Open Forum

Hi all, i'm trying to find out whether developing an audio guide program for my museum could be a financially viable option. I'm looking for any information people have on their own audio guide programs. My museum will be free when it opens, but we will charge for the use of audio guides, which people will be able to purchase when they reserve their free ticket online, or in person at the museum once they get there. 

If you have audio guides at your museum, could you share whether it is free, has a fee, or is included in the ticket price; whether the program is marketed; and what the take up rate is? And any other information you think could be pertinent is appreciated! Thanks!


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Emmy French
Assist. Dir., Museum Operations
Army Historical Foundation / National Museum of the U.S. Army
Arlington VA
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------Original Message------

Hi all, i'm trying to find out whether developing an audio guide program for my museum could be a financially viable option. I'm looking for any information people have on their own audio guide programs. My museum will be free when it opens, but we will charge for the use of audio guides, which people will be able to purchase when they reserve their free ticket online, or in person at the museum once they get there. 

If you have audio guides at your museum, could you share whether it is free, has a fee, or is included in the ticket price; whether the program is marketed; and what the take up rate is? And any other information you think could be pertinent is appreciated! Thanks!


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Emmy French
Assist. Dir., Museum Operations
Army Historical Foundation / National Museum of the U.S. Army
Arlington VA
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Hey Emmy,

A few years ago, I worked at a free museum that charged for the audio tours.  We charged $5 at first, with a rather low pick up rate.  When it was dropped to $3 we saw an increase.  We never really got push back from the guests on it.  Depending on your pick up rate and return visitation (whether GA or Member) looking into starting with a freemium model and having your initial offering free to guests and having an upcharge for additional content.  I would assume that a museum with subject like yours may see some diehards willing to spend extra money for the content.

Also, dont know if you have already or not, but you might want to go pay-what-you-wish/donation admission.  You can earn a lot at the entrance with well trained staff.

Conor

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Conor Hepp
Director of Visitor Services
Barnes Foundation
Philadelphia PA
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An important note for the use of audio guides: please make sure a complete transcript is available for deaf and hard of hearing visitors who wish to access the additional information!

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Meredith Peruzzi
Manager
Gallaudet University Museum
Washington DC
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Hi Emmy,

We may be able to help, but would ideally want to hear a bit more about your vision for the type of experience you wish to create. 

Cuseum works with hundreds of museums, cultural institutions, public and private companies to help them better engage their visitors using best-in-class digital tools. One of those tools provides the visitor with a content-rich, digital tour guide experience that they can follow along on their own mobile device or a device that you provide for them. Here is a video we put together explaining this: Digital Tour Guide Video. On our website you can see some examples at www.cuseum.com/examples of some of these experiences. 

We pride ourselves on being able to help every single institution, regardless of budget, so don't hesitate to reach out if you think this would be valuable. 

Regarding your questions about free vs paid: Most institutions with whom we work provide the experience at no cost for visitors doing so on their own device. If visitors choose to rent a device, some institutions will charge a nominal fee, while others will provide those experiences at no cost. Cost of this could certainly be included in the ticketed price. 

Please let me know what else I can help with! Feel free to reach out if you wish to speak further about this (dan@cuseum.com)!

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Dan Sullivan
Head of Growth and Partnerships
Cuseum
Boston, MA
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