A new vibe coming to White Rock's waterfront this summer may be just what's needed to breathe life into the seaside city year-round.
The TD Concerts at the Pier summer series – launched officially last week with performances set to get underway July 4 – is touted as an opportunity for emerging artists to show their stuff; one that will appeal to all ages while boosting White Rock's profile as a venue for up-and-coming artists.
White Rock's waterfront has long been a draw for visitors near and far. On hot summer days – and even on cooler, bright days in the spring and fall – the promenade and pier are often bustling, and grassy stretches from East Beach to West quickly fill with families, individuals and couples looking to take in the stunning horizon, crisp salt air and general ambience.
Adding entertainment to a menu that already includes views, a variety of dining options and fun in the sun is not a new concept. Artists of all kinds are a regular feature, as are buskers sharing their musical passions.
The array of organized waterfront affairs such as the Moon Festival and Diwali Festival has also increased in recent years, adding a multicultural element that has gone a long way to raising White Rock's profile as a community worth visiting.
The professional approach to the concert series is a welcome step. While grassroots efforts in the past have added valuable flavour to the waterfront – and will, most certainly, continue to – new organization, backed by a sustained source of funds, will inevitably ripple through both audience and industry, raising White Rock's status as a desirable venue both to place artists, and to catch high-calibre performances.
For the average resident, the series may simply be further confirmation that White Rock is a place worth spending time in.
But the professional touch may be just what's needed to convince those who have so far shied away from venturing in this direction.
If they like what they see and experience – and there's no reason to believe they won't – odds are, they'll share it with those around them.
A positive note, indeed.