[BCMA] To charge or not to charge

[Moderated BCMA subscriber listserv.]

For some years, due to government policy the Grist Mill at Keremeos had been working with a "Donation" box at the front door. When increased revenue was mandated, we switched to a paying "Admission" system. There was much concern about the public response and possible rejection. At that time (early 1990s) the typical "Donation" averaged $1.25. Several strategies for the change led to absolutely no public complaints. 

1) Our first "Admission" price was $3.00 We then increased the price by $0.50 each year, but the sign the first year said "GST Included. The next year it was $3.50 "Plus GST" We continued to alternate, but always making the "Admission Price" an even dollar or 50 cent value. After a few years, we increased the price by $1.00 each year, but with the same signage strategy. There was never one complaint about the price of Admission, and we were soon at $10 per person. It all had to do with perceived value. 

2) To make the Admission process appear to be an exchange of tangible value and not just an invisible product, we got beautiful little tin lapel pins with the Grist Mill image on them. Visitors were "Required" to wear them while on the site as a "Proof of Admission". They were encouraged to take them home, although we also had an exiting dropbox for the environmentally concerned. 

3) A very visible "Donation Box" was placed at the Exit Door, visible when exiting but not especially so when entering. Because of the quality of experience produced during a site visit, that Donation Box often had $20 bills in it, and once a $50. I happened to notice and thought that the international visitor had mistaken a 50 for a 2 since they were similar in colour. I went after him to ask, and he, a world traveler, said it was intentional and that he was actually very happy to support the place with the large donation. 

4) To increase the expectation of an experience of value (before the visitors entered) we mowed the grass along the road but outside of the fence. We also planted large colourful but easy to maintain flower beds beside the entry driveway and beside the path to the front door. We chose Butterfly Attracting Flowers to help make people feel good before they got to the entry door. We also sold the same seeds in the Gift Shop. 

5) The same thing happened with our School Class Programs. At first they were offered for free as part of the governance policy. When financial times shifted, and when a new but very experienced "School Teacher" was hired, she insisted that the programs had value that should be paid for. She proved it by contacting only schools that had never visited during the Free Admission era, not wishing to disrupt the system that already brought many classes. Asking a fee of $150 for a two hour session, she immediately had bookings from 14 of the 15 schools she contacted. The last said that they did not mind the price but simply had no budget for bussing. 

So people will pay for "Perceived Value". That perception begins with first experiences of contact. Considering the entire visitor experience will confirm the expectations or causes of disappointment. Quality of experience is crucial for satisfaction, and as we found with the very successful Exit Donation strategy, people will happily pay for what they value. 

Cuyler Page 
Heritage Interpretation Services 
Vernon, BC 
9250) 309-9248 
cuyler at telus.net 





From: "Moderated BCMA subscriber listserv." <bcma at lists.vifa.ca> 
To: bcma at lists.vifa.ca 
Sent: Friday, August 14, 2020 8:27:51 AM 
Subject: [BCMA] To charge or not to charge 

Atchelitz Threshermen’s Association Pioneer Museum in Chilliwack is re-opening for one day a week. For many years we have had a sign saying admission by donation. We are considering charging a minimal fee for entrance to our main building. Our numbers have been going up over the last few years and our donations have increased considerably, but we wonder if we are shortchanging ourselves by not charging. 
Any ideas or opinions on this issue would be much appreciated. 
John Black 
Secretary 
Atchelitz Threshermen’s Association 
atachwk at gmail.com 

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