“I recommend Janine Collins and J9 Consulting to anyone seeking private-sector support consultancy services. Their expertise, professionalism, and commitment to excellence are second to none, and we are grateful for their support in making our festival a success. Thank you, Janine and the J9 team, for your outstanding work!“

Adrian Burnett

New Annual Festival Director

New Annual Festival

Newcastle is in transition. It is located in a regional area yet NSW’s Greater Commission recently announced it as one of the states six cities. It is shifting its position from a “steel city” to a “cultural and creative centre”. One of the Council’s initiatives is the launch an arts festival called the New Annual.

Newcastle City Council is a major investor in the event but private sector was also required to ensure it would be a success. J9 was engaged to secure the inaugural business partners and build the capacity of the Festival to secure ongoing financial support.

Approach

J9 researched prospective supporters, identified suitable partners. Following numerous consultations, it was evident that business was more accustomed to sponsoring sporting events than partnering for cultural events. J9 worked closely with potential partners to highlight their return on investment and create unique benefits to fit each business and encourage the support for the arts.

Results

Sponsorship targets were exceeded and eight new partners were contracted to support the inaugural New Annual Festival 2022. The Festival has now secured five years of government funding.