At the July 11 City Advertising and Promotion Commission meeting, Events Coordinator Andy Green commented he spent much of his time helping with the 20th Fat Tire Festival July 13-15. He said the event has grown significantly during its 20-year run, and for cyclists in Arkansas, “It’s a pretty big deal.”
Not only has the event grown, but the Phat Tire Bike Shop has expanded to new locations, and Green said management has less time for producing the festival and is seeking a major shift in who produces the sanctioned, certified athletic event. He said there is not an entity in the city ready-made to take on what could become a year-round task. Green helped with logistics this year, but cautioned the event has reached a turning point in how it will be produced in the future.
The popular event drew 300-400 participants last year, many with family and friends coming to town, and Green expected the turnout this year to be larger. He emphasized maintaining the continuity because the Fat Tire Festival began the biking phenomenon in Northwest Arkansas.
“I’d hate to lose the momentum of a twenty-year successful event,” he told commissioners, suggesting there might be a need for paid staff to make it sustainable over the long haul. He said the city would need to determine under which city department this staff person would fall. That person could also have other responsibilities such as producing other events. He called the Fat Tire Festival an important marketing tool for the Eureka Springs brand.
Commissioner David Mitchell asked where the money for staff would come from, doubting that the event would pay for itself and an employee.
Green reiterated that it would be important for Eureka Springs to maintain its status in the cycling world and let Fat Tire continue to evolve.
He also said he was experimenting by trying country acts in the Auditorium with fairly short lead time for advertising. He said successful promotions require 90 days or so to produce and promote, but the idea was to try something different and see what happens. Regarding the unpredictability of producing shows, Green said, “It’s more of an art and less of a science.”
Chair Susan Harman said the commission needs to find ways for locals to help him create a buzz about shows. Commissioners agreed to use the next workshop to discuss Fat Tire and strategies for promoting and producing shows.