Shrine Of Remembrance

What Shrine Of Remembrance does

The Shrine of Remembrance is Victoria's national war memorial, established in 1934 and operated by the State Government of Victoria as a statutory body under the Shrine of Remembrance Act 1978. It occupies a 13-hectare Reserve on Birdwood Avenue, Melbourne, and engages over one million visitors and program participants annually. Its core functions are threefold: (1) operating as a sacred commemorative space hosting 160+ ceremonies per year including Anzac Day, Remembrance Day, and the weekly Last Post Service; (2) presenting the permanent Galleries of Remembrance collection of 800+ artworks and historical objects; and (3) delivering curriculum-aligned onsite education programs to 60,000+ students annually, supplemented by the Year 9-10 Young Ambassador leadership program and family-oriented Shrine Kids activities.

The Shrine's product portfolio spans daily 45-minute guided tours (priced A$15-A$80 per tier), rotating special exhibitions (currently Spartans & ANZACs, Eucalypts of Hodogaya, Taste of Combat, Camouflage, and HERstory), venue hire of commemorative event spaces, a 3D virtual tour enabled by Cite360, and Google Arts & Culture digital collection hosting. Education is delivered through structured school programs booked via the Rezdy booking platform, supported by teacher resources and dedicated outreach to regional and specialist schools. Underlying technology consists of a Drupal 9 CMS, Rezdy online booking integration, MyImpact volunteer management software, Microsoft Azure data storage, and standard content distribution via web, social media (Facebook, Instagram, YouTube), and monthly eNewsletters.

The business and funding model is a hybrid of government statutory support, tax-deductible donations (via the Shrine of Remembrance Foundation), corporate sponsorship, paid guided tours, venue hire, premium perpetual giving products (Auditorium Seat Dedication at A$10,000 per seat, capped at 137 seats), bequest and estate giving (channelled through a Safewill partnership), Memorial Tree and Plaque programs, and Shrine Collection donations. Freemasons Foundation Victoria funds the Young Ambassador program, and the Victorian Government provides ongoing operational support for statutory functions. Customer segments include general public visitors, schools and students, veterans and ex-service organisations (including 150+ ESO partnerships), corporate sponsors, and Young Ambassadors, with admission kept free to minimize public access barriers.

Name

Shrine Of Remembrance

Legal name

Shrine of Remembrance

Website

https://shrine.org.au

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

The Shrine of Remembrance is Victoria's statutory national war memorial (founded 1934), operating from a 13-hectare Melbourne Reserve to commemorate Australian service and sacrifice, host 160+ ceremonies annually, serve 1M+ visitors, educate 60,000+ students, and exhibit 800+ artifacts through guided tours, rotating exhibitions, and education programs funded by government, donations, and corporate sponsorship.

Ownership category

akta.pro rank

Product category

War Memorial & Museum Services

NAICS

Historical Sites (712120), Museums, Historical Sites, and Similar Institutions (712), Museums (712110)

akta.pro primary industry

Monuments, Statues & Memorials (THAJACAB)

akta.pro secondary industries

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI), Historic Preservation & Landmarks Conservation (BPAGAHAE)

Keywords

• War memorial services
• Commemorative ceremonies
• Museum exhibitions
• Heritage education programs
• Guided memorial tours

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Tax-Deductible Contributions: Tax-deductible donations to the Shrine of Remembrance Foundation supporting education programs, commemorative events, and exhibition development.
2. Guided Tours: Revenue from paid guided tours of the Shrine, with tiered pricing for different visitor categories.
3. Corporate Sponsorship: Corporate sponsorship arrangements offering brand alignment with the Shrine's mission and national commemorative activities.
4. Bequests and Estate Gifts: Bequest program accepting legacy gifts through wills, supporting long-term memorial maintenance and programs.
5. Seat Dedication Program: Premium seat dedication program offering perpetual recognition in the Shrine auditorium.
6. Venue Hire: Event space rental in the Visitor Centre for commemorative and community events.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

The Shrine of Remembrance is Victoria's national war memorial operating as a public commemorative venue, museum, and education institution. It offers free general admission to its 13-hectare memorial reserve, paid guided tours, permanent and rotating exhibitions of 800+ artifacts in the Galleries of Remembrance, weekly remembrance ceremonies, curriculum-aligned school programs for 60,000+ students annually, and a leadership program for young ambassadors. Funding is drawn from government support, tax-deductible donations, corporate sponsorship, bequests, venue hire, and a Shrine Friends membership.

Product overview

The Shrine of Remembrance is Victoria's national war memorial offering a portfolio of visitor experiences, educational programs, and commemorative services. Core offerings include daily guided tours and the permanent Galleries of Remembrance featuring over 800 artifacts, the weekly Last Post Service, and rotating special exhibitions (Spartans & ANZACs, Eucalypts of Hodogaya, Taste of Combat, Camouflage). Educational services span onsite school programs for over 60,000 students annually, the Young Ambassador leadership program, and virtual tours. The Shrine supports its mission through giving programs including bequests, seat dedications, memorial trees, and collection donations. Venue hire is available for commemorative events. The organization publishes annual Remembrance Magazine and maintains the Shrine Collection accessible via Google Arts & Culture.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Guided Shrine Tours Daily 45-minute walking tours led by expert guides exploring the Shrine's history, commemorative spaces, and special exhibitions. Tours depart hourly from 10am-4pm (except 1pm and Sundays) and are offered to visitors, families, and groups.
• Galleries of Remembrance Permanent exhibition space inside the Shrine presenting over 800 artworks, historical objects, interactive multimedia, rare images and films illustrating Australian wartime experiences from the 1850s to present-day peacekeeping operations.
• Last Post Service Weekly remembrance service held every Sunday at 4:45pm featuring bugle calls, wreath-laying at the Eternal Flame, and Shrine Guard in historic uniform, provided free to the public.
• Onsite School Programs Curriculum-aligned onsite education programs for primary and secondary students including Welcome to the Shrine, Remembering the Vietnam Era, and SPARTANS & ANZACS school programs, reaching over 60,000 students annually.
• Young Ambassador Leadership Program Year 9-10 student leadership program with 12-month appointments in which participants engage in commemorative services, build leadership skills through group projects, work with an artist-in-residence, and attend an interstate day trip.
• 3D Virtual Tour Remote-access 3D virtual tour of the Shrine using 360-degree mapping technology, allowing online visitors to explore the memorial's spaces and exhibitions from home.
• Spartans & ANZACs Exhibition Special exhibition revealing the link between the 480 BC Battle of Thermopylae and the 1941 stand by Australian and New Zealand troops at the same location; located in the Galleries of Remembrance with free entry.
• Eucalypts of Hodogaya Exhibition Special exhibition marking 80 years since the end of WWII that explores how Australian and Japanese architects collaborated to create the Yokohama Commonwealth War Cemetery, developed in partnership with the University of Melbourne.
• Taste of Combat Exhibition Award-winning exhibition exploring the evolution of military food from the Boer War to Afghanistan, featuring stories from Catering Corps chefs, field kitchens, and ration packs.
• Camouflage Exhibition Exhibition exploring camouflage's history from World War I to today, including nature-inspired military disguise, real uniforms, historical objects, and rotating artworks.
• Shrine Kids and Explorer Kits Family-friendly activities including Shrine Kids activity cards with four themed trails, Explorer Kits with magnifying glass, periscope, compass, and the Duffy the Donkey walking trail, available from the Visitor Centre.
• Remembrance Magazine Annual digital publication featuring stories reflecting on Australia's wartime history, distributed free in digital format.
• Venue Hire Hire of event spaces at the Shrine, including the auditorium with red timber symbolising Flanders poppies and olive branches, for commemorative services and community events.
• Bequest Program Legacy giving program allowing supporters to include the Shrine in their will through cash gifts, residual gifts, percentage of estate, or trust interests, supporting education, commemoration and remembrance initiatives.
• Dedicate a Seat Opportunity to dedicate an auditorium seat in perpetuity at a $10,000 endowment, honouring service individuals, commemorating anniversaries, or recognising contributions to peacekeeping efforts.
• Memorial Tree and Plaque Program Application program for memorial trees and plaques within the Shrine Reserve honouring ships, battalions, units, squadrons, and Allied Nations that have served in ADF operations.
• Shrine Collection Donation Program accepting donations of family keepsakes, mementos of service, works of art, equipment, uniforms, medals, letters, diaries, and photographs to expand the Shrine Collection in identified focus areas.

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered collaborative, minor and platform.

• University of MelbournecollaborativeStrategic or Co-development PartnerCollaborative development of the Eucalypts of Hodogaya exhibition exploring Australian-Japanese reconciliation at the Yokohama Commonwealth War Cemetery.
• SafewillminorGTM or Marketing PartnerPartnership with Australia's leading online will-writing platform offering discounted will services ($80 normally $160), with invitation for users to consider charitable gifts to the Shrine.
• Google Arts & CultureplatformTechnology or IntegrationDigital platform partner hosting Shrine Collection exhibitions and key collection items online, expanding access to global audiences beyond physical visitors.
• Office of Australian War GravescollaborativeStrategic or Co-development PartnerFormer Anzac Agency (now Office of Australian War Graves) designed and built the Yokohama Commonwealth War Cemetery featured in Eucalypts of Hodogaya exhibition.
• TripAdvisorminorGTM or Marketing PartnerTravel review platform hosting visitor reviews and ratings for the Shrine, contributing to tourism awareness and visitor acquisition.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National WWII Museum: U.S. national museum dedicated exclusively to the Second World War, located in New Orleans. Comparable as a war-focused museum with strong educational programming, immersive exhibitions, and curated artifact collections of similar scope to the Shrine's Galleries of Remembrance.
• Imperial War Museums: A network of museums covering conflicts from WW1 to the present, including IWM London and IWM North. Highly comparable as a war memorial/museum hybrid with significant visitor scale, educational programming, special exhibitions, and collection depth comparable to the Shrine's Galleries of Remembrance.
• In Flanders Fields Museum: A WW1 memorial museum located in Ypres, Belgium. Comparable as a themed war memorial/museum operating in a heritage building, with strong educational programming and commemorative ceremonies anchored to WW1 service and sacrifice.
• National Army Museum (UK): The British Army's national museum, focused on military service and soldier experiences. Comparable to the Shrine in mission alignment around honoring service and sacrifice, exhibition programming, and educational offerings for schools and visitors.
• Mémorial de Caen: A French war memorial and museum in Normandy dedicated to the 20th century conflicts. Operates as both memorial site and museum with exhibitions on D-Day, Cold War, and peace. Closely comparable model combining commemorative functions with educational exhibition programming.
• Australian War Memorial: Australia's national war memorial in Canberra, dedicated to honoring Australian servicemen and women. It is the most direct domestic peer to the Shrine of Remembrance, sharing the same commemorative mission, statutory significance, museum functions, and education programs, though operating at national rather than state level.

Broad incumbents

• Te Papa Tongarewa (Museum of New Zealand): New Zealand's national museum and a leading cultural institution with comparable scale (1M+ visitors), government backing, and mandate covering national identity and history. While broader than the Shrine, it serves as a regional counterpart with similar audience and funding structures.
• Australian National Maritime Museum: Federal museum in Sydney covering maritime history including wartime naval service. Comparable as a heritage-focused cultural institution with significant artifact collection, exhibitions, and education programs, though with a maritime rather than land-force service focus.
• National Museum of Australia: Australia's national museum covering Australian history, culture, and identity, located in Canberra. While broader in scope than the Shrine, it competes for similar educational audiences, cultural tourism, and government funding, and serves as an institutional counterpart in the national cultural infrastructure.

Regional players

• Melbourne Museum: Major Melbourne-based museum operated by Museums Victoria covering natural and cultural history. Operates in the same local market with overlapping school programs, exhibitions, and visitor audiences, though with broader thematic scope than the Shrine's military focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ShrineMelbourne
• Facebookfacebook.com/shrineofremembrance
• Instagraminstagram.com/shrineofremembrance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Shrine Of Remembrance