How to host a great ribbon-cutting ceremony: Ideas for planning and promotion

Opening a new retail store can be a long process: You have to secure financing, choose a location, and buy inventory. So when you’re finally ready to open, a grand opening can be a wonderful celebration … and also an effective tool for your business. Cutting a ribbon to mark the opening of an establishment is a longstanding tradition. It’s a moment to welcome a new store into the neighborhood and mark when it’s finally open for business. 

You’ve seen photos of giant ribbons and scissors at ribbon-cutting ceremonies, but how do you actually go about hosting your own event? Read on for a guide to help you plan and promote a ribbon-cutting ceremony for your store. 

How can a ribbon-cutting ceremony benefit your store?

A well-executed ribbon-cutting ceremony can make a big impact on your business right out of the gate. Here’s how:  

Share and shape the story of your shop: You can share the unique story of your store and your vision for its future. By telling your story, you connect on a personal level with attendees, setting the stage for a deep, enduring relationship with your community.

Generate excitement and attention: Use this event to highlight why your business is special—from your unique products or services to your customer service ethos. You’ll drum up even more anticipation and interest for your shop.

Meet your neighboring businesses and future customers: Meeting local residents and fellow business owners is a great way to establish yourself in your new neighborhood. You can lay the foundation for future collaborations, referrals, and a supportive network.

Build loyalty and following: Positive interactions with customers during your ribbon-cutting ceremony will encourage repeat visits and word-of-mouth referrals. It’s also a great chance to grow your email list and encourage attendees to follow you on social media, keeping your audience engaged with your brand long after the event.

Create meaningful memories and high-quality content: A good ribbon-cutting ceremony will be full of moments that will make wonderful lasting memories—and compelling content for your marketing channels. From the anticipation of the ribbon cutting to the reactions of guests as they explore your shop, capturing these moments provides authentic material for your social media presence and marketing efforts. 

How to plan a ribbon-cutting ceremony

A ribbon-cutting ceremony should be a celebration of your journey toward opening a store and a powerful statement about your business. Most ceremonies include a short welcome speech from the store founder or a local official, the cutting of the ribbon, mingling and refreshments, and entertainment or promotional giveaways. While there are many moving parts, it doesn’t have to be complicated to plan. Follow these steps to make your event a success:

Step 1: Choose a date and time
Consider your timing carefully: When you think about the guests you’d like to attend, what days and times are they most likely available? Lunchtime is a good option if you want to include other local businesses—they’re more likely to come by when they have a break. Check to make sure you’re not scheduling your ceremony on the same day as any other community events or major holidays. Finally, choose a date far enough in the future that you will have time to plan and promote your event.

Step 2: Make your guest list
You should plan your guest list with an eye to boosting community ties and maximizing buzz about your store. Be sure to include local officials, owners of nearby businesses, members of your local chamber of commerce, and of course as many potential customers as possible. You can also invite suppliers, personal contacts, and influencers who match your brand ethos. Aim for a diverse group that can amplify your event’s reach and support your business’s launch.

Step 3: Hire entertainment
Live music can be a great way to set the tone for your ribbon-cutting ceremony. Whether it’s a local band performing original material, a solo acoustic artist reimagining classic favorites, or a DJ spinning songs that resonate with your brand, music gives some energy and personality to any event. Remember that your neighborhood may have noise ordinances, so check with your local government before planning.

Step 4: Make a photography plan
This is going to be a big day, so you want to make sure there are lots of Instagram-worthy photos and videos of the event. If your budget allows for it, consider hiring a photographer with a style you admire. If not, be sure to designate a specific person who you trust to take good pictures and videos of the day.

Step 5: Write a short speech
Even if you’re not a natural public speaker, you’ll want to take some time to thank supporters and welcome strangers who have come out to support your grand opening event. This is also a great time to share your vision for the store and what role you aim to play in your community.

If you are struggling to write your remarks, it can be helpful to talk to a good friend about what your store means to you and what you hope it will mean to customers. Have your friend take notes on your most impactful points and use these as prompts for your speech.

Step 6: Source your props and refreshments
You can’t have a ribbon-cutting ceremony without ribbon—or some kind of fabric—and a pair of scissors to cut it with. To create a party-like atmosphere, you might like to offer attendees snacks and drinks while they browse. If you sell food and beverages, this is a great opportunity to highlight some of those products. Make a point of choosing treats that are visually or thematically aligned with your business. Think colorful candy for a party-supply store.

Step 8: Decide who will cut the ribbon
The highlight of the ceremony is the actual cutting of the ribbon. It is typically cut by the store owner, but it could also be charming to have the ribbon cut by the owner’s children or grandchildren—or an older person who has been a mentor.

Step 9: Plan in-store demos and promotional giveaways
When your store is full of enthusiastic new shoppers, this is a great chance to offer a demonstration of certain key products. You can also offer special promotions, discounts, or giveaways to inspire curiosity and loyalty.

Step 10: Welcome people into the shop
Once the ribbon is cut, attendees are free to explore the new space, meet the owners, see what sorts of products are sold, and engage more deeply with your store’s identity and values. As a new business owner, you will get to see how people naturally flow through the store and what areas and items they are drawn to. 

How to promote your ribbon-cutting ceremony

To ensure your event is well attended by your community, strategic promotion is key. Here are some ways to ensure your ribbon-cutting ceremony gets the attention it deserves.

Take advantage of social media: Social media platforms are powerful tools for creating buzz around your event. If you already have an account and a following, share behind-the-scenes preparations, countdowns, and sneak peeks of what attendees can expect. Use hashtags specific to your location and industry to broaden your reach. Engage with your followers by inviting them to share their excitement and plans to attend.

Send out emails to your subscribers: Use your email list to send out invites and reminders about the ceremony. These communications should tell your story and the significance of the event to make each recipient feel invested in your success. Offering an exclusive incentive for email subscribers who attend can also boost turnout.

Contact local press and influencers: Reach out to local media outlets and influencers with a well-crafted press release about your store and what makes the ribbon-cutting ceremony a must-attend event. Offer exclusive interviews or previews as an added incentive for coverage.

Collaborate with neighboring businesses: Partnering with nearby businesses can help you reach a wider audience. Joint promotions or cross-marketing initiatives can introduce your store to established customer bases in your community.

Pass out flyers: Don’t underestimate the power of traditional marketing. Posters and flyers in your store window, on local community boards, and in other local businesses can capture the attention of shoppers all over your area.

Create an event page: Use platforms like Facebook or Eventbrite to create an official event page for your ribbon-cutting ceremony. This can serve as a central place for all information related to the event, where you can engage with attendees, answer questions, and post updates in real time.

Engage after the event: Continue the momentum after the big day by sharing photos, thanking attendees personally through social media or email, and highlighting any press coverage received. This not only extends the life of your event online but also helps build a community around your brand.

Are you a new retailer? Read more about Open with Faire and learn how to apply for up to $20,000, with 60-day payment terms, to stock your new shop.