Explosions in the Sky

Branson showed off what it can do for large groups when it played host to the American Pyrotechnics Association fall convention last year.

By Sandi Cain


THERE WERE FIREWORKS IN STORE WHEN BRANSON, MO., BID ON ONE LARGE CONVENTION LAST YEAR as part of the American Pyrotechnics Association (APA) program. Even so, Executive Director Julie Heckman was surprised when a board member with local ties suggested Branson for the annual fall convention. The group had never been to a town as small as 7,500, and history showed the APA gets higher attendance when the convention is held in places such as San Diego, San Francisco or Orlando. But, Branson turned out to be easily accessible and less expensive than any other market, so it fit the bill for the September event.

Missouri also fit the bill as a state with liberal fireworks sales policies. The APA doesn’t meet in places that ban the sale of its product, Heckman says. In fact, the local community benefited from fireworks displays on three consecutive evenings.

“We bring something with us besides people,” said Mike Collar, chairman of the 2009 event.

Branson, in turn, had a chance to show off what it could do for a group of 600 at its 3-year-old convention center and adjoining Hilton Promenade, as well as at Branson Landing. The landing features a boardwalk along Taneycomo Lake, along with a courtyard and fountains at the Town Square—a popular setting for private events and concerts. The group also used Big Cedar Lodge and the Chateau on the Lake, both at Table Rock Lake and dam. Everyone from the fire department and Army Corps of Engineers to the CVB and the Hilton Promenade stepped up to make it a special event.

“We might not have looked at Branson without someone with roots in that area [suggesting it],” Heckman said.

That wasn’t a big surprise to Lynn Berry, director of public relations for the Branson CVB.

“Locals are very aware of the possibility of bringing in groups through their connections,” she said.

In addition, Branson’s onetime reputation as a place for senior citizens’ groups to hear country music is long gone. Today, conventioneers are just as likely to find family vacationers and tour groups exploring the great outdoors. The city’s central location, new airport, 220,000-square-foot convention center, entertainment venues and plentiful outdoor recreation also make it attractive for convention groups.

Special Challenges
Naturally, a fireworks group faced some challenges, primarily in arranging complex fireworks shows that included aquatic displays. First and foremost was convincing the U.S. Army Corps of Engineers to allow fireworks to be shot over Table Rock Lake, since it had never been done. Big Cedar Lodge and the Chateau on the Lake are on the shores of that lake, and it was also the dam’s 50th anniversary.

Greg Oller, deputy operations project manager with the Corps, says it needed to consider how much traffic the shows might generate on area roads, how many boats might get close to the fireworks and how many spectators might show up.

In addition to the Corps, the Missouri Highway Patrol, the Branson police, the county sheriff, the Branson Fire Department, the county water department and ambulance providers were brought in to plan the event.

“APA was very receptive and understanding and worked with us [to minimize concerns],” Oller said.

He noted that good communication between the groups involved and ample lead time contributed to the success of the program.

“If a group wants to come here, it’s our due diligence to make sure [its program] can happen,” said Ted Martin, the fire department division chief. “You wouldn’t think the fire department is a marketing factor, but it is.”

Heckman says Branson’s planning was particularly impressive in contrast to another city where the convention had been held. In that case, city officials forgot to inform emergency workers about the scheduled fireworks shows, resulting in some panic when people heard the explosions.

Traffic concerns also dictated what time the fireworks shows would happen, which meant scheduling food and beverage events around the fireworks instead of the reverse.

“We had to think outside the box,” said Angela Davis, director of catering at the Chateau on the Lake.

The Chateau, which played host to the final night’s presentation, ended up having a dessert reception outdoors in an area reserved for APA members. Other VIPs and regular hotel guests had designated viewing areas as well. Staff handled crowd control. In all, about 1,000 people watched the fireworks from the Chateau.

The CVB provided Grayline buses to The Chateau and to Big Cedar Lodge—a huge benefit to the association, Collar says. Staff members at Branson Landing also went out of their way to make the program a success, securing eight bands to perform. Landing staff also provided escorts to get members from a reception at the convention center to the designated fireworks viewing area.

Big Cedar Lodge, which typically stages its own fireworks, found itself a spectator for the APA’s display. Local ties that helped bring the convention to Branson also helped land the main sponsor, Bass Pro Shops, which also owns Big Cedar, a fishing resort with lodging that ranges from cabins to a four-star hotel.

Community Benefits
Aside from delegate spending, the APA brought other community benefits to the table, including free fireworks shows and a one-day continuing education seminar for Missouri fire marshals.

Martin says working with groups such as the APA helps the fire department sharpen its skills. Unlike many towns its size, Branson has a full-time fire department to serve residents and 8 million annual visitors.

Branson was impressed with these and other APA efforts in the community. The group placed ads in the local newspaper inviting the public to various fireworks displays and turned the show at Branson Landing into entertainment for the local high school homecoming.

“It’s important to them that the community benefits from their presence,” Chateau on the Lake’s Davis said. “Our restaurant sold out and had a waiting list [on the night of the fireworks].”

The APA convention ended up being a win-win for the association and the community.

“Branson put together something we’ll never forget,” Collar said.

He suggested that more meeting planners explore member relationships and connections to find new destinations, bring in sponsorships or otherwise leverage local expertise to benefit their meetings.

“Everyone has connections,” he said.

SANDI CAIN is a California-based freelance writer.

What’s New in Branson
• Silver Dollar City, an Ozark pioneer theme park and Branson’s No. 1 attraction, will debut the US$7 million Tom and Huck’s RiverBlast this year as part of its 50th anniversary celebration.
• A 10,000-square-foot water attraction dubbed the Splash-A-Torium has opened at The Welk Resort, offering indoor/outdoor water slides, hot tubs and play areas.
• The 89-room Hampton Inn at Branson Hills opened adjacent to the 18-hole Payne Stewart Golf Club and offers meeting space.

Transportation Tips
• Branson Airport, eight miles south of Branson, opened in 2009. It’s served by Airtran, SunCountry and Frontier Airlines and has service to more than 50 destinations.
• Springfield/Branson National Airport is 43 miles northwest of Branson and has 35 daily arrivals and departures. It’s served by American, Delta, Northwest, United and Allegiant airlines.
• Branson is intersected by I-44 and U.S. routes 65 and 160. Its location in southwestern Missouri makes it within a day’s drive of one-third of the U.S. population.

Fun Facts
• There are 200 miles of hiking, biking and horseback riding trails in and around Branson.
• Missouri is known as the Cave State, and four of 18 major caves are in the Branson vicinity. They are available for private group tours and events.
• The choreographed water fountains at Branson Landing’s Town Square were created by Wet Design, which also produces the water shows at the Bellagio in Las Vegas.