The Memorial Art Gallery announced it’s halfway to the goal of offering forever free admission, thanks to a gift of $3 million from Doug and Abby Bennett and the Sands Family Foundation.
The funds establish the Abby and Doug Bennett and Sands Family Foundation Free for All Endowment as part of the $1.75 billion For Ever Better: The Campaign for the University of Rochester; once the MAG raises $6 million toward the initiative, it can offer free admission to all visitors permanently, joining the ranks of museums like the Smithsonian, Cleveland Museum of Art and The Getty in Los Angeles.
“Since 1913, the Memorial Art Gallery has been a cultural cornerstone of Rochester, a place where generations have come to connect with art, with one another and with the world. It’s where we learn to see differently, to feel deeply and understand our shared humanity,” said Doug, a MAG and University of Rochester trustee and Simon School alum. “But for too long, that experience has come with a price tag. $20 might not seem like a lot, but for some families, students and neighbors, it’s enough to keep them from ever walking through that door.”
During a special reception to announce the news Saturday, MAG Mary W. and Donald R. Clark Director Sarah Jesse shared an anecdote of a fourth grader who had recently visited the museum and burst into tears upon having to leave the museum, lamenting it was “only one time.”
“The child’s point is well taken,” said Jesse. “One time is not enough. We want children of all ages to visit the museum as often as they desire.”
The Bennetts echoed the impact on their own family.
“When our kids were younger, bringing them here was one of our favorite things to do, teaching them not to touch and hoping they would listen,” said Doug. “But along the way, our family learned patience, curiosity and how to see beauty in the world. Every family in this region deserves the same chance to make those memories without worrying about whether they can afford it.”
The Bennetts are members of the George Eastman Circle, the University’s leadership annual giving society. They provide sustaining annual support to MAG and Simon Business School, and they are also generous supporters of Golisano Children’s Hospital. In addition to his role as a trustee for the University and MAG, Doug is a member of the Simon Campaign Advisory Council and the MAG Board of Managers, and he chairs the MAG component of the For Ever Better campaign.
The Sands Family Foundation, led by cochairs Richard Sands, a University trustee emeritus, and Robert Sands, supports projects and organizations focused primarily on serving the health, educational, and cultural needs of the community. In 2022, the Bennetts, the Sands Family Foundation, and Constellation Brands also provided leadership funding to expand MAG’s Centennial Sculpture Park, which is always free and open to the public.
“For us, this isn’t just about art. It’s about community,” said Doug. “We’ve seen our museums open minds and build empathy, access to that should not depend on income. We hope this gift inspires others to join us in making mag a place where every child, every student and every family feels they belong.”
To reach this milestone, the Bennetts and the Sands Family Foundation invite other arts patrons and generous members of the Rochester community and beyond to join them in meeting the ultimate goal of $9 million, which would sustain free admission for generations.
“Every contribution, no matter the size, moves us closer to that permanent legacy,” said Doug. “This isn’t just about removing an entry fee. It’s about expanding MAG’s role in the life of this city. It also positions MAG as a national model for what museums can be — welcoming, inclusive and transformational. We have the opportunity to lead by example, to show that access can and should be built into the financial foundation of every cultural institution.”
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 12,000 objects. The museum also 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 most recent exhibition, “Frontiers of Impressionism: Paintings from the Worcester Art Museum,” opened November 2 and runs through March 1, 2026. It includes 52 paintings from the Worcester Art Museum’s impressionist collection through the lens of more than 30 artists.
“MAG is doing what it’s done for over a century,” said Jesse, “bringing the art of the world here.” mag.rochester.edu
