March 17, 2004 -

Edmonton -- Canada’s National Arts Centre today unveiled details of an exciting festival that will turn the spotlight on Alberta, providing audiences across Canada with a fresh and contemporary look at this dynamic and innovative province through its artists. Presented by EPCOR, one of Canada's top providers of energy and energy-related services and products, Alberta Scene will take place in the nation’s capital from April 28 to May 10, 2005, Alberta’s Centennial year.

“The National Arts Centre belongs to all Canadians, so it is essential that we reach out to every part of the country,” said Peter Herrndorf, President and CEO of the National Arts Centre. “Two of the many ways to achieve this goal are by taking the National Arts Centre Orchestra on tour regularly and by creating special events such as Alberta Scene, a unique showcase for artists on the national stage. Our message to Canadians everywhere is this: the National Arts Centre is their performing arts centre.”

In the spring of 2005, the Alberta Scene will showcase more than 600 Alberta artists in 95 events, over 13 days, in 19 venues across the nation’s capital. Alberta artists will perform on a national stage, be introduced to new audiences and meet with more than 80 presenters and impresarios from across Canada, the United States and Europe. Pop, jazz, rock, country, folk, blues, hip hop, classical music, Aboriginal and world arts, theatre, dance, literary and visual arts, Franco-Albertan arts, culinary arts…all of these and more will highlight the diversity and dynamism of contemporary Alberta.

“The Alberta Scene is EPCOR’s gift to the province during its Centennial,” said Don Lowry, EPCOR President and CEO. “EPCOR is delighted to be helping to boost the careers of Alberta’s artists by supporting the Alberta Scene.”

Minister Anne McLellan, on behalf of the Honourable Hélène Chalifour Scherrer, Minister of Canadian Heritage, announced the Government of Canada's support for the Alberta Scene. "Alberta Scene will provide a unique, national showcase for our talented Alberta artists," said the Honourable Anne McLellan, Deputy Prime Minister and Minister of Public Safety and Emergency Preparedness and Member of Parliament for Edmonton West. "It is an exciting opportunity for Albertans to share the wealth of artistic talent our province has to offer. It is especially wonderful that the festival will highlight Alberta as we celebrate our Centennial year.”

“We are pleased to be making a financial contribution to the Alberta Scene,” said Alberta Minister of Community Development Gene Zwozdesky. “Our artists are a vital part of Alberta’s cultural and economic success, and events like Alberta Scene give them the opportunity to share their talent with the rest of Canada while we celebrate our province’s 100^th birthday.”

The Alberta Scene will be the second in a series of biennial regional festivals produced and hosted by the National Arts Centre that showcase the best in Canadian arts and entertainment from coast to coast.

In 2003 the National Arts Centre produced the Atlantic Scene which set the standard for the Alberta Scene: sold-out shows, overwhelming audience success and high-visibility events that provided career-boosting opportunities for participating artists. Extensive national media coverage, including more than 20 hours of television coverage translated into festival and concert bookings, recording and distribution deals, media coverage and booking agency signings for participating artists.

“We’re particularly excited about working with so many Alberta programmers to help us select the artists and arts organizations that will perform during the Alberta Scene,” said Heather Moore, the Producer and Executive Director of the Alberta Scene. “The voice of a contemporary Alberta will be captured throughout the festival.”

Moore added: “We are also inviting individual artists and arts organizations to apply to participate in the Alberta Scene by visiting our website at albertascene.ca for an on-line application.”

Helping to make the Alberta Scene happen include organizations such as: Canadian Museum of Civilization, the Library and Archives Canada, the National Gallery of Canada, Centrepointe Theatre, Opera Lyra Ottawa, the Rainbow Bistro, the Casino du Lac-Leamy, Barrymore’s Music Hall, the Black Sheep Inn, the City of Ottawa, Yuk-Yuks, Capital Music Hall, and CD Warehouse/mymusic.ca.

Major partners in the Alberta Scene include the Government of Canada, the Government of Alberta, Presenting Partner EPCOR, the Canada Council for the Arts, CBC and Radio-Canada, the Banff Centre, Enbridge Inc., the National Post, the Edmonton Journal, the Calgary Herald, the Ottawa Citizen and Galaxie, CBC's Continuous Music Network.

As an additional component of the EPCOR partnership, the National Arts Centre Orchestra will undertake an extensive teaching and performance tour throughout Alberta during the fall of 2005.  Led by world-renowned conductor Pinchas Zuckerman, the Alberta Tour will offer unparalleled opportunities to further expose and educate young people in Alberta to the power of music.

Added EPCOR President and CEO Lowry, “EPCOR is proud to further sustain our communities by bringing the National Arts Centre Orchestra’s Performance and Education Tour to the next generation of Alberta schoolchildren.”

A major partnership with CBC will enhance the visibility of the artists participating in Alberta Scene through broadcast and promotion, locally, regionally and nationally. CBC Alberta radio and television, CBC Ottawa radio and television and the CBC’s national networks will combine their resources to build a national audience for the Alberta Scene. The Scene’s print media sponsors will also help to tell stories emerging from this festival to a national audience.

An extensive presenter’s programme will see more than 80 domestic and international presenters attend the Alberta Scene, to book Alberta artists and arts organizations for future performances across Canada and around the world. This aspect of the Alberta Scene will pay dividends long after the festival is over as Alberta artists are engaged for tours, concerts, festivals and performances.

The Alberta Scene will also provide a boost for other aspects of the province as well. Alberta’s burgeoning cultural tourism industry will benefit from increased national exposure through the Alberta Scene, which will help to profile Alberta as a tourism destination of choice.

For a sneak preview of the Alberta Scene programming, please visit: http://www.albertascene.ca/en/media/index.html

Media Information:
Jayne Watson
Director of Communications
National Arts Centre
(613) 947-7000 ext 260
jwatson@nac-cna.ca

Manon Champagne
Communications Advisor
National Arts Centre
(613) 947-7000 ext 560
mchampag@nac-cna.ca