3 Proven Ways to Drive Community Impact and Foot Traffic

Planning season is here — and the biggest question for properties is clear: How do you consistently activate your space and keep communities engaged?

As properties head into planning season, one of the biggest questions is: How do we consistently activate our spaces and keep communities engaged? It's a challenge to find ideas that not only draw a crowd but also create genuine connection and deliver a return on investment.

At VVS, we’ve seen three repeatable formats deliver strong results across different property types: Culture Grove Markets, Outdoor Movie Nights, and Music Series. Each of these creates community impact and drives foot traffic—but they do it in slightly different ways. Let's explore how these activations work and which might be the perfect fit for you.

The Shared Benefits of Community Activations

No matter which format you choose, these events are designed to do more than just fill a space. They are powerful tools for building a vibrant, loyal community around your property.

Here are the benefits you can expect:

• Increase Visitation: Give people a compelling reason to visit your property and, more importantly, a reason to come back again and again. Consistency turns a one-off visitor into a regular.

• Show Community Commitment: Offering accessible, fun, and inclusive experiences shows that you care about the people you serve. It positions your property as a welcoming hub for everyone.

• Support Your Tenants: These events create natural spillover traffic. Attendees grab dinner before a movie, shop at retailers after a market, or enjoy drinks during a concert, boosting sales for your tenants.

• Build Brand Loyalty: When your property becomes known as a place where great things happen, you build deep-seated trust and loyalty. People don't just visit your space; they become fans of it.

3 Proven Ways to Drive Community Impact and Foot Traffic

1. Culture Grove Markets

A Culture Grove Market is a recurring farmers and makers market that shines a spotlight on

local small businesses, artisans, and food vendors. Think fresh produce, handcrafted goods, and delicious food truck fare all in one place.

Best Fit For:

• Mixed-use centers with open plazas, courtyards, or even available parking lots.

• Office parks looking to add value with weekday lunchtime or after-work activations.

• Properties aiming to build a strong "shop local" identity and strengthen ties with neighborhood merchants.

Audience Profile:

Markets draw a diverse crowd, including families, young professionals, and community-minded shoppers. They resonate strongly with women aged 25–54, parents with young children, and older adults who appreciate a routine community outing.

Impact Style:

Markets are fantastic for generating steady, seasonal foot traffic. They can bring hundreds of visits each week, which adds up to a significant impact over a season. More than just numbers, they position your property as a cornerstone of local culture and entrepreneurship.

Logistics:

A successful market requires solid vendor coordination, sourcing of tents and tables, and a reliable on-site staff. The good news? Once the system is established, markets are easy to repeat and can scale from a handful of vendors to a bustling event with 50 or more.

2. Outdoor Movie Nights

There's something magical about watching a movie under the stars. Outdoor Movie Nights are a series of family-friendly films shown on a large inflatable screen, complete with professional sound and, of course, popcorn and other concessions.

Best Fit For:

• Properties with strong restaurant tenants, as movie nights drive pre- and post-show dining.

• Centers adjacent to residential areas, making it easy for families to walk or take a short drive over.

• Communities seeking affordable and memorable entertainment options for all ages.

Audience Profile:

This format is a huge hit with families, particularly those with children between 4 and 14. You’ll see parents in their 30s and 40s enjoying a night out with their kids, but it also attracts couples and groups of friends looking for a relaxed, fun evening.

Impact Style:

Movie nights create high-energy, communal gatherings that buzz with excitement. A single screening can draw several hundred attendees. A series builds a rhythm that families look forward to, making it a "can't-miss" event on their calendar. It’s an excellent way to showcase dining tenants and brand your property as a go-to destination for a great night out.

Logistics:

Execution involves a screen and projector setup, film licensing, designated seating areas, and concessions. The costs are predictable and scalable, and an efficient crew can manage multiple shows throughout a season.

3. Music Series

A Music Series brings your property to life with the sound of weekly or monthly concerts

featuring local or regional performers. The vibe can range from chill acoustic sets to lively full-band performances, covering a wide array of genres.

Best Fit For:

• Lifestyle centers and plazas with open courtyards that have great acoustics and atmosphere.

• Properties with a strong lineup of food and beverage tenants, as concerts naturally extend dwell time.

• Municipal or Business Improvement Districts (BIDs) seeking to create vibrant cultural programming for their communities.

Audience Profile:

Music has universal appeal, so a concert series tends to attract the widest demographic. You'll see young professionals, couples on date night, and older adults all enjoying the show. Evening concerts are especially popular with groups looking for a social outing.

Impact Style:

A music series delivers a festive, repeatable cadence that builds energy over time. The atmosphere often spills into nearby restaurants and bars, creating a dynamic and lively environment. The format is incredibly flexible—you can scale from a solo performer for an intimate vibe to a full band for a summer concert bash.

Logistics:

This requires a stage and sound setup, along with talent booking and management. It's one of the easier formats to scale up or down depending on your budget and goals.

Key Differences at a Glance

Feature	Culture Grove Markets	Outdoor Movie Nights	Music Series
Cadence	Daytime, seasonal weekly	Evening, family-focused series	Flexible, often evenings, weekly/monthly
Audience	Families & community shoppers	Heavily family-oriented	Spans multiple generations
Property Fit	Open space for vendors	Central viewing area	Plazas near dining options
Economic Driver	Highlights local merchants & artisans	Boosts dining tenant revenue	Extends dwell time & nightlife spending

The Power of Large-Scale Events

Why Big Events Still Matter: While recurring activations like markets, movies, and concerts build steady momentum, large-scale events deliver the big cultural moments that put a property on the map. These are the tentpole experiences that generate buzz, drive record-setting traffic, and elevate your brand reputation across entire communities.

Think grand openings, holiday festivals, or major cultural events. When done right, these one-day or weekend-long activations can attract thousands, generate massive media coverage, and leave lasting impressions on attendees.

The Impact of Going Big

• Crowd Magnets: A single large-scale event can draw thousands of visitors in a day, creating spikes in sales and exposure.

• Buzz & Media Attention: From local press to social media shares, big events extend your property’s reach far beyond the attendees themselves.

• Tenant Spotlight: Retailers benefit from the surge, with record-breaking sales days tied to these moments.

• Community Pride: Large events often become annual traditions, strengthening emotional ties between your property and the community.

Complementing Recurring Programming: At VVS, we view these activations as part of a layered strategy:

• Recurring events = consistent engagement, loyalty, and steady ROI.

• Large-scale events = high-impact moments that create visibility and momentum.

The most successful properties blend the two—keeping audiences engaged week to week while also giving them marquee experiences to anticipate and remember.

So, Which Activation Is Right for You?

The truth is, there’s no single “winner.” Each format is a proven way to build community

loyalty, increase traffic, and strengthen your property’s position as a destination.

The best choice depends on your specific property makeup, your tenant mix, and your ultimate community goals. For many properties, the most powerful strategy is a thoughtful combination—markets for steady daytime traffic, movies for memorable family nights, and music to bring energy and culture. It's all about creating a layered and dynamic event calendar that offers something for everyone.

At VVS, we specialize in helping properties design the right mix of activations to maximize ROI and community impact. We handle the details so you can enjoy the results.

👉 Ready to explore 3 Proven Ways to Drive Community Impact and Foot Traffic and what’s right for your property? Let’s talk.