Finding opportunity on the calendar: the nation’s first Home School Spring Break

In 2016, the dates for spring breaks and Memorial Day created a potential loss for Santa Rosa County, Florida. Looking ahead to this, we saw that the traditionally low spring shoulder season, normally six to seven weeks long, would be nine weeks.

With our experience in the growing home-school demographic, we created the nation’s first Home School Spring Break event with a month of activities and special offers.

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During the campaign period, new visits to the website grew by 13% with overall site visits growing just over 100%. Bed tax collections in a month that should have been down over the previous year went up by 21%.