Dew Downtown is officially a City of Flagstaff event; however, the show would not go on without support from the private sector. According to Flagstaff City Manager Kevin Burke, “While it is technically a city event, it would never happen without the sponsors. The expenses are paid through sponsorships; we didn’t think it would be appropriate for taxpayers to pay the direct costs. It is the [sponsor’s] cash outlays that make the event.” In this unique public-private partnership, the event’s direct costs of $60,000-70,000 are covered by corporate sponsorships.
Lynda Fleisher, owner of Altitudes Bar and Grill and member of the Dew Downtown planning committee that is headed by Burke said, “One of the most important things is getting private sectors involved. The committee is reaching out to businesses in the area to make sure that the event works for everyone.”
Jason Stratton, Arizona Snowbowl’s new marketing director, said, “From a newcomer’s perspective, it’s refreshing to see the level of city and private interests working together.”
“Dew Downtown has been more successful than I anticipated. The gross sales and economic gain has been fantastic,” said Burke, who cited February gross sale records for the downtown area. In a short two-year history, the February event helped push downtown gross sales from $6.9 million to $7.9 million. “The increase of gross sales over the two years is $1 million. I can’t contribute that all to Dew Downtown – we don’t collect data for the weekends – but the fact that the numbers are jumping and jumping so big in February, it’s not just economic recovery,” acknowledged the city manager.
Eric Sedillo, owner of Leroux Prints, found last year’s event so profitable that he is returning as a vendor for the 2014 Dew Downtown on February 7-9. “This year we are coming prepared with hoodies and heavy garments. We are focusing on winter gear, as there was a huge demand for it last year. We do it because of not only getting a profit from each item sold, but also the profitability came in afterwards as well. By getting involved, we saw people from around the community. It’s almost like a networking event,” said the business owner, who also said had a chance to talk to people who later placed orders with his company.
“Those days are usually humdrum February days. But now they’ve become big weekend days like 4th of July or graduation,” said John VanLandingham, the operating partner of four retail stores in the Old Town Shops and co-owner of Bigfoot BBQ restaurant.
Jerry McLaughlin, owner of Aspen Sports, initially voiced concern about Dew Downtown. The business owner, who has operated downtown for 25 years, recently explained, “The street closure was the issue for me; I was all for the event. I asked if other locations were considered, but this is a downtown urban event. Historically, street closures such as 4th of July, Homecoming and Holiday Lights parades and the car show are usually a bust for business. In the retail world, our weekends and holidays are really important to us.”
Discussions with the city abated some of McLaughlin’s fears. “There was minimal impact from street closures. Dew Downtown arranged for hundreds of off-street parking spaces, a ton of volunteers directing people to the parking spaces and trash pickup. Dew Downtown didn’t impact the traffic flow like parades do,” McLaughlin said.
“This was Flagstaff’s first event that included a comprehensive parking management plan and Ambassador Program that helps guide people through downtown,” said Arturo Silva, marketing and special events manager for The Nackard Companies, the title sponsor for Dew Downtown. The local event “…has a very similar feel as the Dew Tour, which is a national, slopeside, freestyle snowboarding series. Mountain Dew has sponsored snowboarders in the past and this local partnership makes perfect sense. It promotes the winter, active lifestyle for the youth and adults in our community.” In its third year of sponsorship, the Pepsi bottling company was featured in a nationwide trade article for the company’s involvement with Flagstaff’s extreme winter festival.
“Dew Downtown is a nice urban event that is managed very well,” added McLaughlin, who just signed a sponsorship contract and admitted that his outdoor sporting goods business may have profited from the snow event more than other businesses. “I did definitely benefit from the event; my sales were up for the weekend.”
Others that applaud the management of the event include the Arizona Parks and Recreation Association that bestowed Dew Downtown with the “2012 Community/Neighborhood Special Event Award for Populations 25,000-100,000.” More recently, Dew Downtown earned a nomination for the international Ski Area Management Award for Best Terrain Park Event.
This year, the family-friendly event will coincide with the opening of the Winter Olympics in Sochi, Russia. Spectators should expect some Olympic-style entertainment, festivities and a beer garden where a percentage of the proceeds will go to the Flagstaff Ski Team and The Boys and Girls Club of Flagstaff.
“In a town this size with a ski resort, there is usually a more prominent ‘ski town’ feel,” said Stratton. “That’s probably because of the previous inconsistency of winter snow. Dew Downtown helps – almost psychologically – to show that this is a winter town five months out of the year. Dew Downtown is all about building buzz and getting people enthusiastic about snow and winter.”
Sponsors include Mountain Dew – Nackard Companies, Suddenlink, 93.9 The Mountain, Flagstaff Medical Center, BlueCross BlueShield of Arizona, Ford Dealers of Northern Arizona, Aspen Place, Sam’s Club, Flagstaff Eye Care, Flagstaff Face & Body, Alpine Pedaler, Courtyard by Marriott Flagstaff, Elk Ridge Ski & Outdoor Area, Kinney Construction and SCF Arizona. Partners include Arizona Snowbowl, Altitudes Bar & Grill and the Flagstaff Alpine Ski & Snowboard Team. FBN
Dew Downtown Flagstaff
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Photo) Local and out-of-state snow enthusiasts competed at the 2013 Dew Downtown in downtown Flagstaff.
Written by Stacey Wittig