Festivals and events spark curiosity in exploring local businesses

Fall season has approached, which officially begins the festive season for the next few months. The weather is getting cooler, the leaves are changing, apples and cider are in season and spirits are riding high

What does this mean? Local events and festivals.

One of my favorite things to look forward to when fall approaches is the Apple Festival, apple picking, drinking cider and going to wineries, pumpkin picking and so much more.

Have you ever thought of how important these community events are to businesses? They spend countless amounts of months, even years, preparing for these events and there is a large impact made.

Today I attended Ithaca’s 41st annual Apple Harvest Festival in downtown Ithaca. It made me think of how important this festival is to not only the businesses that were already existing in the commons but those that set up stands who drive across the state to promote their products.

I also began thinking about the consumers attending this event and their motive.

In a more professional matter, their consumer behavior changes.

I believe that consumer behaviors change when a tourist or local visits places like the Ithaca commons for events where they are going for the full experience, rather than on a normal day where they are walking around waiting for their table to be ready at dinner. Consumers’ minds are altered to spark curiosity on what they are going to find from all the different vendors and stores in the area.

To get to my point here, businesses that have existed for quite some time in an area can be looked at completely differently during an event due to this consumer behavior curiosity.

My twitter post about supporting local business during Ithaca's Apple Harvest Festival

Greta Perl, owner of Alphabet Soup in the Ithaca commons, mentioned how she didn’t care if customers came into her store and didn't buy anything. She said the influx of people, specifically visitors, who attended the Apple Festival will be aware of her business and it will make them want to come back to buy her products.

The business didn’t matter, the exposure did.

In the grand scheme of things, those attending events are more curious and ready to spend their money at any business rather than if they were simply in the area as, “during the festive mood, people tend to make more purchases and spend more money.”

According to Perpetua, it is important for a local business to pivot their advertising strategy in alignment with the way consumers shop. This can include ensuring you are promoting your participation in an event on social media and advertising any featured products or sales you may be having. Additionally, making sure your business stands out from the others, whether its an eye-catching sign or table outside, to draw consumers in.

I believe these steps will increase exposure within your local business and community.

Do you agree that consumers have more of a willingness to go into a business they never would have at an event? Do you think events change people’s mindsets where they are ready to spend money and support the venues there?

Participation in events and festivals is key to gaining exposure and business, especially during the fall season. I believe local businesses should become involved in these events and even offer special products or coupons to gain attraction and get customers to come back again.