the success story of the swiss museum pass

Content1. The Swiss Museum

Sector2. The Swiss Museum Pass3. How to set up a Museum

Pass - some reflections

1. The Swiss Museum Sector

Number of Museums

1146

Data 01.09.2014

© Swiss Museums Association 2014

Visitors

© Swiss Museums Association, Photo: Heike Grasser

14.5 mio

Visits in 2013, n= 737, total extrpolated according to he size of museums © Swiss Museums Association 2014

Thematic Categories© NEMO

© Festungsmuseum Heldsberg / Musée jurassien des arts Moutier

© Regionales Landwirtschaftsmuseum Riggisberg / Musée de l’Ariana Genève

© Freilichtmuseum Ballenberg, Hofstetten / Kunsthaus Aarau

© Musée de la communication, Berne / Tanksäulenmuseum Gänsbrunnen

2%8%

17%

37%

10%

17%

1%

8%

Archäologische Museen und Sammlungen / Musées et collections archéologiques

Historische Museen / Musées historiques

Kunstmuseen / Musées d'art

Regionale und lokale Museen /Musées régionaux et locaux

Technische Museen / Musées techniques

Thematische Museen /Musées thématiques

Volkskunde- und Völkerkundemuseen / Musées d'ethnographie

Naturwissenschaftliche Museen / Musées de sciences naturelles

Statistics 2010 © Swiss Museums Association 2011

Legal Status

© IWC Museum

National Museums

© Swiss Museums Association 2014

Statistics 2007, n=221 © University Fribourg VMI

2. The Swiss Museum Pass

Facts & Figures• 20 years on the market• 500 museums• 1.8 mio. passes• 800‘000 visits• € 8 Mio. revenue

Goals• More visitors• More visits

The History

The Founder

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

Visitors1997 - 2011

Anz.Ein-tritte Raiff

Anz.Ein-tritte SMP, Reka, STS, PArte

The Legal Structure

Board of Swiss Musuem Pass Foundation

Swiss Museumspass Office

MuseumMuseumMuseumMuseumMuseum

Pass HolderPass HolderPass HolderPass HolderPass Holder

Distribuion & Marketing PartnerDistribuion &

Marketing Partner

The Product

Pricinig• Museum Pass 1 year € 150• Museum Pass 1 year PLUS € 180 (1 adult and up to 5 children)• Museum Pass 1 year Family € 260 (2 adults and up to 5 children)

The Business Model

RevenueCard holder

RevenueSponsor

RevenueWhite label cards

Total Revenue

Marketing & Administration

Revenue Museums

Museum MuseumMuseumMuseum

Distribution & Marketing

Sales Promotion

Results

Revenue vs. Number of Visits

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Revenue Number of visitors

Number of VisitsHow many museums did you visit in the last twelve months?

7 und mehr Museen besuch 4-6 Museen besucht 1-3 Museen besucht Kein Museum besucht Weiss nicht

Basis: [ ] befragte Personen

Keys for Success

1. Common goal – clear strategy2. System of solidarity3. System of trust4. Involvment of partner5. Independent organization6. Cooperation with museums7. Lean management8. Steady development - patience9. Know-how of management team10. Strong marketing and sales

Questions

Contact• Rafael Enzler

Swiss Museum Pass Foundationrafael.enzler@museumspass.ch

Thank you.