Leveraging the Business of Events for Success
4 Rivers , Daytona Beach location by Danielle Anderson
Not only is Daytona home to ‘ The World ’ s Most Famous Beach ,’ but it ’ s also home to some of the world ’ s most famous events , and businesses of all sizes have benefitted from their presence .
Few signature events are so well known that they don ’ t require
a point of reference , but just say the names Bike Week or DAYTONA 500 and you have an audience who can pinpoint Daytona Beach on a map or tell you a story about the time they visited the area .
Since the first running of the Daytona 200 motorcycle race on the beach in 1937 , Bike Week has been synonymous with Daytona . And it ’ s a tradition that pays dividends for area businesses .
But Bike Week is not just any signature event . It ’ s the area ’ s most profitable event , generating an estimated $ 75 million in revenue for businesses each March . Fast on its heels is Speedweeks , which generates an estimated $ 50 million in revenue . Combined , the two events drive more than 500,000 visitors to the Daytona Beach area each spring .
These two events alone are staples for business owners who count on the dollars spent by visitors drawn to fast cars and the thrill of racing .
There are many other important events that add to the economy and positive notoriety , like Jeep Beach , which raised over $ 500,000 in local philanthropy and even more for organizations outside the local area .
So , how do businesses in the area capture the consumer ’ s attention and maintain their loyalty year after year ?
Location , Location , Location
Charlotte Akins , digital marketing manager for the 4R Restaurant Group , a family-owned restaurant company that began in Winter Park , Florida , shares that since the opening of their first location in 2009 , they have grown to 13 smokehouses across the state of Florida and are continuing to expand .
Akins credits much of the success of 4 Rivers Smokehouse ’ s
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