Embracing Stick Season and Shoulder Seasons: Design Strategies for Sustaining and Thriving
- Kate Robinson
- Oct 22
- 2 min read
Stick season and shoulder seasons—those quieter times between peak travel periods—are often seen as challenging for vacation rentals, restaurants, and event venues. However, with thoughtful design investments and strategic planning, these slower months can become an opportunity to stand out, generate revenue, and sustain operations year-round.
Who Is Traveling During Shoulder Seasons?
Shoulder season travelers often include those seeking tranquility, budget-conscious guests, and those with flexible schedules. This audience values cozy, intimate, and personalized experiences that contrast with the busier peak seasons.
What Design Investments Make an Impact?
Create Cozy Indoor Spaces:
Vacation Rentals: Introduce record players, create inviting reading nooks, and ensure fireplaces or woodstoves are central features.
Restaurants: Emphasize intimate dining areas with tasting menus or seasonal comfort foods, paired with storytelling or local music.
Event Venues: Offer adaptable spaces for workshops, retreats, or smaller celebrations with a cozy, personal touch.
Focus on Guest Incentives:
Offer early check-ins and late check-outs to provide flexibility for guests seeking slower-paced getaways.
Host special events like tasting dinners, storytelling nights, or workshops that appeal to locals and travelers alike.
Create marketing packages with incentives such as discounted stays for longer visits or collaborations with local businesses for unique experiences.
Extend Outdoor Usability:
Add outdoor heaters, firepits, and windbreaks to make outdoor spaces functional even in cooler weather.
Design areas for small gatherings, such as covered seating with blankets or warm drink stations, to enhance guest experiences.
When Should You Prepare for Shoulder Seasons?
Start preparing at least two seasons in advance. Summer and early fall are ideal times to make design and operational adjustments for the slower months ahead. This lead time ensures ample preparation for marketing campaigns, space upgrades, and community partnerships.
Where Can You Maximize Engagement?
On-Site Experiences: Elevate your property’s appeal with curated experiences such as wine tastings, seasonal cooking classes, or cozy movie nights.
Community Connections: Partner with local artisans, chefs, or musicians to host unique events that draw in both locals and travelers.
Digital Presence: Use social media and email marketing to highlight the tranquil beauty and exclusive offerings of your property during the off-season.
Why Embrace Stick Season and Shoulder Seasons?
Revenue Growth: By offering distinctive off-season experiences, you create additional revenue streams.
Guest Loyalty: Memorable, cozy experiences during quieter months foster repeat visits in peak seasons.
Stability and Sustainability: A strong shoulder season strategy reduces reliance on peak periods and ensures steady income throughout the year.
Real, Real…
Stick season and shoulder seasons don’t have to be a lull in your calendar. With intentional investments like cozy reading nooks, fireplaces, flexible check-ins, and community-driven events, you can attract guests and foster loyalty year-round. By planning two seasons ahead and embracing the unique opportunities of these quiet times, you’ll create a lasting impact for your business.
Let’s reimagine your shoulder season strategy.
Schedule a Design Lab session today to create spaces and experiences that inspire guests to visit in every season!
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