Volusia shops find ways to keep business during quiet months

NEW SMYRNA BEACH, Fla. — When the summer crowds fade and spring break is still months away, New Smyrna Beach quiets down. Locals call it the “shoulder season,” a time when the sand is still warm, but business cools off.

For many local shops and restaurants, these months — from late October through January — can be the toughest of the year.

For Jennifer Marano, executive director of Hub on Canal & Janes Art Center, it’s a challenge she knows well.

“So what we do is we start hosting these events at night and we host our fundraisers at this time so we can keep that steady string of income coming in. We also reduce our hours,” said Marano. “We also do special exhibitions…” 

She says every day requires creativity, not just on canvas, but in business.

“We have to depend on new marketing tactics to get people in the door and these other events and special nights,” she said.

Business owners say collaboration is what’s keeping New Smyrna Beach alive during the off-season.

“We really want everyone to come out and support local. These local businesses pay taxes, they employ our residents and everything so we really want to help them in their time of need,” said Debbie Meihls, president and CEO of the New Smyrna Beach Visitors Bureau.

Meihls says the bureau markets using the area’s 3% bed tax to keep the town active.

“We’ve done a really good job making sure we’ve had events or something going on throughout the year to kind of keep everyone engaged and also asking the locals to come out and support their local businesses,” Meihls said.

Marano says the season may be quieter, but it’s also filled with inspiration.

“It’s a challenge but we’ll do it,” she said.