posted June 1, 2006
The Nightfall Concert Series is not leaving Miller Plaza despite rumors to the contrary, officials said Thurslday.
Carla Prichard, executive director of the Chattanooga Downtown Partnership, said, "The Chattanooga Downtown Partnership and RiverCity Company would like to dispel recent rumors that the Nightfall Concert Series will be relocating to the Ross’s Landing area. Nightfall, which is produced by CDP, a private not-for-profit organization, will be remaining at Miller Plaza as it has for the past 18 years.
“Miller Plaza was built with private funds specifically with a program like Nightfall in mind. It is a park dedicated to the community with the hope that their enjoyment and entertainment would lead to continuing civic engagement, renewal and revitalization.”
A free, Friday-night concert series offering quality musical entertainment for 17 weeks, Nightfall was originally established to stimulate economic growth in downtown’s central business district, she said.
Ms. Prichard said, "As downtown has flourished, so has Nightfall, having grown into a popular community tradition. With downtown’s residential and commercial development continuing to thrive, it is imperative to keep the central city active and vibrant with events like the established, successful Nightfall Concert Series."
The Nightfall concert series begins its 18th season this year.
"Most people who go to Nightfall don't realize that it was created to stimulate economic growth in downtown's central business district," said Ms. Pritchard. "And why should they, really? They're having a good time. Nightfall succeeds because it's fun. But because it succeeds as an entertainment event, it supports downtown businesses and improves the economic vitality of downtown. And that's exactly what it was created to do 18 years ago."
Nightfall is operated privately by the Chattanooga Downtown Partnership. All costs - including national talent, local opening acts, sound, lights, and police - are funded entirely through private sponsorships and concessions. Even the venue is privately owned: Miller Plaza was built in the 1980s with funding from the Lyndhurst and Tonya Foundations. The RiverCity Company owns and manages it as a community asset.
“Miller Plaza was built with private funds specifically with a program like Nightfall in mind," said Ms. Pritchard. "It is a park dedicated to the community with the hope that their enjoyment and entertainment would lead to continuing civic engagement, renewal and revitalization.”
"When we surveyed our audience, we found that 68% of Nightfall patrons typically visit one or more downtown businesses before or after they attend Nightfall," said Ms. Pritchard. Destinations include restaurants (61% of Nightfall patrons), bars or lounges (40%), coffee shops (21%), movie theatres (15%), other music venues (13%) and retailers (6%).
When they visit downtown businesses, Nightfall patrons also spend money: 15% spend $41 or more, 26% spend $26-40, 43% spend $11-25, and 15% spend up to $10, she said.
One reason the free concert series generates new downtown spending is the timing of the event, it was stated. The opening act begins at 7 p.m. and the headliner at 8 p.m., which allows people plenty of time to go to a restaurant between the end of the workday and Nightfall. The concert ends around 9:30 or 10 p.m., which is early enough to allow patrons time to visit other evening venues if they care to, she said.
"That scheduling was a deliberate choice," said Ms. Pritchard. "We want people to be able to visit Nightfall and also patronize the downtown businesses.
"We even get calls from tourists who say that they plan their weekend visit to include Nightfall. They call from out of town to see who's playing. If they like the act, rather than driving in on Saturday, they come a day early, see Nightfall, spend at extra night in a hotel, and go to the attractions Saturday and Sunday."
She said many downtown businesses appreciate the boost they get from Nightfall.
"The Nightfall concerts were an important aspect of our choice of location. Without Nightfall, our business would lose both the revenue and the exposure needed to keep Caffeine afloat in a highly competitive market," said Kelly Stephens, co-owner of Caffeine, located at 233 East M.L. King Blvd. This year, Caffeine became a sponsor of Nightfall, providing food for the musical acts.
"Nightfall nights are absolutely our best nights of the year. Everybody is in a good mood, and we like being full of customers," said Nick Bowers, owner of The Pickle Barrel, 1012 Market St.
"Nightfall was a huge factor in our decision to update this 100-year old space and open a new Brass Register restaurant. You've got thousands of people attracted to Nightfall a block and a half away. People are going to want to go to restaurant close to where they are," said Sandra Ogle, co-managing partner of The Brass Register, 618 Georgia Ave.
"Within our target area, Nightfall promotes much needed growth and vitality in the core of downtown. We see Nightfall as a crucial way of putting focus on a downtown core that is seeking ways to revitalize," said Michael Kull, president of the Market Center Council of the Chattanooga Area Chamber of Commerce.
"We opened last November, after Nightfall was over, but we expect it to enhance our business. After ten o'clock people are going to be looking for places to go," said Geoff Tarr, co-owner of the Hair of the Dog pub, at the corner of Fourth and Market Streets.
"One of the great pleasures my husband and I have had in living in the M. L. King Boulevard area is the ability to join our neighbors every Friday in walking down to Nightfall to enjoy the music and comradery. Last year, we started a potluck dinner prior to Nightfall, to extend our fellowship and enjoy a meal" said Merri Mai Williamson, resident of the M.L. King district.
"With the revitalization of downtown and especially the M. L. King community, we need more entertainment venues such as the Nightfall Series. It has had a wonderful effect in bringing the whole Chattanooga community together," said Elijah Cameron, executive director of the M. L. King Community Development Corporation.
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