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If you’ve ever hosted a workshop, teamed up with a neighboring business, or thrown a last-minute pop-up, you already know this: events can do more than drive sales. They can bring your community together, spark loyal relationships, and turn your space into the go-to place for locals.
Insights from Square’s 2025 Future of Commerce report show both business owners and customers see events and memberships as smart ways to build deeper connections and keep people coming back. And the proof is in the numbers. Seventy percent of retailers say supplemental revenue streams like memberships, subscriptions, and events are critical for future success. Among restaurants, 76% say non-core offerings like memberships and merchandise are essential for growth.
Here are ten creative ways local businesses who’ve made it are using events and memberships to build community and boost revenue. You’ll also get ideas to bring to your own space, no matter your business size or setup.
1. Hands-on workshops that bring your community together
Hosting skill-building events like floral design, pottery, or DIY classes gives people a reason to stay longer in your space, spend more, and come back often. It also positions your business as one that adds value beyond the transaction.
That’s how Flower Friends SF, a floral design studio in San Francisco, bloomed into a thriving business. The studio began as a workshop series where founder Emily Yates helped people create their own floral arrangements. One of her most memorable activations was a “Bring Your Own Vase” pop-up, where customers were invited to create their own bouquets in-store. That weekend, sales tripled. “At the end of the day, there are so many other people doing the same thing that we’re doing,” Yates said. “You have to think about how you are going to give someone a really special experience.”
If you’re thinking about running your own workshop, look for ideas that tie naturally into your core product or service. For example, if you run a pet supply store, offering basic dog grooming or training sessions would be a natural fit. To keep things organized and easy to manage, use technology to your advantage. Use appointment scheduling tools to help handle signups and marketing automation tools for sending invitations and reminders.
2. Pop-up events that build momentum and local buzz
Pop-ups are a powerful way to test ideas, build an audience, and generate excitement. They create space for experimentation and connection, while keeping your brand top of mind.
Before opening a brick and mortar location for Woon Kitchen in LA, founder Keegan Fong used pop-ups to build a community around his vision. The restaurant, which pays homage to his mother’s immigration story and Chinese home cooking, hosted pop-ups every Tuesday for a year. Each pop-up became a gathering spot where loyal fans could enjoy a familiar experience in a new location. “It really served the community,” Fong said. “Everyone was like, ‘I’m going to a new experience every other week, but I still get to go to Woon.’” Those pop-ups helped create a base of repeat customers who were ready to support the restaurant when the brick-and-mortar doors finally opened.
If you’re considering a pop-up, think about what would create buzz in your area. We’ve seen candle makers partner with local restaurants to offer an immersive scent-and-spices experience. To maximize the benefits of pop-ups, ensure frictionless payments for guests by offering options like in-app pay, QR codes or even self-service kiosks. Square’s 2025 Future of Commerce report shows online checkout and in-app pay drive the most orders for restaurants at 78% and 77%, respectively.
3. Community markets to spotlight local businesses
Sometimes, the best way to bring in a crowd and build goodwill is by turning your space into a platform for other local businesses. Hosting a community market gives your business the chance to support other local brands, attract new foot traffic, and become known as a connector in your neighborhood.
Hi-Lo Liquor Market has made this strategy central to its brand. By curating markets that feature local makers, food vendors, and producers, Hi-Lo has become more than a specialty liquor store. It’s now a go-to destination for discovery. “Curating markets with local makers and food pop-ups has been a huge success for us. We’ve expanded our reach while bringing fresh energy into our stores,” said Alisha Buehn, Hi-Lo’s social media and events manager.
That’s where we’re going to just continue thriving when we combine forces with other really great producers and makers. And using Hi-Lo’s shops as a place to host these really fun, curated events.”
Alisha Buehn → Hi-Lo Liquor Market, Social Media & Events Manager
4. Live performances that turn your space into a cultural hub
Live music, spoken word, and small performances can transform your shop or restaurant into more than just a place to grab a bite or browse a shelf. In London, Soho Live Music Club began as a monthly jazz meetup. Today, it has three fully operating music venues that serve over 6,000 people a week. The club also hosts art residencies, pop-ups and other events where the community can discover emerging artists. Founder George Hudson says the club’s impact comes from its inclusiveness. “Our club has never been about a single stage. It’s about the artistic melting pot of Soho,” he said. “Being open and available to your community is really the way forward.”
You don’t need to run a music venue to bring this idea to life. For a café or wine bar, you might host a Sunday jazz brunch or acoustic set during golden hour. Keep the production light — just a mic and a warm inviting space. You can promote the event on social media, set up QR codes for tipping or merch sales, and offer discounts for attendees who make a purchase.
5. Clubs or memberships that drive loyalty
A sure way to keep customers coming back is to make it worth their while. Membership clubs and loyalty programs help you build repeat business while creating a sense of belonging. At Printers Row Wine Shop, owner Tanya Gentile launched a wine club that paired beautifully with their Square Loyalty program. Members earn points with every purchase and get double points on Mondays — historically their slowest day. “We wanted to pick our slowest day and incentivize customers to come in on that day,” Gentile said. “People love it. They’re always checking their points.” According to the Future of Commerce report, 83% of businesses that offer a loyalty program say it has increased order size.
You can apply this idea to your own business by tying rewards to what your customers already love. If you use Square, start by reviewing your sales trends with Square Analytics to spot your slowest hours or best-selling items. That data can guide what perks to offer and when to promote them. Then you can use Square Loyalty to track visits and rewards automatically.
6. Educational events or mentorship programs that pay it forward
Teaching your craft or sharing your expertise can position your business as a go-to resource in your community. That’s how MudFire, a ceramics studio and gallery in Georgia, has grown into a hub for up-and-coming artists. They offer mentorship and studio access to early-career creatives, with a focus on underrepresented backgrounds. “It’s very cost-prohibitive to set up a studio yourself post-college,” said owner Deanna Ranlett. “So we’ve created a space where [artists] can make their work and learn how to sell it.”
MudFire’s events are designed not just to sell pottery, but to support the next generation of makers, and that long-term investment has translated into real loyalty and revenue. In one holiday season, they saw a 160% increase in sales after putting up items made by artists on their online store.
7. Cause-based events that build goodwill and visibility
Partnering with a nonprofit or organizing a cause-driven event gives customers another reason to show up. These events help your business stand for something larger, while bringing people together around shared values.
In San Antonio, dozens of local restaurants took part in the city’s first-ever Restaurant Weeks hosted by the San Antonio Food Bank. Each participating business offered a featured dish using ingredients sourced from the Food Bank’s Urban Farm, and one dollar from every item sold supported the Summer Meals for Kids program. Spots like Southerleigh Fine Food and Brewery, The Jerk Shack, and Clementine used the event to highlight fresh seasonal food and raise awareness for a good cause, all while driving new customers through the door.
8. Recurring meetups that build belonging and routine
Events don’t always have to be big or elaborate to make a difference. Sometimes, the most powerful ones are the ones that happen regularly. A monthly club or recurring meetup gives people something to look forward to and creates a sense of belonging that goes beyond the transaction. When your business becomes part of someone’s weekly or monthly rhythm, it builds the kind of loyalty that no discount can buy.
That’s how Bagelshop in Nashville turned its newest location into a neighborhood favorite. The team launched two recurring events: a monthly book club and a community run club. These simple gatherings gave people a reason to keep showing up. “It’s exciting to be the place people recommend to their friends,” said co-owner Kayla Palmer. Today, more than half of their customers are return guests, and the events have helped transform a quiet space into a hub of local energy.
9. Seasonal or holiday-themed events that encourage discovery
Seasonal and holiday events give you a natural opportunity to reconnect with customers and attract new ones. Whether it’s Valentine’s Day or the first day of spring, these occasions create built-in urgency and give people a reason to explore something new. The key is turning those calendar dates into memorable experiences that reflect your brand.
Cracker Barrel is a national chain, but its recent approach to summer seasonality offers a model that local businesses can learn from. The company brought back its fan-favorite Campfire Meals, a foil-wrapped seasonal menu cooked with signature spices. But they didn’t stop at the menu. They stocked their retail section with s’mores-themed treats and branded campfire gear to turn the experience into something customers could take home. It’s the kind of multi-sensory moment that drives both traffic and sales – 80% of retail shoppers say they look for exclusive discounts or perks through loyalty programs and seasonal events.
10. Events that help your community heal and reconnect
Some events do more than generate foot traffic. They create space for people to feel safe, seen, and connected. Whether your community has experienced collective stress, isolation, or loss, your business can play a role in helping people come back together — and that kind of care doesn’t go unnoticed.
That’s what inspired Peter John Dario to open Terrace Plant Shop in Fort Worth, Texas. After the isolation of the pandemic, he wanted to create a space that felt restorative. Alongside selling greenery, Dario began hosting creative, low-pressure events like planting parties and yoga sessions surrounded by foliage. The events drew in plant lovers and also attracted people looking for calm and connection. The approach helped establish Terrace as a local favorite and a symbol of growth and healing. If you’re rebuilding community trust or introducing a softer side of your brand, events rooted in wellness, reflection, or creativity are a great place to start.
Make events part of your growth strategy
Events can do more than fill your space for a few hours. When planned with intention, they can deepen your relationships with customers, strengthen your local presence, and help your business grow in sustainable, meaningful ways. Whether you’re hosting a workshop, partnering with other businesses, or simply giving people a reason to gather, those moments add up. They help customers remember your business and return — long after the event is over.
