Alberta Theatre Projects asks Calgarians for support in trying times

Alberta Theatre Projects launched an urgent fundraising campaign today called Propel Us Forward in an effort to help the theatre company raise almost half a million dollars in order to see itself into operations beyond 2018.

ATP’s executive director, Vicki Stroich, cites the economic downturn for the company’s corporate sponsorship being down 77 per cent stating, “Our 2017-18 season will be going ahead as planned, but looking beyond next season has become extremely difficult given our financial situation.”

On the afternoon they launched the campaign, Stroich told theYYSCENE, “We know that we have touched a lot of people in the community through our youth programs, through our work and we have certainly supported the work of a lot of artists not only here in Calgary but across Canada, and we know that the value that we have in this community is something that will inspire people to help us through this economic downturn, but also to help us look to a bright future.” 

While the Propel Us Forward initiative will help guide ATP into the upcoming seasons, plans for a future business model are in the works according to Board of Directors vice president of development, Frank Durnford. 

“ATP is working towards a new, more sustainable business model that is less reliant on corporate sponsorship…,” he said in a statement, adding that, “The funds we raise through this effort will ensure we can successfully make that change.”

ATP is looking to the community to help raise $400,000 by May 1st through a mobile fundraising campaign. 

Demonstrating its support, and recognizing ATP’s 45-year history of celebrated theatre in Calgary, the Calgary Foundation have kicked off this fundraiser with a one-time Proactive Grant of $200,000 in order to help ATP in their efforts to adapt their business model.

“We are proud to support ATP’s journey as they evolve and adapt their business model to become a more resilient theatre company — one which will continue to play an impactful role in shaping our city’s culture,” states Eva Friesen, president & CEO of the Calgary Foundation, in a release.

That still means the theatre organization is looking for at least another $200,000 from the public to help them reach their goal.

If you would like to help ATP realize their financial goals and help ensure the future of the innovative, exciting theatre that Calgary has come to know and expect from this dynamic arts organization, you can make a tax deductible $20 donation by simply texting FORWARD to 45678. Information about this and matching programs for larger donations can be found at

It’s also business as usual at ATP, with the theatre company opening their latest production Gracie this Friday.

Please, support your local arts community.

Kari Watson is a writer and former Listings Editor of Fast Forward Weekly, and has continued to bring event listings to Calgary through her website, The Culture Cycle. Contact her at