Allen USA draws 89,000 attendees

The sounds of big-name bands and booming fireworks echoed throughout Celebration Park yet again Saturday as Allen USA returned for its 17th year.

The usual attractions were all there: the Kid's Zone, Cabela's Zone and community stage all returned, as did the event's typically epic fireworks display.

But it was also a year of firsts for the week-early Independence Day celebration: A new partnership with Radio Disney provided both a new attraction in the form of teen actor Brandon Mychal Smith, star of the Disney TV movie "Let It Shine," and a new way to promote the event. Additionally, '80s rock trio the Bangles offered a new, all-female twist to the event's usual musical headliners -- one that event organizers said fits nicely in with the city's mid-30s, young-family demographic.

At an estimated 89,000 guests, the event managed to draw 4,000 more attendees than last year. That increase in attendance, however, is less than that of the event's past two years. In 2011, attendance increased by 10,000 guests, with an overall turnout of 85,000. The 2010 event also beat its previous-year attendance by 10,000, with a total of 75,000 attendees.

Brandy Rentz, marketing manager for the city's parks and recreation department, said the city is happy with the amount of attendees, and that the slight increase could mean the festival's year-to-year attendance is starting to level out after years of continued growth and expansion.

"The energy out there was great," she said. "Our sponsors had a lot of great interactive stuff that the attendees really got into. I don't think it could have gone any better and had any more energy than it had."

Another first for the event was the City of Allen Convention and Visitor's Bureau tent, where CVB staff members spread the word about their new marketing campaign. Signs bearing the bureau's new logo were spread from the entrance to the park to the CVB-sponsored Cool Zone. The bureau's new destination video, put together this spring with the help of a consultant, was played from the main stage throughout the day.

"It's really just to help make the community aware," said Karen Cromwell, Allen tourism manager. "It is brand awareness for the community. Our goal and our objective is to have buy-in and support from the community for our destination initiative. The more supportive our residents and the partners are, the more successful we'll be in our initiative."

The Kid's Zone -- the only charged part of the event -- managed to see a slight increase in interest over last year, with 1,076 all-access wristbands sold, a 50-unit increase compared to last year. Overall, the Kid's Zone earned $26,900, $400 more than last year's event.

Weather-wise, the triple-digit temperatures of the week began to recede by Sunday, and temperatures managed to stay below 100 degrees for the duration of the event.

Even the rainstorms that struck some other North Texas cities Saturday managed to dodge the area; the backup plan would have been to move the concert indoors at the Allen Event Center, Rentz said.

"The weather couldn't have been more cooperative for us," she said.

Rentz said the city started receiving feedback about the event in the form of emails and Facebook comments as early as Saturday night, with many offering compliments on this year's musical headliner and fireworks display.

"The feedback ranges from the event in general being extremely organized to the fireworks being 'the best fireworks we have ever seen,' she said. "We received an email from a visitor from outside of the Dallas area who said she was so impressed with Allen that she wished she could 'gather it up and take it back with her.'"

For Rentz, the standout aspect of the event is the fireworks show, which the parks department teams up with the Pyrotecnico fireworks company to produce. The award-winning company uses advanced technology to time the blasts of the fireworks perfectly on beat with the music, Rentz said.

"We spend hours with the fireworks company listening to music finally choosing exciting and patriotic songs that is not considered typical," she said. "All the way down to choosing a specific chorus and particular section of the right songs, the attention to detail is what sets our show apart. Then Pyrotecnico goes to work choreographing the show."

While planning for next year's event is still several months out, a wrap meeting, where staff members will discuss what tweaks may be made for next year, is set for mid-July, Rentz said.

"We are realizing the reputation of the event is getting out beyond Allen or even the Dallas area," Rentz said. "We heard more people say this year they came to Allen specifically because of Market Street Allen USA Celebration than we've ever heard before. All the way from California to down the road in Fort Worth, people are hearing about it and residents are inviting their friends and family to Allen to enjoy the event and the city."

Current Rating: 0 of 0 votes!

Rate File: Select Rating: * ** *** ****

 Plano Apartments
 Plano Attorneys
 Plano Auto Dealers
 Plano Auto Parts
 Plano Auto Repair
 Plano Beauty Salons
 Plano Car Rental
 Plano Dentists
 Plano Doctors
 Plano Flowers
 Plano Hotels
 Plano Insurance
 Plano Loans
 Plano Mortgages
 Plano Movers
 Plano Pizza
 Plano Realtors
 Plano Restaurants
 Plano Storage
 Plano Tax Preparation
 Plano Travel
 Featured
 More...