Date: July 20, 2005

Opening ceremonies at the new 17,000-seat, $99 million Wells Fargo Arena, DesMoines, Iowa, emphasized attendance more than pomp and circumstance. The festivities, which ran from July 5-12, cost about $30,000, said Holly Kjeldgaard, assistant general manager and marketing director there for Global Spectrum.

The Wells Fargo Arena is part of the Iowa Events Center."We had an overwhelming response," she said, adding that thousands attended the multiple events. "We...

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