How Small Town Events Make A Big Economic Impact

Just before Christmas, a small Arizona town swells, about doubling its population for a one-day event that celebrates the holidays, culture and life on the border. The Somerton Tamale Festival began in 2007 as a way for an ASU alumni group to raise money for scholarships and nearly 20 years later it has become part of the economic engine for the rural community. 

The Route 66 Fun Run in Arizona has been running annually since 1988.

“It’s an economic driver for families,” said Luis Heredia, who helped found and organize the festival. “The families that participate make some good money.”

The Somerton Tamale Festival features hundreds of dozens of tamales from a variety of vendors, the bulk of them being local. Heredia said the event has drawn up to 30,000 people to Somerton, an agricultural town that is home to just about 14,000 or so people. It’s not uncommon for one of those tamale vendors to clear $7,000 in sales at the one-day event.

“It’s also a welcome mat to the community,” Heredia said. “It’s a great opportunity to walk Main Street and get to know the restaurants and shops. I call it an introduction to Somerton. There’s a welcoming vibe and they come back.”

This is the power of small town events in rural communities. Throughout the year, countless events are held in small communities across Arizona utilizing a similar blueprint. Sure, an escape from the heat to a mountain town for a wine festival sounds delightful in the middle of a Phoenix summer, but more importantly, that getaway drives economic activity. 

Creative events that showcase the character of small communities across the state allow towns to celebrate what makes them unique. At the same time, these events are welcoming out-of-town visitors who then patronize restaurants, gas stations and hotels, pumping money directly into the local economy. While festivals and events do act as introductions for small towns to non-locals, they also provide seasonal stability for the small businesses that support those towns year round. 

Arts and culture organizations and their audiences in Arizona generate over $500 million annually in economic impact, with rural and urban festivals playing a key role in supporting local jobs and small businesses. And a research report, released by the Arizona Commission on the Arts, found that rural arts organizations “draw more non-local audiences” than their urban peers. The Pure Imagination Music Festival in Prescott, for example, brought in $2.25 million in local economic activity over three years.

It is perhaps with that understanding that the city of San Luis has decided to invest up to $150,000 in a public art program. The project will produce public art celebrating the City’s unique border identity and agricultural heritage, while creating a vibrant, welcoming destination for residents and visitors alike..

First celebrated over 25 years ago Corn Fest pays homage to the Verde Valley’s famous sweet corn

In rural Arizona, local identity shows up everywhere, from fairgrounds to main streets to open highways, in events that double as economic drivers. The three-day Historic Route 66 Fun Run serves as a major economic catalyst for small communities, particularly in Arizona. Now in its 39th year, the event helps to sustain communities that were economically hit by the Interstate 40 bypass, bringing substantial traffic and spending into local hotels, restaurants and shops along a 140-mile stretch from Seligman to Topock.

The multiplier effect of such events on their surrounding communities is undeniable. Across Arizona, county fairs generate tens of millions in direct revenue each year — and far more when you account for the spending they bring into local communities. A Chamber Business News report found that in one year, the Cochise County Fair brought in $732,000 for the community of Douglas, and only about a quarter of that was spent at the actual fair.

But the impact doesn’t stop at revenue. These events bring new visitors into rural communities, creating connections, visibility and a reason to come back. At the tamale festival, Heredia sees visitors from out of state, out of the country, and just outside of Somerton. There are distinct crowds who come through at different parts of the day, beginning with winter visitors who patronize the beer garden early and closing with families and lovers of Latin music. 

“It’s a great vibe,” he said of the music and culture that is showcased into the evening. “It is a community event that builds community.”

Every corner of the state offers its own unique type of festival or event throughout the year, but here’s a sampling of ideas. Visit for the fun of it, but also know you’re supporting the economic health of these local communities. 

Exploring Arizona’s Small Town Events

Bisbee PRIDE. Held over Father’s Day weekend in June, Bisbee PRIDE celebrates the LGBTQ community in the town that was the first in the state to pass a civil union ordinance before marriage equality became law.

Camp Verde Corn Fest. This one-day festival is held on the third Saturday in July, offering vendors, entertainment and fresh roasted corn. The family-friendly event was first held 25 years ago.

Kingman First Fridays. Located in downtown Kingman, First Fridays attract thousands of visitors who come to experience rotating themes — from racing to outdoor adventures to STEM and 100 years of Route 66.

Elgin Lavender Fest. Firesky Farms in Elgin hosts a lavender and wine festival in late June, bringing in visitors, vendors and musicians for a local lavender harvest. The festival also brings together wineries, distilleries and breweries.

Safford Salsafest. An annual celebration, Safford hosts the NatureSweet Salsafest that features salsas, food trucks, live music, and cultural celebrations. The festival even features chihuahua races, a car show and a michelada contest.

Willcox Wine Festival. Held in April and October, the Willcox Wine Festival brings together wine, music and philanthropy. At the festival, visitors can sip award-winning wine, shop from dozens of artisans and vendors, and experience limited releases from various cellars.

To find more events and festivals across rural communities in Arizona, tap into our itinerary planner here.