Ideas for running precinct events and activations

A series of events at regular intervals can have more impact than one-off events. It builds momentum, encouraging more businesses in the precinct to become involved. 

It can become a special time in the precinct, with entertainment, tempting menu specials and exclusive offers.

It also grows a regular following from customers, who start to look forward to the next event and what will be on offer.

First Fridays is an example of an event series, but it can be held on other days or weeks, e.g. Second Sundays. 

Marketing of these regular events can boost the profile of participating businesses, as well as the precinct.

Growing Precincts Together example

With Council sponsorship, the Rosalie Village precinctopens in a new tab delivered a series of First Friday events in late 2024 as part of the Growing Precincts Together program.

Each event had a different theme to keep it fresh and inspire retailers and customers:

• First Bloom in September
• First Favourites in October
• First Heatwave in November
• First Cheer in December.

Pop-up markets are an effective way to encourage new visitors to a precinct.

It's important the markets offer something that complements, not competes, with the permanent businesses in the precinct.

It’s also a good idea to ensure market organisers engage with the precinct in advance.

Permanent businesses may want to offer deals or promotions to actively encourage market visitors to their business on market day.

Growing Precincts Together example

With Council sponsorship, the What We Make Design Markets are delivering pop-up maker marketsopens in a new tab in 2024-25 at St Augustine’s Church, in the heart of the Racecourse Road precinct. 

The markets offer hand-made fashion and homewares, which complements the limited gift and fashion options in Racecourse Road.

In addition, no food is offered at the markets, so visitors are encouraged to explore further and discover cafes and restaurants in the precinct.

In-store events help businesses connect with new customers, increase sales and grow customer loyalty through a more personalised, engaging experience. 

Raise the profile of your precinct and participating businesses by coordinating multiple retailers to host separate in-store events over a specific period (e.g. weekend, week or month).

Consider the following ideas as inspiration for in-store events and experiences.  

Food businesses:

• tasting menus

• pop-up themed dinners 

• cooking classes and/or demonstrations.

Boutiques:

• styling session

• sip 'n' shop

• meet the designer.

Wellness and pampering:

• workshops

• come and try (e.g. fitness class)

• guest speaker.

Gift store:

• book signing

• meet the artist/maker

• new product launch

• storytime.

Help build momentum for your individual in-store event by inviting followers on your social media channels to enter an online competition that's drawn at the event.

As part of the terms and conditions, advise potential entrants that they must be at the event for a chance to win. You could also offer a coupon that is only redeemable in store during the event.

Growing Precincts Together example

With Council's support, the Racecourse Road precinctopens in a new tab delivered Discover Racecourse Road in September and October 2023. 

More than 20 businesses offered a range of in-store events across the themes of dining, wellness, fashion and beauty and kids.

A treasure or scavenger hunt is an option to get potential customers to:

• move about in your precinct
• discover what there is to see and do in your precinct.

Participants visit businesses in your precinct to solve clues or locate hidden items. They can record their answers and submit them for a chance to win a prize (normally products and services from your precinct).

You might even consider staging an event for the hunt prize draw to get potential customers to return to the precinct.

Growing Precincts Together example

With Council sponsorship, the Rosalie Village precinctopens in a new tab successfully delivered a treasure hunt activation (Hidden gems of Rosalie Village) in July 2023 as part of the Growing Precincts Together program.

Up-late events can bring potential customers to your precinct after dark and test your precinct's nighttime economy.

You might even like to theme your up-late event (e.g. Halloween or Christmas), with participating businesses offering one-night only discounts and promotions, as well as late-night shopping and entertainment.

Brisbane precincts that regularly host up-late events include James Street, New Farm and Wynnum Town Centre.