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Busy March Tests the 'Mult' at Multi-Purpose Venue

During the month of March, the Swiftel Center in Brookings, South Dakota proved why they use “Multi” when they describe this VenuWorks-managed facility as a Multi-Purpose venue. The facility hosted 38 events—which totaled 40 event days—during the month, making March the most successful Month—in terms of event revenue and attendance in the venue’s nearly 10 year history (the Swiftel celebrates its 10th anniversary in 2011).

“March is usually a busy month, but this year we just had all the different types of events just made it more favorable,” said Tom Richter, Executive Director of the Swiftel Center.

In March, Swiftel was host for state AAU Wrestling tournaments—hosting is on a three-year rotation basis and wrestling is a tremendously popular scholastic sport in South Dakota. In addition, the 5,000-seat arena was hosted a district, High School Basketball Tournament. “The match ups were favorable to this area,” added Richter.

In addition, the venue hosted sold-out performances by rising Country Star, Jason Aldean and comedian Rodney Carrington. “Jason was the biggest concert we’ve held,” said Richter. “We had about eight hours to do an overnight conversion, because we the wrestling the next day.”

Jason Aldean ended his performance by 10:45 pm. The staff converted and cleaned the building which included loading out the band, removing 1400 floor seats, permanent and retractable bleachers,

The Swiftel Center is not just multi-purpose, but flexible. Jason Aldean, a country musician stopped off at the Swiftel for a sold-out performance. Within 8 hours, the venue completed a conversion for a 7:00 AM start time for an AAU Wrestling Tournament.

dismantling the stage, removal of portable concessions stands. Then they loaded in eight wrestling mats, setting and powering eight wrestling clocks, timers, scorers tables, reconfiguring seating areas and readying locker rooms and weigh in areas. The facility re-opened on March 13 for the AAU regional wrestling tournament at 7:00 am. “We had about 40 people working that night-shift,” said Richter. “It is harder when you have to haul dirt for rodeos and those events. We’ve had tougher conversions.”

In addition to the athletic events and the entertainment, The Swiftel Center serves the tri-state region of South Dakota, Minnesota and Iowa and offers approximately 15,000 square feet of meeting space, including the Daktronics Banquet Room. During March, in addition to the more high-profile events, the meeting space was booked for a variety of meetings, including conferences and training seminars. Other events included a Fund-Raising dance and even a calf-roping school, held in a holding-barn that is part of the complex.

“It says a lot about our staff that we are able to make the venue so flexible,” said Richter. “We’re all on t

he same page, we work as a team.”

In March of 2006, 17,824 attended events during the course of the Month, the previous record for the venue. This year, that figure is estimated to be approximately 32,000. The estimated economic impact was nearly $4.0 million and the facility employed 178 people during the month.

“The mission of the Swiftel Center is to enhance the quality of life for the citizens of the region,” said Richter. “I also believe we have momentum from the March. The market here is strong. We’ve gotten a lot of positive feedback, and a lot of promoters are asking us about the venue.”

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