Illuminations gala joint organiser Jason Passingham said firms shunning the event were missing an ideal chance of advertising to thousands of spectators.
Just one company – Unique Promotions – took part in Sunday night’s parade along Aldwick and Bognor Regis seafront.
But Mr Passingham said the event’s theme had been tailor made for a host of firms to join in.
“It could have been travel agents
, it could have been car dealers. They would all have fitted in. It provides a good chance to advertise for the sake of putting some lights on an entry. That’s what we want to emphasise – that companies should use the occasion for their benefit as well as ours.”
The one-and-a-half mile route was packed with spectators for most of its length. The area in front of the Royal Hotel, where the prize-giving took place before the firework display, was crammed with potential customers for any company which took advantage of the situation.
Next year’s theme would be chosen to provide similar opportunities from which companies could benefit, he added. However, the 16 entries on Sunday showed the gala has confirmed its place on Bognor’s social events calendar after being taken over by the Bognor Regis Seafront Lights group four years ago.
“It’s getting better,” said Jason. “We are slowly building it up again by trying to bring in new ideas, broad themes and more prizes. We want to keep it going and it was great to see all the old Volkswagens here for the first time tonight as well as some people in wheelchairs taking part.”
Sunday saw £1,263.26 donated by spectators to greatly improve the £962 from last year. This year’s was the second highest amount raised since the lights group took over the gala in 2003.
