Ararat Arts Precinct Redevelopment - Branding Review
The Ararat Arts Precinct redevelopment has prompted a review of the existing brands. What are your thoughts?
The Ararat Arts Precinct redevelopment will establish a regionally significant arts destination at the Ararat Town Hall that offers major exhibitions and performances and attracts conferences and events to the region. Ararat Performing Arts Centre (PAC) will have its theatre technically upgraded, a new green room built and its foyer refurbished. Ararat Regional Art Gallery (gallery) will celebrate its 50th year in 2018, and, for the first time, will be able to showcase its nationally significant collection of textile art in new and refurbished spaces. The project is funded through a partnership between the Victorian Government ($3.7 million), the Federal Government ($945,000) and Ararat Rural City Council. Almost $80,000 has also been donated by community members and further donations are sought.
The scale and ambition of this project has prompted a review of the existing PAC and gallery brands. This is to ensure both organisations are best placed to develop audiences and increase visitation and engagement on re-opening in 2018. Gravity Design were engaged to lead a review of current PAC and gallery brands. Consultation with key stakeholders occurred and Gravity then prepared a review with recommendations for rebranding and conceptually reframing the respective PAC and ARAG brand identities.
The review proposed some changes to the names of both organisations. Ararat Performing Arts Centre would become Ararat Regional Theatre (ART). The new name differentiates it from other regional presenters who also use the acronym PAC. It also signals a move from passive presenter to active producer, which is a future-focussed proposition that better reflects the renewal of its artistic direction.
Ararat Regional Art Gallery would become Ararat Gallery – returning to the name it was known as between 1968 and 2005. Ararat Gallery would also have a sub-brand - TAMA: Textile Art Museum Australia, in which to capitalise on its national textile art reputation. The redevelopment is focussed on the gallery attracting external visitation through its ability to share its extensive textile collection for the first time to establish it as a major attractor of visitation to the region. The gallery will therefore be known as Ararat Gallery: TAMA.
Ararat Gallery: TAMA and Ararat Regional Theatre will be positioned under the banner of the Ararat Cultural Precinct.