Downtown Charlottesville's summer concert series, Fridays After Five, will charge admission to each of its concerts this spring for the first time in its 16-year history.
Concertgoers will pay five dollars to see national bands and three dollars to see local bands.
Tony Labua, Charlottesville Downtown Foundation chairman for Fridays After Five, said charging admission was unfortunate but necessary.
"A few years ago we had sponsorships totaling $150,000," Labua said. "The next year we had half that and this year we're starting off with about $30,000-40,000."
Coca-Cola, Miller, Budweiser and Alltel are some of the major consistent donors to Fridays After Five. However, losing past sponsors such as Adelphia Cable and Virginia Lottery due to financial difficulties hurt the concert series' budget.
Foundation Special Events Coordinator Gail Weakly said the Foundation has been considering charging a nominal fee for a few years.
Because the foundation is a nonprofit organization, its costs continue to go up, Weakly said.
"We average $2500 for bands, $500 for sound [equipment], and then we have to give money to the charities that volunteer to run the event each week," she said.
Many people think the bands are free because they have to try out and because the concerts have been free in the past, she said.
Because the Foundation leases the Downtown amphitheater from the city, administrative approval was required to begin charging admission.
Charlottesville Mayor Maurice Cox said the city recognizes the Foundation's need to charge a fee.
"It is in order to attract the level of acts that they thought would continue to make Fridays After Five a success," Cox said. "There was no way to do it without an admission charge."
Cox said the new Foundation lease, unlike the old one, only holds for one year, so reevaluation fee affects will be possible and renegotiations can eventually be considered.
Cox also emphasized the city's priority to make the event family friendly. He explained that children under 18 will be admitted free of charge.
Weakly said she is optimistic about the future of the concert season.
"There were incredible submissions this year," she said. "We had 108 submissions this year and it was very difficult to break it down to about 20 local bands."
The Foundation will release the band listing April 1, rumored to include four national groups.
Labua doesn't think the fee will affect turnout for the concert series.
"We don't think attendance will go down because people go to a movie for 7.50, they go to a club, and spend $5.00 to see a band," he said.
Mayor Cox also is confident in the continued success of Fridays After Five.
"It has become a regular appointment for thousands of people on Friday night," Cox said. "Even with the fee for admission it's still the best entertainment bargain on a Friday night in Charlottesville."
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