That's a very good question. Everyone wondering why Bonfire didn't advertise and charge last year are on the right track, but maybe missing a couple things. I'll try to keep it brief, so please hang with me.
First, announcing or advertising a public burn last year would have cost much, much more than privately "clearing the field." And Bonfire already spent all that money on a burn that didn't happen that November (2010). Bonfire didn't lose money on "clearing the field" precisely because that is all Bonfire did. Telling anyone would have signed Bonfire up for non-refundable upfront costs it was not prepared to pay twice.
Last year, that money was spent on the November event because it was announced to the world with every expectation of having the event and then charging per usual and making costs back plus some. When the event didn't happen, Bonfire couldn't (in good conscience) charge the $5-$20 per vehicle (see online) for a non-fire. By spending the money the first time and not being able to recoup, there wasn't the money available for a second go-around in the spring. Hence the private "clearing the field."
This year Bonfire took what was learned last year and put in place an outstanding plan. By opening Stack up to visitors, Bonfire made enough money to pay for four toilets, a couple generators and some extra electricity. And by setting a no-go date well in advance, Bonfire was spared all of the upfront, non-refundable event expenses.
All of this was meant to allow people to get at least a little Bonfire experience before the game while making it possible to still pursue a full-fledged event later, and hopefully take in enough gate to pay for it.
Before anyone gets carried away, keep the following in mind. In order to have the full event later (or at any time), some of the required permits, licenses and services have to be coordinated weeks in advance. So if the ban lifts after a 1.5-inch rain, taking into account that the county is 20 inches low right now, we can as thinking people rightly assume that the lift will be a fleeting one, and that were Bonfire to begin securing services and incurring fees, by the time that process was complete, the ban would probably be back in place, Bonfire would have spent all of that money and we'd be back to a private "clearing the field" fire at the next opportunity.
So don't count on an event the day the ban is lifted.
And if the ban is lifted in the middle of the summer, no amount of advertising is going to get enough students and spectators back into town to be able to make back the non-negotiable, non-relative fees associated with having a scheduled event. If Bonfire announced a burn in the summer, Bonfire would have to pay November money with the prospect of a July crowd. I think we can all agree that Bonfire should not do that.
So keep in mind, as big as you may think Bonfire is you're not thinking big enough. It is a compliment to leadership that everyone seems to think executing this shindig is so simple.
[This message has been edited by FtnTXAg03 (edited 11/28/2011 1:02p).]