Milledgeville’s annual Deep Root’s Festival is more than just food and music, it is also an economic stimulus for businesses.
“Deep Roots is our best day of the entire year, and it kicks off the holiday season,” said Carlee Shculte, event organizer.
According to Schulte, Deep Roots largest one day festival has over 44,000 attendees. For one shop owner the impact of the festival goes beyond just profit, bringing in new shoppers from all over the state and boosting business for the entire year.
Owner of Miles of Styles Women's Boutique Heidi Martin says it takes two weeks for the vintage clothing store to prepare. The shop that is usually operated by a small team brings in additional help in order to handle the quantity of Deep Roots shoppers. Martin also spends a lot of time gathering inventory and setting up the layout of the store.
In addition to the immediate economic benefits, the festival has a lasting impact on Miles of Styles. The exposure from the influx of visitors often leads to repeat customers, especially those from out of town who discover Milledgeville’s charm. Martin noted that many festival-goers return to her shop throughout the year or help her store’s online sales as she ships all over the U.S, extending the festival’s impact well beyond the weekend.
“It helps throughout the rest of the school year typically, but it also helps with people that have lived here and are unaware that I'm here. A lot of people complain about parking downtown so shopping is limited,” said Martin
Deep Roots also brings unique shoppers. Customers from bigger cities, where vintage clothing stores are more popular, come inside with seeking different styles and motivate other shoppers to be more open minded.
Martin stated her sales are doubled during Deep Roots compared to any other day out during the year.
“In comparison to any other important significant day like Black Friday or Small Business Saturday, Deep Roots doubles those sales,” said Martin.
As Milledgeville continues to draw visitors for its historic charm and vibrant local culture, events like Deep Roots serve as essential lifelines for small businesses, helping them grow and thrive in an increasingly competitive retail landscape.