Repair 10: How to Redesign Events So Businesses Actually Benefit
Small changes that increase spending
The Problem
Your downtown hosts events.
People show up.
Photos look great.
But afterward, business owners say:
“It was fun, but it didn’t help sales.”
When this happens repeatedly, businesses stop engaging and events lose their purpose.
Why This Keeps Happening
Events miss the mark for businesses when:
The event is designed for entertainment, not spending
Vendors compete with storefronts
Layout pulls people away from shops
Businesses are not involved early
No one defines what “success” actually means
Good vibes alone do not pay rent.
The Fix
You do not need new events.
You need events designed to move people into businesses.
Here is how to fix it.
Step 1: Decide How the Event Helps Businesses
Before planning details, answer this clearly:
Does the event increase foot traffic?
Does it increase time spent downtown?
Does it increase spending?
Pick one primary goal. Trying to do all three usually does none well.
Step 2: Redesign the Layout Around Storefronts
Where things are placed matters.
Simple adjustments:
Put stages and attractions near shop entrances
Leave clear paths into stores
Avoid placing vendors directly in front of storefronts
Use vendors to activate gaps, not block doors
If people do not pass a door, they will not enter.
Step 3: Involve Businesses Before Decisions Are Final
Businesses are more likely to benefit when they know the plan.
Before the event:
Share the layout
Encourage special hours or offers
Explain how the event supports them
Participation increases when expectations are clear.
Step 4: Make It Easy to Spend Money
Reduce friction:
Clear signage pointing to open businesses
Coordinated hours during the event
Simple promotions or incentives
People spend more when it feels natural, not forced.
Common Mistakes to Avoid
Measuring success by attendance alone
Assuming businesses will adapt without guidance
Treating vendors as the main attraction
Repeating events that do not deliver results
If businesses are not winning, the event is not working.
What to Do This Week
Before your next event:
⬜ Name the primary business goal
⬜ Walk the layout from a customer’s view
⬜ Talk with three businesses in advance
⬜ Identify one spending opportunity
⬜ Ask for feedback afterward
One small change can shift results quickly.
How We Help
This is one of the issues addressed through Event Strategy Review with Small Business & Entrepreneur Assistance, which helps communities make small, strategic changes so events better support downtown businesses and long-term momentum.
Keep Going
This post is part of The Downtown Repair Manual, a field guide to fixing common downtown problems one issue at a time.
Events should not just look busy.
They should work.