The recommendation
Build a seasonal planning page that helps people spend a full day with Gage.
Keep every specialized website. Add one seasonal planning page that recommends relevant Gage experiences and sends each customer to the right place to book, reserve or shop.
Inventory, service, cruise booking, reservations, ecommerce and event leads remain on the specialized sites built to handle them.
A new Gage planning page helps customers build a fuller day, then sends every action to the right existing website.
The solution
Make more of the lake.
One seasonal planning page turns Gage’s collection of businesses into useful Lake Geneva itineraries.
Choose why you are here and how much time you have. See a relevant Gage itinerary.
Check inventory, book a cruise, reserve a table or start an event inquiry using the systems Gage already has.
Place relevant Gage suggestions on booking confirmations and selected website pages.
Working page prototype
Build your lake day.
This is what the customer sees. Two simple choices create a sample itinerary, and every next step goes to the existing Gage business that can complete it.
Illustrative itinerary. Live schedules, availability and transactions remain on each Gage website.
Lake Geneva Cruise Line
Start with the shoreline.
Find a narrated cruise by length, interest and today’s departure times.
PIER 290
Stay by the water.
Move from the cruise dock to lunch at Lake Geneva’s only lakeside restaurant.
Lake Life Store
Take part of the lake home.
End at the store for keepsakes, apparel and something that extends the memory.
Customers discover more of Gage in one place. Each specialized site still handles the transaction.
See it across the sites ↓How the websites connect
One place to start. Every Gage website stays intact.
The planning page connects the businesses without combining them. Each one keeps its website, search value and booking tools.
Search, social posts and ads can send people here to see everything Gage offers and choose a useful plan.
Booking, reservations, event inquiries and shopping stay on the websites that already handle them.
After someone books, selected pages can suggest a meal, cruise, event service or store visit that fits the plan.
Every business keeps its existing pages and Google search value. The planning page creates one additional way to find Gage.
Track how people find the page, which plan they choose and where they go next. Connect booking and sales data when the current systems support it.
The solution in context
Show the next useful thing.
Your cruise is booked
Lunch is a short walk from the dock.
Offer a relevant PIER 290 reservation after the customer has chosen a cruise time.
Continue your day
See the lake before the sun goes down.
Recommend an available late-afternoon or twilight cruise near the reservation time.
Plan with Gage
Boat, setting, food and drinks—in one conversation.
Let an event host see the complete offer before Gage routes the lead to the appropriate team.
Proposal summary
One clear starting point for the complete Gage experience.
Keep the existing websites, booking tools and brand identities. Add a seasonal planning page that helps visitors build a day, routes them to the right business and shows Gage which paths lead to action.
A visitor chooses why they are in Lake Geneva and how much time they have. The page gives them a relevant Gage itinerary.
Each recommendation opens the existing Gage website that handles the booking, table, event inquiry or purchase.
After someone books, related Gage experiences can appear on confirmation pages and selected website pages.
Keep the search value of every website and track which plans and recommendations lead toward bookings and sales.
Planning-page strategy / Copy + user experience / Visual design / Squarespace build / Suggestions across Gage websites / Search + measurement
Bryan Kluge
Independent Creative Director / Brand + Digital