This Community Voices column is written by Julie Cencula Olberding, the director of the Master of Public Administration Program at Northern Kentucky University.
We do love our events and festivals in Northern Kentucky and Greater Cincinnati.
Some big ones are the BLINK light and art festival, Cincinnati Music Festival, Labor Day Riverfest, Oktoberfest Zinzinnati, Goettafest, Italianfest, Flying Pig Marathon Weekend, Ohio River Paddlefest, and various Pride Festivals.
And there are smaller ones sprinkled across our cities, communities and neighborhoods.
Looking at any event calendar for this region, it can be hard to choose which one or two – or five! – to attend in any given week. On an individual level, these gatherings provide us with new experiences, entertainment, awe and fun.
And in some cases, they result in a personal sense of fulfillment, accomplishment, and empowerment. But the impacts of events in our region extend beyond the individual level.
As a professor at NKU, some of my research, teaching and service has focused on events, particularly their development, management and outcomes. We read and hear a lot about the economic impacts of major events, which result from participants spending money on lodging, food and transportation.
Also, event-related spending adds to tax revenues for our local and state governments, which can fund the provision of public services.
For example, in 2024, BLINK attracted more than 2 million people to downtown Cincinnati and Northern Kentucky to view and participate in 80 light installations, projections and other attractions. Twenty-five of these attractions (about 30%) were in Covington and Newport. It’s been estimated that BLINK generated $126 million in economic impact and created nearly 1,700 jobs in 2022, the most recent year of analysis.
While the economic impacts of events are important, my interest lies in the non-economic impacts – or social impacts – mostly because they’ve been less researched and are less understood.
Some surveys and rankings of cities have noted that events can influence factors such as “community vibrancy” and “quality of place.” These characteristics can make a place more attractive for residents, including young professionals. For example, a 2025 survey of Gen Z graduates found that they’re drawn to areas that are walkable and that have community events.
My research in this area started in 2002 with a survey of Flying Pig runners and walkers and, eventually, a conceptual framework on the potential impacts of events on social assets including social networks, city image, local pride, and social causes. (Full disclosure: I conducted this study with my husband Doug Olberding, who was a professor at Xavier University at the time; however, in 2024, he became CEO of Pig Works, the parent organization of the Flying Pig and other events.)
Over 20 years, this one study evolved into a research program that included surveys of Flying Pig runners and walkers in 2002 and 2008 and volunteers in 2012 and 2022.
The Flying Pig is truly a regional event with the marathon and half-marathon courses snaking through Cincinnati, Covington, Newport, and at least three other cities and villages. In 2025, about 6,200 Flying Pig runners and walkers were from northern Kentucky (based on ZIP code data), and thousands more volunteered and/or cheered along the course. If you haven’t experienced it yet, one of the most lively and fun cheer zones is outside of Panorama Senior Apartments on Fourth Street in Covington. The senior residents wear pig hats and hold signs with inspiring and hilarious messages such as: “Keep up the pace or I’ll hit you with my cane”; “Hurry, this sign is heavy”; and “I thought this was bingo.”
Overall, the findings of this multiyear study are that the Flying Pig has enhanced social networks and feelings of solidarity for local and non-local participants, perceptions of the Greater Cincinnati region by local and non-local participants, and pride in the region for local participants. In terms of social causes, the Flying Pig has helped raise $18 million for charitable organizations in our region over the past 26 years.
For me, the next step in this research was shifting the lens from a major event like the Flying Pig to smaller community events. Most recently, I worked with organizers of Play in the Park, which was created in response to gun-related homicides at a neighborhood park in Cincinnati.
A few community members decided to “take back” the park by organizing a free summer event series with live music, arts, crafts, and snacks. In addition to a dramatic reduction in crime, a brief online survey of community members found an overwhelming majority believe that Play in the Park: enlivens the park (99%); is a great opportunity to gather with neighbors and meet new friends (97%); and has created an environment in which all residents feel welcome (94%).
Why do social impacts matter? While people tend to focus on the economic outcomes of an event – especially a major event – it’s important to give attention to social outcomes, especially when they’re at the core of the event’s purpose or mission. For example, Play in the Park focuses on “creating positive interactions, building relationships of trust, and meeting new friends as neighbors” while BLINK’s mission is “to nurture a sense of community, connection, and inspiration … .” For other events, social impacts may not be the primary purpose, but they’re still important.
Measuring social impacts – in addition to economic impacts – is helpful for event organizers especially in terms of reporting on past events as well as planning and making improvements for the next time. Also, organizers can share these social impacts with foundations, corporations, and individuals that supported the event through grants, sponsorships, and donations. And volunteers appreciate knowing their time and talent mattered, especially in terms of mission-driven outcomes.
The Fall season is upon us with another calendar of events in our region. A brand-new major event will be America’s River Roots Festival, which will take place October 8-12 along the Newport, Covington and Cincinnati riverfronts. And of course, there’ll be a bevy of long-standing, beloved, smaller events across northern Kentucky, including various church festivals, Oktoberfests, Fall Fests, and Halloween gatherings. Here’s hoping for good weather, fun experiences, and strengthened connections and community pride. Cheers, prost, and salute!
If you have an idea for a Community Voices column, email Meghan Goth at mgoth@linknky.com.
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