THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Friday, May 24, 1996 TAG: 9605230166
SECTION: CHESAPEAKE CLIPPER PAGE: 10 EDITION: FINAL
TYPE: COVER STORY
SOURCE: BY JENNIFER C. O'DONNELL, STAFF WRITER
LENGTH: 130 lines
WHEN 150,000 PEOPLE gather together to enjoy music and food and, of course, spend a little money, it can only be good for business.
And that's what happened last weekend at the 14th annual Chesapeake Jubilee.
Local businesses and vendors who hawked their wares at the festival took advantage of an influx of thousands of visitors.
W. Pete Burkhimer, chairman of this year's festival, said the economic impact on the city and local businesses will be long-term, even though the Jubilee was never intended to be a money-maker for Chesapeake.
``A lot of the people who come to the Jubilee might not have stepped foot in Chesapeake for many years,'' he said. ``When they come and see all the new stores we have, they may decide to come back and shop.''
Greenbrier-area merchants got the biggest windfall.
The McDonald's on the corner of Volvo and Greenbrier parkways, for example, capitalized on the event. Management at the restaurant extended the store's business hours last Friday and Saturday to 1 a.m. and added extra employees to accommodate revelers as they left the Jubilee.
``We saw about 500 more customers last weekend than we do in a normal weekend,'' said Katie Shafer, manager of the store. ``We were very, very, very busy.''
Institutions not normally in the business of making money couldn't help but benefit also.
Churches up and down Greenbrier Parkway and Kempsville Road sold parking spaces for as much as $5 per car.
``We're so very grateful for the Jubilee,'' said Greenbrier Baptist Church volunteer Betty Reaves as she collected money from drivers last Saturday.
Greenbrier Baptist volunteers, working in two-hour shifts, ushered cars on and off the church lots from Thursday through Sunday, stopping only for the 11 a.m. service Sunday.
The church, conveniently situated across from the Jubilee site, has offered parking for festival attendees for six years. Last year, the church raised $5,000 during Jubilee weekend. This year, the total was $8,000.
``We attribute our success this year to the heat,'' said Ron L. Philbrick, minister of education. ``We had a high turnover rate because people weren't staying too long and when they left, their space was open for someone else.''
The church's profits are tax-free, an extra bonus. Philbrick said the proceeds collected last weekend will pay for renovations to Greenbrier Baptist's four mobile units, which are used for Sunday school and other educational programs.
``It's our biggest fundraiser for the year,'' said Mitchell L. Harrison, pastor of the church.
The city also has something to gain from an event that typically draws 150,000 people or more - many of them from out of town.
``There's little doubt that the city gets a return on its investment,'' said William J. Holloran, Jr., executive director of the Hampton Roads Chamber of Commerce's Chesapeake division. ``Otherwise they wouldn't do it.''
Just how much the city gains from the Jubilee and other community events is difficult to determine.
But Holloran said part of the benefit likely comes from extra tax revenue generated by out-of-towners who spend money at the festival.
``People from other regions of Hampton Roads come to Chesapeake to spend their money much as a tourist does,'' Holloran said. ``Then they leave. All with minimal use of the public facilities.''
The city collects taxes, such as a meal levy from food vendors, at the carnival. In recent years, the combined revenue has averaged around $25,000, according to figures compiled by the Chesapeake commissioner of the revenue.
Any tax collected is somewhat offset by the additional manpower needed for the event - extra police officers and paramedics.
But community leaders say the contribution of the Jubilee to the city can't be measured in dollar signs alone.
``I think it does have an economic impact, but in a different way,'' Burkhimer said. ``The event itself makes the community attractive to prospective businesses.''
That's why Donald Z. Goldberg, director of economic development, makes a point of mentioning many city events, such as the Jubilee, to businesses considering a move to Chesapeake.
``You never know what's going to catch their attention,'' Goldberg said. ``And all those events show the quality of life we have here.''
``You can't overlook the community's goodwill effort,'' Holloran said. ``It can't be measured, but it's important.''
The Jubilee also is important to vendors who sell food, crafts, jewelry and other specialty items. It gives entrepreneurs or small cottage industries a chance to advertise and sell their products without a major investment.
Monnie Nolan rented space in the Jubilee's crafters' tent last weekend to sell Christmas tree angels she makes by hand.
``I started out just making them for family and friends,'' Nolan said. ``After a while, I decided to try and sell them, to see if there was a market.''
Nolan, who lives in Hollywood, Md., attended another fair last year with good results.
``But the fair was so close to Christmas. I wasn't sure if I could sell the angels year-around,'' she said. ``That's why I decided to come here.''
By Sunday, the last day of the Jubilee, Nolan was so pleased with her sales that she decided to look into renting a permanent booth at a crafters' mall near her home.
Art Titus and his partner Tracy Fenwick didn't have the same luck. They travel up and down the East Coast selling hematite and stone-wear jewelry at various fairs and festivals.
``Not all the fairs are the same,'' Titus said. ``We're pretty selective about where we decide to set up.'' The selection process involves researching a festival's past attendance and consulting with other vendors.
Despite their research, Titus and Fenwick didn't fare well at last week's event.
``The crowd was definitely here. But they just weren't buying what we had to sell,'' Titus said. ``We won't be back next year.''
Jim Ellis will. For three years, Ellis has set up his spin-art and sand-art tent within the carnival compound.
``The Jubilee is one of my better events,'' said Ellis. ``It has always been worth the effort.'' ILLUSTRATION: Staff photos by MORT FRYMAN
Independent vendor Diane Jobert cooks up a profit during the weekend
festival.
Vendor Art Titus sells necklaces and earrings to some of the 150,000
festivalgoers.
Dolls, dolls and more dolls are offered for sale by Monnie Nolan.
The Jubilee is important to vendors who sell food, crafts, jewelry
and other specialty items. It gives entrepreneurs or small cottage
industries a chance to advertise and sell their products without a
major investment. Rita Bryant, above left, and Carol Crawford, sell
lawn decorations. Vendor Jim Ellis' tent allows customers to create
their own sand art. by CNB