Saugatuck Douglas
Saugatuck, Michigan, is a celebrated Great Lakes destination known for its beaches, culture, and welcoming community. While summer tourism thrived, the destination’s digital experience struggled to promote the region’s year-round appeal.
Current partnered with the Saugatuck Douglas Area Convention & Visitors Bureau to transform its website into a flexible platform that supports seasonal storytelling, improves visitor engagement, and drives off-season growth.
Rebuilding content architecture around seasonality
The existing website relied on rigid templates that limited how experiences could be presented beyond peak summer months. We introduced flexible content structures and seasonal landing pages designed to highlight activities across all four seasons.
This new architecture enables continuous promotion of festivals, outdoor adventures, and local experiences year-round.
Enhancing travel with location-aware experiences
We developed the “I’m in Saugatuck” mobile feature, delivering real-time recommendations tailored to visitors already in the destination. Local events, weather updates, and nearby attractions appear contextually, creating a more spontaneous and connected travel experience. The website now supports visitors both before arrival and during their stay.
Unlocking measurable year-round engagement
The new platform increased overall content engagement by 160%, with users spending more time exploring seasonal experiences and previously under-promoted attractions. By shifting focus beyond summer tourism, the CVB captured new opportunities for off-season visitation and local economic growth.
