The Free for All, Forever Initiative

The Memorial Art Gallery’s Free for All, Forever initiative is about ensuring that cost never stands in the way of experiencing art, creativity, and cultural education. Building on MAG’s ongoing efforts to expand access, the initiative will make general admission free for everyone in 2027 (the exact date will be announced in the months ahead). Thanks to unprecedented community support, MAG has now raised over $9 million toward the endowment that will sustain free admission for all in perpetuity.

Early pivotal support from civic leader Abby Bennett, MAG and University of Rochester Trustee Doug Bennett, and the Sands Family Foundation helped spark the momentum that accelerated the initiative sooner than anticipated.

The initiative was further advanced by a milestone $2 million gift from Mary Ellen Burris ’68W and a $1 million capstone gift from Alexander “Al” A. Levitan ’63M (MD) and Lucy K. Levitan, along with many members of the community who made generous contributions. Their shared commitment helps ensure free access to art and culture for the Rochester community and visitors to the region.

As MAG enters this exciting new chapter, membership remains essential to sustaining the exhibitions, lectures, school programs, community events, and hands-on Creative Workshop classes that make the museum a vibrant cultural resource for all. Join us in shaping the future of accessible art and creativity in our community.

MAG is grateful to the following Free for All, Forever lead donors: Anonymous, University Trustee Doug Bennett ’06S (MBA) and Abby Bennett, David Burns ’78S (MBA) and Margaret Burns, Mary Ellen Burris ’68W (EdM), Andy and Karen Gallina, M. Lois Gauch ’56W (EdM), University Trustee Emeritus Gwen M. Greene ’65, Sandy Hawks Lloyd and Justin Hawks Lloyd, Kitty and Nick Jospé, Elisabeth Judson ’76W (MA) and Thomas Judson, Cornelia Klein, Anne Konar, Meribeth and Howard Konar, the William and Sheila Konar Foundation, Peter Landers ’83 (MS) and Kathy Landers ’82, Al Levitan ’63M (MD) and Lucy Levitan, William Maniscalco, Ken McCurdy, Sharon and Bob Napier, the Sands Family Foundation, James Tabbi, and Rob Tortorella. Additional support has been provided by Anonymous, Nancee Bender and Richard Freeman, Diane and Robert Boni, Peter and Nancy Brown, Jane Colangelo, Kristen Dean, Maureen and Robert Dobies, Carolyn and Roger Friedlander, Marcia Lowry, the MAG Council, Lawrence Merrill, Gail and Michael Norris, Steven Searl, and Charlie and Maggie Symington.

Remembering Alexander A. Levitan

Al Levitan—a renowned physician, dedicated humanitarian, and friend to the University—died on March 29, 2026. By then, he and Lucy Levitan had given nearly $10 million to the School of Medicine & Dentistry to support the medical education of students from around the world through scholarships, fellowships, and related funding. Their philanthropy made them among the largest donors to the medical school experience.

MAG is a place of beauty, wonder, and awe—where children and families see fine art from around the world and are exposed to new ideas. Removing the economic barrier of an admission fee ensures that generations of community members receive the profound benefits of MAG’s collection and educational programs.

“Bringing our kids to MAG has been one of our favorite things to do with them,” says Doug Bennett. “They have learned to engage with art in their own ways, and we have built unforgettable memories as a family. We feel strongly that every family in this region deserves the same opportunity to have these experiences and make these kinds of memories—and we want to encourage them to do so by eliminating the costs of admission.”

—Doug Bennett, Memorial Art Gallery and University of Rochester Trustee