How Major Concerts and Sports Events Drive Small Business Growth

When Taylor Swift’s Eras Tour boasted record-breaking global ticket sales of $2,077,618,725, that was not only good for Swift, but for the cities her concerts were held in. Beyoncé’s more recent Cowboy Carter tour generated over $400 million in revenue globally.

Indeed, when global superstars like Beyoncé and Swift take the stage—or when the Super Bowl, World Cup, or the Olympics come to town—it’s not just stadiums that get a spotlight. Major concerts and sporting events can create ripple effects that extend far beyond the main venue, generating significant opportunities for small businesses in the host city.

From boosted hotel bookings and bustling restaurants to increased foot traffic for local shops and service providers, the economic energy around these events can be game-changing for entrepreneurs who are ready to ride the wave.

And there’s no better time to prepare than now. The 2026 Super Bowl will be held on February 8, 2026, in Santa Clara, California; Los Angeles will host the 2028 Summer Olympics from July 14 through July 30; and the 2026 World Cup finals will be held in several cities in Mexico, Canada, and the United States, including Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, Philadelphia, Seattle, and the San Francisco Bay Area. The World Cup final will be hosted in the New York City metro in New Jersey’s MetLife Stadium.

I talked to Latasha Randle, the strategy and small business program manager at Block Advisors, about how small business owners can strategically position themselves to benefit from the buzz. Whether it’s capitalizing on out-of-town visitors, collaborating with other local vendors, or leveraging social media to get in front of event goers, there’s real potential for exposure and revenue—if you know how to tap into it.

How Small Businesses Can Benefit From the Buzz of Big Events

Types of Businesses That Benefit Most

Rieva Lesonsky: What kinds of small businesses tend to benefit the most from major events like concerts or sports finals?

Latasha Randle: Businesses such as food trucks, local bars, cafés, and sports bars see a surge in customers looking for a meal, drink, or spot to gather before or after the event. Pop-up shops selling themed merchandise, in particular, tend to do well by tapping into the excitement, while Airbnbs and other short-term rentals benefit from the increased visitors to the area.

It’s worth noting that vendors and businesses not within the event path may experience a dip in business, oftentimes due to road closures or reduced foot traffic as visitors gravitate toward the event area. These businesses should plan accordingly, potentially updating business hours or offering special promotions during that time.

Stats and Facts on Small Business Benefits

Lesonsky: Can you share any stats on the gains small businesses saw from the Eras tour or a sporting event?

Randle: Swift’s Eras Tour resulted in an estimated addition of $320 million in the GDP of Los Angeles County, increased local employment by about 3,300, and bumped local earnings by $160 million. Here in Kansas City, where I work, the Eras Tour contributed about $48 million to our local economy.

The 2025 Super Bowl in New Orleans generated $1.25 billion in total economic activity in Louisiana, more than doubling the impact of the 2013 New Orleans Super Bowl and ranking as the second most financially impactful Super Bowl of all time.

We did a case study on the impact of the 2023 NFL Draft held in Kansas City and found financial impacts of:

• $164.3 million, with about 18% spent on food & beverages and about 4% on retail and recreation
• 25 on-site small business vendors earned about $1.12 million
• A local bar, KC’s Wing Bar, reported $25,000 in three days
• Sauced, a local vendor, reported a 50% increase in gross profit during the draft

Plus, FIFA estimates the 2026 Kansas City World Cup finals will bring $650 million to the region.

Lesonsky: These gains must be short-term. How can business owners make them more sustainable?

Randle: While these economic boosts are short-term, business owners can take steps to make long-term wins. This includes capturing customer data (like emails, phone numbers, or boosted social media follows) to stay connected and promoting sales and special offers. They could also consider offering ongoing deals to local residents to generate repeat business from local event attendees, such as a promotion to show their event ticket for 10% off their next visit. Social media plays a critical role in sustaining momentum by capturing content from the influx of visitors during a large event week, which can be leveraged for future marketing campaigns.

Once the tourist rush has subsided, business owners should focus on leveraging the increased revenue to make lasting improvements. This could include upgrading their website, enhancing product packaging, refining branding, or investing in marketing initiatives.

Small business owners should also keep an eye out for grant and support programs around major events that could bring them closer to big goals like opening a storefront, such as the Small Business Storefront Vacancy Revitalization Pilot Program.

Prepare Early for an Event

Lesonsky: What can small business owners do right now to prepare for an anticipated influx of foot traffic?

Randle: To prepare for an influx of foot traffic, small business owners can take steps to prepare their internal inventory, books, and management, as well as external communications to potential customers and visitors.

First, managing inventory ahead of time can help avoid shipping delays at the last minute, focusing on high-margin, fast-moving items and avoiding over-ordering perishables unless they can be repurposed. It’s important to streamline your offerings, like your product solution or menu, to ensure you can easily manage large crowds.

To help visiting customers find your business, make sure you manage your online presence by updating business hours and online images and promoting your location and availability during any events. If possible, business owners should also consider offering themed items tied to the event, such as Eras Tour friendship bracelets or Cowboy Carter sashes, to attract fans.

Lesonsky: Are there common mistakes businesses make when they expect a crowd, but aren’t truly ready?

Randle: Experiencing an influx of larger crowds can lead to a few common mistakes for small businesses. First, not anticipating customer demand could lead to running out of inventory, food, or supplies, leading to disappointed customers. Similarly, inadequate staffing could lead to slow service or overwhelmed employees. Businesses should hire additional staff when appropriate and ensure all team members are properly trained.

Businesses, big and small, should always have a plan B for unexpected issues such as tech failures or POS issues, to ensure smooth operations during a customer surge.

Lesonsky: Are there specific financial tips, such as tax prep, inventory strategy, or staffing plans that matter during event-driven surges?

Randle: Financial preparation is just as necessary as operational readiness during busy periods. Keeping detailed records of receipts, invoices, and employee hours is essential. If the need for equipment is temporary, renting instead of buying can save costs. It’s also vital for business owners to understand the difference between employees and contractors to manage payroll and taxes correctly.

A Strong Social Media Presence Can Be a Game Changer

Lesonsky: What role does having a social media or other digital presence play in capturing event-driven traffic?

Randle: I consider a strong social media presence to be a game-changer for brands. Your brand needs to be visible and easily clickable for people to attract customers, as tourists and event goers frequently look online to decide where to eat, shop, or explore. Encouraging customers to post photos and tag your business can help amplify visibility and generate buzz. Running social media giveaways tied to the event can also drive foot traffic. Nowadays, a digital presence is your online storefront—it’s a must.