The Memorial Art Gallery (MAG) at the University of Rochester has raised over $9 million through its "Free for All, Forever" fundraising initiative, surpassing its original goal and timeline. The museum will now open its doors free of charge to all visitors sometime in 2027, much sooner than anticipated. Key donors include Alexander and Lucy Levitan, who contributed a $1 million capstone gift; Doug and Abby Bennett and the Sands Family Foundation, who gave a $3 million leadership gift; and Mary Ellen Burris, who donated $2 million. The announcement was celebrated at MAG's Flourish For All, Forever gala on May 9, 2026.
This move matters because it eliminates financial barriers to art and cultural education for the entire Rochester region, ensuring perpetual free access to MAG's collection. The initiative reflects a growing trend of museums using private philanthropy to fund free admission, supported by public-private partnerships with Monroe County. By making admission free, MAG aims to deepen community engagement, expand arts education in local schools, and strengthen the museum's role as a cultural resource for all residents, regardless of economic background.