Local events in your area can be very large room generators and some hotel managers and sales directors don't realize as to how many local events they have in the area that can bring in rooms. To increase your hotel occupancy with local events, you must first find out when the events are, and to find out who is coordinating the event.
Talk with your local CVB. Local CVB's usually have a large list of events and the contact persons name that is hosting the event. Once you build a list of your local events place them on a calendar. Once you get these all placed on the calendar so you know what dates they are being held, then you will want to check your hotels availability for those dates, and then look up past history for those dates. If those dates were not sell out dates, then for what ever event is being placed that day, you can call on them and offer a special rate.
Some Local events want their vendors to help sponsor the event in order to get the business. That is fine, but make sure its going to be feasible for you to do something like that. Every time you pay for marketing or any kind of event advertising you want to track the ROI to make sure your getting your bang for your buck!
Blog About Your Area Local Events
Now once you get done calling directors of events, and paying for your advertising if there was any costs, you want to make sure that you are visible on the internet. People that come from out of town to these events usually do a hotel search for hotels near the event center. So make sure you put your location and how far you are from the event center along with searchable key words. Blogging for events can be time consuming, but from past experience it does help to make sure you get your piece of the pie. In my opinion blogging about events on your hotels website is a must and will bring you room nights. Its never let me down with my properties in the past.
Use Social Media To Talk About Local Events
Don't forget that this day and age people are social more then ever before especially due to the popular social media sites such as Facebook, Twitter, You Tube, and Pinterest. Make sure you share your blog on these channels and post perodically about those events so they will be planted out on the internet and help you when people are doing social searches or even searching on search engines. This will plant seeds out there on the web stating that your hotel is part of the event and will come up when people search for these local events.
These steps will help you increase your hotels occupancy with these events even if you never got rooms from them before.