Alexander Graham Bell once said, “Before anything else, preparation is the key to success.” If that’s the case, he would have felt right at home on the events team for Monroe, Georgia.
Honestly, I don’t know how they do it.
Can you imagine completely shutting down a town’s main street, registering over 500 show cars, and having the event team and infrastructure needed to accommodate 20,000 people?
Not only does the town of Monroe come together to host this annual event, but they do it at an award-winning level, which begs the question.
What does it take to transform a bustling downtown into a static car show that stretches for blocks? We reached out to the Honorable John Howard, Mayor of Monroe, Georgia, to answer that question and more.
What follows is the edited transcript of our discussion.
Going Strong For 17 Years
Rod Worley – Editor – For a town to host a downtown car show for 17 years is a remarkable accomplishment. From all of us who enjoy a fun, well-run car show, thank you!
So, where did it all begin? Also, can you share some of the latest attendance numbers?
John Howard – Mayor of Monroe – Well, thank you, Rod. We’re excited to invite the area’s car enthusiasts to Monroe.
One of the prominent driving forces early on for a downtown car show was Laura Peters. She owns Peters & Fosters Furniture and Appliances on 205 E Washington St.
In fact, the first event was held in the Peters & Fosters parking lot, though it quickly spilled over to the Synovus Bank parking area across the street. From there, it continued to grow through the community’s continued support.
Last year the show cars lined Broad Street, Spring Street, Court Street, all around the courthouse, and all the parking lots in town. We had 546 registered vehicles on display last year.
Unfortunately, this year we had to postpone the event for a week. So I think that probably caused our numbers to fall a little bit.
Our attendance numbers are way up historically and probably even matched last year. However, the number of registered vehicles was down slightly.
Still, we had over 400 cars and between 19,000 to 21,000 people enjoying the beautiful weather and stunning cars on display.
Good For Business
Rod Worley – Editor – Given what it takes to host an average car show, I can only imagine the effort and costs involved in closing down the center of town for a day.
Other towns have considered a main street car show but were concerned about the costs.
Are the car shows good for business?
John Howard – Mayor of Monroe – Yes, there are various costs involved, such as the extra security and public works overtime, to name just a few.
But our job is also to bring people to our downtown area to experience firsthand what Monroe has to offer. Even during the height of the COVID pandemic, we had a 22.5% sales tax revenue increase in our downtown businesses.
So from a business perspective, the more often we can give people a reason to explore our unique stores and enjoy our great restaurants, the stronger our downtown will be long-term.
But you know what’s really interesting? We had three businesses set sales records this year.
Yes, people came to admire the show cars, but they also explored our shops and made purchases. Our restaurants remained at maximum capacity throughout the day, even with the seven or eight food trucks we brought in.
And, of course, our newest addition, the Southern Brewing Company, had customers lined up all day long.
2nd Car Show?
Rod Worley – Editor – Given your success, have you considered hosting a spring and a fall car show? Also, are there other events the town puts on?
John Howard – Mayor of Monroe – Several people have asked us to add another car show date to our yearly events calendar. Many don’t realize that our volunteer events team is terrific but small in number and work very hard.
We had 30 volunteers that ran this year’s car show that drew hundreds of cars and thousands of people. In addition to our annual car event, we host our Friday concerts during the summer, which draw 7,500 to 8,000 people.
Between Thanksgiving and Christmas, we have our candlelight shopping on Thursday nights. There are also Carriage rides and S’mores, plus the Magical Nights of Lights and 12 Days of Christmas through the park.
The way our event schedule works, I’m not sure they’ll want to replace one of those events for another car show. Plus, having just one car show keeps it unique.
The Key To Success
Rod Worley – Editor – If you had to give one key to the event’s success, what would it be?
John Howard – Mayor of Monroe – The key to our success? That’s easy.
We’ve enjoyed success because of the community’s support over the years. But, honestly, to do this requires a complete buy-in from those living here.
It truly begins and ends with the energy and enthusiasm of the wonderful people who call Monroe home. It’s the town’s event and the town’s success.
The genuine hospitality you spoke about comes from the type of people we have living here and in Walton County.
Monroe Feels Like Home
There is something about downtown Monroe that sets it apart from other towns in Georgia.
The phrase “small town USA” pops up in everything from song lyrics to political speeches. But, most often, it’s used to evoke the image of a close-knit community, a place where everyone knows everyone, a town teeming with those who rely on each other like loved ones.
Monroe, Georgia has that “small town USA” feel.
Geographically nestled in the Alcovy River basin, this vibrant city of nearly 15,000 epitomizes small-town charm and values. A genuine warmth and sincerity rise to greet you at every turn.
Even during their annual car show event, when an additional 15,000 to 20,000 people descend on the center of town, their unabashed hospitality remains. Monroe has a lot to offer beyond the excitement of the award-winning downtown car show.
Take a walk through the downtown historic district, and you’ll find tree-lined streets offering a peaceful backdrop to a diverse collection of businesses. If you enjoy exploring antique stores, welcome to your new favorite spot.
And what of the restaurants, you ask? Expect generous portions of homemade comfort food that brings a smile to your face, and ask little in return from your wallet.
Yes, there’s more to Monroe’s downtown experience than just a top-flight car show. So much more.
City of Governors
Beyond the award-winning car show, Monroe is considered one of Georgia’s most civic-minded. Often called the “City of Governors.” this area has furnished seven men to act as Governor of Georgia.
There was also a native son who left for the West and later became Governor of Texas. The civic pride has run deep in this town since its founding in 1818 as the newly formed Walton County seat.
For you fellow history buffs, Monroe was the premier cotton producer in Georgia during the 1900s. The two primary cotton mills in Monroe used to be the driving economic force in the region before they closed.
The cotton mills may be gone, but the patriotic, civic-minded culture remains deeply rooted in those who call this town their home. The phrase “small town USA” might get thrown around a lot.
It’s reassuring to know that, in some places like Monroe, it still means something. Keep that in mind as you walk their tree-lined streets during next year’s annual “Memories of Monroe” car show.
** Special thanks to John Howard, the Honorable Mayor of Monroe, for graciously granting this interview.
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