Fresh Starts & Fall Fest: How Explore Branson Rallied a Community to Support Its Downtown

By: Kyle Huff

| Updated Jun 24, 2026

Learn how Explore Branson used a major infrastructure project as a catalyst to rebuild relationships with local businesses, create a new signature event, and prove the value of a destination organization that shows up for its community.

When the City of Branson broke ground on the final phase of its Historic Downtown Streetscape project in early 2025, the $5 million investment in ADA improvements, new sidewalks, lighting, wayfinding signage, and a downtown archway was long overdue. But for the dozens of locally owned shops and restaurants lining Main Street, months of closed sidewalks, limited parking, and reduced foot traffic meant real economic pain.

That's where Explore Branson stepped in. We spoke with Heather Hermen, Senior Vice President and Chief Marketing & Communications Officer at the Branson/Lakes Area Chamber of Commerce & CVB, about how her team navigated the construction period and turned a challenging moment into a catalyst for community partnership.

The Historic Downtown Streetscape project improved ADA accessibility while installing new sidewalks, lighting, wayfinding signage and a bold new downtown archway.

A Four-Block Heart

Branson, Missouri, is the state's second most visited city behind St. Louis, known globally for its live entertainment and natural beauty. But at the center of it all sits Historic Downtown Branson, a roughly four-block stretch of brick pathways, locally owned boutiques, handcarved art, one of the country's last remaining five-and-dime stores, and restaurants like The Pie Safe, where people wait in line for handmade pies.

The downtown streetscape project had been unfolding in phases for years, and Phase IV addressed what could no longer wait: aging plumbing, ADA compliance, and above-ground enhancements to the corridor.

“It came to a point where it could no longer be put off,” Hermen said. “If it's not completed, it's actually going to be a detriment to the entire infrastructure of the city, but then it's also a huge liability.”

Business owners braced for the worst. Some told Hermen that six months of construction felt like six years.

Showing Up and Building Trust

When Hermen arrived in Branson, she inherited more than a construction project. There was a longstanding disconnect between the CVB and downtown business owners, marked by skepticism on both sides. Her first move was disarmingly simple: she called a meeting.

Only four businesses showed up.

Rather than retreat, Hermen and her team leaned in. They began spotlighting downtown shops on social media and in the CVB's vacation guide, telling the stories behind the businesses rather than repeating familiar talking points. They worked closely with the city to communicate that stores remained open and accessible throughout construction.

For Hermen, the construction period reinforced a broader principle she brought to the role. “When it comes to tax dollars, I don't believe you can ever share too much,” she said. “I would rather err on the side of them knowing all the details rather than anyone feeling as if there's something that's been kept secret.”

The city complemented these efforts with a new text messaging campaign delivering daily construction updates to residents, a first for Branson. Between the CVB's storytelling and the city's operational transparency, the community stayed informed through the hardest months.

Hundreds of businesses call Downtown Branson home, spanning restaurants, retail shops, entertainment, and one-of-a-kind attractions.

This is what we're going to do, this is how we're going to make it happen. And delivering on it has changed everything.

Heather HermenSenior Vice President and Chief Marketing & Communications Officer, Explore Branson

Downtown Branson business The Copper Coin storefront decorated for fall fest.

Downtown businesses were encouraged to contribute to a scavenger hunt while Explore Branson managed the promotion, decoration and coordination of the larger event.

A Festival for the Businesses

By the time the project finished ahead of schedule and under budget, the relationship between Explore Branson and downtown merchants had transformed. Together with the city, they agreed it was time to celebrate, and the CVB proposed a new fall event built on a fundamentally different model than what came before.

The previous downtown fall event, Autumn Days, had brought in outside vendors from across Missouri, frustrating local merchants who felt undercut in their own backyard. Fall Fest would flip that entirely. No outside vendors. Every activation had been reenvisioned to drive foot traffic directly into the shops and restaurants that had weathered the construction.

Explore Branson secured a one-time $56,000 tourism project grant from the city and took on nearly everything: marketing, wayfinding signage, scavenger hunt maps, and all of the physical decorating, with staff setting up trailer loads of pumpkins, hay bales, and scarecrows in the pouring rain two days before the event. The only ask of merchants was to donate a small prize for the scavenger hunt.

On October 3-4, 2025, Historic Downtown Branson came alive with strolling musicians, face painters, balloon artists, and a live radio broadcast. News outlets covered it from Springfield, and the newly renovated streets were packed.

The Numbers and What They Mean

Placer.ai data reported at the CVB's October board meeting showed a 111% increase in downtown visitation that weekend compared to the same date the prior year. Some businesses reported sales increases of 50% year-over-year. Explore Branson had intentionally selected a historically slower weekend, making the results even more notable.

“We knew it would be good,” Hermen said. “We didn't know it was going to be that good.”

But for Hermen, the most satisfying moments weren't in the data. They were in what followed. Elected officials showed up to shop during the event. City council members praised the partnership publicly.

After the event, the CVB surveyed participating businesses and asked for candid feedback. The response was overwhelmingly positive, and Hermen delivered a clear message: “We've shown you proof of concept. Now the businesses need to join in and take some ownership and responsibility.”

They did. At Spring Fling in May 2026, businesses took on more responsibility, with one owner reporting numbers up nearly 13% year-over-year. Where four businesses once showed up to a meeting, more than 30 were now in the room.

The revitalized streetscape also attracted national attention. The enhanced downtown served as the filming location for two Christmas movies set to air on the Great American Media Network later this year.

Explore Branson's team spent two days in the pouring rain decorating the refreshed Downtown in advance of Fall Fest.

Resident sentiment and community satisfaction go hand in hand with a healthy destination.

Heather HermenSenior Vice President and Chief Marketing & Communications Officer, Explore Branson

What Comes Next

With the downtown complete, the city is turning to improvements along the 76 Strip, Branson's theater and music district. Hermen sees a direct through line from the trust built downtown to the collaboration ahead.

For other destinations navigating construction disruptions, her advice is grounded in what worked: tell the stories of the businesses being impacted, use the tools you already have, and show up consistently.

“It's finding those little nuggets that are going to make people want to cross that inconvenient little bump in the road,” she said. “The more candid the better.”

Through infrastructure, events, and a steady commitment to delivering on promises, Explore Branson has demonstrated what a destination organization looks like when it leads with service. The downtown is proof of what happens when a CVB doesn't just market a community, but fights for one.

Additional Resources

Destination Effect Stories Explore a series of case studies that demonstrate how destination organizations across the globe are positively… Learn More

Research Use these impactful research reports to connect the dots on how destination organizations help your community… Learn More

What is a Destination Organization? In today's globalized, interconnected world, every community must compete for its share of the world's visibility… Learn More

Destination Effect Blogs Review a collection of insights and interviews focusing on community activation and improvement strategies being pursued… Learn More

Author

Kyle Huff

Director of Growth Marketing, Tempest

Kyle Huff is Tempest’s Director of Growth Marketing, where he oversees the company’s efforts to enhance the visibility, engagement, and growth of destination partners through forward-thinking SEO, creative storytelling, and performance marketing techniques. Before joining Tempest, Kyle served as the Content Manager for the Philadelphia Convention & Visitors Bureau, where he promoted the city of Philadelphia to a global audience of meeting professionals, event planners, and international visitors.

Send An Email