make 2026 your best year - with events!
From Idea to Event
create and implement events that actually impact your business
february 9 | virtual | 10:30am
invest in your business success
Uptown GR Event Specialist
Katie Zylstra
Katie Zylstra is an experienced event professional with a background spanning community events, brand activations, and business-driven programming across nonprofit and commercial environments. She currently serves as Events Specialist at Uptown GR, where she designs and produces events of all sizes with a focus on driving foot traffic and measurable impact for local business districts. In this course, Katie shares real-world data tracking methods, behind-the-scenes organizational strategies, and guided brainstorming techniques to help students create effective, creative events for their own businesses.
Uptown GR Community Event Coordinator
Mitch Ermatinger
Mitch Ermatinger is the Community Events Coordinator at Uptown GR, where he helps bring people together through creative, community-driven events that support small businesses across Grand Rapids’ Uptown districts. He also owns Speciation Cellars, giving him firsthand experience in what it takes to build meaningful customer connections through place-based programming. Mitch’s work focuses on practical, approachable event strategies that strengthen local business communities and make neighborhoods more vibrant.
What will this event cover?
Events and activations are powerful tools for driving foot traffic, building community, and telling your business’s story. This interactive training will walk you through how to plan, promote, and execute successful events - from in-store activations and pop-ups to collaborations and district-wide happenings.
Learn how to choose the right type of event for your goals, create memorable customer experiences, and measure what worked (and what didn’t). Facilitated by our Uptown Event experts, this session is ideal for business owners looking to use events strategically to grow their brand and connect with customers in meaningful ways.
Free
Availability is limited - Save your seat now
What will be covered?
Event Planning & Activation Types
How to choose the right type of event or activation for your business goals, including in-store events, pop-ups, collaborations, and district-wide happenings.
Promotion & Customer Experience
Practical ways to promote your event and create a memorable, on-brand customer experience that drives foot traffic and builds community.
Measuring Impact & Learning What Works
Simple methods to evaluate event success, track engagement, and identify what to repeat or improve for future events.
“Great events don’t happen by accident - they’re planned with purpose.”
faq
who should attend this event?
This session is ideal for small business owners and entrepreneurs looking to understand how to activate events for their small business.
what topics will be covered in the panel?
This interactive training covers planning, promotion, and simple ways to measure what works.
is this event free to attend? If yes, what should I bring?
It's free to attend and virtual!
will there be an opportunity to ask questions?
Yes! The training includes a Q&A session where attendees can ask specific questions.
do I need to register in advance?
Yes, advance registration is recommended as space may be limited.
Will there be networking opportunities?
Contact information for the panelists and resources to be provided to attendees.
We hope to see you there!
The Uptown Team