/
1x
Advertisement
Proudly Canadian, obsessively Toronto. Subscribe to Toronto Life!
Culture

The ROM learns from a study that people hate being gouged, cuts prices

By Kevin Hamilton
Copy link

The Royal Ontario Museum slashed its admission prices last week in an effort to draw more visitors—apparently the “Sitting Still: Faces of Childhood” gallery isn’t pulling in the hordes that were expected. Adult admission now costs just $15, down from $24, with other prices and surcharges cut accordingly (see all the changes here). The ROM is also helping students between the ages of 15 and 25 develop the art-loving side of their growing brains by expanding its definition of student (before the changes, a student discount was only given to people between the ages of 15 and 17). The move is the result of an internal study, which revealed a bit of conventional wisdom: “What we uncovered in that research is that the price was a barrier to people coming to us,” CEO Janet Carding told the Globe and Mail. Until now, the ROM had some of highest admission prices in the country, despite only getting 17 per cent of its revenue through ticket sales. Read the entire story [The Globe and Mail] »

NEVER MISS A TORONTO LIFE STORY

Sign up for This City, our free newsletter about everything that matters right now in Toronto politics, sports, business, culture, society and more.

By signing up, you agree to our terms of use and privacy policy.
You may unsubscribe at any time.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Advertisement
Advertisement

The Latest

Toronto's new Thai restaurant makes The White Lotus –themed cocktails
Food & Drink

Toronto’s new Thai restaurant makes The White Lotus–themed cocktails

Inside the Latest Issue

The June issue of Toronto Life features our annual ranking of the best new restaurants. Plus, our obsessive coverage of everything that matters now in the city.