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 builds a regular customer following. People start looking forward to the next event and its offerings.

First Fridays is an example of an event series. It can also run on other days, like 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 precinct delivered a series of First Friday events in late 2024. These events were 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 delivered pop-up maker markets in 2024–25. They were held at St Augustine's Church in the heart of the Racecourse Road precinct.

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

No food was offered at the markets. Visitors were encouraged to explore 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 your precinct’s profile by coordinating multiple retailers to host separate in-store events. Schedule them over a specific period, such as a 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.

Build momentum for your in-store event by promoting an online competition on social media. Draw the winner during the event to boost engagement.

Include in the terms and conditions that entrants must attend 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 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. They can record their answers and submit them for a chance to win a prize. Prizes usually include precinct products and services.

Consider staging an event for the hunt prize draw. It encourages potential customers to return to the precinct.

Growing Precincts Together example

With Council sponsorship, the Rosalie Village precinct delivered a successful treasure hunt activation in July 2023. Called Hidden Gems of Rosalie Village, it was 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 theme your up-late event, such as Halloween or Christmas. Participating businesses can offer one-night discounts, late-night shopping, and entertainment.

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