Mae Stewart spent two years and about $60,000 upgrading her Atlanta home to attract World Cup visitors. She replaced flooring, re‑lit rooms, installed new countertops and faucets, and fine‑tuned pricing against rival listings. Her goal: pull in soccer fans willing to pay a premium for a three‑bedroom stay during the tournament that in the next season for maximizing returns today.

Stewart is charging roughly $4,500 for a weeklong stay in mid‑July, about three times the post‑tournament rate. She monitored competition to set a price that would attract ticket holders willing to splurge, while ensuring enough bookings to build a high‑rating profile. The strategy mirrors broader short‑term rental tactics that aim to capture peak‑demand surges in this season for maximizing profits.

Despite the investment, Stewart still awaits a guest. Her experience underscores a broader trend: hosts pour money into renovations expecting a World Cup windfall, only to face uncertain demand. For investors, the case highlights the risk of over‑capitalizing on short‑term events and the importance of realistic occupancy projections in high‑supply markets for managing returns in volatile rentals and strategic planning.