Jazz fest coins cool R572m

City’s big blow lifts earn­ings 33%

Weekend Argus (Saturday Edition) - - LIFE - ZARA NI­CHOL­SON

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.

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