Calgary hopes to hit the right branding notes with new National Music Centre

The city that has spawned well-known artists like Tegan and Sara, Paul Brandt, Jann Arden and even Loverboy (that's right, the Turn Me Loose '80s rock band was formed in Calgary) is trying to make an even bigger splash on the music scene with its new National Music Centre.

With the Juno awards in town this week and the who's who of Canada's music industry along for the event, the CEO of the centre, Andrew Mosker, is showing it off ahead of this summer's opening.

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"There's museum exhibitions that tell stories about music," he said. "There's recording studios here that help artists record music using a very unique historic collection of equipment that we have, and it's also a place to come listen to great live music."

The dramatic downtown building comes with a $191-million price tag and an ambiguous purpose in a city reeling from layoffs and downsizing in the oil and gas industry.

"We're in the midst of an economic downturn here where people are trying to do things on a bigger level and getting turned down," said music promoter Jeff Parry. "Seeing the building go up is fantastic but at the same time, people are kind of scratching their heads, like 'What's the economic value? Are people really going to come here?' "

It will likely be an uphill climb to re-brand the city known more for its Stampede than as a musical destination, especially when other major cities in North America have already established a name for themselves.

Austin, for example, a go-to music destination in North America with its famous South by Southwest festival, now has Toronto sending delegations there to learn how it might be able to replicate the Texan city's success.

Mike Bell, a music columnist with the Calgary Herald, says the city isn't going to be the next Austin, but that doesn't mean there isn't room to shine.

"With the talent, with the venues we have in place, with the festivals we have in place, with just the desire, I think it's amazing," Bell said. "I think this city can do some pretty cool things when it comes to music."

It will just depend on whether people are willing to pay the price. The Centre is counting on renting out performance space and charging admission fees to offset some of its operating costs.