The ASC Luther Bean Museum Offers Free Admission on Sept. 25

(09-22-2010)

Smithsonian Magazine's 6th Annual Museum Day

--Museum Day 2010 Poised to be Largest to Date--

On Saturday, September 25, the Luther Bean Museum will participate in the sixth annual Museum Day, as presented by Toyota on behalf of the redesigned 2011 Avalon. The Luther Bean Museum will join participating museums and cultural institutions nationwide to open their doors free of charge to all visitors who download the Museum Day Ticket from Smithsonian.com. A journey to celebrate our world's dynamic heritage and cultural life, participating Museum Day venues emulate the free admission policy of the Smithsonian Institution's Washington, D.C.-based facilities.

Museum Day 2010 is poised to be the largest to date, outdoing last year's record-breaking event. Over 300,000 museum-goers and 1,300 venues in all 50 states, the District of Columbia and Puerto Rico participated in Museum Day 2009. Last year, two million visitors logged on to www.smithsonian.com/museumday to learn more about the program.

"By organizing this event Smithsonian magazine is helping to bring national attention to the important role museums play in everyone's education whether it be a history, art, or technology museum. Museum Day provides such a benefit to small museums like the Luther Bean in providing us national exposure, allowing us to show all the Smithsonian subscribers coast to coast what we have to offer," said museum spokesperson Kat Olance.

Along with the museum's permanent collection of art and artifacts from watercolors by Steven Quiller, Navajo & Rio Grande weavings, to fossilized mammoth teeth we are also featuring our Artifact of the Month exhibits including our 1840's Ivory chess set, Allan Houser bronze, Lafayette Head Mason sword and our Anasazi bowl.

This year, Toyota will enhance the Museum Day experience both in Smithsonian magazine and online, with elements like the 'Featured Five," a listing that encourages visitors to learn about and visit participating museums and venues. Additionally, for each visitor who inquires about the new Toyota Avalon online, Toyota will donate $1--up to $10,000 total--to museum programming nationwide.

The Museum Day Ticket is available to download at www.smithsonian.com/museumday. Visitors who present the official pass will gain free admission for two people to participating museums and cultural venues. One ticket is permitted per household, per email address.

Listings and links to participating museums' and sponsors' sites can be found at www.smithsonian.com/museumday.

About Smithsonian Media

Smithsonian Media comprises Smithsonian magazine, Air & Space, goSmithsonian, Smithsonian Media Digital Network and the Smithsonian Channel. Smithsonian Media's flagship publication, Smithsonian magazine is one of the nation's largest magazines with a circulation of more than 2 million and nearly 7 million readers. Smithsonian Media is a division of Smithsonian Enterprises, the revenue-generating business unit of the Smithsonian Institution. The Smithsonian Institution is the world's largest museum and research complex consisting of 19 museums and galleries, the National Zoological Park and nine research facilities. Approximately 30 million people from around the world visited the Smithsonian in 2009.

About Toyota Motor Sales, U.S.A., Inc.

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers. Toyota directly employs more than 34,000 people in the U.S. and sold more than 1.77 million vehicles in 2009.

For more information about Toyota, visit www.toyota.com, www.lexus.com, www.scion.com or www.toyotanewsroom.com