Lindiana Flores, Program Officer
Card to Culture’s 600+ Organizations Provided 3 Million Free or Steeply Discounted Admissions
This year, Card to Culture hit a monumental milestone while advancing Mass Cultural Council’s aim to make cultural participation more accessible for all Massachusetts residents.
The program has provided more than three million free or steeply discounted admissions, reflecting the cultural sector’s ongoing commitment to inclusion.
Since Card to Culture’s inception in 2017, more than 600 organizations have provided EBT, WIC, and ConnectorCare cardholders with free or steeply discounted admissions to experiences such as art exhibits, dance classes, music performances, science museums, historic house tours, and more.
We’re able to do this work with amazing partners who share our vision of access for all. Mass Cultural Council is proud to work with the Department of Transitional Assistance, Massachusetts Health Connector, and the Women, Infants, & Children (WIC) Nutrition Program on Card to Culture, the nation’s most comprehensive effort to expand cultural access for low-income and working families.
Together, we’re breaking down barriers and ensuring that all people, regardless of their financial situation, can experience the joys and benefits of arts and cultural experiences.
Reflecting on Card to Culture
Of course there is no Card to Culture without the 600-plus organizations volunteering to participate. I have been working closely with these organizations over the past two years, and it has been such an honor to administer this program.
While working with these groups behind the scenes, I’ve been fortunate to witness firsthand the incredible impact this program is having not only on cardholders but also on participating organizations.
Across hundreds of stories I read from final reports, organizations participating in Card to Culture consistently describe the program as transformative, dignifying, and community-building.
It turns “I can’t afford that” into “I belong here.”
What appears to be a large pile of testimonies quickly becomes something much bigger, a chorus of voices all saying in their own different ways, “Thank you for making me feel like I belong.”
I understood these voices because they reflected my own personal experiences as a child whose family, during times of financial struggle, had to depend on public assistance.
In times when arts, culture, and entertainment seemed out of reach, various institutions recognized the value and importance of cultural enrichment in individuals’ daily lives. My family embraced these opportunities – free museum days, local festivals, live performances, and discounted tickets to local plays.
These early experiences shaped my love for the arts, gave me a much broader perspective of the world, and an appreciation for the cultures around me.
But more importantly, these experiences gave my family a reprieve from the harsh realities of living below median income levels; they gave my family opportunities to bond, experience joy with one another, and connect with the broader community.
Card to Culture operates under the values that arts and culture is an incredible transformative influence in the lives of people in our communities, and that all people belong in these spaces.
Moments That Stay with You
There’s a story I can’t stop thinking about from an organization that enrolled in the program for the first time this year. A mother who used her EBT card to bring her children to attend a show had delivered a handwritten note to their box office manager.
When they read it, the staff and performers all wept. She wrote that after losing her job three years earlier, joy had largely disappeared from her family’s life. She saved and purchased discounted tickets, and when she arrived, she and her children were unexpectedly seated close to the stage and treated with warmth and generosity throughout the evening.
She ended her note by saying the experience gave her family something they couldn’t give themselves: their dignity back. “That moment affirmed exactly why this work matters—and why access programs like Card to Culture are not just about attendance, but about respect, belonging, and human connection.”
Connection with Self and Others
Over and over, people describe how being welcomed into cultural spaces made them feel a deep sense of belonging. Cardholders describe feeling safe in these shared spaces, and through the practice of art, they feel safe enough to rediscover who they are.
In that process, they not only learn about themselves but also come to forge meaningful connections with others.
A student taking a class at a community art center found themselves on this very same journey. The student expressed heartfelt gratitude for the free pottery class through Card to Culture. They described the class as a welcoming space where they appreciated the opportunity to explore pottery in a supportive environment.
“The class was more than just a learning experience; it became a much needed escape from financial and other stresses. Having dedicated time to shape clay with my hands helped me slow down, be present, and reconnect with my creativity in a way I hadn’t in a long time. It was both grounding and refreshing, reminding me of the joy that comes from making something with my own hands.”
The Ripple Effect of Access
One of the most beautiful things about this program is how access continues to ripple outward. When one person walks through an organization’s doors, they usually don’t come alone. They carry their family, their story, and their community with them. What begins as a single accessible point of entry quickly becomes a shared source of inspiration, opening doors for siblings, friends, and neighbors.
Like one parent who was visiting a museum with a larger group, noticed that some were using the Card to Culture discount for entry. The parent was unaware of the program and, to their relief, was able to use one of their benefit cards to obtain discounted entry. She expressed her appreciation to the staff and as a result, returned the following weekend with her partner and his children, demonstrating the program’s effects beyond their initial visit.
I read stories of patrons donating more than the ticket price out of gratitude, of families returning again and again, and of parents spreading the word to neighbors who might not know such opportunities exist.
These are quiet acts of communal exchange that keep the program alive, creating new pathways that can lead to something much greater.
At one organization, a young artist began attending free photography workshops through Card to Culture. That single opportunity led to their work being displayed in galleries and exhibitions, then to a spot on the organization’s advisory council, and ultimately to a paid role as a community ambassador.
That young artist’s journey reminded the organization that “when we open doors, people walk through them and often hold them open for others.”
Behind the Scenes
The reflections from organizations and staff members are just as moving. Hundreds are volunteering and investing valuable time, effort, and resources into Card to Culture.
From the front office staff to leadership, these individuals are putting in the work to ensure that everyone who uses the program feels they can use the discount in a dignified way.
The movement doesn’t stop there; for cultural workers, this program reconnects them to their mission. Staff have described feeling “fulfilled to help make the arts accessible.” Some note that the program is “the best part of their job” and “adds great value in their community.”
Card to Culture has also created opportunities for growth and learning, describing moments when staff members are pushed to pause and reflect on their own organizational practices and to think creatively about how to de-stigmatize the process for those seeking a discount.
Organizations are actively thinking of new ways to communicate and administer the program thoughtfully and equitably. For example, some are incorporating personalized welcomes and follow-ups, helping staff understand cardholders’ needs, and as a result, they are seeing not only increased, diversified participation but also attendees are left feeling a deeper sense of belonging, recognizing that the barriers they once feared are actively being dismantled.
A director of an organization expressed their excitement to join Card to Culture. “Knowing that a family, a young person, or a first-time attendee might experience joy, connection, and a sense of belonging because financial barriers have been lifted is deeply meaningful to us. Participating in Card to Culture reflects our belief that the arts have the power to bring people together and should be open to everyone.”
More Than Just Numbers
At the heart of each milestone reached by Card to Culture is a story of impact, a testament to resilience, a journey of healing, and an entry to belonging.
Every participant, whether they are an attendee, staff member, or organizational leader, has their own personal experience through the program. These moments are not just shaping individuals, but entire families and communities for generations to come.
As I continue to administer this program, I’ve come full circle. I was once a recipient of these very same discounted programs as a child, and to now stand on the other side, offering that same support to expand access to so many amazing and enriching arts and cultural experiences across the state.
The impact I’ve seen in this work is human: when people can show up without the fear of being turned away, something shifts. This is what happens when cost is no longer a barrier and Card to Culture is about that shift; it’s a reminder of what’s possible when we all believe that arts and culture belong to everyone.