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Jamestown Settlement and Yorktown Victory Center Experience Slight Visitation, Revenue Declines in 2014

WILLIAMSBURG, Va., January 13, 2015 – Paid visitation at Jamestown Settlement and the Yorktown Victory Center, living-history museums operated by the state’s Jamestown-Yorktown Foundation, totaled 546,671 in 2014, a decrease of 2.4 percent from 2013. Admissions revenue amounted to $5,026,279 in 2014, down 2.5 percent.

Paid attendance was 393,697 at Jamestown Settlement, 1.9 percent less than in 2013. At the Yorktown Victory Center, which continues in daily operation while construction of the American Revolution Museum at Yorktown® is underway, paid attendance totaled 152,974, a 3.6 percent decline from the previous year.

“The overall decline in visitation was mitigated by an increase in the group market segment,” said Jamestown-Yorktown Foundation Senior Director of Marketing and Retail Operations Susan Bak, “with tour operators bringing more groups to the museums in 2014. The change in ratio of group to individual visitors also affected admissions revenue, as group admission is discounted from general admission rates.

“While we strive to ensure that visitors continue to have an excellent experience at the Yorktown Victory Center, construction of the new museum had a significant impact on the site in 2014, and we’re grateful that visitation nearly kept pace with the previous year,” Bak said.

Ticket sales to individuals accounted for 63 percent of total paid visitation at Jamestown Settlement and the Yorktown Victory Center in 2014. An estimated 75 percent of individual visitors came from outside Virginia. Group visitation, including school field trips, comprised 37 percent of total paid visitation. (Participation in Jamestown-Yorktown Foundation outreach education programs conducted off site is not included in paid museum visitation.)

“Digital advertising and search marketing, supported by offering a variety of ticket options on the jyfmuseums.org and VisitWilliamsburg.com websites, are key to attracting new and repeat visitors,” Bak said. “We remain invested in destination marketing and will continue to join with area partners in promoting cooperative tickets and vacation packages that include our museums along with Busch Gardens®, Colonial Williamsburg’s Revolutionary City and Art Museums, Historic Jamestowne, Water Country USA® and Yorktown Battlefield.”

In addition to paid visitation, there were a total of 58,360 complimentary admissions at the Jamestown-Yorktown Foundation museums in 2014, including children under 6, group escorts, promotional admissions, and residents of the City of Williamsburg and James City and York counties, who visited the museums in greater numbers than in 2013.

Jamestown Settlement is located on State Route 31 just southwest of Williamsburg. The Yorktown Victory Center is on Route 1020 in Yorktown. The museums are open 9 a.m. to 5 p.m. daily. General admission in 2015 is $16.75 for adults and $7.75 for ages 6 through 12 at Jamestown Settlement, and $9.75 for adults and $5.50 for ages 6 through 12 at the Yorktown Victory Center. A value-priced combination ticket for both museums is $21.00 for adults and $10.50 for ages 6 through 12. Joint tickets with other Williamsburg attractions also are available. For more information, call (888) 593-4682 toll-free or (757) 253-4838 or visit hif.ciniva.net.