The cultural market in Victoria is worth $5b annually^.
28% of Victorians have attended an arts festival in the last 12 months^
and 185,000 people attended Melbourne Festival in 2017.
Melbourne Festival audiences are affluent, passionate arts supporters
and highly engaged with the festival, attending an average of 3.5 shows.
80% of the audience fall into the following three segments:
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ESSENCE EXPRESSION STIMULATION
Sophisticated, well educated,
spontaneous. Highly active cultural
consumers and creators. Receptive, confident and
fun-loving with a wide range
of interests. Active, experimental, social, influencers.
View cultural consumption as a
source of life-fulfilment and change;
a means for experiencing life. Value community, family, arts &
culture, learning and nature. Live
life to the full.
Cultural engagement meets a
wide range of needs, from creative
inspiration to pure entertainment.
^ Audience Atlas Victoria, Arts Victoria, 2014
This segment has a keen sense
of adventure, an appreciation of
innovation and a desire to stand out
from the crowd.
Open to a wide range of
experiences, from sport to music
and culture, they like to be at the
cutting edge in everything they do.