While life has returned to a “new normal” after the COVID-19 pandemic, the virus’ spread and the subsequent global shutdown caused lingering impacts keenly felt by the performing arts community. Notably, orchestra, theatre, opera, and ballet attendees have not returned to performances.
Now, 13 live arts performance groups from across Alberta, Saskatchewan and Manitoba have banded together to advocate for the sector and grow audiences, and they have launched a campaign to increase ticket sales with half a million dollars of support from Prairies Economic Development Canada (PrairiesCan).
“The performing arts were the first to have to stop [during the shutdown], and the last to come back in most places,” says Marc Stevens, President and CEO of the Calgary Philharmonic Orchestra. “Many of our audiences who’d been in the habit of coming to the theatre, ballet, opera, or orchestra had gotten out of that habit.”
A Stone-Olafson report published on Nov. 2, 2021 (and updated on May 3, 2022 and April 13, 2023), found that higher cost-of-living expenses, decreased household income and inflation have made audiences more hesitant — and more discerning — with spending their hard-earned dollars on a live show.
The report also notes that the “experience economy” has many benefits, including positively impacting quality of life, education, wellness, and tourism, but despite these benefits, the sector continues to suffer.
A Stats Canada report released on June 27 of this year notes that the Canadian live performance sector lost 1,835 jobs in the first quarter of 2024. Yet, in the first half of 2024, live arts alone contributed roughly $1.5 billion to Canada’s GDP.
Spearheaded by the Manitoba Opera, the cross-prairie performance arts coalition — which includes the Alberta Ballet, the Calgary Phil, and the Calgary Opera — submitted a proposal for support to PrairiesCan. The proposal showed the sector’s importance not only as a cultural institution but also as a driving force in their local economies.
“It’s not about our organizations,” says Stevens. “It’s about the communities that we serve. It’s about the audiences and the many other folks that interact with us, not just on the concert hall stage or in the theatre, but in many other parts of the community.”
PrairiesCan answered the call, contributing $500,000 under the Community Economic Development and Diversification (CEDD) Program. All of the funds have been poured into the Prairie Live Arts Campaign, with the goal of boosting ticket sales — and subsequently, strengthening local economies.
Although PrairiesCan was not available for an interview, a representative provided an email response and noted that boosting audience attendance helps to support jobs for arts workers (including artists and technical crew, as well as administrators, fundraisers and front-of-house staff). Increased ticket sales also have the potential to revitalize downtowns across the prairies.
“By widely and aggressively promoting downtown live arts, this project will drive more traffic to the heart of our cities and result in a net positive impact on the economy because there is more than one ticket purchased at one live arts company,” noted the emailed statement. “It’s the cost of return transportation, it’s paying for a babysitter, it’s booking a dinner at a restaurant before the show, or drinks and snacks afterward.”
Stevens notes that a key detail about the campaign’s impact is that it extends far beyond the 13 large performance arts organizations leading the charge.
“It’s about the much wider ecosystem,” he says, adding that he and his colleagues care personally and passionately about the amateur, civic and indie performance art companies who will also benefit from the campaign. “We’re all trying to provide brilliant experiences to our communities and [create] a wonderful, livable city for everyone.”
Integrating a combination of digital and social marketing, video, and outdoor advertising, the campaign targets Calgary, Edmonton, Saskatoon, Regina, and Winnipeg while seeking to break stereotypes about who can attend operas, ballets, and orchestral performances and who audience members can be.
“Folks from all walks of life can come [to a performance]. We need to be clear that you don’t have to roll up in a limousine with shiny black shoes to come to any of our events,” says Stevens, adding his typical concert attire is “trainers and jeans.”
The Prairie Live Arts Campaign’s vibrant marketing approach also highlights the human connection and emotional range live performance offers.
“Whether it’s theatre, music, dance or opera, these art forms are about opening doors to new worlds,” says Stevens. “I imagine a small child — our inner child — going through a doorway from a world that they think they know into a world they never knew was even there.”
The campaign — developed in partnership with Winnipeg-based The Show and Tell Agency — launched on Sept. 23 and runs until early December. Details can be found at explorelivearts.ca/campaign.
