The New Museum “Normal”

Today, while waiting in line for coffee, I struck up a conversation with the person next to me. When he asked about my profession, I shared that I work in museums and I spoke of the challenges museums face. I emphasized that museums heavily depend on donations for survival and that there’s a growing trend where visitors are expected to bear the costs.

In Argentina, the new president has shut down the Ministry of Culture, a worrying trend that might be replicated elsewhere, such as if Trump gets reelected. The man I was talking to expressed sadness over this, and I agreed. He questioned whether museums would ‘bounce back.’ This led me to mention Meow Wolf, where ticket prices are $43, plus $15 for parking. I explained that such pricing might represent the future for museums, making them expensive and inaccessible for a significant portion of the population. He noted that such costs are prohibitive for families, and I agreed.

The conversation then turned to how the increasing costs might exclude middle-class and working-class families from school trips and visits, potentially transforming museums into exclusive spaces for the wealthy. I pointed out that a high ticket price is more than just a cost barrier; it’s a shift toward elitism.

Another concern I raised was the potential for museums to become vehicles for propaganda influenced by city or state political agendas.

The man agreed that these developments were disheartening. I concluded by expressing my belief that the pre-COVID era of museums might not return. The future might have large, well-funded museums thriving, while smaller and medium-sized institutions could struggle, close, or be forced to adapt by hiking ticket prices, aligning more closely with political narratives, or becoming symbols of status.

(1) Argentina’s new president Javier Milei does away with culture ministry 24 hours after taking office.

Mark Walhimer is the founder of Museum Planning LLC and the author of Museums 101 and Designing Museum Experiences.