Case Study: Geelong Arts Centre achieves a refreshed strategic plan and compelling narrative with Ellis Jones

Geelong Arts Centre launches strategic plan after $140m development with Ellis Jones

The Geelong Arts Centre (GAC), a state government entity and major regional arts organisation, partnered with the consultancy Ellis Jones to establish a new strategic plan following a major building development. The challenge was to define ambitious new priorities and an evolved identity that would refocus staff and stakeholders on the centre's future role and impact after a long period of construction.

Ellis Jones implemented a comprehensive strategic planning service, conducting deep research and facilitating workshops with staff, executives, and the board. This process built consensus and led to the development of a creative and thoughtful strategic plan, including a new purpose statement: "open a door to creative experience." The result, endorsed and launched in 2025, was an accessible and motivating plan that strengthened internal relationships and set clear, accountable activities for the team.

Geelong Arts Centre