Prom Season Means Big Bucks for Local Businesses

Lynchburg, VA - The American high school tradition of prom has become a rite of passage for many teenagers, but how much money are families willing to shell out for their teen's special night?

Between the dress, the flowers, and sometimes even the limo, prom can be a pricey night. But business owners aren't complaining.

Premier Limousine treats every boy and girl it drives like a King and Queen. And sometimes the requests are a little out there.

"Funny you should ask. I had a lady call and leave a message on the answering machine yesterday. She wanted to know if we had a purple hummer. No purple hummer," said Elizabeth Harrington from Premier Limo.

But they do have this white one, and rented for five hours could run you about $90 per person.

People are paying.

"27th I'm very, very limited," said Harrington.

It's a similar prom story at Celebration.

"It's almost like a rite of passage you have to go through when you're a teen," said Jessica Boardman, the manager.

Boardman has an entire room lined with prom dresses in the $300 to $600 range. She says some parents will rationalize those prices for their little girl.

"Mom and dad will say, 'You've worked really hard this year, you've got good grades. We're willing to get this for you,' said Boardman."

Flowers are the finishing touch. A corsage can run you $20 to $30, but at Doyle's Florist, it's an essential part of the night.

"I like the tradition of flowers, and what they've meant over the years," said Debbie Miller, the owner.

Getting the red carpet rolled out for you is star treatment. But prom night is also about safety."

Premier has a strict policy on drugs and drinking: It's not allowed, so your little King and Queen stay safe on prom night.

"The students are being chaperoned really, but they don't think they are. And that's good piece of mind for the parents," said Harrington