As the northern hemisphere turn its attention to winter, many in the hospitality industry face a seasonal dip in revenue, particularly when it comes to outdoor spaces. However, winterizing an outdoor terrace can transform it into a cozy retreat that caters to guests’ needs throughout the colder months. One effective way to achieve this is by strategically utilizing parasols. In this blog, we explore how to best incorporate parasols into your outdoor terraces to maximize winter revenue.

The value of winterized outdoor spaces

Outdoor terraces can be an underused asset in winter, but if done right, they can attract guests seeking unique dining experiences. A well-designed winter terrace can create a new look for your establishment, boosting both reputation and profits.

Parasols as a versatile solution

Parasols are often underappreciated as winter weather solutions, traditionally seen as providing shelter from the sun. But they also offer shelter from rain and snow, as well as a layer of warmth when used with integrated heaters. Let’s look at how you can efficiently use parasols to enhance your outdoor terrace this winter.

Choose the right parasols

Investing in high-quality, durable parasols is essential for winter weather. Here’s what to consider:

• Material: Select parasols made from weather-resistant materials. Fabrics that are waterproof or resistant to fading will provide durability during winter months. Look for options with UV protection and a lengthy ‘no fade’ guarantee as a bonus.
• Size and shape: Opt for larger models or multiple parasols combined with rain gutters. These can cover more area and accommodate different seating arrangements, creating sheltered spots that still retain warmth below, keeping guests dry and comfortable.

• Wind resistance: Ensure that your parasols have sturdy bases and can withstand windy conditions. Heavy-duty or commercial-grade options are ideal, especially for outdoor settings exposed to the elements. Think about whether you might need extra base weights in very exposed locations.

Use parasols to create an inviting atmosphere

Parasols not only provide shelter but can also enhance the aesthetic of your outdoor terrace and create a welcoming atmosphere. Here are some creative ideas to consider:

• Change fabrics: Pack away any pale colour covers which may suffer from dirty rain through the winter. Fabrics can be changed to match the seasons, so why not shift to more practical, warm, inviting colours that align with a winter theme?
• Strategic placement: Arrange parasols to create private areas and intimate settings. Add drop down sides and gutters so visitors can feel snug and private while further sheltering them from wind and driving rain.
• Complement with heaters and lighting: Underneath the parasols, add heating to keep guests warm. This helps create comfortable spaces where guests can enjoy their meals or drinks without feeling the winter chill. Think about using integrated lighting to create a cozy, festive look.

Enhance comfort with accessories

While parasols can offer significant protection, additional comfort elements will ensure enhanced guest experiences.

• Blankets and covers: Offer cozy blankets or throws that guests can wrap around themselves while seated under parasols. This personal touch adds warmth and encourages customers to stay longer.
• Outdoor cushions: Provide cushions for seating that match the style of your parasols. This not only enhances comfort but also adds a layer of aesthetic appeal to the overall design. Why not look at heated seat cushions for the ultimate in guest comfort?

Consider seasonal menus to complement the atmosphere

This may seem obvious, but a winterized terrace should include a carefully curated seasonal menu. Here’s how to tie the experience under the parasols to your menu offerings:

• Hearty dishes: Develop a menu featuring hearty winter cuisine that guests can enjoy outdoors. Think warm soups, rich stews, and comfort foods that will pair well with outdoor ambience.
• Warm beverages: Nothing complements a wintery outdoor experience better than hot drinks! Include beverages like hot apple juice or cider, mulled wine, or specialty hot chocolates on your menu.
• Themed events: Consider hosting events that tie into your menu. A ‘Winter Warm-Up’ cocktail hour under the parasols or a monthly themed dinner can ramp up interest and create a buzz around your establishment.

Marketing your winter terrace

Once you’ve successfully winterized your outdoor terrace, effective promotion is crucial to attract guests. You could consider one or more of the following:

• Social media engagement: Share eye-catching photos of your terrace setup on social media platforms. Use hashtags such as #WinterTerrace and #OutdoorDining to increase visibility. Engaging content – including videos of guests enjoying their drinks in a warm and cozy outdoor atmosphere – can be particularly captivating.
• Collaborate with influencers: Invite local food and lifestyle influencers to experience your winter terrace. Their promotion of your venue through their social media channels can reach a broader audience, showcasing your unique offerings.
• Highlighting guest experiences: Encourage guests to share their experiences on social media while enjoying winterized dining. Consider creating a unique hashtag for your establishment to build a community around your offerings.