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Good to see an event that tries to have some background for it. Not just the call to the crowd to come and do whatever, but at least some "dress" to try to justify why that is happening, where's the origin of it.
The addition of the merchant character, trying to advertize his emporium with the big signs, comes to differentiate this from other similar events just to sell stuff. It's not that you've to create a complex story nor anything, just put a detail that adds that portion of "truth" to the advertized event.
May further events follow this same steps. I wish you all good luck and a joyful time. ]