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September 19, 2019

Our 10th Anniversary

Our 10th Anniversary This month, Avenue celebrates a decade of city, life and style. September 8, 2016 Last night, Avenue celebrated its 10th anniversary, a decade of city, life and style. For those who couldn’t make it to the anniversary celebration, our publisher, Orville Chubb, would like to share his…

Our 10th Anniversary

This month, Avenue celebrates a decade of city, life and style.


September 8, 2016


Last night, Avenue celebrated its 10th anniversary, a decade of city, life and style. For those who couldn’t make it to the anniversary celebration, our publisher, Orville Chubb, would like to share his thoughts and thanks.


“We have received many messages of congratulations and well-wishes which we appreciate very much.  But, what we are really here to celebrate is our city. 

It’s been a hell of a decade in this town, if you ask me, a time of tremendous growth and change. But, this city has also seen tough times. Regardless, throughout the city’s history, Edmontonians have been true to their character. 

And what is that character, you ask?  It’s humble and hardworking, modest and magnanimous, confident and cautious.  Edmonton has always been a place of meeting and making.

I have often wondered how a city or country earns its character – how the people shape their city. I guess the magazine is an extension of that curiosity. 

But, as time has gone by, I have come to believe that our city is shaping us – perhaps even more than the other way around. For example, if you are like me, you have boasted to your fellow vacationers at an all-inclusive in Mexico about the weather in Edmonton – minus 40 or even minus 50 with the windchill.

Okay, perhaps we exaggerated how cold it actually gets – but we don’t do it to get sympathy, oh no, we do it to get respect!

See how tough we are, how resourceful we need to be just to survive and how we leave a porch light on in case a neighbour gets lost in a storm?

And, yes, the climate of Edmonton shapes us, but so do our fellow citizens, what we, as a community, honour, abhor, what we celebrate and what we reject. We want to do it right because you never know when another chance will come around.

Perhaps a better way to describe Edmontonians is that we are prairie pragmatic; we aren’t going to judge you until we see how straight a row you can plow.

So, in my opinion, what we are really celebrating here isn’t a publication but our collective story, the story of all of us, of what we are doing to make our city a great place; what we do to make it the place we want to live in, raise our children in and call home.

Thank you very much for being the people whom I call friends, neighbours and family.

At times like this, it’s important to acknowledge all those who have gotten us to this point.

I need to acknowledge the gifts, talents and hard work of the Avenue staff over the years, from the founding editor Tara Blasco Raj and founding art director Randy Hayashi all the way through to current editor Steven Sandor and art director Pete Nguyen. 

There are too many staff to name but, I’d like all past and current staff to be acknowledged for their excellent work. 

Feel free to ask any of those folks about what it really takes to pull a magazine together. 

But our staff provide only a small part of the creative energy that it takes to make a magazine – we also need a shwack of freelancers.  

In the last 10 years Avenue Edmonton has contracted with over 600 writers, photographers and illustrators – and the vast majority of those freelancers are local Edmontonians. It is with your voices and through your eyes that we have come to see ourselves more clearly. Thank you.

Thank you to our publishing partners Don and Pete Graves, who have been with Avenue Edmonton through thick and thin and for believing in Trudy and me to make this venture the success it has become.

Publishers know that without advertisers, literally buying into their vision, we have a very expensive hobby.  If you have advertised with Avenue, thank you, we could not have done it without you. 

I cannot let this event pass without acknowledging a couple of very special advertisers who have been with us in every one of our 100-plus issues with at least a full page ad. They are Dmitry Kaplan at Gemoro Goldsmith and Gordon, Lorraine, Scott and Craig at World Stone. 

I need to thank and acknowledge my business and life partner, Trudy Callaghan, without whom I’d just be some other guy with a print shop in the west end of the city.

Let me encourage you to continue to celebrate our past decade, and tomorrow, go out there make your mark, build your dream and we’ll be there to share your story.”