Download - The success story of the Swiss Museum Pass
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Content1. The Swiss Museum
Sector2. The Swiss Museum Pass3. How to set up a Museum
Pass - some reflections
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1. The Swiss Museum Sector
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Number of Museums
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1146
Data 01.09.2014
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© Swiss Museums Association 2014
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Visitors
© Swiss Museums Association, Photo: Heike Grasser
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14.5 mio
Visits in 2013, n= 737, total extrpolated according to he size of museums © Swiss Museums Association 2014
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Thematic Categories© NEMO
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© Festungsmuseum Heldsberg / Musée jurassien des arts Moutier
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© Regionales Landwirtschaftsmuseum Riggisberg / Musée de l’Ariana Genève
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© Freilichtmuseum Ballenberg, Hofstetten / Kunsthaus Aarau
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© Musée de la communication, Berne / Tanksäulenmuseum Gänsbrunnen
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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
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Legal Status
© IWC Museum
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National Museums
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© Swiss Museums Association 2014
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Statistics 2007, n=221 © University Fribourg VMI
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2. The Swiss Museum Pass
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Facts & Figures• 20 years on the market• 500 museums• 1.8 mio. passes• 800‘000 visits• € 8 Mio. revenue
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Goals• More visitors• More visits
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The History
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The Founder
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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
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The Legal Structure
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Board of Swiss Musuem Pass Foundation
Swiss Museumspass Office
MuseumMuseumMuseumMuseumMuseum
Pass HolderPass HolderPass HolderPass HolderPass Holder
Distribuion & Marketing PartnerDistribuion &
Marketing Partner
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The Product
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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)
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The Business Model
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RevenueCard holder
RevenueSponsor
RevenueWhite label cards
Total Revenue
Marketing & Administration
Revenue Museums
Museum MuseumMuseumMuseum
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Distribution & Marketing
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Sales Promotion
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Results
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Revenue vs. Number of Visits
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Revenue Number of visitors
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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
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Keys for Success
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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
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Questions
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Thank you.