Chipping to the money beat

Blue Waters general manager, sales and marketing, Pradeep Subrian said the company was not looking at cutting back this year.

“Blue Waters is still an integral part of all events, from mas bands, parties, to all-inclusive fetes, and Kiddies Carnival,” he said, adding, “ No cuts at all in the budget was taken, and a conscious decision was even taken for Blue Waters to continue to support the art-form, in addition to sporting activities and other events.”

Subrian explained that sponsorship of public events played a key role in the company’s strategic plans for product exposure, so that funds spent on sponsoring events were actually an investment by the company into their market longevity.

“There will be no cut backs, culture is important,” noted Subrian who added, “We spend a lot of money in terms of marketing and distribution.”

When asked how much of its budget was spent on sponsoring Carnival-related activities, Subrian could only say, “it is proportionate to our budget,” and added, “it is a considerable amount.”

However he explained that the company, which has been in existence for approximately nine years, often used Carnival events to not only sell but market their bottled water products.

At “Sober Zones” fetes where alcohol is served, “people who don’t drink alcohol will pick up a bottle (of water).

While Subrian said that Blue Waters would not be deterred from supporting local culture,

“ Business has also not slowed down for us, there are so much opportunities for us to build on the health and wellness platform and we have a positive outlook for our business in years to come.”

Subrian said, “Bottled water is still supposed to be the most affordable beverage, so when everything else is going up, we will still be the healthiest and best choice.”

At the Telecommunications Services of TT’s (TSTT) 2009 Carnival media briefing at Brian Lara’s residence, Lady Chancellor Hill, Anthony Joseph, executive vice-president, mobile services, said the company was dialing hard on sponsorship.

“TSTT is injecting over $TT 10 million to give its support to all of Carnival’s signature events including, Panaroma, Dimanche Gras, bmobile Soca Monarch and Chutney Soca Monarch competitions,” he said and also singled out calypso tents, its support of the “Soca in the B Square” free lunch-time concerts and over 40 other commercial and philanthropic events.

Joseph said this figure was similar to the investments made last year. “ We felt it important to do what we can to help all stakeholders maintain high standards for Carnival activities.’

“ Amidst the global economic slowdown, TSTT’s experience thus far with the various promoters and stakeholders we work with is that preparations are continuing apace at these events to welcome the thousands of people who come from miles around and have an almost religious devotion to partying,” he told his audience.

While Joseph acknowledged that it would be un-wise to ignore the forecast for a slowing of economic activity and consumer sending, he said “ we seem to know intuitively that when it comes to Carnival and playing mas people will make the sacrifice.”

For 2009, the Junior Calypso Monarch competition will also be getting a “bligh,” with over $130,000 going towards the competition : $47,000 will go toward cash prizes while $83,000 will be invested in Units with the Unit Trust Corporation (UTC).

Speaking at the launch, president of the Trinbago Unified Calypsonian Organisation (TUCO) Eric Taylor, also known as the Pink Panther in Carnival circuits, admitted that past prizes for the competition had been minimal.

Culture Minister, Marlene Mc Donald also assured that there would be no cuts for Carnival 2009.

At last week’s post-Cabinet press conference at the Prime Minister’s office, St Clair, she said money has already been allocated to interest groups.

“It was said to the interest groups that there would be no scaling back, money has already been allocated,” she said. “By and large, the status quo remains.”

On the other hand, the Culture Minister said that there would be some cutbacks regarding individual requests for sponsoring to hosting Carnival functions or other events.

Fifty three Carnival committees also received approximately $4.5 million in financial assistance from the Community Development, Culture Ministry to stage the costs of Carnival-related activities for several communities this year. The Culture Minister said that there were no cuts in the amount distributed this Carnival season compared to last year’s figures, with the exception of the Prices Town Carnival Committee.

Pan Trinbago, National Carnival Bandleaders Association and the Trinidad Unified Calypsonian Organisation has received $120 million for Carnival 2009, representing an increase of $33 million from last year’s $87 million allocation.

However, while $4 million was allocated to the Chutney Soca Monarch Competition 2009, the sponsors for the programme, NLCB, Southex Trade Shows & Promotions CEO George Singh , announced that the prize money for the overall winner would be less this year.

Former chutney monarch Rikki Jai said he was disappointed with the sponsorship. For 2009, the winner will walk away with $200,000, compared to $400,000 last year (inclusive of $200,000 cash and a vehicle worth approximately $200,000.)

Jai put forward the argument that performers needed attractive incentives to put their best foot forward while performing for the Carnival season.

While mobile company Digicel has remained mum on the issue of sponsoring Carnival programmes this year, Digicel’s TT CEO, Niall Dorian has said that the company has a responsibility to market its services and maintain corporate social responsibility initiatives in the communities it operate in.

Digicel is currently reassessing its organisational structure in the context of a challenging economic environment and has presented its staff in the Caribbean with a Voluntary Separation Package (VSP) option. It is expecting ten percent of its staff to accept the package.

Digicel has been supporting local culture through reality television series, Digicel Rising Stars and has also provided sponsorship for sporting activities such as the Special TT Olympic athletes over the past two years.

Soca superstar Destra Garcia is used by the company to boost its marketing thrust and that has not changed this year. Digicel said it remains committed to its contract with the West Indian Cricket Board (WICB).