Fourth of July fireworks show saved in Petaluma

Fourth of July fireworks will rain over Petaluma for years to come, thanks to an agreement between the city, the fairgrounds and a local radio company.

Sonoma Media Group, which owns five local radio stations, has agreed to an ongoing partnership to sponsor the popular Independence Day aerial pyrotechnics show at the Sonoma-Marin Fairgrounds.

The show was rescued from cancellation in each of the past three years when local businesses stepped up with funding at the last minute.

Sonoma Media sponsored the show last year and has since worked out a long-term deal.

"It's no set number of years," said Michael O'Shea, president of the company that operates news/talk KSRO 1350 AM and FM stations 97.7 The River, Hot 101.7, Froggy 92.9 and Mix 104.9.

"We call it the Ptown 4th," he said. "We had a lot of success last year. It was a terrific show, even though it was the hottest day of the year."

Sonoma Media Group is not affiliated with Sonoma Media Investments, which owns The Press Democrat. The broadcasting company is co-sponsoring the fireworks show with Hansel Ford and the Sonoma-Marin Fair. All five of its radio stations will broadcast live from the event and will customize their music programming to go with the fireworks. Live bands will perform in the evening, and there will be food and drink booths in addition to a kid zone.

"We're going to have a good old time," O'Shea said.

For many years, a large aerial show was sponsored by the city, but budget constraints forced cutbacks and eventually a complete pullout by the city. For the past three years, it's been a challenge to round up private financing for the show, which can cost as much as $45,000.

The city's garbage hauler saved the show in 2011 and 2012, and the radio company sponsored it last year. O'Shea said he is happy to help produce an event that builds a sense of community for local residents.

Petaluma Mayor David Glass was ecstatic that a long-term deal could be worked out.

"I'm so happy we found a solution that may be a permanent one," he said. "That family of radio stations has been good to Petaluma."

Typically, about 7,000 people have paid to enter the fairgrounds. An additional 5,000 or so park nearby to watch the show and untold others found higher ground to watch throughout the area.

After long lines last year at the entrance and food booths, O'Shea said changes will be made this year to reduce those problems.

"When the fireworks were getting ready to go, we still had a line that strung way into the parking lot," he said. "We actually delayed the show by about 20 minutes to get everyone in."

With more time to plan this year, Glass said most of those hiccups will be resolved.

"We looked at what needed improvement," he said. "We think this will make for a really spectacular family celebration."

With space at the fairgrounds hemmed in because of the new East Washington Place shopping center, the size of the fireworks shells was reduced last year for safety reasons. But O'Shea said that actually made the show better.

"The discharge in the air is the same size, only it doesn't go as high," he said. "So the pyrotechnic show is closer to people on the ground watching.

"It makes for an incredible visual experience because you're actually closer to the air burst and they're bigger and brighter."

He said admission will be about $5 for adults this year, although the exact amount hasn't been determined. Kids will be free. Gates will open mid-evening.

And no outside fireworks, even sparklers, will be permitted inside for safety reasons.