Are Downtown Events All They’re Cracked Up to Be?

I was asked recently whether or not I think there is value in hosting events downtown – especially when there are parks and a Community Center mere blocks away that might accommodate more people and more vendors.  My answer to that question is YES – there is immense value in hosting events in the heart of our downtown!

In fact, downtown events play a crucial role in promoting and supporting Main Street businesses, create vibrant experiences for local communities, and also serve as an engine for commerce. By drawing crowds to the heart of the city, downtown events benefit small businesses in multiple ways, from increased foot traffic to fostering brand awareness -- ultimately driving sales and growth.

One of the primary benefits of downtown events is their ability to bring people together. Whether it's a children’s festival, a car show, or a holiday parade, these gatherings attract a diverse group of visitors, many of whom may not typically visit the area.  Restaurants, cafés, boutiques, and specialty shops lining Main Street benefit from the influx of potential customers, as attendees are often looking for food, drinks, souvenirs, or just a place to relax during the event. Businesses that may otherwise struggle to capture new customers can see a significant increase in revenue on event days.

In addition to driving sales, these events create long-term promotional opportunities for local businesses who choose to participate -- by hosting a booth, offering samples and/or special offers, or showcasing their products in a more engaging, casual atmosphere – they are creating a sense of community around the businesses, and deepening the connection between customers and local merchants.

Downtown events also generate positive word-of-mouth and free advertising. People who attend them often share their experiences on social media, amplifying exposure for businesses within the area. A well-timed Instagram post featuring a delicious meal from a local restaurant -- or a unique piece of jewelry from a downtown shop can inspire others to visit.

And finally, downtown events also promote a sense of pride in local culture. By encouraging people to shop small and support local entrepreneurs, events help keep money circulating within the community. Instead of funneling revenue to large corporations or online retailers, commerce remains in the hands of small business owners who are directly invested in the community’s wellbeing.  In fact, studies show that for every dollar spent at a locally owned business, 68% of that dollar STAYS in the community.

Recently, one of Kendallville’s downtown merchants, Arkham City Oddities, took it upon themselves to host an event that drew thousands of visitors and patrons to the district.  The event, titled “Fright Night,” featured over 50 craft and food vendors, as well as a variety of unique entertainment; such as a spooky car show, a vampire queen pageant, and flame-throwers after dark.  Arkham’s owner (Sammy Phipps) and her team poured their hearts into the event – and the community responded in kind by showing up, dressing up, and opening their own hearts (and their wallets) to support the many local businesses who participated.