From benchmarking to use: How entrepreneurs can boost atraction, sales, and collaboration
On Tuesday, March 10, 2026, entrepreneurs and developers from cities of Sastamala and Huittinen headed to visit cities of Halikko and Salo to seek perspectives on the multifaceted development of entrepreneurship and brick-and-mortar stores. Throughout the day, participants sought answers to how entrepreneurs, events, the city, and other stakeholders can work together to strengthen the vitality and appeal of city centres. The visits and presentations offered concrete examples and practical solutions – but above all, insights and ideas that will stay with the participants for a long time to come.
The new era of marketing has come to stay
It was enlightening to realize that openness to new trends, an international perspective, the professionalization of social media skills, and the importance of networks are essential for capturing customers’ interest and purchasing power. Developers play a significant role in supporting entrepreneurs, as coordination and collaboration allow each party’s contribution to grow for the common good and productivity.
A successful company does not operate in a vacuum but as part of a larger whole, where experience, collaboration, and continuous development are crucial. In this context, customer experience plays a significant role where experiential elements, storytelling, and service quality can make a company a destination. Continuous development does not require large investments, but rather small, ongoing improvements in service, facilities, and communication.
Several participants emphasized that competition is not local but global; it’s worth following trends internationally and applying them locally. This shifts the mindset: a neighboring company is not a threat but a potential partner. Co-marketing, events, and cross-selling can bring more customers to everyone. Marketing is an essential part of a brand, and it doesn’t have to be expensive, as engaging content and an authentic experience generate word-of-mouth marketing. In marketing, partnerships can create surprising opportunities, such as through art or a new target audience.
It is important to remember that the customer journey is no longer one-dimensional but a customer can find a company on social media, buy online and later come to the store, or vice versa. The most important insight is perhaps this: successful companies build entities, not individual products. They develop experiences that are talked about.
The transformation of Design Hill into a destination
One of the day’s main stops was Design Hill. Over the years, the former factory outlet has evolved into a space that combines experiential design, sustainability, and continuous improvement. Entrepreneur Anu Pelander described their business philosophy as one where tomorrow begins as early as next week: they are always looking for ways to do things just a little better. Built in Scandinavian style, the store relies on domestic brands and strong service, but perhaps most importantly, the customer experience to create a desire to visit Design Hill on purpose.
Their development emphasizes collaboration over competition, because since customers travel widely and compare their experiences also internationally, the offering must be compelling. The rising visitor numbers reflect this interest and indicate that there is even more untapped potential. In addition to storytelling, co-marketing and digitalization are integral parts of the strategy: the space must be vibrant both on-site and on social media.
On missions for real cider and handmade premium chocolate
Design Hill also houses Vaski Cider, a company that produces real cider, which wants to combine high-quality products and surprising collaborations. Entrepreneur Tapani Levanto explained how the company’s operations extend beyond cider production, bringing together artists and a cider museum, for example.
The apples come from nearby, from a radius of about 50 kilometers. The rise of cider began in the United States and the Nordic countries about 15 years ago, and signs of the cider trend in Finland are already visible. Awareness is being raised through encounters, among other things – tastings in different locations bring the product to people.
PetriS Chocolate’s new entrepreneur Oskari Takkinen moved from employee to owner and sees strong growth potential in the company. All chocolate products are handmade, and the selection is very wide. Seasons determine sales, but the focus is firmly on the future: the online store is being developed purposefully and the brand is being built from the perspective of a premium product. Responsibility is a clear choice that supports the image of quality.
Events and culture create vitality
During the day, the role of events in the vitality of the city centre was also explored in depth – not only as creators of atmosphere but also economic vitality. The discussions highlighted how cooperation and clear roles are elements of a well-functioning entity. In the city of Salo, the development and production of events has been centralised to one responsible person, which has brought long-term development and support for events. Events, such as evening markets, Pumpkin Weeks and Avantoralli (Ice Swimming Rally), attract visitors and increase spending in the city centre. At the same time, tourism and local food strengthen the area's appeal. The effects are visible both in euros and in people's everyday lives – at their best, events bring together economic benefits and community spirit.
The story of the Pumpkin Weeks concretizes how a small, funny idea can grow into a large phenomenon. Vesa Nohteri of Salo Entrepreneurs told us about how the Rannikon Puutarha Pumpkin Park and the Salo Entrepreneurs’ Pumpkin Weeks that support it began and quickly expanded into a joint effort of dozens of companies. The atmosphere of the Pumpkin Park is built on simple but impressive elements, such as real candles, which bring with them fragrance and warmth. The event is somewhat renewed every year, and the number of participants has grown rapidly. A significant part of the visibility is created by people's social media and word-of-mouth recommendations - the phenomenon carries and develops itself, and has met the need for delightful experiences in the dark Finnish October.
We also learned about the role of culture in the city's attractiveness. Veturitalli, the Salo Art Museum, showed how exhibitions and cultural spaces attract people and at the same time enliven the city center. The art museum, which was founded thirty years ago, is now an established and significant player in the cultural field, bringing tourists to the city with its exhibitions. Cultural visitors will certainly also visit other destinations, cafes and restaurants, or possibly even the Headline hair salon, which is a combination of a brick-and-mortar store and an online store. Entrepreneur Marja Hartman spoke about their strong investment in development over time, service, quality and personnel, which create the foundation for sustainable operations.
The event was organized by the VETO – Keskustojen Vetovoimaa Tiedolla Johtamalla project, which strengthens the attractiveness and competitiveness of entrepreneurship and centre stores by increasing knowledge management skills and their utilization. The project has received funding from the EU.