Museum BroekerVeiling

What Museum BroekerVeiling does

Museum BroekerVeiling is a Dutch non-profit foundation (Stichting Museum Broeker Veiling, ANBI status) operating a heritage museum at the site of the world's oldest sail-through vegetable auction in Broek op Langedijk, North Holland, Netherlands. The original Dutch 'veilen bij afslag' (descending-price) auction system was established on this site in 1887, and the 1903 auction clock remains functional. The museum spans the adjacent 'Realm of a Thousand Islands' — an area of over 15,000 manually dug horticultural islands — and combines a live participation auction with boat tours through the historic waterways, four permanent exhibitions, an audio tour, a petting zoo, an on-site restaurant, and guided tours in Dutch, English, French, and German.

The product portfolio centers on the auction participation experience and is extended by the PROEFLAB educational test-lab (water and vegetable programs for schools, including a traveling variant serving nearly 6,000 students per year), self-operated boat rentals (whisper boats, fieldboats, canoes, SUPs), and venue hire for corporate events, weddings, and funerals. A new immersive 3D 'Tijdreis' (Time Journey) experience is launching in 2026 alongside renovation of the permanent exhibition. The museum is staffed by 11–50 personnel supplemented by a large volunteer workforce, with statutory director Ron Karels and an unpaid Supervisory Board overseeing governance.

The business model is a diversified mix of transactional revenues: adult admission at €19.75 and child admission at €9.75 (with discounts for museum cards, ICOM cards, Alkmaar pass at 20%, and Participate Pass holders), PROEFLAB unit pricing of €5–€8.50 per child, guided tours at €20–€25 per group, boat rentals ranging from €12.50/hour (canoes) to €225/hour (private captained boats), restaurant and catering, and venue hire accommodating groups of 10–300. Distribution is primarily direct-to-consumer via the museum website, the dedicated tickets.broekerveiling.nl platform, walk-up entry, and group/event reservation channels, with supplemental flow from tour operators/bus day trips and the Erfgoed boven Amsterdam heritage network. Capital is supplemented by recurring ANBI-recognized sponsorships (BankGiro Loterij, Mondriaan Fonds, Dioraphte, SNS Bank) and the Regio Deal Noord-Holland Noord subsidy program.

Name

Museum BroekerVeiling

Legal name

Stichting Museum Broeker Veiling

Website

https://broekerveiling.nl

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

11–50 employees

Short description

Museum BroekerVeiling is a Dutch non-profit heritage museum in Broek op Langedijk operating at the world's oldest sail-through vegetable auction site (1887), offering live auction participation, boat tours through the Realm of a Thousand Islands, PROEFLAB educational programs, exhibitions, boat rentals, and venue hire for schools, families, and events.

Ownership category

akta.pro rank

Product category

Heritage Museum / Cultural Tourism

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Historical Sites (712120)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

History Museums (THAJADAB)

akta.pro secondary industries

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), History, Heritage & Museum-Focused Study Tours (THAKAGAN)

Keywords

• Heritage museum services
• Educational school programs
• Boat tour experiences
• Cultural event venue
• Historic exhibition tours

Headquarters

HQ city

Broek Op Langedijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Tickets: Museum entrance fees include access to boat tour, auction demonstration, exhibitions, and audio tour. Ticket prices vary by age and discount categories.
2. Educational Programs: PROEFLAB educational sessions for school groups. In-museum programs cost €6.50-8.50 per child; traveling PROEFLAB costs €5 per child. Combined with museum visit or standalone school visits.
3. Guided Tours: Guided tours in Dutch, English, French, and German for groups of 2-25 persons. Cost is €25 per group in Dutch/English version, €20 per group for up to 20 persons in English version.
4. Boat Rental: Self-operated boat rental including whisper boats (€29.50-39.50/hour, 2-7 persons), fieldboats (€158 for 4 hours, €250 full day, 8-10 persons), canoes (€12.50/hour, 2-3 persons), and SUP rental. Private boat with captain available (€225/hour).
5. Restaurant and Catering: On-site restaurant serving Langedijk coffee, apple pie, and local specialties like the Langedijk sandwich with sauerkraut and sausage. Picnic baskets available for orchard or boat consumption. Catering for events, funerals, and weddings.
6. Venue Rental: Venue hire for meetings, team events, weddings, and funerals in historic auction halls and buildings. Groups of 10-300 accommodated with custom arrangements.
7. Funeral Services: Unique funeral ceremonies held in the historic auction hall (Afmijnlokaal) with capacity for 100 persons, or more intimate Koopmansboetje. Includes catering options.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Museum BroekerVeiling operates an experiential heritage museum built around the world's oldest sail-through vegetable auction, established in 1887 in Broek op Langedijk, Netherlands. Visitors participate in live demonstrations of the historic Dutch clock auction (still using the original 1903 auction clock) and take boat tours through the surrounding "Realm of a Thousand Islands" waterway. The museum also delivers curriculum-aligned educational programs (PROEFLAB) for school groups, rents boats, hosts weddings/funerals/corporate events in the historic halls, and operates an on-site restaurant and petting zoo.

Product overview

Museum BroekerVeiling is a hands-on experience museum centered around the world's oldest sail-through vegetable auction (established 1887). The offering combines the core participation-based auction experience with boat tours through the Realm of a Thousand Islands, four permanent exhibitions, and educational programs. Additional offerings include PROEFLAB (an educational test lab for children), boat rentals (whisper boats, canoes, SUPs), on-site restaurant, petting zoo, and venue hire for events, weddings, and funerals. The museum also operates a traveling PROEFLAB program that visits schools. The product portfolio is unified around experiencing Dutch horticultural heritage through active participation rather than passive viewing.

Differentiator

Problem solved

Functional benefit

Products and services

• Vegetable Auction Experience
• Boat Tours (Rondvaart)
• Guided Tours (Rondleiding)
• Tijdreis 3D Time Travel Experience
• PROEFLAB Educational Lab
• Traveling PROEFLAB
• Boat Rental (ZelfVaren)
• Restaurant and Catering
• Venue Hire (Zaalhuur/Vergaderen)
• Wedding Services
• Funeral Services
• Permanent Exhibitions

Quantifiable outcome

• ~6,000 students served by traveling PROEFLAB program in one school year

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Fotograaf Daniel VosminorGTM or Marketing Partner · 27 September 2026Wedding photography partner during Open Wedding Location Route events, providing inspiration and showcase services for couples considering the museum as a wedding venue.
• FotosnapminorGTM or Marketing Partner · 27 September 2026Photography services partner for wedding showcase events, collaborating with the museum during Open Wedding Location Route to inspire couples.
• Amannie's TaartenminorGTM or Marketing Partner · 27 September 2026Wedding cake partner featured during Open Wedding Location Route events, providing tastings and inspiration for wedding celebrations at the museum.
• Vereniging Vrienden van de Broeker VeilingcoreStrategic or Co-development PartnerThe Friends Association provides ongoing support, sponsorship, and volunteer resources. Their logo appears on exhibition sponsorships. Board members include F. de Jonge (chairman), S. Groot (vice-chairman), M. Klokkemeijer (secretary), E.M.J. Middelbeek (treasurer). RSIN: 818682474.
• Jong Leven (Kinderboerderij)minorStrategic or Co-development PartnerLocal petting zoo partnership providing animals for the museum's animal islands. Animals are maintained at Jong Leven during winter months.
• Erfgoed boven AmsterdamcoreStrategic or Co-development PartnerRegional heritage collaboration network of unique heritage locations in North Holland. Museum is featured as a member destination with cross-promotional benefits and 'Gouden Uitjes' (Golden Excursions) bundled offerings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Corpus Museum: Dutch experiential 'journey through the human body' museum in Oegstgeest. Comparable as a Netherlands-based experiential/immersive attraction with single-site operations, group bookings, and school programs.
• Nederlands Openluchtmuseum: Dutch open-air heritage museum in Arnhem featuring historic buildings, craft demonstrations, and educational programs. Comparable as a regional heritage museum operator combining immersive historical experiences, education, and event hosting.
• Zaanse Schans: Preserved historic Dutch village with working windmills and workshops near Amsterdam. Comparable as a North Holland heritage attraction combining museum-style interpretation, hands-on craft demonstrations, and high tourist volume.
• Zuiderzeemuseum: Open-air heritage museum in Enkhuizen (NL) preserving the cultural history of the Zuiderzee region, with village reconstruction, interactive demonstrations, and educational programs. Highly comparable operating model: nonprofit, historical site, hands-on experiences, school programming, and event venue hire.
• Kinderdijk UNESCO Site: UNESCO World Heritage windmill site in the Netherlands offering guided tours, boat trips, and visitor facilities. Comparable as a Dutch heritage tourism site combining waterways, guided experiences, and group tour operations.
• Madurodam: Dutch miniature park in The Hague presenting Netherlands heritage and landmarks. Comparable as a Dutch heritage-themed visitor attraction with family audience focus, group bookings, and event venue operations.

Regional players

• Madame Tussauds Amsterdam: Experiential wax museum in Amsterdam. Comparable in immersive single-site attraction format and tourist group bookings, focused on international visitors in the same Amsterdam/North Holland catchment.

Broad incumbents

• Rijksmuseum: The Netherlands' national museum in Amsterdam. Broad incumbent operating at much larger scale in cultural heritage; overlaps in museum card partnerships, school programming, and North Holland tourist traffic.
• NEMO Science Museum: Large Dutch experiential science museum in Amsterdam focused on hands-on experiments and STEM education. Comparable in hands-on educational programming (parallel to PROEFLAB), though at significantly larger scale and broader scope.
• Efteling: Major Dutch theme park with fairy-tale themed attractions and shows. Broad incumbent in Dutch family day-trip market; comparable in family audience targeting, group bookings, and event programming, though at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/museum-broeker-veiling

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 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 Museum BroekerVeiling