in 2013. As of 2017, 32% of the museums in the Assn. of Art Museum Directors’ membership didn’t charge admission.“Some museums switch from a free to a paid model to create a new revenue stream and bolster financial stability while others eliminate admissions fees hoping to increase attendance and increase the demographic diversity of their visitors,” Merritt says.
Nor is a lasting surge in attendance a sure thing with free admission. When the Baltimore Museum of Art went free, a two-year rise in attendance was followed by a drop that lasted about seven years .in 2007 but reinstated it in 2015 because, director Charles L. Venable says, it found that the visitors who were coming for free could afford to buy a ticket anyway. Its membership, which held steady the first year, still dropped by about half over the subsequent three years.
“We’ve found over and over again that price is not the biggest barrier to museum attendance,” Venable says. “Irrelevant programming is.” Starting in January, MOCA’s accessibility efforts will include the addition of Spanish exhibition wall text and other in-gallery materials relating to its permanent collection, with additional languages to come.MOCA trustee Wonmi Kwon and her husband, Kihong Kwon, the museum willThe Little Tokyo space embodies MOCA’s current thinking about connecting with the community, says Amanda Hunt, the museum’s director of education and senior curator of programs.
“The space is ground level; the doors are open; there’s a café and a bookstore,” she says. “It’s the most literal, symbolic space of being open — free and accessible to all.”
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