Chrysler Museum to offer free admission beginning Sept. 2
August 13, 2009
At a time when many cultural organizations are cutting their programs and raising admission, the Chrysler Museum of Art in Norfolk is heading in the opposite direction. Beginning Sept. 2, visitors will be able to explore its internationally known collection of more than 30,000 art works free of charge every day it's open.
"We think this is the right moment to be doing something bold rather than retreating," Director William J. Hennessey said late Thursday. "It's also a moment in people's lives when museums can make an enormous difference."
The new admission policy is modeled after the Chrysler's highly successful free Wednesdays program, which now attracts more than twice as many people as any other day of the week. The crowds that fill the galleries that day are also noticeably younger, more diverse and enthusiastic.
"We looked at the size of the crowds. We looked at the kinds of people who came and their response to our collection, and we said, 'Don't we want the museum to look like this every day?'" Hennessey explained. "We're excited. We think it's the right direction."
The new "Free to All" policy is being made possible by a number of special gifts from several anonymous donors and foundations. The museum also is applying some of the savings generated by a July 1 "strategic realignment" in which it laid off five staff members. Under the new policy, some special exhibitions will carry an admission charge. But all 62 of the permanent collection galleries will be open for free.
Museum members will receive additional benefits under the new program, including special members-only events and unlimited free admission to all special exhibitions. But the public can still expect to see new tours and gallery programs as well as special events on Wednesday evenings.
"This is something we've been dreaming about for a long time," Hennessey said. "We work hard to make the museum meaningful, relevant and welcoming. By removing the barriers associated with an admission fee, we are able to reach out to our community and invite everyone to experience this world-class collection."
Article LINK:
Chrysler Museum to offer free admission beginning Sept. 2 -- dailypress.com
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