Saturday 23 May 2015

To charge or not to charge - that's not all of the question

An article on Art Info about ticket prices at the newly opened Whitney starts off quite same old-same old and then rapidly gets more interesting.

Take for example the increase in inflation-adjusted dollars for movie tickets and MOMA tickets since the 1930s. An institution like MOMA can raise prices steadily because the tourist market they cater widely to (the 56.4 million tourist visitors to NYC last year) is price-insensitive; a visitor to New York expects to pay and (generally) isn't going to stress about five dollars here or there.

There's also a fascinatingly discussion at the end of the article about alternate pricing models. Scotch discounts for seniors in favour of residents, or start defining 'adult' as 'over 25' in order to reach the more visit-inclined university-aged audience. Or - possibly most intriguing - demand-led pricing, a la Uber.

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