One Reel's plan to pay for future July 4 fireworks shows: more donations

After this year's ailing Fourth of July fireworks celebration at Gas Works Park was rescued by business leaders and individual donors, sponsors of the annual party have announced a new funding strategy for 2011.

More donations.

One Reel, which puts on the fireworks show, said in a news release Thursday: "While One Reel didn't initially consider soliciting donations for the 2010 event, the overwhelming public response to saving this cherished Independence Day celebration caused the organization to rethink the sponsorship model that has been in place since the event was first created in 1988."

Previous funding for the fireworks shows has come from corporate sponsors.

Instead, said One Reel, beginning this week donations and pledges for next year's show can be placed at family4th.org. However, One Reel is still looking for corporate sponsors.This year's fireworks show is continuing because some 300 businesses and individuals contributed to the $500,000 raised to host the event in the absence of a major title sponsor, said One Reel spokeswoman Mikhael Mei Williams.

As recently as late March, it looked as if Seattle might go without a major fireworks show for the first time in nine decades, not counting a hiatus during World War II.

Washington Mutual, which had sponsored the Lake Union show since 2002, had collapsed, and its successor JPMorgan Chase agreed to fund the event, but just for one year, 2009.

After One Reel announced that there would be no fireworks show this year, a local radio talk-show host began to solicit donations on air. The money for this year's show was raised in less than 24 hours.

"The amazing outpouring of generosity from our community really underscores the significance people place on this event," said Toni Aspin, head of One Reel. "It provided us with a renewed sense of purpose and gave us direction while exploring alternatives to fund the event."

Susan Gilmore: 206-464-2054 or sgilmore@seattletimes.com