October 23, 2025

Benefits of Small Recurring Events

Large festivals may attract massive crowds, but they tend to be concentrated in short bursts. The big annual event might let downtown shine for one weekend, but what happens when the event is over?

Smaller, recurring events address this challenge by providing reasons for visitors to return downtown week after week. Modest, consistent events foster rituals and habits that build loyalty while also spreading economic benefits more evenly across the year.

Regular programming also reflects the changing lifestyle priorities of communities. Visitors crave accessible, low-cost, family-friendly activities that fit into their weekly routines.

Whether it’s a farmers market on Saturday morning, a drum circle, or a movie series on summer evenings, small-scale events don’t require extensive planning or big investments of money — but they can provide meaningful social and cultural experiences.

In Madison, WI, the Dane County Farmers Market has turned into such an institution that it has created spinoffs. The main event takes place on Saturdays around downtown’s State Capitol square. The market creates a weekly destination event that drives weekend traffic to the central business district.

The market has a wintertime offshoot — the Late Winter Farmers Market takes place at an indoor location from January through early April. And there’s a Wednesday evening market from late April through early November.

More on the wide range of downtown events appears regularly in the pages of Downtown Idea Exchange newsletter.

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Downtown Planning
for Smaller and Midsized Communities

A good plan will help revitalize a struggling downtown and sustain a successful one.

Downtown Planning for Smaller and Midsized Communities looks at all facets of planning for the traditional downtown or commercial corridor — physical, economic, social, and political. And, it takes you step by step through the process of creating a plan for your community with best practices for:

• The groundwork before planning
• The process of preparing the downtown plan
• The physical plan
• The economic and marketing plan
• The implementation strategy.

With numerous graphics and real-world examples, Downtown Planning for Smaller and Midsized Communities is a valuable guide for everyone planning for the future.

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Downtown Planning for Smaller and Midsized Communities is just one of the many books on Downtown Economic Development available from the Downtown Development Center.