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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