THUNDER BAY – After 40 years in the community, it is time to refresh the identity of the Thunder Bay Community Auditorium board felt it was time to refresh the concert hall’s identity as the organization looks into the future.
“Not many say I’m going to the Thunder Bay Community Auditorium to see Bryan Adams tonight. They say I’m going to the Auditorium. So why not make that official,” Andrew Edwards, acting general manager of the Auditorium, told Newswatch.
Edwards says the rebranding signifies its independence from the City of Thunder Bay as a registered charity group that operates the city-owned building.
The Auditorium is responsible for the maintenance costs and the internal expenses for its events.
“We take that responsibility seriously. Our mandate is to put on cultural events, arts and entertainment for the community that includes local community events such as the convocations, dance recitals, the symphony, but also bringing in international acts,” he said. “However, it’s an expensive business to run, and I’ll be candid: when you see a tour t-shirt, and it says Thunder Bay Community Auditorium, I think it does a disservice to what this facility actually is. This is a beautiful theatre. The Auditorium is best in class.”
“It’s appropriate for us to act that way and modernize the look and feel because the look and feel, you know, it is from 1985 still, and it served its purpose. But as we again look to the future, this is part of investing into what we’ve heard from the community,” he added.
The new name isn’t the only thing looking to change.
Edwards says the rebranding is going to help them reinvest in the facility through grants for some capital upgrades.
“The theatre itself is still immaculate, and I’ve heard it from major artists themselves. It’s one of the best-sounding theatres in Canada. However, the lobbies and some behind-the-scenes things like our HVAC and electrical are still original. There’s going to be a multi-million-dollar expansion and renovation plan announced in the new year,” he said.
Edwards couldn’t go into detail about the renovations, but the organization’s goal is to modernize the Auditorium to keep it intact for the next 40 years.
To mark the end of its 40th season, the Auditorium will be offering a free event on Wednesday, Oct. 14, with doors opening at 6 p.m. and showtime starting at 7 p.m.
The evening’s program will include local performers such as:
- Algonquin School Children’s Choir
- Art in Motion
- Ron Kanutski
- Rodney Brown
- Dulcisono Choir
- Theresa Thibert
- Thunder Bay Symphony Orchestra quartet
- Cole Myroniuk
“If you’re looking for something to do, please come experience this beautiful venue and the community talent that we have here in Thunder Bay,” Edwards said.
