Marketing a contemporary art museum: The White Rabbit Gallery
Lehman, KF, Marketing a contemporary art museum: The White Rabbit Gallery, Marketing: Theory, Evidence, Practice, Oxford University Press, Oxford University Press (ed), Sydney, pp. 472-475. ISBN 9780195573558 (2013) [Other Book Chapter]
of information and learning towards providing an appealing and satisfying experience in a distinctive
environment. In other words, they needed to modify their product offering and the strategies they used to
communicate with their consumer. Consequently, there is now a strong emphasis There has been considerable change in the arts and cultural sectors since the 1970s. Increasing pressures
on funding and the subsequent need for greater accountability has driven a more professional approach to
business processes. Simultaneously consumers have become better educated, have increased disposable
income—though less time—and are offered a multitude of competing activities. Museums have had to
take account of these social and economic changes, and have had to transition from being just a sourceon marketing in the arts
and cultural sectors.
The White Rabbit Gallery is an example of a private art museum that has developed a niche within the highly
competitive Sydney cultural experience market, and has become significant on a national and international
scale (Wilson, 2009). To understand how they have achieved this, we can analyse the philosophy and
approach of the Gallery, the nature of their product and their consumers, and the marketing strategies that
they have used to connect to them.