Solomon R. Guggenheim Museum, crédit : Jean-Christophe BENOIST via Wikipedia
The Guggenheim Museum, located in New York City, is planning to implement an increase in its adult admission fee, raising it to $30. As a result, the museum will become one of the most expensive art institutions in the entire United States. This decision follows a recent announcement made by the Whitney Museum, which also raised its adult ticket prices to $30 in the middle of July.
The Guggenheim Museum justifies the admission fee hike by stating that it is facing lingering financial challenges caused by the pandemic. This increase in fees marks the first time since 2015 that the museum has made such a move. Moreover, the Guggenheim spokesperson has explained that the new rates align with those of other major museums in New York City, and the additional revenue generated will be used to support the operational costs of the museum.
Critics have raised concerns that raising admission fees can lead to a more exclusive and less inclusive environment in museums. One example is when the Metropolitan Museum of Art in New York City abandoned its "pay-what-you-wish" policy for out-of-town visitors in 2018, drawing criticism from renowned art critic Jerry Saltz, who felt that the museum was losing a part of its cultural significance.
However, data reveals that admission fees typically contribute only a small percentage of a museum's overall annual revenue. A 2018 report from the Association of Art Museum Directors stated that, on average, admission fees accounted for just 7 percent of total annual revenue.
Comparing the Guggenheim Museum to other major institutions, such as the Museum of Modern Art and the New Museum in New York, reveals that their general admission prices are currently set at $25 and $18, respectively. Meanwhile, the Brooklyn Museum charges $25 for its ticketed exhibitions, and its general admission is listed at a suggested contribution of $16. Outside of Manhattan, the Bronx Museum and the Queens Museum continue to offer free entry.
The decision to raise admission fees is not unique to New York City. The Art Institute of Chicago, for example, has been charging $32 for general admission since April of this year, while local residents enjoy free entry.
One of the contributing factors to the decision to raise fees is the impact of the pandemic on museum attendance. Despite a surge in attendance in 2021, several museums experienced a decline in visitor numbers, failing to reach pre-pandemic levels in 2022.
In conclusion, the Guggenheim Museum's decision to increase its admission fee to $30 is driven by financial pressures stemming from the pandemic. While critics argue that such increases may create barriers to accessibility, data suggests that admission fees play a relatively minor role in a museum's financial sustainability. Other major institutions in New York City and beyond have varying admission fees, and the impact of pandemic-era attendance fluctuations has been a significant consideration in this decision-making process.
Selena Mattei