CJP, connecting young people and cultural institutions Walter Groenen Director CJP Amsterdam October 14, 2010
Introduction CJP Cultural Youth Passport (CJP) <ul><li>Founded in 1961 </li></ul><ul><li>Mission: “ CJP enables young peop...
Instruments  <ul><li>1 million Culture Cards </li></ul><ul><li>75.000 CJP cultural discounts cards, age 18-29 </li></ul><u...
Young People and their Cultuurkaart
Cultuurkaart concept <ul><li>Discounts combined with budget lowers the threshold to participate in cultural activities </l...
Cultuurkaart concept <ul><li>Web based online payment infrastructure </li></ul><ul><li>Daily online monitoring of transact...
Instruments  Research A bridge between young people and cultural institutions
Instruments  Research 1) Culture Scan 2) Trend Portal 3) Clinic 4) (Transactional) data from Culture Card
Main highlights <ul><li>Cultural institutions have to connect with the daily life of young people </li></ul>
Main highlights <ul><li>Cultural visits are considered as “must-do’s”.  </li></ul><ul><ul><li>Serious tone gives a wrong s...
Main highlights <ul><li>Lack of knowledge how to behave </li></ul><ul><ul><li>Why can’t I take my drinks inside when I vis...
Main highlights <ul><li>Structure is important </li></ul><ul><ul><li>Art </li></ul></ul><ul><ul><li>Signing </li></ul></ul...
Main highlights <ul><ul><li>Presence of other young people </li></ul></ul><ul><ul><ul><li>Visitors </li></ul></ul></ul><ul...
CJP, connecting young people and cultural institutions
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Walter Groenen - CJP

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Walter Groenen - CJP

  1. 1. CJP, connecting young people and cultural institutions Walter Groenen Director CJP Amsterdam October 14, 2010
  2. 2. Introduction CJP Cultural Youth Passport (CJP) <ul><li>Founded in 1961 </li></ul><ul><li>Mission: “ CJP enables young people to develop their cultural taste and to widen their cultural horizon in the Netherlands and worldwide.” </li></ul>
  3. 3. Instruments <ul><li>1 million Culture Cards </li></ul><ul><li>75.000 CJP cultural discounts cards, age 18-29 </li></ul><ul><li>Media channels (magazines, internet, newsletters) </li></ul><ul><li>Various actions </li></ul><ul><ul><li>Week of free culture </li></ul></ul><ul><ul><li>Free half book </li></ul></ul><ul><li>Research </li></ul>
  4. 4. Young People and their Cultuurkaart
  5. 5. Cultuurkaart concept <ul><li>Discounts combined with budget lowers the threshold to participate in cultural activities </li></ul><ul><li>Both for school activities and individual activities </li></ul><ul><li>Combined with information from CJP, schools and cultural institutions </li></ul>
  6. 6. Cultuurkaart concept <ul><li>Web based online payment infrastructure </li></ul><ul><li>Daily online monitoring of transactions for both schools and cultural institutions </li></ul>
  7. 7. Instruments Research A bridge between young people and cultural institutions
  8. 8. Instruments Research 1) Culture Scan 2) Trend Portal 3) Clinic 4) (Transactional) data from Culture Card
  9. 9. Main highlights <ul><li>Cultural institutions have to connect with the daily life of young people </li></ul>
  10. 10. Main highlights <ul><li>Cultural visits are considered as “must-do’s”. </li></ul><ul><ul><li>Serious tone gives a wrong signal (learning in stead of enjoying) </li></ul></ul><ul><ul><li>Insecurity (I don’t understand and that makes me feel stupid) </li></ul></ul>
  11. 11. Main highlights <ul><li>Lack of knowledge how to behave </li></ul><ul><ul><li>Why can’t I take my drinks inside when I visit a classical concert or museum? </li></ul></ul>
  12. 12. Main highlights <ul><li>Structure is important </li></ul><ul><ul><li>Art </li></ul></ul><ul><ul><li>Signing </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><li>Reassurance </li></ul>
  13. 13. Main highlights <ul><ul><li>Presence of other young people </li></ul></ul><ul><ul><ul><li>Visitors </li></ul></ul></ul><ul><ul><ul><li>Staff </li></ul></ul></ul><ul><ul><ul><li>Communication </li></ul></ul></ul>
  14. 14. CJP, connecting young people and cultural institutions

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