Photo Credit: "Museum Brandhorst" by Digital Cat
In an interesting twist on the classic museum membership model, institutions like the Dallas Museum of Art (featured in this Bloomberg Businessweek article) have offered patrons the option to trade their personal data for a free membership. Additionally, patrons are incentivized to visit more frequently and invite friends via related "perks" programs.
Bloomberg BW explains:
Free membership is available to any DMA visitor willing to enter their name and e-mail address or phone number on iPads that greet them at the entrance. (Admission is now free for everyone, whether or not they join the program.) Members are given a card that they can scan when they enter galleries, earning points toward such perks as free parking and gift shop discounts. They can earn additional points by identifying works of art they like or bringing friends along to the museum.