AN OVERVIEW Event History and Growth Stanford Earth Hour Jazz Festival is now in its third year and boasts a rapid
growth rate due to keen public support. The festival was first suggested by a group of children in 2008, taking part in the WWF (World Wildlife Foundation) Eco Schools educational curriculum implemented by Overstrand Conservation Foundation, who suggested a picnic on the historical Village Green of Stanford for Earth Hour. Based on word of mouth alone, more than 150 people arrived to take part and enjoyed a safe and sociable evening together, plunging into the galaxies when the local stone church bells rang across the valley marking the big moment of Earth Hour. The press allowed for good local post event marketing and plans started for the following year.
TARGET MARKET AA income conscious consumer and jazz lover
Due to the Cape Town International Jazz Festival taking place during the same week with over 40 000 AA income Jazz lovers flying into the Western Cape, it was decided to add a mini New Orleans styled Jazz Festival which is perfectly suited to this historical and quaint, everything in walking distance Village on the banks of the Huckleberry styledÂ Kleinrivier. The event further appeals to people in support of environmental bodies, families and parents who take part in the picnic and star gazing leg and collectively, the growing AA income conscious consumer in South Africa.Â The event aimed to provide the guests and locals with an exclusive jazz experience within all of the nine participating restaurants all hosting different jazz and blues artists which seat forty to fifty on average. Musicians were sourced both locally, from Cape Town as well as from the UCT school of jazz including students stemming from the Hawston Jazz outreach programme.
THE GOAL The event was planned in aid of and in the promotion of both Earth Hour, environmental awareness and WWF (the World Wildlife Foundation) Eco Schools project. It was further committed towards the goal of social upliftment and provision of role models to local children as well as a Jazz outreach programme for the Overstrand. An urgent need for the area which has been repeatedly identified via organisations such as Hermanus Child Welfare and spatial development reports.
OFFICIAL ENDORSERS The head tourism body of the Overstrand, the DMO, the Overstrand and Stanford Municipal offices and both the Overstrand Conservation and Stanford Conservation bodies lent their support along with the local tourism offices and WWF South Africa. The local radio station, Whale Coast FM, Whale Talk magazine and media 24 owned Hermanus Times all provided promotional support. That the event drew well over a thousand people off a R4000,00 promotional budget donated by the DMO, stands as testimony to its resounding success. It passed all expectations through word of mouth and social media marketing in drawing visitors from outside of the region,Â some even from as far as Pretoria and is considered an event with immense future potential.
Â THE 2010 EVENT SCHEDULE The high street was closed to traffic and filled with a Mardigra type fresh country market, showcasing local award winning cheeses and other local produce with live music. Visitors were encouraged to bring baskets, to fillÂ these up in the Market and then make their way to the bordering Village Green for the picnic and await the church bells of the Overstrand ringing across the valley, again marking the moment of Earth Hour when the whole village plunged into the country galaxies. It is without doubt a dramatic and well remembered moment looking up into the country night sky and joining with over a billion people across the world in the biggest civil society movement the world has ever known.
Jazz then started up in each of the different venues along the High Street and patrons meandered between performances which culminated in the free jazz jam session in the early hours of the morning. People danced on tables, walls and gardens and enjoyed a wonderful and intimate ethos with the performers. It was considered a great success with very positive feed/back with letters and messages flooding in from all quarters, some from as far as Pretoria. Post event promotion took place via Whale Coast FM, Whale Talk Magazine, Arabella, Media 24 Hermanus Times and extensive social media marketing. The social media marketing has continued through out the year.
THE 2011 EVENT SATURDAY THE 26TH OF MARCH 2011
Â We are very excited with the impeding growth of the 2011 Stanford Earth Hour Jazz Fest with national stars and larger and more facilities being made available. We are expecting well over 4000 visitors this year and immense coverage via sabc prime time broadcasting as well as the making of a documentary to be sold to foreign broadcasters. Â The event further aims to make use of the massive online presence afforded via WWF International (the World Wildlife Foundation's) massive YouTube and online presence and to provide as much promotion to the artists and brands involved in keeping with the events goal of promoting South African music in every way.
This year, international jazz performer Nomfusi
will be visiting local
schools around the Overstrand as well as the Hawston Jazz outreach programme, giving motivational performances to the local youth. She will be joined by Steve Newman and UCT jazz artist, Chad Zerf as well as the SABC film crew. A full day of filming has been set aside by the SABC for this to be included in the 45 minute long documentary on Numfusi. A stage will grace the Village Green of Stanford Country Village. The green will be surrounded by vendors and stall holders providing an opportunity towards income for all members of the community and NGO’s as well as the promotion of all local produce such as the award winning wines, cheeses, flowers and other from the region.