By Randy Tucker
The Cincinnati Enquirer

The singing of the male cicada can create a positive buzz for Queen City businesses that embrace the alien-looking insects rather than shun them as uninvited guests.

2004 CICADA WATCH

• Special section

That's according to the findings of perhaps the first-ever study of the economic impact of the cicada in Greater Cincinnati from the University of Cincinnati's Economics Center for Education and Research.

"Business owners who are entrepreneurial about their circumstances can make something out of this by making cicadas fun and using them as a promotional draw,'' said Jeff Rexhausen, center associate director,.

But Rexhausen, who presented the study Monday to a crowd of cicada enthusiasts at Arnold's Bar & Grill in downtown Cincinnati, said he doesn't need a study to tell him that cicadas can mean cash.

He said the anticipated emergence of more than 5 billion Brood X cicadas would create marketing and merchandising opportunities on par with other high-profile special events in Cincinnati, such as the annual Oktoberfest and the Big Pig Gig in 2000.

"If you can get people to come out to see a bunch of fiberglass pigs like they did for the Big Pig Gig, why can't you get them to come out to see the cicadas?'' Rexhausen asked. "The cicadas have created a festival-like atmosphere, and we know festivals always have a positive effect on the economy.''

According to the study, the cicadas' impact can already be seen in the plethora of cicada-related paraphernalia and products being sold by local entrepreneurs.

Everything from T-shirts to earrings to hats with mosquito netting are popping up in stores and shopping centers across the Tristate. The once-every-17-years cicada phenomenon has even spawned a locally produced music CD, "The 17-year Itch: Mating Songs of Cincinnati USA.''

And several local bars and restaurants, including Arnold's, have already jumped on the cicada bandwagon, designating themselves "Cicada Escape Zones'' during May and June.

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E-mail rtucker@enquirer.com