Authors: Dr Stephen Connolly, Director, DC Research, and Jonathan Durnin, Director, Durnin Research
The Association of Independent Museums (AIM) and partners Arts Council England (ACE), Museums Galleries Scotland (MGS), the Welsh Government, the National Museum Directors’ Council (NMDC), and the Art Fund commissioned DC Research Ltd working in partnership with Durnin Research Ltd to deliver ‘Research into admissions pricing policy in
museums and its impact’.
As part of this research, this Good Practice Guide is designed to be used to help museums and galleries decide admissions strategies that maximise income from those able to pay, put the museum in the right pricing bracket in the market, and still offer pricing options that make it accessible and welcoming to all.
The Guide summarises the key findings around the impact of different charging positions and identifies key lessons and issues for museums to consider when reviewing their own charging position. If you’re looking at your entry fee, this is the guide for you.
This guide is based around the following topics:
- The importance of business planning and review
- 2023 pricing benchmarks
- Communication
- Targeting audiences
- Specific lessons for those that charge
- Specific lessons for those that do not charge
A clear conclusion from this research is that pricing cannot be considered by museums in isolation, it needs to be part of the business planning process and be informed by the values of the institution. Furthermore, it should not be assumed that charging alone is the panacea to all museum issues. There are many other factors involved in improving the viability and sustainability of museums.
Whilst no museum or gallery would wish for a return to the circumstances of the pandemic, pricing responses during and immediately after that period worked well for many museums, and many in the sector were empowered to make quick and effective decisions. Museums should draw confidence from this – under pressure, and without perfect information, decisions
were taken that allowed for visitors to return despite restrictions and often a partial offer.