Amsterdam Museum,  strategies and plans for the       coming five years
Introduction
Context information
Amsterdam MuseumAmsterdam Historical Museum
Collection
Location
Civic orphanage
Terrace
Entrance
Schuttersgalerij
Activities•   permanent exhibitions•   temporary exhibitions•   educational program•   all kinds of events•   very active ...
Visitors
Permanentexhibitions
Temporaryexhibitions
Education
Events
World Wide Web
Strategy
Mission"The Amsterdam Museum brings the             history of the city to life,for      a widest possible and maximum div...
Principles• authoritative: the museum wants to be an innovative  authoritative  (knowledge-) institute of international st...
Vision“In 2016, the Amsterdam Museum will be an open and   accessible museum, strengthening the bond between   different p...
Primary target groups• tourists from the Netherlands and abroad,• all residents of the Amsterdam region, and              ...
Unique selling point   The story of Amsterdam
Shift of focus   CollectionStory of Amsterdam
Plans
Engaging people
Multi platforms        Topic
Inviting people
Offering a platform
Long-term planning
Building a community
A place for stories
ConclusionMarijke Oosterbroekm.oosterbroek@amsterdammuseum.nl+31 651 406 896www.amsterdammuseum.nlhttp:hart.amsterdammuseu...
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Amsterdam Museum, strategies and plans for the coming five years

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An outline of the strategy of the Amsterdam Museum for the next four years. Occasion: Izmir workshop of the project "A Tripartite Cooperation to Developing City Museology" (Marijke Oosterbroek, Izmir, February 24, 2012).

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  • Ladies and Gentlemen, Its an honor to speak at your workshop. I hope my story will enrich your vision on city museology. Therefore, the aim of my presentation is to picture the development of the Amsterdam museum as a typical city museum. Feel free to ask questions during the presentation or afterwards.
  • Before I start, let me introduce myself. I work for five years at the Amsterdam Museum. Before that I worked in various jobs for the City of Amsterdam. Within these jobs, my focus was always on Information and Communication Technology (in short ICT) and on communication with the public, colleagues and other institutions. Within the museum, I'm responsible for E-culture. By E-culture, we mean every aspect of the culture that has something to do with ICT. My responsibility reaches from the development and maintenance of the ICT infrastructure, to the way we interact with the public in exhibitions and on the world wide web.
  • Before zooming in on the policy of the museum, I want to give you some context information on the Amsterdam Museum.
  • The museum was founded in 1975, to give the historical collection of the city of Amsterdam its own museum. Up to 2011, the name of the museum was Amsterdam Historical Museum. Begin 2011 our name changed to Amsterdam Museum. We changed the name because a lot of people associated the term historical with ancient history. This was not in line with the identity we wanted to present as a modern city museum.
  • The Amsterdam Museum has a rich collection of more then 75,000 objects from the Middle ages until recently. Within the collection, there are many objects of great art-historical value. Only around five percent of the collection is on display for the public, but there is information on all our collection objects on the web. We also have a free Iphone app available with the same information.
  • The museum is located in the heart of the old city centre.
  • Our building complex used to be an orphanage. It has three beautiful courtyards, the boy's courtyard, the girl's courtyard and the children's courtyard.
  • In the summer, the boy's courtyard has a lovely terrace.
  • The complex is next to the Kalverstraat, which is probably the most important shopping street in Amsterdam. Because of the closed character of the building, a lot of people don't know that we are so near by.
  • Within our premises, we also have a famous public street (de Schuttersgalerij) where people can see artworks for free.
  • As most museums, we have permanent exhibitions, temporary exhibitions, an educational program, and we organize all kinds of events. Besides that, we are very active on the world wide web, and we are developing several app's.
  • Around 200,000 people a year, visit our exhibitions. Some 25,000 of these visitors are students. Around 7% of the other visitors are from the Amsterdam region, some 16% are from other parts of the Netherlands, the rest of the visitors (some 77%) are foreign.
  • Our most important permanent exhibition is Amsterdam DNA. Here, tourists and first visitors, can get a short overview of the history of Amsterdam. We use multimedia and interactive techniques to get the story across in about 45 minutes. After visiting Amsterdam DNA, visitors who want to know more about the history of Amsterdam, or about our collection, can visit the other part of our permanent exhibition: Amsterdam In Close Up. Here, we give more in-depth information on various Amsterdam related theme's, and on popular parts of the collection. This part of the exhibition is still under construction. For children, we also have a permanent exhibition: The Little Orphanage. Here children between 4 and 12 years old, can get acquainted with the original function of the museum building in a very playful and interactive way.
  • Besides the permanent exhibitions, we annually offer two major temporary exhibitions and a number of smaller exhibitions. The last are often made with schools or other organizations within Amsterdam. Some of these exhibitions are on display in the old lockers of the orphanage at the boy's courtyard, or on billboards or platforms at the girl's courtyard. The public can visit these exhibitions for free. Sometimes, we organize exhibitions outside the museum in the neighborhoods.
  • Education is a major focus point of the museum. It is an important social mission, to get young residents of Amsterdam acquainted with the history of their city. Besides programs for schools, we also have programs for adults, for instance for groups and for immigrants.
  • To reach special target groups, we organize all kinds of events, such as lectures, theme nights and tours in the museum and in the city. We not only use museum teachers and senior residents to lead the tours, but we also offer multimedia tours for personal use. Most of these tours are downloadable for the Iphone and will soon be downloadable for other smart phones. Besides organizing our own events, we take part in major events of the city of Amsterdam, like the museum night, gay pride, and the market to open the cultural season in Amsterdam (de Uitmarkt).
  • In addition to our activities in the museum and in the city, we have several websites. We have a corporate site, a community site and sites on special themes. We are also active on social media sites like Twitter and Facebook. Last year we counted more than 600,000 visits on our websites. If we include social media, we counted more than 1,500,000 visits.
  • Now that I have given an impression of the museum as it is today, I want to highlight our strategy.
  • In 2009 we as managers, together with several specialists of the museum, formulated the following mission: "The Amsterdam Museum brings the history of the city to life, for a widest possible and maximum diverse audience. The Amsterdam Museum challenges residents and visitors, to deepen their relationship with the city." By saying 'brings the history of the city to life' , we want to emphasize, we not only want to share knowledge about the history of Amsterdam, but we also want people to relive that history. With the phrase 'challenges residents and visitors' , we want to accentuate, we attempt to use inspiring methods to stimulate activity and interactivity. If we state 'to deepen their relationship with the city' , we want to highlight, we hope to improve the relationship of people, with Amsterdam. And if we say 'for a widest possible and maximum diverse audience' , we want to express, we try to reach everybody who has a connection with Amsterdam, not only the traditional museum visitors, but for instance, also immigrants and people not used to visiting museums.
  • In 2009 we also formulated five principles. With these principles, we state the way we want to be as a museum. authoritative : the museum wants to be an innovative (knowledge-) institute of international stature, both museological, as with respect to content; inviting : the museum is open and transparent, allowing a broad and diverse audience to feel welcome and at home. narrative : the museum uses attractive techniques and methods to present history in an accessible way. interactive: visitors to the museum will be challenged to participate and create their own ideas and stories. binding: the museum contributes to the binding of the residents with their city and with each other.
  • In 2010, the same group that worked on the mission, formulated this vision: “ In 2016, the Amsterdam Museum will be an open and accessible museum, strengthening the bond between different population groups. It will function as a 'meeting point' of the city. This we will achieve by organizing more exhibitions, activities and events for special target groups, both within and outside the walls of the museum. In addition, the Amsterdam museum will be 'the entry to the city' for tourists. The museum will be an information point for tourism and cultural attractions in the Amsterdam region.“
  • In addition to our mission and vision, we formulated three primary target groups: tourists from the Netherlands and abroad, all residents of the Amsterdam region, and people who feel connected to Amsterdam, all people undergoing education related to Amsterdam.
  • In our business plan, we further state, we want to distinguish ourselves from our competitors in Amsterdam, by claiming we are the museum telling the story of Amsterdam. This means, we see the story of Amsterdam as our unique selling point. This does not mean, we want to tell this story all by ourselves. In fact, we have very concrete plans, to work together with other museums in Amsterdam, to tell parts of the story at their locations. What it means is, we want to be the point where you turn to, if you want to know or tell something about Amsterdam.
  • After hearing our strategy, you might ask yourselves: “What about the collection of the Amsterdam Museum?” In the past, the management, preservation and accessibility of the collection, formed a central part of our mission and vision. Although the collection is still important to us, not mentioning it, stresses that the history of Amsterdam, and the relationship people have with Amsterdam, are now our primary goals. Nowadays, we see historical objects as very powerful tools to evoke our collective memory, to illustrate the story of Amsterdam, to make this story more tangible and authentic and to bind people. To summon it up, we see the collection as a very important means to an even more important end. I think this change of focus is a significant factor in our development as a City museum. Especially because the Amsterdam Museum has an outstanding art-historical collection.
  • Now that I have given an impression of our strategy, I want to tell you something about our plans to achieve our goals.
  • Because we are quite successful in reaching tourists and students, the coming years we will redouble efforts to reach our other primary target group: the residents of the Amsterdam region (including the people that feel connected to Amsterdam). This is the group of people with whom we want to build long-term relationships. In order to achieve this goal, we try to develop new methods to engage people.
  • One of the ways we try to do this, is to use multi platforms to present a topic. These platforms can be exhibitions in and outside the museum, websites, social media channels, events in and outside the museum, publications in newspapers and journals, tv broadcasting, etcetera. By using different platforms, we believe we can reach more people, and we think we can bring our topics to their attention, in ways that might suit their various preferences better. In this way, we hope to reach people that are not likely to come to a museum.
  • The fact, we don’t think it is absolutely necessary for people to come to the museum, doesn’t mean we won’t try to make exhibitions, and organize events that will bring them to us. In the second part of our permanent exhibition (‘Amsterdam in close up’), we intent to make a few exhibits on topics of special interest to residents of Amsterdam. We will try to make these exhibitions more accessible for people who are less culturally literate.
  • On top of that we invite groups in Amsterdam to make their own exhibitions and organize their own events. By offering people a platform, we hope they bring their acquaintances, friends and family with them. In this way we hope to widen our audience.
  • Another way in which we try to establish a long-term relationship, is to plan our temporary exhibitions and events in a way that will keep our different target groups interested during a longer period. To give you an example: A few years ago we managed to get the attention of the creative residents of Amsterdam with an exposition on fashion. Since then, we organize at least twice a year something which is of interest for them, to keep this group connected to us. In this way, we hope to achieve that more creative people will become interested in the Amsterdam Museum.
  • In addition to this we try to engage people, by inviting them to befriend us, or to become volunteers in our projects. We think those people can become ambassadors for the museum, who will bring other residents in contact with us. We are developing a community site to stimulate friends, volunteers, and employees, to get to know each other, and to work together. We intend to give our members, not only a space on the net, but also in the museum, because we believe, in the end, real-live contact is much more satisfactory than contact in the virtual world. By giving people the opportunity to become a member of our community, we hope they will get inspired, and will stay with us for a long period.
  • We will also use the community site, to make our stories about Amsterdam available to the general public. On the site, we will offer all kinds of ways by which people can react and contribute. This varies from pushing a button to express liking something, to the addition of stories or pictures. By combining the function of a meeting place with the function of a place to read and add stories about Amsterdam, we hope to create an environment that will be so rich and inviting that people will come to it regularly.
  • With this sketch of our plans to get the residents of Amsterdam more involved with our museum and with the story of Amsterdam, I conclude my presentation. Hopefully, I have given you an impression of our approach to become a modern city museum. Personally, I think city museology will evolve over time. For me, there’s not one way to design the perfect city museum. Like cities themselves, city museums, and our theories about them, will constantly change. To me, that’s what makes working in a city museum interesting.
  • Amsterdam Museum, strategies and plans for the coming five years

    1. 1. Amsterdam Museum, strategies and plans for the coming five years
    2. 2. Introduction
    3. 3. Context information
    4. 4. Amsterdam MuseumAmsterdam Historical Museum
    5. 5. Collection
    6. 6. Location
    7. 7. Civic orphanage
    8. 8. Terrace
    9. 9. Entrance
    10. 10. Schuttersgalerij
    11. 11. Activities• permanent exhibitions• temporary exhibitions• educational program• all kinds of events• very active on the world wide web• developing several apps
    12. 12. Visitors
    13. 13. Permanentexhibitions
    14. 14. Temporaryexhibitions
    15. 15. Education
    16. 16. Events
    17. 17. World Wide Web
    18. 18. Strategy
    19. 19. Mission"The Amsterdam Museum brings the history of the city to life,for a widest possible and maximum diverse audience.The Amsterdam Museum challenges residents and visitors,to deepen their relationship with the city."
    20. 20. Principles• authoritative: the museum wants to be an innovative authoritative (knowledge-) institute of international stature, both museological, as with respect to content;• inviting: the museum is open and transparent, allowing a broad inviting and diverse audience to feel welcome and at home.• narrative: the museum uses attractive techniques and narrative methods to present history in an accessible way.• interactive: visitors to the museum will be challenged to interactive participate and create their own ideas and stories.• binding: the museum contributes to the binding of the residents with their city and with each other.
    21. 21. Vision“In 2016, the Amsterdam Museum will be an open and accessible museum, strengthening the bond between different population groups. It will function as a meeting point of the city. This we will achieve by organizing more exhibitions, activities and events for special target groups, both within and outside the walls of the museum.In addition, the Amsterdam museum will be the entry to the city for tourists. The museum will be an information point for tourism and cultural attractions in the Amsterdam region.“
    22. 22. Primary target groups• tourists from the Netherlands and abroad,• all residents of the Amsterdam region, and region people who feel connected to Amsterdam,• all people undergoing education related to Amsterdam.
    23. 23. Unique selling point The story of Amsterdam
    24. 24. Shift of focus CollectionStory of Amsterdam
    25. 25. Plans
    26. 26. Engaging people
    27. 27. Multi platforms Topic
    28. 28. Inviting people
    29. 29. Offering a platform
    30. 30. Long-term planning
    31. 31. Building a community
    32. 32. A place for stories
    33. 33. ConclusionMarijke Oosterbroekm.oosterbroek@amsterdammuseum.nl+31 651 406 896www.amsterdammuseum.nlhttp:hart.amsterdammuseum.nl
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