BY JENNY CALLISON
Enquirer Contributor
MIDDLETOWN -- When Middfest International kicks off Friday, its celebration of Korea will cap 12 months of preparation.
"People think of Middfest as a three-day event, but we're creating Middfest all year long with the help of more than 1,000 volunteers," said Kathryn Wood, media relations director for the festival. That kind of presence pays big dividends for Middletown.
"Middfest is Middletown's trademark around the region," said Neal Barille, economic development director for the city. "As Middfest representatives go out into the region taking knowledge of the target country's culture, they are also selling Middletown to the region."
Each year, the festival showcases a country with business or cultural ties to Middletown. Since the festival began in 1981, such countries as Brazil, Ireland and Senegal have taken center stage.
"Businesses nowadays are struggling with issues of diversity. Middfest presents diversity in a very positive way. Some people can't travel outside the U.S. or even outside the state. This event introduces them to different foods, arts, cultural perspectives," Ms. Wood said.
Mr. Barille said that, while no three-day festival will have a huge financial impact on a community's economy, Middfest is an essential component in Middletown's quality of life and positions the city favorably.
"It says that Middletown is open to international exchange, and therefore, open to international business," Mr. Barille said. "The statement this makes is very big. During the 10 days surrounding Middfest, we host 100 to 150 foreign visitors who spend money here but also share their culture. They visit about 60 area schools, and about 1,500 schoolchildren tour Middfest to see that country's exhibits."
Despite the fact that many of the Korean artists and performers are staying with host families, tourism connected with Middfest is significant. Janine Mara, executive director of the Middletown Convention and Visitors Bureau, said Middfest is generating a total of 109 "bed nights" this year.
"The Manchester Hotel is sold out, partly because the 58th Ordnance Ammunition Company, which served in the Korean War, is having its reunion at Middfest," she said. Some of those veterans are coming from as far as Texas.
Besides staying in local lodgings, out-of-town visitors will buy gas and patronize restaurants, movie theaters and other entertainment outlets. Ms. Mara estimated their expenditures will generate revenues of more than $45,000 for city businesses.
Middfest, with an annual budget of $230,000 to $250,000, relies heavily on local suppliers of goods and services. Mike McConnell, an owner of Alliance Printing and Mailing Services in Middletown, said his business has done $25,000 worth of printing for Middfest this year.
At festival time, about 100,000 people will sample Middfest's wares. Many will buy the $5 button that admits them to the exhibits. Sales of food and merchandise and raffles of prizes further contribute to a positive bottom line.
