1. Denmark, 4th December 2012 Museum Card of the Netherlands

2. The Museum Card started in 1981 Objectives: - Promote visits and stimulate repeat visits to museums in The Netherlands - - Improve the affinity between visitors and museums

3. Structure Museum Card Influences on success Museum Card 1. Average number of visits 2. Average entrance fees participating museums 3. Price Museum Card 4. Payment per visit Only price of the Museum Card can be influenced by Museum Card organisation

4. Financial structure Payment per visit around 70% of the full entrance fee About 35% more visits by Museum Card subscribers Extra income possibilities through shop and restaurant

5. Number of Museum Cards sold 2005-2011

6. Pricing Museum Card yearprice in EUROIndex 200525100 200630120 200735140 200835140 200935140 201039,95159,8 201139,95159,8 201244,95179,8

7. Sales per channel 2011 Museums160.000 New cards each year Full price, sales allowance for the museum 3,50 euros per card Website40.000 New cards each year Full price Subscriptions 320.000 auto-renewable (direct debit) 280.000 accept giro

8. Visiting numbers 2005-2011

9. Overview effect visits and financial result

10. 25% 11% 6+ A1B1 A2B2 3-5 24%7% 2 A3B3 10% 4% 1 A4B4 16% 2% 6 Customer segmentation

11. 6+ 50% A1/2 24% B 3-5 2 A3 10% 1 A4 16% 6 Customer segmentation

13. The weighted average is 50 years old The most common age is 63 years old 60% is over 50 years old 60% female vs 40% male Most live in industrial area of the Netherlands called “Randstad” Demographic Characteristics Card members

14. Demographic Characteristics, Museum Card compared to Dutch population

15. Marketing information for participating museums Through our website museums can have an insight in the profile of the Museum Card visitor any time they want. Possibility for benchmark - with one or more other museums - within same category (Modern Art) - within same amount of visitors (25.000-50.000 a year) Additional possibilities: - Get into contact with (a specific group of) Museum Card visitors through our magazine (400.000 addresses, quarterly) - Get into contact with Museum Card visitors through our digital e-magazine (300.000 e-mail addresses, monthly)