CFRE Credits Available. American cultural institutions have conducted significant experimentation in recent years on the role of pricing in their strategies to grow audiences; some are free, others are partially free, or offer suggested admission. This conversation will explore the tensions between a 21st century institution's need for earned revenue and the parallel mandate, or philosophical inclination, towards accessibility and inclusiveness. Participants will learn how pricing strategies, including being free to the public, has affected several institutions' audience profiles and will look at how successful market segmentation data can frame a pricing strategy that leads to growth.
This session has been approved for 1.5 CFRE Continuing Education credit hours