WILLIAMSBURG, Va., Jan. 13, 2012 – While paid attendance at Jamestown Settlement and the Yorktown Victory Center declined slightly in 2011, admissions revenue rose. Paid visitation at the two living-history museums operated by the state’s Jamestown-Yorktown Foundation totaled 586,341 in 2011, a decline of 1.5 percent from 2010. Admission sales amounted to $5,167,050, an increase of 4.2 percent.
Paid attendance was 415,632 at Jamestown Settlement, 3.1 percent less than in 2010. The Yorktown Victory Center saw a 2.7 percent increase, with 170,709 paid visitors.
“The national economy and consumer outlook continue to have an impact,” said Jamestown-Yorktown Foundation Senior Director of Marketing and Retail Operations Susan Bak, “though the rate of decline has leveled off from previous years. We are very gratified at the increase in admissions revenue, which is attributable to the ticket pricing structure.”
“We’ve continued to broaden our reach to prospective visitors with enhancements to the historyisfun.org website, introduction of new forms of electronic communication, emphasis on Internet search marketing and a commitment to destination marketing,” Bak said. “Visits to historyisfun.org exceeded 1.6 million in 2011. We will continue our work with area partners to promote cooperative tickets and vacation packages that include our museums along with Busch Gardens, Colonial Williamsburg’s Historic Area and Art Museums, Historic Jamestowne, Water Country USA, and Yorktown Battlefield.”
Ticket sales to individuals accounted for 63 percent of total paid visitation at Jamestown Settlement and the Yorktown Victory Center in 2011. An estimated 75 percent of individual visitors came from outside Virginia. Group visitation, including school field trips, comprised 37 percent of total paid visitation. (Participation in Jamestown-Yorktown Foundation outreach education programs conducted off site is not included in paid museum visitation.)
In addition to paid visitation, there were a total of 59,695 complimentary admissions at the Jamestown-Yorktown Foundation museums in 2011 – 12.2 percent more than in 2010 – including residents of the City of Williamsburg and James City and York counties, children under 6, group escorts, and promotional admissions.
Jamestown Settlement is located on State Route 31 just southwest of Williamsburg. The Yorktown Victory Center is on Route 1020 in Yorktown. The museums are open 9 a.m. to 5 p.m. daily. 2012 general admission is $15.50 for adults and $7.25 for ages 6 through 12 at Jamestown Settlement, and $9.75 for adults and $5.50 for ages 6 through 12 at the Yorktown Victory Center. A value-priced combination ticket for both museums is $20.00 for adults and $10.00 for ages 6 through 12. Joint tickets with other Williamsburg attractions also are available. For more information, call (888) 593-4682 toll-free or (757) 253-4838 or visit www.historyisfun.org.
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