Admission Price is NOT a Primary Barrier for Cultural Center Visitation (DATA)

It is time to get real about why many people aren't visiting cultural organizations. Generally, price is not the biggest barrier. 

Cultural organizations have their work cut out for them today. These visitor-serving organizations (museums, historic sites, aquariums, zoos, theaters, symphonies, etc.) are experiencing negative substitution of their historic visitors, often resulting in decreased attendance – at least until organizations get better at reaching underserved audiences such as millennials and “minority majorities”. It’s a big challenge…and the best way to overcome this challenge is to identify and remove the true barriers to visitation for likely visitors....