US museums struggle to balance free admission with financial solvency

Numerous museums across the United States that removed entry fees anticipated a rise in visitor spending to compensate for the lost income, but the outcomes frequently did not meet expectations. Gary Vikan, who previously directed the Walters Art Museum in Baltimore, pointed out that while attendance surged by 45% and minority participation tripled after fees were abolished in 2006, it did not become financially sustainable. The Baltimore Museum of Art (BMA) experienced an 18.6% drop in attendance following an initial increase. Daniel Weiss, the former president of the Met, noted that fee removal did not significantly boost visitor numbers. Economist John Silvia deemed free admission financially imprudent. The pandemic further impacted museums dependent on visitor numbers, with admission revenue varying from 2% at the Walters to 53% at SFMoMA. Successful free admission strategies often depend on donations or property tax support.