to be one of the UK's leading visitor attractions. This was the Year of the Predator – we mounted two popular and well-received special exhibitions on the theme of predators and their prey, and delighted visitors with our robotic model of a Tyrannosaurus rex. It was also the year of free admission, which resulted in a large increase in visitor numbers. In the four months following the introduction of free entry in December, we welcomed 988,060 visitors – an increase of over 90 per cent on the previous year. We were well prepared for the increase. A reorganization of our front-line teams and extensive customer care training ensured that our gallery staff met the challenge. Enhanced arrangements for catering, housekeeping and cloakrooms were also put in place in good time for the increase in numbers. The permanent exhibitions benefited from a programme of improvements, while our special exhibitions such as Predators and BG Wildlife Photographer of the Year received intensified marketing and media relations support. Effective marketing for special exhibitions is more important than ever, now that visitors pay a small charge to enter. Visitor numbers to South Kensington and Tring
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