Park City, Utah, hosts the annual Sundance Film Festival, the largest independent film festival in the United States. Comic-Con International occurs each year in San Diego and remains as one of the largest conventions that celebrates comics, movies, video games and collectables. The Mardi Gras festival encompasses nearly all of New Orleans each year with an unending stream of floats, entertainment and exceptional (and authentic) food.

The list goes on and on and spreads from coast to coast, with each city-wide event, festival or conference demonstrating its own unique blend of celebration and entertainment. But what they all have in common is a resulting shot of economic adrenaline that is fed directly into nearly every small business, restaurant, hotel and bar that participates.

These tips are designed to help you prepare for and navigate those large, city-wide events that are scheduled to visit your hometown. Whether you’re a family-run restaurant or a local craft brewery, every business has the potential to reap the rewards of a well-planned and executed event strategy.

Know your audience

• Clearly identify and understand who your target audience will be during the event
• The more you know about your customers, the more prepared you will be
• Make a list of event-specific accommodations, designed to engage your customers
• Know your limitations and don’t overextend your reach
• Create smart and strategic goals that align with the event at hand

Budget, budget, budget

• Develop a sound financial plan, specific to the upcoming event
• Make sure your budget extends to every corner of your business
• If entertainment is a part of your plan, consider selling tickets in advance
• Plan out the costs of your advertising efforts: social media, flyers, signage, local radio
• Invest in additional part-time help to manage the crowds and ensure great service

Be supplied for success

• Stock up and have extra supplies available to cover peak traffic
• Plan for consistent traffic and train your staff to deliver a memorable experience
• Promote your brand and make it easy for customers to remember your business
• Consider adding extra tables, chairs and barstools to accommodate for large groups

Invite them to come, give them a reason to stay

• Create a detailed marketing plan and be tireless in your efforts
• Think outside the box, be creative and promote your events to bring in the crowds
• Leverage event registration apps to spread the word and manage RSVPs
• Think about “early bird” specials that incentivizes and encourages attendance
• Consider partnering with neighboring businesses to reach a wider audience

Pulling it all together

• Set expectations and deliver a great experience, for both your customers and your staff
• Read your customers, respond appropriately and make sure their needs are met
• Infect your customers with a contagious attitude and have a good time
• Make sure that what you are offering is thematically relevant to the city-wide event
• Look the part, be presentable and guarantee your customers remember the experience

Have a contingency plan, never let them see you sweat

• Even the best laid plans can fall apart, be ready for anything
• Make a list for every phase of the event, account for every detail
• Identify an appropriate response for any and every unexpected challenge
• Be prepared to step up, lend a hand and fill in whenever and wherever needed
• Have the flexibility to make adjustments at a moment’s notice

For more ideas about how to make the most of local events, check out these posts:

• Using big events to market your restaurant
• Leverage these 10 events to market your restaurant
• Brewpubs and craft breweries: Events that draw a crowd [Infographic]