Page 16 - BusinessWest November 23, 2020
P. 16

Let There Be Light
Bright Nights Will Be a Bright Spot in a Trying Year
Judy Matt says the Spirit of Springfield (SOS) exists for one reason — to entertain resi- dents across the region and create some memories.
It hasn’t been able to do any of that to this point in 2020, obviously, and Matt, the long-time executive director of the nonprofit agency, has been frustrated and disappointed by this real-
ity. Annual events such as the pancake breakfast (long heralded as the world’s largest), the Fourth of July fireworks, and the Big Balloon Parade have been wiped off the calendar due to the COVID-19 pandemic, and there remains uncertainty about whether any of those can be staged in 2021.
Meanwhile, at the SOS, with little revenue
“Everyone has indicated to us that they think it’s going to be the best one we’ve had.”
coming in other than a Paycheck Protection Program (PPP) loan and the proceeds from the annual golf tournament, the staff — and that includes Matt — have been on unemployment for at least some of this year, although she has continued to come to the office every day.
But there will be one bright spot as a very try- ing year — for both the region and the SOS — comes to a close, as the necessary approvals (and many of them were required) have been received to stage Bright Nights in Forest Park from Nov. 25 to Dec. 6.
Things won’t be exactly the same — there will be new restrictions on everything from the hours of operation (the front gate will have to be shut at 8:45 p.m.) to how tickets are paid for (no cash, for example) — and the the gift shop in the park will be closed, although a facility will open downtown in the Springfield Visitors Center. And no one
will be allowed to get out of their cars under any circumstances.
But just being able to have Bright Nights
will provide a huge boost for the region and the Spirit of Springfield, Matt said. “The region needs Bright Nights, now more than ever. It’s been a long, trying year for everyone.”
But while the region needs Bright Nights, so too does the Spirit of Springfield, which relies on the income from this signature event to help
carry out its mission and present those other annual gatherings listed earlier.
So Matt and others will be keeping their fin- gers crossed on the weather — past history has shown that a few snowstorms can wreak havoc on the bottom line — while trying to make the most of the opportunity it has been given to stage Bright Nights in the middle of a pandemic.
And early indications are that, despite some restrictions on the hours and other factors, this could be one of the best seasons in the 26-year history of the Bright Nights, given what kind
of year it’s been and the need for some kind of relief valve, especially as the holiday season approaches.
“Everyone has indicated to us that they think it’s going to be the best one we’ve had,” she told BusinessWest, adding that, while it might well achieve that status, this year’s Bright Nights will be challenged by the restrictions imposed upon it by city and state officials, especially the short- ened hours of operation.
“We are theoretically losing 39 hours during which we could have been selling tickets — in the past, we had a lot of nights where we were open ’til 11,” she said, adding that, with vehicles going through at the rate of 300 per hour, those lost hours will hurt.
The city has allowed Bright Nights to stay open an additional three days, she went on, add- ing that, while this will help, the volume of traffic through the displays decreases markedly after Jan. 1.
“I can keep talking about what we can’t do and what we won’t have,” she said. “But we’re just very grateful to be able to do this; it’s important that this region has Bright Nights this year.”
As for what comes after Bright Nights ... Matt said there are certainly question marks about whether the SOS will be able to get back into the entertainment business full-time next year, but she and her staff have to plan as if that is going to be the case.
But if the current conditions continue well into next year, the agency will be facing some hard questions. In addition to the events being wiped off the slate, COVID-19 also prohibited the agency from staging its annual Bright Nights Ball, which traditionally nets the SOS $50,000 to $60,000 for operating expenses.
Without that revenue, the agency needs a very solid year for Bright Nights and probably other forms of help, such as that small PPP loan
There will be some new restrictions on hours, method of payment, and other matters, Judy Matt says, but Bright Nights will go on in 2020, a bright spot in an otherwise dark year.
it received last spring, which enabled a few of the staff members to remain on the payroll.
“We’re trying to figure it all out,” she told Busi- nessWest. “We’re hoping we have a good year for Bright Nights; if we have a good Bright Nights, that will take us into March or April. After that ... we’ll have to see what happens.”
While the long-term picture is clouded by question marks, the immediate future is bright — or at least brighter — now that the agency has been given the green light to continue what has become a holiday tradition, not just for those in this region, but for those who travel to it to enjoy what has been recognized among the top holiday lighting displays in the country.
The pandemic has turned out the lights on a great many institutions and activities this year, but not these lights.
It won’t be exactly the same — nothing is in the middle of a pandemic — but this impressive show will go on. u
       Hospitality
Continued from page 15
Keeping the Lights On
In a typical year, Greater Spring- field’s hotel-occupancy rate is around 64%, just a tick or two below the national average, but well below a city like Boston, which hovers around 79% occupancy. This year’s reversal repre- sents one welcome trend this year — a perception, by families from metro
areas, of Western Mass. as, well, a nice place to get away.
That phenomenon also happened when tourism and hospitality were badly dented following 9/11, Wydra said. “We’re more of a rural loca- tion, and we kind of pulled up a little sooner.”
That said, the region relies on its tourist attractions, which are “demand drivers,” she told BusinessWest. “How the hotels and restaurants do is a
byproduct of those attractions — it’s the whole package. We’re trying to build on what we can and give people a reason to come to Western Mass.”
That’s why the announcement that Bright Nights would take place at For- est Park in Springfield this holiday sea- son “is the best news we’ve had in the last 30 to 60 days.”
Other winter attractions will be open as well, albeit altered in some ways by the pandemic. At Yankee Can-
—George O’Brien
dle Village in South Deerfield, families can still walk through the facility’s clas- sic winter wonderland, but the visit with Santa at the end will be a video chat, followed by a photo with St. Nick taken using green-screen technology. Reservations will be required, and no walk-ins will be accepted.
For outdoor enthusiasts, Bousquet
Hospitality
Continued on page 17
  16 NOVEMBER 23, 2020
COVID-19
BusinessWest
Staff Photo

















































   14   15   16   17   18