Boot-Drop Co-Founder Donna Werking: The Story Behind Prescott's New Year's Eve Tradition
Donna Werking, co-founder of Prescott’s iconic New Year’s Eve Boot Drop, has played a pivotal role in establishing this cherished community event. Inspired by Flagstaff’s Pinecone Drop, the Prescott Boot Drop has grown to become a signature celebration that attracts thousands of attendees to the heart of Whiskey Row each year.
The Inspiration: A Pinecone in Flagstaff
In 2006, while attending Northern Arizona University, Werking witnessed Flagstaff’s annual Pinecone Drop outside the Weatherford Hotel. This event drew thousands and showcased the power of a well-executed community tradition. The spectacle stayed with her and sparked the idea of creating a similar event for Prescott, a town rich in Western heritage. From 2006 to 2009, the concept remained an unfulfilled vision, but Werking’s professional experience would soon provide the foundation to bring it to life.
The Beginnings: Turning an Idea into Reality
In late 2010, Werking, then a marketing consultant for an ad agency discussed ideas with the City of Prescott’s Office of Tourism to drive bed tax revenue during the slower winter months. Motivated by her Flagstaff experience, Werking proposed a Prescott New Year’s Eve event that would draw locals and tourists to downtown. After exploring unique New Year’s traditions across the country, she chose a cowboy boot as the event’s centerpiece. The boot symbolized Prescott’s Western heritage and promised to be a fitting and memorable icon for the community. It was a wishful proposal to have the backing of the City, their budget and mission was not to host events.
Overcoming Initial Challenges
In November 2010, she discussed the concept to a Prescott advertising agency, leveraging their community ties to help gain traction. Werking’s idea initially met with uncertainty but she forged ahead on the conceptual idea from November through May. It wasn’t until 2011 that the event gained momentum. Others came on board, and Great Circle Media joined to provide crucial radio coverage, PR, and sponsorship support. Although the city did not take on operational responsibilities, their expedited approvals and support were vital to the event’s success.
Collaboration and Community Support
The first New Year’s Eve Boot Drop committee convened in May 2011, comprising Werking’s consulting firm, Helken and Horn, and Great Circle Media. Partnerships with organizations like the Fraternal Order of the Eagles, the Prescott Chamber of Commerce, Prescott Area Independents, and later M&M Entertainment played critical roles in assisting the financial responsibilities, sponsorships, and marketing.
A key milestone was the creation of the six-foot boot by Stephan Markov of Morgan Signs. The event’s grassroots origins meant that Werking and her collaborators operated on a shoestring budget, often barely breaking even. Yet, their commitment ensured the event’s survival and growth.
Werking’s Early Involvement
In the inaugural years, Werking took on nearly every logistical and operational responsibility. From securing sponsorships and managing budgets to coordinating street closures and infrastructure, her role was exhaustive. She even conducted rooftop assessments to determine the feasibility of dropping the boot from the Palace restaurant’s flagpole and managed the event while pregnant. Werking's direct involvement changed after 2012 to focus on motherhood, Werking remained dedicated to the Boot Drop’s success through 2021. "The Boot Drop is a legacy that I placed my entire heart and soul into. It was never a money making endeavor. It was for my community and something I was extremely proud of seeing succeed for eleven years." stated Werking. After 2021, with so many involved, the event was moved to a different direction and renamed, the Whiskey Row Boot Drop.
Werking recalls, "In 2019, while I was in Thailand, the City of Prescott requested that the New Year's Eve Boot Drop be canceled due to a heavy snow. I received a call from Matt Brassard, the event organizer, seeking guidance. I firmly advised him that the show must go on because attendees had traveled from all over to participate. Canceling due to a bit of snow even once could discourage future attendance. Despite the weather, the event proceeded as planned and turned out to be another resounding success."
A Celebration of Growth
Today, the Prescott Boot Drop welcomes over 10,000 attendees annually. From a modest beginning with a few thousand participants, the event has become a cornerstone of Prescott’s New Year’s celebrations. The sight of the courthouse lawn filled with revelers underscores the event’s significance and the community’s embrace of this tradition.
Looking Ahead
Werking envisions the Boot Drop continuing for decades, expanding its attractions while preserving its family-friendly and accessible nature. As a signature event, it not only celebrates Prescott’s heritage but also contributes to the local economy through tourism and tax revenues. Under the current management of the Prescott Chamber and Arizona Christmas City, Werking is confident the Boot Drop will thrive and remain a cherished tradition for generations to come.
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