amplify

Report to the Community 2011

It’s a Wrap! King Eddy Christmas Campaign

No Peeking! NMC Design Launch Dazzles

Generous Donors Name NMC Spaces

Inside NMC: Exhibit Design Process Begins

Dialing Up: 2011 Banner Year for Collections1 A lesson in making You + NMC music count.

$950 One inner city kid has a safe place to learn and play for a Club semester

$250 One under-served Grade 3 class gets to Good learn Science through music Vibrations

$1,700 One free emerging classical artist concert experience in NMC’s Music@Noon Stage 1 peformance space

$25 One under-served Grade 2 student gets to learn all about Canada music and culture from Music Nation across Canada

Your gift makes a difference! Learn how you can play your part to help the National Music Centre offer exceptional programming for exceptional people!

2 Visit nmc.ca for more information Welcome!

Welcome to the first issue ofAmplify , the 2011 Report Flip through these pages and read the incredible to the Community from the National Music Centre. stories that make the National Music Centre a unique, Inside you will find facts, figures and stories that inspiring and dynamic organization that’s giving highlight an amazing year for the National Music Canada a place that amplifies the love, the sharing Centre. and the understanding of music.

This was a banner year in many ways. If you’re interested in becoming involved as a volunteer, a donor or a sponsor, visit us online at • We reached record attendance in our in-house nmc.ca and learn about how you can help us reach school programs with more than 9,000 children our vision of being a national catalyst for discovery, learning in our gallery innovation and renewal through music.

• We had our biggest fundraising year in the As always, we welcome your comments, questions organization’s history and feedback and we encourage you to contact any of • We completed the design development on our our incredible staff or ourselves anytime. spectacular new building in ’s East Village; Phone: (403) 543-5115 Email: [email protected] • The list goes on...

Andrew Mosker, President and CEO Roger Jackson, Chair, Board of Directors National Music Centre National Music Centre [email protected] [email protected] 3 amplify contents An NMC Publication

Publisher National Music Centre Editor Camie Leard Contributors Julie Pithers Jesse Moffatt Naomi Grattan 1 2 Jeni Piepgrass Freida Butcher Brandon Smith Michelle Goshinmon Matt Masters Candace Elder Photos by 3 4 Tye Carson Don Kennedy Dominika Komarnicki Brian Mills Sheryl So Wilcosz & Way 5 Graphic Design & Layout Camie Leard Tyler Stewart 1. Dialing Up: 2011 a landmark collecting year for NMC Page 7 President & CEO 2. No Peeking! NMC reveals its final designPage 20 Andrew Mosker 3. Come Together: Partnerships at the heart of NMC Page 4 Board of Directors Roger C. Jackson, Chair 4. Claiming Fame: NMC made the beneficiary of Canada’s Walk of Desiree Bombenon Fame Charity Ball Page 10 Freida Butcher 5. Once Upon a Time: Storytelling is at the heart of designing the Cam Crawford Charlie Fischer NMC visitor experience Page 22 Ron Mannix Ross Reynolds Plus... Richard Singleton The King Eddy Christmas Campaign; meet some NMC donors and more! Financial Report Page 32.

134 11 Avenue SE Calgary, AB T2G 0M6 (403) 543-5115 [email protected] nmc.ca Note: The National Music Centre changed its name from Cantos Music Foundation on January 17, 2012. While this report carries Cover photo: Chantal Kreviazuk plays at ‘Twas the NMC brand, many of the activities highlighted herein occured the Night: A CORE Shopping Centre fundraising event that benefitted the National Music under the name Cantos Music Foundation. 4 Centre. Photo by Tye Carson contributors

5 NMCCome uses partnerships and collaborations Together to amplify Since its inception as the Calgary International Organ Festival the love, the nearly 20 years ago, the National Music Centre has been an innovator when it comes to partnerships and collaborations. sharing and the From local co-programs with Fort The Canadian Country Music understanding of Calgary and theatre Hall of Fame Partnership company, to the Canadian Country music across the Music Association in Toronto and When NMC acquired the Canadian the Canadian International Organ Country Music Hall of Fame country. Competition in Montreal, the National (CCMHOF) collection from Deb Music Centre’s mandate to amplify the Buck (widow of founder Gary Buck) love, the sharing and the understanding in 2009, the organization inherited a of music echoes from coast to coast. relationship with the Canadian Country Photos and story by Camie Leard Music Association and the Merritt Walk Manager, Marketing, “Partnership is at the heart of what we of Stars who were trying to figure out Communications and Public Relations do,” says President and CEO Andrew a way to administer the Hall of Fame Mosker. “Much the way music itself and its collection after Gary’s passing is, NMC’s goal is to be a catalyst for in 2003. conversations and collaborations between Canadians about who we are The CCMA had always made inductions and how we relate to one another and into its Hall of Honour while Gary Buck to the world. We do this by partnering collected artifacts and memorabilia with like-minded organizations to for his Hall of Fame. In 1999, the two deliver programs and opportunities organizations came together as the across the country.” Canadian Country Music Hall of Fame.

6 “It’s our goal to ensure that the location is best for everyone, the National Music Centre project in Calgary seemed like a perfect fit.” Melanie Berry, President & CEO of The Canadian Academy of Recording Arts and Sciences.

CARAS President & CEO Melanie Berry with NMC Board Member Ross Reynolds.

When Buck died, it took some time to The Canadian Music Hall of around the partnership and, as the sort out the legalities of who owned Fame Partnership NMC visitor experience continues to what and how to move forward. evolve, NMC and CARAS will move NMC’s partnership with The Canadian towards a solid collection strategy and “While Deb was sorting out Gary’s Academy of Recording Arts and agreement. estate, the CCMA and Merritt got Sciences (CARAS) began when the together to ensure the continuation of JUNO Awards (produced by CARAS) In the meantime, the two organizations the Hall of Fame and its collection,” came to Calgary in 2008. Mosker are working together to deliver the says Mosker. “When we came into the served on the JUNO committee and Great Canadian Music Challenge at picture as the stewards of the collection quickly had CARAS President and CEO festivals and events across the country. itself, we worked hard to help create Melanie Berry intrigued with the NMC This fun and interactive trivia game a partnership that made sense for vision and the possibilities of working tests the Canadian music IQ of players everyone involved.” together on the Canadian Music Hall of with questions about our nation’s Fame collection. musicians, their music and music in That partnership sees the CCMA Canada. continue its role in inducting members “Creating a physical home for the Hall into the Hall of Fame, while the Hall of of Fame has been a part of CARAS’ “People have a great time with this Fame proper in Merritt, BC displays the strategic plan for years,” says Berry. game and there are a lot of a-ha induction plaques and NMC stewards “It’s our goal to ensure that the location moments,” says NMC Marketing the Hall of Fame Collection in Calgary. is best for everyone, the National Music Manager Camie Leard who helped Centre in Calgary seemed like a perfect host the game during the Canada’s “We work closely with Merritt, sharing fit.” Walk of Fame Festival in Toronto in the artifacts and the plaques and October, 2011. “It’s fun to watch people will continue to work with the CCMA By tapping into NMC’s experience and learn about Canadian music and to to grow, care for and exhibit the expertise in collecting and caring for hear those, ‘Really? I had no idea!’ collection,” says Mosker. “It was a musical artifacts, CARAS would be able comments. We know we’re furthering complicated situation with a simple to focus on managing the Hall of Fame. the Canadian music cause every time solution that has always worked for us: someone plays. collaborate, share your strengths and In 2011, the two organizations signed catalyze change when it’s needed.” a Memorandum of Understanding

7 The legendary Brian Eno plays NMC’s rare Novachord during his residency in January 2011.

Local Programming Partnerships some of the instruments from our NMC Partners 2011 Candace Elder, Public Programs Officer electronic keyboard collection. for NMC, spends a great deal of her Arts Days, Alberta Museums Association, Alberta Music, Alliance Française, time working with partner organizations One Yellow Rabbit High Performance Rodeo Artist in Residence Visit: Brian American Musical Instrument Association, to offer joint programming, program Calgary Association for the Development of support and other collaborative efforts. Eno Music Education, Calgary Board of Education, Considered the father of ambient Calgary Downtown Association, Calgary Folk “Working with the great organizations electronic music, Brian Eno was a Music Festival, Calgary International Blues Festival, Calgary International Children’s across the city and beyond is a great natural fit for another great partnership way to illustrate how music can weave Festival, CIFF, , Calgary with One Yellow Rabbit theatre Philharmonic Orchestra, Calgary Separate its way through all facets of life,” she company. Partnering with OYR to bring School District, Calgary Society of Organists, says. “Our Canada Day celebration Eno to Calgary and take him through Calgary Underground Film Festival, Canada with highlights music’s the NMC collection was a thrilling Science and Technology Museum, The Canadian Academy of Recording Arts and cultural and patriotic importance. Our experience that had both NMC staff work with the Calgary Public Library was Sciences, Canadian Country Music Hall and Eno excited about the musical of Fame, Canadian International Organ a beautiful way to get people talking possibilities our collection presents. Competition, Canadian Music Association, about the role of music in their everyday CKUA Radio, East Village Neighbourhood lives and as an instrument of peace.” Festivals Association, Edmonton Children’s Festival, Our performance space, gallery and EPCOR Centre for the Performing Arts, Fort Calgary, Friends of the King Eddy, Glenbow Canada Day At Fort Calgary discovery room were abuzz with activity This second-annual celebration Museum, Heritage Park, Honens, International in 2011 as we partnered with music Council of Museums, Jazz Is, Lougheed showcased emerging and established festivals throughout the year. We were House, Merritt Walk of Stars, Mount Royal talent with an opportunity to represent, the official venue for the Sled Island all Conservatory, Music Calgary, Music Museum share and celebrate in the history of our ages contingent, the Calgary Folk Music Alliance, One Yellow Rabbit, Piano Technicians Guild of Calgary, Reel Fun Film Festival, Royal city, our province and our country. The Festival Boot Camp and the Reggaefest main performance stage showcased the Canadian College of Organists, Six String Lunch ‘n Learn series. We also had Nation, Sled Island, Southern Alberta Institute sounds of Canada with a rich variety a presence on the island during of Technology, Southern Alberta Jubilee of music including Tim Hus, Chris FolkFest… always a great time and great Auditorium, , The Banff Centre, The Gheran, Karl Schwonik Jazz Quartet, exposure with more than 50,000 people Cultural District, University of Calgary, Word Fest Sarah Vann and Kirby Sewell. Between in attendance! sets, the Circa 1971 synth jam featured

8 Melodies and Memories Matt Masters leads a school group through songs of the prairies during the Melodies and Memories program.

Bringing History to Life Through Music by Matt Masters

Melodies and Memories is a 100-year create lists about Alberta, categories point out ways in which we all share journey in song, discovering the stories include geography, people, animals, musical traditions as Canadians and of people and places that make our history and traditions. Once the lists Albertans and how each student has province unique. Backed by a slide are brainstormed, the students vote an important voice in continuing show of archival photos and video on which topics will be featured in the growth of our local and national footage, Melodies and Memories the song. We guide them through a identity. links the Alberta Learning Program of songwriting process by asking them studies curriculum to larger ideas of descriptive questions about the topics At the end of it all, students have a identity and ancestry allowing students they’ve selected. finished song they can be proud of and a unique opportunity to experience perform for their school, friends and live performance and engage with a Students are asked to describe their family. This program fills them with professional musician. chosen scenarios as if they were the love of music and sets them on a strangers to Alberta, not familiar lifelong path to discovering the power Many of the stories and images come with its sights, sounds, smells and of music on their own – something from my own family history, which so on. We encourage students to use we’re thrilled to be a part of! dates back 150 years in Alberta. We literary devices like simile, metaphor, explore how songs grow and travel, just alliteration, rhyme and repetition and like families and individuals. We feature various musical devices including historic images of the city growing tempo, dynamics, phrasing and around the Centre Street Bridge, that tonality. We also discuss word selection serves as a metaphor for aspects of and encourage students to choose continuity, tradition and change. according to their song, be it funny, reflective, celebratory, serious or story The second aspect of Memories and telling. Students are encouraged to Melodies Melodies is a classroom session, bring forth their own stories and & working with groups of up to 30 experiences in the song writing process SongsMemorie and stories of the Canadian Prairiess students in a song-writing lesson and we emphasize how we each have titled My Alberta Identity. The students an interesting story to tell. We also 9 Claiming Fame

NMC President and CEO Andrew Mosker addresses the star-studded audience at Canada’s Wak of Fame Charity Ball on October 1, 2011.

In October of 2011, the NMC team headed east to Attendees bid on silent auction items to benefit NMC. Toronto for the Canada’s Walk of Fame inductions and charity ball. Sponsored by RBC, the Charity Ball recognizes a charitable organization each year with proceeds from tickets, auction and silent auction items going to the beneficiary. This year, NMC was named that charity! NMC’s Director of Development Jeni Piepgrass sat down with Amplify to talk about the event and NMC’s involvement.

Tell us about Canada’s Walk of Fame. The NMC Gang hits the red carpet forthe Canaa’s Walk of Fame Ceremony. Established in 1998, Canada’s Walk of Fame is a non-profit, volunteer driven organization that engages Canadians in celebrating those who have excelled in music, sport, film, television, as well as the literary, visual, performing arts, science and innovation. They have created a permanent place of recognition and tribute for Canadian achievement on King St. in Toronto, and host a gala 10 induction ceremony annually. Claiming Fame National Music Centre named the beneficiary of the 2011 Canada’s Walk of Fame Charity Ball

Staffers showcase NMC’s Walter Ostinek’s How did NMC become accordian and involved? Anne Murray’s guitar Each year the Canada Walk of Fame team selects a charity to benefit from the proceeds of the gala induction and celebration. Through our relationship with board members and supporters of the Canada Walk of Fame we were identified as the charity they wished to support in 2011. We are very honoured to have been selected to be a part of such a premier Canadian celebration. Tell us about the party!

It was an exciting opportunity to How did NMC benefit meet some of Canada’s best and from the event? brightest, as well as share the story of the National Music Centre. It was In addition to valuable exposure and a very exciting night for us as the an opportunity to share our story RBC Foundation announced their with a key audience for the National commitment of $600,000 to the Music Centre, we received a campaign for the National Music generous cheque for approximately Centre as well! All in all it was a night $32,000 towards the National Music to remember and a great opportunity Centre. to cultivate support for NMC! 11 Blue Mondays Passing down the blues from one generation to the next by Michelle Goshinmon

“The studio was fun! It was a big help to go in with experienced musicians.” - Toryin Schadlich

The NMC Blue Mondays All-ages Blues “Junior” Demchuk (guitar), Michelle who have demonstrated that they have Jam provides a safe and supportive Goshinmon (vocals), Rob Oxoby something special. In May, the sibling environment where veteran blues (bass), Brandon Smith (keys) and Mike duo of Faith and Toryin Schadlich were musicians have the opportunity Woodford (drums), have all embraced accompanied by NMC house drummer to share their stories, their music, the opportunity to mentor these young Mike Woodford, Kenny Dalla Vincenza their love and their knowledge of the budding musicians. and myself for their first recording blues with an upcoming generation experience. They did a great job and just of musicians. Younger artists and Special guests in 2011 included Amos rolled with everything that was thrown audience members alike have learned Garrett, Tim Williams and Country Pete at them, managing to complete tracking much over the past year about McGill – all of whom delivered powerful for two songs. the history of blues music and its performances that inspired audience importance in shaping current musical members and jammers alike to their While Blue Mondays continues to styles. unique styles, licks and tricks. evolve, the addition of ING Direct’s generous sponsorship in 2012 shows it The number of young jammers has As a direct result of Blue Mondays, a is a viable and successful program that continued to grow this year and we very generous offer was made by a local drives to NMC’s core - amplifying the expect to see that trend continue. Blue musician to donate a night in the studio love, the sharing and the understanding Mondays House Band members Greg to some of these young musicians of music!

12 DIALING UP

2011 was one of the biggest collection years on record for the National Music Centre with the acquisition of a great collection of phonographs and radios, Canadian-made Garnett amplifiers and the personal piano of a Canadian classical composing luminary.

by Julie Pithers & Jesse Moffatt photos by Don Kennedy

13 Garnet Mini-Bass G90T, c. 1970s Violet Archer piano, 1922

Every week the NMC receives calls and emails from people wondering if they can offer the Centre their treasures. While there is a wish list of items for which NMC is constantly on the lookout, most of the offers from the general public have to be gratefully declined due to the resources required to build and maintain the collection. But on a rare occasion, someone contacts the Centre with a jewel of an artifact or collection. This year was an exceptional one for growing the NMC collection. Here are a few of the stories of some great finds of 2011 and the people who owned them...

Collection of Garnett Amplifiers noise of Randy Bachman’s guitar work Violet Archer Piano Donated by Brian Mills of Calgary snaking underneath the rhythm track that Donated (with the assistance of John gives the song a menacing counterpoint Reid and the Canadian Music Centre) A true Canadian music story, these to singer Burton Cummings’ raspy wail. by the Estate of Violet Archer, David amps were built by a small company Archer, Executor called Garnett Amplifier Company in Gar and Randy shaped this sound and Winnipeg, . The owner and channeled it through Gar’s own Garnet Another great addition to the collection founder Thomas Garnett (Gar) Gillies amplifiers, giving birth to what would is a 1922 Fischer grand piano — the built tube amplifiers used by some of become known as the “Winnipeg Sound” personal piano of composer Violet Canada’s most famous musicians and and securing the windswept prairie city’s Archer. This instrument will play a are now collected by the likes of Lenny place in rock ‘n’ roll history. pivotal role in contextualizing the Kravitz, , , story of Canadian contemporary Bob Rock and Randy Bachman – who Once solid-state components started composition. helped name the first pre-amp at replacing the tubes in amplifiers, the Garnet “The Herzog” after the book he Garnett Company began its decline, For years, Violet Archer was regarded was reading on Werner Herzog. but Gillies continued building custom as one of Canada’s most important amplifiers and accessories in his home composers. Her Piano Concerto Martin Patriquin wrote about the until he died of bone cancer in late No. 1 (1956) demands great virtuosity importance of Gar Gillies work for the 2006. from both soloist and orchestra. It is Globe and Mail newspaper: considered one of the finest concertos Thanks to Brian Mills, an avid collector composed by a Canadian. In 1984, Gar Gillies’ indelible mark on Canadian and guitarist, 17 Garnet amplifiers are Violet Archer received the Order of rock ‘n’ roll kicks in after the first four bars now accessible to students and artists Canada for her contributions to music of American Woman, by Winnipeg’s The alike through great NMC programming as a composer and a teacher. She Guess Who. It is the sustained, distorted like Guitar Club and Blue Mondays All- is remembered for her support of ages Blues Jam. new music and for her belief in the 14 importance of creating 20th century such tool is the phonograph. The This collection of more than 80 music for generations to come. It is invention of the phonograph was radios and phonographs, which date with this in mind that her instrument undoubtedly the single most important back to the 1920s, will assist NMC in will be conservatively restored (only technological advancement of the highlighting and contextualizing these replacing what needs to be done in 20th century that directly affected the important advancements. order to function musically) so that future of music. Music could now be artists and visitors alike will have the captured and preserved forever, frozen opportunity to hear what she heard and fossilized and re-experienced again while she sat tirelessly at the keyboard. and again. This fundamentally changed the way people made and appreciated Gar Gillies’ indelible mark With this acquisition, NMC stays true music. For the first time, music could to the goal of collecting and stewarding be heard in private without a band on Canadian rock ‘n’ roll Canada’s National Music Collection. being present. kicks in after the first four Violet’s piano will have a home among more than 2,000 objects and 700 Furthering the act of listening to bars of American Woman, by musical instruments and will contribute music in the privacy one’s home, but Winnipeg’s The Guess Who... to the Centre’s vision of giving Canada without the need for buying and storing a place that amplifies the love, the music yourself, was the radio. For the Gar and Randy Bachman sharing and the understanding of first time ever, music was delivered shaped this sound and music. to the public at large as it was being played live, or from recorded devices. channeled it through Gar’s Radio and Phonograph Right from the inception of radio own Garnet amplifiers, giving Collection broadcasting, it has had a large impact birth to what would become Donated by Reid & Campbell of Toronto, on music and popular culture. known as the “Winnipeg What is thought to be the first live Sound” and securing the How we listen to music is just as music radio broadcast to the general important to what we listen to. The public was on the 24th of December windswept prairie city’s place collection is rich with inventions 1906. It involved Canadian Reginald in rock ‘n’ roll history. and innovations that allowed the Fessenden playing ‘O Holy Night’ on democratization of music. The first violin. - Martin Patriquin, Globe & Mail

Rogers Majestic Radio, c. 1940 Crystalline, Concert Gramaphone DeForest Crosley radio, c. 1930 15 Sonic Youth guitarist and experimental music pioneer Lee Ranaldo bows the strings of his electric guitar during a workshop at NMC during Sled Island 2011.

NMC was busy amplifying the love, sharing and understanding of music all summer long during its involvement with great Calgary summer music festivals like Sled Island, the Calgary Folk Music Festival, the Calgary International Blues Festival and the Calgary International ReggaeFest.

photos by Kait Kucy

Once again, NMC had the pleasure of music icon Jack Richardson. Together, partnering with the Sled Island Music Garth and Kevin opened the vault on Festival which features indie and Jack’s legacy, sharing rare tracks, video alternative music on a national and footage and the great musicianship and international scale. NMC’s performance honest production of Jack Richardson – space featured all-ages and youth a true music lesson for new artists and programming with approximately producers. 500 in attendance at concerts and workshops throughout the weekend. Also included was a standing-room- only workshop with guitar legend Lee Included was a workshop featuring Ranaldo of Sonic Youth who gave a talk Nimbus Vancouver Records Founder and demonstration on extended guitar Kevin Williams who shared his tips techniques and alternate tunings. and tricks of the trade, creating We look forward to partnering with an exceptional afternoon of music Sled Island Music Festival again discovery. Garth Richardson also next summer as well as for special made an appearance via Skype and presentations throughout the year. paid tribute to his father, - nominated record producer, Order Lee Ranaldo of Canada recipient and Canadian

16 Nona Marie Invie of Minnesota-based folk band Dark Dark Dark playing inside the NMC tent at the 2011 Calgary Folk Music Festival

Expressby Candace Elder, Public Programs Officer

Our collaboration with the Calgary Performances featured artists like Folk Music Festival continued as we Dark Dark Dark, Cutest Kitten Ever, again hosted the Festival Boot Camp Swamp Ward orchestra, CR Avery and at NMC this summer, exposing festival Lightning Dust who took advantage of musicians and registrants to our our collection of instruments on hand incredible collection and performance for their sets. space. Children of all ages were also thrilled by There were songwriting workshops by the Instrument Petting Zoo that allowed Catherine MacLelland, David Francey them to express their creative side and and , guitar workshops by make all the noise they wanted to with Matt Andersen and the Mighty Popo, a wide variety of selections on hand to and a vocal workshop by Chic Gamine. get themselves lost in a world of sound.

At the Calgary Folk Music Festival, NMC also had the opportunity to once again program performances with festival musicians showcasing NMC Many people took advantage of the instruments in our performance tent as opportunity to try their hand at the well as our popular Instrument Petting keytar and other NMC artifacts. Zoo at the Family Fun Tent. 17 NMC Launches Final Design

18 NMC Launches Final Design Clockwise from top left: Blues fans celebrate the new design incorporating the King Eddy. The famous NMC Synth Jam rocked the house. A full house at the Uptown Theatre eagerly awaits the great reveal. Attendees discuss the new design with the architectural flythrough in the background. NMC staff greet guests at the Uptown. Architect Brad Cloepfil (left) and President and CEO Andrew Mosker prepare to reveal the design. Architect Brad Cloepfil speaks with CANA’s Fabrizio Carinelli The crowd is abuzz with excitement about the design for the new Centre. Photos by Dominika Komarnicki

19 THE DESIGN The National Music Centre is a gathering of resonant vessels that stand as sentinels to the East Village of Calgary. The building is a silent and powerful instrument that exists to emanate music and light. Nine towers form the body of the building; the concrete walls rise in subtle curves that merge, part and intertwine, modeled by light, gravity and acoustics. Entering from the street, the building is filled with the reverberation of voices and music, drawing visitors up into five floors of performance, education and collections spaces. The apertures at each gallery create a threshold of sound, introducing the content and programs of the particular exhibition. The spaces between are filled with silence, with views that frame the city and landscape beyond. Bridging across the street and back again, the building creates a gateway for the new quarter, uniting the artists residences, club and recording studios with the new presentation spaces.

The building binds audience and performer, student and teacher, the body and the collection. It is an immersion in sound and structure, a continuously enfolding space that creates a perpetual between.

- Brad Cloepfil, Architect, Allied Works Architecture

20 Project Update

In 2011, the new National Music Centre building project gained momentum achieving a number of milestones.

• Completing the design development phase with Allied Works Architecture and GEC Architecture

• Successfully launching the design to great public support and delight

• Hiring a full time project manager and an exhibition design project manager

• Hiring pre-construction and construction services general contractor CANA

• Hiring Haley Sharpe Design for exhibition design

• Signing the development and purchase agreement for the NMC land in East Village

• Beginning remediation work on the King Eddy

• Completing 30% construction contract documents.

Stay up to date on the latest developments on the NMC building project at nmc.ca!

21 Once upon a time... Storytelling is at the heart of designing the Oncevisitor experience at NMC upon a time... by Naomi Grattan Project Manager, Exhibitions

Telling stories in 3D for museums and interpretive centres Conveying a story like that is a complicated business, and is an art form unto itself. It’s a bit like producing a movie, making it look easy is all part of a day’s work for professional or publishing a magazine: it involves choosing actors (think exhibition design firms. people and objects) and designing sets, it means choosing great key images and writing punchy headlines, it means Finding the right storyteller identifying key information and deciding how to express it In early 2011, NMC engaged a museum consultant to express visually. NMC’s vision for the visitor experience of NMC. It was a careful, iterative, consultative process, and a mere 13 drafts The National Music Centre has a great story to tell: the and several months later, the team had reached consensus story of music in Canada. What kind of music matters to that the exhibition design request for proposals accurately Canadians? Why? How do we, as a country, tell stories captured NMC’s dreams. about ourselves through song? Have we ever developed any instruments? If so, which ones? How has music and music The hunt for a professional storyteller began in earnest in the technology spread across the country over geography and spring, with an open call to exhibition designers from all over time? the world. About 20 proposals were received and, following a careful review process, NMC’s exhibitions committee invited And more than all that – the heart of NMC’s story is that this the short list to Calgary to see which firm would be the best is a story for everyone – all Canadians, all visitors to Canada. fit. In October 2011, Haley Sharpe Design (HSD) – of Toronto The most compelling piece of NMC’s story is that YOU can and Leicester, UK – was welcomed to the NMC team. make music. Formed in the UK in 1982, HSD has worked on a number The story will also incorporate NMC’s astonishing collection of significant projects in Canada, including the Canadian of keyboard instruments and electronic recording equipment. War Museum in Ottawa, and the Royal Ontario Museum in Among the 2,000 artifacts in the collection are the Rolling Toronto. The work of exhibition storytelling involves writers, Stones mobile recording studio, Elton John’s songwriting industrial designers, fabrication experts, graphic designers, piano, and the synthesizer used to communicate with the interpretive and education experts, IT systems designers and aliens in Spielberg’s Close Encounters of the Third Kind. 22 OnceOnce upon aupon time... a time...

For more information visit nmc.ca and haleysharpe.com, you can also follow the project on Twitter: @nmc_canada and @naomigrattan

lighting designers, as well as operations and visitor services The Big Idea managers. The exhibition design team began the creative process with a team brainstorm over three days in October. The result of In their own words, lead designers Jan Faulkner and Bill that session was The Big Idea for the visitor experience: the Haley describe the work of Haley Sharpe as follows: music festival – an exploration of music both well loved and new, driven by curiosity. We are storytellers. We use creative design to make This Big Idea of a festival informs creative choices for the connections between diverse audiences and diverse cultures. project, such as the ‘stage’ aesthetic for the exhibition And we are passionate about communication. Good design spaces: think black stage floors, open ceilings with light stimulates communication between people and the objects, rigging, and flexible showcases. Each stage space will imagery, environments and ideas around them. It ignites showcase the stories of music in Canada related to a conversation amongst audiences. Through innovative design, specific theme, using artifacts from NMC’s collection, we seek out the best intellectual and emotional triggers to digital interactives, large photography, hands-on activities, spark these connections. text and info-graphics and of course – opportunities to play We seek effectiveness, not simply effect. Inspiration as well instruments and hear them played. as impression. Reflection as well as breathless excitement. So So far, the story remains 2D: lots of plans and thematic our solutions embrace the simple and low-tech as well as the diagrams, lists of artifacts and story frameworks. In 2012, latest gadgets, and seek understanding as well as interaction. the exhibition design team will work together to flesh out the And we don’t forget that effective communication to visitors stories, identify exactly which artifacts will be showcased, starts with sound communication between the creative whether those objects need conservation treatment, partners. So we listen carefully to our clients, discuss with conduct research, source photographs and other archival them constantly, and keep the dialogue fun and fresh. It’s all documentation, plan the interactives – and then work all of part of creating great stories – together. these things into a cohesive, compelling – above all FUN – visitor experience.

23 It’s a Wrap! King Eddy Christmas campaign captures Calgarians’ hearts and raises $41,000 for NMC

by Camie Leard Manager, Marketing, Communications and Public Relations

When The Core shopping centre approached the National Music Centre about making it one of the charity recipients of the fabulous ‘Twas the Night shopping event, the marketing and development teams’ imaginations kicked into high gear.

How could NMC leverage this great winning float), the Eddy Elves to do their own fundraising opportunity to build awareness and bright red bow had to have special over the holiday season.” raise funds for the capital campaign? shoring set up inside the Eddy and was hoisted with a crane to attach to the The Eddy Elves campaign saw a number “It just so happened that crews were second floor windows. of our friends take to the task including getting started on the remediation a few of the Friends of the King Eddy of the King Eddy around the same Lance Chenier, head carpenter at F&D, folks, local businesses like Heritage time,” says Director of Development, says he was thrilled to be able to work Music and Posters and musicians like Jeni Piepgrass. “So we thought the on this project. Kirby Sewell who donated a portion of timing was perfect to tie the two his new CD sales at a special birthday things together with the ‘All I Want “As an old time customer and patron of celebration. for Christmas is a New King Eddy’ the King Eddy, I’m quite happy to be a campaign.” part of this,” he says. “I’m a big supporter of the National Music Centre,” says Sewell. “Having And tie, we did! An equally large gift tag directed just released my new CD, I saw an passers-by to the website where they opportunity to work together to sell The Eddy Bow could make a donation to the cause. CDs and help a good cause all at the same time.” Anchored by an 18-foot Christmas bow But the Eddy Bow was just the stuck on the King Eddy, the campaign beginning of a many-pronged campaign Social Media certainly captured the attention of that spanned November and December Calgarians as they drove past the 9th of 2011. Facebook and Twitter played major Avenue and 4th Street site. roles in the campaign as the team ran The Friends-Asking-Friends campaigns and contesting to create “We needed something big,” says Campaign engagement around the campaign. Marketing Manager Camie Leard. “We saw this as a real opportunity “Something that would not only capture “We put together some fun graphics to engage the community with the peoples’ attention but also their interest around things you don’t want for project,” says Piepgrass. “So we and, hopefully, their dollars.” Christmas and things you do – i.e. a decided to do our first ‘Friends-Asking- new King Eddy,” says Leard. “We ran a Designed and fabricated by F&D Friends’ campaign where we recruited social media contest and encouraged Designs (who also did NMC’s award- 24 great food, shopping deals and some The King Eddy Allstars Blue Jam fabulous music programmed in part by the NMC programming team. A campaign for the King Eddy wouldn’t be complete without some Blues. So The always amazing Chantal Kreviazuk the programming team wrangled up the It’s a wowed the crowd with some Christmas old King Eddy house band, The Hoodoo favourites and her original music. Sons led by Bill Dowie, as well as some Chantal actually stopped by NMC other musicians who regularly graced earlier in the day to film some scenes the Eddy stage. for the documentary In This Life and Wrap! give us a kind “Play Your Part” video Candace Elder, public programs officer, spot for the capital campaign. says the music community quickly rallied around the cause. The entire NMC staff came together to create and run the NMC Chill “The Hoodoo Sons and guys like Mike Lounge on the second floor of The Clark and Donald Ray Johnson loved CORE shopping centre. With NMC’s the chance to get on stage with their own Hammond B3 manned by Steve old cohorts and pay tribute to the photo by Tye Carson Eddy,” she says. “That time and that place had something magical about it that gives these guys a real feeling of Chantal Kreviazuk plays Christmas brotherhood.” songs and original music for the crowd Some of the regular all-ages jammers at ‘Twas the Night at the CORE. also got up on stage to strut their stuff and a great time was had by all.

people to send in their photographs of All told, the “All I Want for Christmas the worst gifts they’d ever received or to is a New King Eddy” campaign was a incorporate a picture of the King Eddy success – we raised $41,000 combined into their old Christmas photos. It was with the direct mail campaign that went a lot of fun.” out at the same time. Not only did we raise money, we also raised a lot of Marketing coordinator Kait Kucy awareness and support for the National recruited some volunteer bakers to Music Centre in Calgary and beyond. create their own Edible Eddys which we put online for voting as well as on display at the ‘Twas the Night event on November 29. Voters were entered to win The Core gift certificates. photo by Kevin Warren

“Both Calgary Arts Development and Globe and Mail food columnist Donald Ray Johnson schools the room Stephanie Eddy created beautiful in the blues at the King Eddy Allstar and very different works,” says Kucy. Blues Jam Fundraiser. “Stephanie went for sweet and traditional, while CADA’s King Edward School project team went for the avant Fletcher, some retro furniture, a garde with a stunning gingerbread Christmas tree and an area rug, many structure.” of the more than 5,000 attendees stopped by for some great tunes and The Edible Eddys themselves were great company in comfort and style. auctioned off at our Christmas mixer and the King Eddy Allstars Blues Jam Our NMC volunteers donned their special “Long Live the King” t-shirts to and Fundraiser. photo by Kevin Warren spread the word about NMC and drove ‘Twas the Night visitors to the Chill Lounge where they Globe and Mail food writer and could vote on the Edible Eddys and blogger Stephanie Eddy designed this Nearly 7,000 people descended on TD enter to win The CORE gift certificates beautiful edible Eddy for our social Square, and Holt Renfrew as well as talk to staff about the project media contest. (aka The CORE) on November 29 for and how they could get involved. 25 With donor Desirée Bombenon photo by Wilcosz and Way

DESIRÉE’S PASSION FOR MUSIC AND FOR CALGARY INSPIRED HER FAMILY’S GIFT TO NAME THE DESIREE AND MARC BOMBENON BALCONY AT THE NEW NMC PERFORMANCE HALL.

About Music & NMC community. This is one step further in You’ve been generous with both time Tell me about an experience in your our role to make good things happen. and financial support - tell us about why life where music played a particularly I truly believe NMC is ultimately a you decided to support NMC in each poignant role. project that will serve our entire country way. I had a very difficult childhood and the in many good ways, it builds harmony This is a project has a cause that only thing I can say played a defining across the nation. touches everyone. I support this project with time, because it is a new project, role in my life was music. When For you, what is the most engaging part everything else seemed to be going one that requires genuine effort to get of your work at NMC? it going. Unlike many other charities wrong I could listen to a track that The most engaging part for me is would fill my heart with hope. that have been around for many years, thinking about what this will be like NMC is fresh and new, and we need to Why is music important? once the project is completed. To have build awareness. I support it financially Music is healing. It is the language a place that belongs to everyone, that because I believe in the project and its best recognized by every citizen of we can all feel part of and is diversified success, and I lead by example. I want the world... think of the world without enough to touch every person at any to look back in 20 years and know that I music: it is unimaginable. Music is a age, it’s truly inspirational. helped to make NMC a reality. means of communication; it connects About your gift more people to each other than any What would you say to someone looking to support arts and culture in other medium. Music is something that Why is philanthropy important? Calgary about the NMC project? is special to each of us individually yet I have always believed that my life has NMC is the epitome of arts and culture. collectively bonds us. Music is magic. been significantly impacted by the Truly, when you are looking at a painting kindness of others. We are in a world it is enhanced by music. When you are When you first heard of the National that is reliant upon people who care. going to the opera it would be silenced Music Centre project, what was your If you can make a difference no matter if not for the music. When you go to a impression? how small in someone’s life, you have concert or a friend’s house for a party, What took us so long? Really I was very no idea how significant their impact in what would it be without music. Many excited! It made perfect sense to me turn may be going forward. that this “home for music” became a cultures define themselves with their real venue. One that could be shared How do you decide which charities to own style of music. Music is art, music with everyone and be an enabler for so support? is culture. If you are in support of arts many good programs. We of course would love to support and culture, you must be in support of every charity, however we do look at the National Music Centre. What made you want to get involved in the validity, the transparency and the the project? impact the charity has. We also look at My love for music and, for me, this is what the vision and purpose is, along part of a bigger sea change, happening with the sustainability and ongoing for our community and our country. contribution it will make to future Canada has always set the bar high, and generations. humbly made our mark in the global

26 NMC by the Numbers

Fundraising $4.9M $9.3M $17.6M Annual revenue Received or pledged for Sustainability Gift building project

Programs Campaign Breakdown

Number of people who Government $75,000,000 727 attended Blue Mondays Donations Received $3,559,000 $8,360,000 Number of people who Campaign Pledges 900 attended All That Jazz Programming $4,121,000 Remaining Building Target $41,460,000 Number of people who 10,113 attended Creative Spaces programs Total Goal $132,500,000 Number of people who 10,000 attended the CCMHOF

Number of people who Government 10,000 attended Canada Day at Fort Calgary Number of students who Donations Received 9,150 attended school programs Campaign Pledges Number of people touched 75,000 through outreach activities Remaining Building Target Number of artists we hired 80 in 2011 Programming

Collections

19 76 2,000 1,300 1,470

Number of items Number of items in Number of artifacts in Number of items in Number of people acquired in the Garnet acquired the Reid & the NMC Collection the Canadian Country who saw our collection Amp collection Campbell collection Music Hall of Fame on tours in 2011 27 This word cloud is created from the comments people left with the piano. The more a word was used, the bigger it appears.

Playing for Peace A partnership with the Calgary Public Library

When the Calgary Public Library chose The Cellist of Sarajevo by Steven Galloway as its One Book One Calgary initiative, the programming staff immediately thought of NMC as a natural fit for some community outreach. Together, CPL and NMC devised the Playing for Peace program that saw two pianos placed in the Central and Fish Creek libraries through the month of November 2011. Signage with the pianos encouraged people to play them and to leave a message of peace in a basket.

“It was very successful – lots of interest,” says Joan Mitsui, former Community Learning Advocate Adult Programming, Community Services for CPL. “It’s been wonderful to enter the main floor and listen to the lovely sound of the piano playing. Lots of very interested and curious people, looking at the piano too.” 28 As a fifth-generation Calgarian, Larry Shelley is more than proud to be taking a leading role in supporting the development of the National Music Centre. The president and CEO of Coril Holdings feels being a donor is a deep responsibility, not only to the city he loves, but for the sake of music history – and perhaps more importantly, music appreciation. by Julie Pithers

Though not a musician, music is a He’s speaking about the East Village Calgary Fire Department in the late big part of Larry’s life. It was during – a neighbourhood that is undergoing 1800s. His grandparents lived in a visit to the Hank Snow exhibit at a major revitalization after decades of Ramsay, one of the city’s original the current National Music Centre neglect. He says he believes NMC’s neighbourhoods. Larry himself was he realized his parents, dyed-in-the catalytic move to be the first institution born on Child Avenue in Bridgeland. wool Hank Snow fans, didn’t care that to say “yes” to East Village speaks Hank came from . Hank’s to the project’s commitment to It is Larry’s hope that NMC will music spoke to them all the way over community. exponentially build on the greatness the Prairies and made their lives richer of the city, not by being a cold, for it. Larry says he believes this is “It will initiate new thinking formidable symbol, but a beautiful typical of the universality of music and and innovation in other cultural icon where everyone will feel welcome having the National Music Centre in components of that community,” says to continually drop by formally and Calgary means our community should Larry from his office at Coril Holdings informally. feel called upon to protect, preserve where he serves as President and CEO. “It’s got a little bit of everything for and propel this institution that builds “Suddenly, because of this one facility everybody,” he explains enthusiastically. upon the human love of music and and all the things it will contribute, “It doesn’t matter what socio-economic the amazing history of it for people the East Village can become one of background you launched from. It worldwide. the most interesting and intriguing communities of its kind in the country. doesn’t matter how old you are, what “My hope is that the people of Calgary This will rival old Montreal, Yonge gender you are or where you come really get behind this project,” he Street and the River Park in Winnipeg from. I think that’s the magic of the explains. “Certainly the National – this will be an incredible place for place. Not just through the facility, but Music Centre has a role to play in Calgarians.” through the outreach programs.” a Canadian context, but it has to flourish and succeed in this city. We Larry’s own roots are deep here. His are the beneficiaries of an incredible family moved to Calgary in 1887. His opportunity here.” great grandfather was the seventh fire fighter hired at the newly formed He continues to say he believes we have to look beyond this generation and realize this is something that in 100 “It doesn’t matter what years will continue to tell the story of socio-economic background our history. you launched from. It doesn’t “The project has both a global and matter how old you are, what a local importance,” he says. “It is no small thing that the new National gender you are or where you Music Centre will be in the heart of an come from. I think that’s the area that has not survived the city’s magic of the place.” history well.”

Donor in Profile: Larry Shelley RECOGNIZING MUSIC’S POWER TO UNITE CANADIANS FROM ACROSS THE COUNTRY, LARRY SHELLEY AND HIS FAMILY GENEROUSLY NAMED THE SHELLEY FAMILY ROOFTOP TERRACE AT THE NATIONAL MUSIC CENTRE. 29 Good Vibrations by Brandon Smith

photo by Don Kennedy Intepreter Naomi Cromwell shows a class the inner workings of the NMC “exploded” piano.

NMC’s Good Vibrations is a continually Schutz, a whole new dimension of instrument made from Popsicle sticks, evolving curriculum-based school activities and teaching approaches elastics and straws that can produce a program that has become a favourite have been incorporated into Good surprising range of sounds and is an field trip destination for teachers and Vibrations. excellent teaching tool for concepts students since 2003. Focusing on the covered in the morning. Hearing and Sound unit of the Alberta Some components have been Grade 3 science curriculum, Good streamlined to make sure the important The second part is called Choose Your Vibrations covers everything from points get across. The addition of Own NMC Adventure, where the how sound travels to the ways various optional full day programs has been teacher selects one of several one-hour instruments work. very successful and the afternoon activities. By using visual aids, inquiry- activities are now broken into two parts. based questions, body movement and In the past decade, there have been The first is an instrument building other tools at our disposal, we explore many changes to make it bigger activity where students construct a the collection in a more in-depth and and better, and with the addition of “Sound Sandwich.” It is a simple personalized way. Options like “History Education Programs Officer, Kate 30 Mystery” put the students in the role to come. “Air Powered” will focus on of museum curators on a scavenger wind instruments and students will hunt, using evidence and reasoning experiment with using their own air to put instruments in the gallery in power to make sound in hoses, pipes chronological order. It is an activity and other ordinary objects. that inspires critical thinking as well as teamwork skills. “Sketching” is an “Sound Sampling” will make use of independent activity where students NMC’s own iPad app, Reel to Real, are taught art techniques and focus which uses sounds recorded from the on the visual details of instruments. Kimball Theatre Organ. Students will “Body Rhythm” is a very physical group be taught the concept of “sampling” There’s a lot of session, where exercises to stimulate through software as well as hardware brain activity are learned and concepts instruments like those in our electronic potential to grow, as from the morning activities are “acted collection. They will learn about out” as the students themselves “sequencing” and how these samples we respond to the become musical instruments. can be strung together to form a song. unique skills and There’s a lot of potential for Choose The future of Good Vibrations is bright talents of NMC’s Your Own NMC Adventure to grow, as with even more instruments, artifacts, we respond to the unique skills and technology and spaces waiting to meet educators to offer a talents of NMC’s educators and offer grade three students at the new NMC a deeper look into the collection. Two building! deeper look into the new activities are being rolled out this collection. school year with more in the works

Students see sound waves in action and how different instruments produce different types of signals with interpreter Sarah Davachi

photo by Camie Leard

31 Financial Report

by Freida Butcher Secretary/Treasurer, Board of Directors photo by Wilcosz and Way

2011 was a year of transition and growth it also marked the agreement between its annual spending and instead now for the National Music Centre as it NMC and CMLC on the direction pays only its share of building operating strives to reach its goal of becoming a the facility would take in becoming costs. national organization. Both revenue a cornerstone of the East Village and expenses increased significantly development. By the end of 2011, in NMC also made a targeted investment and yet NMC was able to end the year addition to the $75 million pledged in staffing, adding two new fundraising with a significant net surplus of just from the three levels of government, staff and two more in marketing and under $1.5 million. Five new staff were NMC had received or pledged programs, reflecting the focus on added bringing the total count to 17 $12.3 million from the community, raising funds, expanding programs and full-time employees plus a group of leaving a goal of $41 million yet to be increasing its profile not only in the very dedicated casual staff responsible raised to reach its funding goal for the local community but across Canada. for tours and events. NMC became building. owner of the historic Customs House, NMC ended the year with a strong the building it currently resides in, and 2011 was NMC’s best-ever year for balance sheet including unrestricted relocated its offices to the main floor of fundraising, with contributions from net assets of $1.7 million compared this building. NMC also used this new the community totaling $3.2 million, to $250,000 in 2010. Current assets, asset to secure debt of up to up from $2.7 million the year before. deferred receivables and investments $10.5 million to help finance the A significant new source of revenue totaled $4.6 million, well in excess of building project throughout the “silent was received in the form of net rental current liabilities of $3.0 million. phase” of the capital campaign. income generated by the property that NMC received as a gift during 2011. 2011 also marked the last year of being Spending on the new facility continued The annual income from this property known as Cantos Music Foundation. throughout the year, mostly on is just under $1 million and it will be Shortly after year-end, the Foundation professional design fees bringing the used to fund operating expenses. changed its name to National Music asset value of the new facility to Centre, reflecting yet another very $9.9 million in a budget of $127.7 Expenditures for 2011 of $3.5 million significant milestone in its transition million. As well, a deposit of $600,000 were just below 2010 spending but into a national organization that was paid to Calgary Municipal Land within spending there was a significant will amplify the love, sharing and Corporation (CMLC) for the King Eddy shift during the year with salaries and understanding of music across Canada. Hotel and related land on the east side benefits increasing but occupancy costs of 8 Avenue SE. This payment marked a decreasing. As owner of the Customs For copies of the audited financial very significant milestone as it not only House, NMC no longer pays rent, statements, please call (403) 543-6284. secured the site for the new facility, but which formerly accounted for 25% of

32 NMC Financials 2011

Contributions

Revenues Investments Income Contributions $3,200,538 Investments Income $607,544 Sponsorships Sponsorships $133,636 Government Grants $150,711 Government Grants Sale of Goods and Services $888,935 Sale of Goods and Total $4,981,364 Services

Expenditures Music Collec+on Programs Music Collection $498,045 Programs $613,762 Fund Development Fund Development $1,212,720 Marketing $158,009 Marke+ng General and Administration $501,654 Amortization of Assets and $524,319 General and Administra+on Related Loss Amor+za+on of Assets and Related Loss Total $3,508,509

Special thanks to our 2011 Volunteers! Alex Wright Chris MacLennan Gary Trithart Lindsay Wallis Mike Leblanc Ron Mannix Amara Samchinsky Christine Kincel Heather Hayes Lisa Monforton Mike Mattson Ross Reynolds Anne Murray Christine Smith Ingrid Mosker Luke Robillard Mike Richards Roy Beckman Asani Clayton Buck Jan Lisiecki Marianna Chapman Murray Wilson Sacha Lascow Barbara Bruederlin Darlene Homenuk Jane Bunnett Mark Sadlier-Brown Nathalie Robertson Sasha Lavoie Barbara Robertson David Blom Janis Kershaw Mary Maxim Neil Bowker Simple Plan Barnaby Bennett DeDe Dundas Jennifer Weihmann Mary Ross Nickie Kosic Travis McClelland Bob Pearson Deirdre Anderson Julie Pithers Maryanne Gibson Ric Singleton Trevor Beckman Brian Mills Desiree Bombenon Jully Black Merv Dahl Rick Harper Vivian Yu Cam Crawford Dianne Kerr Kathy Chapman Michael Shaw Rob Frances Catherine Brownlee Don Kennedy Kevin Bradbury Michelle Goshinmon Roger Jackson Charlie Fischer Freida Butcher Kirby Sewell Mike Good

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