When fireworks are detonating their splashy colors over the heads of an expected 35,000 people in Providence on New Year’s Eve, the brief celebration will occur because of financial support from the local business community, and a year’s worth of work by a tiny nonprofit organization working against the economic tide.
First Night Providence will bring nearly 200 acts to 30 indoor venues in the heart of Providence on Dec. 31, turning the city into a stage for magicians, storytellers, poets, comedians, dancers, mimes, puppeteers, actors and musicians. That doesn’t just happen in a vacuum.
The event will cost an estimated $500,000 – approximately 38 percent of which will be underwritten by donations from local businesses and corporations. Admissions to the events will account for another 38 percent of the cost, based on past years. Admission buttons, which cost $9, are designed as a free service to the event by a different design company each year, and have become collector’s items. State and city government and private foundation and individual donations will make up the rest of money and services needed to stage the event, according to First Night Providence
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“From the business perspective, their contribution is made every year because they see the merits in such an event,” said Doris Stephens, executive director of First Night Providence. “Special events are a key element in any city and state tourism plan, and although that is not our mission, it seems to be a trickle out effect that business community appreciates. The First Night event is key in any marketing strategy to showcase the arts and community spirit in our state.”
By giving big bucks to First Night, a handful of local firms will get big exposure, when their company’s names and logos will be on full display at each showcase on Dec. 31. By contributing at least $20,000 to First Night, three Rhode Island businesses – Koch Eye Associates, Taco, Inc. and Textron, Inc. – are acting as host sponsors of the event this year.
But Peter A. Koch, CEO of Koch Eye Associates, said that marketing strategy was not a consideration when his firm decided to pay for the two fireworks displays at First Night this year.
“That’s not what we have in mind. It’s a way to say thank you. We have so many patients in Rhode Island, and this is a way to give back to them,” said Koch.
In fact, the event represents a boon to the entire business community in the city. First Night Providence has not issued an economic impact statement, but similar events nationally generate spending by those who attend at an average of $20 per head, according to Americans for the Arts, a nonprofit lobby organization for the arts, with offices in New York City and Washington, D.C. With 35,000 to 50,000 people expected to stream into Providence for First Night, based on attendance in past years, that would represent an infusion of at least $700,000 in the local economy.
Securing revenue streams for the First Night celebration is a year-round endeavor for the small nonprofit organization that stages the event. Since 1985, First Night Providence, located on Dorrance Street, has been working with a staff of two full-time and three part-time employees. In December, the staff grows to help stage the mega-event.
The team faced an extra challenge this year, said Stephens: with the economy taking a nosedive, securing contributions from the business community was a tougher task than in years past.
“Obviously, the economic downturn has had an impact this year. Just like we’re all cutting back on our shopping, some corporations have had to cut back on their support. It’s just a sign of our times, it’s not anything to do with not liking the concept of first night,” Stephens said.
She said the tight purse strings wouldn’t make the night any less spectacular than in years past.
“We’ve tried very hard to maintain a quality event. We’ve tried to be very savvy, if you will, about the programming – in past we’d schedule three performances at a venue; this year we’re getting in four performances.
“So there’s cost efficiency in that,” said Stephens.
“Obviously, First Night could not exist except for the support of our business community,” said Stephens. “So I think business should take a bow and feel good.”
