Beyond the Algorithm: The art of off-season advertising

September in Aspen is the secret season locals know and love. The weather around this time of year is perfect — not too hot, not too cold — just right. It’s quieter after summer’s intense social scene, and the promise of fall descends like a soft, golden cloak as the leaf peepers gather to witness the famous fall foliage. The summer buzz is quieting to a hum, kids are back in school, and we’re settling into the steady rhythm of routine. As locals, we’ve grown to know (and love) September, but how should your business be greeting September? 

Off-season isn’t what it used to be. While the Autumn months of September, October, and November still move at a gentler pace, our traditional off-seasons are busier than ever thanks to the pandemic population boom. There was a time when Aspen would truly quiet down, but you can still stroll into almost any restaurant without a wait at least a few weeks a year! There are fewer tourists, yes, but more full-time residents, more events, and more year-round demand than Aspen has seen in decades. I’ve been calling this new pace “on-season-light.” 

 The old approach, hitting pause until the snow flies, doesn’t cut it anymore. Unless your business closes its doors entirely during these months, you can’t afford to treat Fall as downtime. The bills don’t take a vacation: landlords still collect rent, Holy Cross still sends the power bill, and your employees still need to be paid. 

That means your marketing has to adjust to this new reality. The challenge now is how to keep revenue flowing when foot traffic slows, and how to do it while spending as little as possible. 

This is where the loyalty loop comes in, a concept coined by McKinsey & Company. They describe today’s customer journey not as a straight line but as a circle: purchase, experience, advocacy, repeat. The businesses that thrive are those that nurture that loop, engaging customers after the sale so they return again and again. 

In Aspen, season-light is where that loop really matters. It’s always about loyalty with the locals — the people who live, work, and raise families here. Talk to them. Listen to them. Show up authentically. Locals are the heartbeat of Aspen, and their loyalty can carry you through quieter months and beyond. 

In slower seasons, the most effective strategies often come from spending less but making every dollar count. That could mean testing a new digital ad platform, experimenting with grassroots campaigns, or finding innovative ways to repurpose content you already have. The winners aren’t the businesses that spend the most, they’re the ones who think creatively and are strategic with their marketing efforts. 

While the slopes aren’t open yet, the screens are most definitely on. September means NFL season, and football is one of the most-watched programs in America, including right here in the valley. Plus with the explosion of digital platforms for live sports, suddenly small businesses have tremendous opportunities for strategic digital advertising. 

Advertising during live sports is no longer about casting a wide net and hoping you find your target audience; it’s about precision. Digital targeting lets you reach the right fans, in the right place, at the right time. Done well, it’s one of the smartest plays in the book. 

It’s not just tactics; it’s an art. Learning what to say, when to say it, and how to say it. 

That’s why creativity matters. 

Make use of your quieter days to refine the bottom of the funnel and handle the tasks that get pushed aside during the busy seasons. Write those blogs you’ve been putting off. Fresh, relevant content not only boosts your SEO but also demonstrates to Google and your customers that your business is active and engaged year-round. Prioritize articles that answer the exact questions people are asking when they’re ready to buy. Every article serves as fuel for SEO and another way to ensure customers find you when they’re searching. 

Take a hard look at your Google Business profile. This profile is often the first impression of your business, yet it’s often overlooked. Are your hours correct? Are your photos current? Does your description actually reflect what you offer today, not what you wrote two years ago? Update it with seasonal offerings, highlight any specials, and showcase your involvement in the Aspen community. 

When people see accurate, timely, and relevant information, it builds trust before they even walk through your door (or click ‘add to cart’). Speaking of trust … ask your happy customers for Google reviews! In a place like Aspen, where reputation and word-of-mouth carry enormous weight, those reviews matter more than you might think. The off-season is the perfect window to focus on this work. 

These might sound like small details, but in a competitive market like Aspen, they’re the foundation of staying visible and credible. Relationships are the currency here, and the more authentically you present yourself online, the more it reinforces the trust you’ve built offline. When you’re not stretched thin managing the chaos of peak seasons, you can sharpen your tools for the rush ahead. 

Aspen is too small and too connected for smoke and mirrors. Be genuine and authentic. If you’ve been consistent, then the housekeeping work only amplifies that trust. Sure, it’s smart to be thorough and check the boxes that matter to search engines and algorithms, but what it really does is amplify your message and show your community that you are who you say you are and do what you say you’ll do. Whether it’s peak snow season, summer rush, or the softer shoulder months, locals notice — year after year. 

Foster those relationships. Show up for your community — who are also your customers — in this on-season-light, and show up for your business. At WDR Aspen, I tell my team all the time: keep up and you’ll be kept up. 

At the end of the day, you’re not just running a business in Aspen. You’re writing part of Aspen’s story. And that is something to be proud of. 

Bryan Welker lives and breathes business and marketing in the Roaring Fork Valley and beyond. He is President, Co-founder, and CRO of WDR Aspen, a boutique marketing agency that develops tailored marketing solutions. Have any marketing questions? Reach out to bryan@wdraspen.com.