Holiday Flea expects $1 million economic impact over four days

When The Denver Flea presents the four-day Holiday Flea Dec. 3-6 in Globeville, not only will the market bring in 40,000 shoppers, it is expected to have an economic impact of $1 million.

The economic impact figure is based on the cost to host the event, including contractors for lighting, rentals and heat; what vendors pay to rent space; and consumer spending at the event and in the surrounding neighborhood.

"The Denver Flea is the only event of its kind in Colorado providing a sustainable support system and launching pad for 180 growing entrepreneurs and small businesses," says Blake Adams, who launched The Denver Flea in May 2014 with partners Casey Berry and PJ Hoberman.

The Denver Flea’s efforts to support local companies is paying off for vendors like Kelly Perkins, founder Spinster Sisters. Perkins says the $10,000 in sales she had during the first market far exceeded her expectations. 

"Somehow the Flea team has gathered exactly the perfect demographic for our handcrafted, all-natural skincare products," Perkins says. "The exposure we have received at the Flea markets has really helped grow our brand in the Denver area. We’ve even won some wholesale gift boutique customers from the market. Not only are the markets really fun, but our sales have consistently exceeded our expectations each time we have participated."

It’s not just those vendors participating in the Flea markets that benefit. Neighboring businesses and real estate owners also see increased activity during the events. In a 2002 survey of more than 800 customers from a variety of indoor and open-air markets nationwide, the Project for Public Spaces found that 60 percent of market shoppers also visited nearby stores on the same day. Of those shoppers, 60 percent said they visited the additional stores only on days they visit the market.

"The weekend of Denver Flea brought us an estimated 15 to 20 percent increase in traffic and sales for the weekend," says Jennie Richau of Epic Brewing Co. "The increase in business is appreciated; however, what we enjoyed most is seeing guests come in who had never been to Epic before."

Sonia Danielsen, owner of Bindery on Blake where the first Denver Flea was held, said the market exposed her real estate development project to potential tenants.

"Before the Flea, no one know about Bindery on Blake or where it was," Danielsen says. "Now I say Bindery on Blake, and the response is, 'Is that where The Denver Flea was?’ We are now 100 percent leased for office and retail. It would not have happened without the Flea."

The Holiday Flea will be held Dec. 3-6 at the former Denver Post production facility at 4400 Fox St. For more information, visit www.denverflea.com.

Contact Confluence Denver Development News Editor Margaret Jackson with tips and leads for future stories at margaret@confluence-denver.com.