Borrow One of These 9 Festivities to Pull Guests out of Their Winter Funk

No one wants the holidays to end – especially your guests. Learn how to celebrate all winter long from the place that does it best.

The first months of the new year can be dreary.

Guests are coming down off a seasonal high of shopping and overindulging, and everywhere they turn, ads blast messages about sticking to resolutions and “getting back on track” – whatever that means.

Florida, however, never seems to get the memo.

Cities like Miami, Palm Beach and Orlando make the start of the year feel like an extension of the holidays as opposed to the ending of them. From Gaylord Palms’ ICE! exhibit to the Calle Ocho Music Festival, the fun never stops in the Sunshine State. Merriment that started as early as November continues while businesses take advantage of the beautiful weather and festive spirit.

Nearby hotels and restaurants benefit from these local winter events, either by offering promotions to ticket-holders or by directly hosting events. Some even become official partners or sponsors, exposing their brand to a slew of attendees.

Below are nine examples of how Florida extends the joy of the holiday season well into the New Year.

January

1. Miami Beach celebrates its flavorful past with Art Deco Weekend. Every January, a variety of mini shopping events and antique shows display the unique history and architecture of the Art Deco Historic District of Miami Beach. The Miami Design Preservation League does a great job of marketing this event and joining forces with neighboring hotels and restaurants so the culturally enriching vibes are widespread.
2. Gaylord Palms in Kissimmee has a holiday tradition known as ICE! It’s an exhibit that has been blowing guests’ minds for years. Elaborate art formed from actual ice creates a winter wonderland that captivates adults and kids alike. Guests are given a coat to borrow as they walk through the interactive ice sculptures. Every year has a different theme, and even though it only lasts into the early days of January, the exhibit gives visitors a post-holiday boost and encourages them to check out the hotel afterwards.
3. In South Beach, the hottest ticket in town is their namesake jazz festival. Early January brings about the best of the best from the jazz music scene while also featuring local talent and even students from nearby high schools and colleges. The South Beach Jazz Festival puts on concerts at a variety of venues and times over the long January weekend, and their mission of disability awareness establishes an inclusive and positive energy. Many local businesses clamor to sponsor this popular festival.

February

1. Presidents’ Day weekend offers a unique perspective on art and reality with Art Wynwood. Although Wynwood is a powerful cultural district in its own right, this premier winter art fair takes place on Biscayne Bay. Artists showcase contemporary and modern creations for demanding audiences: The atmosphere is an international smorgasbord of collectors and galleries featuring art from Italy, Canada, Spain, the United Kingdom and beyond.
2. Crossing paths with Art Wynwood is the Miami International Boat Show, which will also be held on Biscayne Bay right by Art Wynwood’s Art Miami expo site. Proudly labeling itself the “World’s Largest Boat & Yacht Show,” this elaborate production attracts locals and tourists from all over. The event’s website conveniently links potential attendees to hotel partners, offering no booking fees and special rates if guests book through accommodation provider onPeak.
3. Late February brings about the famous South Beach Wine & Food Festival. Celebrity chefs and stars from Food Network, TikTok, and other media outlets around the world gather and show off their skills for throngs of hungry guests. Events take place around Miami and feature cuisine that ranges from the basic burger to dining delicacies. The festival’s net proceeds are donated to Chaplin School of Hospitality & Tourism Management.

March

1. Speaking of wine… Downtown Orlando offers guests a fun drinking experience with Lake Eola’s Wine Wars. Located in the park’s Farmers Market area, ticket holders take part in wine-themed games and have a blast as they taste and compare. Guests can even form teams with family and friends, bring in their favorite bottle of wine, and enter for the chance to win prizes if their wine is selected as the favorite amongst attendees. A portion of the Wine Wars ticket proceeds go to charity.
2. If Floridians want to take a trip back in time, they can by purchasing tickets to the Gilded Age Style Tea Service at Flagler Museum in Palm Beach. This afternoon high tea makes guests feel like they’re social elites from the late 1800s as they dine onsite at the museum honoring one of the men who started it all in South Florida. The atmosphere of railway cars and a landmark mansion previously owned by Henry Flagler, the guy who “literally invented modern Florida,” adds to the historical ambiance.
3. Calle Ocho Music Festival, now part of a larger cultural platform known as Carnaval Miami, is the largest Latin music festival in the nation and one of the largest Hispanic festivals in the world. This lively musical celebration is put on by the Kiwanis club and infuses the community of Little Havana with “musical stages, international food, sampling sites, folkloric dances,” and much more. Local food vendors get to take part in this busy celebration, and proceeds support the community’s sports leagues, summer camps, and schools.

From this list, it’s easy to see that businesses can keep up the celebrating (and spending) by highlighting local events.

If hotels and restaurants can tap into their area’s festivities – or better yet, host some of their own – they can attract guests who want to keep partying past the New Year. Highlighting or hosting these local events create new partnerships with complimentary businesses and can help immensely with marketing.

The best part? It will make January, February and March about more than getting ready to pay taxes.