 1%
[Base 1415]
17%
22%
17%9%
19%
6%7%
4%
Melbourne Festival
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+4
+17
-4
-4
-5
-3
People who have made at least one visit to the Melbourne Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+6
+5
-3
-3
+1
-5
-6
Lapsed & Potential Market by Culture Segment
+7
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment-3
-2
9%
MelbourneFestival
Base [3841]
8%
45%
27%
55%
are aware of the Melbourne Festival
10%
68%3
within the festival market
Awareness Ranking
54%
41%
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
81%
12%
48%
32%
8%
FestivalMarket
Current visitors to the
Melbourne Festival
61% Melbourne
International Jazz Festival
53% Melbourne
WritersFestival
50% Melbourne
International Film Festival
75% Arts Centre Melbourne
79% Melbourne Museum
73% State Library of Victoria
65%Melbourne
Comedy Festival
68% NGV
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
63% Melbourne
FringeFestival
45% The Wheeler
Centre
Venue & Organisation Crossover
Melbourne FestivalJust over half of the culture market are aware of the Melbourne Festival, with 27% having not attended but are interested in doing so.
Given the size of the potential market the Melbourne Festival’s audience could be grown considerably by appealing to the main segments comprising this market – namely, Essence, Expression, Stimulation and Affirmation (which make up 90% of the market).
24 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
MelbourneFringe
Festival
[Base 244]
20%
38%10%1%
22%
[Base 1260]
19%
21%
15%7%
21%
8%
6%
MelbourneFringe
Festival
Current Market by Culture Segment
Entertainment
Affirmation
Release
Perspective
Stimulation +3
-5
People who have made at least one visit to the Melbourne Fringe Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+4
-6
Lapsed & Potential Market by Culture Segment
+9
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
Expression
2% 4%
+13
+9
-7
-6
3%4%
+4
-5
-4
-4
-3
-1
-2
Current visitors to the Melbourne
Fringe Festival
38%Malthouse
Theatre
47% Melbourne
InternationalJazz
Festival
39% The Wheeler
Centre
75%NGV
80% Melbourne
Comedy Festival
75%Melbourne Museum
63%Melbourne
Festival
74%Arts CentreMelbourne
Proportion of other venues’ current visitors who are also current visitors of the Melbourne Fringe Festival
Proportion of current visitors who are also current visitors of other venues
55%Melbourne
WritersFestival
47% Melbourne
Festival
Venue & Organisation Crossover
6%
MelbourneFringe
Festival
Base [3841]
6%
46% 26%
54%
are aware of the Melbourne Fringe
Festival
15%
68%4
within the festival market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
54%
41%
81%
12%
48%
32%
8%
FestivalMarket
Melbourne Fringe FestivalAlthough the Melbourne Fringe Festival has relatively high market awareness, compared to other festivals, there is considerable scope for growth given the size of their potential market.
Essence, Expression, Stimulation and Affirmation make up more than three-quarters of the Melbourne Fringe Festival’s current market, and these also represent key segments to target.
25 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
MelbourneInternational
ComedyFestival
[Base 733]
16%
27%
13%
3%
22%
7%
[Base 1839]
15%
19%
17%9%
17%
9%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
+3
+13
-1
-5
-4
People who have made at least one visit to the Melbourne International Comedy Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+7
+6
+5
+1
-7
-9
Lapsed & Potential Market by Culture Segment
+14
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
MelbourneInternational
ComedyFestival
-6
7%
5%-1
+3
-2
-3
0
+1
8%5%
+2
-4
-4
-4
+4
0
Current visitors to the Melbourne
International Comedy Festival
78%Melbourne
WritersFestival
80% Melbourne
FringeFestival
64%Melbourne
International Film Festival
64%Melbourne
InternationalJazz Festival
48%Her
Majesty’s Theatre
61% Melbourne Museum
55% Arts Centre Melbourne
51% NGV
51% State Library of Victoria
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
65%Melbourne
Festival
Venue & Organisation Crossover
20%
MelbourneInternational
ComedyFestival
Base [3841]
13%
19%80%
are aware of the Melbourne International
Comedy Festival
16%
68%1
within the festival market
Awareness Ranking
32%
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
54%
41%
81%
12%
48%
32%
8%
FestivalMarket
Melbourne International Comedy FestivalThe Melbourne International Comedy Festival has the highest level of awareness within the festival market, although, given the size of their potential market there is also considerable scope for growth.
Expression, Essence and Stimulation make up nearly two-thirds of the Melbourne International Comedy Festival’s current market, and these three segments also represent the greatest opportunity for growth – as well as Affirmation.
26 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
MelbourneInternationalFilm Festival
[Base 355]
21%
35%10%2%
22%
6%
3% 2%
[Base 1566]
17%
22%
17%8%
18%
8%
8%
3%
MelbourneInternationalFilm Festival
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+4
+3
+11
-2
-5
-4
-2
People who have made at least one visit to the Melbourne International Film Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+5
-2
+1
-5
-7
Lapsed & Potential Market by Culture Segment
+7
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment-4 -5
Melbourne International Film Festival
Current visitors to the Melbourne International Film
Festival
55% Melbourne
Festival
63% Theatre Works
52% Melbourne
FringeFestival
70%Arts Centre Melbourne
73% Melbourne Museum
64% Melbourne
Comedy Festival
59%ACMI
63% State Library of Victoria
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
57% Melbourne
WritersFestival
71% Melbourne
International Jazz Festival
Venue & Organisation Crossover
9%
MelbourneInternational
FilmFestival
Base [3841]
9%
32%
62%
are aware of the Melbourne International
Film Festival
12%
68%2
within the festival market
Awareness Ranking
38%
41%
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
54%
41%
81%
12%
48%
32%
8%
FestivalMarket
The Melbourne International Film Festival has the second-highest level of awareness within the festival market, although, a large proportion of these people represent their potential market – indicating significant opportunity for growth.
The top segments that the Melbourne International Film Festival appeal to are Essence, Expression and Stimulation, which make up more than two-thirds of their current market, and over half of their lapsed and potential market.
27 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Melbourne International Jazz Festival
[Base 155]
24%
36%10%
1%
20%
6%
2%
[Base 821]
19%
25%
17%
9%
18%
5%6%
2%
Melbourne International Jazz Festival
Current Market by Culture Segment
Expression
Affirmation
Release
Perspective
Stimulation
+7
+1
+12
-3
-5
-5
-5
People who have made at least one visit to the Melbourne International Jazz Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+8
-4
-5
+1
-7
-8
Lapsed & Potential Market by Culture Segment
+9
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment-5
-1
Entertainment 0
Melbourne International Jazz Festival
Current visitors to the Melbourne
International Jazz Festival
31% Melbourne
International Film Festival
29% Melbourne
Festival
32% Melbourne
Writers Festival
76%Arts Centre Melbourne
78% Melbourne Museum
74% State Library of Victoria
65% Princess Theatre
71%Melbourne
International Film Festival
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
30% Melbourne
FringeFestival
43% Theatre Works
Venue & Organisation Crossover
4%
MelbourneInternationalJazz Festival
Base [3841]
4%
17%
33%
are aware of the Melbourne International
Jazz Festival
8%68%5
within the festival market
Awareness Ranking
67%
54%
41%
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
41%
54%
41%
81%
12%
48%
32%
8%
FestivalMarket
While the Melbourne International Jazz Festival has achieved moderate levels of market awareness, compared to other festivals, more than half of the market who are aware of them represent a potential, rather than actual, market.
Converting this market into actual visits would involve targeting the key segments in the Melbourne International Jazz Festival’s lapsed and potential market – namely, Essence, Expression, Affirmation and Stimulation.
28 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Melbourne Museum
Current visitors to the
Melbourne Museum
84% Immigration
Museum
80%ACCA
79%Scienceworks
49%State
Library ofVictoria
50% Scienceworks
46% Arts Centre Melbourne
49% NGV
34% ACMI
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
79%Melbourne
Festival
80% Melbourne
WritersFestival
Venue & Organisation Crossover
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+1
+1
+3
0
-1
-2
0
0
People who have made at least one visit to the Melbourne Museum in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
0
+1
+2
-2
-1
0
-3
MelbourneMuseum
[Base 1586]
16%
27%
14%8%
17%
7%
8%
MelbourneMuseum
[Base 1708]
11%
17%
16%
11%
15%
10%
11%
9%
Lapsed & Potential Market by Culture Segment
+3
Compared to lapsed and potential museum market in Victoria
(percentage point difference)
Compared to current museum market in Victoria
(percentage point difference)
4%
35%
MelbourneMuseum
Base [3841]
41%9%
88%
are aware of theMelbourne Museum
2%
68%1
Awareness Ranking
12%
81%
3%
68%
25%
4%
MuseumMarket
within the museum market
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Melbourne Museum enjoys the highest awareness and penetration – not only in the museum market, but within the culture market in general. It is therefore unsurprising that their Culture Segment profile is similar to the museum market in general, attracting high proportions of Expression, Stimulation, Essence and Affirmation. The fairly even distribution of culture segments in their lapsed and potential market, on the other hand, highlights their broad appeal.
29 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+8
+2
-2
0
-4
-1
-2
0
People who have made at least one visit to the Melbourne Recital Centre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+1
+4
-3
-2
+1
-3
0
MelbourneRecitalCentre
[Base 260]
26%
30%14%
5%
19%
3% 3%
MelbourneRecitalCentre
[Base 518]
19%
25%
16%
10%
18%
7%
4% 2%
Lapsed & Potential Market by Culture Segment
+4
Compared to lapsed and potential classical music market in Victoria
(percentage point difference)
Compared to current classical music market in Victoria
(percentage point difference)
11%
MelbourneRecitalCentre
Base [3841]
7%
3%
4%
25%
are aware of the Melbourne Recital Centre
75%68%2
Awareness Ranking
26%
33%21%
21%
Classicalmusicmarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the classical
music market
Current visitors to the Melbourne
Recital Centre
46% The
WheelerCentre
40%Opera
Australia
39%Malthouse
Theatre
50% AustralianChamberOrchestra
73%Melbourne Museum
79% Arts Centre Melbourne
76% NGV
63% State Library of Victoria
62%ACMI
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
48% The Bell
ShakespeareCompany
Venue & Organisation Crossover
Melbourne Recital CentreAlthough the Melbourne Recital Centre has low awareness and penetration within the culture market, this is presumably due in part to its recent opening in 2009.
Over half of Melbourne Recital Centre’s current market are comprised of Essence and Expression, with these two segments also comprising a significant proportion of their lapsed and potential market, making them a key target for audience growth. Other segments could make important targets for specific events and performances.
30 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Melbourne Symphony Orchestra
Current visitors to the Melbourne
Symphony Orchestra
71% Australian Chamber Orchestra
65% Victorian
Opera
63% Opera
Australia
68%Melbourne Museum
74% Arts Centre Melbourne
60%State Library of Victoria
55% Her Majesty’s
Theatre
65% NGV
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
51%ACCA
55% Melbourne
Recital Centre
Venue & Organisation Crossover
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+2
0
+2
+2
-3
-4
-1
+2
People who have made at least one visit to the Melbourne Symphony Orchestra in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
0
0
-1
-1
+2
0
+1
MelbourneSymphonyOrchestra
[Base 401]
20%
34%11%
7%
17%
4%4% 3%
MelbourneSymphonyOrchestra
[Base 1682]
16%
21%
18%11%
17%
8%
7%
3%
Lapsed & Potential Market by Culture Segment
+1
Compared to lapsed and potential classical music market in Victoria
(percentage point difference)
Compared to current classical music market in Victoria
(percentage point difference)
29%
MelbourneSymphonyOrchestra
Base [3841]
10%
15%
20%26%
33%21%
21%
Classicalmusicmarket
74%are aware of the
Melbourne Symphony Orchestra
26%
68%1
within the classical music market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Melbourne Symphony Orchestra has high market awareness, but low penetration, with only 25% of the culture market having ever attended a show.
Given that the culture segments most attracted to their offering are Expression, Essence and Stimulation – and that these also represent a significant portion of their lapsed and potential market, as does Affirmation – these segments are worth targeting in order to achieve audience growth.
Melbourne Symphony Orchestra has high market awareness, but low penetration, with only 25% of the culture market having ever attended a show.
Given that the Culture Segments most attracted to their offering are Expression, Essence and Stimulation – and that these also represent a significant portion of their lapsed and potential market, as does Affirmation – these segments are worth targeting in order to achieve audience growth.
31 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+5
-3
-3
-4
-1
-3
People who have made at least one visit to the Melbourne Theatre Company in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+2
0
0
-3
-3
-2
Melbourne Theatre Company
[Base 485]
21%
32%12%4%
21%
4%5% 1%
Melbourne Theatre Company
[Base 1633]
15%
21%
17%11%
16%
8%
8%
4%
Lapsed & Potential Market by Culture Segment
+4
Compared to lapsed and potential theatre market in Victoria
(percentage point difference)
Compared to current theatre market in Victoria
(percentage point difference)
+7
+2
+2
Current visitors to the Melbourne Theatre Company
63% Arts House
NorthMelbourne
68% Malthouse
Theatre
68% La Mama
64% TheatreWorks
67%Melbourne Museum
83% Arts Centre Melbourne
65% Her
Majesty’s Theatre
61% Regent Theatre
61% Princess Theatre
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
63% SydneyDance
Company
Venue & Organisation Crossover
14%MelbourneTheatre
Company
Base [3841]
13%
32%
28%
14%
11%
47%
27%
Theatremarket
68%
are aware of the Melbourne Theatre Company
12%
68%1
within the theatre market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Melbourne Theatre CompanyThe Melbourne Theatre Company enjoys the highest level of awareness and penetration compared to other theatres, although, there is significant potential for growth with over a quarter of the culture market having never been to a show but are interested in attending.
The segments that Melbourne Theatre Company currently appeal to most are Essence, Stimulation and Expression. Given its appeal to these segments it’s unsurprising that these also represent the greatest potential for growth, with Affirmation being another segment worth targeting.
32 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
MelbourneWritersFestival
[Base 150]
19%
37%11%1%
22%
1% 1%
[Base 665]
24%
23%
17%
7%
19%
5%
4%
MelbourneWritersFestival
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
+13
-4
-6
-3
People who have made at least one visit to the Melbourne Writers Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
4%
+7
+6
-6
+1
-7
-9
Lapsed & Potential Market by Culture Segment
+14
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment Enrichment
7%
-5
+3
-1
1%
-6
11%
MelbourneWritersFestival
Base [3841]
4%
33%
are aware of the Melbourne Writers
Festival
68%6
within the festival market
Awareness Ranking
67%
54%
41%
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
3%
41%
54%
41%
81%
12%
48%
32%
8%
FestivalMarket
15%
Current visitors to the Melbourne Writers Festival
48% The Wheeler
Centre
34% Melbourne
Fringe Festival
25% Melbourne
Festival
28% Malthouse
Theatre
78%Arts Centre Melbourne
80% Melbourne Museum
76% State Library of Victoria
81% NGV
78% Melbourne
ComedyFestival
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
31% Melbourne
International Jazz Festival
Venue & Organisation Crossover
Melbourne Writers FestivalMelbourne Writers Festival has moderate market awareness and penetration, in part due to its attraction to a niche market, though there is clear scope for audience development given the size of their potential market.
The three segments they appeal to most – Expression, Essence and Stimulation – make up two-thirds of their lapsed and potential market, making them key segments to target in order to grow their current market.
33 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
NGV
[Base 1180]
20%
25%
15%
8%
19%
6%6%
1%
[Base 813]
10%
21%
16%
13%
17%
9%
10%
4%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+4
0
-2
-1
0
People who have made at least one visit to the National Gallery of Victoria (NGV) in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+2
+5
+1
-5
+1
-4
0
Lapsed & Potential Market by Culture Segment
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
Enrichment NGV
-2
0
+1
+1
Current visitors to NGV
79%Malthouse
Theatre
89% TarrawarraMuseum
of Art
86% The
WheelerCentre
66%MelbourneMuseum
42% Her
Majesty’s Theatre
60% Arts CentreMelbourne
47% ACMI
56% State Library of Victoria
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
81% Melbourne
WritersFestival
84%Heide
Museum ofModern
Art
Venue & Organisation Crossover
13%
NGV
Base [3841]
31%
8%
56%
are aware of NGVI
4%
68%1
within the visual arts market
Awareness Ranking
44%
81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
National Gallery of VictoriaNGV has high market awareness compared to other organisations within the visual arts market, although a significant proportion of the culture market are still unaware of them. The conversion rate is good with a high proportion of the aware market in the gallery’s current market – indicating high retention rates.
The Culture Segments with the greatest potential for growth are Expression, Affirmation and Stimulation; which also make up the greatest proportion of NGV’s current market.
34 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
12%NationalSports
Museum atthe MCG
Base [3841]
13%
54%
27%
63%
are aware of the National Sports
Museum at the MCG
12%
68%5
Awareness Ranking
57%
37%
57%57%81%
3%
68%
25%
4%
MuseumMarket
within the museum market
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
-4
+3
+7
-3
-1
-2
+1
0
People who have made at least one visit to the National Sports Museum at the MCG in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+1
+5
+2
-4
-2
-2
-5
National Sports
Museum at the MCG
[Base 499]
11%
31%
14%5%
19%
7%
9%
[Base 1476]
12%
21%
16%10%
16%
8%
9%7%
Lapsed & Potential Market by Culture Segment
+4
Compared to lapsed and potential museum market in Victoria
(percentage point difference)
Compared to current museum market in Victoria
(percentage point difference)
4%
National Sports
Museum at the MCG
Current visitors to the National Sports Museum
at the MCG
35% Meat
Market
45% Arts House
North Melbourne
44% TheatreWorks
39% Circus
Oz
59%Arts Centre Melbourne
67% Melbourne Museum
49% Scienceworks
45% Her
Majesty’s Theatre
48% State Library of Victoria
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
37% Melbourne
International Jazz Festival
Venue & Organisation Crossover
National Sports Museum at the MCGCompared to other museums The National Sports Museum at the MCG has lower market awareness, possibly due to their relocation and rebrand in 2008. This also could contribute to their lower market penetration.
One way the National Sports Museum could enhance their current market is by focusing on the 27% of people in the culture market who are interested in visiting but haven’t yet – focusing on Expression, Affirmation, and Stimulation.
35 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+1
0
+4
-2
-2
-3
+2
0
People who have made at least one visit to Opera Australia in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+1
+4
-4
-3
+3
-2
0
OperaAustralia
[Base 221]
16%
38%13%
4%
18%
4%
5%
1%
OperaAustralia
[Base 990]
17%
25%
16%
11%
19%
6%
4% 2%
Lapsed & Potential Market by Culture Segment
+1
Compared to lapsed and potential opera market in Victoria
(percentage point difference)
Compared to current opera market in Victoria (percentage
point difference) Current visitors to Opera Australia
38% The
Australian Ballet
57% Victorian
Opera
50% TheatreWorks
45% Australian Chamber Orchestra
68%Victorian
Opera
80% Arts Centre Melbourne
66% Melbourne Museum
65% Regent Theatre
65% Her Majesty’s
Theatre
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
39% The Bell
Shakespeare Company
Venue & Organisation Crossover
18%OperaAustralia
Base [3841]
6%8%
18%27%
36%
17%
20%Operamarket
50%are aware of
Opera Australia
50%
68%1
within the opera market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Opera AustraliaOpera Australia commands the highest awareness and penetration within the opera market, although given that half the culture market are unaware of this organisation there is still scope for audience development.
Given that they attract high proportions of Expression, Stimulation, Essence and Affirmation – and that these segments also make up a significant proportion of their lapsed and potential market – these are key segments worth targeting.
36 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
PrincessTheatre
[Base 827]
15%
30%
13%
19%
6%
6%
8%
3%
[Base 1781]
14%
18%
15%11%
16%
7%
10%
8%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+1
+2
+7
0
-3
-3
-3
-3
People who have made at least one visit to the Princess Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+5
+3
0
-3
-3
-3
-6
Lapsed & Potential Market by Culture Segment
+5
Perspective
Essence
EnrichmentPrincessTheatre
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference) Current visitors to the Princess
Theatre
68% The Regent
Theatre
74% Theatre Works
72% La Mama
71% Athenaeum
Theatre
68%Regent Theatre
79% Her
Majesty’s Theatre
62% Arts Centre Melbourne
57% Comedy Theatre
61% Melbourne Museum
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
70% Her
Majesty’s Theatre
Venue & Organisation Crossover
27%
PrincessTheatre
Base [3841]
22%25%
20%
75%
are aware of thePrincess Theatre
7% 68%3
within the commercial theatre
market
Awareness Ranking
1%
81%
14%
4%
CommercialTheatreMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Princess TheatreThe Princess Theatre enjoys high market awareness and penetration, although, there is scope to enhance audience retention as well as converting the potential audience into current visitors.
Compared to the Culture Segment profile, of the current commercial theatre market, Princess Theatre appeals to higher proportions of Essence, Expression and Stimulation; which are also key segments to target in their lapsed and potential market.
37 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Current visitors to the Regent
Theatre
65% Opera
Australia
69% Her
Majesty’s Theatre
68% Princess Theatre
66% TheatreWorks
68%Princess Theatre
78% Her
Majesty’s Theatre
61% Arts Centre Melbourne
54% Comedy Theatre
60% Melbourne Museum
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
65% La Mama
Venue & Organisation Crossover
Regent Theatre
26%
RegentTheatre
Base [3841]
21%25%
20%
1%
81%
14%
4%
CommercialTheatreMarket
75%
are aware of the Regent Theatre
7% 68%2
within the commercial theatre
market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
RegentTheatre
[Base 822]
17%
28%
13%
20%
5%
6%
8%
3%
[Base 1777]
14%
18%
16%12%
8%
11%
15%
7%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+3
+3
+5
-2
-1
-3
-4
-3
People who have made at least one visit to the Regent Theatre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+4
+3
+1
-3
-2
-2
-6
Lapsed & Potential Market by Culture Segment
+5
Perspective
Essence
EnrichmentRegentTheatre
Compared to lapsed and potential commercial theatre market in
Victoria (percentage point difference)
Compared to current commercial theatre market in Victoria
(percentage point difference)
The Regent Theatre has the second-highest market awareness and penetration within the commercial theatre market, although their current market could be developed by improving retention and converting their potential market to actual visitors.
Currently a high proportion of their visitors are Expression, Stimulation and Essence. Although, when we look at their lapsed and potential market the segment distribution is fairly even, indicating the broad appeal of their offering.
38 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Venue & Organisation Crossover
Current visitors to
Scienceworks
55% Melbourne
Festival
55%Immigration
Museum
54%Melbourne
Intl Jazz Festival
61% Circus
Oz
50%State
Library of Victoria
79% Melbourne Museum
46% Arts Centre Melbourne
35%ACMI
46% NGV
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
56% Meat
Market
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Essence
Stimulation
0
0
+2
+1
-2
-2
+1
+1
People who have made at least one visit to Scienceworks in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+1
+2
+2
-3
-2
-1
-3
Scienceworks
[Base 1000]
15%
26%
14%9%
16%
6%
9%
Scienceworks
[Base 2092]
13%
18%
16%10%
16%
9%
10%
9%
Lapsed & Potential Market by Culture Segment
+5
Compared to lapsed and potential museum market in Victoria
(percentage point difference)
Compared to current museum market in Victoria
(percentage point difference)5%
Perspective
35%
Scienceworks
Base [3841]
26%
19%
83%
are aware of Scienceworks
3%
68%3
within the museum market
Awareness Ranking
17%
81% 57%
3%
68%
25%
4%
MuseumMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
ScienceworksScienceworks has high market awareness and penetration, although given the size of both their lapsed market and the current museum market, there is considerable scope to grow the number of their current visitors.
Looking at Scienceworks lapsed and potential markets – Expression, Affirmation, Stimulation and Essence are key segments worth targeting, given their size not only in this market, but in their current market as well.
39 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
Sidney Myer Music Bowl
Current visitors to the Sidney Myer Music
Bowl
50%Malthouse
Theatre
49%Melbourne
Festival
58% Arts House
North Melbourne
56% Melbourne
International Jazz
Festival
59%Arts Centre Melbourne
64% Melbourne Museum
54% Her Majesty’s
Theatre
52% State Library of Victoria
59% NGV
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
51% The Bell
Shakespeare Company
Venue & Organisation Crossover
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+3
-1
+7
-1
-1
-4
-3
-1
People who have made at least one visit to the Sidney Myer Music Bowl in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
+3
+3
0
-3
-3
-2
-1
SidneyMyerMusicBowl
[Base 574]
18%
32%
12%5%
17%
7%
5%
SidneyMyerMusicBowl
[Base 2193]
13%
18%
16%11%
16%
9%
10%
7%
Lapsed & Potential Market by Culture Segment
+2
Compared to lapsed and potential ‘all music’ market in Victoria(percentage point difference)
Compared to current ‘all music’ market in Victoria(percentage point difference)
5%
22%
SidneyMyer Music
Bowl
Base [3841]
15%
35%
6%
9%5%
64%
22% ‘All music’market
78%
are aware of Sidney Myer Music Bowl
22%Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
The Sidney Myer Music Bowl enjoys high awareness and penetration into the culture market, although, there is still room for audience growth, including the 22% who have never intended but are interested.
Compared to the music market, in general, the Sidney Myer Music Bowl attracts a higher proportion of Essence and Expression – which, in turn, make up half of their current market. However, their lapsed and potential market are divided equally across the segments which can be seen as an indication of their broad appeal.
40 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
48%
SovereignHill GoldMuseum
Base [3841]
19%
15%
86%
are aware of Sovereign Hill Gold Museum
3%
68%2
Awareness Ranking
14%
81%
3%
68%
25%
4%
MuseumMarket
within the museum market
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
0
-4
+6
0
0
-4
0
+3
People who have made at least one visit to Sovereign Hill Gold Museum in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+2
+3
+2
-3
-2
-1
-5
SovereignHill GoldMuseum
[Base 729]
15%
30%
12%8%
12%
8%
8%
[Base 2431]
13%
19%
16%10%
17%
9%
10%7%
Lapsed & Potential Market by Culture Segment
+5
Compared to lapsed and potential museum market in Victoria
(percentage point difference)
Compared to current museum market in Victoria
(percentage point difference)7%
SovereignHill GoldMuseum
Perspective
Current visitors to Sovereign
Hill Gold Museum
44% Geelong
Performing Arts Centre
63% Art Gallery of Ballerat
52% Theatre Works
47% Sydney Dance
Company
43%Scienceworks
61% Melbourne Museum
42% Arts Centre Melbourne
38% NGV
41% State Library of Victoria
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
46% Castlemaine
State Festival
Venue & Organisation Crossover
Sovereign Hill Gold MuseumSovereign Hill Gold Museum has high levels of awareness and penetration into the culture market, but the pattern of attendance suggested by their market indicates that their audience visits are one-offs. Sovereign Hill would therefore benefit from developing strategies to encourage repeat attendance.
Initially, the key segments to target would be those who are most culturally active: that is, Expression, Essence, Affirmation and Stimulation.
41 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
18%
StateLibrary ofVictoria
Base [3841]
28%
29%
7%20%
5%
71%
4%
Librarymarket
82%
are aware of the State Library of Victoria
18%Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Enrichment
Perspective
Essence
Stimulation
+4
+1
+4
-2
-1
-1
-2
-3
People who have made at least one visit to theState Library of Victoria in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
Perspective
4%
-1
+6
0
-4
+2
0
-4
StateLibrary ofVictoria
[Base 1073]
18%
29%
15%
7%
16%
7%6%
2%
StateLibrary ofVictoria
[Base 1789]
13%
19%
15%12%
16%
8%
11%7%
Lapsed & Potential Market by Culture Segment
+3
Compared to lapsed and potential library market in Victoria
(percentage point difference)
Compared to current library market in Victoria
(percentage point difference)
Venue & Organisation Crossover
Current visitors to the State Library of Victoria
74% Melbourne
InternationalJazz Festival
80% The
Wheeler Centre
73%Melbourne
Festival
76% Melbourne
WritersFestival
54%Arts Centre Melbourne
73% Melbourne Museum
61% NGV
46% Scienceworks
43% ACMI
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
75% Arts House
NorthMelbourne
State Library of VictoriaThe State Library of Victoria enjoys high awareness and penetration into the culture market, although there is potential for growth, for instance, 18% of people are interested but have not yet visited.
Although Essence and Expression make up a significant proportion of the State Library’s current market, the relative equal distribution of culture segments in their lapsed and potential market indicates their broad appeal.
42 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
TarrawarraMuseum
of Art
[Base 124]
28%
29%
15%
4%
15%
5%
4% 1%
[Base 173]
21%
29%13%
9%
15%
4%
6%
1%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+12
-3
+4
-3
-4
-2
-3
0
People who have made at least one visit to the Tarrawarra Museum of Art in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
0
+13
-2
-8
-3
-10
-3
Lapsed & Potential Market by Culture Segment
+12
Compared to lapsed and potential visual arts market in Victoria(percentage point difference)
Compared to current visual arts market in Victoria(percentage point difference)
Perspective
Essence
Enrichment
TarrawarraMuseum
of Art
2%
TarrawarraMuseum of
Art
Base [3841]
3% 3%
8%
are aware of the Tarrawarra Museum
of Art
1%
68%7
Awareness Ranking
92%
81%13%
9%
65%
19%
7%
Visual ArtsMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
visual arts market
Current visitors to the
Tarrawarra Museum of Art
19% Australian Chamber Orchestra
27% Bangarra
Dance Theatre
25% The
Wheeler Centre
23% Heide
Museum of Modern
Art
51%Bendigo
Art Gallery
89% NGV
73% Arts Centre Melbourne
60% State Library of Victoria
66% Melbourne Museum
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
19% Melbourne
WritersFestival
Venue & Organisation Crossover
Tarrawarra Museum of ArtOnly a small proportion of the culture market are currently aware of the Tarrawarra Museum of Art, this maybe because the gallery was established relatively recently, in 2000.
Given their appeal to Essence and Expression – these segments representing significantly larger proportions within their current market as well as their lapsed and potential market – these are segments worth targeting, alongside Stimulation and Affirmation.
43 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
TheatreWorks
[Base 95]
20%
45%
8%
18%
5%
2% 2%
[Base 669]
20%
24%
15%
8%
19%
5%5%
3%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+4
-1
+19
-7
-2
-8
-4
-1
People who have made at least one visit to Theatre Works in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+4
+6
-2
-7
-2
-5
-3
Lapsed & Potential Market by Culture Segment
+8
Compared to lapsed and potential theatre market in Victoria
(percentage point difference)
Compared to current theatre market in Victoria
(percentage point difference)
Perspective
Essence
EnrichmentTheatreWorks
14%
TheatreWorks
Base [3841]
2% 4%
4%14%
11%
47%
27%
Theatremarket
24%
are aware of Theatre Works
76%68%3
within the theatre market
Awareness Ranking
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to Theatre
Works
26% Melbourne
International Jazz Festival
43% Arts House
North Melbourne
36% La Mama
28% Melbourne
WritersFestival
84%Melbourne Museum
87% Arts Centre Melbourne
77% State Library of Victoria
67% Comedy Theatre
74% Princess Theatre
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
26% Sydney Dance
Company
Venue & Organisation Crossover
Theatre WorksTheatre Works has one of the lower levels of awareness and penetration into the culture market, compared to the other theatres, although, given the size of their potential market – along with the market who may be interested but are unaware – there is huge potential for growth.
Theatre Works appeals particularly to Expression, Essence and Stimulation, with these three segments making up more than three-quarters of their current market. Given their representation in the lapsed and potential market, these are also segments with scope to grow.
44 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
WangarattaJazz
Festival
[Base 99]
25%
33%8%
22%
5%
7%
1%
[Base 656]
19%
25%
16%
9%
17%
5%7%
2%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+8
+4
+9
+4
-7
-7
-2
-2
People who have made at least one visit to theWangaratta Jazz Festival in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Expression
Release
Entertainment
Enrichment
4%
0
+8
-3
-5
Lapsed & Potential Market by Culture Segment
+9
Compared to lapsed and potential festival market in Victoria
(percentage point difference)
Compared to current festival market in Victoria
(percentage point difference)
Perspective
Essence
Enrichment
WangarattaJazz
Festival Stimulation
Affirmation
-3
-2
+1
-8
-5
+4
-4
3%
WangarattaJazz Festival
Base [3841]
3%
14%
25%
are aware of theWangaratta Jazz Festival
6%
68%7
within the festival market
Awareness Ranking
75%
54%
81%41%
15%
42%
24%
19% FestivalMarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
Current visitors to the
Wangaratta Jazz Festival
15% Bangarra
Dance Theatre
23% Castlemaine
Festival
17% Theatre Works
55%Arts Centre Melbourne
60% Melbourne Museum
51% Princess Theatre
47% Her
Majesty’s Theatre
51% State Library of Victoria
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
16% Sydney Dance
Company
17% Melbourne
International Jazz Festival
Venue & Organisation Crossover
Wangaratta Jazz FestivalAlthough a quarter of the culture market are aware of the Wangaratta Jazz festival they have low market penetration; with the majority of the market who are aware of them representing a potential, rather than an actual, market.
Growth could be enhanced by targeting those segments in this market, particularly Expression, Essence, Affirmation and Stimulation, which make up more than two-thirds of their lapsed and potential market.
45 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
TheWheelerCentre
[Base 128]
19%
33%
12%3%
26%
6%
1% 1%
[Base 257]
25%
18%
16%
9%
20%
5%7%
Current Market by Culture Segment
Expression
Entertainment
Affirmation
Release
Perspective
Stimulation
+2
+7
+2
-2
-2
-3
-3
0
People who have made at least one visit to The Wheeler Centre in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Essence
Stimulation
Expression
Affirmation
Release
Entertainment
Enrichment
4%
+3
-2
-3
-5
0
-1
-4
Lapsed & Potential Market by Culture Segment
+11
Compared to lapsed and potential literature market in Victoria(percentage point difference)
Compared to current literature market in Victoria(percentage point difference)
Perspective
Essence
Enrichment
TheWheelerCentre
The Wheeler Centre
Current visitors to The Wheeler
Centre
24%Malthouse
Theatre
41% Melbourne
WritersFestival
23%Heide
Museum of Modern Art
28% TheatreWorks
80%State Library of Victoria
86%NGV
78% Melbourne Museum
77% Arts Centre Melbourne
72%ACMI
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
26% Tarrawarra Museum
of Art
Venue & Organisation Crossover
1%
The WheelerCentre
Base [3841]
3%
89%
6%25% 29%
18%28%
Literature market
11%
are aware of The Wheeler Centre
1%
1
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unaware
The Wheeler Centre has relatively low market awareness and penetration, likely due in part to their only being established in 2010.
Given the size of the market for literature events, however, there is scope to grow this audience considerably. A significant proportion of both their current and their lapsed and potential market are Essence, Expression, Stimulation and Affirmation, indicating they would benefit most from targeting these segment profiles.
46 Audience Atlas Victoria – Appendix 1: Breakdown by Organisation
16%VictorianOpera
Base [3841]
7%10%
16%
48%
are aware of the Victorian Opera
52%
68%2
Awareness Ranking
27%
36%
17%
20%Operamarket
Lapsed visitors(visited more than three years ago)
Never been and not interested in attending
Current Market (visited in the past three years)
Potential Market (never been but interested in attending)
Unawarewithin the
opera or operetta market
Current visitors to the Victorian
Opera
46% AustralianChamberOrchestra
68% Opera
Australia
52% TheatreWorks
49% Sydney Dance
Company
72%Melbourne Museum
80% Arts Centre Melbourne
65% Melbourne Symphony Orchestra
62% Melbourne
Theatre Company
63% State Library of Victoria
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
47% Arts House
NorthMelbourne
Venue & Organisation Crossover
Current Market by Culture Segment
Expression
Entertainment
Release
Enrichment
Perspective
Essence
Stimulation
+1
0
+7
-3
-2
-3
0
0
People who have made at least one visit to the Victorian Opera in the past three years
People who last visited more than three years ago or who have never visited but are interested in visiting
Affirmation
Release
Entertainment
Perspective
4%
0
+2
-3
-4
-1
0
VictorianOpera
[Base 261]
16%
41%13%
3%
18%
4%3% 1%
VictorianOpera
[Base 972]
18%
23%
17%
12%
18%
6%
5% 2%
Lapsed & Potential Market by Culture Segment
+2
Compared to lapsed and potential opera market in Victoria
(percentage point difference)
Compared to current opera market in Victoria
(percentage point difference)
Affirmation
Essence
Expression
Stimulation
Enrichment
-3
Victorian OperaVictorian Opera enjoys the second highest awareness rating within the opera or operetta market. Nevertheless, they could still enhance their market penetration given the number of people in this market either unaware or who haven’t visited but are interested.
Expression makes up a significant proportion of Victorian Opera’s current market, and also represents a key segment to target within their lapsed and potential market, with Stimulation, Essence and Affirmation being other Culture Segments worth targeting.