Earlier this year, the Denver City Council approved $550,000 for renovations to the Red Rocks First Aid Room for the purpose of better treating and responding to the emergency and safety needs of Red Rocks patrons. According to the city website: the project is a complete interior and select exterior renovation of the existing First Aid and Security Station space in the “backstage” area of the Red Rocks Amphitheatre. The scope of work will include, but not be limited to, selective interior and exterior demolition, installation of new masonry walls to create new exam rooms and restrooms, upgrades to the current HVAC system, select additional MEP (Mechanical, Electrical, Plumbing), interior finishes, steel casework, doors/frames/hardware, exterior stone façade replacement, and concrete sidewalk installation.1
Red Rocks Amphitheater is located in Morrison, CO, a small town located just west of Denver in the foothills of the Rocky Mountains which offers a unique open-air venue for concert-goers. Although it is located in Morrison, Red Rocks is owned by the City of Denver, who bought it in 1927 for $54,133 (roughly $744,000 today, adjusted for inflation).2
Compared to other concert venues in the Denver area, you’ll find yourself somewhat isolated at this venue: you’ll be with 10,000 strangers, at altitude, with alcohol and typically at night.
It’s not unreasonable to assume an accident might happen from time to time, given it is an outdoor setting and the seating is molded out of a rock formation. Things can happen: a slip and fall on a wet step, get light headed and lose your balance or just a good old fashioned beer brawl. Bottom line, even when booze is taken out of the equation, it’s very possible an accident could occur and you’ll find yourself pretty far from typical emergency services.
An estimated 750,000 non-concertgoers visit Red Rocks every year and there were 155 paid events in 2016.3 Let’s throw out the 750,000 people who meander or run through the park during the daylight hours who are drinking water or doing yoga. Given the capacity of the venue and the number of paid events this year, this works out to roughly 1.5 million concertgoers annually. Let’s also throw out the question of why the City of Denver owns this venue in the first place. It would work out to about 37 cents per user per paid event for one concert season to fund the necessary $550,000 in renovation costs.
This is the perfect situation to let the users determine what is truly important to them. Here it is: charge the users (full disclosure, I am in this group). Let’s make it even easier, spread load it over five years: that takes it down to 7.4 cents per user, per paid visit. Trust me, I get it, it’s already ridiculously expensive to take in a show at Red Rocks, but this return on investment is an easy one to stomach. Let’s be clear though: don’t charge the residents of Denver, the majority of which never even set foot in the venue. People far and wide beyond the city limits of Denver definitely enjoy the facility; if the availability of emergency care is important to them, they will see the value.
