You Belong at the ROM!

Posted: October 27, 2011 - 11:13 , by Janet Carding

I’ve just celebrated my one year anniversary here at the ROM. It’s been a fantastic year for me and the Museum, as we’ve spent much of the time working together on our plans for the future. I’ve decided to start my second year with some very exciting news that kickstarts the countdown to the ROM’s centenary in 2014!

Starting today, it will cost much less to visit the Museum! We believe that everyone belongs at the ROM and have significantly reduced our prices to make it easier for you. Here’s a look at what you can expect to pay when you walk through the doors:

Visit our website for new pricing.

How did we come to this decision and why?
Being more accessible by lowering the cost of admission is the first step towards our centennial goal to become more welcoming, more relevant, and an essential destination for everyone who cares about world culture and nature.

We’ve recently undergone a very interesting strategic planning process where we asked ROM staff, recent visitors, past visitors and people who have never been to the Museum what they thought we could do to encourage and enhance their experience once they walked through the door. The research showed that our admission prices were having a negative impact on attendance, particularly families.

The research also indicates that lower prices will attract more visitors. By having more visitors come, even though they each pay less, this new strategy still allows us to create remarkable exhibitions and events, and support our world renowned curators and research programs.

What has and hasn’t changed?
Reduced Friday night admission has become more affordable than ever thanks to support from Sun Life Financial, a longstanding supporter of the ROM. From now onwards Friday night admission will be only $9 for an adult.

For our members, the cost of memberships has not changed. Your family/dual membership (2 adults plus up to 4 children 17 years of age and under) still pays for itself in under two visits. This year, your membership includes free attendance to two special exhibitions, as well as unlimited access to the Museum.

For our families, the cost of your visit (2 adults and 4 children 14 years of age and under) has been reduced from $80 to $54 and from $101 to $84 for major exhibitions.

There will no longer be a free two-hour period on Wednesday evenings. This lets us extend savings to all visitors every day of the week, all year round, and allows us to provide more free access to benefit communities who truly need it most.

We are increasing our ROM Community Access Network (ROMCAN) program by a full fifty percent, from 50,000 to 75,000 tickets a year.

We’ve expanded the age range for student pricing at the ROM to encompass students 15 to 25 years of age. Students are the audience of the future and are extremely important to us. We will continue to offer free admission on Tuesdays for Ontario post secondary students.

The ROM is one of the world’s greatest museums – a place we want our audiences to feel at home, a place for all Ontarians and visitors alike to feel they truly belong.

We hope you share our excitement and look forward to seeing you at the ROM!