Netflix and Stranger Things ended the year and a decades-long series with mind-blowing consumer attention. 1.1 million people packed into over 620 theaters for 3500 showtimes to see the final episode of the series on New Year’s Eve and New Year’s Day.

The “ticket” itself was a clever twist: seats were free, but attendees had to purchase a food-and-drink credit. That means theaters weren’t splitting a box office. They were keeping concessions, to the tune of $30 million. If you’ve ever worked with a partner who needed a win, you recognize what Netflix did here: they engineered a cultural moment and made sure the ecosystem benefited too.

Prior to the finale Stranger Things had surpassed 1.2 billion streams and more than $1.4 billion towards US GDP and Stranger Things stands as the no. 2 most watch television show of all time and the Season 5 opening was the biggest opening week ever for Netflix. Like most overnight success stories, this one starts with a brilliant, yet unassuming pitch deck. An idea that once ignited would become a global sensation and a compass for consumer attention.

But here’s the part DMOs should actually care about: Stranger Things didn’t win because it posted more. It won because it built a world people could live inside for a decade. People joined in Season 1. People discovered it in Season 4. People dropped out and came back. Some fans were “day one,” some were “binge it over a weekend,” and Netflix designed the experience for all of them.

That is the lesson for destinations.

Most destination marketing is built like fireworks: bright, expensive, and over fast. Longform storytelling is built like waxed canvas: it gets better the more it’s used. It holds up. It ages well. It becomes familiar. And in a crowded market, familiarity is leverage.

What we can gain from the Duffer Brothers

Stranger Things is the classic “overnight success that took years.” Before the show, the Duffer Brothers wrote and directed the film Hidden and wrote episodes for Wayward Pines. Then came the early “Montauk” materials: a tight story bible and pitch approach that didn’t just describe episodes, it described a world.  That’s the part most brands skip. They pitch content. They don’t pitch a universe.

DMOs don’t need monsters and telekinesis. They need a story engine: a narrative that keeps producing reasons to return, reasons to share, and reasons to visit.

The longform advantage for DMOs and attractions

A longform story does four things.

First, it creates returning behavior. A single campaign asks for attention once. A story trains people to come back.

Second, it turns content from “new ideas every week” into “next chapter.” Your team stops inventing from scratch and starts advancing plot.

Third, it makes your place feel bigger than a list of amenities. Trails become settings. Restaurants become scenes. Locals become characters. Traditions become lore.

Fourth, it gives you continuity in a noisy market. Everyone can do a “Top 10 Things to Do This Weekend.” Very few can run a narrative people want to follow for six months, a year, or longer.

The model: OGs and drop-ins, built on purpose

The magic of your concept is this: people can join at any time.

You build the story so there are two types of travelers:

The OGs(they’ve been here since early chapters; they feel ownership)

The drop-ins (they arrive mid-season, get hooked, and catch up fast)

That only works if you build “on-ramps” and “recaps” like they’re part of the product, not an afterthought.

Here’s the simplest way to think about it (a diagram you can steal)

Story Hub (the “Start Here” page)
→ Seasons (3–4 per year; each has a theme and a business goal)
→ Episodes (weekly or biweekly; the chapter releases)
→ Recap (short version + what you missed)
→ On-Ramp (how to join today, without homework)

If you build nothing else, build the Story Hub. That’s the page you send newcomers to forever. That’s the page that makes longform scalable.

How a DMO actually builds the thing

Write a one-page Story Bible (internal)
This is not a public-facing document. It’s your alignment tool. It answers:

What is the world? (the rules and vibe of your destination)

What’s the promise? (what people get by following along)

What’s the tension? (what the traveler is trying to solve/earn/unlock)

Who are the recurring characters? (guides, locals, partners, creators, “regulars”)

What are the recurring locations? (the “sets” you’ll return to)

Define the Seasons (quarterly is easiest)
Each season needs one clear theme and one clear conversion intent.
Examples:

Season 1: The Invitation (awareness + email capture)

Season 2: The Map (itinerary builds + partner referrals)

Season 3: The Weekend Trials (visit planning + lodging clicks)

Season 4: The Insider Pass (repeat visitation + loyalty)

Ship Episodes in three formats every time

This is where most DMOs win or lose. The format discipline is what makes “join anytime” real.

Every episode ships as:

The Episode (blog, video, podcast—your main chapter)

The Recap (short form social + email; “what happened, what’s next”)

The On-Ramp (one paragraph that points to the Story Hub: “Start here.”)

If you do this consistently, the story starts compounding. People don’t just see one post. They discover a backlog. And backlog is value in an AI world

Stranger Things didn’t win because it chased attention. It built a world that deserved attention, then made it easy to join, rejoin, and bring friends.

That’s the play for destinations in 2026: stop thinking like you’re just running campaigns. Start thinking like you’re building a story.