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Midland Cultural Centre adapts its programming for changing times

“As our world has been forced to change so much during the pandemic, we all still remain interested in the arts, entertainment, and cultural activities,” general manager says.

The Midland Cultural Centre is starting to see some light at the end of the tunnel even if it’s just a sliver.

“We continue to work very hard in terms of following trends, regulations and announcements by government and health experts,” said MCC general manager Eugene Rea. “In truth, there is more hope today than a couple of weeks ago, particularly now that the province has entered into Phase 2 of the recovery.”

But that said, Rea noted that with the present requirement of maintaining a maximum gathering of 10 people certainly prevents any thoughts of reopening for now.

“And it's worth noting that this relates to outdoor gatherings. It is speculative to suggest, and hope, that the introduction of Phase 3 might allow indoor gatherings, probably of very limited capacity," he said. "So, for now we are not overconfident that we'll see any events of the size and nature that we have become used to in such a vital and busy venue, for a while.”

But the MCC isn’t waiting to get up and running again to satisfy area residents’ hunger for the arts.

“Like everyone else, we most certainly wish for better, and remain hopeful, but in the meantime we are working on other methods of delivering entertainment and performing arts content to our community,” Rea said, pointing out the MCC currently has five to six virtual 'shows' online, three of which are broadcast on Rogers TV.

“And we have plans in place for some outdoor programming as soon as the situation permits.”

The MCC’s adapted programming includes several of its popular live events such as an Our Health presentation on community mental health and addiction. Like many of the offerings, it's available on both Rogers TV and on demand on the MCC website.

As well, A Day in the Life has a number of programs available online and on Monday area residents are invited to join program host and producer Fred Hacker ‘in your home online for his conversation with Cynthia Dale, who is described as a “true and veritable triple sensation,” given her work as an award-winning actor, singer and dancer onstage and on screen.”

Rea said he expects area residents to enjoy watching the various offerings.

“As our world has been forced to change so much during the pandemic, we all still remain interested in the arts, entertainment, and cultural activities,” he said.

“While nothing beats the energy of a live event, circumstances presently prevent such gatherings, so, as is the case with many artists, and organizations, we are working hard to still bring interesting and engaging content to our audiences, and where better to deliver this content than in the comfort of their own homes.”

Rea also noted that virtual shows feature some really positive qualities since there are no bad seats or lineups.

“Audiences have control of the volume, when to pause and make a cup of tea, and for sure everyone is treated to close-ups of the guests,” he added.

Another entry in the online MCC world includes Eugene’s Picks where Rea, who is also a professional musician, offers a retrospective of his favourite concerts and artists, with insights into the artists’ background as well as his personal connections with them.

The program also includes trivia competitions with prizes for MCC merchandise such as t-shirts.

Backstage Pass, meanwhile, is a series of Zoom chats with staff and volunteers at the MCC. It provides viewers with an inside look at how MCC concerts and events come together. The first program features the MCC AV Technician Glenn and takes viewers through the preparation required before a show.

As well, Straight Talk focuses on issues of the day and presents differing perspectives. Program proponents responded quickly to the pandemic shutdown and went virtual in April with a program that looked at the ‘Road Back to Normal’ after COVID-19.

Rea expects the programming to appeal to a wide variety of audiences.

“It really speaks to one of the MCC's secrets of success - we work really hard at sourcing very varied, eclectic, and entertaining artists and guests,” he said.

“Our audiences are very well-informed and have broad interests whether it be in music, art, key-note speakers or interview guests, and so we take our curation responsibilities very seriously. In short - we believe that we have something for everyone, and we're never satisfied - the search is ongoing for new talent, new content and new ways to engage our community.”


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Andrew Philips

About the Author: Andrew Philips

Editor Andrew Philips is a multiple award-winning journalist whose writing has appeared in some of the country’s most respected news outlets. Originally from Midland, Philips returned to the area from Québec City a decade ago.
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