EDMONTON – The Art Gallery of Alberta asked Edmonton’s city council for $250,000 every year for the next three years as it hopes to transition away from its pay-for-admission model.
Councillors heard from Chair Darcy Trufyn about how the museum hopes to quadruple the number of people that come through its doors by 2020.
“We know that admission is a barrier,” Trufyn said. “On admission free days, the attendance goes up exponentially, the demographics even change and it better reflects the city as it is.”
The price of a general admission ticket is $12.50.
The gallery’s strategic plan outlines how it wants to eventually move away from public funding to corporate sponsorship.
“We’re much more appealing if we have four times the number of people coming through the doors,” he added.
In addition to free admission, there are plans to create a much more interactive guest experience.
“The gallery is a place where we display works that were created by artists, but it’s also a place that we are hoping will become a more creative space for the audience,” said chief curator Catherine Crowston.
She said there will also be workshops for anyone to come in and learn to make their own art.
Councillors heard arguments for funding the museum and posed difficult questions, but the request is far from a shoe-in.
“The dollar figure outside of a good plan would be a bit nebulous to us I suppose, but because it comes with an excellent strategy over the next five years, I feel more comfortable with it,” admitted Ward 10 Councillor Michael Walters.
However, he said that council is under pressure to reduce spending and minimize tax increases.
The AGA’s request will be debated during budget talks and will face competition with dozens of other requests for city funds.
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