albertahospitality

The Official Magazine of the Alberta and Association GUESTROOM DESIGN TRENDS

Talking TECH CULINARY

Luring LEISURE GROUPS PM40026059

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Photo courtesy of the Kensington Riverside this issue Guestroom design trends When building new properties and renovating existing spaces, hoteliers across the industry spectrum are displaying 6 dazzling creativity while keeping the comfort of their guests at the forefront of their design choices. Cover photo courtesy of Azuridge

12 Talking Tech 16 Profile: Paradise Inn & Suites, redwater 18 Culinary Tourism in every issue 22 Future Solutions to the Labour Crisis 22 Edmonton Tourism Leads the New 4 Chairman’s Report Way of Promoting Tourism in Edmonton 5 President & CEO’s Message 10 Alberta 24 Luring Leisure Groups 15 Alberta’s Treasures 29 Changes in the Online Marketplace 23 HR Matters Continental Laundry Systems can contribute to LEED® certification. CALL TODAY! 28 names in the News 30 What’s New? 888-326-2222 • 780-468-3127 30 AHLA’s Programs www.coronetequipment.com 8112-46 Street • Edmonton, AB T6B 2M8 CHAIRMAN’S REPORT

New Leadership for Alberta by Steven Watters alberta hospitality As I write this, we are nearing a provincial Progressive Conservative leadership election. foreign workers are wondering what their fate The Alberta Hotel & Lodging Association Official magazine of will be, and managers in communities large (AHLA) understands the importance of and small are searching for a miracle that will building and maintaining a relationship with bring new workers to their area. government to better represent our industry. INSPIRING SERVICE, GROWING VALUE By the time you read this issue of Alberta As collectors and beneficiaries of Tourism Hospitality, Albertans will have elected a new Levy dollars, hoteliers are deeply invested AHLA Progressive Conservative leader. in the future of Alberta’s tourism industry. 2707 Ellwood Drive, The Government of Alberta has a target of Edmonton AB, T6X 0P7 The AHLA reached out to all three candidates Toll Free: 1.888.436.6112 $10.3 billion in revenue from tourism by 2020. to discuss issues that matter to our members. www.ahla.ca To reach this target, the AHLA is a strong Unfortunately, we were unable to coordinate advocate for alignment and accountability CHAIR OF THE BOARD a meeting with Ric McIver. However, we were Steven Watters of Tourism Levy expenditures along the way. able to meet with Thomas Lukaszuk and Also, we must recognize the labour shortage FIRST VICE CHAIR Jim Prentice. Not surprisingly, much of the Perry Batke will impact the tourism industry’s overall dialogue surrounded the Temporary Foreign growth. VICE CHAIRS Worker Program (TFWP), labour, and tourism. Leanne Shaw-Brotherston Leadership candidates’ time is in high Tina Tobin We introduced the idea of collaborating with demand, and we genuinely appreciated their the federal government to create a Hotel and PAST CHAIR desire to understand the challenges and Perry Wilford Lodging Worker Program. This program would opportunities facing hoteliers. Your board of offset seasonal labour shortages in PRESIDENT & CEO directors is working hard to represent our Dave Kaiser areas. Beyond this, it would address long- members’ perspectives and concerns, as they term labour challenges in areas experiencing DIRECTORS NORTH are crucial in strengthening and enhancing Amir Awad strong economic growth, low unemployment, Alberta’s economy. Alberta’s next Premier George Marine and barriers to labour mobility. Peter Parmar must seek solutions to our province’s labour Members of the AHLA’s board shared real life challenges and ensure the tourism industry DIRECTORS CENTRAL stories with both candidates and expressed can effectively contribute to our provincial Perry Batke Shazma Charania our grave concerns about pending labour economy. Moving forward, we are eager to Robin Cumine shortages resulting from changes to the work with the new Premier to support the Karen Naylor Tina Tobin TFWP - concerns that escalate daily. Many continued growth of tourism in Alberta.

DIRECTORS SOUTH Chris Barr Cory Haggar Dwayne Stratton

Alberta Hospitality is published quarterly by:

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PUBLICATIONS MAIL AGREEMENT NO. 40026059 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO CIRCULATION DEPT EMC PUBLICATIONS 19073 63 AVE albertahospitality SURREY BC V3S 8G7 email: [email protected] See archives of Alberta Hospitality online at ahla.ca PRESIDENT & CEO’S MESSAGE

TFWP Reforms by Dave Kaiser

The major reforms for the Temporary Foreign July 1, 2014 and 20% effective July 1, 2015. We Worker Program (TFWP), announced on are aware of many AHLA members who are June 20, are causing tremendous hardship currently above the 30% target. In essence, reflect the labour market realities in many for many AHLA members. The timing and these employers no longer have access to the regions in Alberta and will have unintended suddenness of the announced changes could TFWP to fill job vacancies. consequences. These may include operators not have been worse for many operators who curtailing hours of operations or cutting back Another consequence of the reforms includes on services. Some businesses may close and were gearing up for a busy summer tourist access to the Alberta Immigrant Nominee season. new businesses will not open, even when Program (AINP). Over the past several years, there is strong demand for their products and The reforms severely reduce access to the many TFWs have successfully transitioned services. program and raise costs for employers. The to become permanent residents through new, more onerous, Labour Market Impact the AINP. Many remain in jobs and with As industry, we have no choice but to adapt Assessment (LMIA) has replaced the Labour employers who originally hired them as TFWs and look for other long-term solutions. The Market Opinion (LMO) process. Fees for the - effectively creating a permanent foreign AHLA is currently working with Olds College program increased significantly - from $275 worker solution for our industry. Recent to build a “flagship hospitality program” for for a LMO to $1,000 for a LMIA - and the work AINP statistics indicate a two-year supply of Alberta. One of the goals of the initiative permit was reduced to one year. pending applications, based on the number would be to engage young people in our of certificates allocated annually to Alberta industry through a “dual credit” program in Perhaps most problematic is the new 10% high school. Check out the article “Future cap imposed on the number of TFWs, as a by the federal government. The new one-year permit for the TFWP does not allow enough Solutions to the Labour Crisis” on page 22 to proportion of the workforce at each worksite. learn more. Employers are allowed 2 years to reach this processing time for a new AINP application. cap with phased-in targets of 30% effective Clearly, the reforms to the TFWP do not We look forward to serving you!

alberta hospitality | 5 COVER STORY Guestroom Design Trends Unique Statements and High-End Comfort Top the List

by Carol Schram

When building new properties and renovating existing spaces, hoteliers across the industry spectrum are displaying dazzling creativity while keeping the comfort of their guests at the forefront of their design choices.

6 | alberta hospitality Photo courtesy of Kensington Riverside Inn Guestroom Design Trends

Photo courtesy of Aloft Calgary University

“As designers, we’re faced with the challenge of making guests feel at home with their residential comforts, yet providing a challenging visual experience,” says James McIntyre of McIntyre Bills, who oversaw the redesign of Azuridge in Priddis. “You want to stimulate and excite your guests at the same time that you want to relax them.”

Wide Open Spaces “We’re about being sassy, savvy, sexy, and on-trend,” summarizes Managing Director Farrah Bhanji of Aloft Calgary University, which opened in April. “Our rooms were designed with a lot of open space.” Aloft’s loft-inspired guestrooms feature nine-foot ceilings, large windows for lots of natural light, and a spacious, clutter-free design. The principal feature is the signature Aloft platform bed with plush bedding, complemented by a large workspace with an ergonomic chair. A clean, open design is also the hallmark of the Inn Express in Spruce Grove, newly opened in September. “We weren’t satisfied with the standard cookie-cutter guestroom,” explains Jon Sholter. “We wanted to add a modern flare to the design.”

Aiming to create great-looking guest rooms that will stand up to We’re about being sassy, savvy, the wear and tear of everyday use, Holiday Inn Express combined sexy, and on-trend. modern furnishings that are functional, but not bulky, with touches like hardwood floor plank ceramic tiles at the entrance to each room. The tile breaks up the space aesthetically and helps to keep the room cleaner. {

alberta hospitality | 7 Guestroom Design Trends

Designer James McIntyre was tasked with executing the gem concept while creating an inviting feel for guests. “What we wanted with the finishes and colours was to keep them architecturally neutral as a backdrop for the colour-themed rooms. They wanted to identify each room as individual - for the suites to feel like special places. That tied into the overall marketing concept.” “To create each individual room, we wanted to open it up,” McIntyre continues. “The fabrics needed to be in the right palette and have a texture and visual interest that was fun: not taking themselves too seriously.” A sophisticated upgrade completed in February of 2013 helped Calgary’s Kensington Photo courtesy of Azuridge Riverside Inn earn its designation as the second Relais & Chateaux property in Alberta. The emphasis at the 19-room Create Moods with Colour and Texture “My favourite is the Pearl Suite,” says Azuridge is on sumptuous, soothing textures. Oversized leather headboards and leather box springs Azuridge was a private residence on a secluded General Manager Clarence MacLeod. bring elegance to beds that feature triple- estate that was converted to a boutique “Everything from the pictures on the wall to sheeted Frette linens, while Morosini Italian hotel in 2012. The owners’ backgrounds as the throws on the bed will replicate the colour lighting and Italian leather chairs give rooms geologists inspired the unique design and of the gem. There are pearls in the different an air of sophistication, notes Fraser Abbott, colour themes for the 13 guestrooms, each designs, accented by mother-of-pearl. Black Director of Business Development. “It’s like based on a different gem or stone. Onyx is a very black room, but we’ve paired it with silver - it’s quite elegant, actually.”

8 | alberta hospitality Guestroom Design Trends

Sholter is also excited about the bathroom features at his new property. The fabrics needed to be in the right “Holiday Inn is known for its patented Kohler shower heads, which we palette and have a texture and visual of course feature. We also have curved shower rods to enhance the interest that was fun spacious feel.” While standard rooms feature the traditional bathtub/ shower combination, standards have been elevated in some suites, which offer walk-in showers with rain shower features, his-and-hers sinks, { and large jet tubs. one of those amazing that’s located in wine country but got scooped up and dropped into a bustling urban neighbourhood in Calgary. The Inn exudes some of that urban sophistication, but it’s also got the warmth Tie in Technology and hospitality of that country inn charm.” These days, most travellers will have some combination of smart phones, iPads or laptops in tow when they arrive at a hotel. WiFi is now ubiquitous in most , but guests are looking for easy ways to recharge their Maintain Quality and Comfort devices and tie them into the electronics in the room. The Stonebridge Hotel is the oldest operational hotel in Fort McMurray. “We put in nice 42-inch flat screens and a Geneva sound system with an “We’re always upgrading and are currently planning another upgrade,” iPod docking station,” shares Abbott. “They have an elegant look and feel says Sales and Marketing Manager Matthew Korobanik. “We recently and they sound great. We also have plenty of plug-ins, so that no one upgraded the wing of our hotel to a deluxe wing with new carpet, case needs to put out their back while they’re searching for a spot to plug in goods, TVs, door locks, granite counters, bathroom flooring and décor. their laptop.” This year, we’ve begun the tower side and so far have completed new carpet, bathroom flooring, TVs, and door locks. Holiday Inn Express in Spruce Grove offers charging stations near both the beds and the workstations, as well as a comfortable lounging area At Stonebridge, the emphasis is on keeping things classic. “For us it is still designed with laptop use in mind. They’ve also invested in large-screen about quality and comfort. That means good, solid furniture and comfy TVs and HD programming - an extra that isn’t found in many hotels, beds,” explains Korobanik. “We wanted a nice dark colour, so we went especially in the limited-service category. “I know guests will appreciate with dark espresso case goods, black and white photos, and a wooden, it,” predicts Sholter. textured bathroom floor.” The new, dark, patterned 40-oz. carpet is made from 100% recycled content. Aloft offers a unique Plug n’ Play option in their guestrooms, which allows guests to integrate their personal electronics with the 42-inch flat screen.

The Best of the Bath Bring the Outdoors Indoors More than ever, hotel bathrooms are taking their cues from spa settings and becoming focal points of guestrooms. “The bathrooms are where Another key trend is tying in aspects of the outdoors with the guestroom our designers really hit it out of the park,” boasts Abbott of Kensington experience. Windows are larger and can often be opened, balconies and Riverside Inn, “with beautiful new tile and fixtures - the faucets, terraces are being incorporated, and outdoor vistas are featured design showerheads, and such.” elements in their own right. MacIntyre explains of Azuridge: “The view is so wonderful; we don’t want to get too carried away with things that Walk-in rain showers are standard at Azuridge, where most rooms also distract from that.” feature a separate clawfoot bathtub. At both Azuridge and Aloft, the shower is separated from a spacious dual-sink configuration with plenty Whether you have a small or large budget, it pays to upgrade with an eye of mirror space. on these trends so you can offer the very best to your guests.

alberta hospitality | 9 TRAVEL ALBERTA Travel Alberta’s Industry Conference by Shelley Grollmuss

World-renowned Speakers At this year’s conference, speakers will tackle issues such as digital storytelling, global sales strategies, and trends in the business meetings market. Peter Sheahan, best-selling author and CEO of Change LabsTM, will discuss how to turn challenge into opportunity, and change into competitive advantage. Jackie Huba, an international expert on customer loyalty and word-of- mouth marketing, will show you how to create uber-loyal “customer evangelists”. And business visionary Dr. John Izzo will outline strategies for building a culture of accountability in your organization with 100% responsibility and 0% excuses. A full list of speakers and workshops can be found at www. industry.travelalberta.com.

Annual General Meeting Travel Alberta’s Annual General Meeting is held on the Monday of the conference and provides all our stakeholders with an opportunity to learn With the explosion of social media and other online resources, Alberta’s more about Travel Alberta, our strategy, and progress. tourism partners have never had so many ways to communicate. These We’ll look back at where we’ve been with an update on last year’s annual platforms have an important role in growing our industry. report, and look forward to where we’re going with the 2014-2017 Still, there’s no substitute for face-to-face networking. Strong business Business Strategy. This strategy outlines how Travel Alberta will deliver on relationships are built on personal rapport and loyalty, and the best ideas our mission to grow tourism revenues through four strategic objectives: grow out of conversations that are longer than 140 characters. 1. We will leverage the strength of our (remember to breathe) brand by For 14 years, Travel Alberta’s Industry Conference has been providing a helping “traveller advocates” share their Alberta stories before, during, successful forum for the province’s tourism partners to network, learn, and after their trip. inspire each other, and celebrate those who are excelling in the industry. 2. We will defend and grow tourism revenues by driving return on As the largest tourism networking event in the province, it provides access investment, focusing on high-potential markets, and seizing emerging to over 700 influential tourism leaders. This year’s conference is themed opportunities. “Connect & Collaborate”, to reflect one of our key business strategies: to mobilize Team Alberta to work and succeed together in the marketplace. 3. We will mobilize Team Alberta by working with industry on programs that align with the province’s tourism framework and maximize revenue On October 19-21, at The Fairmont Banff Springs, you’ll have the generation. opportunity to talk about tourism, network with your peers across the province and gain valuable learning and insight into the trends, tools, and 4. We will drive organizational excellence through strategies that tactics that drive tourism revenues. maximize operational performance, empower an innovative culture, and nurture social responsibility.

Alto Awards Gala Partnership Planner You’ll hear from Edmonton’s Grant McCurdy, Alberta’s 2014 Alto Ambassador, who’s managed many hotel properties around the province. Also unveiled at the conference will be Travel Alberta’s new industry He’ll speak at the Gala on Monday night at the conference, where Alto Partnership Planner for 2015. It combines all our programs, opportunities, Awards in nine categories will be presented and celebrated. and services available to tourism partners into one place and explains in detail how you can participate. McCurdy has attended many Travel Alberta conferences, and has made connections there that have led to fruitful business ventures. The best All this and more, are waiting for you this month. Travel Alberta’s Industry part, he believes, is the depth of conversations that such a venue Conference is a great opportunity to spend time with your peers, learn encourages. “In order for us to grow in the future, we need an opportunity new things, share ideas, and really talk about our shared passion - tourism to put all of our ideas on the table and then dig down through them. in Alberta. I invite you to join us in Banff for some stimulating and You can only do that face-to-face, where you have the chance to really worthwhile face time. explore what other people are thinking,” he explains. “And there are always Registration details are at industry.travelalberta.com. excellent speakers who take us out of our own little bubbles and show us what’s going on around the world.” Shelley Grollmuss is Travel Alberta’s Vice President of Industry Development. She can be reached at [email protected]

10 | alberta hospitality alberta hospitality | 11 FEATURE talking tech The Future Is Here

by Kathy Eccles

When families check into a hotel today, children are likely streaming content onto their mobile devices or texting friends on a smartphone, while their parents relax with an e-book or search for local attractions on a tablet. Not surprisingly, fast and reliable WiFi service ranks high on guests’ wish lists.

12 | alberta hospitality TALKING TECH

However, the J.D. Power 2014 North America Hotel Guest Satisfaction Index Study, released in July 2014, reveals that the inability to meet Bandwidth is one of the two most bandwidth demand is considered a major detriment by today’s guests. important elements determining user The study concludes, “Challenges with Internet connectivity remain experience; the other is how our twice as prevalent as any other guest problem. The negative impact of customer’s devices perform on the these problems is relatively consistent regardless of whether Internet network. access is complimentary or guests have to pay an additional fee for it.” {

Building Your Bandwidth

A viable solution, according to Shaw Business, is fibre-optic connectivity. Winning With Fast Internet and PMS-Connected Apps Instead of sending data by electrical signals over copper wire, fibre-optic It may be a small rural town, but Olds is the only community in Canada technology transmits information by sending light beams over glass with its own local fibre optic Internet service. O-Net in Olds, which claims (or plastic) optical fibre pipe. According to Shaw, as more businesses on its website to run “100 times faster than garden-variety broadband,” move into cloud-based systems, fibre offers thousands of times more was ranked the fastest Internet service in Canada out of 531 cities in a bandwidth than copper wire and data longer distances. Download survey by Ookla Net Index Explorer. and upload speeds are equally as fast. The new 82-room, full-service Pomeroy Inn & Suites, which opened Enterprise Segment Manager Peter-Mark Bennett states in a recent Shaw in 2013 in partnership with Olds College, usesPhoto O-Net courtesy throughout of Hotel Arts Group the case study that “Bandwidth is one of the two most important elements hotel and General Manager Stephen Dodwell attests to its power. “It’s determining user experience; the other is how our customer’s devices a gigabyte up and a gigabyte down,” he explains of the service’s fast, perform on the network.” Bennett predicts that “in the not too distant symmetrical upload and download speeds. future, smart devices and apps will have built-in intelligence that can talk to the network. For instance, video and voice apps will be able to ask The hotel, on Olds College campus, provides a training ground for the network for priority routing over less important apps such as email.” students earning a Hospitality & Tourism Management Diploma. Dodwell credits college President Dr. H.J. (Tom) Thompson for O-Net’s entry As the infrastructure to support fibre-optic technology grows, costs are into the local market. “He realized the way forward is technology and coming down, making it a more accessible option for medium-sized and commerce,” Dodwell explains. In fact, in his 2013/2014 “Message from smaller businesses.

alberta hospitality | 13 TALKING TECH

Next up, Pomeroy Inn & Suites is investigating technology that would allow guests to check-in remotely, the way they can now with many airlines. The wrinkle, however, is that it’s easier to allocate seats in advance, than it is guestrooms. In the meantime, according to Dodwell, Pomeroy Inn & Suites walks a “fine line”, using technology to be of service - without being overwhelming - and to build up valuable guest history.

Heading For the Cloud About 5,000 attendees at the 2014 Technology Exposition & Conference (HITEC) in Los Angeles heard the prediction that “rushing to the cloud” would soon be the new norm. Speaker Scott Barneson, senior manager of Amazon Web Services commented, “As options for how to use the cloud, such as hybrid deployments and subscription models continue to increase in variety and number, the question is no longer should we move to the cloud, but rather how How should we move to the cloud to give should we move to the cloud to give our organization the greatest our organization the greatest competitive competitive edge.” edge? Cloud-based systems offer several benefits. The cloud can house mobile apps that make self-service check-in for guests possible, while also { facilitating reservation and employee scheduling systems that can keep hotels on the cutting edge. the President” Thompson writes that everyone at Olds College will be At the same time, many hotels are still enjoying success with property given an iPad mini to “ensure that every student, faculty member, and management systems, enhanced by the use of mobile devices, apps and staff on campus can tweet, post, click, and search with lightning speed.” sophisticated software. Hilton Hotels, for example, has announced that That ability, made possible by O-Net, extends to staff and guests at the “By the end of 2014, digital check-in and room selection will be available on-site Pomeroy Inn & Suites. at more than 4,000 Hilton worldwide properties across 11 brands in more “We have our own separate fibre optic network. Nobody else has that, than 80 countries via Hilton HHonors loyalty accounts.” The company will even within our own company.” Dodwell stresses. “The industry used enable room selection using mobile and Web-based floor plans. to focus on the bed, the mattress size, and the pillows; now it’s equally important to have very fast, good Internet access.” The Pomeroy is still Leading With Digital Entertainment hard-wired for Internet access and cable television, and is wireless- enabled as well - services that are offered free of charge and accessible Along with operational innovation, entertainment technology is just as with a simple password. However, with O-Net, guests can also watch important when it comes to guest expectations today. According to a Netflix and stream content with no effect on the hotel’s bandwidth. July 2014 article at usatoday.com, “The hotel room TV is now starting to In a test done by the hotel’s IT department, guests using various apps look like your mobile device.” Manufacturers of hotel smart TVs are now were making 400 Internet connections at once. “It didn’t slow us down,” making it possible for guests to stream content from their iPads and Dodwell confirms. smartphones onto the their hotel room TVs and are also looking at new types of content, ranging from self-help videos to short films. Pomeroy Inn & Suites has made other technological strides with its property management system that has allowed the hotel to go paperless. At Novotel, Accor’s midscale hotel brand, a new multimedia table called Instead, staff share information on their iPad minis. If housekeepers see PLAY has been developed in conjunction with Microsoft, Humelab, and a problem in a room, they can take a photo and immediately alert After-Mouse, and introduced as a pilot at 12 hotels from Milan, Paris, and maintenance. Staff also use a mobile app, which Dodwell calls a “mini London to Casablanca, Dubai, and Rio. Through PLAY, guests have access PMS system that you take with you.” The app keeps everyone constantly to a range of popular games, including Angry Birds. Since 40% of Novotel linked into the main property management system and updates staff on guests are leisure travellers, the company also provides Xbox 360 game reservations, arrivals, departures, and room status. Managers can bring consoles in public areas. up and share daily and monthly occupancy reports. Last year, the Radisson Edmonton South launched LobbyFriend, a Recently, a partnership with Digital Alchemy has created another link secured, temporary social media platform and easy-to-use interface, to the PMS system. Now, following a reservation, guests receive an which allows guests to connect immediately with each other and hotel automatic HTML email with attractive pictures of the hotel. An email staff. To access it, guests are given a PIN code on arrival, and are invited sent a few days before arrival provides a Google Map and serves as a to download LobbyFriend for free. According to the company, “Once reminder. “It’s saved a few no-show fees,” notes Dodwell. Previously, logged on, guests will have immediate access to information including when guests checked in, they received a welcome call from staff, but local events, recommendations, and... the hotel’s exclusive Dodwell admits that not everyone appreciated the personal touch on deals and special offers.” arrival. Now an email is sent to guests’ smartphones, both welcoming From fibre-optic connectivity to cloud-based PMS, digital entertainment them and later offering express check-out options and a direct link to and mobile guest-facing apps, the sky seems to be the limit when it TripAdvisor for those who want to leave comments. comes to new technology energizing the hospitality business today.

14 | alberta hospitality ALBERTA’S TREASURES

Medicine Hat’s Historic Clay District Unveils a Storied Past by Debbie Minke

Photo courtesy of MEDALTA

The Historic Clay District, centred around ceramic products. Medicine Hat’s abundant closed in 2010 due to the flooding of local Medalta Potteries, played a significant role supply of natural gas provided the reliable, creeks. The plant will be reopening for tours in the development of our province and the consistent, intense heat need to transform clay in 2015. Medicine Hat region. In fact, the Historic into ceramic in the kilns, and meet the strong Medalta is a living, working industrial museum Clay District and the Medalta Potteries have demand for clay products. and cultural centre that that tell the tales of been designated as National Historic Sites Medicine Hat offered another natural this unique industrial development. Open for of Canada, and Alberta Tourism, Parks and advantage to clay product manufacturers - an tours year-round, visitors can enjoy Medalta’s Recreation has awarded a grant to the Friends excellent supply of clay. As early as 1885, clay Collection Room, which houses an extensive of Medalta Society to develop new guided from the banks of the South Saskatchewan 30,000-piece assortment of Medalta ware. The tours, workshops, and concerts/events at the River was tested for its brick-making potential, sells replicas, which were produced Medicine Hat Historic Clay District. and was found to be suitable for basic brick- on-site, and visitors can tour the Working Set against the cliffs of the South Saskatchewan making. In 1886, the first brickyard opened, Pottery Studio and meet the craftsmen who River in Medicine Hat, the 150-acre Historic Clay and the industry slowly grew over the next 20 make this iconic ware. District was once home to what is believed to years. In 1907, four new companies opened, The Shaw International Centre for Con- be the earliest industry in Western Canada. representing an investment of a quarter of a temporary Ceramics provides a state-of-the-art Strategically located between Vancouver million dollars. Eventually, higher quality clay 12,000 sq. ft. ceramic studio with a soda kiln, and Winnipeg, the Canadian Pacific Railway was imported from Saskatchewan, but the salt kiln, large gas car kiln, and seven electric (CPR) chose Medicine Hat for its divisional area’s abundant supply of cheap fuel, easy kilns. Artists from around the world are invited headquarters, attracting industries that access to the CPR, low taxes, and affordable to create, collaborate, and share their craft in needed the frequent service and widespread land made pottery production an attractive, residency programs and workshops. connections it offered. The community became and profitable, investment. The 3,500 sq. ft. Yuill Family Gallery exhibits the largest distribution centre in Western Medalta Potteries operated from 1912 to 1954, Canada in the early 1900s, and as a recognized artwork from resident and guest artists, and its crocks, churns, bowls, artware and hotel community groups, partner organizations, manufacturing city, received special discounts crockery found its way into the lives and homes from the CPR. and travelling exhibitions. It is a dynamic and of Canadians from coast to coast. In 1914, constantly-changing space, which makes up Natural gas was discovered in the area, pro- one manager, Charles Pratt, issued a 3,000- a valuable part of Medalta’s overall museum viding heat, light, and power - three essentials year warrantee on all Medalta products. He experience. Exhibit receptions provide for industrial production - at a fraction of the said, “If a piece of Medalta pottery wears out excellent opportunities to meet the artists and cost of coal. Many industries sprung up in before 3,000 years - even at the end of the mingle with other like-minded members of the Medicine Hat, enticed by the city’s offers of free twenty-ninth hundred year, bring it back and community. Everyone is always welcome. building sites, free water, tax breaks, and cheap we will cheerfully refund the original purchase gas. Clay product manufacturing was one of price.” Many original Medalta pieces are now The iconic beehive kilns, reportedly once used the few industries that survived the labour collector’s items. to house travelling Canadians riding in boxcars, shortages and turbulent economy created by still inspire and serve as a visual reminder The Historic Clay District today includes two of this fascinating National Historic Site. Find World War I. Western immigration fueled the pottery factories - Medalta and Hycroft China - need for bricks, tiles, sewer pipe, and other more information at www.medalta.org. Follow and the Medicine Hat Brick & Tile plant, which the links to Virtual Museum: Clay Chronicles.

alberta hospitality | 15 PROFILE PARADISE INN & SUITES REDWATER A New Standard of Excellence

by Chris McBeath

You may wonder why one would build a new hotel in Redwater. Located 62 km north of Edmonton, it has no tourism draws to speak of, and lacks the community amenities of Fort Saskatchewan, a 20-minute drive away. “However, we do have the North West Redwater Partnership, a major player in the resource sector,” enthuses Diana Stanford, general manager of the Paradise Inn & Suites Redwater. “The workforce required to construct its new bitumen refining complex over the next five years offers us amazing potential.” For someone with more than 30 years in the banking industry, Diana knows potential when she sees it. Besides, the opportunity to transfer her managerial skills from banking over to the hospitality industry, and specifically to a hotel of such promise, was an offer she couldn’t resist. It was, however, a steeper learning curve than she anticipated.

Countdown to Opening “I joined the hotel 6 weeks before opening on July 25, so it was a rollercoaster of a ride. The hotel wasn’t finished. There were different people in charge of different areas. FF&E was arriving nearly every week, but we couldn’t install it, so we spent an inordinate amount of time moving pieces from one room to another. There was staff to hire and all the finishing touches to purchase - linens, supplies - it was an endless list. ” These are familiar laments for seasoned hoteliers opening a new property, but for Diana it was baptism by fire. After all, a banker rarely makes decisions until all the information is in and analyzed, and changing banks usually involves packing a briefcase and moving into a turn-key operation.

1616 || albertaalberta hospitalityhospitality Template for the Future The Paradise Inns & Suites Redwater is the first new build for a group of entrepreneurs that also owns the former Pomeroy properties in Valleyview and Grand Prairie, now rebranded as Paradise Inns. “With the Redwater location, they really wanted to establish their own brand from the ground up especially in terms of the hotel’s standards of service, amenities, and value,” Diana explains. “The result is exceptional for a three-star property. Exceeding guest expectations is our modus operandi in ambiance, maintenance, attitude, and style. We hope to be a template for more hotels in the future.” Features of the hotel include a state-of-the-art fitness facility, business centre, free WiFi and wired Internet as well as complimentary breakfast. All 56 suites, including two that are completely accessible, offer fully equipped kitchens that appeal to extended stays. The hotel also offers free parking with electrical hookups as well as charging stations for electric vehicles. Diana Stanford, GM

Sales Strategies Getting the word out is where Diana’s focus now lies. “Our sister hotel in Valleyview had already-established rates, but I realize we cannot levy the same here. Our main competitor has an enormous reservation infrastructure to draw on, but I honestly believe that with the standards and amenities we have here, we will be able to adjust our opening specials and set our own pace in terms of pricing.” Until then, there is much marketing to be done, and Diana is busy working out referral programs and packages between the Paradise properties, establishing a presence on social media platforms, and working with booking engines such as Expedia.ca. “We’ve started to blog and post on Facebook as often as we have news, at least a few times a week,” she says, admitting to a degree of curiosity as to how integral social media will become in the hotel’s overall sales efforts. Turning a hotel’s construction phase into an operational one is always fraught with the unexpected, yet Diana thrives on the challenge. “Because I came in at the 11th hour, I had to find out who was doing what very quickly, insist that people didn’t speak in acronyms, and come to terms with how little I actually knew. However, discovering that was also my biggest joy. I have learned so much.” Diana is quick to praise her staff and management team, all of whom are locally based. “They share my excitement and are absolutely committed to making this a great hotel. It’s demonstrated every day from how we clean rooms to how we present ourselves,” she adds. “Being a part of the hotel industry is an exhilarating ride,” Diana continues. “Would I do it again? In a heartbeat. Would I do it differently? Absolutely, because now I know what to ask.” Then she smiles broadly, and quips: “I’ve even taken to speaking construction and hotel acronyms myself.”

albertaalberta hospitalityhospitality || 1717 FEATURE Culinary Tourism Relish the Thought, Savour the Experience

by Chris McBeath

As one of the fastest growing sectors in the food and beverage industry, culinary tourism is certainly making its mark. According to the World Food Travel Association (WTFA), which represents some 18,000 members in 135 countries, not only is dining consistently ranked among one of the top three favourite tourist activities, it involves nearly 100% of travellers. So how can hoteliers capitalize on this burgeoning opportunity?

18 | alberta hospitality Culinary Tourism

“First of all, a hotel needs to know itself,” advises Erik Wolf, Executive Director of WFTA. “Only after a thorough assessment of its strengths and weaknesses can management You must think like a foodie and their entire ask, ‘Is this a viable market for us?’ If the experience from arrival to departure. answer is yes, the next question is ‘What kind of unique and memorable experience can we offer?’” This is a question and { B&Bs are likely to address more easily than boutique or regular hotels. “A free breakfast Alberta’s multiplicity of foodie places, people, province,” says Abbott. “They help to create just doesn’t do it,“ Wolf continues. “You must and products. a new culinary event or take an existing think like a foodie and their entire experience For example, “Alberta Ate” long table events one to the next level.” Taste of Markerville from arrival to departure. A lot of hotels are take place in various regions. They bring virtually doubled the size of the hamlet, and Culinary Tourism great on the accommodation side, but miss together some of the province’s top hotel Calgary’s Really, Really Long Table Dinner the dining potential. Even hotels considered and restaurant chefs, and enable diners to involves some 250 diners, many of whom also a to be a good lunch stop between point A mingle with suppliers of diverse produce. purchase accommodation packages through Relish the Thought, Savour the Experience and point B have the opportunity to make it The Dig In event in St. Albert even transforms www.visitcalgary.com. a GREAT lunch, and therefore, an outstanding a greenhouse into a dining room, and “Events like these are tremendous draws,” experience.” offers food that was planted and harvested notes Abbott. “They have become signature specifically for the event. Farm-to-fork (and sold out) affairs, and really help endorse concepts like these not only underscore a a community as a visitor destination.” Eat Local collaborative commitment to sustainable Because food tourists are explorers, cuisine dining, they resonate the “eat local” ethos, offers a potential new discovery with every provide a backdrop to the menu that food Culinary Partnerships and Packages meal and a chance to get to know local food lovers crave, and create a culinary adventure Tours, partnerships with providers such as and people. that is memorable, unique, and profitable. cheesemakers - as well as cooking classes, “When people think Alberta, they think beef - “Through Alberta Ate activities such as Taste and foraging - are all part of the yet our culinary scene has grown way beyond of Markerville, Medicine Hat’s Sunshine mix. Hotels can no longer push guests into the carnivorous,” describes Fraser Abbott, Vice Skillet Food Festival and Calgary’s Big Taste an exclusive eat-here arrangement. That said, Chair, Alberta Culinary Tourism Alliance, a Dining Festival, we are building templates when Tourism Edmonton re-launched its group that launched in late 2012 to promote that can be exported to other areas of the website in May, it put dining at the forefront;

alberta hospitality | 19 Culinary Tourism

matched to nearby hotels, so that visitors can customize stays by culinary preference as well as geographic area. For nearly all travellers, food has become a symbiotic experience of a region’s culture and vibe of which a hotel is a part. Hotel Arts and Kensington Inn have partnered with Calgary Food Tours for a walking experience that explores different neighbourhoods via Neapolitan pizza, poutine, wine, cupcakes, and sometimes a hands-on class at the state-of-the-art Cuisine et Château International Culinary Centre. Another partnership entitled “Palette to Palate” teams together overnight accommodation, food, and a tour of Calgary’s art galleries. The Canadian Gourmet Getaway also typifies this growing market sector. CMH Heli-Skiing & Summer Adventures partnered with the Post Photo courtesy of Canadian Rocky Mountain & Spa to create this package that showcases luxurious accommodations, decadent dining, and adventuring through the rugged backcountry. “We share similar guest profiles and our experiences are very complementary,” describes For nearly all travellers, food has become a symbiotic Mary Morrison, Public Relations Manager for the outfitter. experience of a region’s culture and vibe of which a Similarly, Canadian Rocky Mountain Resorts hotel is a part. (CRMR) offers specialized foodie offerings with lodge menus featuring fresh Canadian caribou, { bison, Alberta lamb, and elk, prairie-grown grains, vegetables, and berries. In addition, CRMR’s Chef’s Tables are interactive, epicurean evenings where chefs prepare, demonstrate, and serve some of these unique ingredients in an evening of dining Why Food Tourism Matters and entertainment. With the steady increase in interest of television food channels, travel shows featuring local and regional cuisine, food documentaries, competitions and online culinary travel Food for the Road shows, culinary tourism is growing exponentially every year. Food that have participants travel from one

gourmet inn to another are proving successful in • Food tourism is more than a niche - it’s the fastest growing sector of the travel industry. other parts of Canada, but are only just catching • Because food and drink involve all five human senses, dining is the one thing with the on in Alberta. greatest potential to make a long-lasting impact on visitors. The Alberta Snail Trail, a guidebook that lists many • Nearly 100% of tourists dine out when travelling. Each dining opportunity is a chance Slow Food producers, restaurants, and markets, to get to know local food and people. provides accommodation opportunities for • Cuisine is “experiential” as it satisfies today’s traveller demands for hands-on, interactive properties en route, as does Go East of Edmonton’s experiences. Ag & Culinary Tours. However, this is just the • Interest in cuisine in travel is not exclusive to a particular age, gender, or ethnic group. beginning. • The higher the dinner bill, the more likely the patrons are tourists. “We are working with Tourism Alberta to develop several self-guided Ag & Culinary Tours for the • Food tourists are “explorers”. Cuisine offers a potential new discovery with every meal. 2015 outbound wholesale market such as JTB • Food tourism is a tool for economic and community development. and DER Tours,” explains Abbott. “These tours lend • Culinary tourism is inclusive and represents any type of food, beverage, and travel themselves to overnight stays and can include experience that is unique and memorable, no matter where it takes place. everything from hotels to B&Bs to glamping • Industry book resource: Have Fork Will Travel, A Practical Guide for Food & Drink Tourism in Dinosaur Provincial Park. Provided they are Professionals (http://bit.ly/HaveFork) market-ready, properties of all types can get in on the foodie trend. We hope to showcase examples of new culinary tour initiatives and promote Source: World Food Travel Association culinary packaging at the Travel Alberta Industry Conference in October as well as at Canada’s West Marketplace tradeshow in November.”

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Destination Restaurant For most hoteliers, creating a destination restaurant for locals and visitors is like hitting the F&B mother lode. Micha Hentschel and his wife took over the historic Lougheed Hotel in 2009, but it wasn’t love at first sight. “When we first saw the run-down property, we almost went straight back to Germany,” Micha confides, “but we went to work and started to fill a need for a good-value, authentic restaurant and a quality hotel product, primarily for the oil and gas industry. The hotel has been in Lougheed since the 1920s and is a recognized landmark in the community.” The restaurant has since become an iconic success as much for its German décor as for its schnitzels that draw diners from all over the region. Travellers now come from further afield since the restaurant Photo courtesy of Lougheed Hotel entered the Guinness Book of Records last year for serving the largest variety of schnitzels (347) in the world. “We serve 1,100 meals a month, and the business is growing 25% a year. However, because finding staff in this remote location is exceptionally difficult, the three of us – my wife, a kitchen helper and me - had our hands so full we closed the hotel last year, except for two rooms for those diners who make the three-plus hour drive from Calgary,” shares Hentschel. Earning accolades and awards helps put a hotel restaurant on par Ideas at Work with independent dining rooms, and establishes them as a food destination. Success stories include Creations at Sawridge Edmonton South, CHARCUT Roast House at Hotel le Germain with its custom- • Capitalizing on this fast-growing sector Whole Foods has built charbroiler, rotisseries, and hand-crafted charcuterie, and Yellow created Whole Journeys: worldwide tours focused on the Door Bistro at Hotel Arts that Where Calgary magazine voted Best New production and consumption of food. Restaurant in 2013. • Mints on the pillow are so passé. At Caldwell House B&B, Hudson Valley, turn-down service includes a freshly baked Emerging Trends miniature pie for pre-slumber bliss. Food and the Environment - The impact of food on the environment • The culinary team at Hilton Orlando has created themed is among the leading topics for discussion at the biennial World Food Travel Summit being held in Lisbon, Portugal next April. “When weekends, offering perfect pairings of sushi with beer, wine, and I travelled last year, I kept a photo diary of waste and was saddened sake. to see that 90% of garbage was food and drink related,” shares Wolf. • The Shangri-La, Vancouver, hosts Film Feasts during which “From empty chip packets on the shores of the Dead Sea, to Styrofoam patrons attend a private screening of a film, followed by a four- cups at roadside, and plastic water bottles floating in the Pacific Ocean, course dinner inspired by the film. clearly it is a visible call to action. Food sustainability must equate to food responsibility. Just as a hotel’s eco-practices now influence • Mansion on Forsyth Park, Savannah, operates a teaching and accommodation purchases, how a hotel demonstrates these food demonstration kitchen where the hotel’s Executive Chef enables values will impact how diners - and especially foodies, will rate their guests to prepare, learn to cook, and dine on various dishes. experience.” • Tourism Richmond, BC, created an award-winning, year-long Local Goes Global - Eating local is a becoming a global phenomenon. blog (www.365daysofdining.com) that encompassed the delights Finding suppliers who feed the eat-local need will remain a regional of the area’s extraordinary dining outlets. Several properties focus. However, a new website, www.savorsearch.com, launches this participated with their , and three hotel restaurants fall, providing a digital online vehicle that will match artisanal food and made blogger Lindsay Anderson’s top choices, which in a foodie’s drink producers with buyers worldwide. Nirvana comprising some 800-plus eateries, was no small feat. • Cayuga Collection of Hotels & Lodges has a guest chefs Watch Wellness - The zen of food is another factor to watch. While program that brings in North American (sometimes celebrity) spa-oriented resorts are already there, healthy and tasty is gaining chefs to work alongside local chefs for great public relations and traction as a mainstream option, especially in Western Canada where fashion, food, and the outdoors is personified through lifestyle. “Quality training. is trumping quantity,” says Wolf. “Guests no longer want to leave the • Four Seasons Hotel, Seattle, offers a rotating assortment of table feeling stuffed. It’s one reason why small plates are booming. gourmet munchies via a colourful, 7-speed Snack Bike that roams Tastings are more about the process, the education, and the adventure the property. Food samples include anything from blended of innovative pairings rather than the simply eating and drinking,” he smoothies to savoury treats like mini burgers to homemade ice continues. “Fast food has its place in the marketing mix, but in terms cream. of culinary tourism, food is returning to its social roots. Food is part of an interactive experience that satiates all five senses. Every dining opportunity is a chance to get to know local food and people, and to relish what is shared.”

alberta hospitality | 21 Future Solutions to the Labour Crisis by Joyce Hayne Olds College has been working closely with the Alberta Hotel & Lodging to Chinook’s Edge School Division high school students beginning in the Association (AHLA) and five different government ministries to develop late fall of 2014. solutions to the labour shortage. With a hotel, restaurant, retail meat Barb Mulholland, Director of Learning, Community Learning Campus at lab, and brewery on campus, Olds College is well positioned to provide Olds College, shares, “We are very excited about the opportunities we will practical hands-on training to students in our industry. Dave Kaiser, be able to provide high school students to explore the hospitality and President & CEO of the AHLA, says, “The AHLA is excited to partner with tourism program and get excited about careers in the industry.” Olds College to build a “flagship hospitality program” for Alberta that will help to address our industry’s long-term workforce challenge.” One of the college’s initiatives will be launching this year, and others will Mobile Learning hopefully be available in the future. Olds College hopes to develop a mobile platform, which will allow learning on mobile devices. This project is still in the conceptual phase with a goal to have full implementation over the next 5 years. According High School Students can Start Earning a Hospitality Diploma to Dr. Jason Dewling, Vice-President Academic and Research, they are Nine courses in the Hospitality and Tourism Management Program at exploring 3 approaches: Olds College have been developed as dual credit opportunities, so these 1. On-the-job training - Bite-size training modules lasting only 10-15 courses will be available to high school students who will receive both minutes will be developed for staff working in the industry. high school and college credit for those specific courses. Dual credit allows high school students to get a head start on their post-secondary 2. Advanced penetration of the dual credit program - The goal is to training while introducing the students to a career in hospitality and make the dual credit program available to high school students in grades tourism. The high school students participate in the designated courses 10, 11 and 12 throughout Alberta by offering it on a mobile platform. alongside regular college students, and continue their high school 3. Advanced skills for middle managers - Since many managers have studies while taking a college course. Olds College and Chinook’s Edge worked their way through the ranks without formal education, these School Division received a provincial grant to help create the dual credit courses will provide management skills while allowing managers to work courses, and they’re hoping that the first round of courses will be offered towards a credential.

Edmonton Tourism Leads the New Way of Promoting Tourism in Edmonton by Edmonton Tourism, Edmonton Economic Development Over the past year, Edmonton Tourism - in fact, the entire tourism The year saw the reinvention of major stakeholder Edmonton Destination industry in Edmonton - has been on a transformative journey. It became Marketing Hotels (EDMH) around accountability, forward thinking, clear a year and a half ago when Maggie Davison joined Edmonton and a strong commitment to collaboration, where it was previously Economic Development as the vice president of Edmonton Tourism, that crippled by a lack of direction and focus. Edmonton Tourism also Edmonton’s disjointed tourism ecosystem was no longer sustainable. forged strong partnerships and alignment with Travel Alberta and the Starting with Edmonton Tourism and spreading across the spectrum Canadian Tourism Commission, leveraging joint marketing agreements of stakeholders, a new results-oriented vision based in collaboration to drive awareness of Edmonton as a destination. And with the City emerged. of Edmonton, we have implemented a long-term Edmonton Events To begin the conversation, Edmonton Tourism engaged with stakeholders strategy, focused on securing major events and enhancing community to develop a shared vision of success and a strategic roadmap to engagement, marketing, and promotion. Edmonton Tourism now leads a guide activities through 2017. That was the foundation of Edmonton fully functional system in which all of the many moving parts are working Tourism’s new organizational structure centered around sales, consumer together to effectively increase consumer awareness of Edmonton and marketing and communications, and the visitor experience, which deliver an exceptional visitor experience. allowed us to better respond to stakeholder needs and maximize its At the forefront of our work is a central call to action - the ExploreEdmonton. impact on the marketplace. com website, unveiled this past April with the bold new consumer brand: With the house in order, Edmonton Tourism shifted from an industry Edmonton - Original Since Way Back. We know there is an abundance of partnership model to supporting any business relying on tourism-based uniquely Edmontonian stories that will appeal to free spirits and cultural revenues for their success in Edmonton. This set the stage for a new explorers looking for an immersive, authentic city experience. degree of alignment within the industry and effective collaboration with ExploreEdmonton.com uses striking, made-in-Edmonton visuals and regional partners. captivating feature stories to inspire people to make Edmonton their As the front-runner of tourism activities in Edmonton, Edmonton Tourism destination, while guiding potential visitors along the path to purchase. fully realizes that success - gaining significant marketshare as a major From high-intensity sporting events hosted here this summer like the events, meetings/conventions, and tourism destination - will depend FIFA U-20 Women’s World Cup or Tour of Alberta to dozens of festivals on continued communication and collaboration with partners and showcasing the cultural and community spirit of the city, Edmonton has stakeholders, who have also worked hard to redefine their activities no shortage of experiences to share. With many more on the horizon, toward the shared vision that we now hold. including Red Bull Crashed Ice in 2015 and an active bid for the 2022 Commonwealth Games, it is Edmonton’s time to shine.

22 | alberta hospitality HR MATTERS

What To Do In a Job Interview: Employer Edition by Celia Koehler

Do you remember what it’s like to be a candidate in a job interview? Many of us have forgotten what it feels like to be a candidate. However, as an employer you should be even more prepared for an interview than your candidates. Here are a few techniques to use before, during, and after your interview to help you find the right candidate.

1. Recruitment is marketing. A candidate’s first impression of your property can have the strongest influence on whether they choose to work for you. Using job advertisements, market your company in a stimulating, attention- grabbing fashion. Express interest in your local community, embed videos about your property and staff, and demonstrate your hotel’s personality. Candidates will feel your passion and enthusiasm for the work you do. Be sure to tell candidates about your hotel during the interview. This person may or may not ever work for your company; however, their • Benefits (RRSPs, health, wellness, employee); mom, aunt, or child may someday become your next best candidate or • Flexible scheduling; even guest. Just as you market your hotel and your brand to consumers, • Staff bonuses; do the same for your candidates. Word travels fast, so maintain a positive • Incentives; and message! • Strong corporate culture. The AHLA’s Employer of Choice Award (EoC) can help you improve your hiring practices and set you apart! If you’ve received the EoC designation, 2. Know what questions you can ask - and what you can’t. be sure to tell candidates how this sets you apart. Your questions need to focus on the candidate’s ability to perform the Master these techniques to find your property’s next best fit! work, not their personal information. For example, if you are seeking an individual to work in your lounge or pub, the person needs to be able to stay until 2:00 a.m. or later. Employers are prohibited from asking about a candidate’s age. However, you can say, “Employees under the age of 18 are prohibited to work after 12:01 a.m., according to Alberta Employment Standards. We require our chosen candidate to work until 2:00 a.m. Are you legally permitted to do so?” Questions to avoid: • Age; • Clubs or organizations; • Disability; • Education; • Gender, marital status, family status; • Height and weight; • Languages; • Names; • Race, colour, ancestry; • Religious beliefs; • Smoking; and • Source of income. If you’re not sure if a question is OK to ask, it may not be. Visit www.alis. alberta.ca for a full list of recommended questions.

3. Treat your candidates like you do your guests. Try to remember your experiences as a candidate. What appealed to you when you first walked in for an interview? A clean lobby? Happy, productive employees? Whether it is none or all of the above, always remember: the candidate is observing you as much as you are them. Tell your candidate what makes your property stand out, such as:

alberta hospitality | 23 FEATURE Luring Leisure Groups Anticipate and Exceed Expectations

by Joanne Sasvari

Every year they come to The Fairmont Jasper Park Lodge from all over Alberta and beyond - groups of mostly women, looking for a little fun and maybe some new ideas before the annual holiday whirlwind begins. “Christmas in November - as well as the winemakers’ dinners - are the cornerstones of what we want people to experience, why they come to Jasper,” says Lori Coté, Regional Director, Public Relations for Fairmont Hotels & Resorts in Canada’s Western Mountain Region. “The event has that family feeling, and at the end of the day everyone gathers around the fire and talks about the day’s adventures.”

Photo courtesy of Solara Resort 24 | alberta hospitality Luring Leisure Groups

The Lodge’s Christmas in November event -10 days of culinary seminars, cocktail demonstrations, and parties all decked out in tinsel and jingle bells - attracts guests at what would otherwise be a slow time of year. It also reinforces the property’s brand while creating a sense of loyalty amongst the guests, many of whom come back year after year. It’s just one smart way a property is luring leisure customers, especially the lucrative group business. After all, most hoteliers are well aware that leisure travel is on the rise, especially when it comes to family reunions, weddings, anniversaries, group tours and the like. The question is, how can you attract those valuable customers? How do you keep them coming back?

Photo courtesy of The Fairmont Jasper Park Lodge Get Your Message Out It starts with getting to know what those customers want. While a business traveller’s demands are fairly straightforward - essentially, quick check-in and fast, free WiFi -leisure travellers’ desires are more wide- ranging, especially when they travel in groups. Christmas in November - as well as the For one thing, leisure travellers tend to be more cost-conscious. They winemakers’ dinners - are the cornerstones are more likely to spend time hanging around the property itself. They of what we want people to experience. tend to travel on weekends rather than mid-week. They want multiple dining choices, including a wide range of catering options for receptions. { They want to know as much about the destination as they do about the property. And they will spend a lot more time doing research in both Ian Thorley, Sales and Marketing Director for Bellstar Hotels and traditional and online media. That means it’s essential to not only get your Resorts, which owns Solara Resort in Canmore, takes two approaches message out, but to get the right message out. to promoting his properties: first, “inspirational” marketing through traditional advertising, and secondly, a more social approach through

alberta hospitality | 25 Luring Leisure Groups

promote the downtown core,” she shares. “On the weekends, the hotel transforms and it’s more leisure-focused, with a lot of families and couples. We have a lot of weddings happening. On the weekends, there is a buzz all day long.” It’s not just how the message gets out that counts, but what the content of that message is. That’s why Gregor Resch, General Manager of The Fairmont Chateau Lake Louise, has been using the Explorer Quotient psychographic tool developed by the Canadian Tourism Commission. It helps him target the kind of visitor that will get the most out of a visit to Lake Louise. Resch says, “We help them to fulfill their personal goals and become the hero in their personal stories.”

Give Them What They Want online media ranging from Solara’s own with travel agents and tour companies website to meta search engines such as from as far away as Australia. “They help Research has shown that, when it comes to TripAdvisor. “TripAdvisor has been fantastic,” sell the property year-round,” she describes. booking a holiday, the first consideration for Thorley explains, “but word of mouth is still Meanwhile, at The Westin Edmonton, Director leisure travellers is the weather or climate. most important. What you want to drive is of Sales and Marketing Lana Uytterhagen The second? The property itself. That’s a great the right customer at the right price at the works closely with Tourism Edmonton, opportunity for any hotel or resort. right time.” offering packages that promote local events It starts with up-to-the-minute guestrooms, Like Thorley, Coté relies heavily on online and attractions, which in turn support the which is why The Westin Edmonton recently marketing, but she also works in partnership hotel. “They reach out to us constantly to launched a major renovation. “The wing area

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of the hotel is getting renovated and that is where all the luxe products are,” says Uytterhagen. “The rooms look fantastic.” Meanwhile, at the boutique Heartwood Inn & Spa in Drumheller, Owners Patrice and Zeke Wolf have infused the rooms with romantic décor and a grown-up atmosphere. Longer-stay destinations like Solara offer a range of one-, two-, and three-bedroom suites, complete with full kitchens and living areas - perfect for everyone from romantic couples to multi- generational families travelling together. Beyond the guestrooms, a property needs to anticipate what else the leisure traveller is searching for. That could mean a bistro, fine dining restaurant, or catering for special events. As Uytterhagen says, “Food and beverage is certainly key, and recognition in the market is key, especially to the leisure market.” It could also mean space for banquets, parties, and dances as well as waterslides, a swimming pool, tour guides, a spa, Photo courtesy of Heartwood Inn & Spa live entertainment, and special events - all of which keep guests on the property. Above all, it means value. “The leisure traveller is much more demanding because this is their disposable income and they are spending more time Five Top Tips for Luring in their rooms and at the resort, using the facilities,” notes Thorley. “Leisure travellers are more price-sensitive and value-oriented.” Leisure Guests

Here are five tips from hoteliers who’ve figured out who to attract Exceed Expectations leisure visitors - and to keep them coming back. All those demands increase when it comes to groups. And, as the 1. Offer service with a sincere smile. demands increase, so do the opportunities. “Great service is key to any successful business.” Weddings, of course, are huge business for many properties - especially Lana Uytterhagen, Director of Sales and Marketing, The Westin destination resorts like The Fairmont Chateau Lake Louise, which has a Edmonton wedding co-ordinator on staff and catering and teams that are fully trained to handle the demands of banquets and receptions. “We 2. Anticipate and accommodate your visitors’ needs. are fortunate in being a one-of-a-kind destination, so on any weekend, 30 “Understand the goal of the traveller. What do they want to to 80 rooms in the hotel are booked for special occasions,” Resch says. “We accomplish while they are at your place? What can you do to help could get two, three, or four weddings in a weekend.” Smaller properties guests achieve their personal goals while they are at your place?” like Solara or the Heartwood Inn, on the other hand, might partner with Gregor Resch, General Manager, The Fairmont Chateau Lake Louise local businesses to share the workload or take advantage of bigger spaces.

Whether your guests are there for a wedding, reunion or any other event, 3. Play to your strengths. they will also want to experience the attractions of your destination, and For instance, guests travel to the Heartwood Inn & Spa in Drumheller those can also present a terrific marketing opportunity. for romantic getaways. “We’ve gently nudged the kids out of For instance, when Patrice Wolf at the Heartwood Inn & Spa started the house. We have three guesthouses that are kid-friendly, but offering discounted tickets to the nearby Royal Tyrrell Museum, business accommodations in the house are for 12 and over. I think it’s made exploded. “We’ve done free wine, free upgrades, and we got nothing,” she a huge difference in the ambiance.” explains. “We now offer 50% off museum tickets, and we get lots of calls. Patrice Wolf, Owner, Heartwood Inn & Spa It gets a lot of attention.” At The Fairmont Chateau Lake Louise, Resch and his team ensure that 4. Work with your partners. their guests have their activities and restaurant reservations booked Destination marketing organizations, local attractions, and well before they arrive. “One of the most frustrating things for the leisure community business partners can all help promote your business traveller is to go to a destination for a specific activity and then find out for you. Domestic and international tour operators and travel agents that the activity is fully booked or isn’t available,” Resch describes. “A lot can also get the word out about your property year-round. of the guests are here for a once-in-a-lifetime trip through the Canadian Rockies, and that ups the ante a little bit.” 5. Use social media such as Facebook and Twitter to engage Most importantly, at the end of the day, Coté says, “You get great your guests – and those you hope will become guests. conversation, and a great experience.” And, with smart marketing and “Word-of-mouth is really a huge driver and it’s not something that attentive execution, that translates to full rooms and repeat business. hotels have taken advantage of.” Ian Thorley, Director of Sales and Marketing, Bellstar Hotels and Resorts

alberta hospitality | 27 NAMES IN THE NEWS

Fall 2014 by Debbie Minke

Red Deer South; Wade Sutton, Sandman Hotel Radisson Hotel & Conference Center Canmore People Grande Prairie; Sue Switzer, Pomeroy Inn & is now the Coast Hotel & Conference Center Congratulations to the following new Suites, Grande Prairie; Maxine Tebbe, Holiday Canmore, and the D&D Yale Hotel is now general managers: Violet Anderson, Holiday Inn Express & Suites Drayton Valley; Karan Trochu Hotel. Inn & Suites West Edmonton; Sam Agrawal, Thakur, Super 8 Edson; James Thorogood, Realstar Hospitality has just opened the EconoLodge Inn & Suites Hinton; Rakesh Arora, Best Western PLUS Mountain View Inn & Suites, 80-room 6 in Airdrie. The property Palace Hotel, Taber; Beena Ashar, Travelodge Sundre; William Veidemanis, Podollan Inn & features the brand’s Phoenix design and Red Deer; Sumit Bhatia, Courtyard by Marriott Spa, Podollan Rez-idence, Grande Prairie; Amin offers guestrooms with 32-inch, flat-screen Edmonton West, Edmonton; Sherry Blake, Virani, EconoLodge South, Calgary; Rosalind televisions, wood-effect flooring and granite Super 8 Slave Lake, and Travelodge, Slave Lake; Warren, Aloft Calgary University, Calgary; and bathroom countertops. It offers extended-stay Ted Braaksma, Rustic Ridge Ranch and Lodge, Muhammad Zulfiqar, Ramada Westlock. rooms with kitchenettes. Evansburg; Ryan Briegel, Athabasca Open The Alberta Tourism (Alto) Camp; Lana Brost, Ramada Pincher Creek; Mark Delta Hotels and Resorts will open a new four- Awards Committee has named Butler-Jenkins, Ramada Inn & Travel Centre, star hotel - the Delta Calgary International Grant McCurdy, General Clairmont; Gail Chapelsky, Hilton Garden Inn Airport - in conjunction with the Calgary Manager the DoubleTree by West Edmonton; Steven Crossland, Charlton Airport’s new International Terminal currently Hilton in Edmonton, as the Resorts, Charlton’s Cedar Court, Delta Banff under construction. The new hotel will offer 2014 Alto Ambassador. This Royal Canadian Lodge; Lorelei Doell, Canalta 318 guestrooms and suites, more than 17,000 honour is given each year to Lac La Biche; Cathy Fillion, Ramada Drayton sq. ft. of conference and meeting space, a spa, an exceptional Albertan who Valley; Nadine Foulkes, Canalta Ponoka; Denis indoor pool, state-of-the-art fitness centre, a has made an outstanding contribution to Gilles, Quality Hotel & Conference Centre restaurant and lounge, and great views as well the province’s tourism industry. McCurdy has Fort McMurray; Sukh Gill, Camrose Motel; as convenience. spent almost four decades in Alberta tourism, William Han, Athabasca Lodge Motel; Al working for Palliser, Delta, Sheraton, Starwood, Harpe, Ramada Lac La Biche; Paul Hebert, SilverBirch, Westin, and Hilton. As GM of the Nova Inn Peace River; Fiona Houle, Holiday Inn Awards Mayfield Inn and Suites in Edmonton, he Express & Suites Slave Lake; Darryll Hunter, Congratulations to the Falcon Crest Lodge in recently completed a $65 million renovation to Canmore Crossing, Fire Mountain Lodge, Solara Canmore for being ranked 14th on TripAdvisor’s convert the property to two Hilton properties, a Resort & Spa, The Lodges at Canmore; Sam 2014 Traveller’s Choice Top 25 Hotels in Canada 238-room DoubleTree and 127-room extended Jaber, Edson Hotel; Clare Janitz, Hampton list. It is the only Alberta property to make the stay Home2 Suites. McCurdy has served as an Inn Lloydminster; Jason Jeong, Beaver Inn list. AHLA board member. & Beaverlodge Motor Inn; Balram Juneja, The Canadian Badlands, known for its Three new members from across the Comfort Inn & Suites Edson; Shane Lee, Ace stunning landscapes rife with ancient dinosaur province have joined Travel Alberta’s board Inn, Fort McMurray; Joan Keating, Days Inn bones, took centre stage when “Digging for of directors. Dr. Tracy Edwards of Vermilion, & Suites Whitecourt; Sufean Khan, Devonian Dinosaurs: Touring the Canadian Badlands” Shannon Bowen-Smed of Calgary, and former Hotel & Suites, Fox Creek; Albert Kim, Royal was named Best Online Video (Canadian and Lethbridge mayor Rajko Dodic have been Western Motel, Edmonton; Sun Kim, Bio-Vista International) at the 2014 Canadian Tourism appointed for three-year terms. Motel, Wainwright; Moon Lee, Battle River Inn Commission Go Media Awards in Winnipeg. & Suites, Forestburg; Jeff Liston, Chateau Nova Accor has appointed The province of Alberta, West Edmonton Mall Fort McMurray; and Olive Lopez, Grand Union Dominique Colliat to the and Explore Edmonton have been nominated Hotel, Athabasca. position of Executive Vice by readers of Groups Today magazine, a North President, HotelServices, More new GMs include Ryan MacGregor-Wynn, American travel trade publication, for its 2014 North & Central America Canalta Brooks; Kelly McCauley, Chateau Nova Readers Choice Awards in the categories of Top and Caribbean. A 27-year Yellowhead, Edmonton; Clarence McLeod, North America Emerging Destination, Western: veteran of Accor, Colliat will Azuridge, Priddis; Amith Menon, Ramada Shopping, and Western: DMO respectively. Brooks; Raj Mistry, EconoLodge Inn & Suites, be responsible for targeted Drumheller; Kara Olson, Many Horses Saloon/ business and development strategies to The Post Hotel & Spa has been ranked #3 on Forestburg Hotel, Forestburg; Sara Ouellet, increase profitability and expand hotel share the 2014 Top Resorts in Canada list by Travel + The Kanata Whitecourt; Shiyam Pandiarrajah, throughout the region. Leisure magazine, based on guest experiences by its readers. Other Alberta resorts that made Hampton Inn by Hilton Fort Saskatchewan; Thomas Mangas is the new Executive Vice the 2014 Best Resorts list are The Fairmont Colin Perry, Delta Edmonton South Hotel President and CFO for Starwood Hotels & Chateau Lake Louise - 4th, the Rimrock Resort & Conference Centre; Racheal Shake, Banff Resorts. He has moved from his position of Hotel, Banff - 5th, and The Fairmont Banff Gate Mountain Resort, Canmore; Kyle Shima, CEO and Executive Vice President of Armstrong Springs - 10th. Congratulations! Ramada Olds; BK Shin, The House Motel, Rocky Floor Products. Mountain House; Perry Stern, Douglas Fir Resort & Chalets, Banff; Valerie Ray St. Jean, If you have any noteworthy community Best Western Rimstone Ridge Hotel, Rimbey; Properties contributions, please send the details to Leo Superstein, Inn & Suites, Super 8 Brooks is now Canalta Brooks, and [email protected]. Edson; Keerthi Suranga, Holiday Inn & Suites Super 8 Rimbey is now Canalta Rimbey.

28 | alberta hospitality Changes in the Online Marketplace - Impacts on Net Revenue

by Cindy Estis Green It’s not the end of the world - it’s just the end of the world as we know it. There are lots of companies that want to help fill up hotels now. Any part of filling hotels that has a value will be a target for intermediation. Hotel shopping and buying, the arrival experience from the airport through check-in, controlling the room environment (temperature, gadgets), ordering F&B, reporting on the stay, collecting loyalty points - you name it, there are vendors ready to intermediate. They are unlikely to take it over - they just want a piece of the value chain. Due to highly disruptive activity by emerging vendors in the online marketplace, the hospitality industry has reached an inflection point. On one hand, the many intermediaries involved in travel have driven the cost of business acquisition to record levels; on the other hand, the opportunities to tap this base of third-party partners for competitive advantage is growing in leaps and bounds. Changes in consumer behaviour, including the seemingly overnight shift to mobile devices for shopping, buying and information gathering, have altered the business dynamic more than most hoteliers realize. commissioned by the Hospitality Asset Managers Association (HAMA) revealed that these acquisition costs rose at twice the rate of revenue The Rise of the Metamediaries growth in the post-recession recovery period from 2009 to 2012. The old two-part marketing model of either tapping online travel Clearly not sustainable, the new reality in a marketplace dominated by agencies (OTAs) or investing in search engine marketing is evolving OTAs and metamediaries calls for an urgency to integrate a financial to be more diverse with the rise of the metasearch intermediaries discipline on customer acquisition costs, with an eye to sustainable (metamediaries). profit. Google Hotel Finder’s entrance sparked many others to come onto the scene ranging from new entrants like Hipmunk, and the well-established TripAdvisor that, in mid-2013, declared itself to be a meta-search engine, Revenue Strategy - At the Intersection of Marketing and Finance to Facebook, which in its face-off with arch-rival Google, is morphing into Revenue strategy is an emerging discipline that activates all the revenue a mobile-based app built around “social graph search”. levers while accounting for the costs of customer acquisition. In contrast In response to this disruptive competition, the OTAs have been driven to the tactical view of getting top line revenue at any cost, revenue to improve search. To this point, in the space of a few months in 2013, strategy is about selecting the most promising mix of distribution Priceline announced the acquisition of Kayak, while Expedia acquired channels, incorporating corresponding costs, and managing a hotel on European-based Trivago. the basis of profit contribution (i.e., revenue net of customer acquisition costs). After all, in this new marketplace with its skyrocketing costs, The metamediaries will serve as the gatekeepers, and those with the brands, owners, and managers will have a more meaningful gauge of strongest consumer power will have the upper hand on determining the performance when they evaluate the revenue that remains after the fees at the “toll booth” as they pass consumers along, for a small fee, into acquisition costs are removed. the waiting arms of hoteliers. Essential metrics such as revenue net of customer acquisition costs will Hotel brands, individual hotels and OTAs have been pushed deeper into enable expenses to be carefully monitored similar to the way hotels the shopping and buying process with the greatest consumer control have systematically tracked labour and operating expenses. Net revPAR, exerted at the device or app level, typified by consumer giants Google, contribution to profit (by channel) and sales and marketing efficiency Facebook, and Apple. Mobile users are after convenience, and are likely (net revenue generated for every $1 spent in sales and marketing) will to prefer generic apps that offer multi-brand airline, hotel or car rental become common benchmarks for owners and operators to manage in companies. As for the hotels, there is a limit to how much a hotel can pay this challenging marketplace. to acquire a customer. Commissions, transaction fees, and media costs will dominate budgets going forward and the crucial decisions made by hotels and hotel companies will be about how much to spend and where. Cindy Estis Green is the co-founder and CEO of Kalibri Labs, LLC. She is working on an industry initiative to benchmark net revenue metrics and Kalibri Labs’ study of the US hotel market indicated hotels are spending encourages interested readers to look into the Revenue Strategy Summit 15%-25% of room revenue on customer acquisition and another study (revenuestrategysummit.com). She can be reached at [email protected].

alberta hospitality | 29 WHAT’S NEW? AHLA’S PROGRAMS Green Key Global Certification

A new partnership between Want to start saving money instead of spending it? The AHLA is pleased Photo courtesy of Fort McMurray Tourism the Alberta government and to announce its partnership with Green Key Global. The Green Key Fort McMurray Tourism has Program is an affordable solution to reducing your operational costs and promoting your sustainable initiatives. You will have instant access to resulted in the expansion resources, easy-to-use eco tools, real world case studies, tips to increase of the Oil Sands Discovery staff engagement, and examples that will save your hotel money - far Centre to accommodate more than Green Key Program’s modest membership fee. a visitor information Each month, Green Key Global shares key industry news and features centre, providing one-stop new products, preferred suppliers, money-saving tips, and worldwide convenience for tourists in member stories. You will stay informed on ways to improve your property the area. and your bottom line - just by being greener! The new CAN+ visa facilitation program for Mexico was successfully launched in May, and in July, the program was expanded to include India. Benefits CAN+ is available to Mexican and Indian nationals who have travelled to Green Key Global provides you with assistance every step of the way, Canada or the US within the last 10 years. Expedited processing, which will including: free up visa officers to work on other cases, will improve overall processing • Exclusive templates to help develop and communicate your times for all Mexican and Indian travellers. sustainable policy and action plans to guests, employees, and In February 2015, Travel Alberta will pilot a new experience development suppliers; program in Jasper designed to help tourism businesses and communities • A detailed Performance Report, highlighting successes while create engaging and memorable experiences for their customers. providing recommendations for further improvements; Dubbed SHIFT: Transforming products to experiences, this three-and-a- • Inclusion with all Green Key rated members on our online search half day program is an immersive, hands-on learning opportunity that map, social media channels, and affiliated partnerships with Check defines and shows businesses how to craft their own In Canada, Public Works & Government, Services Canada, Travelocity, experiences to create raving fans and generate more business. Meetings & Incentives Travel, Hotels.com, CAA, AAA, and many more; and • Personalized support to members by dedicated Green Key Staff.

Green Key Meetings Certifications Program Version 2 of the Meeting Certification Program was developed with the assistance of senior meeting planner professional and has incorporated current meeting practice elements as well as complementing the well- known APEX/ASTM Green Meeting Standards. Want to learn more? Visit www.greenkeyglobal.com and use the promo code AHLAGK14 for Green Key: For Green Key Meeting, use the promo code: AHLAGKM14. To find out how your hotel will benefit from Green Key Global, please contact Steve Ball, Director of Business Development, at [email protected].

AHLA 26 Image Distributors 11 Prairie Distributors 9 Adria International 9 Intello Technologies 13 Sealy Canada 5 Alberta Hotel Safety Association 25 LivClean Corporation (Ecostay) 5 Superior Quilting 8 ADVERTISERS Alberta Laundry Systems BC MAC Sales & Marketing 8 Western Financial Group Fall 2014 Buhler Hospitality 19 McCallum Printing Group 30 Insurance Solutions IBC Coronet Equipment IFC Oaktree Carpets 7 Whiteshell Chairs 13 Fusion Woodworks 7 Patio Frontiers 19

30 | alberta hospitality

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