The Dax Centre

What The Dax Centre does

The Dax Centre is a not-for-profit gallery and education centre headquartered at 30 Royal Parade, Parkville, Melbourne, on the University of Melbourne campus, operating as part of the SANE Australia Group since a 2018 merger. The organisation curates and presents the Cunningham Dax Collection, a heritage-listed collection of over 16,000 works created by people with lived experience of mental health issues or psychological trauma — the only collection of its type and size in Australia and one of only four such collections in the world, with sub-collections spanning Holocaust, Bushfire, Tsunami, Motherhood, Margaret Ericksen Children's, Textiles, and Cancer works. The core operational footprint is a single physical venue comprising the Main Gallery (200-300 guest capacity), the Studio Dax Gallery for emerging artists, a seminar room, and a 250-seat auditorium, supplemented by digital documentation and conservation systems for the collection.

The Dax Centre's product surface is built around three pillars: exhibitions (rotating Main Gallery and Studio Dax Gallery programming), structured education (secondary Mindfields at $25/student, tertiary programs at $29.95/student, "Behind the Scenes" curatorial and conservation experiences, and guided corporate/community group tours at $250 for 25 people / $299.95 for 10 people), and monetisation of the collection through artwork licensing (publications, films, advertisements), artwork loans (up to 12 months to museums, galleries, workplaces), venue hire, and an online shop selling exhibition catalogues ($5.50–$11.00). It holds DGR (Deductible Gift Recipient) status and IHCA Certification under National Standards for Mental Health Services. Customer segments include secondary and tertiary students, corporate and community groups, the general public, and emerging artists with lived experience; marketing is conducted through the organisation's website, monthly newsletter, Facebook/Instagram, exhibitions, and education bookings.

Revenue is a diversified mix of tax-deductible donations (the explicitly stated essential funding source), education program fees, venue hire (quoted on enquiry), artwork licensing fees, artwork loan fees, and catalogue sales. Pricing is per-seat or per-unit with no disclosed multi-year contracts at scale. The business operates under DGR charitable status as part of the SANE Australia Group, sharing CEO/MD leadership with Rachel Green. No revenue figures are publicly disclosed; the not-for-profit structure, limited opening hours (Wednesday–Friday 11:00am–3:30pm), and donation-led model indicate a small-scale operation with modest earned-income diversification.

Name

The Dax Centre

Legal name

The Dax Centre Ltd

Website

https://daxcentre.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Dax Centre is a Melbourne-based not-for-profit gallery and education centre that curates the heritage-listed Cunningham Dax Collection of over 16,000 artworks created by people with lived experience of mental health issues, serving schools, tertiary institutions, corporate groups, and the general public through exhibitions, education programs, and venue hire.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Donations and Tax-Deductible Contributions: The Dax Centre relies heavily on public donations to fund its operations. Donations of $2 or more are fully tax deductible as the organisation is a DGR (Deductible Gift Recipient). The donation page promotes monthly giving and one-time contributions.
2. Venue Hire: The Dax Centre hires out its gallery spaces including the Main Gallery (capacity 200-300 guests), a seminar room, and an onsite 250-seat auditorium for events, celebrations, launches, panels, seminars, business meetings and conferences. This provides a revenue stream while showcasing the art collection to new audiences.
3. Artwork Licensing: Artists in the Cunningham Dax Collection have given permission to manage licensing of their artworks for publications, films, and advertisements. Licensing fees are charged prior to high resolution images being provided, following the organisation's licensing fee statement.
4. Artwork Loans: Artworks from the Cunningham Dax Collection are available for loan to other organisations, museums, art galleries and workplaces for up to 12 months. Fees are charged prior to artworks being installed, with pricing following a loan fee statement provided through enquiry.
5. Catalogue and Publication Sales: The Dax Centre operates an online shop selling exhibition catalogues including Re/Connect ($7.70), The Body's Betrayal ($5.50), Child and Mother Limited Edition Catalogue ($11.00), and numerous other exhibition catalogues. All funds raised through catalogue sales support the organisation's mission.
6. Education Program Fees: Charges fees for structured education programs including guided gallery tours ($250 for up to 25 people, then $25 per additional person for 1-hour tours; $299.95 for up to 10 people for 2-hour tours), secondary programs ($25 per student), and tertiary programs ($29.95 per student).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

The Dax Centre is a not-for-profit gallery and education centre that curates, exhibits, and licenses artworks from the heritage-listed Cunningham Dax Collection of over 16,000 works created by people with lived experience of mental health issues or psychological trauma. It sells structured education programs (Mindfields secondary, tertiary, Behind the Scenes), guided group tours, venue hire, artwork loans and licensing, and exhibition catalogues through an online shop.

Product overview

The Dax Centre is a not-for-profit arts organization and gallery that operates as a unified offering centered on the Cunningham Dax Collection and its associated programs. The core product is the Cunningham Dax Collection—a heritage-listed collection of over 16,000 artworks—supported by two gallery spaces (Main Gallery and Studio Dax Gallery) that rotate exhibitions. Educational offerings include structured programs for secondary and tertiary students (Mindfields, Behind the Scenes), group gallery tours, and venue hire services. Additional revenue-generating products include artwork loans and licensing, an online shop selling exhibition catalogues, and a donations program. The organization also provides volunteering and internship opportunities.

Differentiator

Problem solved

Functional benefit

Brands

• Cunningham Dax Collection: The heritage-listed collection of over 16,000 artworks created by people with lived experience of mental health issues or psychological trauma. One of only four collections of its kind in the world.

Products and services

• Mindfields Secondary Program 2-hour structured education program for secondary school students (Years 10-12) including guided tours, lived experience advocacy presentations, and creative mindfulness activities with curriculum links to Psychology, Ethics, Scientific Investigations, Mental Wellbeing, and Art. Priced at $25 per student ex GST with min 10, max 70 students.
• Tertiary Education Program Tailored education tours for undergraduate and postgraduate students in healthcare (Medicine, Psychology, Psychiatry, Social Work, Nursing, Occupational Therapy), humanities, and arts (Fine Arts, Curatorial, Museum Studies, Art Management) disciplines. Programs use a biopsychosocial approach. Mindfields (1.5 hours) and Behind the Scenes variants both priced at $29.95 per student ex GST.
• Behind the Scenes: Curation & Conservation 2-hour exclusive behind-the-scenes educational experience for secondary and tertiary students, providing access to curatorial working spaces, storage facilities, and hands-on conservation activities related to the Cunningham Dax Collection.
• Guided Group Tours Engaging, interactive art-filled guided group tours for corporate and community groups. 1-hour tours at $250 for up to 25 people ($25 per additional person) include guided tour, mental wellbeing discussion, and mindfulness content. 2-hour tours at $299.95 for up to 10 people ($29.95 per additional person) include mental health Advocate presentation and facilitated creative mindfulness activity.
• Artwork Loans Artwork loan service allowing organisations, museums, art galleries and workplaces to borrow works from the Cunningham Dax Collection for up to 12 months for touring exhibitions, temporary gallery hangs, office spaces, and public events/festivals. Loan fees are charged prior to installation, following a loan fee statement provided upon enquiry.
• Artwork Licensing Licensing service enabling use of Cunningham Dax Collection artworks in publications, films, and advertisements. Artists in the Collection have given permission to manage licensing. Licensing fees are charged prior to high resolution images being provided, following the organisation's licensing fee statement.
• Venue Hire Event venue hire including the Main Gallery (capacity 200-300 guests), a seminar room, and a 250-seat auditorium, available for corporate events, conferences, seminars, launches, panels, business meetings and celebrations. Located 5 minutes from Melbourne CBD with public transport access. Optional guided gallery tours can be included as part of events. Pricing follows a venue hire brochure available for download, quoted upon enquiry.
• Shop (Exhibition Catalogues) E-commerce online shop selling exhibition catalogues documenting the Cunningham Dax Collection and past exhibitions, including titles such as Re/Connect ($7.70), Reverie ($5.50), Child and Mother Limited Edition Catalogue ($11.00), The Body's Betrayal ($5.50), and Melancholia. All funds raised through catalogue sales support the organisation's mission.

Quantifiable outcome

• The Margaret Ericksen Children's Collection comprises approximately 2,000 works created by children between ages 1 and 14 over 40 years (1947-1986)
• +2 more outcomes

Named customers5 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

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Arts Access VictoriacoreStrategic or Co-development Partner · 1 January 2026Arts Access Victoria partners with The Dax Centre through the Studio Dax Gallery, hosting the Embrace exhibition (3 June - 4 September 2026). Artists are supported through Arts Access Victoria's Arts Mentorships program, demonstrating a structured artist development partnership.
• The Wilin Centre and University of MelbourneminorStrategic or Co-development Partner · 1 January 2025The Dax Centre collaborated with The Wilin Centre and The University of Melbourne on the Internal Landscapes exhibition (18 June - 29 August 2025), featuring emerging First Nations artists with lived experience of mental health or trauma.
• SANE AustraliacoreStrategic or Co-development Partner · 1 April 2018In April 2018, The Dax Centre merged with SANE Australia, a national mental health charity promoting the wellbeing of Australians affected by complex mental illness. The common goal is to raise awareness of mental illness and reduce stigma and discrimination. The merger provides new opportunities to grow The Dax Centre's programs in Victoria and nationally. The Dax Centre is now The Dax Centre Ltd, a not-for-profit company limited by guarantee with charitable/DGR status, part of the SANE Australia Group.
• The Art Room in FootscrayminorStrategic or Co-development PartnerThe Anxiety Project exhibition was initially displayed at The Art Room in Footscray before being presented at The Dax Centre as its second iteration, expanding access to the exhibition exploring anxiety and creative practice.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• National Gallery of Victoria (NGV): Australia's largest and most-visited art museum, located in Melbourne. While far broader in scope, NGV operates the same Melbourne gallery market, runs education programs for schools, and hires out spaces for events — overlapping with several of The Dax Centre's commercial activities.
• ACMI (Australian Centre for the Moving Image): Melbourne-based national museum of screen culture with strong education programming, venue hire, and exhibitions. Comparable as a Melbourne cultural institution running school programs and venue hire, though focused on screen culture rather than mental health art.

Emerging players

• Arts Access Victoria: Melbourne-based arts and disability organisation supporting artists with disability through mentorship and exhibition programs. Direct strategic partner via Studio Dax and the Embrace exhibition, with overlapping artist-development mission and audience.

Direct peers

• Prinzhorn Collection: German museum and collection of artwork created by patients of psychiatric institutions, held at Heidelberg University Hospital. As one of the few comparable historical art collections of its kind worldwide, it is a close functional peer to the Cunningham Dax Collection.
• Wellcome Collection: UK-based free museum and library in London exploring health and the human experience, with significant holdings on mental health history and art. It shares The Dax Centre's focus on the intersection of art, mental health, and public education.
• Bethlem Museum of the Mind: UK gallery and museum located at Bethlem Royal Hospital, focused on the history of mental healthcare and artwork created by people with mental illness. It is one of the other global collections of art made in the context of mental illness, directly comparable to The Dax Centre's Cunningham Dax Collection.
• Heide Museum of Modern Art: Australian public art museum and sculpture park in Melbourne focused on modern and contemporary Australian art with associated education programming. Comparable as a Victorian gallery running school and tertiary education alongside exhibitions and venue hire.
• Australian Centre for Contemporary Art (ACCA): Melbourne-based not-for-profit contemporary art gallery producing exhibitions, public programs, and education offerings. Comparable as a Melbourne arts nonprofit with exhibition, education, and venue-hire revenue streams, though with a contemporary rather than lived-experience curatorial focus.

Regional players

• Mental Health Foundation (UK): UK-based mental health charity running public education, awareness campaigns, and community programs with comparable mental-health stigma-reduction mission. Different geography but directly comparable charitable model and audience overlap.

Others

• SANE Australia: National mental health charity and parent entity of The Dax Centre since the 2018 merger. Operates in the same mental-health advocacy space and shares leadership, fundraising infrastructure, and brand with The Dax Centre.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/daxcentre
• Instagraminstagram.com/daxcentre
• Xx.com/daxcentre
• LinkedInlinkedin.com/company/the-dax-centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Dax Centre