A sidewalk sale can entice people to your downtown, boost retail sales, and help create an enthusiasm for downtown activities that lasts well after the sale ends - if it is done right. Otherwise, not only will attendance be flat, but disgruntled downtown merchants might make your life miserable.

The Downtown Vernon Association in British Columbia started a small sidewalk sale ten years ago and built it into the largest one-day downtown event in the area. The "Sunshine Festival" now draws over 10,000 people. In addition to a sidewalk sale, the festival, held the day before Father's Day in June, includes entertainment, sport' adventure activities and demonstrations.

"Lots of our merchants think that sales during the festival are better than at Christmas. It's that time of year where everyone is buying clothes," says Lindsey Kuifrest, Sunshine Festival coordinator.

In contrast, several downtown groups contacted for this article had eliminated sidewalk sales because of disgruntled merchants. The two main complaints involved parking problems and participation of competing merchants from outside the downtown area and/or who were not members of the downtown association.

Put downtown business first

Merchants and food vendors must apply to participate in the sidewalk fair, and the 150 members of the downtown association are given preference. If there are "gaps" to fill, other merchants are accepted, but only if they do not sell merchandise that competes with items sold by association members. All merchants are asked to describe the goods they will sell at the sidewalk sale in the application.

In the past, applications from other merchants were accepted regardless of what they planned to sell. But the association recently adopted the non-competing rule to prevent non-members from undercutting member sales. Now any nonmember who wants to sell the same type of merchandise carried by member merchants will not be permitted to do so at the sidewalk sale.

Likewise, nonprofit groups that apply to participate in the sale must also describe the food or merchandise they will carry. Because nonprofit groups often sell items that are donated, they tend to have extremely discounted prices that merchants and restaurant owners cannot compete with.

"We also try to stay away from street vendors because our local restaurants do sidewalk cafes during the sale," Kulfrest explains.

Steer complainers to a steering committee

Kulfrest says that creating a steering committee for a sidewalk sale is a great way to get ideas and deflect criticism.

"If I think something is going to come back to haunt me, I follow the committee's advice. Then if there are any complaints, I say the committee made the decision,"

Kulfrest advises that the committee members include:

• "Nay Sayers," or people with complaints.
• Giving nay Sayers a chance to resolve their complaints can transform them into proponents.
• Local merchants.
• A representative from the local police department who can help with public safety and traffic issues, and provide walkie-talkies for volunteers. The town's coordinator of community policing sits on Kulfrest's committee.
• A member of your chamber of commerce.

Combine a sidewalk sale with other activities

Sidewalk sales can be particularly effective in drawing other people downtown if they are combined with other activities. Kulfrest publicizes the Sunshine Festival as offering "something for everyone." Activities include "live local entertainment offering an array of musical options, performing art and culture demonstrations, kids' activities, climbing wall, festival beer gardens, sidewalk cafes, and the hottest sidewalk sale of the year."

Strategically position top attractions

To encourage people to stroll around your entire sidewalk fair, put a major attraction at the beginning and end of the event. The Vernon Sunshine Festival is six blocks long and Kulfrest puts live entertainers at blocks one and six. For stages, she rents flatbed trucks. Local entertainers keen for free publicity provide a variety of performances for little or no cost.

She also makes sure that there is at least one event for children on each block. The most popular attraction last year was inflatable toy bouncers that kids could interact with "for a bouncing' good time."

To get a variety of children's activities, ask your local science center and other nonprofit groups for assistance. Science experiments were a hit with children last year.

Other children's activities, each of which had a sponsor, included:

• Bungee run
• Jousting and inflatable boxing ring
• Kids Fun Zone, face painting, and other activities for children
• Climbing wall, "offering individuals the opportunity to challenge themselves without going very far."

Create "Theme Zones"

Create theme and cluster activities representing that theme into one area. A theme zone can create excitement and generate sponsors who sell merchandise or services related to the theme. For example, last year Kuifrest created "The Extreme Zone," encompassing inline blading, skiing, cycling, scuba diving, sailing, and other sports. Stores selling related items and services were eager to participate in the Zone.

Contact: Lindsey Kuifrest, Downtown Vernon Association.
email: lk_dva@junction.net. Taken from February 2002
Downtown Promotion Reporter. On the web at
www.downtowndevelopment.com/dprarticle2.pdf

For more information, contact:

CaRDI

New York State Main Street Alliance

Douglas H. Ververs
Cooperative Extension Team Coordinator
Cornell Cooperative Extension of Oswego County
315-963-7286
email: dhv1@cornell.edu