Art Central merges contemporary art and other cultural offerings each First Thursday

What do you get when you invite creative organizations such as theatre groups, art galleries and trendy boutiques, as well as some of the finest restaurants in the country, to join forces and come up with special deals and events for one day?
    Conceived in 2003 as a way to invigorate Calgary’s “all business and no play” downtown core, First Thursday was the brainchild of Olympic Plaza Cultural District general manager Meg Van Rosendaal and former curator of the Art Gallery of Calgary, Greg Elgstrand. Actually, the event is more like an adopted child, as Van Rosendaal is quick to admit that the concept isn’t new, and that it was originally based on Santa Monica’s First Thursday. What makes Calgary’s First Thursday unique, however, is that it involves more than just art galleries and exhibition openings. “We were starting on the whole concept for the cultural district, and we were looking for ways to get people familiar with the neighbourhood and the variety of things to do there,” says Van Rosendaal.
    An eclectic mix of venues is a key ingredient in the success of Calgary’s version of this event, according to Van Rosendaal. “Not everybody likes contemporary art, which is mostly the kind of art that there is in our neighbourhood, but they’ll be more willing to try it if it’s mixed in with other things. If people are a little bit iffy about doing something, but have more than one reason to go to a place, they’ll be more likely to do it. If they don’t like this maybe they’ll like that.”
    Some memorable First Thursday events have included a live (and legal) graffiti painting performance on Art Central’s exterior, a chocolate-coated strawberry-making demonstration in the Marriot Hotel kitchen and assisting the Calgary Police with handing out jackets, blankets and sleeping bags to the homeless.
    To be included in a First Thursday lineup, events must be located in the area between Sixth Avenue to 10th Avenue and from Third Street S.E. to Third Street S.W. The second criteria is for the company or individual to propose a unique experience or offer to the public, such as staying open late, offering free admission, offering discounts and putting on a show. “Whatever is your thing, just do that,” says Van Rosendaal.
    Although it runs every month of the year, the best time to experience First Thursday is in the fall, when the art galleries pick up the pace and restaurants develop flavourful new menus. Up to 40 venues participate during this time of year. This year, November’s First Thursday falls on the Day of the Dead, one day after Halloween. Van Rosendaal is excited to incorporate this Mexican holiday as a theme for the events of the day. A Market Walk where you can buy wonderful gifts such as discounted theatre tickets, wine, event passes, arts and crafts, will take place before Christmas.
    Van Rosendaal hopes that one day other areas (11th Avenue gallery row, Kensington and 17th Avenue) in or near downtown Calgary will feel the urge to create a first Friday or a last Thursday of their own. Holding the monthly event on a different day would encourage people to walk around and explore that specific neighbourhood instead of driving from one part of the city to another. Building on events similar to First Thursday could only bring more vitality across our vibrant city.