Pet Boarding and Daycare January February 2021

VOL 11 • ED 1

JANUARY / FEBRUARY 2021

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J A N U A RY / F E B R U A RY 2 0 2 1

CONTENTS

WEB MASTER Luke Dumberth

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PRESIDENT Todd Shelly VICE PRESIDENT Gwen Shelly

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CHIEF OPERATIONS OFFICER Adam Lohr

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DIRECTOR OF MARKETING & CLIENT RELATIONS James Severs EXECUTIVE ASSISTANT / ACCOUNTS MANAGER Karin Grottola SOCIAL MEDIA / PR Evan Gummo

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MARKETING CONSULTANT Alex Hammersla CONTACT

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

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

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Copyright January 2021. 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

Animal Behavior 6

The Pandemic Puppies Are Coming!: Addressing Anxiety & Crate Training

Business 14

Cats 36

Two Ways to Ease Feline Client Anxieties

Animal Health 40

4

4 Post-Pandemic Revenue Building Musts

7 Signs that May Indicate a Canine Medical Problem

PET BOARDING & DAYCARE

Think Tank 46

Dog Daycare Business Think Tank: Attracting New Clients

Industry News 50

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54

COVID-19’s Impact on the Pet Boarding & Daycare Industry Record-Setting Attendance at Pet Boarding and Daycare Expo 2020 New Products & Classifieds

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ANIMAL BEHAVIOR

THE PANDEMIC

PUPPIES ARE COMING!

T

he rush to purchase and adopt dogs during the pandemic was “out of the blue”— just like the pandemic itself. No one expected the surge in demand for companions during quarantine. Dogs provide companionship at a stressful time, and a reason to get out and go on a walk. People reported that they had always wanted a pet, but their schedule wouldn't fit having a dog. Now, with working from home, they thought they would have the time.

Rescue groups and private breeders alike experienced higher than usual requests. Many shelters and rescue groups saw dog adoption numbers double. Sometimes, sadly, with matching requests from owners to surrender their pets due to loss of jobs and homes.

But, what happens when first-time pet owners bring home a dog during a pandemic? There are bound to be quite a few “pandemic puppy” problems!

Separation anxiety seems to be the number one issue. With owners at home more, their beloved dog gets used to them being by their side around the clock. This can be calming for both owner and pet—and a positive means of support during an uncertain time— but it quickly becomes distressing for both upon the first day back to work in-person, or the first extended stay away from home.

Here are a few tips for dealing with separation anxiety or lack of crate training in the boarding and daycare environment:

ADDRESSING ANXIETY & CRATE TRAINING

By Annalisa Berns

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PET BOARDING & DAYCARE

1. Train staff on behavior issues related to separation anxiety and crate training.

2. Screen clients by questioning the owner to make sure your service is a match for their dog and their expectations.

3. Educate clients on the use of a crate for safety and how it benefits their dog, both at home and in boarding.

Find a way to communicate with clients that works best for you. Invest time in making a

STOP

PULLING YOUR HAIR OUT!

flyer, social media post, informational video or newsletter to remind pet parents of the importance of crate training.

4. If you have a dog in boarding that hasn't been crate trained, tire them out, then pair high-value treats with their crate or kennel. (submitted

by Cassandra Bauer, Grand View Canine Care) 5. Try shorter stays in daycare.

6. Bring in a trainer or behaviorist, or offer more one-on-one time for pets that need additional help— which is possibly a new avenue for revenue. (submitted by Mike Cramer, pet service provider) Some dog owners might not be aware of an issue at home, while others may begin noticing some signs that a problem is in the works. For example, when having an online video meeting and the dog barks nonstop after being closed in another room, instead of directing the dog gently to its crate which it should be accustomed to, the owner might have tried a crate abruptly or as a punishment.

There are many different scenarios where a pet needs to be comfortable in a kennel or crate.

Cassandra Bauer, co-founder and staff member of Grand View Canine Care in Arkport, New York, said, "I encourage all of my fosters and clients to keep up on crate training just in case there is a need in the future (need for crate rest after an injury, heaven forbid a family emergency and the dog ends up in the care of an Animal Control Officer, etc.). There will be much less stress or risk on many levels!"

Bauer makes a point of including the importance of crate training as part of ongoing conversations with clients.

She finds that using text messages to communicate helps, and says "it hits home more." She also posts on the business Facebook page to remind clients.

When Mike Cramer, a pet service provider, has dogs in his care with crate or kennel issues he communicates clearly to the pet's owner. "I want the client to understand we are assisting them [by providing information about crate training] so that there is not a bigger issue when they return [to boarding]."

If a dog has anxiety or an issue with being confined and needs additional training, Cramer offers a discount or other incentive to encourage the client to bring their pet back again. He also recommends recording the pets’ stays via security camera to aid in credibility and provide information on how the dog behaved.

Find a way to communicate with clients that works best for you. Invest time in making a flyer, social media post, informational video or newsletter to remind pet parents of the importance of crate training. Always brand your educational materials with your business name and contact information.

Here are some talking points and basics of crate training to share with clients:

1. Explain how crate training should be a normal part of getting a

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The crate needs to be “their” spot in the house and have ample space for the pet to stand up, turn around and sleep comfortably in.

dog used to a new home situation, and how it makes boarding a better experience for their dog.

2. Advise clients to pick a crate that is big enough for their dog. The crate needs to be “their” spot in the house

and have ample space for the pet to stand up, turn around and sleep comfortably in.

3. Talk to clients about where the crate is located in the home. A quiet spot where the pet can feel safe is ideal.

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PET BOARDING & DAYCARE

4. Every dog is different. Emphasize that owners need to be flexible to meet their own dog's needs.

5. Recommend supervised use of treat-dispensing toys, noise machines or playing calming music to help drown out outside noises.

6. Educate owners never to use a crate as punishment or for long-term confinement.

Remember, most new pet guardians don't have the knowledge and expertise that you do. There is a learning curve that comes with being a first-time dog owner. In addition, there are perpetually new developments in the fields of best care, training and practices.

In this time of change, consider what best practices are working for you and your clients. Maybe it is time for some modifications to adapt to changing needs—which may even bring more business opportunities to your facility.

Consider highlighting training or enrichment as a perk or add-on service, or adding crate-free boarding options if your space and logistics permit.

Part of having a successful pet service is sharing your expertise to improve not only the lives of furry family members, but of their owners, too.

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BUSINESS

Catch On to

& Marketing Trends

By Christy Barnes

There’s no denying it—the COVID-19 pandemic has majorly shifted consumer behaviors and it’s time businesses accept it and adapt, or risk being surpassed.

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ll aspects of a brand’s business model need to be evaluated, and marketing is no exception. Pet care businesses can “catch on” by focusing on communication, authenticity, technology, channels and heart.

Communication From the start of the pandemic, communication was critical—information around closures, new hours, safety and cleanliness procedures, local ordinances and more needed to reach customers quickly.

Customers are relying heavily on businesses’ websites, online listings and social media pages for the latest information and looking for speedy responses to inquiries.

PET BOARDING & DAYCARE

Even after the pandemic, consumers will continue to choose businesses that are transparent and communicate quickly and effectively. As a result, facilities should have tools, partners or best practices at their disposal to get messages out rapidly, monitor online presence to ensure accuracy and respond to customer inquiries in a timely manner.

Now more than ever, franchisors need to stay in tune with what is happening at the local level, listen to feedback and readily share information. Home office marketing departments should actively communicate best practices, messaging strategies and key focus areas to aid franchise owners in their local marketing efforts.

Y O U R E X P E R T IS E

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Authenticity In times of turmoil, people look for stability and trustworthiness. If a customer doesn’t know who you are and what you stand for, how can they place their trust in you? Marketing should be focused on campaigns and messaging that reflect the company’s values—but only if those values are lived out day-to-day in the facility, as consumers are quick to spot frauds these days. Give customers a peek behind the curtains so they get to know the real you, resonate with you and

Facilities wanting to meet today’s elevated convenience expectations will need to implement technology solutions that make the customer journey frictionless and enjoyable, such as automation, direct-to-consumer e-commerce and contactless payments.

Channels When social gatherings, in-person transactions, travel and daily commutes ground to a halt last spring, businesses had to scramble to find alternate ways

ultimately become loyal to you.

to reach their customers. Out-of-home

Technology

keting and in-person selling had to take

Technology advancements over the years have led consumers to choose convenience over a number of other factors, and that has only accelerated during the pandemic. Meal and grocery delivery, virtual appointments and at-home workouts are prime examples.

advertising, event and experiential mara backseat to digital.

While much is still unknown for 2021, it’s likely that social distancing and working from home will continue for some time and cause a permanent shift in work and life norms. Thus, 2021 marketing budgets should be weighted towards

digital channels and tactics; social media, paid search, over-the-top advertising, mobile, email marketing, etc. Digital also allows for more flexibility to scale up or down campaigns to accommodate unexpected changes in budget.

Heart Along the same lines as authenticity, it’s important to show customers you care—about them, about their pets, about the community and about the world.

Businesses with high-quality customer service and problem resolution will continue to earn and keep customers.

Additionally, consumers are becoming more and more picky with their dollars, wanting to support businesses that align with their personal values.

Many facilities have caught on to this and support philanthropic efforts and/ or have charitable arms; however, the social movements this year have shined the light on the need to do even more.

Consumers are scrutinizing how businesses respond to social issues and what they actively do to address them.

COVID-19 has tested many aspects of business and life and completely flipped others. If the pandemic has taught pet care businesses anything, it’s that we, and the brands we represent, need to keep a pulse on customers and trends, be ready to adapt and have a heart throughout.

Since joining Camp Bow Wow in 2013, Christy has held a variety of positions on the marketing team and currently leads the marketing department. She is in charge of maintaining the overall brand image, spearheading numerous projects designed to improve national awareness, and developing and supporting all marketing communications and campaigns across the franchise system to drive unit-level growth. Christy is passionate about pups and marketing, but she also enjoys traveling, snowboarding and hiking in the beautiful state of Colorado.

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PET BOARDING & DAYCARE

WWW.AQUAAIR-WETDRY.COM

4

POST-

PANDEMIC

REVENUE BUILDING

By Laura Laaman

The COVID virus first started making headlines around this time last year—and we’re not yet out of the thick of it. However, for savvy and strategic business owners, this year has also been filled with learning experiences and, believe it or not, unique opportunities.

I

n fact, the most adaptable and proactive pet care businesses are not only surviving as we enter 2021—they’re thriving! Here are a few of their important approaches that you may want to adopt.

1

Sell What Pet Parents Need and Want Many pet care facilities are experiencing less than 50% of their normal occupancy and are unlikely to recover or survive without significant and immediate adaptations. But smart business owners look for opportunities. Rather than putting their head in the sand and waiting the pandemic out, they shift to services that are

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in demand, and many have found a strong dog daycare program to be their lifeline.

On a positive note, animal shelters, rescues and breeders have reported an incredible increase in dog adoptions nationwide—and sooner or later these new pet parents will need services like yours. Appropriately targeting, reaching and securing new daycare clients is a critical move for revenue now and in the future.

The initial reward and revenue boost when you convert a new daycare client is even faster than boarding. Think about it; a prospective client calls on Monday and, hopefully, the pet’s first visit is Tuesday PET BOARDING & DAYCARE

or Wednesday. If you’re successful at converting that pet parent into a new daycare client, you have revenue in the bank that same day or week. This is an even faster return than boarding or training. And, pet parents who visit you for daycare are extremely likely to use you for other services like boarding when they feel comfortable traveling again.

2

Build and Maintain a Quality Phone Team Yes, even millennials will choose to make first contact with you on the phone. Why do they bother to pick up a phone instead of simply filling out a factual form? They want

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PET BOARDING & DAYCARE

to speak to an actual person when seeking a new home-away-from-home for their furry baby. Your phones are the threshold between your customers and your business, so it’s critical you choose and train the right people to not just answer the call, but ensure these valuable prospects are converting calls into revenue.

With the right combination of telephone sales skills, compelling and consistent messaging and training, employees answering the phones will establish a connection, promote the superiorities of your business and book (or attempt to book) a reservation on the initial call. They’ll also make outbound calls to welcome customers back in for your wonderful services.

When every inquiry is more valuable than gold, you can’t afford not to have a highly-skilled team handle these critical revenue opportunities.

3

In-House Training This pandemic has motivated loving pet parents to adopt needy canines at wonderful rates. And if they’re like most pet parents, they’ll soon realize the need for training to help settle their new pet into the family.

Training can be a highly profitable and effective service that requires limited capital investment if structured and marketed well. However, there are few common mistakes with training that should be avoided: • Choose your segment of training needs carefully. Most pet parents need someone to teach their pet basic manners, social skills and obedience commands. At least initially, avoid the specialty areas such as agility training, therapy training and “expert-level” skills such as scent work and protection.

• Avoid outside trainers.

Although highly skilled, they’re often very expensive and diminish the profitability of a training program. They also tend to operate independently

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Don’t offer group obedience classes.

These classes have proven incredibly unprofitable for pet care businesses.

rather than as a part of your business. A better alternative is to deliver effective “pet-level” training provided by members of your existing staff if they’re given the appropriate training.

• Don’t offer group obedience classes. These classes have proven incredibly unprofitable for pet care businesses.

Chain pet stores offer these as a loss leader, luring pet parents into the store. Once they are physically in the store, the hope is they will buy lots of profitable products. Also, retailers are only capable of offering this type of training, while a pet care facility can offer much more effective options including training camps, which can be very profitable. Again, training is a very much needed and timely boost of revenue.

4

Track Closely This industry is notorious for not closely tracking performance. This is likely due to the mass quantity of pets and clients that come through the business

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on a daily, weekly and monthly basis.

However, the pandemic and loss of boarding business has made it more important than ever to measure and value every inquiry in every sector of your business.

As depressing and daunting as it may currently seem, it’s important to compare your current performance to how you performed pre-COVID. The most significant numbers to begin tracking are new and returning daycare, boarding, grooming and training (if offered) inquiries you receive per day, week and month.

If you’re not receiving an adequate number of leads, it’s time to improve your marketing. In order to determine the performance of those leads, you should be tracking the number of actual bookings you receive from the inquiries above. The percentage is your conversion ratio. If it’s below par, you may not have the right people on the phone, or their training and coaching may be lacking.

For those that didn’t convert—why not? What happened? Is there some internal process that is blocking your success? Does your team know how many new customers you need to survive this pandemic?

These valuable numbers will show you what areas need improvement and will benefit from your attention.

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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 significantly growing your revenue, 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.

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PROFILE OF SUCCESS

THEY MAKE

IT EASY!

By Kathy Hosler

20

PET BOARDING & DAYCARE

Photos by Chris Joao & Matt McCord

I

started my dog training company, Canine Obedience Unlimited, in 2005, and for the first few years it was just me, myself and I," says Andrew Fraser. "We eventually grew to a team of five, but for the first 10 years we were a fairly small business."

In 2015, Andrew decided to rebrand and expand his business. About 30 miles from his current location, he found a 12,000 sq. ft. building that was once an automotive transmission shop. It was an empty building except for some small office areas. The building didn't even have air conditioning, but Andrew saw its possibilities.

Starting from the ground up, Andrew and his team

began to transform the empty building into an all-inclusive, premier pet resort. They installed artificial turf in most of their outdoor play areas, rubber floors where they were going to have daycare activities and epoxy floors where the boarding would be.

In just three months, they opened DogiZone—a full-service pet care and training facility located in Rockville, Maryland. And, apparently, DogiZone was just what the community of Rockville needed.

"We have had significant growth in the last five years," says Andrew. "When we moved into our current facility, we were a several-hundred-thousand-dollar

PET BOARDING & DAYCARE

21

Five thousand sq. ft. of indoor play space and 7,500 sq. ft. of fenced outdoor space provides plenty of room for romping pups. Typically, 90-125 dogs attend the Monday through Friday daycare per day.

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company and are now a multimilliondollar company. As a result of this massive growth, we have been recognized with several awards along the way. This includes awards like Best Boarding and Pet Sitters in Montgomery County, Maryland to (most notably) being listed on the prestigious 2020 Inc. 5,000 list of fastest growing privately owned companies."

The resort can house about 125 dogs for overnight boarding in their accommodations, which run from traditional crate options to small and medium cabins to extra-large luxury suites. In addition to their lodging choice, owners can select activity packages such as group playtime, puppy and senior dog packages, fitness time or special treats.

Three program choices are available to daycare attendees. The first is pack play, which is basically an all-day playgroup. Then there is personalized play, a one-on-one with a staff member which was designed for dogs that are not a good fit for pack play or that need special attention. The premier level, Playcademy®, is individually customized for the ultimate experience. These dogs get playtime with the other dogs, they can join in exercising with the fitness trainer, work on life skills and manners, take agility lessons and more.

Five thousand sq. ft. of indoor play space and 7,500 sq. ft. of fenced outdoor space provides plenty of room for romping pups. Typically, 90-125 dogs attend the Monday through Friday daycare per day.

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“We recently added three roofs over our outdoor play areas, and also a 24-hour standby backup generator.”

— Andrew Fraser, founder of DogiZone

DogiZone's brand promise is, "We make it easy," and one way they achieve that is through their transportation service. Owners can arrange for their dog to be picked up for daycare while their busy family prepares for the day.

Then, the happy, tuckered-out pup can be returned at the end of the day, even if the owners are not home from work yet.

This convenient service is also available for grooming appointments, training classes and boarding.

"We make constant and never-ending improvements to our facility, staff and the services we supply to our clients," says Andrew. "Every year we do a large expansion of some sort. We recently added three roofs over our outdoor play areas, and also a 24-hour standby backup generator."

DogiZone's specialty has always been dog training and it is a huge part of their business. In addition to Andrew, there are eight trainers on staff. Their training

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PET BOARDING & DAYCARE

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Their training methods teach clients how to interact with their dogs in a way that creates a safe, happy, healthy and low-stress relationship for both dogs and owners.

methods teach clients how to interact with their dogs in a way that creates a safe, happy, healthy and low-stress relationship for both dogs and owners.

"As a full-service dog training company, we evaluate each dog prior to making a recommendation for a training program," says Andrew. "After the evaluation, we determine which type of program and training approach is best for the dog. We work with the client to customize and tailor a program for their dog versus a one-size-fits-all approach. I think that separates us from a lot of other places," Andrew adds emphatically.

The DogiZone University program provides unique group training classes.

With over 30 group classes held per week, owners can sign up for a membership and 26

PET BOARDING & DAYCARE

train at their own pace. They can come two to three days a week, or even every other week. It gives a lot of flexibility to the owners who have busy lives. Every dog starts out at preschool or elementary, depending on the age of the dog. And as they complete the requirements for each university program, they graduate to the next level.

Above and beyond the university program, they also offer Board and Train Camp, which has become one of their most popular programs.

DogiZone is in the midst of a 5,000 sq. ft. expansion. They are rolling out a new fitness department, as well as the DogiMarket (a full retail store) and a new training center.

"With people being so health conscious these days, canine fitness is now on the cutting edge,” says Andrew. “They want their dogs to live longer and healthier lives. If we can coach people about their dogs’ overall health, nutrition and fitness,

we can do a lot to prevent bigger issues from happening.

"I, and two other team members, have become certified as canine fitness trainers through the University of Tennessee.

There are five certified fitness trainers in Maryland, and three of them are at DogiZone," Andrew proudly shares.

Their fitness center, DogiFit, has many specially designed programs for weight management, arthritis management, conditioning for canine athletes and more.

They also offer private and group workouts. Any owner who wants to sign their dog up for a fitness program has to fill out a four-page history form and the dog also undergoes a fitness evaluation.

The core purpose of DogiZone is to enhance the lives of dogs and their owners. In order to accomplish that, they have a team of about 40 staff members.

"Our staff is one of our biggest assets," says Andrew. “Nothing is more important to me. My philosophy is, if we take care

PET BOARDING & DAYCARE

of our employees, they will take care of our clients. Our full-time team members get three to four weeks of paid vacation, their birthday off with pay, a 401K, health insurance and employee discounts."

From the beginning, DogiZone has had an online presence. Their website, www.dogizone.com, contains a wealth of information and videos which clients and potential clients can access. A dedicated digital marketing team helps maintain their website and social media sites. The website also features several special offers for new clients.

"Yes, our special offers do bring in a lot of clients," shares Andrew. "But, the most important thing is that we do a great job for them so they come back.

A special offer is only as good as the service we provide."

Stellar service coupled with quality care and training in one convenient location is why DogiZone can proudly say, "We make it easy!"

27

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FACILITY

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GROUP PLAY

By Professional Pet Boarding Certification Council Safety should be the top priority when designing and utilizing play areas

PHYSICAL SPACE

for group dog play.

The design should be functional and safe for multiple dogs, and it is important to be prepared for all scenarios.

30

Dogs are sensitive to movement into their physical space, so providing adequatelysized play areas is an important priority.

Here are some industry guidelines for physical space requirements:

• Indoor play areas should provide a minimum of 75 sq. ft. per dog (i.e., facility without free access to outdoors).

• Indoor/outdoor facilities should have a policy in place for dog rotation when outdoor portion of space cannot be utilized.

• Facilities that limit dogs by weight or segregate playgroups strictly by size may drop to a 40 sq. ft. per dog requirement if 80% of the dogs in the playgroup weigh 30 pounds or less.

PET BOARDING & DAYCARE

ENVIRONMENT

Another important consideration is the use of dog-safe and dog-friendly materials for walls/fencing and floor or ground covering. The physical activity of dog groups requires materials specifically designed for the group play environment or commercial strength products at a minimum.

Products and materials designed for residential use are generally not durable or safe for this environment.

32

• Indoor play area walls should be a minimum of four ft. in height, but six ft. is recommended.

• If “jumpers” are admitted to playgroups, indoor play area walls should be floor to ceiling.

• Outdoor fenced areas should be a minimum of six ft. in height with an angled-in top, or eight ft. with straight sides.

• Six ft. straight-sided fence is acceptable if a second, shorter fence is placed inside the perimeter, leaving an open space of not less than three ft. between the two fences.

• A double gate/door system should be employed that requires dogs to go through two secure gates or doors in order to get out of the facility.

• Adequate security fencing should surround all outside enclosures and be in good repair.

PET BOARDING & DAYCARE

It is also recommended that all play areas be designed to include greeting areas. This can be a small area, about four ft. by six ft. in size, with open fencing to allow for an initial greeting period prior to joining the dog play group. This should be required even for dogs that know each other in order to safely join the playgroup. Dog arrivals to group play are high-risk events that require good management to ensure safety, so allowing dogs time for their greeting rituals and to get comfortable prior to entering the play area will help minimize the risk of issues between dogs.

ll at ou

cause any irritation to himself. Remem ber that his freshly clipped nails may be sharp and can easily irritate his puppy skin. If you have any questions or concerns, contact your groomer immediately.

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Taking care of your Puppy at home…

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Between professional groomings, you may need to brush and bathe your puppy at home. Your groomer can recommend and supply the equipment and coat care products that you will need.

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ring spend ecial ur pet. s hair more rt em as ming. reinforce

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SAFE PLAY SUPPLIES

CLIMATE CONTROL

The primary focus of group dog play is the interaction with other dogs, but there are always risks and situations that may arise which staff members must be prepared to handle.

Here are some recommended supplies that will ensure safety and enhance enjoyment of the play environment: • Individual housing for each dog/dog family to be segregated for rest periods or facility emergencies (e.g., lodging enclosures or properly-sized crates) • Safety collars or tools to cut off collars in an emergency situation • Play equipment designed for dogs that is easily cleaned and disinfected • Open crates or places where dogs can take a

Climate control of indoor and outside play areas is a very important safety factor as well. Keep in mind that dogs are generally more physically active during group play, so for their health and safety, be sure to provide the following: • Shaded areas large enough to accommodate all dogs in the group in extreme heat and rain • Adequate shelter from wind and cold • Temperature control of indoor play areas (kept at a range of around 60-80 degrees) • Fresh drinking water accessible to all dogs in group play, both indoor and outdoor.

•

• • •

break from other dogs in the group Toys that are durable for group play and a quantity that allows each dog that wants a toy to have one (soft, stuffed toys or high-value chew-type toys are not recommended) Slip leads for moving dogs Elimination cleaning tools and disinfecting products Dog and staff first aid supplies.

By following these recommenda-

om w fr e N

SOCIA L MEDIA RELEASE FORM

Your Pet is IMPO

RTANT to Us!

to use: (Please chec k one

Resources: Standards – Pet Care Services Association (PCSA) Voluntary Facilities Accreditation Program (VFA Program).

below)

My pet’s name(s)/im ages My pet’s and my last name/images My pet’s and my first and last name/imag es Establishment Name Owner Name Owner Signature

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34

human—safer and happier while they

Voluntary Facility Accreditation

I release this est ablishment and their respective and agents from employees, officers any and all liabil ity which may arise news media storie from the use of such s, promotional mate rials, written articl photographic imag es, videos and/o es. r

of keeping everyone—both dog and

Date

I hereby authorize the use of photos and/or information relate d to my pet’s expe rience at this establishment. I understand my pet may be used in publications inclu ding electronic, audio visual, promotion al literature, adve rtising, community prese ntations, letters to area legislators, medi a and/or in simila r ways.

My consent is freely given as a public service without expe cting payment.

I grant permission

ment, your facility has a better chance

enjoy their time together.

Pet Name

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CATS

TWO WAYS TO EASE

Kitty enjoyed her breakfast and morning nap. Hope you are having a relaxing day!

F eline C lient

Anxieties

By Deborah Hansen

Cat owners can be as finicky and temperamental as their beloved furry felines. When adding cats to a dog facility, many times boarding owners and staff struggle to understand the needs of this group of pet owners.

W

hen we look at the different groups of feline owners, those who are most likely to bring their cat in for boarding fall into the overprotective group that always wants the best of everything for their kitty. When the other groups of cat owners leave town for a few days, it tends to be challenging to convince them that their cats actually need the supervised care that a boarding facility provides.

Once your facility attracts these high–maintenance cat owners, the next step is to keep them happy without monopolizing your staff ’s energy during their stay. There are several systems your business can have in place to help make the stay of these clients’ cats run smoothly while assuring that the needs of all the pets in your care can be met in 36

a timely manner.

Here are two steps that I take to put these clients’ minds at ease: First, I send them a daily text or email with a picture of their cat and a quick note about the feline’s day. Second, I keep a daily journal that records how their cat was provided for each day during the boarding stay. These two simple solutions also assist in encouraging rebooking of feline clients.

Daily Text or Email Offering a daily text or email goes a long way in calming owner anxieties when they are out of town.

When I started caring for felines while their owners were out of the country, I was surprised at the efforts the owners make to check for a daily email or text. Clients on a cruise PET BOARDING & DAYCARE

would make special arrangements to receive shore–to–ship emails to see a picture of their cat every day. And, international travelers would be sure to add international cell service to their phones to receive a daily text about their cat.

Knowing the effort and expense these owners encountered to receive a daily email or text made me nervous about capturing a picture that was unique and original day after day. It did not take me long to discover that clients simply want to see their beloved furry family member. A quick picture of the cat is what is important. If all the kitty does is hide in the cubby or sleep in the corner, then that is the picture they will be getting.

I have a set daily picture time in my business. There is one cat that is

It did not take me long to discover that clients simply want to see their beloved furry family member. A quick picture of the cat is what is important. If all the kitty does is hide in the cubby or sleep in the corner, then that is the picture they will be getting.

notorious for always eating when I come by at picture time and another one that is always asleep in their cubby. The feline owners that pay for boarding just want to see that their cat is doing what their cat always does. This is comforting to many cat owners. If you happen to snap a picture of something unique or funny, owners love that as well. If 80% of the pictures are the same, the owners also appreciate that their kitty is acting “normal” while they are out of town. In my experience, every picture is appreciated.

In the beginning I thought I needed to say something creative with every text or email; “Kitty enjoyed her wet turkey with gravy for breakfast before she took a bath and a nap in a sun puddle.” Then I realized owners were just as happy with, “Hi! Kitty enjoyed her breakfast and morning nap. Hope you are having a relaxing day!” I also like to add any catch phrases my business uses for branding in my quick note to the owners. Your notes do not need to be long or well curated to be effective.

At first these additional steps may seem overwhelming and costly, but, in my business, I have found that it actually saves me time and money. I do not charge extra for this service. Sending a quick

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PET BOARDING & DAYCARE

daily email or text with a picture of the cat tends to eliminate numerous random phone calls that keep the staff from attending to the needs of other pets.

While having cameras and a video feed that clients can log onto is a great option for an add–on service, sending a quick message seems to be more cost effective when caring for these clients. At check–in, I simply set up a daily email or text as part of the standard service instead of as an add–on.

Journal of The Cat’s Stay The other option I like for these clients is a daily journal that includes a checklist which I provide to the client at the end of their stay. I have designed these on two–part NCR paper so the client gets one and I have a copy for their records. If your files are digital, I would suggest a digital option using the same setup as your client intake form.

My client journal has a place for date and time, then a checklist for food, fresh water, litter box cleaning and play time, followed by a section for notes. I try to write one note for each day of the journal. I write things like, “Fluffy really enjoyed her feather time today,” “She loves turkey and gravy” or “Silly girl was playing in her water bowl.” I always try to write a positive note that emphasizes that my business was attentive and observant to the cat’s every movement.

Having positive and insightful notes on the first stay not only encourages rebooking, but also seems to calm the anxiety and saves on communication time during future boarding stays.

Feline boarding clients are much different than dog boarding clients. Often their uniqueness leads to frustration and a lower profit rate. Simple things like a daily email or text and a daily journal go a long way to reassure these clients that your business is taking amazing care of their beloved furry family member, while also building their confidence to encourage rebooking in the future.

ANIMAL HEALTH

SIGNS

THAT MAY INDICATE A CANINE MEDICAL

PROBLEM

By Lisa Perri DosPassos s a pet care professional, it is important to be able to recognize any signs that may indicate pain or discomfort a dog could be experiencing when they are in your care.

It is not uncommon for dogs to show subtle signs that can be easy to miss. A dog that is in pain is certainly more likely to display unwanted behaviors when handled. Below is a list of some common signs and indications that a dog may be experiencing pain, weakness or discomfort.

1. Rounded or “roached” topline.

Everyone loves a nice straight topline on a dog. If a dog presents with a curved, rounded or even “pointed” back, a red flag should go up. As dogs age, they can lose muscle mass, strength and flexibility through the spine, contributing to poor 40

spinal posture. A rounded spine may also be an indication that there is trouble somewhere else in the body, such as a painful limb.

2. Avoidance of shifting weight to a limb.

As you lift each leg of a dog, they shift their weight through the other three limbs. If you observe a dog that consistently does not want to off-load a limb, take a closer look. The limb on the opposite side may be painful or too weak to support the dog. This is common with conditions such as hip dysplasia and arthritis.

3. Inability to stand for several minutes.

A fit dog should be able to stand upright for three minutes or more. If a dog tries to sit or lie down after standing for only a brief period of

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Most dogs don’t enjoy having their feet touched. So the key here is to be on the lookout for a dog that has a particular foot or toe that they strongly protest having touched, or a dog that previously did not fuss about their feet but now reacts when handled.

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time, obesity, poor conditioning, painful joints, chronic disease or injury may be to blame.

4. Reacting when touched at the waist.

We have all encountered a dog that will whip around and snap when you touch or hold them around the waist.

This may be the result of under-socialization or poor exposure to being handled as a young dog—or this can also be an indication that the dog has pain in their hips, back or hind legs.

A common muscle injury in the hind end is a strain of the iliopsoas muscle group. “Guarding” the area of the waist is often seen in a dog with an iliopsoas strain. Look for twitching or stiffening of the muscles around this area when touched to give you a better idea if this is a problem with pain versus behavior.

5. Not wanting to move front legs forward.

A dog with a painful shoulder, neck or rib may not be comfortable having their front leg moved forward. Dogs naturally carry 60 percent of their weight through the front end. Any front end lameness or pain should be taken seriously.

6. Strong dislike of having feet or nails touched.

Most dogs don’t enjoy having their feet touched. So the key here is to be on the lookout for a dog that

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TIPS FOR KEEPING

DOGS SAFE 1. Traction, traction, traction.

From the moment a dog walks in the door, they should have secure, non-slip flooring to walk and stand on. This is important for dogs of all ages.

2. No jumping down. Teach your clients to lift or assist the dogs as they get out of the car, or have staff offer to help them.

3. Keep the old dogs warm.

Older dogs, especially with arthritis, need extra TLC. It is important to keep them warm to avoid causing stiffness in their joints.

44

has a particular foot or toe that they strongly protest having touched, or a dog that previously did not fuss about their feet but now reacts when handled.

Arthritis of the wrists and toes can be a sneaky culprit, and may make it very painful for a toe or foot to be flexed, pressed or squeezed.

7. Asymmetry in the limbs or muscles.

Be aware of any imbalance, asymmetry or visual difference in the muscles or posture of the limbs of the dog. A dog that is not using a limb properly will likely have smaller muscles on that side, or may hold the leg in a different position when standing, sitting or lying down. Knee ligament injuries are very common and usually lead to muscle wasting on the injured leg.

Dogs are often stoic creatures, and do a good job of adapting to painful

PET BOARDING & DAYCARE

changes in their bodies. Whether from injury, disease or changes from aging, dogs can hide their pain very well. If you notice any signs of pain or discomfort in a dog, encourage their owners to have the dog checked out by their veterinarian for a full evaluation.

Lisa DosPassos, OTR/L, CCRP, is a canine rehabilitation practitioner from southern Pennsylvania. Lisa spent over 14 years working as a veterinary technician, as she went on to become an occupational therapist. She is one of the few occupational therapists that have become canine rehab therapists, through the University of Tennessee program. She and her husband compete in the sport of flyball, and train in disc, agility, weight pull, barn hunt and dock diving with their dogs. Next Level Canine Rehab & Fitness is located in Chester County Pennsylvania, serving canine athletes and family companions alike. www.nextlevelcaninerehab.com

A Practical Guide for Pet Health Professionals

antibiotics. It has been a tough journey, but the nourishment Leah receives and the bond we share is so worth it. There is something so special about knowing that your whole body is pouring out the love for your baby that you have in your heart.

Have you experienced any bias because of breastfeeding?

I think the public is gradually becoming more accepting of breastfeeding, but there is still work that needs to be done. Breasts are so over-sexualized in our culture that many people still think of breastfeeding as something that needs to be hidden away, either under a nursing cover or in a special nursing room, like the one at church I am expected to go to every time my baby gets hungry during a church service. In many other cultures, no one looks at you twice when you LIFESTYLE use your breasts for the very purpose they were designed for—feeding babies! How great would it LIFE KS FOR THE be if our culture could get to this HAC point, too?

There is something so special about knowing that your whole body is pouring out the love for your baby that you have in your heart.

– Dr. Sara Pilgrim

Y PA R EN T

W

S2 pump hat Ifor work! didn’t find? Life hacks for the working veterinary mom. So here are my top 5 lifepadshacks for Nursing I would the working veterin parent (and yes, ary constantlythis leakapplie through s to you dads, too.)

my clothes without them!

DON ’T

UNSWAD DLE AT NIGH

Plesser

B r e a s t fe e d i n g P ro d u c t s

WORK IN VET ER INAR G

Do you have advice for those considering breastfeeding?

Read as much as you can about breastfeeding before you have the baby! I spent a lot of time learning about giving

By Justin birth,ebut Lee,I naively DACV thought that breastfeeding would "just come ECC, DABT As a hyper–effi naturally," andcient I wasveter not very well informed inarian, I was tryin aboutg the problems we ended up having. to prep are as much as I could prior Also, find a good lactation consultant!

I was to my one–and–only lucky enough to give birth at achild For those . where hospital of you guys who know Myers– Briggs perso continued on page 24 nality scori ng, I’m a prett high “J” (e.g., y anal retentive), so I wanted to be as orga nized as poss ible for this baby thing.

Boy, was I in for a surprise.

I love my Spectra

T

I prepared as much as I could by reading all parenting and the baby books early.

But there are lies in the books some that no one fills you in on—a I’ll shareMAGAZINE PETVET the two bigges nd t right now. First, skin.” Really?

IT'S OK TO INTR “skin to You don’t think ODUCE THE PACIF your baby is going naturally bond IER BEFORE to to you? You don’t 30 DAYS need to strip baby out of his the PJ’s and unswa Ah, the pacifie ddle at night breastfeeding. r. All the books while That’s what I say that babies nipple confusion was doing; maxim get the skin to skin and not to give izing by unswaddling them a pacifie for one month. I learne r , breastfeedin changing the d all my mom g, diaper, and re–swa had introduced friends ddling a pacifier I had a totally …and now awake baby. After after day two… my sixth week while in the doing this, the of teacher of my hospital. I’m mom’s group so rule–abiding our whole group yelled at , of new moms for one month NEW PETI waited . “NO,” she replied “Slather a ton CARE . of baby diaper —but regret not rash cream on, with the lights startfeed COMM off, and let him UNITY ing sooner! All sleep those coma.” You don’t off the milk read that in any long nights…why RESOU baby books RCE didn’t ! someone tell me it was ok to start WORKS TO earlier?!

INDUSTRY NEWS

22

PHOTO BY Leslie

D r . S a ra ’ s

Must-Have

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A n t i m i c ro b i a l R esi sta n ce

ADDRESS HEALTH RISKS

18

PETVET MAGAZI

NE

By Gwyn Donohue

T

wo million people are infected with resistant strains of bacteria and 23,000 deaths result from antibiotic resistance in the U.S. each year, according to Centers for Disease Control and Prevention (CDC) estimates.

What makes this troubling statistic important to the veterinary community, other pet care profession als and pet owners is that two relatively common bacteria species that have resistant strains, Campylobacter and Salmonell a, are also common in many pets. While these are not classified by the CDC as urgent threats of greatest concern to human health, they are considered a serious threat.

One example is a 2016 outbreak of antibioticresistant campylobacteriosis that involved 113 patients in 17 states, and was determined to be linked to puppies.

Instances like this, along with the fact that resistant strains of bacteria are developing at increasingly rapid rates and outpacing the introduction of new antibiotics , has caused public health officials and the pet care community to actively address the issue of responsible use of antibiotics in companio n animals.

“Recognizing that antibiotic resistant germs are a growing and serious health risk to both humans and animals, last year PIJAC committed to work with the pet care community to create best management practices to combat AMR as part of our participation in the

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THINK TANK

T

here are many ways that you can and should get in front of new potential clients,

but there are two that I've used with my own businesses as well the dog daycares I work with that stand out. One is more of a long-term strategy, while the other can bring an immediate stream of new customers into your business. I recommend implementing both of these if you're serious about growing your business now and well into the future.

Let's start with the way you can get new customers through your doors right away. To get new people interested in your business, you need to do two main things: one,

questions from the

let them know you exist (or remind them that you're there) and what it is that you do; and two, give them an irresistible offer to try you out. The easiest way to do that is to use paid advertising, specifically on Facebook and Instagram. (Instagram is owned

by Facebook and you can advertise on both platforms at the same time.)

You will need to invest a little money into it; however, if you're doing it right, you will be getting back much

A Member of the Dog Daycare Business Think Tank asked: Where can I get the most bang for my buck (or, more realistically, my time!) in attracting new clients?

more than you're putting in.

With ads, we're always thinking about the lifetime value of your average customer—how much your average customer is worth to you over the years of using your business.

Smart companies understand that the value of a customer is worth much more than their first purchase, so are often willing to break even or take a loss to acquire a new customer.

On Facebook/Instagram you can make sure you only target those people who are your ideal

46

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You want to create relationships with other dog businesses in your area so that they will send you a constant stream of referrals. You’re probably nodding your head thinking that this is nothing new and that you already knew that, BUT I rarely find people doing it right. customers—thanks to their superdetailed targeting capabilities—so you will only pay to show your ads to the people most likely to convert. This means you don't waste money showing your ads to people who are irrelevant (like in print media), allowing you to maximize your ad spend.

To make this work, you want to come up with a deal that people will see in their Facebook/Instagram feed that is hard for them to resist. This will get you a whole bunch of new customers that you can dazzle with your awesome service and turn them into long-term patrons.

That brings us to the second way to

bring in more customers which has more long-lasting results but takes more time to see the fruits of your efforts. You want to create relationships with other dog businesses in your area so that they will send you a constant stream of referrals.

You're probably nodding your head thinking that this is nothing new and that you already knew that, BUT I rarely find people doing it right.

The key thing about building a strong relationship is that you want to go into it seeing how much you can help out the other business without asking them to help out your business. You want to make as many large deposits

in the relationship bank of this other business as you can before you are able to make a withdrawal. You want to help out the other business so much that they feel compelled to reciprocate.

This takes time and patience and typically doesn't cost you any money; however, once you have cultivated it, it can be invaluable to your business.

Get to know the people in the other businesses and find creative ways to help them out in any areas where they may be struggling. Send them as many customers as you can, but don't ever ask for anything in return. Over time you'll earn so much goodwill that soon the other business will go out of their way for you in return and start sending new customers your way as well.

There are a number of other ways you can get new customers into your business, but these two will have the biggest impact and, when used together, create an engine that will continually drive new business to your daycare or boarding facility and help you grow.

Questions for this column come from the Facebook group The Dog Daycare Business Think Tank and are answered

by Fernando Camacho (Fern). Fern runs Overdog Digital, a digital marketing agency specializing in working with dog daycare and boarding facilities. He does private business consulting, staff training and helps pet businesses utilize modern resources to expand their customer base and grow their businesses. Fern is also the author of six books and is a speaker at national conferences and private events. To join the group or ask a question, go to: www.facebook.com/ groups/dogdaycarethinktank

48

PET BOARDING & DAYCARE

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INDUSTRY NEWS

COVID-19’S IMPACT ON THE PET BOARDING & DAYCARE INDUSTRY

Pet Boarding & Daycare Magazine surveyed around 200 facilities to see how the country’s current pandemic has really affected their businesses.

About half of the facilities surveyed indicated that their business has

DECREASED

BY AROUND

50%

WITH ONLY ABOUT

7%

SAYING THEIR BUSINESS HAS

NOT DECREASED AT ALL

OR BY LESS THAN 20%.

NEARLY

9% REPORTED

THEIR BUSINESS DECREASED

BY 81-100%

We also asked the facilities what services they are now offering to help make up for lost business.

A large number responded saying that they added grooming services, or have been marketing their existing grooming services at a higher rate than usual. Others said that they have expanded their daycare hours or days, or added additional activities, including training, in order to bring in more revenue.

A few came up with some unique and creative ideas including: Renting out daycare yards for one-on-one owner/pet playtime for those not comfortable going to the dog park, offering gift cards at a discounted rate to bring in immediate revenue, providing pet food and treat delivery service.

Others followed suit of

non-pet-related businesses by

adapting their practices to meet social-distancing protocols.

Some of their operational and service changes included contactless curbside services, door-to-door drop-off and pick-up services, virtual training sessions and online retail.

50

PET BOARDING & DAYCARE

In addition, we asked a few questions in relation to how the pandemic has affected the staff load of boarding and daycare facilities. As a baseline, of the 200 facilities surveyed

66%

REPORTED EMPLOYING

0-10 STAFF

23%

EMPLOYING 10-20

11%

EMPLOYING 21+ STAFF

95%

of those facilities said they had to layoff/terminate 0-10 staff members

3%

said they relieved 11-20 individuals and just

they relieved 21+ 1.5% said employees.

We also asked those facilities if they (owner/manager) or any of their staff members furthered their education or skills by way of virtual learning. Nearly 53% answered that yes, they themselves or staff have pursued virtual learning.

The results of this survey go to show that, like most other small, service-based businesses, the pet boarding and daycare industry has taken a hard hit during this tough time. However, they continue to persevere and remain hopeful for a bright future of caring for pets and the people who love them.

PET BOARDING & DAYCARE

51

RECORD–SET TING AT TENDANCE AT

2020

T

he Pet Boarding and Daycare Expo 2020, which normally takes place annually at the Hershey Lodge in Hershey, PA, set the record for the highest attended pet boarding-focused event ever. For safety reasons due to the pandemic, the expo was moved to a virtual event. The expo invited over 765 attendees to take part in educational seminars geared toward pet boarding and daycare facilities.

Twenty vendors also attended the virtual trade show, offering show discounts on kennel runs, disinfectants and financing options, among other products and services.

Although this year’s expo was held virtually, it still was able to surpass the attendance numbers of the in-person show in 2019.

Pet Boarding and Daycare Expo has consistently been the largest boarding show and has not stopped growing—even in this new economic climate.

Rebecca Shipman, editor of Pet

Pet Boarding and Daycare Expo has consistently been the largest boarding show and has not stopped growing—even in this new economic climate.

Boarding and Daycare Magazine and planner of the event, had this to say about the expo, “Pet Boarding and Daycare Expo has been bringing like-minded pet professionals together for eight years. Innovative business owners and their staff attend the expos to stay on the cutting edge of technology and business practices which continuously improves their boarding and daycare businesses.”

In 2019, Pet Boarding and Daycare Expo was restructured to better serve attendees who are looking for a specific track of education. Because both business owners and employees comprise the attendee list, the seminars have been restructured to service these two different groups more effectively.

The industry has seen a shift in services which their customers have

come to expect, including daycare, group play, and enrichment.

Rebecca Shipman has this to say about the change, “The pet boarding industry has grown increasingly competitive, and business owners are constantly looking for ways to differentiate from the competition and run their businesses safer and more efficiently. Attending the Pet Boarding and Daycare Expo will give businesses the tools they need to better service their customers and attract new ones.”

Next year’s Pet Boarding and Daycare Expo is scheduled to be held November 8th through November 11th, 2021 at the Hershey Lodge and Convention Center in Hershey, PA.

For more information and updates, visit www.PetBoardingExpo.com 52

PET BOARDING & DAYCARE

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