THE $11 million Eureka Centre has already made a name for itself.
It will now be known as the Museum of Australian Democracy at Eureka (MADE).
City of Ballarat councillors last night voted to change its name after a recommendation by the centre’s project control group, which had considered two possibilities.
In moving the new name, Councillor Cheryl Bromfield said the Eureka Centre had been “a very long journey”.
“It is appropriate we change the name because democracy in Australia started in Ballarat and this will open it up to wonderful marketing opportunities,” Cr Bromfield said.
“This centre will have international significance.”
In a report to Ballarat City Council, project manager Rebecca Love said the new centre provided the chance for a new name and brand.
She said MADE had strong ongoing marketing potential and related well to the exhibition content, which will be very contemporary and centred on participation.
“The project will take the existing Eureka display and develop the whole centre into a state-of-the-art, technologically advanced, education and community space that celebrates Eureka and explores Australia’s democracy,” Ms Love said.
“The redevelopment will dramatically change the building, ensuring the new centre engages the entire site of the stockade, providing community spaces, enhanced open space, performance areas, contemplation and multimedia areas and international standard exhibition and education facilities.”
The centre’s working title up until now has been the Australian Centre for Democracy at Eureka.
Melbourne marketing firm Cornwell Pty Ltd will oversee the centre’s branding and marketing strategy.
MADE is expected to open in September before an official ceremony is held in December.