There’s a reason that cities compete to host popular festivals, tournaments, and tours. These events create a “halo effect” that extends beyond the event itself, boosting local economies, creating jobs, and benefiting surrounding businesses for months to come.
Luckily for Austin businesses, our city is bustling with major events as well as impactful smaller events year-round, with Austin City Limits Music Festival (ACL Fest), Formula 1, the Texas Book Festival, and Texas Longhorns football all coming up this fall.
The numbers speak for themselves. In October 2024, Austin collected more than $28 million in tax revenue from sales. ACL Fest alone generated a record $538.8 million in economic activity for the Austin area last year.
As we move into the fall, Austin business owners can apply several strategies to enhance their visibility and leverage revenue potential. Local fried chicken restaurant Happy Chicks Chicken Kitchen (Happy Chicks), a fried chicken restaurant in Austin with four brick and mortar locations, has experienced explosive growth by taking advance of Austin’s events scene and utilizing these tactics.
1. Set Measurable Goals and Build in Time to Plan
Successful marketing programs begin with clear, measurable goals — and event-related activations are no exception.
Tourism presents a host of short-term revenue opportunities, but pre-event planning should begin a few months before the event. So, for example, bars, restaurants and retailers near ACL Fest and hotel districts might aim to boost foot traffic by 20% during upcoming events, but they’ll need to start hiring additional staff, securing permits for extending business hours and raising awareness among visiting fans well in advance. Post-event, businesses can measure success by tracking sales, counting customers, and assessing average order value.
With a bustling 6th Street location and a pop-up team that frequents Austin’s major events like ACL and Trail of Lights, Happy Chicks has developed a robust event strategy. The restaurant’s food preparation and planning begin three months in advance, and the hiring of additional cooks and staff takes place one month prior to events.
2. Explore a Variety of Channels
Businesses can enhance their brand visibility by actively marketing through various channels in the weeks and days leading up to an event. While investing in physical signage may feel old-school, having a tangible presence can cut through the digital noise. By strategically placing signage along South Lamar and Barton Springs Road heading towards ACL Fest or at F1 shuttle locations, businesses can engage a captive audience.
Audio platforms like radio and podcasts can also help businesses reach a highly targeted audience with relevant messaging leading up to an event. A 2024 report found that podcast advertising is particularly effective: 84% of listeners take action after hearing a brand mentioned, including 44% who make a purchase.
Businesses can and should blend in-person activations with online engagement to keep the conversation going. For example, a woodworking business could have a booth at Pecan Street Festival and sell DIY products, encouraging customers to share their finished projects online, boosting the store’s visibility and fostering a sense of community around the brand.
Since opening in 2017, Happy Chicks has connected with customers through a variety of channels, including in person at festivals, at business community events, on social media and through its billboard on 183 North.
3. Think Beyond Revenue Benefits
Increased revenue isn’t the only reason to associate a brand with an event. Passionate event attendees may also become dedicated customers.
Watch parties for Austin FC and Round Rock Express games have been successful for Happy Chicks, as well as investing in the local community by offering academic achievement awards for teachers to use in schools and sponsoring school spirit nights to help raise funds for classrooms and extracurricular programs.
Austin’s booming event scene presents a tremendous opportunity for businesses of all sizes, and business owners can and should seize the chance to be active participants.
Travis Rogers is an assistant vice president business banking relationship manager at Bank of America Austin.
