Media Release

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Toronto, ON (June 10, 2010) – The Power Plant Contemporary Art Gallery at Harbourfront Centre is very pleased to offer the ALL SUMMER, ALL FREE program for the fifth consecutive year in a row. With the ongoing support of the Hal Jackman Foundation and Media Partner NOW Magazine, the gallery will again open its doors free of charge to all visitors this season with a new group exhibition and its annual summer party on Friday, June 18, 2010.

Since 2005, The Power Plant has waived admission charges for patrons during the summer, making the gallery more accessible to thousands of lakefront visitors. This initiative, led by Director Gregory Burke, aims to introduce as many visitors as possible to the most dynamic and challenging art being produced today. Burke explains, “The goal of the programme is consistent with The Power Plant’s strategic vision; by eliminating the cost of admission, the gallery can build audiences while increasing the general public’s engagement with and access to contemporary art. The gallery’s summer group exhibitions intelligently highlight vital contemporary themes that are designed to appeal to a broad audience.”

Summer 2010 is no exception. The ALL SUMMER, ALL FREE program will showcase the gallery’s summer group exhibition entitled Adaptation: Between Species, an exhibition which explores encounters and exchanges between the species, and includes works by Canadian and international artists of varying ages and cultural backgrounds in a broad range of media, from photography, film/video, installation, drawing, sculpture, and performance. Adaptation highlights The Power Plant’s desire to curate summer exhibitions that touch upon broader cultural trends that have the potential to speak to people from all walks of life.

The ALL SUMMER, ALL FREE programme has been overwhelmingly successful. The programme has increased attendance numbers by more than 400% in the summer, and 2009’s surveys reported 77% of attendees were first time visitors. “This is a rewarding statistic for The Power Plant, for which the gallery owes many thanks to its programme supporters,” exclaims Burke.

The Hal Jackman Foundation has been a generous supporter of the programme since its inception. Victoria Jackman speaks to the Foundation’s support of the ALL SUMMER, ALL FREE program: “One of the key goals of the Hal Jackman Foundation is to increase access to and appreciation of arts and culture. We see ALL SUMMER, ALL FREE at The Power Plant as one of the important ways to help build a vibrant contemporary visual arts community here in Toronto and after five successful years, we remain committed to the programme.” Director Burke continues: “The Hal Jackman Foundation is crucial to the success of this programme. Their financial support helps us to cover admission sales and related costs for the gallery. In the end, the positive outreach of this programme is wide and far reaching; for that, we are extremely grateful to the Foundation.”

The programme also benefits from the support of Media Partner NOW Magazine. As one of the largest independent media organizations in Canada, NOW offers Toronto an alternative voice on what is new and progressive in the city’s cultural community. The galley is proud to team with both sponsors to bring cutting edge, contemporary art and many associated events to the City of Toronto, free of charge.

Please visit the gallery on Friday, June 18 at 8 p.m., for our free annual Summer Exhibition Opening Party to celebrate the kick off of the ALL SUMMER ALL FREE programme and the opening of the summer group exhibition Adaptation: Between Species.

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For more information on exhibitions and all public programmes at The Power Plant, please call 416-973-4949 or visit www.thepowerplant.org.


The Power Plant Contemporary Art Gallery at Harbourfront Centre,
231 Queens Quay West, Toronto

Admission:
ALL SUMMER, ALL FREE thanks to the support of the Hal Jackman Foundation and Media Partner NOW Magazine.

Gallery Hours:
Tuesday to Sunday 12 p.m. – 6 p.m.
Saturday 12 p.m. – 8 p.m.
Open Holiday Mondays & Canada Day


For additional information and complete event listings, the public may visit harbourfrontcentre.com or call the Information Hotline at 416-973-4000.


ABOUT HARBOURFRONT CENTRE
Harbourfront Centre is an innovative, non-profit cultural organization which provides internationally renowned programming in the arts, culture, education and recreation, all within a collection of distinctive venues on a 10-acre site in the heart of Toronto's downtown waterfront.

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MEDIA CONTACT:
Robin Boyko
Marketing and Communications Coordinator
The Power Plant
416-973-4927
rboyko@harbourfrontcentre.com
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