Santa Maria della Scala in Siena Sees 55% Visitor Surge in 2017

The Santa Maria della Scala museum complex in Siena reported a 55% increase in visitors from March 1 to September 18, 2017, compared to the same period in 2016, reaching 83,639 visitors. Total visitors since the start of the year reached 89,448, surpassing the entire 2016 total of 82,355. Ticket revenue from March 1 to August 31 exceeded €375,000 (up 57%), with total revenue just over €580,000 (up 42.8%). The growth is attributed to a rich summer program including an exhibition on Ambrogio Lorenzetti, photography by Cristina Coral and Monica Biancardi, an intervention by Serena Fineschi, a tribute to Franco Fortini, and the SMS_Live series of talks, readings, performances, and music. The museum also reopened the Palazzo Squarcialupi wing (1,500 sqm) during the World Tourism Unesco event. Director Daniele Pitteri credited the results to a mix of continuous programming, national communication, permanent initiatives like the 'Nello Spazio nel Tempo' videomappings, an audioguide included in the ticket price, and the Acropoli Pass (combined ticket with the Duomo). He also highlighted the collaboration between public and private sectors as a growth driver.