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The booking of Miley Cyrus is broadening interest in America's Freedom Festival beyond the Utah County line, according to its organizers.
"Ticket sales show that there are a lot of out-of-state buyers, and people will be traveling here," said Brad Pelo, senior executive producer for the Stadium of Fire. "While that's good news for our local economy, we want to make sure people get a sense of the tradition of the show."
Interest in Cyrus's show has been so high that the initial run of 48,500 tickets quickly sold out. Pelo said he's working with crewmembers to rearrange the positioning of cameras and other things to free up more tickets.
"We're trying to make as many seats available as possible," he said. "I've seen some drawings finally from the tech crew. We're just debating now where things are going."
Pelo said he hopes to make more tickets available within the next couple weeks. As many as a thousand seats could open up, he said.
When the decision is made, an e-mail will immediately be sent out, which hopeful attendees can sign up for at www.stadiumoffire.com.
Tickets will be available online and through the BYU ticket office.
Pelo said he expects local business surrounding the July 4 event to boom. Because of the appeal of Cyrus as the main act, this year's audience looks to include an unprecedented number of first-time attendees -- coming from both locally and afar, he said.
"We will have a little different audience this year. At least a good portion of them may not have ever been to a Stadium of Fire before," he said. "What we hope is that this isn't just a one-shot deal where we have a lot of out-of-town visitors coming to see Miley."
It's unclear how many will be coming from farther reaches -- but almost half of a group of 1,000 tickets sold on the day of the announcement April 1 went to out-of-state buyers, Pelo said.
Festival Executive Director Paul Warner said he anticipates the list of attractions, including Cyrus's performance, will inject between $5 million and $10 million into the local economy, mostly in hotels, restaurants and shops. The festival's roughly $2.75 million budget is comprised of donations from city governments, businesses, and private citizens, he said.
"We get a lot of help from people who believe in the cause," he said.
Though the Stadium of Fire isn't the festival's best-attended event -- that honor goes to the Grand Parade, which has historically drawn about 250,000 people, or half of the festival's total attendance -- it is the most expensive, Pelo said. He didn't offer a hard number, but said the "majority" of the budget number quoted by Warner would feed that single event.
"The talent costs have multiplied -- literally -- over the years, and that's just across the board," he said. "You can't buy talent anymore for even close to what we paid several years ago."
Pelo said Cyrus's contract precluded him from sharing the price the festival paid to bring her -- but it wasn't cheap.
"This is the most we've paid for talent in the history of the show," he said. "Few artists are capable of filling a stadium."
Organizers are also taking advantage of the fact that Cyrus will bring a new audience to freshen up some aspects of the show.
"I don't know if we're catering to the new audience as much as we are taking advantage of it to try new things," Pelo said. "We'll bring back traditional elements of the show and we'll do it in new ways this year."
That includes changes to the show's opening and the fireworks display, as well as a few surprises, he said -- but don't expect any revelations there.
"I can't think of a hint that doesn't give it away," he said.
Cyrus's arrival is also affecting the way the festival is marketed, Warner said.
"In the past, we've had to spend so much of our efforts to get people to notice the Stadium of Fire that we haven't been able to spend time on other events," he said. "We can now focus on getting the word out about other things." |