The Highlands Board of Commissioners approved adding a springtime event to its calendar of attractions for the coming year, approving a songwriters’ festival for May 2 to be held in Kelsey-Hutchinson Park.
The spring shoulder season event was proposed by Eleven Events, who produce the Food and Wine Festival each November. Casey Reid, of Eleven Events, said this event would “test the waters” to see if Highlands could host a spring time festival to act as a bookend to November’s Food and Wine Festival.
“We already have the audience from past Food and Wine visitors who would be open to returning to Highlands for this springtime event,” Reid told commissioners. “We are going to offer a limited number of tickets – about 1,000 – and limit the festival to Pine Street and Founders Park.”
Reid said the event will feature three acts, two opening acts and a concert headliner. About 3-4 food vendors will be on hand and alcohol will be served in the park.
“The great thing too is that we already have an outstanding marketing base,” she said. “We have a data base of more than 5,000 people who are already passionate about coming to Highlands for Food and Wine.”
The concert would be held on the stage and run from 6:30 p.m. until about 10:30 p.m. on Saturday May 2, Reid said.
“It will be similar to the Food and Wine’s Main Event Saturday in November, only with fewer food vendors,” she said. “The limited number of food vendors would make the festival appealing to restaurants wanting to be involved, giving them an opportunity to profit from the festival.”
Too many food vendors would have an adverse effect on the festival, Reid said.
Speaking during the public comments portion of the meeting, Highlands resident and Friends of Founders Park member Hank Ross said he welcomed the spring festival.
“This spring concert is exactly what this park is for and I welcome this,” said Ross, speaking for Friends of Founders Park. “Any revenue will be invested back into the marketing of the event or charitable endeavors.”
Commissioner Donnie Calloway agreed with Ross, saying the park was built to best utilize events like the proposed May 1 festival.
“This is why the park is here,” he said. “For events just like this.”
“Our goal with this festival is to break even,” Reid said. “We want to test the waters for a larger music-based weekend event for 2021.”
Commissioner Brian Stiehler said the spring festival would be an easy sell for commissioners since Eleven Events is already a known commodity with its work with Food and Wine.
“We know them and we work well with them,” he said.
Jack Austin, general manager with Old Edwards Inn and Spa said adding the springtime festival would boost occupancy rates in April and May.
“Currently, Old Edwards enjoys a 72 percent occupancy rate in April and 74 percent in May,” Austin told commissioners. “In November, during Food and Wine, that rate jumps to 92 percent.”
Commissioner John “Buz” Dotson said he wasn’t prepared to support the songwriters festival as it was presented without more study, though given the time and planning constraints, even organizers hoped to leave the meeting with an approval.
Organizers met with Highlands Police Department Chief Bill Harrell and Highlands Fire and Rescue Chief Ryan Gearhart, and neither believed the event would present any security and safety risks.
Ward said by law there can be more than 1,000 visitors in the park.
After a motion to approve by Commissioner Galloway and a second by Stiehler, the vote was approved by a 4-1 count with Dotson voting against.