Center continues to demonstrate uses

Whether circus elephants, performing stallions or a visit from a President of the United States, the Clay County Regional Events Center has served a number of purposes for the city of Spencer and all those surrounding communities whose citizens have made use of its varied opportunities. Those services range from concerts to receptions to live performing shows to hosting meetings for local service clubs.

From wedding receptions to WWE main events; from bridal shows to Ringling Bros. Circus; from Lorie Line's and Kenny Rogers holiday stage performances to live political debates and appearances; from the Spencer Chamber of Commerce's Ag Outlook to one of the top touring acts in Christian music, Toby Mac -- the Clay County Regional Events Center has housed all of it and so much more in a very short five year span of time.

Scott Hallgren, general manager of the Events Center has been there for all of it, taking some initial skepticism and using it as fuel.

"I was brought in just about six months after the grand opening. The facility was up and operational when I came on board, but it was just getting started," Hallgren said.

VenuWorks, the facility management company that oversees the operation of the building, was brought on board in 2003 to oversee construction and opening.

Hallgren, whose background involved event management for the Polk County Convention Complex and Veterans Auditorium in Des Moines - including involvement in such events as the 2004 Iowa Caucuses, professional sporting events, concerts and major conventions, admitted that Clay County's new attraction drew him in immediately.

Following his work with the 2004 Caucuses, Hallgren came to Spencer on June 1, 2004.

"Personally when I came up here, I had no expectations. I had no idea what the building was going to look like. When I walked into the ballroom, I was like, 'Wow. This was a nicer space than what we had in both buildings in Des Moines and even some of the nicer hotels there.'"

According to Hallgren, he's not the only one who is pleased with the building's first impression. "We get that same reaction from clients. We get them in from all over the place, and from Des Moines and they say the same things."

Hallgren said he researched both VenuWorks and its President/CEO Steve Peters before accepting the position. After putting in his due diligence, Hallgren concluded it was a great opportunity.

So the challenge was placed before Hallgren-make this facility a success.

"That was laid out for me during my interview process. They wanted events. They wanted new things. But my sense is that they didn't know what they really wanted because they didn't know what this venue could do.

"It was like coming in with an empty canvas…It took a lot of persistence to get Spencer on the radar screen."

While Hallgren dedicated his focus to creating an environment for what the facility could be, there were those out there who never believed the building would make it past five years.

"One of my favorite stories, I heard talk around the city: 'We'll give the place five years and then its going to turn into a grain storage facility' or 'a storage facility for the fair.' "That gave me more drive. Hearing those comments, that just makes me want to work harder."

While the facility was able to bring in legendary crooner Pat Boone to take part in the grand opening, its initial uses included local shows and events, receptions and small special activities. Hallgren had a bigger vision and went after one of the industries biggest touring events - Ringling Bros. Circus.

"I had some people in the VenuWorks system that said, 'Don't get your hopes up, this is Ringling Bros.' That just drove me more."

Not only did Hallgren land the show, but it had a very successful midweek run. He anticipates that the show will be returning within the next couple of years. Getting that major show helped bring in other larger touring productions such as Sesame Street Live, Care Bears Live, the World Famous Lipizzaner Stallions - which has appeared on two different occasions, and then Hallgren was able to land another nationally recognized traveling show - World Wrestling Entertainment.

The list has continued to grow, demonstrating a wide variety of uses for the building. Kenny Rogers holiday production, and Christian touring star Toby Mac's "Portable Sounds" Tour played before large crowds within the last year; rodeos, regional trade and home shows, comedy acts and mixed martial arts events have attracted strong numbers from all over the region.

So why do some of these larger acts take the chance on Spencer's hot spot.

"Its' a combination of two things. We don't have the gross potential of a Sioux City or Mankato, but on the reverse side, our costs are much lower. We can keep expenses down…There's still some pretty decent margins for touring shows.

"Secondly, it gives these shows a chance to reach a new market. Spencer is the regional hub here in northwest Iowa and this is relatively new. We've only been here five years."

Focusing on the customers

Hallgren explained that the basis for the facility's success is not the big, one-stop shows. "The foundation of our business is the ballroom events. That has really been a positive for both. It's a win-win, for us and for the community"

With that in mind, customer service is prime directive for the Events Center employees.

"Whether the event is large or small, we service that event with the same level," Hallgren said. "That's our philosophy, we are a full service building…I think that's what sets up apart from other facilities our size."

Clay County Regional Events Center amenities, offerings and customer service has not been lost on those keeping an eye on it from the outside.

Humbly, Hallgren explained, "We're a showcase for communities our size and smaller. They use this as a model. Looking at how it's physically laid out and how we tied it all together. From the kitchen to the ballroom, to the dressing rooms - people study how we've tied it all together."

That has resulted in continued growth over the five years in terms of use. Hallgren was looking for 300 events in 2008 but said the number will fall just short for this 12 month period of time - giving he and his staff something to shoot for next year.

"Next year we should break the 300 mark which is a huge number for a community our size."

Name recognition and continuing a trend of successful events will help get the name out there and make an easier sell for Hallgren.

The more we get them familiar with the name of our community and region, the less they have to go to the map and say, 'Where is Spencer.' The better we are.

The fair has helped us with that. When I talk with promoters, they pull up the Clay County Fair so there is that name recognition. But now we need the facility to speak for itself in the tickets we can sell and the service we provide."

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Looking ahead

So what does the future hold for the Events Center?

In the coming months, the facility will host Winnie The Pooh Live from Disney, the Nashville Star Tour, and The Blenders Christmas Show.

But the scope is far grander.

"We have been working throughout 2008 with a couple of different hotel developers. Right now there is a framework in place for building just to the north of the Events Center. We're just waiting for the developer to get ready on his end. I think we can see the benefit of a hotel."

In the meantime, the facility will continue to use LOST funding to pay down the remaining balance on its long term bond. The initial cost of the building was in the area of $4.4 million, but the economic impact is present every time someone who visit's the Events Center stops to purchase a tank of gas on the way out of town, dine in a local establishment or spend the night in a regional motel.

Is there room for improvement, Hallgren said sure, unless an event sells out, there are more tickets to be sold. "We would always like to see more people at the events. What will bring shows back is ticket sales. But overall the response has been good in the community and the Iowa Lakes region."

Hallgren continued, "What is sometimes fun for me is getting phone calls from communities around the country that are jealous of what we have. I've had communities and elected officials from as far away as upstate New York and California - most of them from populations 50,000 and below. They say, 'We've been on the website. How do you make it work? How did you finance it?'

"That speaks to the progressive thinking of the community dating back to 2002 and 2003…You're seeing those rewards. That speaks highly to what we do have up here and it's a great compliment to the community."