In the bygone days, as summer would arrive on the shores of Southwest Florida, "gone fishing" signs would suddenly pop up on the doors of businesses throughout town, much like mushrooms after a tropical storm. It was not unusual for businesses, especially retailers, to roll up their sidewalks, lock their doors and throw away their keys for three or four months.

In the past, summertime was a dead time. Seasonal residents had long fled the area for the northern climates, and the few locals who remained crawled into their hammocks and stayed there liked beached whales until October. Few potential consumers seemed to exist.

But times have changed. Today the population and the opportunities for doing business in the summer months have increased dramatically, right along with the population growth. In 1960 the population of Fort Myers was 54,539. In 1999, the population is projected to be 410,451 -- an increase of almost 87 percent.

But even more significant is the increase in the labor force which in Fort Myers makes up almost half of the population. Over the last 10 years, Collier County has experienced a population increase of 77 percent, and the labor force has increased accordingly. Quite notably, some of the biggest labor increases have been in the higher paying fields of the medical and health care professions.

These statistics translate into a potential impact on a business's bottom line -- a business, that is, which continues to stay open and to market during the shoulder months. During the summer, Southwest Florida has an expanding year round population.

Much of this population is comprised of working people who are extremely busy in the winter months but have the time and the disposable income in the summer months to take advantage of dining out and shopping for everything from clothes to recreational or home improvement items.

From my own personal experience, I know during the winter months I'm lucky if I have time to sleep. I can't even think about recreational activities. But now as the summer is approaching I have decided to become a certified scuba diver, which means I will be spending money to take a diving course and shopping for a variety of underwater diving equipment. I'll be considering weekend travel to diving locales and, who knows, maybe I'll eventually want to buy a boat! Local residents like myself are prime targets for businesses to cultivate as loyal customers.

My recommendation to most businesses is to pay close attention to marketing opportunities during June, July and August. Evaluate the local population for interests, needs and trends. Certainly a marketing program can be scaled back from high season but should by no means be eliminated. There are fish in the sea, they're just not the same schools that swim in the winter months.

Often the marketing approach will have to shift in order to target this particular demographic. This group will more than likely be younger and less affluent than that of the winter seasonal resident but still a good source of income. Some businesses will devise special promotions or sales to build traffic and create an urgency to encourage purchasing. Some companies offer incentives to year-round residents in the form of discounts. Some issue special VIP cards to residents, others ask for driver's licenses as proof of residency. Other businesses--such as retailers--run special sales, especially around holiday weekends.

Depending upon one's business, the tourist population has also increased over the years. Hotels are reporting higher bookings in June, July and August than ever before. And many travelers are from other parts of Florida who take advantage of the reduced hotel rates to explore other Florida's cities during the summer. For retailers and restaurateurs, this is great news. But again, getting the message out is paramount. Too many businesses cut their advertising budgets and thus create a self-fulfilling prophecy predicting a slump in summer sales. To reach the tourist market, be sure to keep concierges at the hotels informed about your specials, events or any new products and services. Certain radio and television programs can also reach the tourist quite effectively.

Another trend we have noticed is an increase in the retirees who are in the area year round. More and more of the seasonal population is returning to Southwest Florida for periods of time during the summer months. Many who belong to golf course communities, for instance, come back for weeks at a time to take advantage of the reciprocal golf courses. While this may be a smaller target, it nevertheless offers some additional consumer possibilities.

One of the advantages of advertising in the summer months is reduced rates offered by most of the media. Third quarter rates are significantly lower and can provide a good platform for reaching the right audience. Businesses can increase air frequency on both television and radio with a modest budget. Simply put, the dollars stretch further. Plus some of the major magazines offer summer advertising incentives. Now is a good time to meet with your media sales reps to discover some of the special packages and rate breaks that are available.

Summer is not the time to shut down. It is the time to take advantage of this growing and vibrant community with a year-round customer base that wants and needs to know where to spend their disposable income. Entice them and they will come.

Peggy Sealfon, owner of Naples-based advertising agency Sealfon & Associates, has written on a variety of topics for national magazines and newspapers.