1 Schedule Far in Advance

One of the most basic principles of marketing is to promote an event early and often. The reasons are simple: residents have time to plan for it and they are constantly reminded of it. If an event is announced the same month it is to be held, residents are more likely to have scheduling conflicts. "I think a community should organize events in January and then publish the dates in a calendar included in every issue of the newsletter," said Susan Wright, president of the Dominion Homeowner Association in San Antonio. The Dominion holds four social events each year, and has a history of good attendance. "That way, people will put events on their own calendar."

2 Make People Feel Special

What do you think, is more likely to entice someone to attend an association event: an unassuming flyer or a helpful reminder from a flesh-and-blood member of the community? Flesh and blood wins every time. Wright notes that the Dominion association has a subcommittee of the Social Committee that calls people to ask them if they will be attending an upcoming event. "When we hold an event without the benefit of the `Calling Committee,' we see a definite dropoff," said Wright. Judy Farrah, PCAM, of the Desert Shores Community Association in Las Vegas, notes that requiring registration due to "limited space" is a good way to increase interest. "It makes it more interesting - it adds a sense of urgency," said Farrah. It also helps if people can see that an event is special. Desert Shores includes photos of past events in its newsletter and lobby. Likewise, the Dominion keeps a scrapbook of past events in its office. The scrapbook also turns up at meetings and at every social event.

3 Put Pizzas in Your Announcements

Certain elements - time, date, place - are essential in any announcement. But try to give it a little pizzaz. Explain the benefits. Tell members why they should attend. Offer specifics: don't just say you're serving food, say you're serving spicy barbecued chicken. The most enticing advertising word in the English language is "free." If the event will feature free food, free drinks, or free activities, promote that aspect. Testimonials are also helpful. If a residents tells you how great an event was, see if you can quote them on the flyer. Word of mouth can be a great tool.

4 Develop a Tradition

A traditional event can give members something to plan for and look forward to. "An annual function is good because it gets talked up," said Wright. "Over the years, people begin to say, `That's our big event, and it gets better each year.'" For Dominion, that annual event is a holiday bonfire and cookout, held in the first weekend in December. The association has sponsored the event for eight years, and for many residents, it has become their traditional start of the holiday season. Other associations have established well-attended annual events as well. Woodbridge Village in Irvine, California, sponsors an annual Fourth of July celebration that is attended by over 3,000 residents and guests. Events include a children's parade, races, bingo, and a fireworks display. At Desert Shores, an annual tug-of-war in the pool is the most popular event at the community s Memorial Day celebration. Lexington-Riverside, a 130- unit condominium association in St. Paul, Minnesota, holds an annual barbecue that is attended by 90 percent of its residents. "An annual event gives a feeling of continuity and tradition," said Wright.

5 Give Them What They Want

Just because you have one annual event, doesn't mean you can't liven it up. Dominion usually varies its holiday bonfire. One year they included a hayride; another year pony rides. Yearly events do not need to be repetitious, either. "We try to offer something new every year," said Wright. "One year we repeated an event that was a success and then it completely flopped the next year." How do you prevent an annual flop? Find out what people are interested in. Include surveys in the newsletter. Or, simply ask them at one event what they'd like to do at the next. Some residents may be interested in trips to museums, ball games, or plays. Others may like nothing better than the occasional picnic. "If you vary the programs, they'll appeal to a greater variety of people," said Farrah. "The same people don't attend every event." Also remember that certain times may, be more attractive than others. "Some of our best attended events are on Sunday afternoons," said Wright. "In our community, people typically, have more dead time on Sundays." And remember: their dead time can be a chance to meet your neighbors.