Precinct event and activation ideas

A flyer of coupons featuring offers for different businesses in your precinct can provide affordable and effective promotion for the precinct. It can build awareness of participating businesses and allow customers to discover new businesses. You could consider building a coupon flyer around a particular theme (e.g. dining deals).

Make sure coupons are valid for an agreed time period (e.g. one month) and that location and contact information (website, social media) for the precinct is included in the flyer. 

Flyers can be printed and distributed to the local area or further afield if you want to attract new visitors to the precinct.

Instead of organising specific events or activations, your precinct may offer always on activities. These activities are not arranged events, but suggestions for visitors on what to see and do in the precinct. Grouping businesses together around a theme/s can give potential customers ideas for celebrations and also encourage visitors to spend more time in the precinct.

Growing Precincts Together examples

The Things to do on Racecourse Road web content is a great example of an always on initiative and includes 10 themed options for precinct visitors.

The Rosalie Village Insider Guides web content is another example of an always on initiative to encourage visitors to linger longer in the precinct.

First Fridays is an example of a series of events, held at the same time such as the first Friday of the month. Each First Friday can have a particular theme, and it becomes a special time in the precinct, with entertainment, tempting menu specials, exclusive offers and more from retailers.

A series of events at regular intervals can have more impact that a one-off event as it builds momentum, encouraging more businesses in the precinct to become involved. It also grows a regular following from customers, who start to look forward to the next event and what will be on offer.

A series of events can be held on other days or weeks of the month, for example Second Sundays. Marketing of the regular events can boost the profile of participating businesses as well as the precinct as a whole.

Growing Precincts Together example

With Council sponsorship, the Rosalie Village precinct delivered a series of four 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 and First Cheer in December.

Pop-up markets are an effective way to encourage new visitors to a precinct.  It is important the markets offer something that complements, not competes, with the permanent businesses in the precinct.

Make sure market organisers engage with the precinct, to provide an opportunity for the permanent businesses to offer a deal or promotion 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 four pop-up maker markets 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 are a way for businesses to 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).

Inspiration for in-store events and experiences include:

• 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 is 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 through the Growing Precincts Together program, the Racecourse Road precinct 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, recording their answers and submitting 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 precinct 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 be a great way to bring potential customers to your precinct after dark and to test your precinct's nighttime economy. You might even like to theme your up-late event (e.g. 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 and Wynnum Town Centre.