What happens if a business has poor cellular service or thick brick walls that block signals?

If a merchant checkpoint is located inside a low-connectivity space, place the physical marker, window graphic, or QR code on the outside exterior window of the shop facing the sidewalk. This ensures visitors can complete the digital check-in using outdoor cellular networks without experiencing technical frustration at the counter.

How do we prevent merchants from dropping out or misplacing their signs right before the festival?

Merchant drop-off or confusion usually happens when store staff change shifts mid-weekend. To mitigate this, assign an event volunteer to a "merchant support route" on the morning of the festival. Have them hand-deliver a backup set of counter materials, check sign visibility, and confirm that the front-line staff working that specific shift know how to talk about the trail.

Should we offer one large grand prize or multiple small rewards at each store?

A hybrid approach works best to maintain momentum. Use a low-lift digital sweepstakes entry for every individual check-in to keep the action fast, but pair it with a tangible local driver—like a voucher or a small festival-branded item—to encourage multi-stop exploration. Keep the prize entry process tied to the simplest possible action (like a single scan or tap) to protect participation rates during peak crowd hours.

Field Guide: How to Move Festival Foot Traffic Beyond the Main Stage to Support Local Merchants

Andrew Applebaum

Jul 14

5 min read

Updated: Aug 9

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