AGO Passholder Initiative Shows Results

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More than 100,000 people have signed up in the last six months for a new $35 annual pass at the Art Gallery of Ontario.

The pass, part of a bold revamp of the gallery's pricing model, was launched on May 25.

The pass is free for visitors 25 and under. Visitors between the ages of 14 and 25 account for roughly 70 per cent of annual passholders.

The gallery says the new pass has doubled its community, which has included approximately 100,000 members in each of the last five fiscal years.  

"The AGO now has more combined members and passholders in its community than members of the Metropolitan Museum in New York.” says the gallery's director, Stephan Jost.

Launched as a one-year pilot project, the annual pass will remain permanently.

Membership offers special benefits, including exclusive previews of special exhibitions, discounts and access to the members' lounge. 

Source: Art Gallery of Ontario