McClelland

What McClelland does

McClelland Sculpture Park + Gallery is a not-for-profit arts organisation located at 390 McClelland Drive, Langwarrin, Victoria, approximately 50 kilometres south-east of Melbourne at the gateway to the Mornington Peninsula. Founded in 1971 through the bequest of Annie May McClelland as a memorial to her brother Harry, it operates as Australia's only gallery dedicated to sculpture and spatial practice. The 16-hectare site combines natural bushland with over 100 permanent outdoor sculptures by prominent Australian artists, complemented by an indoor gallery housing a permanent collection of more than 2,600 works spanning the 16th century to the present, a Design Store, Harry's Cafe, and the Sarah & Baillieu Myer Education Pavilion designed by Kerstin Thompson Architects with state-of-the-art audio-visual technology and a 27.6kWp solar PV system.

McClelland generates revenue across multiple streams including gate admissions (adults $15, seniors and youth $6, children free, Frankston locals free on weekdays), tiered annual memberships ($35-$175), venue hire for weddings, corporate events, and celebrations of life (the Education Pavilion accommodates up to 120 guests), Harry's Cafe (where advance dining bookings waive entry fees), the Design Store, Music at McClelland subscriptions ($180-$440 per season), donations (tax-deductible above $2, with McClelland Circle donors at $595+ annually), and government grants from Australian, Victorian, and local sources. Government funding accounts for less than 7% of the operational budget, indicating a predominantly earned-revenue model. The institution is governed by a Board of Trustees chaired by Matt Healy, with Lisa Byrne as Artistic and Executive Director.

The organisation serves a diversified customer base including general visitors, families and children, schools and early learning centres, corporate and private event clients, music and performing arts audiences, and contemporary Australian artists. Strategic partnerships underpin its growth: the Southern Way McClelland Commissions public-private partnership established in 2013 will deliver 14 large-scale sculptures along the Peninsula Link freeway by 2037, with works transferring to the permanent collection after four years; the Victorian Women's Public Art Program partnership commits $1.2 million in second-round grant administration; and the Bunurong Fieldwork Residency supports First Nations artists in collaboration with the Bunurong Land Council Aboriginal Corporation. The institution was awarded the 2013 Creative Partnerships Australia SME Award for the Southern Way partnership.

Name

McClelland

Legal name

McClelland Sculpture Park + Gallery

Website

https://mcclelland.org.au

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

McClelland Sculpture Park + Gallery is a not-for-profit arts organisation operating Australia's only dedicated sculpture gallery on a 16-hectare bushland site in Langwarrin, Victoria, serving visitors, families, schools, and event clients through exhibitions, education, and venue hire.

Ownership category

akta.pro rank

Product category

Public sculpture park and art gallery

NAICS

Nature Parks and Other Similar Institutions (712190), Museums (71211)

akta.pro primary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

akta.pro secondary industry

Arts & Crafts Workshops (Painting, Pottery, Ceramics, Sculpture) (THAJAKAA)

Keywords

• Public sculpture gallery
• Outdoor art exhibitions
• Museum education programs
• Event venue hire
• Arts membership programs

Headquarters

HQ city

Langwarrin

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Entry Fees: McClelland charges admission fees for visitors to access the sculpture park and gallery. Adults $15, seniors/youth $6, children 12 and under free. Frankston City Council postcodes receive free weekday entry.
2. Memberships: General and Art Lovers membership programs offering free entry, discounts, and exclusive benefits. Single memberships from $45-$95, duo/family from $65-$175 annually.
3. Harry's Cafe: On-site cafe open Wednesday to Sunday, serving food and beverages. Cafe dining bookings in advance waive entry fees, combining hospitality with visitor experience.
4. Donations and Philanthropy: As a not-for-profit arts charity, McClelland relies on donations, including McClelland Circle donors contributing $595+ annually, with all donations over $2 being tax deductible.
5. Venue Hire: Private event hire including park venues, weddings, corporate events, celebrations of life, and children's parties at the gallery and pavilion spaces.
6. Government Grants: Funding from Australian Government, Creative Victoria, and local government contributes less than 7% of operational budget, supporting programs and operations.
7. Design Store: McClelland Design Store sells artist-designed products including items suitable for children, with 10-15% discounts for members.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

McClelland operates a 16-hectare sculpture park and gallery in Langwarrin, Victoria, presenting rotating exhibitions in dedicated gallery spaces and more than 100 outdoor sculptures set within native bushland, alongside a permanent collection of over 2,600 works. The not-for-profit arts charity supplements this core visitor experience with Harry's Café, the McClelland Design Store, structured learning programs, the Music at McClelland concert series, venue hire for weddings and corporate events, and a Membership program.

Product overview

McClelland is a single-location art gallery and sculpture park (not a technology product) offering a unified visitor experience centered around its 16-hectare outdoor sculpture park and two indoor galleries. The core offering combines permanent sculpture collections with rotating exhibitions, complemented by Harry's Cafe, a Design Store, education programs, music concerts, and venue hire services. Membership programs and donations provide revenue while supporting operations as a not-for-profit arts organization.

Differentiator

Problem solved

Functional benefit

Brands

• Harry's Cafe: On-site cafe open Wednesday to Friday 10am-4pm, Saturday & Sunday 9am-4pm, serving meals from 10am-3pm.

Products and services

• McClelland Sculpture Park + Gallery Admission

Quantifiable outcome

• Over 50 years of continuous operation as Australia's only dedicated sculpture gallery
• +3 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Victorian GovernmentcoreStrategic or Co-development Partner · 1 January 2022Victorian Government funds the Victorian Women's Public Art Program with grants of $50,000-$200,000 through the Community Support Fund. McClelland partners to manage the program addressing underrepresentation of women in public art, committing $1.2 million in second round funding.
• Southern WaycoreStrategic or Co-development Partner · 1 January 2013Established in 2013 as a Public Private Partnership between Southern Way and McClelland. The program delivers iconic contemporary sculptures along Peninsula Link freeway every two years, resulting in 14 commissions over 25 years through 2037. Southern Way funds the sculptures and after four years on public display, works become part of McClelland's permanent collection.
• City of FrankstoncoreStrategic or Co-development PartnerCity of Frankston supports McClelland's SENSES early learning program, enabling free entry to all kindergartens and early learning centres within the municipality in 2025. Partnership supports community arts access.
• Bunurong Land Council Aboriginal CorporationcoreStrategic or Co-development PartnerMcClelland works with the Bunurong Land Council Aboriginal Corporation to deliver the Bunurong Fieldwork Residency program for First Nations artists, providing opportunities for skills development in public art and cross-cultural practices.
• Arts Centre MelbournecoreStrategic or Co-development PartnerThree significant sculptures from Arts Centre Melbourne's Public Art Collection (Rhythms of Life, Family of Man I and II) are on long-term loan to McClelland during the Melbourne Arts Precinct Transformation.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Museum of Old and New Art (MONA): Tasmania's major privately operated museum combining contemporary art, antiquities, and immersive experiences with strong food/beverage revenue. Comparable as a single-site destination museum with diversified earned revenue including venue hire and on-site dining.
• National Gallery of Victoria (NGV): Australia's largest and oldest public art museum, located on Melbourne's Southbank. Comparable as the dominant Australian art institution competing for cultural tourism dollars, with substantial permanent collection and major exhibition programming.

Direct peers

• TarraWarra Museum of Art: Healesville-based Yarra Valley art museum combining a permanent collection of Australian art with rotating exhibitions on a landscaped rural site. Comparable as a Victorian regional museum with integrated natural setting, café, and membership programming.
• Heide Museum of Modern Art: Regional Victoria modern art museum in Mulgrave with a sculpture park setting and similarly focused on Australian modern and contemporary art. Comparable as a single-site suburban/regional Victorian cultural institution mixing built gallery spaces with landscaped outdoor art environments.
• Sculpture by the Sea: Annual outdoor coastal sculpture exhibitions at Bondi (Sydney) and Cottesloe (Perth). Comparable as Australia's signature outdoor sculpture platform engaging both emerging and established Australian sculptors with public exhibition access.
• Geelong Gallery: Public regional Victorian art gallery with a strong 19th–21st century Australian collection including decorative arts and sculpture. Comparable as a regional Victorian gallery combining permanent collection, exhibitions, café, and venue hire.
• Bendigo Art Gallery: Major regional Victorian gallery renowned for ambitious blockbuster touring exhibitions alongside a strong permanent collection. Comparable as a regional Australian gallery attracting tourism and operating substantial exhibition programming.
• Australian Centre for Contemporary Art (ACCA): Melbourne-based contemporary art institution showing Australian and international artists across rotating exhibitions. Comparable as a not-for-profit contemporary art venue with sculpture-adjacent programming and government partnership model.

Others

• Bundanon Trust: NSW-based rural arts and cultural property trust established via the Bundanon estate of artist Arthur Boyd. Comparable as a heritage cultural estate combining landscape, accommodation, residencies, and arts programming supported by government and philanthropy.

Regional players

• Mornington Peninsula Regional Gallery: Local government gallery operating on the Mornington Peninsula in close geographic proximity to McClelland. Comparable as a regional Victorian gallery that draws on overlapping tourism catchment and competes for similar visitor audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mcclellandsculptureparkandgallery
• Instagraminstagram.com/mcclellandgallery
• LinkedInlinkedin.com/company/mcclelland-sculpture-park-and-gallery

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 McClelland