Thinking small pays big dividends for Celebration of Light organizers government, corporate, following

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Thinking small pays big dividends for Celebration of Light organizers


VANCOUVER -- With paid bleachers seating, private viewing boxes, a corporate VIP area and vendor licence fees, Vancouver’s Celebration of Light festival will continue wowing crowds this summer as it embraces “mini-sponsorships” after nearly fizzling out on the big corporation sponsorship model.

Following the decision by deep-pocketed sponsor Benson & Hedges to drop out in 2001 following new federal government restrictions on tobacco advertising, for several years the fireworks extravaganza was on the brink of cancellation because of large budget shortfalls; each time, corporate sponsors came through at the last minute to rescue it. This year, though, event organizers say the 2011 edition is poised to meet its roughly $1.3-to-$1.5 million budget thanks to shortening the festivities from four nights to three and searching for a variety of smaller sponsors.

“[Having only three nights] obviously helps from the policing perspective and certain reductions in cost that are key to our budget,” said Andrea Dowd-Dever, in charge of organizing the event for the Brand Live events company. “Support of our sponsors is paramount. This year, we’re looking at other ways to try and supplement that.”

These include four full-service “chalets” with catered food and beverages in Vanier Park, which can be rented by corporate groups for $5,000 a night.

Across the water atop the bathhouse directly in front of English Bay a corporate VIP area has 300 spots available per night for $150 each.

“There are fewer and fewer people who have to write those big cheques,” said Paul Runnals, Brand Live’s senior vice-president of production.

However, many companies can afford a form of mini-sponsorship by purchasing these corporate seats rather than the larger title sponsorship available in the past, he said.

Companies can also pay for booths at a vendor village on Sunset Beach, where they can sell their products directly to the throngs of spectators.

A special 1,000-seat grandstand in front of the action at English Bay is another way organizers are looking to make money from the traditionally free family-friendly event.

Of those seats, 300 are reserved for major sponsors and 700 are being sold to the public each night for $55. The majority of tickets already have been sold for all three nights.

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“The neat thing about the bleachers this year is it opens up the opportunity to come down and enjoy the evening for people who probably wouldn’t brave those crowds,” Dowd-Dever said. “It also helps directly support the event so that it stays free for everyone else.”

This is a trial year for the paid seating and the organizers will reassess whether to expand the project next year depending on whether it’s successful, Dowd-Dever said.

She said a sellout could generate about $30,000 a night.

Food vending rights, special $20 commemorative T-shirts and on-site donation boxes also contribute to the bottom line.

About half the cost of producing the celebration goes toward policing and cleaning up, but those are covered by the city because it is a designated civic event like the Grey Cup.

The next biggest expense — about 30 per cent of overall operating costs — is attracting world-class pyrotechnicians and then getting their equipment and explosives to Vancouver.

“As you can imagine, the shipping of pyrotechnic products is a pretty specialized science,” Dowd-Dever said.

Another big cost is private security for 24-hour protection of the barges where the fireworks are launched and guarding the segregated seating the nights of the fireworks, said Dowd-Dever.

The organizing team of five people is aided on event nights by over 220 volunteers who help keep crowds moving.


Roger Dunkley works at building the bleachers, July 27, 2011, that are being installed in Vancouver's English Bay for the upcoming Celebration of Light fireworks competition. The paid seating should hold 1000 people