Introduction

• The Priscilla bus is currently stored at a specialist repair company in Brisbane

• The History Trust of South Australia (HTSA) are fundraising for both the museum-grade restoration and conservation works, to bring Priscilla to the National Motor Museum Australia - and to build an interactive and immersive cinematic exhibition experience for National Motor Museum Australia visitors

• The HTSA has already committed $1m of History Trust funds to the 3-year project but still needs to raise an extra $2.2m cash or services in-kind to complete the works

• The South Australian Government has kickstarted the fundraising campaign with a $100k cash commitment

• The HTSA will now undertake a procurement process to select a restoration company to complete the final works

• Priscilla, the bus and the movie, is about driving change – a driving force on a journey towards a more inclusive, accepting society

• Donate today: https://shoutforgood.com/fundraisers/savethequeen

What does the History Trust have planned for Priscilla? 

After the restoration and conservation works, Priscilla will be displayed at the National Motor Museum Australia at Birdwood as a world-class immersive experience on a cinematic scale – Destination Fabulous! The exhibition will be accompanied by diversity and inclusion learning programs. “Priscilla: Destination Fabulous!’ will be a significant drawcard for local, interstate and international visitors, diversifying audiences and growing earned income.

What is the current timeline for the Priscilla heritage restoration, museum conservation works and exhibition?

In all, the project will take three years to complete. Depending on fundraising campaign progress, some parts of the project will happen simultaneously.

A highly specialised coachwork repair and restoration company has inspected the bus and estimated 12-18 months of work to complete the restoration and conservation works. Our Curatorial and Collections teams are currently developing a conservation and restoration plan for the bus and this will inform the next stages of procurement (three months) to find an appropriate service provider/s to undertake the project.  

Once mechanical and bodywork restoration is complete, further time will be required for museum interpretation work on, and in, the vehicle, and a further eight months to develop the exhibition, education programs and diversity and inclusivity programs.

What sort of repairs does Priscilla require?  

Priscilla is a 1974 Hino (Hee-no) Freighter and is nearly 50 years old! Priscilla was abandoned and neglected for nearly 16 years in an exposed location. In recent years Priscilla has survived the NSW bushfires and floods but this has led to extensive rust and body damage. The History Trust of South Australia has ambitions to restore Priscilla to a drivable condition and this is currently under consideration by our Curatorial and Collections teams as they develop a conservation and restoration plan for the bus. This will be made available once finalised and approved by the Board of Trustees.

How much money needs to be raised? 

In addition to the $1 million committed by the History Trust over a 3 year period (to cover operating costs), in the vicinity of $2.2 million cash is needed for the museum-grade heritage restoration, conservation, exhibition experience and diversity and inclusion education programs (including team time taken to develop these).
A fundraising platform has been established: https://shoutforgood.com/fundraisers/savethequeen

$2.2m is a lot of money. How confident are we of the costs of restoration ($700-750k)?

A highly specialised coachwork repair and restoration company in Brisbane (Royans Coachworks) thoroughly inspected the bus and scoped mechanical and body repairs at $500k.

Our curators have estimated museum conservation works for preservation and display at $150k, ensuring we can both preserve and present the bus from a pivotal scene in the movie.

We estimate an additional 10% project contingency of $65k (availability of parts/labour, inflation etc).

That still leaves $1.45m. What will that money support?  

The costs associated with bringing Priscilla back to fabulous and ensuring the bus remains a driving force for change are many and varied. Funds raised will support the following:

• Establishment and support for an LGBTQIA+ reference group to guide the project ($30k)

• Development and production of a digital video series with the cast, crew, Glambassadors and others impacted by Priscilla that documents the historical and cultural significance of the bus/movie and its iconic status nationally and internationally ($50k)

• Transportation of this very large and heavy museum object back to Adelaide ($30k)

• Recruitment and payment for both an educator and a diversity and inclusion officer to develop programs for audiences, and to help drive change ($110k + $75k)

• Development of a world-class interactive museum exhibition on a cinematic scale; this will include designers, exhibition housing, to-scale movie props, museum objects, interpretation panels and screens, digital content development, the ‘feature’ bus, large-scale digital screens, projectors, lighting, movie clips, music and rights management (and everything else that goes into producing an exhibition including online experiences for international audiences) ($1m)

• Allowance for a 10% project contingency ($100k)

• HTSA operating budgets and staffing lines have and will continue to support the business as usual elements of the project (purchase of bus, scoping works, procurement, marketing, communications, legal/music/film rights and fees, implementation of fundraising campaign, fundraising events, community engagement programs, curatorial and collections care and documentation, physical and digital collateral, digital maintenance, miscellaneous project expenses, travel, incidentals etc).

How much money has been committed by the State Government?

The South Australian Government has publicly pledged $100k to the project for the 2024/2025 financial year and the Minister for Education is extremely very supportive. The History Trust will contribute operating funds and additional income, and the remainder will be raised via corporate sponsors, partners, and donors (as per above).

How was the History Trust alerted to the location of the bus and what happened next? 

One of our curators received a phone call five years ago from then owner, Michael Mahon. Covid then interrupted research, investigation and travel to Ewingar to establish the authenticity and provenance of the bus. This included an acquisition proposal, a lengthy engagement with Crown Solicitor’s Office re issues of legal ownership, and contract negotiation before purchase. 

Given the cost and approvals needed for the entire project, the HTSA Board of Trustees approved the Priscilla acquisition into the State History Collection in May 2023.

After much planning, the bus was retrieved from Ewingar in September 2023 and taken to Royans Coachworks in Brisbane for initial care, evaluation and restoration scoping works. 

It took HTSA a further 6 months to negotiate and secure all the necessary film, Intellectual Property and naming rights from multiple rights holders so as to proceed with a fundraising campaign.

This Guardian article is a great read regarding the discovery of the bus.

https://www.theguardian.com/film/2024/apr/11/the-30-year-hunt-to-find-the-priscilla-queen-of-the-desert-bus-my-jaw-was-on-the-ground  

Why is Priscilla so important to the History Trust?  

• Historical significance
• Popular culture icon
• Outback road movie
• National significance (it doesn't belong anywhere but in Australia's National Motor Museum)

The bus’s primary significance is historical and social. It is of historical significance because of its association with the movie The Adventures of Priscilla: Queen of the Desert, one of Australia’s most celebrated and successful films. The movie made is theatrical debut in Australia in 1994 and will celebrate its 30th Anniversary public release in September 2024. The movie has won numerous international awards including an Academy Award for costume design and a People’s Choice Award at Cannes Film Festival. Directed by Stephan Elliott, and launching the international careers of Hugo Weaving and Guy Pearce, the film remains one of the best-known products of Australian cinema.

The film highlighted previously little explored (by global audiences) areas of the Australian Outback like Broken Hill, where much of the film is set. The film’s message of tolerance and, exploration of LGBTQIA+ issues have also made it a symbol for LGBTQIA+ communities around the world and cemented its place in the Australian national psyche. Tellingly, it was featured in the ‘mash up’ of Australian icons at the closing ceremony of the Sydney Olympics in 2000. The bus has great story-telling potential as an instantly recognisable representation of Australian pop culture.

In terms of the $2.2 million fundraising campaign, for the History Trust, Priscilla -the bus and the movie - is about driving change. It is a driving force on a journey towards a more inclusive, accepting society. It is more than the restoration of a bus: it's about the powerful influence and inspiration of Priscilla; it is an opportunity to hold space for the LGBTQIA+ community’s journey from the past to present and future, and it is a chance to create inclusive programming so that more South Australians can see themselves represented in our major cultural institutions.

What will happen if we can’t raise enough money?  

The project will simply take longer to be realised, with significant progress milestones requiring funds before they can commence. The History Trust is committed to caring for the whole State History Collection, ensuring our museums offer world-class visitor experiences, and that our museums make a positive contribution to society by exploring and encouraging diversity and acceptance.

How is the project governed?  

The History Trust Board of Trustees approved the overall project objectives, approach, budget, timelines and risk assessment in 2024.

A Steering Committee and a cross-portfolio project team was established in October 2024. Steering Committee meets monthly and the Project Team meets monthly or more regularly as required. Smaller task orientated sub-groups are formed and meet as needed to deliver specific project outcomes.

Who are we working with?  

Over the 3 years of the project we will work with many external contractors, suppliers and consultants to achieve this ambitious project.

Current stakeholders

In October 2023 the History Trust engaged Royans Coachworks to inspect and scope the restoration works to inform the procurement process and fundraising campaign targets.

In November 2023 the History Trust engaged Fuller Communications to develop the Strategic Comms, PR, and Digital Marketing Plans, and all creative assets for campaign launch. The key objectives are twofold: build profile and awareness for the History Trust and the National Motor Museum as a world class cultural attraction; and to support the major fundraising campaign with narratives that appeal to corporate sponsors and high-level donors.

In December the History Trust engaged Donor Republic to develop the fundraising campaign and ‘Case for Support’ to raise the necessary $2.2million to restore the bus to driving condition, develop a world-class immersive experience at the National Motor Museum, and deliver museum diversity and inclusion programs.

In February 2024 the History Trust engaged the services of Priscilla ‘Glambassadors’ to support the Priscilla campaign and attend the launch. They have been chosen for their networks, influence and reach, as well as their connection to the bus and the LGBTQIA+ community. Their profiles will be featured on the website in due course.

The History Trust continues to have a good working relationship with each of the rights holders including the Executive Producer, the writer and Director, and Amazon MGM studios. These relationships are crucial to the ongoing success of the project.

Over the next 3 months we hope to bring more partners onboard as we implement our stakeholder engagement plan and structure our corporate sponsorship meetings and fundraising asks.

Media Enquiries  

There has been extensive local, national and international media interest in Priscilla since launch.  

You can view a selection here: https://www.history.sa.gov.au/priscilla/media/  

Any media enquiries must be referred to Sophie Tooth, Marketing Manager mobile 0416 282 402 or email stooth@history.sa.gov.au