Economic bang from boom second to PR value

The cash that goes up in flames every Fourth of July for fireworks displays is substantial. The economic return, for such an investment is typically less explosive and more difficult to assess.

Often, it is best measured in terms of the goodwill and public relations the events provide, according to those in charge of such events.

Big bangs

On one end of the spectrum are high-dollar, all-day events such as Firefall 2002 and James River Assembly's "I Love America." Both feature musical guests, aerial performances and fireworks set to music.

Firefall 2002 reserved more than 40 acres on the north side of the Springfield-Branson Regional Airport to accommodate its crowd on June 29. The break-even figure for the event is $65,000 to $70,000, of which $30,000 is allotted for fireworks, said Dan Kinney, director of the Springfield-Greene County Park Board.

The cash necessary to fund the event is generated in part from parking for the estimated 70,000 who attended ($8 per car and $15 per RV), concessions and novelty sales. Added to this are funds from prime sponsors such as KOLR 10/FOX 27 and Clear Channel Communications Inc. who "buy" the afternoon and evening times, plus dollars from other major contributors and cash donations, Kinney said.

Mark Gordon, general sales manager for KOLR 10, said the actual economic value to the station for its sponsorship investment of $17,500 is difficult to assess.

He said, however, the community goodwill from its Firefall participation is a "tremendous value" and helps people "feel good about our television station."

Clear Channel's $12,000 Firefall sponsorship gives it exposure to a huge number of people and helps in selling advertising, said Scott Shotts, marketing director of KGMY and KXUS radio stations.

Kinney said 2001 revenues totaled $72,303 to cover $78,175 in expenses, with the balance being covered by the Park Board. He hopes to bring in at least $75,000 this year. At the end of the day, Kinney is satisfied if the event's costs are covered.

"That's really all we want to do," he said.

While the most direct economic benefit is realized by north Springfield businesses and revenues from hotel stays, the event's real impact is in its long-term "family value," Kinney said. "People are now scheduling Firefall in their family reunion."

James River Assembly's "I Love America" will be held July 4 in northeast Springfield. The day-long free event takes place on 200 acres of Springfield Underground property at Highway 65 and Division. It's expected to draw more than 50,000 people according to Phil VanDyne, director of church operations.

VanDyne declined to assign a dollar amount to the production of the event, but said it was funded through the church budget and by business sponsorships.

"It would be impossible to attach a dollar value" to how the event benefits the church, VanDyne said. Gains are realized throughout the year when visitors cite the July Fourth show as a reason for attending a service, he added.

There is perhaps more tangible value for Springfield Underground. It's "good community outreach for our company," said Tom Langston, vice president of real estate for the firm. In the past, when lease space has been available, the company has allowed underground tours.

Smaller poppers

In addition to high-profile events, several area communities such as Nixa, Willard and Marshfield will launch their own July Fourth events.

Rance Duffy, division chief of the Nixa Fire Protection District, said the $12,000 price tag for Nixa's 30-minute, 1,400-shell event is split three ways between Nixa Assembly of God ($6,000), the city ($4,000) and the Nixa Fire Department ($2,000). The free event will be held at Nixa Junior High School.

Eleven additional business sponsors put in $250 apiece to help cover the costs of posters, fliers, restroom facilities and other amenities, said Sharon Whitehill Gray, executive director of the Nixa Area Chamber of Commerce.

The economic return from the event is negligible, said Coralee Patrick, Nixa's city clerk. The cost to the city for police and Parks Department services, the use of school property and shuttle transportation push beyond the city's original cash outlay. She added any money generated from concessions at the event goes to private ventures.

Willard's 20-minute fireworks display is funded by $4,100 that is split between the Parks Department and the city, said Jared Keeling, community services director for Willard. He estimated 2,000 people would attend the display.

Local nonprofits like the Lion's Club and band boosters make money from concessions during the all-day affair, which includes a parade, Keeling said. However, the money the Parks Department raises barely "helps us offset some of the costs." Last year the department raised about $900 from concessions, he added.

Marshfield's free 45-minute fireworks display at the Webster County Fairgrounds during the Independence Day Rodeo intermission will cost $3,000 and is covered by public and business donations, said Rosalie Emrick, executive secretary for the Marshfield Area Chamber of Commerce. She added any shortfall experienced is handled by Price Cutter.

Emrick said the fireworks display no doubt stimulated local business spending, especially in connection with the rodeo, but actual data would be hard to come by. "We just haven't been able to pin it down to specifics."

During the Ozark Mountain Ducks' July 6 game, the club will blow up $7,000 worth of fireworks in a 15-minute display to commemorate July Fourth, said Todd Rahr, vice president of baseball operations. The show is funded by Xerox Document Solutions of Springfield Inc. and Oldies 105.1 and is about 2 1/2 times the length of the stadium's regular displays.

Chuck Blaker, promotions director for the Midwest Family Broadcast Group, said backing the July Fourth display is "very relevant to the KOSP listenership. It, for us, is a presence outside the studio in an area or an event that will give us exposure to a large group of individuals."

The game, which will be held on a Saturday, is typically a strong night for crowds at the park, Rahr said. This, combined with a feeling for the Fourth, may boost revenues.

"We're hoping for a capacity crowd, and absolutely there's an economic impact on us in terms of ticket sales, food sales, programs, parking all that stuff, which is the tax base for the city of Ozark," Rahr said.