The Dalles Main Street created a “shop downtown promotion” to generate foot traffic, in conjunction with The Dalles Civic Auditorium’s annual BeerFest. Participants were encouraged to spend ten dollars at a downtown business the day before and the day of the BeerFest to have their admission fee to the BeerFest waived. They were able to track the results of the promotion by stationing a Main Street volunteer at the gate to ask a few questions. They found there were 84 participants who visited 33 unique businesses in the downtown and spent a total of $6,340.00. Most of the participants heard about the promotion through word of mouth or on social media. Businesses in the downtown were thrilled to participate because the promotion benefitted them at no cost.