^{Header image: Strong is the New Pretty - Rehearsal Room, Sydney Theatre Company. Photo: Daniel Boud}

Wendy Martin joined Creative Australia in August 2024 as Director, overseeing this significant investment fund.  

The fund has two streams:   

Development investments of $150,000 to $250,000 support the creation and testing of new ideas;   

Delivery investments of $250,000 to $1.5 million support the presentation of new works, or the significant redevelopment and presentation of existing works.  

The fund is designed to help projects reach a new level of creative ambition and impact, while attracting significant partners and financial contributions from a range of sources.  

Wendy brings extensive experience commissioning and producing new work that has toured nationally and internationally, including as Head of Performance and Dance at Sydney Opera House and Southbank Centre London, and as Director of Perth Festival. She is joined by Manager Nikki Ralston, who has worked across the arts sector in Naarm, on Bangerang and Yorta Yorta Country in regional Victoria, and in Birmingham and the Midlands in the UK.  

^{Nikki Ralston (L) and Wendy Martin (R)}

Two years on, how is the fund progressing? How are you assessing whether it is supporting Australian artists and arts organisations to imagine and create work at scale?   

"We have learnt so much from the first two years of the fund. It’s exciting to see artists and organisations think about scale in surprising and expansive ways — not just bigger budgets or larger venues, but bigger creative ambition, deeper partnerships, stronger audience reach and long-term impact. We also see how useful early conversations can be. They help applicants test whether an idea is the right fit, decide which stream might suit it best, and think through what evidence or partnerships will strengthen the proposal.   

"The fund is still evolving, and we are learning alongside the sector, but the range and quality of supported projects tell us it is helping artists imagine work of next level scale and ambition."

What projects should people keep an eye out for?   

"One to watch right now is Strong is the New Pretty, a new work by acclaimed playwright Suzie Miller about the rise of the AFL women’s league — from what once felt like a pipe dream to a national sensation. It is a great example of a work with scale, and strong audience potential. The world premiere last week was a moving and joyful moment, with the Brisbane Festival opening night audience leaping to their feet for a production full of humanity and humour. What is exciting is that it speaks to people who may not normally go to theatre, as well as regular theatre audiences. After its three-week Brisbane season, it tours to Canberra, Geelong and Sydney, with further announcements expected in other states and regional centres."

^{Wendy Martin with L to R playwright Suzie Miller, co-producers Strong is the New Pretty Louise Bezzina recent AD Brisbane Festival and Anne Dunn ED Sydney Theatre Company.}

What advice do you have for organisations that are not currently operating with a budget this size but have an exciting idea?   

"Organise a meeting and talk to us early. You do not need to have all the answers before getting in touch. If you have an exciting idea but are not yet working at this budget level, a meeting is the best way to test whether the fund is the right fit, understand which stream might suit the project, and get advice on how to make the strongest case. We can also talk through what kinds of partners, producing support or financial contributions might help the project grow.   

"In year two, 11 of the 20 supported projects are being created by small organisations working with experienced producing partners. Those kinds of partnerships can be critical — they help build capacity, support creative ambition and connect projects with the right collaborators."

How would you characterise successful applications?   

"The strongest applications make the ambition feel clear, exciting and achievable. They are led by artists with a compelling vision, but they also show the practical thinking behind the idea: who the right partners are, how the work will be delivered, who the audiences are, and what impact the project could have.   

"We are looking for a strong creative idea, but also a clear sense of readiness. That might include confirmed collaborators, realistic timelines, strong producing support, or a thoughtful approach to audience development and access. Budgets are important too. A strong budget tells the story of how the project will be realised.   

"We need to feel confident that the plan is viable, the team has the right support around them, and the scale of the request matches the ambition of the work."

The current round of the Creative Futures Fund closes on Tuesday 29 September. The guidelines can be found here.  

Read about the Year Two successful applicants and projects here . 

To request a meeting to discuss a project with the Creative Futures Fund team email creativefuturesfund@creative.gov.au.