First meeting of the ESCB informal network of Money Museum Directors

Brussels, 14 December 2009

Philippe Quintin

Brussels, 14-12-2009

Why have a Money Museumat the NBB?

Presentation

► the Museum is part of the Communication Department ► plays important role in the NBB's communication policy► is a tool in the accountability of the central bank

The Museum as a communication tool

Presentation

► Action plan

internal communication:

intranet site, staff newspaper

external communication:

house style, press contacts, internet, leaflet and DVD, exhibition

Work programme

Presentation

Money, quite a story

► showcase exhibition launched on the last day of the Belgian franc

► first target group: children between 10 and 16► information campaigns covering all schools► schools are given free guided tours, an educational file and games

Presentation

Histoires d'argent / Geld, een verhaal / A story of money

• 15 rooms• 11 audio presentations• 1 educational file + audio guides• 6 guides

Presentation

► The history of money, the role it plays in the economy► The importance of price stability & the role of a central bank► Different types of money► How financial markets

and payment systems operate

► The history of financial crises and the way towards European integration► Money is not only

an economic phenomenon

15 rooms dealing with

Presentation

Presentation

In history: money helps to develop exchanges in three ways

► Money is a medium of exchange

► It is a unit of account

► People can save it

Presentation

War and financial crises

► Price stability can protect the economy against financial crises

Antonien, 3rd century A.D.

Presentation

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So, what doesmoney stand for ?

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The relationship between the Bank and school children began with the euro

Presentation

Human contact...

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Presentations adapted to the tools

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... and to the public

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Curiosity and variety to keep people interested

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And why not funny too?

NBB Money Museum

Some facts and figures

Presentation

The Museum, facts and figures

► Museum staff

● Museum coordinator● Senior staff (2):

public relations and guided tours permanent staff members of the Bank

● Ancillary staff (2): documentalist receptionist

5 Permanent staff members of the Bank

Presentation

The Museum, facts and figures

Temporary staff:

● 4 university graduates (historians or economists)

● 1 ticketing office

● one-year non-renewable contracts, government grant

● 4 have specific working days and hours (dependent on Museum opening hours)

Presentation

The Museum, facts and figures

Logistical staff:

● wardens (2), provided by the NBB security service, internal invoicing

● cleaning: external firm● technical maintenance:

maintenance contract with external firm (providing technical update of installations) and in-house staff on a regular basis

Presentation

The Museum, facts and figures

► Evolution of vistor numbers

0

5000

10000

15000

20000

25000

30000

35000

40000

2002 2003 2004 2005 2006 2007 2008

Visitors to the museum

Number of visitors

Presentation

The Museum, facts and figures

► Mainly secondary schools, although primary schools are attracted by "museum game"

0

10

20

30

40

50

60

70

80

90

2002 2003 2004 2005 2006 2007 2008

Perc

ent

Breakdown of visiting schools

Primary schools Secondary and colleges

Presentation

The Museum, facts and figures

0,0

20,0

40,0

60,0

80,0

100,0

120,0

2002 2003 2004 2005 2006 2007 2008

in p

erce

nt

Visitor Typeindividual visitsgroups

NBB Money Museum

Some challenges and opportunities

Presentation

Challenges

► Keep Museum attractive! (for all types of visitors) updating & renewal of presentations acquisitions new website (virtual guided tour) temporary exhibitions

► Provide tools for teachers● integrated presentation in school curriculum● close link with seminars for teachers

► Widen target groups

Presentation

External challenges

► Widen the target public:● social organisations● cultural events (with other museums)● temporary exhibitions● individual visitors & families

● Customer-oriented visits (flexibility)

● Activities during school holidays

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Internal challenges

► Outside the core business of the institution► Reinforce the Museum's role in external

communication policy► External feedback► Ensure cost-effective management► Keep on top of technology► (Money) Museum needs money ...