If you were to compare our current Pride celebrations to any of the first Pride Parades in the 1970s and 1980s, among several things you might notice the level of corporate support and sponsorship now offered to our Pride societies. However, when Edmonton announced the “TD Canada Trust Edmonton Pride Parade” some people wondered if we are going too far in courting the corporate dollar.
While some praised such sponsorship as progress, others such as Edmonton’s Queer Recruitment Army (QRA) thought this sponsorship deal was objectionable. The QRA sent out a press release regarding their concerns with corporate involvement in Pride. “Organized in protest of this year’s renaming of the Edmonton Pride Parade to the ‘TD Canada Trust Pride Parade and Celebration on the Square’ the Queer Recruitment Army challenges LGBTTIQQ communities to demand liberation and fight appropriation.” Their concerns were that, instead of fighting for equality and celebrating our Pride, these events have become more about selling products to our community.
Yet it is the corporate dollar which allows us to stage modern day Pride - it’s not cheap, there are significant costs involved. For example, Vancouver Pride detailed some of their event costs: Parade = $56,488 (barricades, recycling, sound systems, police, permits); Festival & Events: $37,728 (stage, tents, sound equipment). Admittedly, Edmonton and Calgary are smaller events with budgets of $95,000 and $20,000 respectively, but still, Pride organizations have to find some way to cover those costs.
While Pride organizations rely on individual contributions, government monies (when the federal government isn’t Conservative, that is), and fundraising efforts, a large chunk of costs are paid for by donations of cash or in kind items from corporations. Sam Casselman from Calgary Pride puts corporate sponsorship at 80% of total incoming revenue, while Sandi Stetson of Edmonton Pride puts this amount at 25%.
At this point, it would be fair to point out that Calgary and Edmonton, while similar in population size, obviously have two different sized Prides. It would also be fair to say Edmonton benefits from the whole “Festival City” concept the public, business, and government has embraced. Talking with Sandi from Edmonton Pride, I was given the impression everyone in Edmonton almost falls over themselves to help a festival succeed. Calgary, on the other hand, seems ambivalent. The mainstream media in Calgary has reported on festivals like the Lilac Fest experiencing huge price increases for city services, and the Marda Loop Mardi Gras almost didn’t happen because fewer sponsors came forward this year. Another difference between the two cities: the Edmonton Pride board has been fairly stable over the past few years, growing from 3 board members to 10 along with one full time employee: Sandi Stetson. Calgary Pride on the other hand, has seen some turmoil over the past few years – and with an entirely new board, and a new date for Pride – is in the process of rebuilding.
However, the concern some people have with corporate funding is that you sign a deal with the “devil”. Blair Gallant from the Calgary Fringe Festival told GayCalgary and Edmonton Magazine, when you take the money, you lose a little influence, and may only be able to go in 90% of the direction you wanted because of requests the sponsor makes. Both the Fringe and the Calgary Folk Fest have shied away from companies wanting to be the title sponsor, preferring to deal with a large group of companies giving smaller amounts (and therefore having smaller expectations). As well, working with a group of sponsors has the added benefit where if one sponsor drops out, it’s not a serious blow to the festival’s budget.
For Calgary, sponsors dropping out or reducing donations are a concern this year. “Most places are just flat out no, we’re not doing any sponsoring this year…that’s a huge thing for us this year…people are just not wanting to spend money,” Casselman told us. Even companies which donated in the past are tightening their purse strings – reducing the amount of cash offered to Pride Calgary, or giving “in-kind” (i.e. products but no cash).
Edmonton fared better, with the recession having less of an impact upon them. Only 2 sponsors weren’t able to come back, and one had to reduce their sponsorship amount. As well, they received grant funding both from Heritage Canada and the Alberta Foundation for the Arts, along with funding from the Edmonton Downtown Association (the second year this has happened). “Those two things are indicators of our growth,” said Sandi. “Because of the growth we have experienced, we now are on a level with our festival where we are worth getting some funding to.” Governments are looking at the Edmonton Pride festival as worthy of receiving money because of the growth, because of the success.
As for the dollar value of attracting corporate money, if you’re wondering whether Pride would survive without corporate cash, the answer would be no – at least not in its current form. Pride organizations do have other revenue sources - Pride Calgary has had some grassroots fundraising events – a bottle drive / dance at Moneypennies, a silent auction at the Eagle, among other events. Edmonton gets most of their revenue from grants, liquor sales at events, and ticket sales for their GBLT film fest which occurs during Pride week. However, minus corporate funding, Pride in either city would be seriously downsized.
Pride organizations are also realistic about sponsorship. Sam has heard the comments about TD Canada Trust sponsoring the Edmonton Pride Parade. If a major sponsor came along, “Calgary Pride isn’t really in the position where we can say no we don’t want your money.” In fact, Calgary Pride still has the option to have one main presenting sponsor much like Edmonton. “A lot of big events do that,” Sam added. “That’s the advantage for them (the company) to donate their dollars is to have that advertising…(big companies) aren’t just giving out their money for nothing in return.” The company’s name gets linked with a popular or local event and is seen as supportive of our community.
Stetson from Edmonton Pride agreed. “There are many events out there that have (sponsors which) are title sponsors of the whole event.” She then rattled off several examples, the least of which is renaming sporting facilities for business (Coliseum in Edmonton becomes Rexall Place, the Saddledome becomes Pengrowth Saddledome). If a company wants to help our community, “we want to give recognition and appreciation to people who support us.”
Furthermore, corporate sponsorship of any festival event is hardly novel. As mentioned previously, both the Calgary Folk Festival and Fringe Festival have a roster of companies sponsoring them. In fact, attend any major arts event and in the program, you’ll see the words “this event would not be possible without the contributions of our sponsoring companies.” If you’re thinking, “yeah, but those are arts…it’s not the same sponsoring a community” I give you Africadey! This cultural association/festival has no problem accepting corporate sponsorship.
Additionally, those who think money gives you carte blanche for sponsorship might be surprised to know that companies are vetted first. ”Pride Calgary does reserve the right to refuse sponsorship to any company,” Sam added. They do review the company applying; they need to confirm the donor would be a good match to Pride and does not have any baggage which would reflect poorly on the organization accepting the donation. Sandi said Edmonton Pride has a similar vetting process: “we have heard some comments, and we don’t have to compromise to get these funds…not at all. If we did have to compromise our festival, we would not accept them as a sponsor. Every sponsor is vetted…along with people in the parade and people who have booths.”
As well, a lot of times when a company is a major sponsor of an event like Pride, they will do their homework on the community they are supporting. In Edmonton, TD Canada Trust needed a year to make sure they had buy-in from local branches in Edmonton, AND these branches would be ready to help and address any concerns of the GLBT community. Sandy also made sure TD was in it for the right reasons, that they believe in the community and the company wanted to show this belief publicly. Having a major (and traditionally conservative) business wanting to support the GBLT community IS making some headway, IS making steps towards acceptance and equality.
Sam adds that it may take some companies a while to come around to the realization the GBLT community should be sponsored, but that doesn’t mean they haven’t given soft support in the past (she offered the example of a bank who waived fees for the Pride organization). Also should we be turning down a helping hand just because someone wonders where the hell Corporation X was when they were coming out? If a company is here now and wants to support us, why say no? Sam said the day has come where companies realize our community is composed of “…people just like everyone else…it’s a part of everyone coming around to realize we have as much to offer as the straight people they advertise to.”
I did want to hear their reasons and any thoughts of the Queer Recruitment Army on this issue. Yet when I told Sandi Stetson about the QRA, this was the first she had heard of them. “It would be nice if they would contact us directly with their concerns, or at least send us their press release.” Sandy works year round on the festival, and is happy to deal with people’s concerns; she and the board members are open to discussion – all anyone has to do is email Pride Edmonton or come to a board meeting; which Sandy testifies that the QRA did not do. GayCalgary and Edmonton Magazine did make several attempts to contact them, but at the time of publication, no replies were forthcoming.
The final word on corporate sponsorship is that it has its pros and cons. Yet it is a valued tool as long as it’s managed properly. When our community is now considered something worthy of being sponsored, it is a compliment and a sign of change in our society. Part of the point of Pride festivals is not only to demand more freedom, safety, and equality for our community; it’s also to celebrate the advances we have made. If that means we now have large companies helping us along with the small businesses, this is advancement and change for the better.
