AnnualAnnual ReviewReview 20162016 Thank yo www.capetowncarnival.comu! Letter from Chairperson of Cape Town Carnival Trust It’s in their smiles, in the in their eyes taking lightness of their steps, in leadership roles and Contents inspiring others. the beauty of their dance, I see parents setting the WOW of the floats, the great examples. Letter from Chairperson rainbow colours of their I see entrepreneurs of Cape Town Carnival Trust 1 costumes, the rhythm of awakening and artists Introduction 2 the music, and the beats excel. I see established businesses lend a hand and government contributing, Overview and Objectives 4 of our hearts ... it’s the too. I see social cohesion growing. Values and Positioning 6 Cape Town Carnival! A huge thank you to Jay Douwes and her team for their tireless work to Social Cohesion 8 #Streetlife – Cape Town Carnival 2016: deliver on our dreams year after year, to Participation and Performance 10 what a spectacular showcase for our the communities who enthusiastically “South Africanness”, our warmth, our Social Return on Investment 12 work, laugh and pray to give life to Cape talent, our beauty in diversity, taking Town Carnival. We appreciate the vital Job Creation 14 the everyday scenes on our streets support of our sponsors and are excited Direct Work Opportunities 16 and turning them into larger-than-life to continue partnering with you for reflections of our lives. maximum positive social impact. Thank Skills Development 18 Every year I am struck by what an you greatly to the trustees for their Skills Development enormous collaboration of people with strategic guidance, governance and Opportunities Identified 22 generous hearts and open minds this is; unwavering support. each contributing in his or her own way. We will be delighted to see you at the Local Economic Development 24 Interacting with the vast array of Cape Town Carnival 2017. National and International Tourism 26 people that are the Cape Town Carnival, – Prof Rachel Jafta I am inspired and hopeful for our Celebrating Culture 28 country. I see young people with dreams Overview, Concept and Design 32 Call for Participation 34 Co-creation 36 Creative Narrative 38 Greening the Cape Town Carnival 50 The Cape Town Carnival Brand 52 Activations 54 Media Launch 56 Marketing and Branding 58 Media and PR Campaign 60 Conclusion 64 1 Introduction Project Overview Cape Town Carnival In celebrating this diversity the Cape Town Carnival provides the following: brings people together. ● Provide opportunities for community participation in arts and The Cape Town Carnival culture. street parade and ● Provide opportunities for arts and culture activity in areas event showcases and and schools that previously would not have had a purpose or celebrates the diversity incentive to do so. of Cape Town and ● Provide a national and international performance platform. South Africa. ● Stimulate the participation of groups and individuals who would not have had the opportunity or incentive to engage and work together otherwise. ● Enhance networks and collaboration with the creative community, amongst arts and culture NGO’s, and other carnivals nationally and internationally. ● Ensure that all participants receive marketing and media exposure which enhances economic opportunity. ● Build skills development into all the work we do. ● Create an environment of social cohesion for locals and tourists to experience South African creativity and culture. ● Create employment and training opportunities in costume, float design and production, as well as large event logistics. We strive to: ● Create a significant hub for clothing, costume and set-building industries in the Western Cape. 2 3 INTRODUCTION Overview and Objectives The 7th annual Cape Town Cape Town Marathon and the Cape Town carnival; building on active programs Carnival event was held Cycle Tour to showcase Cape Town’s of job creation, skills development and finest events adds to the experience. community empowerment through on the Fanwalk, Somerset Local is lekker; we are proudly South art, creativity and a celebration of our Road, Greenpoint on African. Our event is friendly, safe vibrant culture. 12 March 2016. and is rated as excellent by local and A dazzling display of spectacular international visitors. Food and drink and Objectives floats, performances and giant puppets great DJ’s top off the experience. ● To stage a world class street parade brought the Cape Town Carnival parade Months of collaboration, practise that is safe and well attended – theme “Street Life” to life for thousands of and preparation went into developing providing a WOW experience! delighted spectators and visitors. artworks and performances for the ● To showcase the artistic skills and The Cape Town Carnival parade contemporary theme of “Street Life”. 1879 talents of locals in a carnival that is consisted of floats, puppets, performers from 54 community cultural truly representative of Cape Town and performances and costumes. These groups participated; dancing and South Africa’s diverse cultures and were created by 150 artists working shimmying their way along the 1.2km unique creativity. in teams and sharing their skills in a parade route. Community engagement ● To be a sustainable event in relation vibrant and fun environment in our is the cornerstone of the Cape Town to the triple bottom line – financial, workshop in Maitland. Collaboration with Carnival and this ensures a great social, and environmental. Brouhaha (Liverpool), the Goa Carnival experience for all involved throughout ● To attract local and international (India), Afrikaburn (Tankwa Karoo) to the year. We do it together and we participation and tourism jointly produce works and performance; celebrate our “South African-ness”. ● To manage and build brand inclusion of cyclists, runners, firefighters The Cape Town Carnival continues to reputation. and more from other events like the build its reputation as the pre-eminent 4 5 INTRODUCTION Values and Positioning Values THE CAPE TOWN CARNIVAL 2016 For one awesome day on the 12th March Positioning The values of the Cape Town Carnival 2016 we became the City. We brought include Integrity; Passion; Excellence; our streets alive in a festival of fireworks, The Cape Town Carnival is a Sustainability; Co-Creation; Trust and music, dancing, street parade, costumes, glamorous celebration of African Growth. drums, floats, procession, masquerades, identity, diverse communities and the ● Integrity – We act in the best traditional foods, live entertainment, transformative power of creativity. interests of all partners buskers and more – much more. The event brings people together in ● Passion – We perform our duties with celebration and impacts the social, enthusiasm and a positive attitude cultural and economic environment ● Excellence – We consistently look for along the way. ways to improve ● The Cape Town Carnival provides ● Sustainability – We understand the Cape Town Carnival opportunities for arts and culture bigger picture and add value to the 2016 rating activity in areas and schools that bottom line previously would not have had a ● Co-creation – We build strong purpose or incentive to do so. relationships and deliver value to ● The Cape Town Carnival stimulates stakeholders the participation of groups and ● Trust – We work together as part of a individuals who would not have high performing team and we deliver had the opportunity or incentive what we promise Excellent 21% to engage and work together ● Growth – We support the Very good 76% Average 3% otherwise. communities in which we operate Below average 0% Poor 0% 6 7 SOCIAL, ECONOMIC & CULTURAL IMPACT Social Cohesion Via the event and through Program and practices The Cape Town Carnival’s Building the Cape Town Carnival’s In addition to the direct event Better Teams’ sessions experience, the Cape Town Carnival’s To help instill a sense of cohesion, ongoing activities and ongoing program embraces and openness and direct connection, the workshops, citizens from encourages social cohesion and the Cape Town Carnival holds regular disparate demographic dissolving of historic barriers. Building Better Teams (BBT) sessions. and regional groups are All community leaders are invited to brought into direct and Unified academies are formed from participate in these day or half-day diverse Community Groups gatherings, providing a forum for issues meaningful contact. While coming from different regions or to be raised and addressed, information backgrounds, participating community to be shared and appropriate team Event cultural groups are grouped with others building fun with dance or percussion The Cape Town Carnival parade provides of similar dance or performance style, to be enjoyed. These sessions also offer a unique opportunity for South Africans to form unified Cape Town Carnival an evolving template for community to rub shoulders with each other as academies. briefing and debriefing and a forum for spectators, to share an experience participating leaders from across the beyond geographic or historic divides, Rehearsals bring groups together City to hear and be heard, fostering a freely associating in a shared civic In the months before the Cape Town spirit of healthy co-creation and shared space and in a unifying celebration Carnival event, academy rehearsals responsibility. with positive focus. The Cape Town provide opportunities for direct social Carnival transcends team rivalry or sport interaction and combined effort in preference and invites spectators and