[First published in Vacay.ca in May]
TORONTO, ONTARIO — Before this year, JT Stevenson hadn’t walked into the Royal Ontario Museum since he was 13. Back then, he had to leap to reach the hook to hang his coat. These days, Stevenson is grown up and back at the ROM every Friday night. The hooks he’s concerned about are the ones his DJs spin during the museum’s immensely popular Friday Night Live series, a weekly mashup of food, music, drink and some of the most valuable artwork in the country.
“I think it’s brought a lot of people back into the museum who haven’t been here since they were kids,” said Stevenson, who helps to run ElectriCITY, an event management company whose DJs spin around Toronto. “I think it’s fabulous and we’ve been here every week, we can see it getting bigger each time.”
Stevenson was at a recent event that coincided with the CONTACT photography festival. Along with the DJs, pop-up food eateries such as Jamie Kennedy’s Frites, an Asian noodle shop from c5 and popular Cuban sandwich company Fidel Gastro set up stations in the corners of the museum’s main lounge area.
A bar in the lobby pours out wine, beer and spirits, while tellers sell ROM Bucks, which look like strips of amusement-park tickets. They have to be used to purchase food and beverages because the food stations and bar aren’t stocked with change. The chefs also have restrictions on what they can serve.
“I can’t have an open flame,” said Matt Basile, owner of Fidel Gastro, “so there are quite a few sandwiches I’m not able to serve that I normally would.”
That limitation hasn’t hurt Basile, though. Lineups for the three sandwiches he does offer at the ROM — including a mac-and-cheese with pork and a delicious shredded butter chicken number — stretch into the dozens and he said he was sold out by 9 pm during the May 4 event.
Friday Night Live starts at 6 pm and runs until 11 pm, 90 minutes after the museum’s doors close.
The concept of turning museum space into a playground for adults isn’t new. Buenos Aires has held Museum Nights for years, where music and tango dancing take over many of the city’s art spaces, while New York, Rome and Paris have long had evenings where iconic museums morph into something resembling a disco. This type of ongoing series is new for Toronto — and Canada — and it’s been a bona fide hit from the outset. At 8 pm, lineups to enter the ROM look like what you’d find near 11:30 on club night in the Entertainment District.
“You’ll get two or three thousand people in here by 8:30,” Basile said while plating one of his sandwiches a few feet from a medieval-era knight’s armour kept in a glass case, adjacent to another case holding a necklace made by Pablo Picasso’s daughter. “This is a pretty cool place to have a party.”
Those who attend — the demographic is perhaps broader than any event in the city other than the Toronto International Film Festival — get the opportunity to visit the museum’s galleries and exhibits, which continue as they would on any other night, with volunteer guides to answer questions and give information about topics like the eyesight of birds and the blinding effects of tarantula hair. Since the inception of Friday Night Live, the guides have noticed some tipsy patrons and once a stickbug — a tiny insect with delicate appendages — lost two legs while being held by a guest who wasn’t prepared for the crawling creature’s fragility. “But it’s okay, their legs can grow back,” the guide said.
“You can imagine people who haven’t been in here for years coming back for the first time because of this event,” Stevenson said while one of ElectriCITY’s DJs, Jay Sea, pumped out songs for the crowd. “I think that’s really good to see and maybe it will help the museum increase its subscribers too.”
Museum members are able to skip the queue during Friday Night Live, which wrap up this inaugural year on June 22. Annual ROM memberships start at $54 for students, with the $149 family pass being the most popular offering.
MORE ABOUT FRIDAY NIGHT LIVE AT THE ROM
Location: 100 Bloor Street West, Toronto
Public Transit Directions: Exit at the Museum subway station ($3 for a one-way fare)
Admission: $9 for admission ($8 for students).
Food and Drink: Pop-up restaurants vary from week to week, with prices in the range of $4-$6 per item; alcoholic beverage prices range from $5-$8.
ROM Bucks: Purchase ROM Bucks to use at food and beverage stations once you’ve entered the venue. $1 equals 1 ROM Buck and can be purchased using cash, debit or credit cards.
Themes: Each week offers a unique theme, consult the ROM website to see what’s upcoming before the series ends on June 22, 2012.