Building Community VIBRANCY Through Innovative and Experiential Events

By Patrick Stewart, CFEE

As a life-long resident of Panama City Beach, Florida, I have seen its transition from a summer destination with roughly 5,000 full time residents, into a year-round community with approximately 20,000 residents. The days of restaurants and amusements shutting down once the summer was over, are gone. The drive to work that was only riddled with rows of pine trees on either side of the road has now become a thriving corridor for the community.

It all started with the New Year’s Eve Beach Ball Drop. A big idea, casually dropped during a meeting, that eventually took on a life of its own and has since been voted number one for the “10 Best New Year’s Eve drops across the United States” by USA Today. The event instantly became a huge success, checking all of the boxes for an event that builds community vibrancy. The event is unique, inclusive, and accessible, encourages active participation from diverse groups and it fosters a sense of belonging among residents and visitors alike.

According to the Oxford Dictionary, the definition of vibrancy is the state of being live, work and play simply matter to our health and well-being. One of the most effective ways to cultivate this vibrancy, at least to this author, is through special events that capture the unique spirit of the community and offer memorable experiences for both locals and visitors.

For me, it starts with community engagement as the foundation for any vibrant city. Engaging residents in special events not only brings people together but it also strengthens community bonds and promotes a sense of ownership and pride. Look to engage your residents by sourcing local talent, partnering with local theatre groups or dance studios to support your themed events. We all know that the grandparents would not miss the opportunity to see their grandchildren perform at an annual holiday event.

Panama City Beach hasn’t always been a vibrant community with year-round visitation and a healthy number of residents. It wasn’t until the early 2000’s that this shift started. I don’t credit the shift solely to special events, but their impact in shaping full of energy and life, and nowhere is that more important than in the community that you choose to live in. The places that we the community can’t be denied. In fact, our strategic plan now focuses on the utilization of special events to enhance the quality of life for all, increase community engagement and to provide cultural and recreational opportunities.

Collaboration is key. Consider joining forces with your community stakeholders, engage with non-profit organizations, schools and others to help them achieve both your events goals, as well as theirs. In certain instances, you may consider partnering with multiple agencies to increase the event’s success.

Reflecting on our inaugural Gulf Coast Salute Air Show, I recall the remarkable county-wide collaboration involving the City of Panama City Beach, the Convention and Visitors Bureau, the Bay County Chamber and the Panama City Beach Chamber. That type of collaboration builds and strengthens a community, furthering its ability to enhance the quality of life for residents.

Build brand alignment with community sponsors who can reinforce the event and not just contribute monetarily. Sponsors can be one of your greatest assets. Look towards in-kind donations, and event activations that enhance the visitor experience. Marketing and promotional support works both ways, the sponsor should talk about their participation and support of the event almost as often as your event talks about its appreciation for the sponsor. Providing them with prewritten copy and images for social media never hurts. This practice also applies to your vendors and entertainers.

The correct venue and date will make or break the events ability to build community vibrancy. Take the time to consider the impact the event will have on local infrastructure, police, fire and traffic. Booking the event during peak season would naturally attract a built-in-crowd, but it’s essential to consider that the impacts of your event will affect not only the residents but also every vendor, employee, volunteer, and attendee. Choose the right venue for your event. Make sure it is accessible to everyone. Choosing public parks and street closures as event venues is a great way to create a welcoming atmosphere, as attendees are already familiar with the surroundings.

When planning your city’s event calendar, aim to offer a diverse range of events that appeal to various interests and highlight what makes your city unique. Start with the staple events like tree lightings, Mardi Gras, Christmas parades, New Year’s celebrations, and 4th of July festivities. Then, add special events that cater to niche markets and unique themes. For example, consider a Pirate’s and Renaissance Festival on Columbus Day weekend or a wine and culinary event in the spring. This mix of traditional and innovative events will help engage a broader audience and showcase the best your city has to offer.

We drop a beach ball on New Year’s Eve because we are a beach destination and we do it twice. The first drop takes place at 8:00 p.m. so that families with young children can celebrate, filling the streets with thousands of inflatable beach balls. The second drop is the traditional drop at midnight, allowing those who are passionate about ringing in the New Year, a fun and immersive environment to gather. It’s unique and appeals to a larger demographic of people.

If you are a municipality or visitors bureau, strongly consider which events you choose to support and sponsor. Ensure they are reinforcing your brand and community goals. Make sure they understand the importance of what your community is trying to build and hold them accountable. The events that take place in your city steer public perception and resident sentiment.

You can’t have an article focused around building vibrant cities without covering one of the hottest topics in the event industry today, sustainability. There is no doubt that we are seeing a huge shift towards sustain- ability, not only from the event narrative, but also through our communities. Event attendees are looking for ways that they can reduce their environmental impact. Give them a reason to feel good about choosing your event. Reduce your single use items and offer options for recycling for the items that you cannot eliminate.

For years, we grappled with over-catering at our events—fulfilling rider after rider and stocking catering tents with food, of which over half would end up going to waste. It is important to have those conversations with your artists and entertainers about meal buyouts. Provide options that help customers feel good about choosing to send a runner vehicle for a to-go order, rather than leaving food on warmers for hours. Remember, there’s no one-size-fitsall solution to the sustainability issue; find what works best for your city.

Special events can breathe life into a community by driving economic growth. They draw visitors from near and far, who spend money at local hotels, restaurants, and shops. This surge in activity boosts local businesses and creates jobs, both temporary and permanent. For instance, organizing a large festival or concert requires staff for planning, security, and event management, creating employment opportunities for local residents. Additionally, a vibrant event scene enhances the community’s appeal to tourists, residents, and investors, potentially yielding further economic benefits in the long run.

But the impact of special events goes beyond just immediate spending. When visitors spend more, local governments collect more tax revenue, which can be reinvested in things like infrastructure and public services. This improves the overall quality of life for everyone in the community. Successful events also serve to showcase local culture and attractions, enticing people to return and extend their stay. This ongoing interest helps diversify the local economy and makes it more resilient. Plus, the excitement generated by these events bring residents closer together, fostering a strong sense of community and shared identity.

Vibrancy in a community is essential for health and well-being, and special events are a powerful tool to cultivate this energy. Panama City Beach, Florida, has transformed from a summer-only destination to a vibrant, year-round community. Events like the New Year’s Eve Beach Ball Drop played a significant role in this change, becoming a nationally recognized event that fosters community engagement and inclusivity. When developing your events, I challenge you to find the recipe that enhances your community. Highlight local talent and embrace unique themes to boost residents’ pride and sense of ownership. Collaborate with stakeholders, sponsors, vendors, and entertainers to further strengthen community bonds and improve the City’s overall quality of life. Focus on hot social topics and trends, such as sustainability, because efforts to reduce environmental impact are becoming increasingly important. Strategically manage your event calendar to find the right fit within your community. A diverse event lineup that reflects the community’s unique spirit can significantly contribute to its vibrancy and growth.

Overall, pay close attention to your attendees during the event, actively seek their feedback and take a moment to reflect on what is truly important with our events. Community.

Patrick Stewart received his Bachelor’s degree in Recreation, Tourism and Events from Florida State University. After graduation he was offered a fulltime position as the Sports Marketing and Special Events Coordinator, later being promoted to the Operations Manager and most recently in 2023 to Director of Special Events.

Stewart’s role as Director of Special Events for Visit Panama City Beach is responsible for the development, implementation and management of the Visit Panama City Beach special event programs, including: producing signature events, development of new events, development and enhancements of special event venues, and to serve as the primary liaison between Visit Panama City Beach, the City of Panama City Beach and Bay County.