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Hospitality Heroes Keeping AREA 506 Top Tier

Cynthia & Jeff Liberty, Hospitality Leads at AREA 506
AREA 506 hits the big 1-0 this weekend, lighting up Uptown Saint John with music, energy, and a whole lot of behind-the-scenes magic.
While the crowds cheer and bands rip it up on stage, the real MVPs might just be Jeff and Cynthia Liberty, the festivalâs hospitality heroes quietly making sure touring acts arenât just fed but downright spoiled during their short stay in the port city.
Backstage riders are usually kept under wraps, but every now and then you get a peek at what artists really need and itâs not always what youâd expect.
Cynthia laughs, âItâs kind of funny when they list underwear and socks. You think, okay, sure. But then you overhear them say, âOh, thatâs clutch, man. You have no idea what itâs like having to do laundry and not having underwear.ââ
Jeff nods, âYeah, imagine being on the road forever. They donât even hit the hotel when they arrive. They come straight here.â
âSo, it seems like, why would they need that? Well, when youâre on the road, it makes all the difference,â Cynthia adds.
Jeffâs been in the music game for 35 years and has handled hospitality at AREA 506 since the very first festival. Cynthia joined in Year Four after seeing firsthand how hectic things could get. Together, theyâre a perfect team. Jeff brings seasoned tour experience and understands how tired artists feel when they arrive, while Cynthiaâs catering and design skills smooth out the rough edges. As she puts it, âItâs kind of like the difference of the laundry being clean, but is it folded and organized?â
After this many years, Jeff and Cynthia live by a simple hospitality motto: check everything, then check it again. âSanta checks his list twice,â Jeff jokes. âWe check it six times.â Their attention to detail rivals legendary rock demands like Van Halenâs infamous brown M&M test. One memorable artist even requested a laminated photo of their favourite wrestler, Bret âThe Hitmanâ Hart. Jeff found the perfect picture, laminated it, and placed it in the green room. The artistâs verdict? âTop tier. Top tier.â
Some people have champagne taste, some have beer taste.
Requests can be unpredictable, and thatâs kind of the point. âSome people have champagne taste, some have beer taste,â Jeff says. âWeâve had everything from PB&Js to a curated charcuterie board with local cheeses.â The range is part of the fun. âYouâd be surprised,â he adds. âYou canât judge a book by its cover. A punk band could roll in and say, âweâre booze snobs,â so ya canât miss that kind of thing.â
And sometimes, the extra effort really sticks. Jeff and Cynthia aim to "give that wow factor" and surprise artists. Some riders even include lines like: âTell us your favourite snack and surprise us.â One year, they had cakes made for every band, names and all. That kind of attention doesnât go unnoticed. Jeff recalls a recent artist whose team started rewriting their rider on the spot just to include things theyâd been surprised with at AREA506.
Beyond the backstage hustle, hitting the 10-year mark has made Jeff and Cynthia reflect on the bigger picture, and they can't help but feel AREA 506 has helped shake something loose in the city. âI heard a comment a few days ago that people were trying to go out to eat and everywhere was booked. 35 to 40 minute waits,â Cynthia says. Jeff nods. âThat energy is palpable now. You can feel it when youâre down here.â
Cynthia remembers when that wasnât the case. âYears past, if family visited, weâd head to St. Andrews or St. Martins. Now the uptown has that energy. People want to explore it. There are places to go and do that.â And artists are noticing too. âWe just had Boxcar and one of the country headliners said, âI just figured out I gotta play here more. I donât get here enough.â That was cool,â Jeff says.
If the bandâs happy, they go on stage happy. And guess what? The audience is happy.
The Libertys live that local pride, stocking green rooms with farm-fresh produce, stashing Julius Pizza for late-night cravings, and even booking restaurant tables to keep the uptown scene humming with visiting musicians.
In a city thatâs learning how to host again, Jeff and Cynthia are the ones making sure the chaos stays charming. âIf the bandâs happy, they go on stage happy,â Jeff says. âAnd guess what? The audience is happy.â
So while youâre soaking in the AREA 506 vibes this weekend, raise a can to the folks working behind the curtain. And if you happen to wind up backstage, ask where you might find one of Cynthiaâs charcuterie boards with red pepper jelly. Itâs âto die for,â according to Jeff. Just donât steal any socks.