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Funding for London museums has increased enormously in recent years. The lottery has contributed hundreds of millions of pounds for capital developments; central government revenue in the tens of millions goes to funding free admission to the national museums and galleries. The research described in this paper focuses on museums that opened lottery-funded capital projects in 2000, and on the relationship between this additional funding and museum attendance. The authors found that the extra money led to extra visits-and for the first time attempted to calculate what those visits cost. This research also looks at whether people chose improved museums over other museums, and briefly investigates the impact on attendance of the outbreak of foot and mouth disease and the downturn in tourism following the terrorist attacks of September 11, 2001.