Occupancy is 9/10 of the Law

As the aftermath of Superstorm Sandy continues, the chaos as it relates to hotel rooms will not quickly go away. The decision to cancel the NY Marathon was 100% correct, just 2 days late. Even when the electricity returns and residents return to their homes, a new influx of FEMA, contractors and insurance adjusters will gobble up hotel rooms just before the big Macy's Thanksgiving Day parade and holiday season in NYC. Bands, tour groups and individual guests will all be pushed out of the big city as long term hotel guests occupy rooms. No hotelier in their right mind can force a guest to leave once they have occupied a room and have not broken the law and have means of payment. Get ready for an increase in customer complaints and disappointed travelers as they find their well laid plans messed up by Sandy's aftermath. My suggestion for all those planning to travel into New York City is to call the hotel, speak to a Sr. Manager and get verbal confirmation at least three times that your room will be there when you arrive. If you have booked via an online travel agent plan on some type of hiccup. With 25% less profit in these reservations, the hotel will be less likely to honor the reservation. I also recommend arriving early and before dark. No one wants to make their way around NYC in the dark looking for a hotel room, if theirs is somehow not available when they arrive. Groups that find themselves displaced can look to the Lehigh Valley at www.discoverlehighvalley.com for availability, great rates an only a 90 minute highway commute into the city.

My Family's New Summer Tradition - The Great Allentown Fair

The slogan "The Great Allentown Fair, Don't Leave Summer Without It" has never rung more true than these past two years. With my two daughters now 13 and 10, we have taken advantage of the Grandstand concerts the past two Labor Day weekends to also visit the fair and festival portion of the fair. In 2011 we saw the boy band Big Time Rush, and this year @victoriajustice and Max Schneider. Although neither are household names they both put on a great show last night and better yet my kids had a great time. I actually planned ahead (I seem to do this more often in my 40's than I ever did in my 20's and 30's), and bought my tickets at the box office in March (no fees) and bought ride passes for the kids at an advance price discount. Affordable enough I was even able to buy an extra ticket for my 13 yr. old so she could bring a friend.
Since we planned to spend the day, we got to the fair around 2pm and gave the Allentown Civic Theater $5 for great parking across from the main entrance. Although I have not scene a show at The Civic Theater, this makes me feel good about supporting their efforts. Next the rides. We saw a 24" horse and signs to preview the world's largest horse, on our way to a wide selection of spinning, tossing and musical rides. Glad my youngest can go on all the rides and me and my wife settled in for a day of people watching.
Tried to dunk the clown, 12 pitches and a quick reminder why the IronPigs have not called me up this season. After a light rain shower pushed us into the exhibition hall, we got to enjoy cooking demonstrations by local Sodexho chefs, plus see the blue ribbon vegetables, cakes and traditional fair contests.
After the concert we finished off the night with Fried Oreos and Ice Cream, before heading home and saying so long to Summer. Wonder who will be playing the Great Allentown Fair next year?

Penn State and NCAA - Putting Football First Sends a Bad Message

As I continue to follow the Penn State crisis, now in its 8th month, I am disappointed in the decisions that all the parties involved continue to make. The NCAA has never been a popular organization when it comes to managing the process of keeping student athletes students first athletes second. The sanctions placed on Penn State in regards to the football program sure struck me as self serving to the NCAA and did little to scare the day lights out of college presidents or board of trustees. Yes $60 million is a sizable fine and should go a long way to helping abused children in the future, but suspending the NCAA rules on jumping programs and allowing players to put football first again over education and the school puts us back to square one. Division I football programs are running higher education. It's hard to put yourself in the student athlete's shoes, but since the death penalty was not imposed what are the compelling reasons to leave? This nonsense about a bowl ban or ineligible for a national championship holds no water with me. No one can predict the future and to say jumping to another university because they may play for a national championship or a bowl in some south of the Mason Dixon line city this January is just selfish. The NCAA did Penn State and its student athletes a big favor by allowing football to be played this season. The least the student athletes could do is recognize that football is an extracurricular activity while they are getting an education. I would like to hear more talk about job preparation while at college and less talk about going Pro.

NFL Fantasy Owners – Visit to Eagles Training Camp

NFL Fantasy Owners – Visit to Eagles Training Camp

This past Friday I took my annual visit to Lehigh Universityto check out Philadelphia Eagle’s training camp. This year I brought along myuncle Hank and his life-long friend Roy. Both are owners in our fantasyfootball league. I tied in the trip to camp and lunch at P.J. Whelihan’s asreward for help with a furniture move. The food and atmosphere at P.J.’s was as good as advertised. Cold beer,juicy burgers and more TV’s than you can count, helped bide our time till the afternoonsession of camp.  The Eagles haveswitched practice programs this summer to include shorts and pads in the 8:00AMsession and full pads and contact in the heat of the day, beginning at 2:35PM.I assume this will help with those late summer games that are played in theafternoon and not 8AM.

As we arrived at the Goodman Campus of Lehigh, both Hank andRoy could not believe the amount of people who took the pilgrimage to see theirbeloved Eagles stretch and play catch. With close to 5000 in attendance on thisFriday, it is clear that Training Camp has become a big part of the Eaglesbrand.  A giant tent of merchandise forkids, women and of course men's clothing greets you as you enter the practicefield.  This is the prime opportunity forthe Eagles to generate sales from this event. Admission to training camp isfree and the Eagles charge a nominal fee to enter the KidsZone, a fun NFLexperience type setting where kids can run, jump, kick and throw like a Pro.

Excellent seating is available with grandstands surrounding thetraining complex.  We caught specialteams on a satellite field before heading over to the main field.  Sitting across from the East grandstandoffered us excellent seats as we viewed 7 on 7 passing drills and full squadpassing plays. This lasted about 90 minutes and by 4:30 we had had our sunquota for the day. The facility has zero shade, so bring the sunscreen anddress light. I have made the mistake in the past of sneaking out before work orafter lunch in slacks. This is not advised.  I highly recommend getting your fantasy teamowners together for a trip to the LehighValley.  Great golf, brew pubs,grandprix style cart racing, a full-servicecasino and a freemusic festival make for a great vacation. Campruns till August 14^th.

Philadelphia 76ers Have A Plan

Sports fans and radio hosts, have you ever bought a business? Run a business? Time to take a step back and enjoy the Sixers run of 2012 and plan for 2013, 2014 and beyond. The new ownership group undoubtedly wrote a 10 year pro forma and I am sure are more than pleased that the team reached the elite 8 in year 1. They are ahead of schedule. That is uncommon for any business these days. All this talk about they can't win it all without a star player is probably true and they most likely have that budgeted for year 3 or 4. I know it makes good sports talk radio to complain about every move the GM's make or don't make in Philadelphia, but when it comes to the Sixers, I think they have a plan.

10 Tips For Getting The Most Out Of Your CVB Partnership

10 Tips For GettingThe Most Out Of Your CVB Partnership

As hotel operators it easy to get caught up in deliveringexceptional customer service to our guests, offering job counseling to ouremployees or hustling our sales team to close the next big piece of business. Thefrenetic pace of the hospitality business can often lead to overlookedopportunities. A key opportunity that often gets taken for granted andunfortunately underutilized is the local convention and visitors bureau. Thesedestination marketing organizations exist for the benefit of their partners andto deliver increased visitor stays to a region. A hotel operator would makeexcellent use of their time if they followed these simple tips when leveragingtheir CVB partnerships.

1. Maximize your exposure on your local and state CVB web sites. These sites often attract thousands of visitors per day to their sites and having your hotel visible in multiple locations will help to increase bookings. The more direct links to your hotel’s booking engine the more likely your hotel will be sold. When participating in a special package, make sure the link to that package page is displayed and do not make the customer have to search for the package on your website. Take advantage of the maximum number of photos and word descriptions offered.

2. Participate in programs. The CVB has many marketing programs to consider. Understanding your market niche and promoting your hotel along side the CVB adds credibility to your offering. 

3. Get involved. Sitting on a committee or volunteering for a board of director position can be very helpful to getting your property noticed.  Offer to host events and board meetings at your hotel. Have your “A” game ready and wow those tourism partners who attend the meeting. Most likely they are the most connected in the region and word will get around about your hotel’s hospitality.

4. Don’t forget about the direct sales staff at the CVB. These sales people are trying to attract business to the area for the benefit of all the partners. They are an extension of your sales office. Make sure the sales managers at the CVB are up to date on your property’s goals and target markets. If you need midweek business in the summer, don’t assume the CVB sales managers are aware of that unless you tell them. If you have special promotions and offers make sure they are armed with the same tools.

5. Public Relations. Remember that your CVB has specialists in this field. They are often fielding calls for information on what is happening in the region. They can deliver your press release to the correct media with more authority. Few hotels have the luxury of a PR staff and the CVB can help fill this role for your hotel.

6. Social Media. In most tourism regions the CVB has taken a proactive role in Social media and has gained more fans, followers and links than your individual property. Including the CVB in any social media campaign will assist in the offer gaining attention.

7. Free Stuff. Make sure your CVB knows you are open to helping out when they are in need of accommodations for writers or meeting planners scouting the area for their next story or corporate event. A bottle of wine and a welcome note, compliments of the CVB will go a long way to winning over the hearts of the visitor and your CVB staff.  

8. Extend employee rates to your CVB staff. Treat them like your own employees.  They will be more likely to remember your hotel if they or a family member has experienced your hospitality first hand.

9. Establish direct billing for your CVB. Treat them similar to a corporate account and establish a business rate for them or honor the government rate. Offer VIP status to any of their guests and communicate the rate and benefits to all reservation and front office staff. This will allow others to handle the special requests when you are not available. 

10. Answer the phone. Make sure your CVB has quick and easy way to contact the decision maker. Often they are working on short deadlines and contacting multiple hotels and attractions. Give them one main contact with authority to make decisions.

Global Visitors Enjoy Lehigh Valley Attractions

Friday June 28th, I had the pleasure to facilitate team building activities for an unique group of young people from all over the globe. Every year over 100 international students visit Lehigh University to participate in their Global Village for Future Leaders program. As part of the leadership training, each work group has the opportunity to visit Dutch Springs in Bethlehem, PA and participate in experiential team building activities delivered by NorthStar Team Development. The team I worked with was Team Magic League. It is incredible how 7 students ranging from 21 -33 years of age, with different cultures and nationalities can quickly come together to work on a common goal. The activities NorthStar Team Development combine experiential challenges that showcase leadership skills like goal setting, risk taking, collaboration and problems solving. After a 1/2 day of team building activities, the 100+ students dined on pizza and salads and then heading to The Aqua Park at Dutch Springs for a refreshing good time in the water. Follow the links for more information on Global Village, Dutch Springs, NorthStar Team Development or the Lehigh Valley.

Free Fishing Day in PA

Memorial Day will always be a day remembered for honoring our fallen veterans, parades and barbecues, but a new tradition is quickly making a name for itself in @visitpa and @lehighvalleypa, free fishing day. http://fishandboat.com/promo/fff/fff_banners/fff_your_holidays.gif
Every Memorial Day and Labor Day, Pennsylvania fish and boat commission allows adults to fish for free, in hopes of catching the fishing bug and become a regular angler. So after several articles in the @mcall and twitter posts by @visitpa, I convinced my two girls to head over to Lehigh County's Trexler Nature Preserve to try our luck at fishing. I picked this location because I knew they could play in the Jordan Creek and visit the @lvzoo if fishing did not hit the mark. The weather was perfect and the girls ventured into the Jordan as I prepared the fishing poles. The water was warm probably in the 70 degree range, and the water level was high and moved rapidly, due to several storms this past week. We had a few nibbles from the fish, added some scrapes and cuts and my oldest found a hammock that was just her speed. I am confident 10 years from now the kids will say, "Dad always took us fishing," and may pass it on to their kids, I am sure that is what the Fish and Boat folks had in mind with this promotion. Next, looking forward to one year taking the Sojourn Down The Lehigh River.
Side note: Even free fishing has an economic spin off. Dropped $26 at a local bait/tackle shop (rod, worms, hooks, etc.).
Another note: first attempt at mobile blogging. Used my Blogger App on my iPod. Feed back welcome!

10 Ideas, Trends and Truths About the Lodging Industry

Just completed a 17 month assignment at the Shawnee Inn and Golf Resort and was fortunate to work along side some of the most passionate leaders in the hospitality and tourism industry. The Kirkwood Family and Rob Howell the property General Manager have a one-of-a kind resort nestled quietly alongside the Delaware River in the Pocono Mountains. Promoting the Resort for the past year and half as it celebrated its 100th anniversary was an excellent opportunity to experience first hand some of the fastest growing trends in the hospitality industry come to life. Shawnee Inn and Golf Resort is at the front of the line as it leads the industry towards locally sourced foods for its several restaurants, grows many of the herbs and spices at the Great Shawna Farm, taps its own Maple Syrup and hosts its own honey bee apiary. Not to mention, Shawnee Inn and Golf Resort is home to ShawneeCraft Ales and Lagers, a craft beer served on site at the Gem and Keystone Brew Pub and River Room restaurant. 27 holes of championship golf, a full-service Spa and Salon, River Trips, Gallery and Playhouse all offer a little something for everyone trying to escape the big cities.


Here is a top 10 list of ideas, trends, and truths about the state of the resort, hospitality and tourism industry.


1. Adventure Tourism is quickly becoming a reality and more and more travelers are reaching for an authentic outdoor experience. I experienced first hand Camelback Mountain’s CBK Adventures and can see the adrenalin rush that can lure visitors from the big cities. Combine that with guided fishing and river trips hosted at Shawnee Inn, the Appalachian Trails, Bushkill Falls and of course skiing at six regional ski areas and the Pocono Mountains will be experiencing a boom in this outdoor enthusiast market.

2. Flash Sales and Daily Deal offerings such as Groupon and Living Social can work, but don’t expect to get rich from them. I had the opportunity to experiment several times with these emerging forms of revenue generation and new customer acquisition models and what I found is these programs do offer your organization an opportunity to reach many potential customers and each business needs to evaluate the cost of acquiring a new customer vs. the potential fear of cannibalizing an existing customer. I ran an offer in NYC that targeted males with six figure incomes for an affordable golf, lunch and beer experience and it was successful in attracting approximately 250 new customers to the resort. On the other hand I tried a similar offer with suite accommodations, and dining credit that was not successful as I had placed too many restrictions and did not discount the offer deep enough to capture the impulse buy market. I will create an entire post to this form of sales and marketing in the future.

3. Spa is a big deal! One of the fastest growing segments in the tourism industry is Spa services and having a full-service spa on site is truly a game changer. Considering many of the resort amenities are traditionally weather dependent, having a spa that is open 365 days a year and well into the evening is a clear advantage over those facilities without this amenity. The impact on occupancy is similar to a traditional hotel that offers an indoor pool vs. those hotels that do not, maybe 5% annually. Higher room rates are also a benefit of a resort that offers a full service spa. In addition, spa services assist in closing destination wedding business along with providing a nice employee benefit.

4. Gaming is good for tourism. Legalized gaming and the development of full service casinos in Pennsylvania has created jobs in our industry and is contributing to the overall growth in tourism in our state. Hard to believe some of the casinos are already celebrating their 5th anniversary. The additional revenues from the establishment of casinos in PA have not reduced property taxes as promised nor has it created any crime sprees as others argued, but overall many customers I talked to want to visit the casinos as part of their visit to the region.

5. When it comes to digital marketing keep it simple. It is very easy to get caught up in the buzz as it relates to digital marketing, online travel agents (OTA’s) and social media, but the truth of the matter is know your customer and know your partners. Online travel agents such as Expedia, Travelocity, etc. offer an excellent marketing opportunity, similar to that of a billboard, especially for independent hotels and resorts. If you can create a business model that includes a percentage of your business with a 25% commission structure then by all means use the OTA’s to reach new customers. The cheapest from of advertising and arguably has the highest return is targeting your past customers. Some of the best results in campaigns were delivered by e-mail campaigns targeting our best customers.

6. Social Media makes a better communication tool than a sales tool. One of the best suggestions I heard as it relates to social media is do not let your sales department run your social media efforts. Facebook, Twitter, Linkedin, etc., all need to be considered as a communication tool to those that find your organization interesting. Telling them that Sunday Brunch is $25.95 and reservations can be made by calling does not help put the sizzle in the steak. Photos, and customer engagement and interaction are the keys to a successful social media effort. The ROI measurements are hard to quantify, but goals that track interaction and click thus to your website are key performance indicators.

7. Where have all the golfers gone? Amazingly in the 17 months I was at Shawnee Inn and Golf Resort, the market lost 3 golf courses and yet we really did not see any appreciable increase in the public play. Weather and the economy can certainly be blamed for this recent trend, but golf has been trending down since its peak in 2000. It will be interesting in Tiger Woods return to the leader board will create a spike in rounds played in the future, or has this sport topped out like tennis did in the 1970-1980’s.

8. Craft beer making is hot! Probably not telling you anything new here, but the fact that one of the most requested things to see or do at Shawnee was to visit the brewery where Shawnee Craft beer is born, really shocked me. But nothing brings a smile to a beer drinker’s face faster than tasting a beer made right on site. Recession or no recession, craft beer is a growing industry and we should be hearing a lot more about ShawneeCraft in the near future.

9. Customer reviews are replacing AAA. The old rating system by AAA of the number of diamonds as a representation of how nice a hotel your were going to visit has taken a back seat to Trip Advisor, Yelp and other customer review sites. Lodging facilities that embrace these customer review sites and do not hide or shy away from clear customer feedback are better for it. It will not be long before the large hotel brands incorporate these customer review sites into their property scoring systems.

10. Mother Nature and Old Man Winter are the two best sales people on your team. Never underestimate the weather when it comes to delivering exceptional sales. The best laid marketing plans and sales forecasts are always at the mercy of the weather. Over the past 22 years I have seen many instances when the weather played a significant role in the success of a tourism season. This past year I started to follow weathertrends360.com (day by day 365 day weather forecast), not so much as a crystal ball, but more as another tool in my business plan toolbox to remind me that what happened the year before as it relates to the weather is not an indication what is going to happen again this year or in future years.