As we approach the end of the year, excitement continues to build for the major events taking place in 2025: Montana's Brier and Country Music Week. While major events provide a fantastic opportunity to tap into a new consumer base, we know there are events of all sizes happening all year round, helping to create vibrancy in the community.
Traffic to Tourism Kelowna's events webpages confirms that visitors and locals want to know what's happening in the region: year to date, traffic to the main events page is up almost 50% year over year (YOY). Local businesses are also keen to promote their events, with visits to the Submit an Event page up over 180% YOY.
Even if your business doesn't directly host events, you still have a unique opportunity to engage with the community and gain exposure by helping promote local events or creating activations in your space that attendees can participate in simultaneously. Whether it's a festival, sporting event, cultural celebration, or other fun event, your business can benefit from getting involved.
Increase Traffic & Showcase Your Offerings
Promoting events happening nearby can increase traffic to your business. When people attend events, they often explore the surrounding area, discovering new shops and services. By actively participating in or promoting local events, you can attract potential customers and showcase your offerings.
Perhaps you want to create a signature drink at your establishment to tie in with the theme of an upcoming event. Or, you want to offer event attendees a special promotional rate for your product or service. Or, you want to create a stay-and-play package that includes tickets to upcoming events. The possibilities of ways to get involved are limited only by your own creativity. Events provide an opportunity to make a memorable impression and turn attendees into regular customers.
Cocktail class at Born to Shake. Image credit: Ken Hagen
Build Community Connections & Local Partnerships
Events undoubtedly bring people together and foster a sense of community. By aligning your business with local events, you demonstrate your support for the community and build stronger connections with residents and other local businesses. This goodwill can translate into long-term customer loyalty and positive word-of-mouth.
Through collaboration, you can amplify your reach and impact. Consider cross-promotional opportunities with neighbouring businesses, joint sponsorships, or hosting a joint activation at multiple businesses to maximize exposure and engagement. Together, you can create experiences that benefit everyone involved.
Knox Mountain Downhill 2023. Image credit: Jillian Hearn
So, whether you sponsor an event, host an activation, or simply promote local happenings in your space, participating in local events can be a powerful way to help grow your business.
Find out what's happening by visiting Tourism Kelowna's online calendar:
Don't be afraid to reach out to the event organizers and brainstorm ideas that align with your brand and target audience. By becoming a hub of activity during community, annual, and major events, you can unlock new opportunities for growth and engagement.
Hosting an event for visitors and locals that you want to promote through Tourism Kelowna's calendar? Find instructions on how to submit your events here.
