8/13/2019 Washington National Cathedral Admissions Memo

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FIXED PRICE ADMISSION FOR VISITORS | DECISION MEMO  | NOVEMBER 15, 2013

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To: Chapter

From: Rob Sokol, Dir of Strategic Programs

Date: November 15, 2013

Recommendation: Transition to fixed admission for visitors

FIXED PRICE ADMISSION FOR VISITORSSUMMARY OF RATIONALE

The Cathedral’s visitor traffic has been trending down slightly (-1%) over this calendar year, compared to2012. The average donation at the Welcome Desk is also trending down, although more significantly(-24% in Q1 FY14, from $4.15/per to $3.15/per). In addition, the Cathedral is actively looking for newrevenue opportunities to address the possibility of a near-term operating deficit. A small task force wasassembled in September 2013 to identify all possible revenue-generating strategies for FY14-15. A fixedadmission policy could add significantly to the bottom line for FY14.

Cathedral leadership is recommending that the Cathedral pilot a fixed admission policy for six months atthe single point of entry for visitors, beginning January of 2014. Buses already pay a fixed price of$6/person or $175/bus and the Cathedral already makes a concerted ask of every visitor for $10 at the

door. We recommend that fixed prices are instituted at the rates of:

•  $10 for adults•  $6 for children (<12), seniors (>65), military, students – children under two years old get in free•  $25 family discount, which includes one-year NCA membership•  10% coupon for gift shop (onsite or online) with NCA membership•  Free – most Sundays, all day•  Free – Worshippers (and those seeking pastoral care), NCA Members plus one guest (to

eventually include all active donors and the Congregation)

The American Alliance of Museums (AAM) has completed extensive studies on transitions into fixedadmission policies for cultural institutions around the country. The outcome is generally positive, andresults in additional revenue at the door, as well as additional revenue in the gift shops and increased

memberships.The issue of accessibility for those who cannot afford the price of admission will need to be addressed.The Cathedral’s recommendation is that a time or day, repeated regularly by month or week, be institutedto allow access for free. We are recommending that the Cathedral be completely free and open to thepublic all day most Sundays. Although there is certainly an opportunity cost for this practice, we believethat it could help balance out with goodwill the challenges we may face from those constituencies who areupset with this new policy.

By the end of the 2014 high season (June), the Cathedral will be able to assess whether or not this is apolicy worth continuing. If the positive outcomes do not outweigh any consequences from implementingthe fixed admission policy, the Cathedral can return to the current suggested donation policy on July 1,2014.

PROS•  Additional $150,000 in FY14, $300,000 in FY15 (assumes 10% decrease in traffic) – this could

increase the average ticket price from less than $4 to approximately $7/guest•  More efficient, positive transaction at Welcome Desk – current transaction almost always requires

negotiation for some amount of donation once visitors realize that it is not, in fact, a fixedadmission. This negotiation is especially unappreciated by neighbors, Congregation members,and NCA members. It also takes time to negotiate, which slows down the rate of transactions atthe desk and increases the likelihood that guests will become impatient while waiting in line andtry to circumnavigate the process.

•  Increased NCA membership – AAM studies have shown that with the offer of a discount at thedoor, membership goes up.

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FIXED PRICE ADMISSION FOR VISITORS | DECISION MEMO  | NOVEMBER 15, 2013

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•  Increased sales in gift shop – AAM studies have also shown that, with the increase in price andmemberships, people want more from their experience and want to capitalize on the discountoffered with the membership, and so overall sales to gift shops rise.

•  Free to worshippers, Congregation, NCA members – these groups, along with neighbors, aretypically the most disgruntled guests who regularly visit the Cathedral and have to negotiateentrance via the Welcome Desk.

•  Free all day most Sundays – Opening to the public for free on Sundays would not only mitigatethe issue of accessibility, but it would help address the complaint that we are charging forentrance to a “house of prayer for all people.”

•  “Gatekeepers” – Employing gatekeepers will ensure that most visitors go by the Welcome Deskto gain entrance to the Cathedral, where many currently get around the desk by entering throughone of the exits.

•  Unscheduled Bus Tours – Bus groups who attempt to skip the scheduling and payment processcould pay individual fees, instead, through the main entrance.

CONS

•  Bad Press – This change in entry policy has the potential to generate bad press. We will need acommunication strategy to mitigate any voiced opposition raised by local constituencies.

•  Those already upset – mainly neighbors, clergy, and Congregation members – with theinstallation of a suggested donation request at the door in 2011 may be even more upset when it

is changed to a fixed admission.•  Turning people away – This will be a genuine barrier to entrance for visitors, enforced by

“gatekeepers,” and if people are not worshippers or NCA members and do not want to pay anadmission fee, they will be turned away. This already happens with unscheduled bus groupsduring high season, but it is not a pleasant experience and would be a significant culture changefor some of our closest constituencies.

COSTS

•  $50,500 – Gatekeepers (82 hrs/wk, $11/hr, plus benefits)•  $92,000 – Estimated opportunity cost of no admission fee on Sundays•  Potential drop in retail sales on Sunday – Although the gift shop could remain open, AAM studies

have shown that retail sales go down while entrance is free, so the Cathedral could see anadditional loss via gift shop revenue on Sundays (currently one of our best days for sales).

•  $2500 – new signage, uniforms (blazers), additional stanchions

TIMELINE

•  January 2014 – Implementation•  Review results monthly•  June 2014 – Make decision on continued implementation through FY15

OTHER SOLUTIONS CONSIDERED

•  Raise Specialty Tour and Audio Guide pricing – These prices would actually come down, as theywould be an additional charge to admission, where they are currently seen as the price instead ofa donation.

•  Raise suggested donation fee – The Cathedral considered raising the suggested donation to $15,but believe, based on other organization’s experiences, that this would probably not raise theaverage donation by enough to balance out the increase in anxiety over the price change

Approved

Not Approved