Six years ago, the executive board of the Jasper Legion discussed closing the doors and calling it a day. It wasn’t what they wanted, but the bottom line wasn't adding up.
The organization was facing the same troubles as Legions across the country. Unlike in their heyday, when the social clubs were packed for happy hour and darts, the Jasper Legion was sitting empty 90 per cent of the time. Even the cheap beer couldn't draw people in.
“There was a perception of Legions as stuffy clubs full of smoke and a bunch of grumpy old people,” said Ken Kuzminski, president of the Jasper Legion.
So, in an effort to save the Legion, Kuzminski set out to change that perception, first by convincing the board to give it another shot.
“When we had our meeting about whether to stay open or whether to close, I said, ‘We can’t close. We’ve got to try something.’”
And try they did.
Kuzminski built a stage and for the first time brought live music into the space. In the beginning, the board couldn’t afford to pay for entertainment, so Kuzminski asked local bands, Sam Hate and the Jackals and the Grave Mistakes, to play for free.
“So they came out and played a few times and we got people out and in the Legion and they saw it in a different light,” he said. “The Legion had to reinvent itself to be a part of the community again.
“We still respect what the Legion stands for, but it’s still a community hub and it’s a member of the community.”
Following the success of local bands, Kuzminski began attracting regional bands that were passing through on their way to gigs in British Columbia or Edmonton. Before he knew it, the Legion was attracting crowds of 80 to 100 people on days when the space would otherwise be closed.
“From there it just kind of grew,” said Kuzminski. “And now I’m told I’m one of the biggest music promoters in Western Canada for the amount of music we get in.”
In the last year, the Legion has hosted everyone from Lindi Ortega to Fred Eaglesmith, Tim Hus, The Mahones, Prairie Oyster, Matt Andersen and Del Barber, just to name a few.
And with each band, the club’s reputation grows.
In fact, during his set last week, Northcote singer, Matt Goud, mentioned that he’d heard from numerous musicians that the Jasper Legion was the place to play. His bandmate even gave a shout out to Jasper’s Randal Riddell, saying he’s the best sound man in Canada.
“It’s taken years to bring it to where we are right now and we still have a long way to go,” said Kuzminski.
But, if you ask Lisa Winkler, who works behind the bar and frequents the space on her days off, it’s perfect the way it is.
“It’s rough around the edges. There’s a certain charm to that. You’re more likely to see Charlie Finely, who brings his own bottle of wine, or a local there to drink scotch than anyone else. It’s a community hub.”
Plus there’s a great dance floor and a welcoming, relaxed environment, she said.
“I wouldn’t say it’s not your grandfather’s Legion anymore,” said Kuzminski, “because he can still come in and he does. We’ve just modernized things a bit.”
That modernization hasn’t just been with the music, either. The Legion has turned itself into the go-to place for public presentations, like Parks Canada’s monthly Wild Jasper talks or provincial all-candidates forums. It’s also used for weddings, anniversaries, dinner theatre and the farmers market.
“Opening up to other events, opens us up to more community members,” said Kuzminski. “It makes us more a part of the community.”
Plus it also brings in revenue, something every Legion is struggling to find.
Without concerted efforts to stay relevant, Legions across the country are closing their doors.
That’s why in places like Calgary, marketing campaigns are being created to attracted young patrons.
“At one time Legions were the social hub, but as time went on, they didn’t evolve with the community or with the business,” said Kuzminski, noting that he won’t let that happen in Jasper.
“It’s a passion for me to keep that place going and viable.”
