L’ABBONAMENTO L’ABBONAMENTO “TORINO MUSEI” “TORINO MUSEI”

(1994-2004)(1994-2004)

L’Abbonamento museiTorino Piemonte 2004...

L’Abbonamento museiL’Abbonamento museiTorino Piemonte 2004...Torino Piemonte 2004...

“…“…it opens the doors of over 120 it opens the doors of over 120 museums, monuments, fortresses, museums, monuments, fortresses, castles...it lasts all year long, castles...it lasts all year long, everytime people want it with free everytime people want it with free and unlimited access to permanent and unlimited access to permanent exhibitions as well as temporary exhibitions as well as temporary ones and to all activities organized ones and to all activities organized by the museums…”by the museums…”

a successful formulaa successful formula

Today it seems easy to say that. But Today it seems easy to say that. But to be successful was not easy and it to be successful was not easy and it took long…took long…

it did required cooperation, optimism it did required cooperation, optimism and perseverance. And it was and perseverance. And it was important to be convinced that important to be convinced that cooperation and subsidiarity were cooperation and subsidiarity were winning methods. winning methods.

summer 1994the first test:

a cumulative ticket for all civic museums

May 1995

The birth of the subscription limited to civic museums obtains a small success, although it permit to test the formula.

Summer 1995 Summer 1995

The test is extended The test is extended to all museums of to all museums of metropolitan area. metropolitan area. The promotion just The promotion just wants to underline wants to underline thet the museums thet the museums are OPEN and can be are OPEN and can be DISCOVERED during DISCOVERED during summersummer

1996

Ending of test stage: it becomes a real project and involves 4 civic museums. In may 5 more museums enter the project with cheap tickets.

1997

The formula spreads to the whole metropolitan area

6 musems offer cheap tickets. Subscribers increased from 1000 to 3000.

1998

The ”abbonamento” project increases.

All museums that join the project offer free access.

Subscribers increase from 3000 to 6000.

1999The management of the project goes to “Torino Città capitale Association.Museums partecipate to the income redistribution.

From april the number of museums involved increases to 38.

Subscribers keep on being around 6000.

1999

another tool works with abbonamento:

the Museums’ card

It has the same advantages of the subscription but it only lasts 48 hours. It is a week-end formula. Tha card is introduced in April and counts 2000 sells

It’s a BOOM year. The formula is very well known and appreciated.

Museums increase to 47 (70 during summer).

Subscribers go to 14.000 and the percantage of renewals increases too.

20012001

The project officially extends to the whole Region.

80 museums in the whole Piedmont join the project.

Subscribers go to 16.000

20032003

Musei convenzionati120

80

4738

44

020406080

100120140

1999 2000 2001 2002 2003

Fonte: Associazione Torino Città Capitale

Numero abbonati 1996 al 2003

10003000

5949 57347723

1397315991

29713

0

5000

10000

15000

20000

25000

30000

ANNO1996

ANNO1997

ANNO1998

ANNO1999

ANNO2000

ANNO2001

ANNO2002

ANNO2003

Fonte: Associazione Torino Città Capitale

Ingressi con Abbonamento Musei 1998 - 2003

1942849758

130278

250000

22625

111530

0

100000

200000

300000

1998 1999 2000 2001 2002 2003

Fonte: Associazione Torino Città Capitale

Ingressi medi di ciascun Abbonato

3,27 3,95

6,447,98 7,79

8,55

0

2

4

6

8

10

1998 1999 2000 2001 2002 2003

Fonte: Associazione Torino Città Capitale

Provenienza Geografica Abbonati 2003

Torino Città62%

Torino Provincia29%

Resto del Piemonte

6%

Fuori Piemonte3%

Abbonati per professione 2003

Pensionati19,3%

Lav. Autonomo4,4%

Professionisti8,1%

Studenti18,3%

Altro3,3%

Non rivelato5,7%

Casalinghe6,1%

Drig/Docenti/Funz4,9%

Commerciarti1,1%

Impiegati22,4%

Insegnanti6,3% 0,0%