Jamestown Settlement and Yorktown Victory Center made more money with fewer visitors in 2013.
The Jamestown-Yorktown Foundation released its 2013 performance numbers earlier this week, which showed the two museums had 560,072 total visitors — a decrease of one-tenth of a percent compared with 2012. Combined, admissions revenue at Jamestown Settlement and Yorktown Victory Center was up 2.4 percent to $5,153,363.
The Yorktown Victory Center, which will be replaced by the American Revolution Museum at Yorktown in 2016, increased its number of paying visitors by 0.3 percent compared with 2012. The museum saw 158,617 paid visitors last year.
At Jamestown Settlement, paid attendance was down 0.2 percent from 2012, to a total of 401,455 visitors.
Adult ticket prices went up 50 cents while child ticket prices dropped 25 cents between 2012 and 2013 at Jamestown Settlement. At the Yorktown Victory Center, ticket prices stayed the same, but the cost of a combination ticket for both museums went up 50 cents for adults and 25 cents for children ages 6 through 12.
“A slight visitation decrease in the overall group market segment was offset by a slight increase in the individual market segment,” said Susan Bak, Jamestown-Yorktown Foundation senior director of marketing and retail operations in a news release. “We are especially pleased with results for the Yorktown Victory Center, which continues in daily operation while the replacement museum is built.”
“Our efforts to attract new and repeat visitors include offering a variety of ticket and package options on the historyisfun.org website, emphasis on digital advertising and search marketing, and a commitment to destination marketing,” Bak said. “We will continue to join with area partners in promoting cooperative tickets and vacation packages …”
Both museums benefited more from individual than group visitation, with 64.8 percent of all paid visitors using individual tickets. Of those visitors, 75 percent are estimated to have travelled from out-of-state to visit the museums. Group visitation to the two museums accounted for 35.2 percent of the total paid visitation last year.
In 2013, Jamestown Settlement and the Yorktown Victory Center had 57,461 visitors attend for free. Complimentary admissions include local residents, College of William & Mary students, children under 6, group escorts and promotional admissions.
The ticket prices for the museums will stay the same for 2014. Tickets cost $16 for adults and $7.50 for ages 6-12 at Jamestown Settlement. At the Yorktown Victory Center, tickets cost $9.75 for adults and $5.50 for ages 6 through 12. A combination ticket for both museums costs $20.50 for adults and $10.25 for children. For more information, call 888-593-4682 or 757-253-4838 or visit the museums’ website.