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Johannesburg - Though a contract hasn't been signed yet, the Loeries will be making The Good Hope Centre in Cape Town its home for the next three years - a decision worth at least R75m to the city over the period.
"We've agreed in principle, subject to the success of this year's event," says Loerie Awards managing director Andrew Human.
Success seems pretty well guaranteed, given that this year's event, to be held over two nights (Friday and Saturday) is already a sellout. Around 3 500 up-country visitors will descend on the city, credit cards in hand and drinking arms bent for four days of carousing, hobnobbing and trophy-grabbing. They will spend an estimated R25m this year on accommodation, food, drink and travel.
The Loeries, South Africa's premier creative advertising festival and awards event, will be held in the Mother City for the first time in its 31 years - and mothering citizens have responded enthusiastically. The action starts with a mayoral cocktail party on Thursday evening, and ends with a final press conference on Sunday.
The Loerie Village in central Cape Town will be the focus of activities, which will also take place in Camps Bay and other parts of the Peninsula during the day, and in the Good Hope Centre and Long Street in the evenings.
The Loeries was first held in Johannesburg, then spent about 15 years at Sun City. Under Human, the decision has been taken to move it around at three-yearly intervals, starting with Margate, and now moving to Cape Town.
- Fin24.com
