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Cultural Tourism in Regional NSW

In 2024, the NSW Regional Arts Network commissioned Patternmakers to produce a new analysis of cultural tourism in regional NSW.

Last year, cultural tourism experiences in regional NSW attracted an estimated 5.8 million visitors, who generated $6.2 billion in visitor expenditure in the State.

That makes it larger than the cultural tourism sector in metro NSW, and any other regional area of the country.

Cultural tourism, while pivotal for the economy, is also socially and culturally important, enabling visitors to learn and engage with Australian communities in a deeper way.

In 2024, the NSW Regional Arts Network commissioned Patternmakers to produce a new analysis of cultural tourism in regional NSW. In light of the NSW Government's focus on 'experience tourism', this report provides insights into the scale of cultural tourism and opportunities to support its development.

As part of this project, we produced a database that confirmed at least 3,200 cultural tourism experiences on offer in regional NSW — the largest picture of cultural tourism to date. 

With tourism still recovering from the pandemic, there are signs that authentic, engaging cultural tourism experiences will be important for the future growth of the tourism industry.

Download the Report

Click the button below for the full story on the state of cultural tourism in regional NSW, including five areas of opportunity for development and regional snapshots of 15 Regional Arts Development Organisations (RADOs). 

 

Data was collected by a scan of existing literature, stakeholder interviews and collating available tourism listings from various sources. Regional Arts Development Officers (RADO) were invited to add missing experiences active in their regions.

The NSW Regional Arts Network and Patternmakers would like to acknowledge the participants in this research, who took their time to contribute to this study, and the organisations involved.

If you have any thoughts or questions about the research, get in touch with us via info@thepatternmakers.com.au.

 

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Spotlighting case studies of Community Arts and Cultural Development

In 2023, Patternmakers was commissioned by Creative Australia to develop a prototype for exploring case studies of Community Arts and Cultural Development. Explore the interactive digital resource ‘When Art Sparks Change’.

All around Australia, artists are sparking social change, working with communities to tell their stories, tackle big issues and create common ground.

Community Arts and Cultural Development (CACD) is a specialist art form where professional artist facilitators work with communities to co-create projects with purpose. However, many Australians are not. Research shows that of all the artforms, our population has a particularly limited understanding of the benefits of CACD.

This new resource launching today collates a selection of local case studies to showcase the inspiring work led by CACD artists. As Australia grapples with a civic crisis, their work has never been more needed.

Click the button below to learn more about the project and scroll through the digital resource: 'When Art Sparks Change' or download the PDF detailing the web content.

Image Credit: Robert Catto, Milk Crate Theatre’s DUST.

 
 

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Creative Sector Mapping with Arts Northern Rivers

The Patternmakers team worked with Arts Northern Rivers on a Creative Sector Mapping Project in 2023.

In 2023 and 2024, the Patternmakers team is working with Arts Northern Rivers on a Creative Sector Mapping Project to quantify the sector’s activity and needs, and identify opportunities for the future.

Arts Northern Rivers is the region’s peak arts body committed to fostering creative industries, encouraging excellence, and working to ensure access and engagement with arts and cultural activities.

In the wake of the 2022 storm and flooding events which affected the region, ANR has led a number of initiatives to bring the creative community together, revitalise cohorts and networks and support the Northern Rivers on its path towards a thriving future.

With support from the NSW Government, ANR commissioned Patternmakers to undertake a Mapping Project in 2023 and 2024, to measure the region’s creative sectors and explore a strategic approach to recovery support, investment and infrastructure across the region.

Image Credit: Kate Holmes, courtesy of Arts Northern Rivers.

 
 
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Audience Outlook Monitor — 2023

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2023:

 

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Dance Sector Uplift Project with Arts Northern Rivers

The Patternmakers team worked with Arts Northern Rivers on the Dance Sector Uplift Project in 2023.

In 2023, Arts Northern Rivers commissioned Patternmakers to assist with the Dance Sector Uplift project, designed to reactivate dance, physical theatre and experimental performance across the region.

We analysed and compiled the results of artist surveys and consultations with members of the Northern Rivers community into a report in order to inform the direction and outcomes of the project.

Read the report below to identify the strengths and challenges, supported with evidence and data, and recommendations on how to plan ahead, to create a vision, and help independent artists realise their creative potential while working collectively within the community.

Image | Dancers: Omer Backley-Astrachan, Kirsty Kiloh, Charemaine Seet in The Draw IN by Geraldine Balcazar. Photograph by Shane Rozario.

 
 
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Evaluation of A is for Atlas' Social Art Practice, Dining Room Tales

In 2023, Patternmakers partnered with contemporary performance company A is for Atlas to evaluate Dining Room Tales and explore its social impact.

In 2023, Patternmakers is partnering with contemporary performance company A is for Atlas to evaluate Dining Room Tales and explore its social impact.

Starting in 2011, Dining Room Tales is a social art practice which invites audiences to share time, food and conversation with an internationally acclaimed artist and other members of the community.

Since 2021, performances have been centred in regional Victoria and preliminary data suggests Dining Room Tales' audiences are valuing the opportunity to witness something new and connect with their community.

Image Credit: Image of Whang Zeng-Ting, from the Dining Room Tales website.

 
 

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Evaluation of the SongMakers program for APRA

In 2022 and 2023, Patternmakers is working with APRA/AMCOS to evaluate a new version of the celebrated SongMakers program.

In 2022 and 2023 we’re working with APRA/AMCOS to evaluate a new version of the celebrated SongMakers program.

SongMakers is a songwriting program for young people in secondary schools, that has kickstarted the careers of a number of emerging Australian musicians. The latest version adapts this program for a school holiday format for young people in regional NSW, with support from the NSW Government. 

This research involves surveying young people at the end of SongMakers workshops about the impacts of the program across domains including songwriting craft, participant wellbeing, and music industry knowledge. It also incorporates interviews with key stakeholders like program mentors and regional venue partners, and case studies with standout participants. 

To date we have delivered an interim report which has shown that the program is successfully cultivating technical skills, improved mood, ambition and passion for songwriting amongst participants, and identified a need for further extracurricular opportunities like SongMakers for young people in regional areas. At the end of the program, a final report will be produced based on further fieldwork, including a survey of all participants to explore their career trajectories since participating.

Image Credit: songmakers.com.au/holiday-sessions/

 
 

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Audience Outlook Monitor — 2022

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2022:

 
 
 

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Audience Research for the National Library of Australia (NLA)

In 2021-22 we worked with the National Library of Australia on a follow-on project to a major program of audience research conducted in 2020-21.

In 2021-22 we worked with the Library on a follow-on project to a major program of research conducted in 2020-21.

The project aimed to track key indicators and explore the extent to which it had made progress on the recommendations related to current audiences and diverse segments including on-site visitors (intercepted) and diverse segments including Aboriginal and Torres Strait Islander people, Culturally and Linguistically Diverse (CALD) Australians and people living with a disability.

A nationally representative survey was undertaken, along with a series of focus groups and an on-site survey of visitors to the NLA's temporary exhibition, ‘On Stage: Spotlight on Our Performing Arts’.

Key insights and recommendations were identified in four areas, with the project culminating in a cross-Departmental workshop and report.

Image Credit: Prudence Upton

 
 

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Audience Research for Northern Rivers Performing Arts (NORPA)

In the months following the 2022 floods, we worked with NORPA on a phase of audience research to build a profile of its audiences, understand how they are changing over time and identify insights for its work in the next chapter.

In the months following the 2022 floods, we worked with NORPA on a phase of audience research.

The objectives were to build a profile of its audiences, understand how they are changing over time and identify insights for its work in the next chapter.

The project involved focus group discussions, an online survey and desktop analysis of available audience data. The results helped to define the unique characteristics of NORPA's audiences, and the impact NORPA has for individuals and the Northern Rivers community.

Image Credit: Kate Holmes

 
 

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Impact Evaluation for Terrapin Puppet Theatre’s Schools Touring Program

From 2019 - 2021, Patternmakers worked with Terrapin to evaluate the impact of its Schools Touring Program on Tasmanian students, teachers and communities.

We worked with Terrapin to evaluate the impact of its Schools Touring Program on Tasmanian students, teachers and communities.

We explored the impact of the program in delivering puppet theatre to Tasmanian children for over 35 years. The research was conducted in three phases: a teacher survey and depth interviews in 2019, classroom observations in 2020 and further fieldwork in 2021.

The results provided insights into the impact of the program on Tasmanian culture and communities, as well as identifed the program’s successes and opportunities for improvement. The research also assisted Terrapin to partner with Blundstone on delivering an access program which reached over 4,000 additional student attendances.

For more information, read the case study linked below:

Image Credit: Scaredy Cat in a Tasmanian primary school 2021, Peter Mathew

 
 

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Audience Outlook Monitor — 2021

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2021:

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Sydney Audience Snapshot with City of Sydney

In 2020, we worked with the City of Sydney to report on findings from the Audience Outlook Monitor relevant to Sydney arts and culture audiences.

We worked with the City of Sydney to report on findings from the Audience Outlook Monitor relevant to Sydney arts and culture audiences.

The data was collected from over 2,000 past attendees of cultural events in Sydney, as a part of the Audience Outlook Monitor. This work provided insights about arts audiences, attendance and sentiment in the Sydney metropolitan Region.

Patternmakers also collaborated with a graphic designer on an innovative way to bring the qualitative findings to life, in a dynamic website with visual system for navigating by theme, artform and diversity segment. Visit the Visions for Culture page to explore the tool.

 
 

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Audience Research for Sunshine Coast Arts Foundation and Sunshine Coast Council

In 2020, we worked with the Sunshine Coast Council and Sunshine Coast Arts Foundation to undertake audience and market research.

We worked with the Sunshine Coast Council and Sunshine Coast Arts Foundation (SCAF) to undertake audience and market research.

The research heard from over 600 participants both living on or visiting the Sunshine Coast, to identify insights and opportunities for arts and culture events in 2020 and beyond. This involved designing and administering an online survey of audiences, conducting interviews with community and industry stakeholders, and focus groups with locals and visitors of different backgrounds.

We produced a report that highlighted key insights and outlined priority opportunities for market and audience development for the Sunshine Coast region.

Image Credit: www.scartsfoundation.com/portfolio-items/open-studios-sunshine-coast/

 
 

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Christmas City Program Review, Vision & Business Plan for the City of Greater Geelong

In 2020, Patternmakers worked with the City of Greater Geelong to review their annual Christmas Program and produce a business case for developing the program over the next four years.

In 2020, Patternmakers worked with the City of Greater Geelong to review their annual Christmas Program and produce a business case for developing the program over the next four years.

This work involved an evaluation of Christmas activities and a condensed stakeholder consultation process to understand community needs and interests in future seasons.

The report provided a recommendation for a strengthened and reinvigorated Christmas Program that will see Geelong become Australia’s Christmas City.

 
 

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Qualitative Research to Inform Strategic Activity for the Australia Council

We worked with Australia Council to undertake qualitative research to inform its strategic activity. The research involved a series of online and face-to-face focus groups with members of the public in regional and metropolitan NSW.

We worked with Australia Council to undertake qualitative research to inform its strategic activity. The research involved a series of online and face-to-face focus groups with members of the public in regional and metropolitan NSW.

The research aimed to inform the design of the National Arts Participation Survey (NAPS) and sense-checked the strategic priorities outlined in the new Strategic Plan.

The results provided valuable insights into the way Australians of various backgrounds engage with and perceive arts and culture, arts funding and its public value.

Image Credit: https://australiacouncil.gov.au/about-us/

 
 

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Postcode Analysis for the Museum of Applied Arts and Sciences

We worked with MAAS to analyse postcodes of visitors to their exhibitions, Reigning Men and Star Wars identities.

In 2018 and 2019, we worked with MAAS to analyse postcodes of visitors to their exhibitions, Reigning Men and Star Wars identities.

These projects involved cleaning raw postcode data; mapping these postcodes to corresponding Local Government Areas (LGAs), key regions and countries using a geographic approximation method and data from the Australian Bureau of Statistics (ABS). The data was then represented in a monthly snapshot report.

The snapshots helped MAAS with its reporting requirements, and also helped inform marketing during the exhibitions.

 
 

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Review of Touring and Engagement for Creative Victoria

In 2018, we worked with Creative Victoria to explore how the touring environment should evolve to better meet the needs of communities across Victoria and ensure future models are evidence-based.

In 2018, we worked with Creative Victoria to explore how the touring environment should evolve to better meet the needs of communities across Victoria and ensure future models are evidence-based.

We gathered data from over 200 touring stakeholders via an extensive series of depth interviews, six open forums across the State with 56 individuals, and a stakeholder survey.

We provided Creative Victoria with recommendations for new touring and funding investment models in order to ensure that the Victorian State government is able to realise its state-wide strategic objectives.

Image Credit: creative.vic.gov.au/funding-opportunities/find-a-funding-opportunity/touring-victoria

 
 

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Audience Research and Development Plans for four regional arts facilities in Victoria

In 2017 and 2018 we worked with four regional arts facilities in Victoria on new audience development plans, with support through Creative Victoria's Full House Program.

In 2017 and 2018, we worked with four regional arts facilities in Victoria, The Cube, COPACC, Castlemaine Art Museum and Horsham Town Hall, on new audience development plans, with support through Creative Victoria's Full House Program.

To deliver the audience development plans, we first undertook research and analysis into both current audiences and segments of the wider community. This involved a questionnaire design for an online survey, as well as conducting interviews with community leaders, and focus groups with members of the public.

We subsequently facilitated an interpretation workshop and audience development planning process for each facility to build evidence-based strategies. We worked with each organisation to implement the plans, monitor and evaluate progress.

Image Credit: www.visitmelbourne.com/regions/the-murray/see-and-do/art-and-culture/performing-arts/the-cube-wodonga

 
 

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Intrinsic Impact Study of Road Work for Performing Lines

Performing Lines commissioned Tandi Palmer Williams to help administer, analyse and report on the second phase of the Road Work intrinsic impact study.

From 2015-2017, Performing Lines commissioned Tandi Palmer Williams to help administer, analyse and report on the second phase of the Road Work intrinsic impact study.

Tandi worked with tour presenters, Performing Lines and Alan Brown to tailor the WolfBrown intrinsic impact tools for the regional Australian context, and develop guidelines for administration of surveys in 13 performing arts venues across Australia.

The results confirmed that touring contemporary performances to regional centres have the potential to attract new audiences to performing arts venues and create significant intrinsic impacts for audience members.

Image Credit: https://www.performinglines.org.au/2018/03/19/blak-lines-and-road-work-studies-released-2/

 
 

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