Grand View Lodge

Written By Nicole Fernandes

Client: Grand View Lodge, Nisswa, Minnesota
Industry: Hospitality, Travel & Leisure
Services: Organic social media strategy, content creation, campaign development​

Grand View Lodge is one of the Midwest’s most iconic destination resorts, known for over 100 years of hospitality, legacy, and authentic Minnesota adventure. The team wanted its organic social media to better reflect that story—elevating the brand, modernizing visuals, and driving engagement to support year‑round bookings across lodging, spa, golf, and dining.​

The Challenge

  • Strong name recognition, but an outdated and inconsistent social presence.

  • Multiple entities (lodging, spa, golf, dining) needing cohesive yet distinct storytelling.

  • Need to balance aspirational lifestyle content with tactical messaging that supports occupancy and package bookings.​

The Approach

I led a multi-phase content strategy focused on authenticity, seasonal storytelling, and visual cohesion.​

Key moves included:

  • Developing a content framework built around four pillars: Experience, Wellness, Dining, and Legacy.​

  • Publishing 2+ posts per week, calibrated to audience engagement patterns.

  • Building custom content calendars that integrated resort events, spa offers, and dining spotlights.

  • Using AI-assisted tools for caption development and hashtag analysis to streamline ideation and maintain a consistent brand voice.​

  • Launching seasonal mini-campaigns such as “They Hunt, We Gather,” a women’s wellness weekend that generated above-average reach and press interest.​

  • Collaborating directly with on-property marketing and F&B teams to align visuals, messaging, and timing across channels.​

Results

Within six months, the refreshed strategy led to measurable performance gains:​

  • +64% increase in engagement rate across social

  • +40% combined follower growth on Instagram and Facebook

  • 30% lift in conversions from the newly launched AI-enabled website

  • Significant increase in off-season engagement, especially for spa and dining content

  • Stronger cross-promotion of resort experiences and group/seasonal packages​

This work created a scalable content model that Grand View Lodge can use to sustain growth across seasons and business units.​

Nicole Fernandes