New Inclusive Centennial Strategy Opens Museum to Wider Audience
The Royal Ontario Museum (ROM) announced today a substantial reduction in overall admission prices. Effective immediately, the Museum will offer greater affordability for all visitors and an increase in targeted, free access for communities requiring it most. Adults, seniors, students and families will all benefit through significantly lower general admission and feature exhibition rates.
ROM adult general admission is now $15, more than a third off the previous rate of $24. Senior and student admission have been lowered from $21 to $13.50, with child admission dropping from $16 to $12. Admission for children under 3 years of age remains free. Unlimited free admission for ROM Members also continues. As well, to benefit more visitors, the age range for student pricing has been expanded from 15-17 years of age to encompass 15-25 years of age (with student ID).
The ROM’s new, lower general admission includes access to outstanding exhibitions and events including David Hockney’s fresh flowers: Drawings on the iPhone and iPad as well as ROM for the Holidays and March Break family programming. Surcharges for feature exhibitions such as Maya: Secrets of their Ancient World, opening November 19, are also significantly lowered. These exhibitions would have previously cost $31 for an adult, and will now cost $25 ($15 general admission and $10 feature exhibition charge). “We know it’s a difficult economic time, especially for families, and our new, lower admission costs respond to this,” said Janet Carding, ROM Director and CEO. “Looking forward as we approach our centennial in 2014, our goal is to remain as vital to the community in the future as we have been in the past. Our centennial goal is to become more welcoming, more relevant—an essential destination for everyone who cares about world culture and nature. Our first step is to become more accessible through greater affordability.
“We’ll still be able to create remarkable exhibitions and events, and support our world-renowned curators and research programs, because more people will be able to visit us. By visiting the ROM, you’re helping to sustain one of Ontario’s best educational and cultural assets.”
Reduced Friday night admission will continue, now becoming even more affordable. ROM Friday Nights from 4:30 to 8:30 pm is now $9 for adults (previously $12), $8 for seniors/students (previously $10.50), and $6 for children (previously $8). Friday night visitors can enjoy feature exhibitions such as Maya for an additional $10 charge for adults, $9 for seniors/students, and $5 for children. ROM Friday Nights are presented by Sun Life Financial, a longstanding supporter of the ROM.
“Our research demonstrated conclusively that many people—especially families—would attend the ROM more often if general admission prices were reduced. This is a great centennial present for the ROM to give Canadians,” said Gail Lord, Co-President, Lord Cultural Resources, an international consulting practice that advised on ROM research. “It’s a bold, unprecedented move for a Canadian museum.”
The ROM also continues to offer good value to its Members; this year, Membership includes free attendance to two feature exhibitions, as well as unlimited access to the rest of the Museum. Membership pricing remains unchanged. A family/dual membership (two adults plus up to four children 14 years of age and under) pays for itself in under two visits.
More info: www.rom.on.ca/visit
About the ROM’s Centennial
The Royal Ontario Museum was established in 1912 by the signing of the ROM Act in Ontario Legislature, with the Museum officially opening in 1914. Making the ROM more affordable to all visitors is the start of many initiatives that will begin to roll out, culminating in the ROM’s 2014 centennial celebrations.
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