October in Tahoe is a flex. Not the kind you brag about—but the kind that keeps you in business.
It’s the season between seasons. The weeks where we wait and watch. Where winter hasn’t quite arrived, but summer is already long gone. The air is crisp, the traffic slows (except on weekends), and businesses across town are shifting gears, running light, and quietly asking:
What do we do now?
There’s no clear answer this year. The snow hasn’t come yet. The economy is unstable. Visitor behavior feels harder than ever to predict. But that doesn’t mean we freeze. Winter will come, it always does. We just had our first dusting, and that marks the moment we can officially start talking about winter.
This is OctoberFlex in action, adjusting our strategies in real time, staying light on our feet, and preparing with hope instead of fear.
If you’ve been in Tahoe-Truckee long enough, you know this moment well. It’s quieter. A little more reflective. The rush of summer is gone, and with it the sense of immediacy. Winter isn’t quite here. And fall… well, fall is doing its usual dance—sometimes golden and brisk, other times smoky or stormy or just plain unpredictable. Nothing is fixed in Fall.
It can feel like limbo. But I see it as something else.
This is the season of preparation. Of reset. Getting clear on what kind of business you want to be before winter tests every part of your operation.
It’s the pause in the music before the next song starts. Embrace the quiet, reflect on the song before and get ready to switch rhythm for what comes next.
One important thing to remember: just because things are quiet now doesn’t mean they will stay that way. Much of the winter economy is already in motion.
The train has left the station. Even if it hasn’t arrived yet, it’s on its way.
That’s not a guarantee of a record-breaking season. But it is a reminder that momentum is building, whether we see it or not. There are visitors coming. Some will bring their families. Some will come to work remotely and ski on Fridays. Some will arrive with high expectations and some with quiet hope for a restful week in the mountains.
And in a spare year, your business depends on your business being seen and heard.
Our job, as business owners and marketers, is to get ready to meet them.
So, how do we navigate a season when everything feels a little up in the air? When we’re not sure where to put our money, our energy, or our attention?
Here are five things I recommend to local businesses during this time:
Even if you’re not sure what kind of season it will be, one thing is certain: you’ll be busier in December than you are now. Use this time to prep the assets you’ll wish you had when things speed up.
Write your December email newsletters.
This is when future-you will thank you.
If your homepage still says “Summer Vibes” or your Instagram bio is highlighting paddleboard rentals, now’s the time to shift. Update your visuals, your copy, and your calls-to-action so they align with colder weather and winter mindsets. We have had our first dusting, no matter how light. It’s time.
People want to know what you offer now, not what you offered three months ago. This is a great moment for short video showing bikes being swapped for skis, or paddleboards replaced by powder. Don’t forget the Sale tags!!!
The shoulder season is a great time to rebuild local loyalty. Locals notice when the crowds leave, and your doors are still open. A low-key promotion, heartfelt thank-you, or in-store experience designed just for them can go a long way. So many of us long-time locals do the majority of our local shopping this time of year. Time for new footbeds (boot fitters are available), a holiday wardrobe update, or a dinner with friends you missed over the summer.
Sometimes, the best marketing strategy is just showing up for your neighbors.
If you’re feeling unsure about how to price or promote during this uncertain time, create something small and valuable. A mini-package. A single-session service. A weekday-only discount. Something that says, “We’re still here, we’ve got what you need, and we’re keeping things flexible.”
Low-commitment offers can drive traffic and test ideas without requiring a huge investment up front.
Optimism isn’t about pretending everything is fine. It’s about choosing to believe that your preparation, your relationships, and your experience will matter when the season begins in full. With everyone tightening their belts, think small and intentional—offer something useful, with a little extra value built in.
You don’t need to fake confidence. But you can build it—day by day, piece by piece—by doing the work now that will make you proud later.
It’s not always the flashiest plan, the boldest pivot, or the biggest investment that defines a season. It’s the strategy that held. The presence that stayed consistent. The quiet preparation that paid off. The message that met the moment. When the dust settles—and it always does—it’s the businesses that stayed grounded, thoughtful, and ready that rise to the surface.
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
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Trina Gold
Master Creator
