2004-11-15

The Olympics in Australia: Museums Meet Mega and Hallmark Events

Museums operate in a leisure environment in which there is increasing competition for audiences. Among their competitors are hallmark events such as annual arts festivals and sporting finals and mega events such as the Olympic Games, which consume media attention, siphon away sponsorship funds and attract large audiences...

The challenge for museums is to capitalize on these events and use them as an opportunity to build a profile and attract audiences. This paper reports on a study which explored the impact of mega and hallmark events, including the Sydney 2000 Olympic Games, on two Australian museums. The findings reveal that many factors need to be taken into consideration if opportunities are to be realized.

Details: International Journal of Arts Management, Vol 7 No 1 (Fall 2004)

by Carol Scott