WHITTON and RITCH -Surname Studies and people from the Island of GRAEMSAY, Orkney

Adele Joy Mackay

Adele Joy Mackay

Female 1933 - 2010  (77 years)

Personal Information    |    Notes    |    All

  • Name Adele Joy Mackay 
    Born 1933 
    Gender Female 
    Died 9 Jun 2010 
    Person ID I29642  Whitton
    Last Modified 22 Jun 2020 

    Father John William Mackay 
    Relationship natural 
    Mother Elaine Rae 
    Relationship natural 
    Family ID F11245  Group Sheet  |  Family Chart

    Family 1 Robert Lucas 
    Married 1956 
     1. Carolyn Lucas  [natural]
     2. Diana Lucas  [natural]
     3. Garth Lucas  [natural]
    Last Modified 22 Jun 2020 
    Family ID F11242  Group Sheet  |  Family Chart

    Family 2 Living 
    Last Modified 22 Jun 2020 
    Family ID F11246  Group Sheet  |  Family Chart

  • Notes 
    • dele Lucas (1933-2010) was known as the doyenne of the public relations, promotions and event management industry in South Afica. [1] Born Adele Joy MacKay, she married Robert Lucas in 1956 and they settled in Johannesburg. While raising her three children she was active in the Monday Club, a society for the promotion of women's interests.

      In the 1960s she teamed up with close friend Jenifer Williams, wife of Owen Williams who had built the South African Tennis Open into the "fifth major", to promote tennis and other sports including horse racing and ice hockey. In the early 70s she joined hotel entrepreneur [Kerzner] and for the next several years launched Southern Sun hotels all over southern Africa, becoming Sol Kerzner's right hand marketing woman.

      Never one to shy away from a challenge, Adele Lucas branched out on her own and formed [2] Adele Lucas Promotions in 1979. The firm rapidly developed a name for innovation, creativity and a touch of bravado as it managed the publicity and promotional activities of multiple blue-chip and celebrity clients. Adele was known for her marketing savvy and sociable nature, charming friends and clients alike with her vibrant personality which was matched by the range and colour of her extensive collection of hats. Knowing her talents did not extend to the creative arts, she brought in her sister, Diane, as her creative partner and together with her other trusted colleagues - mostly women - they made a formidable team.

      Notable among the events the company produced were the Soweto Homemakers Festival, the Dockside Splash, the Cape Town Festival, the Leonardo da Vinci exhibition in Pretoria, the Get Ahead Shebeen in Rosebank, Johannesburg, and more recently the Soweto Festival and Khayelitsha Festival. Adele Lucas Promotions developed a close relationship wtih Independent Newspapers and produced 18 Home Shows, many in partnership with The Star newspaper, launching signature developments such as Dainfern, Lonehill, Kyalami Estates and many others.

      Though she enjoyed the limelight Adele Lucas was never a self-promoter, preferring to concentrate on her business, her family and helping nuture and mentor newcomers to the industry. She nevertheless enjoyed the company of high profile visitors to South Africa such as [Taylor], [Sellers], Sophia Loren, Eartha Kitt, Percy Sledge and Peter Heilbloem. She was one of the first South African concert promoters to bring big name artists to the country, including the O Jays. One of Adele Lucas's passions was the theatre and musicals. Along with the iconic theatre director and impresario Taubie Kushlick [3] she brought the smash hit Jacques Brel is Alive and Well and Living in Paris to Johannesburg in the late 70s and early 80s, which by 1982 had broken all box office records.

      Adele Lucas Promotions reached its heyday in the 1990s and in 2002 Adele Lucas was recognised as a Finalist in the Shoprite Checkers Woman of the Year. In 2005 Adele Lucas began to hand management responsibility at the company to a younger generation, though she retained a passionate interest in the business til her dying day. She passed away after a heart procedure two days before the start of the FIFA World Cup, on June 9th 2010. She was looking forward to the lauch of the company's latest venture, the [4] at Melrose Arch, which turned out to be arguably Johannesburg's most successful fan park during the World Cup.

      In November 2011, Adele Lucas was admitted into the Exhbitions and Events Association of Southern Africa Hall of Fame [5] for services to the industry over a forty year period. She is survived by husband Bob and children Carolyn, Diana and Garth. Toby Chance was in turn appointed Managing Director of Adele Lucas Promotions.