Prom night 2007: Teens go big or go home

By Josie Kerk, Journal intern | Wednesday, April 11, 2007

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It starts with a hair appointment around noon and is over within 12 hours, but the preparation that go into packing prom with bright lights and glamour can begin as early as the date is announced.

Girls typically spend between $100 and $300 on dresses, and boys rent $100 tuxedos and pay for dinner. And girls are spending money on more than just their hair — much more.

“I paid for $250 of the dress, and my parents are paying for the rest,” said Ashley Schnell, a senior at Rapid City Stevens High School. “They’re paying for hair and nails and the limo, then Matt’s paying for the dinner. It’s my fourth year going, so they’re kind of just like, whatever, it’s just another dance for you.”

Schnell and 13 other friends are renting the Hummer limo to chauffeur them to Deadwood for dinner. They are splitting the four-hour rental cost equally, but one father agreed to help pay for the limo fee.

“Hummer is first choice. Everyone wants the Hummer,” said Ed Royalty, the manager of Diamond Premier Limos. His limo service is booked for April 21, but only one of the four will stay in Rapid City for prom. Newell, Spearfish, Hill City and Sturgis all schedule prom for the same evening. That makes it a busy day for the DJs and tuxedo rentals as well.

“I just have one limo, but I probably had 20 calls,” said Matthew Hess of Limos by Hess.

Schnell’s party booked the Hummer limo in November. They used text messaging to keep each other current on dinner reservations and beauty appointments. Schnell has been searching online for shoes because she wants them to be special this year.

Senior Krista Johnson, who expects her evening to total about $400, began dress hunting in February.

“I spent 10 hours looking for a dress,” Johnson said. “I’m so picky when it comes to dresses. I don’t like so much the Cinderella. I like the sportsy, sort of elegant but easy to wear.”

Johnson successfully ordered her gown from a catalog, but senior Ayla Diamond wasn’t so lucky. Diamond didn’t feel her dress looked like the catalog picture when it arrived and the size didn’t work either, so she headed back downtown. She also expects plans to spend close to $400 for prom.

“I think it’s just a night to feel really special,” Diamond said. “Getting to do something extra special is just a lot of fun. It’s worth it and I think most people have that attitude.”

Diamond’s parents are meeting her halfway with expenses, but she says her boyfriend will pay for dinner.

“Getting him to go was a first step,” she said. “No matter how much he says he’s not excited, he is. He talks about it a lot, so I know he is.”

Diamond’s group of 20 has dinner reservations for the Alpine Inn in Hill City. She made her appointments and reservations a month before prom.

Senior Cody Malik, however, is taking a different approach.

“I think we’re going to dinner at the Corn Exchange, possibly. I don’t know for sure. Then, I guess we’re going to prom. It’s been by the fly, by the seat of our pants. We’re kind of slacking.”

Malik expects to spend about $75 on dinner for his date, and he has plans for flowers and a cool car, too. Malik paid $30 for the couple’s tickets to the dance.

“I think that’s what the guy should do. You know, I did ask her on the date,” Malik said.

He also says his parents will help him out a lot.

For girls, a big thing is making sure that they each have a unique dress. Many travel out of town to shop or only go to wedding boutiques where supply is limited.

Senior Erin Alberts took several trips in early February with her friends to dress shops in the Hills. She plans to save money by decking out a friend’s van with the Central/Stevens prom’s 007 theme, but is renting a cabin for an after-party.

“We just wanted to kick it within our own group. It’s our senior prom, so we just wanted to go big. We just wanted to go big or go home, I guess,” Alberts said.