Kids in Museums launches Family Ticket Watch report

By Ben Miller | 02 December 2010
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A photo of kids outside a museum
Ticket offers for families of all shapes and sizes could be introduced nationwide after the Flexible Family Ticket Guidelines were published© Jane Allnutt
Kids in Museums, the campaigning organisation on a mission to make attractions around the country more family-friendly, has launched a new report into how venues can break the traditional two-adult, two-child concept of group tickets and offer admission deals to reward families of all formations.

The Flexible Family Ticket Guidelines have been released today (December 2 2010) following consultations with more than 500 families and 120 museums in a bid the campaign hopes will help organisers “get it right” as increasing numbers of museums introduce entry charges.

“We did this work because families asked us to,” says Director Dea Birkett, who has persuaded the British Museum, the Museum of London Docklands and the Imperial War Museum to devise Flexible Family Tickets during the negotiation process.

“They were telling us that their family couldn’t get in on a family ticket, just because they weren’t two adults plus two kids. Families with three kids, single parent families and those who include a grandparent living with them said they’d turn up at the entrance and be told, ‘You’re not a family as far as our ticket is concerned.’”

An accompanying paper, the Family Ticket Watch report, recommends museums should be flexible on family sizes, offer good value, let visitors know admission prices in advance and ensure door staff are aware of the family ticket options.

It consulted venues from the Natural History Museum and Historic Royal Palaces to The National Children’s Museum in Halifax and the Fashion Museum in Bath.

Commercial investigations by the group, commissioned by the Museums, Libraries and Archives Council, suggested that museums could offset any reduction in straightforward prices through secondary spend – the amount earned by cafes and shops – and by attracting families who might not visit without the deals, such as single parent families and the third of families who rely on grandparents for childcare.

“It’s great museums are already seeing the benefits of having a Flexible Family Ticket,” adds Birkett.

“As more and more museums introduce them, more and more families will visit.”

Read more and download the report at The Flexible Family Ticket online.