Arts Centre Melbourne As a multi-arts venue and presenter, Market penetration for Arts Centre Melbourne (ACM) and the ACM-specific multi-artform Arts Centre Melbourne market shares significant audience with a range of Current Market organisations and - like its other (visited in the past three years) venue Sidney Myer Music Bowl - it is Lapsed visitors particularly important to the (visited more than three years ago) performing arts sector and the Potential organisations that use Arts Centre Market (never been but 76% of the Melbourne as a venue. interested in attending) culture market is aware of it been and 53% have attended and a not interested in attending show or event at some point in their Unaware lives. being aware of them and 75% having been higher They attract to a show. Arts Centre Melbourne has high proportions of the more awareness and penetration culturally-active Compared to multi-artform The more culturally-active segments that is, Essence, – organisations, Arts Centre Melbourne segments are attracted to Arts Expression and Stimulation and so, – enjoys high market awareness and Centre Melbourne unsurprisingly, their current market penetration, with 76% of the culture market having heard of them before and 53% 60% more than the spend The three most culturally-active segments having been to a show. Essence, Expression and Stimulation – – culture market average. make up more than two-thirds of Arts As discussed earlier, Sidney Myer Music Centre Melbourne’s current market (67%), Bowl also has high penetration, with 80%
Arts Centre Melbourne As a multi-arts venue and presenter, Arts Centre Melbourne shares significant audience with a range of organisations and - like its other venue Sidney Myer Music Bowl - it is particularly important to the performing arts sector and the organisations that use Arts Centre Melbourne as a venue. 76% of the culture market is aware of it and 53% have attended a show or event at some point in their lives. Market penetration for Arts Centre Melbourne (ACM) and the ACM-specific multi-artform market Current Market (visited in the past three years) Lapsed visitors (visited more than three years ago) Potential Market (never been but interested in attending) been and not interested in attending Unaware They attract higher proportions of the more culturally-active segments – that is, Essence, Expression and Stimulation – and so, unsurprisingly, their current market spend 60% more than the culture market average. Arts Centre Melbourne has high awareness and penetration Compared to multi-artform organisations, Arts Centre Melbourne enjoys high market awareness and penetration, with 76% of the culture market having heard of them before and 53% having been to a show. As discussed earlier, Sidney Myer Music Bowl also has high penetration, with 80% being aware of them and 75% having been to a show. The more culturally-active segments are attracted to Arts Centre Melbourne The three most culturally-active segments – Essence, Expression and Stimulation – make up more than two-thirds of Arts Centre Melbourne’s current market (67%),
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