Melbourne Business Practicum Report
Benchmarking Melbourne as a Sports and Arts Capital

Research conducted by: Carthur Wan Daniel Chen Eliza Tong & Karleen Wu

Disclaimer: The MBP team has used reasonable care and skill in compiling the content of this material. However, neither the MBP nor the students provide a warranty as to the accuracy or completeness of any information in these materials. No part of these materials are intended to be advice, whether legal or professional.

Contents
1. 2. 3. 4. Executive Summary ......................................................................................................................... 2 Background and Objectives ............................................................................................................ 3 General Benchmarking Methodology ............................................................................................. 4 Benchmarking Melbourne's Arts Status ......................................................................................... 5 4.1 4.2 Arts Comparison Cities Overview............................................................................................ 5 Arts Capacity Index ................................................................................................................. 6 Physical Infrastructure - Venue Number......................................................................... 6 Physical Infrastructure - Size ........................................................................................... 7 Economic Infrastructure ................................................................................................. 9 Arts Capacity Index - Combined Aspects ...................................................................... 10

4.2.1 4.2.2 4.2.3 4.2.4 4.3 4.4 4.5 4.6 5. 5.1 5.2 5.3 5.4 5.5 5.6 6. 7. 8.

Arts Enthusiasm Index .......................................................................................................... 11 Arts Reputation Index ........................................................................................................... 13 Overall Arts Index.................................................................................................................. 15 Arts Clusters .......................................................................................................................... 16 Sports Comparison Cities ...................................................................................................... 18 Sports Capacity Index ............................................................................................................ 19 Sports Enthusiasm Index ....................................................................................................... 21 Sports Reputation Index ....................................................................................................... 24 Overall Sports Index .............................................................................................................. 26 Olympics Venues Assessment ............................................................................................... 27

Benchmarking Melbourne's Sporting Status ................................................................................ 18

Conclusions ................................................................................................................................... 31 General References ....................................................................................................................... 32 Appendices .................................................................................................................................... 33 8.1 8.2 Data Analysis ......................................................................................................................... 33 Data Sources ......................................................................................................................... 41 Arts Data ....................................................................................................................... 41 Sports Data .................................................................................................................... 44

8.2.1 8.2.2

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1. Executive Summary
The report was tasked with examining Melbourne's sporting and cultural status in order to determine whether the city can be considered a national or world capital with regards to sports and/or culture. In the process of this examination, the report also identified clusters of arts activity within the city. The report also set out to provide an initial assessment of Melbourne's venues in relation to an Olympic bid. Three aspects of sports and arts status were analysed: infrastructural Capacity, public Enthusiasm and global Reputation. These were compared against five world cities using a relative scoring approach for a variety of relevant metrics including number of venues, funding and employment, attendance levels, public participation and brand value, to create indices for the three aspects as well as an overall assessment. With regard to arts, the report finds that Melbourne has a strength in terms of physical capacity and attendance relative to Sydney resulting in a higher overall Capacity Index and Enthusiasm Index; however, it scored lower for economic metrics within Capacity and had a weaker Reputation score. Two new clusters of activity were identified, a central CBD cluster and North Melbourne cluster. Melbourne's overall score was higher than Sydney, indicating the city can be considered Australia's arts capital. However, both cities are significantly weaker than international comparison cities in nearly all indices. In terms of sporting status, the report finds that Melbourne has considerable strengths. The city ranked first amongst the six cities in both the Capacity Index and Enthusiasm Index. However, in Reputation the city ranked third due to comparatively lower global brand value and social media reach metrics. In all indices, Melbourne scored higher than Sydney, however, in the overall assessment Melbourne placed second to London. The report therefore finds that Melbourne is Australia's sports capital and has some claim to the title of world sports capital, however, that claim must be qualified with regards to certain criteria. The report therefore recommends that the city focus on maintaining and improving its Reputation metric scores in both arts and sports, as well as investment in the city's arts economy to improve the arts Capacity score. This could entail strategies to encourage sports and arts tourism, in a national and regional context, and to attract international attention to the city such as hosting sports events with broader international appeal, such as FIFA events, and the development of additional international arts festivals, respectively.

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2. Background and Objectives
Melbourne, population 3.4 million, is Australia's second largest city. Since 2010, Melbourne has been recognised as the most liveable city in the world by the Economist Intelligence Unit’s (EIU) Global Liveability Ranking. The EIU considers sporting and cultural availability as an important component of a city’s Culture and Environment score, which forms a major component of the overall score. In the recently released Plan Melbourne 2014, sports and culture were identified as a key component of Melbourne’s identity, reputation and global competitiveness. The hosting of major sporting events may also improve reported life satisfaction [1] and arts, culture and recreation have been linked to community well-being in relation to both economic and social factors [2]. Melbourne has been referred to as the sports capital of the world and the arts and culture capital of Australia. However, these claims lack a substantive evidence base to support them. The project aimed to provide this evidence base through a comparative analysis. Consequently, the project’s major objectives were as follows: • • • • To examine and benchmark Melbourne’s sporting status against other world cities. To examine and benchmark Melbourne’s arts and culture status against other world cities. To identify clusters of key arts activity. To examine the suitability of Melbourne’s sports venue infrastructure for an Olympic Games.

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3. General Benchmarking Methodology
In order to benchmark Melbourne’s position, three major indicators were identified. 1. Capacity: This criterion encompassed physical and/or economic infrastructural considerations. 2. Enthusiasm: This criterion contained measures of the level of interest in sports or arts in each city. 3. Reputation: This criterion utilised metrics of global recognition in either sports or arts. Five cities were chosen for comparison based on a combination of characteristics including population size, familiar recognition in the respective area of sports or arts, and success in attracting significant sports or arts events such as the Olympic Games or UNESCO recognition. Sydney, as another major Australian city of similar population size, was specifically chosen for inclusion in both sets of five cities as a national benchmark comparison. Metrics were identified to address each of these categories and for each metric, data were collected for the respective cities. These metrics and the rationale behind their use are outlined in the respective sections of the report. The report relied primarily on publicly available secondary sources of data. This presented the major limitation to the study, both in data reliability and in the choice of comparable metrics. In order to convert the different types of metric data into standardised scores, a relative scoring approach was used. The values for a given metric were totalled, and each city was assigned a score from their proportion of the aggregated value. The individual metric scores were combined within each respective category to generate a Capacity Index, Enthusiasm Index and Reputation Index for both arts and sports. The combination of these major indices then provided an overall score of the cities’ relative positions.

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4. Benchmarking Melbourne's Arts Status
4.1 Arts Comparison Cities Overview
Greater Sydney, population 4.76 million - Sydney was chosen as a national benchmark comparison. The city has been designated a UNESCO City of Film. The city's iconic Sydney Opera House attracts millions of visitors and serves as a venue for concerts, musicals, orchestral performances and operas. Greater London, population 8.3 million - London is commonly recognised as a world leader in arts and culture and was therefore included for comparison. Home to two of the UK's Tate Galleries, the British Museum and the West End, research shows that culture is a primary reason for the majority of London's tourists. Resident Londoners value their cultural scene, with 84% citing the city's arts and culture an important aspect of their quality of life [3]. New York City (NYC), population 8.4 million - The city is considered a cultural capital, with a wealth of museums and galleries within its five boroughs, including the renowned Metropolitan Museum of Art. NYC has a particular strength in the performing arts, with its Broadway and off-Broadway theatre districts. Paris, population 2.2 million - While smaller than Melbourne by population, Paris popular status as an arts capital required its inclusion in the benchmarking. The city contains a myriad of museums and galleries, foremost among them The Louvre, which houses the Mona Lisa. Berlin, population 3.5 million - While less well-known than the other chosen cities, Berlin provided a comparison with a closer population size to Melbourne. The city is a UNESCO City of Design, the Berlin Philharmonic is considered one of the world's pre-eminent orchestras and its annual Berlinale Film Festival is the largest public film festival in the world by attendance.

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4.2 Arts Capacity Index
A city's cultural capacity, in terms of physical and economic infrastructure, enables the development of its cultural and arts scene and reputation. In terms of physical infrastructure, the number of venues in six categories was considered: • • • • • • Museums National museums Galleries Live music venues Theatres Concert halls

Physical infrastructure was also considered in terms of size using two metrics, the average seating capacity of major performance venues 1 and the size of the largest museum collection in the city. Finally, economic infrastructure was examined using the metrics of government arts funding 2 and employment rate 3 in arts and culture industries to generate an Arts Funding Score and Creative Employment respectively. The data analysis for the three components of the Arts Capacity Index is shown in Table 1,Table 2 and Table 3.

4.2.1

Physical Infrastructure - Venue Number

The resulting scores for the first aspect of physical infrastructure (number of venues) are depicted in Figure 1. Melbourne and Sydney are relatively weak compared to the other four cities. While the other cities have more than 100 museums and 400 galleries, Melbourne has only 39 museums and 306 galleries. Sydney has the lowest score in these metrics, as it has only 60 museums and 122 galleries. This may be due to the relative age of the cities. As Melbourne and Sydney are comparatively young, their depth of local history may not be as rich. Paris is particularly strong in terms of the number of galleries (1046) and number of national museums (24) resulting in high scores for these metrics. In terms of music, Melbourne had the third highest score due to a relatively large number of live music venues (370), slightly lower than Paris (423). Paris and Sydney again ranked first and last, respectively amongst the cities. The high ranking of Melbourne may be due to the development of a contemporary live music being less dependent upon a city having an extensive cultural history.

1

Defined as venues with capacity greater than 1,000 for Berlin as no theatres were greater than 2,000 in capacity. Defined as venues greater than 2,000 capacity for other cities. 2 Combined national, state and local funding per capita. 3 Number of employees in arts and culture as percentage of total population.

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1.80 1.60 1.40 1.20 Metric Score 1.00 0.80 0.60 0.40 0.20 0.00 Concert Halls Score Theatre Score Live Music Venue Score Gallery Score National Museums Score Museum Score

Figure 1. Scores for physical infrastructure in terms of venue numbers for the six cities.

4.2.2

Physical Infrastructure - Size

The results of the scoring for the second aspect of physical infrastructure (size) are shown in Figure 2 below. 4 Melbourne had the highest score for average seating capacity at approximately 33,000 seats on average. This is largely attributable to the capacity of MCG (95,000 for concerts). Sydney had the second highest score due to an average seating capacity of approximately 29,000 seats. In this metric Paris performed poorly as, while the city has an abundance of venues, these have limited capacity. The largest performance venue in Paris has a capacity of 16,000, which is only one fifth of the MCG's capacity and therefore Paris ranked the lowest here.

4

N.B. Data on Berlin's Pergamon Museum includes only part of its permanent collection, thus its score may understate its performance.

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0.90 0.80 0.70 0.60 Metric Score 0.50 0.40 0.30 0.20 0.10 0.00 Largest Museum Collection Score Average Seating Capacity Score

Figure 2. Scoring for physical infrastructure size metrics.

London is not competitive in seating capacity, but it is dominant in the score for museum collection size. The largest permanent museum collection in London, housed at the British Museum, has over 8 million works, four times the size of the Metropolitan Museum of Art in NYC. While The Louvre, houses many notable and invaluable works, the size of its permanent collection is considerably smaller than London, NYC and Melbourne. However, the report acknowledges that this metric does not consider the subjective quality of these city's collections and that a collection's quality and notability may be a more important factor. Neither Melbourne nor Sydney scored well in collection size, as the other cities vastly overshadowed them in this metric, however Melbourne's largest collection at 70,000 works was more than twice the size of Sydney's largest collection.

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4.2.3

Economic Infrastructure

The results of the third sub-index in the capacity benchmarking, economic infrastructure, are shown in Figure 3 below.

0.90 0.80 0.70 0.60 Metric Score 0.50 0.40 0.30 0.20 0.10 0.00 Creative Employment Score Arts Funding Score

Figure 3. Scoring for economic infrastructure metrics for the six cities.

While France has reduced its cultural budget and consequently funding to Paris' arts scene, the city still managed to rank first amongst the six cities. Berlin had the second highest score due to a high funding level of €280 per capita, with part of that funding used to support cultural "beacons" including the renovation of the city's Museum Island and the annual Berlinale film festival. Sydney's score in this metric was higher than Melbourne; the city's funding was AU$60 per capita higher due to the NSW government continued strong investment in the arts and culture sector. Paris had the highest creative employment score, with 13.65% of Paris' population employed in the arts and culture sector. Melbourne had 1.84% of its population employed in the arts industry, slightly lower than Sydney, and thus ranked 5th amongst the six cities. This would suggest that there are greater opportunities for a profession in the arts and culture in Sydney. As this analysis considered public expenditure only, not total investment, the positions of NYC and London in the two metrics (scoring well in creative employment, but poorly on arts funding) may actually reflect the commercial viability of their respective arts scenes in attracting private investment.

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4.2.4

Arts Capacity Index - Combined Aspects

The three sub-indices for arts capacity were converted to scores out of one and combined to give an overall arts capacity score.

0.80 0.70 0.60 Index Score 0.50 0.40 0.30 0.20 0.10 0.00 Economic Score Physical Size Score Physical Number Score

Figure 4. Arts Capacity Index scores for the six cities.

Overall, Paris had the highest Arts Capacity Index score followed by London and NYC. Melbourne ranked 5th. Neither Melbourne nor Sydney were competitive in the numbers of venues score, with both achieving much of their score through their relative venue capacities. Melbourne outperformed Sydney overall due to its advantage in both physical infrastructure aspects, however, Sydney had higher scores in economic infrastructure than Melbourne. These metrics are ultimately interrelated, as greater investment and employment opportunities will justify the development of venues and facilities. Consequently, in order to maintain this overall competitive advantage going forward, Melbourne may need to invest more funding in cultural programmes or aim to attract greater state and federal funding towards improving the local arts economy.

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4.3 Arts Enthusiasm Index
Enthusiasm for the arts and culture is vital for a city to build a dynamic and sustainable visual and performing arts scene. Enthusiasm for the arts was assessed using the attendance metrics in the table below: Metric Museum Attendance Theatre Attendance Film Festival Attendance Theatre Ticket Revenue Score Definition Number of visitors to the top five museums, per capita. Number of theatre attendees, per capita. Number of attendees at the city's largest film festival, per capita. Revenue per capita of the city's combined theatres. 5

The data analysis is available in Table 4. The resulting scores for these metrics are shown in Figure 5. London and NYC have the highest cumulative scores, owing to their considerable theatre attendance and revenues, as well as strong scores in museum attendance. Berlin ranks 3rd, as in terms of notability, Berlinale ranks among the likes of Sundance and Cannes garnering the city a much higher score than any other city for film festival attendance.

1.20 1.00 0.80 Index Score 0.60 0.40 0.20 0.00 Theatre Revenue Score Film Festival Attendance Score Theatre Attendance Score Museum Attendance Score

Figure 5. Arts Enthusiasm Index scores for the six cities.

5

Total revenues are determined using average ticket price and number of ticket sales.

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From a national perspective, Melbourne outperformed Sydney in the museum and film festival attendance metrics, however the cities were similar in both theatre attendance and ticket revenue scores. While not assessed in this benchmarking, Melbourne's live music scene is a strong point in terms of arts enthusiasm, with Victoria the only state to post growth in the Contemporary Music Sector according to Live Performance Australia [4]. It may therefore be worth investigating whether there are specific practices or features of the local live music industry that could be applied to the theatre industry. It is also important to note that tourism will significantly impact these attendance metrics. NYC's Broadway and off-Broadway, and London's West End theatre districts are a significant source of both domestic and international tourists. Similarly, Berlinale does not amass its filmgoers only through the local population, and the various museums and galleries in London, NYC, Paris and Berlin attract visitation from around the world. As such, these metrics may therefore inform more about enthusiasm for each city's arts and culture more generally, rather than enthusiasm from within each respective city. Nevertheless, this provides a useful indicator of each city's relative position, as external enthusiasm can only aid in the development of arts and culture locally. Consequently, this would also suggest that the development of Melbourne as a cultural and performing arts tourism destination, both domestically and abroad regionally, would be a priority in maintaining a national arts and culture advantage.

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4.4 Arts Reputation Index
A city's reputation in the arts and culture allows it to attract tourism and investment, which in turn facilitates the development of local capacity and enthusiasm. Reputation can be difficult to assess, given its subjective nature, however, four quantifiable metrics were chosen to attempt to assess the cities' relative positions. • • • • The number of annual international film festivals hosted. The number of designated UNESCO World Heritage sites. The number of the museums among the fifty most visited museums in the world. The number of the world's best orchestras. 6

The data analysis is detailed in Table 5. The converted scores are depicted in Figure 6. NYC's large number of international film festivals (6), earned it the highest score in the first metric. Comparatively, Melbourne and Paris only host one well-known international film festival annually. In this metric Sydney exhibits a strong performance with five festivals earning its status as one of only two UNESCO Cities of Film.

1.40 1.20 1.00 Index Score 0.80 0.60 0.40 0.20 0.00

Best Symphony Orchestras Score Museum Popularity Score World Heritage Sites Score International Film Festival Score

Figure 6. Arts Reputation Index scoring for the six cities.

London and Paris share the highest score for World Heritage sites, each having four. This may, again, owe to a more extensive history of arts and culture due to the cities' comparative ages. Melbourne's
Based on a ranking compiled by respected classical music publication Gramophone magazine, based on a panel of classical music reviewers.
6

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Royal Exhibition Building and Carlton Gardens provides an equal score in this measure to NYC and Sydney. In qualitative terms, however, the latter cities' Opera House and Statue of Liberty likely garner significantly greater popular recognition. In the third metric, Melbourne performs relatively well as it holds two places among the fifty most visited museums in the world, the NGV and Melbourne Museum, and thus earns a 3rd place score alongside NYC. Sydney conversely, has no museums that fall within the top fifty, while London with eight gains the highest score in terms of well-visited museums. NYC with two of the world's best symphony orchestras took the highest score in the final metric, with Berlin and London 2nd equal. Paris, Melbourne and Sydney all lacked any recognition in this area. The Melbourne Symphony Orchestra while well-known nationally, has yet to gain an international reputation. Overall, London and New York enjoy high reputation scores, while Melbourne has the lowest score amongst the benchmarked cities. The disparity between Melbourne in Sydney is relatively small and suggests Melbourne could bridge this reputation gap. Approaches to raise the city's international reputation, such as the hosting of more international film festivals could be used to attract visitors, while Melbourne's other museums could be promoted to improve their visitor levels.

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4.5 Overall Arts Index
The three separate indices were combined to generate an overall picture of Melbourne's relative position. Capacity was weighted at 40%, while Enthusiasm and Reputation were weighted at 30%, as the authors viewed the former of greater importance. The physical and economic infrastructure act as a precursor to developing an arts scene and thus enthusiasm and reputation.

0.90 0.80 0.70 Overall Index Score 0.60 0.50 0.40 0.30 0.20 0.10 0.00 Melbourne Sydney London New York Paris Berlin Reputation Enthusiasm Capacity

Figure 7. Overall Arts Index for the six cities.

As can be seen from Figure 7, London and NYC have the overall lead mainly due to high enthusiasm and reputation scores. Melbourne ranks 5th in the comparison, higher than Sydney, while the overall arts index scores for Paris and Berlin are close. Melbourne stands out in the Capacity Index, largely due to its strength in physical infrastructure. In terms of enthusiasm and reputation, though, the city exhibits relative weakness. Based on this overall index it would be concluded that Melbourne can be considered the arts and culture capital of Australia with a higher score than Sydney, however, in a global context both lag significantly behind the other benchmark cities. Furthermore, the difference between Melbourne and Sydney is not substantial. In order to both maintain any domestic advantage and to develop the city from an international perspective more funding needs to be invested to stimulate the development of arts economy. Local participation should be encouraged to enhance scores in metrics in the Enthusiasm Index. Moreover, Melbourne needs to promote its arts and culture and enhance its standing internationally to improve in both its Reputation and Enthusiasm, as significant tourist visitation is a key part of the leading cities' scores in these areas. 15

4.6 Arts Clusters
As a secondary objective to the arts benchmarking process, identification of clusters of arts activity was performed. In order to determine the level of activity, lists were compiled of exhibitions and performances scheduled to be held in Melbourne in 2015. The locations of these venues and their level of activity were then mapped, with the resultant output shown in Figure 8. For the exhibition aspect, there were 28 museums and galleries identified, scheduled to hold 56 exhibitions. These were divided into those with five or more exhibitions and those holding less than five. Three venues were identified with more than five scheduled, the Ian Potter Gallery, NGV and Federation Square. For the performance aspect, there were 43 venues identified, scheduled to hold 1221 performances 7. These were divided by frequency into three groups: 1-19, 20-99 and 100+ performances. Three venues were identified that were scheduled to hold more than 100 performances; the Southbank Theatre, the Arts Centre State Theatre and Malthouse Theatre. Two criteria were used to determine the presence of a cluster of activity: • • At least two facilities within walking distance A minimum level of activity defined as five exhibitions for galleries and museums and 20 performances for performing arts venues.

Based on the mapping process, four clusters were identified located in Southbank, the east end of the CBD, North Melbourne and the central area of the CBD. The Southbank arts venues form an official arts precinct, while the East End theatre district has previously been identified as an informal cluster of activity. The degree of activity in North Melbourne and the central CBD was not previously recognised as a cluster. Approximately 50 events are scheduled to be held in the North Melbourne cluster and the locations are within approximately 10 minutes walking distance, while the CBD venues will hold over 100 arts and culture events in 2015.

7

Theatrical performances, live music performances, orchestral concerts, etc.

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Figure 8. Location of Melbourne's arts clusters.

North Melbourne

East End

CBD

Southbank

1-4 Exhibitions 5+ Exhibitions 1-19 Performances 20-99 Performances 100+ Performances

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5. Benchmarking Melbourne's Sporting Status
5.1 Sports Comparison Cities
Greater Sydney - Sydney was chosen as a national benchmark comparison. The city serves as headquarters to National Rugby League (NRL) and the only other Australian city to have held the Olympic Games. New York City - NYC was chosen due to its rich sporting history, hosting the headquarters of the big four US professional sporting leagues and serving as home to several prominent major league sports teams and venues. The city also hosts the annual US Open Grand Slam and the New York Marathon, the largest in the world. Greater London - London is home to numerous English Premier League teams. The city has twice received the SportsBusiness Ultimate Sports City Award (2012, 2014). The city hosts a variety of international sporting events, including the annual venerable Wimbledon Championship and staged a successful Olympic Games in 2012. Greater Boston, population 4.7 million - With a similar population to Melbourne, Boston is home to the iconic Fenway Park and Boston Red Sox. Amongst American cities, Boston has recently experienced unrivalled sporting success having won 9 Big Four professional sporting league titles since 2000. Boston was also chosen due to its selection by the US Olympic Committee as their 2024 bid city. Tokyo Prefecture, population 13.2 million - Tokyo was primarily chosen due to its recent successful 2020 Olympic bid. The city is a major centre for sports in Japan, with teams active in baseball and soccer leagues. The country’s Nippon Professional Baseball league often serves as a source of talent for the US Major League Baseball (MBL), with Tokyo’s Yomiuri Giants the most prominent team.

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5.2 Sports Capacity Index
The presence of competition grade stadiums is an essential component of a city’s sporting position. These facilities enable a city to house professional sporting teams and host national league fixtures, as well as stage international competition events. Six metrics of sporting capacity related to venue infrastructure were identified as follows: Metric Number (Total) Definition A count of the city’s sporting venues was used to examine the overall venue infrastructure the city contained for both community and competitive use. A count of venues used in regular national league competition 8 or major international competition 9 was used as an indicator of the number of facilities that are maintained at competition standard. The cumulative crowd capacity of major venues was used as an indicator of the city’s cumulative spectator capacity. The average crowd capacity of major venues indicated the average crowd size a city could accommodate across its professional venues. The largest crowd capacity of major venues was used as an indicator of the maximum event crowd a city could accommodate. The largest pitch size of major venues provided an indicator of the maximum usable playing area.

Number (Major)

Total capacity (Major Venues) Average Crowd Capacity (Major Venues) Largest Facility Capacity Largest Field

The results of the conversion of these metrics into scores and the consequent cumulative sporting Capacity Index score are depicted in Figure 9, with the data analysis available in Table 6. Melbourne compared favourably with the other five cities, with the highest score in the venue Capacity Index. In terms of sporting venues, Melbourne’s strengths are in the total number of stadiums, as well as the scale of those stadiums regularly used in professional competition in terms of both field size and crowd capacity. The Melbourne Cricket Ground (MCG) is the largest major stadium amongst those examined in the six city comparison, facilitating crowds of up to 100,000, while the Flemington Racecourse is capable of entertaining crowds up to 120,000 during the annual Melbourne Cup Carnival. Comparatively, the second largest major venue, London and Europe’s largest stadium, was Wembley Stadium with a crowd capacity of 90,000.

8

MLB, NBA, NFL, NHL (US cities), J League and Nippon Professional Baseball (Tokyo), Australian Football League, Big Bash Cricket and NRL (Australian cities), and English Premier League, Football League Championship and English Premiership Rugby (London). 9 E.g. ATP Tour Grand Slam.

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1.60 1.40 1.20 Index Score 1.00 0.80 0.60 0.40 0.20 0.00 Largest Facility Capacity Score Largest Field Score Average Crowd Capacity Score (Major Venues) Total Capacity Score (Major Venues) Number Score (Major) Number Score (Total)

Figure 9. Sports Capacity Index scores for the six cities.

Both Melbourne and Sydney scored well in terms of field size, with the MCG and Stadium Australia measuring approximately twice the area of the other cities’ respective stadiums. It is also worth noting that unlike the largest field in NYC, Citi Field, which is a purpose-built baseball venue with an irregular pitch shape, the MCG is a multifunctional venue that can be used for a variety of sports. In terms of cumulative capacity for competitively used facilities Melbourne ranked highly. This can predominantly be attributed to the scale of the MCG, Flemington Racecourse and the Grand Prix Circuit that when combined exceed the total capacity of all major venues in every comparison city besides London. The highest scores for number of “major stadiums” were for London and Sydney. This appears to reflect a difference in usage patterns. While the MCG and Etihad Stadium play host to a large number of Melbourne’s national league team fixtures, professional competitive play is distributed across a greater variety of venues in Sydney and London. While the strategy employed by Melbourne’s sporting teams ensures a more efficient and regular usage pattern the city could consider distribution of competitive play to other stadiums to either develop or maintain their ability to host competition level events. The development of other league sports may also serve to increase the competition usage of Melbourne’s other stadiums.

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5.3 Sports Enthusiasm Index
Public enthusiasm for sports was considered a vital aspect of what made a city a sporting capital. The ability of a city to attract substantial crowds is essential for both the economic viability of domestic professional sporting teams and successfully tenders towards hosting international sporting events. Attendance metrics were used to indicate the population's enthusiasm through willingness to serve as a customer base for city teams and sports events. Two attendance measures were examined. • • The total attendance for respective major league team seasons (2014) and major annual international competitive events. The average crowd size for the fixtures and events held.

Attendance figures were expressed per capita prior to determining relative scores for the Enthusiasm Index. The third metric was participation rates in sporting activities. 10 This was assessed to determine each population’s interest not just in spectatorship, but also through a willingness to spend leisure time participating in sports. The data is available in Table 7 and the results of scoring are depicted in Figure 10 below.

0.80 0.70 0.60 Index Score 0.50 0.40 0.30 0.20 0.10 0.00 Public Participation Score Average Crowd Size Score Total Attendance Score

Figure 10. Sports Enthusiasm Index scores for the six cities.

State level data used for New York, Boston, Melbourne and Sydney. For New York and Boston, based on participation 151+ per year in sports or physical recreation, for other cities based on participation at least once per week.

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Melbourne held the highest total score for attendance and enthusiasm in sports, followed by Boston and NYC. This was driven by a strong advantage in both attendance metrics. The available population not only affects the potential audience for any given event, but also the number of events the city can sustain and thus the total attendance. In this regard London, NYC and Tokyo’s comparatively large populations offer a substantial advantage. This was observed with regard to the former two cities; however, Tokyo failed to manifest this advantage in practice. While the comparison was normalised to the population of each respective city (that is, expressed per capita), it is also worth noting that the comparison cities are also advantaged by large accessible neighbouring populations. Therefore, the scores Melbourne achieved in these metrics likely understate its performance. As Melbourne's population grows, the city should in theory sustain a larger number of events, teams and therefore Attendance and Enthusiasm. In absolute terms, Melbourne ranked 3rd in total attendance after NYC and London. Across the 167 events considered, the city attracted 5.62M spectators amounting to an average of more than 33.6 thousand per event. In normalised terms this resulted in Melbourne gaining the highest score in both metrics. Affordability in terms of ticket prices was also examined, separate from the indexed metrics, as the lower barrier of entry could be considered from two perspectives. While a low cost indicates greater public accessibility for sporting events and could be considered favourably, the degree to which patrons are willing to spend more on admission could signify higher enthusiasm. Average ticket prices for major league games are depicted in the table below. 11 City Melbourne Sydney Boston London New York City Tokyo Price (local currency) 25.00 25.00 67.22 26.57 63.24 N/A

The US sports patrons pay the highest average ticket prices, followed by Londoners. Sports spectatorship in Australia is comparatively accessible in terms of price. This accessibility may explain to some degree why Melburnians exhibit such enthusiasm for sports. However, comparison between rival cities in their domestic context would, however, dispute price as being the deciding factor. Boston patrons pay more than NYC patrons, with regard to US cities, and similarly Melbourne and Sydney prices do not differ. In both cases, the former city exhibits a higher average crowd size and per population total attendance.

11

Price data are not available for Tokyo. For US cities price data are from Team Marketing Report. For London, price data are from BBC. Australian cities’ information is based on AFL general admission price.

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Given the degree of enthusiasm exhibited, Melbourne’s sports teams could potentially increase their pricing, without significantly reducing demand. Research into US sports teams has shown that spectator sports are highly price inelastic [5]. In terms of participation, Melbourne ranked second after Tokyo. This interest in playing sports should be taken as a positive sign in terms of the city’s future sporting status. Mass participation in sports has been reported as a key pillar in the development of elite sporting capability [6], thus this participation may serve to build the human capital for future sporting success both nationally and internationally. These statistics for all cities did, however, include activities that may not be commonly considered as sports such as walking for fitness. It must therefore be noted that Melbourne’s position in this area may be under- or overstated when these activities are removed. In addition, participation is measured differently for Melbourne and Sydney compared to the other cities (see footnote 10) which is likely to lead to an overstatement of Melbourne’s position compared to participation in cities outside Australia.

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5.4 Sports Reputation Index
A strong reputation in sporting brands and events was the third aspect examined as part of what made a city a sporting capital. The strength of the city’s team brands and the global reach of its fanbase draw attention to the city’s sports. Similarly, hosting major international events may serve to attract both the global spotlight, via televised viewership, and generate tourism for a city. Three metrics were examined to determine a Reputation Index. • • • Combined brand value of the city’s major league teams, derived from available Brand Finance reports [7, 8], was used as a financial measure of the city’s teams’ recognition. Social media followings on Facebook compiled by SportsFanGraph.com (normalised to local population) was used as an indicator of the city’s teams’ fan reach. 12 An events score determined by count of international or national sporting events the city played host to since 2012 or will play host to in 2015.13 This metric served to assess how successful the city had been at attracting hosting rights.

The resulting index scores are depicted in Figure 11 below and the corresponding data Table 8.

1.40 1.20 1.00 Index Score 0.80 0.60 0.40 0.20 0.00 Events Score Social Media Score Team Brand Value Score

Figure 11. Sports Reputation Index scores for the six cities.

As the metric uses Facebook followers, non-English speaking Tokyo teams may be underrepresented. These were divided into major events notable by their large global televised viewership, recognised brand value or prestige, and less notable minor events. A score was determined for each category and a combined events score was determined by addition of the two scores.
13

12

24

While Melbourne performed strongly on the events score, the city’s comparative brand value and recognition was low. NYC, as home to the valuable Yankees, Knicks, Rangers, Mets, Giants, and Jets had the highest score in this category due to a cumulative team brand value of US$1.64 billion. London and Boston followed, with Melbourne fourth in this metric with a value of US$152 million. Similarly, London as home to Chelsea and Arsenal Premier League clubs had social media followings well in excess of their local population giving the city the highest relative score in this category. In a national context, however, Melbourne performs well with team brand values 26% higher than Sydney and social media following per capita approximately 80% higher. Melbourne’s advantage in this area is its ability to win hosting rights to significant sporting events and stage them successfully. The city should aim to maintain this strength by continuing to compete to host international level competitions. Similarly, a large component of Melbourne’s score was derived from its annual international sporting events: the Melbourne Cup Carnival, the Australian Open and the Australian F1 Grand Prix. Maintenance of these events will be integral to Melbourne’s continued sporting reputation. The type of sports each city played had a clear impact. As Melbourne’s national league (AFL) is still predominantly a domestic affair, the teams that call the city home are unlikely to be able to bridge the significant brand value and social media difference with London, Boston and NYC as soccer, baseball, American football and basketball have significant domestic and international markets. Some attempt has been made to export the AFL regionally to Asia, but as yet this does not seem to have translated into significant brand value or international social following.

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5.5 Overall Sports Index
The three indices were combined in an equally-weighted fashion to derive an overall picture of Melbourne's relative sports position. The results are depicted below in Figure 12.

0.80 0.70 0.60 0.50 0.40 0.30 0.20 0.10 0.00 Melbourne Sydney Boston London New York City Tokyo Reputation Enthusiasm Capacity

Figure 12. Overall Sports Index for the six cities.

London held the overall highest score. Melbourne had the second highest score, with particular strength in the Enthusiasm and Capacity components, but a relative weakness in Reputation. Melbourne had a significant advantage over Sydney, which placed 4th in the benchmarking results. In terms of improving Melbourne’s Reputation component, the city could consider investing in the development of sports with greater global appeal, however, whether local interest is sufficient to make this economically viable would first need to be established. Furthermore, while these sports may have global appeal, local leagues in these sports would not necessarily attract global attention. Melbourne could potentially leverage its strength in attracting and hosting events towards these more international sports in order to draw attention to the city. The hosting of English Premier League, La Liga and Bundesliga teams may serve to both attract international attention and draw regional sports tourism. The city should also continue to invest in its existing major events to maintain its strong events metric score, that provides the majority of the city's Reputation.

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5.6 Olympics Venues Assessment
As a sub-objective of benchmarking Melbourne's sporting status we performed an initial assessment of the suitability of Melbourne’s venue infrastructure for an Olympic Games. In order to do this, we identified three categories of Olympic Sport: • • • Environmental venue sports: Those that make use of natural or urban environment e.g. Race Walk, Marathon, Sailing. Specialised venue sports: Those that require specialised infrastructure, e.g. Aquatics, Track Cycling. Generalised venue sports: Those that can make use of modified general venues e.g. Judo, Table Tennis.

The Olympic disciplines were divided into these classifications. Multifunctional venues that could be repurposed with overlays were assigned to generalised venue sports if no sport-specific venue was available. The exception to this was the Athletics, which was assigned to the MCG that, with a seating capacity of 100,000 and the largest field size in our benchmarking, could serve as an Olympic Stadium. For environmental and specialised venue sports, locations and venues were first identified. Then in order to assess whether they met competition standard and whether the city had experience in hosting such events, recent event history was investigated. The output of this investigation is depicted in Figure 13.

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Olympic Sport List Archery Athletics

Sub-Discipline Track & Field Race walk Marathon Swimming

Classification General Environmental Environmental Specialised

Possible Venue Punt Road Oval Melbourne Cricket Ground Streets of Melbourne, MCG Finish Streets of Melbourne, MCG Finish

Possible Venue 2

Recent Competition

Capacity 6,000 99,000 2 000

Melbourne Marathon Melbourne Marathon

Aquatics

Diving Synchronised Swimming Waterpolo

Specialised Specialised Specialised

Marathon Swim Environmental Badminton General

Basketball Boxing Canoe-Kayak Cycling Track Road

Specialised General Environmental Specialised Environmental

Modified Rod Laver Melbourne Sports & Aquatic Centre Arena (2007 FINA World 2006 Commonwealth (MSAC) - Indoor Competition Pool Swimming Games Championships) 2006 Commonwealth MSAC - Diving Boards Games 2006 Commonwealth MSAC - Indoor Competition Pool Games MSAC - Indoor Competition Pool Ironman Asia-Pacific Port Phillip Harbour Championship 2015 Melbourne Exhibition and 2006 Commonwealth Convention Centre (MECC) (with Games overlays) ANZC: Vixens v Pulse; MSAC - Basketball Showcourt Hisense Arena 2006 Commonwealth Games 2006 Commonwealth MECC (with overlays) Games Yarra River Darebin International 2012 UCI Track Cycling Hisense Arena Sports Centre World Championships St Kilda Foreshore and Beach Road Lysterfield Lake Mountain Bike Course Shepparton BMX Werribee Park National Equestrian Centre Werribee Park National Equestrian Centre Werribee Park National Equestrian Centre VRI Fencing Club AAMI Park; Lakeside Stadium Royal Melbourne Golf Club Rod Laver Arena Rod Laver Arena MSAC State Netball and Hockey Centre Hockey Pitches State Netball and Hockey Centre Indoor Secondary Hall Melbourne Cricket Ground Lake Wendourie, Ballarat Etihad Stadium Port Phillip Harbour Melbourne International Shooting Club MECC (with overlays) State Netball and Hockey Centre Indoor Secondary Hall Rod Laver Arena St Kilda Beach / Port Phillip Harbour MSAC St Kilda Beach Melbourne Exhibition and Convention Centre (with overlays) MECC (with overlays) State Volleyball Centre Victorian Weightlifting Centre. MSAC Melbourne Gun Club AAMI Park 2006 Commonwealth Games 2014, 2015 BMX National C Used for international competition training

2 000 2 000 2 000 -

2 000 11,000 -

Mountain bike Environmental BMX Equestrian Dressage Jumping Eventing Fencing Football Golf Gymnastics Handball Hockey Judo Pentathlon Rowing Rugby Sailing Shooting Table Tennis Taekwondo Tennis Triathlon Volleyball Weightlifting Wrestling Indoor Beach Specialised Specialised Specialised Specialised General General Specialised Artistic/Trampol General Rhythmic General General Specialised General General Environmental General Environmental General General General Specialised Environmental General Environmental General General

Flemington Racecourse (Cross Country) MECC (with overlays) Etihad Stadium Metropolitan Golf Club

Asian Cup 2015 Australian Masters (PGA Tour of Australasia)

30,500 15 000 14 820 14 820 2,000

Hisense Arena 2x International standard pitches

6 000 3,000 99,000

2014 World Rowing Masters Regatta Super Rugby ISAF Sailing World Cup 2014 2006 Commonwealth Games

53,355 2,000 3,000

Margaret Court Arena

Australian Open

14 820 2,000 -

Figure 13. Potential Olympic venues.

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Based on this assessment, we identified some potential gaps in Melbourne's venue infrastructure. In specialised venues, the Shepparton BMX Club has not hosted international level events. Similarly, recent events could not be identified for the Werribee Equestrian Centre, although it is used for international competition training regularly. Furthermore, in several specialised venue sports the most recent international competition was the 2006 Commonwealth Games. This analysis served as an initial assessment; however, further investigation will obviously be required. For certain events, substantial time has passed since the most recent international competition was hosted, therefore the required standard may have evolved since and capital works may be needed to improve these facilities. Conversely, while for certain sports venues there may not be any event history to consider, they may still meet international competition requirements. Furthermore, in addition to sports venue considerations a variety of logistical considerations would be required such as athlete (Olympic Village) and media accommodations, as well as the impact on the city's hotels and transport infrastructure. Overall, however, the underpinnings of an Olympic Games in terms of sports venues are present, where essentially every sport can be assigned an existing venue. This compares favourably with Tokyo's 2020 Games where the city is constructing ten new facilities at considerable cost [9], and Boston's Olympic bid, where only 9 of the 18 proposed venues are existing [10]. Additionally, based on location mapping as depicted in Figure 14, the majority of Melbourne's large professional venues are located relatively accessibly to the central city. Consequently, Melbourne appears to be well positioned for a potential Olympic bid.

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Figure 14. Location map of Melbourne's sporting venues.

Large Professional Sporting Venues Smaller, Public and/or Community Venues

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6. Conclusions
The report intended to determine whether there was an evidence base to support Melbourne being an arts or sports capital. Based on the available data, the city can make some affirmative claims in these areas, however, they must be qualified.

With regard to Melbourne’s art status, Melbourne achieved a higher score than Sydney, and as such can lay claim to being the arts capital of Australia. However, both cities have similar overall scores, therefore that advantage could easily dissipate. Melbourne's comparative weakness was in its lower investment in building an arts economy. In order to maintain this Capacity advantage, Melbourne will need to invest in the development and promotion of its local arts economy, providing greater public funding per capita and consequently creating more employment opportunities. This will also serve to reinforce the physical Capacity metrics, as a thriving arts scene in terms of economic indicators justifies investment in exhibition centres and performing arts venues. The project identified two areas of arts and culture activity not previously considered arts “clusters," the central CBD cluster and a North Melbourne cluster. These new clusters could serve as opportunities for government investment, development and promotion, towards the aim of improving Melbourne's economic Capacity and Reputation scores.

The results of the sports benchmarking do indicate that Melbourne is a global sporting capital. The city is definitely Australia’s sports capital, besting Sydney, and compares well against other comparison cities. However, under certain measures Melbourne lags behind international comparison cities substantially, and thus the city’s overall index score fell short of London’s. In particular, Melbourne’s sport Reputation Index score placed a distant fourth. This reputation gap will be difficult to address despite Melbourne’s strength in physical infrastructure and enthusiasm. The global nature of the sports practiced in comparison cities provides a substantial advantage to attracting an international fan-base, while substantial domestic markets also serve to enhance team brand values. We would recommend that in this area Melbourne continues to invest in its events advantage and, perhaps within that aim, to use that advantage towards securing major international events with mass global appeal, which will draw substantial viewership and sports tourism, such as the FIFA World Cup or Olympic Games. The project identified that Melbourne’s sports facilities would largely accommodated an Olympic bid. Further investigation is needed into logistical considerations. Given this initial examination, however, the suitability of the city presents an opportunity to enhance Melbourne’s global standing by serving as an Olympic City again.

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7. General References
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Kavetsos, G. and S. Szymanski, National Well-Being and International Sports Events. Journal of Economic Psychology, 2010. 31(2): p. 158-171. Sport Playing Its Part: The Contribution of Sport to Building Safe, Strong and Sustainable Communities. 2005: Sport England. 20 Facts About London's Culture. 2015; Available from: https://www.london.gov.uk/priorities/arts-culture/promoting-arts-culture/20-facts-aboutlondon-s-culture. Ticket Attendance & Revenue Survey. 2014, Live Performance Australia. Swindell, D. and M.S. Rosentraub, Who Benefits from the Presence of Professional Sports Teams? The Implications for Public Funding of Stadiums and Arenas. 1998, American Society for Public Administration. p. 11. De Bosscher, V., P. De Knop, and M. van Bottenburg, An analysis of homogeneity and heterogeneity of elite sports systems in six nations. International Journal of Sports Marketing & Sponsorship, 2009. 10(2): p. 111-131. The BrandFinance® Sporting Brands 2012. 2012 2015]; Available from: http://brandirectory.com/league_tables/table/sports-250-2012. Brand Finance® Top 20 Australian Sports Brands. 2013, Brand Finance. Tokyo looks to slash $1.7b from Games. 2014; Available from: http://corporate.olympics.com.au/news/tokyo-looks-to-slash-1-7b-from-games. Boston 2024 Documents. 2015; Available from: http://www.2024boston.org/docs.

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8. Appendices
8.1 Data Analysis
Number of museums 39 60 173 131 137 158 698 Museum Score Melbourne Sydney London New York Paris Berlin 0.06 0.09 0.25 0.19 0.20 0.23 1.00 Number of national museums 2 1 11 2 24 18 58 National Museums Score 0.03 0.02 0.19 0.03 0.41 0.31 1.00 Number of galleries 306 122 857 721 1046 421 3473 Gallery Score 0.09 0.04 0.25 0.21 0.30 0.12 1.00 Number of live music venues 370 143 349 277 423 250 1812 Live Music Venue Score 0.20 0.08 0.19 0.15 0.23 0.14 1.00 Number of theatres 102 92 241 420 353 56 1264 Theatre Score 0.08 0.07 0.19 0.33 0.28 0.04 1.00 Number of concert halls 8 6 10 15 15 2 56 Concert Halls Score 0.14 0.11 0.18 0.27 0.27 0.04 1.00 Venue Number Score (/1) 0.10 0.07 0.21 0.20 0.28 0.15 1.00

Melbourne Sydney London New York Paris Berlin total

Table 1. Data analysis for Arts Capacity - Venue Number score.

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Average seating capacity for major venues Melbourne Sydney London New York Paris Berlin Aggregate Melbourne Sydney London New York Paris Berlin 33176.25 28934.5 10193 12203.75 6472 19589.75 110569.25 Average Seating Capacity Score 0.30 0.26 0.09 0.11 0.06 0.18

Size of largest museum collection (number of works) 70,000 31,000 8,000,000 2,000,000 450,000 270,000 10821000 Largest Museum Collection Score 0.01 0.00 0.74 0.18 0.04 0.02 Size Score (/1) 0.15 0.13 0.42 0.15 0.05 0.10

Table 2. Data analysis for Arts Capacity - Size score.

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Melbourne Sydney London New York Paris Berlin Aggregate Melbourne Sydney London New York Paris Berlin

Level of funding and investment per capita ($) 144.69 205.76 67.89 116.35 350.25 285.55 1170.48 Arts Funding Score 0.12 0.18 0.06 0.10 0.30 0.24

% of population employed in creative industries 0.02 0.02 0.05 0.04 0.14 0.02 0.28 Creative Employment Score 0.06 0.09 0.17 0.13 0.48 0.06

Economic Score (/1) 0.09 0.13 0.12 0.11 0.39 0.15

Table 3. Data analysis for Arts Capacity - Economic score.

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Melbourne Sydney London New York Paris Berlin Aggregate

Number of visitors to top 5 museum & galleries per capita 1.09 0.62 3.20 1.89 1.98 1.36 10.14 Museum Attendance Score

Number of theatre admissions per capita per year 0.38 0.40 2.61 3.45 0.50 0.69 8.02 Theatre Attendance Score 0.05 0.05 0.33 0.43 0.06 0.09

Attendance at main film festival per capita 0.04 0.03 0.02 0.05 0.07 0.14 0.34 Film Festival Attendance Score 0.13 0.07 0.05 0.14 0.20 0.41

Total value of ticket sales at all theatres per capita per year - $million (ppp) 70.89 73.59 105.78 132.00 34.58 13.78 430.62 Theatre Revenue Score 0.16 0.17 0.25 0.31 0.08 0.03

Melbourne Sydney London New York Paris Berlin

0.11 0.06 0.32 0.19 0.20 0.13

Table 4. Data analysis for Arts Enthusiasm Index.

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Melbourne Sydney London New York Paris Berlin Aggregate

Number of international film festival 1 5 4 6 1 3 20 International Film Festival Score 0.05 0.25 0.20 0.30 0.05 0.15

Number of UNESCO World Heritage Sites 1 1 4 1 4 3 14 World Heritage Sites Score 0.07 0.07 0.29 0.07 0.29 0.21

No. of top 50 most visited museums of the world 2 0 8 2 5 1 18 Museum Popularity Score 0.11 0.00 0.44 0.11 0.28 0.06

World's best symphony orchestras 0 0 1 2 0 1 4 Best Symphony Orchestras Score 0.00 0.00 0.25 0.50 0.00 0.25

Melbourne Sydney London New York Paris Berlin

Table 5. Data analysis for Arts Reputation Index.

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Boston NYC Melbourne Tokyo Sydney London Aggregate

Melbourne Sydney Boston NYC London Tokyo

Melbourne Sydney Boston NYC London Tokyo

Number of Venues 10 11 44 12 37 34 148 Number Score (Total) 0.30 0.25 0.07 0.07 0.23 0.08 Sports Capacity Score (/6) 0.30 0.25 0.07 0.07 0.23 0.08

Number of Major Venues 3 6 6 5 9 19 48 Number Score (Major) 0.13 0.19 0.06 0.13 0.40 0.10

Total Crowd Capacity 124,445 252,007 414,855 169,442 308,741 611,363 1,880,853 Total Capacity Score (Major Venues) 0.22 0.16 0.07 0.13 0.33 0.09

Average Crowd Capacity 41,482 42,001 69,143 33,888 34,305 32,177 252,995 Average Crowd Capacity Score (Major Venues) 0.27 0.14 0.16 0.17 0.13 0.13

Largest Field Size (sq m) 13,043 11,412 22,560 10,516 21,760 8,750 88,041 Largest Field Score 0.26 0.25 0.15 0.13 0.10 0.12

Largest Facility Capacity 68,756 82,566 120,000 49,970 83,000 90,000 494,292 Largest Facility Capacity Score 0.24 0.17 0.14 0.17 0.18 0.10

Table 6. Data analysis for Sports Capacity Index.

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Number of Events Melbourne Sydney Boston London New York City Tokyo Aggregate 167 137 159 299 312 175 Total Attendance Score 0.25 0.12 0.19 0.16 0.22 0.07

Total Attendance (2014 season) 5,617,863 2,909,292 4,757,922 6,882,794 9,544,883 5,003,392 Average Crowd Size Score 0.28 0.16 0.24 0.10 0.13 0.08

Melbourne Sydney Boston London New York City Tokyo

Total Attendance per capita 1.29 0.61 1.02 0.83 1.14 0.38 5.26 Public Participation Score 0.19 0.189 0.16 0.14 0.12 0.21

Average Crowd Size 33639.9 21235.7 29924.0 23019.4 30592.6 28590.8 Sports Enthusiasm Score (/3) 0.72 0.46 0.58 0.40 0.47 0.36

Average Crowd per 1000 people 7.74 4.46 6.39 2.77 3.64 2.16 27.16

% Sports Participation 49.4 48.2 40.8 37.7 32.7 53.9 165.05

Table 7. Data analysis for Sports Enthusiasm Index.

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Melbourne Sydney Boston London New York Tokyo Aggregate

Brand value (millions $US) 152 121 872 1146 1640 23 3954

Brand value score 0.04 0.03 0.22 0.29 0.41 0.01

Facebook followers (millions) 3.821 2.321 22.5 84.17 25.3 0.064

Facebook followers per capita 0.88 0.49 2.68 10.14 3.01 0.01 17.20

Social Media Score 0.05 0.03 0.16 0.59 0.18 0.00

Major Events 15 3 5 12 10 5 50

Minor Events 10 18 1 6 2 16 53

Major Events Score 0.30 0.06 0.10 0.24 0.20 0.10

Minor Events Score 0.19 0.34 0.02 0.11 0.04 0.30

Events Score 0.49 0.40 0.12 0.35 0.24 0.40 2

Sports Reputation Score (/4) 0.58 0.46 0.50 1.23 0.83 0.41

Table 8. Data analysis for Sports Reputation Index.

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8.2 Data Sources
8.2.1 Arts Data Date 2014 2010 2005 2012 2009 2010 Source Yellow Pages Museums & Galleries NSW Directory/Online Research MLA London (2007) Facts and Figures/Association of Independent Museums Alliance for the Arts/NYC-ARTS Ministère de la Culture et de la communication (DEPS) Staatliche Museen zu Berlin – Preußischer Kulturbesitz Number of museums City Figure Melbourne 39 Sydney 60 London New York Paris Berlin 173 131 137 158

Number of national museums City Figure Date Melbourne 2 2015 Sydney 1 2010 London 11 2010 New York 2 2012 Paris 24 2012 Berlin 18 2010 Number of galleries City Figure Melbourne 306 Sydney 122 London 857 New York Paris Berlin 721 1,046 421

Source Yellow Pages Museums & Galleries NSW Directory/Online Research DCMS Alliance for the Arts/NYC-ARTS RMN (Réunion des musées nationaux) Staatliche Museen zu Berlin – Preußischer Kulturbesitz

Date 2014 2012 2010 2012 2012 2012

Source onlymelbourne Museums & Galleries NSW Directory/BOP BOP Alliance for the Arts/NYC-ARTS & Art Dealers Association of America/Art-Collecting.com Tram/Pages jaunes Landesverband für Berliner Gallerien

Number of live music venues City Figure Date Melbourne 370 2011 Sydney 143 2013 London 349 2011 New York 277 2012 Paris 423 2012 Berlin 250 2012

Source Music Victoria APRA|AMCOS Time Out London/The Unsigned Band Guide 2011/ViewLondon Alliance for the Arts/NYC-ARTS Pages Jaunes Berlin.de

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Number of theatres City Figure Melbourne 102 Sydney 92 London 241 New York 420 Paris 353 Berlin 56

Date 2014 2013 2013 2012 2011 2010

Source Yellow Pages Yellow Pages 2014 Alistair Smith SOLT report Alliance for the Arts/NYC-ARTS CNT Deutscher Bühnenverein Theaterstatistik 2009/2010

Number of major concert halls City Figure Date Melbourne 8 2015 Sydney 6 2015 London 10 2011 New York 15 2012 Paris 15 2012 Berlin 2 2012

Source visitvictoria.com sydney.com BOP BOP Médiathèque Cité de la musique/IAU Ile-de-France Statistisches Bundesamt Deutschland

Average seating capacity for major venues City Figure Date Source Arts Centre Annual Report/ Palais Theatre impact assessment Melbourne 33176.25 2014 final report /online research Sydney 28934.5 2014 inapac/ online research London 10193 2013 roh/online research New York 12203.75 2013 New York Times/ Barclays annual report/online research Paris 6472 2014 wqxr/Cityzeum/online research Berlin 19589.75 2011 visitberlin.de/stadiumguide.com/online research

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Size of the largest museum collection City Figure Date Source Melbourne 70,000 2014 Arts Victoria Sydney 31,000 2014 NSW Art Gallery annual report London 8,000,000 2014 britishmuseum.org New York 2,000,000 2014 metmuseum.org Paris 450,000 2014 traveltoeat.com Berlin 270,000 2014 smb.museum Cultural funding available to the city per capita City Figure Date Source Melbourne $144.69 2013 ABS Sydney $205.76 2013 ABS London £67.89 2013 BBC news New York $116.35 2014 DCLA Paris €350.25 2014 cdc-ccd.org Berlin €285.55 2014 spiegel.de

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8.2.2

Sports Data Figure 10 11 44 12 37 34 Date 2014 2014 2014 2014 2014 2014 Sources World Stadiums World Stadiums World Stadiums World Stadiums World Stadiums World Stadiums

City Boston New York City Melbourne Tokyo Sydney London

Table 9. Number of stadiums.

City Boston -Fenway Park -TD Garden -Gillette Stadium Total New York City -Yankee Stadium -Citi Field -Madison Square Garden -Barclay Center -MetLife Stadium -USTA Billie Jean King National Tennis Center Total Melbourne -AAMI Park -Etihad Stadium -Flemington Racecourse -MCG -Melbourne Grand Prix Circuit -Melbourne Park - Combined Show courts Total

Figure 37,065 18,624 68,756 124,445

Date 2014 2014 2014

Sources Fenway Park Guide TD Garden Official Gillette Stadium Official

49,624 41,922 19,812 18,103 82,566 39,980 252,007

2014 2014 2014 2014 2014 2014

ESPN BaseballStadiums.net New York Magazine Barclay Center Official Sportsvenueinfo US Open Official

30,500 53,355 120,000 100,000 80,000 33,000 416,855

2014 2014 2014 2014 2014 2014

Austadiums.com AFL Official Flemington Racecourse Official AFL Official ESPN F1 Wikipedia

Table 10. Major venue capacities.

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City Tokyo -Ryougoku Sumo Hall -Ajinomoto Stadium -Tokyo Dome -Meiji Jingu Stadium -Chichibunomiya Rugby Stadium Total Sydney -ANZ Stadium Australia -Sydney Cricket Ground -Allianz Sydney Football Stadium -Sydney Showground Stadium -Penrith Stadium -Leichhardt Oval -Remondis Stadium -Parramatta Stadium -Campbelltown Stadium Total

Figure 10,668 49,970 46,000 37,933 24,871 169,442

Date 2014 2014 2014 2014 2014

Sources News on Japan Stadiumguide Tokyo Dome Annual Report WikiStadiums Japan Sports Council

83,000 48,000 45,500 25,000 22,500 22,000 22,000 20,741 20,000 308,741

2014 2014 2014 2014 2014 2014 2014 2014 2014

ANZ Stadium Official World Stadiums.com World Stadiums.com World Stadiums.com World Stadiums.com Stadiumjourney Austadiums Wikipedia World Stadiums.com

Table 11. Major venue capacities continued.

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City London -Stamford Bridge -Wembley Stadium -Craven Cottage Stadium -Emirates Stadium -Selhurst Park -White Hart Lane -Boleyn Ground -Loftus Road Stadium -The Valley Stadium -The Den Stadium -Griffin Park -Matchroom Stadium -Twickenham Stoop -Barnet Copthall -Twickenham Stadium -All-England Club -The O2 Arena -The Oval -Lord's Cricket Ground Total

Figure 41,798 90,000 25,700 60,272 26,255 36,284 35,016 18,431 27,111 20,146 12,763 9,271 14,816 10,000 82,000 32,500 17,500 23,500 28,000 611,363

Date 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014 2014

Sources Gazprom-Football.com Wembley Stadium Website Fulham FC Website Footienatics Premier League Website Myfootygrounds Stadiumguide.com Stadiumguide.com Stadiumguide.com Stadiumguide.com Stadiumguide.com Stadiumguide.com SkySport Rugby Ground Guide 20thcenturylondon.org Wimbledon.com Telegraph ESPN Cricket Info Wikipedia

Table 12. Major venue capacities continued.

City Boston New York City Melbourne Tokyo Sydney London

Venue TD Garden CitiField MCG Chichibunomiya Stadium ANZ Stadium Australia Twickenham Stadium

Figure (sq m) 13,043 11,412 22,560 10,516 21,760 8,750

Date 2014 2014 2015 2014 2014 2014

Sources TD Garden Official Business Insider AFL Website Japan Sports Council ANZ Stadium Website Wikipedia

Table 13. Largest field size.

Australian Cities US Cities London Tokyo

Year 2012 2013 2012/2013 2012

Source Australian Sports Commission Physical Activity Council Sport England London Health Commission Tokyo Comparison
Table 14. Sports participation.

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League MLB NBA NHL NFL AFL NRL Premier League Premiership Rugby J-League NPB

Year or Season 2014 2014 2014-2015 2014 2014 2014 2013-2014 2013-2014 2014 2014

Source ESPN - MLB ESPN - NBA ESPN - NHL ESPN - NFL Footywire Afltable - RL World Football.net Premiership Rugby Official J-League Official Baseball-Freak.com

Table 15. League attendance.

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