(Let’s Talk About Why January is Still Empty)

That 30% off winter discount isn’t bringing in the couples you hoped for, is it? Let’s talk about why slashing prices isn’t the answer to your off-season blues – and what actually works.

The Discount Death Spiral

Here’s your current “strategy”:

  • Start with a 15% winter discount
  • Panic when no one books
  • Increase to 25% off
  • Still crickets
  • Finally hit 30% off in desperation
  • Watch your peak season value tank
  • Wonder why even your summer inquiries are asking for deals

Why Discounts Don’t Work

You’re not just cutting prices – you’re:

  • Training couples to wait for better deals
  • Devaluing your peak season rates
  • Looking desperate to planners
  • Attracting price shoppers
  • Killing your luxury positioning

The Real Problem With Your Off-Season

It’s not your prices that are the problem. It’s that you’re:

  • Offering the exact same experience as summer
  • Ignoring seasonal opportunities
  • Missing the cozy factor
  • Failing to create unique value
  • Competing solely on price

What Actually Works

Smart venues are creating seasonal experiences:

Winter Wonderland Packages

  • Custom lighting designs
  • Cozy lounge setups
  • Seasonal food stations
  • Fire pit experiences
  • Indoor-outdoor flow

Seasonal Celebrations

  • Holiday-themed mini weddings
  • New Year’s Eve packages
  • Valentine’s celebrations
  • Winter brunch weddings
  • Intimate evening events

Value-Added Services

  • Indoor ceremony lighting packages
  • Custom winter menus
  • Hot beverage stations
  • Cozy photo opportunities
  • Weather contingency plans

Creating Real Off-Season Demand

1. Build Unique Experiences

Don’t just discount – differentiate:

  • Design winter-specific floor plans
  • Create seasonal photo opportunities
  • Develop winter-only menu items
  • Install seasonal lighting designs
  • Build cozy moments

2. Market the Magic

Sell the experience, not the discount:

  • Showcase winter wedding photos
  • Feature real winter couples
  • Highlight unique offerings
  • Create FOMO-worthy content
  • Tell winter wedding stories

3. Partner Strategically

Build winter-specific partnerships:

  • Work with lighting designers
  • Partner with rental companies
  • Collaborate with photographers
  • Create planner incentives
  • Develop vendor packages

The Pricing Strategy That Actually Works

Package Building

Instead of discounts, offer:

  • All-inclusive winter packages
  • Unique seasonal additions
  • Value-added services
  • Experience upgrades
  • Exclusive winter features

Smart Pricing

Structure rates that:

  • Protect your peak season value
  • Create genuine opportunity
  • Reflect added value
  • Make financial sense
  • Drive actual bookings

Success Stories Your Competition Knows

Venues killing it in winter are:

  • Booking winter micro-weddings at premium rates
  • Creating Instagram-worthy winter setups
  • Hosting luxury holiday celebrations
  • Running winter wedding showcases
  • Building planner relationships year-round

The Investment That Pays Off

Stop discounting and start investing in:

  • Professional lighting systems
  • Indoor comfort upgrades
  • Weather protection
  • Seasonal decor packages
  • Winter-specific marketing

The Bottom Line

Your venue isn’t 30% less valuable in January. Stop discounting and start creating experiences worth booking.

Ready to turn your off-season into your new peak?

P.S. If you’re about to send another “winter special” email, pause and read this again.