Mary Brown's Centre is going to get busier — and hipper — if the new boss has his way
Just months into the job, Brent Meade eyes filling stadium and conference centre
Brent Meade gives a quick tour of the office space at the Mary Brown's Centre while opening up about his plans for the two massive properties run by the organization he's now the CEO of — St. John's Sports and Entertainment.
The walls are filled with photographs from a number of performers who have stopped by the New Gower Street stadium over the years: Sting, ZZ Top and the Tragically Hip, to name a few.
Standing not far from a photo of a recent Chris de Burgh concert, Meade said staff are looking to various genres to put on shows at the Mary Brown's Centre.
"We didn't have a lot of activity in 2023," he said. "There's going to be a lot more activity in 2024."
Meade made a name for himself after heading up the Cabot 500 Festival and overseeing the royal visit in 1997.
He spent time in government working as an assistant deputy minister before becoming a deputy minister under both the PCs and the Liberals.
After a few years in the private sector he quickly jumped at the chance to work for St. John's Sports and Entertainment.
"I'm bringing all of that kind of experience back to the space that I really enjoy and really looking to see how we can unlock the potential of both the St. John's Convention Centre and Mary Brown's Centre," he said.
Meade, overlooking the ice at the Mary Brown's Centre, said he has a plan to make it happen — one that includes looking for new acts and sponsorships and getting the community get involved, given the low attendance during both hockey and basketball games over the years.
"Work with the community, work with corporate partners to figure out how can we create more energy, more excitement around these facilities," he said.
It's hard to talk about the future of SJSE without talking about the continuously growing city subsidy that helps keep both buildings afloat.
In December, city council increased the budget to SJSE by another $500,000 a year, raising the figure to $6,600,000 for 2024.
In 2015 the annual amount given to the then Civic Centre Corporation was $1,900,000.
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Meade is quick to point out many public institutions are supported by municipalities or the province, giving examples of The Rooms, Memorial University and Arts & Culture centres.
"These are facilities [are] important public institutions that deliver important public good, and we would be part of that group, I think," he said.
Meade admits SJSE is still seeking to bounce back from the COVID-19 pandemic and suffering from the rising cost of living like everyone else.
But he wants to change that.
"Really, what my aim is now, by getting more events and activities here in both the Convention Centre and Mary Brown's Centre, it has put us in a better financial position, and I think we will do that," said Meade.
"I think you will see us in a better financial position, and I think people will see true value of what we do bring to the community."
On April 4, American rapper Lil Tjay will make his first visit to the province with a show at the Mary Brown's Centre, an event that Meade said will sell out.
"You know, anywhere from 13 to the early 20s is an underserved demographic when it comes to the entertainment side of things," he said.
When pressed about other acts to follow in 2024, Meade remains tight-lipped but says work is ongoing to attract attention and sell tickets.
"That's really what I want to see at the end of 2024, more activity, more events, an economic impact," he said.
"And people could say, 'Hey, look at that, man, that place is on wheels down there.'"
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