Offering customers extended shopping hours, discounts and specials, plus the chance to contribute to local nonprofit organizations proved a winning combination in Franklin, TN.
For the first Open Your Heart event, more than 20 downtown merchants remained open past their normal business hours, and donated 15 percent of sales from 4 to 9 p.m. to the nonprofit of their choice.
The extended hours, combined with the lure of supporting a favorite charity, drew many customers into downtown shops and restaurants for the first time.
The success of this type of event, says Marianne DeMeyers who serves on the board of the Downtown Franklin Association, depends on working closely with the nonprofits.
By cross-promoting, nonprofits can encourage their supporters to go downtown and visit new businesses. “Ninety-five percent of the people on the street that night are there for their charity of choice, and while they are on the street they are going to go into a few other shops that are open late,” she says.
The full article appeared in our print edition. To always get the full story, read Downtown Idea Exchange.