Engines, Eats & Entertainment: How to Ride the Wave of Black Hills Event Season

The roar of the Sturgis Rally might be fading, but the Black Hills are just shifting gears!

Kool Deadwood Nights rolls in with classic cars and rock ‘n’ roll, the Central States Fair lights up with rides, rodeos, and concerts, and a steady lineup of events keeps locals and tourists exploring.

For business owners, this isn’t just “what’s next” — it’s a goldmine. If you market smart, you can ride the wave of event season to keep your foot traffic and sales flowing long after the Rally wraps up.

Here’s how to make it happen.

Match the Mood of Each Event

Different events draw different crowds — and your marketing should reflect that.

• Kool Deadwood Nights: Play up nostalgia. Think vintage graphics, 50s/60s music in-store, and classic car-themed specials.
• Central States Fair: Lean into family fun, comfort food, and regional pride. Use bright colors, casual language, and imagery of rides and community gatherings.

Pro Tip: Swap out your window displays, social media headers, or website banners to reflect the event theme. It instantly makes you feel “part of the action.”

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Show Up in Search — Right When They’re Looking

Visitors and locals at these events are searching for places to eat, shop, and explore on the spot — usually from their phone.

Make sure they can find you:

• Update your Google Business Profile with event-specific hours, menus, or deals.
• Add keywords like “near Kool Deadwood Nights”, “Central States Fair specials”, or “Black Hills event dining” into your descriptions and posts.
• Upload fresh, high-quality photos that match the event’s vibe.

This helps you show up not just in Google searches but also in Google Maps — where a lot of event-goers are deciding where to go next.

Create Offers with Built-In Urgency

Seasonal events are short-lived — and so should be your specials.

Examples that work:

• “Kool Deadwood Nights Deal — 15% Off All Vintage Merch, This Weekend Only”
• “Central States Fair Special — Free Lemonade with Any Entrée”
• “Post-Event Happy Hour — Every Night After 8 PM During Fair Week”

Urgency drives foot traffic. Use phrases like “today only”, “this weekend”, or “ends Sunday” to push decision-making.

Partner for More Reach

Two (or more) businesses working together can double your exposure. Some ideas include:

1. Restaurants & boutiques offer joint discounts.
2. Breweries partner with live music venues for event-week promotions.
3. Shops share each other’s flyers or QR codes to specials.

Cross-promotion is especially powerful during event season when people are exploring and open to discovering new spots.

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Post Where the Buzz Is — and Fast

Event-goers are scrolling constantly to see what’s happening around them.

Social Media Playbook for Event Weeks:

• Post short, energetic videos showcasing your specials or atmosphere.
• Use trending hashtags like #KoolDeadwoodNights and #CentralStatesFair.
• Tag official event pages so your posts can appear in their feeds.
• Post in the moment — the energy of “right now” gets attention.

Even a quick behind-the-scenes clip of your kitchen prepping an event special can drive traffic.

Collect Contacts — Your Future Sales Depend on It

Event traffic is great, but the real value is getting those customers to come back.

Ways to capture info:

• Run a quick in-store giveaway for a gift card — entry requires email or phone.
• Offer a digital coupon that gets sent to their inbox for next time.
• Hand out branded cards with a QR code that leads to a sign-up page.

Once you’ve got their contact info, follow up with offers for future events or off-season specials.

Keep Marketing Momentum After the Event Ends

One mistake businesses make is going silent once the event is over. Don’t.

• Post “Thank You” content with event photos — tag people and locations.
• Share a “Missed It? Here’s What You Can Still Get” offer for the week after.
• Invite new followers to join your VIP text club or email list for the next big event.

This is how you turn one-time visitors into year-round supporters.

Bottom Line

The Black Hills’ summer isn’t defined by just one event — it’s a season-long parade of engines, eats, and entertainment. With the right strategy, you can capture attention during the hype and keep customers long after the lights go out.

If you treat each event as both a sales opportunity and a customer relationship starter, you won’t just ride the wave — you’ll own it.

Contact us today to schedule a free consultation!

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