Key takeaways:
- The company actively engages in cultural activations, reflecting its dedication to the arts.
- Atterbury’s developments often incorporate heritage-inspired designs, retaining and restoring historical landmarks.
- The Newtown Precinct in Johannesburg is an example of Atterbury’s efforts to create spaces that celebrate arts and entertainment, fostering a vibrant cultural environment.
From Atterbury’s inception 26 years ago the support of culture has been part of the group’s DNA. Atterbury’s cultural activation happens through its involvement in a diverse range of Atterbury Trust activities from Atterbury Theatre to the respected Atterbury National Piano Competition and an annual January Afrikaans musical celebration called Versnit at Jean Engelbrecht’s Stellenbosch Rust en Vrede farm, as well as via various bespoke sponsorhips.
Recently Atterbury, along with SA’s number one car reseller WeBuyCars, entered into a significant culture sponsorship agreement with top Stellenbosch school Paul Roos Gymnasium. During 2020 Atterbury and WeBuyCars will sponsor activities such as the musical Little Shop of Horrors, beKoor, which is a showcase of Stellenbosch choirs, the Atterbury Paul Roos Music Festival and Tunes for Tubas.
When Atterbury enters into these kinds of carefully considered partnerships, the company becomes an active participant. This means, in the instance of the Paul Roos Gymnasium culture sponsorship, Atterbury’s busy Stellenbosch office plays a direct role in ensuring the sponsorship attracts positive attention and benefits all parties involved.
Brand activation, social shareable content creation, client entertainment at events and various other value enhancing actions are taken to align the sponsorship with Atterbury’s wide-ranging brand strategy.
To celebrate the milestone Atterbury and WeBuyCars culture sponsorship, a group of Paul Roos Gymnasium students entertained the Atterbury Stellenbosch and WeBuyCars staff on the steps in front of the historic La Gratitude Manor House Western Cape Atterbury HQ in Dorp Street, Stellenbosch. In a reciprocal gesture, Zahn Hulme, executive trustee of Atterbury Trust visited the Paul Roos Gymnasium musical department recently, wishing the young men embarking on an overseas chamber choir festival the very best!
Frequently Asked Questions
What cultural activities does Atterbury support?
Atterbury supports culture through the Atterbury Trust, which includes the Atterbury Theatre, the Atterbury National Piano Competition, an annual Afrikaans musical celebration called Versnit, and various bespoke sponsorships. The company has been involved in cultural support for over 26 years.
What is Atterbury’s partnership with Paul Roos Gymnasium?
Atterbury, along with WeBuyCars, entered into a culture sponsorship agreement with Paul Roos Gymnasium in Stellenbosch during 2020. The sponsorship covers activities including the musical Little Shop of Horrors, beKoor choir showcase, the Atterbury Paul Roos Music Festival, and Tunes for Tubas.
How does Atterbury incorporate heritage into its developments?
Atterbury’s developments often incorporate heritage-inspired designs by retaining and restoring historical landmarks. Examples include La Gratitude Manor House in Stellenbosch, which serves as their Western Cape headquarters, and the Newtown Precinct in Johannesburg, which creates spaces that celebrate arts and entertainment.
