Civil War sesquicentennial ticket sales lag

Unless ticket sales pick up dramatically in the next couple of weeks, projected attendance at the reenactment of the First Battle of Manassas/Bull Run may not be as high as expected.

However, organizers said they are optimistic that it’s only a matter of time until sales  start to climb.

So far, only 8,336 reenactors  have registered to participate in the July reeanctment -- 44 percent less than the originally projected 15,000. That figure entered into ticket sales projections, organizers said.

Ann Marie Maher, executive director of Discover Prince William and Manassas, said 7,200 spectator tickets have been sold so far, with $191,000 in revenue to date.

She said the revised tickets sales projections is 16,800. The capacity for the event on July 23 and 24 is 15,000 per day or 30,000 total.

Maher said she is confident that tickets sales will expand soon.

“We have found that ticket buyers traditionally wait until the last week or two to buy their tickets, even when going to a concert. They want to hold on to their money as long as possible. Everything is going as planned,” she said.

Tickets for the event are available only online at www.manassasbullrun.com. Ticket prices start at $24 for adults and $15 for youth aged 6 to 12.

However, Maher said about 30 percent of the ticket buyers are getting the Commemorative Package, which includes all of the events, both in the county and Manassas. Youth tickets for that level are $47 and adults $56.

Maher noted that with the projected 16,800 ticket buyers, 1,000 bus passengers, 8,336 reenactors and 2,000 -plus given  to VIP and neighbors in the area of the reenactment “we will be pretty close to the projected 30,000 people at the event.”

She said hotels in the Interstate 66 corridor are currently sold out with higher than anticipated room rates.

Visitors from as far away as Norway, Germany, England and Argentina have purchased tickets.

She said if 25,000 visitors spend an estimated $994, the county should receive $24.8 million in direct visitor economic impact.

Long-term benefits for the area could include name recognition, branding, increased visitation/sales to local businesses such as hotels, restaurants, shopping centers, attractions and museums.

She encouraged local residents “to tell your friends/family to visit Prince William and Manassas, purchase reenactment tickets and learn more about the events  and attractions  taking place.’

To date, more than 30 media outlets have requested press credentials to cover the reenactment and more are signing on daily. A press tent will be set up on site.

Maher said  $330,000 is being spent on local and national advertising, including the major newspapers, Metro Station dioramas, Washington Flyer magazine, Dulles Airport Kiosk, Potomac Mills Mall Partnership, Destination D. C. guide book, Where Magazine, DC Metro, Recreation News, Mix 107.3 Trips on a Tankful, On-line advertising, including pay per click, banner advertising, television/radio spots with Journey Through Hallowed Ground/VTC Grant and Groupon deals.

Also, rack brochures, shop posters, hotel tent cards, email marketing and press releases to news outlets are being used to promote the commemoration.

Maher said she has been working closely with Prince William police, fire and rescue, the health department, county executive’s office, supervisors, elected officials, communications division and Park Authority with “contracts secured for all services.”

She said 150 volunteers have signed up so far with 50 to 75 more needed.

Sponsors, she said, have contributed $16,750 in cash and $64,000 in-kind for a total of $80,750.

They include Davis Water Service Inc., Jiffy Lube Live, GEICO, Potomac Mills, News & Messenger, Wegman’s, Scott Alan Weible, Hampton Inn Manassas, Heather’s Dancewear Boutique, Inc. Lockheed Martin, Costco, Potomac Disposal Services, Heavy Construction Contractors Association, Chick-fil-A and Uno’s.

Maher said the four-year goal and objectives of the commemoration of the Civil War has allowed Prince William and Manassas to become a part of American history by investing in a once-in-a-lifetime opportunity to commemorate the 150th anniversary of the war--especially the first major land battle of that war--the Battle of First Manassas/Bull Run-July 21, 1861.
Some of the highlights of July 21-24 events include:

July 23-24--Battle of First Manassas/Bull Run Reenactment on Pageland Farm.
July 21--Manassas National Battlefield Park Commemoration and Virginia History Mobile; 1911 Jubilee of Peace Reenactment; Castleton Festival Concert at Hylton Performing Arts Center.
July 21-24--Warner Brothers re-release of Gods and Generals (July 22-23); Manassas National Battlefield Park commemorative events; specialized Prince William County Historic Preservation Site programming; “Camp Manassas” Civil War Encampment, parade, Blue and Gray Ball and Manassas City Trolley Tour to seven historic sites.

The main attraction -- the reenactment -- begins at 9:30 a.m. July 23 and continues for more than 2 1/2 hours.

In addition, families are invited to roam the soldier’s camps to see the condition experienced by the Civil War soldier. In the living history area, other reenactors and historians will interpret life in 1861 for soldiers, civilians, slaves, men, women and children.

The U. S. Colored troops will depict the struggle of escaped slaves.

Other groups will depict camp life for the soldiers including cooking, drilling, music, cards and games, field hospitals, medicine, music and more.

There will  be 32 sutlers on board and 37 modern vendors (15 food and 22 non-food.)

“We are marching down that road to what we know will be a successful event,” Maher concluded.

Staff writer Bennie Scarton Jr. can  be reached at 703 369-6707.