City, businesses cash in on concert series
Jessa Campbell and Lawrence Orleck of Taken by the Sky perform during their band’s recent concert in Independence. This marked the second straight year TBS took part in the River’s Edge Summer Series, and they proved to be 2024’s top draw with some 2,000 fans in attendance. Photo by Lance Masterson.
Brian Link was delighted by the turnout.
Link is bassist for Taken by the Sky (TBS), the Fleetwood Mac tribute band that was the only one in this year’s River’s Edge Summer Series that performed here last year.
“Independence has one of the biggest and most enthusiastic crowds that we see all year,” Link said via email. “Last year we were completely blown away by all the excitement and energy coming back at us. I can’t believe that this year was even better.”
It’s not known how many TBS fans were on hand in 2023. That uncertainty doesn’t exist in 2024 because the newly implemented admission charge allowed for better tracking.
TBS drew some 2,000 fans, making it this summer’s number one draw. Quite an honor when one considers the Hall of Fame inspired talent that took to the Riverview Park stage.
The lineup also included Whiskey River (Lynyrd Skynyrd), Hysteria (Def Leppard) and Best of Both Worlds (Van Halen). Each act drew at least 1,500 fans to their show.
Photo by Lance Masterson
This summer the City charged $5 admission per person. Tracking tickets sold makes it possible to track attendance.
“With this being the first time we’ve actually had an admission charge, we’ve been very happy with the amount of people that have come up. So far it’s all been good,” said Emmanuel Goicochea, communication director for the City of Independence. “We were a little anxious to see what the numbers would be like compared to other years. But we’re happy to see that it’s been similar sized crowds.”
For at least one summer, it appears fans believed a night of entertainment was worth the price of admission.
“With the crowds being similar sized to previous years, it showcases that we’re putting on a show that … has value to it. Right. And the value is beyond $5. It’s beyond any simple admission charge. So we’re very happy,” he added. “It’s not just a concert. It’s an Independence experience.”
Goicochea added this experience included the park setting and relaxed atmosphere, along with vendors and local businesses selling their goods.
Revenue generated by the concerts is used by the City to help fund tourism-related events, Goicochea said.
“In theory, the $5 will then help keep the concert series self-sustaining. Rather than needing to take money from the General Fund, or wherever else,” he added.
The Brew Coffee & Tap House is right across the street from Riverview Park. It played its part in creating the “Independence experience” Goicochea described.
Maddie Lehrer worked the night Best of Both Worlds - the Van Halen tribute - performed. The two-year employee said their lines, at times, extended beyond the front door and onto the sidewalk.
“It was awesome. It wasn’t as busy as Fourth of July night. Fourth of July is always the busiest time of the year. But it was up there,” she said. “I was honestly surprised at how busy it was for Van Halen.”
Lines formed with Brew Coffee fully staffed and running two registers.
“It was great,” Lehrer said.
Concert nights are busier than the Heritage Hop Festival and other special events that dot the calendar, she added.
A few doors from Brew Coffee, Shane Blackwell, and his Ice Age Candy Company, also benefited financially from the series.
“I do see a bit of an uptake. Probably around 3 or 4 in the afternoon, I started seeing a few more people coming in,” Blackwell said of concert days. “It stays pretty consistent until about 7:30 or 8 o’clock, and then it drops off.”
It’s easy to spot the concert goers.
“I start seeing people coming across the front of the shop with folding chairs and stuff like that. I would say as early as 3, maybe even earlier. They’re clearly heading to the concert area, and I do see a bump in business,” he said. “But after a certain point it tapers off.”
Blackwell usually shuts down around 8 p.m., so he doesn’t know if he’s missing any post-concert surge. He has an early start the next day as he’s a vendor at the Saturday market in Salem, and there’s loading and unloading to do.
The Tap Station adjoins the northwest corner of the park. It’s outside the fenced-in area, so outside the charged admission zone. It has a large patio that seats 100 people and overlooks the concert stage. It’s a great venue to watch the concerts for free, though beer and food are available for purchase. Despite these pluses, business on concert nights was half what it was last summer, employee Jack Blevins said.
“Concert nights generally bring us more business than usual. But this year has not been as good as last year because they started charging people the $5. Last year was by donations,” said Blevins. “But the concerts still help our business.”
He added the City also increased admission to the Fourth of July fireworks show, and these charges accumulate to where they are a noticeable investment.
“(The City) started charging for the concerts, which used to be free. Then you increase what it costs to get into the fireworks show, from $5 to $10,” Blevins said. “Five dollars isn’t a huge deal in the big picture of things. Unless you’re a family. Maybe you’re a mom and dad with five kids. So now it’s costing you $70 to go to a fireworks show that you used to be able to get in for $35. Given the state of the of economy, I think it’s taking a toll.”
That said, Blevins remains a fan of the series.
“The concerts are a good thing and I’m glad they’re here,” he added.
The La Super Sonora Dinamata concert was held after the interview with Goicochea. No admission fee was charged to this concert, though donations were accepted.
Jennifer Batten and Fullsteam also performed this summer. But Batten, a former guitarist for Michael Jackson and Jeff Beck, played mainly cover songs. This article focused on tribute acts.
