Submission to the Joint Standing Committee on the National Capital and External Territories – Inquiry into Canberra’s National Institutions Department of Industry, Innovation and Science May 2018 Document title goes here industry.gov.au 1 Contents Contents ............................................................................................................................... 2 Introduction ........................................................................................................................... 3 Branding and audience engagement ..................................................................................... 5 Branding and online presence ........................................................................................... 5 Innovative engagement strategies ..................................................................................... 6 Public engagement and national outreach ............................................................................ 8 Participation and public engagement ................................................................................. 8 National outreach activities ................................................................................................ 9 Partnerships, governance and income streams................................................................... 11 Governance structures and private sector partnerships ................................................... 11 Developing additional income streams ............................................................................ 13 Submission – Canberra’s National Institutions industry.gov.au 2 Introduction The Department of Industry, Innovation and Science welcomes the opportunity to make a submission to the Joint Standing Committee on the National Capital and External Territories’ inquiry into Canberra’s national institutions. In the Jobs and Innovation portfolio, two institutions, Questacon – The National Science and Technology Centre and the CSIRO Discovery Centre, provide opportunities for community engagement and education in science and technology. Australia’s long term wellbeing – our economic prosperity, social and cultural development, physical and mental health, and environmental quality – will be shaped by and depend on science, technology and innovation. This is why the National Science Statement (available at science.gov.au/NSS) sets the Government’s vision for an Australian society engaged in and enriched by science. Key objectives under this vision include engaging all Australians with science and building our scientific capability and skills. Questacon and the Discovery Centre contribute to these objectives in several ways. First, they engage people with science and technology, building interest and supporting increased understanding of the importance of science. Secondly, they support the activities of the formal education system by stimulating curiosity and interest in science and technology, driving participation in both formal and informal learning. The combined effect of these activities is to support the development of the skills needed for the jobs of the future, as well as increasing engagement with science and innovation amongst the general public. Both institutions also contribute to the collective social and economic impact of the National Institutions, supporting pride in Australian achievements, heritage and opportunity. Each institution has a distinct remit. As part of CSIRO’s larger national education and outreach program, the Discovery Centre seeks to engage visitors to the National Capital with the history and outputs of Australian science, with a focus on CSIRO’s research activities. Questacon seeks to engage all Australians in science, technology and innovation and, in supporting this vision, collaborates with other National Institutions and organisations throughout Australia and internationally, including other science centres and museums, as well as businesses and not-for-profit organisations. This submission covers a number of initiatives and strategies that Questacon and the Discovery Centre have put in place to maintain their viability and relevance, and grow their profile, visitor numbers and revenue. It outlines how Questacon and the Discovery Centre have built their cultural and commercial brands and engaged with audiences. It also describes their national outreach activities, and their approaches to partnering with the private sector and building financial support for science and technology engagement. The initiatives and strategies Questacon and the Discovery Centre have put in place are enabling science and technology engagement activities to reach a wider audience, Submission – Canberra’s National Institutions industry.gov.au 3 increasing their impact, and building on the Government’s continuing investment through additional sources of revenue. They are supporting the continued development of Questacon and the Discovery Centre as national institutions, contributing to a strong and nationally- significant cultural sector in Canberra. Background – Institutions Questacon Questacon was formally established by the Australian Government in 1988. As Australia’s National Science and Technology Centre, Questacon’s vision is a better future for all Australians through engagement with science, innovation and technology. It operates the Questacon science centre building in the National Parliamentary Zone, the Ian Potter Foundation Technology Learning Centre in Deakin ACT, and delivers travelling exhibitions, world class informal learning programs and national STEM engagement initiatives. It employs a creative, loyal, passionate and diverse workforce consisting of around 200 staff and supported by 70 volunteers. In 2015 the direct annual contribution to the ACT tourism economy from Questacon’s activities was calculated as being between $57 million and $91 million. Questacon’s core product comprises hands-on exhibits, science shows and interpersonal interactions offering high quality learning experiences. Though Questacon’s activities are headquartered in Canberra, it has extensive networks connecting it to cultural institutions throughout Australia and around the world. It also delivers national programs in partnership with industry and leading science organisations that reach millions of Australians each year. Questacon supports teacher development through inquiry-based learning professional development programmes and facilitates information sharing and collaboration between STEM sector organisations. Along with government and other partners around Australia, Questacon delivers National Science Week, reaching 1.3 million people in 2017. CSIRO Discovery Centre The CSIRO Discovery Centre is part of CSIRO’s larger national Education and Outreach Program that includes the STEM Professionals in Schools, BHP Billiton Science and Engineering Awards and Digital Careers programs. The program involves over 300 organisations and 2,000 scientists, engineers, mathematicians and ICT professionals and reaches over 300,000 teachers, students and communities each year. The Discovery Centre aims to raise the awareness of school students, teachers and families to the contribution of CSIRO’s scientific research to the Australian community and foster an interest in science careers. The Discovery Centre supports CSIRO's communication and education activities by promoting CSIRO research through a major interactive exhibition at Black Mountain showcasing CSIRO’s science and technology. The Discovery Centre is also an events and education centre designed specifically to inform school children, the community and the organisation's stakeholders about CSIRO's national role. The Discovery Centre also facilitates behind the scene tours of the Australian National Insect Collection and Australian National Herbarium located in Canberra. These are advertised externally and open to the general public. Submission – Canberra’s National Institutions industry.gov.au 4 Branding and audience engagement Ensuring the Government’s science engagement activities reach a wide audience requires building awareness of those activities, and providing a range of opportunities to participate. Both Questacon and the Discovery Centre do this through marketing and promotion to build their brands, including through online and social media channels. They also implement innovative strategies to find new ways to engage with their audiences, and to attract new audiences. This supports a more effective science engagement effort by expanding the reach of the Government’s initiatives. Branding and online presence In order to maximise their profile, both Questacon and CSIRO are members of the National Capital Attractions Association (NCAA). Questacon’s membership includes both the National Science and Technology Centre and the Ian Potter Technology Learning Centre. Both CSIRO and Questacon are members of the Australasian Science and Technology Exhibitors Network (ASTEN), which increases cross-promotion and supports efficiency through sharing of skills and coordinated scheduling of travelling exhibitions. Questacon has a very well-known brand. A report by Deloitte Access Economics, commissioned in 2015, estimated the value of Questacon’s brand at $130.6 million, reflecting the extensive history and reach of Questacon’s activities. Since 2003, Questacon has won six prestigious awards as a significant national tourist attraction. Its status as a leading attraction is also supported by a 4.5 star TripAdvisor rating