Athens council advances plan to pursue regional park holiday light show with private vendor

Councilman Steven Sherwin introduced discussion of staging a large Christmas light display at Athens Regional Park and asked staff to move a draft memorandum of understanding toward formal consideration.

The proposal brought by Frank, the city communications coordinator, and John Halstein of Nugelites — a Chattanooga-based event producer — would place the bulk of capital and operational risk with the private vendor while the city would support marketing and limited infrastructure work. Frank told the council he had provided members a YouTube link and background material and described the vendor as having a regional track record. John Halstein said his company grew into drive-through and walk-through holiday events after starting with downtown building lighting and recommended an outsourced approach.

Why it matters: Council members described the idea as a potential tourism draw that could bring visitors from the Knoxville–Chattanooga corridor and produce sales-tax revenue for downtown businesses. Council consensus sent the MOU concept to the Jan. 21 consent agenda so staff and the city attorney can craft protective contract language.

The vendor described two operating models: a fully rented show where the city operates ticketing and on-site logistics, and a fully turn-key model where the vendor installs, operates and removes the show. Halstein said the multiyear, programmable systems underpinning modern synchronized light shows carry high upfront costs and specialized staffing: “It traditionally takes 200 man hours to program a 3 minute song,” he said. He estimated the vendor’s exhibit investment at about $1,000,000 and said the city’s MOU costs would be “very nominal compared to his cost” because the vendor would supply lights, storage and most labor.

Council members pressed about operations and access. Halstein said the paid light route could run by car with an entry fee (he suggested $30–$35 per car as plausible), and noted the park could remain partly open for non-paying park users because only a defined route would close during events. Council members raised likely needs for traffic control, temporary power or generators, and possible police overtime; Halstein said profit sharing or a rent arrangement could be negotiated to reflect those costs.

City staff told the council they would negotiate MOU language with the vendor and the city attorney to protect the city and describe responsibilities (marketing, limited capital improvements, traffic control, power). Several council members supported placing the item on the Jan. 21 agenda for first consideration so more detailed budget and logistics information can be reviewed.

The council did not adopt a contract or make a budget commitment at the work session; members emphasized getting detailed MOU terms, clarifying infrastructure responsibilities, and returning with explicit cost and revenue projections.

Looking ahead: The item is scheduled for formal consideration on the Jan. 21 meeting agenda, where the council can accept, modify or reject a proposed MOU prepared by staff and the city attorney.