The Art Gallery of Alberta is on a creative mission to revive its membership numbers, which have struggled to bounce back post-pandemic. With a steep decline during COVID-19, the gallery is now aiming to reclaim its former glory and reach its peak of 10,000 members.
But here's where it gets controversial... The pandemic isn't the only challenge the gallery has faced. Ongoing construction around the downtown building has also been a major hurdle, making it difficult for visitors to access the gallery and navigate the area.
Catherine Crowston, the gallery's executive director and chief curator, explains that the pandemic and construction woes have significantly impacted membership. She believes people's interactions with cultural organizations have changed, and there's a hesitancy to commit to long-term memberships.
To foster that long-term commitment, the gallery is emphasizing that membership is about more than just free admission. It's about being part of a community, supporting arts organizations, and contributing to the city's cultural landscape.
And this is the part most people miss... The gallery has established the Women for the Art Gallery of Alberta committee (WAGA), a group of passionate women with a goal to reach 10,000 memberships. Teresa Melton, co-chair of WAGA, believes supporting Edmonton's arts and cultural institutions is vital for the city's prosperity.
WAGA has been collaborating with the gallery to boost patronage and engagement through members-only events and programs. Melton emphasizes that membership is an easy entry point to the art world, supporting artists, art education, and exposure to diverse artistic expressions.
With membership plans starting at around $58 for a one-year adult pass, the gallery's 2024 annual report shows that membership fees contribute significantly to its total revenue.
The gallery isn't alone in facing construction challenges. The Winspear Centre has also received feedback from patrons about the difficulties of accessing performances due to construction and parking issues.
The City of Edmonton acknowledges the disruptions caused by ongoing construction and appreciates the public's patience as they work to improve infrastructure access.
Despite the obstacles, the gallery is seeing positive results due to the combined efforts of WAGA and the organization. Melton believes the majority of people are supportive of their mission to revitalize and elevate the art gallery, and they're gaining momentum with their ambitious goal.
So, what do you think? Is membership a vital aspect of supporting cultural institutions, or are there other ways to engage and contribute? We'd love to hear your thoughts in the comments!
