Dallas Morning News
The Dallas Museum of Art will now be offering free general admission along with free memberships to everyone becoming the first American museum to do so. While this sounds like a strange course of action, membership and admission only accounts for roughly 2% of the museum's expenses and they rely on donations which are something they expect to get more of with increased attendance.
Beginning Jan. 21, the Dallas Museum of Art will take the unprecedented step of offering an unusual one-two punch: Free general admission and free memberships, making it the first art museum in the country to do so, DMA director Maxwell Anderson announced at a press conference this morning.
"Nobody has ever done this," Anderson said last week in an exclusive interview with The Dallas Morning News. "We’re going to build a model for museum engagement that we believe every other museum like us will want to have."
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