Don’t shoulder tourism

The snow has hit the peaks of the mountains, the cranes are flying south for the winter and many of the out-of-state tourists are starting to make their way home. As fall begins, so does an important portion of the tourism year — “shoulder” season.

Shoulder season is essentially the very beginning of the busy summer season, and the very end of it. This is a time when local Alaskans can take advantage of many opportunities they may have missed during the summer, when other activities dominate the calendars. For business owners, this is also an opportunity to market to in-state visitors who are looking for value.

Fishing is a prime example of how the shoulder season works. The salmon season — while dismal this year — is essentially over, but there remain great opportunities, both for business owners and for visitors. Trophy rainbow trout dominate the streams at this point in the year, giving local guides an opportunity to extend their season and continue bookings through the winter.

Lodging is another segment that can benefit from the shoulder season. At this point in the year, many lodging properties have gone to off-peak rates, giving Alaskans a chance to visit that quaint B&B where they’ve always wanted to stay, at a reduced rate.

Marketing the shoulder season is important because it provides a boost to many tourism operators going into the winter season, when a majority of businesses see their slowest months. In the past few years, we’ve seen the shoulder season start sooner and end later, thanks to increased visitation during the early part of the summer and the fall. This widening of the season is important because it keeps tourism dollars coming into our communities, it keeps seasonal employees on the job longer (increasing payroll, taxes and more) and it increases the Mat-Su Borough’s bed tax revenue.

For the consumer, there may not be a better time to get out and enjoy Alaska. Less traffic congestion, fewer RVs and tour buses on the road and value-added getaways make a perfect recipe for a weekend of fun. If you missed out on visiting Talkeetna this summer and zipping on the newest attraction, the fall is the time to do it. If you haven’t trekked on Matanuska Glacier, even though you’ve always wanted to, now is the time to make a weekend of it.

The tourism season doesn’t end when the snow hits the mountains and a nip is in the air. It only means a page has turned on the busiest part of the season and a new chapter has begun. Make this fall the autumn you get out and explore your own backyard.

Casey Ressler (casey@alaskavisit.com) is the marketing and communications manager at the Mat-Su Convention and Visitors Bureau.