A Venue’s Guide to Turning Date Gaps into Revenue

Weddings may be booked months or even years in advance – but every wedding venue knows the pain of last-minute cancellations or awkward date gaps in the calendar. That random Thursday in July, the one Saturday no one’s grabbed? It’s not a lost cause.

With the right tools, messaging and urgency, you can turn that empty date daps into revenue. Here’s how.

Step 1: Identify Your “Gap Dates”

Before you can promote them, you need to spot them. These might include:

• Midweek or off-peak days (Tuesdays, Wednesdays)
• Last-minute cancellations
• Holiday weekends that are slow to book
• Odd weekends around major events
• Non-traditional dates like New Year’s Eve, Monday bank holidays, or even Valentine’s Day if it lands midweek

Create a list and keep it visible to your sales and marketing team. These are the dates to fill – fast.

Step 2: Create a Targeted “Date Filler” Offer

A generic discount won’t cut it, especially if you want to protect your brand value. Instead, craft a package that:

• Offers clear value (e.g. 10% off, free drinks reception, extra accommodation)
• Feels exclusive or time-sensitive (e.g. only 3 dates available)
• Is tailored to that specific date or month (e.g. “August Love Deal”)

Example:

“Tie the Knot in 30 Days” Package
Book one of our remaining summer 2025 dates and receive:

• Complimentary overnight stay in the honeymoon suite
• Sparkling toast for all guests
• 15% off your venue hire

Only available on selected dates. First come, first served.

Step 3: Promote with Urgency (Everywhere)

This isn’t your standard marketing push, you’re promoting something time-sensitive. Use urgency and clarity across all your marketing and social media channels:

Where to push it:

• Email Campaigns:
  Subject line ideas: “Just Released: One July Saturday Now Available” or “Urgent: Dream Date Just Opened Up (Will Go Fast)
• Instagram & TikTok:
  Use countdown stickers, Stories with booking links, or quickfire Reels. Behind-the-scenes or “talking head” clips work well here.
• Website Updates:
  Add a banner to your homepage, a “Special Offers” page, or even a pop-up – especially if the user has browsed your pricing or FAQs.
• FBFW Profile:
  Use the “Offers” and “Last-Minute Dates” section to stay current here on your profile. Many couples are actively searching for exactly this.

• Remarketing Ads:
  Use Meta and Google Ads to target users who visited your pricing or gallery pages but didn’t enquire – perfect for pushing a limited-time deal.

Step 4: Script the Perfect Sales Conversation

When an enquiry comes in, timing and tone are everything. You want to sound helpful, not pushy, and focused on value, not desperation.

Suggested Script:

“One of our most-loved wedding dates has just become available, and we’ve put together an exclusive offer to make it even more special. It’s perfect for couples who don’t want to wait to say ‘I do’ — and it could be the ideal match for your day. I’d love to tell you more while it’s still available, because dates like this don’t hang around for long”

Then follow up with a visually branded PDF or a link to the “Offer” on your website.

Step 5: Partner Up to Sweeten the Deal

Couples love added value – especially when it feels elevated and personal. Bring in your supplier network to create a bundle that feels premium but doesn’t cost the earth.

• A free bouquet or upgrade from your florist
• A “mini cake tasting box” delivered after booking
• Discounted live music or DJ for the reception
• A styled engagement shoot at your venue

This adds perceived value without hitting your bottom line and helps your suppliers gain exposure too.

Step 6: Track What Works (And Repeat It)

Don’t let all your work go to waste. Review your efforts so you can improve future campaigns.

• Enquiry sources (email, Insta, remarketing, FBFW, etc.)
• Conversion rates for each “gap filler” offer
• Feedback from booked couples (why they chose the date)
• Time from enquiry to booking

Use this data to improve your next “date gaps” push.

Bonus Tip: Make It Sound Like a Dream, Not a Discount

Avoid phrases like “last-minute” or “filler.” Instead, frame it positively:

• “A newly released date”
• “Exclusive summer offer”
• “Private access to one of our most-loved wedding dates”

Position the deal as an opportunity, not a compromise. This keeps your brand elevated and avoids undercutting the value of your standard wedding experience.

An empty date isn’t a problem; it’s a potential payday for your venue. With smart strategy, a little urgency, and creative messaging, you can fill your calendar and boost your revenue… even at short notice.

Want help promoting your last-minute dates?
At For Better For Worse, we offer custom B2B marketing solutions designed for venues just like yours. Get in touch and we’ll help you turn your date gaps into booking wins.