SINGLETON COUNCIL

Hunter Valley, NSW

REVENUE AND MARKETING STRATEGY

THE BRIEF

Singleton LGA will welcome a new Arts and Cultural Centre in 2021.

Following extensive community consultation and interest, Singleton Council progressed the construction of an Arts and Culture Centre adjoining its existing Visitor Information Centre. Scheduled to open in October 2021, Singleton Council required a diversified revenue strategy that would support operations and importantly engage the community.

Strategies and recommendations needed to align with Singleton Council’s current Arts and Culture Strategy 2020-2030 with the intention to:

  • Make The Centre financially viable

  • Position Singleton as the prime arts and culture destination in the Hunter region

  • Complement Singleton Council’s working Community Engagement Strategy

  • Support the design and operating framework, developed by an external art and cultural specialist.

THE OUTCOME

 

Mayvin Global focused on core revenue streams to support short-term revenue raising objectives, while also providing options for longer term consideration.

 

The Revenue Strategy and aligned Marketing Action Plan provided a framework for:

 

  • Membership including leveraging the Founding Membership opportunity of launching a new facility

  • Sponsorships (or Corporate Partnerships) including a framework for SME in the region

  • Philanthropy (focusing on adhoc giving and donations until DGR status is secured);  and

  • Retail potential

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The team at Mayvin Global drew on a holistic approach to develop a strategy around revenue generation with an aligned marketing action plan.

 

It was essential for Mayvin Global to provide a straightforward toolkit/reference guide for Singleton Council to hit the ground running in the lead up to the official launch of the new Arts Centre.

 

The work delivered was exceptional, using their expert knowledge in The Arts and revenue-raising. They challenged our thinking, provided practical and realistic options and demonstrated a deep understanding of our requirements.

 

We thank the team at Mayvin Global for this great outcome.

Sean Britton
Manager Strategy & Engagement, Singleton Council