Yesterday I had the distinct pleasure of speaking to 40 small business owners in Harrison, Arkansas as part of their CORE meeting. This group started the meeting talking about their harvest festival, upcoming events, Christmas lights, and other things that are happening for their downtown district. Each one owns and operates a small business in the district and is interested in making things work for their city and their businesses. Here are a few suggestions I had to what they are currently doing - I am sure you will see the theme.
They are planning Friday Nights in the Square where they have music and other events starting at 6PM. This is a great idea except most of the stores close and all of the county and federal workers go home at 5PM.
Instead: Start at 4PM - this is a no-brainer. Start earlier and stay till 6PM. Folks will stay downtown a little longer, shop, play and have a great time. They will not get back in their car and drive back to where they just left. It isn't going to happen - stop trying to make it happen. Get them when you have them and keep them a little longer.
Now that they are there what do you do with them? You have to get them into the shops. There is no reason to have an event if you aren't promoting shopping & dining - DO NOT HAVE AN EVENT TO HAVE AN EVENT. Seems pretty obvious, but most towns I have spoken with do not know this.
So, how do you get them into the shops?
First, be open. If a majority of your shops will stay open during the time that the event happens you will see a marked improvement in sales and participation from retailers and shoppers. Being open is the easiest thing in the universe.
Second, give something away. Have every participating shop have a sale that night, give a sample away, do a demonstration, have a prize, give a discount on an item - give something away that costs the retailer very little, but adds value to the consumer.
Third, connect the community. If Friday night is your big football night (and it is everywhere in America) then do it up with your Blue & Gold (or whatever your town's colors are) and invite the cheerleaders, host a pep rally, decorate the cars with streamers along the square, host a fund-raiser for the band, invite the band - celebrate your winning (or not so winning) team.
And last - don't make it harder then it is. Use what resources you have and create good, solid events that inevitably support your retailers. You don't have to spend a lot of money, do too many things, or create a crazy calendar of events. You just have to have the right reasons (ringing cash registers), the right timing (get them when they are there) and the right spirit!
