One of two Canadian tour stops for the Jonas Brothers in Moncton left thousands of fans singing along and city officials feeling optimistic about the future of major concerts in the Hub City.
Moncton Councillor Greg Turner was among members of council who attended the sold-out show at Croix-Bleue Medavie Stadium on Saturday night, and he says the event exceeded expectations.
“I was extremely impressed,” Turner told our newsroom. “I think all of our councillors were pretty unanimous that the City of Moncton did a great job in executing the event. We’re not the promoter, but it’s really important to work closely with the promoter to make sure these things run smoothly. It bodes well for future business.”
City’s role as event host is crucial to attracting future events
Turner noted that with several new faces around the council table, he said many councillors were eager to get a better understanding of how large-scale entertainment events operate behind the scenes.
“It’s one thing to be on the outside looking in. It’s a different thing to be on the inside looking out,” he said. “If we’re going to move forward with these types of events, council needs to understand what the roles are. We own the facilities, and the better job we do hosting, the more likely promoters are to bring future business here.”
Turner said Moncton is fortunate to have a range of venues capable of accommodating different types of entertainment events. The Avenir Centre can host crowds approaching 9,000 people, while Croix-Bleue Medavie Stadium can handle more than 20,000 spectators for outdoor concerts.
“The facility we used this past weekend can host roughly 22,000 to 25,000 people,” he said. “It all depends on the act and what the tour is looking for.”
He added that recent upgrades have enhanced the stadium’s ability to host major concerts, including a specialized flooring system purchased by the previous council. The Jonas Brothers concert marked one of the first opportunities for council members to see the system in operation.
The economic impact of the event extended well beyond the stadium gates. Hotels, restaurants and local businesses all benefited from the influx of visitors who travelled from across Atlantic Canada and beyond to attend the show.
“It’s only one of a couple of shows in Canada for the Jonas Brothers this year,” Turner said. “We had people coming from all over Canada and the eastern United States because it was relatively easy to get here.”
One fan highlighted during the concert had travelled from Labrador City, a journey Turner said demonstrates the drawing power of major touring acts.
“That’s not an easy trip to make,” he said. “The Jonas Brothers have that kind of drawing power, and most bands of that magnitude do.”
Behind-the-scenes tour provided to Moncton city council before event
Turner also pointed to a behind-the-scenes tour provided to members of council before the concert as another valuable learning experience. Not every touring act permits access to facilities before a show, making the opportunity particularly unique.
“The Jonas Brothers and the Arkells were agreeable to let city council see the setup,” he explained. “Even though we own the facility, the promoter leases it and, for that weekend, it essentially belongs to them.”
The tour gave councillors a firsthand look at the extensive work required to stage an event of that scale, from assembling thousands of floor seats and temporary flooring to preparing dressing rooms and production areas.
“It’s the work people don’t see,” Turner said. “Those chairs all have to be put out and then taken away. The floor has to be assembled. We saw the dressing room area and everything that goes into getting ready for a major show.”
Ultimately, Turner believes the weekend’s success sends a positive message throughout the live entertainment industry.
“The bands talk and the promoters talk,” he said. “If it’s a good experience and everything goes smoothly, it really bodes well for us in the future. As a council, that’s our concern, to make sure we keep this momentum going.”
With a successful Jonas Brothers concert now in the books, Moncton hopes the positive reviews from fans, performers, and promoters alike will help attract even more major events in the years ahead.
