New Experience Museum – Vikingeskibsmuseet

Client

Vikingeskibsmuseet (Viking Ship Museum)

Services

Operational Transformation & Implementation

Project Description

Building the evidence-based case for the visitor experience, commercial offerings, and financial model for the Viking Ship Museum's new Hallen

The Project

Vikingeskibsmuseet is undergoing a major transformation, relocating its historic Viking ships to a new building and converting the architecturally significant "Hallen" into a modern museum experience. With an ambition to grow annual visitors from 186,000 to 300,000, the museum needed a solid evidence base to determine which activities, commercial offerings, and visitor experiences should anchor the new Hallen, and how to make them financially sustainable.

Our Approach

Upstream Partners supported Vikingeskibsmuseet by building the evidence base behind its new operational model and business plan for Hallen. The work included:

Benchmarking 26 comparable attractions across Denmark, Norway and Sweden through desk research and in-depth interviews

Mapping potential local restoration initiatives and relevant stakeholders

Analyzing current and potential visitor segments, including Danish, local, family, and international audiences

Assessing revenue streams and commercial potential across entrance fees, café, retail, events, and memberships

Identifying six strategic levers for growing visitor numbers and self-generated income

Impact

The analysis gave Vikingeskibsmuseet a structured, evidence-based foundation for designing the new Hallen, from where to place the café and shop to how to build an annual pass program, attract corporate visitors, and program exhibitions and interactive activities. By grounding these choices in visitor data, sector benchmarks, and commercial logic, Upstream Partners helped the museum move from vision to a decision-ready business case for one of Denmark's most significant cultural infrastructure investments.

Contact us for more information

Thilde Nørgaard Holm

Partner

+45 20 28 35 85

tnh@upstream.partners

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