The document discusses an open strategy for the Stedelijk Museum in Amsterdam to become more of a cultural hub. It argues that an uncompromising open strategy will help the museum reclaim its societal position and achieve visitor objectives. Specifically, it suggests that the museum adopt measures like increasing open programming, developing new revenue streams, and finding a more contemporary name to attract more visitors and have a greater social impact.

1. Team Stedelijk Museum
Social Safari – July 22, 2011

2. A uncompromising open strategy
will help The Stedelijk Museum
to become a cultural hub, reclaim its
societal position and achieve its visitor objectives

3. The potential of the open strategy
is substantiated based on three core arguments

4. MACBA, Barcelona

5. What are the top 3 words that spring to mind when you hear #MACBA?
#Barcelona #Museum

6. Whitney Museum, New York

7. What are the top 3 words that spring to mind when you hear #Whitney
Museum? #NYC #Museum

8. PS1/Moma, New York

9. What are the top 3 words that spring to mind when you hear #STEDELIJK
MUSEUM? #Amsterdam #Museum

10. fear

11. The Dutch public anxiously awaits the re-opening and
expects the Museum to take a central role in society

14. An intervention proved int’l visitors can be triggered
with a new marketingconcept where enthusiasm is key

15. …is highly accessible

16. … and resulted in a very positive evaluation
by ALL visitors

17. …although this will require impactful measures
based on existing resources

18. There is actual momentum to further exploit
many of the ingredients already in place

19. …having one of the world’s greatest collections

20. …and an already imposing building

21. …while the new ‘bathtub’ offers much potential
for all kinds of public activities

22. …adopt a freemium business model
and develop new revenue streams

23. …further increase open programming through
public curation, events, and involving art students

24. …and find a more contemporary name
that reflects the identity and proposition
The Amsterdam Museum of Contemporary Art and Design (AMCAD)

25. Becoming the hip-and-happening engine
of 21st century cultural life (again)
generates new visitors and fuels social impact

26. What’s holding you back?