The Art Gallery of Alberta is actively seeking ways to increase its membership numbers, which have struggled to rebound post-COVID-19. During the pandemic period from 2020 to 2023, membership hit a low of around 2,800 members, a significant decline from the peak of 10,000 members following the gallery’s renovation in 2010. Although there has been a rise in memberships to approximately 6,500 currently, Catherine Crowston, the AGA’s executive director, acknowledged the ongoing challenges stemming from the pandemic.
Crowston highlighted the shifting trends in how people engage with cultural institutions, noting a hesitancy among individuals to commit to long-term memberships. To address this, the AGA is emphasizing that membership extends beyond free entry, emphasizing the sense of community and support for arts organizations at the local and provincial levels.
To foster long-term commitment, the Women for the Art Gallery of Alberta committee (WAGA) was formed last year, aiming to reach 10,000 memberships with various engagement initiatives. Teresa Melton, co-chair of WAGA, stressed the importance of supporting Edmonton’s cultural institutions for the city’s vitality. WAGA collaborates with the gallery on exclusive events and programs to enhance patronage and elevate member engagement.
Membership options cater to adults, seniors, and couples, with an adult pass priced at approximately $58 annually. The AGA’s 2024 annual report revealed that membership fees contributed around $116,000 to the total revenue of nearly $6.4 million, while general admission generated almost $200,000.
Aside from pandemic challenges, ongoing construction in downtown Edmonton has posed obstacles for visitors, impacting parking availability and accessibility to cultural venues. The Winspear Centre and Edmonton Symphony Orchestra also noted difficulties faced by patrons due to construction-related disruptions. Despite these challenges, the AGA and its partners are beginning to witness positive re-engagement efforts, showcasing a hopeful outlook for the gallery’s future.
