Before we talk about marketing, algorithms, or fancy window displays, I have to ask you a question that might feel a little uncomfortable. At our last meeting, I looked around the room and asked:
“How many businesses here actually stay open during downtown events?”
I paused. I watched the reactions. Some of you nodded proudly, but a lot of you looked at your shoes. And look, I get it. Events are exhausting. They’re loud, they’re crowded, and sometimes they feel more like a disruption than an opportunity.
But here is the cold, hard truth: The first step to making money from a downtown Fort Smith event is actually being open.
It sounds simple, right? But you’d be surprised how often we spend hundreds of dollars in marketing and hundreds of volunteer hours to bring a massive crowd to the downtown business district, only for half the doors to be locked tight. That is like paying for a massive crowd to stand on your front lawn and then locking your front door.
You cannot convert traffic you are not there for. Period.
Even worse, this just heightens the perception that "there aren't any good stores to shop downtown." If we were all open, it would look amazing! When all the doors are locked and the lights are out, it builds that "downtown is dead" myth so prevalent on social media. Not only does that make people avoid us for the event, it makes them avoid us for all the weeks ahead!
But, at the last Christmas Parade, Birrieria La Jeffa sold out of almost everything! People DO shop and eat around our events. Think about it, on a hot sunny day at the Fall Festival, would you rather eat a burger from a Food Truck (yummy though they are!) standing up while you wrestle your kids, or sit in an air-conditioned restaurant, have some good food and relax for a few minutes while you recharge for the next round of fun?
If we want to see Downtown Fort Smith business thrive, we have to change how we look at events. Don't think of them as a nuisance, but an opportunity! But, events don’t make you money just because people show up; they make you money because you have a plan for when they do. Here is your 7-step playbook to turn that foot traffic into real revenue.
1. Be Open (and Actually Ready)
Being "open" is the bare minimum. Being "ready" is where the profit lives. If you know there is a major event happening, like First Saturday or a blowout at the Food Truck Festival, you need to prepare your shop like it’s your own grand opening.
- Fully Staffed: Don't try to "solo" a festival crowd. You'll get overwhelmed, your service will suffer, and people will leave frustrated.
- Clean and Organized: When the sidewalk is packed, your store needs to be an easy-to-navigate oasis.
- The Vibe: If the event is high-energy, your shop should match it.
Think about it this way: If you’re going to be open, be ready, not overwhelmed. When someone walks into The Bakehoose during a busy Saturday, they aren't just looking for a cupcake; they're looking for an experience that feels professional and welcoming.
2. Give People a Reason to Come In
Just being open isn’t enough. There are a lot of doors on Garrison Avenue. Why should they pick yours? People are downtown for the event, not necessarily for a shopping spree. You have to bridge that gap with a "hook."
Try these:
- Event-Only Specials: Create a "Festival Pack" or a "Parade Special."
- Bundles: Group popular items together for a quick, easy "grab-and-go" price.
- Samples: Nothing stops a person faster than a free taste or a quick demo.
- Small Giveaways: Even something as simple as a branded sticker can be the reason someone steps over the threshold.
People need a reason to pick your door over the next one. Make it an easy choice.
3. Stop the Walk-By
Most people walking through fort smith community events are on a mission. They’re heading to the stage, the food trucks, or the kids' zone. They have "blinders" on. Your job is to break that focus.
If you stay inside your shop behind a glass window, you’re invisible. You have to stop the walk-by.
- Visuals: Use balloons, lights, flags, or high-quality signage. A sandwich board works great!
- Sound: Put a speaker outside with upbeat music (within reason!).
- Movement: Have a staff member outside greeting people or handing out those samples we mentioned in Step 2.
Ask yourself: “Why would someone walking by stop here instead of the next place?” If the answer is "I don't know," it's time to get creative.
4. Turn Traffic Into Customers
Congratulations! They’re inside. But here is the catch: Traffic doesn’t equal sales, conversion does. During a high-traffic event, you need to be an active host.
- Greet Immediately: A simple "Welcome! Have you been in before?" goes a long way.
- Ask Simple Questions: "Are you here for the Live Music?" or "Looking for a quick snack to take to the park?"
- Guide Them: Don’t just wait for them to find things. Point out your event special or your best-seller.
Guide your guests. Don't just wait for them to buy.
5. Capture Them Before They Leave
This is where most businesses lose the long-term value of an event. Let’s say 500 people walk into your store during the Cocoa Crawl. If 100 people buy something and 400 leave, what do you have left?
If you don’t capture their information, they are gone forever.
- QR Codes: Have a sign near the door or the register. "Scan to enter our giveaway!"
- Email/Text Signup: Offer an immediate discount for joining your list.
- “Come Back” Coupons: Hand out a physical coupon that is only valid starting next week. This gives them a reason to return to the downtown business district when things are quieter.
6. Promote BEFORE the Event (Almost Nobody Does This)
The businesses that win don’t wait for the crowd: they build their own. Don’t assume people will just find you because there’s a festival.
Two weeks before the event, start hitting your social media hard.
- Announce Your Plan: Tell people you’ll be open late.
- Tease Your Offers: Show photos of the specials you're preparing at Downtown Corner Market.
- Build Anticipation: Use Facebook and Instagram to show behind-the-scenes prep.
If you’re hosting a specific sub-event, like Trivia Night, make sure it’s on the calendar. Give people a reason to put your shop on their itinerary before they even leave their house.
7. Follow Up After (Where the Real Money Is)
The event isn’t the finish line: it’s the starting point.
The Monday or Tuesday after the event is when you should be reaching out to those names and emails you captured in Step 5.
- Send a Thank You: "It was great seeing everyone downtown this weekend!"
- Offer a Return Incentive: "Missed out on our festival special? Here is 10% off your next visit."
- Stay Top of Mind: Remind them that you are here all year long, not just when there are bounce houses in the street.
Whether you're a staple like Tipsy's Pub or a new boutique, the follow-up is what builds a loyal customer base.
The Big Shift
If there is one thing I want you to take away from this, it’s this: The Big Shift.
Events don’t make you money just because people show up… they make you money because you have a plan for when they do. It is a mindset shift from passive observer to active participant.
When we all work together to stay open, stay ready, and stay engaging, the entire downtown fort smith area wins. We create a vibrant atmosphere that makes people want to come back again and again.
The Simple Formula for Success:
Be Open → Be Noticeable → Be Memorable → Follow Up
Let’s stop locking our doors when the customers are finally in our backyard. Let’s show them what Fort Smith business is really about. See you at the next event!
