by Max Marbut
Staff Writer
Downtown is the center of arts, culture and sports in Northeast Florida. Having the variety of venues and events not only attracts visitors and adds to the quality of life for those who live here all year, but it also stimulates the economy.
While the Jacksonville Jazz Festival isn’t the biggest producer of additional cash flow into the city, it has established its niche.
“Each year, the Jacksonville Jazz Festival brings more than 150,000 people into the heart of Downtown for great music and top entertainers. That means good business for Downtown vendors, restaurants, hoteliers and other small businesses at a time when many are struggling. And, as a free, quality event, the festival contributes to the high quality of life residents and visitors to our city enjoy,” said Mayor John Peyton. “Our City Special Events Department is second to none and throws one of the finest jazz festivals in the country... just look at the economic impact.”
While resorts and oceanfront hotels expect to be at or near capacity for the Memorial Day holiday, urban core properties usually have plenty of rooms available. That’s not the case Downtown this weekend.
“We’re booking rooms and expect to come very close to selling out. In a city center hotel and with a soft economy, that’s great. We’re very excited,” said Omni Downtown General Manager Barry Sondern.
Downtown’s largest hotel, the 963-room Hyatt, is also getting ready for a busy weekend. General Manager Dan King said more than 700 guests are expected to check in today and he compared the level of business to other signature events.
King said the City booking Natalie Cole for Friday night was a “very strategic move, since so many people arrive Friday instead of Saturday” and stay longer.
“The Jazz Festival has a tremendous impact on the Hyatt. We expect to be sold out Friday and Saturday nights. That’s more than double the occupancy we’d expect if it weren’t for the festival,” he said.
The Hyatt is also hosting the ‘Round Midnight Jazz Jam afterparties Friday and Saturday and the Sunday jazz brunch, which should keep the hotel’s food and beverage department busy as well.
“This is like a Gator Bowl or Florida-Georgia weekend for us. That’s how we have prepared for it. We’re in full special event mode. This is a home run for Downtown,” said King.
Downtown retail businesses are also expecting to have a lot of business this weekend. Many have joined the festival as “Jazz Up Downtown” participants, offering discounts, promotions and drinks created just for the event.
“When the City moved the festival to Memorial Day Weekend, we were thrilled. People are looking for something to do and the festival is free. We knew it would be a hit,” said Janice Lowe, general manager of the Landing.
“We’re excited about having one of the stages. When people come to listen to the music, they’ll take a break and visit our restaurants and retailers,” she said.
The festival can also have benefits that go beyond the three days and nights of music. It’s an opportunity to showcase the city and develop future convention and leisure travel business.
“Arts and culture has been a big push for us this year. People who come to Jacksonville for the Jazz Festival go home and tell their friends what a great time they had and how much they enjoyed our beautiful city. That gives us exposure we need to position Jacksonville as a destination,” said Lyndsay Rossman, spokeswoman for Visit Jacksonville, the sales and marketing initiative of the Duval County Tourist Development Council.
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