NEWS RELEASE                                                                                       4 December 2003

CAPE TOWN FESTIVAL OPENS DOORS TO CORPORATE PARTNERSHIPS

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As patron of the Cape Town Festival, the Mayor of Cape Town, Nomaindia Mfeketo, has pledged her support to the 10 years of democracy festival theme for 2004, which also marks the fifth year in the existence of this dynamic festival, which takes place from 14 to 22 March. Furthermore, the Mayor has issued a request for support in the form of funding and sponsorship from the corporate sector, to ensure the success of the Cape Town Festival into the future.

Says Mayor Mfeketo, “It is the long term vision of the Cape Town Festival to establish a world class festival on a par with Sydney, Adelaide and Edinburgh through developing and showcasing our own unique talents.  To this end I fully support the CEO, Yusuf Ganief, in his quest to secure the necessary trade and financial support.”

The Cape Town Festival is an “inner City festival” and cites as one of its aims the long-term revival of the Central Business District.  Annually, this festival brings together the best in arts, culture and entertainment that Cape Town has to offer over the 8-10 day period. It has the potential to become the voice for the South African arts community. Focusing on arts-based and cultural tourism, the festival also acts as a compelling tourism draw card.

Newly appointed CEO Yusuf Ganief cites as his vision the intent to meet the needs of the broad based community and to showcase the extraordinary cultural heritage of the city, utilizing the full spectrum of the arts in his pursuit of this.  An entrepreneur at heart, he has every intention of taking the festival forward as a world-class event.  “However,” cautions Ganief, “this dream can only become a reality once the corporate sector recognises the potential of the festival to catapult Cape Town onto the international festival circuit, promoting Cape Town as a desirable location for annual festivals and providing an economic boost. Corporate funding and sponsorship is integral to the growth and success of the festival.”

In March 2003 the Cape Town Festival created work for more than 800 artists and crafts practitioners. From a socio-economic perspective, the festival has immense potential to create business opportunities on an annual basis. Based on a research survey conducted in 2003 participating businesses in the CBD saw up to a fifty per cent increase in turnover over the festival period.

“The festival offers potential sponsors a myriad of advertising and promotional opportunities to maximize their brand and to reach a number of niche target markets, by adopting the different components that form the Cape Town Festival.  Night Vision, the African Summer Stage, Arts in the Gardens, Artscape Contemporary Arts, dance and theatre and the community festivals form the cornerstones of the festival, around which the vibe and festivities in the inner-city precinct revolve,” says Ganief.

“Association with any one of these festival platforms has the potential to create a quality brand encounter with over 70 000 people at one time. Although the brand is young, it has already captured the hearts of thousands and is an excellent marketing opportunity for achieving both brand loyalty and creating awareness.”

Essentially a vehicle for cultural interaction and unity, the festival is a celebration of the arts and heritage of the diverse cultures that epitomise the Mother City. Says Yusuf Ganief, “The Cape Town Festival belongs to the people of Cape Town and endures because of the continued support of the community. Together we will take it forward.”

 ENDS