07 Oct 2009 At the 12th annual Business Day BASA (Business and Arts South Africa) Awards held in Johannesburg recently, the HCI Foundation received the Sponsorship in Kind award for their support of the Baxter Theatre Centre.

Designed to bring South Africa's business and creative communities together, the event - regarded as the country’s most prestigious arts, culture and business awards - this year honoured 14 business and arts partnerships.

“The HCI Foundation is delighted to have been nominated and to have won the BASA award,” said Virginia Engel, CEO of the HCI Foundation. “We are pleased at the recognition that this gives to a programme and a partnership that we’ve always valued highly. In a way there are no winners because the award is really about bringing social benefit to communities”. In April this year the HCI Foundation, through the HCI subsidiary company, Golden Arrow Bus Services (GABS), became the new Naming Rights sponsor of the Baxter’s popular and intimate 172-seater venue on the upper level of the complex. Now called the Baxter Golden Arrow Studio, GABS strengthened its relationship with what is arguably one of  South Africa’s most dynamic and popular theatres. The new look studio foyer was transformed into a  green and orange interior, giving it a fresh and vibrant feel in line with the bus company’s overall campaign. Golden Arrow’s corporate colours not only complement the Baxter’s signature orange domes but also serve as a metaphor for the “perfect fit” that this relationship has created.

Baxter CEO and Director, Mannie Manim said, “We are delighted with this new partnership. Over the past 10 years we have enjoyed a fantastic relationship with Sanlam and their involvement and support for our theatre has ensured a platform for award-winning local productions featuring some of the top names in local theatre, with some having enjoyed major national and international success. This new mutually beneficial partnership with Golden Arrow bodes well for audiences and the people of Cape Town and it will certainly continue the tradition of offering exciting new  work.” Golden Arrow has been associated with the Baxter Theatre Centre for close to two decades. Through the company’s provision of free buses for the Baxter’s audience development programme over 5000 teenagers and young kids from all over the Western Cape and the Cape Flats are able to attend shows each year. Thousands of people who would otherwise not have the opportunity to attend the theatre are transported and afforded hugely discounted theatre tickets.

Golden Arrow is owned by the HCI Group of Companies which include e.tv, the Seardel Group, Clover, Vukani Gaming and the Southern Sun Hotels in their portfolio. The HCI Foundation is the custodian of the social responsibility priorities.. It was established in 2005 to continue to support local projects initiated by the Golden Arrow Foundation, and has since expanded its funding initiatives and and social responsibility programmes nationally. The HCI group regards social investment as an essential social commitment as well as good corporate responsibility practice.

“Having the studio in the Baxter Theatre Centre named after Golden Arrow Bus Services, is a further commitment to the existing close association we already have with the theatre. Its reputation as a centre for the performing arts is known and respected throughout the world and we are proud to be associated with this institution,” said Golden Arrow CEO, Nick Cronje, at the launch.

Virginia Engel agreed, “We believe that through the Community Transport Support Programme and indeed the naming rights of the studio, we will be providing a critical contribution to the development of future audiences which is fundamental to the long-term sustainability of theatre and the arts in Cape Town.”

Over the years the Baxter’s Studio theatre has been a platform for award-winning, top quality theatre productions which reflect and represent all the cultures which make up the diverse South African demographics. It has become synonymous with groundbreaking, experimental new works and smaller theatrical gems which have received great audience and media acclaim locally and abroad. It has also become home to events such as the premier development theatre project, Ikhwezi Theatre Festival; the Sunday late afternoon performed-play reading series, Play>Ground; the teenage lifeskills-through-drama  programme, Sithi, the annual Baxter Cinedans film screenings, as well as a wide variety of some 30 productions showcased in the venue each year.