have issues with retention, as evidenced by the larger size of their lapsed markets Looking at individual venues, 90% of the compared to their current markets. This is unsurprising, museum market have of Melbourne however, given the nature of their market. Because they cater largely to families, it is expected Museum, and 79% have ever visited. that retention rates for this venue would be low. This makes Melbourne Museum the organisation with the greatest The Immigration Museum and the National Sports Museum, on the other hand, have awareness and penetration smaller current and lapsed markets compared to their potential market, with over quarter not only within the museum market, but – within the cultural market as a whole. of the museum market not having attended either but are interested The market penetration of Scienceworks in doing so. and Sovereign Hill Gold Museum, on the hand Finally, the greatest avenue for growth - high awareness with a much larger for the Australian Centre for the lapesed market than current market - Moving Image (ACMI) is through reflects the nature of visitor profile. As increasing awareness, as their both these venues cater primarily to retention rates are higher compared to families, it is expected that retention rates other museum venues, but this is for these venues will be low. partially due to lower levels of awareness.
Looking at individual venues, 90% of the museum market have of Melbourne Museum, and 79% have ever visited. This makes Melbourne Museum the organisation with the greatest awareness and penetration – not only within the museum market, but within the cultural market as a whole. The market penetration of Scienceworks and Sovereign Hill Gold Museum, on the hand - high awareness with a much larger lapesed market than current market - reflects the nature of visitor profile. As both these venues cater primarily to families, it is expected that retention rates for these venues will be low. have issues with retention, as evidenced by the larger size of their lapsed markets compared to their current markets. This is unsurprising, however, given the nature of their market. Because they cater largely to families, it is expected that retention rates for this venue would be low. The Immigration Museum and the National Sports Museum, on the other hand, have smaller current and lapsed markets compared to their potential market, with over quarter of the museum market not having attended either but are interested in doing so. Finally, the greatest avenue for growth for the Australian Centre for the Moving Image (ACMI) is through increasing awareness, as their retention rates are higher compared to other museum venues, but this is partially due to lower levels of awareness.
Arts_Vic_v961.docx