Muncie Times, Muncie, Delaware County, 20 September 2001 — Page 22

The Muncie Times, September 20, 2001, page 22

Coca-Cola agrees to help restore Apollo Theatre

New York City - The Apollo Theatre Foundation and The Coca-Cola Co. announced today that the beverage firm will become the largest corporate partner to date of the landmark theatre in Harlem. It will provide cash and marketing value over the next decade. The new strategic partnership calls for a broad marketing, media and promotional partnership with the Apollo Theatre Foundation. The long-term alliance also designates the soft drink firm, Coca-Cola Company as the official non-alcoholic beverage partner of the Apollo Theatre. Financial details of the agreement were not disclosed. The partnership with the Apollo will bring support for the renovation of the theatre, as well as enhanced support for special Apollo Theatre entertainment and cultural programming. While specifics of joint marketing plans are under development, Coca-Cola will sponsor certain marquee performances and events and will work with the Apollo toward the theatre’s goal of increasing visitors and tourism. “This agreement is a key benchmark in the turnaround we are initiating at the Apollo Theatre. We are delighted that Coca-Cola will join the Apollo in being a catalyst for Harlem’s economic and cultural renaissance. We look forward to the opportunity to associate the Apollo with another world famous brand,” said Derek Q. Johnson, president of the Apollo Theatre Foundation. “We are proud of our long history of supporting the Apollo Theatre and to reaffirm our commitment to the Apollo and the Harlem community with this new partnership,” said Jeffery T. Dunn, president and chief operating officer, Coca-Cola Americas. “The Apollo is a beacon of culture, history and entertainment and it is poised to bring its magic to life in a whole new way. We’re glad to be part of that effort and to invest in the long-term vision of the Apollo so it can reach millions of people for many years to come.’ The Apollo is working on a major renovation of the theatre to be completed in 2002.

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The foundation also plans to develop community programs for students and families in the area as well as to increase outreach to thousands of visitors from around the world who travel to see the legendary theatre. The Apollo Theatre Foundation is a not-for-profit corporation formed in 1992 with a goal of embarking upon the preservation, restoration and revitalization of the world famous Apollo Theater. Located on 125th Street, in the heart of

Harlem, the Apollo is a long-established icon of black American culture and entertainment. With roots dating back to the early 1900s, the Apollo emerged over time as a “must play” performance hall for aspiring African American amateur artists. Ella Fitzgerald, Billie Holiday, James Brown and the Jackson Five are just a few of the many legendary acts that performed at the Apollo as amateurs.

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