Mawson s Hut Replica. Replica. A joint venture between

Transcription

1 Mawson s Hut Replica A SHOWPLACE of Australian ANTARCTICA, adventure & science Hobart, Tasmania A joint venture between 1

2 2

3 MESSAGE FROM DICK SMITH FOUNDER AND PATRON AUSTRALIAN GEOGRAPHIC SOCIETY There are so many reasons why Sir Douglas Mawson and the AAE should be celebrated. Mawson was both an explorer and a very inquisitive man, and he selected a like-minded group to join the AAE. Their primary interest was science but they needed the true spirit of adventurers to succeed at what they d planned an extended stay at, and explorations of, an untouched part of the world s coldest, driest and least-known continent. Over the many months of the expedition, the men of the AAE demonstrated the qualities that we now regard as characteristically Australian. They were resourceful and hardworking. They took pride in their individuality but always put the group first. They showed tremendous persistence in completing both their research work and everyday tasks in very difficult conditions typical Aussie larrikin humour helped a great deal. Most of all they were self-reliant they had to be. I ve supported Antarctic research and adventure personally and through the Australian Geographic Society for decades, and one of the first ventures I backed was Project Blizzard s pioneering 1985 survey work at Mawson s Huts. That work first raised awareness of the huts importance and later the Mawson s Huts Foundation (MHF) took up the mantle. The Foundation s ongoing conservation work at Cape Denison should see the original Mawson s Hut survive for years to come. But it s still a long and expensive voyage to East Antarctica, and few people will ever get to see the original hut. That s why a Replica hut is such a brilliant idea a museum that will show new generations of Australians exactly how the men of the AAE lived, and explain what they endured and achieved. Douglas Mawson himself sought sponsors for the AAE, and secured enthusiastic support from private companies to outfit, equip and feed his men. We re doing the same for the hut Replica. The MHF has already put in countless hours of work, and paid to secure the services of planners, engineers, architects and others. The AG Society and Dick Smith Foods have now made the first contributions to the building fund covered by this prospectus, but we need other Australians to get involved. I urge you to help us build the Mawson s. This is a fantastic opportunity to help a venture that s going to benefit Australia for years to come. 3

4 Alderman Damon Thomas LORD MAYOR 4

5 Contents 06 EXECUTIVE SUMMARY 07 Mawson s huts, antarctica 08 Replica plan & site 09 Construction stage and budget 10 fit-out stage and budget 11 Replica guide, website and promotion 12 platinum sponsorship 13 gold sponsorships 14 silver sponsorships 15 bronze sponsorships 16 individual donations 17 about the mawson s huts FOUNDATION 18 about the australian geographic society 19 contacts 5

6 EXECUTIVE SUMMARY In the heroic age of Antarctic exploration no name casts a larger shadow than that of Sir Douglas Mawson. This summer, Australia celebrated the 100th anniversary of his great southern journey, the Australasian Antarctic Expedition (AAE) of which he was leader and which departed from Hobart on 2 December It was a journey extraordinary in its undertaking, leading to Australia laying claim to 42 per cent of the Antarctic and the establishment of the largest conservation area on the globe. What is now known as Mawson s Huts still stand at Cape Denison, which Mawson and 17 of his party used as their main base for two years. They remain a glorious reminder of the courage and character of Mawson and his men. In one of the most isolated places on earth, these priceless pieces of Australia s heritage are being conserved by the Mawson s Huts Foundation, a not-for-profit organisation founded in 1997, in conjunction with the Australian Antarctic Division. Fewer people have set foot in Mawson s Huts than have climbed Mt Everest. Now, the Foundation and its not-for-profit partner the Australian Geographic Society will give every Australian that chance, through an ambitious project to build a full-scale Replica of Mawson s Hut on the Hobart waterfront. To realise this project, $612,000 needs to be raised through corporate sponsorship and individual donations. When completed, the Replica will be one of Australia s great specialist museums. Its interior will be a painstakingly researched reproduction of the original, while photographs, interpretive displays and multimedia presentations will reveal the AAE story. The Replica will commemorate the dedication, spirit of adventure, and curiosity of the AAE. The museum will be a major new tourism asset for Hobart, Tasmania and Australia, and Replica managers and staff will work closely with Tourism Tasmania and Hobart City Council to promote the museum to Tasmanians and Hobart visitors. The Replica site is just 200 metres from the very spot where Mawson and his men departed on the vessel Aurora on 2 December

7 Mawson s Hut Cape Denison, Antarctica Artist Dan Escott s methodically researched and beautifully rendered cut-away of Mawson s Hut was produced for Issue One of Australian Geographic, first published in This classic illustration has been reproduced extensively over the past 26 years and will be made into a poster and distributed with the Replica visitor guide. 7

8 Replica plans and site A showplace of endeavour, adventure and science. The Mawson s will be a major new tourist attraction for Hobart, operated by the Foundation and the AG Society. The Hobart City Council (HCC) is charging peppercorn rent of $50 per year for the vacant block of land on the waterfront (map, below), only a few hundred metres from where the AAE departed at 4pm on 2 December The Replica will be fabricated at the Launceston campus of the University of Tasmania and then transported to the site in Hobart for assembly. This will provide substantial savings in labour, and in not having to provide security and fencing if the Replica was built on site in Hobart. It will also provide significant benefits in allowing architectural students to be directly involved. The Replica will be built on a specially designed steel platform in two sections that will be transported by road to Hobart and installed on concrete footings. The interior fit-out phase will begin once the Replica is secure and watertight. It may be possible to admit visitors before fit-out is completed, and the museum is officially opened. If funds raised by this prospectus exceed the $612,000 budgeted, or less is required, any surplus will go into the Replica s operating fund. Revenue raised from running the Replica museum will be used to cover operating costs and for the ongoing conservation and maintenance of the historic huts at Cape Denison (which will include funding of the Foundation s secretariat, the body responsible for this work). It s hoped that, over time, there ll be sufficient income from the museum to contribute to the work of other Australian scientists, conservationists and adventurers. Proposed site plan, Hobart 8

9 Stage one: construction We are committed to making the Mawson s one of Australia s great specialist museums. The buildings at Cape Denison are the birthplace of Australia s Antarctic heritage and it s vital that the Replica in Hobart provides visitors with a building, site and interior that replicates the originals as closely as possible. Baltic pine from northern Finland was used for cladding the original s exterior and interior, with Oregon (Douglas fir) used for the structure. Timber for the Replica will be of exactly the same dimension and from the same source as the original. This has been the Foundation s approach for overcladding the roof of the original Mawson s Huts, with the 1911 materials now protected and remaining fully intact beneath a protective cover. The overcladding materials were supplied by Ashley Wright of Wright Timber Products, Melbourne, whose grandfather provided timber for the original huts. His company has provided all the timber for the Cape Denison conservation project. The Replica will be constructed in four sections on the Launceston campus of the University of Tasmania s Architectural and Design School, and project managed by the Launceston Assistance Research Centre (LARC), which works closely with the university. A team of experienced heritage carpenters who have worked on the original huts led by Peter McCabe, a Foundation field leader to Cape Denison will carry out the work with help where possible from architectural students. Other Foundation expeditioners who have worked at Cape Denison will provide pro bono services part-time, including electricians, conservators and carpenters. LARC will look after all regulatory issues during construction and co-ordinate all planning with engineers and electricians. The Foundation and Australian Geographic Society will engage Adrian construction budget LARC $13,750 ARCHITECT $8800 PROJECT MANAGER $39,600 CARPENTERS $130,944 ENGINEER $15,000 timber $45,000 STEEL $3000 MATERIALS $3000 INSURANCE $7500 utas OVERHEADS $3000 PROJECT TRAVEL $7000 PROJECT ACCOMMODATION $9400 Replica VISITOR GUIDE $20,000 Replica WEBSITE $17,000 CONTINGENCY (5%) $16,150 FIRST STAGE TOTAL $339,144 Welke as heritage architect. A senior partner in the Perth-based firm of Troppo Architects, Adrian has advised the Australian Antarctic Division on Mawson s Huts for a decade and has led a team to Cape Denison. Former Troppo architect Geoff Clark, now a senior lecturer in architecture at the Launceston campus, has also volunteered his services. The Replica museum s website and visitor guide will be produced by Australian Geographic s editorial team to coincide with stage one completion. 9

10 Stage two: museum interior As a museum, the Replica must capture the imagination of visitors and experienced design consultants will be retained to help interpret the AAE story. It is planned to replicate the original hut as closely as possible to how it was when occupied by Mawson and his team. This will involve building the bunks for 17 men with carved and painted initials, Mawson s den, Frank Hurley s dark room, the living area and the workshop area. Clothing, bedding and magazines and books of the day, bottles and tins of food (including labels of original AAE sponsors) will be found or specially reproduced. The stove and acetylene plant will be designed and reproduced. An exact model of the wireless tranceiver will be installed in the workshop area home to the original. A public appeal through Australian Geographic and Tasmanian print and broadcast media will be made for relevant items of the era. For lighting design, we will retain an electrician who has worked on the conservation laboratory and accommodation areas at Cape Denison. The Replica s lighting will recreate as closely as possible the atmosphere at Cape Denison a century ago. The museum shop will offer selected merchandise, including Australian Geographic s renowned publications, maps and specially produced Mawson s Huts items, which will be supplemented by the Foundation s DVDs, Sir Douglas Mawson medallions, Cape Denison philatelic items and other commemorative offerings. INTERIOR FIT-OUT budget DESIGN CONSULTANT $50,000 SKILLED LABour $60,000 ACQUISITION/ReplicaTION OF ARTEFACTS $80,000 lighting & POWer $25,000 AUDIO/VISUAL EQUIPMENT $45,000 contingency (5%) $13,000 SECOND STAGE TOTAL $273,000 FIRST STAGE TOTAL $339,144 TOTAL PROJECT COST $612,144 10

11 Replica guide, website and promotion A key component of benefits to Replica sponsors will come from the exposure they receive through the Replica s visitor guide and website, and ancillary exposure through print stories in Australian Geographic and on the websites of the Mawson s Huts Foundation and Australian Geographic (AG). The Replica visitor guide which all visitors will receive as part of their admission price and its website will be conceived and produced by Australian Geographic s award-winning editorial team. An advisory panel composed of Foundation and AG Society board members, AG senior editors and AG Education advisers will review contents for relevance and quality. The full-colour guide will introduce the Replica; give background to the original hut, Sir Douglas Mawson and the AAE; explain the modern-day role of the Australian Antarctic Division and its scientific studies; describe Australia s history and ongoing role in the Antarctic; and provide a better understanding of the vast icy continent to our south. As with all Australian Geographic work, beautiful photography both historic images from the AAE and contemporary imagery will be a feature of the guide. The Replica website will expand on the guide s information, particularly through additional visual materials still photographs and videos and frequently updated reports about Foundation conservation work at Cape Denison. Blogs and social-media feeds from Replica, Foundation and expedition staff will keep the Mawson story alive. Replica sponsors will receive dedicated advertising/promotion space in the guide and on the website, plus additional acknowledgement as Replica supporters (see following pages). Based on the visitor numbers to Hobart s other museums and its main Visitor Centre, it s anticipated that at least 200,000 copies of the Replica guide will be distributed over the first two years. The Replica website will be built and launched by AG s digital producers and editors, who will retain an advisory role after it goes live. In the past two years, the AG digital team has overseen a threefold increase in its online numbers. Stories promoting the Replica fundraising effort have already appeared in Australian Geographic and on the AG website, and the Replica s construction, interior fit-out and opening will be covered in both spaces, along with acknowledgements to Replica sponsors. AG s circulation stands at 95,429 (ABC Audit, Dec. 2011) and its readership at 491,000 (Roy Morgan, Dec. 2011). Monthly, the AG website records 180,000 unique visitors and 450,000 page impressions. 11

12 pl at i n u m sponsor amawson's Hut Replic Mawson s Platinum Sponsor Entitlements Total Value over 2 years Fee Entitlements in the Mawson s guide (produced by Australian Geographic and distributed to an estimated minimum of 200,000 visitors over two years) $150,000 Front page name and logo presence $20,000 Full page colour advertisement on the Outside Back Cover $30,000 Full page advertisement, Early Right Hand page $12,000 Most prominent name and logo in the guide s donor pages $10,000 Entitlements on the Mawson s website (2 years) Name and logo mention above fold of front page, plus inside pages of the website $20,000 Name and logo recognition in the Replica section of the Mawson s Huts Foundation (MHF) and Australian Geographic (AG) websites (section front page plus donor-recognition pages) $10,000 Entitlements in Australian Geographic Most prominent name and logo mention in the Recognition Panel of stories about the Replica s construction and opening in Australian Geographic and on the AG website. The exact quantity of editorial coverage will depend on timing, but a minimum of 8 10 journal pages will be devoted, plus web stories. Announcements of fund raising for the Replica project have already featured in Australian Geographic and will continue to be updated $10,000 Entitlements at the Mawson s Top-place name and logo recognition on the Donor Board within the Replica $40,000 Name and logo recognition on all promotional literature and marketing collateral for the Replica $20,000 Name and logo credit at the start of the time-lapse documentary of the Replica s construction, which will be broadcast in a continuous loop in the exhibit $20,000 Right to use the Replica four times annually (eight times in 2 years) for company functions (and at other times subject to availability) $16,000 Other entitlements Name and logo on an embroidered patch sewn onto the breast pocket of clothing of expeditioners that MHF sends to the original huts at Cape Denison for conservation work (annually, depending on conditions) $5,000 The time-lapse film will also be offered to all Australian schools Value TBA Prominent mention by the MHF at all fundraising and other events $5,000 The right to use the Replica in corporate promotional activity $5,000 The right to publicise details of support on your website (use of the MHF and the AG Society logos permitted) and other marketing materials $10,000 PLATINUM SPONSOR $150,000 Total Value over 2 years Fee $233,000 $150,000 Added Value $83,000 12

13 amawson's Hut Replic Mawson s gold sponsor Gold Sponsors (3) Entitlements Total Value over 2 years Fee Entitlements in the Mawson s guide (produced by Australian Geographic and distributed to an estimated minimum of 200,000 visitors over two years) $50,000 Inside Front Cover, or Inside Back Cover, or Centre Spread advertisement in the guide (first gold sponsor has first position choice). $20,000 Name and logo in guide s donor pages $7,000 Entitlements on the Mawson s website (2 years) Name and logo mention below fold of front page, plus inside pages of the website $10,000 Name and logo recognition in the Replica section of the Mawson s Huts Foundation (MHF) and Australian Geographic (AG) websites (in donor-recognition pages) $7,000 Entitlements in Australian Geographic Name and logo mention in the Recognition Panel of stories about the Replica s construction and opening in Australian Geographic and on the AG website. The exact quantity of editorial coverage will depend on timing, but a minimum of 8 10 journal pages will be devoted, plus web stories. Announcements of fund raising for the Replica project have already featured in Australian Geographic and will continue to be updated $8,000 Entitlements at the Mawson s Second-tier name and logo recognition on the Donor Board within the Replica $20,000 Name and logo credit as gold sponsor at the end of the time-lapse documentary of the Replica s construction, which will be broadcast in a continuous loop in the exhibit $10,000 Right to use the Replica twice annually (four times in 2 years) for company functions (and at other times subject to availability) $8,000 Other entitlements Name and logo on an embroidered patch sewn onto the sleeve of clothing of expeditioners that MHF sends to the original huts at Cape Denison for conservation work (annually, depending on conditions) $2500 The time-lapse film will also be offered to all Australian schools Value TBA Mention by the MHF at all fundraising and other events $2,500 The right to use the Replica in corporate promotional activity $5,000 The right to publicise details of support on your website (use of the MHF and the AG Society logos permitted) and other marketing materials GOLD SPONSORS (3) $50,000 $10,000 Total Value over 2 years Fee $110,000 $50,000 Added Value $60,000 13

14 si lv er sponsor amawson's Hut Replic Mawson s Silver Sponsors Entitlements Total Value over 2 years Fee Entitlements in the Mawson s guide (produced by Australian Geographic and distributed to an estimated minimum of 200,000 visitors over two years) $20,000 Half page advertisement in the guide $6,000 Name and logo in the guide s donor pages $5,000 Entitlements on the Mawson s website (2 years) Name and logo mention on inside pages of the website $5,000 Name and logo recognition in the Replica section of the Mawson s Huts Foundation (MHF) and Australian Geographic (AG) websites (in donor-recognition pages) $7,000 Entitlements in Australian Geographic Mention in the Recognition Panel of stories about the Replica s construction and opening in Australian Geographic and on the AG website. The exact quantity of editorial coverage will depend on timing, but a minimum of 8 10 journal pages will be devoted, plus web stories. Announcements of fund raising for the Replica project have already featured in Australian Geographic and will continue to be updated $5,000 Entitlements at the Mawson s Third-tier name and logo recognition on the Donor Board within the Replica $12,000 Name and logo credit as silver sponsor at the end of the time-lapse documentary of the Replica s construction, which will be broadcast in a continuous loop in the exhibit $7,000 Right to use the Replica once annually (twice in 2 years), for company functions (and at other times subject to availability) $4,000 Other entitlements The time-lapse film will also be offered to all Australian schools Value TBA Mention by the MHF at all fundraising and other events $2,500 The right to use the hut in corporate promotional activity $5,000 The right to publicise details of support on your website (use of the MHF and the AG Society logos permitted) and other marketing materials $10,000 SILVER SPONSORS $20,000 Total Value over 2 years Fee $68,500 $20,000 Added Value $48,500 14

15 bronz e sponsor amawson's Hut Replic Mawson s Bronze Sponsors Entitlements Total Value over 2 years Fee Entitlements in the Mawson s guide (produced by Australian Geographic and distributed to an estimated minimum of 200,000 visitors over two years) $10,000 Third page advertisement in the guide $4,000 Name and logo in the guide s donor pages $3,000 Entitlements on the Mawson s website (2 years) Name and logo mention on inside pages of the website $5,000 Name and logo recognition in the Replica section of the Mawson s Huts Foundation (MHF) and Australian Geographic (AG) websites (section front page plus donor-recognition pages) $2,000 Entitlements in Australian Geographic Mention in the Recognition Panel of stories about the Replica s construction and opening in Australian Geographic and on the AG website. The exact quantity of editorial coverage will depend on timing, but a minimum of 8 10 journal pages will be devoted, plus web stories. Announcements of fund raising for the Replica project have already featured in Australian Geographic and will continue to be updated $3,000 Entitlements at the Mawson s Fourth-tier name and logo recognition on the Donor Board within the Replica $5,000 Name and logo credit as bronze sponsor at the end of the time-lapse documentary of the Replica s construction, which will be broadcast in a continuous loop in the exhibit $5,000 Discounted use of the Replica for company functions (subject to availability) $1,000 Other entitlements The time-lapse film will also be offered to all Australian schools Value TBA Mention by the MHF at all fundraising and other events $2,500 The right to use the Replica in corporate promotional activity $5,000 The right to publicise details of support on your website (use of the MHF and the AG Society logos permitted) and other marketing materials BRONZE SPONSORS $10,000 $10,000 Total Value over 2 years Fee $45,500 $10,000 Added Value $35,500 15

16 a Mawson s cmawson s Hut Repli indi v idual sponsor INDIVIDUAL DONORS Small individual donations have already been called for in Australian Geographic, and fundraising in Australian Geographic Retail shops will commence in coming months. Individual donations of larger amounts attract the following benefits: names of donors giving $500 or more will be listed in the Replica guide (unless they opt out) all individual donors who give less than $500 will be listed in the Replica donors roll Initially, only donors will have exclusive right to apply for positions as volunteer guides If a greater pool of volunteers is needed, all members of MHF and AGS resident in Tasmania will be approached Both MHF and AGS are registered not-for-profit organisations and all donations over $2 are tax deductible. Note that all large sponsorships are donation + GST 16

17 The Foundation was established in 1997 as a not-forprofit registered charity expressly to raise funds for the conservation of the historic huts at Cape Denison, which were the base for two years of the Australasian Antarctic Expedition (AAE) led by Douglas Mawson. Gazetted by Act of Parliament, the Foundation has Gift Deductibility Recipient status and is both income tax and GST exempt. Since 1997 the Foundation has organised and funded eight major expeditions to Cape Denison to undertake conservation work which has saved Mawson s Huts from almost certain destruction through weathering and ice intrusion. They are now stable and 70 per cent of the ice has been removed from the interior. Since 1997 the Foundation has raised in excess of $6 million, which includes $2.5 million in the form of special Federal Government grants. Timed to coincide with the AAE centenary, which began in December last year, the construction of a full-scale Replica hut on the Hobart waterfront will both increase knowledge of Sir Douglas Mawson and the AAE, and help underwrite all future conservation work at Cape Denison. The Foundation works in partnership with the Australian Antarctic Division, the Australian Government agency charged with responsibility for the management of Mawson s Huts. 17

18 Founded in 1987 by Dick Smith, the not-for-profit Australian Geographic Society is dedicated to supporting scientific research, protecting and fostering a love for our environment and natural heritage, encouraging the spirit of discovery and spreading knowledge of Australia to Australians and the world. The Society s core members are the many thousands of Australians who subscribe to Australian Geographic, and the bulk of its income is drawn from journal profits. Aside from a paid administrator, the Society s office-bearers are all voluntary. Although best known for its contributions to adventure, conservation and science, the Society has a distinguished history of fundraising for built heritage. One such example is the restoration of the former Australian Inland Mission Elizabeth Symon Nursing Home in Innamincka, South Australia. A campaign led by the AG Society and Australian Geographic established the profile and history of the nursing home, which resulted in public donations of $120,000. These funds were used to rebuild and repurpose the heritage building into a visitor centre and seasonal park-ranger base, which was reopened in The Society is proud to be a partner in the campaign to build the Mawson s in Hobart. 18

19 Contacts Mawson s Huts Foundation David Jensen AM Chairman and CEO Office: Mobile: david.jensen@mawsons-huts.org.au Level Margaret Street Sydney NSW 2000 Australian Geographic Society Ian Connellan Treasurer and Australian Geographic editor Office: Mobile: iconnellan@acpmagazines.com.au Level 20, Civic Tower Goulburn Street Sydney NSW

20 Our hearth and home was the living Hut and its focus was the stove. Kitchen and stove were indissolubly linked, and beyond their pale was a wilderness of hanging clothes, boots, finnesko, mitts and what not The climate proved to be little more than one continuous blizzard the year round a hurricane of wind roaring for weeks together, pausing for breath only at odd hours. Anyone who had been out in it would gladly exchange for hell and chance his luck. Douglas Mawson 20