The GFL Memorial Gardens could start seeing more entertainment come May.
City Council will be asked to consent to a one-year contract with California-based live entertainment consulting company Venue Coalition during Monday evening’s meeting.
This partnership would help the Gardens book more musicians as well as touring productions. Currently, Venue Coalition helps around 70 North American arenas book acts, including the Canadian Tire Centre in Ottawa, the Peterborough Memorial Centre, and (closest to the Sault) the Sudbury Community Centre.
If approved, this will cost the City around $18,495 over the first year and approximately $20,550 per year after.
“If the city agrees to enter into this partnership, it would create unique buying opportunities to leverage as a group of municipalities in Ontario,” Community Director Brent Lamming said in a report to Council.
“Essentially the partnership would contribute to a higher success rate when acts are touring in Ontario.”
Although Venue Coalition will be expected to book the majority of acts, City staff are still permitted to seek out entertainment options themselves.
GFL Arena Manager Robert Santa Maria will be in charge of ensuring these acts aren’t losing money for the city.
Since it opened in 2006, the GFL has hosted around 200 events, eight of them in 2018.