What Hjerl Hede Frilandsmuseum does

Frilandsmuseet Hjerl Hede is a state-recognized Danish open-air cultural-history museum located on a 20-hectare site in Vinderup, West Jutland, operated as part of De Kulturhistoriske Museer i Holstebro. Founded in 1930 by H.P. Hjerl Hansen around the relocation of Jutland's oldest farmhouse (Vinkelgården, dendrodated 1545-46), the museum now preserves 25 historic buildings relocated from across Jutland and presents rural Danish daily life from the 1600s through the 1930s. Its core products are two seasonal living-history reenactment programs, Levende Sommer (late June to early August) and Jul på Hjerl Hede (three December weekends), staffed by volunteer reenactors demonstrating traditional crafts, household work, and farm life alongside period livestock, kitchen gardens, a historic playground, and an 1826-style village school.

The museum generates revenue primarily through day tickets (DKK 110-120 standard, DKK 175-185 during living-history events), annual passes (DKK 325), tiered group package tours (DKK 195-349 per person) that bundle admission with guided tours and on-site catering at Restaurant Skyttegården, add-on experience wristbands (DKK 105) and horse-carriage tours (DKK 150), a museum shop, and event-specific fees such as the Hjerl Hede Trail run. Distribution is direct-to-consumer via walk-in sales and a Shopify online ticketing platform, with group bookings handled in-house. Under-18 admission is free, and the museum benefits from a Friends association (Hjerl Hedes Venner), reciprocal annual-pass discounts with five other Danish attractions, and regional tourism partnerships (Vestjyllands Attraktioner, Opdag Jylland). Technology footprint is limited to Shopify e-commerce, HeyLoyalty email marketing, a virtual map co-developed with Opdag Danmark, and standard social channels (Instagram, Facebook, LinkedIn, TripAdvisor). Customer segments are led by families with children, school groups, group tour operators, and regional Western Jutland tourists.

Name

Hjerl Hede Frilandsmuseum

Legal name

De Kulturhistoriske Museer i Holstebro

Website

https://hjerlhede.dk

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

Frilandsmuseet Hjerl Hede is a Danish state-recognized open-air museum in West Jutland preserving 25 historic buildings and presenting rural Danish life from the 1600s-1930s through seasonal living-history reenactments for families, school groups, and regional tourists.

Ownership category

akta.pro rank

Product category

Open-Air Cultural Heritage Museum

NAICS

Historical Sites (71212), Museums, Historical Sites, and Similar Institutions (712), Historical Sites (712120)

akta.pro primary industry

Archaeological Sites & Heritage Interpretation Centers (THAJADAG)

akta.pro secondary industries

Traditional & Indigenous Crafts Lessons (Heritage Skills, Folk Arts) (THAJAKAH), Cultural Heritage & Historic District Tours (THAJAAAB), Farm-to-Table & Agritourism Dining Experiences (Farm Visits, Harvest Meals) (THAJAGAK)

Keywords

• Open-air museum
• Living history events
• Cultural heritage tours
• Historical reenactment programs
• Folk museum Denmark

Headquarters

HQ city

Vinderup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Entrance Tickets: The museum generates primary revenue through admission fees for day tickets and special event tickets during living history programs. Standard day tickets range from DKK 110-120 online/in-person, with premium pricing during summer and Christmas living history events at DKK 175-185. Children under 18 receive free admission.
2. Annual Passes: Annual memberships are sold for DKK 325, valid for 12 months from activation. Pass holders receive free admission, 10% shop discount, and reduced entrance fees at partner attractions including Nordsøen Oceanarium, AQUA, Kattegatcentret, and Den Gamle By.
3. Restaurant Skyttegården: On-site restaurant operated by external management serves meals, beverages, and traditional Danish ice cream to museum visitors. The restaurant is open during museum operating hours and accommodates approximately 110 dining guests.
4. Museum Shop: Gift shop sales of souvenirs, crafts, and food products. Annual pass holders receive 10% discount on non-sale items.
5. Group Package Tours: Bundled offerings for groups including guided tours, museum admission, and catering at Restaurant Skyttegården. Three package tiers ranging from DKK 195-349 per person.
6. Experience Add-ons: Additional revenue from optional experiences including tour wristbands (DKK 105 for train, horse carriage, and ice cream), horse-drawn carriage tours on the moor (DKK 150), and trail run event participation fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Frilandsmuseet Hjerl Hede is a 20-hectare open-air cultural history museum near Vinderup in West Jutland, Denmark, presenting Danish rural daily life from the 1600s to the 1930s through 25 relocated historic buildings, authentic period livestock, and craft workshops. The core offering centers on self-guided and group visits to the preserved village, supplemented by two major seasonal living history reenactment programs — Levende Sommer (late June to early August) and Jul på Hjerl Hede (three December weekends) — in which costumed volunteer interpreters demonstrate traditional crafts, farming, and domestic life. Supporting offerings include a 1826-style village school experience, a historic activity playground, an on-site Restaurant Skyttegården serving traditional Danish food, horse-drawn carriage and steam train rides, and an annual trail running event.

Product overview

Frilandsmuseet Hjerl Hede is a 20-hectare open-air museum and state-recognized cultural history museum presenting Danish daily life from the 1600s through the 1930s. The museum consists of approximately 25 historic buildings relocated from various regions of Jutland, featuring authentic period interiors, period-accurate livestock breeds, and working craft workshops. The core visitor experience is enhanced through two major living history reenactment programs: Levende Sommer (Living Summer, June-August) and Jul på Hjerl Hede (Christmas at Hjerl Hede, three December weekends), where costumed volunteers bring historic homes and workshops to life. The museum offers educational programs for schools and institutions, group package tours with catering at Restaurant Skyttegården, and family-oriented experiences including a historic activity playground, animal encounters, and kitchen garden explorations. Ticketing options include day tickets, annual passes (Årskort), and combination tour armbands. The museum operates with volunteer support during reenactments and offers a friend membership organization (Hjerl Hedes Venner). Annual events include the Hjerl Hede Trail running event and seasonal celebrations.

Differentiator

Problem solved

Functional benefit

Brands

• Restaurant Skyttegården: The museum's on-site restaurant serving traditional Danish food, located centrally on the museum grounds.

Quantifiable outcome

• Nearly 100 years of continuous living history programming
• +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

Integration7 records

Partnerships

21 partnerships are on record, tiered core and minor.

• De Kulturhistoriske Museer i HolstebrocoreOthersFrilandsmuseet Hjerl Hede is operated as part of De Kulturhistoriske Museer i Holstebro, a consolidated cultural history museum organization that also includes Strandingsmuseum St. George and Holstebro Museum. The parent organization handles administrative functions including HR, finance, IT, and data protection compliance (GDPR).
• Færch FondenminorOthersFond provided funding for the renovation of Kroen (the inn) building at Hjerl Hede.
• Brebøl FondenminorOthersFond provided funding for the renovation of Skovgården building at Hjerl Hede.
• A.P. Møller FondenminorOthersFond provided funding for the renovation of Præstegården (parsonage) building at Hjerl Hede.
• Sparnord FondenminorOthersFond provided funding for the new playground at Hjerl Hede.
• PlandanmarkminorOthersCompany provided sponsorship/in-kind support for the new playground at Hjerl Hede.
• Inge Lise VognsenminorOthersPrivate individual who donated inheritance funds specifically designated for Vinkelgården preservation.
• Kristian Poulsgaard AndersenminorOthersPrivate individual who donated inheritance funds for museum programming, channeled through Hjerl Hedes Venner friends association.
• Vestjyllands AttraktionerminorGTM or Marketing PartnerRegional tourism marketing collaboration connecting Hjerl Hede with other West Jutland attractions including Bork Legeland, Bovbjerg Fyr, Holstebro Museum, Lalandia Søndervig, and others.
• Opdag JyllandminorGTM or Marketing PartnerRegional tourism marketing initiative promoting Jutland attractions. Created virtual map of Hjerl Hede for visitor navigation. Includes attractions like AQUA, Danmarks Flymuseum, Jyllandsakvariet, and others.
• TietgenfondenminorOthersFoundation that supported the Modern Hands project at Hjerl Hede, which created video portraits of craftspeople and organized workshops, courses, and an annual Handicrafts Festival.
• Gammel Estrup Danmarks HerregårdsmuseumminorStrategic or Co-development PartnerCollaborated on the Håndens historiske værk project, developing educational video materials for vocational schools about traditional crafts, supported by Slots- og Kulturstyrelsen.
• Skoletjenesten – Videnscenter for eksterne læringsmiljøerminorStrategic or Co-development PartnerEducational partnership developing teaching materials for vocational schools in collaboration with Gammel Estrup museum.
• Hjerl Hedes Venner (Friends Association)coreOthersSupport and membership organization providing practical and financial support to the museum. Members receive free admission, 50% discount at partner museums, and 10% shop discount. Annual membership: DKK 275 with DKK 200 charitable donation component.
• Dansk Biavlerforening (Danish Beekeeping Association)minorStrategic or Co-development PartnerAssociation provides beekeeping demonstrations and education during selected days of summer living history events, with bees kept at Hjerl Hede's own apiaries.
• Vestjysk KøreselskabminorStrategic or Co-development PartnerCarriage driving society that provides historical carriages, wagons, and horses in period costumes during week 30 of summer living history.
• Nordsøen OceanariumminorGTM or Marketing PartnerPartner attraction offering 50% discount on admission to Hjerl Hede annual pass holders.
• AQUA Akvarium & DyreparkminorGTM or Marketing PartnerPartner attraction offering 50% discount on admission to Hjerl Hede annual pass holders.
• KattegatcentretminorGTM or Marketing PartnerPartner attraction offering 50% discount on admission to Hjerl Hede annual pass holders.
• Den Gamle ByminorGTM or Marketing PartnerPartner attraction (open-air museum in Aarhus) offering 50% discount on admission to Hjerl Hede annual pass holders.
• Den Fynske LandsbyminorGTM or Marketing PartnerPartner open-air museum (in Odense) offering free admission to Hjerl Hede annual pass holders and members of Hjerl Hedes Venner.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Strandingsmuseum St. George: Third museum under De Kulturhistoriske Museer i Holstebro, focused on maritime history. Operates under identical governance, sharing HR, finance, and IT; demonstrates the parent organization's multi-site cultural tourism model.
• Norsk Folkemuseum: Norway's open-air cultural history museum on Bygdøy in Oslo with relocated historic buildings and living history programming. Comparable Nordic peer; both target family and educational visitors through similar programming models.
• Den Gamle By: Open-air museum in Aarhus presenting Danish urban and cultural history through relocated historic buildings. Direct peer and explicit annual-pass partner; both operate the same living history concept in Denmark but Den Gamle By sits in a major urban tourist corridor.
• Skansen: Sweden's open-air museum and living history attraction on Djurgården in Stockholm. Closest international analogue in concept (relocated historic buildings, costumed reenactors, traditional crafts) and serves as the Nordic reference model for the category.
• Holstebro Museum: Sister museum under the same parent organization (De Kulturhistoriske Museer i Holstebro). Shares administrative infrastructure, marketing channels, and educational programs; directly comparable in scale and operations.
• Frilandsmuseet (National Museum of Denmark): The National Museum of Denmark's open-air museum near Copenhagen, the country's flagship open-air heritage attraction. Most direct large-scale peer; competes for domestic and international cultural tourists but lacks Hjerl Hede's moorland setting.
• Den Fynske Landsby: Open-air museum in Odense operated by Odense City Museums, presenting rural Danish heritage through relocated buildings. Direct reciprocal partner (free admission for Hjerl Hede annual pass holders); same operating model and target audience.
• Gammel Estrup — Danmarks Herregårdsmuseum: Dutch manorial estate museum in Jutland focused on Danish estate history. Active strategic co-development partner on the Håndens historiske værk project, indicating similar craft-preservation mission and Danish heritage audience.

Broad incumbents

• Moesgaard Museum: Major Danish cultural history and archaeology museum near Aarhus. Comparable in Danish cultural heritage interpretation but focuses on prehistoric/ethnographic collections rather than 1600s-1930s rural life.

Regional players

• LEGO House: Major Danish family/educational attraction in Billund. Competes for the same Danish family-tourism and school-group wallet but with a very different product format; relevant for understanding regional attraction competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Frilandsmuseethjerlhede
• LinkedInlinkedin.com/company/hjerl-hede-frilandsmuseum
• Instagraminstagram.com/hjerlhede

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Hjerl Hede Frilandsmuseum