The University of Rochester museum will eliminate general admission fees for all visitors as part of its Free for All, Forever initiative.
EDITOR’S NOTE: This story, originally published May 13, 2026, has been updated with the date that free general admission will begin at the Memorial Art Gallery.
The University of Rochester’s Memorial Art Gallery (MAG) will open its doors to all visitors free of charge beginning May 1, 2027, marking the official launch of its Free for All, Forever initiative.
The museum announced the date October 8, five months after revealing that it had raised more than $9 million to eliminate general admission fees in perpetuity. The endowment will replace admission revenue and help cover the costs associated with welcoming more visitors.
“May 1 will be a remarkable day for both MAG and the Rochester community,” says Sarah Jesse, the 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.”
MAG plans a full day of special programming on May 1, including the unveiling of a new mural by artist Caroline Kent, Creative Workshop tours, food, music, and family programming. Visitors will also be able to see Isamu Noguchi: “I am not a designer”— the first major exhibition to be presented under the museum’s new free-admission model.
- Read MAG’s full announcement about the launch of Free for All, Forever.
Visionary support
A pivotal $1 million gift from Alexander “Al” A. Levitan ’63M (MD) and Lucy K. Levitan marked the completion of the museum’s fundraising for the initiative. The Levitan Family Capstone Challenge underscored the couple’s commitment to ensuring everyone has access to MAG’s world-class collections.
As visionary philanthropists, the Levitans have long championed access to education and formative opportunities for young people. Through endowed scholarships and fellowship funds, they have created pathways for students at the University’s School of Medicine & Dentistry. During a visit to donate works of art to the museum, they learned about the Free for All, Forever initiative and immediately wanted to be part of it.
“We are profoundly thankful to the Levitans for helping us reach this milestone,” adds Mangelsdorf. “Because of them, and the collective tremendous support of so many, the museum has met its Free for All goals early, which is a remarkable achievement.”
A $3 million leadership gift announced in the fall 2025 from MAG Board of Managers Vice President and University Trustee Doug Bennett ’06S (MBA) and Abby Bennett, along with the Sands Family Foundation, established the Abby and Doug Bennett and Sands Family Foundation Free for All Endowment. That gift served as the initial call to action for others to help the museum achieve its vision.
In April 2026, Mary Ellen Burris ’68W (EdM) contributed $2 million to the Free for All Endowment. Additional leadership gifts from an anonymous donor, Kitty and Nick Jospé, and Sandy Hawks Lloyd and Justin Hawks Lloyd added to that momentum. Many members of the community have also supported the initiative, underscoring that every contribution—no matter the size—is helping to make free admission possible.
“The Memorial Art Gallery is a treasure in our community, and everyone should have access to it,” says Burris.
Why free admission matters
Sustained public support has helped MAG grow its reach and deepen its impact across the community.
“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.”
“Making the museum free ensures that everyone can experience the inspiration, learning, and connection that it offers.” —URochester President Sarah Mangelsdorf
Currently, adult admission is $20—an amount that adds up quickly for families or discourages repeat visits. When the museum has offered free days in the past, attendance has increased more than sixfold, underscoring how many people are eager to visit when cost is no longer a factor.
“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.”
A return to MAG’s roots
When Emily Sibley Watson gifted the museum to the community in 1913, she imagined it as a place of education and enjoyment for all. For its first 56 years, MAG was free to the public—a legacy the museum will soon restore.
The Free for All, Forever initiative was conceived as an endowment, with its earnings covering the loss of admission revenue and costs associated with a rise in attendance, ensuring that general admission remains free for everyone in perpetuity. Annual gifts and memberships will continue to sustain exhibitions, lectures, school programs, community events, and hands-on creative workshop classes. Together, this support ensures that the museum remains not only free to enter but also vibrant, dynamic, and deeply engaged with the community it serves.
As a part of the For Ever Better campaign, the Free for All, Forever initiative underscores both the museum and the University’s broad commitment to expanding access and deepening community engagement. It represents a portion of the museum’s overall campaign goal of $60 million, which will support curatorial and staff excellence, exhibitions, new acquisitions and commissions, and expanded educational and creative opportunities for URochester students, school partnerships, and the broader Rochester community.
“We feel strongly that every family in this region deserves the same opportunities that we have had to engage with art and build unforgettable memories together,” says Doug Bennett. “We are thrilled that the museum can eliminate the cost of admission next year.”
About the For Ever Better campaign
MAG’s Free for All, Forever initiative is a key priority during For Ever Better: The Campaign for the University of Rochester—a $1.75 billion campaign rooted in the University’s Boundless Possibility strategic plan. The campaign seeks not only to raise critical funds but also to meaningfully engage 250,000 people—amplifying the University’s impact locally and around the world.
About the Memorial Art Gallery
MAG—one of the few university-affiliated art museums in the country that also serves as a public museum—houses 5,000 years of art history and a permanent collection of more than 13,000 objects. Located in Rochester, New York, the museum offers a year-round schedule of world-class exhibitions, lectures, concerts, tours, and family activities. Its 14-acre campus and Centennial Sculpture Park are a popular destination for Rochesterians and out-of-town visitors alike.
The museum extends gratitude to its Board of Managers and the many supporters whose gifts helped build momentum for the Free for All, Forever initiative, including but not limited to 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.
