Most museums charge admission, but should we? Is the cost of admission a barrier to potential new audiences? Or do we de-value ourselves by charging too little? What about the bottom line? What about the mission? In this session, you can participate in an interactive discussion with panelists representing a diverse range of institutions with varying admission programs (free, fee and hybrid). We will explore the effectiveness of existing access programs as well as the philosophy of admission fees and how they impact inclusion, frequency of visits, quality of experience, revenue, perceived value, and ultimately service to our missions. Learn which approach might be the best fit for your museum to balance access, your institutional mission, and the bottom line._x000D_


  • Tina Keegan


  • Elaine Heumann Gurian
  • Lisa Townsend
  • Mimi Hahn
  • Doreen Bolger