With the holidays approaching, heritage organizations have a unique opportunity to attract staycation audiences—local residents and nearby travelers who are looking for festive, engaging experiences without venturing far from home. With the rise in demand for meaningful, close-to-home activities, your holiday events can become the centerpiece of their holiday plans. Here’s how to effectively market your events to this audience.
1. Position Your Event as a Local Holiday Tradition
Staycationers love discovering events that feel special yet familiar. Use messaging that highlights your event as a cherished part of the local holiday season.
Emphasize the history or cultural significance of the event to your community.
Showcase testimonials from past attendees to build a sense of tradition.
Use phrases like "Celebrate the season, right here at home!"
2. Leverage Hyperlocal Marketing
Focus on reaching your immediate community and nearby towns. Hyperlocal strategies ensure your event stands out in a sea of seasonal options.
List your events on your local and state destination marketing organization (DMO) websites, and also be sure to add the event to your Facebook page. This ensures it shows up on the Event listings for everyone in your area.
Use geotargeted ads on social media platforms like Facebook and Instagram to reach nearby users.
Collaborate with local media, including newspapers, radio stations, and community blogs.
Partner with neighborhood organizations, schools, or local businesses to cross-promote your event.
3. Create Packages That Appeal to Families and Groups
Staycationers often look for activities that the whole family or friend groups can enjoy together. Create event packages or special offers that make it easy for them to say yes.
Offer family-friendly pricing, group discounts, or bundled tickets with nearby attractions.
Highlight multi-generational activities that grandparents, parents, and kids can enjoy together.
Incorporate extras like hot cocoa stands, holiday crafts, or group photo opportunities.
4. Tap Into the Nostalgia Factor
The holidays are a time of nostalgia, and heritage organizations are uniquely positioned to evoke it. Use the historical or cultural aspects of your site to transport visitors to a simpler, more festive time.
Highlight historical decorations, vintage holiday traditions, or period-specific activities in your marketing.
Share throwback photos or stories from past holiday celebrations at your site.
Invite visitors to “step back in time” with your event’s unique atmosphere.
5. Make Your Event Social Media Friendly
Staycationers often rely on social media for inspiration. Make sure your event looks as good online as it does in person.
Create photo-worthy moments at your event, such as holiday lights displays, festive decor, or themed backdrops.
Encourage attendees to share their experiences by creating a custom event hashtag.
Post behind-the-scenes content leading up to the event to build excitement.
6. Extend Your Reach With Strategic Partnerships
Team up with other local attractions, businesses, or tourism organizations to make your event part of a larger staycation experience.
Partner with restaurants to offer dining discounts to your attendees.
Work with hotels or B&Bs to create stay-and-play packages.
Collaborate with your Destination Marketing Organization (DMO) to feature your event in their holiday promotions.
7. Offer Flexible Attendance Options
Staycationers value convenience. Offer options that make it easy for them to enjoy your event.
Provide flexible ticketing, such as timed entry or multiple dates.
Promote activities that can be enjoyed safely outdoors or with small groups.
Offer virtual components for those who want to participate from home.
Conclusion
Staycationers represent a valuable audience for heritage organizations during the holiday season. By tailoring your marketing efforts to highlight local appeal, family-friendly experiences, and the unique historical aspects of your event, you can attract nearby visitors eager to celebrate close to home.
Don’t underestimate the power of collaboration and community engagement—these are key to making your holiday events a cherished tradition for years to come.