The numbers are in for the John Mellencamp concert at Affinity Place last month, and they show a large crowd turned out for the show.
According to a press release from the City of Estevan released Monday afternoon, more than 2,400 tickets were sold for the Oct. 26 concert, generating a net profit of $21,000 for the city.
City manager Jeff Ward told the Mercury a profit was expected, thanks to the large crowd and the timing. Since the concert was held on a Friday night, an increase in food and alcohol sales materialized as expected.
An exact breakdown for revenues and expenses was not released, but Ward said about 2,200 tickets needed to be sold to break even.
“Most of our shows, we project that 2,000 (tickets sold) would be fairly close (to breaking even), depending on booze and food sales. So that’s always the target we want to hit for our shows is 2,000 tickets, in addition to the boxes,” said Ward.
It was great to have a show on a Friday night, and the city would like to have more shows on Friday and Saturday nights, but that’s not a guarantee, since Estevan is a smaller community on most tours.
Ward pointed out that well-known classic rock acts, such as Mellencamp, tend to be the ones that draw the best crowds for Estevan.
“I know council will be considering any options that come up, and looking at the cost-benefit analysis of bringing those shows to Estevan, especially in the spring once the ice is out at Affinity,” said Ward.
Ward didn’t get much of an opportunity to watch the show, since he had to work that night, but he believes Mellencamp is still a big draw and still puts on a good show with his band.
“The vocals, the musicianship, they’re still there,” said Ward. “They know what they’re doing. I’ve heard nothing but positive comments from the actual performance itself, so that’s great to hear.”
The city continues to look for efficiencies when it comes to the setup and take-down of the concerts, and with the new promoter.
Some people who are with the promoter, rather than city staff, were involved with food and beverage sales and take-down.
Among the ideas that have been discussed for future events is the possibility of having a pre-show lounge in the multipurpose room. If the doors open at 7 p.m. for an 8 p.m. concert, there isn’t much time to have a drink and socialize.
“People might be able to come right after supper, or come a little early and have a couple beverages and talk before the show actually starts,” said Ward. “There are things like that which we’re looking at.”
The city doesn’t want to take away from the business that local bars and restaurants have before a concert, but he has heard those sites were full that night, and Ward believes the city can still offer a lounge and not compete with businesses.
The city noted that since Affinity Place opened in 2011, there have been many shows at the venue. A review of all profits and losses over that time shows the city has essentially broken even in total while hosting these events.
“Over the past five years that I’ve been here, we’ve been seeing reports intermittently after concerts, and that’s always kind of been the fluctuation point is that some shows are better-received, depending on timing and what other events are happening,” said Ward.
Concerts remain a key part of the city’s tourism and promotion efforts. Hotels also see the impact of having individuals in the community for a night of entertainment.
“The positive impacts to the local economy as well as the initiative to provide quality entertainment to our citizens, will remain a focus as we move into 2019,” the city stated in a news release. “We are already looking for acts in the spring, once the ice is out at Affinity Place.”
Ward said the city will wait for the spring for the next conference because the St. Joseph’s Hospital Foundation’s Festival of Trees and the Home Hardware Canada Cup curling tournament will be held on back-to-back weekends in late November and early December, taking the ice at Affinity Place out of use for an extended period of time.
The city has already had discussions on acts it could bring to Estevan.
