Biesenbach said he does not have specific projections for future attendance. The Hammer, affiliated with the University of California at Los Angeles, stopped charging in 2014 and has seen a boost of about 25 percent over that period, drawing 251,943 visitors last year.
#Moca museum pass free#
The Broad, across the street from MOCA, has been free for all but special exhibitions since opening in September 2015 and has consistently drawn more than 750,000 visitors annually. While some New York museums have increased their fees and the Metropolitan Museum of Art switched last year from a suggested to mandatory payment for most out-of-state visitors, the contemporary art museums in Los Angeles, where cultural tourism is not as strong, have been going the other direction in an attempt to broaden their audiences. “Charging admission is counterintuitive to art’s ability and purpose to connect, inspire, and heal people,” she said. “Rather, it’s a way for me to support the museum and be of service to the Los Angeles community,” she said, describing “diversity, inclusiveness and openness of spirit” as museum priorities. Powers’s gift would enable the museum to offset the loss of its $15 general admission fee (there will still be fees for special exhibitions) and to expand its educational programs and visitor services staff. “MOCA should feel like a public library where you can go and have access to culture.” Mr. “I think many of us are at a point where we understand that museums should not be ivory towers,” he said.
The museum’s director, Klaus Biesenbach, called the decision a “step toward being more porous, more welcoming and more open.” Asked whether he was inspired by the example of other museums in town, he said he was an advocate of free museum entry long before he moved to Los Angeles last year, noting that he instituted free admission at MoMA PS1 for New Yorkers in 2015 when he ran that museum. The policy is being made possible by a $10 million donation by the board president, Carolyn Clark Powers, which was announced at the museum’s Saturday night benefit party. LOS ANGELES - The Museum of Contemporary Art here is planning to eliminate general ticket charges, aligning it with the Broad and the Hammer Museum, which already offer free admission.
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