How One Private Museum Grew Its Visitor Count 400%

The business of getting customers in the door has always been a challenge for operators, even a company selling a product as beloved as chocolate. In this operator profile, a small German chocolate museum describes how, by changing their focus on customers, they grew by 400%.

ice cream food tour
Reading Time: 4 mins

Hachez, a German chocolate company, wanted to start to a museum called CHOCOVERSUM in Hamburg dedicated to their products. They figured it would be pretty easy. Everyone loves chocolate, and the company knew their product so it would be as simple as opening the doors and people showing up, right? As any attraction can tell you, just because you build it doesn’t mean they will come. Unfortunately, in 2011 after one year in operation, fewer than 50,000 people per year were visiting the CHOCOVERSUM.

In 2012, Stephanie Schaub stepped in to take over as managing director and immediately put in an aggressive plan to change how the business saw their customers and the experience.

“The team that was in charge before knew chocolate well, but that isn’t enough to run a successful business,” Schaub recalls. “I immediately went about identifying who the target customer was and began tailoring the museum tours to their expectations.”

For Schaub and her team, there was a renewed emphasis on service design. Service design is how you plan and organize an entire company to better interact with your customers. In practice, they changed how they thought about marketing and employee training by making the museum experience more fun and interactive. She also decided that every tour would have a guide to improve the customer experience. It meant making sure there were more samples and the ability to create a custom chocolate bar at the end of the tour.

Not Everyone is a Chocoholic

More importantly, it meant realizing that there are certain types of customers that the tour was not designed for and not try to market to that segment. There are some people who don’t like chocolate; others with expectations they simply weren’t designed to meet. You can’t be all things to every customer.

“There were certain people that want an in-depth history of the cocoa bean, and we’re just not that type of museum,” Schaub explains.

It was a lot of hard work for Schaub and the team at the CHOCOVERSUM, but the results have been extraordinary. Attendance has grown to more than 200,000 visitors per year. They also have seen revenue growth from changing what they sell in the gift shop. When it comes to a chocolate attraction, hard work and adaptability make all the difference.

Print Friendly, PDF & Email

Trending

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].