Ever since the arrival of the Broad in 2015, MOCA’s Grand Avenue museum has seemed a little quieter, competing with a flashy new neighbor that packs in visitors–thanks, in part, to the Broad’s free general admission. Now, MOCA will be able to offer art-lovers the same deal, thanks to a gift that will allow the museum to waive the price of admission for at least five years.
Carolyn Powers, president of the MOCA Board of Trustees, announced a $10 million gift to the museum at a celebration of the museum’s 40th birthday held on Saturday night. The statement was met with cheers from party-goers, particularly the artists in attendance, according to the Los Angeles Times.
Doing away with the previous $8 to $15 admission fees is part of a vision to make the museum more accessible to the community.
“We’ve thought for a long time how we could go free and make the museum more inclusive,” MOCA board chair Maria Seferian told the Times. “Now we have the opportunity to, so we’re so excited.”
In the 2018 fiscal year, entry frees only totaled $1.3 million, less than 7 percent of the museum’s budget. By comparison, Saturday’s celebration raised an estimated $3 million in one night (Katy Perry and Keanu Reeves were among donors who attended the event). The $10 million will cover opening the museum’s doors for five years while MOCA finalizes a plan for going permanently admission-free.
As of today, admission is still being charged; the date when MOCA will switch over to free has yet to be confirmed. Before they make the update, there are some details to work out, like the hiring of some additional security staff to manage the influx of visitors and fee structures for events, film screenings, or special exhibitions that would not be included in the free general admission.
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