Repair 11: The One Question Every Downtown Event Should Answer
A clarity check before planning begins
The Problem
Planning starts fast.
Ideas stack up.
Details fill the calendar.
But no one pauses to ask one simple question.
Later, when results disappoint, people wonder why.
Most event problems begin before planning even starts.
Why This Keeps Happening
This usually happens because:
Events are repeated out of habit
Planning starts with logistics instead of purpose
Success is assumed, not defined
Everyone has a different expectation
When the goal is unclear, effort scatters.
The Fix
Every downtown event should clearly answer this question:
“What is this event supposed to do for the downtown?”
Not who it is for.
Not how fun it is.
What it is meant to do.
Step 1: Choose One Primary Outcome
Events can:
Increase foot traffic
Increase sales
Increase awareness
Choose one.
Trying to do all three almost always does none well.
Step 2: Test Every Decision Against That Outcome
As planning continues, ask:
Does this help the goal?
Does this distract from it?
Does this compete with it?
If a choice does not support the outcome, reconsider it.
Step 3: Share the Answer With Everyone Involved
Clarity only works if it is shared.
Tell:
Businesses
Volunteers
Vendors
Partners
When people know the goal, they make better decisions on their own.
Step 4: Evaluate the Event Using the Same Question
After the event, ask:
Did it do what we said it would do?
What helped?
What got in the way?
This turns events into learning tools instead of traditions.
Common Mistakes to Avoid
Planning without naming a purpose
Changing goals halfway through
Measuring success by attendance alone
Avoiding honest evaluation
Clear goals make improvement possible.
What to Do This Week
Before your next event:
⬜ Write the event’s purpose in one sentence
⬜ Choose one primary outcome
⬜ Review the plan through that lens
⬜ Share the goal with businesses
⬜ Decide how success will be measured
Clarity saves time and energy.
How We Help
This type of clarity check is often part of Event Strategy Review work of Organizational Capacity Building services, helping communities align event planning with downtown goals before resources are committed.
Keep Going
This post is part of The Downtown Repair Manual, a field guide to fixing common downtown problems one issue at a time.
Good events start with one clear answer.