“Valletta is in itself a natural stage for Baroque music: the city breathes Baroque style and there is no doubt that the music we are enjoying during this festival has ‘come home’ in a manner of speaking.”

Thus began Teatru Manoel CEO Ray Attard in answer to our question about the significance of holding such a festival in the capital city.

“I’m very proud of what we’ve achieved in bringing some of the world’s top names in the Baroque field to perform; in giving Maltese talent a platform; in giving the Maltese public a cultural event to enrich their lives; and in helping to increase the number of visitors to Malta during January, the leanest month for tourism,” he went on.

Mr Attard cited the first time ever joint collaboration between the Teatru Manoel and the Centre de Musique Baroque de Versailles, widely considered the epicentre of Baroque music as a particular coup. The man who’s main task in the festival’s organisation was to make all the arrangements and ensure it goes smoothly, has also been swept up by the artistry and beauty of it all.

“If these concerts were to be held in a modern hall, they would significantly lose their effect. But I have almost felt transported to a spiritual dimension when I experienced a concert in the theatre, or a Bach Mass at St John’s co-Cathedral, or at one of the other Baroque venues all within walking distance of each other. Experiencing the authentic Baroque sound within these buildings is an incredible experience. I’m sure the thousands of patrons who have attended will concur,” he enthused.

Apart from featuring some of Europe’s top talent in the Baroque music field, the festival is also a platform for Maltese talent, while Mr Attard also emphasises the positive cultural impact it has on the public, old and young.

“We have linked up our Toi Toi children’s activities with the festival. The treasure hunt, for example, is sold out and the Lords and Masters workshop on the second Sunday is very close to being sold out. I am very happy with this interest parents are showing in exposing their children to high culture. This season alone we are presenting over 60 concerts for children, even babies... we’re starting them young!”

The CEO feels that the management at Teatru Manoel is succeeding in fostering more cultural awareness among the public and leaving a positive legacy, citing as an example the new and permanent Valletta Baroque Festival Ensemble which goes on stage this coming Wednesday in Coffee with Venus in the Grand Salon of the Museum of Archaeology. Managed by Teatru Manoel, this ensemble is made up of predominantly Maltese and (for now) a few specialist foreign Baroque musicians.

Setting up a festival on this scale is no easy task especially as the objective is for it to become a major event on the global cultural map. A major disadvantage we presently have is that we are a fairly new player on the international stage (excuse the pun!) and one major obstacle we face is the lack of forward planning in this sector in Malta. Top artists and leading musicians are booked up for years in advance and if we are to secure their participation in our Festival we need to match our financial planning and budget allocations for a longer period than just the forthcoming financial year. On this point we are in discussions with the Government to try and extend our budget allocation for at least the next two to three years.

One other important, and related issue, is the significant costs of the Festival. Whilst the Government continues to be the major investor in the Festival, there are considerable negotiations with artists, agents, suppliers and contractors going on behind the scene as well as identifying and securing sponsors (all this is usually my job) to ensure that costs are reduced as much as possible, the best deals are made and the whole event comes within budget. This means that seat prices can be kept low and affordable. Festival audiences in Malta are lucky to be able to see these top artists here for a fraction of what they pay anywhere else.

The fact that we are an island and the southernmost European country means that travelling and the cargo costs of the musicians’ specialist instruments can be astronomical (airfares and cargo costs alone are more than €60,000 for the current Festival) so help on this front from related suppliers is very much needed. Fortunately we are extremely grateful to the Phoenicia and Radisson Hotels who help us in kind with providing accommodation for the overseas artists and Tipico who help financially.

“Despite these challenges we must all appreciate the benefits a festival like this brings. We have managed to set the Valletta International Baroque Festival on the international Baroque circuit, with groups visiting Malta specifically to attend, and reporters from international culture magazines and newspapers giving it prominence. So it creates a multiplier effect on the Maltese economy through boosted tourism.

“These cultural tourists are value added people not ‘low cost’. I would estimate we helped bring around 1,500 extra tourists to Malta in this edition, all in the leanest month of the year.

“I can’t fail to thank my small but very efficient team here at Teatru Manoel for all the work they’ve done. The festival is proving to be a great success. When events like this are successful the entire country benefits, so let’s make a bigger effort to all work together and do the absolute best we can for future editions,” he concluded.