Every year the Murray comes alive with events that draw thousands of people from near and far. Big music weekends, food and wine festivals, art shows and sporting carnivals all bring new energy into our towns and put our region on the map.
The challenge is that many of those visitors head straight home once the event wraps up. They don’t always stop to explore, spend locally or discover the people and places that make our region unique. For operators this means a big opportunity is being missed.
So how can you make the most of these crowds while they are here? Here are five simple ways to turn event visitors into paying customers and encourage them to stay longer.
Think Beyond the Event Day
Events are the drawcard but the real opportunity is what happens before and after. The key is to find ways that keep visitors in town a little longer and encourage them to explore more of what your business has to offer.
- Stretch the stay with offers that encourage visitors to arrive earlier or leave later, like an extra night discount or a bonus experience for multi-night bookings.
- Create reasons to explore the town by putting together easy itineraries or insider tips that highlight where to eat, shop and wander nearby.
- Connect your business to the event vibe with something unique like a themed dinner, a recovery activity the next morning or a small keepsake that helps visitors remember their time.
Work Together to Create Bigger Value
Events bring a crowd but collaboration helps keep them engaged for longer. By linking up with other operators you can create experiences that are harder to walk past.
- Build bundled offers that combine food, experiences or retail into one easy purchase such as a dining special paired with a tour or activity.
- Encourage longer stays by teaming up with accommodation providers to offer packages that include local attractions or activities.
- Share your reach by cross-promoting each other on social media, websites and even in-store to double your exposure without doubling the effort.
Be Where Visitors Are Looking
Most eventgoers make decisions at the last minute and often on their phones. If your business is not visible you risk being overlooked.
- Keep your Google Business Profile current with up-to-date hours, fresh photos and clear directions.
- Post where people are searching by sharing specials and updates across social media platforms.
- Connect with the team at your local information centre so they know about your offers and can send visitors your way.
Capture New Customers and Keep Them Coming Back
Events bring new people into town but the real opportunity is turning them into repeat visitors.
- Collect contacts in simple ways such as QR codes, a prize draw or a loyalty card.
- Offer a reason to return with a small perk like a voucher, a free coffee or a discount on a future booking.
- Stay connected with email messaging using the details you collected through a QR code, prize draw or loyalty sign-up to thank visitors and invite them back.
Share Your Local Story
Visitors often want more than the event itself. They are curious about the place and the people behind it.
- Highlight local produce or makers by showcasing regional ingredients or products.
- Create photo opportunities that encourage visitors to share their experience online.
- Teach your team to inspire visitors by sharing hidden gems and personal recommendations. When staff show pride in the region it creates a genuine connection that encourages visitors to explore more and often stay longer.
Events bring a welcome buzz but they are more than a short-term spike. With a bit of planning they can be the start of lasting connections and stronger business.
Next time your town is preparing to welcome visitors for a festival or big event, think about what you can do to keep them exploring a little longer. Even the smallest idea can turn an event visitor into a loyal customer.
Looking for more advice? Reach out to the team at Murray Regional Tourism, we are here to help you make the most of every opportunity.