Rockmuseum Munich – The Project

In cooperation with the Olympic Park GmbH Munich, the highest Rock Museum in the world is built on the 4000 sq. ft. viewing platform of the Olympic Tower. It is open since December 1st 2004. During the next five years it is estimated that not only are up to one million visitors a year going to be able enjoy the view over Munich, but also take a look at the Rock Museum1s phenomenal exhibit. Additionally, work is has already been done to move the Rock Museum into the new buildings around the Olympic Tower in order to make all the exhibits public which will be shown in the final version of the Rock Museum.

After the departure of the soccer business, the Olympic Park GmbH wants to set new priorities. One of them is the music business. The Olympic Park GmbH has already stated that the Rock Museum should definitely find an important spot in the new concept for the Olympic Park.

The way the Rock Museum Munich has been planned is unique.  By taking one look at the outstanding concept, the difference to similar projects in England or America becomes clear. Nothing in Europe comes even close.

The final version of the Rock Museum Project is based on an unique concept consisting of three components, which are absolutely equal. Those three components are: The presentation of the exhibit items, the Marketing and PR, and the event gastronomy. The project relays on the sensible and perfect cooperation of those three components. The Rock Museum Munich is going to be more than a museum, more than a music restaurant, more than a „to see and be seen“ spot. The Rock Museum Munich is not going to be an event but „the“ event. And because a Rock Museum that doesn’t rock is nothing, it is going to rock your world!

The presentation of the items

As you can already tell by the name Rock Museum, the exhibition consists of items from the world of Rock & Pop, extraordinary pieces that Herbert Hauke has been collecting ever since he was young. Rock and Pop music is the soundtrack to the lives of whole generations. Every item in the exhibits is connected with special memories and emotions.

You can find these, for example, in signed guitars of Frank Zappa, Pink Floyd, ZZ Top, Bruce Springsteen, Rolling Stones, Kiss, Sting, Queen and others, as well as in Golden Records, clothing of famous musicians, rare records, concert tickets, unreleased pictures and original letters from famous artists, autographs and much more.

The list of memorabilia could be continued endlessly. At the moment the collection holds about 3000 items and is growing constantly. Among them are worldwide unique pieces, which have already drawn the attention of collectors in the USA and Great Britain.

Rock- and Pop-Memorabilia have a high prestige worldwide. The media keeps reporting of spectacular auctions. Many items represent a piece of history and their own kind of art.

The Rock Museum Munich will present these collector items in the right and by the same token entertaining way. Not one single item will be degraded as a pure piece of decoration and hang shyly on a wall. Plans are made about cars that are crashing through walls, highlighted stage costumes on facsimile star dolls, flying guitars, holograms and much more.

The location of the Rock Museum in its beginning will cover at least 4000 sq. ft.. Even with the exhibit as big as it is, it1s possible to redecorate the exhibition area very often because of having so many items. For insiders, a catalogue with further information will be created. Special exhibitions based on themes (celebrating an anniversary or birthdays of stars etc.) are possibilities. The exhibition is updated continuously and also covers memorabilia of momentary youth idols. The project will not only be interesting for „old“ folks, but probably attract people between 14 and 64.

Artists that are highly nostalgic, like Elvis, The Rolling Stones and other legends form the basis of the collection which will probably draw the most attention of 35 - 50 year olds.

Image, Marketing and PR

The society columns are of high interest as an advertising medium, as well as the feature pages. Mostly this will concern the boulevard shows on TV and the gossip columns of magazines. To arouse and permanently stoke their interest, there will be a huge amount of actions. Here are some cutouts of the planned events: A big wall with autographs for famous artists that will not only attract artists but at the same time their fans. With many already existing connections to organizers and record companies and also to worldwide known artists, one has influence over artists visiting the Rock Museum Munich whenever they are on location. It is quite possible for normal visitors to enjoy being close to their idols. For a press efficient inauguration of the autograph wall, an international artist will be there. Most useful contacts have already been forged. Well known artists will always be there to institute special exhibitions that bear reference to that artist.

A local music-group regulars table (as part of the final concept of the project) will draw a certain core audience and a possibility to permanently create new ideas. Not even to talk about the groups being local stars and therefore pulling a big audience. Picture exhibitions, movie-, multimedia or videotape shows of well-known music movies and also interesting newcomers will create additional events. Also, common events of the well-known pattern of "Meet your star" (autograph session, Meet & Greet) are easy to organize.

The needed contacts have existed for a long time.

Record companies use these media events, for example the conferment of a golden record, to introduce new, young artists to the journalists as well asto celebrate truly hard-earned famous artists. These companies can rent the Rock Museum for those occasions, to special conditions. The advertising value of the press coverage has always first priority in all calculations. Connections to all of the important record companies have existed for years.

Volume merchandising will serve the visitors’ desire to collector. T-Shirts, pins, headgear, tags, printed-on beer glasses and special editions of beer cans, picture postcards of spectacular collectors items, books, the exhibition catalogue and much more is planned.

A prominent wedding at the Rock Museum? Or for normal fans? Cutting the first piece of your wedding cake in the Elvis corner? Why not? Regularly meetings of fan clubs, also for collector markets and auctions of memorabilia will take place at the Rock Museum Munich. Therefore needed contacts have been in place for years. The menu, created to be nventive and unique, in the final version of the project will be a collectors item itself. With the generic term "The Rock Museum Munich recommends:" the guests will be served dishes carrying titles of well-known songs, so that the fun already begins with ordering the food, which also makes the gastronomy a unique selling point. Without anticipating the gastronomer, a meaningful blueprint of the menu already exists, as regards content and graphic its exactly describing the intention of the initiators.

Regular special guided tours of the masterpieces of the items, as well for pupils and student classes as for tourist groups, will not only create a high business volume but also important word-of-mouth recommendation. With the brand name "The Rock Museum Munich presents:" there will be concerts on the spot and in familiar Munich music halls, both in teamwork with established organizers and self-directed. A big radio station will organize events on the spot at regular intervals and broadcast "Live from the Rock Museum". Various stations have already shown their interest. Whenever stars visit Munich, it is aimed for them visiting the Rock Museum Munich before or after their gig. All needed contacts have been made. Whenever a star shows up there will be detailed press information afterwards. For the fans, the feeling will be created that whenever a star gives a performance in Munich, they will surely show up at the Rock Museum afterwards, or at least they might. The Rock Museum Munich is already in the official Museum-Information list of Munich.

Responsible for Marketing and PR is the Munich journalist and author Arno Frank Eser ("Abendzeitung"). He not only has all necessary important contacts, most of them based on long standing friendships, but he also knows all organizers, record companies and various artists personally. Eser is the creator of the idea of the Rock Museum and the longtime partner of the Rock Museum director and collector Herbert Hauke. He not only represents the project to his media colleagues, but is also head of marketing and press spokesman.

The event gastronomy in the final version of the project: The exhibition of the items and the gastronomy will have to harmonize. A separation between gastronomy and exhibition is not planned - both themes will work hand in hand. Only exceptions to safeguard especially rare items are exceptions to this rule.

The aim is an upgraded gastronomy that can fulfill absolutely flexible for every need. Paper cups and Fast Food are not even in question; nor the luxury five dishes menu. The most important thing is finding the realizable middle way.

The gastronomy starts with breakfast offers, an affordable lunch menu will be available and in the evening everything a rock fan could wish for will be presented. Since Rock and Pop are mostly linked to the UK and the USA, specialties of these countries will of course be offered in various ways.

Sponsors

The Rock Museum Munich will be an enormous media event because there is nothing comparable to this project and because professional media work is done. Everyone wanting to be a sponsor has to have fantasy and be quick. From „This guitar is designated to you by ...“ to „Beatles-weeks presented by...“ everything can be arranged. In this important phase of building up of course cash money is needed; the service in return can be handled individually.