The Shawnee Inn and Golf Resort

How do you spin a sad story?

2011-03-25T11:50:00.000-07:00

The ripple effect of a weak economy is far reaching. The hospitality industry has gone through a very soul searching time. It has caused us to look at many things; the overbuilding of markets, the structure of our staff, the necessity of certain positions, the importance of rate parity,
the value of relationships and being committed during good and bad times. Unfortunately the list is endless and frankly it is quite exhausting. We have seen some of our friends lose their jobs and we have seen some struggling properties close their doors. If you focus on these issues, the story is sad.

However, as the future begins to brighten, as hoteliers we need to use this opportunity as a time of reflection. Remember the cuts we made and why we made them. Remember the vendors, staff members or other partners who stood by you. Times are getting better. As we feel the fog begin to lift, we must be careful not to get blinded by the sun. The days of instant gratification and maximizing profits for the short term should be ushered away. Strengthening the relationships with our staff, staying focused and streamlined, accountability and consistency and paying attention to the desires of our guests will pave the profits of the future.

However sad the story became for your property, your staff or your family. The strength and happiness of the future will be ensured by learning from the steps we had to take. We are by no means in the clear. There is still some obstacles to maneuver through and tough decisions to be made. Use everything in your arsenal of knowledge to make those decisions and come out on the other side stronger, kinder and more resilient.

Selling Value

2010-10-18T13:30:00.001-07:00

I spend a lot of time talking about value. How do we make a guest feel that their experience has value?

How do we position our rates to make sure they are a value? What can I add to a guest stay that
raises their value perception. The questions about value can and do go on and on. When we speak of value, we are not speaking about the best price. We are speaking about what rate, combined with provided amenities and service, delivers the best value perception
to the guest that is looking to make a reservation.

Do third party sites offer value? Or do they offer what the consumer feels is the best price?

Is ease of booking a value? Is breakfast a value? Is location a value? Is bell service a value? I would have to say yes, yes, yes and yes. But are these a value to everyone? This is a struggle we face across the board.

"Don't lower your rates, just offer more value."

Value is the moving target, the phantom goal and a very fickle character.

What is valuable to me, may not be valuable to you. So then you take a multiple choice approach. Book two nights and choose from either free parking, free breakfast, $ 25 spa certificate or free greens fees.

"Uh, Mr. Howell, don't use the word free - it cheapens your product. It lowers the value." Ah, yes.

Value is very personal. My estimation is that we must listen to our guests and through consistent communication, target the value proposition that is appropriate to a specific audience. I am determined to offer value. I am determined through exceptional guests service to give our guests the greatest value.

If you have a better idea bout this subject, please comment, I value your opinion.

Why Do Leaves Change Color?

2010-09-20T13:12:00.000-07:00

Fall is a very beautiful time at The Shawnee Inn and Golf Resort and in the Pocono Mountain in general. The cool crisp air, the spectacular colors combine with the already existing breathtaking views. The brilliant colors of the leaves in Fall make it a very special season. My four year old daughter, Kagan, asked me "Daddy, why do the leaves change colors?" Of course there is a very scientific explanation that involves capturing the suns energy throughout the summer in the chlorophyll of the green leaves and then turning that energy into food through what is called Photosynthesis. I began that explanation and she looked at me like I was speaking a foreign language. Then I said, "As people get older we change, it is the same with leaves. As they get older they change their color." She thought for a minute and then said, "They want to be beautiful before they fall off the tree and die?' I said, "Yes, and aren't we so lucky that they are so beautiful?"

The innocence and directness of a child can cut through a complicated explanation. Here is the more detailed version: The chlorophyll that is collected is turned into sugar which the tree needs. While the chlorophyll is being collected during the summer, the green coloring overpowers the yellow and orange colors that already exist in the leaves. As winter approaches, trees form what is called a "corky" layer which prevents water from entering leaves from the branches of the tree. The lack of water causes the tree to stop making chlorophyll. The lack of chlorophyll causes the green to fade away exposing the brilliant yellows and oranges. The red color in the leaves happens when sunlight hits the leaves there is a reaction between the sugars that are trapped in the leaves by the formation of the "corky" layer and a chemical that exists in the leaves. A shaded leaf will not turn red. Because it is so difficult for trees to replace their water when the ground is frozen, to completely slow down the evaporation of water, the tree will shed its leaves.

The science of why leaves change colors is an interesting fact of nature. However, today I prefer Kagan's explanation. "They want to be beautiful before they die." My, oh, my how beautiful they are.

How to Choose A Golf Destination

2010-09-14T06:26:00.000-07:00

What is the most important thing about choosing a golf destination? Four factors seem to dominate conversations about selecting a golf destination; location of the golf destination, quality of the golf destination, the value the destination delivers for your money and available amenities for those who may not enjoy the game of golf (bite your tongue).

Why is the location of a golf destination important? Will you jump on a plane, will you drive or can you take some other mode of transportation? Location plays a significant role because of travel time and travel expense. A destination on the other side of the country or a few states away will take a plane ride or a significant investment in driving. This is all a factor in the price and value of your trip. Remember, time is money and your time is worth taking into consideration. A two to three hour drive to a quality golf destination is ideal (For example; New York City to Shawnee on Delaware).

Obviously the quality of a golf destination is an important factor. When assessing the quality, the first item on the list is golf. There are many things to consider, but these items top the list. Look at the designer, layout, slope, par and search for any comments you can find regarding pace of play and course condition. You can search for these comments on the Internet. When assessing reviews and observations about a golf destination, remember the golf experience starts from the time they take your bags. This means, are you greeted immediately and properly, is the staff efficient, is there excellent upkeep of carts and other equipment? These are very important to how you will enjoy your golf experience. After you check out the golf, check out the accommodations. Where will you sleep? How far is it from where you will golf? Are the rooms nice, well appointed, clean, comfortable? How is the dining experience? Do they have a restaurant, are there any restaurants near by or do you have to order in? These are only a few areas to keep in mind when looking at the quality of your golf destination (For example; Shawnee Inn and Golf Resort has 27 holes of championship golf, comfortable guest rooms and dining choices from The Gem and Keystone Brewpub to the River Room).

We all like to receive value for our money. Choosing a golf destination is no different. If the golf destination is rated five stars, get ready to pull out the big bucks. But in return, the expectation that you have will be a flawless golf experience. Remember, there are many different levels of golf destinations. Be sure your expectations are in line with the dollars you are paying, the feedback you have read and the amenities available. Once you have evaluated these factors, be sure that your perceived value is delivered. Also, make sure you communicate to the manager or owner of the destination you visited if your expectations were not met or exceeded (For example, Shawnee Inn and Golf Resort has a four star golf course and delivers excellent value for their cost).

We don’t always travel with golfers. When we don’t, we want to make sure there are amenities and/or activities available for them. Search the website of the destination you are interested in and list the activities available and share them with your travel partner or partners. This will allow them to do some advance planning. Don’t forget to look at affiliated links on the Internet of websites of cities or attractions that are close to the golf resort or hotel you will be staying at. Make it easy for your travel partner or partners to entertain themselves while you play golf (For example, Shawnee on Delaware has a spa and salon, art gallery, river trips, a professional theater, nearby Crossings Premium Outlets, hiking and more).

When making a decision on any vacation, research and planning is important. It is no different with your selection of a golf destination. The quality of golf, the value you will receive for your money, the time it takes to get there and other activities available are some of the most important areas to consider. Here are some quality destinations to add to your list; Shawnee on Delaware, Pennsylvania; Pinehurst, North Carolina; Myrtle Beach, South Carolina and Orlando, Florida to name just a few. Good luck on your search for a quality golf destination.

To Blog or not to Blog

2010-06-10T08:17:00.000-07:00

To blog, or not to blog: is that a question? Whether 'tis time to write our thoughts daily or leave caution to the wind and post infrequently, or to have someone else blog for you, and have their words be your speech? To post: to sleep; no more; and by sleep I mean not staying up until 3:00 am to make sure you have not forgotten to place words on the page for all to read and therefore avoid the heart-ache and the thousand natural shocks of a post less blog, 'tis an abomination of Internet saavy. To post, to sleep; to sleep: perchance to reinvigorate the mind for an inspirational post; for in that sleep what dreams may come when we have allowed our mind to rest, must give us pause: there's the opportunity that makes all this blogging worth it; for who would deny someone a chance to go viral, the selfish blogger is wrong, the indignant blogger contumely, the creativity of the soul cries out, the arrogance of those who do not blog, and the accolades the false posters take, when they themselves might not care what they hadst for lunch or what vegetables grew on their virtual farm?

It is our burden, to pain over a post that may seem benign to some, but that the dread of leaving a blog blank too long, the discovered page of dead links and lengthy spaces between posts to which no visitor returns, puzzles the empty pages and makes judgments and assumptions of those that he know not of?

Thus the mere reading of our words cause us great pause; and herein lies our resolution however difficult and void of thought, to create blogs of great inspiration and movement
With regard to our readers and industry, and hopefully garner an audience of supporters.--I must go now!

Other work calls, be all my blogs remembered.

Tough Times? Resource Management!

2008-12-05T12:16:00.000-08:00

Our daily responsibilities are growing. As our economic future becomes more uncertain, our time must be better managed. Demands on our time become insurmountable.

The best way for us to make it through this economic downturn is to plan.
What does that mean? As our time becomes more valuable, our ability to plan and delegate must sharpen.

Have an austerity program to keep your labor and expenses low. Make sure you are considering your customers (or guests in our case) and making sure they are being taken care of. No staff = unhappy guests. The staff you do have is interacting with guests. Maintaining a professional demeanor and exceeding their expectations.

Reach out to your past guests. These are your most valuable opportunities for future business. Use direct mail, e-mail marketing, bounce back offers, ask for referrals, etc...

Analyze your energy consumption. Do you have an energy plan? Do you try to regulate temperatures in a certain area? Do you turn off lights? Have you researched alternative energy resources? Solar, geo thermal, wind, water? Have you taken a hard look at your financial statement and each employee? Are you over spending anywhere? Are you using your human capital to the best of their ability? Is there a reoccurring charge that has fallen under
the radar?

Amidst all this planning, don't forget to make time for family, friends and personal interests. The time you allot to this will make the time you spend on analyzing and improving your business more enjoyable.

Cyber Monday

2008-11-28T12:58:00.000-08:00

To show our appreciation for our dedicated Shawnee guests that come to this blog, we are offering an exclusive incentive. Anyone who reserves a room on “Cyber Monday”*, and mentions this promotion, will receive a 15% discount.

Again, thank you for your support.

For more information or make a reservation please call: 800.SHAWNEE and mention Cyber Monday.

www.ShawneeInn.com

*Cyber Monday – The Monday preceding Black Friday in which online distributors offer discounted rates on various goods and services. The stay must take place prior to March 28th 2009, excludes packages, groups and holidays, and must take place Tuesday through Thursday. Not available with any other promotion or discount.

Are you Above or Below the Line?

2008-11-21T11:38:00.000-08:00

What does that mean? What line am I talking about? The line I am referring to is not a physical line, but a line that represents the state of mind in which you approach work. Have you checked your attitude lately? How are you interacting with guests? With other employees? Do you care about the standards and procedures in your position? Do you think about and champion the resort vision? Do you know and believe in our points of culture? Do you honestly evaluate your performance and commitment to your property?

Your attitude is infectious. How you talk about your property, how you celebrate you property and especially if you do not celebrate your property rubs off on other staff members, family, guests, etc. Are you part of the problem or the solution? When is the last time you happily told someone about where you work? When is the last time you told someone to eat at one of your restaurants, golf on your course or get a massage at your spa?

Each of us plays a part in the success of our workplaces. Where are you? Above the line? Below the line? In the buffet line?

Remembering Our Families, Our Organizational Goal(s) and Vision

2008-10-09T10:20:00.000-07:00

Call it a clan, call it a network, call it a tribe, call it a family. Whatever you call it, whoever you are, you need one. ~Jane Howard

Day in and day out we work side by side with our families at home and our fellow employees at Shawnee. We struggle to make the time we believe is important for the success of our home and our work life. Where is the balance? The answer to this question is a constant struggle. Family is important. Family matters. Through the rollercoaster of life, family is who we count on. It is remembering the importance of our family, remembering to spend time with them and remembering what it is that you find special about them that helps to create a harmonious and successful home life. It is this commitment to family that can be modeled at the workplace.

It is this same commitment that helps to create a harmonious and successful work life. Support each other, speak well of and to each manager and each employee and remember where we are going. This journey we are on together needs to be consistently shared with each other and consistently remembered when performing our job every day. What is the goal of your department? What is the goal of your organization? You can only reach your goal by remembering and emphasizing your vision. Is it a good vision? Is your goal(s) achievable? Only through the dedication of each staff member is it possible.

Take time to evaluate, to commit, to strive for excellence at home and at work. Take time to find the positives in your life and emphasize them. You will be happier, healthier and a more productive asset to your family and job.

RGR

2008-09-30T12:33:00.001-07:00

Day in and day out we talk about the effectiveness of our marketing. How do we track the ad we put in Philadelphia Magazine, how do we track the billboards we put along I-80 and how do we tell how many people came from our ad in the New York Times? The marketing vehicles may be different in your business, but the issues are the same. What is working? How do I measure that? Was it worth the investment?

In the search for the silver bullet that will open the proverbial sales flood gates we cannot forget the lowest cost form of marketing - getting your present guests to return. It is an age-old marketing lesson that it costs less to get your present guests to return than it does to attract new ones. Additionally, the word of mouth that a happy guest can provide is invaluable and inexpensive.

A measurement that we should all focus on is RGR or rate of guest return. Are your present guests returning and how often? They know your product; they like your product and they know how to get it. The retention of this guest is far less expensive than obtaining and informing a new one.
Track your marketing. Spend dollars wisely on what marketing vehicles you believe are working. But, do not forget to listen to your current guests, find out what they like and do not like and accommodate them. Those dollars are some of the best dollars you can spend.

The Importance of Guest Service

2008-09-23T09:56:00.000-07:00

I was with my daughter at the grocery store. She is turning three soon and has the variety of emotions as does any child her age. She was particularly unhappy that I would not buy her a flashlight that was at check out. Not only was she letting me know it, but also there were many other guests nearby that became aware of her dissatisfaction. A grocery store employee came over and gave my daughter a sticker. It was an orange sticker they put on items that don't get bagged that says PAID. You would have thought she gave her a piece of gold. Her mood turned 180 percent and she was happy, occupied with the sticker and I was able to complete my transaction. A moment of thoughtfulness changed my whole experience. It is those moments of kindness that make a difference not only to me, but any guest. These moments of kindness make or break a guest’s experience and need to be the focus of management.

In the resort business, most of the properties have pools, activities, lobbies, dining, etc... What sets them apart is service. The emphasis that a business puts on people and service is apparent from the moment they walk in the operation. Short, cold answers have no place in the hospitality business. No, What?, Yes?, when verbalized in a short staccato voice all translate to "leave me alone." Answers and greetings need to be softened. Welcomes need to be delivered with a smile and actually be welcoming. If guests are greeted at the front desk by, "Name?" or "Checking in?", we are ultimately failing at our delivery of excellent guest service. "Welcome to ___________." We are so glad you are here." Delivery with a smile in all locations is imperative. Go out of your way for the guests and they will go out of the way to tell others how wonderful you are. Ignore guests and they will tell more people not to bother with your company.
Help your staff provide exceptional service. Help your staff understand what exceptional service is and why it is important. It will be the one thing that makes or breaks your operation.

WBM

2008-09-08T07:13:00.000-07:00

These initials are infamous in the hospitality industry. I know you're saying to yourself, "What do they mean?" Well let me tell you. These letters stand for Warm Body Method. No, this is not a treatment in the spa or a way to marinate chicken. This is the hiring and training option many establishments use, not only in the hospitality industry, but also across all lines of business.

The hospitality industry is so susceptible to the Warm Body Method because of the immediate needs we face daily to service our guests. If an employee suddenly quits it can leave a large hole in our staffing, especially if it is not expected.

Here is a possible scenario in the restaurant business. There were three servers scheduled for dinner tonight and one of the servers quits. Now there are only two and I can't find anyone to cover the shift. Our new server, Bill just started yesterday, he seemed to get the hang of it. Let's let him serve on his own tonight.

Hence starts the use of the Warm Body Method causing possibly poor service to the guest, frustration on the part of the server and damage to the reputation of the restaurant. Not to mention further reinforcing bad habits of other servers because now Bill is only trained through his experience with other servers, not through the repetition of your standard operating procedures.

Though it is not a disease, treat it like it is. Make sure your staff is well educated on your standard operating procedures, whatever they may be, before they interface alone with your guests. Have an established training program and ensure that each employee makes it through the entire program. You will see guest satisfaction increase, employee satisfaction increase and turnover (which can be a big cost) decrease.

Little Things Mean A Lot

2008-08-19T06:32:00.000-07:00

*Photo Caption: Charlie Kirkwood and Johnny Caroine volunteering at the River Road Cleanup*

This phrase has been used in song, poems and commercials. There is a good reason for that - because it is true. The smallest things we do can warm the hearts of our co-workers, friends, family or even guests. Taking that extra moment to do something special means that you care.

Take the change you have collected and donate it to a local charity. Write a note to a co-worker telling them how much you appreciate their work. After a guest checks in, phone their room and ask if everything is great in their room. Send flowers to a family member just because. Hold someone's hand because it is there. All of these things require little effort, but lots of us don't do it.

Take a moment to rejoice in what you have and who is in your life. You will be glad you did and so will they.

Late Summer Staycation

2008-08-12T10:42:00.000-07:00

There are only a few weeks left of summer, and there is still time to have a vacation. This season’s buzzword in the hospitality industry was "staycation". Stay near home and enjoy the attractions, unique shopping opportunities, and dining experiences that may be right in your backyard.

I like to call this a familiarization tour of your own area. How many times have you heard people from New York City say they have never been to the Statue of Liberty or if they live in Chicago, they have never been to the Art Museum? Every one of us has things in our own "backyard" that we can experience.

Get out and see the sights that make your destination special. It could be historic homes, buildings, fabulous museums, breathtaking hiking, canoeing, kayaking, famous landmarks, theme parks, water parks, or zoos - the list can be endless. Check with your local hotels, resorts or Inns to see if there are any specials for local residents. This way you can feel like you are getting away without the expense of gas, airline ticket or a lot of hassle.

Most areas have a visitor or convention bureau. In some places you can call for information about your area. Here in Northeast Pennsylvania we have the Pocono Mountain Visitor’s Bureau. Give them a call at 1-800-POCONOS. Exploring your own backyard can be fun, rewarding and an economical option during these uncertain times.

Get out and go!

Are Expectations Driving Your Life?

2008-08-05T07:59:00.000-07:00

In our day-to-day life, there are many people who expect things from us. Be on time for work, pick up milk from the grocery, attend your niece's birthday party, keep your car clean, be at dinner at 6:00pm, the list can be endless.

What happens when you don't do what somebody expects? They're disappointed. Nobody likes to be disappointed or to disappoint people (OK - most of the time).

When someone is disappointed - they complain.

Where do they get their expectations? Some they get directly. For example, you say to someone, "I will be there at 6:00pm" or "We have an indoor pool at our resort." When you don't show up at 6:00pm or the indoor pool is actually closed when the guest arrives you have failed to meet someone's expectations. Then...they complain. Sometimes expectations are learned. I expect someone to hold the door for me, say hello when they pass me, make eye contact, know how to put their shoes on, etc... In the resort business guest expect a clean room, friendly efficient check-in, a pillow on their bed, toilet paper in the bathroom, etc... We don't advertise we have friendly people at our check-in or that we actually have pillows! No, this is an expectation that has been learned. Nonetheless, when these items are not present it generates a complaint.

Manage your expectations. Deliver on your word. Lessen the complaints in your life and work place.

Lessons from Kagan

2008-07-29T10:30:00.000-07:00

The lessons of childhood are so simple. Though their mind is going through some complicated development and growing faster than we can imagine, the concepts that are presented to them through books, videos, TV programs and music are very basic. The value of family, sharing, the alphabet, counting, being nice to one another, etc... A lot has been written about the simplicity of childhood lessons, and Robert Fulghum made it popular when he published, "ALL I REALLY NEED TO KNOW I LEARNED IN KINDERGARTEN."

Now that I have a two and a half year old (Kagan) I watch a lot of children's programming. This includes Sesame Street with some of the same familiar characters and nostalgic music that teaches valuable life lessons. The one show that really hits home and I have threatened to have the staff watch is called "Wonder Pets" on Noggin. They have a song they sing that contains the line, "What's gonna work, teamwork, what's going to work, teamwork!" And as a team, a hamster, turtle and chick save other animals from "serious" situations.

Each of us can learn that a little more teamwork and a little less "it's all about me," can make our workplace more enjoyable, harmonious and profitable. Some of the situations we face are not so serious, but the effect they have on guest's is significant and have a severe impact on whether they will return or not. Teamwork. It's value is simple to understand.

A Sound Sleep

2008-07-01T12:09:00.000-07:00

If there is one thing that people love to talk about it is a great night's sleep. The trend in the hotel business is to focus on providing a memorable nights sleep. I mean, let's be frank, you're buying a room and a bed. The industry has added many amenities over the years to make the time you spend in the room more enjoyable, but when you get right down to it 95% of the people bought the room to sleep. In very creative ways the hotel industry began to tackle making your sound sleep priority number one. What are some of these things?

*Extra cushiony down comforters or duvets and lots of pillows so the first thing you want to when you open your door is fall into bed.

*Warm milk and cookies at turndown to help you relax (a dieter's nightmare).

*The sounds of a soft steady rain, a fresh meadow or waves on the beach all to calm your senses.

*The Pillow library A selection of different pillows to suit even the finickiest sleeper.

I am sure there are many more things out there hotels are doing and more to be thought of. That is what is so great about the hospitality business, thinking of ways to surprise and delight your guests.

The Shawnee Inn and Golf Resort is introducing a pillow menu. Our way to help our guests have a dreamy sleep. Sleep rejuvenates you. A good sound sleep will have you waking up ready to face a new day fresh and alive. A good day of golf, canoeing or hiking, the quietness of a rural setting and a comfortable pillow are just what the sleep Doctor ordered. Sleep well.