a Fast Social Impact for Ace Hotel Palm Springs' Slowest Season
our apporach
Summer is the hardest season to market a hotel in Palm Springs. Temperatures regularly pass 110 degrees, many seasonal visitors leave the desert, and travelers who might book in spring start planning for fall. For a hotel social account, that usually means lower reach, fewer interactions, and a feed that coasts until the weather cools down. Ace Hotel & Swim Club was facing that same slowdown when Summerside took over the account, and waiting for the season to turn wasn't an option.
So we moved quickly. Within the first month, Summerside delivered more than 700 photos and videos created specifically for Ace Hotel & Swim Club. That included aerial drone footage of the property and the San Jacinto Mountains, plus a lifestyle shoot with 11 models that captured the hotel the way guests actually experience it. The content covered the Swim Club in full swing, the Amigo Room after dark, King's Highway diner, the Feel Good Spa, and the lobby design that makes Ace unlike any other hotel. With a library that deep from the start, we never had to recycle images from past seasons or wait for outside photographers, and we were publishing fresh, on-brand content almost immediately.
With the new assets ready, we built a calendar that gave people a reason to come in the heat. Weekly programming like Sound Waves pool parties, the Ace Mahjong Club, vinyl nights, and sunset sound baths each got dedicated content with dates, times, and a clear call to action. Weekend guides and monthly event roundups turned the feed into a trip-planning resource. Packages like After Hours, Week Daze, and Spa Month got their own campaigns with booking codes. Between shoots, we reposted guest and creator content so the feed stayed authentic and active. In the slowest weeks of the Palm Springs year, the account's own Instagram data shows how quickly that approach paid off:
Year over Year:the results:
Link clicks grew 944.7% year over year
to 8.3K. Every post now pointed to a clear next step, whether that was a room, a day pass, or a ticketed event.
New follows climbed more than 2,100% year over year
to 1.8K, as fresh, event-focused content gave locals and travelers a reason to keep watching the account.
Content views passed 1.1 million
across Instagram and Facebook, driven by the new photo and video library and a steady calendar of programming and package launches.
Shares on feed posts nearly doubled year over year
up 92.7%, as followers passed along weekend guides and event roundups to plan trips with friends.
Follows from feed posts rose 188% year over year,
showing the new content was reaching and converting audiences who hadn't found the hotel before.
Feed post reach increased 12.9% year over year
to more than 132K accounts, during the season when the fewest people are thinking about a desert getaway.
