Elaborazione dati: Associazione Abbonamentomuseinetwork.icom.museum/fileadmin/user_upload/minisites/mpr/... · 2016. 7. 5. · Elaborazione dati: Associazione Abbonamentomusei.it

Elaborazione dati: Associazione Abbonamentomusei.it

ABBONAMENTOMUSEI.IT AND ITS STAKEHOLDERS

Abbonamento Musei is a service that can be bought by every one interests in visiting museums and its primary target are the 15 million people living in Piedmont and Lombardy.

Abbonamento Musei is a unique project at a national level for the number of museums involved, the richness of the offer available and number of membres. It has few benchmark in Europe.


WHAT IS ABBONAMENTO MUSEIAbbonamento Musei is an annual pass which gives free and unlimited access to museums involved and their activities, temporary exhibitions for 365 days. It gives discounts on other cultural activities and venues and information. It promote also events for members only

FARES:€ 52 full price€ 37 Senior >65 years old€ 32 Young 15-26 years old€ 20 Junior 6-14 years old

FARES:€ 45 full price€ 35 Senior >65 years old€ 30 Young 15-26 years old€ 20 Junior 6-14 years old


THE MUSEUM NETWORK IN PIEMONTE

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8

20

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21

94

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SONDRIO

BERGAMO

MONZABRESCIA

MANTOVACREMONA•LODI

PAVIA

VARESECOMO

LECCO

MILANO

114

14

8

4

5

10

88

2

26

THE MUSEUM NETWORK IN LOMBARDIA


AIMS OF ABBONAMENTO MUSEI Making more accessible cultural heritage

Improving the audience satisfaction

Incentivating the proximity tourism

Increasing the relationship between the residents and the local / regional heritage (museums, monuments, archeological sites, natural parks, cultural events, arts venues)

Creating a marketing instrument to better organize the offer, to increase different audiences (young and older people…) and incentivate visits in a larger number of museums.

Building an environment where the key stakeholders - museums, policy makers, financing bodies, cultural management - are directly involved as a means to strenghten their mutual cooperation

Collecting qualitative and quantitative information on visits and visitors ( cultural demands and behaviours)


THE GOALS OF ABBONAMENTO MUSEIIn 20 years Abbonamento Musei in Piedmont has:

• Built a network of more than 200 museums• Reached more than 250.000 residents and citizens in

Piedmont• Removed the TKT Office barrier• Increased participation in cultural activities and the number of

visits of members• Fostered regular visits in museums and their activities• Made build up an “omnivorous” visitor who’s choice dipends on its

curiosity and free time• Collected data on visitors , on their behaviour and shared

them with museums and stakeholders to increase the knowledge on audience and its habits


STEP FORWORD A NEW PROSPECT

The challenge of the export of the project introduce a new vision:

• Enlargement of the field of action going beyond the regional borders building a multiregional network

• Creation of different regional cards that can be combined by audience: in december 2016 there will be on sale a product that put toghether the offer in Piedmont and Lombardy. This combination will be charged on one of the two cards


CARD SOLD 1999-2015


HOW MANY VISITS?


HOW MANY VISITS PER CARD?


Grafico2

TAB I musei e tariffe

TABELLA I

Adesione dei Musei e tariffe dell’abbonamento 1995 - 2005

Musei aderentiinteroIntero rinnovoridottoRidotto rinnovo

19954€ 12.91

19969€ 18.07

199718€ 25.82

199818€ 30.99€ 25.82€ 15.49€ 10.33

199930€ 30.99€ 25.82€ 15.49€ 10.33

200040€ 30.99€ 25.82€ 15.49€ 10.33

200146€ 30.99€ 25.82€ 15.49€ 10.33

200280€ 36.00€ 30.50€ 20.50€ 18.00

2003117€ 36.00€ 30.50€ 20.50€ 18.00

2004125€ 40.00€ 35.00€ 25.00€ 22.00

2005130€ 40.00€ 35.00€ 25.00€ 22.00

Fonte: Città di Torino, Settore Musei e Associazione Torino Città Capitale Europea

TAB II vendite per mese

ABBONAMENTO MUSEI

Vendite per mese 1999 – 2005 (Numero)

199920002001200220032004*2005

Dicembre1,0281,9433,8355,51813,69910,881

Gennaio2,0352,3234,1125,0228,7209,883

Febbraio9221,2822,0632,3353,2274,367

Marzo6619321,6071,7931,5212,612

Aprile379495810749719987

Maggio352205559387421820

Giugno141213390243113374

Luglio7693190389196305

Agosto70139177216280

Settembre70981946792

Ottobre00361367

* la suddivisione per mese non comprende 1082 pass 15

Fonte: Associazione Torino Città Capitale Europea

TAB II vendite per mese

1999

2000

2001

2002

2003

2004*

TAB III ABBONATI E VISITATORI T

TABELLA III

Rapporto tra abbonati e visitatori totali dei musei (%)

19991.6%

20002.8%

20015.8%

20025.7%

20038.5%

200410.00%

Elaborazione su dati dell’Osservatorio Culturale del Piemonte e dell’Associazione Torino Città Capitale Europea

TAB IV RICAVI

TABELLA IV

Ricavi dell’Abbonamento Musei 1999 – 2005 (Euro)

1999200020012002200320042005Totale per ente

Città di Torino6440074,88683,469114,291114,291135,000130,000716,337

Provincia di Torino0010,32910,32911,00015,00015,00061,658

Regione Piemonte0059,39286,248133,000180,000153,000611,640

Fondazione CRT0051,64651,64652,00052,00055,000262,292

Compagnia di San Paolo0051,64651,64652,00052,00055,000262,292

Quote sociali destinate al progetto023,2415,061000028,3021,942,520

20% degli incassi24,40035,40065,40093,000163,400196,000241,000818,600

Totale per anno88,800133,527326,943407,160525,691630,000649,0002,761,120


29.6473846333

TAB V INDICE RENDIMENTO

TABELLA V: indice di rendimento dei ricavi (Ricavi : spese)

19990.97

20001.36

20011.33

20021.04

20031.55


TAB VI BIGLIETTO OMBRA

TABELLA VI

Valore del biglietto Abbonamento Musei (Euro)

AnnoBiglietto "ombra"

19999.93

20005.49

20014.56

20025.99

20034.75

20046.41

20056.02


GRAFICO 1 VENDITE

VENDITE ABBONAMENTO MUSEI 1996 - 2005

Vendite

19961,000

19971,997

19985,949

19995,734

20007,723

200113,973

200216,372

200329,720

200431,311

200538,800

GRAFICO 1 VENDITE

Vendite

Vendite Abbonamento Musei 1996 - 2005

grafico 2 INCASSI PER PUNTI VEN

incassi 1999incassi 2000incassi 2001incassi 2002incassi 2003incassi 2004incassi 2005

incassi punti vendita museali65,049.5281,695.73173,932.43172,198.00268,268.50394,325400,863.00

incassi punti vendita non museali57,690.8095,952.52153,493.50282,999.00548,748.50585,828804,847.00

122,740.32177,648.25327,425.93455,197.00817,017.00980,1531,205,710.00

grafico 2 INCASSI PER PUNTI VEN

incassi punti vendita museali

incassi punti vendita non museali

Incassi per tipologia di punto vendita

grafico 3 INGRESSI

INGRESSI CON ABBONAMENTO MUSEI 1999 - 2005

AnnoIngressi

199922,625

200049,758

2001111,530

2002130,278

2003248,501

2004219,096

2005*267,000

* stima a fine anno

grafico 3 INGRESSI

Ingressi

Ingressi

Ingressi con Abbonamento Musei 1999 - 2005

grafico 4 INGRESSI MEDI

Annoingressi medi

19993.95

20006.44

20017.98

20027.96

20038.36

20046.90

2005*6.90

*stima

grafico 4 INGRESSI MEDI

ingressi medi

Ingressi medi per tessera venduta

grafico 5 INCASSI IN EURO

1999200020012002200320042005Totale

incassi in euro12217732746581797012054,083

grafico 5 INCASSI IN EURO

incassi in euro

Incassi in migliaia di Euro

grafico 5 bis INCASSI MUSEI

Restituzione 80% degli incassi ai musei

migliaia di euro% sul totale

1999982.99

20001424.34

20012628.01

200237211.39

200365420.01

200477623.76

200596429.51

totale3,266

grafico 5 bis INCASSI MUSEI

migliaia di euro

Restituzione 80% degli incassi ai musei

GRAFICO 6 RIPARTIZIONE % SPESE

1999200020012002200320042005

Personale23.55%30.70%21.41%19.60%23.87%21.19%20.22%

raccolta introiti e distribuzione materiale10.18%16.24%8.76%8.52%7.70%4.54%7.77%

Lettera dei Musei redazione, grafica, stampa12.90%13.14%7.09%9.53%10.96%8.15%7.77%

spese postali4.43%3.59%1.51%2.19%2.87%1.45%1.46%

grafica9.79%9.27%5.64%2.51%4.17%6.44%2.82%

stampa materiali25.42%9.40%8.70%6.38%5.75%9.28%12.51%

spese di promozione10.08%7.47%39.78%49.59%32.45%30.14%35.36%

Fiere di settore0.00%4.46%3.68%0.22%3.53%11.14%1.24%

attrezzature, hardware e software informatici2.26%4.19%3.42%1.47%8.23%7.63%10.80%

GRAFICO 6 RIPARTIZIONE % SPESE

1999

2000

2001

2002

2003

2004

2005

WORKING ON AUDIENCE DEVELOPMENT

After the purchase we have one year to persuade members to

renew the subscription. This is the aim of the cultural

program for the members only.

These activities allows to work on specific targets with

specific events and contribute to the enhancing the sense of

belonging to a community

Many museums propose specific activities for members

only: they consider the annual card owners the selected

audience, the opinion leaders and one of the keys of

success of their activitiesElaborazione dati: Associazione Abbonamentomusei.it

WORKING ON AUDIENCE DEVELOPMENT

a good exemple of a targeted activity is: “Disegniamo

l’Arte” a special event which invite families to draw in

museums with their children. The activity involve

50museums in Piedmont and 20 in Lombardy.


THE NEWSLETTER AND THE WEBSITE

The aim of the newsletter and the website is to keep the interest of members and to suggest visits and tours

Lettera dei Musei is the four-montthly magazine meant for cardHolders, with information on the new museum activities and exhibit and a complete calendar of special visit


ABBONAMENTO MUSEI & WEB

www.abbonamentomusei.it

312.000 visitors per year2.6 mln pag seen80.000 subscritions


http://www.abbonamentomusei.it/

ABBONAMENTO MUSEI & SOCIAL NETWORK

FacebookThe conversation n particulary active on facebook, whereAbbonamento Musei counts more than 25 thousand users


ABBONAMENTO MUSEI

The card comes from a vision: promoting the museum network, symplifying the access to itsvarious venus, and thus foster the citizens’ consumption of culture


Simona RicciProject Manager

[email protected]


Dianummer 1ABBONAMENTOMUSEI.IT AND ITS STAKEHOLDERSWHAT IS ABBONAMENTO MUSEITHE MUSEUM NETWORK IN PIEMONTETHE MUSEUM NETWORK IN LOMBARDIAAIMS OF ABBONAMENTO MUSEITHE GOALS OF ABBONAMENTO MUSEISTEP FORWORD A NEW PROSPECTDianummer 9CARD SOLD 1999-2015HOW MANY VISITS?HOW MANY VISITS PER CARD? WORKING ON AUDIENCE DEVELOPMENTDianummer 14� WORKING ON AUDIENCE DEVELOPMENTTHE NEWSLETTER AND THE WEBSITEABBONAMENTO MUSEI & WEBABBONAMENTO MUSEI & SOCIAL NETWORKABBONAMENTO MUSEIDianummer 20

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Elaborazione dati: Associazione Abbonamentomuseinetwork.icom.museum/fileadmin/user_upload/minisites/mpr/... · 2016. 7. 5. · Elaborazione dati: Associazione Abbonamentomusei.it