Theatre

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

All the World’s a Stage is a documentary portrait and homage to revolutionary theatre artists Joyce Doolittle, Grant Reddick and John Murrell. These trailblazers, who have laid the foundation for the renowned eclectic theatre scene that thrives in Alberta today, look back on how their experiences have shaped their lives.

Through interviews, high-resolution projection and intricate camera work, the filmmakers Sandi Somers and Corey Lee present a textured portrait of these artists, to peek behind the curtain to catch a glimpse into their soul and their creative process and touch the bricks that have laid the foundation for their legacy in theatre. This project was supported by an AFA 25th Anniversary Commemorative Art Project grant.

The short film received three nominations for the 2018 Alberta Media Production Industry Association (AMPIA) awards:

• Best Non-fiction Short - Corey Lee and Sandi Somers
• Best Director, Non-fiction under 30 mins - Sandi Somers and Corey Lee
• Best Original Musical Score, Non-fiction under 30 mins - Alec Harrison

Pumphouse Theatre's Winter Drama Classes Ages 6-11: registration now open!

Looking for a creative outlet for your young artist?

The Pumphouse Theatre is back with a brand new set of drama classes for the 2024-2025 year, now moving into our Winter semester from January to March.

From preschool to teenagers, we have a class that is suited for everyone!

Register today at www.pumphousetheatre.ca.

Playful Drama

Who: Gr 1-2 (6-8yrs)
What: This course is a great introduction to the drama basics, and covers a variety of topics including: story-telling, character, sharing, movement, and theatre games. This is a wonderful way to help your child explore their imagination, learn new skills, and have fun! No experience is required!
When: Saturday January 11 – Saturday March 22, 2025 | 10:30am-11:30am | @ The Pumphouse Theatre
How much: $125.00

Theatre Arts Exploration

Who: Gr 3-5 (8-11yrs)
What: This course is an all-inclusive exploration of the theatre arts. Students will be encouraged to discover a variety of dramatic techniques such as character creation, improvisation, movement, scene study, and more. Have a blast creating and performing an original final presentation for friends and family. No previous experience is required!
When: Saturday January 11 – Saturday March 22, 2025 | 10:00am-12:00pm | @ The Pumphouse Theatre
How much: $300.00

Acting Fun-dementals

Who: Gr 3-5 (8-11yrs)
What: This course is designed to get students feeling confident and comfortable being on stage while learning the fundamentals of acting and collaborating with others. Focus will be on exploring scripted work that students will either choose or be given, rehearse and workshop, and then perform in a final showcase. No previous experience is required!
When: Sunday January 12 – Sunday March 23, 2025 | 10:00am-12:00pm | @ The Pumphouse Theatre
How much: $300.00

There are no classes scheduled over the Family Day Long weekend. 

If you are registering more than 30 days prior to the first day of classes, receive $25.00 off the registration fee. 

If you are registering more than one immediate family member, receive $25.00 off the registration fee.

If you do not see a homeschool program that works for you, contact us about our Customizable Cohort Classroom option. We will work with you to create a program that meets your and your children’s needs.

All courses will adhere to all COVID-19 health and safety protocols.

All classes, with the exception of our customized programs, are 10 weeks in length.

All in-person course will take place at the Pumphouse Theatre (2140 Pumphouse Ave SW)

If you have questions or concerns about any of our programs, contact kelly@pumphousetheatre.ca or 403.263.0079 ext 100

Thank you very much! We look forward to seeing you at the theatre!

Pumphouse Theatre - Fall youth drama classes

Looking for a creative outlet for your young artist? The Pumphouse Theatre is back with a brand new set of drama classes for the 2024-2025 year, beginning with our Fall Semester. From preschool to teenagers, we have a class that is suited for everyone!

Registration is open now and available with full course descriptions on our website, www.pumphousetheatre.ca. 

Playful Drama

6-8yrs (Gr 1-2)
Saturday September 14 – Saturday November 23, 2024 | 10:30 am-11:30 am | @ The Pumphouse Theatre
$125

Theatre Arts Exploration

8-11yrs (Gr 3-5)
Saturday September 14 – Saturday November 23, 2024 | 10 am-12 pm | @ The Pumphouse Theatre
$300

Acting Fun-dementals

8-11yrs (Gr 3-5)
Sunday September 8 – Saturday November 17, 2024 | 10 am - 12 pm | @ The Pumphouse Theatre
$300

Improvisation

11-14yrs (Gr 6-8)
Monday September 9 – Monday November 18, 2024 | 6 - 8 pm | @ The Pumphouse Theatre
$300

There are no classes over the Thanksgiving Holiday

If you are registering more than one immediate family member, receive $25.00 off the registration fee.

Cancellation is permitted with the deduction of a $25.00 cancellation fee, provided notice is given a minimum of 10 business days prior to the start of class and it is not COVID-19 related. No refund will be given with less than 10 business days’ notice without a doctor’s note.

If you do not see a program that works for you, contact us about our Customizable Cohort Classroom option. We will work with you to create a program that meets your and your children’s needs.

All courses will adhere to all COVID-19 health and safety protocols.
All classes, with the exception of our customized programs, are 10 weeks in length.
All in-person courses will take place at the Pumphouse Theatre (2140 Pumphouse Ave SW)

If you have questions or concerns about any of our programs, contact kelly@pumphousetheatre.ca or 403.263.0079 ext 100

The AFA is supporting a two-year research project conducted by Stone-Olafson on current engagement of arts audiences in Alberta. We are pleased to share the second set of results ("Wave 2").

This work was developed for the arts sector exclusively and is designed to provide specific, relevant, and reliable facts to support the leaders in the arts sector as they seek to understand their audiences and grow attendance.

Key topic areas for Wave 2 include:

• Exploring arts audiences' engagement and general perceptions
• Understanding audiences’ preferences for content, programming, and ticket purchasing
• Understanding opportunities for increasing support and engagement through fund development

Results

Watch the team from Stone-Olafson report on the findings from the first wave of research in the Spotlight on Arts Audiences project

Download the reports:

• Alberta
• Calgary Report
• Edmonton Report
• Regional Alberta

About the project

The AFA has partnered with the Rozsa Foundation, Calgary Arts Development, Calgary Foundation, Edmonton Arts Council, and Edmonton Community Foundation, to support the Spotlight on Arts Audiences research project. The work will survey arts-inclined audiences in Calgary, Edmonton, and across the province to provide data that is useful and timely for arts leaders and organizations three times per year over the next two years.

The AFA is supporting a two-year research project conducted by Stone-Olafson on current engagement of arts audiences in Alberta. We are pleased to share the first set of results ("Wave 1").

This work was developed for the arts sector exclusively and is designed to provide specific, relevant, and reliable facts to support the leaders in the arts sector as they seek to understand their audiences and grow attendance.

Key topic areas for Wave 1 include:

• understanding current behaviours, habits, and patterns
• understanding current attitudes and perceptions towards the arts
• understanding barriers to engagement and support
• exploring programming and communication preferences
• understanding perceptions of value

Results

Watch the team from Stone-Olafson report on the findings from the first wave of research in the Spotlight on Arts Audiences project

Download the reports:

• Alberta Report
• Calgary Report
• Edmonton Report
• Regional Alberta

About the project

The AFA has partnered with the Rozsa Foundation, Calgary Arts Development, Calgary Foundation, Edmonton Arts Council, and Edmonton Community Foundation, to support the Spotlight on Arts Audiences research project. The work will survey arts-inclined audiences in Calgary, Edmonton, and across the province to provide data that is useful and timely for arts leaders and organizations three times per year over the next two years.