The Abbonamento Musei Torino Piemonte experience

Making more accessible cultural heritage, enhancing the audience satisfaction, increasing the relationship between the residents and the local/regional heritage, creating a marketing instrument to better organize the supply, promote new type of visitors and distribute visits in a larger number of museums, building an organism in which all stakeholders are involved - museums, policy makers, financing bodies, cultural management, local associations - toward coordination and collaboration as a system, collecting qualitative and quantitative information on visits and visitors: these are the aims of Abbonamento Musei Torino Piemonte, the Turin and Piedmont annual museum card, born in 1995 which involved in 2010 over 180 museums, monuments, cultural/naturalistic sites and 62.000 subscribers, who visited an average of 5.7 sites during 2010. In the article we review the results of the last six years in number of card sold, visits, economic evaluations and analyze the advantages for public administrations, museums and visitors. The report gives also the results of a qualitative analysis carried out through 600 interviews to card holders, to better investigate their behavior and their perception of the values connected with utilizing the Abbonamento Musei Torino Piemonte.