David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.

Donna A. LeBlanc is research co-ordinator for the Event Marketing column. Contributions, ideas, media releases and feedback should be directed to Donna at (416) 510-1692 or fax (416) 510-1694.

Toronto ushers in another year this New Year’s Eve with a non-profit, community-based, family-oriented, alcohol-free fest in the downtown core.

The second annual ‘First Night ’93 Celebration of the Arts’ promises eight hours of continuous entertainment from 4 p.m. to midnight on Dec. 31 by Toronto’s performing and visual arts community.

With an expected crowd of between 30,000 and 40,000 joining the festivities this year, organizers are looking forward to an even bigger arts extravaganza as the festival area expands to accommodate more and larger venues (14 indoor and four outdoor stages.)

Activities will include varied musical performances, stand-up comedy, videos and the popular Imagination Market and People’s Parade.

There are five sponsorship categories available, with values ranging from $5,000 through to $75,000.

These include the use of print materials, advertising and publicity on radio and tv, signage at venues and press conferences, as well as on-site sampling/promotional opportunities.

Sponsors for First Night ’93 include the Ontario Lottery Corporation, with presenting sponsor status, Loblaws Supermarkets and the Royal York Hotel as patron sponsors, the Investors Group, Countermeasures and Speedy Muffler King as venue sponsors, and Marathon Realty and Countermeasures as performance sponsors.

The remaining category is the finale sponsorship. The Toronto Star and local radio station CHFI FM98, the City of Toronto through the Toronto Arts Council, the Municipality of Metropolitan Toronto and the Laidlaw Foundation have also lent their support.

For more information, contact Dianne Weinrib at (416) 924-4627 or Ruth Alexandor at (416) 785-4837.

Fore!

The British Columbia Professional Golf Association, along with the Canadian Ladies Golf Association (B.C.), the British Columbia Golf Association and Golf House Society announce a year-long celebration next year – the British Columbia Golf Centennial 1893-1993.

Highlights will include the Centennial Pro/Am, which culminates in a playoff on Sept. 18, 1993, The Vancouver Sun/BCTV ‘Just Play Golf’ promotion, and Cross Creek Pro/Am, with professionals competing for a $10,000 prize purse.

As well, there is Golf: 100 Years B.C., a world premiere, 60-minute tribute to b.c.’s golf clubs tracing the sport’s origins, its character and evolution to be telecast in May on tsn, bctv and in the u.s., Germany and Japan.

Rounding out the lineup is The Chateau Whistler Classic, a two-day event scheduled for July 5-6 to honor past b.c. champions.

The centennial sponsorship has attracted the participation of Air Canada and Sportstar, distributor of Yamaha golf equipment and Cross Creek apparel.

For the event, Cross Creek has created a complete line to sell-in to key retailer and golf professional accounts.

Chateau Whistler Resort, Swan-E-Set Resort, BC Cellular Mobility, The Vancouver Sun, Williams Moving & Storage and Mail Poste have bought patron sponsorship packages.

As part of their position, Mail Poste’s Event Media Division will produce a 24-page, four-color print supplement to be distributed to 500,000 households in b.c.

This supplement will include a contest called ‘Passport to Golf Paradise,’ thus enhancing value to centennial and patron sponsors.

For more information, contact Ed Leclaire at Leclaire Hamilton at (604) 876-8212.

College athletics

The Canadian Colleges Athletic Association, the national governing body for community college athletics, announces the promotion of two new events.

The first, Product of the Month, offers product sampling, product display and prize sweepstakes. This program is to be supported by posters, press releases and announcements at athletic events.

Corporations are encouraged to test new and/or proven products at a cost of $2,500. Fifteen to 20 schools will be participating, allowing for a distribution of up to 50,000 products samples.

Tambrands, Knorr Soups and Tiyga have signed on to date for the inaugural run.

The second event, a corporate breakfast, takes place at Humber College in Toronto on Dec. 10.

This is a 20-minute presentation/breakfast in which corporations can learn about the association’s marketing programs such as regional and national championships, Big Time and Product-of-the-Month promotions, trade shows and multi-media campaigns that combine tv, print and public relations elements.

For more information, contact Clare Gillespie, executive director, ccaa at (613) 748-5626.