Interreligious Project of the „Jewish Cultural Ship MS Goldberg“ Evaluated

In the second half of 2025, the IKMW (Institute for Cultural and Media Research) had the opportunity to accompany an exceptional cultural institution in an equally special endeavor: The Institute conducted a comprehensive evaluation of the „Abraham’s Family Stories“ program of the „Jewish Cultural Ship MS Goldberg,“ including future scenarios and recommendations.

With „Abraham’s Family Stories,“ the MS Goldberg pursued an ambitious mission in terms of content and social impact: Rooted in the Jewish cultural scene, the program featured not only Jewish artists but also those from Islam and Christianity, showcasing music and themes. The goal was to make the connections between religions and cultures tangible and emotionally accessible to the widest possible audience.

The location itself contributes significantly to this mission. As a former inland freighter, the MS Goldberg possesses a unique aura: a ship is inherently a place outside of everyday life, carrying a diverse range of people and cultures. It is more accessible than a traditional, gated cultural institution and can change its berth to reach different audiences in different locations. However, these changes of location also require a specific approach to engaging and building audiences at each venue.

Those who come aboard the MS Goldberg are completely satisfied with the performances and the overall experience: Visitor satisfaction is exceptionally high. The successful combination of music and texts, the opportunities for questions, discussion, and exchange, as well as the focus on everyday stories, humor, and connecting elements between religions, contribute significantly to its success. At the same time, a development perspective has been identified: For the younger audience, which has been less represented so far, specific new productions and formats should be developed in the future, in the spirit of a platform organization with partners such as art schools.

Clear strengths and potential are also evident in communication. Currently, the audience in Berlin comes primarily from Spandau—the current berth—and the surrounding districts. Personal recommendations, spontaneous walk-in visitors, and the extensive newsletter distribution list—unusual for a young institution—have proven particularly effective. In the future, a stronger „platformization“ of communication could further increase reach: Collaboration with program partners and network stakeholders will allow for more targeted communication with specific audiences and the development of new audience segments.

The evaluation’s overall conclusion is very positive: MS Goldberg has already laid the groundwork for successful future development. With its clear profile, unique venue, and openness to collaborative structures, it possesses excellent prerequisites for sustainably expanding its audience. In a time of increasing social polarization, it will thus be even more effective in dismantling prejudice and building bridges between religions and cultures through vibrant and positive experiences.