Light the Way founder reports on Olive Branch success
Aug 12, 2024 – The founder of the Christian music festival Light the Way says over 9,000 people attended the two-day festival in Olive Branch in July, generating a potential economic impact to the city of more than $1 million.
John Wilson of the Ozark, Missouri-based ministry reported to the Olive Branch Board of Aldermen with the request that the festival return to Olive Branch City Park for a third year.
Wilson said the potential dates for a third Light the Way Festival would be July 4-5, 2025.
Wilson said the total number of attendees who registered their attendance with “tickets” for the free festival totaled 9,102. Of that number, 4,551 were from Mississippi, 2,730 from Olive Branch, and 1,851 were from out of state.
The attendance for the festival, which featured Christian music artists Big Daddy Weave and We The Kingdom, helped to generate about $1.34 million for the community during its two-day run.
“Your over average potential for a mid-sized festival, which in our industry is anywhere from 7,500-15,000 people attending,” Wilson said. “Your economic local impact could potentially be hitting that $1.3-$1.5 million range.”
Wilson pointed out the festival provides increased expenditures, such as lodging, food, and shopping for those who show up. Subcontractors are hired to help in connecting electricity and such, and the image and standard of living are improved. He said more people in the industry are now discovering what and where Olive Branch is about.
“Two years ago, I did not know Olive Branch, Mississippi existed, and two years ago Nashville, Tennessee, where we do a lot of our work, did not know of Olive Branch,” said Wilson. “We are now in the situation with our Nashville team booking artists and they want to come to Olive Branch. They love the town, they love the hospitality and it makes my job easier to bring in those bigger artists that will bring in the larger attendees to this festival.”
Wilson finished by asking the city to consider having the Light the Way Festival return next July, making it again a free festival with community sponsorship and support.
Also at the most recent Olive Branch Board of Aldermen meeting, Olive Branch businesswoman Abbi NIchols was recognized for being named the Small Business Administration’s Young Entrepreneur of the Year for Mississippi. Jeddidiah Dupray, an Olive Branch fourth year who is part of the Raising Men Lawn Care Service, was recognized. Dupray mows lawn for veterans, seniors, single parents and handicapped individuals for free with a goal of mowing 1,000 lawns before he graduates hIgh school.
The monthly Mayor’s Award went to Lt. Rion Blevins, Lt./Medic Patrick Rowland, Firefighter Gage Johnson, Firefighter/Medic Justin Cook, Paramedic Paul Coletta and EMT Driver Jackson Curtis.
The meetings are live streamed on the City’s YouTube channel:
