CONCORD, N.H. — Dog sledding without snow?

Karen Tolin knew the concept was a little hard to understand, but she believed a Facebook promotion for her White Mountains dog-sledding business through the state tourism division would help clear it up — and draw some customers during the off season.

She was right.

Visitors mentioned the August offer when they booked a “rolling” dog sledding tour — when dogs pull passengers in a wheeled cart, something more common in the West. Tolin combined an excursion discount with a whitewater rafting trip called “Paws and Paddles.”