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Commercial performance

Sponsorship and development

Corporate sponsorship and partnerships are secured to support Museum programs and to extend and enhance a range of activities. In 2005–06, the Museum continued to develop new collaborations and maintained substantial support from existing partners such as the History Channel and Doma Hotels.

The Museum's Corporate Circle program engaged local business supporters and provided opportunities for members to increase their level of support to the Museum. A key benefit provided for sponsors and Corporate Circle members was the annual networking forum 'Getting Down to Business', held in March 2006. The event attracted more than 300 of Canberra's government and private sector decision-makers.

Ninety per cent of existing Corporate Circle members renewed their membership and three organisations are about to become members for the first time.

Merchandising and retail

The Hall lit up for the opening of the Exiles and Emigrants exhibition.
The Hall lights up for the opening of Exiles and Emigrants. Photo: Lannon Harley

Merchandising and retail operations raise commercial revenues while at the same time enhancing visitor experiences through the provision of merchandise that is largely inspired by Museum exhibitions, programs and its unique building.

Key achievements during 2005–06 included:

  • a 17.1 per cent growth in gross revenue
  • a conversion rate of 13.67 per cent (that is, the percentage of Museum visitors who purchase from the Shop during their visit), compared to a conversion rate of 12.35 per cent in 2004–05.
Hyatt staff preparing for a gala function in the Hall.
Hyatt staff prepare for a gala function in the Hall. Photo: George Serras

Retail staff were also active members of the Australian Capital Territory cultural shops forum. This forum includes retail managers from the National Gallery of Australia, Questacon, Parliament House Shop, the National Library of Australia, Old Parliament House and the National Film and Sound Archive.

Venue hire

The Museum is a popular venue for a range of corporate events including conferences, meetings, product launches, gala dinners, awards presentations and cocktail receptions.

This year the Museum continued to focus on promoting the venue to the convention industry.

Key relationships were developed within the industry to help promote the Museum as a venue to local, national and international markets.

This resulted in participation in promotional events such as the Asia–Pacific Incentives Meetings Expo and the Canberra Convention Bureau's targeted industry group events.