Openluchtmuseum Het Hoogeland

What Openluchtmuseum Het Hoogeland does

Openluchtmuseum Het Hoogeland is a Dutch open-air heritage museum operated by the Stichting Openluchtmuseum Het Hoogeland, a non-profit foundation established in 1959 in Warffum, Groningen province, the Netherlands. The museum is the largest open-air museum in the northern Netherlands and presents 22 historical buildings on the village mound of Warffum, illustrating rural life in the Groningen Hoogeland region from 1750 to 1950. Its audience is broad: families and individual day-trip visitors, primary school groups (grades 1-6), corporate clients booking meetings and events, and donors/sponsors supporting cultural preservation.

The museum's core offering is the physical open-air experience, supplemented by an on-site museum shop, a leased restaurant (Het Spijslokaal) in the former 1903 preschool building, an auditorium available for corporate hire, group packages for 15+ visitors, children's parties, and weddings. Educational programs are delivered by dedicated museum educators (museumjuffen/meesters) and developed in partnership with regional cultural institutions. A large portion of the collection is digitally accessible via the shared collectiegroningen.nl platform, and the museum has produced digital exhibitions (Webexpo 'wie wat bewaart' in 2020, Duet Duel in 2021) to extend reach beyond the physical site.

Revenue is generated through a diversified mix of streams: one-time admission fees (€7 adult, €3 child, €5 group, €2 school), retail and leased F&B, venue rental (€160-€200/hr), and a recurring donor membership program (€17.50-€20 annually). The business model is anchored by structural subsidies from the Province of Groningen and Eemsmond Council, supplemented by donations, business sponsorships, and ANBI-recognized tax-advantaged giving. Operations are delivered by 6-7 paid staff supported by 60+ volunteers, interns, and work-experience placements, with governance by a six-member board.

Name

Openluchtmuseum Het Hoogeland

Legal name

Stichting Openluchtmuseum Het Hoogeland

Website

https://hethoogeland.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

1–10 employees

Short description

Openluchtmuseum Het Hoogeland is a non-profit open-air museum in Warffum, Netherlands, presenting 22 historic buildings depicting rural Groningen life from 1750-1950 to families, school groups, corporate clients, and donors, funded by admissions, venue hire, donations, and government subsidies.

Ownership category

akta.pro rank

Product category

Heritage Museum Services

NAICS

Museums (712110), Historical Sites (712120), Museums (71211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

History Museums (THAJADAB)

Keywords

• Open-air museum
• Cultural heritage
• Historical buildings
• Museum education
• Venue rental

Headquarters

HQ city

Warffum

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Admission Fees: Visitors pay admission fees to access the museum grounds and 22 historical buildings. Pricing varies by visitor category (adults, children, groups, schools, donors).
2. Catering (Het Spijslokaal): The museum restaurant is leased out (operates independently) but serves visitors. The restaurant offers group arrangements, lunches, and refreshments with pricing per person for various packages.
3. Museumshop: Retail shop at museum entrance selling books about Groningen history, old-fashioned household goods, nostalgic toys, postcards, sweets, and souvenirs.
4. Venue Rental (Auditorium): The museum auditorium is available for hire for meetings, courses, workshops, seminars, conferences, and events. Rates vary by group size and package type.
5. Donations and Sponsorships: Minimum annual donation of €17.50 (or €20 according to Dutch version) for donors, who receive benefits including free museum access for 2 people, discounts, and priority access to exhibitions.
6. Government Subsidies: The museum receives structural subsidy from the Groningen Provincial Executive and from Eemsmond Council.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Openluchtmuseum Het Hoogeland operates an open-air heritage museum on the village mound of Warffum, Netherlands, featuring 22 historical buildings and collections that depict rural life in the Groningen Hoogeland region from 1750 to 1950. The museum sells admission tickets, on-site catering through its leased restaurant Het Spijslokaal, museum shop retail, educational programs for school groups, venue rental of its auditorium, and group packages combining visits with food and event services.

Product overview

Openluchtmuseum Het Hoogeland operates as a unified open-air museum experience centered on 22 historic buildings depicting rural Groningen life from 1750-1950. The offering consists of the core museum experience (physical site with period buildings), supplemented by on-site retail (Museumshop), food & beverage services (Museumcafé Het Spijslokaal), educational programs for school groups, venue rental (auditorium/meeting facilities), group packages combining multiple services, and event services (children's parties, weddings). Digital offerings include Webexpo 'wie wat bewaart (en waarom)' and the Duet Duel digital exhibition. The collection itself is a heritage service accessible digitally via collectiegroningen.nl.

Differentiator

Problem solved

Functional benefit

Products and services

• Openluchtmuseum Het Hoogeland Museum Visit Admission to the open-air museum featuring 22 historical buildings on the Warffum village mound, depicting rural life in Groningen from 1750-1950. Open Tuesday-Saturday 10:00-17:00 and Sundays/holidays 13:00-17:00. For cultural tourists, families, and day-trip visitors.
• Museumshop On-site retail shop selling books about Groningen history, old-fashioned household goods, nostalgic toys, postcards, traditional sweets, and souvenirs. Open during museum hours. For museum visitors.
• Museumcafé Het Spijslokaal On-site restaurant serving coffee, tea, drinks, cakes, snacks, daily dishes, and seasonal offerings. Provides group arrangements, meeting catering, and weddings. Has a separate entrance on Oosterkerkpad. For museum visitors and event attendees.
• Educational Programs (Scholen) Structured educational programs led by 'erfgoedmeester/-juf' (heritage teachers) for primary school groups covering Groningen regional history through hands-on projects. Available for school groups of kindergarten through grade 6 during the school year.
• Auditorium Venue Rental (Vergaderingen en Huur Locatie) Meeting and conference facilities in the historic former gym building, seating up to 80 people in theatre layout. Available for meetings, courses, workshops, seminars, conferences, and events with various catering packages. For business and organizational clients.
• Group Packages (Groepsarrangementen) Combined museum visit and catering packages for groups of 15 or more, including admission and optional coffee with Groningen cake or lunch at the museum restaurant. For tour groups, family gatherings, and organized outings.
• Children's Parties (Kinderfeestjes) Birthday party arrangements for children featuring treasure hunts, traditional games, and food and drinks at the museum. For families hosting children's parties.
• Wedding Services (Trouwen) Wedding ceremonies and receptions held at the museum, with the atmospheric historic buildings serving as a backdrop for ceremonies and bridal photography. For couples seeking historic wedding venues.
• Annual Donor Membership Annual donor membership with a minimum contribution of €17.50 (English) or €20.00 (Dutch) per year. Benefits include free museum access for two people, 10% museum shop discount, reduced rates for events, discounts on activities, and preview access to exhibitions. For individual cultural heritage supporters.

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

Feature1 record

Partnerships

13 partnerships are on record, tiered minor and core.

• Alta Genetics NederlandminorGTM or Marketing PartnerBusiness sponsor located in Feerwerd, one of several local businesses providing financial support to the museum.
• Centrum voor Arbeid en BeleidminorGTM or Marketing PartnerGroningen-based organization sponsoring the museum as part of their community engagement.
• Grondverzet R. Drenth v.o.f.minorGTM or Marketing PartnerLocal business in Warffum providing sponsorship support to the museum.
• Groningen SeaportsminorGTM or Marketing PartnerPort authority in Delfzijl sponsoring the museum as regional partner.
• Handelskring WarffumminorGTM or Marketing PartnerLocal commerce association in Warffum supporting the museum.
• Lions Club Het HogelandminorGTM or Marketing PartnerService organization sponsoring the museum.
• Makelaardij Bruintjes en KeurentjesminorGTM or Marketing PartnerReal estate agency in Winsum sponsoring the museum.
• Schoolbestuur L & EminorGTM or Marketing PartnerSchool board in Warffum supporting educational mission of the museum.
• Stichting Kees VerweyminorGTM or Marketing PartnerFoundation based in Haarlem sponsoring the museum.
• Tweewielers Jan van KleefminorGTM or Marketing PartnerBicycle shop in Warffum sponsoring the museum.
• WaddenmuseumcoreStrategic or Co-development PartnerOngoing collaboration with Waddenmuseum, particularly in monument preservation. Joint marketing efforts and shared public relations activities. Also shared digital collection access through Landgoed Borg Verhildersum.
• De KunstkerkminorStrategic or Co-development PartnerCollaboration on educational offerings for school programs.
• K&CminorStrategic or Co-development PartnerCollaboration partner in educational program development.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HetHoogeland
• Instagraminstagram.com/museumhethoogeland
• LinkedInlinkedin.com/company/openluchtmuseum-het-hoogeland

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Openluchtmuseum Het Hoogeland