Lloydminster is putting a formal framework around how it will book, fund, and account for concerts and large-scale special events at the Cenovus Energy Hub.
City administration presented the draft concert and special events policy to council Monday as an information item. It will return to a future council meeting for formal approval.
The policy establishes clear financial thresholds, approval processes, and reporting requirements – and applies to all city facilities, not just the hub.
How it works
Under the draft policy, city administration can approve special events expected to break even financially. Council retains authority to approve anything expected to run a deficit or carry significant economic impact for the community.
For concerts specifically, a working group – established through the city’s agreement with the Vic Juba Community Theatre – evaluates proposals. A concert can proceed under administration approval if 70 per cent of estimated gross revenue meets or exceeds total project costs.
If a concert runs a deficit, a special events reserve can be used to bring it to breakeven. Council must approve any draw from that reserve.
Community events – Canada Day, Winterfest, and Heritage Days – are explicitly excluded from the policy.
Who approves what?
Coun. Jim Taylor wanted to be clear on where council fits in the approval chain – and where it doesn’t.
“Every concert approval won’t come to council unless needed – that’s kind of what I’m reading,” Taylor said.
City administration confirmed that is correct. Events expected to break even are handled at the administration level. Council gets involved when a deficit is anticipated or when significant economic impact is expected.
Taylor also raised a practical question about outside promoters – if a private company wants to rent the hub for a concert, that falls under the standard facility booking policy, not this one.
“That would just be a booking just like any other booking,” administration confirmed.
Keeping residents informed
Coun. Justin Vance pressed on transparency – specifically how residents will know where concert money goes and what came out of reserve to cover any shortfalls.
Administration said post-concert financial reports to council are planned after each event, giving council a full picture of costs, revenues, and any reserve draws.
“Residents can stay informed through council meetings,” Vance said.
Any draw from the special events reserve requires a council motion – meaning it happens in public, on the record.
More than just concerts
Coun. Jason Whiting raised a question that got to the heart of the policy’s scope – does the concert working group only look at concerts, or does it also consider comedians and other stage acts that move through the same booking channels?
Administration said the working group focuses specifically on concerts. Other acts – comedy shows, motocross, monster trucks – are handled by the Cenovus Energy Hub team directly.
Whiting said as long as that’s been considered, the wording can stay as is.
He also made a longer-range point about where Lloydminster is headed.
“I hope Lloyd becomes one of those spots where private promoters identify it as a community of choice for their tours,” Whiting said. “Down the road we probably would just be the venue owner.”
Administration acknowledged the industry has signalled exactly that – but said it will take time. Private promoters want to see the city succeed first before they invest their own money here.
“They want to see us succeed first,” administration said. “We’re going to have to build that up.”
Startup costs and the reserve
Coun. Michael Diachuk raised the practical reality of concert booking – acts are secured a year in advance, often requiring significant deposits upfront. He wanted to know what startup funding exists to support that.
Administration said the 2026 operating budget includes funding for three large-scale events, all budgeted to break even – meaning no tax impact. The city is unlikely to host all three this year, with one or two more realistic given where things stand.
The special events reserve exists as a backstop for unexpected needs and will rotate as events come and go.
Tightening the definition
Mayor Gerald Aalbers flagged one gap in the draft – the definition of “approver” was vague. Who exactly signs off on a concert or special event?
Administration acknowledged the point and said it would be tightened to reference the city’s signing authority policy, making the approval chain explicit.
Aalbers also pointed to events beyond standard concerts as worth pursuing – the Saskatchewan Country Music Awards has been held at the Vic Juba before, and the Alberta Country Music Awards could potentially fill both venues together.
“There’s opportunities in the special events category that would be outside of a concert that might be advantageous to our community,” Aalbers said. “We have a new piece of something new to offer people that we didn’t have before.”
The policy returns to council for formal approval at a future meeting.
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