UC San Diego Rady School’s Research A Platform for Innovative Approach to Museum Ticket Sales
Faced with a downturn in visitors, the San Diego History Center (SDHC) decided to take an innovative approach to boosting museum attendance – let visitors determine how much they wanted to pay for their visit. The museum’s “Give Forward” admissions program launched in October 2016 and, to date, has given it a significant boost in attendance. This fundamental shift in admissions was inspired by the research of Ayelet Gneezy and Uri Gneezy, faculty at the Rady School of Management at UC San Diego, and experts in charitable giving. Working with the Rady School professors, the museum determined the best way to increase admissions was to allow visitors to contribute based on their experience in the museum, instead of paying a set admissions fee. In addition, the museum highlights to visitors that admissions donations help pay for other people to visit in the future.