ABSTRACT
This chapter considers The Museum of Old and New Arts (MONA's) place in the global market of tourist experiencescapes, reports on its economic impact on Tasmanian tourism, describes the qualities that make it unique in its local community. It examines the means by which it is seeking to expand its external audience while sustaining local interest, with particular attention to the sociological dimensions of festivals such as Dark Mofo. The chapter employs qualitative analysis as its primary methodology as interviews were conducted with key personnel at the Museum of Old and New Art, and with its owner David Walsh. The Museum of Old and New Art in Tasmania, Australia was designed by Nonda Katsalidis and opened in 2011. It is a boutique art museum in an experiencescape that is set in the working class Hobart suburb of Berriedale. A crucial element in MONA's democratization of experience is embedded in the nature of its public festivals.
