Festival 56 announces marketing expansion

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PRINCETON — Festival 56 announced overall festival attendance held steady in 2009.

Festival officials said “The Wizard of Oz,” “The Sound of Music” and “There’s a Christmas Tree in Terminal C” attracted many new patrons from LaSalle, Peru, Ottawa and Kewanee.

Festival 56 enjoyed attendance of more than 8,400 patrons in 2009, with 40 percent of ticket holders coming from outside of Princeton. In addition, the festival received for the first time a new Illinois Arts Council programming grant award as well as grants from Illinois Valley Fine Arts Trust, the Sun Foundation and Princeton Tourism. Grants, ongoing corporate support and other raised funds make up about 30 percent of the festival’s annual budget. Festival organizers announced all financial obligations for 2009 have been met.

As the festival begins to gear up for the 2010 season, it will be increasing its commitment to tourism in Princeton by significantly expanding the festival’s marketing and development staff. The newly-expanded department will be tasked with creating and expanding partnerships within the tourism industry as the festival continues to grow as a regional cultural resource and destination.

Dexter Brigham, Festival 56 artistic director, said, “Festival 56 is four times the size that it was when we started in 2004. We have been very successful in attracting new patrons to the area with our productions. As the festival grows, so do the demands of our outbound group sales. This is a very exciting step for the festival, to be able to dedicate resources to audience development and outbound marketing. I believe that it is the key to the next chapter of the festival’s continued success.”