§ Playbook
The Off-Season Playbook.
Fill rooms, tables, and dates in slow periods.
Summary
The off-season is won with reasons to visit, not discounts. Signature events, local partnerships, and owned-channel offers to past guests fill slow periods without training customers to wait. This playbook from Madelle Media shows how.
Madelle Media is a Southeast agency specializing in integrated PR and events for gathering brands.
§ The problem
- Fixed costs stay the same while demand drops.
- Discounts train guests to wait for deals.
- Locals forget about you between peak seasons.
§ Why generic agencies underperform
- They default to discounts and paid ads.
- They don't create events or local partnerships.
- They don't use your past-guest list, the cheapest demand you have.
§ Step by step
Our approach
Gather
- · Signature off-season events
- · Local partnerships and collaborations
- · Story-led PR around the season
Amplify
- · Themed content series
- · Locals-focused search and listings
- · Partner co-promotion
Sustain
- · Email and SMS to past guests
- · Members-only offers
- · Loyalty and return-visit perks
§ KPIs
- Off-season occupancy or covers vs. last year
- Revenue per available date or room
- Email-driven bookings
- Event attendance
§ The offer
Off-Season Program
Event concepts, PR, content series, local SEO, and email and SMS campaigns.
Timeline & investment on request
§ FAQ
Frequently asked questions
Will this work without discounts?+
Yes. The plan focuses on reasons to visit and loyal guests, using offers selectively.
When should we plan the off-season?+
Before peak season ends, so you can capture guest contact details while they're with you.
Ready for help? See the Southeast Gathering Brands Practice.
Madelle Media is a Southeast agency specializing in integrated PR and events for gathering brands.
Let's fill the room.
A 30-minute strategy call. We'll look at where your audience comes from, where you lose them, and what to fix first.