It’s peak summer in Tahoe, and for local business owners, it can feel like you’re being slowly eaten alive—kind of like a sandwich. A really, really big sandwich, with extra avocado, that somehow keeps sliding out the sides. We all love summer here, right? Right? 😁😅
So, grab a (real) hot mess hero, take a deep breath, and let's explore the 5 stages of high season, as told by your ever-so-relatable lunchtime bread stack.
The Sandwich: You’re prepped. Your signage looks so shiny it practically gleams. Staff are smiling, the new summer hires haven’t quit (yet). You’ve got fresh content, fresh ideas, and… wait for it… fresh bread. Oh, the optimism!
The Business Translation: Ah, early summer. When your content calendar was pristine, your replies were instant, and you genuinely believed you’d get eight hours of sleep a night. You remembered to check your voicemail! Gold star, you magnificent unicorn. This is when "What do you want to say? And who do you want to say it to?" 1 felt like a manageable philosophical question, not a desperate plea to the universe. Your social media posts are curated masterpieces, every photo perfectly lit, every caption a poetic ode to your business. You might even be head of schedule.
After the 4th
The Sandwich: Orders are stacking up like Jenga towers. You’re still smiling, but your eyes are now screaming, 'I need coffee and a 4-day nap, preferably on a secluded beach with no cell service.' The scheduler? Ha! You’re just winging it, baby!
The Business Translation: The tourists have arrived! All of them! Your lovely, planned posts are now spontaneous bursts of "WE'RE OPEN!" or a photo of a slightly wilted flower you found on the counter. You’re still delivering quality, but let’s be honest—no one’s reading the captions anymore. It’s all vibes, survival, and a prayer. This is where we learn the true meaning of "concise and impactful." Sometimes, a blurry photo of your incredibly busy line is the most impactful post.
The August grind
The Sandwich: You had a plan. Somewhere. Probably under that mountain of receipts. But now you’re out of tomatoes, out of napkins, and definitely out of original ideas. That big content piece you were so proud of? Yeah, that’s still in your Drafts folder, mocking you.
The Business Translation: Welcome to the mid-July/early August fog. You’re running on fumes, caffeine, and the sheer will to keep the doors open. Staff are looking at you with the same glazed expression you're seeing in the mirror. Just post the team selfie. Or a picture of a particularly nice cloud( I have actually done this). Anything. Your biggest content strategy now is "Don't let the Instagram account go completely dark." This is where authentic, relatable language truly shines. Forget the fancy stuff. A simple "We're tired, but we're here!" message resonates more than anything perfectly polished right now. And hey, maybe that "accidental" selfie of you looking frazzled will be your highest-performing post.
Last week of August
The Sandwich: It’s GO time. No time to breathe, let alone post. One customer, bless their heart, wanted to "talk to the manager," but joke’s on them—you ARE the manager, the chef, the dishwasher, and possibly the emotional support animal for your team.
The Business Translation: This is the peak of the peak. You are no longer a human; you are a service machine. All those spring ab workouts are in use to keep your head level as your legs collapse. Next spring, don’t skip leg day.
Those are words for September. You’re too deep in it to reflect—just keep serving, smiling (or at least twitching your lips in that general direction), and making sure no one walks out with a stray pickle. If anything gets posted, it's pure reflex. Probably a quick Instagram story of a busy scene with no caption, just a single, desperate emoji. It's okay to prioritize operations. Your customers will understand. Just remember that even a quick, pre-scheduled "We appreciate you!" can go a long way when you finally emerge from the other side.
(aka: August 28th and Labor Day starts Friday)
The Sandwich: The crumbs are all that’s left. You made it. Your brain is just the paper the sandwich came wrapped in. Plus a few crumbs. But hey—great reviews, happy customers, and a phone full of accidental marketing content you didn't even realize you were collecting! Who knew a photo of your stressed-out elbow could go viral?
The Business Translation: Ah, the sweet, sweet sound of less traffic. The first deep breath you’ve taken since June. Time to peel yourself off the floor and remember what your deck looks like. You survived! And look, your camera roll is a treasure trove of candid moments. Customer photos, your team's bewildered expressions, that time a duck wandered into your shop... this is gold for your fall content!
Now's the time to rest, regroup, and finally look at all that authentic content you accidentally created. This is your prime time to plan for the "reflective, community-oriented tone" that accompanies the slower, off-peak months. Don't waste those crumbs – they're delicious content!
We've all been there, folks. That wild, wonderful, slightly-manic Tahoe summer. Give yourselves a massive pat on the back (or a full-body hug, you earned it). Peak season is a marathon, not a sprint, and it's okay if your marketing isn't always picture-perfect. Resilience, humor, and a good bread stack are key.
Now that the dust (and crumbs) have settled, it's time to recharge, review the accidental marketing gems you collected, and start thinking about how to connect with that 'crowd-averse September visitor’. Time to take inventory of the store room and see what’s left.
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
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Trina Gold
Master Creator
