The Famously Hot New Year's Celebration is a fun event for the whole family, but its impact goes beyond just a good time. Restaurants and hotels along Main Street say the event is also a way for them and the city to grow.
"Any festival that we have on Main Street, we get a good amount of people coming in, but New Year's Eve is really special," said Cantina 76 Manager, Ashley Cady. "I think it's going to be huge."
As thousands fill the streets for Columbia's Famously Hot New Year's Celebration, businesses along Main Street reap the rewards.
"We a few weeks in advance kind of look at what we did last year and the year before that and kind of decide how much to make sure that we won't run out," said Cady. "We definitely place larger alcohol orders before New Year's Eve and make sure we have plenty of food to back that up as well."
Cady says with Lauryn Hill as this year's headliner, the event will be bigger than ever -- and that prediction is already ringing true at nearby hotels.
Sheraton General Manager Nikolai Semenchine says nearly all of the 135 rooms at the hotel have been booked since Thanksgiving.
"It's a very significant impact," said Semenchine. "We see the rates are going up year over year and especially with Lauryn Hill coming in, there's a much bigger interest than in the past."
Columbia Marriott's Director of Sales Nancy Wagner says rooms are selling at $90 more than last year. She estimates a $75,000 revenue increase on December 31st strictly because of the event, but not all businesses say they see a boost.
Just blocks away in the Vista, Nonnah's Owner Maggie Groff says it's a slow week for them.
"I think that Main Street stays with Main Street," said Groff. "I think if people have walked over there, they stay there, if they're parked nearby they don't wander around."
Groff isn't sure if all vista businesses feel the same, but says she can't deny the economic boost the city receives from the event.
"If you bring people into town, into downtown, it should have a positive effect," said Groff.
"A lot of people are coming in from out of state even and those tax dollars are going to help as grow and become a stronger community as a whole," said Cady.
The hotels and restaurants say with New Year's Day falling on a Friday, they expect the additional revenue to continue through the weekend.
