Carols by Candlelight event seeks SA company to be naming rights sponsor for future years
A South Australian company could save the Carols by Candlelight as its naming sponsor, organisers say – as only an emotional attachment to the event would keep them in for the long run.
Carols by Candlelight organisers want a South Australian business to step up and become a long-term naming rights sponsor to save the event, as Adelaide City councillors prepare to debate what can be done to help.
After the Sunday Mail revealed the 75th edition of the event was in danger of being cancelled, organisers said yesterday the funding deficit was $350,000. Naming rights are worth $250,000 a year.
“I’d love a South Australian company because there has to be an emotional connection for somebody to be in it for the long haul,” said organiser Kay Lawrence, general manager of the Christmas Network, which has run the event for children’s charity Novita since 2017.
“You need there to be some heart in the decision to support these things.”
QBE decided not to renew its naming rights sponsorship.
But Ms Lawrence said with a new naming rights partner, she could “scramble” the rest from smaller donors.
She said the Christmas Network, which has run the Sydney carols for 35 years, had not made any money in Adelaide in the past two years.
Before that, Novita itself was running carols at a loss.
Novita chief executive Greg Ward said despite 30,000-strong crowds, donations on the night tallied around $6000 or $7000, though Ms Lawrence said it was important for the charity’s public profile.
She said a naming rights sponsor would also receive widespread exposure in a six to eight week media campaign promoting the event.
Ticketing was not an option because it would “not be in the spirit of the event”, Ms Lawrence said, noting in Melbourne a family ticket cost $189 to sit on the grass, putting it out of reach for many families. “Premium” adult tickets are $263.
Deputy lord mayor Houssam Abiad said he would call on councillors at Tuesday night’s meeting to look at options to help.
These could include direct financial aid and fee exemptions for road closures, use of Elder Park, and post-event park remediation.
“This is a state of emergency for them and if we can help, we will,” he said.
Cr Robert Simms is also preparing a motion and suggested calling on the State Government to increase its $98,000 contribution.
