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.
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 with events would soon provide the foundation to bring it to life.
In late 2010, Werking, then a marketing consultant for an agency, discussed ideas with the City of Prescott’s Office of Tourism during a meeting as a concept 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 in a casual conversation. It was a wishful conversation to have the backing of the City, their budget and mission was not to host events. Werking did not waiver and thought it was something she could continue to explore further. After investigating unique New Year’s traditions across the country, she eventually chose a cowboy boot as the event’s centerpiece for the idea. The cowboy boot symbolized Prescott’s Western heritage and promised to be a fitting and memorable icon for the community.
Werking discussed the concept further to a Prescott client hoping to leverage their community ties to help gain traction. Werking’s idea was not met with enthusiasm, but she forged ahead on the conceptual idea, fundraising strategy, budgeting and logistics from November through May. Other parties eventually came on board. 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.
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 such as 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, infrastructure and more.
A key milestone was the creation of the six-foot cowboy boot by Stephan Markov of Morgan Signs orchestrated with Helken & Horn. The event’s grassroots origins meant that Werking and the small committee operated on a shoestring budget, and little man power while often barely breaking even. Yet, together their commitment ensured the event’s survival and growth.
In the inaugural year, 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 logistics 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 for the initial co-founders. It was for my community and something I was extremely proud of seeing succeed for eleven years, stated Werking. After 2021, with so many new people involved, the event was moved to a different direction and renamed, the Whiskey Row Boot Drop. "
Werking recalls the journey was not easy, "In the initial years, the City stage broke so our sound technician, Ted Leonard let us use the back of his equipment truck as a stage. In 2019, while I was in Thailand, the City of Prescott informed our team that the New Year's Eve Boot Drop should be canceled due to a heavy snow. I received a call from 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. The event had its moments, but the show had to go on."
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.
Werking envisions the Prescott 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 organization, Werking is confident the Boot Drop will thrive and remain a cherished tradition for generations to come.
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