By Bruce Gowan
Large community events do not achieve success through the efforts of any one individual or group. While there is normally one main driving force, success is usually the result of a partnership of supporting players, each contributing their efforts and expertise to achieve the desired results.
The Huntsville Festival of the Arts has prospered since its inception in 1993 and provides a perfect example of this idea of combined synergies. Over the years, a wide range of concerned citizens, both year-round and seasonal, have given their time and energy by serving on the board of directors and setting the direction for the organization.
Where would we be without the efforts of hundreds of backstage and front-of-house volunteers, especially in our early Deerhurst and Grandview days, when physical labour was part of the events? The support of our sponsors over the years has also been essential. As our programming has evolved, their support for the choices made has been an encouragement to those making the selections, and many have shown their support through personal financial donations.
In the arts, as in many other areas of life, money makes the world go round. With this in mind, it can be argued that the role of corporate sponsorship has been one of the most significant contributors to the festival’s current status. What is a corporate sponsor, why do they sponsor, and who is normally involved? These are all good questions, and there is no single answer to any of them.
Corporate sponsors are normally businesses within the community. At times they are businesses located outside of our area with some interest in the Huntsville area, either personal or economic. More recently there have been individuals who have stepped forward to sponsor festival concerts, knowing that their support is assisting the organization achieve its goals. In many cases sponsorships are settled in cash, but often they can be offset partially or fully with the supply of services, such as food and lodging for the artists, contra deals through various media, or donations of items to the May Marche fundraiser.
Some businesses sponsor for marketing reasons, knowing that the festival’s 50,000 brochures are distributed across the region and to certain other places across the province. Web linkages are becoming more important to many businesses’ overall marketing strategy and the festival’s site is regularly visited and reviewed. Identification from the stage and recognition in the lobby of the theatre goes a long way to link the sponsoring business as both a supporter of the arts and also the community.
A number of local businesses have established partnerships with primary suppliers to co-sponsor performance evenings, providing a social setting to strengthen the overall relationship. Over the years companies from outside of Huntsville have linked festival sponsorships in with corporate retreats and conventions, using their complimentary tickets to allow executive and staff to enjoy the shows.
In the simplest form, many firms sponsor the festival because they know that it is a valuable community asset, one more feature that makes our community unique and attractive to visitors and residents alike.
Matching up sponsors and artists is always a challenge. Individuals and businesses normally want to be associated with an arts offering that meets with their tastes and reflects their business interests. Some are very interested in meeting the artist personally, another perk that comes with the package. There are a few that have no preference, but the fact we have an eclectic program has allowed us to satisfy most tastes.
Sponsorships and co-sponsorships range from $1,000 up to $5,000 and vary depending on the artist and the prominence of the evening. Last year, a Patron’s Program was started to allow businesses to support the festival, and receive certain sponsorship benefits, for a donation of $750. Over the next few weeks the festival’s 2008 program will be rolled out and sponsorships secured. If you see yourself or your business being involved in this program send an e-mail to info@huntsvillefestival.on.ca for further information.
