[BCMA] Admission Pricing & Experience

[Moderated BCMA subscriber listserv.]

Regarding Admission Pricing and feelings of worth, there was a significant experiment years ago at the Grist Mill.   Admission was officially "By Donation" but the Board of the BC Heritage Trust wanted to see admission earnings match up with average values reported for museums across Canada that charged admission.   I could not charge, but they expected to see more money in the bank.   So, things were done to increase expectations of perceived value before visitors got to the entry door and donation box.   The roadside (first impression view) at the site was carefully trimmed and maintained, a large flower bed was created at the entry driveway, colourful flowers were planted beside the entry path from the parking lot, butterfly attractant flowers were used there because butterflies make people feel happy.   In the year the new care was performed, donations went up over 10%.   By a happy coincidence, the same number of people (16,000 +/- 100) attended that year as in the previous year.   No other change was made in advertising, marketing or signage.   The investment in flowers and flowerbeds was $500.   Revenue increased over $2,000.   The last minute first impression pre-visit expectation was improved by the little things and paid off financially as well as in positive visitor experience.  The same strategy of boosting arrival moment expectations of value was used in later years when admission fees were instituted.   There were never complaints about the rapidly increased fee structure that then happened over several years.

Cuyler Page
Heritage Interpretation Services
Vernon, BC
(250) 542-2597
cuyler at telus.net