SECTION 1: APPLICANT INFORMATION
Legal Name of Applicant/Organization:
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Operating Name (if different):
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| Primary Contact Information |
| Contact Name: |
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| Position/Title: |
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| Address: |
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| City, Province, Postal Code: |
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| Phone: |
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| Email: |
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| Website: |
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| Organization Details |
| Alberta Arts Registration #: |
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| Year Established: |
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| Primary Artistic Discipline: |
Music - Contemporary/Popular |
| Secondary Disciplines: |
Community Arts, Cultural Development |
SECTION 2: PROJECT INFORMATION
Project Title:
Frozen Bars Tour 2028 - Alberta Community Concert Series
Project Type:
Music Tour / Community Concert Series / Mental Health Awareness Campaign
| Project Timeline |
Dates |
| Project Start Date: |
March 1, 2028 |
| Project End Date: |
September 30, 2028 |
| Public Presentation Dates: |
August 15 - September 24, 2028 |
Alberta Communities Served:
Edmonton (August 15), Calgary (August 18), Fort McMurray (August 22), Red Deer (August 25),
Lethbridge (August 29), Grande Prairie (September 1), Medicine Hat (September 5),
Lloydminster (September 8), Banff (September 12), Jasper (September 15)
SECTION 3: PROJECT DESCRIPTION
Project Summary (150 words maximum):
The Frozen Bars Tour 2028 is a 10-city Alberta concert series combining live music performances with mental health awareness programming. The tour partners with the We Can Hear (WCH) Foundation to deliver community workshops, educational resources, and suicide prevention messaging at each venue. The tour will feature Alberta-based artists alongside national headliners, creating paid performance opportunities for local musicians while addressing critical mental health issues facing Albertans, particularly in rural and remote communities.
Artistic Vision and Goals:
The Frozen Bars Tour aims to create transformative live music experiences that entertain while educating audiences about mental health resources. Our artistic vision combines professional concert production with authentic community engagement. Goals include: (1) Presenting 10 high-quality concerts in diverse Alberta communities, (2) Providing performance opportunities for minimum 20 Alberta-based artists, (3) Reaching 25,000+ attendees with mental health awareness messaging, (4) Distributing 10,000 WCH resource cards, (5) Training 50+ community ambassadors in mental health first aid.
Community Impact and Engagement:
The tour addresses the critical need for mental health awareness in Alberta, particularly in rural communities where access to resources is limited. Each concert event includes a dedicated "Community Resource Village" featuring local mental health organizations, crisis support information, and trained volunteers. We work with local community advisory committees in each tour stop to ensure programming reflects regional needs. The tour creates economic impact through venue rentals, hospitality, local hiring, and audience spending. Post-concert surveys will measure mental health awareness outcomes.
SECTION 4: ALBERTA ARTISTS
Alberta Artists Involved:
| Artist Name |
Alberta Location |
Role |
Fee |
| {{headliner_1_name}} |
{{headliner_1_location}} |
Headlining Performer |
${{headliner_1_fee}} |
| {{headliner_2_name}} |
{{headliner_2_location}} |
Co-Headlining Performer |
${{headliner_2_fee}} |
| {{opening_act_name}} |
{{opening_act_location}} |
Supporting Performer |
${{opening_act_fee}} |
| + Additional Alberta artists TBD through local artist showcase program |
Artist Selection Process:
Alberta artists are selected through a combination of direct invitation and community showcase partnerships. Headlining artists are Alberta-based musicians with established touring credentials and alignment with our mental health messaging. Opening acts are selected through partnerships with local music organizations in each community. We prioritize diversity in genre, cultural background, and artistic approach. All artists receive fair compensation aligned with industry standards.
SECTION 5: PROJECT BUDGET
| PROJECT REVENUE |
| Revenue Source |
Confirmed |
Amount |
| Ticket Sales (Projected) |
Projected |
$125,000 |
| Corporate Sponsorships |
Pending |
$85,000 |
| Municipal Cultural Grants |
Pending |
$15,000 |
| Canada Council for the Arts |
Applied |
$50,000 |
| FACTOR |
Applied |
$25,000 |
| AFA Project Grant Request |
Applied |
$40,000 |
| Merchandise Sales (Projected) |
Projected |
$20,000 |
| In-Kind Contributions |
Confirmed |
$35,000 |
| TOTAL REVENUE |
$395,000 |
| PROJECT EXPENSES |
| Expense Category |
Amount |
| Artist Fees & Talent |
$95,000 |
| Production (Sound, Lighting, Staging) |
$65,000 |
| Venue Rentals & Facility Costs |
$45,000 |
| Transportation & Touring |
$55,000 |
| Accommodation & Per Diems |
$35,000 |
| Marketing & Promotion |
$45,000 |
| WCH Partnership Programming |
$20,000 |
| Insurance & Permits |
$12,000 |
| Administration & Staffing |
$18,000 |
| Contingency (5%) |
$5,000 |
| TOTAL EXPENSES |
$395,000 |
AFA Grant Allocation:
The requested $40,000 AFA Project Grant will directly support Alberta artist fees ($25,000),
Alberta transportation costs ($10,000), and marketing specifically targeting Alberta audiences ($5,000).
This investment ensures Alberta artists receive competitive compensation while building audience
capacity for Alberta-based cultural events.
SECTION 6: MARKETING & AUDIENCE DEVELOPMENT
Target Audiences:
Primary: Alberta music fans aged 18-45 with interest in live concerts and community events. Secondary: Mental health advocates, community organizations, families affected by mental health challenges. Tertiary: Cultural tourists seeking unique Alberta experiences. We specifically target underserved communities through partnerships with local organizations and targeted social media campaigns.
Marketing Strategy:
Multi-channel marketing approach including: (1) Social media campaigns across Instagram, TikTok, Facebook, and X with targeted Alberta geo-fencing, (2) Radio partnerships with Alberta stations (CFWE, CKUA, CJSR), (3) Print advertising in Alberta arts publications, (4) Community poster campaigns in each tour stop, (5) Media partnerships with local newspapers and community publications, (6) Email marketing to 15,000+ subscribers, (7) Influencer partnerships with Alberta-based content creators.
Expected Attendance:
Total Projected Attendance: 25,000+ across all 10 shows
Average Per Show: 2,500 (ranging from 800 in smaller communities to 5,000 in major centres)
SECTION 7: PARTNERSHIPS & COMMUNITY SUPPORT
| Partner Organization |
Nature of Partnership |
Status |
| We Can Hear (WCH) Foundation |
Mental health programming, resources, volunteer coordination |
Confirmed |
| Alberta Music |
Artist referrals, industry guidance, showcase opportunities |
Confirmed |
| CKUA Radio Network |
Media partnership, on-air promotion, recording opportunities |
Confirmed |
| Canadian Mental Health Association - Alberta |
Resource distribution, community ambassador training |
Pending |
| Local Community Advisory Committees |
Regional coordination, venue liaison, volunteer recruitment |
In Development |
Letters of Support:
Letters of support attached from: We Can Hear Foundation, Alberta Music, CKUA Radio Network,
and participating venue representatives from Edmonton, Calgary, and Fort McMurray.
SECTION 8: EVALUATION & OUTCOMES
Success Metrics:
Quantitative Measures:
• Ticket sales vs. capacity targets per venue
• WCH resource cards distributed (target: 10,000)
• Mental health first aid trained community members (target: 50)
• Alberta artists employed (target: 20+)
• Media impressions (target: 2 million+)
• Post-show survey responses (target: 2,500+)
Qualitative Outcomes:
Community Impact:
• Increased awareness of mental health resources in participating communities
• Strengthened network of community mental health advocates
• Enhanced profile for Alberta musicians
• New partnerships between arts and health sectors
• Model for future mental health-focused cultural programming
Evaluation Methodology:
Evaluation includes pre/post show surveys measuring mental health awareness, audience demographics, and satisfaction. Partner organizations provide qualitative feedback. Financial reporting tracks actual vs. budgeted performance. A comprehensive final report will document outcomes for funders, sponsors, and community stakeholders.
Submit to:
Alberta Foundation for the Arts
8th Floor, Standard Life Centre
10405 Jasper Avenue
Edmonton, Alberta T5J 4R7
Phone: 780-427-9968 | Toll Free: 310-0000 | Email: afa@gov.ab.ca