Think Twice Before Discounting Admission to Your Cultural Organization (DATA)

When economic concerns increase, discounting admission can feel like the most obvious possible answer.

However, research shows discounting is often a reaction to executive anxiety, not a responsive and thoughtful attendance strategy…and that discounting too often and without knowing the data can have long-term negative impacts on a museum, zoo, aquarium, or other cultural institution. People are worried about money. Cultural organizations are worried about attendance. The thinking goes, reducing the price of admission should help. It feels compassionate. It feels responsive. It feels like we’re meeting the moment! But there is an...