May 09, 2014 - By Mark Brownlee
Ottawa festivals are getting creative in their bid to compete for the sponsorship dollars many of them need to survive. “You can’t just do logos anymore,” said Kelly Neall, the managing director of the Ottawa International Animation Festival. “You have to do something where the company is involved and where they can brand a component of the festival as their own.”
Ms. Neall cited a partnership her festival created between two different companies as an example of how sponsorship is changing.
She provided an animation company with a sponsorship for the festival in exchange for producing a 30-second animated film for another Ottawa company. The company that received the film then agreed to sponsor the festival as well.
Ms. Neall said she isn’t concerned that these sorts of activities take the festival away from its core function. Almost all of her time is consumed with getting sponsorship dollars, she said, which account for about half of the organization’s revenues.
“Sometimes you have to get a bit creative with things like that,” she said.
Canopy Arts Desk
Tammy Hampel (Isaacson)
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