Ocean
Back TO TRAVEL HUB

Destinations diversify experiences for peak and shoulder seasons

By Laurie Haynes | 5 min

In its ninth consecutive year of growth in 2018, the tourism industry’s annual economic impact on the Golden State has reached an all-time high. More than ever, the potential for tourism dollars across five industry segments during traditional peak and shoulder seasons has proven the industry to be a year-round economic powerhouse. Spreading the tourism love across 12 months also helps the industry protect and sustain California’s precious resources.


Marketing popular and lesser-known California experiences

Visit us anytime
Tourism leaders and businesses across the state have developed an aptitude for shining a light on the best of their destinations during both historically peak and shoulder seasons.

Marketing both popular and lesser-known experiences ensures that visitor expenditures flow into communities all year, promoting job growth; hotel occupancy rates; and state and municipal tax revenue. Helping to lead the charge are a number of enterprising destination marketing organizations (DMOs) that are pioneering ways to attract visitors during any season.

Have you ever seen it rain?
In its overarching brand marketing campaigns, the Mendocino County Tourism Commission showcases the natural beauty of the region while driving home the point that its signature outdoor experiences could not be possible without the annual heavy rain season. Blog content curated by in-house writers highlights accommodations and lodging, restaurants, hiking trails and more where visitors can experience the liberation of rain storms in true Mendocino County style.

“Our goal is to marry high-impact imagery, a little humor and practical tips... that will appeal to visitors and inspire them to experience the county even when the weather is less than ideal.”
Alison de Grassi, Director of Marketing Media at Mendocino County Tourism Commission

Pour me some Cabernet

At Visit Napa Valley, the DMO’s Cabernet Season campaign represents an opportunity to experience the region during a decidedly more peaceful and intimate travel season, from mid-fall to spring.

 

Special packages, discounts, events and experiences usher visitors through the doors of wineries, restaurants, resorts, lodges and more during traditionally slower periods for local businesses.

 

In comparison, an array of outdoor activities, music festivals, and cultural and arts festivals are on full display in the late spring and summer in Napa Valley.

 

Visit Napa Valley’s marketing efforts during both peak and shoulder seasons allows the local tourism industry and the job market to thrive. Their work exemplifies that the best time to visit the region is truly dependent on visitors’ motives, because there is something special happening all year long.

SnowGlobe Music Festival stats

Raising destination awareness
In recent years, communities from Greater Palm Springs to Lake Tahoe have experienced the robust economic impact of multiday music festivals with backdrops in both the desert and snow. Such events elevate destination visibility and provide for even greater opportunity during shoulder seasons.

 

 In the dead of winter, Lake Tahoe serves as more than just a world-renowned ski and snowboard destination — it also hosts the globally popular SnowGlobe Music Festival in South Lake Tahoe. According to the Lake Tahoe Visitors Authority, approximately 15,000 visitors attend the event with 92 percent staying three-to-five nights. That long weekend alone translates into approximately 4,500 room nights for regional accommodations.

“Our goal is to marry high-impact imagery, a little humor and practical tips... that will appeal to visitors and inspire them to experience the county even when the weather is less than ideal.”
Alison de Grassi, Director of Marketing Media at Mendocino County Tourism Commission

That awareness can often play a major role in travelers’ decisions to return and explore even more experiences throughout the year. To meet those opportunities, the DMO offers myriad evergreen resources such as a personalized travel itinerary, where visitors can explore summer, spring, autumn and winter experiences in categories spanning adventure, arts, food and wine, nature, shopping and more.