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Inn Consulting Partners

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Archive for the ‘Inn Marketing’ Category

Food for thought

Wednesday, December 9th, 2009 by Bill Oates

In these troubled times, it is natural to lower the risk factor in any important financial decision. For future Innkeepers who choose to seek out going concern Inns for purchase, it is a wise choice. A going concern has a history and that history will inform us of what that Inn’s capabilities are. That being said, it is important to remember that the past is a guide to the future. As prospective Innkeepers, we are buying the future. The past has important information for us, but it does not always tell the whole story.

Let me give an example. A and B are similar Bed and Breakfast Inns. Both have sales of $300,000.00. But A has a net profit of $150,000 while B has only $50,000. If you only measure value by bottom line, A is worth 3 times B. What we will not know from the bottom line is that in A, an owner couple both work very hard and are possibly not spending enough on maintenance to keep the property in excellent condition over the long haul. The long time owners of B, on the other hand, have a very small mortgage and have grandchildren in distant places whom they visit regularly. They have staffed the Inn to relieve themselves of operational duties. Their payroll may be double that of A’s. Also they have a rigorous maintenance program to keep the inn and all its systems in tip top shape. Further investigation might show significantly higher vehicle and travel expenses for B. In truth B may be a better buy than A, especially if the long term low mortgage owners of B are willing to participate in the financing.

The important message for future Innkeepers is the need to understand normal income and cost numbers for room income and, if appropriate, for food and beverage service as well. Until that understanding is in place, one is not ready to make an informed decision about purchase of an existing facility. This why we spend so much time in our seminar for future Innkeepers on standard cost analysis.

While our discussion above relates to going concerns, it is even more important in a conversion or build to understand the ratio of income and expense, mainly because there is no history to guide us.

Buying an Inn, or starting one, is a major life decision. That decision should not be made until one is comfortable with the financial history and can project it with confidence into the future that will be theirs.

Inn Evaluations are very different from Valuations

Tuesday, September 22nd, 2009 by Bill Oates

Bill and Heide have recently traveled to several fine Inns to undertake Evaluations.  While there is only one additional letter, Evaluations are very different from Valuations of which we also do many.  A Valuation establishes a value of the Inn based on a comprehensive review of six factors affecting the worth of the property.

An Evaluation is a critique of all aspects of an Inn’s operations: marketing, staffing, housekeeping, food service, guest relations, website and web presence, grounds maintenance, and overall condition of the Inn.  It also includes suggestions for improvements as necessary and focuses especially on items to improve the bottom line.

Some Inns, especially those contemplating a transfer, should think about a Valuation.  We do believe most Inns will benefit financially and otherwise is excess of the modest cost of an Evaluation.  Most Innkeepers are too busy running their Inns to pay much attention to events and changes in the larger hospitality business.  That is our job and we bring that knowledge to an Evaluation.

If you would like more details, contact Bill at bill@innpartners.com or 802.257.2360.

EAGLES MERE INN CHANGES OWNERSHIP

Wednesday, September 16th, 2009 by Bill Oates

Inn Consulting Partners acted as a consultant/facilitator in the recent ownership change at Eagles Mere Inn in Eagles Mere, Pennsylvania.  Barbie Gale is now the sole owner of this very special Inn.

Eagles Mere Inn is a 19 room inn with fine dining for guests and the general public.  The town of Eagles Mere is an exquisite Victorian era summer resort built around a pristine lake.  Developed around the turn of the 20th century, time has had a very soft touch.

The Inn has a very busy summer/fall season but its proximity to Washington and Philadelphia make it a year ’round getaway destination.   Barbie, with the assistance of chef/innkeeper Toby Diltz, looks forward to greeting you at the Eagles Mere Inn.

Bill Oates and Heide Bredfeldt are always ready to help if you are contemplating an ownership change.  You can contact us at inns@innpartners.com or at 802.257.2360.

Personalization

Thursday, May 21st, 2009 by Bill Oates

Our technology seems to accelerate the pace of change in our marketing.  While you are just about to grasp the significance of the Web 2.0; consumer generated content (Trip Advisor) Web 3.0 burst upon the scene.  Peer networking and referrals; Facebook and heavens forefend, Twitter.

Hurry up, for Web 4.0 cannot be far away.  I think I have found a hint of it in the latest buzzword: (defined as seeing the word used three times).  The word is personalization and it can have a profound impact on the products we develop for the next generation of guests.

Most of us have grasped the importance of “packaging” as an effective tool.  But our potential guests are beginning to reject the standard off-the-shelf package.  They want a unique experience built around their specific desires.

This is not about heroic efforts to fulfill outrageous demands.  It is rather putting the guest in the center of the experience.  A few well-directed inquiries in advance of arrival often goes a long way in defining that particular guest (or usually couple’s) desires.

Fortunately, Inns are well suited to provide the personalization of the guest experience.  We have the ability due to our size and interrelationships in our communities to put together unique experiences for our guests.  Personalization almost by definition requires an interactive relationship between Innkeepers and guest.

Bill Oates