How Your Business Can Benefit from Large Events Coming to BC

BC is about to be on the world stage. Is your small business ready? From Taylor Swift concerts in 2024 to the FIFA World Cup in 2026, hundreds of thousands of people are poised to visit BC in the next couple of years, translating into opportunities for small businesses.

In this article, we’ll briefly cover some significant events coming to BC in the next couple of years, procurement opportunities, positioning strategies, and other opportunities for small businesses to benefit from all the attention.

From finding opportunities in new places, like Request for Proposal (RFP) bidding, to joining in on the fun and planning marketing campaigns and specials around these events, small businesses have all kinds of new and creative outlets to connect with fans and attendees.

Upcoming Events in BC

Taylor Swift | The Eras Tour

It’s not enough to simply say that American musician Taylor Swift will be playing three concerts in Vancouver in December 2024. The Eras Tour has become a phenomenon, generating millions of dollars in local revenue in every city it visits. Up to 150,000 fans are expected to attend, many, if not most, of whom will be guests from out of town. Fans will shop in town for last-minute concert items, get their hair and nails done, and seek post-concert cocktails.

Key Dates to Consider:

  • Friday, December 6, 2024
  • Saturday, December 7, 2024
  • Sunday, December 8, 2024 – the final night of The Eras Tour

FIFA World Cup 2026

The largest-ever FIFA World Cup is coming to BC in 2026. Vancouver is one of 16 host cities in three host countries, and BC Place will host seven matches. The stadium has a capacity of 54,000 people, which could translate to 378,000 soccer fans in Vancouver over the course of a few weeks.

Key Dates to Consider:

  • Saturday, June 13, 2026 [Match 5 – Group C]
  • Thursday, June 18, 2026 [Match 27 – Group B]
  • Sunday, June 21, 2026 [Match 40 – Group G]
  • Wednesday, June 24, 2026 [Match 51 – Group B]
  • Friday, June 26, 2026 [Match 64 – Group G]
  • Thursday, July 2, 2026 [Match 85 – Group B winners v Group E/F/G/I/J third place]
  • Tuesday, July 7, 2026 [Match 96 – Winner match 85 v Winner match 87]

Tip: Learn how to get your small business recognized at major sporting events.

Other Upcoming Events to Consider in BC:

The Web Summit 2025
When: May 27 to 30, 2025
Where: Vancouver Convention Centre
More info: This tech conference is expecting 35,000 attendees
Website

Invictus Games 2025
When: February 8 to 16, 2025
Where: Vancouver and Whistler
More Info: More than 500 competitors with their teams from over 20 different countries will arrive in BC for the Invictus Games in 2025
Website

Juno Awards 2025
When: JUNO Week is from Wednesday, March 26 to Sunday, March 30, 2025
Where: BC Place Stadium
More Info: The awards, on average, generate an economic impact of $12 million for the host city.
Website

Procurement Opportunities

Procurement is a strategic process where businesses purchase goods or services. Since event organizers need goods and services for their events in BC, this creates procurement opportunities for BC businesses.

Tip: Visit Public Services and Public Procurement Canada to learn more about procurement opportunities available in Canada.

Examples of types of goods and services required for large-scale events:

  • Event Infrastructure
  • Catering and Hospitality
  • Logistics and Transportation
  • Security and Safety
  • Marketing and Promotional Services
  • Accommodation and Travel
  • Technology and Communication
  • Entertainment and Activities
  • Event Management
  • Facility Rentals
  • Retail and Merchandise

Typically, events have vendor and supply management portals. Local businesses can bid for contracts to supply event organizers directly. For example, when FIFA bids become available, they will be on their website under “Business Opportunities.”

Here’s where you can find more procurement opportunities:

Positioning Your Business for Large-Scale Event Opportunities

Your business can attract event attendees with the right positioning and tailored marketing messaging. Creating event-themed promotions and offers allows you to capture new customers while tapping into the excitement that a large-scale event brings to BC.

Here are some positioning ideas to get you started with The Eras Tour and FIFA 2026 in mind:

Viewing Parties and Fan Engagement Activities

  • Host viewing parties for soccer matches, listening parties for Taylor Swift albums, and themed trivia nights while providing large screens, seating, and themed decor.

Tip: Consider forming partnerships with other businesses to create unique offerings, bundled services, and host events.

Special Discounts and Deals

  • Offer discounts to customers wearing their team’s jersey or dressed up in their Eras Tour outfit.

Themed Menus and Merchandise

  • Restaurants, bars, and cafes can introduce special World Cup or Taylor Swift-themed menus and menu items.
  • Retailers can create or stock promote soccer or Taylor Swift-themed merchandise.
  • Offer limited edition items commemorating the event.
  • Set up pop-up shops near the stadium or in high-traffic areas.

Tip: Here are some things to consider so that you are prepared to capture opportunities

  • Train and hire additional staff as needed
  • Manage inventory to meet demands
  • Budget for increased operational costs
  • Provide translated menus, brochures, and signage for international visitors
  • Adjust opening hours to accommodate influxes of fans
  • Plan for cashflow management during peak times
  • Network with event organizers, attendees, and other local businesses

Small Business BC is Here to Help

SBBC is a non-profit resource centre for BC-based small businesses. Whatever your idea of success is, we’re here to provide holistic support and resources at every step of the journey. Check out our range of business webinars, on-demand E-Learning Education, our Talk to an Expert Advisories, or browse our business articles.

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