Business and Marketing Plan for a Museum of Modern Art
The Museum of Modern Art at Heide is a relatively small but historically significant facility in Melbourne's suburbs. The Museum's Board sought to establish Heide as a 'must see' attraction in Melbourne's cultural landscape.
In order to do this, the Board and Management needed to map out a strategy to achieve national recognition.
In the first instance, SGS was able to clarify the Museum's mission - focussing on artists of the 40s and 60s with a corresponding reduction in emphasis on contemporary art. The change in show mix and the clarity of the museum's purpose have resulted in stronger visitation and revenue flows.
SGS also worked with the Board and staff to identify a 3-stage process by which the capacity and impact of the museum might be elevated. The first stage involved integration of the art gallery with a historic house on the museum grounds. The second targeted the addition of additional gallery space. The third focussed on integrating the museum experience with the surrounding parkland. SGS was able to provide detailed costing and implementation strategies for each of these stages.
As a result of the work, Stage 1 has been completed and the Board has been successful in attracting considerable additional resources from private sector and State and Commonwealth Government for Stage 2. The Board is now working closely with the management of Banksia Park on joint marketing programmes.