How Great Lakes Communities Can Attract Retail Beyond the Tourist Season

Many Great Lakes communities experience dramatic shifts in visitor traffic between peak tourism months and the off-season. While summer festivals, lake recreation, ski resorts, or fall color tourism may generate strong economic activity for part of the year, sustaining local businesses year-round requires a more intentional strategy. 

This webinar, hosted by the Great Lakes Economic Development Council, explores how economic development organizations can use retail, dining, entertainment, and placemaking to create destinations that remain active in every season. Rather than relying solely on tourism, attendees will learn practical strategies to strengthen local economies by attracting experience-driven businesses, extending visitor stays, supporting existing merchants, and creating reasons for residents and visitors to return throughout the year. 

Actionable Takeaways for Great Lakes Communities 

Economic development professionals left the session with practical ideas they can begin implementing immediately: 

• Evaluate whether your community offers reasons to visit every season.  

• Identify experiential businesses that complement your existing retail mix.  

• Use market data to recruit businesses that match consumer demand.  

• Invest in downtown programming that creates year-round activity.  

• Position food, entertainment, and local experiences as economic development assets.  

• Build long-term relationships with retailers, developers, and commercial real estate professionals.  

• Prepare sites and marketing materials before recruitment opportunities arise.  

For Great Lakes communities, the message was clear: communities that create memorable experiences in every season are better positioned to attract investment, support local businesses, grow sales tax revenue, and build resilient local economies.