Optimising Your Property for Off-Season Business

Making a Go of Slow Season

By Kaelyn Beckman, Marketing Manager RMS North America

The change in temperature, shorter days, and kids back in school all mark the beginning of one thing for glampgrounds: the onset of the slow season.

Operating through the slow season and maintaining a profit is no easy task. In fact, it’s not uncommon for properties to shut their gates for a few months because it’s more cost-effective than staying open during low demand. However, it’s not impossible to have a fruitful off-season. With some strategic planning and intentional shifts in operations, you can effectively “winterize” your business to brave the slow season and keep the revenue flowing.

Planning is Paramount

Deciding to stay open during the off-season isn’t a decision you should make lightly. You need to know what you’re getting into and adjust your expectations.

Start by looking at your budget to make an educated guess on how much revenue you would need to make to turn a profit. You can use strategies to lessen your operating costs, but it takes money to keep the lights on. Remember, some of your expenses will change, too. For example, if you operate in a colder climate, be prepared to pay the price of heating.

Changing Weather, Changing Customers

As the leaves begin to change, so will your customers. With the kids back in school, families will be fewer, and stays will be shorter, but they can also be more frequent. Camping is a convenient way to spend a long weekend or a school break. Check out the calendars for schools in your area and those nearby to better anticipate boosts in activity.

Most of your off-season guests will consist of retirees and digital nomads. Fortunately, these kinds of guests tend to stay in a location longer than your average camper so long as their needs are met. Clean facilities, well-stocked supplies, and a strong Wi-Fi connection – for these groups, it’s more about staying comfortable than staying entertained.

There are also those who prefer to camp in the off-season because it’s cooler, quieter and less crowded, so consider these needs in your offseason efforts as well.

Cut Back on Expenses

One of the big concerns for operating through the slow season is cost. Lowering operating costs is one strategy for lowering that revenue threshold. Consider closing less used sections of your property, like lots that are further away from the main facilities, and only keep the more centralized and popular locations open. Turn off any additional utilities you can spare, like extra bathrooms and showers. Not only will this lower your operating costs, but it also reduces maintenance needs and gives less ground for your leaner staff to cover.

Consider making certain amenities seasonal, especially those that require extra staff, like concession stands, beaches and climbing courses. Or change the operating hours to limit them to your busier times, such as weekends and school breaks. Things like boat rentals and other outdoor gear can be limited to appointments only, so you don’t have to keep staff posted all day.

Lean into the Season

Glamping in cooler weather is a different experience than warm weather glamping, so don’t waste time trying to make it the same. Instead, lean into those differences and show your guests what’s unique about this season’s experience. Trade in your ice cream trucks and pool parties for bonfires and cider tastings. Tell guests the best hikes for viewing the changing leaves. Stock up on hot cocoa and puzzles for guests to borrow as they settle in for a weekend away.

Partner with Local Businesses

Odds are your business isn’t the only one prepping for a slow season. Banding together with other businesses can help both parties make the most of leaner operations. Advertise at each other’s locations using a unique promo code that offers a special discount. This way, you can track how much traffic your businesses are pushing to one another and arrange for a small cut of the profits.

Don’t be afraid to think outside the box, either. If your glampground has large, open spaces, consider offering it as a place to host local events and festivals. Talk with your local schools about hosting day camps during breaks. Glamping may be your primary source of revenue, but that doesn’t mean it’s your only source.

Stay Active Online

The busy season will be back before you know it, but until then, it’s important to keep your guests thinking of you! Continue to send out nurturing emails and post on social to keep guests informed about new features, when activities resume, and any big events you do – keep them excited and looking forward to the lazy days of summer.

Some guests might not know how much fun off-season glamping can be, so use your channels to show them—post photos of the changing landscape and any seasonal wildlife that come through in the cooler months. Advertise special rates to entice them to try off-season for themselves – a different experience doesn’t mean a less enjoyable one.

Slow season might not be as fast-paced or profitable, but that doesn’t mean there’s no profit to be had. With smart planning and adapting your business to the season, you can develop new revenue streams, cultivate a different segment of guests, and grow your business in the off-season and beyond.