According to the Medalta in the Historic Clay District's 2024 Annual Report, the non-profit welcomed more than 22,000 visitors last year and is looking to improve its accessibility and visibility moving forward.--NEWS FILE PHOTO
bmiller@medicinehatnews.com
Medalta in the Historic Clay District welcomed more than 22,500 visitors last year, taking in the museum, educational programming and attending special events and shows, according to its 2024 annual report presented to a city committee this week.
Executive director Jessica Whitford says Medalta, as well as several other arts organizations and open public spaces, were able to fully return to pre-pandemic levels of service and get “back on track” last year.
“That’s something that I highlighted to the committee, in the sense that we were thrilled to invite a steady flow of visitors throughout the year,” she said. “Despite the challenging years of COVID, Medalta has come back to itself and is able to continue to offer all the great programming that we offer the city.”
Along with its visitors, Medalta also welcomed more than 40 artists in residence who stayed in Medicine Hat for extended periods of time to work on their craft, with several planning to return.
A big boost to the non-profit this year was a financial contribution it received from the Plainsmen Clay Company.
“It was a pleasant surprise, but they gave us more money than we anticipated, so thanks to that, an overall good year financially,” said Whitford.
Last year also marked the final of a four-year agreement between Medalta and the city, which is the landlord of the site and provides the organization with $125,000 funding annually.
This served as an important revenue stream for the non-profit’s budget, says Whitford, however beginning this year the city will be funding a four-year plan to upkeep and preserve the buildings.
The work is expected to cost $4 million and will be funded by the city until 2028.
“The city approved this plan to take on a lot of the essential work that needs to happen in a historical heritage, preserved space,” explains Whitford, who says she wants the community to celebrate the vibrant and unique location.
“That we’re celebrated as a third space, that people can come and enjoy educational programs, the museum from a learning perspective, but also use it as an event space,” adds Whitford. “Any ally we can find, and the city itself, is huge, because this is a place that is significant for all people in Medicine Hat.”
Moving forward, Medalta would like to improve its accessibility for visitors, citing its gavel parking lot.
Paving the roads would allow more accessibility and improve the user experience for large gatherings held at the site, which include weddings and funerals. The site will also be used to host a large event during the upcoming 2026 Special Olympics Canada Summer Games next August.
“So apart from the parking lot, that was my highlight (to committee members) but accessibility overall is something that I’m focusing on, both internally and externally.”
The site has been designated as an historic site by the province.
Whitford says the organization is also looking at additional funding options from the government, especially grants offered from Ottawa.
She says her team is looking into ways they can find more funding through grants that offer options that could possibly match dollars the city has already committed.
“We would like to get more dollars from the province and the federal government through programs that they have, however that government money needs to be matched 50 per cent by somewhere else … it would be great to have the city’s dollars for the upkeep that I mentioned already act as the matching dollar. That would get more dollars that’ll take us further in our projects.”
Medalta is also asking the city to consider increasing road signs throughout the city to better promote the historic site.
“I mentioned to them that the signage to find the historic clay district is a bit lacking currently.” explains Whitford. “Not my top priority, but something that I definitely would like.”
Friday night Medalta will host the opening reception of a new art exhibition called “Cross the Ocean,” which will be on display until Nov. 8 and features the work of two artists who have worked together in China and North America for more than 20 years.
