Super Bowl, Mardi Gras & More: STR Strategies for High-Demand Events

In this episode of STR Data Lab, Jamie Lane, Chief Economist at AirDNA, sits down with Brandy Canaley, COO of Roami and co-host of the GMH podcast. They explore the unique challenges and strategies of operating short-term rentals during major events like the Super Bowl, Mardi Gras, and large-scale concerts.

Brandy shares firsthand insights on vacation rental marketing, guest experience management, and dynamic pricing for vacation rentals in high-demand markets such as South Florida and New Orleans. With a portfolio of 800+ urban units, Roami has perfected the art of balancing pricing, operations, and guest expectations in event-driven markets.

What You’ll Learn in This Episode

How major events affect STR markets and what hosts need to prepare for
Vacation rental marketing tactics to stand out during peak demand
Guest experience management for smooth operations and positive reviews
Dynamic pricing strategies to maximize revenue and occupancy
Navigating regulations, cleaning logistics, and last-minute bookings

Episode Highlights

Preparing for High-Demand Events: Lessons from the Super Bowl & Mardi Gras

Brandy opens up about the level of advance planning required to successfully operate during major events. Unlike regular weekends, event-driven bookings require meticulous scheduling to accommodate back-to-back stays, tight turnaround times, and last-minute reservations.

Key operational adjustments include:

Ensuring all units are cleaned and ready on time, with no flexibility for late checkouts
Coordinating with contracted housekeeping and maintenance teams to prevent staffing shortages
Streamlining check-in and check-out processes to handle the influx of guests efficiently
Managing guest expectations regarding early check-ins and late departures

Brandy recalls past events where staffing miscalculations led to logistical nightmares. Learning from these experiences, Roami now ensures no staff vacations are approved during high-demand weekends.

Vacation Rental Marketing: Maximizing Visibility During Major Events

Competing for bookings during peak events requires targeted vacation rental marketing strategies that highlight location, amenities, and event proximity.

Brandy emphasizes that location-based marketing is a key driver of bookings. Listings are optimized with event-specific titles, such as:

5-Min Walk to the Superdome – Perfect for Super Bowl Weekend
Luxury Penthouse Near Miami Beach – Walk to Ultra Music Festival

In addition to refining listing titles, high-quality visuals and amenity-focused descriptions play a crucial role in attracting travelers. Properties featuring balconies, pools, and walkable access to event venues are promoted more aggressively in Roami’s marketing campaigns.

Hosts looking to enhance their vacation rental marketing should:

Update listings 3-6 months in advance with event-specific keywords
Optimize descriptions with phrases like "Ideal for Super Bowl travelers"
Feature walkability maps showcasing proximity to key event locations
Use social media and email campaigns to target past guests and event-goers

Hosts can increase visibility, occupancy, and revenue by positioning properties as prime accommodations for event attendees.

Guest Experience Management: Delivering 5-Star Stays Under Pressure

High-demand events bring high expectations from guests. Brandy shares how Roami’s guest experience management strategy focuses on efficiency, personalization, and proactive communication to ensure smooth operations.

Key tactics include:

Automated Communication – Guests receive reminders about check-in times, house rules, and available upgrades before arrival.
On-Site Staff & Support – Dedicated team members are stationed at properties to handle guest requests quickly.
Themed Welcome Amenities – Custom-branded event-themed gifts, such as Super Bowl drink cups or New Orleans Mardi Gras souvenirs, create a memorable first impression.
Flexible Problem-Solving – With peak events leading to potential last-minute changes, Roami maintains extra housekeeping and maintenance staff on call to handle unexpected issues.

Brandy explains that setting clear guest expectations upfront is crucial. Unlike regular weekends where late checkouts might be accommodated, event weekends require strict departure times to allow for fast turnarounds.

Guests are notified 24 hours in advance that late checkouts won’t be available, preventing misunderstandings and last-minute frustrations.

Dynamic Pricing for Vacation Rentals: Optimizing Revenue During Peak Demand

Pricing strategy plays a pivotal role in event-driven markets. Dynamic pricing for vacation rentals requires a delicate balance between maximizing nightly rates and ensuring full occupancy.

Brandy highlights the common mistake of setting rates too high too early, leading to unbooked inventory. Instead, Roami employs gradual price adjustments based on demand pacing, adjusting rates every few hours as the event nears.

Key pricing strategies include:

Early pricing adjustments (6-12 months out) – Setting competitive rates to secure initial bookings
Mid-term rate optimization (3-6 months out) – Monitoring competitor pricing and adjusting accordingly
Final price drops (1-2 weeks before event) – Filling remaining vacancies strategically without undervaluing units

Roami ensures it captures maximum revenue while avoiding last-minute vacancies by using AirDNA’s market data and real-time pricing analytics.

Handling Post-Event Turnovers & Guest Departures

After major events, properties require more intensive cleaning due to:

Pre-party gatherings in units before guests head to main events
Late-night returns, often leading to higher mess levels than usual stays
More frequent maintenance requests, as appliances and amenities experience heavier use

Brandy recommends hosts plan for extended turnover times, assigning dedicated housekeepers to strip linens and start dishwashers immediately.

For smaller hosts, she suggests:

Stocking extra linens to allow for quick bedding swaps
Running appliance checks before the event to prevent unexpected breakdowns
Adding a small post-event gift, such as local coffee or recovery snacks, to leave guests with a positive final impression

Hosts can minimize operational stress while maintaining high review scores by anticipating guest needs before, during, and after high-demand events.

Actionable Takeaways for Hosts

Optimize listings early with event-specific keywords, high-quality photos, and location highlights.
Use dynamic pricing tools to maximize revenue while ensuring steady occupancy.
Communicate guest expectations upfront, especially around check-in, check-out, and early arrival policies.
Prepare for post-event turnovers by stocking extra linens, scheduling deep cleans, and maintaining on-call staff.
Enhance guest experiences with small amenities, themed gifts, and proactive communication.

Conclusion: Turning High-Demand Events into Profitable STR Opportunities

Major events like the Super Bowl, Mardi Gras, and music festivals present huge opportunities for short-term rental operators. With the right approach to vacation rental marketing, guest experience management, and dynamic pricing for vacation rentals, hosts can maximize revenue while ensuring top-tier guest satisfaction.

Brandy’s expertise from Roami demonstrates how strategic planning, efficient operations, and pricing intelligence can turn event-driven stays into highly profitable opportunities.

For hosts looking to stay ahead in competitive markets, leveraging data, automation, and exceptional guest experiences will be the key to long-term success.

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