Swimply
Comprehensive Strategy & Research Report
May 2026
Built by MH-1
AI Marketing Operations Engine
Multi-agent orchestration system coordinating specialist AI agents, live platform APIs, and human expertise. Weeks of analyst work, delivered in hours with full data provenance.
How MH-1 Built This Report
4 execution phases, each building on validated outputs from the last.
Discovery & Data Extraction (2 parallel agents)
MH-1 agents connected to Swimply's live platforms and extracted data at scale.
- CRM Discovery
- Data Quality Audit
- Market Intelligence
Analysis & Pattern Recognition (4 parallel agents)
Specialist agents ran parallel analyses across competitive, financial, and performance dimensions.
- Competitive Analysis
- Performance Audit
- P&L Validation
Strategy & Content Generation (2 parallel agents)
Analysis outputs were synthesized into actionable strategy and ready-to-deploy recommendations.
- Media Planning
- Positioning Strategy
- Creative Brief
Quality Assurance & Synthesis (2 parallel agents)
Every deliverable cross-validated before consolidation into this final report.
- Schema Validation
- Evidence Ledger
- Report Synthesis
Intelligence at scale, grounded in real data
Every recommendation traces to a verified data source. No guesswork — only platform-connected, schema-validated intelligence.
Owner:
Mike Sheldon (Head of Growth/Lifecycle)
Date: 2026-05-05
Coverage: May 5 - Sep 1, 2026 (17 weeks)
Channels: Push (workhorse, zero design cost), Email (where design allows)
Foundation: Austin Local Market POC (Q1 2026, Snowflake-verified)
How This Works
Every campaign is built around a named local event. Not "send 5 pushes/week" -- "SXSW is in 14 days, here's a pool recovery angle for Austin guests." The Austin POC proved this: event-week bookings outperform baseline by 2-3x when campaigns match local cultural moments.
For each event below:
- T-43
- Brief + design kickoff (full multi-wave email possible)
- T-21
- Copy finalized, HTML in build, host prep campaign starts
- T-14
- Guest awareness pushes begin
- T-7
- Urgency ramp: push frequency increases, email sends
- T-2
- Last-call push blitz
- T+1
- Recovery/momentum push ("one more pool day before you head home")
- Inside T-43
- Push-dominant only. No time for full email design cycle. 5-6 pushes, 1-2 templated emails max.
Push is the workhorse. Zero design cost, instant to produce, 5-6/week is greenlit. Email where design resources allow.
The Summer: 50+ Events Across 10 Markets
How to read each event block
Event Name
(Dates)
What it is. Pool angle. Campaign approach.
Brief by: date | Design by: date | Send window: dates
Guest push: copy direction | Host push: copy direction
Email: yes/no + angle (if design allows)
1. LOS ANGELES
LA is Swimply's #1 market (9,150 bookings, 342 pools, $2.1M GMV). Pool season is already live. LA has nonstop summer events and a built-in pool culture that makes every event a pool campaign.
WeHo Pride Weekend (Jun 5-7)
One of the biggest Pride celebrations on the West Coast. OUTLOUD Music Festival at West Hollywood Park. Three days of parties, parades, and crowds baking in the sun. Pool angle: After-party recovery. "The best after-party has a pool." Group bookings for Pride crews. Private space away from crowds.
- Guest push (T-14 to T+1): "Pride weekend in WeHo. Book your crew's private pool." / "The after-party has a pool this year." / "Still celebrating? One more pool day."
- Host push (T-21): "Pride weekend = demand spike in West LA. Open all slots Jun 5-8."
- Email: Yes, 1 event spotlight email (T-7). Pride-themed hero, curated pool grid for West LA.
LA Pride Parade (Jun 14)
The official LA Pride Parade runs down Hollywood Boulevard. 56th annual. Massive attendance. Pool angle: Same as WeHo but extends the Pride window. Two Pride weekends = two campaign beats.
- Guest push: "Two Pride weekends, two pool days. Book for Jun 14." / "Parade day cooldown. Private pool near Hollywood."
- Host push: "Back-to-back Pride weekends. Keep your calendar open through Jun 15."
- Email: Can reuse WeHo Pride email template with updated date/location.
Concerts in Warner Park Series (Jun 14 - Aug 23)
Free summer concert series every weekend in Woodland Hills. Family-friendly, outdoor, hot. Pool angle: "Concert night + pool day" combo. Weekend recurring content.
- Guest push (recurring Fri): "Concert tonight, pool tomorrow? Weekend sorted in {city}."
- Email: No dedicated email. Mention in weekly digest if built.
US Open of Surfing (Jul 25 - Aug 2)
Massive beach sports festival in Huntington Beach. Hundreds of thousands attend. Hot, crowded, beach-adjacent. Pool angle: "Skip the crowds, book a private pool." Beach crowd overflow. Group bookings for surf crews visiting from out of town.
- Guest push: "US Open of Surfing week. The beach is packed. Your private pool isn't." / "Surf by day, pool by night."
- Host push (T-14): "Surf festival brings 500K+ to Huntington. Open all slots Jul 25 - Aug 2."
- Email: Yes, if design allows. Event spotlight with South Bay / OC pool grid.
HARD Summer Music Festival (Aug 1-2)
Major electronic music festival. Two days, massive crowds, extreme heat. Pool angle: Recovery day. After-party. Pool parties as pre-game.
- Guest push: "HARD Summer recovery plan: private pool, your crew, no lines." / "Pre-game the festival at a private pool."
- Host push: "Music festival weekend. Demand peaks for pools near the venue."
- Email: Combine with US Open of Surfing in a "LA's Biggest Week" email if both overlap.
Nisei Week Japanese Festival (Aug 15-23)
Week-long cultural festival in Little Tokyo. Family-friendly, cultural, food. Pool angle: Lighter touch. Family/cultural angle. "Cool off after the festival."
- Guest push: "Festival week in Little Tokyo. Cool off after. Pools near DTLA."
- Email: No.
626 Night Market (Aug 14-16)
Massive night market in Arcadia. Asian street food, 100K+ attendance. Pool angle: "Day pool, night market." Daytime demand driver for SGV.
- Guest push: "Day pool + night market. Your perfect LA weekend." / "SGV pools open for 626 Night Market weekend."
- Email: No.
2. PORTLAND
Portland is #2 by bookings (5,598, 88 pools, $1.3M GMV) despite limited supply. Northern market -- summer starts Memorial Day week. Portlanders go HARD on summer events because the season is short.
Portland Pride (Jun, date TBC)
One of the West Coast's largest Pride celebrations. Waterfront location. Pool angle: Same Pride playbook as LA. After-party, group bookings, private space.
- Guest push: "Pride weekend in Portland. Book a private pool for your crew."
- Host push: "Pride = demand spike. Open all weekend slots."
- Email: Yes, 1 event spotlight (T-7).
Juneteenth Annual Festival & Parade (Jun 20)
54th annual. Community celebration, vendors, performances at Lillis Albina Park. Pool angle: "Celebrate, then cool off." Family-friendly.
- Guest push: "Juneteenth weekend, Portland. Parade, celebration, then your private pool."
- Email: No.
Good in the Hood (Jun 27-28)
Beloved multicultural festival at Lillis Albina Park. Free. Family-centric. Pool angle: Families. "After the festival, the fun keeps going at a private pool."
- Guest push: "Good in the Hood weekend. Cool off after at a private pool near you."
- Email: No.
Waterfront Blues Festival (Jul 2-4)
Three days of blues music on the downtown waterfront. Huge attendance. Coincides with July 4. Pool angle: Double whammy: music festival + holiday weekend. "Blues, fireworks, pool."
- Guest push: "Waterfront Blues + July 4th. Book your Portland pool weekend." / "The best July 4th party is a private pool."
- Host push: "Biggest weekend of summer. Open all slots Jul 2-6. Waterfront Blues + July 4."
- Email: Yes, holiday pool guide (T-7). Combine blues + July 4 in one email.
Mississippi Ave. Street Fair (Jul 11)
Live music, local vendors, family-friendly. One of Portland's biggest single-day street fairs. Pool angle: "Street fair by day, pool by afternoon."
- Guest push: "Mississippi Ave Street Fair Saturday. Pool after? Slots open near you."
- Email: No.
Cathedral Park Jazz Festival (late Jul)
Longest-running free jazz festival west of the Mississippi. Under the St. Johns Bridge. Pool angle: "Jazz + pool day. Your perfect Portland weekend."
- Guest push: "Jazz under the bridge, pool in the sun. Portland summer."
- Email: No.
Oregon Brewers Festival (late Jul)
80+ breweries on the waterfront. One of the biggest beer festivals in the US. Pool angle: Recovery. "Brews yesterday, pool today." Group bookings.
- Guest push: "Oregon Brewers Fest this weekend. Recovery plan: private pool." / "80 breweries + 1 pool. Your weekend."
- Host push: "Brewers Festival brings thousands to Portland. Open all slots."
- Email: No.
PDX Adult Soapbox Derby (Aug, Mt. Tabor Park)
Iconic Portland weirdness. Crowds on a hot August day watching homemade cars crash. Pool angle: "The most Portland day ever: soapbox derby, then pool."
- Guest push: "Soapbox Derby + pool day. Peak Portland summer."
- Email: No.
3. AUSTIN
The POC market (3,105 bookings, 117 pools, $668K GMV). Austin's event calendar is the densest in TX. 7.1x seasonality swing from March to June. May already at 490 bookings/month.
Central Texas Juneteenth Parade & Celebration (Jun 19)
Annual parade with floats, live entertainment, celebration at Rosewood Park. One of Austin's biggest community events -- parades and celebrations across the city, massive turnout. Major cultural moment in Austin. Pool angle: "The best way to cool off after the parade." Family bookings. Group celebrations. Summer solstice heat.
- Guest push (T-14): "Juneteenth in Austin. Parade, celebration, then your private pool." (T-7): "Juneteenth weekend. Pools near Rosewood are booking up." (T-2): "Tomorrow is the parade. Book your cool-off spot." (T+1): "Still celebrating? One more pool day."
- Host push (T-21): "Juneteenth weekend brings big demand. Open all slots Jun 18-20." / "Last year hosts near Rosewood earned $X during Juneteenth week."
- Email: Yes, event spotlight (T-7). Curated pool grid for East Austin. Family-friendly filter.
Blues on the Green (Jun 9-10)
Free family-friendly concert series at Zilker Park. Iconic Austin summer tradition. Pool angle: "Concert night, pool day." Families. Zilker Park crowd.
- Guest push: "Blues on the Green this week. Book a pool near Zilker for the full Austin day." / "Concert + pool = perfect Austin weekend."
- Host push: "Zilker events drive demand for South Austin pools. Open your calendar."
- Email: No.
Hot Summer Nights (Jul 16-18)
Free three-day music and arts festival in the Red River Cultural District. Live music, art, downtown Austin. Pool angle: "Live music by night, pool by day." Downtown crowd, hot July.
- Guest push: "Hot Summer Nights this weekend. Cool off at a pool before the show." / "Red River by night, private pool by day."
- Email: No.
H-E-B Austin Symphony July 4th Concert & Fireworks (Jul 4)
THE Austin July 4th event. Symphony concert + massive fireworks over Lady Bird Lake. Star Spangled Fest Jul 3-4 at Auditorium Shores. Pool angle: Peak booking week. Austin 2025 baseline: 201 bookings, $55K GMV in July 4 week. "Pool + fireworks." Group bookings. Family cookouts.
- Guest push (T-14): "July 4th in Austin. Book your crew's private pool for fireworks weekend." (T-7): "Star Spangled Fest + fireworks + your private pool." (T-2): "Last slots for July 4th weekend in Austin. Jump in." (T+1): "Holiday weekend isn't over. One more pool day."
- Host push (T-21): "July 4th = biggest booking week of the year. Austin hosts earned $55K last July 4 week. Open every slot." (T-7): "Fireworks weekend. Make sure instant book is ON and respond under 4 hours."
- Email: Yes, holiday pool guide (T-7). "Your July 4th Pool Guide: Austin." Curated listing grid, family + party segments.
Austin PRIDE Festival & Parade (Aug)
Austin's official Pride celebration. Colorful parade on Congress Avenue. Multi-day. Pool angle: Same Pride playbook. After-party recovery, group bookings, private celebration space.
- Guest push: "Austin Pride weekend. Book your crew's private pool." / "The best after-party has a pool."
- Host push: "Pride weekend = demand spike. Open all slots."
- Email: Yes, event spotlight (T-7).
4. HOUSTON
Houston is #4 (2,192 bookings, 94 pools, $460K GMV). Heat makes pools essential May-Sep. And this summer: FIFA World Cup matches at NRG Stadium.
FIFA World Cup -- Houston Matches
The World Cup is the single biggest event happening in any Swimply market this summer. Houston hosts at least 3 matches:
- Jun 23
- Portugal vs Uzbekistan (1pm ET)
- Jun 29
- Round of 32 match (1pm ET)
- Jul 4
- Round of 16 match (1pm ET) -- coincides with July 4th
Hundreds of thousands of visitors. Hotels sold out. Watch parties everywhere. Extreme June/July heat.
- Guest push (Jun 9, T-14): "World Cup is coming to Houston. Book a pool for your watch party." (Jun 16, T-7): "Portugal plays in Houston next week. Private pool + big screen = best watch party." (Jun 22, match eve): "Match day tomorrow. A few pool slots left near NRG." (Jun 28): "Round of 32 in Houston Sunday. Book your crew's pool." (Jul 3): "World Cup + July 4th in Houston. The ultimate pool weekend."
- Host push (Jun 2, T-21): "World Cup brings 500K+ visitors to Houston Jun-Jul. This is the biggest demand event in Swimply history. Open every slot." (Jun 16): "Portugal match week. Hosts near NRG: expect high demand. Make sure instant book is ON."
- Email: YES -- this deserves dedicated email creative. (T-14): "World Cup Pool Guide: Houston." Curated pools near NRG, group-friendly, big-screen-friendly listings. (Jul 3): "World Cup + July 4: Houston's biggest weekend." Combined holiday + match email.
Houston Pride Festival & Parade (early Jun)
Shifted earlier in 2026 because of World Cup scheduling. 700K+ attendees. One of the largest in the South. Pool angle: After-party, group bookings. Hot June weather.
- Guest push: "Pride weekend, Houston. Your crew + a private pool. Book now."
- Host push: "Pride draws 700K+. Open all weekend slots."
- Email: Yes, event spotlight (T-7) if design allows.
Juneteenth (Jun 19)
Houston's Juneteenth celebrations are among the most significant in the country. Miller Outdoor Theatre. Pool angle: Family celebration. "Celebrate, then cool off." Between Pride and World Cup -- campaign fatigue risk, keep it to 1-2 pushes.
- Guest push: "Juneteenth in Houston. Parade, music, then your private pool."
- Email: No (save design resources for World Cup).
Freedom Over Texas (Jul 4)
Houston's official July 4th celebration at Eleanor Tinsley Park on Buffalo Bayou. Fireworks, live music, food. Pool angle: Already combined with World Cup Round of 16 match (see above). Double event.
- Guest push: "World Cup + fireworks + pool. Houston's biggest day."
- Email: Combined with World Cup email (see above).
5. LAS VEGAS
Vegas is #5 (2,106 bookings, 135 pools, $467K GMV). Pool culture IS the culture May-Sep. Vegas pool parties at casinos are $100-500+. Swimply's angle: private pools at a fraction of the price.
Vegas Pool Party Season (May - Sep)
Unlike other markets, Vegas doesn't have distinct events that drive pool demand -- the entire summer IS the event. Encore Beach Club, Marquee Dayclub, Wet Republic charge $50-200+ cover. Swimply is the affordable private alternative. Pool angle: The whole positioning is: "Skip the dayclub line. Book a private pool." Price comparison is the killer content.
- Guest push (rotating weekly): "Dayclub: $150. Private pool in Vegas: ${price_range}/hr. You decide." / "No cover, no line, no velvet rope. Just your private Vegas pool." / "Skip Encore Beach Club. Book your own."
- Host push: "Summer is here. Vegas guests are searching. Open all slots."
- Email: Yes, 1 seasonal hero email (T-7 from Memorial Day). "Your Vegas Pool Season Guide." Price comparison angle.
EDC Week Tail (mid-May, if any stragglers)
Electric Daisy Carnival aftermath. Festival recovery demand. Brief by: Already past. | Send window: May 5-12 (if any push budget)
- Guest push: "EDC recovery. Private pool. No DJ. Just quiet."
- Email: No.
OMNIA Dayclub Grand Opening (Summer 2026)
New mega-dayclub opening. Will drive pool culture awareness and pricing up at casinos -- making Swimply's private pools even more attractive. Brief by: When date confirmed | Send window: Opening week
- Guest push: "New dayclub, same $200 cover. Or: your private pool for ${price_range}."
- Email: No.
July 4th Weekend
Vegas July 4th is massive. Fireworks on the Strip. Every pool booked. Brief by: May 22 | Design by: Jun 6 | Send window: Jun 20 - Jul 5
- Guest push: "July 4th in Vegas. Strip pools are sold out. Private pools aren't."
- Host push: "July 4th weekend. Biggest demand of the year. Price accordingly."
- Email: Yes, holiday pool guide.
6. SAN ANTONIO
San Antonio is #6 (2,063 bookings, 83 pools, $457K GMV). River Walk culture + extreme heat = pool demand. Smaller event calendar than Austin but loyal local audience.
Juneteenth (Jun 19)
Parades, festivals, and reenactment of the Emancipation Proclamation reading. Significant community event. Brief by: May 9 | Design by: N/A (push only) | Send window: Jun 12 - Jun 20
- Guest push: "Juneteenth in San Antonio. Celebrate, then cool off at a private pool."
- Email: No.
Fiesta Noche del Rio (May - mid-Aug, every Fri & Sat)
Flamenco and mariachi performances at Arneson Theatre on the River Walk. Recurring all summer. Pool angle: "River Walk by night, pool by day." Recurring weekly content.
- Guest push (recurring Fri): "Fiesta Noche tonight on the River Walk. Pool day tomorrow? Book now."
- Email: No.
Summer Art & Jazz Festival (early Jun)
Three-day music + food + art celebration at Crockett Park. World-class musicians. Brief by: May 5 (TODAY) | Design by: N/A (push only) | Send window: 1 week before - day after
- Guest push: "Jazz Fest this weekend in SA. Cool off at a private pool between sets."
- Email: No.
Balcones Heights Jazz Festival (Jul, free)
Free summer concert series. Internationally acclaimed artists. Northwestern SA. Brief by: Jun 12 | Design by: N/A (push only) | Send window: 1 week before - event
- Guest push: "Free jazz this weekend. Pool day to match? Slots open near you."
- Email: No.
July 4th
- Guest push: "July 4th weekend, San Antonio. Book your crew's private pool."
- Host push: "Biggest weekend of summer. Open all slots."
- Email: Yes, holiday pool guide (shared template across TX markets).
San Antonio Chicken Wing Festival (Jul 25)
Yes, this is real. Food, competition, heat. Pool angle: Light/fun. "Wings + pool day. Summer in SA."
- Guest push: "Chicken Wing Fest Saturday. Pool first? Slots open in SA."
- Email: No.
7. MIAMI
Miami is estimated #7 by supply (~400 active listings) with year-round pool weather. And this summer: FIFA World Cup at Hard Rock Stadium.
FIFA World Cup -- Miami Matches
Miami hosts at least 4 matches including a quarterfinal:
- Jun 21
- Belgium vs Iran (3pm ET) + Uruguay vs Cape Verde (6pm ET) -- DOUBLE HEADER
- Jun 27
- Colombia vs Portugal (7:30pm ET)
- Jul 3
- Round of 32 match (6pm ET)
International visitors. Extreme June heat. Watch party culture. Pool angle: Same massive Houston playbook but even bigger -- Miami's pool culture is already strong. "Watch party at a private pool" is a native Miami concept.
- Guest push: Same cadence as Houston. "World Cup in Miami. Private pool watch party." / "Double header Saturday. Book a pool with a screen." / "Colombia vs Portugal. Your pool, your crew, no bar wait."
- Host push: "World Cup brings global demand to Miami. Open every slot Jun 14 - Jul 5."
- Email: YES, dedicated World Cup email creative (can share template with Houston). Pool grid near Hard Rock Stadium.
July 4th Fireworks (Lummus Park / Miami Beach)
Major fireworks display. Beach crowd. Hot. Pool angle: Combined with World Cup Round of 32 on Jul 3. See above.
Miami Spa Months (Jul - Aug)
City-wide wellness/spa event. 30+ participating spas. Reduced prices. Pool angle: "Spa month + pool day." Wellness angle. Private relaxation.
- Guest push: "Miami Spa Month. Your wellness day: spa, then a private pool."
- Email: No.
Miami Spice (Aug - Sep)
Prix-fixe restaurant month. Top-tier restaurants. Tourism driver. Pool angle: "Pool day + dinner reservations. Your Miami weekend."
- Guest push: "Miami Spice is here. Pool by day, dinner by night."
- Email: No.
8. TORONTO
Toronto is #8 (1,723 bookings, 49 pools, $445K GMV, $258 avg booking -- highest per-booking outside Atlanta). Northern market, short summer. And: FIFA World Cup at BMO Field.
FIFA World Cup -- Toronto Matches
- Jun 17
- Ghana vs Panama (7pm ET)
- Jun 23
- Panama vs Croatia (7pm ET)
- Jul 2
- Round of 32 match (7pm ET)
- Guest push: "World Cup comes to Toronto. Book a pool for your watch party." / "Only 49 private pools in Toronto. World Cup week = book now or miss out."
- Host push: "World Cup visitors need pools. This is Toronto's biggest demand event ever. Open every slot Jun 14 - Jul 5."
- Email: YES, dedicated World Cup email (share template with Houston/Miami).
Toronto Jazz Festival (Jun 19-28)
10 days of world-class jazz. Free outdoor stages. Kicks off Toronto's summer. Pool angle: "Jazz by night, pool by day." Summer launch messaging.
- Guest push: "Jazz Fest + summer heat. Toronto's pool season is here."
- Email: No.
Pride Toronto (Jun, main parade Jun 28)
One of the world's largest LGBTQ+ festivals. Parade down Yonge Street. 1M+ spectators. Pool angle: Same Pride playbook. After-party, group bookings, private celebration.
- Guest push: "Pride weekend, Toronto. Book your crew's private pool." / "The best Pride after-party has a pool."
- Host push: "Pride brings 1M+ to Toronto. Open all slots Jun 27-29."
- Email: Yes, event spotlight (T-7).
Canada Day (Jul 1)
National holiday. Fireworks, parades, celebrations. Coincides with World Cup Round of 32 (Jul 2). Pool angle: Long weekend + World Cup match = double demand. "Canada Day pool party."
- Guest push: "Canada Day + World Cup week. Book your Toronto pool weekend."
- Email: Yes, holiday pool guide.
Toronto Caribbean Carnival / Caribana (late Jul - early Aug)
59th year. Grand Parade on Lakeshore Blvd. One of North America's largest Caribbean festivals. Pool angle: "The after-party has a pool." Massive crowds, hot August days, group bookings.
- Guest push: "Caribana weekend. Your private pool after-party awaits." / "Grand Parade Saturday. Pool Sunday. Book both."
- Host push: "Caribana = biggest summer weekend. Open all slots."
- Email: Yes, event spotlight (T-7).
Taste of the Danforth (Aug)
Beloved Greek street festival. Hundreds of vendors. Family-friendly. Pool angle: "Festival by night, pool by day." Family angle.
- Guest push: "Taste of the Danforth this weekend. Pool day to start? Slots open."
- Email: No.
Canadian National Exhibition / CNE (Aug - Sep)
Canada's largest community event. Runs weeks. Massive attendance at Exhibition Place. Pool angle: "CNE by day, pool after." Recurring summer content for late Aug.
- Guest push: "CNE weekend. Cool off after at a private pool near you."
- Email: No.
9. DALLAS
Dallas is #9 (1,549 bookings, 62 pools, $264K GMV). Extreme summer heat. And: FIFA World Cup at AT&T Stadium (Arlington).
FIFA World Cup -- Dallas/Arlington Matches
Dallas hosts 9 total matches (most of any US city), including marquee group stage:
- Jun 17
- England vs Croatia (4pm ET)
- Jun 22
- Argentina vs Austria (1pm ET)
- Jul 3
- Round of 32 match (2pm ET)
England and Argentina are MASSIVE global draws. Arlington will be packed. Pool angle: Same World Cup playbook, but Dallas has the biggest matches. "Argentina fans in DFW? Book a pool." International visitor demand.
- Guest push: "England plays in Dallas Jun 17. Watch party at a private pool." / "Argentina in Arlington Jun 22. Your crew, your pool, the match." / "World Cup + July 4. DFW's biggest summer ever."
- Host push: "Dallas hosts 9 World Cup matches. More than any other US city. Open every slot Jun 14 - Jul 5. This is unprecedented demand."
- Email: YES, dedicated World Cup email. Pool grid near AT&T Stadium. Argentina/England angle for international visitors.
Addison Kaboom Town (Jul 3-4)
Top-rated Independence Day fireworks. 30-minute display, air show, live music. Pool angle: "Fireworks + pool." Coincides with World Cup Round of 32.
- Guest push: "Kaboom Town fireworks + World Cup Round of 32. DFW's biggest weekend."
- Email: Combined with World Cup July email.
Trinity River Festival (Jul 4 week)
Free event along Trinity River. Kids' zones, tube rides, live music, fireworks. Pool angle: Family angle. "River festival, then pool."
- Guest push: "Trinity River Festival + pool day. Your DFW July 4th."
- Email: No (covered in holiday pool guide).
10. ATLANTA
Atlanta is #10 (1,065 bookings, 37 pools, $419K GMV). Highest avg booking value at $394 -- luxury market. Limited supply means premium positioning and urgency are real.
Virginia Highland Summerfest (Jun 5-7)
Live music, art, food, 5K run, games. Beloved neighborhood festival. Pool angle: "Festival + pool day." Family-friendly.
- Guest push: "Summerfest in Virginia Highland this weekend. Pool after? Book now."
- Email: No.
Juneteenth Atlanta Parade & Music Festival (Jun 19-21)
Free two-day event with music performances on six stages. Major cultural event. Pool angle: "Celebrate, then cool off." Family angle. Big attendance.
- Guest push: "Juneteenth Festival this weekend. Six stages of music, then your private pool." / "Celebrate Juneteenth. Cool off at a pool near you."
- Host push: "Juneteenth = big demand weekend. Open all slots Jun 19-22."
- Email: Yes, event spotlight (T-7). Only 37 pools in Atlanta -- urgency is real.
Peachtree Road Race (Jul 4)
57th running. THE Atlanta July 4th event. World's largest 10K. 60,000 runners. Massive spectator crowds. Pool angle: PERFECT. "You just ran 6 miles in July heat. You've earned a pool." Post-race recovery is the most natural pool sell in any market.
- Guest push (T-14): "Running the Peachtree? Book your recovery pool now." (T-7): "Peachtree Road Race + July 4th. Your pool day is earned." (T-2): "Race tomorrow. Pool after? Only 37 private pools in Atlanta. Book now." (T+1): "You ran the Peachtree. You earned this. Jump in."
- Host push: "Peachtree Road Race = 60,000 runners who need a pool. This is Atlanta's biggest demand day. Open every slot."
- Email: YES, this is a marquee email. "You Ran the Peachtree. You Earned a Pool." Post-race recovery angle. Atlanta's only email that justifies dedicated design. Curated luxury-friendly grid (avg $394 bookings).
Atlanta African Dance & Drum Festival (Jul 17-19)
Annual festival with music/dance workshops, craft market, concert, food. Pool angle: Cultural weekend. "Festival by day, pool after."
- Guest push: "Dance & Drum Festival this weekend. Cool off at a private pool."
- Email: No.
Piedmont Park Summer Arts Festival (Aug)
Two days in Piedmont Park. Southeast's largest arts & crafts festival. Family-friendly. Pool angle: "Art fair + pool day." Hot August, outdoor event.
- Guest push: "Piedmont Arts Festival this weekend. Pool day after? Slots open."
- Email: No.
Grant Park Summer Shade Festival (late Aug)
Free two-day festival in historic Grant Park. Music, art, food, 5K. Pool angle: End-of-summer. "One of the last weekends of pool season."
- Guest push: "Grant Park Shade Festival + pool. Summer's almost over. Get one more in."
- Email: No.
Cross-Market Events
These happen in ALL 10 markets simultaneously and get shared campaign treatment.
Memorial Day Weekend (May 24-26)
Status: Inside T-43. Push-dominant. We can't do full email design cycles for this.
- Guest push (May 12): "Memorial Day weekend in 2 weeks. Book your pool now." (May 19): "Memorial Day slots filling up in {city}." (May 23): "Last call for Memorial Day pools." (May 26): "Holiday's not over. Pool day Monday."
- Host push (May 12): "Memorial Day = summer launch. Open all weekend + Monday slots."
- Email: 1 templated email (May 19, T-7). Shared design, swap {city}. "Your Memorial Day Pool Guide: {city}."
July 4th Weekend (Jul 3-5)
The single biggest booking week of summer across all markets. Austin 2025: 201 bookings, $55K GMV in this week alone. Brief by: May 22 | Design by: Jun 6 | Send window: Jun 20 - Jul 5
- Full T-21 to T+1 cadence in every market.
- Email: Yes, holiday pool guide per market (shared template, swap city + local event pairing).
- In World Cup cities (Houston, Dallas, Miami, Toronto): combined World Cup + July 4 messaging.
Labor Day Weekend (Aug 30 - Sep 1)
End of summer. Last-chance messaging. Brief by: Jul 18 | Design by: Aug 1 | Send window: Aug 18 - Sep 1
- Guest push: "Last pool weekend of the summer. Don't miss it, {first_name}." / "Labor Day in {city}. One more pool day."
- Host push: "Labor Day = last big weekend. Open all slots. Go out strong."
- Email: Yes, "Last Splash of Summer" per market (shared template).
Master Briefing Calendar
Everything above, compressed into a single "when to brief what" timeline for Mike.
THIS WEEK (May 5-11) -- BRIEF NOW
| Market | Event | Brief Due | Design Due | Send Starts |
|---|---|---|---|---|
| LA | WeHo Pride (Jun 5-7) | May 5 | May 16 | May 26 |
| LA | LA Pride Parade (Jun 14) | May 5 | May 23 | Jun 5 |
| Houston | World Cup (Jun 21+) | May 5 | May 19 | Jun 9 |
| Houston | Pride (early Jun) | May 5 | May 16 | 2wk before |
| Miami | World Cup (Jun 21+) | May 5 | May 19 | Jun 7 |
| Dallas | World Cup (Jun 17+) | May 5 | May 19 | Jun 3 |
| Toronto | World Cup (Jun 17+) | May 5 | May 19 | Jun 3 |
| Austin | Blues on the Green (Jun 9-10) | May 5 | N/A (push) | Jun 2 |
| SA | Summer Art & Jazz Fest (early Jun) | May 5 | N/A (push) | 1wk before |
| Vegas | Pool season launch | May 5 | May 16 | Now |
| Atlanta | VA Highland Summerfest (Jun 5-7) | May 5 | N/A (push) | May 29 |
| ALL | Memorial Day (May 24-26) | May 5 | May 12 | May 12 |
WEEK 2-3 (May 12-24) -- BRIEF NEXT
| Market | Event | Brief Due | Design Due | Send Starts |
|---|---|---|---|---|
| Austin | Juneteenth (Jun 19) | May 7 | May 19 | Jun 5 |
| Portland | Pride (Jun TBC) | May 9 | May 19 | 2wk before |
| Portland | Juneteenth (Jun 20) | May 9 | N/A | Jun 13 |
| Toronto | Jazz Fest (Jun 19-28) | May 9 | N/A | Jun 12 |
| Toronto | Pride (Jun 28) | May 9 | May 23 | Jun 14 |
| Atlanta | Juneteenth (Jun 19-21) | May 9 | May 23 | Jun 5 |
| SA | Fiesta Noche (recurring Fri) | May 12 | N/A | Weekly |
| Portland | Good in the Hood (Jun 27-28) | May 16 | N/A | Jun 20 |
| Toronto | Canada Day (Jul 1) | May 19 | Jun 6 | Jun 20 |
WEEK 4-6 (May 25 - Jun 14) -- BRIEF JUNE EVENTS
| Market | Event | Brief Due | Design Due | Send Starts |
|---|---|---|---|---|
| ALL | July 4th | May 22 | Jun 6 | Jun 20 |
| Vegas | July 4th | May 22 | Jun 6 | Jun 20 |
| Atlanta | Peachtree Road Race (Jul 4) | May 22 | Jun 6 | Jun 20 |
| Portland | Waterfront Blues (Jul 2-4) | May 20 | Jun 6 | Jun 22 |
| Portland | Mississippi Ave Fair (Jul 11) | May 29 | N/A | Jul 4 |
| Austin | Hot Summer Nights (Jul 16-18) | Jun 3 | N/A | Jul 9 |
| Atlanta | Dance & Drum Fest (Jul 17-19) | Jun 5 | N/A | Jul 10 |
WEEK 7-10 (Jun 15 - Jul 12) -- BRIEF JULY/AUG EVENTS
| Market | Event | Brief Due | Design Due | Send Starts |
|---|---|---|---|---|
| LA | US Open of Surfing (Jul 25-Aug 2) | Jun 12 | Jun 27 | Jul 14 |
| Portland | Cathedral Park Jazz (late Jul) | Jun 12 | N/A | 1wk before |
| Portland | Oregon Brewers Fest (late Jul) | Jun 12 | N/A | 1wk before |
| SA | Balcones Heights Jazz (Jul) | Jun 12 | N/A | 1wk before |
| Austin | Pride (Aug) | Jun 19 | Jul 4 | 2wk before |
| LA | HARD Summer (Aug 1-2) | Jun 19 | Jul 4 | Jul 21 |
| Toronto | Caribana (late Jul-early Aug) | Jun 19 | Jul 4 | 2wk before |
| Miami | Spa Months (Jul-Aug) | Jun 19 | N/A | Jul 1 |
WEEK 11-17 (Jul 13 - Sep 1) -- BRIEF LATE SUMMER
| Market | Event | Brief Due | Design Due | Send Starts |
|---|---|---|---|---|
| Portland | Soapbox Derby (Aug) | Jun 26 | N/A | 1wk before |
| Atlanta | Piedmont Arts Fest (Aug) | Jun 26 | N/A | 1wk before |
| LA | Nisei Week (Aug 15-23) | Jul 3 | N/A | Aug 8 |
| LA | 626 Night Market (Aug 14-16) | Jul 3 | N/A | Aug 7 |
| Toronto | Taste of the Danforth (Aug) | Jul 3 | N/A | 1wk before |
| Miami | Miami Spice (Aug-Sep) | Jul 10 | N/A | Aug 1 |
| Atlanta | Grant Park Shade Fest (late Aug) | Jul 10 | N/A | 1wk before |
| Toronto | CNE (Aug-Sep) | Jul 17 | N/A | Aug weekly |
| ALL | Labor Day (Aug 30-Sep 1) | Jul 18 | Aug 1 | Aug 18 |
Appendix A: Market Data (Snowflake-Verified, Q1 2026)
| Rank | Market | Bookings (12mo) | Pools | GMV | Avg Value | Unique Guests | Season Now? |
|---|---|---|---|---|---|---|---|
| 1 | Los Angeles | 9,150 | 342 | $2.1M | $233 | est. 5K+ | Yes |
| 2 | Portland | 5,598 | 88 | $1.3M | $237 | est. 3K+ | Memorial Day |
| 3 | Austin | 3,105 | 117 | $668K | $215 | 2,009 | Yes |
| 4 | Houston | 2,192 | 94 | $460K | $210 | est. 1.2K | Yes |
| 5 | Las Vegas | 2,106 | 135 | $467K | $222 | est. 1.1K | Yes |
| 6 | San Antonio | 2,063 | 83 | $457K | $222 | est. 1.1K | Yes |
| 7 | Miami | est. 5K+ | ~400 | est. $1.2M+ | est. $240 | est. 2.5K+ | Yes |
| 8 | Toronto | 1,723 | 49 | $445K | $258 | est. 900 | Memorial Day |
| 9 | Dallas | 1,549 | 62 | $264K | $175 | est. 800 | Yes |
| 10 | Atlanta | 1,065 | 37 | $419K | $394 | est. 600 | Yes |
Austin Seasonality (model for all markets)
| Month | Bookings | GMV | Phase |
|---|---|---|---|
| Mar | 92 | $13.8K | Pre-season |
| Apr | 123 | $27.2K | Early ramp |
| May | 490 | $113.3K | Memorial Day surge |
| Jun | 649 | $134.4K | Peak |
| Jul | 647 | $157.3K | Peak |
| Aug | 632 | $143.9K | Peak |
| Sep | 281 | $50.1K | Labor Day decline |
Weekly: Sat + Sun = 64% of volume. Wed is lowest (151 bookings, $113 avg). Midweek campaigns targeting event-adjacent weekdays could lift Tue-Wed 2-3x.
Appendix B: Eng Requirements for Abe
Ranked by impact on localized sends.
| # | Requirement | Unlocks | Effort |
|---|---|---|---|
| 1 | Active listing count by city synced to Braze | "12 pools near you in {city}" -- single highest-leverage token | Small |
| 2 | User zip confirmed in Braze profile | Geo-segmentation for all market sends | Small |
| 3 | Zip-to-neighborhood mapping | "Pools in South Congress" / "Pools in Buckhead" | Medium |
| 4 | Market-level pricing bands | "Starting at $45/hr in Austin" | Small |
| 5 | Historical earnings by market-week | Host proof: "Hosts earned $5.1K during Juneteenth week" | Medium |
| 6 | Proximity-based booking trigger | "A host near you just earned $250" reactivation push | Large |
| 7 | Weather API integration | Weather-triggered sends | Medium |
Appendix C: Channel Cadence Rules
Push (workhorse)
- 5-6 pushes/week greenlit
- Event weeks: 6 pushes (add T-2 last-call + T+1 recovery)
- Always localized via {city} merge tag at minimum
Email (where design allows)
- Baseline: 1-2/week per market
- Ramp to 4/week when market hits 400+ bookings/month AND design has capacity
- Event spotlight emails: 1 per major event (T-7)
- Holiday pool guides: Memorial Day, July 4, Labor Day (shared template, swap city)
- World Cup emails: dedicated creative for Houston, Dallas, Miami, Toronto
T-43 Rule
Major holidays need T-43 for full multi-wave email. Inside T-43 = push-only.
- Memorial Day (May 25): T-43 was Apr 12. MISSED. Push-dominant + 1 templated email.
- July 4: T-43 is May 22. BRIEF BY MAY 22.
- Labor Day (Sep 1): T-43 is Jul 19. Brief by Jul 18.
Appendix D: Braze Segmentation (from Austin POC)
Guest personas per market
| Segment | Filter | % of Bookings (Austin) | Best Events |
|---|---|---|---|
| Party Planners | 7-14d lead, $300+ AOV, 6+ group | ~15% | Pride, July 4, Caribana, World Cup watch parties |
| Families | Child guests > 0, repeat | ~22% | Juneteenth, Peachtree, CNE, street fairs |
| Pet Owners | Pet guests > 0 | ~31% | Any outdoor event weekend |
| Casual/Leisure | 1-3d lead, group 2-4, price-elastic | ~40% | Everything -- weather-driven, last-minute |
Host personas per market
| Segment | Filter | Focus |
|---|---|---|
| Active | Status=1, bookings >0 trailing 90d | Event-prep: "Open all slots for [event]" |
| Side Hustle | 1 listing, 1-5 bookings/mo | Earnings proof: "Hosts earned $X during [event]" |
| Dormant | 0 bookings trailing 12mo | Reactivation: "A host near you earned $250" |