Arts Management Report: Comparing Melbourne Arts Centre and Museum

This report provides a comparative analysis of two major cultural institutions in Melbourne, Australia: The Arts Centre Melbourne and the Melbourne Museum. The report begins by highlighting the size and capacity of each institution, emphasizing the Arts Centre's focus on performing arts and the Melbourne Museum's emphasis on historical and traditional insights. The report delves into the target audiences of each institution, noting the Arts Centre's appeal to a socially and culturally engaged Australian audience, and the Melbourne Museum's broader appeal to tourists. The report then contrasts the types of programs offered by each institution, including performances, seminars, and exhibitions. The report also examines the marketing and funding strategies employed by each, highlighting differences in ticket printing, digital marketing, community donations, ticket sales, operational activities, and government grants. Overall, the report offers valuable insights into the operations and strategies of these two prominent cultural organizations.

Running head: PRINCIPLES OF ARTS MANAGEMENT
PRINCIPLES OF ARTS MANAGEMENT
Name of the Student
Name of the University
Author Note

1PRINCIPLES OF ARTS MANAGEMENT
The purpose of the paper is to contrast the two Arts and Cultural organization of
Melbourne. Australia is a place composed of several forms of artists. It is a place that
believes in maintaining its culture and tradition through several forms. The country supports
indigenous art forms as well as modern tradition and culture. Indigenous art form includes
tribal songs, face art, body paintings, tribal dances, rock carvings, the classical form of arts,
songs and dance. The modern tradition includes new age songs, contemporary and modern
dances and several new art forms. Two art and cultural organization have been discussed in
the assignment – The Arts Centre Melbourne and Melbourne Museum.
If the size of the structures is compared, it can be seen that both the structures are
huge in size. Both these structures contain a number of other buildings inside it. The art
centre caters around 2.3 million audiences and hosts around 4000 performances per year,
which clearly states the capacity of the halls it contains. The capacity of the centre exceeds
approximately 16000 seats. The Melbourne Museum, on the other hand, is around 70,000
square metres spacious. It brings together the buildings and garden as a visually independent
whole.
The Arts Centre operates in order to portray the performing arts of the Australian
tradition. It plays the leading role in showcasing the best performing arts on both the local
and international level. The Melbourne Museum has been opened in order to portray the rich
historical and traditional insight into the life of Victoria.
The Arts Centre attracts the Australian mass. It especially attracts those people who are
socially active and culturally engaged. The Melbourne Museum, on the other hand, attracts
especially the tourists. It can be said that the museum attracts more customers in terms of
international sectors. All the overseas tourists are aware of the museum. It also attracts the
local crowd.

2PRINCIPLES OF ARTS MANAGEMENT
The Art centre programs include both outdoor and indoor performances, seminars,
functions, events, exhibitions, and forums. These programs portray the history of Australia’s
performing arts and its traditions. The Melbourne Museum conducts programs related to
knowledge sharing, student visits, exhibitions, historical, science and space exhibitions, and
so on.
According to the aspect of marketing policies, the Art Centre focuses on ticket printing and
booking under its own name written in full. It is engaged in digital marketing for its
promotion. Melbourne Museum marketing is customer-centric and focuses more on attracting
tourists through its marketing strategies.
The fund is collected mainly through community donations and member subscriptions
in case of the Arts Centre Melbourne. The tickets sales also add up to the fund. Funding is
sourced from operational activities and government grants in case of Melbourne Museum.