More good sponsorship news today. (See my earlier post.) Are these signs that we might like sponsors more now, since the days of TARP and bailouts?
The New York State Senate issued a resolution today, proclaiming June "Jazz Month" in honor of the 35th Anniversary of Freihofer's Saratoga Jazz Festival, produced for the Saratoga Performing Arts Center by my dear friend and colleague Dan Melnick, president of Absolutely Live Entertainment, and their teams.
The festival –– founded by George Wein of legendary Newport Jazz Festival and Newport Folk Festival fame, among a whole host of important music events –– has presented "legends, superstars, and rising stars" since its founding in 1978 to nearly a half million fans, according to SPAC president and executive director, Marcia White. This year's line up is no different: check it out.
What makes the announcement even more significant is acknowlegment of title sponsor, Freihofer's Baking Company, since 1998, for its "partnership and support, which has enabled SPAC to consistently book and present the greatest jazz artists and ensembles in the world." (I hear the company's baked goods are a big hit among the NY State Senators, too.)
It's important that we educate the public, government officials, our constituents, and even staff members why sponsors are so critical to our events. Sponsorship revenue is really the fuel that allows all types of events to exist. From jazz festivals to the Olympics, nonprofit fundraisers to major conferences, sponsorship dollars allow these events to take place, for the benefit of consumer, professional, and/or geographic communities.
How are you educating the public and your government officials on the value your sponsors bring to their communities?