Adele Lucas Promotions (ALP) is one of the longest established promotions and event management companies in South Africa. Founder Adele Lucas was the doyenne of the industry, starting out as a sports promoter before joining Sol Kerzner on the Southern Sun management board. After opening and promoting 22 hotels worldwide Adele founded Adele Lucas Promotions in 1979. The company soon established a reputation for innovation, flair and doggedly servicing clients’ needs.
Many of South Africa’s PR and events management professionals were schooled by Adele, who had a passion for developing the skills of others. Her genius as a marketer and promoter remains in the company’s DNA, and some members of our current management team have worked at ALP from the early days.
Over the years ALP has created and managed multifarious projects and events, both proprietary to ALP and for clients. Many of these have been ground breaking and have contributed to the history and development of South Africa. Examples include the Soweto Homemakers Festival run from 1983 to 1985, the Get Ahead Shebeen in Rosebank, conceived to celebrate the 1994 democratic elections, and more recently The Festival of Africa which ran at Melrose Arch for the duration of the 2010 FIFA World Cup.
ALP has always been successful in attracting record-breaking crowds to our events. This is attributable to the fact that, first and foremost, we are a marketing organisation with strong contacts in and understanding of the media.
Today, ALP is 25.1% black-owned and is committed to developing and empowering its staff in the true spirit of broad-based black economic empowerment.