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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

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The Art Gallery of NSW strives to be a cultural institution in promoting experience, inspiration and education. To achieve this mission, AGNSW plans to utilise the city's already diverse and innovative public art realm. Public art has the capabilities to enhance our local environment by playing a vital role in defining the culture and heritage of the area.

In response to the recent expansion of AGNSW, the Sydney Modern Project aims to strengthen links with City of Sydney by hosting a walking tour of Sydney's vibrant public art culture in the metropolitan area. In conjunction with City of Sydney's, Art and About Sydney, the tour will recognise and celebrate local and international artists who reshape and rethink the communal city space.


To organise a public art walking tour around the City of Sydney location which provides a high quality art experience and celebration of the diversity and uniqueness of the area. The key objectives for the public art tour include:

• Celebrate and educate the public on local and international artists who activate the city through their murals, street art and art installations.

• Strengthen and enhance links with local and regional communities in the City of Sydney premises in significantly defining the culture of the area.

• Revitalise and expand the city sector through cultural development and bringing in international tourism.

Scope of work

The project manager shall complete a walking tour around the City of Sydney area with public art including, murals, installations and sculptures. The tour incorporates 21 works located around Woolloomooloo, Town hall, Central, Ultimo, Chippendale and Redfern. The tour takes 1hr 30mins in total and will be held on three different Saturdays, so families and children can participate in this public art walk. The Sydney Culture Walks App is an easy and portable app on the phone for walkers to gain more information about each public art work around Sydney.



Artists: Communicate with the public artists to gain information about the work and permission to view and experience each public work. Communication with surrounding communities within the area, i.e. Redfern, Central…, to understand historical significance of the area providing deeper connections between the contemporary public works and murals to the suburb.

Sponsors: Communicate with people interested in culturally engaging and educating the public about the street works surrounding the city of Sydney area. Obtaining interested sponsors results in additional income and resources provided to audiences to have a quality experience during the tour.

Contractor: Assist in a short period of time during the project but, communication and more assistance will increase the chance of finalising the project and having effective communication with other external resources.

Local Government – Program Coordinator in City of Sydney: Overall the most important stakeholder during this project as the tour is in conjunction with Art and About Sydney. When communicating with city council, discussion on planning, resources, processes and gaining feedback is significant. Meetings must be held monthly to update the project if needed.

Volunteers & Volunteer Coordinator: Communication and assistance during the tour, keeping in check a bigger tour group alongside with the tour guide educator.

Tour Guide: Special training is needed and a run through with the project manager and curatorial team. Revision on information, clear and cohesive speech is significant in this role. Communication is vital between the tour guide and the project team.

Police: Communicating with NSW Police is vital in keeping this walking tour safe as a group of people will be walking around the city area in the daytime and night (for some installations that light up).

Audiences: Communicating with audiences/participants will be through Q&A on website, phone and our tour guides and volunteers.


Project Manager: Appoint roles and submit ideas and progress to the director. Attend meetings with City of Sydney and all external and internal stakeholders.

Curatorial: Working alongside with the project manager, assisting in research, organisation, administration and liaising external and internal connections.

Education/Programs: Communicating effectively in terms of creating the best way to educate audiences on public art, the community the work is placed and the artist.

Marketing & Communications: Promoting and figuring out ways to effectively market the tour (i.e. billboards, newsletters, emails, website and more)

Finance & Development: Consulting on budgeting the project.

Schedulers: Organisational assistance in scheduling the overall tour and planning the project with the project manager.

HR: In relation to legal advice and consulting issues on ethical and employment of individuals during this project.

Success Criteria & Monitoring progress

Define success of a project by asking questions during meetings including:

• Did/Will the project be delivered on time before or on the deadline?

• Are audiences/participants satisfied with the results of this project?

• Did the project meet the team's quality target?

• Was the project finalised under or within the budget?

Decide on the most vital successes and discuss these with the team to have a mutual agreement in developing a high quality project. Project Charter or Project Initiation Document to have a simple to read diagram and instruction to refer to between each member of the team. During evaluation, looking at the chart would provide archival evidence and a determiner of success to stakeholders.

Measuring success can be done through:

1. Schedule measures: Analyse and compare the progress the team and you are making against the project plan.

2. Budget measures: Assess actual money spent with prediction of money that will be spent with financial stakeholders.

3. Stakeholder satisfaction measures: Stakeholders satisfaction is essential resulting in customer satisfaction through, conducting simple surveys and tracking stakeholder feedback.

4. Performance measures: Track performance by using a dashboard that pulls real-time information from the data in your project management system. you should be reviewing status a lot more frequently than that: at least once a week but go more frequent even than that if it makes sense.

5. Refinement and Improvement on the project is the final result, this is done by collecting data, calculating the results and present the findings with the team.

End of life

I believe the walking tour concept can be altered in different forms and possibly repeated with new public artworks from commissions or proposal call outs. The tour can be implemented through other themes that AGNSW will have proposed such as, tours visiting art galleries, tours to art studios or a tour around different cultural areas in Sydney. This project does have a finite life but, can be reused and developed into a different objective and aim in mind.

At the end of this project there are several processes that need to be completed, including, analysis on project performance and goals that were met, team performance evaluation, documentation and sending reports to stakeholders, conducting reviews, allocating remaining budget and resources.

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