Ten Years Later, Is Time Still More Valuable than Money? (DATA)

Time is even more valuable than money in 2019 than it was in 2010 – especially for likely visitors. Here’s what’s happening and what it means for cultural organizations.

There’s a common misconception that being free may be a panacea for audience engagement for cultural organizations. “If we just didn’t have an admission price,” some leaders or staff members may say, “then we’d reach scores more people.” While this has been disproven on nearly every level – from intentions to visit free vs. paid organizations to the diversity seen at free vs. paid admission organizations – the unfounded...