The shoulder season. The time of year when “it’s just really quiet” becomes the mantra for local businesses. But does it really have to be that way?
You don’t just want to survive shoulder season, you want to make it work for you. And one of the best ways to do that? Local media.
1. Be the story they want to talk about: Journalists need fresh and engaging stories, especially in the quieter months when the same article about how to keep your heating bill down this winter gets recycled. What makes your business stand out right now? Are you hosting a quirky event after reading about a trend, or launching an exciting collaboration that gives back to your community? Figure out what sets you apart, and why people should visit this season. You’re more likely to get coverage if you have a unique angle.
At The Cornish Place, we hosted a bellyboard painting event with Dick Pearce, where we invited influencers, local business people and journalists to paint boards (that could be used in the sea afterwards!). As we waited for our creations to dry, everyone had a tour of the grounds and cottages, whilst Chef Tom Beanland, one of The Cornish Place’s suppliers, cooked up a feast for everyone to enjoy. This wasn’t about selling nights at the cottages, it was about showcasing the organic partnerships that The Cornish Place had with local suppliers, and offering those invited a chance to experience the space whilst doing so.
2. Create experiences: Rather than relying on discounts to draw a crowd, think about collaborations that add value. For example, a workshop with a local maker, a guided city walk with a pub stop or seasonal culinary classes can serve as interesting experiences that the media and potential visitors would love.
Have there been any TV or films shot in your area? Could you use filming locations as a hook for the public to trace the steps of famous actors?
3. Give influencers something worth sharing: Instead of the standard ‘free stay for a post’ approach, focus on offering influencers an experience they’ll genuinely want to talk about! At the bellyboard event, guests were immersed in the experience, painting boards, eating incredible food, hearing from the owners in a relaxed, unstaged atmosphere, and learning about local surf culture. This helped the content reach far beyond the event, increasing awareness and engagement in an organic way.
Rather than waiting for tourists to return in the peak season, use the media to remind locals (and visitors) why your business matters now.