If you book on the internet – they may give a discount
There may also be a special on their sign (for a certain # of rooms)
and there may be a coupon in the paper or travel guide

case in point
I booked on line and got a super discount –
at the same time – the Flintstones movie was out and they used a parody of a real hotel chain – with their permission – WELL the motel chain had a Flintstones discount – but when I checked in
the manager had the desk and he scoured my reservation -
Where did you get this deal? I can’t even offer you something this low!

love the internet – PLAN your trips!

all the best
References :
PS – special events will always be higher – like a race day – spring break
and like St Augustine – Friday and Saturday nights nearly double the rates