National Arts Centre Brings Live RushTM Pilot Project to Calgary in September 2002 -- Innovative student ticket programme promises to be
April 22, 2002 -
Calgary (Alberta) -- The National Arts Centre's innovative
Live RushTM programme, that allows high school, college
and university students to buy low cost, last-minute theatre, dance
and music tickets, is coming to Calgary in September 2002 with an
exciting promotional campaign blitz that will blanket the city.
"Live RushTM is making the performing arts the
cheapest date in town," said Peter Herrndorf, President and Chief
Executive Officer of the National Arts Centre during the announcement
of Live RushTM today in Calgary. "Attending live theatre,
dance, music, orchestra and opera performances for about the price of
a movie: who would have thought it was possible?"
The Calgary Live RushTM pilot project is made possible
through the generous support of Clarica. "Clarica is aiming to
connect arts organizations in ways that are affordable and accessible
to young people," said Donald Belford, Sales Executive for Clarica in
Calgary. "We believe that our efforts add to the tremendous power of
the performing arts to bring people together."
Next September, Calgarians can expect to see many of the funky,
orange Live RushTM ads on buses and trains thanks to an
innovative partnership with Calgary Transit. They will also hear
radio promotions on CJSW and see ads in various print media. Students
will simply register online at liverush.ca
to become eligible to buy $10 to $12 Live RushTM tickets
to a wide a range of performances.
The EPCOR CENTRE for the Performing Arts has taken the lead in
bringing together the 11 participating Calgary performing arts
groups. They include: Alberta Ballet, Alberta Theatre Projects,
Calgary Opera, Calgary Philharmonic Orchestra, Decidedly Jazz
Danceworks, Honens International Piano Competition, One Yellow
Rabbit, Theatre Calgary, Theatre Junction, and Pleiades (Vertigo
Mystery) Theatre.
"Live RushTM is a smart, contemporary, way to develop
young audiences," said Colin Jackson, President and CEO of the EPCOR
CENTRE for the Performing Arts. "Now that the National Arts Centre
and Clarica are introducing this programme nationally, we are proud
that our smart, contemporary city will be the test site."
Because Live RushTM has been such a huge hit in
Ottawa, the National Arts Centre has decided to take it to other
Canadian cities, starting with the Calgary pilot project. Since its
creation in September 2000, over 12,000 Live RushTM
tickets have been sold - that represents 12,000 enthusiastic
and appreciative students sitting in seats that would have otherwise
remained empty. And the programme keeps growing: the National Arts
Centre has sold 37 percent more Live RushTM tickets to
date this season compared to this time last year.
With the average age of an arts patron approaching 50, orchestras,
theatres and other performing arts groups share a common goal of
attracting new, young audiences for today and for tomorrow. Live
RushTM addresses two major barriers to this goal: the high
cost of tickets and the high costs of promoting the performing arts
to students.
Live RushTM Participating Calgary
Groups
Alberta Ballet: Alberta Ballet is Canada's fourth largest
dance company and has won critical acclaim internationally. Its
dancers have earned a reputation for their versatility and artistic
excellence.
Alberta Theatre Projects: For the past 30 years, ATP has been one
of Calgary's premier theatre companies, providing thought-provoking,
entertaining, and award-winning contemporary plays from the national
and international repertoire.
Calgary Opera: A professional opera company respected for its
artistic standards, audience focus, and development of Canadian
talent.
Calgary Philharmonic Orchestra: Calgary's own philharmonic! 65
stellar musicians playing the Classics, the Baroque, the Light
Classics, POPS, Young People's concerts, star-studded specials and
much more.
Decidedly Jazz Danceworks: A long established full-time
professional jazz dance company dedicated to preserving the roots of
jazz dance through public performance and education.
EPCOR CENTRE for the Performing Arts: Home to five resident
companies (including EPCOR CENTRE programming) and five world-class
venues, the EPCOR CENTRE for the Performing Arts programs a diverse
array of musical events including the Songwriters Series, Carma
Acoustic Blues series, and the BD&P; World Music Series.
Honens International Piano Competition: The name "Honens" defines
three distinct activities: the Honens International Piano
Competition, which takes place every three years; Honens Concerts
which presents A-440, Canada's premiere concert series dedicated
to the diversity of music for the piano; and Honens Community,
embracing innovative educational programs and concerts.
One Yellow Rabbit: Over the last 20 years, OYR has grown into an
established and internationally recognized company. Each year the
company presents a minimum of three new and original plays, produces
the High Performance Rodeo (Canada's premiere showcase/festival of
new and experimental performance theatre), and tours various Canadian
and international venues.
Theatre Calgary: Calgary's oldest and largest professional
theatre company which produces classic plays from the Canadian and
International repertoire, emphasizing powerful, evocative language
and substantial, complex stories relevant to the people of Calgary
and Southern Alberta.
Theatre Junction: This ensemble creates contemporary, classical,
and new Canadian work that speaks to an imaginative, inquiring and
demanding audience.
Vertigo Mystery Theatre (Pleiades Theatre until June 2002):
Vertigo Mystery Theatre is Calgary's premiere mystery theatre
providing popular, high quality live entertainment that is
professional and affordable.
