If 100,000 people visit Grant County for James Dean Fest on June 3 through June 5, they'll probably spend about $3 million, officials estimate, giving the local economy a much-needed boost.
But they'll take home with them something even more important: An impression.
"It really is time for everybody to put their best face on," said Marion Area Chamber of Commerce Executive Director Aaron DeWeese. "If storekeepers were thinking about putting a fresh coat of paint on their storefront, this would be the time to do it. We want to leave a lasting impression. We're kind of going to be the ambassadors not only of Grant County, but of the Hoosier state."
The international exposure Marion and Grant County will receive due to the festival could have benefits far beyond the immediate influx of cash.
"It's a great opportunity for image, advertising," said Karen Niverson, executive director of the Marion-Grant Convention & Visitors Bureau. "It puts Marion in the limelight. You just can't buy that kind of advertising. This kind of media coverage internationally is going to put Grant County on the map."
City officials handed out DVDs to media representatives in California on Monday and Tuesday, touting Grant County's assets. Grant County Economic Growth Council Executive Director Tim Eckerle said the James Dean phenomenon crosses cultural and geographic barriers and can be a tool for economic development.
"I've had more people talk to me about James Dean once they know he's from here," said Eckerle. "I have an international company just recently, when I mentioned it, without hesitation, he named all his movies.
"It's another opportunity to market the community and convince people that Marion and Grant County is a good place to make an investment."
In Marion, restaurateurs such as the Ice House's Steve Roesly are already planning special deals for guests who attend the festival. Roesly anticipates his business will increase at least six weeks prior to the festival as event organizers come to town to prepare.
"We want to make sure everybody who comes to Grant County has a good experience," Roesly said. "We want to make sure everybody leaves with a good taste in their mouth. Other businesses, I hope they understand how crucial this will be for the community."
During the annual Remembering James Dean Days festival each September, about 30,000 people visit Grant County, spending about $860,000, Niverson said.
DeWeese said the city and county are coordinating a number of events to coincide with the James Dean Fest, giving visitors a reason to stick around. First Fridays will tie in their monthly downtown event to the festival, and officials are planning to offer formal tours of James Dean landmarks.
"The fact that this is a three-day event will encourage people to stay around," DeWeese said. "I know there's going to be far more people than we've had here in recent memory."
