July 9, 2026

Capitalizing on Events in the News

Eleven major cities in the United States are hosting FIFA World Cup matches during June and July, and downtown leaders are taking advantage of the excitement from both locals and waves of free-spending visitors.

Eight matches are scheduled to be contested at MetLife Stadium in Newark, NJ, where the Newark Downtown Alliance is promoting more than 200 events.

To encourage local groups to make the most of a once-in-a-lifetime event, the Alliance created a community engagement toolkit, which includes simple ways to tap into the "global energy" of the tournament.

These ideas will also help downtown leaders tap into local, regional, and national events.

• Throw your own public watch party in plazas, rooftops, local parks, or parking lots and ramps.
• Optimize business hours during key match days to welcome fans and create a festive atmosphere.
• Run trivia nights or fan lounges with themed drinks, décor, and giveaways.
• Launch a passport program where visitors collect stamps or stickers from local businesses for prizes or discounts.
• Set up interactive photo booths with sport-themed props or murals for fans to capture and share their experience.
• Offer discounts or freebies to customers who wear their team's jersey or colors on match days.
• Create a "Fan Wall" where people can leave messages, predictions, or shout-outs to their favorite teams.
• Host mini skill challenges like juggling contests or penalty shootouts in collaboration with nearby businesses or parks.

More on downtown events appears regularly in Downtown Idea Exchange newsletter.

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