million are in the multi-artform venue market crossover in main willing to attend, the full range of artforms multi-artform market Victoria’s programmed by a mult- artform organisation. artform consumption, is large, comprising 98% of the In this chapter, the amount culture market, though the The venue market penetration Multi-artform market penetration includes almost the entire for individual market for culture organisations is low, indicating that The multi-artform market includes nearly heightening awareness and the entire culture market, which is of artform crossover for each venue is converting the potential market are unsurprising given the number of artforms examined, though to understand each type key avenues for audience growth. encompassed within it. of market, reference should be made to the As with the commercial theatre market, it’s appropriate chapter in this report. Within each organisation, there likely that a significant proportion of the relatively high is market are unlikely to be attending, or indicating that the current market 15% for these organisations are Visited in the past 12 years also in the current market for a ago Visited 1–3 years ago number of their main artforms. Visited more than 3 ago 22% Never been and interested 4% 2% Never been and not interested Base [3841]
million are in the multi-artform venue market Victoria’s multi-artform market is large, comprising 98% of the culture market, though the penetration for individual organisations is low, indicating that heightening awareness and converting the potential market are key avenues for audience growth. Within each organisation, there is relatively high crossover in main artform consumption, The venue market includes almost the entire market for culture The multi-artform market includes nearly the entire culture market, which is unsurprising given the number of artforms encompassed within it. As with the commercial theatre market, it’s likely that a significant proportion of the market are unlikely to be attending, or willing to attend, the full range of artforms programmed by a mult- artform organisation. In this chapter, the amount Multi-artform market penetration of artform crossover for each venue is examined, though to understand each type of market, reference should be made to the appropriate chapter in this report. indicating that the current market for these organisations are also in the current market for a number of their main artforms. 4% 2% 15% 22% Visited in the past 12 years ago Visited 1–3 years ago Visited more than 3 ago Never been and interested Never been and not interested Base [3841]
Arts_Vic_v961.docx