How community events create footfall and foster local pride

Community events play a significant role in driving foot traffic, but their impact extends far beyond the numbers. They help develop a sense of place, pride and connection, turning destinations into thriving community hubs. A recent event at Stanley Square in Sale clearly demonstrates this effect.

Footfall peaked at 10,625 on Saturday the 6^th December 2025, the day of the event, representing nearly 40% year-on-year growth. The uplift continued into Sunday, with footfall reaching 6,591 - up 37.1% year-on-year - highlighting a clear halo effect from the Saturday activity. Together, the weekend contributed significantly to an overall weekly increase of +11.8%. But further than boosting visitor numbers, these events bring creativity and enjoyment to places, reinforcing their role at the heart of the community.

The value of events

Local events play a powerful role in bringing places to life, attracting both residents and visitors to shop, eat and spend time in the area. They deliver clear economic benefits, too, with research finding that in some regions, city centre spending increased by 10% on average during event days in one city and 31% in another. 

As well as the financial impact, events strengthen social connections by creating shared experiences and opportunities for people to connect. Celebrating local culture and bringing diverse groups together, community events build cohesion, foster pride of place and support placemaking, while also helping to reduce social isolation at an individual level.

Creating destinations through shared experiences

At Stanley Square, a year-round programme of events has become one of the most effective ways to drive footfall and keep the destination busy outside traditional trading hours. Large-scale community moments regularly attract thousands of visitors in a single day, creating spikes in activity that translate directly into increased dwell time and spending across shops, cafés and restaurants. Flagship events such as the Lantern Parade, Makers Market and Twilight Market consistently draw strong crowds and help sustain momentum well into the evening, supporting the wider local economy.

Partnership-led events have further strengthened this impact. Trafford Pride, delivered in collaboration with Waterside Arts, transformed the Square into a vibrant hub for families, music and entertainment, encouraging visitors to explore the wider square. A VE Day celebration welcomed more than 11,000 people, while a ComicCon featuring iconic attractions such as Transformers props and the TARDIS drew around 6,000 attendees. These shared experiences don’t just increase visitor numbers - they create reasons to stay longer, spend more and, importantly, to come back.

Beyond the headline events, a diverse and consistent calendar ensures Stanley Square remains active throughout the year. From DJs and artisan traders at the Summer Twilight Market to Scary Con at Halloween and the Hong Kong Full Moon Market, each event brings a different audience into the space.

Regular community-led activities, including the monthly Tea Dance for older residents, ensure inclusivity and reinforce the Square’s role as a place for everyone. Together, this programme helps transform the high street into a lively, welcoming destination where footfall is sustained, community bonds are strengthened, and local businesses thrive.

Lantern Parade - Maggie Derry

Turning moments into momentum

Community events are more than one-off attractions - they are powerful placemaking tools that create lasting momentum for town centres. As Stanley Square demonstrates, well-curated, community-led programming can deliver measurable footfall growth while strengthening local pride and economic resilience.

By combining data-led asset management with inclusive events, places can evolve into vibrant destinations that people choose to visit and return to. Ultimately, investing in community experiences is an investment in the long-term health and success of high streets.

To learn more about Altered Space, you can read more of our blogs here: https://www.alteredspace.dev/blog