Two Years After Helene and Milton: A Hurricane-Season Marketing Plan for Tampa Bay Small Businesses

Short answer: Hurricanes Helene and Milton hit Tampa Bay 13 days apart in 2024, and in Pinellas County alone 892 businesses were damaged. Many beach and downtown businesses are still rebuilding. The physical recovery gets the headlines, but the marketing recovery decides how fast customers come back. A storm-ready marketing plan keeps your hours accurate, tells customers you're open (or when you will be), and brings them back once the roads clear.

01What's happening

• Back-to-back storms. Helene sent a 6.3-foot storm surge into St. Petersburg in September 2024, and Milton made landfall near Siesta Key as a Category 3 on Oct. 9, Bay News 9 reported.
• Lasting damage. WUSF reported that the two storms damaged 40,910 homes and 892 businesses in Pinellas County, and that recovery money funded a $3 million campaign to promote "fully recovered destinations."
• Recovery is still a work in progress. Spectrum News and ABC Action News reported in 2026 that businesses on St. Pete Beach and Corey Avenue are still coming back nearly two years later.
• Preparation is being pushed. The Tampa Bay Regional Planning Council's Project Phoenix urges small businesses to prepare before each season.

Before a storm: set up the system

1. Make your Google Business Profile your status page

Customers check Google Maps before they drive anywhere after a storm. Learn how to set special hours, mark yourself "temporarily closed" and post updates in minutes. Assign one person (and a backup) to do it. See our local SEO approach.

2. Build your customer contact list now

You can't reach people you can't contact. Collect emails and SMS consent throughout the year. When a storm comes, you'll be able to say "we're closed today, reopening Thursday" or "we're open and have power" in seconds.

3. Prepare message templates

Write short templates for every stage: preparing, closed, damage update, reopening date, reopened. Translate them into Spanish if your customers need it. AI agents can send updates and answer the same questions all day so your team can focus on the building.

4. Back up what matters

Store your website login, ad accounts, customer list and photos in the cloud, with at least two people able to access them.

During and right after: communicate clearly

• Update your Google hours and post a short status.
• Message your list with the facts: open, closed, partial service, what to expect.
• Pause paid ads that send people to a closed location, and keep brand or delivery campaigns running if you can serve customers.
• Share honest, human updates on social media. People want to support businesses they know.

Recovery: bring customers back

1. Announce your reopening loudly

Tell your list, update Google, post photos of your team back at work, and ask locals to share. A reopening event or offer gives people a reason to come.

2. Spend where demand returns first

Locals usually come back before visitors. Target nearby neighborhoods with paid ads, and shift budget toward visitors once tourism campaigns like "fully recovered destinations" ramp up.

3. Rebuild your review momentum

Ask returning customers for reviews that mention you're open and back to normal. Recent reviews reassure people who aren't sure.

What to measure

Track how fast you can update hours and notify customers, list size and opt-in rate, and how quickly revenue returns to normal after a closure.

See how we help Tampa businesses, including restaurants and local retail, plan for the season.

FAQ

What should a business post on Google after a hurricane? Accurate hours, a short status update (open, closed, reopening date), and photos when you reopen.

Should I pause ads during a hurricane? Pause ads that send people to a closed location. Keep campaigns that still serve customers, such as online orders or delivery.

How do I get customers back after a storm closure? Tell your customer list, update Google, announce a reopening event or offer, and ask locals to share.

Sources

• WUSF: Pinellas tourism industry rebuilds after 2024 major hurricanes
• Bay News 9: Tampa Bay's complete guide to storm season 2026
• Spectrum News: Memorial Day beach business after Helene and Milton
• ABC Action News: Corey Avenue businesses continue comeback
• Osprey Observer: Project Phoenix helps small businesses prepare