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Published November 17, 2010, 04:13 PM

Alerus Center Looking For A Better 2011

The Alerus Center has had no major concerts this year, but its new director wants to change that for 2011.

The Alerus Center has had no major concerts this year, but its new director wants to change that for 2011. The Alerus center is still in the black for this year, but end of the year predictions put it short $70,000.

"That's a conservative number, it doesn't include any business pick-up that we would have for the month of November and December yet so we are hopeful that we are going to be very close to our target," said previous Alerus Center Executive Director Roger Swanson.

The Alerus says with no major concerts, lower attendance at UND football games and less people using the convention center, they are not bringing in as much revenue as they wanted.

"We were provided an events fund from the city council so we are active with that right now looking to confirm some headlining artist to come in and play the Alerus center in 2011," said Swanson.

Next year, the Alerus Center will celebrate 10 years in the community. They are actively looking to bring in more concerts for next year. As Roger Swanson steps down, the new Executive Director has her own ideas.

"I anticipate we will have success measured in many different ways such as customer service to events to everything that the community wants. I think that's our focus and our goal," said Cheryl Swanson, the new Executive Director of the Alerus Center.

Swanson says the economy has taken a toll on the entertainment industry and they will be looking at other ways to bring in revenue to the Alerus Center.

"Like every facility, we need to figure out how to serve our customers, how to bring in events, whether it's in the convention side or in the entertainment area, how do we attract events and make them affordable for the community and still meet a bottom line goal," said Swanson.

The Alerus Center hopes now that UND has joined the Big Sky Conference, attendance will improve at football games.

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