In the late 90s, after twenty-five years of operation as an artist-run-centre, Plug In began to re-envision its role in local, national, and international art circles. Having arrived at a position of notable critical acclaim for its exhibitions and publications program, Plug In sought to have these programs matter in a "larger" way. To reach this goal and elevate the organization's profile, Plug In launched three initiatives to attract larger audiences and expand the reach of our programming: the national and international circulation of exhibitions; the development of a website and e-commerce capabilities; and the creation of an audience development initiative. These changes marked Plug In's transition from an artist-run-centre to something that resembled both a gallery and a museum, yet was neither - an interim phase during which a hybrid has taken form.

A survey of "Institute of Contemporary Art" models in the UK and the US has confirmed that Plug In's mission, priorities and activities fit most comfortably within the ICA model. And while this model is itself a relatively fluid one, for our purposes this ICA distinction means: the generation of a thoroughly researched mix of exhibitions offering multiple access points to contemporary art and ideas; insightful interpretation through publications, programs and events; and the creation of facilities and an environment for interaction among artists, art and audiences.