A modern museum called the Hall of Fame and Sensation opened in Melbourne in 2003 to celebrate the culture of the AFL and to provide a venue for the Australian Football Hall of Fame. The museum, a licensed offshoot of the AFL, was originally touted for the MCG, but the Hall of Fame failed to get support from the Melbourne Cricket Club. The new QV shopping centre on Swanston Street was then chosen as the location. However, controversy followed the appointment of an administrator as the museum began running at a loss. Many blamed high entry prices, which were subsequently reduced, and the museum remains open to the public. In early 2006 the name was changed to AFL World. It features various honour boards and memorabilia as well as a range of innovative interactive displays designed to immerse visitors in the experience of elite Aussie Rules. It was closed down in 2008.