The first two Alive After 5 events of 2024 have attracted approximately 5,000 attendees.
Participation on Thursday evenings holds significant economic importance for Thirsty Street Brewing Company, the Arterial Drive band, and the Downtown Billings Association.
Hailing from Billings, Arterial Drive made their Alive After 5 debut after a five-year hiatus.
“We pour our hearts out on stage,” shared Drew McDowell, the band’s founder. “The energy and support from the audience keep us going strong.”
Thirsty Street played host to the event for the second consecutive year.
“It’s a fantastic opportunity to draw the entire Billings community,” remarked Shea Dawson, co-owner of Thirsty Street. “It showcases our venue and offerings to a wider audience.”
The event, now in its 21st year, serves as a boon for neighboring businesses, delivering both enjoyment and economic gains.
Thirsty Street invests $5,000 to host the event and typically nets a profit of a few thousand dollars for the evening.
“We anticipate higher sales, but after covering expenses like beer and staff costs, the margin isn’t substantial, yet it’s a venture worth pursuing,” Dawson explained.
The band earns income from their performance, merchandise sales, and potential future bookings.
“We often receive inquiries for future gigs post-show, like playing at a grandparent’s 85th birthday party,” McDowell shared.
The Downtown Billings Association views the event as a valuable fundraiser, supporting winter sidewalk clearing, public art, floral arrangements, and complimentary events like the Strawberry Festival and Harvest Fest.
“It’s beneficial advertising for local businesses,” noted Lexie Mann, Director of Events for the Downtown Billings Association.
While exact figures are unknown, Alive After 5 delivers a multitude of benefits beyond the host and the band.
“It stimulates spending downtown, whether within the event area or at nearby eateries, bars, or shops,” Mann elaborated.
“It serves as a prime marketing opportunity for us,” affirmed Dawson.
“It launches the weekend festivities in Billings during the summer,” McDowell added.
