German museum trials ‘pay as you stay’ ticket prices

It found that visitation increased by 42% compared to the same period in 2018, or 72% compared to a five-year average.

Revenue from ticket sales remained the same as in 2018 – although the average spend per visitor was €5.55, leading to a 30% fall in revenue per visitor, the increase in the number of people coming made up for this shortfall. Shop and cafe spend was unchanged compared to 2018.

Visitor feedback was also positive. “There was no rushing through the exhibition,” Schößler tweeted. “The average time spent decreased by 16 mins [from 83 to 67 minutes] but in the visitor survey, only 4% said they felt pressed for time (or money), and 73% said the model resulted in fair prices.”

Further evaluation found that visitors said they would come more often if the model were implemented permanently.

Schößler said that although the number of first-time visitors increased slightly (6% compared to 2018), there was no significant change in the museum’s normal visitor profile, which is predominately educated adults who regularly visit museums.

However, he told Museum Practice that the aim of the experience wasn’t to bring in new audiences: “We knew from studies that not even free admission really changes the visitor profile (in Germany at least). If there is no interest in the content, lowering prices does not seem to change that.

“We believe this is especially true for contemporary art. Many people do not know what to expect and transporting value is the most important factor.

“But this pricing model reduces two ‘risk factors’ - the risk of losing time and money. We do believe the model actually makes visits less complicated.”

The main reason people cited for visiting in December was to see the museum’s temporary exhibition of works by the America artist Andrea Bowers, which Schößler said could have had an influence on the 30% year-on-year uplift in visits.

Only about 10% of visitors reported that the pricing model (which was mainly promoted on social media) was the key reason they decided to visit.

But Schößler said the pricing model “increased the price fairness perception” and satisfaction with the visit.

“It seems fair to only pay for your actual stay,” he said. “And those who stayed longer, had no disadvantage. Giving visitors the chance to leave early seems to contribute to that, even though they didn't leave much earlier.

“On the other hand, we're sure that at least the same amount of people feel obliged to stay longer than they actually want to when they pay the full regular price.”

The museum has now reverted to its normal admission prices but plans to run another test in March to determine whether this model works outside “holiday” periods and big exhibitions. It also wants to determine whether "pay as you stay" is best suited as a short-term promotion or if it could be an alternative to a fixed daily fee.

This type of pricing model was proposed in a 2010 paper by Bruno Frey and Lasse Steiner from the University of Basel and University of Zurich respectively.