Curating Street Fair Vendors
Street fairs feature colorful, generally local vendors, as well as entertaining activities that provide a tantalizing glimpse of experiences yet to be discovered in the area. Attendees expect to see street vendors at Street Fairs. The trick is making their presence an added benefit because the fees that vendors pay can cover as much as one-third of a total Fair budget. People see the area at its absolute best so look for street vendors that are vibrant and fun!Choose vendors based on your target market, support requests, variety and interests.
Equitable mix. Try to follow the “mall mentality” rule of thumb: for every 10 feet of space allocated to food, drink and sweets vendors, there should be 10 feet of retail, art or craft vendors and 10 feet of space for entertainment or activities. Try to choose non-competing vendors, especially important on small main streets if a small business is participating and offers exactly the same products. Look for non-profits with familiar, refreshing messages. Intersperse community non-profit groups with retail arts and crafts vendors.
Promote partners. Street vendors are known as second-tier stakeholders, their success means your success. An ideal way to pay for a street fair is to seek partners willing to share costs and offer them a presence on event day. Select sponsors, partners and vendor stakeholders for prominent locations, on corners or near large entertainment areas. Sponsors and partnering street vendors not only provide revenue through sponsorship and registration, they can donate in-kind services and items, reducing expenses for the Fair. Could they provide a prize for a social media contest or game?
Know target market. It’s fun to see what you get when advertising for vendors but stay focused on your target audience. If a district has many auto-centric businesses, try to bring in car products. If it’s kids, look for kids clothes, games and gifts. If music is the focus of your Fair, invite instrument makers and record or CD sellers. Similarly, if there is a pet activity within the fair, feature vendors that compliment, selling pet toys, food, and gifts.
Rely on historical knowledge. Have they participated in your event in the past? If so, did they register and pay fees in a timely manner? Did they interact with Fair attendees and have successful sales? Did they set up and take down appropriately, not leaving any debris or mess for others? Did the vendor return an evaluation or participate in online surveys, face-to-face interviews or follow-up meetings to assess opinion.
Create interactive action. Provide what your area is famous for - you can bet people will look for it. Before bringing in outside street vendors, encourage shop owners to activate the street in front of their business. Whether a local business or new street vendor, free goodies, games, pictures or any interactive experience will draw people and add valuable experiences for Fair-goers. Even local businesses have to offer something new and interesting on Fair day to draw shoppers. Another consideration is if the street vendor would participate in a parade if available?
Focus on women. Women in the U.S. account for about 75% of all spending so make sure to find vendors that offer items for female shoppers! A variety of jewelry and clothing, as well as specialty arts and crafts are sought after vendors. People want interesting and unique items that can’t be found in a department store.
Provide food and drinks. Whether it’s hot or cold, people will want something quick and refreshing to drink. Food vendors have high expenses and expect to have little competition, so don’t bring in too many. They must have current permits, booth construction and knowledgeable staffing. To choose the best ones for your Fair, ask for a sample menu and aim for a variety of foods and pricing. See if they use compostable packaging that will reduce your waste expenses. Ask if they would they be willing to offer samples or participate in contests or a tasting competition?
Ask vendors to promote. Street vendors can help market your Fair, especially through social media. Do they have a large contingent of followers? If they have an online presence, will they promote the upcoming Fair with regular announcements or discounts and promotional offers. Can they be set up early to be featured in a morning TV or radio show? Would they be willing to purchase an ad in a shared co-op advertisement?
Information flow. Do they have email and use it? A street vendor that is easy to communicate with will reduce management time. It is also important for vendors to know all Fair details as far in advance as possible. Keeping vendors informed keeps them happy. This may not necessarily be your only goal, but it is a very important one. Vendor coordinators define, or confirm, vendor protocols for registration, booth placement, selling instructions, how vendors check in or enter the fair site, among other details. When vendors respond and confirm information it shows that they want to develop a relationship and help build your event community.
Vendor placement. After the registration deadline, volunteers allocate booth spaces for registered vendors. This requires thoughtful consideration but can be fun laying out street vendor locations on an accurately measured site map. Choose vendors whose products and services fit well together and are easy to arrange.
Read the comprehensive event planning guidebook by seasoned neighborhood business consultant, Bridget Bayer. Street Fairs for Community and Profit: How To Plan, Organize and Stage a Sensational Street Fair While Building Community is a nuts-and-bolts book that will especially help new groups in planning—and actually executing—a street fair. For experienced organizers, it will help them PROFIT from their event. www.streetfairguide.com