DATE: Wednesday, March 12, 1997             TAG: 9703120412

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

DATELINE: NORFOLK                           LENGTH:   58 lines

AT&T COMMITS TO FESTEVENTS

AT&T is giving more than $500,000 to Festevents to help underwrite over the next four years entertainment and festivals in downtown Norfolk's Town Point Park.

It's the largest single gift and first ``presenting sponsor'' in Festevents' 15-year history. It is also one of AT&T's few multi-year gifts in Virginia.

``After sponsoring several Festevents programs in recent years, we are pleased to make this long-term commitment to support quality entertainment and special events for Hampton Roads' residents and visitors,'' said Tim Henry, AT&T of Virginia's consumer marketing director.

If the partnership proves to be successful in the inaugural seasons, AT&T may substantially increase its contribution, he said.

AT&T's gift, however, does not preclude the need for other corporate sponsors.

Festevents has an annual budget of $2.1 million. Corporate sponsorships account for about $1.4 million of that and pays entertainment expenses. The rest is administrative costs funded by the city of Norfolk.

``Having AT&T's vote of confidence will hopefully open additional doors for us with other corporate partners with whom we have not had relationships before,'' said Karen Scherberger, Festevents executive director. ``Sometimes it takes such a bold step to attract others.''

Other major benefactors to the nonprofit organization include Hampton Roads Chrysler-Plymouth Dealers, Hoffman Beverage, Norfolk Beverage, Norfolk Waterside Marriott, Pepsi-Cola, U.S. Airways, Bacardi Imports, Nabisco and Reynolds Wrap.

Festevents and city officials say AT&T's generous donation is an endorsement of the programming and community contributions of Festevents.

``This gives us the financial ability to upgrade the quality of our signature events that helps the image of Norfolk and Hampton Roads as a great place to live, work and visit,'' Scherberger said.

By signing a multi-year presenting sponsor contract, AT&T's name will be attached to all major events including Harborfest, Town Point Jazz and Blues Festival, Art Explosure, Bayou Boogaloo and Cajun Food Festival, Virginia Children's Festival and Town Point Virginia Wine Festival.

Its contribution also allows AT&T to operate booths at the events, held throughout the year, to sell its services.

``Event marketing is one of the fastest forms of advertising and marketing,'' Scherberger said. ``It's a way to interact personally with their customers.''

Telecommunications is a highly competitive industry, so it's no surprise that these companies are seeking to broaden their exposure. First there was GTE's sponsorship of the Virginia Beach Amphitheater announced last fall and now AT&T's partnership with Festevents.

AT&T officials said the GTE Virginia Beach Amphitheater did not influence its decision to sponsor Festevents.

``Our decision was independent of what else is going on,'' said Joanne Matz, AT&T vice president and general manager for Virginia and West Virginia. ``We've been a part of the community, and we see this as a way to make that a deeper relationship.''

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