Toitū Otago Settlers Museum and Dunedin Chinese Garden
Client: Dunedin City Council
Securing the future for a well-loved museum
The Toitū Otago Settlers Museum and Dunedin Chinese Garden is part of a group of Dunedin arts and cultural institutions managed and funded by the Dunedin City Council. It fulfils a unique role within the city’s cultural landscape by focusing on the people and social history of the Otago region, along with the contribution of its immigrant communities.
The Museum is popular among both locals and tourists, but it recognised the need to explore sources of revenue beyond Council funding to ensure its future sustainability.
After working with the Museum and the Council to assess a range of potential commercial options, the Maytrix Group put forward recommendations for generating additional revenue without negatively impacting Museum visitors or core activities. This considered both opportunities for improving returns from existing activities (such as the Museum’s onsite café, retail shop and function venue hire offering) as well as additional options that could be implemented.
To inform the options presented, a through process of consultation was undertaken in collaboration with the Museum’s management, providing our team with an understanding of the challenges and limitations of the Museum’s operating environment. Standout institutions in the arts and cultural space were used to benchmark best practice approaches to commercial activation within similar environments.