Report on Arts Centre Melbourne and Melbourne Museum Analysis

This report provides a comparative analysis of the Arts Centre Melbourne and the Melbourne Museum. The report highlights key aspects such as the scale of operations, with the Arts Centre Melbourne showcasing numerous performances and the Melbourne Museum attracting a wide audience to explore historical culture. It delves into audience demographics, differentiating between the local focus of the Arts Centre and the global appeal of the Museum. The report also examines the marketing strategies employed by each institution, detailing the Arts Centre's focus on branding, ticket sales, and the Museum's customer-centric approach. Finally, it outlines the funding models, indicating the diverse revenue streams from community donations, ticket sales, and governmental grants for both institutions, offering a comprehensive overview of their operations and financial structures.

PRINCIPLES OF ART MANAGEMENT

ABOUT
• The Arts Centre Melbourne is well known for
its cohesive offerings of diverse art and
culture. It consists of several theatre and
concert halls. It was started in the year1982.
Mainly targets local audience of Melbourne.
• Melbourne Museum is well-known as a
tourist attraction embracing the historical
culture. It was started in the year 2000.

SIZE
• The Arts Centre of Melbourne stages
approximately 4000 performances with around
2.3 million audiences. The capacity of audience
by accumulating the theatre, lawn and concert
halls will be more than 16,000 people.
• Melbourne Museum is a 70,000 square meters
(approx.) property that attracts locals and
tourists for its historically preserved culture
(Museumsvictoria.com.au 2019)

AUDIENCES
• The audience group of the Melbourne Art
Centre attracts the local communities and
nationals to form a deeper connection with
the evolving preference for art
(Artscentremelbourne.com.au 2019).
• The main customer groups for the Melbourne
Museum are the tourists from all around the
world by showcasing the preserved historical
culture (Museumsvictoria.com.au 2019)

PROGRAMMING
• The Arts Centre Melbourne focusses on, The
Performing Arts Collection and The Art Collection
(Artscentremelbourne.com.au 2019)
• The Melbourne Museum associated with art
centre for developmental initiatives, exhibitions,
student learning programs or for tourist
awareness (Museumsvictoria.com.au 2019)

MARKETING POLICIES
• The marketing policies of the Melbourne Art Centre
is focussed on functions like brand name, ticket
selling, ticket bookings, approval of participation,
advertisisng and documentation of performing
groups (Artscentremelbourne.com.au 2019).
• Marketing policy of Melbourne Museum is based
on customer-centric approach of attracting tourists
and localites through its advertisements of
knowledge offerings.

FUNDING
• In the Melbourne Art Centre, Fund is mainly
collected from community and member
donation and from revenue earned through
selling tickets.
• In the Melbourne Museum, the funding is
sourced from revenue and governmental
grants

References
• Museumsvictoria.com.au 2019. Melbourne Museum
Melbourne Museum. [Online] Melbourne Museum.
Available at:
https://museumsvictoria.com.au/melbournemuseum
/
• Artscentremelbourne.com.au 2019. Arts Centre
Home. [Online] Arts Centre Melbourne. Available at:
https://www.artscentremelbourne.com.au/

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