The average museumgoer in the US, Canada, and Mexico spends $7.93 during her visit (the average museumgoer must not be in New York City), while the museum spends $53.17 on her, according to the Association of Art Museum Directors.
Association of Art Museum Directors
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Study Finds Female Museum Directors Lagging Behind Men
Though incremental improvements have been made in recent decades, women remain substantially underrepresented at museums in North America, according to a new report commissioned by the Association of Art Museum Directors (AAMD).