The Dallas Museum of Art is redefining its operational model through the use of social media features and analytics, and in January it cut its admission fee from $10 to $3 and overhauled its membership program to "focus heavily on participation," according to deputy director Robert Stein. The new DMA Friends program constitutes a digital platform that enables visitors to acquire a free membership. Twelve iPad-based kiosks have been installed throughout the museum's main concourse and inside galleries, offering Web and database connectivity, as well as basic social media features and messaging tools. Visitors check in and engage in activities, earning points as they go. Patterns are visualized through the use of charting and graphing software that generates dashboards for different staff members, based on their job position. "The ability to use a dashboard to instantly view graphs and charts allows us to make decisions and adjustments on a far more dynamic basis," Stein notes. For example, "by understanding how people are behaving inside the museum, we can determine which activities and programs are more popular." The data helps museum personnel chart out activities and programs designed to maximize repeat visits, while the check-in data lets visitors accrue points that can be redeemed for amenities such as free parking, free tickets for special exhibits, museum shop catalogs, and memberships.