Hoping for PR Boost, Wildwood Changes Name of BBQ Bash

There's no question that the annual BBQ bash held in Wildwood every fall is popular. Last year, it brought in 40,000 people. When its organizer, Frank Schmer, moved the event in 2009, public outcry convinced him to bring it back.

However, some Wildwood council members recently have asked if the city is receiving its fair share of that popularity. Although it's a private event and does not receive any direct public funds, the city does allow it to use public space rent free and provides security and amenities such as restrooms, at a cost of up to $25,000. 

To that end, council member David Geile floated the idea of officially renaming the event from the St. Louis Home Fires BBQ Bash to "The Wildwood BBQ Bash, brought to you by St. Louis Home Fires." He suggested the language could be inserted into the ordinance authorizing the city's agreement with Mr. Schmer. 

At the time, Geile said he wanted to see if the city could get some PR benefit since it does help, in part, to host what amounts to one of the largest annual BBQ festivals in St. Louis. 

Last Monday, Wildwood city administrator Daniel Dubruiel said he discussed the issue with Schmer, who he said was "quite receptive" to the name change. However, when it came up for a final vote, Geile, along with council member Tammy Shea, voted against it. 

The measure passed, but their votes reflected what has been a long-simmering tension surrounding the event and what nearly derailed it several years ago. Geile has previously said he would like to see Schmer be willing to "open his books" and engage in a "true partnership" with the city.

On that issue, Dubruiel said Schmer indicated he would be willing to share more specific financial information, in particular how much of a profit (if any) the bash is making, with city staff members but was averse to it being more publicly known. 

"That gives me information that the citizenry does not have," Geile responded. "This job is not about secrets."

Shea did not speak at the May 24 meeting, but has previously also voiced similar concerns. In addition, she has said the BBQ bash, given that it serves beer, does not fit the description of a "Wildwood event" and expressed hesitancy in associating it directly with the city.