Second Saturdays. Photo by: Sarah Syman

Street sales have long been considered an all-American summertime tradition to build the community. But this summer, Urbana is using this popular summertime event as more than just a fun community function. The goal is to re-bolster the downtown Urbana area, giving vendors more face time, more publicity and more business. The street sales, called Second Saturday, began June 13 and take place the second Saturday of each month — July 11, Aug. 8 and Sept. 12 and are located in Lincoln Square and on Main, Race and Broadway streets.

Sponsored by the Urbana Business Association, Second Saturday is yet another measure the UBA is taking to revitalize Urbana’s downtown area. “Second Saturday is an experience that will, I think, change perceptions and really start showing [people] what the true reality of downtown Urbana is,” said Susan Toalson, executive director of the UBA. “Second Saturday really does

encourage people to come into downtown ... if you haven’t been here lately, you get to see first-hand how it’s changing.”

The downtown merchants will be displaying their merchandise, often at reduced prices. Heel to Toe, a shoe store on Main Street, offered 20 percent off Birkenstock purchases at the first event. “The first Saturday, our business was up tremendously,” Heel to Toe’s manager, Van Boyd, said. Boyd explained that his store welcomed the additional publicity and that Second Saturday brought many additional customers, many of whom came straight from the nearby farmers’ market. “I think people like shopping down here; they just need to have a reason to come,” Boyd said.

But the sidewalk sale isn’t purely entrepreneurial. “People go to hang out, see their friends and enjoy a Saturday morning,” Toalson said.

Second Saturday also works at knitting together the fairly diverse group of merchants that

encompass downtown Urbana, creating a sense of camaraderie not only within the merchants but also for the broader community. The vendors at Second Saturday are varied, boasting art, entertainment, antique, food and clothing wares.

Nonprofit businesses also make an appearance at the fair, hoping to further their causes by forging ties with other businesses and Urbana

residents. The Humane Society brings kittens to the event, an activity that distinguishes their booth and brings attention to the many animals that are up for adoption. It’s also a draw for the many children who visit the street sale.

“We take [the chance] whenever we get an opportunity to participate in any kind of community event where we can increase our exposure to the public,” said Mary Tiefenbrunn, the executive director at the Urbana Humane Society. Like Boyd, Tiefenbrunn recognized Second Saturday as a good occasion to become more involved with CU residents.

“It really seemed to be a successful event,” said Toalson, describing June’s sale. The hope for UBA, as well as local business owners, is that Second Saturday continues to improve the face of downtown Urbana as a vital, bustling place to eat, shop or just enjoy a Saturday — or any other day of the week.