Saturday, August 25, 2018

The Museum of Contemporary Art in Los Angeles rejected the opportunity to have free admission

Just before I left MOCA, I made a proposal to the board that the museum should be free and even arranged for a donor to underwrite three years of income that would be lost from admissions at $350,000 a year. Unfortunately, the board was not comfortable with moving forward; they thought people would not value it if they didn’t pay for it.