BELLOWS FALLS — Music will fill the air at the four-day Roots on the River Festival, coming up on its 11th year this weekend in Bellows Falls. And money will flow.
About 1,600 people attend one or all of the weekend's events. This means that about 1,600 people will do one or more of the following: buy tickets, buy CDs, rent hotel rooms, buy food and drink, fill their gas tanks and shop.
Some people travel long distances to attend the festival.
“For a handful of people, this will be their 11th year straight,” said promoter Ray Massucco. “There's a couple from Australia who are coming. Those were the first two tickets I sold this year. They were going to make their first trip to the states in a long time and book it around the festival. We get people from Ontario, Belgium and the UK every year. They're diehard music fans and they love Fred. They also love a lot of the Austin-based singer-songwriters.”
Hotels will see a lot of Fred-inspired business.
“Right off the bat, I book 125-130 motel rooms for artists and for guests,” Massucco said. “I completely rent the EveryDay Inn and Motel Westminister. Most of the B&Bs are full. There was a B&B that closed up on the other side of Chester, and I immediately called the Saxtons River Inn and took 18 rooms.
Other businesses also benefit economically.
“Falzo's gas station is right next to the festival site, and he's got hundreds of cars going by,” Massucco said. “People are buying ice, water, gas and snacks. Sam's Outdoor Outfitters used to do a huge trade when these guys were in town. I'm holding my breath when they find out Sam's is closed.”
Almost all the vendors are local.
“Except for one from guy from New Jersey who sells Italian ice cream,” Massucco said. “He had a friend in one of the bands. So he went out and invested in an ice cream freezer. And he'll spend money while he's here.”
The Vermont Country Store in Rockingham provides “goodie bags” full of Vermont products for the performers. Vermont Artisans in Brattleboro supplies the bags. HB Plumbing and Heating is underwriting the Beausoleil concert at the Bellows Falls Opera House on Thursday evening.
Massucco's favorite part is the feedback he gets after the festival.
“Yes, there's some ego-feeding involved here,” he said. ”Hey, I'm a lawyer. What can I tell you? But for weeks and weeks afterwards, I get hundreds of e-mails saying, 'We didn't know how you could improve on last year but this year's was incredible'.”
“I know people who've moved here because they were involved in the festival and saw what we have to offer here. The festival is good for the town's image. It's good for the town economically.
“For someone whose family settled the town 260 years ago, I have some vested interest in keeping it going. But mostly, it's like I'm throwing myself a big party and people are paying me to come.”