Business listings—name, address, phone number—are a company’s fingerprint and single unique identification point. Do not duplicate your NAP profile - it will hurt your search results.
Rule #1 - don't change your phone number; call tracking is important for advertising, but your business listing is not an ad channel. Google will duplicate, merge, and end up needing more verification.
Rule #2 - do not add terms (i.e. seasonality terms) to a business name and avoid keyword changes to a business listing. NAP is your local search identity and should remain unaltered in their promotional efforts. Add keywords, products carried, services offered and keywords below your NAP to help drive search results.
Rule #3 - do not duplicate addresses - this will fragment reviews and confuse search engines, hurting local SEO results.
It is crucial that a business owns its name, address and phone number in as many places as possible and keeps listings consistent for all search engines and data providers. Don’t confuse business listings with advertising.