InnFocusBC Hotel Association Attracting Seniors BOOMERS ARE REDEFINING THE TERM “SENIOR CITIZEN”

RENOVATIONS WHERE SHOULD YOU FOCUS YOUR RESOURCES? MENU PLANNING EXPAND YOUR VALUE PROPOSITION

PM40026059 PM40026059 AND BOOST REVENUES

PLUS: TRENDS IN RECREATION > HOW DMOS UTILIZE SOCIAL MEDIA

Winter 2013 UP $ TO 3,500 REBATE

13-236.5_BCHA_ALaCarte-8.5x11_PRESS2.indd 1 5/24/2013 8:56:14 AM 200-948 Howe Street, Vancouver, BC V6Z 1N9 T 604-681-7164 1-800-663-3153 F 604-681-7649 1-866-220-2032 www.bchotelassociation.com BCHA Board of Directors

Vancouver, Coast & Mountains Ross Dyck, Sylvia Hotel, Vancouver Ian Lowe, Crystal Lodge & Suites, Whistler John Kearns, Sheraton Vancouver Guildford Hotel, Surrey David MacKenzie, Pemberton Valley Lodge, Pemberton Joann Pfeifer, Vancouver Marriott Pinnacle Downtown, Vancouver John Sandor, Sutton Place Hotel Vancouver, Vancouver Leonard Wiens, Royal Hotel, Chilliwack Directors at Large Taj Kassam, Sandman Hotel Group, Vancouver Sarah Kirby Yung, Coast Hotels, Vancouver Craig Norris-Jones, Coast Hotels & Resorts, Vancouver Past Chair David Wetsch, Ramada Limited Downtown Vancouver, Vancouver

Kootenay Rockies Brady Beruschi, Regent Hotel, Revelstoke Don Lutzak, Elkford Motor Inn, Elkford Danny Rickaby, New Grand Hotel, Nelson Amanda Robinson, Copper Point Resort, Invermere

Cariboo Chilcotin Coast Pat Corbett, The Hills Health and Guest Ranch, 100 Mile House

Vancouver Island Rick Browning, Best Western The Westerly Hotel, Courtenay Jonathan Cross, Hospitality Inn Hotel, Port Alberni Reid James, Hotel Grand Pacific, Victoria Kurt Pyrch, Best Western Cowichan Valley, Duncan Kevin Walker, Oak Bay Beach Hotel & Marine Resort, Victoria Earl Wilde, Victoria Regent Waterfront Hotel & Suites, Victoria Featured Hotelier Director at Large Kelly McAcree at Hastings House Country House Hotel, page 16 Ian Powell, Inn at Laurel Point, Victoria

Thompson Okanagan Don Brogan, Walnut Beach Resort, Osoyoos John Douglas, Nancy Greene’s Cahilty Lodge, Sun Peaks Ingrid Jarrett, Watermark Beach Resort, Osoyoos Gavin Parry, Coast Capri Hotel, Kelowna Tim Rodgers, Best Western Plus Kamloops Hotel, Kamloops Director at Large Heather Bodnarchuk, Prestige Harbourfront Resort & Convention Centre, Salmon Arm

Northern BC Colin Bateman, Aspen Inn and Suites, Smithers Sam Mangalji, Inn on the Creek, Dawson Creek Al McCreary, Hudson Bay Lodge, Smithers Rebecca Monsen, Treasure Cove Hotel, Prince George Winter 2013 Director at Large Steve Smith, Crest Hotel, Prince Rupert Executive Committee President, Ingrid Jarrett, Watermark Beach Resort, Osoyoos Past President, David Wetsch, Ramada Limited Downtown Vancouver, Vancouver Treasurer, Allan McCreary, Hudson Bay Lodge, Smithers Features Columns Vice President, Jonathan Cross, Hospitality Inn Hotel, Port Alberni Vice President, John Kearns, Sheraton Vancouver Guildford Hotel, Surrey Vice President, David MacKenzie, Pemberton Valley Lodge, Pemberton 6 Attracting Seniors 4 President’s Message Vice President, Joann Pfeifer, Vancouver Marriott Pinnacle Downtown, Vancouver Vice President, Kevin Walker, Oak Bay Beach Hotel, Victoria 12 Trends in Recreation 5 CEO’s Report Vice President, Earl Wilde, Victoria Regent Waterfront Hotel & Suites, Victoria BCHA Staff 14 CONNECT Recap 15 Marketing James Chase, Chief Executive Officer, Vancouver 604-443-4750 16 Hastings House Country House 21 Green Initiatives Colleen Lamothe, Manager, Comm. and Gov’t Relations , Vancouver 604-443-4751 Louise Thompson, Member Services Coordinator, Vancouver 604-443-4756 18 Menu Planning 22 Names in the News Website: www.bchotelassociation.com 23 New Certification for Hotel General Managers 23 What’s New? PUBLICATIONS MAIL AGREEMENT NO. 40026059 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO 30 BC Hospitality Foundation CIRCULATION DEPT EMC PUBLICATIONS 24 Renovations 19073 63 AVENUE SURREY BC V3S 8G7 28 How DMOs Utilize Social Media email: [email protected]

InnFocus is published quarterly by EMC Publications - a division of EMC Executive Marketing Consultants Inc. 19073 63 Avenue, Surrey, BC, V3S 8G7 t 604-574-4577 1-800-667-0955 f 604-574-2196 [email protected] www.emcmarketing.com Publisher: Joyce Hayne Design & Layout: Krysta Furioso Copy Editor: Debbie Minke President’s Message by Ingrid Jarrett

I am pleased to be addressing you in my The re-implementation of the PST was a tough and deserve predictability and stability to run first message as President of the BC Hotel transition for our members, and David led the their businesses. Association (BCHA) since assuming the charge, working with the province to ensure that It is clear that there has never been a more position at our Annual General Meeting in our industry did not lose all of the competitive important time for industry to come together October. I am honoured to be representing the advantages the value-added tax had brought to and work towards shared goals. The BCHA industry to which I have dedicated my career our economy. I look forward to working closely has been working closely with our colleagues since my first job, at the young age of 14, as with David in his new role as Past President at the Alliance of Beverage Licensees (ABLE), a chambermaid at the Beacon Beach Motel as we continue to advocate on behalf of our and together we will continue to reach out to in Kelowna, where the Manteo Resort stands members and work towards the betterment of our industry partners, but we need your help. today. our industry. The consultation process may be over, but there I am the Vice President for Business With a renewed mandate, we were pleased to has never been a more important time to reach Development and the General Manager for see a free enterprise government re-elected out to your local MLA. We have members in Watermark Beach Resort in Osoyoos, and I have this year. Our focus will be to continue working nearly every region of BC, and together we need formerly held the positions of Regional General closely with government towards creating a to offer solutions and work to develop a mutual Manager for Boutique Hotels & Resorts, vibrant economy that benefits our members and understanding. Our influence is strengthened General Manager of Cove Lakeside Resort, and helps make BC a top tourist destination here at when we come together as a team. Director of Operations at Fairmont Hotels & home and internationally. Resorts. I have also served as the Chair of the I look forward to the months ahead and working Thompson Okanagan Tourism Association, with you, our members, and the BCHA staff to during which time the award-winning 10-year Liquor Policy Review help create a globally competitive province that regional strategy was developed. I also worked We have seen a lot of change over the last few builds on our successes to grow tourism and on behalf of our industry to help create the years, and it is clear that our industry still has business in the years ahead. new industry-led Destination BC as a member many challenges ahead. At the beginning of Should you have any questions or comments of the Tourism Industry Association of British August, the government launched a province- please do not hesitate to send me a message at Columbia Task Force. wide liquor policy review. Parliamentary [email protected]. I have been a member of the BCHA for 7 years, Secretary to the Attorney General and Minister of Justice for Liquor Policy Reform John Yap and served on the Executive Committee as Vice- Upcoming Board Meetings President for the past 4 years. I have served in was assigned the task of gathering input from the Victoria and Kelowna Hotel Associations, both the general public and stakeholders. The The BCHA Board of Directors meets quarterly and I currently sit on the Destination BC amount of feedback was significant; it is clear and the schedule is set on an annual basis. Marketing Committee. I am very familiar British Columbians want changes, but have Our next meeting will be on Tuesday, January with the issues and challenges our industry is perhaps not fully considered the economic 28, with meetings to follow in April, July, facing, and I am committed to working closely ramifications or the health and safety issues and October. These meeting dates are always with our members, our Board of Directors, and that would change the societal landscape of our available on our website. As a provincial government to find common ground and work province. Days before the consultation process organization, the board is comprised of 34 towards pragmatic, sensible solutions. was complete, we received the unexpected hoteliers, representing each of the six regions of announcement that the government would BC. Please do not hesitate to contact our offices I would like to take a moment to thank our study putting liquor in grocery stores. Many of or your local representative - the list is on page 3 outgoing President, David Wetsch. As a member our members are operators of Licensed Retail and is also available at www.bchotelassociation. of David’s Executive Committee I saw him work Stores and Liquor Primaries, so this news was com - should you ever wish to have an issue vigorously for our members. During David’s both troubling and unexpected. brought before our board. term as President of the BC Hotel Association we saw a number of successes - such as the In early October the BCHA met with Mr. Yap; important partnership that saw the creation if you haven’t already done so, please read our of CONNECT, the largest Hospitality Trade submission on the BCHA website. The BCHA Show in the province. David also spearheaded asked Mr. Yap for sensible adjustments to liquor initiatives addressing a number of challenges policy, and stressed that our members have that faced our industry in the past two years. financially invested a great deal in this province

4 InnFocus CEO’s Report by James Chase

As the CEO of the BC Hotel Association to focus on the impact and value of destination resolution passed in Kelowna at the Canadian (BCHA), not only do I work on your behalf in marketing as an economic generator. However, Chamber of Commerce’s Annual General the province; I am also your representative in order to succeed, your help is needed. Meeting. in Ottawa. In September, the HAC launched a grassroots The tourism industry is a big tent; for hotels When I travel to Ottawa, I work with the campaign and provided members with all the to be successful we need our industry partners provincial representatives from across the tools they need to continue the conversation to be successful. So when you reach out to country and the Hotel Association of Canada that is currently taking place in Ottawa. your local representatives, it is important to (HAC) to ensure the issues and challenges that As operators and owners it is imperative that advocate not just on behalf of the hotel industry affect BC hoteliers are heard on the national you reach out to your local representatives (at but on behalf of the tourism industry. level, and are brought forward to the Minister all levels of government) not just when news Tourism makes vital contributions to the of State for Small Business and Tourism and breaks, or when we need something, but on a Canadian economy; together we represent MPs from every region of this country. regular basis. Maintaining a relationship and $84 billion in economic activity. However, The BCHA is proud to have members in almost an open dialogue is the best way to see effective we are overly reliant on the domestic market. every community in the province. We are change. A federal election will likely take place Ten years ago 35% of revenue came from the fortunate to live in a province that offers top- around October of 2015, and while that might international market; today it is down to 19%. notch destinations all year round. From ski and seem awhile away, it is in fact just around the We are simply shifting the share around and snowboarding in Whistler to the wineries in the corner. Don’t delay, the tools are available. You not increasing it. If we want to be competitive Okanagan, mountain biking in Prince George can visit www.hotelassociation.ca/grassroots on the world stage, Canada’s marketing efforts to scuba diving in Nanaimo, our province to view the grassroots campaign plan, find a must be increased considerably to battle those really has it all. However, BC, like many other list of MPs, view speaking notes, draft letters, of our top competitors; the United States, regions across the country, is experiencing the and much more. If you still have questions, you Australia, Ireland, and Mexico. These countries economic loss that followed the drastic cuts can speak with me or your local BCHA board are winning the fight while Canada is losing to the Canadian Tourism Commission (CTC). members - we are always available to help. more and more marketshare. As you may know, the CTC - Canada’s We also need to work with industry and I want to ask you this simple question: when international marketing agency - has seen our Chambers of Commerce to continue was the last time you spoke with your federal significant cuts to its funding. The CTC budget elevating our message. Recently, we saw The MP or your provincial MLA? There has has seen a decrease of 41% over the past Vancouver Board of Trade and Richmond never been a more important time to start decade. Canada has slipped from 7th place to Chamber of Commerce work together to pass the conversation, so get on the phone, write 16th in the world for international visitors, and a resolution on “Improving Air Access for the a letter, organize a roundtable, or attend an we are one of only five countries to experience Benefit of the National Economy”. The two event. Get our message out and help us make a drop in arrivals over the last 10 years. With Chambers recognized the need for this issue sure destination marketing is at the forefront less money going towards promoting Canada to gain national recognition, and by working of every government’s mandate. in key markets, the HAC has made it a priority collaboratively, they were able to have the

InnFocus 5 Photo courtesy of Glen Lancaster Attracting Seniors First Rule: Don’t Call Them Seniors

by Chris McBeath

Ever since the first boomer was born in 1946, the baby boomer generation has disrupted traditional values and expectations with every passing decade. Now entering their senior years, not only are boomers redefining the term “senior citizen”, they are set to reshape much of the travel industry. Today, these once cash-strapped backpackers and globetrotters of yesteryear are expanding their horizons even more, only this time they’re doing it with an eco-passion, a bucket list, and an affluence of money and time. Ready or not, the boomers are here.

6 InnFocus Snapshot Profile Keywords: active, healthy, travel savvy These seniors are far from the traditional blue rinse brigade. Rather, they are healthy, youthful (most perceive themselves 15 years younger than their chronological age) and wealthy. They control more than three quarters of North America’s wealth and are responsible for half of all discretionary spending. As these 60-something youngsters start releasing some 26 million homes between now and 2030, there’s no let up in sight. Many larger hotel chains are beginning to offer services that cater specifically to this ever-burgeoning demographic with the Preferred Hotel Group leading the pack. Working with some of the industry’s top travel, leisure, and lifestyle market research companies, the results of their studies are compelling. “What we found is extremely encouraging,” says Lindsey Ueberroth, President, Preferred Hotel Group. “The boomer generation is more physically active than any in history. They are veteran travellers. And now with more time available as they reach traditional retirement age, they say they are going to intensify their pursuit of travel, new experiences, and adventure. Boomers want it all - former luxuries are now considered necessities, including travel and fine dining.” Bus tours and meager senior discounts no longer make the grade. Instead, boomers seek self-fulfillment, authentic world cultures, and active involvement with every travel experience, and they will comparison-shop to get it. Culinary tourism, learning a new language, and eco-adventures all fit the bill - as do activity-pampering packages.

InnFocus 7 All In The Family Plan for longer-term stays with week-long and month-long rates, especially at properties Keywords: multi-generational, legacy, ease offering multi-room suites, lodges, and self- of planning, value choices catering villas. Four out of ten boomers are now grandparents who will be in family leadership positions for some time to come. As a consequence, legacy is The Wellness Factor an important value making multi-generational Keywords: getaway travel, stress-free, travel one of the hottest trends in tourism and choices, eco, giving back, self-improvement hospitality. In top travel companies such as Since boomers deny growing old, health- Austin-Lehman Adventures, family trips now oriented activities rank high on their list - account for more than 10% of their entire whether that’s trekking, biking, yoga retreats, business. Even the cruise lines have seen art classes, or spa getaways. Big sellers will be the light, ramping up the ante to lure more anything that can connect them to nature, a multigenerational families to the high seas. stress-free environment, or a self-improvement According to the Cruise Lines International experience. And since 58% of boomers are Association, 2,000 new beds were added in married, romantic getaways where couples 2013 to bring sea-faring capacity up to more can share a new endeavour together are still than 35,000, and companies are actively popular options. promoting off-peak vacations for groups larger than 16, as well as free beds and points that can While perhaps not spoken, older travellers be traded for services. Hotels would do well to also start to seek out meaning, either within follow their example. themselves or in helping others. Volunteer vacations are fast gaining traction and need Most large boomer-initiated family trips are not take place in an expensive-to-get-to, remote planned around a life event such as a birthday, part of Africa. Teaming up with local farms, anniversary, family reunion, or wedding, so orchards, and organizations that specialize in pave the way for value-added programs such creating altruistic activities is a three-way win as group pricing, celebration event packages, that will have boomers sit up and take notice. multiple-room packages, and reunion activities This is the generation that suggested green as well as all-inclusive meal plans. Like cruise be the new black. Their purchase preferences ships, hotels need to offer itineraries for many include staying at eco-conscious properties age groups from zip lining, hiking, and spa with operators who give back to the larger services to golf and shopping. community.

Boomer Facts

>>> Born between 1946-1964, boomers number 450 million worldwide. >>> The 60+ population is the fastest growing segment worldwide, and predicted life expectancies are at an historical high. >>> By 2016, half of this generation will already have celebrated their 60th birthday >>> An estimated 10,000 people per day turn 65 (an American turns 50 once every 7 seconds). >>> In 2050, the number of North Americans aged 65 years + will outnumber those under the age of 18. >>> By 2060, it is expected that Americans aged 65 and older will soar to 92 million. >>> People over 60 in China are more numerous than the entire population of Russia. >>> Boomer seniors purchase 47 billion per year online. >>> Seniors account for 80% of all luxury travel. >>> 68% have a valid passport. >>> By 2016, mature travellers will account for one third of overnight domestic (Canadian) expenditures

Sources: agelab; Nielsen Netratings Research; Stats Canada; US Census

8 InnFocus Restyle Amenities & Services Keywords: self-drive tours, intriguing itineraries, quality dining, wired When not searching out a bucket list destination or planning a legacy trip with their family, boomers take to the road on touring trips, getaways, and in pursuit of fun. Since most seniors travel by car (79% hold a driver’s license), and also account for 41% of new car purchases, behold the new rubber-tire trade. Not just in cars, but in cruisers, ridden by boomers reliving their days riding Harley motorcycles. Chains such as the western-based Sandman Group, Prestige Hotels and Resorts, Accent Inns, and others are superbly positioned to take full advantage of their locations. For example, while Sandman’s Lucky 13 (stay 12 nights get the 13th for free) and its 55Plus “seniors” benefits program speak to loyalty and the relative youthfulness of the seniors’ market, its StatusPlus points rewards program is geared to registered mobile app guests, which clearly targets wire-savvy boomers as well as the younger generations. Boomers want it all - former luxuries are now considered necessities, including travel and fine dining.

InnFocus 9 Most large boomer-initiated family trips are Dining Out planned around a life event such as a birthday, Boomers and retirees are also driving the restaurant industry; they eat anniversary, family reunion, or wedding… out an average 195 times per year - almost every other day - and those aged 55-65 dine out even more. Menu presentations, content, and style of service will need to include larger print, a few comfort food options alongside fusion choices, and above all, attentive service. These are careful consumers. Relationship, trust, and the ability to demonstrate Canadian Generations that you understand and can cater to their diverse needs will go a long way in securing their business and loyalty.

Social Media Savvy 15% Whether it’s to stay in touch with younger family members, or being 29% a member of the mobile workforce, boomers are social media savvy. Over 70% have broadband Internet access and use the net to research 16% diligently and comparison shop. Although 34% cite word-of-mouth conversations with friends and family as a key prompter for researching a purchase further on the net, this leaps to 67% when combined with direct 11% mail and offline media advertising, according to the No B.S. Guide to Marketing to Leading Edge Boomers & Seniors by Dan S. Kennedy and 29% Chip Kessler. Not only does this emphasize the need to have a significant online presence, it also talks to aligning advertising dollars to specific organizations and publications that are geared to the boomer market. Zoomer Magazine is one example. Seniors Generation X When all is said and done, it’s really a question of re-evaluating a Kids under 15 Boomers property’s full range of amenities and services, and considering things like installing handrails in tubs, increasing lighting, and improving Generation Y accessibility in future renovations. Items that appeal to today’s seniors won’t appeal to seniors a decade from now. Mick Jagger is 70; so are the Source: NPD Group’s Report on Canadian Baby Boomers 2010 fans that helped rocket him to fame, and their nostalgia is very different than those elders remembering big band music from the forties. Think Rock ‘n Roll and Motown elevator music. Ueberroth is highly optimistic and believes that the travel industry is on the verge of a truly golden age. “The opportunities to serve the boomers are vast,” she concludes. “For professionals that are not focusing on this, Household Income of Boomers it will be their mistake.” About 50% of boomers have income over $60,000/year

60%

50% Wired Resources Back End Boomers 40% >>> The Boomer Blog Front End Boomers www.boomer-blog.com 30% >>> Boomer Consumer www.boomerconsumer.com 20% >>> The Mature Market www.thematuremarket.com 10% >>> Canadian/American Association of Retired Persons 0% www.carp.ca/www.aarp.org Under $20K $20K - $30K $30K - $45K $45K - $60K Over $60K >>> The Age Lab

Source: NPD Group’s Report on Canadian Baby Boomers 2010 www.agelab.mit.edu >>> Mature Market Institute www.metlife.com/mmi/index.html

10 InnFocus InnFocus 11 Trends in Recreation Fitness on the Go by Carol Schram

As the global population ages, more people are looking for a health and fitness component when they travel, whether it’s for business or pleasure.

“Our guest profile is definitely changing,” especially our corporate clients,” describes Get Outside says general manager Brad Knight of the Old Franklin Jackson, Executive General Manager All around the province, BC’s natural beauty House Village Hotel and Spa in Courtenay. of Sandman Signature Hotel & Resort is a drawing card for travellers who want to “We have a gym, and we have an outdoor Vancouver Airport. “We offer an in-house be active in the great outdoors. heated pool that people use year-round. The fitness facility, our indoor tennis courts, and gym is always busy.” our Steve Nash Fitness World and Sports “It’s all about health,” describes Knight. “Everything in the Comox Valley is about “Our corporate and government clients are Club. With state-of-the-art equipment, group health. Travellers are coming specifically for more into fitness than ever before,” Knight classes, and certified personal trainers, guests the fresh air, the scenery, the ability to get continues. “Our leisure guests are coming to can maintain their fitness regimen while outdoors - and no traffic congestion.” relax in the evenings, but engage in vigorous, travelling.” feel-good-about-themselves activities during The Westin Grand in downtown Vancouver Winter and summer, the Old House Village the day. We find that people who are out is home to a WestinWORKOUT® facility and is working to offer unique recreational exercising and enjoying themselves during an outdoor salt water pool. They also partner experiences to its guests. “We buy ski packages their holidays are terrific clients to have.” with Function Health and Fitness to offer through Mount Washington that we can pass on to our customers, but because skiing’s not “We are finding that maintaining a daily personal training and provide running maps for everyone, this year we’ll also be providing routine is very important to our guests, to guests who want to take advantage of the city’s exceptional seawall. our own snowshoe experience. Guests can do

12 InnFocus their own exploring. It’s the most remote and surreal individual winter sport experience that you can find.” Maintaining a daily routine is very important to our guests. In the summer, the emphasis at Old House Village is on watersports. “We’re right beside the river,” explains Knight. “To be able to bike partner and we’ve seen their business kayak or paddleboard in the Comox Valley Partner with the Experts explode,” Knight enthuses. “You can join in estuary in the evening, with the sun going Whether the emphasis is on business, leisure, the Island Joy Rides tours, or they have bike down, and see all the different wildlife, birds, or tour travellers, properties are setting up rentals. Next year they’ll help facilitate our and sea lions, it’s just incredible!” partnerships with experts who can bring their own rent-a-bike program where people can guests the very best in fitness and recreation Outdoor recreation is particularly important come and include a bike rental in their stay, offerings. at small properties that don’t have an onsite putting their car in the underground parking fitness facility. These hotels recommend In the city, properties like the Westin Grand lot and not using it for a week.” local gyms, if a guest is looking for one, or Vancouver outsource their personal training Knight sees cycling as an integral part of the suggest running paths around the property. and the Sandman Signature Hotel & Resort local tourist experience. “I think the Comox Resorts properties offer a myriad of other Vancouver Airport offers a state-of-the-art Valley is starting to become the Italy of activities throughout the year that guests can gym. “Steve Nash Fitness World and Sports Vancouver Island. People are coming and participate in from hiking to snowboarding. Club has been open since February 2008, and they’re bringing their bikes or they’re renting we recommend it to guests,” says Jackson. bikes and they’re riding around with baskets “They operate independently, but work with Sport Tourism is Key on the front collecting goods from different the hotel to benefit guests and offer them the farmer’s markets. They come back to the hotel Statistics Canada reports that sport tourism is opportunity to enjoy a fully-equipped facility.” for a really nice meal that they’ve gone and growing across Canada and hotels are tapping Biking is the centre of attention at Old House collected themselves while enjoying a great into visitors who travel to their regions to Village. “We work with a company called outdoor experience. We love it, and we’re participate in events. Island Joy Rides. They’ve been a wonderful going to continue to help it grow.” The Oliver Osoyoos Winery Association has been introducing new events to draw visitors to its region, including the very popular Half Corked Marathon, which runs during the shoulder season in May. Runners are encouraged to stop and taste at wineries along the 18 km route through the local vineyards. There is also a new cycling event called The Intrepid, which debuted in September 2013. A four-day stage ride that circles from Kelowna to Big White to Osoyoos then Penticton, it’s a cycling event that’s attracting global attention. Hotels in the area are packaging these events, creating mutual benefits for all parties. Over on Vancouver Island, Knight says to expect a big splash with events from the Comox Valley Tourism Advisory Committee. “We’re really starting to ramp it up here. We have a summer MusicFest, a two-week festival of food and drink called Toast, and we’re launching a new Winterfest program in the last two weeks of January. Mount Washington is offering 50% off lift tickets, and we’ll run some events with them. We’ll also have an outdoor rink with synthetic ice for people to skate on and we’ll run hockey tournaments.”

InnFocus 13 Recap

In October, the inaugural CONNECT Food + Drink+ Lodging trade show brought together three leading BC hospitality associations: the BC Hotel Association, the Alliance of Beverage Licensees, and the Canadian Restaurant and Foodservices Association for a two day super-show. Over 250 businesses from the accommodation, liquor, and foodservice industries showcased their latest products and innovations to delegates at the Vancouver Convention Centre. Delegates also enjoyed informative educational sessions, demonstrations from some of BC’s top chefs, and social events that showcased the best Tourists coming from the US are expected of BC! to increase 1.4%, and overseas visitors are expected to increase 3.1%. Guests also heard Delegates also saw BC’s hottest chefs compete Opening Reception from Robert Carter, Executive Director of on two cooking stages at the inaugural BC the NPD Group, who shared that BC has Iron Chef Competition. Congratulations to Industry colleagues gathered at the Vancouver the highest restaurant visits per capita and the following winners: Convention Centre for an evening with trade guests are more willing to spend money on show delegates and exhibitors and enjoyed a organic food with special labels. Robert also Top BC Chef great selection of hors d’oeuvres served along advised that in BC guests are more daring with wine and scotch. Delegates networked, and are willing to try new restaurants and try 1. Kevin Wall - Joey Broadway met with old friends and forged new business new menu items. Finally, guests heard from 2. Froilan Alejo - Beach Grove Golf Club partnerships after a successful first day at a member of WorkSafeBC’s Young Worker CONNECT. program on workplace safety. 3. Jaimeet Kathuria - PTI - Northern Camps Corporate Chef Educational Sessions Industry Lunch Top Asian BC Chef The CONNECT Show educational sessions We were proud to feature the Minister for Jobs, offered industry experts insightful knowledge Tourism and Skills Training and Minister 1. William Tse - Centerplate, BC Place on an array for key industry issues. Delegates Responsible for Labour, the Honourable 2. Kim Sic - Damso Modern Korean Cuisine learned how to effectively use social media to Shirley Bond, as our keynote speaker at the 3. Ryan Mah - Tractor Restaurant draw in new business. Hoteliers learned about Industry Lunch. Minister Bond discussed the Wi-Fi for the hospitality industry and Western government’s Jobs Plan - a comprehensive Financial Group discussed managing financial 10-year skills training program. Iron Chef Reception & Dinner risk and preventing losses. We also heard from America personality Kevin Brauch emceed Douglas Scott from the Liquor Control and the lunch and entertained guests with his The final event celebrated the Best of BC with Licensing Branch, who provided an industry experiences exploring food, drink, and exotic a reception showcasing award-winning craft update. Human resource topics included locations through his series “The Thirsty beers from across the province. Following the changes and challenges with temporary Traveler”. reception, guests enjoyed a gourmet dinner foreign workers, new legislation regarding paired with local craft brews. Emceed by bullying and harassment, and overcoming Food Network’s Kevin Brauch, guests ended labour shortages. Guests also learned about Cooking Competitions the evening by hearing from industry icons preventing food waste and enjoyed a private Chef Hosts at CONNECT were local celebrities Vikram Vij, Jay Jones, Jonathan Chovancek, session on ethnic foods from Vikram Vij. Vikram Vij, and John Bishop. Delegates and Graham With. enjoyed several cooking demonstrations from We look forward to seeing you next year as we Trends Breakfast renowned chefs like Chef Garley Leung, who showcase more products, trends and cutting- demonstrated the art of hand-pulled noodles, edge hospitality innovations at CONNECT At the opening breakfast, industry expert and Chef Christophe, who built a Halloween- 2014. David Ferguson, from PKF Consulting Inc. themed vampire using chocolate. Centre of revealed that PKF was forecasting an increase the Plate Specialist Rick Dolman from Sysco of 2.8% in overnight travel by business For news and information about the CONNECT Vancouver was also on hand to show delegates Food + Drink + Lodging Show please visit www. travellers in 2014, and the leisure market is how to maximize the yield and profitability of connectshow.com. Follow us on twitter: @ expected to increase by the same amount. ConnectShowBC and Facebook: www.facebook. a beef strip loin. com/connectshowbc.

14 InnFocus Marketing by Jarrett Vaughan

Visual Stimulation: Social Media is more than Tweets and Facebook Updates

Long gone are the days when companies needed to depend on hiring glamour models for slick and over-produced marketing campaigns. Welcome to the days of Instagram, Pinterest, and Vine. As hoteliers, we can now produce casual and real images for social media marketing campaigns, resulting in a sincere and real digital interaction. According to mediabistro.com, 90% of information transmitted to the brain is visual, and we process images 60,000 times faster than plain text! First, let’s define and describe these social phenomena. Instagram is an online photo- sharing, video-sharing, and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook, Twitter, Tumblr, and Flickr. Pinterest is a pinboard-style photo- sharing website that allows users to create and manage theme-based image collections These present many options for quick and way communication as we can learn a great such as events, interests, and hobbies. Vine is simple creativity in communicating to your deal about our guests by viewing their boards a mobile app owned by Twitter that enables captive followers. on Pinterest. Researching our female guests its users to create and post short video clips. on Pinterest can replace the very expensive These three networks could be described as However, the utilization of photo and video and time-consuming process of focus groups the most visually-dependent digital mediums sharing sites is a waste of time unless you as we gain a solid understanding of our guests’ in the current marketplace. are communicating a story. Storytelling a very important practice in our society, and interests and passions. For example, the Four One advantage that we have in the hospitality capturing the imaginations of many is the Seasons “Pin.Pack.Go” feature on Pinterest is business is that we have numerous visual objective of any posted photo or video. In a new trip planning service that connects you attractions and activities that guests love to our business, we sell dreams and turn them with Four Seasons local experts around the view. Room views, room décor, plated food, into reality. Communicating our story with a world. This service allows the hotel to learn local activities, and employees in action are memorable and simple format will allow our about their guest while customizing their stay some of the common and simple visual aspects future guests to engage in our hotel’s life. Each and communicating through visuals. of our business that guests enjoy seeing. posting must be intentional in the property’s Our business is reliant on unique and According to AdWeek.com, businesses are story, all adding to the theme in which our innovative marketing techniques in order to increasingly switching out those slick product chosen social network is functioning. attract the ever-discerning guest. Storytelling pics for snapshots of regular folks endorsing through social networks such as Pinterest, brands on Instagram and Pinterest. The move Postings can be casual and fun. They should Vine, and Instagram allows for new and allows marketers to create a vibe that’s more not be shot by professionals, with models far-reaching digital conversations. When relevant. and proper lighting. Our guests want to have a personal connection - something they planning your next marketing effort, consider Many properties neglect to utilize the can relate to - not a manufactured product visually stimulating your guests through these opportunities that these social networks approach, which was commonplace when growing social networks. provide for communicating their products to using mass media marketing techniques. future guests. With Instagram’s new Instavid Jarrett Brian Vaughan is a Social Media and component and Vine’s ever-evolving video Pinterest offers unique opportunities to Guest Experience Consultant and an Instructor at feature, marketers can now record a short market to women with 80% of its 10.4 University of the Fraser Valley. Contact Jarrett at [email protected]. 6-second Vine or a 15-second Instagram that million members being female. This presents can be produced and editted on a smart phone. segmented marketing opportunities in two-

InnFocus 15 Hastings House Country House Hotel Paradise Found on Salt Spring Island

by Terri Perrin

Situated on the shores of Ganges Harbour on Salt Spring Despite numerous renovations over the years, the Manor Island, Hastings House Country House Hotel offers truly House retains its Old World ambiance. Stepping across the unique and award-winning luxury lodging and fine dining. threshold is like stepping back in time. A wood fire crackles In 2011, this Relais & Chateaux property was named on in the massive stone fireplace in the common room, where National Geographic’s list of the Top Five Hotels in Canada. Hastings House staff set out daily afternoon tea and serve With TripAdvisor’s 2013 Travelers’ Choice Awards it ranked cocktails. Guests are welcome to come and go as they please, #5 in the Top 25 Small Hotels and was named the #4 Luxury to read, relax, and socialize. There is an intimate dining Hotel in Canada. It was also one of CNN’s 2012 Top Three room with seating for 30 on the main level as well as a large Hotels in North America - to name a just a few accolades. glassed-in veranda suitable for special events (added to the According to hotel manager Kelly McAree, the Manor building in 2000), the kitchen, and the Snug - a private House is the main building on this 22-acre property. It dining room that seats 12. The second story contains two was the original residence, constructed in 1940 by Warren luxury suites and a small library area. and Barbara Hastings. The home was built to resemble Mr. Four other historic buildings - all with private suites - Hastings’ 11th Century Sussex-style family home in England. are located amongst a sea of lush green lawns, massive In 1980, the estate was sold and the manor was transformed trees, farm meadows, and spectacular vegetable and into an elegant hotel. Fifteen years later, Bonny O’Connor flower gardens. The Barn is also home to the boutique and Jerry Parks became the proud new owners. Wellspring Spa.

16 InnFocus Regardless of which of the 17 different rooms guests may choose, everyone is welcome to wander the entire property to enjoy the gardens and the art sculptures scattered throughout the well-manicured grounds, or relax on Adirondack chairs while taking in the spectacular harbour view. In addition to the outdoor art, inside the individual suites and in common areas the works of local artists are showcased. “While this is an extraordinary property and location, one can’t win service awards based on scenery,” notes McAree, who moved to Hastings House in 2010, after spending 15 years working at the Lake Okanagan Resort. His wife, Cherryann, is part of the management team and is the director of housekeeping. “Whether they are long-time employees or new to the team, my staff are trained to focus on each and every guest as they come in the door,” describes McAree. “We develop relationships by listening, and make an effort to anticipate guests’ needs before they ask. A sense of place and providing superior customer service sets the Kelly McAree, groundwork for everything we do in our day-to- Hotel Manager day operations.” One of the establishment’s longest serving employees is Swiss chef Marcel Kauer. After four years as an apprentice sous chef, he has held the position of executive chef at Hastings House Restaurant since 1996. Under Chef Marcel’s command, the restaurant has earned a reputation as one of the finest in Canada. About 70% of the fruit and vegetables used in the restaurant are grown in Hastings’ expansive gardens. The rest of the fresh culinary ingredients are sourced from local growers on Salt Spring Island when possible. (The restaurant is open for breakfast year-round, but dinner is only served during the peak season.) To draw visitors from November to April, McAree appeals to the romantic and cost-conscious side of potential guests. Room discounts, spa credits, afternoon tea, fresh home-made muffins discreetly delivered to your door every morning, and a full English breakfast are appreciated value-added bonuses, in addition to nightly turn-down service, cozy down comforters, in-suite fireplaces, and deep soaker tubs in some units. Websites such as TripAdvisor as well as social media, play a large role in marketing the property to its upscale clientele. McAree attracts guests from BC, Alberta, and the US Pacific Northwest by attending various travel agent, boat, and trade shows. Each year, he welcomes about 50 journalists to Hastings House, recognizing that the publicity from their write-ups is advertising that money can’t buy. He also stresses the importance of making connections with people in traditional media. Recent marketing activity has resulted in occupancy gains at Hastings House of about 30% annually and a 40% increase in repeat guests. “When I came here three years ago, Hastings House was not very well known and we were not open during the off season,” concludes McAree. “Our marketing efforts have resulted in 20% growth from year-to-year for off-season bookings, making this the fastest growing area of our business. Our goal now is to become #1 on TripAdvisor. Considering that this award is granted from guests, we believe that this is the highest accolade we could receive.”

InnFocus 17 Menu Planning Increase Your Foodservice Revenues by David Swanston

As you seek new opportunities to expand your value proposition and boost revenues, careful attention to food and beverage menu planning should become a larger focus of your efforts. Well-thought-out menus will help increase guest satisfaction, improve profitability, enhance the operation’s profile, and provide access to new sales opportunities.

Hotels often provide multiple food and beverage operations and service dining periods? Food and beverage programs can help hotels achieve styles, making menu planning more challenging than what a stand-alone their broader goals, but only if planners have a clear understanding of restaurant would experience. Managers and chefs must be mindful of the objectives. these differences when developing their food programs, recognizing that every outlet requires a unique approach. Optimal outcomes can be achieved when the following issues are considered by planners. Target Markets As planning moves forward, it is critical that all menus are developed to satisfy the needs of both existing and desired guests. Too often Objectives managers create menus that reflect their own whims or satisfy the tastes Before work begins on the actual menus, managers must have a clear of current clientele. Identifying desired target markets, along with their understanding of the food and beverage objectives to help guide food preferences, can help attract new business and expand the use of their decision making. Is the food and beverage program intended to F&B services. At the same time, menu planners must respect the food provide basic service to existing guests, or is the intention to create a options available in the local market and try to provide unique culinary culinary reputation that will attract new clientele? Should the focus be offerings that can help define their concepts. on maximizing convenience for guests through greater availability and Repeat corporate clients have very different food requirements from room service, or to increase profits by providing service during prime tourists or conference organizers. These needs should be reflected

18 InnFocus not only in the cuisine, but in the design of Providing multiple food outlets will enhance selection and value for the food program itself. The level of menu sophistication should also support the hotel’s guests, and provide greater latitude for menu planners to increase brand position. A simple dinner menu has as the variety of their offerings. much place in a luxury hotel as a fine French restaurant has in an economy lodging facility. increase the complexity of the operation, and them. A good rule of thumb is that a menu can lead to increased operating costs. may be too large if at least one of every item Menu Structure is not sold every day. Another approach The next step is to determine the structure of would be to include one to two menu items the food offerings. This includes the number Size for every thousand dollars in weekly sales. An and type of outlets requiring different menus When designing a menu, size matters. Menus outlet selling $25,000 per week would target as well as the scope of their operations. with a larger number of items provide patrons a minimum of 25 dishes and a maximum of Traditional options include breakfast, with greater selection and can appeal to a 50 items for their menu. weekend brunch, lunch, dinner, and late broader clientele. Most often though, larger night menus. Additional possibilities include menus increase costs and become more meeting breaks, afternoon tea, banquets, difficult to execute effectively. It is better to Variety off-premises catering, room service, and self- produce high volumes of fewer items and do Once the size of the menu is established, serve coffee kiosks. Separate menus can be it well, than to sell fewer amounts of a large it is essential that ample variety be offered developed for each outlet, or standard menus number of items, if it means quality may be to appeal to different palates. The food could be utilized across all meal periods and compromised. selections must be consistent with the outlets. Larger menus also demand more substantial dining concept but should provide range in Providing multiple food outlets will enhance staff training, require larger inventories and ingredients, preparation styles, portions, and selection and value for guests, and provide storage facilities to be maintained, increase presentation. Caution should be shown to not greater latitude for menu planners to increase the time and cost of preparation, and generate pursue increased variety to an extreme, as this the variety of their offerings. Multiple more waste. The attraction of large menus can cause confusion in the eyes of customers operations and meal periods do, however, must be balanced with the costs of producing and result in operational difficulties.

InnFocus 19 Several proven strategies can be utilized to provide reasonable variety in the menu. Utilizing the same ingredient across several menu items will create efficiency in preparation, and presenting the item differently will reduce perceived redundancy. Complementing a smaller standard menu with several daily features provides greater operational flexibility and more diverse options for guests. Introducing dishes that reflect culinary trends - such as local ingredient sourcing and increased sensitivity to dietary restrictions like gluten-free meals - are simple ways to expand the variety. Even standard menus should be changed at least twice per year to allow for the introduction of new menu items. Banquet menus should also provide similar variety to suit a range of functions and service styles. Working lunches, wedding receptions, and corporate holiday parties all have different needs, and the menu Trends in Hotel Cuisine options available should provide flexibility to meet these requirements. by Mark Steenge Offerings could include plated or platter service, buffet, or even boxed Unique dining experiences will attract new guests and keep them meals. Several food choices should be available within each menu to coming back. So what are the latest trends in hotel cuisine? The Fairmont provide options that will satisfy all function guests. Often menus are too Pacific Rim is leading the way, focusing on local, organic, and ethically narrowly designed, resulting in guest dissatisfaction. No host or event sustainable culinary practices. They have partnered together with local planner wants to find out that some of their guests did not eat because suppliers including Village Farms in Abbotsford for holistically grown the meal was not suitable for them. produce; Organic Oceans as they catch seafood using sustainable methods with minimal harm to wildlife and the ocean; and Rabbit River for their organic eggs. Price Points Guests look for symbols on menus that are locally recognized and speak Just as providing a reasonable variety of menu items is important to to the health benefits of feature menu items, whether it’s associated with satisfy a diverse clientele, so is offering meals at various price points. a lifestyle such as gluten-free or a sustainable cause like Ocean Wise. Setting prices is both an art and a science. Menu prices send a clear signal There is a large focus on gluten-free options such as brown rice and to guests about the level of quality and sophistication they should expect, quinoa, as they’re a whole grain super food, high in protein and nutrition. and must support the desired brand position. Prices also determine the It’s about telling a story through a dining experience of the senses. operator’s contribution from each dish and help to achieve desired food The Fairmont Pacific Rim chefs are focused on developing personal cost targets. relationships with guests and enjoy tailoring a meal to their preferences and palates. The Raw Bar in the Lobby Lounge gives a perfect example Most guests have an idea of what they are willing to spend when they dine, of a personalized guest experience. The sushi chef interacts with the so it is important that a menu provide items at a range of price points so guest and creates an artistic culinary journey, offering Omakase (Chef’s that there are reasonable options for every budget. Too narrow a price Choice) - a unique dining experience crafted directly in front of the spectrum will result in lost guests and sales opportunities while too broad guest - leaving a lasting impression of their experience that they will a range could lead to compromised quality and dishes that don’t sell. share with friends, family, and colleagues. The Lobby Lounge bar focuses on unique, seasonal, craft cocktails. The bar team creates infused spirits, uses unique bitters, and builds new Processes and innovative cocktails. Using the same “from scratch” approach for All menus must respect the limitations provided by the current facilities, the cocktail menu as the culinary menu, cocktails are created seasonally equipment, and personnel. Often, ambitious menus are implemented to incorporate fresh, sustainable, and local ingredients. Competitive, that suffer from poor execution. It is better to simplify a menu that state-of-the-art technology helps to set The Lobby Lounge apart, having can be prepared and delivered exceptionally than to stretch available recently acquired the Macallan ice ball maker, which creates the perfect size ice cube that will chill a beverage at an even pace, not diluting the resources beyond their capabilities. This consideration is reflected in the drink as quickly as traditional ice cubes. proportion of items that are made from scratch, the number of items that can properly be delivered for room service, and the creativity of catering Giovane café + winebar has recently introduced “the market”, a new and banquet options offered by sales teams. artisanal marketplace sourcing the best BC and Italian handcrafted products. Stocked products include Italy’s premium olive oils, which An effectively organized food offering plan may not always increase guest are perfectly paired with in-house daily baked breads. Fresh frozen counts, but a poorly planned menu will lower perceived value and leave items from the “scratch” kitchen are available for guests who don’t want a bad taste in guests’ mouths, giving them pause before returning in the the cooking fuss at home. The market focuses on the perfect balance future. A well-thought-out menu plan will enhance guest value, build of classic comfort foods and healthy nutritious meals, incorporating positive word of mouth, and increase foodservice revenues. international flavours with local treasures. The future success of foodservice is comprised of competitive technology, local suppliers, seasonal produce, and ultimately the David Swanston is a Hospitality and Foodservice Consultant, Principal of Focused Industry Training Seminars and is an instructor at major Canadian university innovation of talented colleagues. business schools. Since 1997 he has helped a wide variety of organizations develop and launch new concepts, turn around troubled operations, and improve sales, Mark Steenge is the Director of Food and Beverage and The Fairmont profits, controls and efficiency. To learn more about how he can help you improve Pacific Rim. your sales, profits and performance, contact him directly at 905.331.6115, [email protected] or [email protected].

20 InnFocus Green Initiatives by Debbie Minke

Residence Inn Vancouver Downtown Leads the Way in Sustainability

As we move into a new era of innovation ‡ 5XQVDOLQHQUHXVHSURJUDPWRFRQVHUYH recycle or donate to organizations like the and luxury in hospitality, travellers are energy and water consumption Food Bank and Shelters.” expecting the best - but not at the expense of ‡ *XHVWURRPVSXEOLFDUHDVDQGRIILFHV The Residence Inn Vancouver Downtown the environment. Eco-friendly initiatives are feature energy-efficient light bulbs to encourages business users to employ eco- becoming a top priority in hotel operations conserve energy friendly practices and pursue sustainability along with sustainable practices. ‡ ,QVWDOOHGORZIORZGXDOIOXVKWRLOHWV as well. “Our meeting and public spaces Residence Inn by Marriott Vancouver all have flat screen TVs that can be used Downtown is committed to programs ‡ 3ULQWVRQSRVWFRQVXPHUUHF\FOHG as presentation screens instead of paper and best practices that support its hotel paper to save trees, energy, water, and handouts or flipcharts,” notes Allemeier. The associates, the environment, and the local landfill space hotel also gives the following suggestions to community. The hotel has been awarded ‡ 2IIHUVELRGHJUDGDEOHSHQVLQDOOJXHVWURRPV meeting and event organizers: Five Green Keys from the Hotel Association ‡ 8VHVSULQWHUVDQGFRSLHUVWKDWDUHHQHUJ\ ‡ :KHQSXUFKDVLQJJLIWVIRUSDUWLFLSDQWV of Canada’s environmental performance star certified and therefore meet strict consider environmentally-friendly products program. This top-level award is given to a energy efficiency guidelines with recycled content or items made by local property that has shown national industry ‡ 2IIHUVQRQWR[LFPDUNHUVDQGZKLWHERDUGV artisans or invest in an eco-friendly project. leadership and commitment to protecting We’re happy to provide suggestions. the environment. The hotel has programs in whenever possible. If customers prefer place that involve management, employees, paper flip charts, they offer recyclable ‡ 5DWKHUWKDQSULQWLQJWKHFRQIHUHQFH guests, and the public, and they have shown newsprint with recycled content material, burn it to a CD or USB key, post substantial and measurable results. The ‡ 8VHVEXONGLVSHQVHUVIRUVXJDUVDOWSHSSHU it on a website or email it to participants. Residence Inn Vancouver Downtown has cream, and other condiments to eliminate ‡ 3ULQWWKHFRQIHUHQFHUHJLVWUDWLRQSDFNDJH also earned a Climate Smart certificate by packaging whenever possible and any other required documentation on completing its program of measuring and ‡ 8VHVFKLQDDQGVLOYHUZDUHIRUWKHEUHDNIDVW recycled paper and print double-sided. reducing emissions. buffet instead of paper or styrofoam plates ‡ *LYH\RXUSDUWLFLSDQWVUHXVDEOHFRIIHHPXJV “We are a zero-waste hotel,” describes and cups, plastic knives and forks at the start of the conference. Suzanne Allemeier, General Manager, ‡ ,QVWDOOHGLQURRPPRWLRQGHWHFWRUVWR ‡ 3URYLGH\RXUSDUWLFLSDQWVLQIRUPDWLRQRQ “which means that all of our recyclables and reduce energy consumption nature-based activities or walking trails in compostables are sorted and removed from the area. the hotel instead of ending up in a landfill.” ‡ 2IIHUVDYLGHR*XHVW'LUHFWRU\LQVWHDGRI Service containers are located throughout the traditional paper-filled binder ‡ 2UJDQL]HYDQVRUFDUSRROLQJIRUFRQIHUHQFH the property for three streams of materials: ‡ 'R1RW'LVWXUEVLJQVDUHUHXVDEOHPDJQHWV participants. mixed container recycling, organic recycling ‡ 3URYLGHVPDJQHWVIRUWKHJXHVWVWRSXW ‡ 6HQGDQHPDLOH[SODLQLQJWRWKHSDUWLFLSDQWV containers, and alternative recovery. In-room on their in-suite dishwashers to let the what actions are being taken to make the and back-of-house recycling and composting housekeepers know that the dishwasher event green. is promoted and practiced. isn’t full and doesn’t need to be run yet ‡ $IWHUWKHPHHWLQJXVHD&DUERQDQG The Residence Inn Vancouver Downtown has ‡ 5HF\FOHVXVHGJXHVWDPHQLWLHV VRDSV Ecological Footprint Events Calculator also implemented the following initiatives: shampoos, etc.) through Mission Possible, and proudly put the “green” results on your ‡ (GXFDWHVLWVJXHVWVDQGEXVLQHVVSDUWQHUV a non-profit organization that provides care organization’s website. This could include on sustainable practices to encourage them and opportunities for people challenged by the amount of paper avoided, water to do their part homelessness and poverty and energy saved, chemicals avoided, or testimonials of people who praised the ‡ )RFXVHVRQHPDUNHWLQJDQGSURYLGHV “We’ve organized a guest donation program meeting’s green aspects. e-copies of all promotional material to for any unwanted/left-behind items of clients clothing, canned goods, non-perishable “We are always researching new methods or technologies to help us continue to reduce our ‡ %X\VIURPORFDOVXSSOLHUVHQVXULQJWKDW food items, etc.” explains Allemeier. “Guests can identify donation items, put them in a eco-footprint,” Allemeier shares. It looks like each one has an environmental/ the Residence Inn Vancouver Downtown is sustainability focus and reduces packaging specially marked brown paper bag in their room, and leave it for the hotel to re-purpose, certainly doing its part to protect and preserve where possible our world.

InnFocus 21 Names in the News by Debbie Minke

The BCHA welcomes new associate member Encore Draperies of communications and public affairs, and sales at Rocky Mountaineer Montreal. before working with TIABC. Congratulations to the following new general managers: Mike Barker, Marsha Walden has been named as Destination BC’s first CEO. Walden Manning Park Resort, Manning Park; Michelle Beaudry, Travelodge formerly served as Vice President of Strategy, Transformation, and Social - Salmon Arm; Joey Beltrano, Coast Inn of the North, Prince George; Responsibility for the BC Lottery Corporation, and held various senior Cindy Byrd, Mike Wiegele Helicopter Skiing Resort, Blue River; Jacob titles in the organization during her 11 years there. Cramp, Best Western Premier Prestige Oceanfront Resort, Sooke; Cindy The Canadian Tourism Commission (CTC) has appointed Jon Mamela Cross, Super 8 Motel - Castlegar; Andrew Cuthbertson, City Centre as its Vice-President, International. His primary role will be to oversee Inn, Prince George; Ken Derpak, The Fairmont Hot Springs Resort; CTC’s marketing and sales activities in its key international markets. Brett DeWitt, Coast Chilliwack Hotel, Chilliwack; Jim Douglas, Coast Mamela was Global Director of Customer Experience Marketing & Victoria Harbourside Hotel and Marina, Victoria; Louise Earwicker, Partnerships for Four Seasons Hotels and Resorts, and served as Travel Best Western Mountain Retreat Hotel, Squamish; Valerie Haines, The Alberta’s vice-president, Marketing & Sales from 2009 to 2011, where he Coast Blackcomb Suites at Whistler; Kristina Hulkovich, Super 8 - developed its award-winning brand, “Remember to Breathe”. Valemount; Lisa Jackson, Georgian Court Hotel, Vancouver; Thomas Jung, Howard Johnson, Fort St. John; Brad Knight, Old House Village Congratulations to Kevin Walker, Owner, Oak Bay Beach Hotel, Hotel & Spa, Courtenay; Eda Koot, Delta Vancouver Airport Hotel, Victoria and Earl Wilde, President & General Manager, Victoria Regent Richmond; Tom Matthews, Summerland Waterfront Resort and Spa, Waterfront Hotel & Suites, on their recent induction into the Canadian Summerland; Tanya Mayhew, Quality Inn & Suites, Quesnel; Kurt Tourism Hall of Fame. Both Walker and Wilde have been exemplary McMillan, Emerald Lake Lodge, Field; Eileen Mettes, Ramada Hotel leaders in tourism and particularly in the hotel industry, not only in Victoria; Stacy Mitchell, Best Western Invermere Inn, Invermere; Victoria and BC but throughout Canada. Ben Nadeau, Tyax Wilderness Resort, Gold Bridge; Kevin Poon, Tim Tindle has been named Vice President, Operations for Atlific Travelodge Chilliwack; Royce Pritchard, Travelodge - Victoria; David Hotels. He has over 20 years of experience in the industry with various Rooper, Coast Bastion Inn, Nanaimo; Debra Saunders, Dilworth Inn, brands, and most recently served as General Manager of the Pan Pacific Kelowna; Joe Sopp, Marina West Motel, Tofino; Preed Sre, Super 8 Vancouver Hotel. East Kamloops; Nizar Virani, Ramada Vancouver International Airport Allen Smith has become the new President & CEO of Four Seasons Hotel, Richmond; Tracy Winland, George Dawson Inn, Dawson Creek; Hotels and Resorts. and Cheryl White, K2 Rotor Lodge, Nakusp. The Wickaninnish Inn in Tofino has been awarded the 52nd position Belinda Hora is Resort Manager at The Outback Lakeside Resort, in Top 100 Hotels & Resorts in the World list by the 2013 Condé Nast Vernon. Bernhard Wimmer is Managing Director at the Rosewood Traveler Readers’ Choice Awards. It was also named the top resort in Hotel Georgia in Vancouver. The Sportsman Lodge in Golden is now Canada. Vancouver’s Wedgewood Hotel & Spa was listed as the #1 known as the Travelodge - Golden. Rav Soomal is the General Manager. top hotel in Western Canada, and Hastings House Country House The Coast Canadian Inn has re-opened as The DoubleTree By Hilton Hotel on Salt Spring Island was named #3. Kamloops after a 19-month, multi-million dollar renovation. The Best Western Plus Chateau Granville has achieved a 4-Key The Tourism Industry Association of BC (TIABC) is pleased to Rating through Green Key Global’s Green Key Meetings Program. The announce the appointment of Ian Robertson as Executive Director. hotel also holds a 4 Green Key Eco-Rating. Congratulations to General Robertson spent over eight years in various senior roles in sustainability, Manager Anastasios Theodoropolous and his team. The Pemberton Valley Lodge was recently awarded gold status with Green Tourism Canada for its environmentally-friendly initiatives. The lodge is the first in the region to achieve the certification and the second in BC. A Delta Hotels and Resorts property is being built in Prince George, which will showcase modern design and innovation. Slated to open in 2015, the Delta Prince George Hotel will be the city’s first four-star upscale, full-service hotel. Over the past decade, Coast Hotels’ annual Golf Classic has raised over $550 million for charity! The July tournament at Westwood Plateau raised a record $55,000 for this year’s charity of choice, the Salvation Army, providing support specifically for the shelter and meal service programs run by the charity. Electrolux Professional’s T4300LE Heat Pump Dryer has won an award from the Swedish group BeBo for being the most energy-efficient, cost-effective and fastest dryer in the multi-housing market.

22 InnFocus What’s New? by Debbie Minke

Electrolux Professional’s High Spin Washers (H series) that have FREEWAITER offers an easy-to-use mobile self-ordering service, earned the ENERGY STAR® have now increased to include washers with supporting smartphones connected by any Wi-Fi or cellular network. a capacity larger than 105 litres (up to 45lbs). The H series combines Customers can easily order from their phones or your Facebook and technology with green thinking and low running costs. Energy-efficient, web pages, pay and track their orders. Hotel guests can access hotel its durable, robust construction and high technology manufacturing is electronic menus by scanning the QR code labels specifying ordering built to respect the environment at every point of production usage and locations. FREEWAITER can also automatically detect guest location disposal. with new technology using sensors connected to the Wi-Fi network. Staff Chrisal Canada’s probiotic cleaning products have now been launched can confirm the order with the guest prior to accepting it. Go to www. in Canada. Through competitive exclusion, Chrisal’s good bacteria thrive freewaiter.com for details. and overpower harmful bacteria, driving them from surfaces. Pathogens EarthBin is a new environmentally-friendly, cost-effective waste bin that and odour-causing bad bacteria normally hide under the biofilm, and are looks good while being easy to maintain and service. The EarthBin’s low unreachable by disinfectants or chemicals. Chrisal’s billions of healthy feed height encourages users to deposit trash or recycling. The enclosure probiotics break through the biofilm, take over the space, and continue lids hold open and then self-close, keeping pests out and odours in. Since to clean for 3-5 days after each application. Visit www.chrisal.ca for more the waste is stored in a sealed container over 1.8 metres underground, information. trash in the bin stays cool and odour-free, and self-compacts under the The RD Fresh 100% natural refrigeration dehumidifier service is a weight of new garbage or recycling dropped into the bin. When full, the natural mineral system that contains zeolites and works by trapping and EarthBin can be emptied by a standard front loader garbage truck. Find eliminating moisture, odours, and gases released from fresh foods in your out more at www.earth-bin.com. cooler. This innovative, passive, and environmentally-friendly product Rubbermaid’s new Executive Series cleaning solutions are an extensive helps reduce organic waste, keeping food fresh up to 50% longer. Visit line of more than 100 products all designed to better match the look and www.ethicalplanet.ca for more details. feel of high-end properties. Featuring a black and silver uniform design, The Enevo ONe Collect system is a service in waste logistics that the Executive Series is engineered to blend into an upscale environment, uses sonar technology to monitor the fill levels of your containers and conceal supplies, and reduce noise. communicate this information to a web-based server. ONe Collect then calculates optimized collection schedules and routes based on real-time data from your container, helping you save up to 40% on your waste collection costs. Go to www.enevo.com for information.

New Certification for Hotel General Managers

Being an effective GM requires leadership, planning, budgeting, human designation as a Certified Hotel General Manager (CHGM), Canada’s first resource management, and excellent guest service skills. GMs need to professional credential for the occupation. motivate and inspire employees, while constantly monitoring, evaluating The Certified Hotel Administrator (CHA) certification is offered by the and adjusting all aspects of daily hotel operations. From developing American Hotel & Lodging Educational Institute and approximately 460 room revenue strategies to monitoring public relations, managing capital GMs hold that certification in Canada. However, some Canadian GMs feel projects to creating a guest service culture, GMs ensure their properties that they weren’t learning enough about Canadian law and operations. run smoothly and generate profit. Tim Rodgers, General Manager, Best Western PLUS Kamloops said, “I Emerit is now offering Canadian occupational standards for GMs covering have been a Certified Hotel Administrator (CHA) for many years and find operations, human resource management, guest service, business the Hotel General Manager standards and certification is a more in-depth management, marketing, and leadership. These skills include detailed standard than the CHA for our industry in Canada.” knowledge and performance requirements for over 55 specific tasks. Other certifications and programs available in Canada are the AMPHI Developed by the industry, emerit resources represent the collective - Advanced Management Program for the Hospitality Industry at the expertise of hotel general managers and hospitality leaders across Canada. University of Guelph, and HOST - Hotel Operations Success Training Candidates who successfully complete emerit Professional Certification and Supervisors Certification. for Hotel General Manager will be awarded a nationally recognized

InnFocus 23 Photo courtesy of Hager and Associates Inc. Renovations Where Should You Focus Your Resources?

by Chris McBeath

“I stayed in a really old hotel last night. They sent me a wake-up letter.” ~ Steven Wright, comedian

Whether it’s an overhaul from top to bottom, or part of a renovation cycle, If there’s one area that garners unified agreement from builders, refurbishment should be an ever-present capital item in any hotelier’s designers, and general managers, it’s that first impressions count. ledger. The fast-changing whims of demanding guests necessitate that “The lobby and exterior sets the tone for a guest’s entire stay, but because properties keep upgrading in order to maintain and increase business. they have no perceived room revenue value, these areas often get short Your hotel may not be a candidate for the TV Reality Show, “Hotel changed,” says Doris Hager, principal of Hager & Associates, an award- Impossible”, but here are some renovation priorities to keep hospitality winning design company that specializes in hotel upgrades and new crusader Anthony Melchiorri at bay. concept developments. “Some simple changes can make a huge difference,” she continues, First Impressions - referencing her recent work with properties that include Holiday The Approach and the Lobby Inns in Westbank and Kelowna as well as the Inn at the Quay in New Westminster. “First impressions are key. If you give me a bad first impression I probably will have that idea of you forever honestly.” Hager suggests changing out lobby carpet to tile for easier maintenance and better durability. Lighten up interiors with quality paint and wall ~ Unknown coverings while adding texture and colour behind the check-in area.

24 InnFocus “Give the front desk itself a make-over. Create texture to the front panels or install back-lit plexiglass that can feature a special design, different Photo courtesy of Hager and Associates Inc. colours, or can be changed out seasonally. Changing the guest counter and even upgrading its finish to a cultured marble or granite finish sets the stage for a quality experience and is relatively inexpensive.” Larkin O’Connor, Business Development Manager at Canadian Rocky Mountain Resorts, notes that exterior finishing is equally important. With properties like the Painted Boat Resort on the Sunshine Coast and Emerald Lake Lodge as well as signature lodges in the Canadian Rockies, keeping properties aligned with their location both in façade and operation is an ongoing concern. “Many of the simplest renovations have the best return as calculated by a better aesthetic with reduced manpower to maintain,” he says. “For example, a coat of stain on wood or a new paint job on the exterior of a building has the ability to transform the aesthetics with no major overhaul - and it increases the building’s longevity. Another example would be the switch to Duradeck material. It weathers heavy snowfalls without the need for re-staining or repair on any regular schedule.” White is the new chic and it’s timeless. Updating Guest Bedrooms stay if the room is geared to their needs. Evolving technology alone “The only interesting thing that can happen in a Swiss bedroom is dictates guestrooms be reviewed every three years. suffocation by feather mattress.” “Bigger bedding is a must – ditch the bedspreads, bed scarves, and ~ Dalton Trumbo, Screenwriter/novelist pointless decorative cushions that end up on the floor. White is the new Although many would argue otherwise, the bed is still the raison d’être chic and it’s timeless,” Hager advises. “The next best value upgrades are for a hotel’s existence, so once guests are through the door, they’ll only lighting, drapery, and flooring.”

InnFocus 25 Concrete construction has meant hoteliers Photo courtesy of Hager and Associates Inc. have had to rely on floor and side lamps to create mood and targeted lighting. “While they can still serve a purpose, it’s better to build lighting units into bulkheads, and install wall sconces and pendants with bedside controls,” Hager continues. “If that panel also includes switches to open and close drapery, so much the better. Headboards, too, can be reworked for artistic appeal as well as functionality.” Installing new carpet, refreshing drapery, and even changing out artwork can have huge visual impact for a fairly modest investment. Nylon-wool blends continue to be the 5-star preference over hard-wearing nylon carpets, although the advanced generation nylons, with their built-in ability to conceal and resist soil and stains, make them ideal choices for high traffic areas. “Whenever you renovate rooms, be sure to freshen up the corridors,” Hager emphasizes. For Bill Lewis, General Manager of the Your Hotel Needs An Upgrade If… Magnolia Hotel & Spa in Victoria, multi- connectivity plays an integral role in any >>> 32-inch box televisions are still in your inventory. Change them out for high-definition, flat upgrade project. “We have just completed screens with enough bells and whistles to accommodate well-wired guests. a total floor-to-ceiling renovation of all >>> Bathroom fixtures and faucets are from the last century. Tubs are out; rain showers are the new 200 rooms, and in terms of technology, we norm. chose to focus on two key investments,” he >>> Lighting and freestanding lamps involve a tangle of cords. Rewire for built in fixtures and describes. “First, state-of-the-art telephones bedside control panels. that offer plug-ins for iPhones and USB >>> Bedspreads and polyester comforters are still in use. Ditch them fast. connectors as well as built-in, high quality >>> The telephone and iPod docking station is just that. Today’s docks should have the capability speakers, so that guests can play their own music through their phones. Second, we now for a myriad of plug-ins with instant access to all guest service areas. use the TV cable to also deliver free 15GB >>> Fitness equipment doesn’t cross train. Today’s traveller is serious about health and expects to WiFi service to every room on an individual work out on the best equipment. basis along with a full, HDTV viewing Adapted from hotelchatter.com package, making speed, accessibility, and service delivery the highest available.”

26 InnFocus Lewis points out that as a smaller property, are plenty of big impact options that can be Opening up the kitchen is another popular nice-to-have features like an in-house hotel tailored to a budget. Restyle vanities and renovation and gives guests the impression of channel is really cost prohibitive, but “having consider laying down a new counter surface, freshness and professionalism. Establishing a good Internet backbone that can respond preferably in an epoxy resin that is virtually at-the-kitchen-counter seating or a communal to future needs” is essential. “Two years ago impervious to water and other damage. table hitches onto the socializing trend, and we were talking about one device per room, Change out old faucets, art, door hardware, gives solo diners a place to enjoy a meal with whereas today we’re seeing 3 or 4 times as and towel racks. Upgrade wall coverings, company. Some properties (see sidebar) are many between smartphones, tablets, laptops, install recessed ceiling lights, frame wall- even creating their own reality shows, turning etc. That’s how fast technology is moving - mounted mirrors, and add one or two gadgets kitchen staff into stars, in real time, on screens so having quality infrastructure will meet such as an anti-fog, magnifying and/or TV- around the restaurant. that evolving demand and enable guests to embedded mirror. Renovating a bathroom personalize their hotel experience.” need not break the bank.” Back of House - Greening Infrastructure Beat Bathroom Blues Redefine Restaurants “I’m so fast that last night I turned off the “I’m no interior decorator, but I just have a “Metaphysics is a restaurant where they light switch in my hotel room and was in bed feeling that plastic plants in the bathroom…. give you a thirty thousand page menu, and before the room was dark” [are] probably not a good idea.” no food.” ~ Muhammad Ali, World Champion Boxer ~ Kyan Douglas, grooming stylist/TV ~ Robert M. Pirsig, writer and philosopher “When it comes to infrastructure, green is celebrity Unless you are setting out to create a great. The large leaps in efficiencies now Whether in the residential or hospitality destination dining experience unto itself, cover a whole range of mechanical equipment, sector, quality bathrooms score high marks. or a branded franchise is involved, a hotel and taking advantage of new technologies “25 years ago, no-one wanted to take out restaurant is usually an extension of the can turn capital dollars into reduced fixed the tub,” recalls Hager. “Now, replacing the hotel’s identity. The tried and true - good operating costs, which for seasonal properties tub area with spa-inspired showers is the food, good value, and good service - never in particular, constitute a major obstacle,” rigueur du jour.” However, it’s a question of tires, although a renovation beyond menus notes O’Connor. “A decade ago we would knowing one’s market. Travellers with young and tablecloths can usually inject a new lease review replacing or upgrading mechanical children still prefer baths as do many older of life to an underperforming operation. equipment - such as furnaces, boilers and guests, and since the latter are set to be a “If you can, open the dining area up to the even generators - if the payback was under ten burgeoning demographic, some hoteliers are outside, whether that’s with French doors, years. In today’s environment, we don’t look already fitting bathrooms with railings and floor-to-ceiling windows or a garage door,” at anything that does not see a return in under other safety features. “Beautiful bathrooms explains Hager. “Heaters and blankets can three years and even then that would be a can be demanding on the pocket book,” says extend the patio season - people will sit stretch. Green initiatives save money and help Hager as she cites trends for high efficiency for hours enjoying the fresh air if they are build a green persona - an important factor for plumbing and heated floors. “However, there warm.” many consumer choices. For Canadian Rocky Mountain Resorts, our green initiatives are what make us a green leader.”

Hager agrees, stressing that the best value from a guest’s perspective is lighting. “I Ideas at Work cannot say enough about lighting,” she shares. >>> When faced with room renovations, the Mount Robson Inn created the Design a Hotel Room “A lot of hoteliers have already changed to in Jasper contest, calling on past guests, Facebook fans and staff to share their cool ideas of fluorescents, but these lights give a glare out what the rooms should look like. Best suggestions received various prize packages. of the ceiling fixture, so there’s a dull haze at eye level. LEDs are trying to correct this >>> Loews Vanderbilt, Nashville, installed a floor-to-ceiling stone fireplace and a Hank Williams but they can be expensive. However, the mural wall to underscore the hotel’s sense of place and comfort. industry has undergone nothing short of a >>> The Bellagio, Las Vegas, has outfitted a state-of-the-art kitchen with three cameras positioned revolution in recent years and the options now about the prep stations and stove tops to capture shots of the chefs at work and broadcast make it a very worthwhile expenditure. You this live footage over 60-inch plasma screens mounted above the cooking area. should align with a lighting consultant who can guide you through the savings, design >>> When The Savoy, London, finally completed its 3-year, $342 million renovation, it revealed options, energy efficiencies, and innovations amenities such as a ventilated shoe closet and Edwardian style mirrors that morphed into now available including government rebates. gilt-edged HD-TVs. Lighting is truly one of the most significant >>> MGM Grand, Las Vegas, offers STAY WELL rooms and suites featuring the best of medical science infrastructure investments you can make and technology to enhance guests’ physical and mental well-being including aromatherapy, and has the advantage that you don’t have to wake-up light therapy, and Vitamin C-infused shower water. change everything all at once.”

InnFocus 27 How DMOs Utilize Social Media by Amy Thacker

In a recent social media contest run - communities of passionate people who in social media, but rather focusing on by Cariboo Chilcotin Coast Tourism share commonalities. Whether they’re building communities, DMOs fulfill their Association, Marco Kolleppel of Eysden, focused on fitness, investments, or fungus purpose of increasing awareness and intent Netherlands won a trip to BC’s interior photography, passionate communities to travel. after coining the name “Lake CoWoBe*” in thrive in social media channels. Common DMOs utilize a wide range of social platforms the DMO’s “Name Your Mountain or Lake” passions and pursuits unite people and as the tools to build their communities, campaign. How can other DMOs effectively create online friendships across distance and the Cariboo Chilcotin Coast contest leverage social media to engage potential and differences. campaign is an example of one way a DMO visitors? is marketing via social media. The campaign The key to marketing in social media is Destination Marketing was created to build awareness of the not to market. Social media is the new tourism region, educate potential visitors, market, as every brand from Purex DMOs strive to reach and build passionate and ultimately create interest in travelling to Paris shifts their online marketing communities. Through listening, daily to the Cariboo Chilcotin Coast by generating efforts to a growing mix of social media engagement, contests, providing service, and engagement. generating good content these communities channels. The leaders are not advertising, The contest encouraged Facebook fans to but rather they’re building communities continue to grow. By not overtly marketing

28 InnFocus share past experiences or photos, and future guests were asked what for a particular experience or activity that is provided in a destination. they would like to experience. Stakeholders across the region were Lead with experience! To summarize tourism branding expert Roger also engaged during the campaign by answering questions and sharing Brooks, we must first inspire our potential visitor and then make it content. No packages were offered for sale. The campaign increased easy to plan and book the experience they have become excited about. fans on the DMO’s Facebook page by 194% and reached 685,592 In their social media campaign results, The Cariboo Chilcotin Coast viewers. It built destination awareness, and resulted in 624 direct Tourism Association demonstrated that properties that partnered referrals to participating stakeholders’ social media pages and websites with the campaign, employing smart social engagement, saw positive influencing the consumer’s path to purchase. results. Social media is undeniably an important aspect of both DMOs’ However, the most successful measure of the campaign was the and businesses’ marketing mix. For the Cariboo Chilcotin Coast, future high social engagement results. According to Marketing Week’s Lou marketing plans include incorporation of social media throughout Cooper in her article “Facing up to the Facebook Challenge,” the their mix of traditional marketing channels. Hoteliers would be wise to tourism industry average for social media engagement (likes, shares, become active on their DMO’s social sites. Resist the urge to give a deal and posts) is approximately 4.8%. Prior to the campaign, the Cariboo and sell a room, but rather build a relationship by sharing information Chilcotin Coast’s Facebook page was at 7.8% engagement; during the and helping your potential customers fulfill their dreams. 6-week campaign engagement rose to 34%, and it has now stabilized Cariboo Chilcotin Coast Tourism Association board chair Pat Corbett, at 8.3% post-campaign. owner of the Hills Health Ranch, a successful Cariboo guest ranch “The trip I’ve won will be a lifetime experience for me,” said Elke and spa, states, “It is essential that all accommodation businesses be Schlotmann, whose suggested name “Sasquatch Mountain*” was also engaged using social media on a steady, regular, and reliable basis.” selected. “I tried to create a connection between tradition, history, and Remember, the key to marketing in social media is not to market. By the present time,” added the resident of Worpswede, Germany. The focusing on building a community of passionate people, DMOs are two contest winners were chosen from over 1,100 entries generated by able to realize new opportunities in a new market - the social media the DMO’s “Name Your Mountain or Lake” campaign. market.

* Names will not become official names of the asset but may be used in marketing Accommodation Connections materials by the contest sponsors. The accommodation industry is no stranger to utilizing social Amy Thacker is with The Cariboo Chilcotin Coast Tourism Association. For more information on the Cariboo Chilcotin Coast region visit www.landwithoutlimits.com media. From monitoring and making business decisions based on TripAdvisor comments, to building their own Facebook communities, the accommodation industry is increasingly embracing social media tools. As we continue this trend of new social media platforms and engagement, there is an opportunity for DMOs and properties to create synergy through cooperation. Social media is designed to be leveraged and all that is required is our own foresight and creativity. DMOs focus on destination development and long-term growth, concentrating on levels of destination awareness and favourability as well as overall intent to travel to that destination by key market. This focus is perfectly aligned with building passionate communities via engagement through a broad mix of marketing mediums. Accommodation marketing is more directed at short-term ROI, filling inventory, and generating real-time results. Several social and online platforms are catering to this niche of last-minute deals and immediate bookings. What both must remember is that our visitors don’t often book because they were motivated by a hotel bed, town, or city, but rather by a desire

Advertisers BCHA 30 Independent Supply Company 5 BC Hospitality Foundation 22 InnVue BC Canopco 7 Intirion Corp 8 Coinamatic Commercial Laundry 13 MJB Law 26 Coldstream Commercial Sales 11 Sealy Canada 29 CONNECT 25 Shaw Communications IBC Fortis BC IFC Tex-Pro Western 7 Gordon R. Williams 9 Western Financial Group Green Tourism 28 Insurance Solutions 19

InnFocus 29 BC Hospitality Foundation by Renee Blackstone

Skills and Spills, the BC Hospitality says BCHF Board Chair Bing Smith, who hospitality, starting at $95 in the low season Foundation’s premier industry games celebrated his own 43 years in the food and to $125 in the high season (rates are subject fundraiser, launched in late October of this hospitality business by washing dishes and to change). The hotel will donate 5% of these year and drew over 20 teams from across bussing tables for 24 hours straight at the sales to BCHF’s Tip Out To Help. Call 1-800- the Lower Mainland. Those teams joined West Broadway Denny’s in Vancouver to 663-7550 to reserve, and show business in what’s sure to become the best Sunday raise money for Tip Out To Help. “During card or pay stub at check-in. Meanwhile, the Funday ever, with competitions that included the summer after I graduated from high Magnolia Hotel and Spa in Victoria is doing Coat Check Challenge, Craft Beer Pong, and school, I got a job as a dishwasher on the a similar promotion for hospitality industry the Hospitality Grind - a somewhat gruelling Canadian Pacific trains between Vancouver people and will also donate 5% of room rates but always exciting obstacle course. Skills and Winnipeg,” describes Smith. “It was (which vary with the season) from mid- and Spills is part of the BCHF’s ongoing Tip one of the most difficult jobs I have ever October 2013 to mid-October 2014. Out To Help program, which aims to raise done, and calling on restaurants for four Corporate sponsors of the ongoing Tip $150,000 in 2013. decades, I always had the utmost respect for Out To Help campaign include Fairmont Among the teams signed up for the event the dishwasher/busser position.” In 1970, Hotels and Resorts, Atlific Hotels, Delta were the Pan Pacific Hotel Vancouver, the when Smith began his career with Ruby Hotels and Resorts, and SilverBirch Hotels Glowbal Group, Earls Restaurants, Yaletown Foodservice, he delivered the opening order & Resorts. Hotels in Vancouver that are Brewing Company, and Chewies Steam & to the first Denny’s in Canada - the same one holding their own fundraising events include Oyster Bar. Others supporting the event where he risked a giant case of dishpan hands the Metropolitan Hotel in Vancouver, the included Granville Entertainment Group on behalf of the BCHF this fall. Pan Pacific Hotel Vancouver, the Coast Coal with an onsite beer garden, fabulous food Others who’ve joined in fundraising events Harbour Hotel, and Westin Bayshore. from food trucks Feastro, Aussie Pie Guy, for Tip Out To Help include Chateau Victoria, and Tacofino, and The Roxy, which hosted where staff in various departments threw For more information on these and other BCHF an after-event party. down the gauntlet to see who could raise the initiatives, please contact Alan Sacks at asacks@ “We’re absolutely delighted with the support most money in October. The Hotel Grand bchospitalityfoundation.com. we got for our first Skills and Spills and look Pacific in downtown Victoria is offering Renee Blackstone is a freelance journalist who has served on the BCHF Advisory Board since 2008. forward to even more support next year,” a special industry rate to individuals in

30 InnFocus Up to 15 Mbps dedicated in-room WiFi*

* Translation: “Business travelers won’t feel like they’re ‘Out Of Office’.”

Shaw Business can keep you and your guests connected with: \7!%#$6 \/!'#$7!# \©$!7#$$!$ \/!!$$&$' \ #2# solutions Learn more about how WiFi impacts your business at www.shaw-business.ca/hospitality

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