First in-person festival since 2019 is like 'redemption' for Bluesfest director Mark Monahan
Sales have been going strong for this year’s festival, the first since 2019.
Aedan Helmer, Ottawa Citizen
Jul 07, 2022 • 2 hours ago • 5 minute read
It will feel “a bit like redemption” for Mark Monahan and the Bluesfest team as the first notes of the long-awaited 2022 festival sound across the grassy expanse of Lebreton Flats.
After the final notes faded from a killer 2019 festival, featuring The Killers and Snoop Dogg among a star-studded lineup, Monahan said he barely took a breath before setting about planning the 2020 edition.
“2019 was a really big year for us, and we exited that festival already actively planning for the next one,” Monahan said with his RBC Ottawa Bluesfest set to return live and in-person on Thursday for the first time since that summer.
“We knew within a month of that festival ending that we had Rage Against the Machine, we likely had Alanis Morissette, so things were really coming together well for 2020,” Monahan said. “And we all know what happened.”
Bluesfest had teased some of the headliners it had booked for the festival in December 2019 and tickets went on sale. COVID was already making headlines by February, when the full 2020 lineup was announced.
“The first inkling we had of any issue was with Blues in the Schools, and we always do a big wrap-up near the end of February,” Monahan recalled. “And I remember the schools and the artists getting nervous about whether we would actually get to do a final presentation.”
COVID-19 had made landfall in Canada and in Ottawa by that time, and, Monahan recalled, “A lot of people were getting sick. It quickly became apparent within a month or so that we wouldn’t be able to do the festival we had hoped.”
There was so much uncertainty in the air, Monahan said, he at one point thought the festival may not survive.
“Our first inclination was: OK, are we done? As a festival, as an organization? Could we survive?” Monahan said.
“The first problem we had was what was the legal situation with the contracts we had signed … we had already paid millions of dollars. And, under normal circumstances, you can’t just say, ‘The deal’s off.’
“And we also had not yet finalized our insurance policy, so we were essentially uninsured for a festival cancellation,” Monahan said. “But it became clear the whole industry was in the same situation, and it became very apparent that nobody wanted to put anybody out of business.
“This (pandemic) was force majeure, it was something beyond anyone’s control. And that allowed us to postpone, re-book or cancel any of the acts without any obligation.”
Many of those acts signed on again, however, once the 2022 edition started to take shape. Organizers and artists tried to recreate as much of a “carbon copy of that 2020 festival” as scheduling would allow.
Rage Against the Machine and Alanis Morissette are among the biggest names on the main stage, along with Marshmello, Alexisonfire, Ja Rule, TLC and The National.
“It will feel a bit like redemption in many ways,” Monahan said, as the Bluesfest organization decided early in that spring of 2020 to would keep its full-time staff employed throughout the pandemic — festival or not.
“We said, ‘If this costs us, so be it.’ But we can’t afford to lose our greatest asset, which is our people, and, if we had any hope of coming out of this pandemic, we would need to retain those people. It feels like redemption that we were able to keep everyone on, and it looks like we’re going to have a successful event here in 2022.”
Ticket sales are going strong this year, Monahan said, and organizers found creative ways to stay afloat through turbulent times.
“We were all thinking at that time there was no way we wouldn’t be back by July 2021,” Monahan said. “We started looking at what we could do within the parameters of this pandemic … people like the National Arts Centre were very quick out of the gate with virtual concerts, and we all started to take very seriously what we could accomplish virtually.”
Though the 2020 edition was cancelled, Bluesfest teamed with the NAC to present a summer series of “Drive-In” concerts, with a limited number of vehicles tuning into the show on-site while the rest followed along online.
While that was a success with more than a million views, Monahan said, there’s nothing quite like the real thing.
“The market has come back, but one of the challenges now is that there are so many concerts and tours in this year — because it’s the first full year that people really could tour — that there’s a lot more competition for everyone’s entertainment dollar,” Monahan said. “Artists want to get out on the road, and people want to go see concerts, but there’s only so much disposable income you can spend.”
COVID-19 hasn’t gone away, of course, and Monahan said organizers have expanded the festival grounds to include part of the Sir John A. Macdonald Parkway, removed fencing from some areas and opened other areas to improve ease of access.
“Some people have chosen not to come, which is fine, but we are an outdoor festival,” Monahan said. “Our take on it is that people have been essentially living with this (pandemic) for two years, and they need to take the precautions they are comfortable with.”
BLUESFEST NOTES
• RBC Ottawa Bluesfest runs until July 17 after opening Thursday night with Alessia Cara and Sarah McLachlan on the main stage, followed by headliners Tash Sultana and Jack Johnson on Friday, country star Luke Combs on Saturday and a sweet homecoming for Alanis Morissette on Sunday.
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• The festival will take a day off Monday before returning with Marshmello on July 12, Alexisonfire on July 13 and Luke Bryan on July 14.
• The festival’s final weekend features Friday’s much-anticipated headliners Rage Against the Machine on July 15, with Ja Rule and TLC on July 16 and indie rockers The National closing out festivities on July 17.
• Full festival passes, single-day tickets and “Pick 3” passes are available, along with festival policies and information at OttawaBluesfest.ca.
• There is limited parking onsite at the Canadian War Museum and offsite parking available for $15, with more information on the Bluesfest website. Festivalgoers are encouraged to use public transit to access the site, and there are no in/out privileges.
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