As Austin enters a busy season of events, local businesses are being encouraged to prepare and take advantage of opportunities that these gatherings present. Major events such as the Austin City Limits Music Festival (ACL Fest), Formula 1, the Texas Book Festival, and Texas Longhorns football are set to draw large crowds this fall.
According to city data, October 2024 saw Austin collect more than $28 million in sales tax revenue. ACL Fest alone generated a record $538.8 million in economic activity for the area last year.
Happy Chicks Chicken Kitchen, an Austin-based fried chicken restaurant with four locations, has seen significant growth by leveraging event-related strategies. “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.”
The importance of early planning is emphasized for businesses aiming to benefit from increased foot traffic during events. Setting clear goals, such as targeting a 20% increase in customers during key periods, is recommended. This includes steps like hiring additional staff or securing permits ahead of time.
Businesses are also advised to use multiple marketing channels before and during major events. Physical signage remains effective at locations leading up to event venues such as South Lamar and Barton Springs Road for ACL Fest or F1 shuttle spots. Audio advertising on radio and podcasts can reach targeted audiences; recent research found that podcast advertising leads 84% of listeners to take action after hearing about a 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.”
Beyond revenue gains, building lasting relationships with event attendees is another benefit for local businesses. For example, watch parties for sports teams have proven successful community engagement tactics for Happy Chicks. The restaurant also invests locally by providing academic achievement awards for teachers and sponsoring school spirit nights.
“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.”
