Despite drawing more than 1 million people to the city’s riverfront last year, “WaterFire Providence” finds itself buffeted by the same economic challenges as any other public event, and the effects are making themselves known.
Three years ago, a survey by Acadia Consulting Group showed that the event was a big draw for out-of-state attendees. For many vacationers, in fact, “WaterFire” made Providence a destination that included hotel stays and restaurant dining. However, Christian O’Reilly, development assistant for “WaterFire,” notes that as fuel prices rise and the slowing economy shrinks disposable income, more locals and day-trippers than ever are attending, replacing the vacationers who came from afar.
“There has been a general shift toward taking smaller trips to places including Block Island, Newport and ‘WaterFire’,” O’Reilly said. “For many, a trip to ‘WaterFire’ doesn’t involve flying – and in some cases even driving. People can reach ‘WaterFire’ by train or bus,” O’Reilly said.
In recognition of the event’s changing demographics, “WaterFire” created The Brazier Society last year, a corporate sponsorship program that targeted small businesses with contribution goals more in line with their resources. But that still may not be enough to fully cover the expenses generated by the 13 full and five partial lightings this year.
With tens of thousands of people typically attending each evening of music and dancing, not to mention the 100 bonfires, corporate sponsors have found the events a fun way to entertain staff and clients. Local real estate, insurance and financial agencies, as well as law and accounting firms, have grown accustomed to planning client visits around the bonfires and most say the event provides a memorable, unique experience that is enjoyed considerably more than an evening spent dining at a high-end restaurant or in a luxury box at Gillette Stadium or Fenway Park.
But each event costs about $120,000 to mount, and there is no ticket revenue to help offset the expense. Thus, the sponsorships. Brazier-program sponsors that spend between $1,500 and $10,000 receive special perks, including admission to the VIP tent (where hors d’ oeuvres, wine, dessert and coffee are served), priority booking for gondola rides, and private parties for up to 50 guests. Larger corporate sponsors receive more, including their own tents.
But the economy is proving challenging in filling the needs, one that has the organization thinking about ways to economize.
“We definitely won’t reduce the amount of dates for ‘WaterFire,’ since the state would receive less tax revenue,” O’Reilly said. But, “we may have to make some reductions, like having less ballrooms and jazz stations. I think budget issues are a problem for all nonprofits right now.”
Still, “we really appreciate all the work our supporters, legislators, senators, mayor and governor have done to keep the fires burning,” he said. “There was a rumor that our funding was going to be cut in half, from $300,000 to $150,000, but as far as we know the full amount for 2008 has been approved.”
He added that “WaterFire” is open to all, making it a large community event, and at this point, funds are needed to keep it going.
“People don’t have to donate thousands of dollars. If donors want to donate a dollar we’ll take it. Every little bit helps,” said O’Reilly. •
