The 2023 “Homecoming OysterFest” Was Costly - But Also Very Profitable

WOA’s new layout, ticket sales systems, stage improvements, and security scheme resulted in a safer, more entertaining, and more rewarding Fest

The 2023 edition of OysterFest™ wasn’t the largest in its 23-year history. Ironically, however, the ’23 edition of the Fest was the most profitable yet at the same time the most expensive OysterFest to date. Most importantly, it proved to be extremely successful, a positive back-to-town homecoming after a covid-induced three-year hiatus from Main Street.

Former winner Keith Rose of Wellfleet, left and opponent David Lawrence of Canada, right, competed in front of a large OysterFest crowd. (Photo courtesy Lezli Rowell)

Formerly known as S.P.A.T., the newly renamed Wellfleet Oyster Alliance’s (WOA) board of directors spent the last three years listening carefully to town officials, Wellfleet residents and attendees resulting in a number of improvements that added significantly to the cost of producing the Fest.

After many meetings with town administrators, police and fire chiefs and department heads a consensus was reached that the in-town location can safely and comfortably support a daily attendance of 10,000 guests compared to the 14-15,000 attendees of previous town center events. The successful use of electronic ticketing at OysterFest ‘22 at the Mayo Beach recreation center provided ample confidence that attendance can be controlled. The Mayo Beach event demonstrated to police and fire departments how having additional space can ensure the health and safety of all attendees.

With these new systems in place, the town was able to OK the Fest’s return to the popular Wellfleet center location which, in its last pre-covid editions, had experienced congestion, increased consumption of banned alcohol, and limited space for fire and rescue vehicles. The new 2023 layout resulted in fewer Main Street and Town Hall parking lot vendor booths, resulting in wider foot traffic aisles. The new layout also included more perimeter fencing and the addition of a second jumbo screen in the Preservation Hall parking lot along with a second beer tent. The latter changes provided an alternative to guests wishing to avoid the larger crowds in the Town Hall parking lot.

A view of the second jumbo screen in the Preservation Hall parking lot. (Photo courtesy Lezli Rowell)

All of this, of course, added significantly to the cost of producing OysterFest ’23. The usual $250,000 production expense rose to more than $330,000. The cost of increased security alone added $46,000. But these expenses were more than offset by increased revenue from ticket, beer and merchandise sales, along with a rise in sponsorship dollars, mainly due to the presence of  jumbo screens on the main stage and in the Preservation Hall lot.

Adding jumbo screens vastly improved the audience’s view of the shucking during the Fest’s annual Shuck-Off Competition, which has become the largest shucking contest in the world measured by audience attendance. But the jumbo screens also attracted larger regional sponsors. Major sponsors supporting the ’23 Fest included leading beer distributor L. Knife, Sam Adams Beer, EV carmaker Polestar, and WeNeedaVacation, a major Cape Cod’s vacation rental company.

OysterFest ’23’s extraordinary stage production would not have been possible were it not for several remarkable in-kind donations. The generosity of stage sponsor Ron Anderson of ProEvents and jumbo screen sponsors Jim Thistle of Thistle Communications and Dave Reynolds of Reynolds Broadcast Services reduced WOA’s stage and video costs by $54,000.

An electronic scoring system was also a new feature at OysterFest ’23. Created by volunteer Geoff Cramer, it is the first automatic shucking competition scoring program in the world, allowing both guests and shuckers to quickly learn competitors’ raw scores, penalty-adjusted scores, and standings. (Photo courtesy Lezli Rowell)

While costs increased, so did revenues. Last year’s gross revenue of $600,000 was the largest ever. After deducting production costs, the resulting net profit of $235,000 was still the largest OysterFest “take” in the event’s history. Taking into account the charity’s annual rent, salaries, power, IT, marketing and other operating expenses resulted in a net-net profit for the year of $134,000. This money will be used to support the charity’s various education, scholarships, scientific, recycling, and marketing programs in support of Wellfleet’s shellfishing community.

The charity, of course, is only one beneficiary from OysterFest. In addition to the money raised for WOA’s charitable activities, OysterFest is estimated to bring in an additional $3.5 million in late-season revenue to Wellfleet shellfishermen and area businesses, particularly restaurants, motels and art galleries. Each year participating shellfish companies shuck and serve more than 100,000 oysters and clams.

Ben Morgan, this year’s Shuck-Off winner, is flanked by second-place finisher Adam Todd of Canada, left, and Maine shucker Chad Egland. (Photo courtesy Lezli Rowell)

In the past, WOA has tried to maintain two years’ worth of Fest production expenses to ensure the charity’s survival should the Fest suffer from a late-season hurricane or other catastrophic event, such as the norovirus outbreak in 2016 that prevented sales and consumption of Wellfleet shellfish and nearly resulted in closing that year’s event.

But the good news for WOA is that with its new electronic ticket sales, a new membership program, and a commitment to creating smaller year-round events the charity is no longer financially exposed as in previous years. This will allow WOA to expand its programs in the coming months and years. Adding significantly to its future stability is the Fest’s all-volunteer committee structure, which is allowing WOA to both grow and improve without additional paid staff. All-volunteer committees now manage WOA’s membership, sponsorship, education, governance, finance, events, planning and communication activities. Anyone interested in joining WOA – including the army of 250 volunteers who make it possible to produce each OysterFest – is welcome to contact WOA via comments@wellfleetoa.org.

The Shuck-Off audience this year was able to enjoy close-up views of each shucker’s technique. In this photo the cameraman, left, is shooting Anton Christer of Boston at work, whose hands are visible both at the shucking table and in the giant screen behind. (Photo Courtsey Lezli Rowell)

“We’ve devoted three years to redesigning the Fest,” said Nancy O’Connell, president of WOA’s board of directors. “We spent a lot of time finding ways to improve users’s experiences, as well as their comfort and safety. Across the board we continue to increase the quality of the event, all the while keeping an eye out for the health of our harbor and the prosperity of our shellfishing industry.”

Tom Siggia, WOA treasurer and board member, said the uptick in cost for producing OysterFest has been undertaken very carefully. “It’s a real demonstration of our continuing commitment to the shellfishing community.”

FURTHER READING: Barbara Austin | Voices Around the Pot Belly Stove | Herring River Dike | Upcoming Events