Community events can do a lot more than just fill a parking lot for an afternoon. When thoughtfully planned, they build real tenant engagement, grow active customer databases, drive regional foot traffic, and make a lasting impact well beyond the property line.
That was the vision behind the inaugural Festival at Bel Air 5K & Kids 1K on October 3, 2026. What started as a community wellness initiative quickly turned into a center-wide success story, proving how strategic event marketing and community investment directly support retail destinations and the businesses within them.
The response was so strong that Year Two is already set for October 2, 2027.
A Strong Start
Like any first-time event, the primary marketing goal was clear: build widespread awareness and convert interest into sign-ups.
The team originally set an initial target of 100 registered runners. By race morning, 281 participants had signed up! 257 in the chip-timed 5K and 24 in the Kids 1K, nearly tripling the original goal.
Working alongside event partner VVS Events, Rappaport’s marketing team deployed an integrated campaign designed to reach potential runners across multiple touchpoints:
- Targeted Digital & Direct Response: Geo-targeted digital ads, organic social media, email marketing, and automated SMS outreach.
- In-Center Visibility: Eye-catching signage and promotional flyers stationed throughout the center to engage existing daily foot traffic.
- Grassroots & Community Outreach: Partnerships with established local running groups including Charm City Run, Harford County Run Club, and Girls Who Run, paired with targeted outreach across the broader Baltimore metro region.
By featuring real community members in the event creative, the campaign delivered an authentic, local feel that drove high engagement and converted views into race registrations.
Turning Event Traffic into Long-Term Marketing Assets
Much like Rappaport’s award-winning PlayPalooza series, the strategy wasn’t just to pull a crowd for a few hours. It was about building a reusable, engaged audience that stays connected with Festival at Bel Air year-round. For modern shopping centers, pairing strong physical attendance with valuable customer data is where long-term asset value is created.
Reaching Beyond the Immediate Trade Area
The campaign also demonstrated the center’s ability to draw high-intent visitors from well outside its primary market.
Runners traveled from 51 different towns across five states (Maryland, Pennsylvania, Virginia, South Carolina, and Texas) and Washington, D.C. While roughly 81% of participants came from within Harford County, nearly 1 in 5 came from outside the county, validating the regional pull of the marketing strategy.
The race also drew strong participation from across the broader Baltimore metro area, confirming the campaign’s success in capturing regional market share.
Collaborating With Tenants
A key priority for Rappaport in executing property events is ensuring tangible benefit for center tenants. Thirteen Festival at Bel Air merchants jumped on board, including ShopRite, X-Golf, Anytime Fitness, and Taichi Bubble Tea.
To convert spectator and runner momentum into immediate merchant visits, the team executed an automated post-race SMS push. As runners crossed the finish line, they received instant thank-you texts featuring exclusive, time-sensitive merchant offers.
This bounce-back strategy successfully channeled race-day energy directly into store registers:
- Coffee Coffee saw a line of runners stretching out the door on race day, with participants redeeming their vouchers and many choosing to purchase additional items alongside their promotional beverage.
- The Formery, a newly opened tenant, leveraged their offer to capture new customer registrations and introduce their brand to hundreds of local visitors shortly after opening.
Miles That Matter: How Rappaport Supports the Community
At the core of Rappaport’s approach is the belief that shopping centers should serve as active, supportive hubs for the communities around them. Operating under the theme “Miles That Matter,” the Festival at Bel Air 5K was designed to support a local cause each year. For its debut race, the event partnered with Harford Family House, an organization dedicated to fighting homelessness in Harford County.
A cause the county itself named a priority for 2026.
The initiative brought together local sponsors, merchants, and participants to generate meaningful financial support for local housing stability, raising more than $1,300 for Harford Family House.
Strong support from sponsors including Promise Church and Long Home, along with ShopRite, who sponsored drinks and snacks for the participants, helped turn the event into a well-fueled race and a high-impact community fundraiser.
Looking Ahead
The inaugural Festival at Bel Air 5K delivered well beyond its initial registration target. It demonstrated the power of targeted event marketing, delivered measurable foot traffic and sales to center merchants, grew the center’s long-term marketing database, and raised essential funds for a vital local cause.
For Rappaport, the event exemplifies a core philosophy: thriving retail destinations require active, meaningful community connection and intentional marketing that drives real value for everyone involved.
As planning gets underway for the October 2, 2027 race, the foundation is set: create memorable experiences, support local businesses, give back to the community, and keep building places people love to visit.
Learn more about Rappaport in the community and contact us to discover how Rappaport’s expert team can help you unlock success.
