No matter how fond memories of a family vacation to the beach may be, a recent Allstate poll on consumer spending shows that this summer, half of all Americans plan to cut back on travel due to rising fuel prices and the slumping economy. Instead, many are opting for a “stay-cation” that saves money, allows them more time with family and friends, and offers an occasion for families to explore all that their hometown and nearby locales have to offer.

Busy everyday lives often keep families from enjoying the events and attractions that take place in their own backyards. For many, the key to a successful “stay-cation” this summer will be finding something new, fun and interesting to do at hometown venues and attractions.

And for the sponsors of local summertime entertainment, this year represents an ideal opportunity to attract more people to local events and leisure-time destinations. The secret to building attendance and tapping into this larger pool of potential guests is making sure the promotional pitch speaks the language of the consumer.

So how can event organizers successfully promote their options to 'stay-cationers' this summer? Here are a few tips:

• Research what events are competing for the same media space:
  With good weather comes a bevy of seasonal events and festivals. As long as it’s not a recurring event, it’s wise to schedule summer fun for a date when there are fewer events competing for the attention of the same audience – and the same media space. If a large community event (especially one with a long and successful history) conflicts with another event’s dates and times, it would be advisable to explore rescheduling to an alternate weekend.
• Take the pulse of the community:
  It’s important for event organizers and leisure-time destination marketers to gauge their audience’s potential interest in an event by doing a little research. There are a few questions to ask. How much money are people willing to spend to attend events? Does the event or attraction’s appeal fit with community demographics? Will the event benefit the community in some way that local residents can appreciate? Finding out what makes the potential audience tick increases the odds for success.
• Pitch the event as if it embodies what summertime feels, smells, acts or tastes like:
  What does summertime mean? Marketers should help their audience make the connection between the event or activity and the embodiment of the term "summer fun." If the consumer can identify the event with what they believe symbolizes summer fun or vacation, strong attendance is likely to follow.
• Explore all media avenues:
  Promoting an event in the local paper is still important for success, but more and more people are getting their information online and through social media channels. Creating a Facebook Fan Page or a Twitter account – and updating it with new information daily – will help prospective visitors stay current with all news pertaining to the event.
  
  Local reporters are in these social media channels, too, so they shouldn’t be left out of the mix. Now more than ever, reporters are also being encouraged to engage in online circles such as Twitter, Linked-In, YouTube and Facebook – making it easier than ever to get information into their hands.
• Don’t be afraid to publicize regionally
  Why would you publicize an event in Louisville if it will take place in Cincinnati? The answer is that many “stay-cationers” are interested in quick day trips, including regional events they can drive to.
• Event organizers have nothing to lose by targeting regional audiences. Promote it and they may come!

By using even a few of these simple tips, event organizers and leisure-time destinations can help "stay-cationing" families enjoy summer in their own backyards.

Which event will be next to seize the opportunity to turn the summer blues into green? Maybe yours!