It's a BIG day for the DMA!

The Dallas Museum of Art announced today a return to free general admission and the launch of an innovative new membership model available to the public for free.

The new program, DMA Friends & Partners, approaches membership as a program of engagement intended to build long-term relationships with visitors and emphasize participation. Beginning on January 21, 2013, the program will enhance the DMA’s role as the region’s largest municipal museum.

In addition, the Museum will offer two membership tracks that further visitor engagement:

•The DMA Friends program will provide free membership to anyone who wishes to join and will include opportunities for increased access to Museum programs and staff, incentivizing participation through recognition and à la carte rewards; and

•The DMA Partners program will seek the support of individuals, corporations, and foundations desiring to be a part of the Museum’s efforts to deliver access to its extensive collection and diverse public programs. DMA Partners will receive benefits commensurate with their giving, and their philanthropic involvement enables the Museum to provide free admission and membership to the community at large. DMA Partners can contribute at a variety of levels, starting at $100 per year.

Museum leadership is currently working with existing members to ensure that the transition is seamless and provides them with the appropriate benefits.

“Visitors literally bring life to the Dallas Museum of Art. Their participation in our galleries, exhibitions, education initiatives, and public programs activates the DMA and is the cornerstone of a vibrant cultural community,” said Maxwell L. Anderson, The Eugene McDermott Director of the Dallas Museum of Art. “Through a return to free general admission and the new Friends & Partners program, we can open the doors of the Museum and show appreciation to our visitors for the many ways their participation matters to the DMA. We believe that by increasing access to the Museum and by finding new ways to say ‘thank you,’ we can fundamentally change the role museums play in a global society.”

The new program will be supported and enhanced by a comprehensive software system at the DMA that will encourage visitor interaction with the Museum, both on-site and online. The opt-in system will track participation, allowing visitors to chart their own activities and enable the DMA to better understand visitor patterns and the long-term success of Museum programs. Members will earn credit for their participation that they can exchange for a variety of rewards.

In addition to unveiling the software behind the program, the DMA today is also launching the first phase of its redesigned website, www.dma.org. The system and web redesign are part of a renewed effort by the DMA to leverage technology and increase the Museum’s ability to serve communities as a significant cultural resource.

The DMA's return to free admission underscores its belief that as a public institution, it should provide access to anyone interested in experiencing the Museum. The DMA maintained a free general admission policy until 2001. The DMA will continue to charge a fee for special exhibitions and events.