The Art Gallery of Alberta is focusing on strategies to increase its membership count, which has not fully recovered since the impact of the COVID-19 pandemic. During the pandemic period from 2020 to 2023, the membership dropped to approximately 2,800 individuals, a significant decline from the peak of 10,000 members in 2010 after the gallery’s renovation.
While the current membership stands at around 6,500 members, Catherine Crowston, the AGA’s executive director and chief curator, mentioned that the organization is still dealing with the lasting effects of the pandemic. Crowston highlighted changes in how people engage with cultural institutions, suggesting a shift in commitment levels towards long-term memberships.
To encourage sustained commitment, the AGA aims to showcase that membership offers more than just free entry. It emphasizes becoming part of a larger community and supporting arts organizations locally and provincially. The Women for the Art Gallery of Alberta committee (WAGA) was formed last year with a goal to achieve 10,000 memberships through various engaging activities.
Teresa Melton, WAGA’s co-chair, stressed the importance of supporting Edmonton’s cultural assets for the city to thrive. Collaborating with the gallery on exclusive events and programs, WAGA aims to enhance patronage and promote engagement through membership. Melton emphasized that membership serves as an entry point to the gallery, supporting artists, art education, and exposure to the art world.
The AGA offers membership plans for different demographics, with an adult pass costing approximately $58 annually. Membership fees contributed around $116,000 to the gallery’s total revenue of nearly $6.4 million in 2024, while general admission generated almost $200,000.
Besides the pandemic impact, ongoing construction around the downtown area has posed challenges for visitors. Limited parking availability and navigation difficulties in downtown Edmonton have hindered access to the gallery and other arts organizations in the Arts District. The Winspear Centre has also faced accessibility issues due to construction, with feedback indicating challenges for patrons and subscribers in accessing the concert hall.
The City of Edmonton acknowledged the disruptions caused by construction projects and expressed gratitude for the public’s patience during infrastructure improvements. Despite the obstacles, efforts from the Women for the Art Gallery of Alberta committee and collaborative initiatives are starting to re-engage visitors and garner positive responses towards revitalizing the art gallery.