Theatre

This research was conducted in six waves over the course of 2020 and 2021. This is a community resource that is FREE to access and results from the sixth wave of research are now available.

Findings for Alberta organizations from Wave 6 results include:

• Comfort has developed into a very predictable pattern that follows case numbers and now vaccine rates.
• Albertans will return at their own pace; participation hinges on personal comfort but also personal risk tolerance.
• There is a consensus that there will be less of a return to “normal” but rather a new way of doing things moving forward.
• Because Albertans have spent the past year and half discovering new things to do, the selection of what they can choose from now is quite vast.
• Spending habits are in flux, and at this point it is difficult to predict where Albertans will direct their money in the short term.

What are the implications for Alberta organizations?

• Even as restrictions have been removed, organizations still need to deal with comfort. As it stands, there is clear hesitancy in the audience and it will be important to communicate safety measures to make audiences comfortable when re-engaging.
• Organizations should keep in mind that public sentiment is a more useful barometer over government announcements. Gauging expectations for increased participation to occur will be based on a combination of comfort and risk tolerance.
• Organizations should expect more permanent (structural) changes to stick around – specifically related to organizational transparency, flexibility with refunds, new payment options, etc. These should be things that organizations consider keeping even if they are no longer required by the government.
• The main consideration for organizations remains flexibility – in terms of payment options, participation options, etc. This will allow for consideration on different levels as Albertans suss out how they want to direct their spending.

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report

About the project

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative was funded by:

• ActiveCITY Collective
• Alberta Foundation for the Arts
• Angus Reid
• ATB
• Calgary Arts Development
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta

Like the rest of the world, Alberta is navigating a new reality brought by a pandemic that is changing public life and re-shaping our economy. Organizations in the arts, culture, sports, recreation, tourism and hospitality sectors, all which rely on live, group experiences, are grappling with new challenges. Organizations need to be prepared for a change in audience behaviour. The question is what that will look like, now and over the coming months.

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative is being funded by: 

• ActiveCITY Collective
• Alberta Foundation for the Arts 
• Angus Reid
• ATB
• Calgary Arts Development 
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta

​This research is being conducted in six waves over the course of the next year with the first wave of results (based on surveys conducted between May 21 and June 2, 2020) now available.

This is a community resource that is FREE to access and results from the first wave of research are now available.

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report

You can subscribe to receive notifications when the new reports are available by visiting stone-olafson.com. 

This research is being conducted in six waves over the course of the next year. This is a community resource that is FREE to access and results from the third wave of research are now available. 

Findings for Alberta organizations from Wave 3 results include:

• Community attitudes on comfort are becoming entrenched.
• Risk tolerance provides a richer understanding of how Albertans will approach engagement.
• Right now audiences indicate they need to hear experiences will be safe and fun.
• Capitalize on desire for shared experiences but with a focus on innovation and intimacy.
• The intersection of cohorts, shared experiences, and risk tolerance means audiences will engage, but appear to be doing so with their cohorts in mind - "will this put my friends/family at risk?". 

What are the implications for Alberta organizations?

• Comfort with conditions and other people has dampened willingness to actually engage in their usual activities. It is likely this variable is an additional barrier impacting final consideration of participating in activities.
• The benefits you offer and the messaging you broadcast must overcome that broader interpretation of risk. Whereas risk used to be overcome simply by appealing to the motivations of the individual, now we will have to assuage safety/health concerns that impact the people around the individual (i.e. safety measures are not just for you; they are for those around you.)
• Knowing who you can reach, what to offer them and what to say will be critical as organizations plan how to engage audiences in the coming months.
• Right now audiences indicate they need to hear the experiences they will have are safe and fun. This is critical for building confidence and organizations need to reinforce those dual messages of safety/comfort with enjoyment. The weight of each type of message will vary depending on how risk tolerant the audience is.
• Audiences need to hear they will be able to have the desired shared experiences but that the experience is safe (for them and their cohort). To balance those needs of social, safety, and fun, organizations will need to develop and continuously reinvent (often many times over) the types of small group offerings that deliver this.
• Opportunities exist for organizations in the experience economy to engage Albertans by balancing the notion of cohorts with shared experiences. Show them how to engage with their entire cohort or at least show the activity will not put their cohort at risk.

Download the reports:

• Alberta Report
• Calgary Report 
• Edmonton Report

You can subscribe to receive notifications when the new reports are available by visiting stone-olafson.com. 

About the project

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative is being funded by: 

• ActiveCITY Collective
• Alberta Foundation for the Arts 
• Angus Reid
• ATB
• Calgary Arts Development 
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta

Our intrepid Arts Development Consultant and luminary in Edmonton community theatre, Barb Mah is retiring from the Government of Alberta and the Alberta Foundation for the Arts (AFA). 

Her dance and theatre training combined with a formal business education means that she is equally at ease in a rehearsal studio or doing a forensic analysis of your latest financial statement. 

Here's a bit more about Barb as we bid her adieu as she seeks new adventures!

Artist profile

We asked Barb about her artistic practice and career:

How many shows have you worked on in your career?

Over 50 - too many to count...

If you could only do one: Directing, acting, choreography or teaching?

Teaching, followed closely by directing. (In community theatre, they’re much the same.)

What’s one of your favourite memories working in theatre?

A production of The Rocky Horror Show. The cast was so tight that we could have performed for no audience and would have been happy. At the cast party, we all slept over at the theatre as we were so reluctant to let it go. (I don’t even like that show that much, but that cast…)

What’s one of your proudest moments as a teacher?

So many good moments, but watching students suddenly “get it” (usually in movement, which for those that don’t have a movement/dance background, they can struggle with).

This is directing-related but, during one show, I hired a teen in a cast of otherwise adults (I didn’t realize he was that young). A quiet young man that, during the course of rehearsal and doing the show, came out of his shell. I received a heartfelt note at the end, telling me he had started the show in a depressed state of mind, and that the show had given him back his life. 

What show have you always wanted to work on, but haven’t yet had a chance?

Bucket list: Merrily We Roll Along (I came close: pre-pandemic, I had actually cast it. Then COVID. We did a “first/last” read on Zoom and then everyone went home and cried.) But I have been very lucky in being able to do shows that are dear to my heart. One of these days…

What will you be up to next?

Next show (also a bucket list item): Austentatious, by a local (Calgary) writer. Jane Austen’s Pride and Prejudice gone completely off the rails. I became aware of this show over 15 years ago when the AFA funded its initial production. (It has since played Off Broadway and across the pond).

Anything to add? 

Other crazy interests: Star Trek and Regency cos-play. (I’m a costumer as well and am crazy about costumes, I’m a decent sewist – have been my whole life.)

Barb and the AFA

Early days

Barbara Mah started working for Alberta Culture and Multiculturalism In May of 1989. You will note that Barb's career pre-dates the establishment of the AFA in 1991, which was an amalgamation of three former government-funded arts foundations. (Learn more about the orgins of the AFA.)

She joined the Touring Section of the Performing Arts Branch, which occupied a space on the 11th floor of Edmonton's CN Tower, sharing space with the Music Section, Theatre and Dance section, administration, and the performing arts library. This was an arts resource owned by the ministry with a large collection of records, music scores, plays, and other lending materials. 

• The playscript library is now owned and operated by Theatre Alberta Society, and has since expanded to more than 23,000 titles!

While grants were an important part of what we did, equally important was the community programming and capacity building. This took the form of classes, conferences, live auditions, hands-on creation of support organizations, newsletters, etc.
~Barb Mah

The largest activity supported by Barb's section was the annual Alberta Showcase conference. Back then, it was a four-day affair where hundreds of presenters and artists were assembled to encourage bookings throughout Alberta. Performances were presented at the Citadel Theatre and the Library theatre in Edmonton. 

• Alberta Showcase is now operated by the Arts Touring Alliance of Alberta.

The AFA is born

In 1991, Barb was part of a four-person task force charged with creating a transition plan to support amalgamation to establish the AFA, and to create workable programs. There were huge changes associated with this transition, but Barb notes one significant move: 

One change we implemented was the introduction of outside adjudicators (our expert panels), based on a model that we had used with some granting on the government side prior to amalgamation – much of it based on the work done by the theatre, dance, and music sections of the former performing arts branch.

The Expert Panel model remains a cornerstone of AFA adjudication of project grants. Learn more about how the AFA adjudicates funding requests. Barb was also instrumental in the development of community support programs, which is now the Community Support Organziations operating funding program.

With the AFA throughout the years...

The Rotting Donkeys is the name of the fictional band that the grants section created (despite the fact that nobody played any instrument or could sing), and we created several albums (complete with artwork and song titles, but never any actual songs). The name of the band came from a grant extension request: a film client needed an extension, as his film included a literal dead rotting donkey in it... and the decay had not gone far enough by the time the reporting deadline hit. You take your inspiration where you can get it...

Barb has been with the AFA through all of its major milestones:

• the AFA's first website, and eventually the adoption of the GATE Front Office online application system
• the move from Beaver House to Capital Arts Building
• Alberta Art Days (now Alberta Culture Days)
• Alberta at the Smithsonian
• introduction of Aboriginal Organization and Alboriginal Traditional Arts grants (now Indigenous Arts Individual Project Funding)
• The AFA's 25th Anniversary and the AFA Art Collection's 50th Anniversary

... and more. We will miss her very much!

Image provided by the Citadel Theatre

Alberta’s government is investing in the Citadel Theatre so that Albertans of all ages will be able to continue to enjoy the performing arts in Edmonton.

Edmonton’s Citadel Theatre is a performing arts hub in downtown Edmonton and an important partner in Alberta’s vibrant arts and culture scene. It draws both local and international visitors and productions to Edmonton while also offering programs to teach and encourage the next generation of creative voices.

As part of the Budget 2023 Capital Plan, Alberta’s government would provide the Citadel Theatre with $4 million to help fund its renewal project. Supporting the theatre’s renewal project will ensure it remains in top condition to provide a high-quality performance space for Alberta’s talented performers and continues to be a destination for world-renowned productions for years to come.

“The Citadel Theatre is a hub for the performing arts in Alberta. Through development of cultural infrastructure like the Citadel, we are creating jobs, helping to diversify our economy and building vibrant communities for all Albertans to enjoy.”

Jason Luan, Minister of Culture 

“This funding is absolutely transformational for the Citadel Theatre! As one of the gems of downtown Edmonton, the funds will be put towards capital infrastructure costs. We are really delighted, as this building has long needed this level of support. Thank you to the Government of Alberta for recognizing the Citadel Theatre and for their support of arts and culture in Edmonton.”

Sarah Pocklington, executive director, Citadel Theatre

Edmonton’s Citadel Theatre provides nearly 170,000 square feet of community space, and the project will see upgrades throughout the building.

Quick facts

•  The Citadel Theatre is one of the largest theatres in Canada and home to the Foote Theatre School.
• The Citadel Theatre renewal project includes: 
  • replacing elevators, window glazing and skylights, flooring and mechanical systems
  • renovating washrooms and adding stairlifts to increase accessibility
  • renovating the flexible hospitality venue

Related information

• The Citadel Theatre - Edmonton Theatre, Musicals & Plays
   

Title image credit: Photography by Heather Saitz.

Vivek Shraya’s How to Fail as a Popstar heads to CBC 

The theatrical one-person show, created by Albertan artist Vivek Shraya, will feature as an original series on CBC’s free streaming service, Gem. How to Fail as a Popstar is a comedic coming-of-age tale based on the artist’s life.

Shraya will write and star in the show, which will be filmed in Toronto and set for release later this year.

From stage to paperback to screen

The play was originally commissioned and produced by Canadian Stage in Toronto. Shraya’s play debuted in 2020 with a print edition of the script released in 2021. The show has appeared on several Canadian stages with upcoming tour dates in Quebec in February 2023 and played internationally in Ireland and Germany.

Multi-disciplinary artist

Shraya’s many talents are showcased in literature, music, film, visual art, theatre and fashion. The Edmonton-born artist has music featured in the HBO Max show Sort Of and her book, I’m Afraid of Men, was profiled in Vanity Fair.

Representation in the AFA Art Collection 

The AFA acquired Shraya’s work Trauma Clown in 2020, adding to our ever-growing and increasingly diverse collection.

Vivek Shraya  
Trauma Clown, 2019 
Photograph on paper 
Collection of the Alberta Foundation for the Arts

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative is being funded by: 

• ActiveCITY Collective
• Alberta Foundation for the Arts 
• Angus Reid
• ATB
• Calgary Arts Development 
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta

​This research is being conducted in six waves over the course of the next year. This is a community resource that is FREE to access and results from the second wave of research are now available. The second wave of research builds on the baseline established in May and June by delving into attitudes on comfort, spending, the impact of media, and audience expectations.

Findings and implications for Alberta organizations through Wave 2 results include:

• Support for the pace of re-opening grows but there are still lingering pockets of disagreement.
• Comfort levels are creating a new baseline of engagement.
• Increasing gaps are appearing between audience segments on the pandemic.
• As restrictions lift, Albertans are pulled by their social motivations and perceptions of safety outdoors.
• Engagement is (potentially) perishable.
• Staying connected will mean the development of innovative and hybrid experiences.
• In a crowded media space, audiences are still listening.
• Spending is obviously being impacted

The report makes the following recommendations for organizations:

• Comfort levels are not rebounding just because restrictions are lifting. Organizations need to temper expectations about reconnecting with audiences. You will not be reengaging them in the same you used to. It will take time and it will look different. Plan on it and prepare.
• Getting audiences comfortable enough to attend is vital. Some of this will rebound over time, and some will be addressed by government, but there are opportunities to build confidence in what you are doing to safeguard their health. Show the steps you are taking and the tools being employed to protect audiences. Building confidence with what you are doing will help increase comfort and, in turn, consideration.
• Audiences and markets are changing. There are new barriers to address and consider. Organizations will need to understand shifting mindsets of different target audiences in order to engage effectively. This could be a deep opportunity to engage for many organizations who can capitalize on their motivations and expectations.
• Find your voice. Audiences are listening closely for news around the pandemic and are eager for updates, information or promotions. They want to know when experiences will be available again and are receptive to traditional marketing messages again. In fact, they expect it.
• Adapting means developing new product and experiences to consume. Staying put or offering what you used to won’t necessarily work. Organizations that can move into hybrid offers (not simply digital alone or in-person alone) that still leverage intrinsic motivations will be well positioned to protect their revenue from competition.

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report

You can subscribe to receive notifications when the new reports are available by visiting stone-olafson.com. 

This research is being conducted in six waves over the course of the next year. This is a community resource that is FREE to access and results from the fourth wave of research are now available. 

Findings for Alberta organizations from Wave 4 results include:

• Public perceptions reflect the low point of the pandemic at this time.
• Albertans are adapting to and following the rules.
• Change in habits during the pandemic appears to be additive, not alternative
• Contexts frame marketing in this environment - messages will need to be shifted, media strategies evaluated, and some types of voices changed.
• Engagement is on hold.
• Travel within the province is an option. 

What are the implications for Alberta organizations?

• When conditions permit, recognize you will be reconnecting with a weary population who are more anxious than before. Messages and offers will need to adjust to reflect this reality.
• As Albertans accept and get used to the restrictions, they expect others to follow them too. A large percentage of those surveyed indicate others not following protocols will dissuade them from attending events/participating in activities. The same applies for not seeing sufficient safeguards in place.
• As restrictions start to lift, Albertans are likely to start figuring out how to balance a new set of activities they enjoy with their usual activities they want to get back to. And for organizations, that means breaking through a larger competitive set to capture the attention of their audiences. For those that offer registered or directed experiences this may be an even bigger challenge now that people are also adding in more self-directed experiences.
• Organizations are likely going to need a multi-layered media strategy that can reach influencers who can help propel the message. To be clear, an influencer strategy doesn’t mean a pure social media strategy. It means a strategy of messages and media that are repeatable to others.
• Organizations have to be prepared to re-engage in stages. When current restrictions lift there will be some appetite to explore and potential opportunities to meet them online or outdoors. In a post-pandemic environment, audiences are very likely to get active again.
• Focusing on broad messages that reflect a drive to escape everyday stresses and deliver on social motivations will work well to help motivate intra-provincial travel. Reinforcing these main messages with reassurances about flexibility in booking and safety will also be helpful to finalize a decision.

Download the reports:

• Alberta Report
• Calgary Report 
• Edmonton Report

You can subscribe to receive notifications when the new reports are available by visiting stone-olafson.com. 

About the project

The Alberta Foundation for the Arts is pleased to be a funding partner in this collaboration with Stone-Olafson and other community leaders to develop a long-term research investigation and evaluate how current conditions will reshape Albertans’ attitudes and behaviours towards social and group activities, across a variety of sectors. The purpose of this work is to give leaders of community sports, recreation, arts and culture, professional sports, active living, heritage, tourism or hospitality sectors relevant facts about local audiences that they will need to bring life back to our communities.

The initiative is being funded by: 

• ActiveCITY Collective
• Alberta Foundation for the Arts 
• Angus Reid
• ATB
• Calgary Arts Development 
• Calgary Foundation
• Edmonton Arts Council
• Edmonton Community Foundation
• Rozsa Foundation
• Stone-Olafson
• Travel Alberta