There's an impromptu weekly car show that began in Santa Clara about 4 years. Over the years, the show has grown and now attracts upwards of 150 cars. The show is supported by the merchants (it's my understanding that they cover the annual permit fees) and the City Council approved a permit through 2013. Logical approach, good for business, everyone is happy.
Local Merchants Show Support; Some Neighbors Unhappy With Car Shows
http://www.santaclaraweekly.com/1398.html (second article)
"Richard Holder, co-owner of Country Inn Café is just one of the many merchants who supports the weekly car gathering. In addition to Holder’s long-established Country Inn Café, Boston Market, Subway, Baskin Robbins and the Portugese Bakery are all proponents of the get-together, citing that the get-together drives traffic into their venues, especially on Wednesday evenings.
Alex Byer, of Byer Properties based in San Francisco, owner of the 100,000-plus square-foot parking lot where the gathering takes place, has given his blessing to the gathering as well, stating that the gathering benefits merchants in the Mervyn’s Shopping Center."