Sponsorship, An Australian Perspective: We are only starting to figure out the value of sponsoring sports
US$62.8 billion is spent on sports sponsorship globally, and this is only increasing. But until recently, there hasn’t been much evidence that sponsorship is actually effective, writes The University of Queensland‘s Sarah Jane Kelly.This is risky – without a business case for sponsorship, companies will likely limit or withdraw their support in the long run, which may threaten the very existence of sports.Until recently, there have been little more than rules of thumb and anecdotal evidence about sponsorship. These showed that company executives and directors sponsor sports so they can get good good seats, for example.Sponsorship has been hard to measure because of the complex variables involved and their interaction. These include competitors’ advertising and promotions, economic conditions and the quality and extent of the advertising in connection with the sponsorship (getting players to appear in commercials, for instance).To make matters worse, there is generally a lag between a promotional activity and the effect showing up in increased awareness and sales. Seeing a real impact also often requires several ‘exposures’ – for instance, a long-term partnership with a sport or team.Researchers are starting to build the case for sports sponsorship, showing it increases employee morale, for example. My colleagues and I created the Sponsorship Power Index, to try to track sponsorship objectives such as sales and brand awareness. We have proven that factors like the length of the sponsorship, the brand fit with the event, and the amount spent on ‘activation’ (advertising the sponsorship) correlate with sponsorship success.Our key insight was that sponsorship is similar to a kind of financial instrument, a futures contract. Futures contracts are agreements between two parties that fix the price of an asset (like shares or currencies) for a future transaction. For instance, an airline might sign a contract to buy fuel at a certain price in a year’s time.One way to measure sponsorship is to replicate how futures contracts are valued on the share market. This is achieved by constructing an index comprised of any variables that might predict the value, such as economic trends, market demand and historic performance.For our index, we used data on social media mentions, brand prominence (based on third party surveys), sales and advertising expenditure, and data from the sport being sponsored. All of this is turned into a single number that can then be compared against a benchmark, to assess how a particular sponsorship is doing. Now, we can compare sponsorship against similar deals, a portfolio of sponsorships, or even sponsorship of a particular event.For example, Coca-Cola sponsors the Winter Olympics, and might select some key performance indicators including sales, brand awareness, brand mentions and the amount spent on advertising the sponsorship. The index will then assess whether this event’s sponsorship is performing as well, better or worse than the last Olympics. The other case for sponsorshipOther studies are also finding benefits from sponsorship beyond raising brand awareness and increasing sales. A British study found that sponsoring the Olympic games increased employee pride in the company and organisational culture.Employees of the sponsoring companies responded positively to their company supporting values of goodwill, community and peace. There is also a feeling of prestige and elevated status among employees of organisations sponsoring the Olympics.But these benefits are not only seen when sponsoring something as big as the Olympics. They also accrue from sponsorship of the local club or school sports programs.Of course, companies can sponsor causes through sporting events. Take the pink cricket test match held in Sydney every January. This game aims to raise awareness and funds for the McGrath Foundation. Not only are the stumps and uniforms pink throughout the test, but sponsors like Mastercard issue a pink debit card linked to donations, in addition to sponsoring the event.Cause-related sponsorship has become so big that Coca-Cola has even developed its own metrics that measure community (for example staff morale and community cohesion), infrastructure (for example number of recycled bottles and recycling bins) and behaviour (like impact upon health-related choice).A recent McKinsey study found that many brands don’t have a decision-making process in place to decide on sponsorships. This reflects the sorry state of sponsorship measurement – there was little evidence or guidance on how to do it well.But as we can see, the research is starting to support the case for sponsoring sports, and it is becoming sophisticated enough that brands can specifically target and track where they put their money.Article by Sarah Jane Kelly as posted on Marketingmag.com.au...
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Naming Rights for Sale at City of Barrie's Premier Arena
The City of Barrie wants to hear from individuals or businesses interested in securing the naming rights to the Barrie Molson Centre (BMC). The current name will be replaced by the end of 2018. "The naming rights of this arena is a huge opportunity for a business that wants to stand out in our growing city and region," said Rebecca James-Reid, Executive Director of Access Barrie with the City. "Any company associating their name with the venue would benefit from a high level of visibility and exposure year-round."The BMC is well-known with an established reputation as the region's premier sports and entertainment venue. The 110,000 sq. ft arena is home to the Barrie Colts (OHL team) and many other notable entertainment activities throughout the year such as concerts, trade shows and special events. The arena opened on December 31, 1995 with seating for up to 5,000 and has an annual attendance of over 300,000.The building is located just off of Highway 400 at Mapleview Drive and Bayview Drive. This is one of the busiest intersections in the city, with a total 112,000 vehicles using the local roads each day. The facility is also visible to northbound traffic on Highway 400 which sees more than 14 million vehicles each year.If interested in this unique sponsorship opportunity, please email Nora Gavarre, City of Barrie Business Development Officer at nora.gavarre@barrie.ca or call at 705-739-4220, ext. 4431 by March 1. For more information, please visit www.barrie.ca/BMC....
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HRSG Sponsoring Award Honouring Women in Business
HRSG is proud to announce its sponsorship of a new award recognizing Canada's top women MBAs. The Making the Most of Her MBA Award will honour women MBAs who demonstrate an excellent academic record, as well as the skills and motivation for leadership. The award will be presented at the Canadian Advanced Technology Alliance (CATA) 33rd Annual Innovation Gala by the Canadian Women in Technology (CanWIT). CATA is the largest high-tech association in Canada, and CanWIT is their global forum, launched to allow women professionals to connect with peers, share knowledge, promote research, and seek advice on career advancement and business growth.The Selection Committee for the award is looking for nominees who have demonstrated consistent innovation and leadership skills. Academics will also be taken into consideration, as well as participation in Business School Initiatives. All candidates have to be a full-time or part-time student in a Canadian MBA Program. Submit your application by April 1st, 2018, to be considered for this award. Three candidates will be shortlisted and interviewed on CATA's TechNow video channel, and one overall winner will be chosen at the gala, which will be hosted by the Sprott School of Business at Carleton University and attended by business leaders, public sector leaders, Deans, journalists, and other press. The award will be presented by the Chair of CanWIT, as well as by HRSG's CEO Dr. Suzanne Simpson....
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NeutriSci Announces Major Sponsorship With Tennis Star Genie Bouchard
NeutriSci International Inc., the innovator and pioneer behind neuenergy®, is pleased to announce a one-year sponsorship deal with Canadian and International tennis star Genie Bouchard, from Montreal, Quebec.NeutriSci is committed to encouraging active, healthy living and adds Bouchard to a growing list of amateur and professional athletes and ambassadors that represent neuenergy® globally. "Genie brings a passion for sport and healthy living. She is not only an amazingly talented tennis player but her down to earth attitude makes her the perfect representative; both men and women can relate to her," said Glen Rehman, CEO of NeutriSci. "Her competitive nature and public profile embodies happiness, active and healthy living; and because of this, she is truly an inspiration to Canadians. We are proud to partner with such a strong Canadian athlete."Bouchard has quickly made a name for herself due to her tremendous talent and drive. Genie has accumulated impressive accolades including being named the 2013 Women's Tennis Association Newcomer of the Year and the 2013 Canadian Female Athlete of the Year. Genie's historic 2014 season was highlighted by a WTA Top 5 debut, after reaching the semifinals of both the Australian Open and French Open, followed by a Wimbledon final appearance, making her the first Canadian, male or female, to reach a Grand Slam final.As part of the agreement, Bouchard will be integrated into key marketing efforts for the neuenergy® brand -- including advertising, retail activation, experiential events and more."I am excited to partner with one of Canada's up and coming brands," said Genie Bouchard. "Neuenergy represents a healthy alternative to traditional energy products."...
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Scottish Government sponsors Kilt Skate in Ottawa
On Saturday, January 20, at the Lansdowne Park Skating Court beside the Aberdeen Pavilion, the people of Ottawa will take to the ice in their kilts, tartans and other Scottish regalia to win the title of “Kilt Skate Capital of Canada.”The annual Sir John A’s Great Canadian Kilt Skate is an Ottawa phenomenon that began as a modest house party. It went national a few years ago when cities across the country began hosting events to celebrate the birthday of Canada’s first Prime Minister, Sir John A. Macdonald, who was born on January 11, 1815. This year, six different communities – Montreal, Toronto, Saskatoon, Calgary and Alexandria as well as Ottawa – will vie for the bragging rights as kilt skate capital.“You don’t have to wear a kilt to be part of the kilt skate,” says Ottawa’s Don Cummer, who helps organize the national event. “You don’t even have to be Scottish. A kilt skate is an opportunity to celebrate the inner-Scot that lives in many of us. After all, tartan is Canada’s favourite colour!”The Ottawa kilt skate is returning to the Lansdowne Park venue for the third straight year. “There are so many great skating options in Ottawa,” says Carol MacPherson who is planning the kilt skate on behalf of Scottish Society of Ottawa. “This year, we looked at the possibility of holding the kilt skate on the Canada150 Rink on Parliament Hill, for example. And, of course, people from around the world come to enjoy the Rideau Canal Skateway – where we held the kilt skate in 2015. But in the end, returning to Lansdowne Park was the best solution.”One reason Lansdowne makes a perfect venue this year is the January 20 date for the Ottawa event also corresponds with the 2018 Scotiabank Hockey Day in Canada. Hockey fans are encouraged to join in the kilt skate, then take a short walk to TD Place to watch the Ottawa 67s play the Hamilton Bulldogs.The kilt skate takes place at the Lansdowne Park Skating Court between 11:00 a.m. and 1 p.m, with opening ceremonies at 11:15. The puck drops for the 67s game at 2 p.m. Admission to the kilt skate is free and there is free birthday cake and hot chocolate for everyone. Those wanting to attend the hockey game can take advantage of a price discount. Use the link www.tdplace.ca/promo-code and enter KILTSKATE. (Tickets for the hockey game are $19.00 for adults; $15.00 for kids.) Those not planning to attend the hockey game are invited to an after skate party at Milestones in Lansdowne.At the kilt skate, the free birthday cake and hot chocolate is available to the public through the sponsorship of the Scottish Government. “This year, we will be putting a strong emphasis on Scotland’s theme of The Year of Young People,” says MacPherson. “This is going to be fun for the whole family.”For updated information, check Events at kiltskate.com....
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Body positive marathoner Allie Kieffer just landed a Oiselle sponsorship
Allie Kieffer is officially the newest member to join the Oiselle teamAllie Kieffer’s 2018 is certainly off to a great start. The marathon runner who can clock a 2:29 in the distance and placed fifth this past fall at the New York Marathon recently published an opinion piece with SELFmagazine and it has been followed up with a brand sponsorship with Oiselle. Kieffer’s piece titled “My weight has nothing to do with how good a runner I am” was published on Jan. 2 and has since received quite a bit of attention. In her piece, she explains how she has received an immense amount of pressure to weigh less in order to go fast and that her size has been something that others have commented on throughout her athletics career. Kieffer didn’t mince words in explaining that she’s done with these attitudes around her shape and that she will be embracing only a body positive attitude going forward. Today on social media, Kieffer has announced that she has signed with Oiselle. “We are absolutely thrilled to welcome professional runner Allie Kieffer to the Oiselle family. Allie is a running veteran with a fresh hunger to compete,” read an announcement on the running brand’s website. RELATED: “My weight has nothing to do with how good a runner I am.” “At last November’s NYC marathon, a group of Oiselle Volée and Sally Bergesen were watching the lead runners roar down 5th Ave at the 23rd mile mark. Allie was running tall, springing off her toes, eyes wide open, and flying toward and past a host of world-class marathoners from around the world. What an athlete!”The full message from Oiselle can be found here.Kieffer no doubt has plenty in store for 2018. With January not even a third over, she has already seen some significantly incredible opportunities. She will next race at the Doha Half-Marathon where she will attempt to set a new PB. ...
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FC Bayern announce partnership with OXiGEN
FC Bayern Munich has today announced OXiGEN as the club’s Official Functional Water & Recovery Tool Partner. The company’s groundbreaking oxygenated water and shot products provide natural increased stamina, mental clarity and faster recovery from exercise.“We are very pleased to announce OXiGEN as our new partner, welcoming them into the Bayern Munich family,” said FC Bayern Munich’s Executive Board Member for Internationalization and Strategy, Jörg Wacker. “OXiGEN was created by some of the brightest minds in science and has been made available by experts with over 27 years of experience in the beverage business. This innovative brand aligns well with our club and its values,” he added.The three-year partnership was kick-started during the team’s winter break training camp in Doha, which saw the players make use of OXiGEN as they undertook an intensive training program ahead of the second half of the season. Blair Bentham, OXiGEN’s Founder and Chief Executive Officer commented: “We’ve been working diligently to find the ideal strategic partner for OXiGEN as we look to expand distribution globally. FC Bayern Munich is a worldwide brand whose aspirations and values align exactly with ours. It couldn’t be a better fit. Given that OXiGEN is a science-based, all-natural performance and recovery tool, it made complete sense to partner with one of the world’s top sports teams.”“OXiGEN products are not only unique, but they are also coupled with an ambitious growth strategy, particularly in the U.S. where the functional water is already available in 40 states. We have a number of exciting initiatives planned, which will see FC Bayern and OXiGEN gain presence in new territories and retail networks,” said FC Bayern Munich’s President of the Americas, Rudolf Vidal.OXiGEN products contain the proprietary ingredient, Activated Stabilized Oxygen (ASO®). ASO® is a highly stable O4oxygen molecule, different from regular O2, which is compressed gas. When oxygen in the form of O4 is used in OXiGEN’s water and shot products, it doesn’t dissipate from the bottle when you open it. OXiGEN water contains 100 times more oxygen than regular water, while OXiGEN shot has five times more oxygen than OXiGEN water.The products work almost immediately clearing lactic acid from the blood and boosting the body’s oxygen levels. As this happens, consumers experience faster recovery from exercise, enabling them to push harder and get back to training sooner. They also recover faster from oxygen deprivation during air travel and general fatigue.The partnership will focus on the Americas, Middle East and Asia....
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College Football Bowl Sponsorship Names And Trademarks: What Can You Learn?
Tonight is the big night for college football. Bulldogs and Crimson Tide. Two teams in the super-heavyweight division of college football. But lots of bowls past and present have lead up to this night. Those bowls have typically had colorful names. Dozens of bowls (most not part of the championship picture) take place over the holidays, whose names were created by local civic associations: oranges in Florida, cotton in Dallas, sugar in New Orleans and rose in Pasadena.While few startups are in the position to sponsor a bowl game, sponsorship of any event can impact your trademark rights. There are lessons in sponsorships which can be learned by startups and global brands alike.Over time, company sponsorships were invented. Commercial bowl sponsorships have often been ridiculed by the hard-core sports fan. At least one critic at SBNation dubbed the name “Bad Boy Mowers Gasparilla Bowl” as the absolute worst name in the history of bowl names. The company, Bad Boy, was a start-up in 2002 with 20 employees, and has since grown to produce enough mowers to sponsor a bowl game. The question arises, when it comes to sponsorships: does the sponsor care what people think about whether the company name is in harmony with the bowl, or is it enough to just get your name known?When I first heard of the Tostitos Fiesta Bowl many years ago, I felt, as a lifelong college football fan, that commercialization had gone too far. But naming is here to stay as bowls are about generating revenue for television and schools. If you are a fan of bowls, it may be hard for some to take Bad Boy Mowers Gasparilla Bowl as a serious contest. But if you are Bad Boy Mowers, what lends more of an imprimatur of “arrival” than sponsoring a bowl game? It is not as if the Bowl committee sat around and decided that the best name for their bowl would be Bad Boy Mowers. Once you get over that hurdle of often seeming conflict between the sponsoring event and its name, the rest is easy.Sponsorships can expand trademark rights. Association with events and sponsorships gives the trademark owner the ability to say its name is used beyond its core product range, and is associated with the arts or sports, or whatever. These sponsorship arrangements go beyond just placing an ad to sponsor an event. Trademarks essentially live in “silos,” with protection awarded in an area where you use your mark, or are likely to expand. The more you broaden your uses, the more silos you fill, the more you broaden your rights.Perhaps sports fans rarely referred to 2014’s Independence Bowl as the Duck Commander Independence Bowl -- where South Carolina squeaked by Miami (Florida) 24-21. Perhaps they didn’t refer to this same bowl as the Poulan Weed Eater Independence Bowl from 1991 to 1997; that may not be an issue. Does a sponsor expect that customers will refer to the bowl by its whole extended-advertising name, or are sponsors satisfied to be associated with a national football game?Associating your startup with some larger organization or event, even though not a nationally televised sporting event, will raise questions. On one hand, sponsoring an event may (as discussed above) expand your rights.But also ask: How can the organizer use your trademark, and what kind of control will you have over their use? How will the promotional materials be laid out, and how will your mark be used, in conjunction with the event name.What about exclusivity?  Will the event guarantee that you will be the exclusive sponsor in your line of business, if you are a name sponsor for the event? Nothing may come back to weaken your trademark rights more, in the event of a conflict, than evidence that your sponsored event also featured a competitor’s name in close proximity to your name. If that time of coexisting appearance didn’t cause confusion, then how will you prove that the competitor’s use in the marketplace will harm you?How will the event be able to use your mark in future years, historically, if you decide not to renew?  Probably any such after-the-fact promotion is a good thing. But again, if the event becomes closely associated with a competitor later on, that may not be good for your mark.The issue with most bowl football game names is the degree of ridicule which fans have levied against these names. It’s a business decision, not a legal decision, as to whether that association will ultimately help or harm your business. Whether your customers will really make reference to the San Diego County Credit Union Poinsettia Bowl is not the issue from a trademark standpoint.  That’s for the business and marketing geniuses in your company.But legally, if you are going to sponsor any event, like being a parade sponsor for $400 of the Lompoc Valley Festival Association Spring Fest or a $1,500 Marching Band Sponsor at the Holyoke Saint Patrick’s Day Parade, you will want to be sure that your name is featured where and how you would like. Also consider if there is any realistic way that your mark’s use by the sponsored organization would somehow weaken your trademark rights in the future.It is one thing for people to think that the Progressive Gator Bowl of 2011 was designed to promote left-leaning reptiles; that’s a business decision (it’s now the TaxSlayer Bowl). But if you have a conflict with some other trademark owner’s use, that owner will try anything to show that its use is not damaging. Having your sponsorship running side by side with some competitor will not be good for your rights.Article by Jess Collen as posted on Forbes.com...
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Walt Disney Studios Signs on as Lead Sponsor of CTV's THE LAUNCH
– Three aspiring artists from CTV's all-new original music series tapped to promote Disney's A Wrinkle in Time, as well as Marvel's Black Panther and Avengers: Infinity War on broadcast and social media properties –CTV announced today that Walt Disney Studios Motion Pictures Canada is the lead sponsorship partner in Canada of the inaugural season of the music series, THE LAUNCH. The all-new international format comes from Bell Media and world-renowned music mogul Scott Borchetta, President and CEO of Big Machine Label Group.Various films were tagged in promos for the new series beginning Nov. 8 and that will continue until the broadcast premiere on Wednesday, Jan. 10 at 9 p.m. ET/PT on CTV. To coincide with the series premiere, Disney will use both co-branded promos and brand sell spots to link to the series. Bell Media will produce three custom 90-second promos featuring an emerging artist from THE LAUNCH introducing an upcoming film along with the trailer. Each promo will focus on a different Disney or Marvel film. Disney will also run 30-second brand sell spots in the show.  "A global juggernaut, Disney is the perfect partner for THE LAUNCH in Canada, as we look to deliver the format to audiences worldwide," said Laird White, Director, Brand Partnerships, Bell Media. "With Disney we reach a huge audience as we promote the show and three blockbuster films."Disney will work with emerging artists from THE LAUNCH to promote various films, including Vivian Hicks for Disney's A Wrinkle in Time, The Static Shift for Marvel's Avengers: Infinity War, and Jayd Ink for Marvel's Black Panther. This will include releasing content on their social media accounts.Created for markets around the world, in each close-ended, hour-long episode of THE LAUNCH, five unsigned emerging artists audition for the opportunity to record and perform a new original song, mentored by a panel of internationally renowned music industry legends – from discovery to stardom in just 48 hours.THE LAUNCH will air Wednesdays at 9 p.m. ET/PT on CTV and CTV GO beginning Jan. 10, with the premiere episode to air in super simulcast on CTV Two and Much. THE LAUNCH will also air in French on VRAK day and date with CTV....
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Why cities should stop building museums and focus on festivals
The Institute of Museum and Library Services has offered a catchy statistic: the United States has more museums than all the Starbucks and McDonald’s combined.It’s easy to understand why cities will leap at the opportunity to invest in new structures: “Starchitect”-designed buildings, from the Santiago Calatrava-designed Milwaukee Art Museum to Brooklyn’s undulating Barclays Center, could add an iconic image to the cityscape and garner positive media buzz.However, such massive public investments in permanent structures (what I’ve dubbed “concrete culture”) are bad deals and bad policy for urban economic development. Once the hoopla fades, cities can be saddled with millions in debt and mixed results. Take, for example, Charlotte’s NASCAR museum. Built in 2010 at a cost of US$160 million, the facility has not met attendance projections and, according to the Charlotte Observer, is losing $1 million a year.Given the economic costs and risks, why do museums, stadiums and other “concrete culture” receive such a privileged place in urban development? After spending the past 10 years conducting research on the topic, I’ve found that this privilege should end; as an alternative, cities should champion music festivals as a cheaper, adaptable way to bolster urban communities.The cracks of concrete cultureAmerica – as Pacific Standard says – “has a stadium problem.”From 1990 to 2010, over 100 sports stadiums opened across the country. Economists have long argued that these are dreadful public investments for myriad reasons: they’ve been shown to stall economic growth, become underused eyesores and fleece local taxpayers. Billionaire sports team owners profit immensely from sports stadiums and – in many cases – don’t spend a dime on their construction.While museums and performing arts centers are often nonprofits, they require cobbled-together funding from a variety of sources, ranging from corporate philanthropy to federal, state and local governments. These, too, have come at a cost. The University of Chicago’s Cultural Policy Center found that a whopping 725 arts and cultural facilities were built in the U.S. from 1994 to 2008. Construction didn’t just greatly outpace demand; it also overextended public resources. Though they cost over $15.5 billion to build, only 12 percent of the cultural institutions that were surveyed for the report saw increases in attendance.Museums, stadiums and other permanent structures purport to revive deteriorating parts of the city. In some cases they do. In other cases, rosy expectations aren’t met. Museums struggle in recessions, while stadiums like Washington, D.C.‘s Washington Coliseum and Houston’s Astrodome are left derelict. The New York Times notes that, with the NFL’s St. Louis Rams’ relocation to Los Angeles, St. Louis dodges a fiscal bullet by not having to sign a bad stadium deal. The city wins by losing.Meanwhile, invasive “mega events” like the Super Bowl, the Olympics and the World Cup can be economic and cultural calamities for their communities as well. Economist Andrew Zimbalist’s book “Circus Maximus” notes that, beyond prestige and perhaps some tourist revenue, these events create concrete cultural infrastructure that monopolize scarce real estate, leaving spaces underutilized for decades.A cheaper, more equitable pathThere is a cheaper, more equitable path toward creating culturally vibrant cities, one that requires less public funding and much less steel and glass.Festivals, both big and small, are becoming a more prominent feature of our cultural landscape. These events range from small street fairs to extravagant events that inhabit a city’s downtown area for a long weekend. They include Austin’s massive South by Southwest (SXSW), Boston’s smaller Jamaica Plain Music Festival, Manhattan’s mainstream Governor’s Ball and Brooklyn’s two-day AfroPunk Fest.Billboard has noted that over 32 million people attended U.S. music festivals in 2014, and popular festivals can sell out within hours, even before announcing the lineup of acts.Music festivals have become popular for three reasons. First, musicians and music labels are eager to perform live to offset declining record sales. Next, today’s music fans are seeking out more and more live performances. And third, municipalities – in an era of intense urban branding and competition for tourists – are becoming amenable to developing music- and event-friendly policies.Unlike permanent stadiums and museums, festivals are nimble; they’re able to switch venues and change up programming if necessary. They’re also much more inclusive. Many are free to the public, utilize existing public spaces and cultural assets, spark interactions among community members and nurture positive images of urban areas, especially neighborhoods that might need a boost.A model for the 21st-century cityRecognizing the value in cultivating events, cities like Nashville and Austin have learned to promote a festival-friendly environment over the last decade. Both cities established entertainment zones that balance relaxed noise ordinances with affordable, mixed-use housing. At the same time, these cities champion their distinctive character and communities by embracing their festivals as “signature events.”These cities have made it easier to hold cultural events by streamlining the permitting process and allowing public parks to be used. Even their city halls have designated offices devoted to culture and music that wield bureaucratic influence and act as liaisons with local arts organizations. Some cities have even established a new position: night mayor.In Austin, SXSW coordinates with some local nonprofits and artistic groups to better serve the local communities by offering legal, health and housing services for working musicians.In Nashville, the Country Music Association Festival funnels millions of dollars into grade school education through its “Music Makes Us” program.Now other cities are following their lead.In New England, a burgeoning scene of club owners and musicians congregate each year at Newport’s Jazz and Folk festivals, where they leverage local resources to attain international notoriety. Up-and-coming musicians have a voice in the festival’s planning as members of the Newport Festival Advisory Board. They can also influence resource distribution by directing fundraising to targeted local groups.Replicating these successes can be challenging. Research has indicated that festivals sometimes exclude local residents, and many events become vulnerable to overcommercialization. Brands, for example, often flood the visual landscape of these festivals. When I began conducting research at the Newport Folk Festival, it was the Dunkin’ Donuts Newport Folk Festival, and nearly every surface of the facility seemed to be sheathed in corporate pink, orange, and brown. (The festival has since become a 501c3 nonprofit corporation, and now brands have a more muted profile at the event.)Carefully articulated policies around short-term events need to highlight community input and assessment, including greater representation of marginalized groups.Some might wonder if it’s worth investing in something that leaves after only a few days. But the impermanence of festivals is a feature, not a flaw. Festivals are adaptable, using spaces that might otherwise go unoccupied, and they can act as platforms for existing local artistic groups.As Toronto Mayor John Tory noted in his introduction to the 2016 Canadian Music Week’s Music City Summit, building buildings can be risky.“We should build the events,” he said, “and maybe a building will follow.”Article by Jonathan Wynn as posted on Philanthropy Daily...
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