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A UK museum has switched from a model of free exhibitions and paid-for temporary ones by introducing a ‘pay if and what you can’ one.
Tom Anstey | Planet Attractions | 15 Feb 2023
A UK museum has switched from a model of free exhibitions and paid-for temporary ones by introducing a ‘pay if and what you can’ one.
The Sainsbury Centre in Norwich is the first in the country to introduce such a pricing scheme, with visitors able to pay what they would like as opposed to the former £14 entry fee.
The museum’s director, Jago Cooper, has called the move a “big risk” but added that he was “excited” by the change. Ticket revenue previously counted for about £350,000 (US$420,000, €394,000) a year for the attraction.
“Our ambition is to enable and encourage more people to visit and enjoy one of the most genre-defying art museums in the world,” said Cooper.
“This is just the first of several transformations the Sainsbury Centre will be undergoing in preparation for a major relaunch in April 2023.”
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