Visitors will get the thrill of seeing fighter jets dart across the sky at the third annual Huntington Beach Airshow in October, but spectators will also get a chance to enjoy some special perks—for an extra cost.
Early bird tickets for premium seating went on sale last week, starting at $10, and in addition to reserved seating on the pier there will be VIP beach seating as well as private chalets featuring a catered lunch and hosted bar.
That’s because its new owner Pacific Airshow LLC, headed by Huntington Beach resident Kevin Elliott, wants the free event to last for future generations while shedding the city’s concerns about its financial viability. The name was also changed from Breitling Huntington Beach Airshow to The Great Pacific Airshow. Elliot also owns the Surf City experiential marketing agency Code Four.
“We want to be able to project strength,” Elliott said. “We’re not trying to be Coachella, but we are trying to create this outdoor lifestyle festival with food, drinks and everything else. We also happen to have the world’s greatest air show happening overhead and that’s going to be the icing on the cake.”
The air show attracted more than 2 million people last year, triple the number at its inaugural show in 2016, and while it expected to lose about $350,000, Elliott stepped in and invested more than $500,000 into the event with the expectation that he would take over. It lost $395,000 its first year.
But the show’s seen as a blossoming tent-pole event for the host city and a boon to surrounding businesses.
A study conducted by city staff last year found restaurants reported about $3.3 million in revenue during the show’s fall dates, a 20% increase from the prior year.
Elliott said he hopes to bring in a title sponsor this year and attract sponsorship from local businesses, but he’s working on a tight schedule. The three-day event is slated to start Oct. 19.
Swiss watchmaker Breitling SA stepped down as title sponsor after its sale to European private equity firm CVC Capital Partners last year.
“We want to bring the right partners but if we don’t, we’ll find them by next year,” Elliott said. “These things take time and it’s true with all events, it takes time to make money.”
New Heights
To help offset the cost of this year’s show, the city agreed to increase parking and recreational vehicle camping rates and apply the additional revenue raised over the standard fee toward public safety expenses with the remaining balance billed to Pacific Airshow.
Parking at city lots will be $25 on Friday and $30 on Saturday and Sunday. Recreational camping for four nights on the beach is $1,600, starting Thursday, and $1,200 for those camping Friday, Saturday and Sunday.
City officials first voted for the rate hikes last year to help the show’s previous operator, AirSupport LLC.
Huntington Beach generated $92,000 in parking revenue and applied the additional funds toward city expenses, which totaled $169,000. The remaining $77,000 was then paid by the operator.
Elliott said he expects expenses to be about $200,000, including public safety costs.
Huntington Beach Mayor Pro Tem Erik Peterson said the city is happy to offer its support but the increased parking rates may not continue. The event will cost about $1 million to produce, he said.
“We see the value of the show [and] it brings a wonderful crowd,” Peterson said. “[Parking hikes] help with the cost for public safety, but this isn’t a practice that will continue. In future years, we want to make sure that money goes into the coffers to help the city.”
Peterson cited the recently wrapped up Vans U.S. Open of Surfing saying the event’s operator, World Surf League under license from event owner IMG, covers the entire cost from safety to space. But he added that because of Elliott’s experience handling large scale events with his Code Four agency, he’s confident the show will be able to figure out a way to turn a profit.
Second Start
Code Four stepped in to produce the show last year.
The agency operates an in-house production and fabrication shop, which started in 2007.
Elliott said its first client was the Los Angeles Galaxy and Major League Soccer. When the Galaxy signed soccer star David Beckham, it not only put MLS on the map but propelled the growth of Code Four.
The company’s roster of clients now includes firms such as Irvine Co., Los Angeles Chargers, Hurley and Coca-Cola. Staff size is 50.
Elliott, who grew up in Huntington Beach, said he attended the air show in 2016 with his wife. The self-described aviation aficionado said he immediately wanted to get involved and connected with the show’s operator.
Luckily, AirSupport was looking to “bring the event to local ownership” so Elliott took over.
He said AirSupport stayed on this year as a vendor to produce the acts while Code Four will produce the event.
This year’s air show will feature the U.S. Air Force Thunderbirds as well as vintage warbirds, Blackstone Airways and the Huntington Beach Police Department Air Support Unit.
Huntington Surf & Sport will design and produce the official air show T-shirts and expand its apparel and accessory offerings.
“The reality is there are a lot of production companies out there but not a lot that are willing to put in the time to create and expand the vision of what the event can be,” Elliott said. “We’re very impacted in terms of timeline. We want to do a good job for this year, but in the future we’re leaving nothing off the table in terms of how we’re going to change and improve this event.”
