Museums get a boost in attendance

NEW YORK (CNNMoney.com) -- More people are flocking to museums nationwide, spurred by the recession for a low-cost way to entertain the family, according to an organization representing these institutions.

Museum attendance spiked nationwide in 2009, as cash-strapped Americans took advantage of this relatively cheap way to spend the day out, according to a study. Anecdotal evidence suggests that this trend is continuing into 2010, said Philip Katz, assistant director for research for the American Association of Museums.

"If people are in times of stress, museums are among the places that they turn for their education and their entertainment," said Katz, who helped conduct a study on this subject earlier this year, surveying 481 institutions.

The study, released in February, says that 57.4% of museums reported an increase in attendance last year, including the 14.6% that reported a "sizable increase" of more than 20%. By contrast, less than a third reported a decrease.

"From what I've heard, I think the trends are continuing this same path [in 2010]," said Katz.

The study said attendance has been driven by "the stay-cation phenomenon," with people staying closer to home and finding less expensive ways to spend their leisure time. Museums have also aggressively marketed to school groups that have cut back on travel due to rising gas prices and a weak economy.

As Americans seek the biggest bang for their buck, they see museums as "as having comparative value, compared to things that are becoming more expensive," said Katz.

The study noted that museums specializing in science and technology reported the biggest boost, with more than 80% showing an increase in attendance last year.

But the study also revealed that the increase in visitors isn't helping museums cover their costs. Despite the rise in attendance, the overall financial situation for museums became more strained last year. The study revealed that half of all museums reported a decline in revenue in 2009, compared to the 27% who reported an increase.

This is because admissions are not the primary source of museum funding. Admissions, combined with retail from gift shops and book stores, account for 28% of total revenue for museums, according to the association.

Katz said this is compared to 36% from donations from individuals, corporations and foundations, as well as 25% from government funding and 12% from investments and endowments.

The study said there was an 8.7% increase in the number of museums that charge admission, averaging $7 for adults. But in 2009, more than a third of all museums still kept their doors open for free.

"It's great that museums are being asked to service more people, but it also means that museums are getting a double whammy, because (even though) more people are coming through the door, museums are getting less money," he said.