Kids Visit Free This Summer: The Dali Museum Takes a Risk

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Kids Visit Free This Summer! This was the headline I recently read in The Dali Museum's newsletter. We typically hear that the summer is crazy for museums. Kids are out of school, and parents are looking for things to do with them. So why would the Dali offer free admission for kids? I reached out to Kathy Greif, Marketing Director for the Dali, to get the scoop:

Feature a New Exhibit

The Dali is currently running a new exhibit - Marvels of Illusion - which showcases Dali's fascination with illusion. It's kid-friendly, with a scientific basis, encouraging kids (and everyone else) to look at things in different ways. "Kids would be especially interested in this exhibit and we wanted to use this promotion as a way to let the community know that we are kid-friendly," say Kathy.

Marvels of Illusion

Attract a New Audience

Kathy goes on, "there's a stigma that Dali is not appropriate for children. His art can be." I had to agree. I hadn't thought of the Dali as a place that would be filled with children. But with the new exhibit and the free promotion, this is the perfect opportunity for parents to take their kids to the Dali, at minimal cost. With parents paying for their own ticket, the Dali is still receiving some revenue, with the idea being that the increase in admissions will offset the decrease in revenue.

The Dali has taken additional steps to entice parents to bring their children. Partnered with the Museum of Science and Industry in Tampa , both museums offer half off admission ticket with a stub from the other museum. The idea is to bring in different clientele; the Dali is looking to increase children while MOSI is hoping to attract more adults.

Offset the Slow Times

Because the promotion is only valid for admissions before noon, the Dali is able to bring in more visitors during what is often a quieter time. If there is a period of time where admission lags, a promotion may drive visitors to come at hours they wouldn't normally attend.

This is a new endeavor for the Dali. Focusing promotion in their social media outlets, website, and email newsletters, the Dali believes this promotion knows that ultimately, this promotion aligns with their mission, which is "to extend the legacy of Dali," says Kathy.  "So while we are a paid museum, we look for a lot of ways to bring the community in."

Dali

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