albertahospitality The Official Magazine of the Alberta Hotel and Lodging Association

Winter 2012

the fairmont jasper park lodge • Pricing Power • Beer & Food Pairing • Customer Loyalty Strategies • The Changing Game of Hotel Ownership PM40026059 Attention: Exhibitors at AHLA’s Trade Show Attract buyers to your booth with an ad in the Official Show Guide

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this issue THE FAIRMONT JASPER PARK LODGE 16 The Fairmont Jasper Park Lodge as we know it today bears no resemblance to the tent city that stood in this location back in 1915.

6 Alberta’s Hoteliers Have it All ... Except Pricing Power 10 Beer & Food Pairing 18 Safety in a Minute in every issue 18 Message from The Honourable 4 Chairman’s Report Jack Hayden 5 President & CEO’s Message 19 So, You Want to Run a Campground? 14 Travel Alberta 20 Customer Loyalty Strategies 15 Human Resources 25 Names in the News 26 The Changing Game of Hotel Ownership 25 MVP Profile 29 Canadian Wonderland 29 What’s New? Beckons Europeans 30 Domestic Violence in the Workplace CHAIRMAN’S REPORT

by Mike Shymka alberta hospitality The time has come for me to write one of my last columns as the Chair of the AHLA. I would like to share part of my journey as a member Official magazine of of the association, as a director, and as Chair.

My first memories of the association date unique style and left their own legacy. It has back to when I was a young lad. My father been more than a pleasure serving under INSPIRING SERVICE, GROWING VALUE Ernie would come home and lecture my them. brother and me about some important piece I have also been fortunate to serve alongside AHLA of government legislation. This was around 2707 Ellwood Drive, the time that Steve West was the Minister many highly skilled board members. I have Edmonton AB, T6X 0P7 of Economic Development and Tourism. My nothing but great memories and admiration Toll Free: 1.888.436.6112 for the incredible integrity and passion they www.ahla.ca father would say, “We have to act now - the success of our industry hinges on this have shown. I must especially thank Peter Bidlock, our senior senator, for his mentorship. CHAIR OF THE BOARD issue.” I also remember attending meetings Mike Shymka at the Crossroads Hotel some 20 years ago During these years, I have been able to be FIRST VICE CHAIR and being impressed with the tremendous part of the development of many great ideas, Barry Zwueste business acumen hoteliers had. programs, and strategies. These include the In 2000, after returning home to Calgary from electricity and gas programs, insurance with VICE CHAIR Western Financial Group, the creation of the Steven Watters working as an accountant in Vancouver, at my father’s insistence, I attended my first Alberta Human Resource Development pillar, and the VICE CHAIR new Star Quality Accommodation Ratings. Perry Wilford Hotel Association convention at the Fairmont Jasper Park Lodge. I had no choice but to Over the course of the decade, the association PAST CHAIR merged with the Motel Association of Doug Shandro attend, listen, and report back to him. My wife and I packed up the SUV and ventured Alberta, the Alberta Resort & Campground PRESIDENT & CEO down the Icefields Parkway with our two kids Association, and Alberta Tourism Education David Kaiser - having no inkling that we would travel this Council. Recently the AHLA built its own DIRECTORS NORTH magnificent route on so many more occasions office. Our longstanding president and Amr Awad in the years ahead. During the conference CEO par-excellence, Jim Hansen, retired in JoAnn Kirkland 2005 and was followed by the outstanding Tony Verbisky some serious recruiting was taking place for directors. Having a keen interest in serving, leader we have in Dave Kaiser. We changed DIRECTORS CENTRAL I put my name in and was fortunate to be our name to the Alberta Hotel & Lodging Thomas Barknowitz Association and implemented a new brand. Perry Batke elected. Keith Bryant was the Chair, and my None of this could be done without the Tina Tobin first meeting was a memorable experience. It was so fantastic, in fact, that I have only tremendous foresight, intelligence, passion, DIRECTORS SOUTH and hard work of the staff over these years. Joseph Clohessy missed one board meeting since! Just getting to know these individuals has Mark Hope It has been an awesome experience to Michael Sieger been incredibly rewarding. It has been such a contribute to the growth of our association pleasure to be a part of all of this! DIRECTOR, CAMPGROUNDS since then. I have served under some great Christina Eklof leaders and have learned a tremendous The real reason I wrote this is to encourage anyone who is part of this industry to get Alberta Hospitality is published quarterly by: amount about life and business. I was part of the board when Keith Bryant, Michael involved in the association and our board of Mazepa, Dave Kaiser, William Schmidt, Lina directors. Looking back, I would do it all again PUBLICATIONS Venchiarutti, and Doug Shandro sat as Chairs. if I could. It is absolutely worth the time and T 604-574-4577 1-800-667-0955 Each of these individuals brought their own effort! F 604-574-2196 [email protected] www.emcmarketing.com

Publisher & Editor - Joyce Hayne Copy Editor - Debbie Minke UPCOMING ISSUE Design & Layout - Krysta Furioso Closes February 24 Spring 2012 Published April 6 PUBLICATIONS MAIL AGREEMENT NO. 40026059 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO CIRCULATION DEPT EMC PUBLICATIONS 19073 63 AVE • Online Reputation Management • Attracting GenY Guests SURREY BC V3S 8G7 • Preparing Your Campground • F&B Trends in Hotels email: [email protected] Call 1-800-667-0955 to reach 2,300 buyers who are sourcing new products. PRESIDENT & CEO’S MESSAGE

Alberta’s Changing Political Landscape by Dave Kaiser

Alison Redford’s recent election as leader of One important change for our industry is the provincial Progressive Conservative party that labour and immigration now fall into has made her Alberta’s new Premier. This will two separate ministries. Employment have implications for the AHLA’s government standards, health and safety, and minimum relations program. Her campaign emphasized wage legislation are now handled by Our industry may be negatively affected if the change, and her Cabinet and deputy Human Services. Immigration is now under Premier follows through on her intention to minister selections have borne this out. The Intergovernmental, International and introduce impaired driving legislation similar new Premier reduced the size of Cabinet, Aboriginal Affairs. This may be a signal that to BC’s. The BC legislation empowers police reorganized departments and appointed nine the Premier intends to push forward with to suspend driving privileges and impound new Ministers. In addition, Deputy Ministers the development of an Alberta immigration vehicles that belong to individuals with were shuffled and 10 new Deputy Ministers system - a priority she stated in her leadership blood alcohol levels over .05%. Hospitality were appointed. campaign. The AHLA firmly supports this establishments, particularly those in rural initiative given our industry’s permanent The good news is that the Department of areas, have been hard hit as a result. The labour gap and the ongoing challenge of Tourism, Parks, and Recreation has remained AHLA is actively working with other Alberta working with the federal Temporary Foreign intact. Although a new Minister and deputy liquor industry stakeholders on a coordinated Worker Program. minister have been assigned to the portfolio, response to this threat. we would like to build on the progress of the Another significant change for our industry The AHLA will continue to build relations last few years. This includes the evolution of is the inclusion of the Alberta Gaming and with the new complement of ministers and Travel Alberta Corporation into the leading Liquor Commission in the Department of bureaucrats in all of the areas of government provincial tourism marketing organization in Finance. This may underscore the gaming and that impact our industry. Canada. It also includes the department’s liquor industry’s important contribution to willingness to work with industry stakeholders the financial health of our province. We look forward to serving you! to develop a new provincial tourism strategy.

alberta hospitality | 5 FEATURE Alberta’s Hoteliers Have It All ... Except Pricing Power

by Lindsay Culbreath

6 | alberta hospitality Alberta’s Hoteliers Have It All - Except Pricing Power

ike many other markets and regions throughout North America, the Alberta hotel market has experienced a revival in occupancy What these data points show is that all rate and revenue per available room through the third quarter of the province’s year-over-year RevPAR L of 2011. And, like those other markets, it’s a different story for average daily rate as hotel operators haven’t been able to capture it. growth for the first three quarters of 2011 can be attributed to increased demand STR tracks 855 hotels in Alberta, comprising 67,390 guestrooms. The performance sample includes 55% of the rooms in the market.The (occupancy). province’s year-to-date (through September) occupancy rate stood at { 62.4% - more than 5% higher than it was during the first three quarters • In terms of ADR, the 12-month moving average in September was of 2010. $134.31 - more than $9 below the peak ADR of $143.60 in March 2009. Year-over-year RevPAR (revenue per available room) growth through HVS in September’s Canadian Hotel Review pointed to one major September was 4.8% and stood at $84.68. Only three provinces reported contributor to the better performance of the province’s RevPAR. “Alberta higher RevPAR figures (Newfoundland $99.98; BC $88.17; and Quebec stands out for its strong gain in RevPAR over the previous comparable $87.31). During the month of September, Alberta’s RevPAR grew 4.7% - period; this increase coming from increases in demand largely resulting the fifth month during 2011 that RevPAR grew by more than 4.5%. from the revival of oil and gas activities in the province.” ADR (average daily room rate) during the first three quarters of 2011 for One thing that could help the province’s hoteliers further absorb demand Alberta stood at $135.78, down slightly from the $136.11 for the first and begin raising rates is the lack of substantial supply growth. As of three quarters of 2010. The province produced the second-highest ADR September, there were 26 hotel projects in the active pipeline (2,552 behind neighbouring BC ($137.97). rooms). Eight of those projects (1,101 rooms) are under construction - What these data points show is that all of the province’s year-over-year including four upscale hotels and three upper midscale properties. RevPAR growth for the first three quarters of 2011 can be attributed to Alberta’s two largest markets, as well as other areas tracked by STR, had increased demand (occupancy). varying degrees of success for the first three quarters of 2011. Looking at the data in 12-month-moving-average format tells the same Capital city Edmonton ended the third quarter with an occupancy rate of story: 63.1%, a 1.6% increase from the same time period a year ago. The city’s • In September, the 12-month moving average for occupancy was 60.5%, ADR for the first three quarters of 2011 was $122.61 (-0.3%), while its and it has been rising steadily. However, it has a long way to catch up RevPAR stood at $77.39 (+1.3%). to peak performance, which was 70.7% in February 2007.

alberta hospitality | 7 Alberta’s Hoteliers Have It All - Except Pricing Power

For the first nine months of 2011, Calgary recorded an occupancy rate of 68.2% (+4.0%), an ADR of $148.63 (+1.4%) and RevPAR of $101.33 (+5.4%). Alberta North Area’s occupancy rate through the first three quarters of 2011 was up a whopping 16.6% over the same period in 2010 to 60.5%, and its RevPAR was up 11.7% to $82.11. Mysteriously, hotel operators in this area didn’t take advantage of the strong demand increase and posted a 4.2% decline in ADR to $135.70. The occupancy increase was the second-largest among Canada’s metro areas tracked by STR (Kitchener/ Cambridge, Ontario was first at 16.8%). Banff was also up across the board during the first three quarters of the year: Occupancy was 63.9% (+1.1%), ADR checked in at $174.18 (+1.8) and RevPAR climbed 3.0% to $111.25. Overall, Alberta’s largest cities and market areas appear to be in the same boat as most other markets: demand appears to be strong with rates still failing to recover from the recession. Only time will tell if this trend will reverse itself in 2012 to see hoteliers regain pricing power.

Lindsay Culbreath is Director of Sales at STR.

Hotel Pricing Trends - North American Region (Oct - Dec 2011) These figures were taken by RateGain in the first week of October. All rates are in US dollars for two adults for a one-night stay.

Three-Star Properties City Check In Month Minimum Rate Median Rate Chicago October 76.59 206.51 November 79.88 189.00 December 79.88 190.34

Los Angeles October 75.40 186.99 November 84.53 186.99 December 93.00 137.00

New York October 136.04 392.94 November 108.31 415.45 December 146.94 277.75

Toronto October 69.24 164.46 November 108.01 138.01 December 70.94 129.07

Four-Star Properties City Check In Month Minimum Rate Median Rate

Chicago October 115.27 333.50 November 106.92 296.42 December 135.45 278.10

Los Angeles October 137.27 335.98 November 137.27 334.00 December 146.00 231.02

8 | alberta hospitality Alberta’s Hoteliers Have It All - Except Pricing Power

New York October 191.98 502.65 Hotel Rate Parity - November 217.11 530.20 North American Region (Oct - Dec 2011) December 185.95 364.66 This report shows the percentage of hotels with cheaper rates on their own brand site compared to their rates on other OTAs. Toronto October 119.03 239.07 November 113.84 197.53 December 118.47 200.56 Three-Star Properties City % Hotels In % Hotels Cheaper % Hotels Cheaper Five-Star Properties Parity on Brand Sites on OTA Sites Chicago 18% 28% 54% City Check In Month Minimum Rate Median Rate Los Angeles 3% 15% 82% Chicago October 459.16 604.18 New York 12% 21% 67% November 342.92 588.59 Toronto 0% 41% 59% December 459.16 690.74

Los Angeles October 273.94 652.58 Four-Star Properties November 227.09 651.26 City % Hotels In % Hotels Cheaper % Hotels Cheaper December n/a n/a Parity on Brand Sites on OTA Sites Chicago 5% 19% 76% New York October 393.38 1034.01 Los Angeles 2% 26% 72% November 301.33 1080.54 New York 11% 19% 69% December 301.33 920.36 Toronto 0% 38% 62%

Toronto October 337.22 498.39 November 546.24 547.55 Five-Star Properties December 333.34 523.81 City % Hotels In % Hotels Cheaper % Hotels Cheaper Parity on Brand Sites on OTA Sites NB: RateGain specializes in competitive price intelligence and rate shopping solutions for hotels, online travel companies and airlines. It Chicago 0% 0% 100% currently tracks more than one billion hotel rates every month across Los Angeles 0% 14% 86% countries in US, Europe, Middle East, Asia, and Latin America. The above New York 15% 22% 63% data is indicative in nature and RateGain can’t be held liable for its Toronto n/a n/a n/a accuracy or usefulness for any purpose. Source: RateGain http://blog.rategain.com Source: RateGain www.hotelresource.com

alberta hospitality | 9 FEATURE BEER & FOOD PAIRING

by Chester Carey

There is a new culinary star bubbling to the top of the pack - beer. After years of life in a cooler full of ice, beer has returned home to the table. With a diversity of flavours wine can only dream about, beer is the food pairing champ. Bartenders, sommeliers, and culinary professionals are adding beers to their menus, increasing the variety of styles they carry, and matching them with menu items. Beer is now taken seriously rather than as an afterthought.

10 | alberta hospitality BEER & FOOD PAIRING

eer events, articles, and books have For complimentary or contrasting pairings, look cheese. Chocolate, crème brûlée, custard, and increased 100-fold in the last few years. to the hop and malt profile of the beer: ice cream similarly find harmony in beer. B Some attribute the growth to beer’s Herby hops - herbs, rubs While they often lack in carbonation, sour beers value in the current economy, since Citrus hops - vinegar, citrus, pepper use acid to cut through fat. Avoid pairing sour most people can afford a different pairing with Roast malts - coffee, chocolate, smoked meats beers with cheeses, however, as acid is a poor each course). Some believe the cornucopia of Caramel malts - BBQ, vegetables, strong cheese match for the milk fat in cheese. Charcuterie, uniquely flavoured beers (shitake mushroom, Honey malt - light caramelization, fruits, soft on the other hand, is delightful with sour ales. white chocolate, or oyster shells anyone?), both cheeses domestic and foreign, and readily available, In addition to the 3 Cs, alcohol level and flavour have contributed to the rising popularity of For the cutting aspect of beer, we primarily intensity need to be taken into consideration. beer. No doubt the global influences on both turn to carbonation (except with sour ales). Both a boozy imperial stout at 9% or a smooth menus and the palate of consumers have been The effervescence cuts both fat and spice while dry stout at 4% will cut and contrast a fresh a factor as well as the emergence of local craft offering balance to sweeter or savoury elements oyster, but the imperial will overpower the producers creating a wide variety of seasonal in a dish. The small bubbles brush spicy oils and delicacy of the mollusks. beers. Whatever the reason, beer is on the cream off of the tongue, leaving the palate Generally, lighter beers pair well with lighter upswing and people are thirsty. refreshed. Where a wine might struggle with dishes and heavier beers with heavier dishes, dairy-heavy or lively, spiced items, beer mingles though in some instances a lighter beer is It’s wonderful on its own, but beer truly shines happily with them. This quality makes beer an when paired with food. Whether it be brunch, just what a heavy dish needs. Similarly, when ideal match for cheese. Studies have shown serving different beers with each course, try to lunch, dinner, a cheese plate or dessert, there that most wines pair poorly with most cheeses is a beer suited to any dish, if you follow a few arrange them to start with light beers and work (though the mouth-coating quality of milk fat towards heavier beers at the end of the meal. guidelines. When matching, the beer should does help mask poor wines), making it difficult complement, contrast, cut with each major to find one glass suited for a mixed plate of element of the dish.

alberta hospitality | 1 1 BEER & FOOD PAIRING

Whatever the reason, beer is on the {upswing and people are thirsty.

Pilsner Pilsner is the world’s most popular and most misrepresented beer style. It’s comfortable with hockey, chicken wings, and potato chips, but pour a golden brew into a fluted glass and serve it with sushi or caviar to see its true diversity. Try these seasonal pairings: Winter - Fondue of havarti with apples Spring - Spot prawns and asparagus Summer - Chipotle salmon quesadillas Fall - Smoked trout eggs benedict

Pale Ale/Bitters British versions of this style will be herbal and tea-like compared to the more citrus, mango, resiny North American versions. For every pizza, burger, or sandwich there is a pale ale that will enhance the sensory experience. Winter - Herb crusted prime rib with garlic mash Spring - Grilled chicken caesar salad Summer - Roasted tomato and asiago pizza Fall - Fried halibut and chips

Stout It’s dark, roasty, and brooding with a range from sweet to very dry and from light bodied to viscous. Stouts highlight char and roast flavours and contrast well with salt. The chocolate/coffee notes also find harmony with desserts. Winter - Molten chocolate lava cake with bourbon whipped cream Spring - Glazed ham with roasted yams Summer - Blue cheese & bacon burger on onion roll Fall - Fresh shucked oysters and horseradish

Wheat Beer/ Hefeweizen Whether the citrus, vanilla, and tang of a wit beer - or the banana, clove, and cerealy creaminess of a Hefeweizen - either will shine with lighter Asian-inspired fare. It seems like breakfast and brunch dishes were designed for wheat beers - or perhaps it was the other way around Winter - Goat cheese and herb omelette Spring - Spring greens with lemon olive oil vinaigrette Summer - Pad Thai noodles Fall - Mussels in lemons grass and coconut milk

12 | alberta hospitality BEER & FOOD PAIRING

IPA Winter - Roast turkey, cranberries, dressing, and gravy Indian Pale Ales provide a true showcase of hops, ranging from herbal Spring - Stir-fried chicken and bell peppers in sweet chili sauce to earthy, grassy to citrusy, and tropical to stone fruit. The bitterness of Summer - French toast with cream cheese and fresh berries this ale is a nice counterpoint to spicier dishes and will nicely accentuate Fall - Maple ginger squash soup spices. Winter - Panko-crusted five cheese macaroni Invariably the top selling beer from any country (Guiness not Spring - Handmade pasta tossed with garlic and herbs withstanding) will be a pilsner or pilsner-like lager. Many of these are Summer - Cuban sandwich with BBQ spiced fries great beers, but they are not necessarily the ideal beer for pairing with Fall - Olive oil poached tuna nicoise salad food from that region. Just as a wine list consisting solely of Pinot Gris has limited food synergy, so does a beer list dominated by pilsners. Yet so many beer lists are 90-100% of a single style. A beer list does not need to Dark Abbey Ale be massive to allow for pairings, but it should include a stout, IPA, wheat Dark strong ales are just that: complex, rich, dark, strong, and often sweet beer, and Belgian abbey ale. When matching food to beer, always pair by on the finish with a caramel note. Dubbels are less intense with a drier, beer style first, and then the region. often chocolatey finish, but share similar notes of dark fruits, spice, and Some pairings work better than others with specific commercial brands. raisins. Both share intense carbonation that lets them cut richer dishes. The only way to know which ones work is by sampling with a trained Winter - Ale-braised beef short ribs over dirty rice palate. This is where a certified expert or experienced beer chef can Spring - Raisin bread pudding with caramel sauce and vanilla ice cream help. With the rise of beer and beer pairing, an increase in beer articles, Summer - Tacos of grilled pork loin and blackberry, red onion salsa websites, books, and certifications has followed. To further your staff (or Fall - Roast duck with orange glaze and cinnamon-dusted parsnip you own) education, pick up The Brew Master’s Table by Garrett Oliver, Tasting Beer: An Insider’s Guide to the World’s Greatest Drink by Randy Mosher, or attend one of my Serious Beer classes. Visit www.picachef. Blonde Abbey Ale com for more information. Ranging from semisweet blonde ales to fairly dry boozy trippels and Cheers! golden strong ales, all of these brews share hints of banana, citrus, spice, and cotton candy. The sugar used to brew these styles lightens the body of the bigger ales, but the intense carbonation creates a billowy cloud- Chester Carey is a Certified Cicerone™ and can be reached at 604-831-7911 like head and feel of creaminess on the tongue. or tweet @SeriousBeer.

alberta hospitality | 1 3 TRAVEL ALBERTA

Bringing Alberta’s Tourism Brand to Life by Richard Wong

Travel Alberta made a giant leap forward in consultation with industry stakeholders our journey to bring our tourism brand to representing all regions of the province life at the sold-out Travel Alberta Industry as well as opinion research with frequent was Senior Vice-President of Marketing Conference in October. Alberta’s new tourism travellers in Alberta’s target tourism markets at Starbucks, explained how effective brand was launched to the enthusiastic and in Canada, the US, Europe and Asia/Pacific. branding works: “A great brand taps into positive response of delegates. Since then, The first phase of the new brand has launched emotions. Emotions drive most, if not all, we have been sharing it with industry across with Travel Alberta’s winter consumer of our decisions. A brand reaches out with the province at our annual open houses with campaigns in the US and Canada. The a powerful, connecting experience. It’s an similar positive reviews. The new brand focuses multi-media campaigns include television emotional connection point that transcends on the unique and authentic experiences that commercials, print advertising, social media, the product.” visitors can enjoy in breathtaking landscapes and a new winter campaign website www. Those are the emotional buttons we are throughout the province. remembertobreathe.com. going to be pushing with our new brand. We With so many real and memorable experiences Our immediate plan is to engage you and the are confident that our brand will resonate for in one of the most spectacular backdrops in rest of Alberta’s tourism industry to leverage people from far away and as well as for our the world, we are certain that we will raise the brand and find a way to use it in your largest market, Albertans. awareness of Alberta with travellers both marketing efforts. A Brand Workbook, available Since our launch of the brand, we have been in Canada and around the world. Our new for download at Industry.TravelAlberta.com, receiving a mountain of positive feedback brand differentiates Alberta from competing and series of workshops will help you become from both industry and consumers around vacation destinations, both in Canada and fully knowledgeable with the new brand and the world. On YouTube, our brand video internationally. It underpins our long-term show you how you can use it to market your quickly became the Most Viewed and the Top strategy to grow tourism spending in the own Alberta experiences. province by $1 billion by 2017. Favourite Travel and Events video in Canada, Our role in the customer path to purchase is and also one of the Top Favourite Travel and Research by Travel Alberta confirms that to get consumers to your place of business Events videos worldwide. It is now being our brand is a powerful expression of what and get out of the way so you can close the viewed by a growing number of travellers in makes this province so attractive to our target sale. If this brand doesn’t put more heads virtually every country in the world. audience of youthfully spirited travellers. into beds, our strategy will not have been I invite you to learn more about Alberta’s Travel experiences in every community successful. throughout the province reflect that new tourism brand by visiting Industry. sentiment, which millions of visitors enjoy. The new brand is all about how to elevate TravelAlberta.com. Please join us on Team The brand promise - “Goosebump Moments” ourselves from the thousands of tourism Alberta as we embark on this exciting new - speaks to the emotional connection that messages that bombard visitors daily. We journey toward growing Alberta’s tourism surprises a first time visitor and the feelings need to make a potential visitor stop and industry. that keep travellers coming back to their think about Alberta. If we can get them to do favourite places in Alberta. that, we are well down the path of getting them closer to booking. Richard Wong is Travel Alberta’s Executive Alberta’s new tourism brand is the result Director, Industry Relations and is a former of an 18-month process, which included Branding expert Scott Bedbury, who hotelier.

14 | alberta hospitality HUMAN RESOURCES

Secrets to Employee Retention: Delegating and Empowering by Jill Little

“Never tell people how to do things. Tell them • Assure your staff it is ok to make mistakes Why does delegating make good business what to do and they will surprise you with their • Information sharing is important, so help sense? ingenuity.” employees to see the big picture 1) Delegation frees up a manager’s time, ~ General George Smith Patton, Jr. • Train employees for new roles allowing them to manage more effectively. • Give feedback 2) Delegation helps develop the capabilities Empowerment is a valuable tool for building and knowledge of subordinates so that or maintaining a highly engaged workforce, their own effectiveness is increased, thereby according to www.jobquality.ca. Their The Difference Between Delegation and increasing the effectiveness of their manager. study found that workers who have a say in Empowerment 3) Delegation demonstrates a manager’s trust workplace decisions will be more satisfied, Delegation is getting someone else to and confidence in subordinates, which leads committed, and engaged in their work - and perform a specific task for you, such as to more effective performance and better at the end of the day, will do a better job. setting tables for a banquet. Delegation may interpersonal relationships for all. There is a strong link between employee involve empowering someone, but the key to 4) Delegators gain the buy-in and participation on the one hand, and company empowerment is at what level you actually commitment of employees to the task and to performance on the other. give power and authority when you delegate. the organization. Empowerment sets a little higher expectation Empowerment is simply encouraging and/ 5) Delegation increases the efficiency of both or assisting individuals and groups to make that encourages the employee to use their own creativity and innovation. the manager and the organization by getting decisions that affect their work environments. work done with less expensive resources. An easy way to start empowering employees Reasons some managers will not delegate is to take some issues on customer comment include: Managers or leaders who delegate and cards and give them to a team of employees empower become aware of gaps in training 1) Attitudes about subordinates: Ineffective to come up with solutions. They have the or skills, and can be proactive in bringing delegators believe their subordinates are not hands-on experience to look at process in employees with the skills to perform the competent enough to accomplish the work. improvements that could save time and delegated tasks or can train staff to do those money as well as increase productivity - all of 2) Personal insecurity: Many managers tasks. After all, great leaders are not always which is great for the bottom line! fear they will lose the recognition from the ones who can do it all - they are the ones completing a job, or are unwilling to assume who can empower and develop their teams Why is empowerment not commonplace in the responsibility for mistakes subordinates to excel the organization to its full capability. management? make. Stephen Covey summarizes it perfectly: “An • Managers fear the loss of power, control, 3) Personal preference: Non-delegating empowered organization is one in which and authority managers often prefer to do some mundane individuals have the knowledge, skill, desire, • Employees are not able to make responsible and routine tasks themselves or feel and opportunity to personally succeed in a decisions compelled to put in the longest hours in the way that leads to collective organizational • Empowering employees was attempted work unit. success.” before and failed • Sharing proprietary information means leaking ideas, plans, and knowledge to competitors • Not everyone wants to be empowered Source: Whetton, Cameron 1991

Effective Empowerment Once you understand the obstacles to empowering employees that your property may face, you can then slowly start to empower or delegate based on the comfort level at your property. How can you increase your effectiveness in empowering others? • Delegate authority to go along with responsibility • Assume a partner role vs. a parent role

alberta hospitality | 1 5 PROFILE THE FAIRMONT JASPER PARK LODGE A Luxury Backcountry Experience Just Got Better!

by Terri Perrin

he Fairmont Jasper Park Lodge as we know it today to the hotel’s director of operations, Wayne Hnatyshin, this bears no resemblance to the tent city that stood Fairmont managed resort has recently completed over in this location back in 1915. The ten luxury tents $6.6 million in renovations. Despite the fact that it has T originally constructed on the shores of Lac Beauvert, been less than a year since the renovations wrapped up, Alberta, now exist only in photographs. Fast-forward almost improvements have already made a positive impact on 100 years, and this historic site now boasts a spectacular the overall performance of the hotel. This is especially main building with massive timber-frame construction and encouraging during a time when many hoteliers continue towering rundle rock fireplaces, plus 56 adjacent cedar to struggle with recession-related challenges. cabins, for a total room count of 446. There are also meeting While attendance for National Park visitations across Canada facilities, a grand ballroom, sports lounge, boutique shops, in general may have faltered in the past couple of years, fine dining, spa facilities, and a world-class 18-hole golf Hnatyshin says that The Fairmont Jasper Park Lodge has course. been holding its own. There may be fewer people taking While The Fairmont Jasper Park Lodge has a colourful history, day trips or camping in our National Parks, but there is still it is what has transpired at this Rocky Mountain resort in the a demographic segment of local and international travellers last two years that has captured our attention. According who continue to make the pilgrimage to Jasper for its rugged natural beauty and serenity. They want to experience the

1616 || albertaalberta hospitalityhospitality thrill of backcountry activities, such as skiing, horseback riding, whitewater rafting or hiking, but when it comes time to relax… they want luxury accommodation and a fine dining experience. The Fairmont Jasper Park Lodge delivers. In the 33 years he has worked at The Fairmont Jasper Park Lodge, Hnatyshin has watched the hotel grow from a seasonal resort to opening as a year-round destination in 1988. In the 1990s, the big news was the development of the lower promenade and the subsequent addition of three specialty cabins. The most recent (and exciting) enhancements include the introduction of a Fairmont Spa, upgrades to the shopping promenade, and a repositioning of Cavell’s Restaurant and Terrace. “In the past, we had outsourced spa services and they were limited to a couple of treatment rooms,” explains Hnatyshin. “The new spa follows in the tradition of Fairmont’s branding for high-end, luxury spa services. It is a 10,000 square foot facility, with 10 treatment rooms, two couples massage rooms with jacuzzis, therapeutic mineral baths, rain showers, and deluxe glacial-inspired steam rooms.” There was also an expansion and upgrades to the fitness facility as well as significant enhancements to the lower shopping promenade. This includes the addition of an art gallery that features exclusively Canadian art, with a state-of-the-art lighting system to showcase the artwork in the best light. To ensure that Mom (and Dad) may truly relax and enjoy their spa treatments, the repositioning of the property also allocated space for children’s programming. The new Kids Club offers special activities and adventures, most notably, the Robert Bateman “Get to Know” program. “The culmination of all of these changes positively impact the entire hotel, which is a benefit for our corporate delegates, wedding guests, leisure customers, and foreign visitors,” explains Hnatyshin. “The spa services, in particular, provide an added incentive to extend business travel to leisure visits or enhance a wedding experience.” In order to get a good return on investment, the resort’s marketing team is always looking for unique ways to promote the new and improved facility to guests. One special promotion has them looking to the heavens for inspiration! Jasper is one of the best places in North America to view the stars, and the Royal Astronomical Society of Canada has officially designated Jasper National Park as a Dark Sky Preserve. At 11,228 km2, it is the largest Dark Sky Preserve in the world, and the only preserve in Canada with a town wholly within the area. The hotel is using this designation to its advantage, much to the delight of astronomy lovers. The First Annual Dark Sky Festival was held this past October and plans are well underway for next year’s event, to be held October 12-24, 2012. (For more information check out www.jasperdarksky.org.) “While we can continue to make improvements to the resort, we can’t improve on what Mother Nature has already provided for us,” adds Hnatyshin with a smile. Alberta Hotel and Lodging Association Convention and Trade Show delegates who came to Jasper for the 2010 annual conference and plan on attending the April 2012 event are in for a pleasant surprise! “We are delighted to invite the AHLA back this spring,” states Hnatyshin. “This is a great opportunity to showcase the hotel renovations to our peers. It is always a delight to have other hospitality industry professionals come to visit, to see the remarkable changes we have made, and enjoy everything that The Fairmont Jasper Park Lodge and the National Park have to offer.”

albertaalberta hospitalityhospitality || 11 7 7 Safety in a Minute by Barbara Malacko an incredible celebration for hotel staff. How wonderful an experience it has been for the AHSA staff to contact a general manager to advise him Safety is a very important component of any business. The level of that a staff member has won one of the weekly prizes. The conversation complexity that safety can have within a hotel’s operations, however, quickly turns into a hush, hush chat as the employee is not informed, can make it overwhelming to even begin implementing a program and since the manager wants to make a presentation to the employee in its processes. Where do you start? How does a hotel tackle a subject that front of her fellow workers. is as dry as safety, and make it fun and engaging for the staff so that they will learn, embrace, and apply these concepts to their daily activities? The “Keep it simple” has been our philosophy throughout the 10-week Alberta Hotel Safety Association (AHSA) has discovered one way to start campaign. Each week, for 10 consecutive weeks, a video was released the process. It’s called Safety in a Minute. on the www.safetyinaminute.com website for participants to watch and take a new piece of information away to help make their workplace a This campaign involved a series of engaging, entertaining, and safer place. An added bonus for the hotels who participated was having educational one minute videos (yes, one minute). Employees in the their name entered for a draw for one of three prizes of AHSA training hotel industry were invited to visit www.safetyinaminute.com to watch dollars. these videos, answer a skill testing question, and then enter their name for a great weekly prize draw. Weekly prizes included items such as iPods, The AHSA had set a goal of 3,000 visits to the website (equivalent to digital cameras, Visa gift cards, X-Box, and even an iPad 2. 10% of hotel workers in the province). We were so excited when the final numbers were unveiled. Safety in a Minute received over 5,400 visits! The development of this campaign has caused quite a stir in the AHSA’s office, through the inception of the concept, all the way through to Safety in a Minute is now a permanent fixture on the AHSA website working closely with The Met Agency in the development and the (www.ahsa.ca). These videos can be easily incorporated into a hotel’s release of the final production. training and/or orientation of new staff. It’s a fun way to bring attention to the all-important issue of safety in the workplace. Safety in a Minute has unexpectedly taken on a life of its own. Initially, the campaign was intended to educate and entertain the hotel industry on Did you miss the first round of Safety in a Minute prizes? Stay tuned! The basic practices for implementing safety in the workplace. It turned into AHSA will be running the campaign a second time in 2012!

Message from the Honourable Jack Hayden, Minister of Tourism, Parks and Recreation by Jack Hayden, Minister Travel Alberta’s new brand - built with the input and vision of people like you - was launched earlier this fall. Focusing on Alberta’s “goosebump I am so pleased to have the opportunity to introduce myself to Alberta’s moments”, the new brand showcases our authentic experiences and accommodation community. As the minister responsible for tourism in breathtaking landscapes. Our goal is to make an emotional connection our province, I look forward to building a strong relationship with such with travellers that will entice them to book their next holiday here in an integral part of Alberta’s tourism sector. Alberta. It is a new approach to promoting our province, and one that we I have had a busy and productive start to my time as Minister. After hope will have a bigger impact in a crowded marketplace. I encourage attending the Travel Alberta Industry Conference in October and you to visit www.RememberToBreathe.com to learn more. promoting Alberta at the World Travel Market in London, England, I have Our ministry has also made progress on the Tourism Development learned a lot about what makes tourism such an important industry in Strategy, a blueprint to guide both government and industry as we our province. I’m here to be one of your strongest advocates for building develop quality destinations and experiences, along with supporting an even more successful industry. infrastructure and air service to encourage visitation. The strategy On November 4, Premier Alison Redford issued mandate letters to will ensure these activities align with Travel Alberta’s marketing plans, each minister, which outlined specific actions and expectations for the creating a cohesive, one-team approach to tourism in the province. coming year. I am pleased that growing Alberta as a tourism destination We all share great pride in Alberta and what we have to offer. I am was highlighted as a primary objective for this government. This is a goal thrilled to have the opportunity to shine a spotlight on the great things we have all worked towards over the years, and I believe we are in a great tourism can do for our economy and our communities. I look forward to position to deliver results. working with you and the rest of Alberta’s tourism sector.

18 | alberta hospitality So, You Want To Run A Campground? by Chris Eklof

As a campground operator, there is something you hear quite often from Speaking of problems, guests themselves can be your biggest problem. campers. Guests will say, “What a great job this would be,” or “You have Not everyone that comes in is a happy camper. Some of these travellers an easy job,” or “I’ve always wanted to own my own campground”. Well have been driving hours to find you, have had trouble on the road, or are folks, I can tell you right now that there’s a lot more to it than meets the just stressed from travelling with their RV in traffic. These people can be eye when it comes to operating/owning a park. very hard to please. They tend to complain about everything from the I know that when we are outside chatting with campers, it looks like price of the site, right down to who their neighbours will be. You can’t we are not doing much. But honestly, when you do that every day for please everyone all of the time, but you do have to try. Believe me, when months on end, it becomes quite a chore to keep your game face on you have worked weeks on end, without a day off, and 10 -15-hour days, and entertain your guests on a regular basis. It can wear you down, just that is definitely easier said than done! like any other job around. It may not be physical, but mentally you are There are also times when a campsite can become a place for a party to responsible to keep your guests happy so they continue to come back. happen. Guess who has to go and shut them down, whether it’s 2:00 in When a guest walks into the office, he is greeted by the staff with the afternoon, or 2:00 in the morning. When your security calls you to enthusiasm and big smiles. However, sometimes, as an operator, we’re come and deal with a situation, away you go. Trust me; dealing with the there for 10-15 hours a day. Every day! In fact, days off just don’t situations at 2:00am is not usually pleasant, especially if there is alcohol happen when you are the owner/operator. Morning, noon, and night involved. Evicting campers is not the best situation either. It can be very shift is something we do quite often. There’s more to it than just taking heated, tense, emotional, and frustrating at the same time. You always reservations, and checking people in or out. It’s being their constant have to keep the safety of your guests and your other campers in mind. If source of information and sometimes even settling them in, because you don’t deal with these situations, you can quite easily have your park they just can’t seem to get into a site. Nowadays, even teaching guests overrun with the wrong kind of camping crowd. how to operate their RVs is part of the job. There just doesn’t seem to be At the end of the day, you can’t just stop. Behind the scenes, there’s the enough training given to people when they purchase a RV. So, when marketing, accounting, budgeting, purchasing, hiring/firing of staff and they pull in to your park, not only do you want them to have a good cleaning. All of this takes time and money, and for the most part, there experience, you want them to have a safe experience. Even if that means isn’t enough of either to go around. When operating a campground, you, the operator, have to spend time with them and show them how to budgeting is essential. There is a lot you can do to make your park look use their RV. good without incurring a huge expense, but you do need to budget for Then there is the maintenance outside. Campers watch your maintenance the necessities to make your season a success. You want to make people crew work. Whether it’s cutting the grass on a sunny day, planting the feel welcome, give them a safe environment to enjoy, and keep your flowers, or painting a fence, guests will say, ”What a great job you have!” park clean and well kept. This is what keeps guests coming back time But behind the scenes, it can be quite challenging. For example, you and time again. want your park looking well groomed and clean, but you don’t want to These are only some of the issues that you might encounter when disrupt everyone who is on a site. Cutting the grass becomes a challenge you operate a park for the summer months. Nowadays, more and as you have to be able to maneuver in and out of all sites, moving picnic more people are using their RVs for a place to stay for the winter. tables, BBQs, lawn chairs, satellite dishes, etc. just to get to their grass. So, if you’re considering opening a year-round park, I would highly If you allow pets, this can be another challenge. Picking up behind recommend consulting another park owner/operator before you go someone else’s pet is very frustrating. ahead. Remember, whether the sun is shining, it’s raining, or snowing, When other maintenance problems arise, you have to take care of them you still have to be available 24/7 for your guests, and for any issues that right away. It doesn’t matter that you’re about to eat your dinner or it’s arise in the park. raining outside. If someone doesn’t have power at their site, you become Whichever park you choose, always remember that it is a huge the electrician. If they have backed into a pedestal upon arrival, you commitment of your time, energy, physical and mental output, and become a plumber. If they can’t reach the Internet signal, you become money. If you’re watching someone else do it and it looks easy, it’s their IT person. If someone runs over a fence or sign, you become a because they have learned how to do it right - but probably not carpenter. If your office staff can’t make it for the day, you step in and overnight. It takes time to figure out what works and what doesn’t, and if handle the office. You have to wear many hats when you operate a you choose the right people to work with you, soon you will be the one campground. making it look easy. You also have to be reasonably handy so you can maintain most of the vehicles and machinery that you are using to care for the grounds and Christina Eklof is the AHLA Director of Campgrounds and Manager of Camp the equipment in the office. Constant maintenance is a given at RV parks. ‘n Class RV Park in Stony Plain. You always need your equipment in good working order.

alberta hospitality | 1 9 FEATURE CUSTOMER LOYALTY STRATEGIES

by Louise Hudson

Prospecting for new customers costs between five and seven times more than maintaining current clients. With this in mind, savvy hoteliers everywhere have to invent ingenious strategies to keep their customers loyal to their brand or destination with increasingly beneficial rewards and loyalty programs.

20 | albertaalberta hospitalityhospitality CUSTOMER LOYALTY STRATEGIES

High Tech Loyalty Program Sandman Hotels and Suites are upper middle strategic partners,” Kassam states. The move is Having had a Lucky 13 Rewards Program since tiered properties owned by Northland ROI-driven, with Sandman making bottom-line the 70s, Sandman Hotels and Suites are now Properties Corporation. The multi-faceted calculations before embarking on the scheme. going high tech and moving straight from company also owns the luxury Sutton brand “There is a cost factor that makes sense and paper to a mobile phone app. VP of Marketing, as well as Revelstoke Mountain Resort and generates a return for us. There is a lot to be said Salim Kassam says they are skipping the more restaurant chains, Dennys, Moxies, and Chop for redemptions with the same name attached, traditional progression via an electronic swipe Steakhouses. so that we can track that.” card. “It might seem a bit of a jump, but a Although it is a change in mode for Sandman, Sandman’s goal is to have complete mobile mobile platform is our preference. It is the way in essence the new high tech rewards program device compliancy by the end of 2012 with forward for how people want to transact. The is the same as the original Lucky 13 system. enhancements throughout the year. “The basic digital wallet is where everyone is going to be “Guests will gain virtual points and redeem redemption of a free room night for a certain soon, doing everything via a digital phone,” he them for hotel rooms, restaurants, and even number of stays will never go away,” Kassam explains. the ski resort within our group, and we also says, “and for those people who don’t want to hope to make it redeemable in the future with do everything via apps, the card system will

alberta hospitality | 2 1 CUSTOMER LOYALTY STRATEGIES

Members’ benefits start on arrival at a Fairmont property, with a special private reception desk offering express check-in and The digital wallet is where everyone is going to be soon, check-out. Membership also includes free doing everything via a digital phone. high-speed Internet and local phone calls, Fairmont Fit, complimentary TaylorMade golf clubs at select hotels, and retail and spa discounts. There is also a Luggage Forward { delivery service and discounts on room rates remain as an alternative.” Although having the architecture and the setting, how does and Fairmont getaways. Premier and Platinum this app brings Sandman to the forefront of Fairmont go the extra mile to keep their members receive additional benefits such technology, Kassam notes that the standards clients coming back? Fairmont President’s as exclusive concierge reservation service, which create loyalty for guests have not Club recognizes loyal and valued guests, room and suite upgrades, bonus travel award changed: “It still comes down to when you with a choice of three tiers of complimentary miles, guaranteed early arrival/late check-out, call central reservations, do we make it easier membership. It is “a recognition program dining certificates, complimentary nights, for you to book? When you check in, do we designed with individual travel preferences, and exclusive access to Fairmont Moments give good service? When you want us to clean passions, and interests in mind,” notes Jenny (once-in-a-lifetime vacation experiences). the room, does the housekeeper do a good Dunbar, Regional Director, Public Relations, This year Fairmont has gone a step further job? Those are things people use to choose Mountain Region. in customizing its Loyalty program with a hotel.” The first level Club membership is a “Pick Your Passion” scheme to mark the complimentary and includes in-hotel benefits 10-year anniversary of the Fairmont Wooing and Wowing Repeaters from the first visit following enrolment. Next President’s Club. Whatever a guest’s passion is Premier level which is awarded to members - be it volunteerism, wine, sports or the arts Fairmont is known all over the world for with five stays or 10 room nights per calendar - Fairmont is tailoring an experience to fit its luxurious properties in spectacular year. Platinum membership is granted to their needs. Members have to update their settings, not least of which are Alberta’s Banff members with 10 stays or 30 room nights profiles with their interests and hobbies and Springs, Jasper Park Lodge, and Chateau per annum. will then be marketed appropriate events. Lake Louise. So, with guests already awed by This new aspect of the program was spawned

22 | alberta hospitality CUSTOMER LOYALTY STRATEGIES

through listening to customers, explains experiences through social media options President’s Club - on qualifying stays - could Brian Richardson, Fairmont’s Vice President such as Facebook and Twitter. This forum earn 500 airline miles in Air China’s frequent of Brand Marketing and Communications. contains contests and special promotions flyer program, PhoenixMiles. “Increasingly, they’ve told us that their for members too. “Ultimately customer and To cater to time-pressed travellers, Fairmont interests are important to them and that guest loyalty programs can only be successful introduced online check in/out this month. incorporating those interests into their if they resonate as a true value proposition to “While many of our guests appreciate the travel experiences would result in richer the guest. An organization must ‘live its brand’ personalized and thoughtful service that has and more rewarding stays. We’re excited internally as much as externally,” Dunbar become synonymous with a stay at Fairmont, to be broadening our marketing scope in describes. This starts with the Fairmont a number also value convenience and this area and bringing our most frequent Service Promise, which Francisco Gomez, efficiency to make their travel experience an guests a bespoke stay experience that is both Regional Vice President and General Manager, enjoyable one,” explains Richardson. Before memorable and distinctive.” Rocky Mountain Region, The Fairmont Banff arrival, Club members will receive an “I’m On One of the newest benefits for Club members Springs, says is “a mindset, not a skill set.” My Way” email. After checking in online, they is the Adidas order line. Through Royal Service, Fairmont’s focus is on anticipating needs in will then get a “Your Room is Ready” email guests can order shorts, t-shirts, and athletic order to facilitate them. Employees carry with with directions to the hotel and instructions footwear to be delivered to their room. them a pocket size Service Promise, which on where to pick up their room key as well as These items can be returned or purchased outlines Fairmont’s mission to “turn moments the chance to make special requests. Before afterwards. They also get a pre-loaded into memories” for guests through engaging leaving, they will receive an “Easy Departure” mp3 player to use during their workouts. service and authentic local experiences. The email. “Maintaining a fitness routine while travelling emphasis is on training staff as ambassadors is tough, but often key to making sure for the brand, making guests feel valued and healthy habits aren’t completely jettisoned unique, and turning negative situations into Relationship Marketing on a Small Scale positive experiences by offering innovative by business timetables,” Richardson explains. Loyalty is an outcome of relationship alternatives. Fairmont wants its guests to become marketing: attracting, retaining, and members and encourages this through Recognizing the importance of the emerging enhancing customer satisfaction. Customers its website-based, “Everyone’s an Original” Chinese travel and business market, Fairmont need to feel unique and believe that the program (www.everyonesanoriginal.com). also set up a new marketing alliance this year organization has singled them out for This is a platform for guests to share their with Air China. Members of the Fairmont special attention. But it is not only big

alberta hospitality | 2 3 CUSTOMER LOYALTY STRATEGIES

corporations that can achieve this. Port Lifetime Value of Customers d’Hiver is an opulent, five-star B & B nestling Not every hotel or inn can afford to calculate the shore at Melbourne Beach, Florida. The the lifetime value of a customer, but most accommodation is topnotch - a rambling, managers appreciate the financial expediency balconied Victorian property restored and of building long-term relationships with re-appointed with plunge pool, fountains, repeat visitors. Not only is their potential courtyards, and lavish rooms. The inn is lifetime revenue considerable, but there is already attracting 25% repeaters while only in referral value, word-of-mouth and ripple- its fourth year of business - and that’s despite effect to be considered on an ongoing commanding high prices during a recession. basis. For hotels that are not yet quite up to “We love to surprise people with treats like speed with social media, Brand Karma (www. finding a couple in the pool and offering to brand-karma.com) has many innovative tools bring them a glass of wine,” says owner, Mike and tips on how to leverage social media Rydson. to improve a hotel’s hospitality and service But it is not just expensive trappings and ratings and keep customers coming back. The surprise service that keep guests coming 5-star Renaissance Harbour View Hotel Hong back. Rydson surveys his clients, brainstorms Kong utilizes these services in its ongoing improvements with his staff, and is quick objective to wow customers. Multi-properties to react to suggestions. He encourages VP and General Manager for Renaissance customer loyalty through a frequent stay and Marriott, Karl Hudson says they also use program as well as customized birthday and two customer service consultants, to help anniversary offers. “For instance, this month “provide the icing on the cake.” the birthday people got the Carriage House, The Marriott chain has long been associated which is usually $525 a night, for $195 plus a with loyalty programs. Its latest is Club bottle of wine and free a t-shirt,” he says. He Marriott, the new Food and Beverage Dining sustains a high level of communication with Loyalty Membership Program launched in past guests, after they leave, via social media Asia Pacific in November 2011. “It is designed and direct email. “We encourage guests to to increase food and beverage revenue from share their experiences on TripAdvisor and membership usage, i.e. increase covers and other online travel forums. We also have a therefore offset fixed operating costs,” Hudson very active Facebook fan page where guests explains. “There is also the likely incremental can interact with us and each other,” he revenue generated from members in rooms, notes. Rydson sends out special offers and catering, and the lucrative wedding market. event calendars by email and posts offers, Special events and new restaurants can be giveaways, and contests on Facebook. promoted through the database.” A specialist Port d’Hiver has its own loyalty rewards operator runs the program for Marriott with program, which gives guests a free night in membership and revenue targets. Ongoing their favourite room on their sixth visit. “Our operational costs are covered by membership Frequent Stay Program is mostly used by sales. The goal is to attract new customers our local guests and also those from nearby who, by obtaining membership, are more regions such as the Orlando area,” reveals likely to use Marriott branded hotels. The Rydson. “The guests often keep track and will strong member database enables Marriott to say things like, “It’s our fourth stay... one more promote food and beverage outlets in slow and we get a free night!” periods through tactical offerings designed to The anniversary and birthday specials produce volume. “The ability to use the card in offered to repeat clients help fill potentially cities from Sydney to Singapore to Shanghai unoccupied rooms. Rydson also uses public creates value that independent operators holidays to invent new deals. He describes, find difficult to mirror,” explains Hudson. He “On Veterans Day, we had a special Port says they use membership usage tracking d’Hiver Appreciates our Troops giveaway… and appropriate recognition, driving loyalty, For four weeks beginning October 23, 2011, revenue, marketshare, and the bottom line. we were giving away one complimentary night per week to a vet who served in Iraq or Afghanistan and one guest [could accompany the vet]. If they wanted to stay a second night they got $100 off the regular nightly rate.”

24 | alberta hospitality NAMES IN THE NEWS

Winter 2012 by Debbie Minke

We welcome the following new AHLA more than 25 years, Pratt was previously Chief to visit. The most important factors that members: Alberta Inn & Suites, Wetaskiwin; Operating Officer of Westmont Hospitality truly differentiate a nation‘s brand are its Gibbons Hotel, Gibbons; and Thorsby Hotel Group in Toronto, where he oversaw operations associations and attributes - the qualities that & Bar, Edmonton. New associate members of 160 hotels across Canada operating under 12 come to mind when people hear a country’s include Monkey Top Saloon, Bentley; Mug franchised brands employing 10,000 people. name, read or see images of a location, or plan Shotz Sports Bar & Grill, Calgary; Soho Bar & Ralf Strub has been promoted to the position a business or leisure trip. Grill, Calgary; and Swigs Pub & Grill, Calgary. of President and Chief Operating Officer Two member properties of the Canadian Congratulations to the new general managers for Bellstar Hotels & Resorts. Strub joined Rockies Golf Consortia have scored two of at the following properties: Suzanna Au-Chan, Bellstar in March of 2010 as Vice President of the top three Canadian spots in Golf Digest’s Royal Inn Express Hotel, Spruce Grove; Patrick Operations with over 28 years of international Top 75 Golf Resorts biennial list. The Fairmont Ham, Fox Creek Inn; Emilie Hovorka, Podollan and Canadian hospitality industry experience. Jasper Park Lodge entered the leading golf Inn & Spa Grande Prairie; Janet Hummel, Super William (Bill) Oliver has been named Vice publication’s list for the first time, garnering 8 High River; Farid Janmohamed, Hampton President and General Manager, North America the 27th spot in North America. The Fairmont Inn by Hilton Edmonton South; Sheng Li Jiang, of VingCard Elsafe. In this newly created role, Banff Springs returned to the list from the Bentley Hotel, Bentley; Phyllis Kern, The Lodge Oliver is responsible for leading all sales and 2009 rankings, claiming the 24th spot among Motel, Taber; Muhammad Khattak, Peavine customer operations in Canada and the US. all U.S. and Canadian golf properties. Inn & Suites, High Prairie; David McGill, Sands Condé Nast Traveler magazine has released Hotel & Conference Centre, Edmonton; Alison The new Holiday Inn Red Deer South its annual Readers’ Choice Awards, honouring Poiron, Holiday Inn Express Hotel & Suites just opened its doors, offering a variety of hotels and resorts around the world. The Hinton; Ross Sabourin, Simpson’s Num-Ti-Jah amenities for leisure and business travellers, Top Hotels, Canada category included The Lodge, Lake Louise; Mandy Simpson, Best including a state-of-the-art fitness centre, pool Fairmont Hotel MacDonald in Edmonton. The Western Plus South Edmonton Inn & Suites; with waterslide, business centre, open concept Top Resorts, Canada category included The Ken Warren, Kinsmen RV Park, St Albert; and ballroom, and 6,696 square feet of meeting Fairmont Chateau Lake Louise; Post Hotel and Rosalind Warren, Best Western Village Park space. 24 of the 114 guestrooms are suites. Spa, Lake Louise; The Fairmont Banff Springs; Inn Calgary. At the World Travel Market in London, it was Moraine Lake Lodge, Banff; Rimrock Resort Jennifer Fox has been named President of announced that for the second consecutive Hotel, Banff; and The Fairmont Jasper Park Fairmont Hotels and Resorts. She has extensive year, Canada took the No.1 spot in the Lodge. Congratulations! experience in hotel operations, brand FutureBrand 2011 Country Brand Index (CBI). development, marketing and sales, and hotel This study accesses country brands from 110 transitions. countries across 26 image attributes and six If you have any noteworthy community other measures of brand strength, including contributions, please email Debbie Minke at Robert Pratt is the new President of Coast levels of awareness, familiarity, preference, [email protected]. Hotels & Resorts. A hotel industry leader for consideration, advocacy, and active decisions

MEMBER VALUE PROGRAM REVIEW Gas Alberta Energy

Gas Alberta Energy (GAE) has helped AHLA members to manage their We’re Improving to Serve You Better! heating costs since 2005. Its unique approach to the energy market gives Over the last 12 months, participating members’ gas costs averaged just hotels and motels the satisfaction that they are not overpaying to heat C$3.60/GJ! But GAE is still working to help you save, so starting January 1, their properties. 2012 AHLA members will notice new features like: • Lower fees: Be a Part of Something Different • The larger your volume, the lower your fees GAE’s strength is in its buying power and its ability to deliver natural gas • Current participants will pay at least $0.02/GJ less in administration fees at the best possible price. This isn’t your typical retail gas contract - it’s • No minimum monthly admin fee a purchasing program designed just for AHLA members. GAE’s pricing • New purchasing options: strategies are simple, effective, and have consistently outperformed long- • Daily index with an optional price cap term fixed price alternatives in Alberta’s retail market. • Fixed pricing for winter months • 3-year term The program allows for a rolling contract term, and enables GAE to • Direct billing from GAE purchase natural gas up to 5 years ahead of delivery. This helps AHLA • Reasonable credit requirements members take advantage of market conditions and gives them time to capitalize on favourable market pricing. Participating members will “Our strength is in our flexibility”, explains Larry Dykstra, Vice President, benefit from GAE’s efforts to lock in natural gas for less than $4.00/GJ. Gas Alberta Energy. For information on the AHLA / GAE Natural Gas Program, please visit www.ahla.ca or contact AHLA at 1.888.436.6112. To find out more on Gas Alberta Energy visit www.gasalbertaenergy.com.

alberta hospitality | 2 5 FEATURE FOR SALE BY OWNER The Changing Game of Hotel Ownership

by Terri Perrin

The hospitality industry is undergoing a transformation. Foreign or out-of-province third party investors and corporations are purchasing many independently-owned and locally-operated hotels, motels, and inns. This change of ownership is, many say, simply a sign of the times. It is tough to operate as an independent in a world that seems dominated by brand names and Internet- based marketing. It is a trend that is happening in Alberta, across Canada, and right around the world.

26 | alberta hospitality THE CHANGING GAME OF HOTEL OWNERSHIP

nless the new ownership resulted in alignment of interests for both parties. Joseph Clohessy, general manager of the extensive renovations and a name “The relationships between the owner and Calgary Marriott Hotel and president of the U change, few hotel patrons - and general manager are crucial to the success of a Calgary Hotel Association, explains that in his even some employees - will notice hotel,” observes Rick Swig, of RSBA & Associates experience, changing ownership is generally anything different. For the general manager, Hospitality Consulting in San Francisco. “The seen as a good thing and it does not really however, working under new ownership can general manager is the critical link between matter whether a new owner lives down the present some unique challenges, but it can also the vision of ownership and its interpretation street or halfway around the world. It is not so offer new opportunities. In most cases, new by the management company. More often, this much the ownership that can present challenges ownership, and changing from an independent link is not necessarily linear but in the form of a to a general manager, but rather whether or not into a franchise or brand means better access to triangle, where the owner, possibly through a the change in ownership also resulted in a corporate training and the possibility of transfer designated asset manager, takes an active role change of brand and a new set of operational within the chain. in the hotel’s operations. With all due respect protocols. For some aspects of management, We all know that the manager’s role is to operate to owners/asset managers and management such as human resources or inventory control, the hotel efficiently and ensure that it achieves companies, the GM is the person who really having brand standards and a cookie cutter its full income-earning potential. The key to operates the hotel. The GM implements the approach can actually make the GM’s job easier. the new relationship between the manager owner’s vision and achieves the goals, nurtures “The general manager will always be seen as the and the new owner is often a properly drafted and sustains the hotel’s human resources, business leader with decision-making power,” and sensibly negotiated hotel management and is the person who must take ultimate explains Clohessy. “We are expected to be on agreement that contains a fair balance of duties, responsibility for the success or failure of the call 24/7 and to do everything we can to ensure approvals, incentives, and remedies, creating an asset.” that every guest has a positive experience, but

alberta hospitality | 2 7 THE CHANGING GAME OF HOTEL OWNERSHIP

we also must have a full grasp on the market and great foresight. The use of high-tech telecommunications and web-based resources make it reasonably easy to build relationships, conduct meetings, and keep in touch with new owners. While face-to-face interactions are great for building relationships, they are not always possible or necessary.” Clohessy adds that most out-of-town hotel owners or franchise head offices put their faith in the GMs to know the local market and encourage them to participate in local events. While following corporate rules is vital, having some flexibility and the ability to be seen as an active part of the community is important too. Dorothy Sloan, general manager of the Key Inn, High Prairie, had a good experience when a Korean investor, based in Vancouver, purchased the hotel she has worked at for the past six years. “I was the new owner’s first Canadian employee, and this was his first hotel,” recalls Sloan, “It was a learning experience for both of us! My role as general manager, however, didn’t really change very much because the previous owners had lived in Edmonton. I was used to running the day-to-day operations on my own. Certainly some days can be a challenge but I still love my job.” Elma Barkman, GM at the Raven Motor Inn, also in High Prairie, agrees. This hotel changed ownership in December 2010 and is now owned by two investors; one lives in Calgary and the other in Saskatchewan. “The change in ownership didn’t affect me very much,” she remarks. “Considering that I had managed the hotel for several years, the new owners basically put their trust in me and my responsibilities haven’t changed. We operate as an independent hotel, so we don’t have franchise rules to follow. The owners provide me with support when I need it, but they also give me free rein. Any big decisions are discussed as a team. They only come by for a visit every couple of months. That’s how we function and it is working well.” Ron Mundi, owner of the Coast Lethbridge Hotel (formerly the El Rancho Hotel and Convention Centre) has a much different working relationship with his operations manager, Sunny Bachhal. When Mundi purchased the hotel in 2008, it required extensive renovations. He commuted from Kamloops to Lethbridge every week for two years, to oversee the work and rebranding. In January 2010, he transferred Bachhal from one of his Kamloops properties to manage the Lethbridge operation. “I gave Sunny full responsibility for the day-to-day operation of the hotel and convention centre, but I really believe in providing lots of support,” reveals Mundi. “There is no doubt that he is in charge, yet we still communicate several times a day, and I keep a close eye on what is going on in Lethbridge overall. I rely on Sunny and his team to keep things running smoothly. To me, they are like family.” “Email, phone calls, and text messages enable Ron and I to keep in touch,” adds Bachhal. “We have worked together for more than a decade and have developed a good level of trust. Sure, we have had some challenges, but you can face challenges regardless of whether someone is standing in front of you or talking on a cell phone. I believe that communication and mutual trust are an important part of managing a property and working with a franchise. It doesn’t matter where hotel owners live, they count on their general managers and we have to meet their expectations. That is something that will never change.” “As the hotel industry evolves to meet changing market demands, independents will continue to play a major role in smaller centres in rural Alberta. In the big cities, independents will need to adapt by filling a niche for boutique-style accommodations,” concludes Clohessy. “And, regardless of ownership type, franchise brand or not, the role of the general manager will continue to be an important one.”

28 | alberta hospitality Canadian Winter Wonderland Beckons Europeans by Mat Loup

It’s time to entice European consumers to try a little Canadian winter fun. The Canadian Tourism Commission (CTC)’s latest winter campaign is well underway for German, UK, and French travellers. The campaign microsite is a refinement of CTC’s innovations in the 2011 spring/summer campaigns. The QR (Quick Response) codes are back in the print advertising, taking Europeans straight to a destination-related mobile page to browse great Canadian winter images and information on where to go and what to do. This print advertising is running in some heavyweight European titles. The microsite highlights iconic winter experiences, including skiing and snowboarding in Banff, Alberta, plus Revelstoke and Whistler, BC as well as dogsledding in Manitoba, the Carnaval de Québec in Québec City, the Niagara Icewine Festival in Ontario, and four city escapes. Europeans love their social media, so there is a Facebook contest called Winterscope that has consumers seeing more than just stars. By answering quiz questions, they’ll find out their Canadian winter personality, such as CTC partners for the campaign (which vary by market) are Tourisme “Polar bear with cubs,” “Snow Hare” or “Wolf.” Winterscope will then match Québec, Ontario Tourism Marketing Partnership Corporation, Travel consumer answers to the Canadian winter experiences that suit their Alberta, Tourism British Columbia, Air Canada, Fairmont Hotels & Resorts, travel tastes. There are 10 CTC-branded iPads on offered as prizes in each and the Canadian Destination Ski Consortium. Target Explorer Quotient® market as a final sweetener. types are Free Spirits, Authentic Experiencers, and Cultural Explorers.

WHAT’S NEW?

by Debbie Minke

Dickens & Hawthorne, a long established new HYGEN™ Clean Water System reduces MicroFridge® with Safe Plug® is an innovative boutique toiletry brand from Australia, the need to stop cleaning the floor to get refrigerator/freezer/microwave combination now has a new Cucumber & Acai Collection clean water. When the mop water gets dirty, appliance that now offers a Dual-Outlet developed and formulated for the hospitality the user simply tilts the bucket 90 degrees to Charge Station and a Cord Clip in front of the industry by Essential Amenities, Inc. All of the transfer the dirty water into a filter chamber. microwave, allowing guests to safely charge new collection’s liquids and exfoliating soaps The water then runs through the integrated personal electronic devices such as laptop are enriched with soothing cucumber and filter system in the bucket and returns to computers, iPods, cell phones, and more. Safe natural acai berry antioxidants to provide a the clean water chamber, ready to be used Plug® technology, a patent-pending power pleasurable and healthy cleansing experience again. An integral floor drain in the bottom management system, limits power draw to for the guests. Invigorating tea tree oil, a of the bucket means that when the water just 11 amps, and requires only one dedicated natural ingredient from Australia, is also finally does have to be changed the user can circuit for the combination appliance. This included in all of the hotel personal care drain the bucket without having to lift it to a environmentally-friendly unit makes your items. sink. The bucket has a built-in scrubber and space more functional and appealing, while Rubbermaid has developed the first wringer, and the system includes nine task- reducing energy consumption and the risk of integrated water filter that cleans mop water specific microfiber mop pads, a two-sided circuit overload. right inside the bucket, resulting in cleaner frame and ergonomic mop handles as well. water, cleaner mops, and cleaner floors. The

alberta hospitality | 2 9 Domestic Violence in the Workplace by John Ratcliff

“Women in Canada are 5 times more likely to be stabbed, shot, strangled, Unlike many other businesses, AHLA members may face another side or beaten to death by their spouses or partners than Canadian soldiers and of domestic violence every day. Hotels and motels often serve victims police officers killed in the line of duty.” fleeing abusive relationships who need a place to stay. Some help local ~ Brian Vallee, The War on Women, (2007) shelters when they run out of space for victims and their children. Some of those victims may even work for you. To help hotels, motels, and campgrounds understand this issue, the When we think of domestic violence, we usually think of it as something AHLA is working with the Alberta Council of Women’s Shelters to develop that happens in the home - usually behind closed doors. Unfortunately, resources that will help you and your staff deal with the effects of this is not the case. Domestic violence doesn’t stay at home. It is domestic violence at your property. These resources will help you: everywhere - even in your hotel. The facts about domestic violence in the workplace are staggering: • Know the direct and indirect signs of domestic violence • 90% of domestic violence incidents will be disclosed to a co-worker. • Know what to do if an incident occurs at your property involving either a guest or staff member, and train your employees accordingly • According to a recent UBC study, domestic violence in the workplace costs Canadians $6.9 billion per year. • Know what to do if you think a guest or staff member is a victim of domestic violence, and train your employees about how to deal with • 74% of victims were harassed by their partners at work. this situation • Over 75% of perpetrators who have been charged used workplace • Understand how you can help/support staff members who may be resources to harass or stalk their victims. leaving an abusive relationship Domestic violence is a pattern of behaviour used by one person to gain • Support women’s shelters in your community. power and control over another. This may include physical violence, sexual, emotional, and psychological intimidation, verbal abuse, stalking, You can protect your business, your guests, and your staff – if you know and use of electronic devices to harass and control. Domestic violence what to do. The new resources will be released at the AHLA’s 2012 can cost your business, but the physical and emotional toll on your Convention in April, giving you the tools you need to recognize and employees can be even greater. Domestic violence is a sensitive subject respond to domestic violence when it comes to your property. that many people feel uncomfortable addressing. And when it comes to the workplace, victims, co-workers, and your guests could all be in danger.

ADVERTISERS Winter 2012

Alberta Hotel & Lodging Association 21 Covenant Restorations 15 McCallum Printing Group 15

Alberta Hotel Safety Association 13 Dragontex 14 Northwest Carpets 9 Alberta Laundry Systems 8 Gordon R. Williams Corp. 5 Poulin’s Pest Control Services 22 Apex Health & Safety 24 Jani-King of Southern Alberta 12 Restwell Sleep Products BC Christopher Carpets Ltd 28 Independent Supply Company 27 RONA Inc. 23 Clean Spot 11 Longbow Sales 23 Western Financial Group Insurance Solutions IBC Coinamatic Commercial Laundry IBC MAC Sales & Marketing 12 Whiteshell Chairs Ltd. 8 ZLK Distributors 7

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