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Leesburg to expand Flower & Garden programming; businesses to participate in second annual week of events
Summary
Town staff told the Economic Development Commission that the Flower & Garden festival will again be extended into a week-long “Flower and Garden Week,” with expanded business participation and promotional materials; participation rose from 19 to 30 businesses this year.
Staff told the commission on March 5 that Leesburg will again extend the town's Flower & Garden festival into a week-long event to encourage downtown businesses to stage themed promotions and activities.
“Allison” — identified by staff as the event lead — told commissioners that last year the town piloted a week of business-focused events tied to the two-day festival and that businesses reported positive results. “Last year, we had 19 participating businesses. This year, we have 30,” she said.
Commissioners discussed the week-long format as a way to let businesses that cannot be onsite for the festival itself still take part through promotions, store events and social media tie-ins. Staff said each day of Flower and Garden Week will be publicized in a daily post and listed on the festival’s website and that organizers will produce limited-release festival bags for participating businesses.
Allison said the town will spotlight participating businesses in the month leading up to the festival, provide social media support and offer materials such as table tents and promotional copy to use on company platforms. The week will run from the Saturday before the main festival through the following Sunday; specific festival dates and vendor lists will be posted on the town festival page.
Commissioners also discussed coordination with Parks and Recreation and with the festival organizer, and thanked the downtown businesses and the festival team for the expanded outreach. Staff said they will continue to track business feedback and metrics from the expanded program.
The commission did not take action on festival policy at the meeting but requested continued updates from staff and asked that business participation numbers and promotional plans be provided at the next meeting.
