Foto Marc Bolsius

Het Noordbrabants Museum invests Bosch exhibition proceeds in new ambitions

30 March 2017

Het Noordbrabants Museum in Den Bosch will be investing three million euros over the next five years in the realisation of new ambitions for the period of 2017-2020. With this, the museum aims to develop into one of the most visited museums outside the Netherlands’ major tourist cities. The funds arose from the proceeds of the Bosch exhibition, a total of 2.4 million euros, supplemented with 500,000 euros from the Museum's reserves. The Province of North Brabant has placed their part of the proceeds into a so-called appropriated fund.

New ambitions

Het Noordbrabants Museum wants to become one of the most visited museums outside the Netherlands’ major tourist cities, a must-see for everyone who lives in Brabant. It will be aiming to attract more than 200,000 visitors per year, scoring an 8 or higher for visitor satisfaction. In order to achieve these ambitions, there is going to be investment in the management, the acquisition of important works,  the improvement of the permanent collection on display, the temporary exhibitions and attracting more visitors. Vincent van Gogh and Hieronymus Bosch, two internationally recognised artists, will receive more attention in the permanent collection because of their special connection with Brabant, but they will also be the subject of large and more modest exhibitions.

Designated fund

The specially created fund for this purpose was partially made possible by the province of North Brabant which decided to cede its share of the profits from the Bosch exhibition, a total of 635,000 euros.

The member of the Provincial Executive, Henri Swinkels (Amenities and Culture): “The museum has taken up cultural entrepreneurship extremely well, which we are very pleased with as a province. We want to reward, maintain and intensify this success so the province has decided to depart from the usual course of allocating the profits.”

Charles de Mooij, director of Het Noordbrabants Museum: “It is a wonderful signal that cultural entrepreneurship is repaid. We are very grateful to the province of North Brabant for its continued material and moral support.”

Bosch exhibition profit

A total of 421,700 people visited the Hieronymus Bosch exhibition, of which a quarter came from abroad, and the huge success generated a profit of 2,452,000 euros. The amount included admission fees, profits from the museum shop and income from catering and the rental of rooms.

Success in the last few years

When the museum was re-opened in May 2013, it was expected that it would attract 120,000 visitors per year. The number proved to be much higher. The aim is to increase and maintain the number at 200,000. Since its reopening, more than one million people have visited the ‘new’ museum.

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