A Shared Market - Exploring the market for arts and culture in Geelong

Geelong has a strong and vibrant arts and culture scene giving audiences with a wide range of opportunities to attend events throughout the year.

Despite this, there was limited market intelligence providing organisations with a sense of their shared market. This has led to  concerns around the potential duplication of activity and how this may impact on the maximum possible audience engagement.

To solve this, Creative Victoria commissioned Morris Hargreaves McIntyre (HMH) to explore and articulate this shared market in detail.

In collaboration with the City of Greater Geelong and the municipality’s major cultural organisations, HMH utilised cutting edge market research technology to develop this important report.

Page last updated: Tuesday, 5 December 2023