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AGO BREAKS DOWN BARRIERS WITH BOLD NEW PRICING CHANGES

AGO BREAKS DOWN BARRIERS WITH BOLD NEW PRICING CHANGES

Less equals more! Starting May 25, the AGO offers free entry for visitors 25 and under, and launches an Annual Pass for only $35

TORONTO – Art is for everyone, and today the AGO announces bold and exciting changes that will ensure greater museum access than ever before. Starting on May 25, admission for visitors 25 and under* is free – all year, anytime. For visitors over 25, the AGO offers a brand new Annual Pass that provides unlimited admission for a year for $35.

*Editor’s note: please ensure your coverage reflects that admission is free for visitors 25 AND UNDER, not simply visitors under 25*

According to the AGO’s Michael and Sonja Koerner Director, and CEO Stephan Jost, the new admission rates are a game-changer that will open the Gallery’s doors wider than ever before. “Art is essential, and we’re making it easier for everyone to make it a part of their everyday lives,” he says.

These major pricing changes go into effect on May 25. Advance sales of the $35 AGO Annual Pass begin on May 9 at 10:30 a.m. at ago.ca, in person at the AGO, and by phone at (416) 979-6648. Annual Pass holders will receive a digital card for smartphones so that they don’t have to wait in line for tickets; they simply present their digital pass to be scanned upon arrival. Visitors without smartphones may request a physical Annual Pass. For single ticket purchasers, one simplified price of $25 now includes admission to the AGO Collection and all special exhibitions with no extra fees.

“Ontario’s government is pleased to support our arts sector to ensure it continues to grow,” says Michael Tibollo, Minister of Tourism, Culture and Sport. “The AGO is an important part of the province’s cultural landscape, and our government is extremely supportive of the Gallery’s new admission model. This initiative will improve access for our youth and families and lead to an even stronger cultural tourism industry for Ontario.”

The AGO is celebrating this landmark initiative with the launch of AGO All Hours, an unmissable event happening three times a year. AGO All Hours runs from morning to night, and invites visitors to participate in unconventional experiences featuring local artists and community partners. From special programs, art installations and artmaking activities to pop-up bars, marquee performances and more, AGO All Hours has the vibe of a Toronto block party welcoming all ages all day, from 10:30 a.m. to 1 a.m. More details are available at AGO.ca or by following #AGOAllHours.

Adding to the exciting lineup at AGO All Hours on May 25 is the highly anticipated public opening of Yayoi Kusama’s INFINITY MIRRORED ROOM – LET’S SURVIVE FOREVER, the first contemporary artwork in Canada to be acquired through a major crowdfunding campaign. Same-day reservations to see the artwork can be made on-site at the AGO.

The AGO’s robust membership program provides a foundation of philanthropic support. The generosity of nearly 100,000 members allows the AGO to fulfill its mission to bring art, learning and audiences together. Membership continues to offer special benefits, including exclusive previews of special exhibitions, discounts, access to the Norma Ridley Members’ Lounge, and more.

“Great cities deserve great civic spaces, and increasing access to the AGO will make the museum a more welcoming and inclusive place for all,” says Stephan Jost. “Thank you to AGO Members, donors, sponsors, and partners for allowing us to break down barriers in truly meaningful ways.”

School group visits remain subject to an administrative fee that supports the group experience.

@AGOToronto | #LessEqualsMore

SUPPORTERS              

The AGO’s new admission model is made possible by:

Lead Supporters:                  BMO Financial Group
The Lindy Green Family
Charitable Foundation
Robert Harding & Angel Yang
Richard Rooney & Laura Dinner
The Schulich Foundation
Anonymous Donor

Generous Supporters:          The Bennett Family Foundation
Hal Jackman Foundation
Robin & David Young

ABOUT THE NEW ADMISSION MODEL
Starting on May 25, 2019, the new AGO Annual Pass offers a full year of unlimited access to the AGO Collection and all special exhibitions for only $35. Admission for visitors 25 and under is free – all year, anytime. Single-visit tickets are now $25 and include the AGO Collection and all special exhibitions with no added fees. The AGO will test and learn from this new model over the coming year, driven by goals of increasing communication with its audiences and gaining new understandings of visitor patterns. AGO Membership levels remain unchanged and continue to offer special benefits to Members, who provide important philanthropic support.

ABOUT THE AGO
Located in Toronto, Canada’s largest city of 5.9 million, the Art Gallery of Ontario (AGO) is one of the largest art museums in North America. The AGO Collection of close to 95,000 works ranges from cutting-edge contemporary art to significant works by Indigenous and Canadian artists and European masterpieces. The AGO presents wide-ranging exhibitions and programs, taking special care to showcase diverse and underrepresented artists. Its 585,000 square foot building was most recently expanded in 2008 by Frank Gehry, and attracts approximately one million visits per year. Visit AGO.ca to learn more.

The AGO is funded in part by the Ontario Ministry of Tourism, Culture and Sport. Additional operating support is received from the City of Toronto, the Canada Council for the Arts and generous contributions from AGO Members, donors and private-sector partners.

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