My City Press Online article

National arts festival ends on a high note

Jul 14 2009 04:40:52:470PM
By Nungo Ravele

There seems to be no dethroning the Grahamstown national arts festival from its 35-year reign. This is all thanks to the festival getting a new skin and making its way to new markets.

There seems to be no dethroning the Grahamstown national arts festival from its 35-year reign. The amazing vibrant energy, the extra exposure to younger audiences and a new “skin” ensured that this year’s festival – which ended this weekend – was a huge improvement on last year’s.

Tony Lankester, chief executive of the National Arts Festival, says the improvement was thanks to the festival getting a new skin and making its way to new markets.

The link that the festival made with Facebook and Twitter allowed young people to be lured to the arts with free tickets and online competitions.

Locals, Eastern Cape radio stations and newspapers also helped spread the word. Careful consideration was taken so that the usual festivalgoers were not alienated but space was given to younger blood.

Ticket sales were a great surprise considering the current economic situation. The festival had a solid 13.21% increase in overall attendance this year and audiences had a huge variety of shows, exhibitions and music to feast on.

The Village Green, which used to be in the centre of Grahamstown, was moved up to Rhodes University campus. The move was made to accommodate more traders and to make way for a major World Craft Arts Market.

This ensured the crafts were given a greater platform and international exposure. Even though the festival’s main audiences are based in the Eastern Cape, it receives huge support from international embassies such as those of Belgium, France, Spain, Holland and the US.

So how will organisers deal with next year’s festival clash with the Fifa World Cup?

Lankester says, “The world is at our doorstep. Lets not run away from the opportunity.” That is one of the reasons why the festival will be extended to 15 days (June 20 – July 4) and they plan to market it far better than they did this year, taking into consideration that they will be competing against Fifa advertising.

Besides improving on marketing strategies, the National Arts Festival is planning to provide shuttles and tour buses from Port Elizabeth to Grahamstown, and rearranging the programme so that all major shows are during the day. Equipment upgrades and a more professional look is what will attract the international crowds, and of course the essence of South African art, all in one town.