This year will mark the Malta Trade Fairs Corporation’s 50th anniversary. Josanne Cassar speaks to sales and marketing manager Noel Calleja about the three major events he is organising to commemorate the occasion
Last September, Noel Calleja was asked by the board of directors of the Malta Trade Fairs Corporation to produce “something” for their 50th anniversary. What was initially one concert, has now developed into something much bigger as Noel threw himself whole-heartedly into setting up a programme of activities.
Carl Orff’s Carmina Burana will be performed on 13 and 14 May while A night with Julian Llloyd Webber will be held on 16 and 17 September – both at the Mediterranean Conference Centre. Moreover, the Malta premier of Requiem by Andrew Lloyd Webber will be held at St John’s Co-Cathedral on 18 and 19 November.
Each production will also see the participation of the National Orchestra under Mro Joseph Vella while Carmina Burana and the Requiem will include a 250 strong choir.
“It is not difficult to get permission to perform at St John’s Cathedral if you know exactly what you want,” Noel Calleja points out. “I have also dealt with them before so I know what’s allowed.”
Having said that, it was no easy task putting three concerts together. “For example, for Carmina Burana, we needed a 70 piece orchestra, which is 30 more musicians than usual, as well as a large choir. I have tried to use local artists because I firmly believe we should promote local culture and talent. In fact, Miriam Cauchi and Joseph Aquilina will be performing.
Carmina Burana was last performed ten years ago and was sold out, so I believe it will be a crowd puller. We are also involving the tourism industry – since it’s set in Germany we are promoting it with incoming German tourists.
“For A Night with Julian Lloyd Webber, we already have very good feedback, in fact it’s nearly sold out. We are trying to have an additional performance. These are his own compositions, as well as his father’s. The second half will include music by his brother Andrew. It’s the first time we are using music from the original score. The Requiem Mass is a mixture of classic as well as contemporary styles and was originally premiered in 1985.
“One can expect a magical night, with special lighting effects. I have been involved abroad with the Really Useful Group (Andrew Lloyd Webber’s production company) but this is the first time we will have this level of production in Malta.
“The whole idea is to promote the cultural scene because I believe there’s still a lot to be done. The whole idea of the 50th anniversary celebrations is that by producing these kind of shows, the Malta Trade Fairs Corporation will put itself on the map as an event organiser. We also have plans for concerts in 2006 with Lorin Maazen, conducted by Mro Brian Schembri.
“You don’t get contacts overnight, I’ve been involved with these kind of productions for the last 15 years, the last ten years with the Lloyd Webber family and I have just found the right opportunity to bring them over to Malta. I have great faith in the Really Useful Group, which is a stakeholder in the West End and owns 13 theatres in London, the Pacific region and Broadway. It’s been a lot of hard work over the years together with a personal touch in an attempt to transfer the whole idea into reality. Producing quality shows…that’s our aim.”
As for the Trade Fair itself, it has become something of an institution. An event is organised almost every week with 28 specialised fairs planned for this year alone, ten of which are new. The fact that foreigners come to have their particular fair organised here, like Made in Italy, has also given it an extra boost.
“It’s a hub of activities where people can have an experience rather than just visit a fair. The international fair is a gigantic event for Malta,” Mr Calleja added. Going to the Trade Fair grounds in Naxxar has been considered a family outing for as long as most of us can remember.
Initially the first fair was at San Anton in 1955. It was then held at St Joseph until it was transferred to Naxxar.
“In 2007 the lease at Naxxar grounds will come to end so we are negotiating for alternative venues.
There will be a new building with a concept – to meet the demand of the exhibitors and provide facilities for the whole family, such as an entertainment park.”
For further information log onto showsinmalta.com
Noel Calleja - Biography
• Worked with a leading sound and lighting rental company
• Studied Artificial Intelligence together with Systems Analysis and Design by correspondence with the Rapid Result College of London, UK
• Studied Business Administration and Public Relations at the University of Malta
• Obtained an Intermediate and Advanced Diploma in Sales and Marketing with the Institute of Sales and Marketing, Wales, UK
• An Affiliate professional member with the Chartered Institute of Marketing, UK (A.C.I.M.)
• MBA from Hartford University, Minnesota, USA specialising in Marketing Management
• 1989-1992 – Lighting and Laser Engineer at the Malta Eden Palladium
• Involved in re-designing the theatre lighting system at the Mediterranean Conference Centre
• Part of the Interior Lighting Designing Team for the Malta Maritime Museum
• Lighting designer for Marco Masini concert, Zucchero Live in Malta, Haddaway, Roger Taylor, the legendary Queen drummer, Voices in Concert, the International Malta Jazz Festival, the FISEC Games 2002 and the Malta Millennium One in Peace activities
• Producer for the Malta Fireworks Festival 2003
• Designed as well as directed local marketing campaigns and TV commercials for Coca-Cola, Sterling Group, UK, Kia Motors, BMW 3 series, Cisk Export and Kinnie.
• Directly involved with Laser Magic Productions, UK in preparing the marketing strategic plans, implementation and staging of various product launches and shows in the Middle-East, Saudi Arabia, Bahrain, the United Kingdom and Germany for Gulf Air Anniversary at the Jeddah, BMW 7-series car launch in 7 Middle-East countries, the Vienna Symphonic Rock Orchestra Project and Year 2000: Bank of Austria Anniversary Activities.