Fee or free? How entry charges affect museums in the US
The article examines the financial impact of eliminating or reducing admission fees at US museums, using Baltimore's Walters Art Museum and Baltimore Museum of Art as case studies. While the Walters saw a 45% attendance increase and a tripling of minority participation after going free in 2006, the surge did not generate enough ancillary revenue from merchandise, food, or memberships to offset lost ticket income. Over time, attendance at both institutions declined—by 18.6% at the Walters and 12.7% at the BMA—according to a 2021 survey. Experts like former Met president Daniel Weiss and economist John Silvia argue that free admission often fails to meaningfully boost visitation and can strain museum finances.
