Dear Mr. Thompson,

Thank you for your message.  Unfortunately, I have received no responses to
my request.  I understand your argument, but I would like to see if there is
a difference in attitudes when the service/product is offered by the public
sector rather than the private sector.  I hear comments like "my tax dollars
already paid for this museum, why should I have to pay to get in" (for
publically-supported places) as well as "visitors won't value us if they
don't have to pay".  In the case of public museums, attendees aren't getting
a "free lunch," they're just paying for it in a different way.  Does this
affect consumer  perception?  Does it even enter into the equation of their
perception, i.e., do visitors even remember most of the time that their
taxes support public museums?  The Smithsonian is free and the public
certainly values it very highly.  Is the Smithsonian an exception because of
their size, history, reputation, and quality of product?  If so, what makes
it the exception and how can other museums become so highly valued by their
own markets?

I have no idea what the correct answers are to these questions.  I have
anecdotal evidence for both sides of the discussion, but have run across no
data yet.  Our museum is located far enough away from any research library
(at least 3 hours) that I can't do the research myself without an overnight
trip.  That's why I was hoping someone on the list could help.  Certainly,
<someone> must have done some research or a market study of some kind before
making the critical decision of adding/changing/eliminating admission fees.

If I get any responses, I'll be happy to forward them to you.

Elizabeth Moore

-----Original Message-----
From: Thomas C. Thompson <[log in to unmask]>
To: [log in to unmask] <[log in to unmask]>
Date: Tuesday, October 24, 2000 10:56 AM
Subject: imputed value of museum offerings


>Dear Dr. Moore:
>
>I would appreciate your forwarding any responses you receive to your
>request for references regarding imputed value from admission fees that
>are not sent to the list serve. Frankly, I'll be surprised if you
>receive them, but I am curious. Over the years, I have seen many
>examples of the truth of the assumption that you get what you pay, but I
>would be curious to see any studies on the point. Since I believe the
>underlying truth of the behavior (at least on the part of Americans) is
>deep, I would actually be more persuaded by studies NOT confined to the
>museum or nonprofit arena.
>
>I believe this point rests on deeply embedded attitudes in our culture.
>"Your get what you pay for." "There is no such thing as a free lunch."
>"If it seems too good to be true, it probably isn't." These are lessons
>we teach our children to help them be savvy consumers. It is why we
>throw most direct mail into the trash unopened or barely read. These
>attitudes may run counter to the ideals of nonprofits, but I see there
>impact on visitor behavior all the time.
>
>I spent twenty years in museums before starting an exhibit and program
>development company in 1992. When I was first starting out in museums,
>I  managed a small museum shop. I found a great close-out deal on sets
>of high-quality coloring pencils. I bought a couple gross and was proud
>to be able to offer them for $0.50 a set. I watched in dismay as parents
>refused to buy them for begging children saying, "We're not buying
>those. They're no good." When I re-priced them at $2.00 a set, they flew
>out the door. It was a lesson in both retailing and human behavior I
>have never forgotten. Later, as a planner of public programs, I saw how
>a nominal fee increased attendance, and how an advance registration
>payment significantly reduced no-shows.
>
>So I am feel persuaded by personal experience, but always curious to
>learn more an issue that I believe has a big impact on cultural
>organizations. My view is that many museum workers, with the best of
>intentions, underprice their work and their institution's offerings. I
>think it is one of many reasons why cultural organizations frequently
>get marginalized. I would be interested in hearing your thoughts on the
>matter, plus any experiences you care to share.
>
>
>Sincerely,
>
>Thomas C. Thompson
>Thompson Museum Consulting
>332 Minnesota Street, Suite W-962
>St. Paul, MN  55101
>
>651.229.0020
>

=========================================================
Important Subscriber Information:

The Museum-L FAQ file is located at http://www.finalchapter.com/museum-l-faq/ . You may obtain detailed information about the listserv commands by sending a one line e-mail message to [log in to unmask] . The body of the message should read "help" (without the quotes).

If you decide to leave Museum-L, please send a one line e-mail message to [log in to unmask] . The body of the message should read "Signoff Museum-L" (without the quotes).