South Haven, Michigan
Dead, or open?
The Business Problem:
South Haven’s business tanks in the winter. People just aren’t traveling in the cold.
Holidays: The Thief of Joy
The holidays are supposed to be a break. They aren’t. They take even more planning than day-to-day life. Those plans in action? Even scarier. You’ll spend hours planning dinner, just for your in-laws to call you fat. Yes, you’re off work, but you’re not on a break. You’re firing on all cylinders for two straight months.
A Mental Beatdown
After the holidays, you aren’t staying at home because it’s cold. You’re staying inside because the thought of going to Target causes stress, and the thought of seeing your in-laws makes you want to vomit.
The Traveler’s Dilemma
There are two kinds of Midwesterners: those who literally move to Arizona for 4 months per year, and everyone else. That everyone else can handle the cold enough to travel there. Winter in South Haven is only similar to a Midwestern holiday gathering in weather. It’s laid back, and you won’t see anyone you don’t want to see.
The Insight:
Vacations aren’t supposed to be busy. They’re supposed to be a reset.
