The Art Gallery of Alberta is on a mission to recapture its former glory, aiming to revitalize its membership numbers after a challenging period. The COVID-19 pandemic and extensive construction have significantly impacted the gallery, leading to a dramatic drop in membership. But here's where it gets controversial: Can they truly bounce back to their pre-pandemic levels?
Before the pandemic, the Art Gallery of Alberta (AGA) boasted a thriving community of 10,000 members when it reopened its renovated space in 2010. However, when the pandemic hit in 2020, membership plummeted to a low of approximately 2,800 individuals. The pandemic was declared over in 2023, but the gallery is still working to overcome the lingering effects. Currently, the gallery has around 6,500 members and is actively working to increase this number.
According to Catherine Crowston, the AGA’s executive director and chief curator, the organization is navigating the changes in how people interact with cultural institutions. She notes that people may be hesitant to commit to memberships for extended periods. The gallery is now focusing on demonstrating that membership offers more than just free admission. It's about being part of a community and supporting arts organizations in the city and province.
To help achieve this, the gallery established the Women for the Art Gallery of Alberta committee (WAGA) last year. This group of 10 women has set an ambitious goal: to reach the original 10,000 membership mark. WAGA is actively involved in various activities to engage people with the gallery. Teresa Melton, co-chair of WAGA, emphasizes the importance of supporting Edmonton's arts and cultural institutions for the city's growth.
WAGA collaborates with the gallery on programs and members-only events to boost patronage, emphasizing that membership is an accessible entry point to the art gallery. Melton highlights that membership is crucial for the gallery's success, supporting artists, art education, and exposure to the art world.
But here's a key detail most people miss: Membership plans are available for adults, seniors, and couples, with an adult pass costing about $58 per year. The AGA’s 2024 annual report reveals that membership fees contributed approximately $116,000 of its nearly $6.4 million in total revenue, while general admission brought in almost $200,000.
In addition to the pandemic, ongoing construction around the downtown building has also hindered visitor numbers. Crowston points out that downtown Edmonton has been under construction for about a decade, limiting parking and making it difficult to reach the gallery. The Winspear Centre, another arts organization in Edmonton, has also faced similar challenges due to construction, with 65% of respondents in a recent survey reporting difficulties accessing the concert hall. 70% of those cited road construction and parking changes as the main reasons.
The City of Edmonton acknowledges the disruptions caused by construction and appreciates the public's patience. Melton notes that the gallery is seeing positive traction with re-engagement efforts, with many people expressing support for the initiative.
What do you think? Do you believe the Art Gallery of Alberta can successfully regain its pre-pandemic membership levels? Share your thoughts in the comments below!
