Home - The Star
December 7, 2012
Star Entertainment


Brand managers crave more time at parties ... say 2 a.m. cut-off point is bad for business

DJ Damion (left) and DJ Barge, the Uncontainable DJs on the turntables at Container Satdaze. The event is sponsored by Magnum Tonic Wine.- File

At least two corporate brand managers have expressed that the noise abatement act, which enforces a 2 a.m. lock off time for events, reduces the capacity for brands to properly capitalise on their marketing strategies.

According to the managers, products are shelved and the mileage of advertising is limited.

The WEEKEND STAR spoke with Ibrahim Konteh, brand manager for Campari and Skyy Vodka, and according to him, until adjustments are made to the act, promoters will have to challenge patrons to turn out for events early.

"It is very hard to measure the loss, but it does hurt the brand and the event. Even though patrons know that the event ends 2 a.m, they still turn out at 1:30 a.m., because it's what they are accustomed to. From my end, after you have invested money and product into an event and it ends prematurely, that is not good for the product. But it is up to the promoter to inform the patrons to come out early," he continued.

difficult to change

"Some promoters are already trying to do so. For example, Container Satdaze which Campari is a part of and Ya Suh Nice Thursdays. Until the legislation has been modified or changed, it is up to the promoter to communicate to the patrons to ensure that they come out early," Konteh said.

Brand manager for Magnum tonic wine, Chrishna Benson, believes it's difficult to change a culture, and hopes for an alternative lock-off time for local events.

"It's a loss of value in the sense that financial resources are used in advertising and fewer products are consumed. When products are barely consumed we don't really benefit, but we have to abide by the law," he said.

Benson also agreed with Konteh, stating that communication between promoters and patrons must be improved.

"We have to improve communication and get permits sorted out on time and accurately. Events must be promoted in such a way that patrons will turn out earlier, because patrons are used to going to events late; it is a part of their culture. But if we push for earlier, turnout times, we should see improvements," Benson said.

He also expressed that an extension of the turn-off time to 3 a.m. or 4 a.m. would not hurt.

"We hope for an extension of the party time until 3 a.m. or 4 a.m. That would definitely help because we are losing out on advertising and consumption. Otherwise, we will have to struggle to remove the party culture which is to arrive late," Crishna Benson said.

In a recent interview with The Gleaner, junior minister in entertainment, Damion Crawford, said government was not in a rush to designate areas regarded as entertainment zones.

"Many of these events, they depend on the residents, and so the same problem we are trying to solve is the market for many. Removing the product from the market is within market theory ... . There are some communities that depend on these events and, therefore, having a zone which moves them from these communities is counterproductive to the multiplier effect that entertainment currently holds, counterproductive," Crawford said.

Magnum Tonic Wine is currently executing its all-island Magnum Island Invasion which will conclude on December 22, and making preparations for Magnum Galiday Bounce to be hosted at Windalco Sports Complex in St Catherine on December 30.

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