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The Memorial Art Gallery of the University of Rochester (MAG) will begin welcoming visitors free of charge on May 1, 2027, marking the official launch of its Free For All, Forever initiative.The Memorial Art Gallery of the University of Rochester (MAG) will begin welcoming visitors free of charge on May 1, 2027, marking the official launch of its Free For All, Forever initiative. This landmark commitment to eliminating the cost of general admission will broaden access to art and cultural education throughout Rochester, signaling a return to MAG’s founding vision: a space for everyone in the community to enjoy.
“May 1 will be a remarkable day for both MAG and the Rochester community,” says Sarah Jesse, Mary W. and Donald R. Clark Director of the Memorial Art Gallery. “Removing the economic barrier of an admission fee is the most important action we can take to ensure that generations of community members can enjoy the profound benefits of MAG’s collection and educational programs. By making general admission free forever, we’re not only returning to the public-spirited, educational mission of our museum, but opening the doors wider to the people of Rochester and creating more opportunities for everyone to experience, learn from and connect with art.”
Building a sustainable foundation
During For Ever Better: The Campaign for the University of Rochester, MAG built the Free for All, Forever endowment through a series of transformational gifts. Three million dollars in early pivotal support from civic leader Abby Bennett, MAG and University of Rochester Trustee Doug Bennett, and the Sands Family Foundation sparked momentum for the initiative, followed by a milestone two million dollar gift from Mary Ellen Burris ’68W and a one million dollar capstone gift from Alexander “Al” A. Levitan ’63M (MD) and Lucy K. Levitan. Together with generous contributions from community members, these gifts have helped MAG raise more than nine million dollars toward an endowment which will sustain free general admission in perpetuity. The endowment provides annual funding to replace admission revenue and supports the increased costs of welcoming more visitors. The result is a lasting investment in MAG’s future, and a commitment that cost never stands in the way of experiencing art, creativity, and cultural education.
“For many years, Monroe County has proudly supported the MAG in its efforts to offer reduced-price and no-cost opportunities for residents, expand community engagement, enhance access to art and arts education in local schools, and accelerate important projects and exhibitions that might not otherwise reach the community,” says Monroe County Executive Adam Bello. “It’s exciting to see private philanthropy now extending free admission to all visitors. Public-private partnerships are a sustainable way to reinforce our area’s reputation as an arts and cultural hub.”
“Strengthening Rochester’s already vibrant arts and culture sector by expanding access for children is a key objective of the Rochester 2034 Comprehensive Plan, because we know exposure to the arts boosts intellectual growth and creative thinking,” says Mayor Malik Evans. “I want to thank the University of Rochester’s Memorial Art Gallery for launching the Free for All, Forever initiative and the generous donors whose gifts brought this vision to reality for helping us advance our goal of establishing Rochester as a premier city of the arts.”
Experiencing art for free
On May 1, 2027, the first day of free admission at MAG, visitors can enjoy special programming, including a talk by artist Caroline Kent following the unveiling of her new mural in the museum’s pavilion, Creative Workshop tours, food, music, a special StART with a Story, and so much more.
The first exhibition visitors can experience for free will be Isamu Noguchi: “I am not a designer.” More information about the exhibition can be found here. In addition to rotating major exhibitions, free admission to MAG welcomes visitors to enjoy the museum’s permanent collection of more than 13,000 objects and over 7,000 years of art history.
Learn more about the Memorial Art Gallery’s Free For All, Forever initiative here.
Press contact: Paige Engard, Marketing & PR Specialist: 585-474-7695 / pengard@mag.rochester.edu