“Brighton is widely recognised as the UK’s best Pride festival” The Independent
THE UK’S BIGGEST PRIDE FESTIVAL
Brighton & Hove Pride SUMMER OF LOVE · 4TH-6TH AUGUST 2017
Pride Festival · Pride Village Party · Pride pleasure gardens Pride Community Parade · Pride COMMUNITY FUNDay · Pride Dog Show
200,000+ parade
participants & spectators
300,000+ attendees
across all pride weekend events
52,000 ticketed park event
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40,500
attendees to other pride ticketed events
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The UK’s Biggest Pride Festival “Historic, inspired and unparalleled. Brighton Pride is one of the best international pride festivals, we love it” Attitude Magazine
1.1million+ 4.8million+ £18million unique website visitors
82,000 facebook likes
website page views
revenue spent in brighton over pride weekend
21,200 twitter followers
Sources : Brighton Pride CIC Survey 2015 / Google Analytics Sept 2016 the uk’s biggest pride festival
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***** Best UK Pride Event – Out & G3 Magazine Awards ***** Best UK Pride Event – Boyz Magazine Scene Awards ***** Best International Festival – Planet London Awards ***** Best Pride Event - National Student Pride Awards ***** Gscene Princess Diana Award – Golden Handbag Awards
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BRIGHTON & HOVE PRIDE weekend
contents
8 12 18 24
Partnering With Pride Pride Community Parade Pride Festival Pride Arts and Film Festival Pride Community Funday Pride Dog Show
26 Pride Village Party 28 Social and Economic Impact 36 Where Does The Money Go? Rainbow Fund Grants Social Impact Fund Grants 38 Marketing, Media & PR
Design and photography: © Chris Jepson, www.ChrisJepson.com Contributors: Bill Bruzas, Pipol Capture, Jim Carey, Tyler Gillett, Paul Grace, Betty Lachgarat, James Ledward, Alejandro Lorenzo, Eddie Mitchell, Mark Nortcliffe, Eric Page, Neil W Shaw, Sophie Tagg, Maurice Tomlinson, Kyabayinze Vincent, Kate Wildblood.
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“One of the best Pride events in the world. Whatever your flavour, you’ll find it in Brighton.” Lonely Planet, March 2015
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BRIGHTON & HOVE PRIDE weekend
A CARNIVAL OF DIVERSITY the uk’s biggest pride festival
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partnering with pride
Brighton Pride CIC relies on sponsorship revenues to help fund our events that fundraise for the Rainbow Fund for whom we have raised over £310,000 in the last four years. The Brighton Pride events offer brands and corporate partners excellent opportunities to support the LGBT community but to also reach and target affluent, engaged consumers in larger numbers than most mainstream festivals like Glastonbury and V Festival and across multiple platforms. We can deliver varied campaigns for brands with different objectives that include sampling, engagement, branding, direct response and even direct sales. We can offer campaigns that can run all year long or pinpoint activity during the Brighton Pride Festival. Our dedicated commercial team will work with prospective partners and their agencies to deliver our wealth of experience of working with everyone from major financial brands like American Express, to travel companies like Virgin Holidays, international brands like aussieBum or local businesses that are part of the Deliveroo network, ensuring the team provide the best possible return on investment for partners of all sizes. Opportunities are available at all investment levels from headline sponsor to bronze level partner and we can offer set packages or create bespoke offers. To discuss 2017 opportunities please contact our Head of Commercial Partnerships, Mike Buckley on 07956 130 171 or mike@brighton-pride.org
“Our involvement in Brighton Pride was something that was very important to me to do and to get right, both professionally and personally. I firmly believed it was the right thing for the business to do and I, especially, wanted to support Brighton Pride as I understood how well it was perceived by the LGBT and local community having been so many times before. So I guess it was a bit of a leap of faith. But you and the team have been incredibly supportive with good advice and suggestions, and as a result, this was a fantastic thing for us to have done. We have had unparalleled feedback, engagement and coverage.” Mark Wileman Head of Marketing, Hertz UK Ltd
“Brighton Pride was a day to remember. We were overwhelmed by the hundreds of thousands of people that turned out to watch the parade and the joyous almost carnival-like atmosphere that engulfed the town. The team that took part are still talking about in the office, and we’ll be back in future to support our LGBT people and underpin our proud, public commitment to equality in travel.” Mark Anderson, Managing Director, Virgin Holidays
“OneFamily had a fun and memorable day at this year’s Pride, shared with families from Brighton and beyond. I was very proud to see the crowds of spectators reacting so positively to us, enjoying our music and dancing along with my colleagues as our float went by.” Simon Markey, Chief Executive, OneFamily
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BRIGHTON & HOVE PRIDE weekend
pride partners for 2016
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“We’re big supporters of Pride in our City. It brings so much energy and vibrancy to the city, and always attracts a great crowd. Not only are we happy to assist with transport provisions but we’re delighted to join in with the celebrations and that our Pride Bus can help promote such a fantastic festival”. Martin Harris, Managing Director, Brighton & Hove Buses.
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“Brighton is widely recognised as the UK’s best Pride festival” The Independent –10–
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bringing communities together the uk’s biggest pride festival
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“The Mariah Carey of Prides ” QX magazine
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pride community parade the uk’s biggest pride festival
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The annual Pride Community Parade is the biggest and most exciting visual event in Brighton & Hove’s calendar bringing the whole community out on to the city’s streets as over 200,000 people participate and watch the spellbinding spectacular of our our hugely successful “Carnival Of Diversity”. Participants have included Brighton Pride’s partners and sponsors, local community groups, representatives from political parties and faith groups, the NHS, Brighton Housing Trust, Sussex Police, Sussex Fire services, the Girl Guides, Scouts, trade unions, along side major corporate brands showing their support for diversity, and a sensational selection of performers, musicians and artists including costumier extraordinaire Mandinga Arts, Brighton community choirs, Marta Scott Dance Company, Raw Samba and Samba Pelo Mar. An event like no other in the UK, flamboyant, vibrant and colourful, the Pride Community Parade fills the streets of Brighton and Hove with spectacular show stopping sights as music, floats, bands, costumes and dancing combine to create a truly unique Pride experience. Join Brighton Pride on Saturday 5th August 2017 to declare unity with each other, our fabulous city and the global LGBT+ community as we come together for a Summof Of Love in a truly inspiring Carnival of Diversity.
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73% of visitors are more likely to make purchases from brands that actively sponsor Brighton Pride Data collected from over 5,000 respondents to the Pride annual survey
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“Historic, inspired and unparalleled. Brighton Pride is one of the best international pride festivals, we love it” Attitude Magazine
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BRIGHTON & HOVE PRIDE weekend
pride festival the uk’s biggest pride festival
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PRIDE FESTIVAL The Brighton Pride Festival in Preston Park is a glittering and truly inclusive community celebration that delivers an unforgettable day of Pride. A unique community fundraising event, the Brighton Pride Festival has enjoyed amazing performances from international stars including Sister Sledge, Carly Rae Jepsen, Fatboy Slim, Katy B, Ruby Rose, The Human League, Fleur East, Alesha Dixon, Ella Henderson, Boy George, Alison Moyet, Paloma Faith, Blue, Tulisa and Ms Dynamite amongst others. Described by The Guardian as “the country’s most popular LGBT event,” the Brighton Pride Festival is a vibrant celebration of all that is wonderful about Brighton & Hove’s diverse community, with visitors from across the globe enjoying its spectacular celebrations. A unique Pride event bringing together the very best of Britain’s favourite seaside city, the Brighton Pride Festival revels in our diversity as dance tents, amazing live music and community areas combine to create a festival we can all be proud of. Brighton Pride Festival has proved itself to be the UK’s biggest, boldest and best Pride event with community fundraising at it’s heart.
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BRIGHTON & HOVE PRIDE weekend
“OneFamily had a fun and memorable day at this year’s Pride, shared with families from Brighton and beyond. I was very proud to see the crowds of spectators reacting so positively to us, enjoying our music and dancing along with my colleagues as our float went by.” Simon Markey, Chief Executive, OneFamily
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“One of the best Pride events in the world. Whatever your flavour, you’ll find it in Brighton.” Lonely Planet, March 2015
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2016 saw the continuation of our critically acclaimed Pride Arts & Film Festival. As well as the Uniting Nations exhibition at the Jubilee library to support our campaign theme, we also worked with partner venues to host creative, exciting and innovative events across the city.
arts&film festival
Over the past four years the BPAFF has brought together the very best of the city’s LGBT creative community and international stars. Artists, performers, exhibitions and events taking part in the BPAFF have included the Keith Haring Foundation in New York, Orange Is The New Black, Panti Bliss’s High Heels In Low Places, Boy George, Pink Fringe at The Marlborough Theatre, Duke Of York’s Picturehouse, Dukes at Komedia, the Pride Gay Icons, Freedom To Live and Uniting Nations exhibitions at Jubilee Library, Duckie, Created to inspire and engage, the Brighton Pride Arts & Film Festival continues to deliver an exciting programme from across the world of fine art, photography, literature, social history, theatre, comedy, performance, dance, live music and film. A celebration of the creative diversity of our city, the Brighton Pride Arts & Film Festival has become a vital event in Brighton & Hove’s cultural calendar.
PRIDE
DOG SHOW
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In association with our friends at Coastway Veterinary Group, the Pride Dog Show returns for a delightful day celebrating our fabulous four-legged furry friends. Come wag a tail with us as one of Pride’s most accessible events sees pooches and friends come together for a fabulous family day out guaranteed to get those tails wagging. The Pride Dog Show will feature awards for numerous categories, with industry professionals overseeing and judging all entries, ensuring every star pooch gets the recognition their proud paws deserve. Add retail stalls, a glamorous catwalk doggy fashion show, bar and refreshments and you have a pooch day to remember at Pride Dog Show’s new home in Preston Park.
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pride community funday and rainbow run The Pride Funday is a family and community event held the weekend before the main Pride Festival. Located in Preston Park, the day is packed with sporting and family fun, community and market stalls. A huge part of the Pride Funday is the annual Rainbow Run – basically the most fun you can have while doing a 5k run or walk. With an ever popular Disco theme, we want you to come along and have the time of your life with your friends and family, everyone is welcome no matter your age or fitness levels. It takes place on the Preston Park Park run circuit which is basically flat aside from a small slope at one end, but just remember what goes up, must come down!
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The Pride Village Party in Brighton’s famous Kemptown is a two-day festive fairground of fabulousness at the heart of the city, filled with partying of the Pride kind. The 2016 Pride Village Party once again saw the city’s iconic seafront closed to traffic as thousands of Pridegoers came together for a unforgettable weekend of fundraising celebrations. With the backing of local LGBT businesses and their supporters, organisations and Brighton & Hove City services, the Pride Village Party
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is Brighton rocking at it’s very finest placing community fundraising at its heart and establishing itself as a muchloved and unique addition to the city’s Pride celebrations. Entertainment zones, bars and venues, live performances and cabaret and a Miami Beach Party made for a weekend that delivered non-stop sunshine as DJs, drag artists, singers, performers, musicians and party-goers combined to mark a truly magnificent event with a fundraising purpose for Pride.
BRIGHTON & HOVE PRIDE weekend
pride village party
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Pride provides a citywide cohesion and focus for the wider community with its positive influence lasting long thought out the year which cannot be underestimated.
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SOCIAL, ECONOMIC & CULTURAL IMPACT the uk’s biggest pride festival
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SOCIAL IMPACT - SOCIAL COHESION The very nature of Pride being an immersive and inclusive festival and celebration builds lasting community capital that is difficult to measure but easy to see. What is easy to measure is the money that is generated by Pride, not only from ticket sales for the festival in the Park but also across the city. Pride is the largest single event in the City with benefits not only for community groups and charities but also the wider city services, tourism and commercial venues’ profits. Pride is not just a weekend of parades and parties for the majority of the city’s population, it’s the time when family, friends, neighbours and the city itself recognises them, their relationships and the vibrant breadth of culture and community that the wider LGBT community brings to the quality of life in the city. Pride is a city-wide celebration of the unque diversity of city. Pride provides a citywide cohesion and focus for the wider community with its positive influence lasting throughout the year which cannot be underestimated. In simple terms it makes you feel part of it and this increases self-confidence, happiness and wellbeing . Pride empowers communities, enlightens, educates and embraces an equal and diverse society for all.
Supporting global LGBT+ communities As the UK’s biggest Pride festivals, Brighton Pride leads the way in campaigning for the rights of our global LGBT+ community. Campaigning to highlight global LGBT+ equality issues and community fundraising is at the cornerstone of everything Pride represents. As Brighton Pride continues to shine as the UK’s biggest and boldest Pride event, the festival strives to put the global LGBT community at the centre of everything Brighton Pride does. By highlighting the lives of LGBT+ communities across the globe Brighton Pride asks us to look beyond our own backyard and engage with those LGBT+ people living in countries that criminalise or persecute or disregard basic human rights purely because of their gender or sexuality.
Pride is about every aspect of our diverse community, respecting each and every participant, worker and service provider who make our Pride celebrations and events so special. Respecting those who help us deliver a safe and amazing Pride festival of events. 2015 saw the launch of the Brighton & Hove Pride Respect Campaign. Working in conjunction with the Brighton & Hove LGBT Community Safety Forum, the Pride Respect Campaign will celebrate the service providers in our city, ensuring not only a warm welcome but also a respectful appreciation of the work they do to make our Pride events possible.
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“Pride promotes tolerance, acceptance and respect for of all our diverse communities. We really hope that everyone can engage this positive campaign thats promote our citywide respect campaign. This should include respect for the residents of Preston Park and St James’s street area who’s lives are disrupted by the Pride celebrations on their doorstep as well as your fellow Pride goer. We don’t believe harassment or inappropriate behaviour to fellow Pride goers or service providers should not be tolerated and we support the Police in taking appropriate action. We really want locals and visitors to the City to have an amazing Pride weekend and encourage people to please drink responsibly and to help make Brighton and Hove Pride the UK’s proudest Pride celebrations” The Respect campaign highlights Brighton Pride’s commitment to a event free from bullying, sexual harassment or body shaming. An event where all are welcome and free to be who they are. A Pride based on respect for all.
BRIGHTON & HOVE PRIDE weekend
LGBT+ Accessibility Matters At Pride Pride works with the Brighton & Hove LGBT Community Safety Forum to provide unparalleled Access facilities and services for the deaf, disabled, elderly and those with mobility issues throughout the Pride Festival, on the Community Parade and at Preston Park. We strive to ensure the deaf, disabled, elderly and those with mobility issues have a safe space at the head of the Pride Community Parade. Brighton Pride are aware that many deaf, disabled and older Pride goers will need to march in a space where access stewards are available to prevent them from being crowded out or bumped into, enabling them to feel confident and therefore proud. The Access Tent at the Pride Festival is a welcome meeting point which also serves as a safe space and place to report any incidents. It is a key information point for Pride, with a sign language interpreter present at all times, accessible portaloos within its grounds and a High Dependency Unit (HDU) with hydraulic lift, changing bed, full-length mirror and basin with running water. community village The Pride Community Village is always at the heart of our Pride celebrations in Preston Park with local and national charities and organisations playing an important role in the day. The Pride Community Village is key to the all our celebrations, reminding us of the true nature of Pride as it enables the community to connect, engage and support LGBT+ organisations and charities. A reflection of the true diversity of our lives, the Pride Community Village encompasses everything wonderful, creative and supportive about LGBT+ life in the UK and beyond. Our community at the very heart of our Pride. Just as it should be.
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“Following the success of last year’s Pride, Gatwick Airport was once again pleased to be partnering with Brighton Pride in 2016 for what was another wonderful celebration. Gatwick enjoys close links with the Brighton community and has been a strong supporter of Brighton Pride.
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With Gatwick just 30 minutes away by rail, we look forward to welcoming many of the international visitors who will once again be flying in to Gatwick from the more than 220 destinations Gatwick serves and continuing our ongoing association.”
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PRIDE SURVEY REVEALS HUGE FINANCIAL BENEFITS TO THE CITY For the past 2 years, immediately after Brighton Pride we conducted an online public survey with over 5,000 people participating. The results suggest: * 60% of visitors to Pride come from outside the city with the majority arriving by train * 94% felt the Festival was safer and 82% felt the Village Party was safer since they were ticketed. * more than one third of the visitors to Pride chose to stay in hotel or B&B accommodation * 65% of respondents said they visited restaurants in Brighton, while 40% went shopping during their stay and a large amount said they visited attractions such as the Brighton Pier, Brighton Wheel and Royal Pavilion.
73% of visitors are more likely to make purchases from brands that actively sponsor Brighton Pride Data collected from over 5,000 respondents to the Pride annual survey
Based on the average spend of our respondents, we conservatively estimate at least £18m of revenue was generated across the city during the Pride weekend by those purchasing tickets for a Pride event. This does not take into account those visitors that came to the city just to watch the free Parade and then went off to eat or shop. This survey is not comprehensive but provides an excellent snapshot. Over the next year Pride will be developing improved feedback and statistics for all our events and the impact of Pride on the city.
* 74% preferred the new Parade route with 91% feeling there was a good mix between community and commercial entries
90% of visitors are more likely to visit venues that contribute to the LGBT community Data collected from over 5,000 respondents to the Pride annual survey
* At the Pride Festival Community Fundraiser on Preston Park, the most popular area was the Main Stage followed closely by the Dance and Cabaret Tents
“Widely acknowledged as the country’s most popular Pride event” The Guardian
* more than 90% felt there was a good diversity of entertainment on offer with 88% feeling it was good value for money.
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ECONOMIC IMPACT
NATIONAL AND INTERNATIONAL TOURISM
Brighton Pride is singularly the most popular visitor attraction in the City’s event calendar and widely recognised as the UK’s most popular Pride event.
Brighton Pride is recognised as an iconic event attracting both national and international visitors to the city.
Attracting almost 2% of Brighton’s annual visitors in just 1 day, with in excess of an estimated £18 million spend over the Pride Festival weekend.2 Annual Pride events have been the highlight of summer in Brighton & Hove since 1991. As a coastal City and popular seaside resort Brighton boasts a population in excess of 1.2 million (68% ABC1 social demographic)1 with an Affluent Families Catchment of 11.2% and the number of suburban homeowners at 21.2% exceeding the national average by 7.2%.
Visitors to the event (Data collected from 2015 online ticket sales)
2015 Ticket sales
The Pride weekend is the most popular single visitor attraction in the City’s event calendar2 with statistics from Tourism South East’s Economic Impact of Tourism Study showing that the city’s tourism industry had continued to prosper despite bad weather and a sluggish national economy. Figures from the Office for National Statistics put Brighton as the 8th most visited City for city breaks. ONS statistics also showed the city as the country’s most popular seaside destination for overseas visitors. In the UK Treasury actuaries identify that 3.7 million people in Britain are lesbian, gay or bisexual. Businesses that get their marketing and communications strategy right can win the loyalty of lesbian, gay and bisexual consumers.3 1 Source CBRE Retail Consultancy Report. 2 Source Tourism South East Economic Impact of Tourism, Brighton & Hove 3 Source Stonewall Guide To Marketing Gay Consumers
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where does the ticket money go? Brighton Pride is a not-for-profit community interest company (CIC), so all ticket revenue raised goes directly to the operational and running costs of producing the Pride Festival, LGBT Community Parade, Pride Village Party and community fundraising. Our sole aim is to provide benefit to the community or to trade with a “social purpose,” rather than to make a private profit, and we work hard to ensure not only are fundraising targets reached but that Pride delivers value for money. With a budget of over £1.6 million, ticket revenue helps pay for vital infrastructure and services across Preston Park to ensure a safe and enjoyable day for all, from entertainment and wellbeing to security and production. For example, in 2016 Pride spent over £40,000 on power, £60,000 on sound and lighting, £33,477 on crew costs, £28,685
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on toilets and £18,000 on waste management, £56,400 police, £33,000 on St John’s Ambulance and £202,144 on security and stewarding across our Pride events and parade, and that’s just a fraction of the overall costs of staging a world class Pride event. Brighton Pride is recognised as one of the very best in the UK, but in today’s economic climate it isn’t a cheap proposition to produce such a large scale event. Regular festival goers will recognise that most commercial festival tickets carry a much higher price. Pride has similar production costs to other commercial events but with anticipated increases in cleaning, security and policing costs over the next few years we face significant challenges. We aim to deliver an accessible community event that is award-winning, critically acclaimed and value for money, as well as fundraising and creating a sustainable future. Thank you for supprting Pride and helping us make it so.
BRIGHTON & HOVE PRIDE weekend
pride with purpose Pride has it’s routes in the community and in the last four years has raised over £310.000 for local good causes.
health issues; GEMS and Older & Out both organisations who are providing essential social networking and support FOR EVERYONE AFFECTED BY HIV
Groups benefitting include Allsorts Youth Project who provide vital support for young people; MindOut who deliver pioneering work for people with mental
opportunities for older people and the LGBT Community Safety Forum who facilitate delivery for the Accessibility Matters project making Pride more
The Rainbow Fund is a not-for-profit Community Interest Company with a remit to receive donations, and to use them to give grants to LGBT and HIV groups and organisations in Brighton and Hove. We have no premises, or paid workers, so all donations can go to the good causes. We also don’t fundraise ourselves.
PRIDE social impact fund
Pride brings in over £18 million to the city’s economy over the Pride weekend. In 2015 we set up a Social Impact Fund to help raise money towards community projects in areas of the City most impacted by the Price celebrations. Pride hope more local businesses will get involved and support this fundraising effort especially the businesses who benefit from the extra business over Pride. There are lots of ways businesses can get involved, big and small, this may be as easy as taking a collection
tin or helping with the fundraising effort. There are many scene venues and businesses who support the community all year round with fundraising activities, but it would be lovely to see more businesses help with Pride’s community fundraising effort. Brighton Pride director explains; “It’s always lovely to see all the businesses flying the rainbow flag over the Pride weekend and all the extra businesses thats brought into the City. Pride is committed
Marta Scott Dance Company to help disadvantaged or abused women take part in classes with the aim of performing in the Brighton Pride parade Friends of Preston Park for a new piece of equipment in the park’s playground Friends of Preston Park for an Easter egg quiz and hunt Radio Reverb for Brighton’s community radio to create a listen again facility
accessible and safer for disabled, blind, deaf and older people. In addition to Pride’s continued commitment to our fundraising for the Rainbow Fund, in 2015 we also established a Social Impact Fund from Pride’s additional activities. Pride will continue to work with community organisations to develop projects and idea’s that could be of social benefit to the wider community.
For fundraisers, whether it be local businesses and venues, or individuals, or local fundraising groups, we are a trusted and transparent way of making sure that that the funds they work so hard to raise go where they are needed, without having to make difficult choices between competing requests for support from local organisations.
to our ongoing fundraising for the Rainbow fund but we intend to set up a new fund that could benefit all our communities in the area’s most affected by the social impact of the Pride weekend celebrations. Our priority remains to deliver a safe and sustainable Pride weekend but we are asking for the continued support of local venues, businesses and hotels to help us raise extra funds towards a new social impact fund that could benefit wider community projects”
St James’s Street Community Action Group for a planter in Marlborough Place St James’s Street Community Action Group towards the cost of security lighting in Dorset Gardens to deter drug dealers Little Green Pig a creative writing educational charity towards helping 9 to 11-year-olds create a film on homeless people in the city Manor in East Brighton to subsidise Boccia Group aimed at over 50s
St James’s Street Community Action Group to replace three Elm trees in St James’s Street
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marketing, media & pr Media & PR Campaign Print Magazine adverts: Attitude magazine Absolute magazine Argus newspaper BN1 magazine Boyz magazine Brighton & Hove Independent Diva magazine Gay Times (GT) magazine Männer magazine (Germany) Midlands Zone Magazine QX magazine Spartacus Traveller (Europe) Sussex Life What’s On magazine
Editorial coverage was received from all the above publications and many more across the globe besides. We were even selected by US magazine Wire, the best lifestyle magazine for the gay community in South Florida, to feature amongst the world’s best international ‘must-do’ Prides.
Newsletter Brighton Pride publishes a regular digital newsletter to keep interested parties informed and excited. With mailing lists of participants, supporters, businesses, media and VIPs, we can reach over 35,000 at the click of a button.
Radio Coverage Heart FM, Juice FM, Gaydio, Radio Reverb, BBC Radio Sussex.
Online, Social Media & Web Our social media plan is devised to match and support the main PR rollout with regular news items posted to our website and Facebook community page and snippets tweeted.
TV Coverage Interviews and features on BBC, ITV, Latest TV and many more across the globe.
“One of the best Pride events in the world. Whatever your flavour, you’ll find it in Brighton” Lonely Planet, March 2015
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“It’s no secret that Brighton is the best Pride event in Britain” WINQ Magazine, June 2015
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Brighton-Pride.org
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BRIGHTON & HOVE PRIDE weekend