They walk on eggshells and they know it.
The first time that the “Cube” was managed by a private company in Troyes (GL events, between 2009 and 2017), it was not a real success.
What's more, Troyes Emotions, the new manager, is a subsidiary of the City Football Group, owner for three years of Estac, the city's football club, with initial results that are not very flamboyant.
Suffice it to say that the successors to the Maison du Boulanger (the Trojan cultural center) intend to move forward with caution, relying on their knowledge of the field.
“We are a Trojan and Aube team focused on the Trojans and the Aubois,” even underlines the new director, Frédéric Orzeckowski.
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The man is experienced in the world of entertainment.
Former manager of Aaron, Didier Wampas, Chris Isaak and numerous television shows such as Taratata, Frédéric Orzeckowski has been managing the Espace and the Chapelle Argence in Troyes, two performance halls in the city, for six years.
“Among the major players in cinemas in France, the best known are Lagardère and Fimalac.
We could copy them but that is not our goal,” he explains.
Chosen by Troyes Champagne Métropole (TCM) to give new impetus to the exhibition center, the City Football Group, through its subsidiary, pays dividends to the community of municipalities which remains the owner of the walls.
“Neither Angèle, nor Soprano, nor Shaka Ponk, that doesn’t hold”
“It’s an economically sound way to be able to bring income to TCM in the short term, which will allow investments to be made in the place,” notes the director.
The company claims to be a specialist in reception and room management, relying on external productions, exhibition organizers or even companies that want to hold seminars.
“Development will necessarily involve the performance hall,” adds Frédéric Orzeckowski
Initially, “Le Cube” will rely on the programming initially established by the Maison du Boulanger, by adding new “general public” products or proposals that have not been exploited.
“We’re going to try to have film concerts with different themes, like Hans Zimmer or John Williams,” says Frédéric Orzeckowski.
The director also tracks the Star Académy tour, which already has more than 60 concerts.
“We had stretched out a pole to make the tour residency.
Bad luck, it is in March and, at this time, we have the fairs and an operating ban.
»
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There remains a structural problem, the gauge and the size of the room.
“I contacted Shaka Ponk's manager who said yes for a date.
But when we do the technical study, the kit cannot fit!
So there will be no Angèle, no Soprano, no Shaka Ponk, no Bigflo and Oli in Troyes... that doesn't work!
», he regrets.
Work is planned in the more or less long term in this “Cube”, whose builders, in 2009, seem to have ignored certain imperatives of the sector.
“There are already commitments from the owner, we are going to raise the stage cage which will allow us to accommodate slightly larger productions than until now.
»
Soon a “June en Champagne” festival
The challenge is to be able to attract headliners who interest not only the people of Aubois, but also spectators beyond the region.
“It’s surprising to see that turners don’t stop here.
We must forge economic ties with producers, tour managers and, perhaps, enter into partnerships.
» Frédéric Orzeckowski intends to put Troyes on the map of major French tours by taking equivalent venues as a model, such as Tours or Bourg-en-Bresse, less than an hour and a half from Lyon.
“In Bourg, there are around 30 to 40 events a year.
The performance hall is much less practical and large.
And, despite everything, they manage to put on more concerts.
»
Sporting events are also to be expected.
The “Cube” will no longer organize trade shows but says it is ready to host them.
“It could be an excellent thing for the Rossel group and the Maison du Boulanger to be partners at a trade show as eagerly awaited as that of Gastronomy,” suggests the owner of the place.
The Champagne Fairs are also over.
Make way for a new outdoor event anchored in time during the first week of June, starting this year.
Called “June in Champagne”, it should be punctuated with concerts and events.
Consideration is also underway to relaunch concerts at the “Cube” during the Nuits de Champagne festival.
The path has been traced, the new story remains to be written.