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Driving Towards A Sustainable Future

14 May 2019

We are introducing admission charges at Coventry Transport Museum to improve our offer and secure our future – but city residents will still be able to visit for free.

The Coventry Transport Museum, which attracts over 360,000 visitors a year, will use part of the additional income to refresh and enhance the attraction to ensure it remains attractive for people across the country to visit year after year.

As a result of the changes, visitors can expect to see some fundamental differences in the museum’s current offer, including an exciting new programme of temporary and touring shows from across the globe; the first of these being a highly immersive exhibition to inspire visitors of all ages and abilities to move, play and have fun.

The museum is one of four venues operated by Culture Coventry across the city, so income generated from these changes will also be invested into the Herbert Art Gallery & Museum, Lunt Roman Fort and The Old Grammar School.

The venue is predominantly funded through grants from Coventry City Council and Arts Council England and the changes to admission will supplement this alongside income generated through other commercial activities.

Prices for adults will be £14, concessions will be £10.50 and juniors (5 to 16 years) will be £7 with special prices for families. That price will not only apply to one visit, but instead provide access to the world-class collection and exhibitions for an entire year.

Free access to the museum - which is home to the two fastest cars on the planet and many of the most memorable vehicles of the last 200 years - is being maintained to all residents in Coventry through the new GoCV cards that have been launched by Coventry City Council.

Although the admission changes are crucial to the financial sustainability and growth of the organisation, accessibility is still something engrained in the values followed by the trust, so on special days during the year admission will remain free to all visitors.

Paul Breed, Chief Executive of Culture Coventry, said: “Last year we set a four-year business plan which included several objectives and investigative streams to explore.

“One of the objectives was to look at ways to generate further income to ensure we are a sustainable and financially robust organisation, prepared for future challenges.

“But the carefully considered decision to implement admission charges goes beyond income generation – the additional revenue gives us the chance to bring an exciting range of innovative, exceptional and interactive activities and exhibitions to the museum which will attract visitors from all over the country and beyond.

“As Coventry City Council own the collection, it was important to us, to ensure that the people of Coventry can still access the museum for free.  We have therefore decided that GoCV card holders – which are free to all city residents – will not be charged for entry.”

Paul added: “The decision to change the museum’s admission was not taken lightly, and extensive sector research, consultations, modelling and sensitivity analysis has been conducted.

“As a venue of international significance, Coventry Transport Museum is a destination attraction such as many others around the country that also charge for admission. It is important that such venues maintain robust and sustainable business models that allow the quality of the offer to be both maintained and enhanced for all visitors.”

The admission changes will come into effect from Sunday, June 30 and will coincide with the launch of an international exhibition that is making its UK debut at the Coventry Transport Museum. Tickets will be bookable in advance and there will be select days during the year when admission will be free for all visitors.

The full price structure is as follows:

If you have any questions please visit the list of Admission Frequently Asked Questions which is available here.

Further information regarding admission prices and GoCV cards is available here.