Jazz fest coins cool R572m
City’s big blow lifts earnings 33%
THE CAPE Town International Jazz Festival generated just over R572 million for the province this year, a 33 percent increase on last year’s figure.
The event, held in April, saw a significant increase from last year’s figure of R430m generated for the province’s economy.
The figure was the result of a study highlighting the benefits of the festival by the Institute for Tourism and Leisure Studies at North West University and Tshwane University of Technology.
While contributing a substantial amount to the provincial economy, the event also contributed R761m to the country’s GDP this year. Last year’s national contribution stood at R680m.
Last year and this year the festival created jobs for 2 750 staff, as well as many contractors.
Finance, economic development and tourism MEC for the Wester n Cape, Alan Winde said: “From an economic, tourism and cultural point of view this event is important not only for the Western Cape, but for the country as a whole.
“The Jazz Festival is often overlooked when we think of the big earning events we host, but these numbers confir m that it is right up there with the best. I would like to congratulate the organisers on a successful event.”
This year the event celebrated its 10th year and once again sold out the Cape Town International Convention Centre, with 33 500 people attending.
Organisers expect the event to sell out quicker next April as festival goers are aware that the capacity for the venue has been reached for a number of years.
Esp Afrika CEO and festival director, Rashid Lombard, said: “The festival presents a wonderful vehicle to communicate a brand’s position and its message, to forge brand loyalty and offer opportunities that touch the hearts of existing brands and potential consumers.”
Western Cape Minister of Cultural Affairs, Sport and Recreation Sakkie Jenner emphasised the significant contribution that events such as the Cape Town International Jazz Festival make to the development of cultural tourism.
“The study confir ms our view that the arts and entertainment sector can make a serious contribution to economic development and job creation. It is therefore important that we, through development and training, ensure that talented young artists from across the province have greater access to the arts and the wide range of career opportunities they offer.”
Routes Unlimited CEO Calvyn Gilfellan encouraged other event organisers in the city to boost the numbers of visitors they attract to the province.
“Most of the 33 500 attendees of this year’s festival originated from the Western Cape and Gauteng. These visitors spent on average four nights in Cape Town. Domestic travel is the backbone of the tourism industry and we applaud the festival for recognising the importance of motivating these visitors to experience the tourism offering of our exquisite destination.
“The media coverage this event received represented an advertising value equivalent to R174.8m. This resulted in the destination receiving exposure in markets such as the UK, US, Germany Nigeria and Kenya.”
SWINGING: Some 33 500 fans attended this year’s jazz festival.