Billings – The significance of MetraPark co-promoting events was clarified by Sue DeVries, MetraPark’s assistant manager, during the meeting of the MetraPark Advisory Board.
Following kudos for “hitting a real home run” with the landing of Motley Crue, (appearing July 26) a concert that sold out before the end of January, Devries answered a question about how much money MetraPark is making as a co-promoter of the event.
Co-promotion for MetraPark is not so much about making money, said DeVries.
“We aren’t going to lose money and we will make some money, but the coup is getting the event and improving our relationship with the promoter, who is responsible for a huge number of events,” explained DeVries.
The area in which MetraPark does well with any sold-out event is in the sale of concessions. But more significant is the economic benefit that comes to the community as a consequence of booking a popular event. The business that comes to Billings area hotels, restaurants, gas stations and retail shops is the primary goal, Devries pointed out.
To that end, MetraPark has focused on increasing the number of events that are booked, which is largely the job of the county-owned facility’s new marketing director, Ray Massey. In just a few months on the job, Massey pointed out that MetraPark ended the year with more bookings than last. It finished the year with a 22.5 percent increase in event-day usage, with 446 event days. The goal for this year is 500 event days, said Massey.
The co-promote fund, an account funded by beer sales specifically to cover losses should any event lose money, has a current balance of $53,737.
Massey did point that one benefit for MetraPark from an event like Motley Crue is the $3.50 it gets in a capital improvement fee for each ticket sold for Motley Crue. Being able to maintain the facility and keep pace with capital improvement needs has long been MetraPark’s biggest challenge. Almost every task on the to-do list comes with a big price tag, from paving parking lots to roofing to replacing utility systems, and generating a revenue stream to cover those costs is vital to the facility’s continued operation. The recent purchase of security cameras, for example, cost $75,000 and steel step overlays in the grandstand cost $51,000. Parking lot resurfacing will run into the millions.
MetraPark has spent $837,443 on capital improvements and holds $169,945 in the capital improvement fund.
The indoor football team, the Billings Wolves, begins its season playing in Rimrock Auto Arena on Feb. 21. Yellowstone County Commissioners have given a nod of approval to bring in additional vendors to augment sales during their games. The vendors will pay the same percentage on sales as the permanent contracted vendors.
Construction of the new barn on the backside is progressing ahead of schedule. It is expected to be completed by the end of February.
Commissioner Jim Reno raised the issue of what to do with the grandstands, which with the end of horseracing have had very little use. Discussion led to questions about what proposals were suggested in past master plans. The board asked that the last master plan be brought to the next meeting so board members could look at it and consider options.
Comptroller Kelly Campbell reported that half way through the fiscal year, MetraPark is doing well with over $2.2 million in net revenues. Campbell said that they are $145,000 over projected revenues.
