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Museum Card of the Netherlands. Denmark , 4th December 2012. The Museum Card started in 1981 Objectives: - Promote visits and stimulate repeat visits to museums in The Netherlands - Improve the affinity between visitors and museums. Structure Museum Card.

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Museum card of the netherlands

Museum Card of the Netherlands

Denmark, 4th December 2012


  • The Museum Card started in 1981

  • Objectives:

  • - Promote visits and stimulate repeat visits to museums in The Netherlands

  • - Improve the affinity between visitors and museums


Structure museum card
Structure Museum Card

Influences on success Museum Card

  • 1. Average number of visits

  • 2. Average entrance fees participating museums

  • 3. Price Museum Card

  • 4. Payment per visit

  • Only price of the Museum Card can be influenced by Museum Card organisation


Financial structure
Financial structure

  • Payment per visit around 70% of the full entrance fee

  • About 35% more visits by Museum Card subscribers

  • Extra income possibilities through shop and restaurant



Pricing Museum Card


Sales per channel 2011
Sales per channel 2011

  • Museums 160.000 New cardseachyear Full price, sales allowancefor the museum 3,50 euros per card

  • Website 40.000 New cardseachyear Full price

  • Subscriptions 320.000 auto-renewable (direct debit) 280.000 accept giro







  • The weighted average is 50 years old

  • The most common age is 63 years old

  • 60% is over 50 years old

  • 60% female vs 40% male

  • Most live in industrial area of the Netherlands called “Randstad”


Demographic Characteristics, Museum Card compared to Dutch population


Marketing information for participating museums
Marketing information for participating museums

  • Through ourwebsitemuseums can have an insight in the profile of the Museum Card visitor any time they want.

  • Possibility for benchmark- with one or more other museums- within same category (Modern Art)- within same amount of visitors (25.000-50.000 a year)

  • Additional possibilities:- Get into contact with (a specific group of) Museum Card visitors through our magazine (400.000 addresses, quarterly)- Get into contact with Museum Card visitors through our digital e-magazine (300.000 e-mail addresses, monthly)


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