How can I monetize a community event?

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Greetings!

I am seeking some advice on how I can monetize a community festival that I will be promoting in October.

The event is a free fall-themed community event with live music and entertainment, games, food trucks, and around 100 vendors to shop from. This is primarily an indoor event with the exception of the food trucks which are parked out front.

This will be our 2nd year doing this. Last year we generated 5000+ attendees and the event was funded in part by local sponsors and vendor fees. The idea was to push traffic to our brick and mortar retail store, and we weren't concerned about making money otherwise so long as we broke even - which we did.

This is an event in a community of ~16,000 population and was very successful. Vendors did very well and the community enjoyed the free entertainment.

Now that I have a better expectation for this years event - I am seeking some feedback on how to further monetize this event without having to charge admission to the public.

Also, I have no idea what kind of traffic our website does, if there is anyway to monetize that traffic, or if it is even worth discussing.

Thank you for your help!

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