We’re officially in Tahoe’s high season. Take a deep breath, because from here till mid-August it will be nonstop. Time to streamline your message, prep your Plan B, and let ease do the selling.

We’re here. The Fourth is behind us. International travel may be down but domestic is still flourishing. And the next six weeks? They’re Tahoe’s sweet spot.

This isn’t the time to reinvent the wheel. It’s the time to be clear, easy to work with, and present in the moment. Visitors are here, money’s being spent, and the businesses that lead with simplicity and confidence are the ones that will stand out.

Here’s what you can focus on right now to keep momentum high—without burning out.

1. Simplify the Offer, Clarify the Message

People are making fast decisions. If your offer takes more than a few seconds to understand, you’ve lost them.

• Make your messaging visual and direct. More than 6 words is too complicated at a glance.
• Be crystal clear about what you offer, how to get it, and what it costs.
• Drop the clever wording. Now is the time for straight talk.

End every post, story, or in-person pitch with: “It’s easy to…”

2. Midweek is Your Pressure Valve

Weekend congestion is a given. Midweek is your opportunity.

Encourage:

• Monday–Thursday bookings
• “Stay an extra day” incentives
• Services or meals when things are calm and personal

And don’t forget: a midweek photo of an empty deck or quiet hike can do more than any promotion.

3. Post in Real Time

Let go of perfect.

Instead, post what’s happening right now:

• “No line right now, come grab lunch.”
• “It’s breezy and 70 on the patio—perfect for an iced latte.”
• “Morning traffic cleared up. We’re ready for walk-ins.”

People trust fresh. Real-time content builds confidence and feels alive.

Bonus: This is the time for content collection for next year.

4. Communicate Staff Hours & Wait Times

Be upfront about:

• When your kitchen or shop actually closes
• If you’re short-staffed
• What the average wait time is

Transparency is trust. People can handle reality—it’s the surprise that throws them off.

5. Have a Plan B and Talk About It

Tahoe weather turns fast. So do crowds. The best businesses pivot quickly—and make it look like part of the plan.

• Indoor dining backup? Say so.
• Overflow parking? Mark it.
• Tour sold out? Offer a self-guided version.

This weekend, my band Touch of Gold had to pivot from an outdoor performance into an indoor acoustic set when a hailstorm hit Donner Park. The result? A cozy, intimate moment people are still talking about. Pivoting can be a feature—not a flaw.

6. Support Your Neighbors Publicly

Cross-promotion isn’t just kind—it’s smart business.

• Mention a nearby artist or vendor.
• Highlight someone else’s event.
• Tag a local business in your stories.

Visitors want to know what else is nearby. Help them make the most of their trip—and keep them moving through town instead of out of it.

Summer’s sweet spot is short. But it’s powerful.

This isn’t the time to try something wild. This is the time to keep it clear, keep it easy, and keep it human.

These next six weeks are where the money is—but more importantly, they’re where the memories are made. Be part of someone’s story, and they’ll come back again and again.

You don’t need to scramble. You just need to be ready. The businesses that communicate clearly, adapt quickly, and stay rooted in service will finish this season strong.

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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