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Timing and return on investment help show when <br />a market is most viable and how its impact may be <br />measured in both financial and community terms. <br />FACTORS <br />• Pre -holiday market <br />• Early winter event <br />• One -day seasonal event <br />• Multi -weekend event <br />• Event tied to an existing <br />holiday program <br />FACTO RS <br />• Direct cost recovery <br />• Vendor fee revenue <br />• Sponsorship support <br />• Community -building value <br />• Branding and <br />• placemaking value <br />I M PACT <br />• Pre -holiday timing may increase <br />shopper interest <br />• Short lead time can limit vendor <br />recruitment and planning quality <br />• Winter weather may affect <br />attendance and cancellations <br />• Timing also affects staff capacity <br />and operational readiness <br />I M PACT <br />• Small events may offer lower -risk <br />testing at lower cost <br />• Larger events may create greater <br />visibility but require more <br />investment <br />• Financial return may be <br />understood beyond direct cost <br />recovery to include how well <br />the event supports broader City <br />priorities <br />