Oberlin College and Conservatory, in collaboration with local businesses through Oberlin Business Partnership, is launching a new initiative this month aimed at increasing foot traffic to downtown businesses during campus events.
The program, titled Shop ’til Showtime, offers a 10 percent discount on regular priced items at participating Oberlin businesses to individuals attending ticketed College and Conservatory performances or registered events at the Allen Memorial Art Museum. Attendees, including College and Conservatory students, can receive the discount on the day of the event by showing a performance ticket, ticket receipt, or registration email at checkout.
The initiative will debut with this semester’s first Artist Recital Series concert, featuring the American Brass Quintet, on Friday, Feb. 20 at 7:30 p.m. in Finney Chapel.
Emily Casey, administrative manager of community and civic engagement, and David Hertz, chief of staff and strategy officer, led the College’s involvement in developing the program.
Hertz emphasized that the initiative is designed to support both the College and the broader Oberlin community by linking campus events with downtown businesses.
“The real power of this idea resides in the desire to tap into all that is special about Oberlin College and Conservatory and try to offer the opportunity for the community to enjoy that and at the same time enjoy what the downtown has to offer,” he said.
According to Casey, the idea emerged in fall 2025 from conversations between College representatives, community partners, and leaders of the Oberlin Planning Commission about ways to support downtown businesses. Casey said she contacted the Oberlin Business Partnership as well as colleagues at the Conservatory and the Allen to gauge interest.
Oberlin Business Partnership Executive Director Abbie Fox said that most businesses responded with enthusiasm. Following this, planning for the initiative took approximately two months and included coordination with Alyssa Traster, coordinator of student and community connection at the Allen, and Sally Takada, associate dean for artistic programming and external relations at the Conservatory. Fox worked with businesses to establish a uniform 10 percent discount in order to keep the model simple and consistent across locations.
Participating businesses include Ben Franklin & MindFair Books, For Ewe: An Inclusive Fiber Community, Haven Brewing, The Hope Collection, The Local Coffee & Tea, Lorenzo’s Pizzeria, Main Street Antiques, Ratsy’s Store, Slow Train Cafe, Taco Flavored Kisses, The White Squirrel, Wood Fired Wonders, and 1833 Restaurant.
The discount applies to ticketed events including Artist Recital Series concerts, Opera Theater productions, and Music Theater performances, as well as registered public programs at the Allen such as Allen After Hours, Tuesday Tea talks, Community Days, and open houses at the Weltzheimer/Johnson house designed by Frank Lloyd Wright. The offer is valid only on the day of the performance or registered event.
Upcoming eligible events this spring include the Oberlin Opera Theater production of John Musto’s Later the Same Evening and Bastianello, from March 5–8, Artist Recital Series performances by Linda May Han Oh (March 19) and Richard Goode (April 29), and Oberlin Music Theater’s Stranger Sings! The Parody Musical, from April 23 to May 3.
Hertz said the program grew out of the College’s broader Community Connection initiative, a group formed nearly three years ago to strengthen communication and collaboration between the College and the wider Oberlin community. The group includes approximately 30 members representing local government, faith communities, business owners, and other community stakeholders. Community Connection meets every other month and has discussed issues related to town-gown relations and economic vitality.
Organizers said they plan to assess the initiative’s impact through feedback from participating businesses and community members as well as other available data. Casey described Shop ’til Showtime as a long-term effort intended to continue beyond the spring semester, with the potential to expand business participation over time.
Fox emphasized the importance of greater community support for local small businesses and highlighted the importance of events that attract visitors to Oberlin.
“Oberlin needs events that will draw tourists to experience its museums, history, culture, small shops, and delicious local eats,” she wrote in an email to the Review. “Collaborating on projects and events with the College can only enhance foot traffic in Oberlin and make the Oberlin community a staple in Northeast Ohio. With the right promotions, collaboration, and a shared goal, we can help small businesses drive the traffic they need and deserve.”
Information about Shop ’til Showtime is available on the Oberlin Business Partnership website.
