“We cherish the traditions of brewing history, while being creatively innovative about the future of it.”

Kevin Somerville

Brewmaster/Partner

BEER. A word that is simplistic in its pronunciation, but yet a word that elicits copious amounts of stereotypical connotations when spoken.

For most, it is a cheap and inexpensive alcoholic treat that appeals to university students and blue collar/working-class aficionados infatuated by the notion of sporting events, video games and social events devoid of any sort of hors d’oeuvres.

You can blame the marketing agenda of beer advertisements for this sort of hazy-eyed perspective.

In reality, beer is rarely discussed in conversation as a beverage that can compare with the alluring seductiveness of wine or spirits.

Beer is, to put it simply, a beverage marketed to mass amounts of people rather than to a specific demographic. This general understanding of what a beer is typically supposed to represent (anti-elitist) only helps to undermine the vastness of what it is actually capable of.

Niagara Oast House Brewers is looking to alter this perception of what a beer has incorrectly been defined as.

Having just recently opened their doors in November of 2012, the diminutive microbrewery (located in a beautifully renovated, century-old red barn on 2017 Niagara Stone Road in Niagara-On-The-Lake) is investing a great amount of time and effort into the composition of flavourful craft beers that are produced in innovative and quality-driven ways.

Typically, a craft beer is formulated by a brewer that is small, independent and traditional. In other words, it has no affiliations with any major chain of brewery.

Niagara Oast House Brewers ownership consists of three partners, Mike Berlis (Manager of Finance), Cian MacNeill (Marketing Manager) and Kevin Somerville (Brewmaster).

All three men have extensive knowledge and experience within the wine and beer industries. Mike and Cian are highly-educated/certified sommeliers (Cian is  also a winemaker) while Kevin was trained for brewing in Germany and Chicago, and also helped found and write the curriculum for Niagara College’s Brewmaster and Brewery Operations Management program. He continues to teach for it, as well.

With this amount of educated intelligence circulating amongst the three of them, it’s easy to understand why the company takes great strides to incorporate quality-driven methods of production.

According to Somerville, “Our goal as a company is to create top of the line craft beers that simultaneously push the limits. Craft beer culture is exploding throughout North America at the present moment, and we wish to bring that sensibility here to Niagara. We brew in small batches, and use ingredients locally sourced by Niagara Farmers who work with us to produce the freshest ingredients possible. We’re attempting to embrace and to be highly representative of the Niagara region’s famous motto of ‘farm to table.”

Adds MacNeill, “We want to do everything the Niagara way. Our desire is to respect the roots of the region.”

The microbrewery initially launched with two beers in November. A Belgian-style Saison, which is the first in the Farmhouse Ale collection of bottle-conditioned beers (historically, Farmhouse Ales were produced during the cooler months so that they could be released during the summer work season on the farm), and a Barnraiser Country Ale, a hoppy and very citrusy beer that is aromatically strong.

In April, the group has plans to release the Biere de Garde. A member of the Farmhouse Ale family, it is darker than the Saison with more malt character stepping forward.

Niagara Oast House Brewers is dedicated to maintaining an aura of fresh and contemporary, and promises to consistently have something new and innovative lurking on the horizon. Thus the beer options will constantly be in a state of transition in an attempt to offer certain types of beer during particular points of the season.

With that being said, though, it still seems that opening any sort of business within the heart of wine country would be a stressful endeavour. But the company appears to be at ease with their positioning deep within the historical heart of wine country.

The fundamental reason being that the group believes they’re not in direct competition with the wineries, but rather are there to help compliment and exhibit how multifarious (in regards to agriculture) the Niagara Region truly is.

According to Somerville, “We are aiming to add further dimension to the Niagara-On-The-Lake community, and to provide the traveller lodging in the area with another option to experience. As well, we also wish to create a more diverse food and beverage industry in the region.”

At the present moment, the microbrewery currently offers tours, tastings, retail sales and event space for social outings.

In regards to the notion of culinary, Niagara Oast House Brewers will soon incorporate the use of local chefs to help prepare and pair food with particular beers.

Though the company is influenced by the winery model, they feel they provide an alternative experience.

“We may base our existing structure on that of the winery,” says MacNeill, “but we feel that we articulate a different sort of vibe. Our initiative is to provide an experience for our visitors that is both fun and upbeat. We wish to create an energetic environment for them to be a part of.”

As noted prior, they have also just recently formed a partnership with local farmers to supply the brewery with hops for their use (though, they do wish that more hops were grown since they believe the Niagara Region is a perfect climate for it), and for sourcing other key ingredients from nearby suppliers.

The importance of engaging with the local agriculture is of utmost importance to the microbrewery because it provides for them a label of genuine authenticity. To utilize elements from the surrounding area also helps to promote the perception that the region is brimming with unbridled possibilities in regards to cultivation.

Somerville notes, “The Niagara region is blessed with such a bountiful amount of components to play with that it would be a shame not to take advantage of what’s in our very own backyard.”

To note that the company is driven by a passionate thirst for success would be an understatement.

Says MacNeill, “Niagara Oast House Breweries will elevate the status of craft beer in Ontario through creating consistent top-quality artisan beers. We’ll be good environmental stewards and support our local communities through the creations of strategic partnerships.”

A company in its infancy, free to explore all the possibilities this area has to offer is a key ingredient in the invigorating pleasure of discovering something new.

“We love to tell stories, and are driven by that desire to do it for a living.”

Jason Lupish

Creative Director

Open Concept Films

…As the sweat rolls down my brow with relentless fury, I eye the surrounding locale with paranoid trepidation. With my vision shifting from left to right across the vastness of this foreign land, I become aware of one thing; I am not alone out here.

Something stirs in the distance. 200 metres to my immediate right, a movement drifts towards me. The wind, feverishly increasing in velocity, rips dust across the windows of my Audi R8 with a torrid intensity. My eyes squint with ambitious hope, but the images are jagged mirages of the mind.

I insert the key into the ignition and turn. But with the sound of cliché echoing amongst the hissing rattle of desert sand pelting away outside, the engine does not turn over…

The preceding story was written as mere entertainment, but was altered to incorporate one small, seemingly unimportant fact: The endorsement of an Audi R8.

A story can exist for many different reasons. In this regard, however, it comes to exemplify a growing trend in 21^st century marketing; the notion of brand marketing.

The idea is a fairly linear one: the fusion of creative storytelling with inconspicuous product placement–A concept that the St. Catharines-based Open Concept Films (OCF) has embraced since their inception in 2010.

Comprising of Jason Lupish, Adam Stephenson (co-Creative Director) and Ralph DeGroot (OCF Producer and Project Manager), the group firmly believes that the days of traditional commercial marketing are on the brink of extinction.

Says Lupish, “For all intensive purposes, corporate video, in its most traditional form, is dead. People want to be entertained. They don’t simply want to be provided with an answer, but rather desire to decipher it on their own.”

Adds Stephenson, “People identify with stories, and they identify with characters and situations. So, in essence, what we we’re doing is telling stories that have interesting and relatable characters. And then we attach a brand to these stories therefore allowing the brand to benefit from the exposure of the film. In essence, we are blending the creative with the commercial”.

Ultimately, this reads as a sincere renouncement of anything associated with the traditional modes of commercial production. Consequently, the company has become fully intent on focusing their energy and passion into the construction of 2-3 minute short films that aspire to advertise a particular product in a very nonchalant sort of way.

“The industry is still in its early stages. In fact, probably more in utero than anything,” says Lupish. “But we’re at the forefront—we’re literally writing the DNA for a new brand of what used to be called corporate video.”

Though seemingly still in a state of infancy, the company has already crafted brand films for such corporations as Halls XS and Brock University. In addition to this, they’ve also donated their time to community projects such as OneWorld Schoolhouse Foundation and the Niagara Catholic School Board.

But an important question does arise. If they’ve encountered such a vast amount of achievement over such a short period of time, why not expand to a major market along the lines of Toronto or Montreal?

The answer is a rather simple one.

“The Niagara Region is my home,” says Stephenson. “When I surround myself with the people that matter to me, I’m able to draw inspiration and feel better about the work I’m producing. I’ve spent years with this group of people and they are all as creative as I am. I don’t want to abandon that.”

Lupish readily concurs, “I’m from St. Catharines, and most of my family is situated here. “It’s not the best excuse but it’s a logical one…And realistically, what with technology being the way it currently is, I can do my job from anywhere in the world.”

It’s a telling statement about how the current technological climate of our society is influencing our methods of choice. With advancement progressing at such a staggering rate over the past 10-15 years, companies no longer fear the need to traverse to the larger cities for further employment. With potential jobs a mere click away, companies are now thriving in smaller markets.

Though the company has been profiting from their branded films (they also offer event coverage, web content production and  produce/direct music videos for local artists), it’s interesting to note that the original idea behind the formation of Open Concept Films had to do with Lupish’s and Stephenson’s other passion; feature films.

In 2010, they had just started work on a film entitled A Kind of Wonderful Thing, but needed a company name to place it under. Thus OCF was (un)officially born. Since then, the film has gone on to garner high acclaim, and in August 2012 had an official red carpet premiere at Brock University.

In October 2012, Open Concept Films continued their ascension as a relevant Niagara-based media group as they packed up and moved their headquarters to 1 St. Paul St. E.—becoming the newest tenant at nGen’s Generator at One Studio.

“This is a huge step for OCF,” says Ralph DeGroot. “All of a sudden, we have moved into the global market with projects for a Brazilian marketing firm, Espalhe, and Kraft Foods. Places like nGen are starting to help facilitate growth of the entertainment industry right here in Niagara, and we’re quite proud to be a part of that.”

But the notion of complacency has never found residency within the mindset of the creative team. Their aspirations are for continual growth, and to create content that is consumed by the masses. Whether that content be through traditional media sources (television, theatre, radio) or new media (Internet), the desire and drive continues to burn.

“We are driven by an innate creativity. Our professional drive has always stemmed from our fascination with the exploration of discovering/creating something new,” says Lupish. “Open Concept Films is, in its most basic sense, filmmakers and storytellers who are dedicated to bringing an artistic sensibility to our work.”

Openconceptfilms.com

“The mind is an amazing playground…if you just let it go, and believe it can happen”.

Danny Zzzz

A helicopter hovers fourteen stories above the earth-its propeller whirling ceaselessly, blocking out all surrounding sound. Attached to the copter by a cord, an inverted man dangles precariously in the sky, constricted in his movements by a strait jacket.

Contrary to initial belief, this is not a man being transported to the local asylum. This is entertainer Danny Zzzz, and this is his own idea-an act of courageous fortitude that is all in the name of charity.

The mission is simple: hanging upside down, Danny Zzzz’s goal is to escape the constraints of the strait jacket before succumbing to a fate guaranteed to be much worse.

Even with over twenty years experience in the field, it’s difficult not to fear for Danny Zzzz’s safety as he attempts this Houdini-esque helicopter stunt. As he teeters above the perilous landscape below, Dan has to be terrified, or so the onlookers assume. Instead, Dan focuses his concentration and, within moments of ascent, magically relieves himself of that pesky and constrictive jacket. Dumfounded and awestruck, the spectators breathe a sigh of relief as Dan (with a grin as large as a child’s) is lowered back onto the ground without a sense of concern.

In reality, this is simply just another day in the life of Danny Zzzz, a hypnotist, mentalist, illusionist, magician and entertainer.

A former musician and producer/daytime host at 97.7 htz FM (1995-2001), Dan has always been a man who, more often than not, has succeeded in taking chances (in every regard). Gifted with remarkable business savvy, Dan credits a great deal of his success to serendipity: “I have tended to take career chances at the correct time, but I’ve been very lucky. No matter how astute you are business-wise, there is always a great amount of luck involved.”

Billing himself as the ‘premier choice for quality live entertainment’, Danny Zzzz performs all over North America with his Vegas-inspired show (the Danny Zzzz LIVE! Show). Mixing elements of humor, magical mentalism and comedy stage hypnosis, Dan performs two shows a day, seven days a week. In a normal year, he and his technical crew will conduct over 400 performances (He has amassed over seventeen hundred shows in nine years of existence).

In fact, in one forty-two hour span, Dan and his crew traversed across two provinces (Thorold, Ontario and Calgary, Alberta) and two states (Buffalo, New York and Orlando, Florida) to perform their widely-acclaimed show.

Based here in the Niagara Region, Danny prides himself on producing shows that are suitable for audiences of all ages, which ultimately dictates that there is no offensive language or conduct of any kind. In a medium where pushing the limits relishes being the norm, it’s refreshing to witness an act such as Dan’s refrain from that sort of material and continue to remain a relevant and engrossing spectacle.

This respect for his audience has not been lost on others, either. He has garnered wide acclaim from many of his peers in the industry.

In 2007, NBC premiered a program entitled ‘Phenomenon’, a competition show that featured ten contestants competing to become the next great mentalist. Contending against over forty-four thousand applicants, Danny Zzzz secured his spot during an awe-inspiring video-phone interview with producer Marla Brodsky (he performed a Mentalism effect that occurred in two countries at once!). But unfortunately, his role as the lone Canadian representative on the show was not meant to be. A problem in securing a working visa upended his chances of appearing on the program, and consequently another performer was substituted in Dan’s spot.

But this unforeseen obstacle did not deter Dan’s ambitious aspirations. In 2009, he appeared on CBC’s Dragon’s Den, and won over all five demanding judges with his fully-loaded arsenal of magical intrigue (he melted stainless steel cutlery between his fingers). In fact, Judge Brett Wilson was so enamored with Dan’s performance that he continues to hire him to perform and entertain his clients at conferences and parties around North America.

Through these amazing opportunities, one would assume that Danny Zzzz would eventually pack up and vacate the Niagara Region for greener pastures. But though he has had opportunities to relocate his show to Las Vegas or Atlantic City, Dan has adamantly refused the tempting allure of the bright lights and big city: “This is my home. My family is here and my roots are here. Don’t get me wrong, the financial opportunities are there, and it would be easy to flee but I won’t. Home is home, and I love it here. The Niagara Region has a great sense of community, and it has personally provided me with a sea of memories”.

It’s truly galvanizing to encounter a personality quite like Dan’s: Extremely confident in his abilities, but yet ultimately humble in demeanor. Driven by his love for this truly laborious craft, Dan is seemingly unmotivated by financial means in any inherent way. Instead, he simply wants to entertain, and is always insistent on giving back to the region in some measure.

Involved with more charities than thought possible (Niagara Peninsula Centre, hospital fundraisers, diabetes foundations, Big Brothers and Sisters), the man is as assiduous as one can be, but yet a happiness continues to permeate across his face. It’s not about the almighty dollar but rather the smiles of those he affects with his work.

However, his passionate connection to the community has not been simply relegated to his show or stunts. Just recently, Danny released a book entitled ‘Life in a Jar’; a self-help guide that deals with numerous issues such as addictions and communication barriers within social relationships.  Dan, who is a well-trained and registered hypno-therapist, has penned this book in an attempt to aid people in their struggle with life’s everyday issues.

Put simply, the element of time clearly does not factor into the hectic world of Danny Zzzz.

Even with the tourism season being unfortunately slow this year, Dan continues to work hard at his trade night in and night out. Running his show out of the Crowne Plaza and Sheraton ballroom in Niagara Falls, Ontario, Dan continues to do what he does best: entertain audiences from around the world with his wide array of dazzling and death-defying trickery.

Asked if he is crazy to perform some of his stunts, he simply replies: “We will always continue to do crazy things…things that will set the bar really high. The hardest part is coming up with new and unique ideas to perform. In a sense, what is next?”

What IS next is exactly what everyone is truly anticipating.

“We want to produce good, quality theatre that will once again identify the St. Catharines downtown district as an important destination for visitors.”

Daniel Abadie

Artistic Musical Director

neXt Company Theatre

St.  Catharines was once a city dedicated to artistic expression. Known for being a prevalent area for the arts, the downtown core of the city has progressively diminished in artistic stature over the years. Though Brock University has always conveyed the importance of  the arts in an ever-changing modern world, there still remains an emptiness found in the heart of this metropolis.

However, to quote Bob Dylan, the times they are a-changin’. Over the past couple of years, certain inhabitants of St. Catharines have made it their duty to alter the artistic landscape of the city. For the first time in years, there is a feeling of resurgence and rebirth circulating amongst the body of St. Catharines.

For starters, it was recently announced that Brock University and the city were combining forces and finances ($101 million to be exact) to build a new Niagara Centre for the Arts and a Marilyn I Walker School of Fine and Performing Arts in the historical centre of St. Catharines.  The deal was also said to include the construction of adjacent presentation spaces that will provide the city with cultural facilities.

On a much smaller scale, there is also something significant occurring at the Sullivan Mahoney Theatre located at 101 King Streetin downtown St. Catharines. Here you will find a small but passionate new professional theatre company working vigorously to provide high quality theatre to the downtown district.

Made up of three core members, Dr. David Fancy, Daniel Abadie and Billy Arthur, the diminutive but passionate neXt Company Theatre troupe have one goal in mind: to make a difference.

Originally an entirely separate company called A & A Theatre, Daniel Abadie and Billy Arthur were focused on recreating the art of the stage musical. When they met Artistic Director David Fancy and General Manager Bryan White of neXt Company Theatre at the Downtown Alliance for Performing Arts (DAPA) courthouse season launch last year, there was an instant connection. Soon after, a partnership was formed to combine the two companies.

Though the two facets of the company had different aims, it was agreed upon that each would continue to explore a variety of theatre styles as one. Thus, A & A still exists as the musical division of the company. As a result, neXt are now the very first professional company to perform musicals in downtown St. Catharines.

What differentiates the group from many other competing companies is its focus on engaging social issues. Not a group to shy away from controversy, neXt is dedicated to the impassioned and informed creation of new work that is both beautiful and demanding for their audiences.

According to Abadie, “neXt is not afraid to bring edgy material to the community. It is important to keep up with what’s going on in the world, and that is what we are trying to do. We want to get people thinking by making our theatre thought-provoking. We want to entertain you while also challenging you”.

Now, this does not mean that the theatre group revels in decadence.  Far from it. In fact, it is highly commendable that an up-and-coming company would dare tackle issues that a conservative city like St. Catharineswould normally shy away from.

However, as much as it is admirable to have a dream, financial restrictions will always come into play. With any up-and-coming business, money is always a key factor in propelling a company forward. Already having failed twice before as a result of financial instability, this is Abadie’s third attempt at launching a theatre company, and he is determined not to witness it again.

With a solid background in theatre for many years now, Abadie, with the help of Artistic Associate Billy Arthur and many other volunteers, set out to do something special to help raise money and awareness for the newly merged company: put on a production of “The Rocky Horror Picture Show”.

What better way to introduce your company to the region then to perform one of the most influential, controversial and cultish shows in the history of theatre and film. While the company instills a controversial mantra (edgy and not for the faint of heart), the show went on in February of this year to great acclaim, and consequently raised a substantial amount of money that was immediately placed back into the company for future shows.

With the great success of the fundraiser, neXt focused on their next production entitled “That Woman: A Sex Play” directed by David Fancy who is not only the artistic director of neXt productions, but is also a National Playwright Award Winner (for his previous play “Khalida”, which was featured at the Lincoln Centre for the Arts in New York City) and the head of the theatre department at Brock University.

“That Woman: A Sex Play” tackles the issue of internet dating and how it can affect and alter personal relationships. Structured as a love triangle, the play stars Award Winning Actress Monica Dufault in all three of the roles. It appeared on stage from April 13-16 of this year to great acclaim.

As the accolades continue to pour in, the company continues on with an unheralded perseverance. In June of this year, Abadie will direct “March of the Falsettos”, a thought-provoking but humorous take on the issues surrounding modern-day families. Though dark subject matter populates the narrative, the play is peppered with elements of light humor which instills a sense of unpredictability throughout its duration. The play will appear on stage fromJune 23-27, 2011.

As it stands right now, neXt Company theatre is striving to be a key contributor in the artistic renaissance of the downtown core. Highly dedicated to the region, neXt is determined to incorporate local talent and recentBrockUniversitygraduates into their future stage productions. Rather than have them leave the area after graduation for other cities with a more prominent art scene, neXt plans on building a reputation as a highly competitive art institution.

It is perhaps too early to tell if the company will accomplish all of their ambitious pursuits, but one cannot deny their passionate commitment to the city. In a downtown largely devoid of a distinct artistic identity, neXt Company Theatre are working hard to make a difference. This simply cannot be ignored.