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Commercial performance

Sponsorship and development

Corporate sponsorship and partnerships support Museum programs and extend and enhance a range of activities. The Museum welcomes offers of sponsorship and other partnerships and, in 2006–07, the Museum continued to develop new collaborations, as well as maintaining substantial support from existing partners.

The Museum's Corporate Circle program engages local business supporters and provides 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 on 13 June 2007. The event, which provides Museum sponsors with the opportunity to network with members of the Canberra business community and highlights the advantages of becoming a sponsor or donor, attracted approximately 180 of Canberra's government and private sector decision-makers.

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

Photographs of Museum sponsors, Corporate Circle members and musicians in the Hall, with illuminated projections on the ceiling.
The annual Getting Down to Business forum for Museum sponsors and Corporate Circle members.

Merchandising and retail

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 2006–07 included:

  • a 15.2 per cent growth in gross revenue
  • a conversion rate (that is, the percentage of Museum visitors who purchase from the Shop during their visit) of 15.31 per cent compared with 13.67 per cent in 2005–06.

Retail staff are 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 promote 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.