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%