NYCID Program Offers Free Memberships to Residents, but At What Cost?
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In September 2014, New York City Mayor Bill De Blasio announced that any resident of NYC could obtain a NYC ID (free of charge) and in turn, use that i.d. to receive benefits around the city, including free one year memberships to 33 cultural institutions in the five boroughs, including zoos, arts centers, art museums, and botanical gardens. (Link: http://www1.nyc.gov/site/idnyc/benefits/museums-and-cultural-institutions.page) The first program of its kind in NYC, the response was overwhelming initially, with some NYC residents waiting many weeks for an appointment to apply for a NYCID.
What a revolutionary program that benefits not only residents of NYC, but so many of the city’s world class cultural institutions! Any one can receive the ID card and obtain memberships, allowing families and other residents free access to these institutions and reducing their barrier to entry. Residents who previously couldn’t or didn’t want to pay for admission or a membership, can now access the wide array of exhibits and programs that may not have been available to them previously. In turn, these organizations are bringing in new visitors and members they may not have otherwise engaged. It is beneficial for both constituents and institutions, and in turn, the many communities that are housed within the city.
This takes the concept that many museums use - free access for community residents on certain days or times - and expands on it in a major way. The selling point of memberships is the tangible benefits it offers, like free admission. When memberships are given for free, does that devalue the membership or is it a new way of engaging a brand new audience?
A major challenge, of course, is how institutions will continue to develop these new found audiences. Though the program is now halfway through its inaugural year, Mayor DeBlasio has not announced if the same cultural institution membership benefits will be available beyond 2015, or if renewing members will be eligible for the same free membership benefits or if they’ll be required to become paying members.
It is a similar issue that other organizations have faced when offering Groupon memberships. People who become members via Groupon and other similar deal websites have notoriously low renewal rates. Museums who have successfully retained Groupon members have found success through techniques such as offering renewing members special renewal rates or discounts, but with the NYCID program, residents pay nothing (well, not directly, though certainly the city’s taxes are helping to fund the program.) While the participating institutions will face some challenges in retaining and engaging these new constituents, institutions that can engage new visitors early and often and help new audiences see the value - and even more so the necessity - of the institution in their lives, may see success in retaining NYCID card holders.
What do you think? Would you like to see a similar program in your community? Do you think something like this would have a positive impact for your organization, your patrons, and your community?
What a revolutionary program that benefits not only residents of NYC, but so many of the city’s world class cultural institutions! Any one can receive the ID card and obtain memberships, allowing families and other residents free access to these institutions and reducing their barrier to entry. Residents who previously couldn’t or didn’t want to pay for admission or a membership, can now access the wide array of exhibits and programs that may not have been available to them previously. In turn, these organizations are bringing in new visitors and members they may not have otherwise engaged. It is beneficial for both constituents and institutions, and in turn, the many communities that are housed within the city.
This takes the concept that many museums use - free access for community residents on certain days or times - and expands on it in a major way. The selling point of memberships is the tangible benefits it offers, like free admission. When memberships are given for free, does that devalue the membership or is it a new way of engaging a brand new audience?
A major challenge, of course, is how institutions will continue to develop these new found audiences. Though the program is now halfway through its inaugural year, Mayor DeBlasio has not announced if the same cultural institution membership benefits will be available beyond 2015, or if renewing members will be eligible for the same free membership benefits or if they’ll be required to become paying members.
It is a similar issue that other organizations have faced when offering Groupon memberships. People who become members via Groupon and other similar deal websites have notoriously low renewal rates. Museums who have successfully retained Groupon members have found success through techniques such as offering renewing members special renewal rates or discounts, but with the NYCID program, residents pay nothing (well, not directly, though certainly the city’s taxes are helping to fund the program.) While the participating institutions will face some challenges in retaining and engaging these new constituents, institutions that can engage new visitors early and often and help new audiences see the value - and even more so the necessity - of the institution in their lives, may see success in retaining NYCID card holders.
What do you think? Would you like to see a similar program in your community? Do you think something like this would have a positive impact for your organization, your patrons, and your community?
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09/01/2015 7:42am EDT
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