How to thrive year-round in a destination town: the ultimate strategy for business success

Running a business in a destination town? Oh, the opportunities are endless—but there’s a little twist. You’ve got the thrill of peak season, and then, bam, the slow months roll in. When the tourists aren’t flooding in and locals are tucked into their routines, how do you keep that cash register ringing? It's not just about being in the right place—it’s all about having the right strategy, especially when the town quiets down.

So, here are some key questions to keep your business thriving year-round:

1. What makes my town special—and how can I show that off?
   Every town has its magic. Whether it's breathtaking views, lake life, cozy winter vibes, snowy mountains, or a welcoming local culture, there’s always something to highlight. Embrace the charm of your town—whether it’s holiday lights or hidden gems waiting to be explored. Celebrate it all!

2. Am I speaking to both locals and visitors?
   Locals want ease—weekend outings, weeknight dinners, places to unwind after work, and entertainment. Tourists, though, they want more. They’re looking for unique experiences that bring the town’s magic to life. Tailoring your messaging to both groups is key to connecting with everyone.

3. Who can I partner with to amplify my reach?
   Teamwork makes the dream work! Collaborating with local hotels, attractions, and event planners can extend your reach and amplify your business. Think bundle deals or promotions with a local hotel. Cross-promotions don’t just broaden your visibility—they make the visitor’s experience smooth and memorable.

4. How easy is it for visitors and locals to find me and what I have going on?
   A strong online presence is everything. Whether they’re planning ahead or exploring once they arrive, people need to find you quickly and know what you are offering. Make sure your website is optimized with local search terms and up-to-date event information, your Google My Business contact and hours info is up to date, and your social media reflects what’s happening and unique about your business. If you’re not discoverable, you’re missing out!

5. What local events or festivals can I leverage to drive traffic?
   Festival season? YES, please! Local events and seasonal happenings are perfect for attracting both locals and visitors. Plan your promotions around key events—holiday festivals, summer concerts, food fairs. If you tie your specials or exclusive events into these happenings, your business becomes part of the town’s pulse. When you plan, publicize ahead, and get involved in the buzz, you'll attract more customers.

6. What sets my business apart in a destination town?
   Why should customers choose you over the competition? It comes down to what makes you unique—whether it’s a one-of-a-kind experience, exceptional local products, or your atmosphere. Take Lagrioth Winery at Chelan Valley Farms, for example. They offer estate wines, luxurious non-alcoholic beverages, fun-filled entertainment for both adults and kids, u-pick flowers, organic farm-to-table food, adorable farm animals—and did I mention the breathtaking lake view? It’s a whole vibe! AND, they send out great blog and social posts to let people know what’s happening!

7. Am I showing up when tourists search for things to do in town?
   Make sure you’re there when people are looking! Local SEO is everything. Use location-based keywords, get listed on travel platforms and your local Chamber of Commerce, and encourage reviews. The more visible you are, the more likely tourists are to find you—and make your business a must-see part of their tri

8. How can I turn first-time visitors into repeat customers?
   Turning new customers into regulars is what creates long-term success. Create an experience that makes them want to come back—whether it’s through a loyalty program, excellent service, or special offers for repeat visits. Keep them in the loop with updates, events, and specials!

9. Am I encouraging my customers to spread the word?
   Word-of-mouth is gold—are you making it easy for your customers to share their experience? Whether it’s through reviews, social media shout-outs, or referral programs, create a culture of sharing. Happy customers can be your most powerful marketers for your business.

10. How can I make my town a must-visit destination?
    Position your business as part of what makes your town unmissable. Whether it’s creating outdoor adventures, offering cozy experiences, or serving up delicious local goods, show how your business adds to the local vibe. Become the place people can’t wait to visit.

By asking yourself these questions and putting the right strategies into action, you’ll align your marketing and business offerings to create an experience locals and tourists alike will love. Show off your town’s unique charm, and you’ll turn your business into a must-visit spot for every season!