In the hunt for entertainment
Dunn: The fiscal year that ended June 30 was a really great one. We had 114 events, including hosting NCAA basketball and hockey tournaments. Entering this fiscal year, we knew we would be down 40 events, due to the loss of the Icecats hockey team. So we budgeted 65 events. We are tracking ahead of that and will end up at about 75 event days.
WBJ: What are the biggest attractions?
Dunn: Motor sports shows do really well, as do the family shows. The concerts are what everyone looks for, and we’ve done fairly well in that category. We also have the NCAA hockey tournament, televised on ESPN. One of the sleepers this year was a new event, the Pop Warner Cheerleaders contest. It drew more than 14,000 people in November, with huge hotel bookings. Another popular attraction was Michael Flatley’s Celtic Tiger dance tour. The upcoming May 6 return boxing match featuring Worcester’s Jose Rivera is sure to be one of the highlights of the year. Overall, attendance is up 5 to 10 percent over last year for most events.
WBJ: How important is the Sharks deal?
Dunn:A hockey team doesn’t generate huge revenues. But it does bring stability to your calendar with 40 firm events, as well as stimulus to the environment around us, such as restaurants business. It also brings additional public focus on the DCU center, with newspaper articles about the team almost every day. Plus, you have the commitment of the team to charities and other organizations. What I’ve heard in the business community is that they are pleased with the enthusiasm they’ve seen from the Sharks. They’re creating a lot of buzz.
WBJ: What benefits did you give the Sharks, versus the Icecats agreement?
Dunn: We gave a little relief on rent. We will also give the Sharks participation in revenues from concessions, which was not the case with the previous team. Lastly, and probably most important, is scheduling. We’ve committed at least 33 weekend dates to the Sharks, which is very important if you want to draw families.
WBJ: Any other significant changes as a result of the Sharks deal?
Dunne: The City will install a curtain system that will provide a more intimate 6800-seat sports arena. That will boost season ticket sales and create a more exciting environment. In addition, the option of having this reduced space will open up opportunities to attract other events, such as niche performers who typically play to smaller audiences. An example would be artists who appeal to this area’s growing Latin community.
WBJ: What’s the overall economic impact of the DCU Center?
Dunn: My rough estimate is more than $70 million in direct economic impact each year, as seen in spending on hotels, restaurants, parking and the like. That doesn’t include our own payroll and our purchase of goods and services from local purveyors. In addition, annual gross sales from tickets, exhibit space, merchandise, food and beverages totals more than $24 million. Once event sponsors get their share of receipts, the DCU Center realizes about $4 million in revenues. After expenses, that leaves profits of about $1 million.
WBJ: Will the new Marriott and Hilton hotels help you attract more conventions?
Dunn: They will be very valuable to us as we approach meeting planners. Since it will be connected by pedestrian bridge to our facility, the Hilton Garden holds great potential as a headquarters hotel for conventions, along with the existing Crowne Plaza. Together, these two hotels represent 400+ rooms, plus more breakout space for meetings. This should enhance our ability to attract larger conventions and exhibitions.
WBJ: Are you also looking for a boost from the planned CitySquare development?
Dunn: CitySquare will improve the city’s image as a destination for conventions. Beyond exhibit space, meeting rooms and good services, meeting planners look for other amenities, such as nearby restaurants and small shops, which convention goers can enjoy when they aren’t working the show.
This interview was conducted and edited for length by WBJ Chief Editor Larry Maloney.
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