Women of Success

by Connie Boland
Progressive Choice
November 2004

Impact on the economy of their hometowns

Anne Murray has one. So does Shania Twain. Joni Mitchell’s is in the development stage. Exhibition centres bring fans that much closer to their favorite performers and also provide economic benefits to the towns that build them.

TIMMINS’ PRIDE AND JOY

The Shania Twain Centre opened June 30, 2001, in her hometown of Timmins, Ontario.

Some 20,000 visitors toured the 11,000 square foot facility last year; roughly 80 percent of those visitors came from outside the immediate area.

Hotels, restaurants and other businesses benefited from the influx. “We did an analysis for the municipal council about six months ago that showed the actual economic benefit to the community is in the millions of dollars.” Will Saari, tourism and leisure services manager for the City of Timmins, points out.

In the 1990’s, the Province of Ontario announced funding for communities in Northern Ontario to build large-scale destination tourism attractions. “The city looked at everything from casinos to an underground hotel,” Saari says. “About that time, Shania’s career was taking off. Because she talked about Timmins during her concerts, we started getting calls from people who wanted to know if there was a museum or a house they could visit. It was if a light had been turned on.”

Preliminary meetings were held with Twain and her management team. “They were interested in a building that would benefit the community. They were not interested in building a shrine to Shania,” Scari says.

The resulting not-for-profit centre is operated by the municipality. “We have an agreement whereby we get the lion’s share of any costumes, clothing from award shows, videos and concerts, “Saari explains. The centre also houses memorabilia, handwritten lyrics to all music written by Twain and virtually every award she’s won.

The exhibit also details Twain’s career, how she developed as an entertainer and the tragedy that saw her take responsibility for her family. There are interactive video displays, as well as a 12-minute video put together specifically for the center. “There’s a lot of outtakes and backstage stuff,” Saari says. “This is the only place in the world where you can see it.”

The centre employs 12 people on a full or part-time basis. It was built on the site of the Timmins Underground Gold Mine Tour which cuts administrative and other costs. “We’ve tried to link Shania’s success to the fact that she grew up in the City of Timmins, that it’s a great place in which to live and work,” Saari says. “We are very appreciative of the support we’ve received from Shania and her management team. They have been more than generous with their time, their resources, the provision of goods for the exhibit and waiving the royalties for playing her music in the centre which would have placed a huge financial burden on us.”

The centre has received international recognition, with a number of movie and production companies having used the site, he adds. “We think it will continue to grow.”

As for Twain, Saari is a fan. “Shania is so down-to-earth, warm and welcoming, that if you didn’t know who she was you would think she was literally the girl next door,” he laughs. “When it comes to her career I see her as very professional, very demanding on herself and wanting to giver her fans the best show they can have. Meeting her personally was a huge thrill but at the same time very heart-warming because she was so casual and relaxed that she made me feel relaxed. People in the community are happy she’s had such great success and is willing to share that with us.”

SASKATOON’S FOLK SONGBIRD

In Saskatoon, hometown of Canadian favorite Joni Mitchell, a group of individuals are raising awareness of the potential benefits of paying tribute to high profile celebrities while at the same time creating an end-road tourist destination.

“Joni Mitchell is viewed in the music and in the arts world as being a person of very high caliber,” Randy Femets, corporate development Tourism Saskatoon, says. “We are making people aware that this opportunity might be something for development. Joni has said she is very humbled by (the idea) and that she would like this to happen in Saskatoon.”

While the project is very much in the developmental stage, an exhibition of Mitchell’s work would be the end result. “At a recent Federation of Municipalities meeting in Vancouver, delegates heard a presentation on these centres; what benefit they are to the community and in recognizing the artists,’ Femets says. “The centres also show there are entertainers out there who came out of our communities and that these are people we can look up to.”

SPRINGHILL’S GOLD MINE

Internationally acclaimed songbird Anne Murray didn’t hesitate when approached with an idea for an exhibition centre that wood help Springhill, Nova Scotia. “The town wanted to do something and I liked the idea of giving back,” Murray says. “It’s completely non-profit. Everything goes back into running the centre which employs local people and helps the economy.

“Springhill is a little out of the way which means we have to work at letting people know the centre is there. But it’s certainly been a real shot in the arm for the town. The economy has been boosted I think 50 percent in the summer.”

The centre is operated by a board of directors under the Nova Scotia Societies Act. Visitors can view Murray’s gold and platinum records, along with Juno and Grammy Awards. A series of three-dimensional and audio-visual displays feature memorabilia and highlights of Murray’s career. There’s also a special exhibit of the story of her hometown.

The well-known entertainer admits being awed by it all. “The first time I went through I was completely overwhelmed,” she says. “I lived it and I still was in awe of all the things that have happened.”

And it’s not over yet. After more than three decades in the business, Murray recently finished recording an album, tentatively titled I’ll be Seeing You, for possible release during the fall of 2004. “Some of the songs go back to 1910 but all are very recognizable. It’s something that I’ve wanted to do for a long time,” she says.

“There was a time when I had trouble justifying the fact that I was doing something I loved and which was very gratifying. It’s been 36 years that I’ve really enjoyed. How many people can say that?”