In an attempt to attract more visitors and update its staid image, the Art Gallery of Ontario is introducing new hours, new fees, an upgraded Web site – and its very own smart card.

And it’s all in the name of accessibility.

To better serve busy Torontonians, starting in February, the gallery will remain open most days until 9 p.m., well past the standard 5:30 closing time. As well, the gallery is adopting a pay-what-you-can structure with a suggested fee of $5 per person and is re-jigging its Web site (www.ago.net).

‘Art museums in general have been facing a critical juncture,’ says ago marketing manager Frank Comella, adding that while attendance at the ago has remained stable at 350,000-400,000 visitors a year, there has not been any substantial growth. The changes are expected to encourage people to visit the gallery more often – not just when there are special exhibitions, he says.

Comella says that the gallery came up with the idea for an ArtCard as an interesting alternative to gift certificates – and a keepsake for members and non-members alike.

The debit cards, which can be used to pay for admission to the gallery and at the museum’s gift shop and restaurants, are available in denominations of $10-$100.

They will showcase famous works of art from the gallery collection as well as exhibition pieces, according to Comella. The first ArtCard will feature Edvard Munch’s famous image The Scream, to coincide with an exhibition of the Norwegian artist’s work on view Feb. 25-May 25.

The ago, with the help of Toronto’s Bruce Mau Design, is planning a campaign in early February to promote the changes. The advertising, which uses the theme ‘City life just got more fun,’ according to Comella, will include outdoor, radio and print. As well, the gallery has planned a mail-out to 30,000 ago members and visitors, as well as to travel industry professionals, in and around Toronto.