Among many other changes to this year’s N.C. Azalea Festival, the festival board of directors has revamped its sponsorship opportunities for local businesses. Instead of having the traditional ticket packages, the board is now allowing sponsors to take part in specialized marketing opportunities and partnerships.

The sponsorship opportunities include naming rights to key festival events such as the fireworks, celebrity reception and queen’s coronation and sponsorship of key components of the festival like golf carts, shuttles and trolleys.

Businesses can also have the opportunity to sponsor one of the festival’s new inflatable balloons, which will be part of the downtown parade.

“We are just getting creative with businesses and looking at what we have in inventory,” said Liz Carroll, Azalea Festival board president.

“We are approaching businesses and saying, ‘Let’s talk about what a good partnership will look like.’”

Carroll said the initial response has been strong for the new sponsorship structure, while officials still are reaching out to past major sponsors.

“If they want to stay in their package, that’s great,” she said. “If not, this is a good idea for businesses that aren’t necessarily interested in getting a lot of tickets but want the marketing opportunity. It’s also an opportunity for businesses to customize a marketing plan that makes sense for their businesses.

“In today’s marketing and business environment,” she said, “you really have to be agile and do something to make yourself stand out.”