Alpharetta Plans More Downtown Special Events

Special events proposed in the Alpharetta budget for 2012-201 are just a bit more than $126,000, but got more attention than those dollars would suggest.

Milton Avenue in downtown Alpharetta is the center of most of these events, with movies and a Braves game televised on a big screen, the return of last year's successful beer fest – times two – plus continued support of an artist's market and a farmers' market are proposed.

A wine and food event in addition to a European market are other new proposals.

Some of these events are planned to bring in revenue, but none of them are expected to do more than break even. The idea instead is to use the special events as marketing tools to bring people to a specific area and visit those stores.

Councilman Chris Owens saw big cost disparities in the events.

"Comparatively speaking, Art in the Park at $2,000 is a bargain compared to a Braves game for $20,000," he said, though he acknowledged licensing fees were likely for the baseball game screening.

He asked that the city work to leverage the support of vendors with the costs of events to cut the city's expenses.

Councilman Mike Kennedy wanted to know if the city's Special Events staff was enough to coordinate all the events.

City Manager Bob Regus said part-time help would be added as needed.

Councilman David Mitchell said several events had built-in support from vendors in several events reduces the need for extra city staffing.

And Councilman Jim Gilvin wanted to make sure a cost-benefit analysis was done for each event, saying once government starts a program it's tough to get it stopped.

Assistant City Administrator James Drinkard said the city goes into events with certain goals in mind. Some are marketing oriented. They don't go into them with plans to make money. The goal between sponsorship and other fees is, at best, to break even. The main goal is to draw people into areas of the community to expose visitors to those areas, and hopefully have them spend money with local merchants.

The primary measurement of success is the number of people who attend, Drinkard said. Next is feedback on the events themselves.

Alpharetta Mayor David Belle Isle said his hope is that business owners considering opening a new location see all the activity in downtown Alpharetta and decide to locate in the city.

The proposed events in the budget include:

Movies on Milton Event – (Fri.) July 20, 2012 $15,065

The movie night would be combined with the existing Alpharetta Mayor's Challenge 5K Race. The Rotary Club of Alpharetta's yearly Mayor's Challenge Race (new name is Midsummer Night's Mayor's Challenge 5K Race) would complement the city's movie night.

Movies on Milton Event – (Fri.) August 17, 2012 $15,065

The community would gather on Milton Avenue to view a nighttime show on a large movie screen. This event would be a back-to-school themed movie night. The Alpharetta Youth Baseball and Football Associations would like to be involved with the event by selling popcorn, candy and drinks. In addition there has been discussion for a possible 5K event to occur prior to this movie night.

Art in the Park (April through October) $2,200

Art in the Park is held April through October (last weekend of each month) and is sponsored/organized by Gallery 35/Buddy Gash (ABA board member). As many as 35 local artists offer artwork for sale and some artists may be exhibiting their talent as well.

Braves Game on Milton Ave. (Spring or Summer 2013) $20,015

Game on the Green presented by the City of Alpharetta, Braves, FS South, SportSouth, & 680 The Fan. Based on their success in 2012, the Braves may continue the Game on the Green events in the community in 2013. City would provide Milton Avenue for the remote game viewing.

Fall Brew Moon Fest – (Sat.) October 6, 2012 $9,545

Spring Brew Moon Fest – (Sat.) June 2013 $16,465

The Brew Moon Fest was a 2011 Alpharetta Business Association (ABA) sponsored event with the city providing support through event consulting and logistics. The ABA has requested that the city support two Brew Moon Fest events a year (Spring & Fall) beginning this year. The event contains live music, dancing and dining that all take place on Milton Avenue.

Downtown European Market - (Sat./Sun.) September 2012 $13,215

The European Market would be held in Downtown Alpharetta. The Market would consist of vendors/gatherers in the following categories; vintage home furnishings & decor, art, handmade jewelry, fashion clothing & accessories, garden, objects d’art artisan foods & produce.

Vintage Corks & Gourmet Food Trucks – Spring or Fall 2013 $20,960

Vintage Corks and Gourmet Trucks is a Wine and Food Event in downtown Alpharetta. A wine event was requested by the Alpharetta Business Association.

Alpharetta Farmers Market (April through October) $2,750

Alpharetta Farmers Market is sponsored and organized by the Alpharetta Business Association and is located in the City Hall parking lot.

Resthaven Cemetery Tours (Spring or Fall 2013) $10,880

This would be a tour of Old Milton County's four acre cemetery in downtown Alpharetta. Hopefully partnering with the Alpharetta Historical Society and a local acting guild, we would organize a cemetery walking tour. It could begin at Smoke Jacks restaurant (which was the funeral home) walk through a few of the downtown historical markers; then into the cemetery; and finally end at the Future Farmers of America Log Cabin. Actors would dress up as local historical figures and wait by their grave site.