DHBC Event Sponsorship Program

Downtown Halifax Business Commission (DHBC) offers a limited number of sponsorships for events and activations as part of DHBC’s Event Sponsorship Program. The Event Sponsorship Program was designed to help increase event attendance at events happening in Downtown Halifax, and to help make the Downtown area a more attractive place for organizers to host events.

SPONSORSHIP AMOUNTS

Sponsorship amounts range from $250 up to (but not exceeding) $7,500 (including HST where applicable) depending on the estimated attendance of your event(s). Applicants are welcome to apply for any amount within the range that they are eligible based on the following:

Estimated Attendance: under 1,000 | Maximum you can apply for: $2,500
Estimated Attendance: between 1,000 - 10,000 | Maximum you can apply for: $5,000
Estimated Attendance: over 10,000 | Maximum you can apply for: $7,500

For example, an event with an attendance estimate of 3,000 people can apply for up to $5,000.00, while an
event expecting 400 people can apply for up to $2,500.00. An accurate event attendance estimation is required
for the application.

TIMING

Applications must be submitted at least 60 days prior to the event start date (or the start date of the first event).

ELIGIBILITY

Please consider the eligibility requirements before applying for sponsorship:

The event(s) must take place in DHBC’s catchment area for an application to be considered. DHBC does not sponsor activations, initiatives, or events that take place outside of the Downtown Halifax area.
DHBC members organizing events outside of the DHBC catchment area are not eligible for sponsorship.
DHBC does not sponsor political or religious events or rallies, professional conventions or conferences, or charities and their fundraising efforts.
DHBC does not sponsor events or initiatives that are exclusively virtual or online only.

PLEASE READ THE FULL EVENT SPONSORSHIP GUIDELINES FOR MORE INFORMATION.

READ BEFORE APPLYING:

Event Sponsorship Guidelines

DOWNLOAD THE APPLICATION FORM:

Event Sponsorship Application

When complete, you can submit your application by email to Allana MacDonald Mills, Director of Marketing, at allana@downtownhalifax.ca

For more information regarding DHBC's Event Sponsorship program, contact Allana MacDonald Mills at allana@downtownhalifax.ca

FAQs

How does DHBC evaluate event sponsorship applications?

Applications are reviewed by DHBC’s Marketing Action Team that is comprised of DHBC members. The Team
evaluates all sponsorship applications against the guidelines outlined in the Event Sponsorship Guidelines.
Applications are assessed during Marketing Action Team meetings that take place every second month or so during the fiscal year (April, June, August, October, January, and March)*. Because of this, applications must be submitted at least 60 days prior to the event start date (or the start date of the first event) to ensure there is time to review the application at a Marketing Action Team meeting.
Applications will no longer be reviewed and evaluated by email, and as a result, last minute applications may no longer be accepted.

*Dates of Marketing Action Team meetings may change without notice. Applications are reviewed on a first-come, first-served basis.
What criteria does DHBC and the Marketing Action Team review when evaluating applications?
One of DHBC’s 3 Goals from the 2023-2026 Strategic Plan is to Attract People:

People are what makes any downtown vibrant. Attracting people is the driving force behind all that DHBC does.

While attendance isn't the only determining factor, it is one of the main considerations. Other considerations include:
- Will the event attract people Downtown who might not otherwise come?
- Will event attendees support our members when they are here?
- Will our sponsorship impact the event?
Events that do not meet these criteria will most likely not receive a monetary sponsorship but may still receive promotional and other support from DHBC (e.g., gift cards for giveaways, etc.).
What if I am planning more than one event in a year?

In order to provide funding to a variety of different events, event organizers hosting multiple events in a fiscal
year* will not receive more than the maximum amount they are eligible to apply for as determined
by the combined event attendance for all their events in a fiscal year.
It is therefore recommended that event organizers planning multiple events apply once for all their events.

*DHBC operates on a fiscal calendar that runs from April 1 to March 31. The Event Sponsorship Program budget is usually approved in late March for the next fiscal year.
How much money can I apply for?
Sponsorships are awarded based on the estimated attendance for an event and can range from $250.00 up to
(but not exceeding) $7,500.00 including HST (if applicable). Sponsorship applicants are welcome to apply for any monetary amount based on the estimated attendance of their event within the ranges indicated below:
- Estimated Attendance: under 1,000 | Maximum you can apply for: $2,500
- Estimated Attendance: between 1,000 - 10,000 | Maximum you can apply for: $5,000
- Estimated Attendance: over 10,000 | Maximum you can apply for: $7,500
For example, an event with an attendance estimate of 3,000 people can apply for up to $5,000.00, while an
event expecting 400 people can apply for up to $2,500.00. An accurate event attendance estimation is required for the application.
If you are unsure of how much you can apply for, please do not hesitate to contact Allana MacDonald Mills, allana@downtownhalifax.ca, for more information.
Can I apply for an Event Sponsorship for a charitable event?

NO. DHBC does not sponsor charities or their charitable fundraisers.
Events that have a fundraising component to their event (that is not the sole purpose of the event), are eligible to apply (e.g., Halifax Burger Bash).
DHBC can help, though, to promote your charitable event if it is happening in Downtown Halifax through DHBC's social media channels, online events calendar and/or public-facing newsletter. Email your event's information to Raf Peligro, Marketing and Communications Coordinator, raf@downtownhalifax.ca, for more information.
DHBC also does not sponsor political or religious events or rallies, professional conventions or conferences, or events or initiatives that are exclusively virtual or online only.
Will DHBC accept last minute event sponsorship applications?

In an attempt to move away from reviewing and evaluating event sponsorship applications by email, DHBC will no longer be accepting last minute event sponsorship applications. We are now asking event organizers to apply at least 60 days prior to their event, so we can ensure that the application will be reviewed and evaluated at a Marketing Action Team meeting.
However, we are always open to discussing how we can help support and promote events in Downtown Halifax. Contact Allana MacDonald Mills, allana@downtownhalifax.ca, to discuss your event and/or concerns.
What if this is a first time event and I am not sure how to estimate the attendance of my event?
If you are a new event organizer or creating a new event or festival and are unsure of how to estimate the attendance of your event, we recommend the following options for estimating attendance:
- Base it on the capacity of the venue or location of your event.
- Look at other events that have taken place at the same location, the same time of year, or with a similar target audience.
- Reach out to your target audience to get an idea of interest in your event and how many people may want to attend.
- Talk to other event organizers on how they estimate attendance or what kind of attendance their past events have had.
If you are unable to properly estimate the attendance of your new event, we recommend applying for the lowest range of sponsorship funds (up to $2,500.00) for the first year.
For established events that have taken place before, we recommend basing your attendance estimate off the attendance of the previous year's event.
How do I receive compensation for my sponsorship?

Event organizers will be contacted immediately following the review and evaluation of their event sponsorship application.
Successful applicants will receive a sponsorship package that includes DHBC's logos, Graphic Standards Manual, social media information, Summary Report, etc.
They will also receive a PO number (purchase order number) for the invoice. Applicants must submit their invoice during the fiscal year (April 1 to March 31) in which their event is taking (or has taken) place, and will receive payment by cheque approximately one month prior to their event (or approximately one month from when the invoice is received). Cheques can either be mailed or picked up at DHBC's office at 104-1546 Barrington Street (cheques will be mailed unless otherwise specified).
If an event organizer has received funding for more than one event in a fiscal year, their funding will be split between the number of events they are hosting and paid in installments prior to each event.
For more information, please contact Allana MacDonald Mills, allana@downtownhalifax.ca
How else does DHBC support and promote events in Downtown Halifax?

DHBC has a mandate to increase event attendance for all events that take place in Downtown Halifax. Regardless of whether or not we sponsor an event, and as long as the event/activation/festival is taking place within the Downtown Halifax area, DHBC can promote it on our social media channels, online events calendar, and public-facing newsletter.
Successful event sponsorship applicants may also be eligible to receive additional activation support for their event as determined by the Marketing Action Team. This could include gift cards for door prizes, additional funding for a photographer, etc. Applicants are welcome to indicate in their application any additional support they may need.
What happens if I receive an event sponsorship but I move my event to a venue outside of Downtown Halifax?

If an event is moved outside of the Downtown Halifax catchment area after a DHBC sponsorship has been awarded, the sponsorship will automatically be terminated.
Do I have to submit any kind of report after my event is over?

YES. The Summary Report must be submitted no later than 3 months after the event finish date (or the finish date of the last event) to Allana MacDonald Mills, allana@downtownhalifax.ca
Successful applicants will receive DHBC's Summary Report when they are awarded their sponsorship and again as a reminder once their event is finished.
For event organizers who have received sponsorship for more than one event, please just fill out one Summary Report after the completion of your last event.

Organizations that fail to submit the Summary Report will not be considered for future sponsorship requests.
What other events and/or festivals has DHBC sponsored in the past?
DHBC has sponsored a wide variety of events and festival, from large, annual festivals, to smaller, first-time events. This past year (2023-2024), DHBC sponsored 35 events including: