Hawthorn Arts Centre
Client: City of Boroondara
The Hawthorn Town Hall was transformed in a $20 million redevelopment to become a community, cultural and heritage hub and the flagship of arts, cultural and civic celebration for the City of Boroondara. The heritage building is now a space where the community meets, businesses conference and the arts entertain and provoke. Presenting a vibrant program of arts and cultural events, and incorporating the Town Hall Gallery, the Centre also includes gallery retail space The Emporium and a cafe – everything needed for a first class visitor experience.
After an 18-month construction and refurbishment window, Hawthorn Arts Centre incorporated a new café supporting the community gallery. Encouraging further community use of facilities, inclusion of an events bar and multiple revitalised function spaces supports Council’s cultural programs and commercial activities.
Project objectives included generating revenue from catering facilities to offset venue operating costs and help activate the Centre. Infrastructure planning was expected to inform flexible and functional catering operations. Catering procurement needed to allow flexible operator options to meet Council’s commercial and operational catering objectives at the Centre. Working within Council’s procurement framework, The Maytrix Group documented and managed a two stage procurement process that included informing the preparation of the catering contract and setting performance indicators.
The appointed operator achieved strong sales growth consistent with sales projections and worked with Council to implement a comprehensive business and marketing plan to drive function sales activity. The café has effectively activated and raised the profile of
the Centre, engaging users and the broader community.