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Major construction projects—like streetscape upgrades or transit improvements—are a sign of progress, but they can also disrupt foot traffic and hurt small businesses in the process. From blocked access points to changes in travel patterns, these disruptions can lead to long-term impacts on local commerce.

This is where place-based organizations such as Destination Marketing Organizations (DMOs), Business Improvement Districts (BIDs), Convention &amp; Visitor Bureaus (CVBs), Economic Development Organizations, and other groups focused on strengthening community spirit during construction can play a vital role. Strategies from neighborhoods like SOMA West in San Francisco and the Gaslamp Quarter in San Diego offer valuable insights into how communities can navigate these challenges and ensure small businesses thrive during times of construction.

Strategy 1: Host Recurring Events to Keep Foot Traffic Flowing

During construction, small businesses can lose significant foot traffic, which is crucial for their survival. Hosting recurring events, like street festivals or themed nights, can help maintain visibility and engagement with the community. SOMA Nights is an excellent example of this strategy in action. This festival-style event, organized by local business owners with support from the SOMA West Community Benefit Organization, features special offers from local businesses, along with performances, music, and pop-up vendors. Vibemap supported this event by creating a digital interactive map and postcard map that highlighted participating businesses and their specials, making it easier for attendees to discover and support local establishments.

These regular events serve as a catalyst for community engagement, drawing both locals and visitors to the area. They help maintain foot traffic in construction-impacted zones and give businesses a chance to showcase their offerings to a wider audience.

Takeaway: Regular events, such as festival-style gatherings, sustain foot traffic and create opportunities for businesses to connect with the community.

Strategy 2: Encourage Exploration Through Neighborhood Challenges

A fun and engaging way to encourage exploration during construction is through neighborhood challenges. These challenges can guide people to explore lesser-known spots in the area while rewarding them for their participation. For example, creating a map or app that highlights hidden gems and legacy businesses can incentivize locals and visitors to check in at various locations, unlocking prizes along the way.

These challenges can make exploring construction zones feel like an adventure, drawing attention to local businesses that may not be as visible during construction. Campaigns like the SOMA West Summer Quest &#8211; done in partnership with the SOMA West Community Benefit District &#8211; encouraged exploration of the neighborhood while offering prizes from local businesses. Vibemap helped support this effort with gamified passports that tracked participants’ visits to participating spots, making it both fun and rewarding to explore the area.

Takeaway: Create fun and rewarding campaigns to drive people to explore businesses affected by construction.

Strategy 3: Center Legacy Businesses in Your Storytelling

Small businesses, especially long-established ones, are the heart of many communities. During construction, they can be overshadowed by the chaos of detours and changes. To ensure that these businesses remain a vital part of the community narrative, organizations can use storytelling to highlight their importance.

By featuring legacy businesses in social media posts, newsletters, or neighborhood guides, you can draw attention to their unique histories and offerings. Publicizing these businesses through creative storytelling can keep them top-of-mind for locals and visitors alike, ensuring they don&#8217;t fade into the background.

Takeaway: Use storytelling to elevate legacy businesses and ensure they remain visible during construction disruptions.

Strategy 4: Collaborate Across Sectors to Multiply Your Impact

Collaboration between different organizations &#8211; such as BIDs, DMOs, CVBs, transportation agencies, and local businesses—is crucial for successfully mitigating the impact of construction. By pooling resources and expertise, these organizations can create more impactful campaigns and share the load.

Joint efforts might include co-branded events, shared signage, or cross-promotions, which ensure that the message is widely spread. The collective support of multiple sectors amplifies the visibility of events and initiatives, drawing more attention to the neighborhood and increasing the likelihood of sustained foot traffic.

Takeaway: Partner across sectors to create a broader, more effective strategy that supports businesses during construction.

Strategy 5: Prioritize Inclusion in Every Activation

Construction doesn’t impact everyone equally. Communities with diverse populations may experience added barriers to access. Place-based organizations should prioritize inclusion in all their strategies, ensuring that all individuals—regardless of language, background, or abilities—can participate in events and access businesses.

This might mean offering multilingual outreach materials, providing ADA-compliant spaces, or organizing family-friendly activities. Additionally, ensuring that prize structures are equitable and accessible to all demographics can foster a sense of belonging for everyone involved in the community.

Takeaway: Incorporate inclusive design into every event and campaign to ensure equal access for all community members.

Strategy 6: Make Getting Around Easy During Construction

When construction impacts traffic and pedestrian flow, it’s crucial to provide clear information on how visitors can still access businesses. Offering detailed transportation maps and signage, like those used in the Gaslamp Quarter in San Diego, can help guide visitors through detours and to parking or transit options. Vibemap played a key role in creating a comprehensive transportation map for the Gaslamp Quarter, offering up-to-date information on routes, parking, and public transit, ensuring that visitors could easily navigate through the construction zone and still access local businesses.

Clear signage and digital maps help customers navigate construction zones and find alternative routes to local businesses. Whether arriving by car, bike, or public transit, making access easy and seamless ensures that construction doesn’t deter visitors from supporting local shops, restaurants, and other establishments.

Takeaway: Provide clear maps and signage that guide visitors to businesses, making it easier to access local spots during construction disruptions.

A Playbook for Visitor-Serving and Place-Based Organizations

Whether you’re a DMO, BID, CVB, or economic development organization, the impact of construction is a shared challenge—and an opportunity to show up for small businesses when they need it most.

Use these strategies to help maintain vibrancy, boost local economic resilience, and strengthen the connection between people and place.

Let’s keep our districts active, welcoming, and thriving &#8211; during construction and beyond.

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