When the Andersons, new first family of the Dallas Museum of Art, came to Dallas there where whispers that new things were coming. Launching on January 21, 2013, a huge new beginning comes to the DMA. The new return to free-for-all, yes, that’s right free admission — DMA Friends and Partners Program.
Born out of the idea that art is for all, The Dallas Museum of Arts is launching a program that makes general admission free to all, thanks to the generous patronage of a community of art lovers. It is a program that has never been tried before on a scale this large outside of the Smithsonian system, with a unique innovation on what it means to be a member. Membership is free to all who want to be members, but inclusion and interaction is determined by participation. Guests will receive personalized membership cards and through a sophisticated system that reminds me of my Starbucks Rewards card, Museum staff and guests through concourse kiosks will be able to determine which perks and priviledges a “Friend” is able to partake in. The fun thing about the personalized cards is that a guest will be able to participate in activities on-site, off-site, and online… which is bound to build engagement and community support for an oddly controversial program.
To hear Director Maxwell Anderson‘s welcome to visitors, see here.
Dallas Museum of Art
1717 North Harwood
Dallas, Texas 75201