Organizers report higher sales
Morgan Hill – The color and flair of Mushroom Mardi Gras returned downtown over the weekend drawing an estimated 50,000 patrons Saturday and Sunday.
“Just like Gilroy is the ‘galric capital,’ Morgan Hill is the ‘mushroom capital,’ ” said longtime resident Frank Fantozzi.
This was the second year the sunny festival was fastened to Morgan Hill’s main drag on Monterey Road. And with thousands of patrons roaming the streets – many clutching beer and wine glasses – safety was understandably a top concern for organizers this year.
Organizers believe there was an increase in attendance this year over last year’s estimate of 40,000.
Extra police officers were assigned to quell any potential alcohol-fueled problems, but the mostly mellow crowd cooperated brilliantly, giving some indication of how the festival is seen by some as moving in the direction of the upscale arts-and-wine fairs of Los Altos and Palo Alto.
Mushroom Mardi Gras Director Sunday Minnich described the move downtown as a vender-friendly strategy. Previously, when the event was held in Community Park, organizers relied on gate fees and big-name bands to make a profit. Sometimes well-known rock bands like War brought in fans, but not shoppers, and vendors suffered.
“Music festivals and crafts fairs bring in two different kinds of crowds,” Minnich said. “With the park, a lot of people don’t even get to the festival until the afternoon to see the music, whereas downtown, this year, we sold out of vendor space in April – and we have over 200 vendors here. It’s a different flavor.”
The event this year was admission-free and packed. Proceeds, which benefit the non-profit Mushroom Mardi Gras Committee’s scholarship fund, were derived from sponsors, food and beverage sales and vendor fees. Minnich said on-site sales were up 6 percent from last year, when the festival’s total gross income was about $175,000. She said totals for this year are still being calculated. The goal, she said, is to net $30,000 for next year’s scholarship give-aways.
Earlier this month, the Mushroom Mardi Gras Committee granted 18 scholarships worth $1,500 to local college-bound high school seniors.
The scale of the Mushroom Mardi Gras has definitely ballooned over the years. While the festival honors Morgan Hill’s most famous agricultural crop, it originally began as a way to raise money for the local fire department. Back then, in the late 1970s, the town’s population numbered less than 18,000 people.
It was “farm country,” “the sticks,” “the boondocks,” said Fantozzi, who manned a festival booth Saturday for the Wildlife Education and Rehabilitation Center. As hordes passed, many children stopped to glimpse a live miniature owl. “But the town has grown so quickly and so well that activities like this that get people to come down to the South Bay (to see a modern Morgan Hill) are wonderful things.”
This year’s homegrown celebration covered a six-block stretch of Monterey Road. Three blocks were dedicated to arts and crafts vendors, and two blocks featured more than 25 food and beverage booths and a wine tasting tent.
A popular children’s carnival – “Munchkin Land” – also occupied one block. The carnival offered everything from a Ferris wheel to a swinging pirate ship to a giant inflatable replica of the Titanic sinking into the street.
At Monterey Road and Sixth Street a strange bunjy-jumping thrill attraction launched four “jumpers” at a time 40 feet in the air and allowed them to bounce up and down at frightening heights.
At the Monterey Bay Aquarium’s booth on Saturday afternoon, children and adults lined up for a chance to spin a colorful wheel and win four tickets to the World-famous aquarium. Consolation prizes included aquatically themed stickers, toys and posters.
San Jose resident Gilbert Guitierrez said he was pleased with the kid-friendly environment.
“I think they made a pretty good effort to try to have activities for small kids as well as some of the older, bigger kids,” he said, standing outside the petting zoo with his grandson’s stroller. “They’ve done a good job.”
On the mainstage on West Third Street, blues bands played for much of the day Saturday and Sunday. Henry Clements & The Gumbo Band churned out Southern soul grooves that went perfectly with the wafting aromas of roasted corn on the cob, barbecued tri-tip, nachos, baked potatoes, gourmet sausages, corn dogs, garlic fries, sauteed mushrooms, fried zucchini … just to name a few.
Some merchants on Monterey Road were upset that this year’s Mushroom Mardi Gras included a Friday night street dance that may have blocked auto traffic and potential business downtown. Others worried about vandals and other disruptions coming into the weekend.
Some concerns were validated. Litter covered Monterey Road Monday afternoon as clean-up efforts continued.
Rosy’s at the Beach owner Rosy Bergin had to use a power-washer on Monday to clean the mess left by the street party. On the other hand, she said her business got a boost Friday night when cool and windy weather brought in some extra customers from the dance.
Echoing that, workers at the Good Life Cafe, on Monterey Road and Second Street, reported higher-than-usual sales Saturday afternoon thanks to the astronomical foot traffic outside.
Still, other businesses suffered, or closed their doors for the weekend rather than deal with the partying festival-goers.
“It could be a win-win situation,” BookSmart operator Brad Jones said. “I’m generally pleased with the direction the festival is heading.”
Tony Burchyns covers the city of Morgan Hill for The Times. Reach him at (408) 779-4106 or at tb*******@mo*************.com.
