For much of its 178-year history, the Virginia Historical Society was a members-only group, limiting public access to its vast array of collections.
Paul A. Levengood, president and chief executive, said it had the aura of a "gentlemen's learned society" with a reputation among scholars for its wealth of archival and manuscript holdings but it lacked a public face.
Accessibility has changed during the past several decades, as the museum on the Boulevard in Richmond opened to the public. Last month, the Historical Society's board of trustees took that openness a step further when it voted to eliminate admission fees for 2010. Free admission takes effect Saturday.
"This is not a decision we took lightly, by any means," Levengood said. "We really believe it's the right step, and really helps us in that process of being an institution for everyone."
The society is projected to lose $60,000, less than 1 percent of the organization's total operating budget, said Pamela R. Seay, vice president of advancement.
"Our admission revenue was always so minimal," she said, adding that the highest admission fee was $5. "I think when people put their collections here, or put their papers here, they're not thinking about generating a revenue stream. The reason they're here is that they will be accessible, so they can share them."
During the past six years, the museum has had an average attendance of 54,525 visitors.
This summer, it experimented with free admission; from June through August, the museum eliminated its admission fee and saw attendance nearly double with 11,394 visitors this summer, compared with 5,426 during the same period last year.
Levengood said the organization was encouraged by those increased figures and believes the momentum will carry into the new year.
"Anytime someone makes a commitment of their time to come see us, we're grateful to them for doing that," he said. "If being admission-free makes the decision a little easier to come see us . . . we appreciate that."
But the question remains, How will the organization make up the lost revenue? Seay said the answer is twofold. The society believes it will see increased donations from current donors while attracting new ones as well.
She also said that once people experience what the society has to offer in terms of services and activities for members, "the conversion rate for membership over the long run . . . will probably be good."
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