It’s now official. Starting late next month – and running through 2012 – the Gasparilla Pirate Fest will have a new title sponsor: Seminole Hard Rock Hotel & Casino. Hard Rock replaces Southwest Airlines.
Two points.
Signature parades are expensive undertakings and a title sponsor is a necessity. Hard Rock stepped up from “presenting sponsor” status when Southwest’s strategy called for it to reallocate funds to newer markets. It’s good for the parade, which could have been in a financial bind sans a title sponsor. And it’s good for the sponsor. High-profile events in front of local media and 400,000-plus spectators can reinforce any brand name.
Alas, given all the controversy about a parade of this magnitude that necessarily invades South Tampa neighborhoods with too much alcohol and too many out-of-control imbibers, it’s too bad a title sponsor with a, well, somewhat different connotation didn’t step up.
But Whole Foods, Patagonia and Newman’s Own reportedly weren’t interested.