About Me: Will Muir

From 2016 to 2023, I (Will Muir) helped steer Centre In The Square through one of the most dynamic phases in its history. As part of the senior leadership team, I built the marketing engine that turned a regional performing arts centre into a cultural hub known across the live music industry. My approach blended digital-first experimentation, big-picture strategy, and a genuine belief that great storytelling can fill seats just as powerfully as great artists.

I collaborated with major promoters like Live Nation, AEG, and Just for Laughs, and community partners ranging from school boards to grassroots arts groups.

Under my marketing leadership, Centre In The Square’s audience reach grew dramatically: social media grew from 800 followers to more than 60,000, email lists expanded from 7,000 to over 250,000, and campaigns consistently drove ticket sales and engagement.

Behind the scenes, I became known for my calm, clear-headed leadership during high-pressure moments: artist cancellations, patron emergencies, last-minute show changes, and the kind of curveballs only live entertainment can deliver. Transparent communication and steady judgment became my trademarks.

After years of loud guitars, packed venues, I realized I wanted something quieter: slower mornings, fewer deadlines, more nature, and fewer emails with the subjectline “URGENT,” ideally involving less pyrotechnics and emergency comms training.

Golf became my doorway.

What began as a way to catch my breath turned into an obsession with golf. Through Willy Wedges, I will document where the game takes me, across fairways, travel days, new cities, and all the moments in between. This is a year-long project to rebuild my health, creativity, and identity

When I’m not writing or walking a course, I can usually be found hanging with his wife Heather and cat, cooking, photographing something in motion, or pretending to train for another half marathon. He lives in Kitchener, drinks too much coffee, and has never met a cat he didn’t like.