EDMONTON – Newcap Radio opened its new, ultra-modern, 26,000-sq.-ft. storefront facility in the West Edmonton Mall last week.
“This new broadcast facility has no comparison in the world. No broadcaster anywhere has combined the latest technology with such a high level of showmanship and interactivity. Radio has a face,” says the press release (see photos at the bottom of this story)
“The West Edmonton Mall is considered to be Main Street Edmonton”, added Steve Jones, outgoing vice-president of programming for Newcap Broadcasting. “We will be completely interactive with the public.” No doubt that the Newcap properties will raise their profile.
Newcap Alberta needed to consolidate the bases of its operations so the move brings together, under one roof, 790 CFCW, 96X, K-Rock and the Cat Country network studios, as well as the operations of Newcap Alberta. The two former headquarters of these stations were modest facilities, located off-the-beaten-track. The new storefront facility makes a statement. “The two-story lighted sign shouts out “HERE WE ARE!” to the over 22 million annual West Edmonton Mall visitors,” adds the release.
The objective of Newcap’s new space is to bring radio to the public in a fun, entertaining and fully interactive manner. Its contract with the mall, actually, isn’t as a regular retail tenant, but instead as “an attraction” inside the mall which is known for its water park and roller coaster.
The $4 million renovation was designed by Jennifer Jordan, interior designer for the West Edmonton Mall. She has created a modern and theatrical space designed to make a statement. “I wanted to create an exciting visual expression of radio,” she said.
The interactivity of the storefront stations goes beyond the removable glass, added Al Anderson, general manager of Newcap Radio Alberta. “The visitor can actually walk through the front part of the facility, which has many interactive components.”
The rack room, which is considered to be the central nervous system for any radio station, is glassed in and lighted up like the engineering deck of the Starship Enterprise, adds the release. Production studios are in full view, so visitors can see commercials being made and as voiceovers are cut.
The station’s attractions include:
* Four broadcast studios facing into West Edmonton Mall, with retractable glass walls for full audience interaction during events, such as guest appearances.
* Interactive audio display. Listen to Original Historic Moments In Radio Broadcasting. Visitors can push a button and listen to broadcasts of major historic events, such as Herb Morrison’s landmark reporting of the Hindenburg disaster, which occurred on May 6th, 1937. Other broadcasts include the discovery of oil in Alberta and the death of John Lennon.
* Visual display of the History of Radio.
* Visitors can see production and engineering; behind the scenes.
* Performance stage for celebrity appearances and events.
* Retail space for purchase of station products.
* Other static and video displays, which will be constantly updated.
* West Edmonton Mall considers the facility to be an attraction in their “Greatest Indoor Show On Earth”.
* Guided station tours will be available to schools and other groups.
The new space also features a large boardroom, complete with big screen and computer hookups. The large U-shaped board table seats 22. Comfortable jock lounge/green room is appointed with coffee bar and will be used for show-prep and lounge for guests. The offices house 105 staffers from area stations K-Rock, 96X, 790 CFCW and Cat Country.
Newcap has also scrapped all of its old broadcast systems, and replaced them with the latest, fully digital AXIA plant, enabling versatility from the studio controls right out to the broadcast tower. This system eliminates the need for carts and CDs. All radio programs and calls can be recorded with great ease.
The installation of the plant took a speedy six weeks, according to Doug Mattice, chief engineer for the West Edmonton Mall facility. He views this system as easier to maintain and re-configure since the routing of signals is not done through wires, but through computer. Changes can be made quickly from anyplace he can hook up to the Internet.
“(The Newcap ‘attraction’) signals the growth of Newcap Radio, which only a few years ago, was considered to be a bit player in the radio market. Newcap has 25 stations in Alberta, and is not afraid to break new ground,” concluded Anderson.
Check out the new space in the photos below.
