Casestudy Brookfield Properties for First Canadian Place | The Feldman Agency

Brookfield Properties for First Canadian Place

Brookfield Properties was looking for ways to grow the building reputation of First Canadian Place, its flagship downtown Toronto office and retail tower, as a great place to work. To do that, they wanted to create a concert series that would utilize space throughout the building, both inside and out.
  • Identified entertainment options that were relevant to the First Canadian Place audience

  • Developed an annual live entertainment schedule in accordance with the Brookfield arts and events Team’s guidelines and objectives

  • Offered, negotiated and contracted more than 200 performances

  • Conceived innovative programming ideas for special events held throughout the calendar year

  • Troubleshot creative challenges such as the acoustics of a high-use office tower made of marble and glass
  • In 1993, Brookfield Properties partnered with TFA to launch what has become their long-standing concert series. Since then, more than 200 free concerts have been hosted in both indoor and outdoor spaces Toronto’s First Canadian Place. Staged on four different stages, both inside and out, these events have earned a reputation as being high-quality presentations with excellent production values and marketing support. Artists such as Burton Cummings, Jann Arden, Jesse Cook,The Tenors, Ron Sexsmith, Jill Barber, Francesco Yates, Scott Helman, The White Buffalo and Alvvays have participated. First Canadian Place has become the cornerstone of Arts Brookfield, which has developed similar programs in sister properties in New York City, Los Angeles, London and Sydney.