How This Entrepreneur Harnesses Culture and Creativity to Strengthen His Community

Owning a small business isn’t always just about selling a product or service. For many entrepreneurs, it’s also about creating spaces where people feel seen, welcomed, and connected.

For Edy Massih, founder of Edy’s Grocer, a Lebanese market and deli in Brooklyn’s Greenpoint neighborhood, community is the heart of his business. Born and raised in northern Lebanon, Massih has long felt a responsibility to preserve and celebrate his culture through food. That commitment led him to create Yalla Fest, an annual in-person event that brings together Lebanese and Middle Eastern vendors, chefs, artists, and community members under one roof.

For small businesses, events like these can also be a powerful marketing strategy that builds reputation, shapes perception, and turns a brand from a place people shop into one they feel connected to.

Now in its second year, Massih worked closely with the print marketing experts at VistaPrint to help make Yalla Fest a success. Indeed, it is a case study in how small businesses can use events to deepen community ties while strengthening their brand in a meaningful, memorable way.

Why events matter more than ever

In an age dominated by digital marketing, in-person events offer something that online channels can’t replicate: real human connection. For Massih, that connection is especially important when it comes to celebrating culture—and, as a small business owner, introducing new customers to his brand in an authentic way.

“Yalla Fest is about creating a space where people can come together, share food, and feel a sense of belonging,” he says. “It’s a way to celebrate Lebanese culture while also supporting small businesses and artists in the community.”

Events like Yalla Fest allow small businesses to move beyond transactional relationships and create experiences people associate with warmth, authenticity, and shared values. Whether it’s a neighborhood market, a trade show, or a community fundraiser, showing up in person can help businesses build trust and loyalty in ways digital marketing often can’t.

Turning a gathering into a brand experience

Of course, pulling off a successful event takes more than good intentions. From layout and flow to signage and swag, every detail contributes to how attendees experience the event and how they remember it afterward, often shaping an ongoing relationship with the brand.

Massih approaches Yalla Fest with that full experience in mind. Visual consistency across banners, printed materials, and booths helped unify dozens of vendors into a single cohesive event. Clear, branded signage made it easy for guests to navigate the space, while branded elements, including custom t-shirts and mugs, reinforced the festival’s identity throughout the venue.

“Having everything look intentional and cohesive makes a huge difference,” Massih explains. “It helped elevate the event and makes it feel polished, not pieced together.”

Simplifying event prep with the right tools

For many small-business owners, event preparation can feel overwhelming, especially when it involves sourcing multiple types of marketing materials on tight timelines. To streamline the process, Massih worked with VistaPrint, using the print partner as a one-stop shop.

Having those elements in one place helped reduce stress and allowed Massih to focus on the event itself rather than juggling multiple vendors. It also ensured consistency across materials, from design to print quality, which was an important factor when hosting hundreds of attendees at once.

“When you’re preparing for an event, confidence matters,” Massih says. “Knowing your materials will arrive on time and look the way you expect makes the whole process easier.”

Making Edy’s Grocer stand out without overshadowing the event

In addition to organizing Yalla Fest, Massih also hosted a booth for Edy’s Grocer at the event. The challenge was finding the right balance: showcasing his own brand while still supporting the broader festival experience.

Thoughtfully designed signage and branded apparel, for example, helped draw people in without detracting from the communal feel of the event. Elevated business cards, giveaways like die-cut stickers and branded merchandise, including hats and tote bags, allowed attendees to take a piece of the experience home, which extended the impact of the event well beyond a single night.

“Merch and printed materials give people something tangible to remember the experience by,” Massih notes. “They keep the connection going after the event is over.”

Plan early and execute thoughtfully

For entrepreneurs who are considering hosting or participating in events, Massih emphasizes the importance of thinking holistically about branding and preparation.

“One of the biggest mistakes I see is waiting too long or not thinking through how everything works together,” he says. “Even small details—like signage placement or the quality of printed materials—can shape how people perceive your brand.”

His advice: start with the experience you want people to have, then work backward. Choose tools and partners like VistaPrint that simplify the process, help maintain consistency and allow you to focus on what matters most: connecting with your community.

For Massih, Yalla Fest proves that when culture, creativity, and thoughtful event marketing come together, small businesses can create experiences that resonate far beyond the event itself.

Click here to learn how VistaPrint can bring your next event or booth to life.