“We’re all looking at new revenue streams for cultural institutions. We’re trying to rethink the admissions part of our overall budget now because even if you can be open, you can only be at 25 percent capacity. So we’ve all had to go back and re-forecast what the economics are going to be for the fiscal year.”
A growing trend in the museum sector might scandalize traditionalists but is quickly being embraced by cash-strapped institutions: sponsored content. On either side of the Atlantic, museums have teamed up with corporations in an effort to utilize their spaces—and collections—in order to reach new audiences and make a little extra dough.