Garland hopes to reignite Star Spangled Fourth festival
By RAY LESZCYNSKI / The Dallas Morning News rleszcynski@dallasnews.com
Garland Mayor Ron Jones knew last July Fourth that the only fireworks he'd encounter at Firewheel Town Center probably would be directed at him.
In a year of cutbacks, the city canceled its annual Star Spangled Fourth event, held at the mall the previous few years.
"I went out there just to find out for myself how the citizens and merchants felt," Jones said. "And I got an earful. They missed it. They were extremely disappointed."
The economic situation in Garland is no better this budget cycle, but the mayor is determined to put the community festival back into play. He led the City Council in directing Bryan Bradford, the city's senior managing director of budget and research, to see what kind of funding would be available for 2010.
Bradford reported back Thursday night that budget possibilities totaled $101,703 from four funds. The net cost of the 2008 festival was $240,000.
"We set the bar on Star Spangled Fourth activities, and we were considered the premier city for that holiday," Jones said. "I think we're going to be able to do something. Exactly how we do it, I don't know."
Nor do city officials know where. There has been sentiment to move the festival back downtown, where it enjoyed a decade-long run. Harbor Point on Interstate 30 at Lake Ray Hubbard is also being considered.
Downtown Garland has changed since it last hosted the event. Richland College's Workforce Training Center now occupies the field where the fireworks were lighted. And the 5th Street Crossing development occupies some of what used to be the carnival midway. Still, Jones plans to meet with downtown merchants to discuss the possibilities.
The partnership with Firewheel, however, may best satisfy the economic considerations. The council has been studying mall information indicating that compared with 2008, merchants reported losses of 30 to 70 percent over the 2009 Fourth of July holiday. That's a particular sore point in a city where sales tax revenues are projected to be down $1.7 million for the year.
"We cannot afford not to do this for next year," Jones said.
At budget work sessions, the council discussed Simon Property Group's attempt to provide major sponsorship in 2009. But they said the offer came too late to satisfy city planning. The city has set a February deadline for the mall owners to step up for 2010.
"Firewheel Town Center, our merchants and shoppers have loved being a part of such a wonderful community event," said Melody Kamp, the mall's director of marketing and business development. "We are hopeful that the event will return in 2010 and look forward to working with the city of Garland and other community leaders to make that happen."
Council member Rick Williams said he's willing to give up the VIP hospitality tent and the big-name entertainment of past festivals if the event could bring back the most impressive star of Independence Day.
"The main thing I want to see is just fireworks," he said.
IF YOU GO
What: Second public hearing on the 2009-10 proposed budget in Garland
When: 7 tonight
Where: Garland City Hall, 200 N. Fifth St.
Tax information: Under the proposal, the city's tax rate will increase 0.7 percent, from 69.96 cents to 70.46 cents per $100 valuation. The city says the increase would be $4.60 a year for the owner of a $100,000 home and $6.90 for the owner of a $150,000 home, after accounting for homestead exemption; the Dallas Central Appraisal District lists the average home value in Garland at $120,537.
WHAT THEY SAID: FIREWHEEL VS. DOWNTOWN
We asked readers of the Dallas Morning News' Garland Blog about their preference of sites for a revived Star Spangled Fourth. A sample of their responses:
"When the SS4th was held downtown, the merchants closed and complained about business interruptions. When it was at the Firewheel Mall, stores doubled their sales and the city gained sales tax revenues."
Marcia Golden
"I also loved and was a supporter of downtown. I have not attended since it moved to Firewheel nor volunteered. I have a hard time with giving financial support to a real estate venture. I am sure that having some named concert brought in sales tax from non-Garland residents. I doubt it covered the cost to the city."
Lee
"For the past 16 years as my family grew we enjoyed the Star Spangled Fourth, the carnival, the crowd and the light show. I was disappointed when it was moved to Firewheel. We still enjoyed it but from a farther distance. It just wasn't the same. I wish it could still be the carnival, the ambience (a little closer) and the light show up close."
Carol
"The carnival atmosphere when SS4th was held downtown was incredible. Plus how easy would it be to access with the DART Station a block away? Could drive to DART on say Forest, hop on, get off a few minutes later in downtown. ... Nothing, absolutely nothing, better than timing a ride on the Ferris wheel with the fireworks being set off."
Dan
"Please put it back in downtown. We went the first year it was at the mall. It took us an hour just to get to the Tom Thumb and Whataburger parking lots. It was a nightmare!!! We haven't been back since. We just watch the fireworks in Rowlett."
Brad
"With all the hype to build up the Historic Downtown area, it never made sense to me as to why the city moved one of its biggest attractions the SS4 to the Firewheel Mall. The traffic was a nightmare."
Mike
http://www.dallasnews.com/sharedcontent/dws/dn/latestnews/stories/082609dnmetgarspangled.3d5bbd0.html
Garland Mayor Ron Jones knew last July Fourth that the only fireworks he'd encounter at Firewheel Town Center probably would be directed at him.
In a year of cutbacks, the city canceled its annual Star Spangled Fourth event, held at the mall the previous few years.
"I went out there just to find out for myself how the citizens and merchants felt," Jones said. "And I got an earful. They missed it. They were extremely disappointed."
The economic situation in Garland is no better this budget cycle, but the mayor is determined to put the community festival back into play. He led the City Council in directing Bryan Bradford, the city's senior managing director of budget and research, to see what kind of funding would be available for 2010.
Bradford reported back Thursday night that budget possibilities totaled $101,703 from four funds. The net cost of the 2008 festival was $240,000.
"We set the bar on Star Spangled Fourth activities, and we were considered the premier city for that holiday," Jones said. "I think we're going to be able to do something. Exactly how we do it, I don't know."
Nor do city officials know where. There has been sentiment to move the festival back downtown, where it enjoyed a decade-long run. Harbor Point on Interstate 30 at Lake Ray Hubbard is also being considered.
Downtown Garland has changed since it last hosted the event. Richland College's Workforce Training Center now occupies the field where the fireworks were lighted. And the 5th Street Crossing development occupies some of what used to be the carnival midway. Still, Jones plans to meet with downtown merchants to discuss the possibilities.
The partnership with Firewheel, however, may best satisfy the economic considerations. The council has been studying mall information indicating that compared with 2008, merchants reported losses of 30 to 70 percent over the 2009 Fourth of July holiday. That's a particular sore point in a city where sales tax revenues are projected to be down $1.7 million for the year.
"We cannot afford not to do this for next year," Jones said.
At budget work sessions, the council discussed Simon Property Group's attempt to provide major sponsorship in 2009. But they said the offer came too late to satisfy city planning. The city has set a February deadline for the mall owners to step up for 2010.
"Firewheel Town Center, our merchants and shoppers have loved being a part of such a wonderful community event," said Melody Kamp, the mall's director of marketing and business development. "We are hopeful that the event will return in 2010 and look forward to working with the city of Garland and other community leaders to make that happen."
Council member Rick Williams said he's willing to give up the VIP hospitality tent and the big-name entertainment of past festivals if the event could bring back the most impressive star of Independence Day.
"The main thing I want to see is just fireworks," he said.
IF YOU GO
What: Second public hearing on the 2009-10 proposed budget in Garland
When: 7 tonight
Where: Garland City Hall, 200 N. Fifth St.
Tax information: Under the proposal, the city's tax rate will increase 0.7 percent, from 69.96 cents to 70.46 cents per $100 valuation. The city says the increase would be $4.60 a year for the owner of a $100,000 home and $6.90 for the owner of a $150,000 home, after accounting for homestead exemption; the Dallas Central Appraisal District lists the average home value in Garland at $120,537.
WHAT THEY SAID: FIREWHEEL VS. DOWNTOWN
We asked readers of the Dallas Morning News' Garland Blog about their preference of sites for a revived Star Spangled Fourth. A sample of their responses:
"When the SS4th was held downtown, the merchants closed and complained about business interruptions. When it was at the Firewheel Mall, stores doubled their sales and the city gained sales tax revenues."
Marcia Golden
"I also loved and was a supporter of downtown. I have not attended since it moved to Firewheel nor volunteered. I have a hard time with giving financial support to a real estate venture. I am sure that having some named concert brought in sales tax from non-Garland residents. I doubt it covered the cost to the city."
Lee
"For the past 16 years as my family grew we enjoyed the Star Spangled Fourth, the carnival, the crowd and the light show. I was disappointed when it was moved to Firewheel. We still enjoyed it but from a farther distance. It just wasn't the same. I wish it could still be the carnival, the ambience (a little closer) and the light show up close."
Carol
"The carnival atmosphere when SS4th was held downtown was incredible. Plus how easy would it be to access with the DART Station a block away? Could drive to DART on say Forest, hop on, get off a few minutes later in downtown. ... Nothing, absolutely nothing, better than timing a ride on the Ferris wheel with the fireworks being set off."
Dan
"Please put it back in downtown. We went the first year it was at the mall. It took us an hour just to get to the Tom Thumb and Whataburger parking lots. It was a nightmare!!! We haven't been back since. We just watch the fireworks in Rowlett."
Brad
"With all the hype to build up the Historic Downtown area, it never made sense to me as to why the city moved one of its biggest attractions the SS4 to the Firewheel Mall. The traffic was a nightmare."
Mike
http://www.dallasnews.com/sharedcontent/dws/dn/latestnews/stories/082609dnmetgarspangled.3d5bbd0.html
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