With headlines swirling around the so-called “Big, Beautiful Bill” and lurking fears of immigration raids in many communities, uncertainty is the mood of the moment.
But history shows that Black businesses are more than places of commerce — they are sanctuaries, resource centers and spaces where neighbors come together to share information and support. In times like these, the businesses that will survive, and even thrive, are ones that turn their storefronts into community gathering spaces.
So, how can you help your customer base while helping your bottom line? The answer lies in creative, timely events that meet your community’s needs and naturally drive revenue. The key for business owners is to understand how their specific business event can specifically address the particular needs in their community.
Let’s take a neighborhood coffee shop or café, for example. These venues are perfect for hosting “Know Your Rights” seminars. You can invite an immigration attorney or a civil liberties advocate to explain the impact of the Big, Beautiful Bill and the new services it will create and those that they should be prepared to see leave the neighborhood or go away altogether.
Business owners can offer discounted pastries, specialty drinks or meal bundles during the event — turning an uncertain, stressful day into a gathering that fosters loyalty and new sales. By collecting RSVPs and encouraging attendees to sign up for future specials, you can expand your customer base and help create a virtual community with whom you can share information.
If your business is a barbershop or salon — a cultural cornerstone for many Black communities — consider transforming your waiting area into an “information station.” Partner with nonprofits or legal aid groups to present bite-sized talks or distribute pamphlets on how the new law affects small business taxes, health care or children’s programs.
Incentivize customers to attend by offering a free haircare sample or discount on their next appointment. You reinforce your shop’s role as a trusted neighborhood space while encouraging repeat business.
Bookstores and gift shops have a unique opportunity to host themed evenings centered around readings and resources. For instance, a local bookstore could organize town hall watch parties or panel discussions with legal and financial experts breaking down the biggest changes from the bill.
Serve light refreshments, sell curated books or guides on surviving policy shifts and offer event-only coupons. Not only will you boost foot traffic and retail purchases, but you’ll also remind your customers why independent Black businesses matter in the information age.
For restaurants, themed dinners or brunches are always a hit. Consider a “Policy and Pancakes” breakfast or “Legislation and Libations” happy hour.
Invite guest speakers to give informal talks, then offer special menu items or discounts to attendees. You will fill tables while creating a sense of purpose beyond just a meal. If your spot is too small for in-person events, livestream the discussions via your social media accounts and offer exclusive takeout bundles for viewers who mention the event.
Retailers and convenience stores don’t have to miss out, either. Create resource corners near checkout — stocked with flyers, hotline cards and information on local organizations. Host pop-up “clinic” days, where accountants, health professionals or immigration advocates offer mini consultations inside your store for an hour or two.
Not only does this bring extra people through your doors, but the increased traffic often translates into bigger basket sizes per visit.
None of these events are just about charity or marketing. They are about amplifying the core power of Black businesses in L.A.: to serve, inform and uplift the community, especially when others fall short. And yes, they can help keep the lights on. Smart business owners turn every event into an opportunity — offering event-only deals, loyalty signups and bundling services with information. The social media buzz generated by photos and testimonials from attendees can further amplify your influence.
When your corner of L.A. sees your business as the hub for resources and resilient hope, you’re building more than revenue. You’re building bonds and trust that last far beyond any single sale. In hard times, community-minded hustle is what keeps us afloat — together.
Dion Rabouin is The Wave’s business and digital editor. Feel free to send suggestions and story ideas to Dion@wavepublication.com.
