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Thunder Over the Rock skyrockets business in Jacksonville

Thousands went to Little Rock Air Force Base for Thunder Over the Rock, but the crowds went beyond the base and into neighboring businesses.

JACKSONVILLE, Ark. — There are a few constants at Keith & Co. in Jacksonville – guests from the Little Rock Air Force Base and managing partner Ken Price.

With Thunder Over the Rock returning for the first time in five years, business took off last weekend, and it's all smiles in the store.

"It's pretty exciting," Price said. "I was wondering, like, 'OK, how does this impact business?'"

Little Roc Air Force Base officials said last weekend's air show could be the largest one on record.

"While we are still gathering exact data regarding attendance for Thunder Over the Rock, it is clear that this event was our largest air show ever," Little Rock Air Force Base officials said. "We cannot thank the community enough for their attendance and support and look forward to seeing everyone again in 2025."

At Keith & Co., they saw those crowds as well.

"We had an uptick in foot traffic, it was actually pretty good, and we're very grateful," Price said. "We had the Thunderbirds. They came in to visit with us."

The shop was closed on Saturday and Sunday when the show was happening, but business boomed to end their week. They weren't the only ones to see that.

"It is an economic boost to the city," Jacksonville Mayor Jeff Elmore said. "Our hotels pretty much fill up for that weekend, our restaurants."

Elmore knows this is a big deal for the city. He's been going to shows for years and said having it back is significant for Jacksonville.

"It is great because we don't count on it," Elmore said. "It's not a part of our budget... It's more of... the cherry on top."

Price said they're already looking forward to the business and the people they'll see during the next Thunder Over the Rock.

"To be honest, I'm looking forward to it," Price said. "To see what kind of opportunity it brings, the people it brings in, and the connections we build and make.

Total crowd numbers are still being calculated, as is the full economic impact of the air show.

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