Many of the 30,000 expected in Charleston next week for six days of funeral ceremonies for the H.L Hunley crew will plunk down $10 to buy a replica of a Civil War-era gold coin.

The original coin is part of Hunley lore: how it stopped a Yankee bullet at Shiloh, and how Confederate submariner Lt. George Dixon carried the bent $20 gold piece with him for good luck on the Hunley’s doomed last voyage in 1864.

But the metal alloy replica — sold at the Hunley laboratory and exhibit hall in North Charleston — is also a symbol of the modern-day Hunley’s financial side: Behind the history and hoopla, there’s a heap of marketing and fund raising going on.

A shop at the Hunley’s North Charleston conservation and exhibit building — and its Internet shopping site — rival a NASCAR store in the array of offerings for fans wanting a keepsake.

“People want something to remember their experience by,” said Raegan Quinn, spokeswoman for Friends of the Hunley, the state-sponsored nonprofit corporation that’s helping run the burial events, and overseeing efforts to conserve and restore the submarine.

Financially, the Hunley project is run something like a museum. Its nonprofit gets some public money, but it also sells admission tickets, recruits supporting members who pay annual dues, and taps corporations and wealthy individuals for donations.

But next week’s six-day burial extravaganza — with its anticipated crowds and television coverage — could help determine the Hunley’s financial health for years to come. It’s a chance to bond with thousands and make them Hunley supporters too.

‘A VERY SIGNIFICANT ARTIFACT’

Hunley officials say they aren’t surprised at the attention focused on next week’s events, which will include a statewide live broadcast on ETV of the April 17 funeral.

The Hunley was the first submarine ever to sink an enemy vessel — a Union ship blockading Charleston. Then the Hunley sunk; no one knows why. That mystery heightens interest.

When the sub was raised in August 2000, tens of thousands of people watched on television, from boats, from bridges and even from airplanes, noted Christopher Sullivan, vice chairman of the Hunley Commission, which oversees the Friends of the Hunley.

“From the very beginning, we knew this was a very significant artifact,” said Sullivan, adding the sub’s place in military history and the scientific advances its design incorporated make it compelling.

On the financial side, Hunley officials expect to sell 1,000 replica gold coins next week.

They also will be selling lines of Hunley clothing for men, women and children; charms; Christmas ornaments; hats; key chains; cups; magnets; and logo pins. There’s also a Hunley video and a Hunley book — not to mention Hunley golf balls and Hunley computer mouse pads.

American historical artist Morton Kunstler, known for his accurate detail and sentimental moods, has painted a picture of the Hunley and its crew preparing for their last mission under a full moon. An air of almost holy purpose pervades the scene. Some 950 numbered prints are being sold for $250 apiece.

Hunley officials hope to raise more than $100,000 from the print sales. (Kunstler keeps some money from the sales and donates the rest.)

However, money from mementos is only one small part of the Hunley’s overall current and future financial picture.

In coming years, millions will be needed to conserve and restore the 40-foot-long cast iron submarine. Right now, air would turn the Hunley to rust, so it must be continually bathed in cooled water. Scientists are working to find a way to preserve the sub so it can be exhibited in open air.

Its backers, including state Sen. Glenn McConnell, R-Charleston, want to build a $40 million museum to house the Hunley. Much of the money for the sub’s conservation and the museum is expected to come from the local, state and federal governments. Already, taxpayers have put up more than $9 million, and the Hunley project could seek more public money in coming years. But a considerable chunk of the money that will be needed in the future is expected to come from private sources.

‘A WAY TO HELP OVERHEAD’

The merchandising is off to a good start.

The bent gold coin replica is the hottest seller. In the past two years, Hunley merchandisers have sold some 22,000 replicas at $10 each, generating $220,000.

Last year, total merchandise sales were $409,000 — down from $526,729 the year before. But increased public attention this year should boost sales.

“The gift shop has been a big fund-raiser for us,” said Randy Burbage, a Hunley Commission member and funeral events organizer. “It’s actually kept us going. We had no intention at the beginning to try to use that as a fund-raiser, but it’s evolved into that — not from any planned way of making money off the submarine, but it’s been a way to supplement the overhead.”

About 8,500 people or families have Hunley memberships, and dozens of corporate groups have contributed. Last year, memberships and contributions totaled more than $520,000, according to Friends of the Hunley.

The Friends of the Hunley organization also is hoping to recruit members next week. “We will have a table set up at the lab for people to join,” Quinn said.

Ticket sales also generate income for the Hunley.

Last year, ticket sales totaled about $338,000. But the Hunley exhibit is open only Saturdays and a half-day Sundays.

Next week, with crowds in town, the Hunley exhibit will be open from 10 a.m. to 5 p.m., Monday through Friday, in addition to its usual weekend hours.

Hunley officials hope 1,400 people will visit during each of the five extra days the exhibit is open next week. Those 7,000 extra visitors will pay $10 a ticket, adding $70,000 to ticket sales. An April 16 “behind the scenes” tour is being held the night before the funeral. It already is sold out, generating revenues of more than $14,000.

Revenue from Hunley fund-raising efforts helps pay the $30,000 it will cost next week to put on the funeral events, said Burbage. (Expenses include portable toilets, shuttle buses and aid stations.)

Burbage said merchandising is a good thing for the Hunley, but the commission won’t be setting up sales booths on Charleston corners to take advantage of the crowds.

“The funeral week is designed to honor the crew,” Burbage said. “If we do it (sell gifts) at the lab that’s one thing, but going out and setting up booths, that’s another story.”