Muzeum jihovýchodní Moravy ve Zlíně

What Muzeum jihovýchodní Moravy ve Zlíně does

Muzeum jihovýchodní Moravy ve Zlíně (Museum of Southeast Moravia in Zlín) is a regional public museum established in 1918 and operating as a contributory organization (příspěvková organizace) under the Zlín Region (Zlínský kraj). It preserves and presents the cultural, historical, industrial, and natural heritage of southeastern Moravia across five distinct properties in the Zlín Region: Building 14 (main exhibition hall, former Baťa factory complex), Building 21 'Skyscraper' (former Baťa headquarters with guided tours), Hrad Malenovice (a medieval castle), Muzeum luhačovického Zálesí (regional heritage museum in Luhačovice), and NKP Ploština (a National Cultural Monument commemorating a WWII tragedy in Drnovice).

The institution's flagship product is the permanent 'Princip Baťa' exhibition, which showcases the industrial and social history of the Baťa shoe company with a 600-item historical footwear collection, a Film Cabinet on the Zlín movie studio legacy, and a 'Modern Travelling' section on Hanzelka and Zikmund. Beyond this anchor, the museum runs rotating temporary exhibitions (e.g., 'Když byl kámen nad zlato' on archaeology/geology/zoology, 'MÁK' on poppy as a cultural plant), structured school educational programs, an academic publication program producing journals such as Acta Musealia and Acta Carpathica Occidentalis, and conferences such as 'Shoes in History'. Distribution is primarily direct-to-consumer via physical attendance and a self-serve online ticketing system (vstupenky.14-15.cz), with secondary e-commerce revenue from publications, gift shop merchandise, and museum vouchers valid for six months.

The revenue model blends non-earned and earned streams. The foundational funding is an institutional subsidy from Zlínský kraj, supplemented by European IROP grants for capital projects such as the Hrad Malenovice revitalization, plus minor local sponsorships (Teplárna Zlín, R Jelínek, Vitar). Earned revenue is generated through tiered admission pricing (basic 69–149 CZK, seniors/students 45–69 CZK, family bundles 149–300 CZK, school groups ~35 CZK per pupil), publication sales, souvenir and voucher sales, and guided tour fees (e.g., 1,000 CZK for the Building 21 tour for up to 10 persons). The museum targets four primary customer segments: general public and tourists, schools and educational groups, researchers and academics, and families with children, with marketing conducted through the institutional website, Facebook, Instagram, YouTube, email newsletter, and earned media via PR and the Czech tourism platform Kudy z nudy. As of June 1, 2026, Štěpán Hložek serves as director.

Name

Muzeum jihovýchodní Moravy ve Zlíně

Legal name

Muzeum jihovýchodní Moravy ve Zlíně, p.o.

Website

https://muzeum-zlin.cz

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

1–10 employees

Short description

Muzeum jihovýchodní Moravy ve Zlíně is a public regional museum in Zlín, Czechia, operating five heritage properties under the Zlín Region and preserving southeastern Moravia's history, the Baťa industrial legacy, natural sciences, and the WWII Ploština memorial for visitors, schools, and researchers.

Ownership category

akta.pro rank

Headquarters

HQ city

Zlin

HQ country

Czechia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Revenue model

1. Admission fees: Revenue from ticket sales to permanent and temporary exhibitions, with various pricing tiers for adults, seniors, students, and families.
2. Publications and books: Sale of museum publications including academic journals (Acta Musealia, Acta Carpathica Occidentalis), regional history books, field guides, and educational materials.
3. Gift shop and souvenirs: Sale of souvenir items and gift vouchers for museum experiences.
4. Voucher program: Gift vouchers available for various exhibitions and experiences, valid for 6 months.
5. Government funding: Public funding from Zlínský kraj (Zlín Region) as the founding organization.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Muzeum jihovýchodní Moravy ve Zlíně is a regional museum that operates five physical properties across the Zlín Region, presenting exhibitions on regional history, ethnography, natural sciences, and the industrial heritage of the Baťa company. It sells admission tickets to permanent and temporary exhibitions, publishes scholarly and popular books, runs educational programs for schools, and distributes gift vouchers. The institution is funded primarily by the Zlín Region government and supplemented by ticket sales, publications, souvenirs, and grants.

Product overview

Muzeum jihovýchodní Moravy ve Zlíně is a regional museum operated by Zlín Region, offering a unified portfolio of cultural, educational, and visitor services. The museum operates multiple physical locations including Building 14 and Building 21 'Skyscraper' in Zlín, Hrad Malenovice castle, Muzeum luhačovického Zálesí, and NKP Ploština memorial site. Core offerings include the permanent 'Princip Baťa' exhibition about the Bata company legacy, temporary exhibitions on various historical and scientific topics, and the museum publishes academic publications and conference proceedings. The museum provides online ticketing services and gift vouchers, and operates educational programs for schools. The Bata Principle exhibition, shoe museum, film cabinet, and Building 21 tours form the primary attraction cluster centered on the Bata industrial heritage story.

Differentiator

Problem solved

Functional benefit

Products and services

• Princip Baťa (Bata Principle Exhibition) Permanent exhibition in Building 14 showcasing the history of the Baťa Company, a shoe museum with 600 historical footwear items, a Film Cabinet illustrating Zlín movie studio history, and a Modern Travelling section dedicated to Hanzelka and Zikmund. Open to general visitors.
• 21. budova mrakodrap (Building 21 Skyscraper Guided Tours) Guided tours of the former Baťa Company headquarters skyscraper, providing architectural and historical insights into the Baťa era in Zlín for individual and group visitors.
• NKP Ploština (National Cultural Monument Ploština) Memorial site featuring exhibitions 'Tragédie na Ploštině' and 'Nová Ploština' documenting WWII events, seasonal exhibitions, and educational programs. Targeted at visitors, school groups, and WWII history enthusiasts.
• Hrad Malenovice (Malenovice Castle) Historic castle offering exhibitions and cultural events, including seasonal exhibitions such as 'MÁK' on poppy as a cultural plant, for general visitors and families.
• Muzeum luhačovického Zálesí Regional museum in Luhačovice featuring exhibitions on local history and culture, including puppet theater heritage, for general visitors and families.
• 14. budova (Building 14) Main museum building in the former Baťa factory complex housing permanent and temporary exhibitions, with amenities including card payment, parking, wheelchair access, and free WiFi for visitors.
• Museum Publications Museum publishes books and journals on regional history, biology, geology, ethnography, and conference proceedings (e.g., 'Shoes in History', 'Acta Carpathica Occidentalis', 'Zlínské letectví'). Sold to the general public and academics.
• School Educational Programs Educational programs for kindergartens, primary and secondary schools including 'Místo s pamětí', 'Kdo za to může?', 'Hospodaření na Ploštině', and programs accompanying temporary exhibitions. Includes hands-on workshops, museum pedagogy, and guided tours tailored to different age groups.
• Museum Gift Vouchers Gift vouchers available for various exhibitions and museum experiences (Baťa Principle, Building 21 guided tour, temporary exhibitions), valid for 6 months and redeemable by visitors or gift recipients.
• Online Ticketing Service Online ticketing system (vstupenky.14-15.cz) for museum exhibitions and attractions, available to individual visitors and small groups up to 12 people.

Quantifiable outcome

• Multiple exhibition spaces and properties serving diverse visitor interests
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• Zlínský kraj (Zlín Region)coreOthersThe museum is a contributory organization (příspěvková organizace) established by Zlínský kraj. The region provides funding and oversight for museum operations and strategic direction.
• 14|15 Baťův institut, p.o.coreOthersJoint facility management of Building 14 and 21 in Zlín. The 14|15 Baťův institut operates the reception and building management services for the museum premises.
• IROP (Integrated Regional Operational Programme)majorOthersEuropean funding for Hrad Malenovice revitalization project - restoration and accessibility improvement of the castle and museum collections.
• Teplárna ZlínminorOthersSponsor acknowledgment - local energy company supporting museum operations.
• R JelínekminorOthersAcknowledged sponsor - local company.
• VitarminorOthersAcknowledged sponsor - food/beverage company.
• Kudy z nudyminorGTM or Marketing PartnerTourism marketing partnership - featured on Czech tourism platform kudyznudy.cz for visitor promotion.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vlastivědné muzeum v Olomouci: Regional museum in Olomouc covering natural sciences, history, and archaeology of central Moravia. Closely comparable in collection profile, educational programming, and public-funder dependence.
• Východočeské muzeum v Pardubicích: East Bohemian regional museum with multi-disciplinary collections and a contributory-organization mandate. Comparable in governance model and operational scale.
• Muzeum Novojičínska: Another Moravian regional museum covering local history, folk traditions, and notable regional personalities. Comparable in size, contributory-organization structure, and visitor programming.
• Slezské zemské muzeum (Silesian Land Museum): Regional contributory museum in Opava covering Silesian history, natural sciences, and arts. Directly comparable as a Czech regional contributory organization with a multi-disciplinary collection and public-institution funding model.
• Slovácké muzeum v Uherském Hradišti: Regional museum in nearby Slovácko area with strong folk traditions, ethnography, and local heritage focus. Comparable in scale, mandate, and audience mix of schools, families, and regional visitors.
• Moravské zemské muzeum (Moravian Museum): The largest and oldest museum in Moravia, also a contributory organization operating multiple sites with regional archaeology, history, and natural science collections. Most directly comparable in terms of mandate, structure, and regional scope.
• Muzeum Beskyd Frýdek-Místek: Regional museum in northeastern Moravia covering local history and ethnography. Comparable as a mid-sized Czech contributory museum with similar visitor segments and educational programming.

Emerging players

• Bata Shoe Museum (Toronto): Specialist international footwear museum with strong Bata heritage content. Comparable in thematic focus on the Bata company and footwear history, though operating as a private specialist rather than a regional public institution.

Others

• Kudy z nudy (CzechTourism): National tourism marketing platform where MJVM is featured as a partner destination. Not a direct competitor, but a key distribution and demand-generation channel for the museum's tourism traffic.

Broad incumbents

• Národní technické muzeum (National Technical Museum Prague): Larger national institution with industrial heritage collections (transport, manufacturing) overlapping thematically with the museum's Bata industrial focus. Operates at a national rather than regional scale and offers a broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@muzeumzlin
• Facebookfacebook.com/archeoklubzlin
• Instagraminstagram.com/muzeumzlin

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Muzeum jihovýchodní Moravy ve Zlíně