What Substation does

The Substation is a not-for-profit, multi-arts organisation operating from a 100-year-old repurposed Edwardian-Baroque industrial building at 1 Market Street, Newport, in Melbourne's west. The organisation was formally established under its current name in 2015, after the building (originally constructed in 1915 to power Melbourne's suburban rail network) was restored as Hobsons Bay Community Arts Centre in 2008 and later reimagined as a contemporary and experimental arts venue. It operates as a single integrated facility housing three primary hireable spaces — the Main Space (~450 standing), the Gallery (~500 standing), and the Djilak Djirri Studio (~75 standing/65 seated) — plus an outdoor Billboard Gallery visible to train commuters. Its core products are venue hire, exhibitions, performances, an Artists Residences program (with named resident companies including Australian Art Orchestra, CONJAH, RAWCUS, and Western Edge Youth Arts), an In Development program supporting emerging artists, guided building tours, a bookshop and bar, and the Commissioning Circle donor program.

The Substation's revenue model is a hybrid non-profit mix: venue hire (with reduced-cost community rates), box office ticket sales priced $27–$49 AUD per ticket, an on-site bookshop and bar, philanthropic donations (DGR-registered, $1,000+ Commissioning Circle memberships), and government grants from Creative Australia, Creative Victoria, and Hobsons Bay City Council. Go-to-market is event-driven, with marketing conducted through the organisation's website, Facebook, Instagram, LinkedIn, email newsletters, earned media coverage, and co-presenting partnerships with organisations such as Intimate Spectacle, Room40, and KERFEW. The organisation is governed by a board chaired by Ursula Lepporoli, with day-to-day leadership provided by Creative Director/CEO Nuala Furtado, Executive Producer Nicholas Tee, and Head of Production and Operations Rob Sowinski; total headcount is 1–10 employees.

In 2025 the organisation supported 556 artists through development, commissioning and presentation programs and presented 24 new works, building on a cumulative base of more than 300,000 visitors since 2016. The 2026 calendar demonstrates continued programming depth, including the KERFEW: TESTING venue takeover, a Room40-presented music event with claire rousay and Lisa Lerkenfeldt, an Intimate Spectacle co-production (Echo Mapping), the A Residual Pulse site-specific installation, and the Grassroots Never Dies, Worldwide Billboard Gallery commission. The Substation is a registered Deductible Gift Recipient (DGR) and an endorsed Charitable Entity under the Income Tax Assessment Act 1997.

Name

Substation

Legal name

The Substation

Website

https://thesubstation.org.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Substation is a not-for-profit multi-arts organisation operating a 100-year-old repurposed industrial building in Newport, Melbourne, presenting contemporary and experimental exhibitions, performances, and residencies while supporting artists and connecting western Melbourne communities to international arts programming.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711), Theater Companies and Dinner Theaters (71111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Specialty & Entertainment Venue Property Management (BPAJAGAO)

Keywords

• Multi-arts venue
• Performing arts programming
• Artist development programs
• Contemporary arts facility
• Exhibition and event spaces

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Venue Hire: The Substation generates revenue by hiring out its flexible spaces including the Main Space (450 standing capacity), Gallery (500 standing), and Djilak Djirri Studio (75 standing/65 seated) for performances, rehearsals, markets, workshops, events, and fashion shoots. Reduced-cost hires are available for local not-for-profit and community groups.
2. Box Office and Ticket Sales: Revenue from ticket sales for events and performances. Gallery exhibitions are free to visit. Tickets are available online, over the phone, or in venue.
3. Philanthropy and Donations: The Substation accepts tax-deductible donations (registered DGR). Major donors include the Commissioning Circle ($1,000+ membership). Donations support early-stage artist investment.
4. Government Funding: Government funding sustains presentation opportunities alongside earned income. The Substation acknowledges various government supporters including Creative Australia, Creative Victoria, and local council.
5. Bar and Bookshop: Foyer bookshop and bar open during events, serving wine, beer, soft drinks, tea and batch brewed coffee. Bookshop stocks books, magazines, vinyl, CDs and merchandise from artists and publishers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Substation operates a multi-artform venue in Newport, Melbourne, housed in a 100-year-old repurposed industrial building, presenting contemporary and experimental arts programming including exhibitions, performances, music, and dance. It hires out flexible spaces (Main Space, Gallery, Djilak Djirri Studio, Billboard Gallery) and supports artists through subsidised residencies, commissioning, and the In Development program. The venue generates revenue through ticket sales, venue hire, bar and bookshop sales, philanthropy, and government funding.

Product overview

The Substation is a physical multi-arts and experimental arts venue operating as a single integrated facility rather than a platform-plus-modules architecture. The venue is located in a 100-year-old repurposed industrial building in Newport, Melbourne, housing three primary hireable spaces: the Main Space (450 standing capacity for performances, rehearsals, and events), the Gallery (500 standing capacity for exhibitions), and the Djilak Djirri Studio (75 standing/65 seated for intimate performances and rehearsals). The venue also operates an outdoor Billboard Gallery. Beyond venue hire, The Substation provides artist development programs including resident company arrangements (Australian Art Orchestra, CONJAH, RAWCUS, Western Edge), an In Development program for emerging artists, venue tours, a bookshop and bar, and the Commissioning Circle donor program.

Differentiator

Problem solved

Functional benefit

Products and services

• Main Space A 450-standing capacity main performance space with timber floors, drapes allowing near-blackout lighting, and dimensions of 27,495 × 9,675 × 8,883mm. Suitable for performances, rehearsals, markets, workshops, events, and fashion shoots.
• Gallery A flexible gallery space comprising a white cube gallery and subterranean spaces, with 500 standing capacity and dimensions of 15,710 × 18,580mm. Suitable for exhibitions, performances, events, and fashion shoots.
• Djilak Djirri Studio A studio lined with sliding mirror panels suitable for rehearsals and intimate performances, with 75 standing or 65 seated capacity and dimensions of 8,685 × 11,523mm. Includes two adjacent meeting rooms for dressing rooms or auxiliary spaces.
• Venue Hire Hire service offering The Substation's flexible spaces to external organisations and individuals for performances, rehearsals, markets, workshops, events, and fashion shoots. Reduced-cost hires are available to local not-for-profit and community groups.
• Artists Residences Program Provides ongoing subsidised long-term studio space for resident companies (Australian Art Orchestra, CONJAH, RAWCUS, Western Edge) and individual resident artists, with access to rehearsal and development spaces.
• In Development Program Program supporting artists in the creation and development of new works, offering studio space to local artists and extensive digital resources for interstate or overseas artists.
• Bookshop and Bar On-site bookshop stocked with books, magazines, vinyl, CDs and merchandise from artists and publishers including Incendium Radical Library, Slow Burn Books, and Room40. Bar serves wine, beer, soft drinks, tea and batch brewed coffee.
• Guided and Self-Guided Tours Free guided and self-guided tours of The Substation's heritage building, led by history enthusiasts covering the building's original purpose as a 1915 power station, years of disrepair, and transformation into an arts venue. School visit bookings available through dedicated form.
• Commissioning Circle Donor Program Donor membership program at $1,000+ annual donation. Benefits include annual studio visits with resident artists, VIP work-in-progress showings, venue signage acknowledgement, and complimentary tickets to VIP opening nights. Renews at end of financial year.
• Billboard Gallery Outdoor billboard gallery on the east wall of the building, parallel to the train line, featuring rotating outdoor exhibitions visible to train commuters and visitors.

Quantifiable outcome

• Over 300,000 visitors welcomed since 2016
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Brunswick Zebras FCminorStrategic or Co-development PartnerCollaborated with Nicole Chui for 'Grassroots Never Dies, Worldwide' exhibition. The football club contributed to and partnered in bringing the piece to fruition as part of the local community collaboration.
• Intimate SpectaclecoreStrategic or Co-development PartnerCo-presenter of 'Echo Mapping' performance. Founded in 2012, the indie producer supports artists across contemporary theatre, dance, live art and music. Has collaborated on 30 new works and 150 seasons across Australia and internationally.
• Room40coreStrategic or Co-development PartnerCo-presenter with The Substation for music events including claire rousay and Lisa Lerkenfeldt. A label/publisher featured in the bookshop and bar merchandise.
• KERFEWcoreStrategic or Co-development PartnerCo-presenter of 'KERFEW: TESTING' event. A collective of South Asian artists, musicians and DJs founded in 2022, bringing underground curation to The Substation for a venue takeover.
• Baes FCminorStrategic or Co-development PartnerNicole Chui co-founded this grassroots football community for women, trans, and non-binary people of Asian heritage. Referenced in 'Grassroots Never Dies, Worldwide' project.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Malthouse Theatre: A Melbourne-based contemporary theatre and multi-arts venue producing and presenting experimental performance. Comparable as a contemporary/experimental arts venue with ticketed programming, residency programs, and artist development focus.
• Melbourne Recital Centre: A Melbourne-based purpose-built live performance venue presenting music and multi-arts programming. Comparable as a multi-artform venue serving the Melbourne arts ecosystem with similar venue hire, ticketed events, and government funding model.
• ACCA (Australian Centre for Contemporary Art): A Melbourne contemporary art institution presenting exhibitions of living artists. Comparable as a non-collecting contemporary art venue with ticketed and free exhibitions, artist commissions, and government funding dependency.
• Carriageworks: A major multi-arts center in Sydney housed in a repurposed industrial heritage building, presenting contemporary and experimental arts across multiple spaces. Directly comparable as a heritage industrial venue with multi-artform programming, artist residencies, and government support.
• Abbotsford Convent: A heritage-listed arts, cultural, and community precinct in Melbourne housing multiple arts tenants, studios, and event spaces. Comparable as a heritage repurposed site with artist residencies, multi-tenant arts programming, and venue hire model.

Emerging players

• Melbourne Fringe Festival: A Melbourne-based annual festival presenting experimental and independent arts across multiple venues. Comparable as an experimental arts presenter utilizing various venues, with overlapping artist base and audience, though operating on a festival rather than year-round venue model.

Broad incumbents

• Arts Centre Melbourne: Victoria's largest performing arts complex, hosting multiple theaters and galleries. Comparable as a multi-arts venue operator in Melbourne with government funding and venue hire, but at a significantly larger scale and broader programming scope.
• Sydney Theatre Company: A major Australian performing arts company and venue operator with multiple spaces. Comparable as a multi-arts venue with government funding, artist residencies, and ticketed programming, but at a significantly larger scale.

Regional players

• The Wheeler Centre: A Melbourne-based literary and ideas venue focused on live events, talks, and performances. Comparable as a Melbourne-based non-profit arts venue with venue hire, ticketed events, and government funding, though narrower in artform focus.
• The Jam Factory (Melbourne): A Melbourne arts and cultural hub in South Morang combining gallery, theater, and community spaces. Comparable as a multi-arts community venue with government funding and venue hire, though smaller-scale and geographically separate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheSubstationNewport
• LinkedInlinkedin.com/company/the-substation-newport/mycompany/?viewAsMember=true
• Instagraminstagram.com/thesubstation
• Xx.com/TheSubstation_

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Substation