Pelland Blog

Promote Your Local Cultural and Heritage Tourism

March 7th, 2017

Most people are unfamiliar with the term “heritage tourism,” even though many have already personally engaged with this, the single highest growth segment of the overall tourism industry. Often based upon archeological, cultural or religious sites, heritage tourism is far from limited to world class destinations like Machu Picchu, in Peru or the Vatican, in Rome. Despite our more recent history in the United States, the National Trust for Historic Preservation has defined cultural tourism as the exploration of cultural, historic and natural resources through a process of “traveling to experience the places, artifacts and activities that authentically represent the stories and people of the past.”

Cultural and heritage tourism is so important that a Position Paper on Cultural & Heritage Tourism was developed by the U.S. Department of Commerce and the President’s Committee on the Arts and the Humanities for the 2005 U.S. Cultural & Heritage Tourism Summit. The conclusion was that “America’s rich heritage and  culture,  rooted in our history, our creativity and our diverse population, provides visitors to our communities with a wide variety of cultural opportunities, including museums, historic sites, dance, music, theater, book and other festivals, historic buildings, arts and crafts fairs, neighborhoods, and landscapes.”

According to the report, cultural and heritage tourists spend more, and represent a significant international component (where the top 5 markets at the time were the United Kingdom, Japan, Germany, France and Australia) of guests who stay longer than others, in their quest for uniquely American experiences. The report also outlined how “Every place in America — rural area, small town, Native American reservation, urban neighborhood and suburban center — has distinctive cultural and heritage assets that can potentially attract visitors and their spending.”

The report continued, “Communities throughout the U.S. have developed successful programs linking the arts, humanities, history and tourism. Cultural and heritage organizations — such as museums, performing arts organizations, festivals, humanities, and historic preservation groups — have formed partnerships with tour operators, state travel offices, convention and visitors bureaus (CVBs), hotels, and air carriers to create initiatives that serve as models for similar efforts across the U.S.” It is time to take the initiative to add campgrounds to this list!

We often tend to be unaware of the historical treasures in our own backyards. For example, I was born and raised in metropolitan Springfield, Massachusetts; however, it was probably not until I was in my forties that I visited the Springfield Armory National Historic Site, when we had guests coming to visit from another region of the country. Founded as “The Arsenal at Springfield” under orders of George Washington, the Springfield Armory became famous for its innovative manufacturing techniques, the use of interchangeable components that simplified maintenance and repairs in the battlefield, and the development of the M1903 Springfield and the M1 Garand rifles that were manufactured in tremendous numbers and saw decades of legendary service. Now under the jurisdiction of the National Park Service, a visit to the Springfield Armory National Historic Site (more locally, still referred to as the Springfield Armory Museum) is an essential stop for anyone with an interest in American history in general or its manufacturing or military components. This is the essence of local heritage tourism and its ability to draw in vast numbers of visitors from near and far alike.

According to an article published in the Springfield Republican newspaper on July 28, 2014, the Springfield Armory National Historic Site hosted 17,783 visitors, comprised of both individuals and groups, in 2013. Admission to the park is free, but these visitors directly contributed $980,200.00 to the local economy, on a per capita basis outspending visitors to any other National Park in the northeastern United States, including the Statue of Liberty and the Liberty Bell. Some of that spending should have gone to campgrounds in the local area, and it should certainly be a goal for local RV parks to promote this type of heritage destination. The things to do in the local area form the essence of why many people will choose to stay – or extend their stays – at the local campgrounds that make an effort to capitalize upon their proximity. Some of the major attractions in the Springfield area are Six Flags New England (open about half the year) and The Big E (open for 17 days in September.) The Springfield Armory National Historic Site is open 7 days a week from Memorial Day through October 31st, then 5 days a week throughout the rest of the year.

Continuing with heritage tourism in the City of Springfield, Massachusetts as my example, a visit to the Springfield Armory National Historic Site goes hand-in-hand with a visit to the relatively new Museum of Springfield History, located in the Quadrangle museum complex about a mile down the road. This museum offers superb collections and exhibitions that highlight the city’s important role in the American industrial revolution. In its Automobile Gallery alone, transportation buffs will see examples of vehicles built by Stevens-Duryea (locally argued to be the first automobile built in America), Knox, Atlas, and Rolls-Royce of America – which built nearly 3,000 luxury vehicles in Springfield between the years of 1920 and 1931, when this only manufacturing facility outside of England fell victim to the Great Depression. The fact that the site of the Rolls-Royce manufacturing plant was demolished in 2011 makes the preservation of what remains all that much more important.

In other wings of the museum, visitors will marvel at over two dozen rare Indian Motocycles, built in Springfield from 1901 to 1953, and the largest collection of Smith & Wesson firearms (still in Springfield and now employing 1,200 workers) anywhere in the world. Other displays showcase Milton Bradley Company board games, Granville Brothers aircraft, and dozens of small manufacturers who once called Springfield home.

What I have described here is precisely what the Position Paper on Cultural & Heritage Tourism explained in the following words, “Linking similar assets together as a linear ‘strings of pearls’ allows consumers to travel by motivation and interests — such as military history, ethnic settlements, music, commerce and industry, architecture or landscapes — to expand opportunities for these visitors to stay longer and spend more.”

I have concentrated on only one component (manufacturing) within one city (Springfield) in Western Massachusetts. Wherever your park is located, there is an equally fascinating history that is waiting to be discovered by heritage tourism enthusiasts from around the country and around the world. The first step is for you to become aware of what is in your backyard, then to actively promote those unique resources to your guests. Consider arranging possibilities such as field trips, discount admission passes, and special presentations at your park.

In order for your business to grow and prosper, it is important to continually add to its customer base. Look toward the old to find a new component of business in local cultural and heritage tourism.

This post was written by Peter Pelland

Passwords: First Line of Defense against Identity Theft

February 14th, 2017

Passwords have come a long way since the days of Prohibition, when a knock on the door of a speakeasy required the necessary password for entry and the consumption of illegal liquor. Today, we use passwords and personal identification numbers for just about everything online, in an effort to protect the privacy of our personal information.

Identity theft has grown rampant, proliferating at a time when almost every personal or business transaction passes through one or more computer network. According to the Federal Trade Commission’s latest annual report (covering the 2015 calendar year, with the 2016 report due out in February 2017), there were 480,000 identity theft complaints filed during that time period. Of these, 45% involved tax- or wage-related fraud, 16% involved credit card fraud, 10% involved phone or utilities fraud, 6% involved bank fraud, and 4% involved loan fraud.

One recent report surmised that 15 million Americans have become the victims of identity theft in 2016. That means that 7% of all adults have been victimized in this year alone, with an approximate per-instance loss of $3,500.00. On average, these people spend an additional $500.00 and 30 hours of time trying to recover their identities and make their private information less vulnerable.

Start with Your E-Mail Passwords

My company provides e-mail hosting services through Google and Rackspace for our website hosting clients, and it is rare for a few days to pass without being contacted by a client who has purchased a new computer or mobile device but has misplaced an e-mail account password. For obvious reasons, we do not store those passwords, and we strongly advise our clients to keep records of their passwords in a secure location. Our only option is to assist with changing the lost password, which will then require that passwords be updated on any other actively used devices.

When setting up those e-mail accounts (or updating a password), clients are often annoyed that we will not agree to use a weak password like 123456, abc123, password, passw0rd, qwerty, steelers, yankees, football, baseball, camaro or firebird. (Yes, those are actual passwords that consistently show up on compiled lists of weak passwords.) In fact, Google’s Gmail will not allow an admin to use a password that is made up of fewer than 8 characters (although there are no further password security requirements beyond this minimum length.)

Some people make an attempt at generating a secure password that they can still remember. For example, they might concoct “AIwfCim2ft” from “All I want for Christmas is my 2 front teeth.” The rule of thumb is to use something that is both easy to remember and difficult to guess. This is definitely a step in the right direction, but something totally random that also uses special characters and spaces would be even better, although far less memorable.

Secure passwords will provide a layer of protection against some bad character obtaining your password and hacking into one of your accounts, but they are of far less value in protecting your identity should your account be one of thousands (or millions) compromised in a major data breach.

Hacks Happen

You do not need to be Sony Pictures getting under the skin of Kim Jong Un. Big companies are routinely targeted by hackers from around the globe, putting the security of their subscribers at risk when a breach occurs. In general, big businesses take extraordinary measures to attempt to maintain the utmost security standards, but it is an ongoing game of cat and mouse. For example, Facebook alone has paid out over $5 million to date in its not-highly-publicized Bug Bounty program, where it pays independent “white hat” hackers to identify and repair security vulnerabilities.

That is an example of what one big online business is doing; however your own personal security is to a great degree your own responsibility. You will want to check (and often disable) routinely loose security settings when you buy a new computer or mobile device or when you upgrade one of those to a new operating system. Keep in mind that settings that benefit convenience and ease of use are very often directly at odds with the safeguarding of your personal security.

There are many ways that passwords can be hacked online. The most common technique is the use of dictionary attacks, where commonly used words are highly vulnerable and easily uncovered. Another technique consists of using the brute force of computing power and sophisticated software to run through every possible combination of characters. The more bits of data involved (directly proportional to the number and random nature of characters), the longer it will take to hack a password. Complex character combinations and the use of encryption slow down, but will not prevent, the disclosure of a password to a determined intruder.

There are actually times when a company or individual needs to recover a lost password, and there are other instances where law enforcement needs to crack a password in order to uncover criminal activity. We are all familiar with the FBI vs. Apple Computer encryption debate, involving a cell phone owned one of the shooters in the December 2015 San Bernardino, California terrorist attack. Whether used for good or bad, there are dozens of free, open-source brute force hacking tools that can be easily found and downloaded online. Their existence and ease of access should provide a wake-up call to any computer or mobile device user.

Just in case you think that one of your own passwords is “secure enough”, enter it into this online tool for what will probably be a rude awakening:
https://howsecureismypassword.net/

HowSecureIsMyPassword_600x205_100
Minimum Standards

The minimum standards for password security that are generally considered acceptable today involve the use of at least 12 (preferably 16) entirely random characters (a mix of upper and lower case letters, numbers, spaces and special characters), never including a dictionary word or a repeated sequence, and with no password used in more than one application.

An online tool that will assist you in generating secure random passwords is the aptly-named Secure Password Generator. Using this tool, I just generated a random 16-character password that I then entered into the secure password test site (shown above.) According to that site, the password that I entered would take 41 trillion years to crack. Give it a try:
http://passwordsgenerator.net/

Storing Passwords

The best advice for keeping track of your cryptic passwords is to always maintain a written paper record in a very secure location. To simplify your life, you can also use one of several password managers that will allow you to encrypt and store all of your passwords in one secure location. You will only have to remember one password to access your files. (If you have been following along and learning from what I have written, that password will meet the standards that I have outlined above.)

The following are some of the best free password managers. They all work across multiple devices. Compare their features and choose one:

LastPassDashlaneKeePass

Bear in mind that even these password managers are vulnerable to hackers; however, in one documented security breach, only users with weak passwords were impacted. We are over a month into a New Year. Resolve to at least take a step in a positive direction when it comes to your online security.

This post was written by Peter Pelland

Print Marketing in a Digital Age

February 2nd, 2017

I thought that it would be a good opportunity to share some of the key points from one of my marketing seminars at the recent National ARVC Outdoor Hospitality Conference and Expo. In that seminar, I suggested that print marketing is very much alive and well in these days when most everybody obsesses over the impact of the Internet and its social media components. I also suggested that there are guidelines to be followed that will help you to maximize the impact of your investment.

First, target your marketing. A shotgun approach rarely works. For the same reason that it would make little sense to run an advertisement for a campground in Michigan in the Florida pages of a national directory, it makes total sense to embrace the opportunity to advertise in your own state association’s directory.

My next point was to never waste money on ad space that is too small to be effective. Size matters. An ad that is lost in the clutter generates little if any recall. Beyond size, a clean design that makes effective use of what is broadly referred to as “white space” will stand out on the printed page. That clean design will almost always be produced by an independent professional design firm that is working for you – not the publication – and that understands your marketing objectives and how to ensure that your ad is part of your business’s overall branding strategy.

Your print advertising should reinforce – and be reinforced by – your collateral advertising, website, social media content, signage, and branded merchandise. When it comes to graphics, colors, fonts, headlines and taglines, consistency is mission critical, and “close enough” represents nothing more than a missed opportunity.

Because you never want to settle for close enough, always see a proof prior to publication. If necessary, never hesitate to ask for a second or third proof. On the other hand, if you have been shown a third proof that you still feel is off target, it is time to decide what is going wrong. Is the design firm a mismatch with your company, or are you attempting to micromanage to the degree that you are interfering with the creative process? Always try to evaluate the marketing message from the perspective of a prospective customer.

Trust your designer to understand the “nuts and bolts” of ad production. We have all seen do-it-yourself advertisements with low-resolution graphics and text that is almost unreadable on the printed page. Your designer will choose the right color space, resolution, fonts, and file formats that will make your business look its best.

CMYKColorBars_115950142

A Few Secrets to Lowering Your Cost
and Maximizing the Impact of Your Directory Advertising

  • A professional design firm may qualify for a 15% agency discount, essentially negating the cost of its services. In a smaller publication with light distribution numbers, however, do not be surprised if your ad production costs equal or exceed the cost of the ad space itself.
  • Ask for discounts. Most publishers offer early payment discounts. You may also obtain discounts if you are placing more than one ad in a publication, if you are bundling your ad with other media, or if you hold out for a “remnant” – unsold advertising space just prior to a publishing deadline.
  • Insist on color, but never pay a premium for it. Most publications these days are printed in four-color process. Be aware that it does not cost a publisher a penny more to run your ad in full color than it does to run that same ad in black and white. Negotiate, and do not pay a penny more.
  • Keep your eye on auctions. Most campground state associations have fund-raising auctions that are incorporated into their annual meetings or conventions. These auctions often present opportunities to purchase ad space at deep discounts, especially if there are not several parks bidding up the price.
  • Ask for preferred ad placement. This generally means a right-hand page, with your ad adjacent to related editorial copy. You never want your ad to appear on a page (or a two-page spread) that is populated by nothing but advertising. Those are what I like to call “page-turners” because nobody spends time lingering on those pages. Negotiate premium ad space at no charge, using your leverage as either a new advertiser or a loyal advertiser. Never agree to “ROP” ad space. This stands for “run of publication” and means that you will have zero control over where your ad appears. It will usually be buried away somewhere in the back of the book.
  • Proofreading requires more than one set of eyes. We rarely see our own errors or omissions. Always get another set of eyes, but explain your objective. When you are asking somebody to proofread, you are asking them to look for typos or other blatant errors. You are not asking them to critique the ad concept or design at this stage of production. If you want design input, ask for that earlier on in the process, never forgetting the old idiom that “too many cooks spoil the broth.” Trust the professionals that you hire, taking the opinions of relatives and employees under advisement. Ultimately, remember that once you have signed off on a final proof, a publisher is beyond liability.
  • Always include a compelling call to action. Be sure to include your telephone number and website address, but present them in a manner that encourages people to proceed to that next step. Never expect any single ad to generate a significant amount of business in and of itself. There is only so much that can be said within the confines of a printed space. Use your ad as an effective tool that will encourage prospective customers to go online or call, where your persuasive process may continue to its intended conclusion.
  • Learn to say no, but also learn to say yes. Do not waste money on advertising that is not a natural fit for your business, but remain open to exploring new opportunities.

For any business to prosper, it is important to maintain ongoing awareness in the eyes of its consumers. This should be accomplished in a variety of ways, with directory advertising being an important component in the mix. Wisely executed, that directory advertising can easily be one of the single most effective components of your business’s overall marketing strategy.

This post was written by Peter Pelland

Long Term Success

January 27th, 2017

I am writing this article after attending the latest Warren Miller Entertainment ski film, “Here, There & Everywhere”, at the first of two showings on a Saturday night in November at the Bushnell Theater, in Hartford, Connecticut. For those unfamiliar, this was the 67th in a series of annual ski films that bear the name of the now 92-year-old, legendary filmmaker, author, philanthropist, and outdoor sports enthusiast, Warren Miller.

Miller actively directed and narrated each of these films through the 1990’s, selling the company to his son in the 1980’s, with the company eventually being sold to a series of publishing conglomerates, starting with Time, Inc. and now Active Interest Media (the publisher of Ski Magazine and a long list of equestrian, backpacking, and outdoor lifestyle magazines.) It has come a long way from when a young Warren Miller was discharged from the U.S. Navy in 1946, buying his original wind-up 8mm Bell & Howell movie camera, and camping out in a teardrop camper in the parking lot of Squaw Valley for two years. The production quality of the films has spectacularly improved, with high-definition cameras and helicopters replacing the old 8mm movie camera, as I can clearly recall from the time when I attended my first Warren Miller film back in 1971 or 1972.

WarrenMillerPromo

That night’s two showings in Hartford represented only one of 136 venues in the United States for the English language version of the current film, with the United States being one of 14 countries that are included in the world tour. These extravagant live events all take place within the month of November, leading into the upcoming ski season (already underway at some resorts that strive for early opening dates.) People pay an average of $20.00 per ticket (with a discount for purchasing a month or more in advance) to attend, and there were probably 1,000 people at the Bushnell that night for the first showing. Per the Warren Miller Entertainment website, the films are shown to 500,000 fans per year.

I am relating this story because I see remarkable parallels between the business enterprise that a young Warren Miller founded and the histories of so many of the leading campground operations today, particularly the nominees and winners of the annual National ARVC Park of the Year awards. Many campgrounds share a common beginning, with owners who devoted endless hours to performing every necessary task, saddled with shoestring budgets and staffs that often consisted of little more than family members who shared the commitment to a vision. One common element that I see between Warren Miller Entertainment and successful campground operations is an investment into consistent improvements from one year to the next.

The parallels between Warren Miller films and the campground industry only begin with production quality and infrastructure. Both businesses are probably incorrectly perceived by most people as “seasonal” operations, since most of their respective incomes are generated within very narrow calendar windows. (If you think that a campground with a prime season between Memorial Day and Labor Day has a short season, imagine showing a film in venues around the world within the single month of November!) What most people fail to understand are the endless hours and investments behind the scenes that involve everything from backhoe labor to hiring an upcoming season’s entertainment.

I should also mention that the Warren Miller films feature some of the finest athletes on skis and snowboards today (as well as a tip of the hat this year to snowmobiles and fat bikes.) The films do not simply show footage of anybody who knows how to stand up on a pair of skis or a snowboard. The common thread here would probably be represented by the quality of the staff employed at a park, a persuasive argument for recruiting the best employees possible.

The success and longevity of Warren Miller films is only partially based upon the income from ticket sales to people who want to see the finest athletes on snow. Perhaps the biggest players are the sponsorships. These include the obvious connections like Ski Magazine, with the same corporate ownership, as well as several of the destinations, such as Western Montana’s Glacier Country, that are featured in the various location segments within the current film. Other current sponsors include K2 Skis, L.L. Bean, Helly Hansen Outerwear, and Moosehead Beer. Then there are local sponsorships and media partners, such as the Hartford Courant newspaper and Connecticut’s Ski Sundown.

The sponsors pay dearly for the opportunity to be promoted both within the films and within the events. In at least one segment of the film, the product placement for Moosehead Beer was almost embarrassing in its transparency. In another segment, everybody seems to be skiing on K2 skis, with frequent close-ups of the K2 logo and branding. These sponsors are also prominently featured in the “Warren Miller’s Snoworld” magazine that is given out to each person who attends a film showing (remember that the parent company is in the magazine publishing business), featured in the on-screen advertising preceding the film and shown during an intermission, given the opportunity to participate in the free “swag” coupons that are available online exclusively to film attendees, on on-location signage, and during the live program segments where handlers work up the crowd to cheer for sponsors.

There are also opportunities for schools, clubs, and independent promoters to host DVD showings of the films in local venues in exchange for an upfront guarantee or percentage of gross tickets sales, whichever is greater. These opportunities come with a wide range of marketing and promotional support materials that help to ensure a successful partnership.

Whether a sponsor or a venue for a local showing, these arrangements are highly profitable for Warren Miller Entertainment and present an opportunity for businesses to effectively reach a wide audience with sought-after demographics. The sponsorships themselves help to drive ticket sales. For example, our price of admission was more than offset by the value of the free lift ticket to Vermont’s Sugarbush ski resort, a solid incentive for us to attend the showing. When we ski at Sugarbush this winter, we will be spending money on food and drinks, while others might include lodging, rentals, and additional lift tickets. These are clearly win-win situations for everybody involved.

For years, I have been encouraging campgrounds to develop partnerships with local businesses that need their guests … and that their guests need to both choose a campground and to justify extending their stays. I am hoping that this article will have demonstrated the potential benefits of building those relationships with any of a wide range of local businesses that depend upon the same base of consumers that is represented by your guests. This goes far beyond having local businesses buy an advertisement in a guest guide or displaying their literature in your registration area. It is to your advantage to work these partnerships for everything they’re worth. Your business will benefit, and the results will be clearly visible in your bottom line. Perhaps the most famous Warren Miller one-liner from among his many compiled words of wisdom sums this up: “If you don’t do it this year, you’ll just be one year older when you do.”

This post was written by Peter Pelland

Start a Disruption

January 18th, 2017

Successful business concepts today generally involve entirely new ways of thinking. In the world of computer software and mobile apps, the terminology is known as disruptive technology, and it refers to the fact that nothing really new or transformative comes from simply applying a new coat of paint or polish to something old and familiar. In a broad sense, the personal computer and the cell phone were among the greatest disruptors of recent time.

If you go back in time, other ground-breakers included the friction match, the printing press, the incandescent light bulb, the internal combustion engine, film, radio, television, and so on. Certainly, some of these inventions evolved over time rather than instantly bursting onto the scene. Television, for example, gradually evolved from radio to the flat-screen displays of today.

Zenith_FlashMatic
From the dozen local VHF channels of the early years, came UHF adapters, cable, and satellite systems that now bring hundreds of programming options into the home of any subscriber. Even the remote control has evolved by leaps and bounds from the original Zenith Flash-Matic, introduced in 1955, to the programmable, multi-function devices of today. I remember a very primitive one-button remote control on my family’s Sylvania console TV back in the 1960s. We could not watch TV during a thunderstorm because lightning made the remote control go crazy, endlessly changing the channels on the motorized tuner!

Disruptive ideas are far from limited to the technology industries. In the customer service industries, we need to think less like our grandparents and more like our next generation of customers. For campground owners, this means thinking outside the box, seeking out the next new idea that will appeal to your guests. When was the last time you invested in a major piece of new recreational equipment? Not simply a new playground, but things like a fitness course, canine agility park, jumping pillow, gem mining station, laser tag, or spray park. And when is the last time that you really shook up your activities schedule, adding an event or two that will run the risk of being ahead of its time but that could also prove to be overwhelmingly popular?

I recently heard about a business in New Jersey that was founded in 2015, has apparently been successful, and is one of those “who wudda thunk it?” head-scratcher concepts. Stumpy’s Hatchet House is difficult to explain, but if falls under the umbrella category of the adult fun industry. It is the first indoor hatchet-throwing facility in the United States, probably a lot more fun than either bowling or darts. Customers pay $40.00 per person for a two-hour session that includes safety training, a lesson, hatchet rental, and use of a hatchet pit. A separate party room can be rented by groups for $100.00 for a two-hour session, or the entire venue can be rented for $1,000.00 per hour. Spectators (referred to as “non-throwers”) pay a cover charge of $15.00 each. When I visited their website in December, Stumpy’s was taking reservations for a New Year’s Eve hatchet-throwing buffet and seeking out inquiries from prospective franchisees.

Time will tell whether this venture will take off and succeed in the long run, but most service business today are not planning where they will be 50 years from now. Serial entrepreneurs work within a far shorter time-frame (typically 10 years) within which to take risks, hopefully profit, move on to the next venture, and sell to a new investor. When you come right down to it, how many campgrounds are not currently for sale, given the right price and circumstances, along with a ready and willing buyer?

A park that embraces concepts on the cutting edge (no hatchet-throwing pun intended) will profit in the short run and tremendously increase its value in the long run. Give this thinking a new level of commitment as we head into a new year.

This post was written by Peter Pelland

It’s All About Customer Service

December 11th, 2016

Returning from a recent vacation in Ecuador, I had time to pause and reflect upon the extraordinary customer service that my wife and I consistently experienced in our travels in a country that is doing everything imaginable to brand itself as the next major tourism destination. Far from being random instances where we were lucky enough to encounter that rare employee who cared, we found that customer service that extended far beyond all reasonable expectations was the rule rather than the exception. Let me outline a few specific examples. Then ask yourself if you and your staff are doing everything possible to make your guests feel special. It is my belief that the businesses that we encountered in Ecuador represent the new standard that will separate the winners from the losers in the hospitality industry. It is no longer about price. I believe that your next wave of guests will make their decisions based upon the customer service extended.

Casa Divina Lodge

During one leg of our trip, we rented an SUV and drove from the coastal city of Guayaquil through the Andes Mountains to the capital city of Quito. Along the way, one of our stays was at Casa Divina Lodge, high in the cloud forest of Mindo. On our way, we had the misfortune to find ourselves in a very awkward situation with the Transito police near Santa Domingo, thanks to an expired registration certificate on the vehicle that we rented from Thrifty Car Rental. The police did not speak English, we did not speak Spanish, and they were demanding a bribe. We called Casa Divina Lodge, and the manager intervened on our behalf, reducing the bribe that we were forced to pay and allowing us to continue our journey.

Upon our arrival in Mindo, Efrain Toapanta, the owner of Casa Divina met us in the center of town and escorted us to the eco-resort that he had built himself. Otherwise impossible to find, the resort is hidden in the forest some 5 kilometers from the center, and its owner trucked our suitcases in a wheelbarrow from the parking area to our second-level lodging. Meals were catered to our special dietary needs, and Efrain arranged for a local ornithologist to take us out for a lengthy session of birding where, with his assistance, we identified 74 species of birds in one day.

Molino San Juan

Our next stay was at Molino San Juan, in the shadow of Cayambe Volcano and on the outskirts of the city of Cayambe. The hospitality that was extended to us here, part of the family owned and operated Hacienda La Copañia, was truly remarkable. During our off-season stay, we were the only guests at what is considered the “hotel” of the hacienda, but Jaime Pallares, its owner/manager (who had previously worked with Hilton Hotels) gave us more undivided attention that one might expect to be afforded to a full house. For example, during the first night of our stay, just in case we needed anything, he slept in an upstairs guestroom rather than going home for the night!

Heated living spaces are not the norm in Ecuador, and our desire for greater warmth in our room was met with additional blankets, a space heater in our room, and hot water bottles in our bed. As part of our visit, we were given a personal tour of the Hacienda’s rose showroom. (The region is the world’s third largest producers of roses.) Displaying dozens of artistic arrangements, the roses are replaced every three days, ensuring that the blossoms are always nothing less than perfect – even if they are only to be seen by two guests. In addition to our personal tour of the hacienda grounds, museum, historic Jesuit chapel, and rose showroom, Jaime researched and arranged the finest possible guide service for our visit to Cayambe Volcano.

Carlota

The Carlota is a new boutique hotel in the historic district of Quito. From the moment that we arrived, we were greeted by name and made to feel right at home. Operations Manager Nydia Vargas did everything possible to ensure that we enjoyed our stay, even modifying her work schedule so she could be on desk when we might require her assistance. When we were unfamiliar with the area and needed to visit a nearby ATM, she had an employee escort us. When the weather was rainy, she reserved two umbrellas for our use. When we had two large bags of clothing to be laundered, she negotiated a significant discount with the hotel’s laundry service provider.

When we were checking out, we asked if the hotel could provide us with water in plastic bottles that we could take to the airport. (Their usual water is served in glass bottles.) Without hesitation, Nydia asked the waiter to get us two bottles of water (after first asking us if we needed more than two.) It was not until he reappeared a minute or two later that we realized that he had been sent to a nearby store to purchase the water bottles on our behalf. Are you beginning to get a feeling for the exceptional level of service at this hotel? The Carlota was once the home of a former President of Ecuador, and we were made to feel presidential!

What Is Your Park Doing that Makes It Special?

I have far more stories that I could relate, if space allowed, not the least of which would be our experience spending a week on a the M/Y Grace, a small yacht in the Galapagos Islands, where a dozen passengers were outnumbered by thirteen crew members. I think I have made my point, and I have already related my experiences in TripAdvisor reviews, where I now have 110,000 readers. Ask yourself what you can do that goes the extra mile for your guests, offering a service that would never be made available by your contemporaries. Standards and expectations in the world have changed, as baby boomers and subsequent generations finds themselves with disposable incomes but limited amounts of leisure time. Travel yourself, if necessary, and I think you will soon recognize that customer service has become mission-critical to your park’s success.

This post was written by Peter Pelland

Use Activities to Promote Your Park

November 20th, 2016

Activities at your park are capable of capturing the public’s attention, as I noticed recently when National Public Radio picked up a story about what used to be called Hebron Maine’s Redneck Olympics. It seems that the U.S. Olympic Committee caught wind of the long-running event and made the organizers drop the word “Olympics” from the name of the event, which they are now calling the “Redneck Blank.” If you believe in the adage that “all publicity is good publicity,” the Hebron event just got a major boost.

Without entering into the realm of trademark infringement, there are probably events at your park that are just as newsworthy. No, I am not talking about how you have celebrated Christmas in July for almost as long as Santa Claus has been alive; however, events that are either topical or unique constitute the material for press releases.

Take a look at your park’s activities schedule, and keep opportunities for publicity in mind when planning next year’s events. Here are just a few categories that might be of interest to your local newspapers, radio, and television stations:

  • An anniversary celebration. Is it your 20th year of ownership? Promote it!
  • Charitable events and fundraisers.
  • Unique or unusual events, such as the “Redneck Blank.”
  • Events where you involve other local businesses, such as wineries, craft breweries, and wildlife demonstrations.
  • Groups or clubs rallying at your park.
  • A park-wide “yard sale” that is open to the public.
  • Noteworthy entertainers booked to perform at your park.
  • Halloween events such as haunted houses.

By definition, local news media reach out to a local audience. Considering how 50% of a typical park’s demographics might include guests who live within the local market, local publicity can go a long way to generate short-term business and long-term awareness.

Partially due to laziness and partially due to staff cutbacks, the news media love to be spoon-fed stories with even an indirect news angle. On a national scale, we are bombarded with what is reported as “news” but is often little more than carefully crafted press releases. These include everything from stories about new products (such as the latest iPhone or the latest pharmaceutical drug) to stories about the candidates in the upcoming election that come directly from the campaigns themselves. On the local level, the news media love to promote “feel good” stories with a local angle, particularly on weekends (when your events are more likely to take place), which are otherwise considered “slow news days” when major businesses are closed.

Here are a few tips on how to craft
an effective press release and how to send it.

First of all, follow a conventional press release format. You will find templates in Microsoft Word. Edit your release so that it fits onto a single page, with your full contact information at the top of the page. Next follows bold text reading “FOR IMMEDIATE RELEASE”. (Yes, you can prepare and submit a release in advance, indicating a future release date, but immediacy and news go hand-in-hand.) Follow this with a brief yet comprehensive title, followed by your location, the date, and the body of your release.

The body of your release should be carefully crafted, written in the third person, and cover the 5 W’s: who, what, where, why and when. A quotation or two is always a plus, and you will significantly increase the odds of your release being picked up if you include one or two high-quality photos (perhaps taken at the previous year’s event.)

Send your release via e-mail to the local news editor of each media outlet. You can generally find that information online; however, until you have compiled your list of contacts, you may need to make a phone call to obtain the name and e-mail address of the proper person. Your release should be in the body of your e-mail, with copies of the release attached to the e-mail in both PDF and Microsoft Word format, along with your accompanying photo(s). Do not call afterward to see if your release was received or, worse yet, to ask for an explanation, in the event that it was not used.

Keep in mind that your release should be presented in a manner that makes it easy to use. If essential information is missing, you will have seriously limited the likelihood of usage. A reporter is unlikely to have the time to track you down to obtain missing details on a borderline news story. On the other hand, if a reporter asks for more information or offers to attend your event, be prepared with answers and be ready to make a positive impression. Particularly if one of your local TV stations is willing to cover your event, be sure that everything involved will look its best.

Once you establish a relationship with your local media – as well as establishing a reputation for reliability – your first media coverage is unlikely to be your last.

This post was written by Peter Pelland

Tourism in a Small World

November 4th, 2016

My wife and I recently returned from a vacation in Ecuador, a country that is aggressively attempting to position itself as an international tourism destination. It has much going in its favor, not the least of which are the country’s distinctive natural beauty, its remarkably friendly people, the U.S dollar as its official currency, and the fact that a non-stop flight from Miami to Guayaquil takes only 4 hours and 20 minutes and costs only about $500.00.

The country’s major economic strengths are oil (currently in a depressed market), agriculture (it is the world’s largest producer of bananas, but is also a major producer of cocoa, corn, sugar cane and coffee, among other crops), flowers (it is the world’s third largest producer of cut flowers and poised to become the world’s largest producer of roses), and eco-tourism (from the Galapagos Islands to the Amazon Basin.)

Over the course of nearly three weeks, we spent time visiting several of the country’s national parks, exploring the coastal region (still recovering from the deadly earthquake of April 2016), driving through the Andes Mountains to the capital city of Quito, visiting the cloud forest near Mindo, reaching 15,000 ft. elevations in the volcanic region around Cayambe, gaining an appreciation for the cultural heritage of Quito itself, and spending a “Bucket List” week communing with endemic and endangered species in the Galapagos Islands.

The Ecuadorian cloud forest at Mindo.

 

Wherever we roamed, everybody seemed to be searching for that magic bullet that would turn Ecuador into one of the world’s leading tourism destinations. What everyone also seemed to recognize was that the country was caught in a Catch-22 scenario, where it needed tourism dollars to help to develop its infrastructure (in fact, there is currently a 2% national sales tax surcharge that is designated toward earthquake recovery efforts) but it also needed to have an improved infrastructure in place in order to attract international tourists. Not coincidentally, I saw my first television commercial to promote tourism in Ecuador on CNN just last week, following up on the $3.8 million that it spent to advertise in the Super Bowl back in 2015.
https://youtu.be/JCtl3qCdBiM

What I consistently witnessed were grassroots groups of local businesses, banding together to formulate plans where there is strength in numbers and where “the whole is greater than the sum of its parts.” I could not help but think of the strengths within campground associations, tourism offices and chambers of commerce that are all too often taken for granted by both their members and those who choose not to be involved.

The infrastructural challenges in Ecuador are significant to say the least. Tourism-related businesses need to embrace the English language at a faster pace, and the highway system, GPS navigation, and driving are all absolute nightmares. (Ask me to tell you our story about being stopped at a police roadblock and being forced to pay a bribe in order to proceed!) Over the course of driving some 1,000 kilometers, it is no surprise that we did not encounter a single RV or a single campground, although we easily encountered 1,000 speed bumps. On the other hand, what campground owner, RV dealer, or camper here in the United States would not be ecstatic to see a government-regulated price of regular gasoline at $1.480 per gallon? (Yes, per gallon, not per liter!)

Countries like Ecuador are on the rise in the growth of their tourism industries, and tourism should always be viewed in a small world perspective, lest we find ourselves resting on our laurels and suddenly left behind in the dust. It is a fact that fully half of the country’s tourism dollars are currently spent in the Galapagos Islands; however, the rest of the country is actively seeking growth in its regional market shares, where there is nowhere to go but up. Perhaps the single greatest strength is the dedication and resourcefulness of its people, and the extraordinary efforts that they are willing to put into customer service.

In the end, it is those differences in customer service that will separate business winners from losers, both locally and on an international scale.

This post was written by Peter Pelland

Effective Direct Mail Techniques

September 14th, 2016

A direct mail piece that was addressed to my wife recently caught my attention when I was sorting through the day’s mail and deciding what made its way into the house to be potentially opened and what would not make it past the blue recycling bins in our garage. This window envelope, printed with what appears to be a $10.00 bill sticking out of the upper left corner where you would expect the return address to appear, really intrigued me. Although we did not “fall” for the gimmick and open the letter, it was sent by one of the large wholesale buying clubs, offering a $10.00 temporary membership.

tendollarenvelope

This got me thinking about direct mail advertising campaigns and how challenging it could be to send out an advertising campaign that would intrigue your recipients enough to persuade them to open the envelope and read your message. I am not including three-dimensional advertising pieces that are expensive to produce, rather limiting this discussion to conventional mailings that any small business can afford to produce and mail. The 8 tips that I am offering for your consideration have proven to be effective. You will not use all of them in one mailing; however, several of these could potentially be combined within a single mailing.

  1. Use an envelope. Postcards are your least expensive mailing option, and guarantee that they will be at least minimally perused, due to the fact that there is no envelope to open. That said, postcards should be reserved for mailings to existing customers who recognize your business name and are likely to welcome your message. When reaching out to new customers, it is always preferable to use an envelope, adding an element of intrigue; however, there are ways to improve upon that level of intrigue that will, in turn, determine the effectiveness of your campaign.
  2. Use a stamp. Stamps simply look more personal than a mailing indicia or metered mail. Better than using just one stamp, you can really catch the eye of the recipient by using multiple stamps that total the correct first class mail rate.
  3. Add personalization. Nothing says “junk mail” more than an envelope that is addressed to “Current Resident” or “Office Manager.” If you do not have the name of a contact – spelled correctly, I might add – do not waste your time, effort and money because you will have truly limited the chances of your message getting read.
  4. Look Official. This tip can cross the line between tacky and deceptive, but many mailers have found success in printing envelopes that mimic the look of telegrams or Express Mail or Priority Mail graphics. (Be careful not to mimic the latter too closely, or your mailing could be rejected by the postal service!)
  5. No return address. If you include your return address on the envelope, you will seriously limit the chances of your message getting considered by recipients who might already be predisposed against your business. The lack of return address also adds an element of curiosity that will encourage many people to look further.
  6. Use a handwriting font. There are quite a few fonts available that mimic handwriting while still remaining readable by automated postal service sorting equipment. Click here for a link to free handwriting fonts on Google. Needless to say, an envelope that appears to be hand-addressed (at least to some people) looks more personal than the more conventionally used mailing fonts. Of course, if your mailing is small enough, real handwriting (keep it legible!) is even better.
  7. Lumpy mail. Although you have to be careful that your mailing will not get jammed and damaged in automated sorting equipment, and also avoid the surcharge for letters that exceed a maximum one-quarter inch thickness, studies have proven that envelopes clearly containing something are more likely to be opened, particularly if the envelope has a lumpy texture. Ideally, that item should relate to your mailing, in order to take a step beyond simple gimmickry. For example, a teabag with a message that invites the reader to “sit back and relax with a cup of tea, while taking a minute to consider our offer.”
  8. A yellow repositionable note. These are yellow adhesive notes that are designed specifically for this purpose, with double the adhesive strip (so they stay attached in transit.) These are specialty items that are custom printed by companies on a list of vendors provided by the postal service.

If you will be turning to a mailing house for assistance, they will add the advantages of taking your mailing database and both removing duplicates and running it through the National Change of Address data registry. Mailing services pay enormous fees to the U.S. Postal Service in order to utilize this service, charging end-users a very reasonable service fee that is far less than the money that would otherwise be wasted on mailing to bad addresses.

According to the postal service, approximately 40 million Americans move their place of residence and/or business each year, estimating that at least 8% of all mail is undeliverable due to incorrect addresses. We all know how difficult it is to reach new customers. When direct mail is part of your efforts, do everything possible to make it work, starting with the design of your advertising campaign itself.

This post was written by Peter Pelland

Clarify Your Cancellation and Refund Policies

August 26th, 2016

If you are selling a product on eBay, you are required to clearly define your return policy, and if your website is involved in any type of e-commerce or online payments, payment gateway service providers such as Authorize.net will require that your site defines its refund policies. Your policy may simply be “no returns and no refunds under any circumstances”, but that policy needs to be clearly defined – both for your protection and for the protection of your customers. Misunderstandings can lead to disagreements and the need for mediation.

One of my company’s clients e-mailed me late last week, after one of her campers contacted her on Friday, asking for a refund – minus her stipulated $25.00 processing fee – for a last-minute cancellation of his weekend reservation, due to a less than perfect weather forecast. The client balked at allowing the refund, even though her website did not clearly define the terms for cancellations and refunds. Under the circumstances, this first-time guest at her park was making a totally reasonable request. With this instance in mind, it may be time to take a closer look at your own park’s cancellation and refund policies, confirming that they are covering the full range of potential circumstances.

As I explained to the client last week, most of our campground clients who are booking either real-time reservations or online reservation requests have policies that are much more clearly defined than what she had instructed us to post to her site. Typically, they might say that a full refund, less a $25.00 administrative fee, will be issued if the cancellation is made 14 days or more prior to the intended date of arrival; a credit for a stay at another date will be issued if the cancellation is made between 7 and 14 days prior to the intended date of arrival; and no refunds will be issued for cancellations made less than 7 days prior to the intended date of arrival. Each park is likely to have its own timeline for cancellations, its own administrative fee (if any), its own expiration date for any credits that it may issue, and probably separate schedules for campsites and rental units. The important thing is for all of those details to be clearly defined.

Many of our more savvy campground clients (typically, campground owners who have decades of experience in dealing with people who will try to find loopholes that they can use to their advantage, in this case capitalizing upon any vagueness in a cancellation and refund policy) will also specify the following:

  • Deposit forfeited for non-arrival on scheduled arrival date.
  • Holidays, special events, monthly and seasonal reservations are non-refundable.
  • No refunds for early departure.
  • No refunds due to inclement weather.
  • No refunds for evictions due to violation of rules.

These policies should be clearly visible on your website, accompanying your rates and probably repeated on a page that lists your park’s rules and policies. You want your customers to see them, and you also want to be able to direct customers to the text should any misunderstandings arise. I also suggest that cancellation and refund policies be outlined, with a link to the full list, at the end of the reservation process, using a checkbox where the guest must indicate acceptance of those policies before the form will be processed.

I know that some people like to keep things simple, and others fear that they might scare away business by posting what might be perceived as stringent policies; however, a customer who is unwilling to accept reasonable cancellation and refund policies is probably not the ideal guest.

Despite having policies that are crystal-clear and etched in stone, you will probably still want to evaluate each instance individually, exercising a degree of discretion in resolving each request. The bottom line these days is that, if a customer demands a refund, it is a lot less expensive in the long run to keep that customer happy than to suffer the consequences of encouraging him to post negative reviews or to complain on the social media. Going out of your way to make an exception to the rule in order to accommodate a first-time guest might turn that new customer into a lifetime source of income for your park.

Remember that, at least in his or her own mind, the customer is always right. Try to make an effort to help reasonable people to understand – in advance – your business’s point of view when it comes to cancellations and refunds.

This post was written by Peter Pelland