By Corinne Looper//First Saturday is a themed monthly event that strengthens the local community and brings business to Downtown Frederick by offering live acts and store specials.
February’s event theme was Fire and Ice, providing visitors with chances to warm up by fire pits while walking around and seeing the various ice sculptures. More than 70 sculptures were on display representing the numerous businesses from in and around the City of Frederick, including Fabulous Finds, Cakes to Die For and Hood College.
Taking place the first Saturday of every month, the event is six hours of festivities providing an enjoyable atmosphere to draw people downtown. Downtown Frederick Partnership promotion and events manager Steven Colella says that when the event was started 10 years ago, the original goal was to celebrate gallery openings and promote late shopping hours. It has since expanded offering around 200 unique shops and restaurants majority of which maintain late hours and event specials.
Children inspect an ice sculpture at Brewer’s Alley. Photo by Corinne Looper.
Activities for the event are hosted by 30 – 40 downtown businesses such as book signings, free beverages, and theme or holiday related draws. Many of the shops during the Fire and Ice event offered free hot chocolate and S’mores as well as Valentine- related features. Visions on N Market St offered Valentine treats to visitors as they browsed their special selection of red and pink frames selected for the event.
Colella says that according to “the reports of people who have been in business here from 10 to 30 years, [the February event] was the busiest First Saturday they’ve seen.”
According to a study funded for by the Partnership, last year’s average attendance was 14,000 people. The study shows a 27.27 percentage increase in attendance since the previous study in 2009. Out of the 14,000 attendees, 75 percent come specifically for First Saturday.
The study also found that the average revenue brought in by the businesses in downtown Frederick during the event is around a half million dollars.
Kari Kelly, Curious Iguana bookseller, described First Saturday as one of the busiest days, especially during the colder months. However, the increased traffic does not create stress, but is a fun experience due because of the happy customers and the light hearted atmosphere.
Kelly added that the best part of the event is that it is, “nice to see all the businesses pitch in for an enjoyable weekend.”
don’t write back-to-back quotes“The stores are all so welcoming,” says Amy Hilliard, having stumbled into the thick of the event after attending a show at the Weinberg Center for the Arts. Hilliard and her friend Erin Gentzel were enjoying walking around with the crowds through the street of downtown, taking pictures of all of the ice sculptures.
Ice sculpture promotes Fabulous Finds in downtown Frederick. Photo by Corinne Looper.
The planning that goes into First Saturday is the responsibility of the Downtown Frederick Partnership, and Colella. Of his 40 hour work week 80 to 90 percent is spent planning and implementing anything required for the event.
Part of this process is coordinating local bands and acts from the Frederick and Washington areas to perform for First Saturday as well as creating promotional materials such as descriptive brochures of the occurring activities hosted by the merchants.
He tries to schedule everything two months ahead so that everything is in place before the event begins. “While I’m currently preparing for March, I am laying the groundwork for April,” says Colella, not even a week after the February First Saturday.
Fire and Ice is one of the classic themes that the First Saturday event features. A majority of the themes remain consistent, though feedback from the merchants and committee of events provides insight as to what is working for people and what is not.
“I really like Mayfest,” expresses Colella. “I love the warmer months and it’s a nice celebration of launching into a new season.”
April’s First Saturday will be on the 4th with the theme Girl’s Night Out featuring downtown’s unique boutiques and dining options.