The museum specializes in American art, and provides free general admission daily.

[11] The new location, larger in size and with more gallery space for the permanent collection, also aimed to provide a venue where "art happens".

[15] However, it was announced in 2000 that the city was donating a site as well as $4 million for a new home for the museum, which was to be paired with an IMAX theater.

[24] It also includes the City of Roanoke Atrium, a 77-foot-tall (23 m) space used for large, temporary installations, and Art Venture, an interactive gallery aimed at younger visitors.

[25][26] The IMAX theater was not included in the building's final design; the area intended for it was made into gallery space and a multipurpose hall.

American artists in the museum's permanent collection include Thomas Eakins, Winslow Homer, Childe Hassam, Maurice Prendergast, John Singer Sargent, Robert Henri, Norman Rockwell, George Inness, Eduard Steichen, and Thomas Hart Benton.