With a reliably busy summer season and then a slowdown, Ocean Casino Resort manufactured their own "second peak season" centered around the end of year holidays. Rebecca Thiry will walk through how Ocean City Resort transformed the holidays into a marquee demand driver — with a fully themed floor, Santa encounters, pop up bars, and bespoke products that captured media attention and social buzz—and turns that into a repeatable playbook for other properties.

• Map your shoulder season opportunity and define a clear holiday concept that fits your brand, not just generic décor

• Design an immersive experience stack—from themed floors and "meet Santa" touchpoints to pop up bars, entertainment, and movie nights—that's built for social sharing

• Layer in themed F&B, retail, and bespoke products (like ocean inspired holiday sweaters) to boost per guest spend and give visitors a reason to return each year

• Build your own "new peak season" playbook, including timelines, partners, promotion channels, and success metrics you can take back to your team