DALLAS - The Dallas Museum of Art is doing something no other art museum in the country has done; it's offering free memberships.
And that's not all, general admission to the DMA will also be free.
Museum officials say it's a way for the museum to meet the community it serves by putting the focus on participation over cash.
"But what we also hope we can do is begin learning from each visitor as an individual, about their tastes, their preferences, their habits, what they would like to see happen here," said Maxwell Anderson, the director of the Dallas Museum of Art.
The new program is called DMA Friends and Partners and will begin January 21.
Visitors will be encouraged to use a software that tracks their participation and interaction at the museum.
The DMA Friends program is free to the public. Visitors who join the program will receive a card that tracks "their engagement with the museum, both on-site and online."
The DMA Partners program is for supporters of the museum and has various levels based on contributions ranging from $100 to $25,000.
The museum will also return to free general admission while continuing to charge a fee for special exhibits and events.