By Martin Dickey, Special Event Division Manager, City of Glendale

Glendale has become a community known for its festivals. From its downtown holiday light display to a whole weekend dedicated to chocolate, the city’s festivals have garnered recognition around the state and the region. Annually, about 350,000 people visit Glendale to attend a festival. Attracting new and returning visitors to our city is the primary reason we plan these free, family-friendly festivals and continue to fund them moving forward. But the result of the decision to create these festivals nearly two decades ago is more complex than just bringing people here.

The benefits of putting on annual events like these are numerous. First and foremost is economic impact. In a 2010 International Festivals and Events (IFEA) study, it was determined that attendees’ spending at two weekend festivals contributed about $3 million annually to our economy. This represents the economic impact just two of our six annual events! Our festivals have not only branded our city as a visitor destination, but have also helped to revitalize our downtown. The independently-owned businesses that make up our downtown area have maintained their business through these events, and the area continues to attract high quality merchants. For example, a California couple visited during Glendale Glitters and loved the downtown so much that they opened a business here, a charming bed and breakfast in a historic building. Another business owner decided to open a hair and nail salon after attending one of the city’s signature events. Business owners know the amount of people that each festival brings will provide excellent exposure for them on an ongoing basis.

In addition, Glendale’s signature festivals give our residents and businesses a sense of pride in their community. People are proud of the city’s small town feel and many bring their out-of-town guests to the events. Other families make it their family tradition year after year. Some also have told us that they came as a child, and now they are bringing their children, so it truly has affected generations of our residents. Glendale’s festivals also play a role in giving back to the community. We partner with a civic organization that works our beverage sales for a portion of the proceeds which they, in turn, donate to many non-profit groups, students and other city programs that have a tremendous impact on residents.

Glendale Glitters