As the birthplace of Route 66, Springfield’s association with the historic highway has grown in recent years, with the Birthplace of Route 66 Festival held every August welcoming increasing numbers of visitors downtown. But for several center city businesses, the festival has proven more a challenge than a benefit.
Earlier this month, more than 25 downtown business owners signed off on a letter sharing their grievances about the festival with the city while asking for a larger voice and representation in the organization of the festival. The letter has already brought changes to next year’s festival and paved the way for additional options in the future.
The festival was not always a downtown-centric event. It was started by the West Central Neighborhood to promote the opening of Mother’s Brewing Company while shining a light on the Route 66 heritage. But since the city has taken over the event and brought it downtown, it has grown exponentially — setting record-breaking attendance of more than 67,000 visitors this year.
Cora Scott, the city’s Director of Public Information & Civic Engagement, said the festival was brought downtown as a way to highlight the area.
“When downtown is programmed, it does help with things like crime. We see a decrease in crime and other nefarious activities that go on downtown when it’s programmed,” she said. “But with that comes a tradeoff and some challenges on the event planning side to make sure that you’re not cutting off access to the businesses, that they are involved in the planning to the extent that they want to be and that any negatives are far outweighed by positives.”
What are the concerns and how could they be addressed?
One concern directly outlined in the letter was the closure of roads earlier in the week in preparation for the festival. Scott said for three years the festival began a day earlier for a Thursday kick-off concert. This was a result of a one-time state grant to encourage more overnight visitors, but she said with those funds expended, the extra day will no longer be a part of the festival. Other traffic solutions like improving sight lines to businesses and balancing access with safety are being considered.
Downtown Springfield Association Executive Director Rusty Worley said when it comes to road closures for any event, there are various interests to balance and thoughtful strategic planning to consider to drive and guide pedestrian traffic. The Route 66 festival covers a large footprint, and, because of the nature of the route, it is quite linear along St. Louis Street.
“People tend to follow the crowd and don’t wander too far away from that, so you have to be really strategic as an event organizer of where you place certain things to try to have magnets that will draw people to certain areas,” he said.
One of the largest obstacles for the Route 66 festival in particular with pedestrian traffic has been the main Aaron Sachs Stage, which has been on Jefferson Avenue and McDaniel Street facing north toward St. Louis Street. Because of the size of the stage and people’s general aversion to going backstage, businesses on the other side of the stage struggle to attract enough foot traffic even with additional infrastructure added to ease the transition.
Prairie Pie at 307 S. Jefferson Ave. is one of those businesses. Owner Eleanor Taylor said the stage blocks her and other nearby businesses completely out of the festival and the restricted parking and street closures deter established customers from visiting during the event week.
Scott said moving the stage has been discussed for several years. The move is difficult because of the size, necessary viewing area and noise. However, hearing downtowners’ concerns, Scott said the stage will finally be moved elsewhere for the 2025 festival, though she did not wish to share the new location yet.
Taylor said she will believe the move when she sees it and added that other factors also need to be considered, such as shortening the festival and reducing the number of road closures that she currently feels are “unnecessary.” Downtown holds several other events throughout the year including the Christmas and St. Patrick’s Day parades.
“We have parades here multiple times a year, and none of them cause the sort of disruption that this festival does,” she said. “Downtown is built for road closures for a few hours for a parade, not for like, multiple days, disrupting business, disrupting traffic.”
Other events Worley said have been going on for decades, giving more time to learn from the past and adjust accordingly. The Birthplace of Route 66 Festival has been downtown since roughly 2014. With other events bringing wider benefit to downtown businesses, he said it will be vital to look at elements from other events that work well and consider how to integrate similar aspects into the Route 66 festival. Scott said during the festival, the city offers golf-cart shuttles around downtown, regardless of where visitors are going.
Becoming part of the festival
Some businesses directly on the festival route, like Billiards, have made the Route 66 event their own. Owner Richard Vance was not among the business owners who signed the letter but said he understands their concerns and wants to also see more consideration for downtown businesses in the planning process.
Billiards puts on its own party during the festival, with several bands and $5 burger specials. But Vance said the business doesn’t actually bring in any extra money that weekend. Instead, he sees this as a marketing opportunity, one which he acknowledged is not feasible for all businesses.
“We would make more money if the festival didn’t happen, because we’re landlocked and they run our customers off,” he said. “I look for tomorrow sales as much as I look for today’s.”
Not only for the Route 66 festival but for any downtown event and changes, Vance said he believes downtown businesses should have more involvement in the planning and execution processes. Local businesses in his eyes should get first call on spots in the festival area for their vending instead of bringing in outside vendors offering the same products and services.
In a presentation the city held for downtown businesses in June ahead of the festival, the city shared similar ideas for businesses to capitalize off of the festival and offer visitors via themed goods and services, special promotions and complementary events. Taylor said small businesses should not be asked to do more or work harder and characterized this as the festival “steamrolling” local businesses.
As Scott has conversations with signees of the letter, she said she has come to the understanding that for many businesses going beyond normal operations is not feasible, especially as businesses face higher costs and struggle with staffing.
Both Scott and Worley said to address some of these challenges, the planning committee is discussing ways to alleviate the obstacles, financial or otherwise, businesses face to make the festival work for them, whether through a vendor booth, food truck or otherwise. They said just as important is ensuring downtown businesses don’t have to compete with non-downtown festival vendors.
Moving, ending Route 66 festival still a possibility
Moving the festival further east or west or away from downtown altogether is not off the table. As a celebration of the Historic Route 66, it would ideally fall on that route. But if a move further out is a serious consideration in the future, Scott said the city will likely not be involved in putting on the event.
“The city wouldn’t have an interest in really participating in it if it moved pretty far out of downtown, because we’re not making money off this,” she said. “This is specifically to shore up support of Center City, and I’m taking a broad definition of that, because Commercial Street may get involved at some point.”
While Taylor said the Ozark Empire Fairgrounds could provide the backdrop for the event, Vance disagreed and believed Springfield’s association with Route 66 should be maintained.
Scott noted ending the festival altogether is also being considered. Worley said all options have to be explored, but he believes there is a way to make the festival work for the majority of businesses.
“Ultimately, we’re here to serve our businesses and times change, things evolve. I’d like to think that we could evolve to where the event could still be a driver for customers and activity to their business,” he said. “But you know, if it gets to a point where it’s not worth that, again, our first priority is for our businesses to be successful, and if that’s the consensus, then there’s nothing sacred about it.”
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The demographics of any event audience also play a role in business. The festival is attempting to attract more younger people, which would also complement some businesses that the current demographic may not be attracted to, by diversifying and expanding the music aspect of the festival.
A large impetus for the letter sent to the city was business owners not feeling heard. Taylor said despite concerns being voiced in the past, they were brushed off with the festival proceeding as is. Moving forward, Scott and Worley said the planning committee will have formal representation from business owners through a representative both from the Downtown Springfield Association and the Downtown Springfield Community Improvement District.
“This is not an event where there’s a third party coming in and making money. This is all about community pride, community engagement, showing off our city to people around the world,” Scott said. “I’m very optimistic that this can be a win-win for everybody, so we’re taking active steps based on what we’re hearing.”
Marta Mieze covers local government at the News-Leader. Have feedback, tips or story ideas? Contact her at mmieze@news-leader.com.
This article originally appeared on Springfield News-Leader: Springfield Route 66 Festival changes possible after complaints
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