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Prairie Lights posts strong attendance and largest net profit to date, staff tell council
Summary
Parks staff told the council Prairie Lights 2024 drew large crowds, expanded marketing and sponsorships, and produced a net profit of $746,000 after updates to operations and concessions reduced costs. Staff reported nearly 27,000 cars over 34 days, increased resident coupon redemptions and higher sponsorship revenue.
Prairie Lights, Grand Prairie's annual holiday lights event, drew large crowds in 2024 and delivered the enterprise fund's largest recent net profit, Parks staff told the City Council. Ray Serta, director of Parks and Arkansas Integration, and his special events team summarized attendance, marketing, operational changes and finances during the council meeting.
The city estimated the event welcomed approximately 148,000 visitors from more than 800 cities and 46 states, according to the presentation. Staff said the event ran 34 nights and recorded nearly 27,000 cars at the gate. "We had about 2,500 cars that were Grand Prairie residents," staff said; of those, roughly…
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