To Charge Or Not To Charge? AIM Launches Admissions Charging Research

AIM Blog for independent museums and heritage sites

AIM has just published new research to help museums understand the impact of charging for admission, or not, on all aspects of operating a successful museum. The revealing results dispel some myths that persist around this issue and will enable museums to make evidence-based decisions in this sometimes contentious area – but one that is vital to museums’ future sustainability. The research report is accompanied by a practical guide that museums can use to help them make decisions about whether an admission charge is right for their museum and if so, what price they should set.

AIM commissioned the study, ‘Taking Charge: evaluating the evidence’, and its accompanying guide for people running museums ‘Successfully Setting Admissions Policy and Pricing’ from DC Research, in partnership with Arts Council England and the Welsh Government.  It was launched this morning in Cardiff. The aim of the research was to understand the experience…

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