Pet Boarding and Daycare January February 2019

VOL 9 • ED 1

JAN / FEB 2019

and daycare magazine WWW.PETBOARDINGANDDAYCARE.COM

SMILE TO BRING OUT

ANY DOG’S BEST

Profile of Success

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TAIL S

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and daycare

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STAFF PUBLISHER Barkleigh Productions, Inc.

and daycare magazine

EXECUTIVE EDITOR Rebecca Shipman

JA N UA RY / F E B R UA RY 2 0 1 9

CONTENTS

ART DIRECTOR Laura Pennington SENIOR GRAPHIC DESIGNER Jenn Barraclough JUNIOR DESIGNER Jenny Thomas WEB MASTER Luke Dumberth

INDUSTRY NEWS

PRESIDENT Todd Shelly VICE PRESIDENT Gwen Shelly

32

CHIEF OPERATIONS OFFICER Adam Lohr DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs

WAGGING TAILS

THE REAL MEASURE OF SUCCESS

REMARKETING : HOW TO

ADMIN / MARKETING ASSISTANT Karin Grottola

MARKET

YOUR PET BUSINESS TO

PAST

MARKETING COORDINATOR Alyx Robertson

WEBSITE VISITORS

22

SOCIAL MEDIA / PR COORDINATOR Chelsey Hall CONTACT

I

Animal Behavior

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)

Have you ever viewed a product or service

6

online and then felt

t is a strategy that allows you to reach users who have visited your website in the

past. The goal of remarketing is to reach the people who matter most

Behavior Problem Solving Made internetSimple: via banner adsProblem Chewing and sidebar displays?

14 That’sSMILE... remarketing. To Bring Out Any Dog’s Best like it was “following” you around the

to your business and place targeted messages in front of them when they are active on Facebook.

Remarketing helps cut down

on wasted ad spend because

your money is only being spent

on qualified users who are likely to make a purchase from your

website or visit your brick and mortar location.

22

Copyright January 2019. 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

How to Set Up a Facebook Remarketing Campaign Remarketing with Facebook requires that you first place a snippet of code, called a pixel, on every page of your website. Each Facebook ad account is assigned its own unique pixel code, which can be accessed from the “Pixel” dashboard within your Ads Manager.

Facebook recommends having a developer put your pixel code in the header tags of your website’s HTML to ensure that it’s tracking across your entire site. For more

Business 26

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and daycare

THE GREATEST BOARDING & DAY Animal Health CONFERENCE OF THE YEAR!

which took place from

Industry News

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Dogs Need Sleep Too: How to Help Your Guests Get the Rest They Need No More Runaways! Tips to Keep Dogs in Your Care Safe and Secure

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his In year’s expo had a Pet Boarding 48 Come & and Get It! Feeding total of 705 attendees, an DaycareYour Facility Expo 2018, increase over last year’s

at the Hershey Lodge

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EXPO

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Managing Your Most Valuable Asset

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seminars from

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Infectious Dise Facilities, First and Heroes for

ANIMAL BEHAVIOR

BEHAVIOR PROBLEM SOLVING

by Steve Appelbaum

P

et professionals, like boarding and daycare staff and owners, sometimes find themselves in a similar quandary as veterinarians. You are not experts in behavior, but some of your customers will look to you for advice and may wind up re–homing their dogs if they are unable to solve behavioral challenges. This has the potential to negatively impact your business.

6

Helping and serving as a resource to your customers is an opportunity to stand out from the competition. Pet boarding and daycare, like most businesses, is competitive. Sharing helpful information with your customers not only makes a difference to them and their pets, but also creates good will.

Customer loyalty is gold in a service business. Loyalty is not just based on having reasonable prices. It isn’t

PET BOARDING & DAYCARE

completely based on doing great work either—although quality service and work is a big component. Loyalty is fostered by the feeling a customer has when they think about you and your business. If you are actually able to assist someone in addressing a challenge that was causing them real frustration, you are likely to have a customer for a very long time.

Let’s talk about a common behavior

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Some owners purchase fabric toys from pet stores not realizing that many dogs like to tear up fabric and, saying to the dog, “here chew this fabric but not this one� is confusing at best. problem—Problem Chewing. The fact is that many dogs, especially puppies, chew.

Puppies are teething from about 12 to 18 weeks and are intelligent, inquisitive beings that don’t have hands. Some puppies outgrow the behavior. Some don’t and learn to like chewing, especially when bored, stressed or nutritionally deprived of something. Usually, the keys to addressing this problem are quite simple: Key 1: Strong Fixation on the “Correct� Objects This means chew toys that are not

confused with household items. This is an important point. Many owners take household items and turn them into “toys� for the dog. Popular items include old rags, socks, discarded children’s toys, etc. Some owners purchase fabric toys from pet stores not realizing that many dogs like to tear up fabric and, saying to the dog, “here chew this fabric but not this one� is confusing at best. Examples of proper toys include KONGSŽ, NylabonesŽ, and other similar products on the market. But it is not enough to simply give the dog a

Nylabone and hope for the best. Some dogs will chew it while others won’t.

Instead, take it and soak it in beef or chicken broth for about an hour a day.

Then make these toys the source of focus when you play with the dog. When you greet the dog, give her the bone and do so when you leave, too. KONGS can be stuffed with peanut butter or any number of interesting things. This will give the dog many hours of play time as she tries to get the scent and taste from the KONG. The bottom line is, if you get the dog to chew her toys 80 percent

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The bottom line is, if you get the dog to

more than she does right now, you will

unsupervised in your home for hours at a

have a dog that is far less likely to chew

time? Assuming you answered no, and I

on the wrong things.

sincerely hope that EVERYONE answered no, why would you do the same with a

Key 2: Teething Puppies in the teething phase can be given ice cubes to chew on. This helps numb their sore gums. You can also use slightly softer chew products including bully sticks or other all natural, dried animal products. Although, these are not

80 percent more than she does right now, you will have a dog that is far less likely to chew on the wrong things.

10

meant to be consumed in large quantities.

A small bone that takes a puppy a week or so to chew down is probably fine, but swallowing one in 10 minutes - not so much. If a puppy is a voracious chewer, consider one of the harder products like Nylabone or KONG. Key 3: Management Would you leave a two–year–old child

PET BOARDING & DAYCARE

puppy under the age of a year? Puppies that spend time in the house should be in exercise pens and/or crates when the owner is not able to directly supervise them. This pen can become a haven for the dog and special care should be taken to make sure the dog feels safe and secure in it. Special chew toys should be placed there, which means she is more likely to fixate on them.

This isn’t suggesting that people leave their dogs in crates or pens for a year. The dogs should be taken out and given supervised time in the house.

Their special toys should be readily available to them during this time as well. As the dog learns to behave, she can get longer and longer times out of

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Dogs that get exercise

s

and proper nutrition are less likely to be the crate. Also, the crate should never be used for punishment.

Key 4: Redirection and Patience When the dog is given supervised

time in the house, make sure she has her special toys within reach. If she errs and starts to chew on the wrong things, a simple “Ugh Ugh” or “No” coupled with giving her the correct item will

teach her over time which items are and are not acceptable for her to chew.

Also, make it a point to pick up as many items as you can before allowing the dog freedom to roam in the house. This doesn’t mean moving the furniture, but you might consider picking up kids’ toys, shoes, etc.

Key 5: Exercise and Nutrition Dogs that get exercise and proper nutrition are less likely to be problem chewers. Make sure the dog is being fed a good quality food and receives adequate exercise every day. Walks are a great way to give the dog exercise. A two to three mile walk, five days a week should do wonders. While exercise is good, please remember not to over do it.

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These are only some of the many tips you can share with clients, and this is just a guide. It also helps to have a reputable trainer to refer clients to when the behavior issues are out of your wheelhouse of knowledge. n

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C

almness and relaxation are recognized as good behavioral choices and, along with other desired behaviors, they are rewarded with sincere, relaxed, up–to–our–eyes, well–timed smiles.

What…no dog biscuits? No “Good dogs?” No clicker clicks? That’s right… smiles, ninety–five percent of the time.

Smile training for dogs (and for us) is naturally positive. If the concept is new to you, here are its basic tenets, applicable to dogs in groups and as individuals:

SMILE TO BRING OUT

by Lynne Swanson, DVM Would you like your dogs to be calmer, more relaxed and more responsive? Would you like to set them up for success in groups?

And could your days use a few extra smiles?

If the answer to all three questions is “Yes!”, consider the Smile Training approach.

14

PET BOARDING & DAYCARE

Follows two Golden Rules.

Golden Rule #1: Reward what you want.

Golden Rule #2: Stop rewarding what you don’t want!

Promotes calmness and relaxation. It rewards not just desired behaviors (e.g.: sit, down, stay, move away from the gate, leave that other dog alone…), but also the state of mind we desire (relaxed) and the energy we desire (calm).

An understanding of energy—basic levels of it, how to direct it to our advantage, what to do with too much of it and how to recognize different types—is absolutely vital if you wish to get the best from any dog. Knowing how to engage and direct him, how to match your response to his behavior, and how to bring out his best in groups all require an understanding of energy. Identifying the energy level and state of mind underlying our dogs’ behaviors allows us to address the problems involved and not just the symptoms.

Promotes focus. We’re not treat– meanies (yes, we do offer them in particular circumstances.) It’s just that we know when a dog anticipates a treat, his focus drifts to the treat and his energy level rises. When he is rewarded with well–timed, genuine, up–to–our–eyes smiles, his focus is on us and his energy remains calm. So offer your dogs a relaxed smile when they

are quiet, and you will get more quiet behavior. Smile at them when they relax if you want them to be more relaxed. Smile at them when you are pleased with what they are doing to get the dogs you want!

Taking a more caninecentric than humancentric approach, Smile training honors the way dogs think and the way they communicate with each other.

Promotes good “follow–ship.”

It is always less stressful for dogs to be the followers of calm, clear, confident and consistent decision–makers than it is for them to be the decision–makers (especially when they may not make the best of decisions). Most dogs are followers by nature. In any situation, given a calm and confident decision–maker who provides for their needs, they will gladly follow.

Builds teams. A dog’s identity in any group is inherently flexible, but it is important to him, just as family and friendships are important to us. It isn’t a matter of “alpha” and “beta” or similar labels. In reality, most dogs are born to fit into and thrive in the middle of their

group, like birds in a flock or players on a football team. There is the spirit of unity, of security, of togetherness, and of ‘us’ and ‘them’ distinction. This is an incredibly practical concept that goes well beyond playgroups (since playgroups reflect location more than identity). Team–building can be used to introduce dogs, address inter–dog aggression, build confidence in insecure dogs, and exercise both mind and body.

Is canine–intuitive. Taking a more canine–centric than human-centric approach, Smile training honors the way dogs think and the way they communicate with each other. Body language is really the name of the game. Dogs express themselves clearly through their posture, positions, movement and energy. They read our posture and the positions we take, plus how we use movement and the energy we project…and they interpret them in the unique context of their

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PET BOARDING & DAYCARE

THE 5 C’s OF

SMILE TRAINING CALMNESS

CLARITY

COMMUNICATION

species. With dogs, it is not so much what you say but how you say it.

Uses good routines. Routines and small rituals are important to dogs, and in almost any environment, good ones can help them thrive while problematic ones set them up for stress and failure.

Spending a little extra time up front to establish thoughtful routines saves time and prevents issues later, in a positive and very practical way, in facilities as well as in households. How do you know when a

CONFIDENCE

CONSISTENCY

dog’s behavior reflects a routine or a ritual, either his or your own? A good hint is when you describe him as “always” doing something, for better or worse, in a particular manner. Changing behaviors you don’t want into behaviors you love can be easy when you change bad routines into better ones.

Will get you moving. Dogs are movers by nature. They move to get from Point A to Point B. They move forward and backward and side–by–side to

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Works moment–by–moment. (No lesson plans needed.) Moment to moment is how you practice Smile training, not simply at a set time on a given day in a given environment. It will help you to get your timing right, and it will help you move on when bumps in the road occur (everyone experiences them.) You might even start to view certain problems as challenges you are ready to surpass.

Complements other training and dog–handling methods.

The 5 “C’s” of Smile training (calmness, clarity, canine–intuitive communication, confidence and consistency) elevate everything we do with our dogs, especially in groups where our interaction is observed by other dogs.

Honors nature. A dog’s behavior reflects both nature and nurture. When our nurturing allows him to express talents linked to his DNA, we satisfy him psychologically and build stronger bonds.

Helps to address (and prevent) common behavioral issues. Are you dealing with hyperactivity, stranger–reactivity, resource–guarding, anxiety, barking, aggression or submissive urination (to name a few common issues)? Following Golden Rules #1 and #2; becoming more canine–intuitive in your postures, positions, movement and energy; using thoughtful movement to build teams, and learning how to offer well–timed smiles to reinforce calmness and relaxation.

Is good for you! Can your days use a few more smiles? How about some more laughter? A little light–hearted dancing? How about some good

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communicate with their peers. And they readily get moving, to move on to better things psychologically. Here they can teach our species a lot!

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old–fashioned (but never out of style)

puts a premium on calm and relaxed

Matt and Jenna walk around the

hand–wags and butt–wiggles?

behavior from day one/minute one,

parking lot, talking softly. Sassy quickly

Jenna is instructed to call the desk when

becomes comfortable with her new

she first arrives. Her instructions are

surroundings, and everyone around her

together and incorporate them into

to then take Sassy to a marked area to

can smile. This further relaxes her, and

your work with dogs, it is easy to bring

relieve herself, the better to put the dog

it encourages her to walk politely (as

out their best and your best! Here is an

in the frame of mind to walk nicely on

opposed to pulling Jenna around).

example of a Smile Training concept

a shortened leash at her owner’s side

being used in a real–life situation:

around the parking lot until they are

Sassy’s leash to him and they take one

joined by staff member, Matt.

more pass around the parking lot. Matt

When you put all of these concepts

Before Jenna brings her 10– month–old Goldendoodle, Sassy, to

When Matt arrives, Jenna (having

At Matt’s direction, Jenna passes

then leads Sassy into the building with

a new daycare, the facility has her fill

been instructed to do so) doesn’t stop

Jenna holding the door, so Sassy has no

out an online questionnaire that asks

walking to talk. Rather, she allows Matt

need to worry about it clipping her heels.

about Sassy’s natural energy level,

to join her and Sassy on their walk,

In a calm and relaxed state of mind,

socialization and training. From this,

aligned side–by–side. From Sassy’s per-

Sassy is led to the back of the building,

the staff can see that Sassy needs lots of

spective, Jenna has invited soft–spoken

and the dogs there accept her arrival in

mindful exercise and a few lessons in

Matt to be on their team. Jenna has also

an equally calm and relaxed manner.

follow–ship, and Jenna could use a few

provided her with a little time to sniff

tips about bringing out her calm and

Matt from a few feet away while walk-

with one where an exasperated owner

relaxed best.

ing, something she appreciates much

is dragged from her car and through

more than new people reaching for her

the door of a facility by her dog, only to

using excited chatter.

be greeted by animated staff reaching

To set Jenna and Sassy up for success and to help Sassy see that this daycare

Contrast this welcoming routine

for leashes. That scenario sends a completely different message to dogs, and it can set some up for stress, or even for failure when all this added excitement triggers excited responses in other dogs.

Embrace your canine learning curve!

To learn more about seeing things through your dogs’ eyes, visit www.givesmiles.us. n Lynne Swanson, DVM is the author of “Learning DOG” and “SMILE! and other practical life lessons your dogs can teach you (while you are training them).”

Together with her Doberman partner, Hiker, she enjoys traveling the U.S. and Canada to speak at conferences and volunteer with the not-for-profit SMILE! Project.

This project provides training for shelter, rescue, boarding, training and veterinary personnel (in groups of 30 or more, often networking together), and it raises funds to support dog rescue and the SMILE! pet–parenting library initiative. For more information, visit www.givesmiles.us or call Jan at 252 422 0943.

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BUSINESS

REMARKETING : HOW TO

MARKET

YOUR PET BUSINESS TO

PAST

WEBSITE VISITORS

by Emily Long

Have you ever viewed a product or service online and then felt like it was “following”

you to reach users who have visited your website in the

past. The goal of remarketing is to reach the people who matter most to your business and place targeted messages in front of them when

you around the

they are active on Facebook.

internet via banner ads

on wasted ad spend because

and sidebar displays?

That’s remarketing.

22

I

t is a strategy that allows

Remarketing helps cut down your money is only being spent on qualified users who are likely to make a purchase from your website or visit your brick and mortar location.

PET BOARDING & DAYCARE

How to Set Up a Facebook Remarketing Campaign Remarketing with Facebook requires that you first place a snippet of code, called a pixel, on every page of your website. Each Facebook ad account is assigned its own unique pixel code, which can be accessed from the “Pixel” dashboard within your Ads Manager.

Facebook recommends having a developer put your pixel code in the header tags of your website’s HTML to ensure that it’s tracking across your entire site. For more

detailed instructions on installing your pixel, check out Facebook’s “Pixel Implementation Guide.”

Setting Up Your First Facebook Remarketing Audience Now that your pixel code is placed, it’s time to set up your first Facebook custom audience. I recommend starting out with an audience that includes everyone who has visited your website—regardless of how many pages they viewed or actions they took. Here’s how you set it up: 1. Navigate to the “Audiences” dashboard within your Ads Manager.

2. Click on the “Create Audience” button and select “Custom Audience” from the drop-down list.

3. Choose “Website Traffic” from the “Create a Custom Audience” dialogue box.

4. The default settings on the next screen should be set to capture “anyone who visits your website” in the last 30 days. You can adjust the amount of time users will remain in your remarketing audience after they visit your website (up to 180 days).

5. Assign a name for your audience and click “create audience.”

While this is the broadest audience you can create from your site’s traffic, it will come in handy for ongoing branding campaigns that aim to remind users of your services.

A “catch all” audience is also great for when you want to target customers who fall into a particular demographic or live in a specific geographical area, because you can combine custom audiences with other qualifiers when creating a Facebook ad.

SET UP YOUR

AUDIENCE

I recommend starting out with an audience that includes everyone who has visited your website—regardless of how many pages they viewed or actions they took.

NOTE: Custom audiences must contain at least 20 people to be used for ads. For best results, the total audience size for an ad should be at least 2,500 people.

PET BOARDING & DAYCARE

23

Custom Audiences with Multiple Conditions An “all website traffic” audience is a good place to start when dipping your toe into Facebook remarketing. Once you have a basic understanding of how this strategy works, it’s time to create custom audiences of people who have visited certain pages of your website, but not others. The best way to explain this process is through an example: My fictional pet boarding business is called “Lancaster Pet Resort,” and it offers 24–hour boarding services for both cats and dogs, pet daycare options, dog walking services and training classes. I have received fewer reservations than usual for next month’s dog boarding schedule and would like to advertise this service to the people who will be most likely to make a reservation.

Because my website does not solely focus on dog boarding services, I will not want to use my “all website traffic”

audience. Doing so would result in my budget being spent to display dog boarding ads to customers who may have only shown interest in my pet training classes or cat boarding services.

Instead, I will need to use Facebook’s “custom combination” feature to target people who have either visited my website’s “dog boarding” page or its “make a reservation” page. I do not want to spend money advertising to users who have already completed my online reservation form in the last 30 days, so my custom audience will need to exclude anyone who has reached the “thank you” page that appears after submitting a reservation.

You can use Facebook’s custom combination feature to create your own remarketing audience by following these steps: 1. Navigate to the “Audiences” dashboard within your Ads Manager.

2. Click on the “Create Audience” button.

3. Select “Custom Audience” from the drop–down list.

4. Choose “Website Traffic” from the “Create a Custom Audience” dialogue box.

5. In the drop–down menu next to “Website Traffic,” select “Custom Combination.”

6. Enter the URLs you would like your custom audience to include.

7. Enter the URLs you would like your audience to exclude (if any).

8. Choose the amount of time that qualified users will remain in your remarketing audience (maximum of 180 days).

9. Assign a name for your audience and click “create audience.” When you’re ready to apply a custom audience to a Facebook ad, simply click on the “Create Ad” button in Ads Manager and select a campaign objective. On the next screen, enter the name of the audience you wish to use in the “Custom Audiences” field. Then complete your ad and wait for the new reservations—or whatever it is you’re targeting—to roll in! n Emily Long is an Online PR Specialist at Web Talent Marketing, located in Lancaster, PA. She enjoys helping businesses find new opportunities to increase their online presence through digital marketing strategies. Emily also enjoys playing volleyball, cycling, and protecting her lunch from Web Talent’s office dog, Marco.

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M A N A G I N G YOUR

by Laura Laaman

No matter how much passion and ambition you have for your pet care business, you only get 24 hours in a day. As an owner, you’re probably being pulled in hundreds of directions, with a nonstop reel of “to-do’s” going through your head.

26

PET BOARDING & DAYCARE

T

his business can be very

accountability and a combination of tal-

emotionally fulfilling due to

ents that complement each other. Having

being surrounded by pets. It

a working team allows you, the owner,

can also be very financially rewarding,

to step back for a better look at the big

but only if an owner works on the most

picture and dedicate more of your own

important aspects of their business,

time to growing your business. Your man-

not in it. Here’s how to get the most

agement team can take a huge amount of

out of every hour so you can run most

work off your plate, including:

successful business possible.

Planning, Prioritizing, Progress!

Carefully planning your time ensures the most important tasks get done, preventing avoidable problems from crop-

• Acting as your “eyes and ears” on the facility operations: improving or

bringing important situations (staffing, customer service, pet care, financial irregularities) to your attention.

• Training: mentoring and demon-

ping up down the line. Just as importantly,

strating essential skills to new and

it puts the brakes on that mental thought-

existing employees.

reel, so you can enjoy your downtime without worrying about overlooked tasks.

Proven Strategies include: • Using a planner (paper or digital— whatever works for you) to write down everything you need to accomplish.

• Scheduling: ensuring adequate cov-

erage and negotiating employment hours.

(paper or digital —whatever works for you) to write down everything you need to accomplish.

• Quality control: addressing and

resolving operational shortcomings in the long and short–term.

• Hiring: identifying hiring needs,

• Prioritize your list with the most important items up top. These might be the hardest tasks, but tackling them will give you the momentum to get through the rest.

• If you can’t address something right away, schedule an appointment with yourself.

• Keep your commitments!

Now that you’ve organized your game plan, it’s time to consider your players.

A Good Team Makes All The Difference If you’re the head, a functional team of managers, leads and supervisors are the limbs that make things happen. Many owners in this industry might feel compelled to hire a single General Manager to adopt most of the burden, but it’s unsustainable to expect one person to run a pet care business—even a small one.

You’re much better off with a well–

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27

If you’re not using your phone to generate a great deal of leads, you’re sending significant success to your competition. A well–developed telephone strategy provides a level of human attention that cautious pet parents crave.

placing ads, conducting interviews and preparing paperwork.

• Additional tasks: purchasing sup-

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If you’re not using your phone to generate a great deal of leads, you’re sending significant success to your competition. A well–developed telephone strategy provides a level of human attention that cautious pet parents crave.

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To execute this strategy, your staff needs to be carefully trained to convert these valuable leads into reservations on the first call. Some keys are excellent phone skills, concise and confident messaging, and appropriate up–selling to ensure the potential client knows the superiorities of your services.

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Whatever phone strategy you end up using, you should measure your lead conversions. Many phone systems include the ability to record and listen

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into expert lead converters and revenue rainmakers. Before you start recording calls, check with your business attorney to ensure your recording system meets the legal requirements for your state.

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Therefore, acquiring new clients is the single most important aspect of your growth and success. It’s wise to keep a calculating eye on the number of leads

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Ensure Appropriate Offering and Pricing.

Unfortunately, many businesses don’t charge what their services are worth. Are you confident you’re charging the right amount for your quality of service and geographic region? Appropriate pricing is a science—it’s a narrow target, and a moving one at that. Astute business owners carefully calculate the best pricing for their business and area, and re–evaluate those prices on a regular basis. This goes for every aspect of your business, from lodging to daycare to training. At

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PROFILE OF SUCCESS

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SUCCESS

by Kathy Hosler

32

PET BOARDING & DAYCARE

I

Photos provided by Krista Lofquist and Tao LaBossier

opened Wagging Tails, LLC in 1995," says owner, Krista Lofquist. "I started the company as a pet sitting and dog walking service—way back when there was no heading in the Yellow Pages for Pet Sitter, and when people (especially my parents), were absolutely not convinced that anyone could actually make a living walking dogs."

Krista had a college degree and a career, but she wasn't happy. The best part of her workday was when she went home at lunchtime to walk her black Lab puppy, Bella. Soon neighbors asked Krista to walk their dogs too. In time, she was making

PET BOARDING & DAYCARE

more income walking dogs than she was at her corporate job. That's when she decided to quit her job and start her own business—Wagging Tails.

In the past 24 years, Krista has expanded her dog walking and pet sitting services to cover about 40 towns in Connecticut with 50 pet sitters. She also added mobile pet grooming services and has 3 grooming vans in operation.

"Although I loved the low overhead I had with the in–home services, in 2017 I decided to add a brick and mortar facility," Krista said. "I found a kennel in Wolcott, Connecticut located on six beautiful acres that had been vacant for some time."

33

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After a couple of months of intensive renovations, Wagging Tails Pet Resort & Spaw opened on June 1, 2017. They are open 7 days a week and, in addition to dog and cat boarding, they offer daycare, salon grooming, a self–serve pet wash, training, massage therapy, treadmill 'Pupercise Sessions', nature walks, all natural bakery treats and more.

Wagging Tails has 70 runs and most of them are indoor/outdoor. They have a unique cat room that is totally separate from the dogs. It's quiet and private.

There are condos for the cats, but they can also socialize in the room if they desire. They have a beautiful cat tree, wall ledges, a bridge for the felines to run across, observation windows and toys.

In only a year and a half, the resort had nearly 2,000 clients. In the spring of 2018, they added 14,000 sq. ft. of artificial turf to their play yards. Their daycare play area has professional dog play equipment, bone and paw shaped splash pools, bubbles, ball pits and more.

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PET BOARDING & DAYCARE

They also installed a 45' pool with a 40' dock. They have day and season passes available for their canine members. In addition, they offer swimming lessons, pool rentals, hydrotherapy and dock diving. Wagging Tails has Connecticut's only Ultimate Air Dogs Dock Diving Club.

"We offer grooming seven days a week," says Krista. "Our groomers work in both our salon and the mobile vans.

We also offer self–serve pet washing.

With these three options we can reach every client’s convenience level and also every budget."

The resort has staff on the premises twenty–four–hours a day. "Our staff is critical to the success of Wagging Tails.

I can't do it all," says Krista. "My core group is an extension of myself. They allow me to be able to expand and grow, because they are handling the day–to –day functions of the business.”

"We have extensive training for all of our staff," Krista continues. "We also

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offer continuing education: Groom Expo for the groomers and Boarding and Pet Sitting Conventions for other staff members. And, I also feel it is important to have fun team–building events. We recently attended a 'Board and Brush' painting party. " There are security cameras throughout the facility. They are an invaluable tool that allows Krista to review and to make sure that procedures are being followed properly. They have a strict rule that cell phones and smart watches cannot be used by staff members while they are on duty. They can be a big distraction to the kennel attendants.

Of course they can check their phones when they are on their breaks.

"My goal every day is advertising and marketing," Krista says. "I'm always thinking of new ways to get more customers into the business, and to get the word out about all the amazing services we provide. After that, customer service is our top priority. Once you get the customer, you've got to keep them happy."

Krista learned the importance of customer service when she was in college and had the opportunity to work for Disney.

"They put you through Disney University, which is priceless," says Krista. "Their concept is that, many people could spend years saving, just to visit Disney one time. They teach you that your job is to make sure that every visitor has a magical time!"

That is what Wagging Tails Resort & Spaw strives to provide every client; whether it’s a puppy attending its first morning of daycare, a canine guest going on a nature walk, or a dog having the time of its life dock diving.

Wagging Tails’ popularity is growing by leaps and bounds. In fact, they just opened a second location in West Hartford, Connecticut.

Krista has acquired a 13,000 sq. ft.

They are installing murals painted by a local artist, custom built play structures for the dogs and benches for their owners, and more—all in a climate– controlled, fun place for families to come with their dogs.

building in the center of West Hartford's business district that once housed a dog daycare, and also the 5,000 sq. ft. vacant building adjacent to it. This two–building complex will have it all...

"Our new building offers traditional and cage-free boarding, daycare, training, and grooming," says Krista. "We are putting in a beautiful

40

grooming salon and self–serve dog wash. We will be able to accommodate around 100 dogs every day for daycare.

And, we are adding trans–paw–tation (pickup and delivery) service to make life easier for our busy pet owners."

Krista also has huge plans for the vacant building. "We are transforming the 5,000 sq. ft. space into Connecticut's

PET BOARDING & DAYCARE

first indoor dog park," shares Krista excitedly. "We are going to bring the outdoors, indoors and make it as natural as possible. It will be especially great during Connecticut's long winters."

They are installing murals painted by a local artist, custom built play structures for the dogs and benches for their owners, and more—all in a climate–controlled, fun place for families to come with their dogs. And, a beautiful indoor pool will also be one of the focal points of the park, which will be open 7 days a week.

Admittance will be by membership only.

There will be a dog vending machine where owners can purchase tennis balls, dog treats, portable water bowls and other impulse items for their dogs. And, it will have a coffee station for the owners.

Krista stresses that their website, www.waggingtails.com, and their social media presence—Wagging Tails Pet Resort & Spaw and Wagging Tails Pet Sitting & Mobile Grooming—are crucial to the success of the business.

"Back in the 1990's we were one of the first pet sitting businesses to have a website," Krista says. "A professional looking web presence is vital for the little guy.

Over the years, we have upgraded and improved our website to make it more informative and user–friendly."

Their website is inviting and easy to navigate. Visitors can quickly find information about all of the services and can even make online reservations.

"Social media is also very important for advertising, to get news blasts out, and for staying alive in the community," Krista adds. "But, it can be a double edged sword. If you have a disgruntled employee or an upset client post something negative, you need to know how to monitor it and respond to turn that negative into a positive."

Over the years, Krista Lofquist has faced and overcome many challenges.

From its humble beginning as a one person dog walking service, it has expanded to pet sitting services in forty towns. Add to that, two brick and mortar locations and a fleet of mobile grooming vans. By anyone's standards, Wagging Tails Pet Resort and Spaw is a real winner.

Just walk through their doors and look at all the happy faces and wagging tails—that's the real measure of success! n

PET BOARDING & DAYCARE

41

FACILITY

OGS D NEED

TOO

HOW TO HELP YOUR GUESTS GET THE REST THEY NEED

by Samantha Kent

People aren’t the only ones who need a good night’s rest. Sleep plays an important, restorative role for dogs too.

42

PET BOARDING & DAYCARE

Comfortable, Safe Primary Enclosure Each dog needs its own space where they are “safe” from interruption. Because dogs have such a short sleep cycle (only about sixteen minutes), disruptions are more likely to bring them out of the deep sleep stages. These sleep stages are essential for keeping stress and anxiety down because they stabilize moods.

Think back to a time when you were awakened from a deep sleep. Did you feel disoriented and confused? Dogs experience those same sensations.

However, the fear and disorientation they experience are more likely to manifest themselves as increased stress, anxiety and aggression.

Primary enclosures should provide enough space for dogs of all sizes to comfortably stand up and lie down. While most boarding facilities (and private homes, for that matter) aren’t completely free of distractions and interruptions, primary enclosures should provide an area safe from other animals. You may want to consider having a white noise machine or fan blowing to drown out barking and other potentially frightening sounds.

Bedding Guidelines that Promote Animal Comfort Bedding can make all the difference in a dog’s comfort and peace of mind.

Policies that either allow or require owners to bring bedding from home open the doors to better sleep. Despite the fact that the dog is somewhere new, if he has the smells and comforts of home, it will be easier for him to relax. Even a small toy or comfort item from home that’s kept only in the primary enclosure can make relaxation easier for a dog.

Plenty of Exercise Whether the exercise area is indoors or out, well–exercised dogs sleep better.

However, you want to limit physical stimulation within two hours of lights out. Too much exercise close to bedtime may cause excessive thirst and drinking, which can disrupt sleep during the night.

Establish a Daily Routine Dogs quickly adapt to a consistent routine and a routine brings predictability to their new surroundings. Dogs don’t get their sleep all at once so make sure to include plenty of rest periods. And, if a dog is sleeping when he’s supposed to be doing another activity, let the sleeping dog lie.

Better Sleep Means Happier Dogs A safe place to sleep is as important to a dog’s health as his food and exercise.

It’s also vital for socialization while away from home. With facilities and policies that promote healthy sleep, you’ll be set for happy, well–rested boarders. n Samantha Kent is a researcher for SleepHelp.org. Her favorite writing topic is how getting enough sleep can improve your life. Currently residing in Boise, Idaho, she sleeps in a California King bed, often with a cat on her face.

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C2002

T

he average adult dog sleeps twelve to fourteen hours per day, but depending on the breed, size and activity level, they may need up to eighteen hours. Dogs don’t sleep in long seven to eight hour stretches like we do. Their sleep cycles are shorter, which makes it important for them to nap throughout the day.

Without enough sleep, dogs are prone to many of the same sleep–deprived changes as people, like anxiety, increased stress and aggression, and decreased energy levels. Lack of sleep magnifies a dog’s response to stimulation. At a boarding facility, these changes and behaviors can be distressing for the dog, and potentially dangerous for employees and other boarders. However, there are ways to help your canine clients get the rest they need when they’re away from home.

43

TIPS TO KEEP DOGS

IN YOUR CARE SAFE AND SECURE

T

en years ago, a family dog

didn't thoroughly interview Butter's fam-

can use inside supports as a ladder to

climbed a six–foot fence and

ily, or possibly a language barrier made it

climb out.

escaped from a boarding facility difficult to communicate his issues.

in El Monte, California. The handsome

Here are some critical points to take

To prevent digging, you can bury wire fencing in the ground. Or cement can

yellow–colored dog with pointed ears

into consideration when reviewing your

be poured at the base of the fence to

named Butter was never found.

own facility for dog safety, and when

discourage digging.

Butter and his family are not alone in this experience. What could have been done to prevent something like this from happening? What went wrong?

In Butter's case, the fence was high,

44

by Annalisa Berns

beginning a new build or improvements.

Fencing, Fencing, Fencing Eight–foot, solid fencing is ideal—not chain link where a dog can "get a foot–

Consider that, while the primary goal is keeping the dog safe inside the fencing, a second, but just as critical goal, is keeping other animals and people out. Coyotes and criminals both

but not high enough. Plus, it was chain

hold." Eight–foot might seem ridiculously can attempt to enter a facility.

link without a roof, so once Butter made

tall, but six–foot just isn't tall enough and

it to the top, he was able to jump right

some dogs can scale it easily.

If your existing fencing is six feet or shorter, consider extending the fence

over. There wasn't a second fence, alarm

Put supports on the outside of the

system or video surveillance. Butter had

fence, not inside. That means that the

it might not stop an escape artist, it

separation anxiety, and either the facility

"smooth" fence surface is inside. A dog

could slow them down.

PET BOARDING & DAYCARE

height with an overhang or wire. While

How often should a facility be

inspected for safety issues?

26.9 %

We polled the owners of pet boarding facilities and experts on finding lost pets and here is what they said:

Doors Doors and gates are big "danger zones" for dogs. The doors to kennels need to be extremely secure. One thing to check is that the material and design doesn't permit a dog to get part of their body out. This not only prevents escape, but keeps them from getting injured by another animal walking by. Small dogs can escape from a tiny space also.

No automatic doors—ever.

Automatic doors seem like a smart idea, but it is a recipe for disaster with

SAID multiple

times a day

4.4 % SAID WEEKLY

68.7%

SAID EVERYDAY

incorrectly, leads break, and things

example). Not only could you help

happen," says Cassandra.

recover a lost pet and save their life,

Add an extra collar with ID tag

but your phone number is on their pet

with your business information on it

as a reminder of your business.

or use a paper collar. That way, if a dog Screening Potential Clients

should go missing, you know for sure that the pet has valid contact informa-

Ask critical questions when

tion on it. And if one collar comes off,

interviewing potential clients to make

there is a back–up one in place.

sure they are a fit for your facility.

One creative dog kennel gives out

Consider adding questions on intake

identification tags to all pet owners

forms specifically about separation

that say, "I have friends at ______

anxiety, prior escape attempts and

Kennels" or "If found, call ___-

past boarding experiences.

___-____ at _______ Kennels" (for

Know your facility. If you aren't

a run–away pet.

Multiple doors and gates between pets and the great outdoors is of utmost importance.

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prevent escaping."

Leashes & Identification Double leashes are recommended

by Cassandra Bauer of Grand View Canine Care in Arkport, New York.

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"We double leash everyone because

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collars and harnesses often are fitted

PET BOARDING & DAYCARE

45

PetCare MBA

Business Coaching...It’s Time!

Making your facility run on auto–pilot...

Here are some additional safety suggestions from owners and managers of pet boarding, grooming and doggy daycare facilities: “Use large railroad ties around outside yards to prevent digging out.”

— Nancy Jackson

Giving you the free time you deserve...

Reducing staff turnover...

“Modify driveway sensors to alert you when a dog gets to a specific height on a fence.”

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Bringing the best out of your team...

It’s time to get a professional business coach who specializes in the pet care industry in your corner.

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“Have a heavy duty ‘level 3’ dog crate. A regular wire dog crate is primarily for dog training and keeping your average dog safe. For powerful dogs or escape artist dogs, these cages aren't durable enough. Heavy Duty dog crates are made to be indestructible.

Expect to spend some serious money on one, but in an urgent situation you will be thankful that you have them.”

— Lauren LaCount “Cameras everywhere.”

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Start working ON your business, not just IN it.

“Cable tie two leads together in case one breaks there is a back-up. Since they are tied together, staff has to use both.”

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46

set-up for escape artist dogs, don't accept them as clients. Consider having a short visit to see how the dog does. If you are concerned at all, don't accept the client.

MASTERPL AN PET BOARDING & DAYCARE

“Have rooms, not kennels, inside if possible. That way the walls go all the way up to the ceiling and it isn't possible for a dog to climb out.”

— Landa Coldiron n

DE AF EN IN G DO GS

CR UM BL IN G KE NN EL S

D I ATHEVPIO TFALL S CH AO TIC CL EA N UP

DA ILY DI SO RD ER

SO GG Y ST RU CT UR ES DE FE CT IV E DR AI NAGE

BOARDING KENNELS: THE DESIGN PROCESS

By Craig L. McAllester, designer of OVER 250 boarding kennels & animal shelters!

Current facility or new facility, this must-have book will help you craft a business that runs smoothly from the inside out! Features tons of color photos, helpful diagrams, blueprints, glossary of construction and design terms and so much more!

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ANIMAL HEALTH

COME AND GET IT!

PROFE S SIONAL

PET BOARDING CERTIFICATION

IN YOUR FACILITY CERTIFIED

by The

M

any things can go wrong

energy is in the food. Foods vary a lot as

so will need an increase in its calorie

when it comes to feeding

far as the number of calories in a cup of

intake. Because of this, it is important

the pets staying at your

dry food or a can of wet food. For exam-

to weigh the dog at intake and every few

facility; the wrong food is fed, pets refuse

ple, dry dog foods can vary from around

days according to facility protocol. If the

to eat or become ill, pet parents forget to

300 calories per cup in “light” formulas

pet is losing weight, you may need to

include instructions or mention important

to over 400 calories in “puppy” formulas.

increase its portions.

information about eating habits. Below is

A dog which is usually a “couch poHow to Feed

some basic, but helpful info to consider

tato” in its home environment may not

when feeding in your facility.

normally burn many calories so won’t

Caloric Intake

need to eat much. But if that dog is lodg- in a specific way due to health or behaving at a pet care facility with free play, ior issues. Some examples include:

A calorie is a measure of how much

48

C E R T I F I C A T I ON

Council

it may be burning a lot more calories

PET BOARDING & DAYCARE

Occasionally, pets may need to be fed

• Elevated food dishes (the bowl at

Dogs are deeply woven into the fabric of our society and families. As the canine solidifies his position as “man’s best friend”, it’s more important than ever for man to understand dog’s complex social language.

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Decoding Canine So cial Dynami cs

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the dog’s head level) in cases of neck pain

of once a day, twice a day (morning and

dogs are boarded together from the same

or esophagus disorders

evening), or more.

family and the pet parent advises they can be fed together, exercise extreme caution;

• Adding water to dry kibble • Hand–feeding in ill or senior pets • Feeding in a slow–feed, or “maze” dish to slow down eating.

The pet parent should leave directions if any special feeding is required.

How Often to Feed

Other Things to Consider If a pet parent does not bring along the pet’s usual food and elects to have

dogs can display food aggression typically not seen at home, simply because they are in an unfamiliar environment.

Gastric dilatation and volvulus (GDV)

you feed the facility’s “in–house” diet, some pets may experience stomach

is more likely to occur in large breed dogs

upset or soft stools due to the sudden

who only eat one meal a day (particularly

change. Usually the feces will firm up

if they “wolf it down”), so they should be

Pets may be fed in two ways:

in a few days, but a probiotic (like the

fed at least two meals a day to reduce the

1. Free feeding, also called “free

“good bacteria” found in yogurt for peo-

risk. In addition, they should not exercise

choice” or “ad lib.” This means the pet

ple) may help normalize the intestinal

for an hour after eating.

has food (generally dry kibble) available

tract. Do some research or consult your

Small puppies and kittens can

at all times to nibble on.

facility’s preferred veterinarian regard-

develop a life–threatening low blood

ing the best option for your “in-house”

sugar (hypoglycemia) if they don’t eat

2. Meal feeding. This means the pet is fed a measured amount (e.g., half a can, two cups of kibble) at certain times of the day. Pets may be on a meal schedule

diet. It will likely be a grain–free, limited regularly. Youngsters should be fed at least three or four meals per day. Closely ingredient diet.

Always feed pets separately. Even if two

monitor how much they’re eating. n

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50

PET BOARDING & DAYCARE

Sample Health Report Card ____________________________________’s Report Card Last Name ______________________________________ Examined By_______________________ Date: ________

VACCINATION PROGRAM ___ ALL OK ___ DUE q Distemper/Parvo

q Lyme

q Bordetella

q Rabies

q Rattlesnake

q Flu

q Distemper

q Leuke-

mia

COAT & SKIN q No problems found q Dull/dry q Matted q Abnormal Lump

ABDOMEN q Excessive shedding/hair loss q Itchy q Parasites q Other: ________________

q No problems found q Abnormal lump q Tense/painful q Distended q Other: ______________________________

LUNGS EYES q No problems found q Cloudy lens: L ___ R ___ q Discharge q Other: ________________ q Inflamed q Eyelid Problem:_________________________________

EARS q No problems found q Inflamed q Itchy

q Abnormal lump: L ___ R ___ q Excessive wax/hair q Other: ________________

q No problems found q Breathing too rapidly q Coughing

q Breathing difficulty q Congestion q Other: ________________

DIGESTIVE SYSTEM q No problems found q Excessive gas q Vomiting q Eating disorder

q Abnormal feces (BM) q Diarrhea q Other: ________________

URINARY/REPRODUCTIVE SYSTEM NOSE & THROAT q No problems found

q Nasal discharge

MOUTH, TEETH, GUMS q No problems found q Broken teeth q Inflamed lips q Loose teeth q Ulcers q Bleeding gums q Abnormal lumps q Tartar buildup q Other: _____________________________

q No problems found q Abnormal urinations q Breast lump(s) q Genital discharge q Anal gland problem q Abnormal testicles q Other: ________________

WEIGHT: _____ lbs q Normal range q Too heavy

q Too thin q Recommended weight: _______

INTESTINAL PARASITES/WORMS LEGS & PAWS q No problems found q Lameness/pain

q None seen q Seen during exam q Joint/nail problem q Other: ________________

PRODUCTS RECOMMENDED:

COMMENTS:

q Suspected

INDUSTRY NEWS

2018 and daycare

EXPO

THE GREATEST BOARDING & DAYCARE

CONFERENCE OF THE YEAR! Pet Boarding and Daycare Expo 2018, which took place from November 11th-14th at the Hershey Lodge was a smashing success!

52

T

his year’s expo had a

seminars from beginner informa-

total of 705 attendees, an

tion all the way up to certification

increase over last year’s

courses. Some of the highlight

expo, and a sold–out trade show

seminars offered at the expo were

with 75 exhibitors boasting the

Quiet Dog Daycare Workshop,

newest and most valuable pet care

Limiting Anxiety and Stress in the

industry products and technology.

Workplace, Preventing Respiratory Infectious Disease in Pet Care

Pet Boarding and Daycare Expo offered 31 different educational

PET BOARDING & DAYCARE

Facilities, First Aid for Your Facility and Heroes for Healthy Pets.

KEYNOTE

SEMINARS

NETWORKING

The expo also held a Keynote Presentation that was a jubilant, laughter–filled display lead by Philip Paris which focused on the Guiding Principles for Success in Today’s Pet Care Industry. It was a great reminder that, in order to take care of our successful business, we need to first take care of ourselves.

There were two exciting social networking events that took place during the expo: The National Kennel Sales Meet & Greet Party,

TRADE SHOW

sponsored by National Kennel Sales & Appraisals and Live Oak Bank, as well as the NVA Networking Reception sponsored by the National Veterinary Associates.

Attendees were able to enjoy good conversation, hors d’oeuvers and drinks while connecting with like– minded individuals.

Overall, this year’s expo was quite the success and we are looking forward to next year already! n

and daycare magazine

PETBOARDINGDAYCARE @BARKLEIGHINC

PET BOARDING & DAYCARE

53

NEW PRODUCTS created the perfect system. For More

enjoying the fountains, visit: http://

Info, visit www.PuppyPlayGround.

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PUPPY PLAYGROUND NEW PRO-SERIES MODULAR SYSTEM

PILLSTASHIOS PILL–HIDING TREATS PillStashios are an easy

With many new features and new

way to hide pills for dogs. They are

components, our Pro-Series brings

hollow, edible containers with a

our Puppy Playground System to

convenient snap lid. They are

the one-piece molding process

COOL DOG™ DOGGIE WATER FOUNTAIN COOL DOG™ Water Fountains is proud to announce

taste while providing an easy way

for crazy strength, durability and

the launch of the Doggie Water

to hide medicines, vitamins and

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Fountain. This unique Doggie Water

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a Bone connecting system that

Fountain is designed to keep dogs

them. PillStashios come in three

makes assembly so easy that it

fully hydrated throughout play

irresistible flavors of Apple Bacon,

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time. The Doggie Water Fountain

Blueberry Chicken and Cranberry

rearrange and uses NO hardware.

comes in eight dynamic colors

Turkey. They are made from all

The introduction of the new TriTop

and is built with the finest grades

natural ingredients and are grain-

component, in combination with the

of heavy-duty 316 stainless steel,

free, gluten-free and soy-free.

newly designed Tunnel component

backed by a 5-year warranty. These

PillStashios come in two sizes,

that provides connecting on all four

vandal-resistant bubblers feature a

small and large, to easily hold

sides, allows for even more exciting

chrome-plated integral hood guard

industry standard capsule sizes for

configurations than ever. With many

to prevent contamination, making it

dogs. PillStashios can easily hold

molded-in features like hand holds,

safe for dogs to lap up at any time,

liquid, powder or capsules. Simply

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with the option that allows for human

Stash, Snap and Serve. It’s that

threaded inserts for the addition of

consumption as well. To get a quote,

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shade units, we believe that we have

browse the options and view dogs

a whole new level. We still utilize

Wisdom & Grace I want to suggest that you finish what you started to do a year ago, for you were not only the first to propose this idea, but the first to begin doing something about it.

2 Corinthians 8:10 Living Bible

54

PET BOARDING & DAYCARE

designed to lock in scent and

CL ASSIFIEDS CALL (717) 691-3388 EXT. 220 TO PLACE A CLASSIFIED Rates: 25 words or less: $50 Each additional word: $2 each Classified ads must be prepaid. Call for issue deadlines. Agency discounts do not apply.

HAVE

THE

TACTICS &

@ and daycare

EXPO

November 11–14, 2019

Hershey Lodge & Convention Center Hershey, Pennsylvania

www.PetBoardingexpo.com

56

PET BOARDING & DAYCARE