Report explores the market for arts and culture in Geelong

Posted 26 April 2017

Geelong has a strong and vibrant arts and culture scene giving audiences with a wide range of opportunities to attend events throughout the year.

Despite this, there was limited market intelligence providing organisations with a sense of their shared market. This has led to  concerns around the potential duplication of activity and how this may impact on the maximum possible audience engagement.

To solve this, Creative Victoria commissioned Morris Hargreaves McIntyre (HMH) to explore and articulate this shared market in detail.

In collaboration with the City of Greater Geelong and the municipality’s major cultural organisations, HMH utilised cutting edge market research technology to develop this important report.

Sections covered in the report:

  • Introducing Culture Segments
  • Understanding motivations
  • The shared market
  • Back to Back Theatre
  • Courthouse Youth Arts
  • Geelong After Dark
  • Geelong Botanic Gardens
  • Geelong Gallery
  • Geelong Library & Heritage Centre
  • Geelong Performing Arts Centre
  • Geelong Regional Libraries
  • Mountain to Mouth
  • National Wool Museum
  • Potato Shed Multi-Arts Centre
  • Willingness to support

To view, download full report HERE

Image credit: Geelong After Dark


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