City of Lloydminster and Vic Juba Community Theatre propose new events partnership

Lloydminster, AB/SK — The City of Lloydminster and Vic Juba Community Theatre (VJCT) have presented a draft agreement that aims to bring star-studded entertainment options to the newly constructed Cenovus Energy Hub event facility. 

With Cenovus Energy Hub scheduled to open its doors to user groups in September, City Administration is aiming to attract new events, including concerts and live acts. In preparation, Administration has approached VJCT about partnering to host concerts in 2026, further enhancing a long-standing operational partnership.

During the Governance and Priorities Committee meeting on Monday, August 11, 2025, City Council was presented with the details of the draft agreement, which includes the following terms:

• Three-year contract, commencing January 1, 2026.
• Commitment to jointly host up to three concerts annually.
• $31,000 annual payment from the City to VJCT for technical administration support, with an additional $23,000 per concert for staffing.
• 20% of the net profit of each concert paid to VJCT when a concert is profitable after all direct expenses are recovered by the City, including support fees paid to VJCT.
• Development of a working group comprised of City and VJCT staff.

Tracy Simpson, Executive Manager of Community Development Services, said the proposed partnership aligns with the City’s goal of making Cenovus Energy Hub a highly activated facility.

“The entertainment industry can be a complex realm, we understand that solid relationships and industry knowledge are essential to attracting and hosting high-quality acts. The Vic Juba team has these relationships already in place,” said Simpson.

Jennifer McConnell, General Manager for VJCT, said the proposal poses new opportunities for the theatre and its staff.

“This proposal also offers growth potential for VJCT as we seek to expand our reach, complete theatre maintenance, and grow our audience while bringing arena-calibre acts to Lloydminster,” said McConnell.

The draft agreement will return to Council for decision in coming weeks. The VJCT will also require approval from its board of directors before the agreement is ratified.