Balloons over Waikato float naming rights
It’s described as a ‘‘gift’’ to Waikato, but staging one of the country’s largest free events doesn’t come cheap.
Now organisers of Balloons over Waikato are offering a new sponsorship package in the hope more businesses will back the region’s showpiece event.
The five-day event celebrates its 20th anniversary this year but cost pressures have organisers looking at new ways to fund the free fixture.
Staging this year’s Balloons over Waikato is expected to cost more than $900,000.
Many people incorrectly assume the event is entirely ratepayer funded, Balloons over Waikato general manager Michele Connell said.
‘‘The reality is it’s not a commercial event and we’re a not-for-profit organisation.
‘‘It’s one of New Zealand’s last largescale free events and there would be few opportunities where people get to go and have five days of fun and entertainment for nothing.’’
About 130,000 are predicted to enjoy this year’s festival. As part of the festival, hot air balloon pilots will travel to Thames and Cambridge.
‘‘We see ourselves as a gift to the community but in order to keep giving that gift we really need to secure financial support,’’ Connell said.
To achieve this, event organisers are inviting businesses to buy the naming rights of one of the attending balloons.
The packages retail for $2500 plus GST. Each business’s logo will fly with the balloon on a corflute sign on the basket and the business will be tagged in all references to the balloon on social media. The balloon will be named to include the business’s name. The purchaser’s family will also receive VIP passes (two adults and two children) to the Zuru Nightglow with preferential parking.
Connell hopes the cost of the naming rights package will appeal to Waikato businesses. The aim is to have five businesses sign up this year.
‘‘There may be businesses who would love to get involved but thought it was too expensive. This is an opportunity for those businesses to get involved and, importantly, support the legacy of the event. Plus it’s a unique way for people to profile their business.’’ Event expenses include balloon freight costs, pilots’ airfares and accommodation, and propane costs. In addition, regulatory expenses continue to increase each year. Balloons over Waikato will be held from March 19 to 23. Unlike previous years, the event will conclude on a Saturday, not a Sunday. The changes were prompted by logistical considerations as well as a desire to end the event with Saturday’s nightglow.
To help celebrate the event’s 20 year anniversary, several popular special shaped balloons from past years are being brought back. Details on those balloons will be revealed soon.
‘‘Planning for this year’s event is well underway. We will always run the Balloons over Waikato on the money that we have. The support we’re seeking is to allow us to keep delivering the event to the high standard that the public have come to expect. It would be a shame to see the event change its format because we haven’t got enough money. Balloons over Waikato is a fantastic event that’s been going 20 years. We just want to secure the event for the next 20 years.’’