Dear Supporter Ji,
We thank the more than 200 Sikh community members who joined the Sikh Coalition, along with local elected officials, other government representatives, and educators, for the special September 15th reception launching the Sikh Project at the Museum of Tolerance.
The L.A. exhibition will be open to the general public until November 3rd, and we encourage you to bring your friends and family to the Museum of Tolerance as we continue our joint efforts to educate the American public about the powerful stories that embody the Sikh experience in the United States.
For more information about the museum, including location, hours, parking, and tickets, click here. To schedule a special field trip for your class or school, including Southern California khalsa schools, please email email@example.com.
We also want to provide updates on the annual “Sikh Awareness Night” with the L.A. Clippers. After five consecutive years of partnering with the team, we regret to share that the game will not be happening this year.
Due to the significantly increased ticket demand for Clippers games, the team has restructured how they approach “Awareness Night” events. For the first time, the franchise was asking the Sikh Coalition to buy a large block of tickets and then, depending on how many we sold back to the Sikh community, the team would determine how many “activities” the Sikh community could participate in at “Sikh Awareness Night.”
In other words, for the first time, the benefits of “Sikh Awareness Night” for the community were dependent on how many tickets were bought, either by us or by community members. As a 501(c)(3) nonprofit organization, we did not feel comfortable putting down a deposit on hundreds of tickets that we would then market and sell back to you--nor did we want to ask you to buy tickets without any guarantee of experiences that would benefit our community.
In years prior, it didn’t matter how many tickets were bought for the “Sikh Awareness Night;” the event was a true celebration of the community regardless, and you purchased the tickets directly from the team. This year, the scale of the celebration would be contingent on how many tickets were bought, and you would have been essentially buying them from our organization instead. That didn’t sit right with us, because we hold an organizational view that raising Sikh awareness through corporate partnerships should never be “pay to play.”
The L.A. Clippers have been fantastic partners for the past five years, and they understood our decision to pass on a “Sikh Awareness Night” game this season for these reasons. We have agreed to stay in close touch so that we can continue to re-evaluate how we bring back “Sikh Awareness Night” with the L.A. Clippers in the future.
If you have any concerns or questions about the L.A. Clippers engagement, please email firstname.lastname@example.org. We hope to have other updates about local “Sikh Awareness Night” games with other Southern California teams in the very near future!
Southern California Community Development Manager
The Sikh Coalition
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