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To Attract Patrons, New York Cultural Icons Become Discounters.
Byline: Fred Kaplan
Nov. 30--NEW YORK--This city's cultural institutions are not known to beg for customers. They do not advertise slashed prices or free T-shirts like some discount electronics chain.
Yet business has been so bad since Sept. 11 -- attendance way down, fund-raisers meager, corporate pledges postponed or rescinded -- that some of the nation's greatest museums, concert halls, and arts centers are taking a page from Circuit City and The Wiz.
The city's tourist bureau, NYC & Co., yesterday unfurled a $1 million ad campaign, paid for by the state, called "I Love NY Culture," which lists 68 institutions offering discounts and prizes to weekend visitors for the next two months.
Ellen Futter, president of the American Museum of Natural History, site of the news conference, was blunt about the campaign's motive.
"Everybody knows New York needs relief," she said. "New York needs to rebound, psychologically and economically. What this effort is about is bringing people back to New York to help the city rebound. It means, literally, the world to us."
Beverly Sills, the opera star and chair of the Lincoln Center, said, "We've just got to get people less nervous. We've got to get the mindset of people back to 'Let's have a wonderful time tonight,' as opposed to 'Do you think it's OK to have 10,000 people in one place at a time?"'
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