Across the United States, a contentious debate is brewing concerning museum admission fees. With premier institutions like the Metropolitan Museum of Art, the Philadelphia Museum of Art, and the San Francisco Museum of Modern Art now levying a $30 entry fee for adults, accessibility to cultural enrichment is increasingly becoming a topic of national conversation. These escalating costs present a important barrier, particularly for families and individuals with limited financial resources, perhaps transforming museums from vibrant community hubs into exclusive enclaves.

While many museums offer discounted rates or free admission days—frequently enough sponsored by local businesses or philanthropists—these initiatives might not fully address the core issue of affordability. Factors like limited availability, inconvenient timing, and bureaucratic hurdles can still deter potential visitors. A recent survey by Wilkening Consulting confirms that admission costs remain a “significant barrier” for many, prompting a re-evaluation of conventional funding models within the museum sector.

The Remuseum Report: A Case for Free Admission

A groundbreaking report titled “Access, Scale & Market Share” from the museum think tank remuseum advocates for a radical shift: eliminating admission fees altogether. The report, analyzing data from over 150 U.S. art museums, asserts that free admission policies not only boost attendance but also maintain operating costs. This increased accessibility, Remuseum argues, should be prioritized over expansion projects when allocating museum funds.

Stephen Reily, the founding director of Remuseum, challenges the conventional view of museums as profit-driven entities. “Museums are not businesses.They’re philanthropic institutions,providing a public good for people,” Reily stated. He further emphasizes that admission fees, rather than generating profit, often serve to subsidize the overall museum experience. The critical decision, according to Reily, lies in determining what museums choose to subsidize: “Do they want to subsidize more art storage or do they want to subsidize more access for visitors?”

This perspective aligns with the core mission of many museums to educate and inspire, making their collections available to as broad an audience as possible. The argument is that removing financial barriers can lead to greater community engagement, fostering a deeper recognition for art and culture.

Wichita’s Success Story: A model for Smaller Cities?

The Wichita Art Museum in Kansas has seen increased attendance as going free. (Image courtesy of Wichita Art Museum)

The Wichita Art Museum (WAM) in Kansas offers a compelling case study. Until 2023, WAM charged $10 for general admission to its permanent collection, which includes significant works by renowned artists like Mary Cassatt and Edward Hopper. Following the implementation of free admission, the museum has witnessed a resurgence in visitorship, returning to pre-pandemic levels. Crucially, this surge hasn’t resulted in increased costs per visitor, according to museum officials.

“Going to free admission was the right thing for us to do — it serves our mission to connect people and art,” said Molly McFerson, the museum’s director and CEO. McFerson highlights the importance of removing barriers to access, signaling to the community that the museum is a welcoming and valuable resource.”It’s a signal to our community that we are here for them, that we are a resource, that they are not only welcome to visit, but encouraged to visit, and that we have removed barriers that may have stood in place of that.”

WAM’s success suggests that free admission can be a viable strategy for museums in smaller communities, where attracting a price-sensitive local audience is paramount. notably, ticket sales constituted a mere 1% of WAM’s operating budget prior to the change, minimizing the financial impact of the policy shift.

The New York Dilemma: Can Major Institutions Afford to Go free?

The feasibility of free admission for large, iconic museums in major metropolitan areas like New York City remains a complex question. Unlike smaller institutions with localized funding models, these behemoths rely heavily on a combination of ticket sales, membership fees, corporate sponsorships, and philanthropic donations. Eliminating a significant revenue stream like admission fees could potentially jeopardize their financial stability, leading to cuts in programming, staff reductions, or deferred maintenance.

Museum crowds and the need for revenue continue to present challenges cities like New York. (Image credit: Author’s Name/Platform)

however, even in the context of major institutions, the potential benefits of increased accessibility cannot be ignored. A recent study by the American Alliance of Museums (AAM) demonstrated that museums contribute considerably to local economies, generating jobs, attracting tourists, and boosting related industries like hospitality and retail. By broadening their audiences, museums could potentially amplify these positive economic impacts, offsetting some of the financial losses from free admission.

Creative funding models, such as increased goverment support, targeted fundraising campaigns, or innovative partnerships with local businesses, could also help bridge the revenue gap. The key lies in finding sustainable solutions that ensure long-term financial viability without compromising the core mission of providing accessible cultural experiences to all segments of society.

The ongoing debate surrounding museum admission fees reflects a broader societal discussion about equity, access, and the role of cultural institutions in shaping communities. As museums grapple with these challenges, finding innovative ways to balance financial sustainability with public accessibility will be crucial in ensuring their continued relevance and impact in the years to come.