Funding for Palm Springs Art Museum’s free Thursday admission sparks City Council debate

What should have been routine approval of funding for the Palm Springs Art Museum’s popular free admission night during Thursday’s City Council meeting instead turned into a discussion about the program’s overall benefit to the community.

For nearly three decades, the museum has offered free admission on Thursday nights from 5 p.m. to 8 p.m., welcoming thousands of visitors to see the exhibitions and enjoy free music and activities. The city has helped subsidize the program as part of its budget process.

Since the initial idea, the night has evolved into much more than just free admission. It’s added themed activities for children, DJs and live music, special programs like LGBTQ+ or Black History Month programs, support for local entrepreneurs, and film screenings.

The evening also provides access to the arts to those who otherwise might not visit the museum. It also supports local artists and musicians and local businesses, which gain more visibility with booths or other opportunities during the events.

The museum estimates that 53,000 people attended the free Thursday night event over the last fiscal year, with the average attendance increasing over the past several years and nearly doubling during the summer months.

Based on the lost revenue, the program costs the museum an estimated $449,000 annually. The direct annual costs, which include staffing, total about $30,000 a year, or $300 to $1,000 per week.

Luisa Heredia, the museum’s chief education and community engagement officer, told councilmembers Thursday that though the idea is hugely popular with visitors, some museum donors criticize the program. That’s why the city’s support is crucial to the program’s continued existence.

“Some portion of our donors really question the investment in our program and question the fact that it is free and free for so many people on a consistent basis,” she said. Donors think the free night takes away from possible museum memberships. “That part has been quite challenging for us.”

All three council members in attendance at Thursday’s meeting applauded the program. However, Mayor Pro Tem Ron deHarte asked for further scrutiny. 

“We’ve all been feeling the increase in costs and it’s harder for people to go out and eat, enjoy events, and restaurants,” said Councilmember Grace Garner. “So to have a free event in our city that is so robust and feels like something that you should be paying a lot of money for is a blessing for so many people.”

Up for a vote Thursday night was a continuation budget for the upcoming fiscal year. The city approved a new two-year budget a year ago, so this year’s continuation budget only features some minor modifications. Part of the budget includes $300,000 to continue the art museum’s free Thursday night event.

DeHarte emphasized that the funding is not simply a gift to the museum. 

“Just so the community knows, we’re not hand-stamping a $300,000 gift to the museum,” he said. “There are some questions that we need to find out how that investment is impacting the benefit of the community.”

“We don’t just provide funding to things because they bring in revenue to us or because they fill hotel rooms. We provide funding to things so the community has something they can benefit from.”

— Councilmember Grace Garner

He further expressed concern about the program’s cost, saying it exceeded the original intent when the city funded the idea decades ago. He compared the funding to that of the Palm Springs International Film Festival, which generates significant exposure for the city worldwide.

Garner countered, however, stating, “We don’t just provide funding to things because they bring in revenue to us or because they fill hotel rooms. We provide funding to things so the community has something they can benefit from.”

She emphasized the invaluable nature of providing equitable access to art, calling it “a really beautiful thing for us to invest in.”

DeHarte also said he had concerns about handing over the money as a lump sum and preferred to distribute it throughout the year.

Garner disagreed, saying, “I don’t think we should be dictating what those organizations do with the funding that we’re providing them.”

She said the city government getting too involved in the details makes it much harder for the museum or other organizations to accomplish their goals.

“It becomes more of this bureaucratic thing instead of providing the funding in a way that, again, allows the organization to really shine and to provide this wonderful community service.”

At the end of the discussion, however, all three voted to approve the continuation budget, including the money for the Thursday evening free admission nights.

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