Six-foot Illuminated Cowboy Boot to be dropped from The Palace Building’s Flagpole in downtown Prescott

by Matt Brassard, Co-owner, M&M Entertainment & Production

Historic Whiskey Row in downtown Prescott will be the site of the 7th annual Whiskey Row New Year’s Eve Boot Drop, presented by Lamb Chevrolet on Sunday, Dec. 31 from 8 p.m. to 12:30 a.m.

The event is free. A six-foot illuminated cowboy boot will be slowly lowered down from a 40-foot flagpole. The old historic Palace Building is more than 30 feet high.

The last five years have drawn thousands of people of all ages. Much like the tradition in New York’s Times Square, where a large ball has dropped annually since 1907, the Whiskey Row Boot Drop event has become a Prescott tradition. A disc jockey from Magic 99.1 FM will be spinning tunes, and attendees can ride a Ferris wheel, enjoy fare from local food vendors, watch fire dancers, and have a chance to win prizes throughout the night.

“The Whiskey Row New Year’s Eve Boot Drop continues to be a great success every year, and we’re proud to continue bringing this event to downtown,” said Matt Brassard, co-owner of M & M Entertainment & Production, which is planning the event. “We really couldn’t do this without all of our local sponsors, and we’re very grateful to the businesses that support us and know this is an outstanding free event for the community.”

He added, “We will continue to have two drops – one at 10 p.m. and the second at midnight with fireworks that will ignite off the top of the parking garage right behind Whiskey Row. The early drop will coincide with the traditional “ball drop” back East as well as letting the folks who turn in early celebrate the New Year.”

Brassard said the event also helps all the tourist businesses and retailers to have a little boost right after the Christmas season has ended. Hotel rooms and restaurants continue to benefit not only from the locals who come out, but from visitors as well.

The boot was created six years ago by Stephan Markov, of Morgan Signs, and is truly a one-of-a-kind piece of art. The boot is decorated entirely with LED lights that illuminate as the clock counts down.

The presenting sponsor of this year’s event is Lamb Chevrolet. Co-sponsors include City of Prescott, Prescott Area Independents (PAI), WestUSA Realty, NAZ Suns, Affinity RV & Sales, Pep Boys and Barrett Propane. Other sponsors include: The Palace Restaurant & Saloon, The Prescott Brewing Company, SpringHill Suites, Magic 99.1 , KAFF 92.9FM, KZGL 97.9FM, KMGN 93.9FM, KNOT 103.9FM and 1450AM, Helken & Horn Advertising Agency, The Daily Courier, Jersey Lilly Saloon, EMI Print Works, Matt’s Saloon, Prescottenews.com, Nackard-Pepsi, Murphy’s Restaurant, Dial-A-Ride, AAA Taxi, Prescott LIVING Magazine, Quad City Shopper, Hassayampa Inn, Northern Arizona Social, and El Gato Azul. For more information, contact Matt Brassard at 928-848-4182 or go to bootdrop.com for more information.