Community

Community gatherings, festivals, and farmers' markets might look to be about entertainment and the vivacious social sphere it curates. But behind the scenes, they also play a pivotal role in energizing resident and visitor activities while providing fertile ground for innovative businesses to flourish.

General Benefits:

Community events create a shared sense of identity; these gatherings foster a sense of togetherness that can uplift spirits and reduce feelings of isolation.
Community event participation has been shown to boost mental well-being. Engaging in social activities, enjoying entertainment, and connecting with fellow community members can help combat stress and promote happiness.
Community events can become platforms for discussing local issues and fostering civic engagement. Residents become more aware of community concerns and may be inspired to participate in positive change.

Visitor Morale:

For visitors, community events leave an impression of the city. A well-organized, enjoyable event can make tourists eager to return, open their wallets, and recommend the destination to others.
Community events provide a window into the local culture and way of life, offering visitors a chance to immerse themselves in authentic experiences they cannot find elsewhere. Today’s visitors often become tomorrow’s new residents.

High-spirited visitors are more likely to explore the city and spend money on local businesses, thus contributing to the local economy.

Benefits for Businesses:

Community events offer a unique opportunity to highlight products and services to a diverse audience. Businesses can network with potential customers, partners, and investors, helping them gain valuable exposure.

These events serve as informal market research opportunities. Businesses can gather feedback, gauge interest, and identify trends in real-time, helping them refine their business strategies.
Launching new products or services at community events allows businesses to test the market in a low-risk environment. They can assess demand, receive immediate feedback, and adjust as needed.
Consistent participation in community events helps businesses build brand loyalty within the local community. As residents and visitors associate positive experiences with the brand, they are more likely to become repeat customers.

Powerful, Affordable Tools for Under $1,000

Cobalt’s Visitor360 tool provides local businesses and community leaders with insight on the counts and characteristics of visitors: home location, demographics, psychographics, favorite businesses, where they visited before and after an event, which route they traveled, etc. Smart businesses use this data to modify what they sell and how they market it.

Cobalt’s Void Analysis tool combines visitor and resident data to identify which chain stores, restaurants, and other enterprises are the best fit for vacant space.
Cobalt’s Retail Leakage Report compares how much local retailers sell with how much residents buy. This provides important insight on which goods and services provide promise for new businesses, and which goods and services draw visitors from other communities.

In conclusion, these gatherings promote quality of life, engagement in the local economy, and increased opportunities for networking and expansion. So, let us continue to celebrate our local festivals, farmers' markets, and neighborhood gatherings, for they are not just moments of joy but seeds of growth and unity that will continue to reap benefits for our small cities for years to come.

References:

Putnam, R. D. (2000). Bowling Alone: The Collapse and Revival of American Community. Simon & Schuster.
Kim, J., & Lee, J. (2018). The impact of community events on visitor satisfaction and loyalty: A case study of a regional destination in Korea. Sustainability, 10(4), 995.
Saldaña, S. C., & Spano, R. (2016). Start-up communities and open innovation: A case study of Milano Luiss Hub for Makers and Students. European Journal of Innovation Management, 19(3), 309-327.

For more information on how Cobalt can help you adapt and thrive in the changing demographic, economic and social environment, visit the Cobalt website or reach out to us by email. Let us know if you need anything at all for benchmarking or research data; we are here for you.

Cobalt Community Research is a national 501c3 nonprofit, non-partisan coalition that helps local governments, schools and membership organizations measure, benchmark, and affordably engage communities through high-quality metrics, mobile geofencing data, surveys, and dynamic population segmentation. Cobalt combines big data with local insights to help organizations thrive as changes emerge in the economic, demographic and social landscape. Explore how we can help.