Museum concedes high prices were keeping visitors away
The Royal Ontario Museum announced a significant drop in entry prices this morning, bringing some relief to potential visitors who might have been dissuaded by the steep $24 price of admission. The new cost for one adult ticket, as of today: $15 ($13.50 for students). In a blog post for the ROM, director Janet Carding wrote that “Being more accessible by lowering the cost of admission is the first step towards our centennial goal to become more welcoming, more relevant, and an essential destination for everyone who cares about world culture and nature.” She didn’t detail what other changes might be forthcoming, though she did concede that the museum’s research had demonstrated that the high prices were having a “negative impact” on attendance.
As part of the decision, the ROM will unfortunately be eliminating its two-hour free admission period on Wednesdays. A full list of new admission prices is available here.