Event Central: Chalk the walk at Dothan Nurseries
This past August, Dothan Nurseries took a usually slow summer Saturday in Dothan, Alabama, and held its first Chalk the Walk: An Art & Houseplant Celebration. The all-day event included live music from a local band, an art class and an opportunity for customers to preorder rare houseplants.
In addition, customers could buy a square of sidewalk at the garden retailer for $5 and create their own work.
I caught up with owner JD Boone to learn more about the event — and how other garden retailers could organize a similar event.
How did the event come about?
Everything we do here is something we see another business or garden center do — I think I saw on a Facebook page another garden center doing something similar and thought we should try it.
What was the response like?
So good. People love something new and fun to do — especially kids.
Was extra staffing needed?
No extra staff, we just had lots of chalk in bins ready to go that we would hand out to people at the front desk.
Will you hold the event again?
Sure we would, it was great fun for our staff and the community. It brought lots of people out to see us during our slower time of year.
How do you publicize the event?
Social media and email.
How did the event come about?
Well, we were already having a painting class that morning, so it was easy to keep that and add the Chalk the Walk part. We also asked local artists to come out and set up their tables to sell their art — we had about 10 of them. We also had a food truck.
How long did it take to organize the event?
Not long, probably about 10 hours of total work between me and my team.
Did holding the event bring in new/returning customers and/or increase sales?
We always get new customers for stuff like this. Sales definitely increased, up over 50% for that same day from the year before. Also, all the money we raised from people paying for their square to chalk we donated to a local charity called Time Youth Dothan.
Photos courtesy of Dothan Nurseries.
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