Pet Boarding and Daycare November December 2020

VOL 10 • ED 6

NOVEMBER / DECEMBER 2020

WWW.PETBOARDINGANDDAYCARE.COM

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STAFF PUBLISHER Barkleigh Productions, Inc. EXECUTIVE EDITOR Rebecca Shipman ART DIRECTOR Laura Pennington SENIOR GRAPHIC DESIGNER Jenn Barraclough WEB MASTER Luke Dumberth PRESIDENT Todd Shelly VICE PRESIDENT Gwen Shelly CHIEF OPERATIONS OFFICER Adam Lohr DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

NOVEMBER / DECEMBER 2020

CONTENTS Holiday Barn Pet Resorts: Built on Vision and Values

44

EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola SOCIAL MEDIA / PR Evan Gummo CONTACT

A Picture Worth A THOUSAND WORDS

General: (717) 691-3388 info@barkleigh.com Editorial: rebecca@barkleigh.com

(717) 691-3388 (ext. 225) Advertising: james@barkleigh.com

(717) 691-3388 (ext. 224)

22 Animal Behavior

Copyright November 2020. Pet Boarding & Daycare is published bimonthly by Barkleigh Productions, Inc, 970 West Trindle Road, Mechanicsburg PA 17055. Postmaster: Send change of address to Pet Boarding & Daycare c/o Barkleigh Productions, Inc., 970 West Trindle Road, Mechanicsburg PA 17055. No part of this publication may be reproduced without written permission of the publisher. Editorial offices: 970 West Trindle Road, Mechanicsburg PA 17055. (717) 691–3388 FAX (717) 691–3381 Email: info@barkleigh.com

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6

Addressing Increased Stress in Dogs Post-Quarantine

Business 12

16

20

A Pet Care Facility’s Silver Lining to COVID 3 Leadership Mistakes You Might Be Making (and What to Do Instead) “The Scoop” on Pet Waste Removal as an Add-On Service

PET BOARDING & DAYCARE

34 Facility 28

Pet Business Insurance (and Why You Need it Now More Than Ever)

Industry News 48

52

2020 Pet Business Customer Loyalty Survey Results New Products

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ANIMAL BEHAVIOR

ADDRESSING

INCREASED

STRESS IN DOGS

POST-QUARANTINE

By Kama Brown

W

hen working to prevent aggression, it’s important to understand how cumulative stress affects our dogs. Each dog has a breaking point, which dog trainers refer to as their “threshold.” Thresholds are important to recognize in order to keep everyone safe. A dog that hasn't left their home in months could quickly cross their threshold into aggression towards another dog or person just by being back in daycare or boarding.

Aggression in dogs is among a list of stress-related behaviors— and among a list of behaviors related to poor socialization during puppyhood. COVID-19 may have created the perfect storm for pet dogs who were not prepared for a life of quarantine. In dog training, when a dog responds to something in a previously known environment with aggression, we look for something

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COVID-19 created an entirely new environment for our dogs. All of a sudden the physical space was busier, and the sensory elements within that space were different. called “trigger stacking.”

before, but infrequently enough that

crash before he sees a child, he is more

Trigger stacking is when multiple stressful events occur so closely

a well-rested dog was able to manage them. Unfortunately, mildly stressful

likely to bite than if he had met the child under calmer circumstances.”1

together that the dog becomes stressed enough to respond with aggression.

situations that occur closely together create anxiety and irritation for a dog

Dog trainers have a word for training a dog to do the same behavior

In a home setting, it looks like a dog who is put on edge by multiple small

who is not trained for, or accustomed to, this type of environment.

in different scenarios—“proofing.”

When we “proof ” behavior, we

stressors and responds out of character to one of the stressors. For example, a dog who usually spends the day napping from 8 a.m.-4 p.m. would understandably have a hard time transitioning to having the whole family home during these hours. After a few weeks, triggers could become the sound of the front door opening, the sight of multiple dogs walking by, the repeated movement of someone in the kitchen, the constant hug from a child or the “ping” on the Zoom call meeting. These small stressors may have all happened

Grisha Stewart defines a trigger as, “An event, person, animal, noise or other factor that leads to an undesired or abnormally large reaction. If your dog barks at white dogs, then white dogs would be considered to be triggers for your dog’s reaction.”1 She then defines trigger stacking as, “Stress accumulation due to exposure of multiple triggers, either simultaneously or close enough in time that the dog’s reactivity has not returned to normal.

For example, if a sound-sensitive dog who’s afraid of children hears a loud

practice the behavior in many different environments. The training environment is not just the physical space around your dog, but also the visual, sensory and auditory experiences that interact with each other within each physical space. The biggest reason for doing this is because the environment elicits behaviors from our dogs, and without proper proofing, our dogs will often respond differently to the same experience in a new environment. Under normal circumstances, proofing is done in small increments to create strong behaviors without adding stress.

COVID-19 created an entirely new environment for our dogs. All of a sudden the physical space was busier, and the sensory elements within that space were different. Trigger stacking could be one reason that dogs are reaching aggression thresholds they never reached in the past.

Top Gun Dog Training in South Florida has reported a rise in cases of dog aggression, fear and anxiety2. They also reported that as of Sept 2020, a pediatric emergency room department in Colorado saw nearly three times as many children with injuries from dog bites this spring compared to last year at the same time3.

For some dogs, the change in their

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usual environment (their main training environment) was welcomed, but for other dogs, this change was abrupt and stressful. Quarantine life created new routines and new expectations, quite literally, overnight. An entire wave of pandemic puppies also found themselves growing up in an abnormal new world where strangers didn’t interact with them and socialization was mostly an in-house experience.

Thankfully, there are some things we can do to help our clients’ dogs and our employees stay safe and happy whilst returning to normal business hours.

Whenever possible, try to schedule the same employees to work the same areas each day. This way, dogs are getting to know a familiar face while returning to a new environment, and handlers are more able to recognize when a dog is reaching a threshold.

Have the handlers take notes about any behaviors that could be indicative that the dog is feeling fearful—especially during times of transition.

For any dogs that are showing signs of fearful behavior, try creating a new service that is geared towards scent work. Instead of off-leash dog play, have the dogs in the same room but separated, either by tether or crate, and allow them to be off leash one at a time while the others watch. Place about 10 objects in the space to explore and search, and encourage this seeking behavior by hiding treats, toys and items that smell like other dogs near the objects. If doing this inside, cardboard boxes, buckets, chairs and dog beds work well. When working outside, firewood, large rock piles, old tires, wheelbarrows and small tables work well. Try and keep the same core group of dogs throughout each session, adding in a new dog every few days or so. As these dogs practice moving around with confidence, allow two dogs to explore the environment together, without treats. Eventually working up to having the more confident dogs transition back PET BOARDING & DAYCARE

into group play while creating a safe space for incoming dogs who may be showing signs of hesitation.

Be sure to categorize the dogs showing signs of fear behavior correctly, because watching other dogs move about will frustrate dogs who want to play. For these dogs, let them play!

Adjust the group size accordingly and use shorter windows of time to modify for any over-zealous behavior.

Encourage the dogs to take breaks from play often by walking around the enclosed areas and showing curiosity in new spaces and toys on the ground.

(If you lean down to look at anything at all, most dogs will trot over to see what you have found. Then you can stand up and walk over to find another invisible curiosity!) Keep an eye on dogs that wrestle without taking breaks. Use a leash as a management tool to restrict the movement of a dog that other dogs are trying to avoid. The goal should be dogs that play in balance with each other.

Many dogs have been adopted or brought home during the pandemic, and this might be their first experience with group socialization. Sometimes the entire group dynamic will change with just one dog being removed, so it doesn't hurt to try bringing them into the play area in a different order each day to see how the group reacts.

Adding music, longer rest times and sessions of scent work can all help lower thresholds. Talking with owners about recent experiences or possible missed socialization opportunities during quarantine will help complete a history during intake and a training plan moving forward. COVID-19 has us all making adjustments, and clients will appreciate knowing there is a plan in place!

References: 1. Grisha Stewart, BAT 2.0, P. 276 2. Top Gun Dog Training, news release, Sept. 21, 2020 3. Children's Hospital Colorado, news release, Aug. 11, 2020

PET BOARDING & DAYCARE

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BUSINESS

A PET CARE

Silver LINING TO COVID

By Laura Laaman

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PET BOARDING & DAYCARE

While the COVID-19 pandemic continues to be a monumental global challenge, we can point to one good thing that’s come of it: an abundance of puppies and shelters dogs have been adopted nationwide.

I

n recent months, rescues and shelters saw enormous spikes in applications and adoptions, and so did breeders. In fact, puppy sale inquiries have been reported to have increased over 400% during the pandemic, with fostering rates at an all-time high across the nation. It makes sense—what’s a better comfort in uncertain times than a sweet new furry family member?

Like many industries, pet care businesses are still navigating an uncertain path out of the pandemic, but this influx of new dogs is our silver lining. Think of the possibilities.

Each of these puppies will likely benefit from many of our professional pet care services—and these new dog moms and dads will be looking for somewhere to obtain them. Let’s do what we can to ensure it’s with you and not your competition.

If you’ve been in business for a while, you likely realize you have clients in your database who have spent tens of thousands of dollars with your company on their individual pet. In many cases, these are clients who began their relationship with you as puppy parents. With consistently excellent pet care and human customer service, proactive cross marketing to

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Don’t make the mistake of treating each client like another number or commodity. Rather than assuming the puppy parent knows what you offer or why these services will benefit their new family member, take the time to explain it to them in an individual, one-on-one conversation or consultation. each client and appropriate pricing, your chances of realizing maximum revenue go up significantly. The younger the pet is, the better your chances are the pet parent will choose you for many of their pet care needs. So how can you capitalize on these precious opportunities?

Don’t make the mistake of treating each client like another number or commodity. Rather than assuming the puppy parent knows what you offer or why these services will benefit their new family member, take the time to explain it to them in an individual, one-on-one conversation or consultation.

The following are some key talking

points that will go a long way in convincing those new puppy parents that your services play an important role in the lives of their new addition.

Socialization Veterinary societies including the American Veterinary Medical Association (AVMA) and American Veterinary Society of Animal Behavior (AVSAB) advocate for socializing puppies as early as seven weeks of age—even before their initial vaccinations are complete.

Developing social skills in the first three months of a puppy’s life is a critical key to helping pets enjoy their happiest and

most successful canine lives.

As long as a puppy has received their first set of vaccinations (and isn’t showing any health concerns), a conscientious pet parent can safely introduce them to as many new environments and faces (canine and human!) as possible.

Adjustment to socialization in these impressionable three months helps reduce the probability of behavioral problems later in life, including heightened fear, anxiety and aggression.

Behavioral issues stemming from improperly socialized puppies is a huge factor in why pet parents surrender their pets. Sadly, many are euthanized.

For this reason, the official stance of the AVMA and AVSAB is to socialize puppies as early as possible, even before they’re fully vaccinated. The age that you accept a pet into your facility is, of course, your decision.

Doggie Daycare What better place for puppy parents to socialize their new furry family member than a professional daycare facility like yours? A safe, clean and supervised environment like doggie daycare is a great place for young pups to see new sights and meet new friends in a controlled, healthy setting. Consider including puppy socialization messaging in your marketing to entice puppy parents.

Once you’ve attracted new puppies to your quality daycare program, it’s time to introduce them to the other amazing services you offer. Ensure the pet parent knows about your other offerings, from overnight lodging to training and grooming.

Overnight Care After months in quarantine, many

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PET BOARDING & DAYCARE

people are eager to travel as soon as restrictions lift. This includes many new pet parents who will be looking for a home-away-from-home for their puppy.

An early visit to a lodging facility can be a valuable experience for a puppy. Pet care businesses can provide everything a young pup needs to have the most enjoyable stay away from home, including loving human attention and special amenities designed to enrich the puppy’s experience. When the puppy parent returns to find their loved one happy and satisfied, they’ll feel the same way. This is an excellent way to make lasting impressions and relationships with puppy clients.

Bathing or Grooming As you know, bathing and grooming are a critical part of maintaining a dog’s overall wellbeing. This is especially true for puppies. Introducing young puppies to grooming early on in their

lives helps them adjust to the process of a routine appointment. With an early and positive experience, the pup is more likely to allow bathers and groomers to trim their nails easily, cut their hair and provide other important services as they grow. That’s not to mention the importance of keeping their skin and coat as clean and healthy as possible.

Training Behavioral concerns can be very frustrating for families—especially for first-time pet owners. In fact, difficulty with behaviors is the leading cause of surrendering pets to shelters. According to the ASPCA, approximately 3.3 million dogs enter shelters each year, of which 30% are relinquished by their owners. Early access to socialization and behavioral training can be extremely meaningful for pets as well as their families, allowing them to enjoy the most

PET BOARDING & DAYCARE

fulfilling and, hopefully, long relationship.

As challenging as COVID-19 has been and continues to be for many businesses, the world has been blessed by lots of new furry friends. Progressive pet care businesses look for proven ways to grow, even during the most difficult times. By taking the time to adjust your strategy and thinking with these puppy prospects in mind, your business will be stronger than ever as the world continues to normalize.

Laura Laaman is president of Outstanding Pet Care. Outstanding Pet Care guarantees to substantially increase the revenues of its clients with its proven services. If you’re interested in growing your revenues, schedule an individual consultation with Laura Laaman or one of her team members. Call Outstanding Pet Care at 1-888-735-5667 or go to www.

OutstandingPetCare.com.

15

BUSINESS

3 C

M

(and What to Do Instead)

Y

CM

MY

CY

By Ashley Caywood

CMY

K

As leaders, we are often expected to have all the answers.

But leaders are people too—

Highway. Yes, you started your business with a vision and a dream. You may be the most experienced or well-educated person on the team. But

even so, that doesn’t always mean your way is the best

we’re not perfect, and we

way. In fact, if your team feels they have to do things a

make mistakes. Here are three

buck will always stop at you.

mistakes you might be making

multi-talented individuals. They’re probably also much

that could be slowing down

business running, so it is important to collaborate with

your team and dragging down

find that it’s a relief not to have to solve everything.

your business, as well as what you should be doing instead.

16

1

Believing That It’s Your Way or the

certain way because it is what you’ve directed, then the Your team is probably made up of a group of diverse, more in touch with the day-to-day tasks that keep your your team and listen to their ideas. Chances are, you’ll

2

Not sticking to established policies

and procedures. You likely have taken the time to define your company’s policies, and

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maybe you’ve even outlined standard

When working with your team, give them

the situation that prompted you to

operating procedures, which means

room to experiment and learn, as long as

use one of these leadership crutches,

you’ve invested a lot of time and thought

they are moving forward in the general

course-correct and be mindful next

into the correct way that things should

direction you want. Only veto them when

time you’re in a similar situation.

be done in your business. Now, it’s up to

it will result in a catastrophic error.

your team to follow these rules you’ve

Believing that you have a better solution is

doesn’t exist. But we should always strive

outlined, right? Not so fast…you must

not reason enough to override a solution

to get a little bit closer—for our business,

hold yourself equally—if not more—ac-

that is heading in the right direction.

for our team and for ourselves.

countable to your company’s policies

Giving your team room to test and learn enables them to grow as leaders

Ashley Caywood is founding partner at

themselves. It offers valuable insight

Zolvy.com, empowering petcare entre-

means is that your actions are even more

into the thought processes that inform

preneurs to take control of their business

scrutinized than anyone else’s. If your

the way you run the business. So, use

so they can continue to pursue their

team sees you undermining your own

that veto card sparingly, your business

passion. Zolvy provides targeted solutions

structure, you’re setting yourself up to

will be better for it.

for the behind-the-scenes challenges

and procedures than you do your team.

Yes, you’re the boss. But all that

facing business owners every day. In

fail. Instead, lead by example, and your team is much more likely to follow.

The role of a business owner can

addition to her work with Zolvy, Ashley

be heavy, and it’s easy to see why you

is founder and co-owner of Roscoe’s Bed

might make any one of these mistakes

+ Bark in Portland, ME, the city’s first

leader, when a problem arises, it

in an effort to quickly solve a problem

24/7 supervised dog daycare, growing

sometimes feels easy to override

or move your business forward. Try

it to seven figure revenues in less than

your team’s proposed course of action and

to catch yourself the next time you

three years. Ashley holds an MBA in

give them the right answer—your answer.

make one of these mistakes. Notice

Entrepreneurship from Boston University.

3

18

We’re not perfect; in fact, perfection

Overusing your veto. As a

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Welcoming new businesses built by pet lovers like you.

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19

$

$

$

ON PET WASTE REMOVAL AS AN ADD-ON SERVICE

BY RHONDA SANDERSON

20

PET BOARDING & DAYCARE

P

assionate about dogs and their business, Jessica and James Friley, the owners of Man’s Best Friend Pet Resort in Belton, Missouri, have recently added another service to their business. The couple was looking for ways to increase their revenue stream and still cater to their dog clientele yearround. When customers are not boarding their pets, this new service provides weekly contact with them and offers a solution to the pesky poop situation while serving the environment.

After much research, the answer seemed to be to add a pet waste removal service to their burgeoning boarding service. The Frileys did their due diligence on the industry and found out that many dog owners are willing to pay someone else to do this unpleasant but necessary task.

The Frileys became franchisees of Pet Butler, a pet waste removal service, in January 2020. Now this duo is removing one pesky chore for pet owners. The waste removal end of their business provides dog poop-scooping services and pet waste removal to homes and multi-family communities. The Frileys are bringing this convenience to customers in their region. In Missouri, they service Belton, Grandview, Raymore, Pleasant Hill and Peculiar. In Kansas, they service Leawood, Olathe, Overland Park and Stillwell.

“We originally thought that most people would find this convenient and worthwhile because they were so busy and at jobs and school most of the day.

To our surprise, it is even more valued now, during the pandemic, because more members of the family are at home, still working and busy, but spending more time on their premises. A clean outdoor space, often a respite from online conference calls and online classes for the kids, free of germs, is an even bigger priority now,” said Jessica Friley.

As an essential business during the pandemic, the Frileys feel they are providing a needed service to keep yards clean and healthy. At the end of the day,

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all the waste collected is disposed of at the waste receptacle. Customers can pay weekly or prepay for a month at a time for waste removal services.

“Adding this service to our business

was a smooth transition, and the extra revenue stream and weekly contact with our clients just strengthened relationships. We feel we are now serving the community further,” said Jessica.

Rhonda Sanderson is a franchise expert who has owned and operated Sanderson & Associates and Sanderson PR, both specializing in traditional, social media and crisis PR in the franchise space since 1986.

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21

FACILITY

A Picture Worth A THOUSAND WORDS

Written & Photographed by Sally Smith

As the old adage goes,

the

a picture is worth a thousand words.

B

ut, you also want the pictures of the four-footed family members in your facility to

solidify your relationship with your clients and make them want to share with friends and family.

People love pictures of pets—their own pets especially. Just peruse your friends’ (or your own) social media accounts and you’ll likely see countless pet photos. As we know for many pet owners, their pets are like children.

And you can use this to your advantage in a couple ways to foster good feelings and promote your facility.

Many pet owners will recognize that their pet hates being away from home.

You can show off how well-adjusted and how much fun their dog or cat is having at your facility just by texting a photo.

You can really impress a first-time boarding client with a picture every day or two to waylay their fears that their beloved pet is not just stuck in a cage.

22

The snapshot is the “quick & easy” picture; the one where all you do is whip out your cell phone. It’s a good way to let the pet owner know what is happening in their dog’s day at your facility. For instance, with dogs: • In the tub covered with soap (assuming he is not showing fear of being bathed) • In the play yard with a ball, or playing tug of war with a staff member • Chowing down a meal (for the owners worried their dog isn’t eating) • Out for a walk • In a play group enjoying the company of other dogs (if approved by owner)

PET BOARDING & DAYCARE

And Don’t

forget the cats • Sleeping away on a cushion or blanket • Playing with a toy, or rolling in catnip • Being brushed or combed (if the cat enjoys it) • A staff member holding or petting the cat Ideally, these pictures are just a quick shot of a day in the life at your facility. And, most importantly, they can put clients’ minds at ease. You could add a brief caption like, “Sunny is really enjoying her spa day!” or “Mittens likes the catnip mouse so much you may need to get him one!”

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the This is the more formal picture, where you may have the pet sit, possibly in front of a backdrop, looking alert and happy. You could add in props for holidays or even hire a Santa Claus to pose with the pets. And if you offer grooming, it’s a great way to show off a freshly groomed pet.

It helps to have an SLR (single lens reflex) camera—although some mobile phones do have a great camera these days. These photos may even be something you can charge for. If clients start asking for a printed copy or file to download, you are on to something that can become a revenue source.

Who wouldn’t pay a few dollars for a picture of their pet with Santa, dressed up for Halloween or freshly groomed?

10 Hints for a Great Shot 1. Make sure the eyes are in focus. Part of the dog, even the nose, can be out of focus, but the eyes need to be bright and sharp. Eyes are the window to the soul, and pets’ eyes can be so expressive.

2. Use natural light. Take photos outside, if possible, or near a window. This will help show depth perception and body detail. Bright light from one direction, like a camera-mounted flash, can flatten the pet’s look in the final photo.

3. Close-up shots are best. Unless it’s an action shot, like a dog running, it’s best to go close-up. Sometimes a picture of just the face can show much more expression and

happiness than a full-body shot.

4. Take your time and take several pictures. Professional photographers might shoot hundreds of pictures in a session and get only a handful they would deem worthy of publishing. And while your in-house efforts won’t demand this level of expertise, a nicely composed photo takes time. The pet needs to be comfortable and may need time to settle before a photo starts to convey the scene you mean to communicate.

5. Have help. Often a second person is needed to distract the dog from what you are doing, or the cat needs to be enticed to look at you.

If you try to take a group photo of a family of pets, several pairs of

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hands may be necessary!

6. Use objects to get their attention. Squeaky toys or other sounds can work wonders to prick up ears to show real facial expression. Or, try a treat with for a pet who is very food oriented. For cats, a feathered toy just out of reach to interest them and hold their attention for a few moments works well.

7. Use a fast shutter speed. With the SLR camera, this will help capture the moment and avoid blurry photos.

8. Think beyond a portrait. Try different settings to create more interesting and unique photos. And photos turned into black and white can be very dramatic.

9. Have the camera at the pet’s eye level. Photos that show the pet looking directly in the lens are so much better than when the camera angle is looking down upon the pet.

10. Have a simple background.

Or you can use aperture priority as low as possible with an SLR to blur the background.

Keep the pet as the center of attention and eliminate anything that might be a distraction in the background.

Your photos do not need to be professional quality; however, the more you practice, the better the pictures will become. Look through pet magazines and notice how photos are presented. The pet owner will just love the fact that you took the time to do this for them.

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Pet Business

Insurance (AND WHY YOU NEED IT NOW MORE THAN EVER)

By Andy Gale

When first opening your pet care business, you probably planned for all imaginable challenges.

Y

ou likely outlined cleaning procedures to protect animal clients from disease outbreaks and invested in ongoing staff training to prevent conflict. You probably even created a pet care business plan to ensure adequate profit was made each month. As a responsible pet business owner, you planned for all foreseeable crises.

However, it’s undeniable that 2020 has been a record year for the unimaginable.

No one could have predicted the global pandemic and its ensuing effects on public health and the economy alike.

As a pet care professional, your job now is to find ways to successfully (and safely) continue operations in an uncertain atmosphere. With that in mind, it might be time to revisit your pet care insurance plan to ensure you have adequate coverage in place for the worst-case scenario.

Considering that, we’re going to explore this type ofPETinsurance in light of BOARDING & DAYCARE this year’s challenges, and the additional precautions you can take to hopefully 28

never have to actually use that coverage.

What Is Pet Business Insurance?

In pet care, the unpredictable is to be expected. After all, you’re caring for living guests that can’t speak to you—at least not in any documented language that you’re likely to understand. While you can and will take precautions, such as separating animals and ensuring all of your staff is trained to notice the signs of distress, you can’t prevent every single challenge with certainty.

This is where pet business insurance comes into play. Rather than general business insurance, pet business insurance was created with businesses just like yours in mind. As with other insurance types, the goal is to invest in coverage without ever needing to use it; however, the worstcase scenario—a global pandemic—is happening now. It’s time to dive into your insurance policy and ensure you have adequate coverage for any of the new challenges that may arise.

PET BOARDING & DAYCARE

1

PET BOARDING & DAYCARE

29

What Challenges Are Pet Care Businesses Currently Facing?

In addition to the public health crisis, there is also an ongoing economic downfall—one that’s impacting both pet care businesses and their clients alike.

The challenges confronting pet care businesses due to COVID-19 include (but aren’t limited to): • Client and Pet Safety. While the effects of COVID-19 on humans is

observable, there are a variety of confusing

it’s recommended that people residing

accounts surrounding how the virus can

in different households avoid in-person

impact their animal counterparts. This can

interaction. So unless all of your staff

make clients nervous to trust their animals

members live under one roof (along with

in the care of your pet care business.

your clients), this can be challenging to

Thankfully, the consensus as of writing is

accomplish! To combat this, make sure you

that animals are significantly less suscep-

establish clear social-distancing protocols

tible to the virus, but it’s still important to

to ensure your staff members are kept safe.

create the safest environment possible for

• Loss of Business. Whether due to

clients and their pets alike.

• Staff Safety. During COVID-19,

client apprehension, decreased staffing or mandatory closures (with “essential business” qualifications applied differently to pet care businesses depending on the

Pet Care Facility DESIGN • BUILD • CONSULTING

state), there’s a decent chance you’ve experienced a loss of business due to COVID-19. While the pandemic won’t last indefinitely, it can be a challenge to cover expenses and come out successfully on the other side of the crisis.

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What Types Of Pet Business

Insurance Should You Consider?

There are a few types of insurance coverage that your business should consider.

This includes general business coverage and pet business-specific coverage. After all, just as you might encourage pet owners to invest in pet insurance, you should have • Designed over 70 facilities, including veterinary hospitals • Built 17 pet care facilities • 27-year owner/operator of a Pet Resort!

animal service-specific coverage as well.

Pet Care-Specific Coverage Options:

DESIGN

• Architectural – Engineering

Plumbing Electrical Mechanical

• Animal Floater/Bailee. This type of coverage is for if an animal dies while in your care. Ensure you’re covered by Animal Floater/Bailee

CONSULTING

• Site Selection • Business Plan • Feasibility Study • Demographics • Operations

insurance for the absolute worstcase scenario.

• Lost Key. If your business is making more “house-calls” and providing walking services out of clients’ homes to abstain from your business’s premises, Lost Key insurance

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is essential. This covers your business

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Basic Business Coverage Options:

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places a client’s key when providing

• Commercial Liability. Commercial PET BOARDING & DAYCARE

Liability insurance covers conflict

some policies exclude virus-related

likely hire dog behavior experts and even

that may arise due to the general

business continuity challenges, it’s

require regular renewal of training.

operations of your business, such as

still worthwhile to look into whether

a client slipping on spilled water and

your specific policy does so.

getting injured. If a client contracts

If you work with an insurance provider

Approach pandemic training with the same vigor—your staff should be trained clearly on how to maintain safe social

COVID-19 on your premises,

that specializes in pet care in particular,

distancing across the business. When

there’s a chance that a lawsuit would

you may be able to access these types of in-

your staff is trained, you can operate with

follow. In that instance, Commercial

surance within one comprehensive policy.

confidence and convey that to clients.

Liability insurance covers the suit and resulting damages.

• Worker’s Compensation. Your business probably has Worker’s

What Steps Can You Take To Avoid Using Insurance?

While you must invest in pet business

Another impactful precaution you should take is investing in pet care business software. Here are a few ways that software will optimize and help you

Compensation insurance, so the

insurance, the goal is to never actually

tip here isn’t to invest in it now.

need the coverage it provides. There are

However, you should investigate the

a few precautionary steps you can take to

businesses are scheduling the

Worker’s Compensation policies

give your business and its employees the

same employees to work on the

in your state, as some areas have

best chance of avoiding a crisis.

same days to decrease exposure

dictated that this coverage will be

First, training your employees on the

maintain safe operations: • Simplifying Scheduling. Some

to new people. However, even if

expanded to cover if COVID-19 is

new pandemic-specific safety measures

you’re not doing that, pet care

contracted on the job.

is key. You likely train employees in

software can give a comprehensive

• Business Interruption. This is cover-

confident dog-handling best practices

overview of how many employees

age for moments where the continu-

to prevent injuries on behalf of the dog

and guests will be in the building

ing of business is impossible. While

and your staff alike. Even further, you

at any time, ensuring you’re not

PET BOARDING & DAYCARE

31

over-scheduling to the point that distancing is impossible.

• Providing Updates to Clients. With the goal of interacting with clients face-to-face as little as possible, pet care software can fill in the gaps in communication. You can send digital “report cards” and updates to clients after they pick up their pets in a socially-distant manner.

• Live Streaming. In a similar vein

to providing updates, some pet care software solutions integrate directly with live streaming services. With this, you can show clients that their pets are safe and happy in your care, without their human counterparts actually stepping foot in your facility.

• Facilitating Digital Payments. Pet care software can facilitate digital payments, allowing clients to

check out in a touch-free manner.

You can also offer multi-stay packages to simplify the payment process even further.

• Sharing Waivers. While you may have pet care clients sign waivers prior to leaving their pets in your care (for example, specifying that you’re able to provide basic medical care if needed), some businesses are choosing to provide COVID-19-specific waivers. You may choose to host this waiver on your website, or you could use your software to share and store them digitally.

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While pet business insurance is essential, it’s also important to take precautionary measures beforehand.

With these tips, you’ll create a safer work environment and instill confidence in your staff and clients alike.

When disaster strikes—whether a dog fight or a global pandemic—pet business insurance can help you roll with the punches. Begin by revisiting your insurance plan to ensure you have adequate coverage. And, with additional precautions, you’ll be wellpositioned to never actually require using the coverage.

Employee Safety

Andy Gale is the Director of Sales and

Animal Behavior & Handling

provider for pet boarding and dog daycare

Marketing at Gingr, a leading software

Facility Management

companies. Previously, Gale worked as the

Vaccine Protocols

Materials, specializing in the sale of sus-

National Sales Manager for Sustainable

Nutrition

tainable interior design products. Holding

& Much More!

vious self-service business owner himself,

an MBA in Sustainable Business and a preGale brought his knowledge of sales and sales management to Gingr. Now, he helps

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pet care business owners understand the value of intuitive software in daily management, as well as partners with other pet care industry leaders to support business owners in the field. www.gingrapp.com.

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CATS

FEL I N E

BRUSH-OUT A P R O F I TA B L E A D D - O N S E R V I C E

By Deborah Hansen

s a boarding facility, there are many great ways to increase the bottom line when it comes to feline care.

One way we can add revenue without incurring a high upfront cost is by offering our cat clients a brush-out on their last boarding day. A brush-out by a staff member is an easy option when your facility does not have a feline groomer on staff.

Two important things to consider before brushing out a cat are temperament and coat condition. If the cat has been growly and hissy during their stay and has taken a few swats at the staff, this cat is obviously more cat than your employees should attempt to brush out. When working with felines, always remember, the benefits need to outweigh the risks. A cat bite to an employee is a serious liability for a boarding business and every step should be taken to avoid any injury from a feline.

Photos by Esther Abbe

34

PET BOARDING & DAYCARE

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Fig. 1

In addition, sometimes the coat condition makes a brush-out impossi-

finish with the feet, head, face and tail.

The key to a successful brush-out is

ble and those cats need to see a profes-

using the correct tool. While “brush-

sional feline groomer. When the coat

out” sounds like you will be using a

is hard to the touch or there are lumps,

brush, I only use combs on cats. A

the cat is too matted for a brush-out.

medium comb with a handle will be

Usually these conditions are worse on

the most useful tool, followed by a fine

the hips. If you can touch the skin on

comb. Many of you may be thinking of

the hips of a cat without feeling lumps,

using one of the deshedding tools on

this cat may be a good candidate for a

the market. In my experience, a simple

brush-out. A mat is simply dead coat

comb used correctly is far more effec-

intertwined in the living coat by a

tive and leaves the cat happier than any

binding agent. Usually that agent is the

of the other available options.

natural oils formed by the cat’s skin.

When I start a brush-out, I divide the

I like to start by holding the cat up in front of me. To do this, I make a “v”

cat’s body into four sections. I start on

with my thumb and forefinger and place

the back, move to the right side, then the

my “v” under the front arm pits while

belly and finally the left side. By working

supporting the cat’s chest in my palm

in this pattern, I am confident I have

(Fig. 1). This hold has several benefits.

covered the entire body of the cat. Then I

First, it keeps the cat slightly off-balance

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Fig. 2

which helps me maintain control of the cat. More importantly, this hold stretches out the skin. When doing any kind of grooming on a feline, it is important the skin is taut because cats tend to have saggy skin which can either get caught on the comb or prevent you from combing to the base of the coat. Another advantage of this hold is easy access to all areas of the cat.

Starting on the back, I insert my comb into the coat near the base of the neck, rotating the comb to a 45 degree angle, then pulling the comb down the cat’s back to the tail base (Fig. 2). I then repeat several passes down the back of the cat. Make sure to comb the hips when working on the cat’s back. For elderly or special needs cats, have them lie on their belly for as

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Fig. 3 Fig. 4

much of the brush-out as possible.

When making this downward

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pendicular to the body. If that does not help, move to a fine comb. Clean need a fine comb. Do not fall into the trap of thinking short-hair cats need a fine comb. Many short-hair cats have a dense coat and need a

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When finished with the back, move to the first side. If the owner

40

PET BOARDING & DAYCARE

brushes their cat, many times they miss the sides which results in an accumulation of dead coat in this area. Really focus your efforts on the area between the arm pit and upper hip. Pulling your comb straight down, at an angle will remove a lot of dead

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coat (Fig. 3).

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Moving to the belly, I sometimes lay the cat on their back in

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After the body has been

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A LOT distracting you from building the business of your dreams

combing the tail, lay the cat on their belly, squeeze the cat firmly between your forearm and your body, keeping the mouth pointed away from your body to prevent being bit or scratched (Fig. 4).

Most cats act up when their tail is being combed. Make sure your comb is reaching the skin at an angle. You should get a lot of dead coat out of the tail. Owners are not usually able to brush their cat’s tail, making it a place where dead coat accumulates.

I like to show the owners how much dead coat was removed from their cat. A quick picture

We’re here to help.

We created Zolvy to provide online tailored solutions to some of the biggest challenges facing you as an entrepreneur in the pet care industry. Our goal is to empower you with the tools you need to take control of your business, so you can continue to pursue your passion.

with an object for size comparison helps an owner realize the full value of a brush-out. A feline brush-out is an easy and profitable upsell for many feline boarding businesses that do not

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PROFILE OF SUCCESS

BUILT ON

W

by Kathy Hosler Photos by James Haskins Photography

44

hen Emerson and Kathy Hughes of Glen Allen, Virginia founded Holiday Barn Pet Resorts in 1972, their focus was to provide a safe and healthy place for people to board their pets.

As demand for their services grew—including training and grooming, which was added by request of their customers—the Hugheses decided to open a second location on the other side of Richmond. That facility, which was completed in 1980, had a lot of improvements and innovations. It was one of the first completely indoor facilities.

That really enabled them to control noise. It was fully air conditioned, had a radiant heat system in the floors, backup power and more.

PET BOARDING & DAYCARE

“When we designed the resort layout, we realized it was a lot safer and also easier to develop a campus-style site.”

– Michael Hughes, Head of the Pack, Holiday Barn Pet Resorts

Both locations thrived, and in the following years, the Hughes family added more new, pioneering expansions to their resorts.

Emerson and Kathy's son, Michael Hughes, is now the official “Head of the Pack.” He shares with us a little bit about how their business and facilities have changed over the years.

"When we designed the resort layout, we realized it was a lot safer and also easier to develop a campus-style site," says Michael. "So, rather than building a 35,000 sq. ft. warehouse, we've added eight or nine separate buildings. It's almost like our own little town.

"We know that a lot of illnesses in pets are airborne," Michael continues. "Having a campus-style facility dramatically decreases the possibility of transferring disease from pet to pet. Also, if you have something like a heating system failure, it's only one problem in one building—not your entire facility."

In the 1990’s, Holiday Barn began expanding its facilities and evolving the scope of services to meet the increasing demand for luxury pet services. Pet owners

no longer wanted to board their pets at just a kennel— they wanted their fur kids to go to a resort!

Holiday Barn broke ground in 2013 for their breathtaking, state-of-the-art Midlothian location. It has almost 34,000 sq. ft. under-roof and 18,000 sq. ft. of play space. The original Glen Allen location has 26,000 sq. ft. under-roof and approximately 15,000 sq. ft. in play space. And each facility can accommodate up to 375 pets.

Highlights of these expansions include a spectacular bone-shaped, in-ground swimming pool, doggie daycare pavilion and play yards, luxury dog suites and beautiful cat condominiums. The buildings at both facilities have plenty of windows to let in lots of natural light.

"We developed and built our luxury and presidential suites with designated bedrooms for the dogs that give them a lot of square footage, doggie beds, TV's, chandeliers and more," shares Michael. "We still have traditional kennel space enclosures with access to a personal exercise area. And, we even have a cozy cottage option where multiple pets from one family can stay together.

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"We also designed buildings specifically for cat boarding,� Michael continues. “They have custom-built, floor-to-ceiling cat condos with built-in aquariums to help keep the felines occupied, a private potty area and several different levels to explore. There is even an outdoor 'catio' for their enjoyment."

Luxury housing is only the beginning of the amenities, activities and programs that the guests of Holiday Barn can enjoy. Swimming, play times, special treats, private walks and spa treatments are some of the extras the pets can also participate in.

"We have a high level of customization," says Michael. "There are a multitude of activities and add-ons that we can guide our customers to based on their pet's personality and the owner's interests."

Launched in 2003, daycare has become a huge part of their business.

They have approximately six daycare yards per facility, and can stagger groups between resting and playing, so they can handle between 120 and

130 dogs per day at each location. Most of the outdoor daycare areas have synthetic turf, so there are no muddy paws to deal with, and the areas can be sanitized daily (or more often if needed).

Recently, they began to offer enrichment programs to the pets that board and attend daycare. They find that enrichment activities provide the mental stimulation that is key to a happy, healthy pet. Customized puzzles, games and challenges that stimulate dogs’ brains provide an appropriate level of exercise, and strengthens the human/pet bond.

"Training has always been a big part of our service," says Michael. "We know that it is such an important part of a relationship between pet owners and their dogs. Training isn't just about teaching a command; it's about how a dog and its owner can work together.

It's an investment of time and money that should last the life of the dog.

"We have found that individual training is more successful for the owner and the pet than group classes. We

assess each dog and determine the owner's goals, then we develop a customized program for them," shares Michael.

The resorts also offer grooming at each location. Their services run from a basic bath to full-service breed trims and pampering spa packages.

"We couldn't operate our resorts and provide our many services without our fantastic team members," Michael says proudly. "Holiday Barn Pet Resorts has a set of values that has always guided our company; ‘Compawssion’: Providing genuine care and concern through our thoughts, words and actions; ‘Pack Spirit:’ Working and playing together for the success of our organization; ‘Furrmazing’: Enthusiasm for everything we do; ‘Purrrsuing Learning:’ Constantly striving to obtain and share knowledge; and ‘Best Paw Forward’: Doing the right thing because it is the right thing to do.”

There are upwards of 150 employees on the resort's staff. From day one, these values are instilled in each new employee as they go through training. A new “Pack Member's” first week on the job is not actually spent working. They receive safety training and attend a leash-handling class. Then, they spend a full shift in each department. That gives them a chance to see how the overall business performs. The following week, they go to their own department for training.

The Hughes family feels that continuing education of their employees is crucial to the continued success of the resorts.

"We actually bring in an outside consultant who presents a leadership class to help them become stronger managers for our team," shares Michael. "We also have an education tuition assistance program. Depending on the curriculum a staff member wants to pursue (pet groomer, dog trainer, etc.), we will fund a portion or the entire amount of the education for that person. And our leadership team attends as many conferences as possible. Holiday Barn pays for them to go and also compensates them for the time off work.

PET BOARDING & DAYCARE

"At the end of the year, our team leaders get together at a retreat,” continues Michael. “We put the financial performance of the business (revenue, costs, etc.) out there for these leaders to see. Then we make decisions as a team on how we are going to better operate the business over the next year. Every department comes up with its own goals.

"This year is different for us because of COVID-19," shares Michael. "We actually had to stop business for a while except for boarding some dogs and cats for healthcare providers who were helping with the coronavirus. With our core team of leaders, we developed safety protocols and procedures. When the state of Virginia posted their requirements, we were already in compliance."

Recently, Holiday Barn Resorts revamped their website. "We see our website, www.holidaybarn.com, almost as a portal for consumers to come in and see what our business is about," says Michael. "Because of COVID-19, we really can't do in-person tours. But, through our website, we can give tours of our boarding facilities, tell about the services we offer and share fun videos of pets enjoying our facility.

"Social media, like Facebook and Instagram, is a very important, reinforcing part of our business,” Michael states. “We have one staff member who manages all of our social media and website needs. We post lots of content and pet photos, and our customers and followers love it!”

Since 1972, Holiday Barn Pet Resorts has received countless local and national recognitions for their outstanding service to their clients, their pets and the local community. They have been featured on NBC’s Today Show and were declared one of the "Top 10 Places to Pamper a Pooch" by The Travel Channel.

The visions and values that founded Holiday Barn Pet Resorts almost 50 years ago have continued to be the driving force behind their unparalleled success.

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INDUSTRY

2020 PET BUSINESS

CUSTOMER

LOYALTY

SURVEY RESULTS

s we all navigate the pandemic and the current economy, an age-old truth has become even truer: customer loyalty is the lifeblood of the American small business—especially in our industry. Many pet boarding and daycare businesses are still recovering lost revenue from state-mandated closings and consumer hesitance. To restore financial stability, business owners must do everything possible to encourage repeat business and referrals.

Building customer loyalty has never been an easy task, and it certainly hasn’t become easier during the pandemic. Pet boarding and daycare businesses must go above and beyond to make consumers feel safe, excited and willing to visit their business again and again. How? Start by listening to their needs.

Before the escalation of COVID-19 in the United States, DaySmart Software surveyed 2,000 U.S. consumers who frequent small businesses to understand what they

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By Jeff Dickerson

want from their go-to professional service providers. These findings are the keys to unlocking customer loyalty. As small pet businesses get back on their feet, they should follow these three steps to reengage and grow their customer base: 1. Deliver High-Quality Service Consistently According to the report, 62% of respondents believe quality of service is a pet business’s most important trait, followed by cost (40%), convenient location (32%), and trust and reputation (each 31%).

While quality service may seem like an obvious priority, pet boarding and daycare businesses should pay special attention, knowing consumers may be hyperaware of any changes since the pandemic.

Pet business owners should invest in the resources needed to deliver a reliable, premium experience—starting with talent. Sixty-one percent of respondents expressed that trusting a business’s employees and their

PET BOARDING & DAYCARE

WHAT IS A PET BUSINESS’S MOST IMPORTANT TRAIT?

QUALITY OF SERVICE

62%

COST 40% LOCATION 32% TRUST 31% REPUTATION 31% ACCORDING TO SURVEY RESPONDENTS

PERSONALIZED EXPERIENCES:

57%

72%

OF

CONSUMERS ENJOY

PERSONALIZED EXPERIENCES capabilities is the number one benefit of being a “regular.” Owners can equip employees to build this trust by offering training opportunities to keep their skill-sets competitive. It’s also important to provide them with modern tools that make their jobs simpler and satisfying.

53% 48%

KNOWING CUSTOMERS’ PREFERENCES WITHOUT HAVING TO ASK SPECIFIC RECOMMENDATIONS BASED ON CUSTOMERS’ NEEDS COUPONS FOR PRODUCTS OR SERVICES THE CONSUMER HAS PURCHASED BEFORE

If pet boarding and daycare businesses don’t mitigate workplace frustrations, they risk their top talent walking away—and taking their customer base with them.

Forty-eight percent of survey respondents say they would follow an employee if they moved to a new company. So, retaining

PET BOARDING & DAYCARE

employees can translate directly into sustaining repeat business.

2. Create a Personalized Experience Pet boarding and daycare businesses can show customers they value their business by personalizing their

49

experience; in fact, 72% of consumers say

while to build (between five to 10 visits,

equipping employees to cultivate mean-

they enjoy getting personalized promo-

according to 51% of respondents), it can

ingful experiences and relationships.

tions and/or messages from the business-

also be broken with one bad experience,

es they visit. However, personalization is

like being overcharged for a service (40%)

For the full report of survey findings,

quite a broad concept that can vary from

or not being reminded of an upcoming

industry to industry. What should it look

appointment (27%). Pet boarding and

visit www.daysmart.com/loyalty2020/

like for small pet businesses?

daycare businesses can prevent this from

According to our survey results, 57% of

happening by investing in tools that lower

consumers believe that, for an experience

the risk for mistakes. Seventy-seven per-

to qualify as “personalized,” the business

cent of respondents also say they are less

should make them feel like their prefer-

likely to revisit a business after receiving

ences are known without having to ask.

lousy customer service.

Software, the makers of 123Pet Software, a leading pet business management software for appointment booking, staff management, payment processing, marketing and customer

It’s also important for the business to offer specific recommendations based on cus-

Jeff Dickerson is CEO of DaySmart

Every customer is unique, but there

communications for pet professionals worldwide. Thousands of grooming

tomers’ needs, according to 53% of respon-

are common threads for building and

dents, like recommending a pet food based

growing customer loyalty—delivering

on a pet’s dietary needs. Another 48%

quality and considerate service. As

believe personalization includes getting

customers’ specific demands and needs

offered coupons for products or services

continue to evolve during the pandem-

the consumer has purchased before.

ic, those universal truths will remain.

software companies and developing

Pet boarding and daycare businesses

technology that empowers and drives

just need to continue eliciting feedback,

real business results for customers.

using reputation management tools, and

www.123petsoftware.com

3. Identify Customers’ Dealbreakers While customer loyalty can take a

salons, mobile groomers, daycare and kennel businesses use 123Pet Software to run and grow their business. Jeff has 25+ years of experience building

re inside he ful. s The echo and stres y is o n it makes

t me Either ge lugs, p some ear

l! e k c E l l a or c It’s a problem when three dogs bark in a kennel area and the echo makes it sound like you’re hearing a pack of thirty barking dogs. Eckel Noise Control Technologies can help rescue your furry friends and people from the unnecessary noise and stress of reverb-filled facilities.

Eckel Eckoustic Functional Panels (EFPs), with their combination of superb sound absorption, simple installation, rugged metal construction, and easy cleanability are the preferred choice for noise control inside kennels and shelters.

Eckoustic Functional Panels mount flush to walls and ceilings for an unobtrusive, clean look.

Custom Colors Available

Delivering Sounds Solutions since 1952. eckelusa.com • sales@eckelusa.com • T: 1.800.563.3574 Kennel photo courtesy of Quorum Architects

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PET BOARDING & DAYCARE

black diamond

PET BOARDING & DAYCARE

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NEW PRODUCTS WUFF BALL, THE WORLD'S BEST DOG BALL The Wuff Ball is a new, innovative, super-bouncy dog ball that is safe for indoor and outdoor play. It is durable and fun for dogs and owners alike. Another feature of the Wuff Ball that dog owners love is its lightweight design. This makes this dog ball perfect for indoor play and also makes it a safer option for dogs who retrieve out of the air. Wuff Ball floats, making it a great fetch toy for the beach or pool. Wuff Ball comes in two colors, purple and green, and is available for purchase from Amazon, Walmart. com and Wuffball.com

TOOKTAKE MEDICATION LABEL REMINDER SYSTEM Tooktake is a simple dosage reminder system that lets you know if a pet took, or still needs to take a prescription, over-the-counter medication or vitamins/supplements. Unlike conventional pillboxes or complicated smart solutions, TookTake easily works for liquids and creams, as well as tablets, capsules and chewables.

TookTake is available in three formats to cover most dosage requirements: hourly, daily, and 7-10 day intervals. Each time a pet takes the required dosage, simply peel off the perforated tab that corresponds to the day/time of the prescription. One TookTake pack retails for $4.99 at www.tooktake.com

Wisdom & Grace He changes times and seasons. He removes some kings from power. He causes other kings to rule. The wisdom of those who are wise comes from him. He gives knowledge to those who have understanding.

Daniel 2:21 NIV Bible

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PET BOARDING & DAYCARE

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PET BOARDING & DAYCARE

LET THERE BE LIGHT Anti-Microbial UV Light Oven Pro Sanitizer Kills 99.99% of Germs on Grooming Tools Quickly & Efficiently • No Mess • Save Time • No Liquids • Use Between Dogs

www.ToolKlean.com PET BOARDING & DAYCARE

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PET BOARDING & DAYCARE