Cultural Attraction Attendance Remains Stable in 2010

Online, March 21, 2011 (Newswire.com) - Cultural Attraction Attendance Remains Stable in 2010

Charleston, SC: Cultural attraction attendance remained stable in 2010, decreasing by less than one percentage point, according to Morey Group's newly released 2010 Cultural Attraction Attendance Trend Report detailing attendance, membership, and pricing trends in the cultural attraction industry. This year's report is based on a survey of 244 cultural attractions - museums, zoos, aquariums, and botanical gardens - across the country.

Additional key findings:
• General admission attendance - paid attendance excluding school groups and events - decreased 1.2%.
• Attractions charging less than $10.00 had a total attendance increase of 2.4% and a general admission attendance increase of 1.9%, while those charging $10 or more had a total attendance decrease of 1.8% and a general admission attendance decrease of 2.5%.
• Botanical gardens and art museums had the highest percentage increases in both total attendance and general admission attendance. Aquariums, children's museums, and zoos experienced decreases in both areas.
• Membership increased by 2.5%. Cultural attraction membership represented 2.8% of total attendance.
• Average adult admission cost was $11.92, up 4.8% from 2009.
• Average child admission cost was $8.43, up 4.9% from 2009.

"We are pleased to see that attendance remained stable in 2010 following the 2.1% growth we saw in 2009," said John Morey, President of Morey Group. "It's even more notable because admission prices increased almost 5%."

Morey Group is a national market research and consulting firm specializing in cultural attractions. The Cultural Attraction Attendance Trend Report is in its 13th year of publication. The report is provided to participants free of charge and is available for purchase at http://www.moreygroup.com/store.

##