Geelong Gallery Business Case for expansion (commercial operations) - June 2020 to April 2023
As Project Manager of the Geelong Gallery Business Case for expansion, Penny Whitehead worked closely with Project Control Group Sponsor, Geelong Gallery Director & CEO Jason Smith, business case consultants, Aalto and JWA architects to delivery a comprehensive case for support for the much-needed expansion of Geelong Gallery. Project management including chairing the Project Control Group, providing timely, relevant and detailed data to consultants, implementing an advocacy campaign to local, state and federal governments and supporting the board and CEO in the delivery of a philanthropy strategy with the aid of Filantropia and gallery staff.
Atmospheric Lab and Orby (digital innovation) - Nov 2022 to April 2023
Digital innovation projects at Geelong Gallery were varied and many. In collaboration with Sandpit, Atmospheric Lab allowed audiences to move into the world of Australian painter, Clarice Beckett through a digitally simulated journey. Other projects and initiatives included Orby (an augmented reality children’s’ trail) developed by Pillowfort, a virtual reality experience and a proposal for digital collection guide. As a recent alumni of the Australia Council for the Arts CEO Digital Mentoring program, Penny Whitehead drove the digital transformation strategy at Geelong Gallery from funding to implementation ensuring the gallery's delivery of audience engagement experiences remained contemporary and relevant.
National and Victorian Tourism Awards (leadership and submission writing) - June 2021 to Feb 2023
Geelong Gallery was awarded the winner of the Victorian Tourism Industry Cultural Tourism category in 2022 and 2023 and the National Tourism Industry Cultural Tourism category in 2023. This accolade demonstrated the Gallery’s commitment and contribution to education, innovation, access and inclusion in a submission written and led by Penny Whitehead (formerly Geelong Gallery Deputy Director). This accolade not only saw Geelong Gallery recognised within the significant tourism industry, however also demonstrated the organisations level of professionalism, service and culture.
Rone in Geelong (commercial operations) - March to May 2020
Curated by Geelong Gallery Senior Curator Lisa Sullivan, Rone in Geelong was the most significant self-curated exhibition in the gallery’s history. Attracting over 45,000 people and contributing over $10 million in economic benefit to the region, Penny Whitehead (formerly Geelong Gallery Deputy Director) drove an ambitious partnership, sponsorship and funding strategy to enable the exhibition’s ambition. Increasing the reach and evolving the demographic make-up of Geelong Gallery’s audience, Penny also drove and oversaw the teams delivery of visitor services, marketing, digital content and audience engagement strategies.
Love Lorne (Community engagement and marketing strategy) - 2010 to 2016
Engaged by the Lorne Business & Tourism Association, PW Strategy (formerly Provincial Wisdom) drove a transformation strategy to improve Lorne’s reputation, seasonality and declining sustainability. Collaborating and consulting with over 70 small-medium size businesses, PW Strategy created the campaign “Love Lorne.’ Implementing a community engagement and stakeholder management strategy, PW Strategy worked with the community and a suite of small agencies to create branding, introduce events, media engagement, design a website, social media channels and reporting metrics to lead an economic renewal for the township of Lorne between 2010 to 2016.