In a move that's sure to please art enthusiasts and penny pinchers, the Dallas Museum of Art announced Tuesday that it will offer free general admission to the museum beginning January 21, 2013.
The DMA had previously offered free admission up until 2001. In a nod to art accessibility, the museum is returning to that policy. Prices currently range from free for kids under 11 to $10 for adults. Although general admission will be open, you'll still have to pay for certain special exhibitions and events since they incur extra costs.
Although general admission will be free, you'll still have to pay for certain special exhibitions and events at the DMA.
Additionally, the museum is changing its membership program to one called DMA Friends & Partners.
Under the "Friends" portion, membership will be free and will include a system wherein visitors can to earn a variety of rewards just by visiting exhibitions or participating in local arts events.
Eleven different levels of paid memberships will also be offered under the "Partners" portion. Costs range from $100 to $25,000, with varying benefits.
“Through a return to free general admission and the new Friends & Partners program, we can open the doors of the Museum and show appreciation to our visitors for the many ways their participation matters to the DMA," says Maxwell L. Anderson, The Eugene McDermott Director of the Dallas Museum of Art.
As if that wasn't enough, the DMA also announced two technologies tied to the new membership program. The museum just launched a new website, www.dma.org. It's a redesign of the current site and allows visitors to track their membership rewards.
Members will also be issued a card that can be used at the museum through a new software system. These technologies are designed to increase interaction between the museum and its visitors, with the hopes of creating a greater art community.