If you’ve noticed your foot traffic slowing or your regulars getting a little less regular, events might be the spark your store needs. A well-planned event has the power to attract new faces, strengthen loyalty, and energize your space. 

Customers crave experiences they can talk about and remember, and that’s exactly what the Music Box Theatre has mastered.

Located at 3733 N. Southport in Chicago, this historic 700-seat movie palace is known for its events just as much as its films. Owner Brody Sheldon calls it a “365-day film festival” that’s become an anchor for the Lakeview neighborhood. 

Let’s explore seven smart, creative, and customer-focused in-store retail events you can start using in your retail store.

1. Seasonal Kickoff Celebrations

Seasonal events at Music Box Theatre create memorable experiences that guests look forward to year after year. The December screenings of White Christmas and It’s a Wonderful Life draw families who have made it their holiday tradition. These events boost revenue through increased ticket sales and high concession demand. 

Retailers can tap into this energy by launching seasonal kickoffs of their own. A summer preview party or a holiday-themed shopping night can quickly become a yearly favorite. Want it to feel even more special? Add light bites, music, or themed giveaways. With the right tone and timing, creative in-store events can become an integral part of your store’s culture, helping to boost foot traffic.

2. Movie Nights 

The team at Music Box curates standout screenings, like 24-hour horror movie marathons and 70mm film festivals, that generate buzz and attract diverse audiences. These events are designed to immerse moviegoers in experiences they can’t find anywhere else. They’ve become a favorite for long-time patrons and something fresh for newcomers. The goal? To leave customers saying, “You just had to be there!”

As a retailer, you can take this idea and shape it around your brand identity. If you run a home goods store, consider hosting a design documentary night. If you own a boutique, consider creating a fashion film night. These are simple and different types of in-store retail events to plan, offering atmosphere, community, and entertainment. All you need is seating, snacks, and something worth watching.

3. Hands-On Workshops and Creative Events

The Music Box Lounge, located inside the Music Box Theatre, has seen success by giving people reasons to gather even when a film isn’t playing. They host bingo nights, sip-and-paint events, and game nights that keep the community engaged throughout the week by offering something interactive and low-pressure. 

You can create a similar dynamic with creative events tailored to your offerings. Here are a few you should try: 

• Themed Trivia Nights: Organize weekly trivia around topics your customers enjoy, like pop culture, food, books, or seasonal themes.
• Sip & Create Evenings: Host guided DIY sessions, like painting, crafting, or journaling, where guests can relax, enjoy a drink, and create something enjoyable.
• Custom Product-Making Workshops: Give customers the opportunity to personalize something you sell, like candles, greeting cards, or t-shirts.
• Behind-the-Brand Storytelling Nights: Share the story of your business, highlight your team, or invite a guest speaker who aligns with your mission. Go the extra mile by adding a Q&A to make your content entertaining, personable, and engaging. 

Keep the format fun and casual, and offer refreshments to boost comfort. Hosting innovative in-store events will attract more customers and position your store as a community hub.

4. Member Perks and VIP Experiences

For a small business, a great membership program can create a loyal customer base.

“We have over 8,000 members… the Music Box to them is kind of like a club or a home away from home,” Brody shares.

Members get early ticket access, discounts, and exclusive monthly screenings, which makes them incredibly loyal to the brand. These perks reward frequent visitors, giving them a sense of inclusion and belonging. 

If you don’t have a loyalty program, it’s time to create one. You could offer early access to sales, free samples, or private shopping events to expose your customers to your space and products,  encouraging them to visit your store more frequently. These events don’t need to be large to be meaningful. They just need to show your customers that you see and value them.

5. Local Partner Pop-Ups

The Music Box Theatre partnered with a Michigan vineyard to create a branded wine to be sold exclusively during holiday shows. It was a hit with guests, and the collaboration added flavor, depth, and a narrative element to the Music Box Theater experience. It also opened the door to new audiences through cross-promotion.

Retailers can partner with local artists, restaurants, cafes, or musicians to host weekend pop-ups, promoting the event across both partner channels for added visibility.  Doing so will benefit both your business and theirs, helping you create a more dynamic and synergistic retail experience.

6. Themed Series and Multi-Day Activations

The Music Box Theatre dedicates entire months to themes, like March’s “Play Ball” celebration of baseball and film. Programming like this transforms casual showings into experiences that feel curated, celebratory, and worth planning for. These themed months also create excitement that builds over time.

Multi-day events can generate significant momentum. If you’re not sure where to start, try: 

• Shop & Savor Week: Pair your products with local flavors by partnering with nearby bakeries or beverage brands for daily tastings.
• Style Refresh Week: Focus on helping customers refresh their personal style, space, or routine with daily themed demos or mini pop-ups.
• Customer Appreciation Countdown: Host a weeklong series of thank-you events leading up to a big finale, like an anniversary sale or product launch. 

These types of in-store retail events can become the heartbeat of your store calendar.

7. Grand Reveals and Celebratory Launches

When Brody led the renovation of the main auditorium, it was a massive project that became a major customer engagement opportunity. The upgraded seats, new paint, and restored details were features that visitors requested. Once completed, it became appreciated and discussed, providing another reason for people to be excited about visiting. 

Renovations, anniversaries, or product launches are great reasons to bring people together. Done right, they can redefine your space and your customer relationships into something memorable and entertaining.

Invite your community to see the changes you’ve made or the milestones you’ve hit. Serve refreshments, give a small gift, or host a raffle to celebrate the moment. This will demonstrate to your customers that they are appreciated, that growth is worth celebrating, and that your brand is continually evolving.

Conclusion

Events work because they create stories. At Music Box Theatre, every screening, bingo night, and celebration is part of a larger narrative of belonging and discovery. 

Brody and her team have demonstrated how various types of in-store retail events can cultivate deeper relationships and deliver tangible results. The atmosphere, the memories, and the creativity all contribute to long-term success.

If you loved learning about Music Box Theatre’s story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!