Bentleyville Tour of Lights drew a record 295,300 visitors in its 22nd year and collected more than 8,000 pounds of food for the community, all for a free walk through the lights at Bayfront. It's one of the great Duluth traditions, and quietly, one of the best marketing lessons around.
Bentleyville works because it's genuinely generous, gives people a reason to show up at a specific time, and turns a cold December night into an event. Nearby businesses that lean into that rhythm, holiday hours, a warm drink, a reason to stop in on the way, catch a wave of foot traffic they didn't have to pay for.
The takeaway for a local business: seasons and events are free demand you can plan around. An events-aware website, one that surfaces your holiday hours, specials, and "on your way to the lights" pitch when it matters, turns a busy season into your busiest.
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