The World’s Most Expensive Umbrella

If they ain't got a blockbuster attraction, museums are a tough sell these days. I remember reading a study which revealed that one of the main draws for a museum is its café (which is why Elizabeth Esteve-Coll, Director of London’s famed Victoria and Albert, once adopted “An Ace Caff With Quite A Nice Museum Attached” as its slogan).

Tough to swallow, but you gotta fill the halls somehow, so kudos to Montreal's McCord Museum and its unapologetic Fair-Weather Friends campaign.

In a simple but inspired coup, the McCord becomes a refuge from inclement climes by cutting its entrance price in half on rainy days. No catches, no fine print, just a brilliant idea that must’ve not just Surprised, but scandalized, the stuffy museum establishment.

Congrats McCorders! Not even David Copperfield in his prime could convert a museum into an umbrella.