Being invited to participate on the Ottawa Host Committee for Juno 2012 has offered me a deeper perspective of the tremendous teamwork, expertise and volunteerism needed to bring a major national event to a city. Ottawa's institutions are very well practiced in producing major events, having made that an important pillar of economic development activities in the region.
This collaboration ranging from the NCC and the City to Aboriginal and Francophone communities, from the Chamber of Commerce and local BIAs to museums, transportation hubs and local media partners to the universities, and, of course, the local bar/ music scene is awesome. Sponsors are also a key part in the "making it go" equation.
Producing and promoting a major event is a complex choreography. To make it go requires diligent effort, involvement and engagement of people and communities, and a flexible plan. Knowing the many innovative marketing and "civic animation" ideas we have generated to help bring a buzz for the Juno Awards and Canadian music to Ottawa and the nation is simply cool. Many of these ideas have been put in place. Any that aren't seeing the light of day due to time and resource constraints will be well worth revisiting in the future; especially those that involved more advanced uses of communications technologies.
Meanwhile, partnerships like this one with the
University of Ottawa/Ottawa Host Committee/ MASC are using technology to bust wide open the sacred walls of learning through video-conferencing master classes with leading musicians across Canada.
In the best of worlds, major events serve the visiting organization (
CARAS, in this case), its constituents (music industry and musicians) while providing unique opportunities for participation to the local community and, at the same time, elevating the brand of the city in the Nation's psyche. On April 1, Canadians will see Ottawa once again for what it is - a vibrant city and a diverse people much beyond the day-to-day political machinations inherent in being a capital. And almost better yet, all through Juno week from March 26 to the CTV Juno Award show broadcast on April 1, people in Ottawa-Gatineau get to celebrate Canadian music in bars, on the street and in concert halls across the region.
Juno Week in Ottawa: March 26 to April 1, 2012.
