Samenvatting

The muZEEum is a museum located at the Nieuwendijk in Vlissingen. The muZEEum tells the story of the maritime history of Zeeland. Visitors can experience the maritime history in many ways which makes the muZEEum accessible for everybody. The muZEEum has a collection of almost 20.000 pieces from various owners. In the muZEEum, the maritime history of Zeeland, can be discovered and experienced through four themes: water, work, glory and adventure. Each theme has its own story and collection. The well known Admiral Michiel de Ruyter plays an important role within the various themes of the muZEEum. Michiel de Ruyter was born near the mu-ZEEum and has a direct connection with the muZEEum. The muZEEum has a big Michiel de Ruyter collection.
The muZEEum collects its incomes through grants of the municipality of Vlissingen, sponsorships, ticket sales, store-sales at the museumshop and the commercial rental of areas within the muZEEum. As a result of the Government spending cuts within the museum sector the income of the muZEEum has decreased substantially. Nowadays almost no more subsidy is granted for the muZEEum. It’s the ambition of the muZEEum to create a financially strong position with more possibilities for investment in order to reduce the dependence on subsidies. Therefore, the muZEEum is looking for new oppertunities to increase its income. One of the possibilities is to offer the various rooms of the muZEEum for commercial use and activities. The muZEEum wants to present itself on the market of commercial rental in order to gain more income.
The objective of this research is to investigate the opportunities and possibilities for commercial rental within the operation of the muZEEum and how to present itself on the market of the commercial rental. The main question of this research is: ‘’How can the muZEEum improve the commercial exploitation of the various rooms in order to increase its operating result?’’
A qualitative research has been used as a research method. Several interviews and personal conversations were conducted. Mainly with representatives of similar companies. The data of these interviews and conversations gained insights about the way these other companies deal with the commercial rental. In addition to this, clients of the muZEEum were interviewed and invited to express their wishes and needs.
An important research result is that the majority of the interviewed companies aim at the offering of comprehensive packages. These packages offer more clarity for the client and the organization as well. Various packages can also be adapted to the wishes and demands of the client. The respondents also indicated that a distinctive character is very important. In this way, companies can stand out from the competition. Furthermore, the results shows that it would be very interesting for the muZEEum to focus on the business market. Think of congresses, conventions, meetings or lectures. Offering various packages gives comprehensive clarity to the client, ‘cause everything’s included.
If we take a look at the trends and developments in commercial rental we can observe the following; the rentals are shorter, people focus on healthy food during a rental and they are looking for an unique location to inspire them.
The main question ‘’How can the muZEEum improve the exploitation of various rooms and facilities in order to achieve a higher operating result?’’ can be answered with data collected during this research. At first the re-search showed that it would be interesting for the muZEEum to change their current offer. Offering packages would be the best way to serve the guest/clients. At second the muZEEum should focus on one target group. To focus on the business market offers great opportunities for the muZEEum. The business market has budget for external activities such as (theme-) meetings, discussions, networking events a.s.o.
The business market is not seasonal; so it provides continuity throughout the year. And offers perspective on repeat visit or perpetuation of the relationship. However, to realize this ambition it’s necessary to invest in the distinctive character of the muZEEum . Visitors and clients are looking for an unique and inspiring environment The muZEEum can offer both.
The recommendations for this research are:
• Developing packages with the ability to adapt the needs of the customer.
• Taking the catering in own hands.
• Create a new collaboration with De Gecroonde Liefde.
• Develop a rental policy and make sure this is implemented internally and externally communicated.
• Make somebody floormanager who is responsible for the guidence before, during and after the rental.
• Build a solid relationship with current and future customers.
• Organize the after sales.