Reinventing an ethnological museum: Tropenmuseum, Amsterdam Paul Voogt, director Public Programs Colonial Museum, Haarlem 1871 The fibres gallery, 1912 Amsterdam, The Netherlands www.kit.nl Colonial Museum, Amsterdam 1926 Display of Papuan man with child (New Guinea) Amsterdam, The Netherlands www.kit.nl Tropenmuseum, Amsterdam 1979 Solidarity with Sandinastas, Nicaragua Temporary exhibition, 1986 Amsterdam, The Netherlands www.kit.nl Tropenmuseum, Amsterdam 1979 India gallery, slum dwelling ‘environment’ Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 1990 - 2000 250000 200000 150000 100000 50000 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 Amsterdam, The Netherlands www.kit.nl Changing population and travel destinations Amsterdam (pop. 750.000) non-western immigrants as % of total population 1980: 13% 2006: 33% Netherlands (pop. 16 million) holiday destination outside Europe 1980: 173.000 2005: 2.5 million Amsterdam, The Netherlands www.kit.nl Tropenmuseum, late 1990’s Time for a new strategy •Rediscover the collections •Revalue them as universal heritage •Display them in explicit historical context •With a direct link to contemporary intercultural discourse Amsterdam, The Netherlands www.kit.nl Tropenmuseum, refurbishment permanent galleries, 1995 - 2005 New Guinea, ritual traditions, 2003 Amsterdam, The Netherlands www.kit.nl Tropenmuseum, refurbishment permanent galleries, 1995 - 2005 The Netherlands East Indies, a colonial history, 2003 Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2002 - 2007 Marketing strategy •Visitor point of view • Throughout entire chain of exhibition making: • Theme selection • Exhibition making process • Communication • Throughout entire museum: • Hospitality • Catering • Events • ‘Department store’ concept Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2000 - 2007 200000 180000 160000 140000 120000 100000 80000 60000 40000 20000 0 2000 2001 2002 2003 2004 2005 2006 2007 Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2002 - 2007 Visitor figures Tropenmuseum 2002: 137.000 2007: 126.000 (first 6 months!) Comparative figures Netherlands national museums 1997 - 2004: - 6% Amsterdam museums 2002 – 2006: + 8% Tropenmuseum 2002 – 2006: + 22% Amsterdam, The Netherlands www.kit.nl Tropenmuseum, Urban Islam Temporary exhibition 2004 Amsterdam, The Netherlands www.kit.nl Tropenmuseum, Dealing with the gods Temporary exhibition 2004 Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2002 - 2007 Visitor figures Dutch with non-western background Tropenmuseum 4% Urban Islam (2004) 10% Dealing with the Gods (2006) 7% (Source: own research) School visits (1/3 of total visits) 35% (educated guess) Other museums for cultural history 0% (Source: Museum-monitor) Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2002 - 2007 Marketing for preserving heritage 2007: Tropenmuseum admitted to exclusive club of beneficiaries of Netherlands National Heritage Lottery (Bank Giro Loterij), receives 1 million Euros for collections fund Tropenmuseum back in the race! Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2002 - 2007 Tropenmuseum heritage is universal heritage Collection database Out of 300.000 items (165.000 objects, 135.000 photographs), 90.000 are online available (validated + picture) Embarking on new web-based project for: •Thematic organization of information •User-friendly search function (‘scout’) •Also for intangible heritage and contextual information Amsterdam, The Netherlands www.kit.nl Tropenmuseum, 2002 - 2007 Tropenmuseum heritage is universal heritage International cooperation •South Africa Family Histories (2002) •International conferences to prepare refurbishment of permanent galleries •Debate on human remains •Open for debate on restitution Amsterdam, The Netherlands www.kit.nl Mentality-milieus Milieu-segmentation based on: – Culture – Status – Family – Tradition – Open-mindedness – Achievement – Career – Thrill-seeking – Hedonism Instrument: milieu-index Amsterdam, The Netherlands www.kit.nl High Mentality-milieusSocio-demographics – Education Milieu-segmentation– Profession based on: – Culture – StatusValues Middle – Family – Tradition– Goals in life – Open-mindedness– Lifestyle – Work and achievement – Achievement – Leisure – Career – Family and relations – Thrill-seeking – Hedonism Low statu Instrument:Traditional milieu-index Modern Postmodern s Preserve Possess Indulge Develop Experience values Amsterdam, The Netherlands www.kit.nl High Upper Postmoderns Class Achievers Middle Mainstream Traditionals Low status Traditional Modern Postmodern Preserve Possess Indulge Develop Experience values Amsterdam, The Netherlands www.kit.nl.