Jazz finds a way today

Atlantans have enjoyed the Atlanta Jazz Festival every year since 1977, through fat times and lean, but this year almost broke that streak.

Back in January in the trough of a worldwide recession, amid layoffs of city employees, it seemed unlikely that Atlanta would want to pay for free entertainment in the park.

Private dollars came to the rescue late in the planning game, and this weekend, as on every Memorial Day weekend since the Carter administration, Atlantans will hear jazz under the open sky, at no charge (weather permitting).

The difference this time, in addition to the festival’s move to Grant Park, is that the city isn’t paying for the $250,000 event, according to Camille Love, director of the city’s Office of Cultural Affairs.

The city budgeted $100,000 for last year’s festival, Love said. Once she knew that city money wouldn’t be available this year, “we put on a full-court press to identify sponsors,” starting with longtime supporters. Instead, a new sponsor emerged, American Family Insurance, providing $85,000 as a “presenting sponsor.” Previous sponsors increased their giving.

“Music brings the community together, and American Family Insurance wanted to support an event that brings that atmosphere,” said Michael Riggs, Georgia sales director of the Wisconsin-based corporation. The city augmented sponsorship money with proceeds from last year’s festival.

Critics suggested removing city funding years ago. “I just don’t think the city should be in the business of producing festivals,” Cathy Woolard, then City Council president, said in 2002.

Certainly, jazz festivals are in trouble elsewhere. For the first time in 37 years, there will be no JVC Jazz Festival in New York this summer, according to The New York Times.

Jazz music’s threatened status argues for public support, said Love, as does the special place that jazz holds among American-born art forms. “We think jazz music is as American as apple pie.”