By: Emily Linginfelter ~Staff Writer~

Cincinnati’s Contemporary Arts Center (CAC) recently announced a three-year plan for free admission called the “Love Gift.” The museum titled the “Love Gift,” since the starting date is Feb. 12, just before Valentine’s Day weekend.

The upcoming change is possible through donations of $75,000 from the nonprofit grant-making Johnson Foundation and $150,000 from a newly established circle of philanthropists who call themselves “The 50.”

The contemporary culture enthusiasts are 25-45 years old and also regularly donate their expertise.

Raphaela Platow, director of the CAC and charter member of “The 50,” said the institution worked on the idea of incorporating young supporters for many years and is delighted to see it finally unfold.

“Since our lobby renovation that created one of the most used community spaces in downtown, we have strategized about offering free admission,” Platow said in a news release. “This single change will send a clear message that all are welcome, and would open the doors to countless visitors who might not otherwise experience contemporary art in Cincinnati.”

Platow’s statement reflects the trends the CAC displayed during the winter 2015 renovation.

Throughout the two-month project, the institution used a side entrance and opened its galleries to the public without charge, and attendance nearly doubled from 3,500 to 6,000 visitors.

Prior to this, admission was $7.50 per adult and free on Wednesday evenings thanks to a partnership program with Macy’s. The CAC will continue offering annual memberships at $45 ($25 for educators, seniors and students), which grants discounts and free admission to select programs, performances and artist talks. In addition, membership benefits may include valet parking.

The CAC free admission announcement coincides with the launch of the ArtsWave community campaign. ArtsWave is Greater Cincinnati region’s local arts agency and the nation’s largest community campaign for the arts. Their work contributes to the impact and additional support of this campaign and others that are similar in the local arts.

For more information, visit the official CAC website at https://www.contemporaryartscenter.org and the ArtsWave website at www. theartswave.org.