Spotlight on Mallside Melodies
Nothing beats strolling around St. John's on a warm summer's day as the fresh ocean breeze carries the sound of local musicians performing nearby.
Music can help lift our spirits and improve our moods like nothing else can (read more about the benefits of music here). Thanks to their "Mallside Melodies" initiative, the Avalon Mall is bringing some of sounds you'd typically hear downtown, uptown, by hosting performances outside the building.
Every Thursday afternoon since mid-July, shoppers have been treated to tunes performed by local musicians stationed outside the lower level of the mall. The performances, which run from 1pm to 3pm, have so far featured Avalon Stanley, Valmy, Clare Follett and Jenny Mallard. Upcoming artists include Joe Tucker (August 15), Shanda Murphy (August 22), Sherry Ryan (August 29), and Larry Foley (September 5).
Jenny Mallard performed as part of the Avalon Mall’s “Mallside Melodies” program on August 8, 2024.
"We introduced Mallside Melodies as a way to enhance the Avalon Mall shopping experience for our customers and clients. By highlighting and platforming talented local musicians, we are able to create a dynamic experience for all. This is also an opportunity for our visitors to pause and take a moment to enjoy the sunshine during the few months of warm weather in Newfoundland and Labrador," says Samantha Barker, Marketing Coordinator at Avalon Mall.
This is the second year the business has hosted Mallside Melodies (which went by a different name in 2022), choosing musicians in collaboration with Curbside Concerts, a Canadian company that connects businesses with artists for live performances around the country. "Their expertise has been instrumental in making Mallside Melodies a success, bringing many wonderful performances to our clients, customers, and community members," Barker says.
And if the feedback (which Barker says has been "overwhelmingly positive") is any indication, it won't be the last.
"Our customers appreciate the uniqueness of the live music while on-site, and the local musicians are excited to have a new venue to showcase their talents," she says.
"Avalon Mall is already exploring opportunities to host community-focused initiatives like Mallside Melodies in the future. We are eager to offer more opportunities for local artists to perform and connect with our mall community, arts and culture in Newfoundland and Labrador and beyond."
Local musician Valmy also participated in the “Mallside Melodies” program with a performance on July 25, 2024.
By providing local artists with paid performance opportunities and enhancing the experience for shoppers, Mallside Melodies also helps establish the business as a supportive community partner.
"Newfoundland and Labrador is known for their musicians and artists, each contributing uniquely to our community. Providing a space for emerging artists to perform fosters a win-win partnership between Avalon Mall and our local community, reinforcing our commitment to celebrating local arts and culture," Barker says.
"If there are local musicians or artists who would like to participate in a future musical initiative at Avalon Mall, please reach out to a member of our team. We’d love to hear from you! We look forward to embarking on future collaborations that enrich our communities and celebrate the incredible artists throughout our province."