Calgary hopes to hit the right branding notes with new National Music Centre
$191-million price tag comes as city is in midst of an economic downturn
The city thathas spawned well-knownartists likeTeganand Sara,Paul Brandt,Jann Arden and even Loverboy (that's right, the Turn Me Loose'80s rock band was formed in Calgary) istrying to make an even bigger splash on the music scene with its new National Music Centre.
With the Juno awardsin town this week andthe who's who of Canada's musicindustry along for the event,theCEO of the centre, Andrew Mosker, is showing it off ahead of this summer's opening.
The dramatic downtown building comes with a $191-million price tag and an ambiguouspurpose in a city reeling from layoffs and downsizing in the oil and gas industry.
It will likely be anuphill climb to re-brand the city knownmore for its Stampede than asa musical destination, especially when other major cities in North America have already established a name for themselves.
Austin,for example,ago-to music destination in North America with its famous South by Southwest festival, now has Torontosending delegations there to learn how it might be able to replicate the Texan city'ssuccess.
"Withthe talent, with the venues we have in place, with the festivals we have in place, with just the desire,I think it's amazing," Bell said."I think this city can do some pretty cool things when it comes to music."
It will just depend on whether people are willing to pay the price. The Centre is counting on renting out performance space and charging admission fees to offset some of its operating costs.
With files from Deana Sumanac