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Winter 2010 • Volume 4, Issue 1

innkeeping quarterly

smart reading for smart innkeeping

page 5

10 Creating Your Inn Manual Preparing for a rainy day

19 A Year in Review An interview with four industry leaders

28 Waste Not, Want Not Saving money by reducing waste

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Winter 2010 • Volume 4, Issue 1

innkeeping quarterly

feature articles 10

Creating Your Inn Manual


A Year in Review

smart reading for smart innkeeping

departments 3

Key Notes

18 Industry News Beat 22 Technology: There’s An App For Everything!

24 By The Numbers 28 Food Glorious Food 31 Innkeeper

2 Innkeeper

33 Industry Events 34 PAII News and

Information Center

cover story


Take Their Breath Away

How to Boost Guest Numbers in a Tough Economy

Innkeeping Quarterly (IQ), is PAII’s quarterly periodical. PAII has been dedicated to fostering the knowledge and expertise of keepers of the inn for over 20 years. In line with this mission, each issue of IQ features members of the innkeeping community and covers topics that are important to those in the innkeeping industry: real estate, food, finances, customer relations, operations, marketing, and more. IQ: smart reading for smart innkeeping Professional Association of Innkeepers International • 800.468.PAII © 2010, Professional Association of Innkeepers International


Advertisers’ Index

IQ smart reading for smart innkeeping

About IQ: IQ is published quarterly. Editorial comments and suggestions are welcomed. To contribute, please contact Ingrid Thorson, 856-310-1102, Editorial Office: PAII, 207 White Horse Pike Haddon Heights, NJ 08035 IQ Staff: Contributing Editors: John Felton Laura Middleton Ingrid Thorson

Key Notes Your Customer Base is Changing — Are You?


hile there is no universally ac­

customer base. I have a strange feel­

cepted definition of “Genera­

ing that when the iPod docking station

tion X,” most writers on the subject

phenomenon hit the lodging industry,

agree Gen Xers were born between

that somehow a lot of people thought

the early 1960s up until about 1980.

that was all it took to please the Gen X

That means some Gen X folks are

and “younger” generation.

nearly 50 years old now! I’ve always assumed Gen X meant the youth, the

I contend that innkeepers need to pay

kids, the “new generation.” I’m men­

attention to the feedback of your Gen

tioning this, because most innkeepers

X customers more than all others.

I encounter are baby boomers (born

Don’t dismiss the needs of baby boom­

between 1946 and the early 1960s).

ers by any means, because they are

Contributing Writers: Chip R. Bell Liza Simpson Kathryn White

Most innkeepers like to craft their

still your bread and butter. I think

B&Bs in their own image — they dec­

you’ve done a good job taking care of

orate according to their tastes and

them. Look to the guests now in their

they deliver an experience that they

late 30s and 40s. Get their candid feed­

Design: Imbue Creative

believe would be enjoyable. After all,

back. Why not consider hosting a mid-

the baby boomer generation likely

week “focus group” in your down

makes up a solid portion of our indus­

season, where you invite some of

PAII Staff: Jay Karen President and CEO

try’s customer base. Makes sense. But,

your Gen X friends to stay the night

times are a-changing. While the baby

and give you honest feedback about

boomer generation still trumps Gen X

your inn? Can you handle unvarnished

Michele McVay Vice President

with regard to size and wealth, the

criticism? If you truly want to keep im­

Isabel Abreu Membership Sales Coordinator

Gen X crowd should no longer be

proving your business performance,

seen as a “niche” market. This is your

you should do something like this. I

burgeoning customer base now!

think if you alter your business to

Advertising Sales: Marlene Sapir

Laura Middleton Communications Coordinator Marlene Sapir Vendor Services & Sales  Ingrid Thorson Marketing & Communications Manager

accommodate the likes and desires of When I speak at B&B conferences

Gen X, you’ll still keep your baby

around the continent, I try driving

boomers satisfied. But if you don’t

home the point about our changing

make any changes to your B&B, be­

customer base by asking, “How many

cause you have enough baby boom­

of you are baby boomers?” Lots of

ers telling you they love your place,

hands go up. Then I ask, “How many

then you’re probably going to miss

of you have tastes different than your

the boat.

children?” All the hands stay up, and there is much chuckling. It’s a rhetori­

Onward and upward in 2010!

cal question, of course. And my point is that — if you’re interested in stay­ ing successful and relevant in the nottoo-distant future — you should alter

Jay Karen

your business to accommodate the

President & CEO

needs, wants and tastes of the rising

5 Take Their Breath Away How to Boost Guest Numbers in a Tough Economy by Chip R. Bell


large brokerage company added a new twist to their toll-free telephone cue  —  “...punch 6 if you’d like to hear a duck quack!” Word of the playful feature spread and soon thousands of people were calling daily just to hear the duck. The company had to remove the unique feature because it overloaded their phone system and ran up a huge tab! The story communicates just how bored today’s customers have become. Want proof? Companies like Nordstrom and Starbucks are considered the “best of the best.” Why? Because they focus on customers (like remembering preferences); they design service processes around customer convenience, pay attention to the details, deliver consistency, and ensure customers receive very friendly service. Most innkeepers would ask, “What is the big deal? Is that not what plain old good service means in the first place?” Another occurrence has elevated customer standards for service. They have become over-stimulated. Television has become both high definition and multimedia. The nightly news shows the weather report, ball scores, stock market numbers and a crawling headline simultaneously on the TV screen. Even the little league ball park is cloistered among giant billboards. Hitting a home run makes a bragging sponsor as noteworthy as a budding sports star. That steady stream of sensory arousal risks making a historic inn seem humdrum and plain vanilla. If A+ service now only gets you a B– on your guest’s report card and if over

stimulated guests crave excitement along with their gourmet breakfast, what’s a bed and breakfast to do? Besides, at a time when value-added (taking what guests expect and adding more) has gotten way

Most innkeepers would ask, “What is the big deal? Is that not what plain old good service means in the first place?” too pricey, maybe it is time try valueunique. Focusing on inventive service, not just great service, means re-examining everything about your guests’ service experience. It means serving with imagination, not just generosity.

you think the large claw-footed tub is still located outdoors. Everything is plan­ ned, crafted and managed to make you believe you are also the guests of Patrick and Sarah. The mattress and box springs of all the large beds are designed and built by local master craftsman Bobby Brown. The beds are so luxurious and cuddly guests often almost miss breakfast. Furnishings are under the attention-to-detail guardianship of co-innkeeper Karen Wibell reflecting her professional background in home furnishings marketing. Gourmet breakfasts are prepared by co-innkeeper

Re-Sense Your Inn Walk in the front door of the Victorian Brady Inn in Madison, Georgia and your spirit is time warped back to 1885 when the elegant home was occupied by Patrick and Sarah Brady. Their pictures hang in the graceful foyer. Sarah’s shoes, found recently in the attic of a nearby home, adorn the large antique armoire in the Sarah Brady bedroom. A verse from an old Shaker hymn is painted in giant calligraphy around the wall at the ceiling of the Saffold Sitting room — appropriately the verse was written around the time the house was built. The bathroom off the McIntyre Bedroom was once an outdoor porch. Today a hand-painted mural, by local artist Molly Lesnikowski, makes winter 2010 • innkeeping quarterly

6 Peter Wibell, a master New York City restaurateur, and typically features his signature French toast (Hawaiian bread marinated overnight in orange juice and milk, flavored with vanilla and spices he will only reveal after your third stay, and then slowly baked in the oven). Read a few pages from the Brady Inn guest book and you will conclude this delightful dish must contain some potion that puts Brady guests in sheer ecstasy. Take a close look at the “touch me” features of your inn? Guests enjoy a tactile connection. What does your inn sound like? One guest of the Brady Inn wrote in the guest book, “I turned on the

Molly Lesnikowski painting the dining room floor at the Brady Inn

innkeeping quarterly • winter 2010

The concierge perspective focuses on the details that not only insure comfort but remove any angst from the experience. antique radio in our bedroom and good oldies brought back memories of when I was a teenager.” What do customers hear in the background when they call? Do you have a signature tasty treat on the bed stand at night — something unexpected and delightful? Does the inn entrance “welcome” in a very obvious and positive way? Could local musicians make your meal time more appealing? What if local artists used your inn or bed and breakfast as a museum? Consider all the emotion and sensations (real or imagined) you want to call to your guest’s mind. The Innkeeper as Concierge Concierges are masters of service choreography. They not only master the taking care of all the “little things,” they manage the customer’s experience from end-to-

end. Being a concierge takes a focus on “backward serving.” That means having a clear picture of what the outcome should be and then working backwards from that goal to ensure the reality matches the vision. It means having a sixth sense for anticipating what can go wrong in service encounters. Only with this clear picture and an early warning capacity can you set about ensuring the glorious outcome matches your careful plan. The concierge perspective focuses on the details that not only insure comfort but remove any angst from the experience. Some very upscale hotels have motion detectors inside guest rooms and a watchful staff so guest rooms can be unobtrusively cleaned when guests are out. A version of this concept was practiced over a century ago when housekeepers leaned a straw from their broom against the bottom of the outside of the guest’s room door. The tradition reflects the major-in-the-minors orientation of a con­ cierge focused on making the guest’s experience completely anxiety-free. The Hardy-Bell award-winning John and Diane Sheiry, owners of The Waverly Inn in Hendersonville, North Carolina practice concierge; these innkeepers do the

7 over-the-top extras. They remove snow from guests’ cars after a snowy night but before guests awake. They bake muffins for the guest who never came to breakfast because he always felt he needed to get to the office. They allowed a guest to use the Sheiry’s personal car when a rental car fell through. And, they took breakfast sandwiches, juice and coffee to inn guests working as vendors at street festivals who

Custom pottery used at the Waverly Inn

Those who opt for an upbeat, positive spirit are happier, safer, healthier and more productive. had to leave the Waverly Inn before breakfast to “set up” their booth. The essence of a great concierge is customer courtship. The Sheiry’s will invite a corporate business traveler who seems particularly “alone” to have dinner with their family in their personal quarters. They invite local residents who live in a particular residential development to come to their social hour in order to talk with inn guests who are seriously considering buying into that same development. The comfortable setting allows the guest-prospects to ask locals questions they might not be comfortable asking their realtor.

Re-energize Your Inn One of the hazards of fishing swampy rivers is the risk of getting a leech. A ritual among river anglers is to always check for the bloodsuckers after emerging from the water. And, the typical way to remove the slimy hitchhiker is with a lighted match or lighter. Leeches suck the blood from their target; spirit leeches suck the passion from theirs. Some spirit leeches are dark — they remove optimism, hope and confidence. Mention an opportunity and they can tell you why it’s a mistake. Some are almost invisible, specializing in putting wet blankets on joy. Spirit leeches are removed the same way real leeches are  — with fire. Not a lighted match, of course, but with the energy of a positive spirit. You do not inherit spirit, acquire spirit or borrow spirit; you choose spirit much like you choose to introduce yourself to a stranger. Those who opt for an upbeat, positive spirit are

winter 2010 • innkeeping quarterly

8 happier, safer, healthier and more productive. And, they refuse to let spirit leeches attach to them. Customers are attracted to spirited people! And, today’s customers are frustrated with indifferent service — not bad service, just boring, comatose service. They witness service people sleep walking through the workday. Re-energize your inn by making it a no-spirit leech zone. Let employees know your guests expect a great attitude and so do you. Display the attitude you want. Mickey Mouse never has an off day, even if Mickey

Outdoor sitting area at the Bottger Mansion

innkeeping quarterly • winter 2010

Guests recall, return, and refer others to those experiences that engage them emotionally and leave them with a positive memory. stayed up late watching TV the night before. Mickey is expected to be happy-golucky Mickey and that is what theme park guests get everyday, even though Mickey performs in a hot costume in sizzling July. Call the Bottger Mansion of Old Town in Albuquerque, New Mexico and you get the spirit of greatness coming right back at you. In the land of ancient spirits, they live animation every day. Their website promises “entertainment provided by finches, hummingbirds, mourning doves and other birds in our flower-filled courtyard.”

Last summer the Bottger Mansion became a Certified Wildlife Habitat through the National Wildlife Federation. Their signature parlor book exchange allows guests to take with them books they have yet to complete and leave behind books they have completed. The guest information guides read like an exciting novel. They have their own in-house TV channel providing information especially important to late arriving guests eager for a comfortable stay. While the property dates back to a land grant from the King of Spain in the early 1700’s, the Bottger Mansion was built in 1910 when Albuquerque was a bustling western city growing with the arrival of the railroad in 1881. Guests have been as diverse as gangster Machine Gun Kelly, a young Elvis Presley, Frank Sinatra who sang after a wedding dinner, and rock star Janis Joplin. In the land of colorful hot air balloons and Pueblo Native Americans, innkeepers Steve and

9 Kathy Hiatt have found unique ways to create a relaxed yet spirited ambiance that fits the distinctive vibrancy of the New Mexico culture. Guests recall, return, and refer others to those experiences that engage them emotionally and leave them with a positive memory. In an era of doom and gloom, creating a place of joy can help your inn become the guest’s “oasis of choice.” And, imaginative service can take their breath away. ■

Chip R. Bell is a customer loyalty consultant and author (with John R. Patterson) of the best-selling book Take Their Breath Away: How Imaginative Service Creates Devoted Customers. He will be the keynote speaker at the 2010 Innkeeping Con­ ference and Trade Show. He can be reached through www.

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winter 2010 • innkeeping quarterly

10 Creating Your Inn Manual by Kathryn White


nursed a bad hip for years when all of a sudden the pain became unbearable and I knew surgery was imminent. I scrambled to find interim innkeepers for ten weeks, feeling comfortable that at least the inn’s manual was in pretty good shape. Well, pretty good shape is okay, but it doesn’t help the person who is reading a manual on where to find something or how to do something if the information has changed. If the winter months are quiet for your inn, this could be time well spent on creating or updating your inn’s manual and guide on all of the where, what, when and how of running your operation. In contacting one pair of my interim innkeepers, Peg and Butch McCleaf of Lancaster, Pennsylvania, she stated their two priorities for information on any inn where they are working are the following: 1. Details of the property’s systems (heat­ ing, cooling, water, electric), how they function, and whom to call for repairs or assistance; and 2. Any variations from the norm that might be expected. The first request is fairly obvious and certainly very important. The second is sometimes tough to predict, but helpful for the interim innkeeper to know. For example, note if a guest has food allergies or food restrictions, if a major event is going to take place in your area, or if delivery, construction or installation of a major appliance is to occur. As the innkeeper you know the best route to the parking lot of the annual craft fair, but your interim innkeeper

innkeeping quarterly • winter 2010

needs to know this too. Alerting them to special events and activities, whether onsite or in the area, will allow them to investigate and be prepared to assist guests. The following table of contents will help develop a manual if you haven’t yet started one, or offer a few ideas of additional items to include if you have one. A project I personally will tackle this winter is taking pictures to illustrate the manual. I plan to include photos of the dining room set-up and a typical plated breakfast; close-ups of each room, including such items as where the switch for the electric fireplace is; and anything else I think is critical to explaining how to run the inn. As innkeepers and owners, we know our properties. We know the ins and outs and quirky behavior of the furnace or how the front door lock gets stuck. The challenge is to approach each room and each task of our day and explain it sufficiently so that someone can walk into the inn with manual in hand and find answers to everything. Reservation Procedures This section of your manual should include items such as ●● How to answer the phone. What do you say when you answer the phone? Consider writing the script. ●● How to respond to e-mail inquiries. Since you probably have your own unique way of responding to emails, be as specific as possible. For example, how do you answer inquiries asking for general information? What about those asking for a specific reservation. You should try to include examples

and samples of how you would like your interim innkeeper to respond to the various requests. ●● Room descriptions and photos of each (including bathrooms). This will help when a guest asks about the room they are reserving. The interim innkeeper can give an accurate description based on your thorough planning. ●● How to complete guest registration. Make sure you explain the entire

11 process. If possible, include a sample registration card and list your accepted forms of payment. ●● Confirmation letters. Attach a sample confirmation letter(s) and explain where the letter is stored on your computer. What do you include with your confirmation letter? Invoice? Directions? Activity planner? Do you email confirmations? Do you use U.S. mail? Do you have a follow-up “looking forward to seeing you tomorrow” letter? ●● Make sure you include your policies on cancellation, pets, smoking and children as well as minimum stay requirements and when guests can book one night. Include check-in and check-out times and parking information. Also include instructions for any late arrivals.

Make sure you include your policies on cancellation, pets, smoking and children as well as minimum stay requirements and when guests can book one night. Include directions to the inn. Consider directions from an airport, coming in from the south, north, east and west. Your interim innkeeper will be prepared for directions from any area. ●● Group reservations. Identify and explain what qualifies as a group reservation. Explain your deposit requirements and the cancellation policy for group reservations. If you have a specific confirmation letter that


is mailed to groups, have a sample letter in the manual and where it is stored on your computer. ●● Special events. Include any special events by name and dates. Explain special policies for deposits and cancellations. ●● Guest management software. Items in this section should include step-bystep directions to input data, retrieve information and run daily reports. Don’t forget to include your log in information! ●● Online reservation system. Include instructions on how to download and upload information. And again, don’t forget to include your log in information. ●● Internet-based reservation options. Make sure your interim innkeepers are aware of any internet-based

winter 2010 • innkeeping quarterly

13 options such as, Expedia, etc. Also include instructions and log in information as appropriate.

out procedures and random information that you would want your interim innkeeper to explain to your guests.

Cancellation Policy You’ve covered your cancellation policy previously, but it is helpful to have an entire chapter dedicated to this important policy. Be as detailed as possible. Are you lenient with the policy or very strict in its interpretation? What is your cancellation policy for groups? What is your cancellation policy for corporate travelers? Cover all cancellation policies in this chapter to make it easy for your interim innkeeper to flip to this section and see your inn’s policy.

Check-In Take the time to explain each step of the welcome process for an arriving guest. You should note where the keys are stored, parking information, what the guest(s) should do when they enter and leave the inn (for example a code for the lock). Explain that you let the guest know the breakfast time(s), ask about food allergies or restrictions and begin your tour of the public rooms. And end with a tour of their guest room. If there is something that your interim innkeeper should say about a particular common room or guest room, note that in this section. Be sure to identify and explain guest amenities in public areas. For example, the use and location of ironing boards,

Check In & Check Out In this section of your manual, you should address where the registration cards and/or confirmation letters are filed, details about check-in and check-

microwaves, bicycles, kayaks, hot tubs, and other amenities.

Check-Out Describe your step-by-step process of guest check out. Identify what credit cards are accepted and any other information that you say to your guests when they are checking out. You want your interim innkeeper to be an extended version of you. For your interim innkeeper, detail the procedure and reports required for all guests upon check-out. Describe your payment procedure, credit card batching and other information for operating your credit card machine. Explain the procedure for cash, checks and bank deposits. Where is it? In this section, your interim innkeeper should be able to locate and find anything in your inn. You can organize this

winter 2010 • innkeeping quarterly

14 section by room, alphabetically, or however it makes sense to you. Here are some important things to remember when completing this section.

Keys State where exterior and interior keys are located. This should include keys to the inn property, any out buildings and the innkeeper’s quarters. Also note where a set of master keys are kept. Towels and Bed Linens Where do you keep sheets, out-of-season linens, extra bedspreads, pillows, etc. Amenities Items such as shampoo, body wash, lotion, toilet paper, tissues, etc. You should also include the suppliers name, address and phone and directions on when to order more supplies. Note: Room details should contain list of amenities for each room. This is especially important if luxury rooms have amenities different from regular rooms. Be sure to note Select Registry, AAA, Mobil, state, local as­ sociation or other “inspected inns” require­ ments regarding amenities i.e. pointed toilet paper, glassware, and the like. Dining Room Be sure to note where things such as table napkins and linens, silverware, glassware, coffee mugs, trays, baskets, paper goods, etc. are located. Also, you should state what items are used for breakfast, afternoon tea, sweet treats, etc. Consider taking a photograph of a table setting, coffee and tea service set-up, a buffet table, and a typical plated breakfast entrée. This will help the interim innkeeper tremendously. Cleaning Supplies Explain what cleaning supplies you use, where they are stored and how much you innkeeping quarterly • winter 2010

keep on hand. Also note where the supplies are purchased in case your interim innkeeper runs out. For your vacuum cleaner(s), dust mops, etc., explain where you keep the operating manuals and instructions. Also say where to purchase supplies such as vacuum cleaner bags, for example.

Kitchen Label the contents of each drawer and shelf with masking tape and marker. It makes it much easier for the interim innkeeper to know where to look for items without opening and closing every single door or drawer. Include instructions and manuals for operating major appliances and also include name and phone number of appliance repair person. Don’t forget instructions on the waffle maker, microwave, and small appliances. Where are your cookbooks and recipes stored? Do you have extra plates, serving pieces and glassware stored in the basement? Don’t forget to mention these items, too. Merchandise for Sale Do you have any merchandise for sale? Explain where the items are stored. Note the price and sales tax amount. Do you gift wrap items when they are sold? Be sure to include instructions on how you gift wrap and where those supplies are kept. Guest Amenities Be sure to identify where guest ironing boards, refrigerators, microwaves, games, DVDs and videos, bicycles, kayaks, hot tubs, and other amenities are located. Miscellaneous Items, Office Supplies, First Aid Kit, Fax Machine, Mailbox Depending on your inn, this might be a good spot to note where you keep items such as:

Plungers and other emergency equipment and supplies ●● Snow removal and lawn equipment ●● Time sheets and other supplies for employees ●● Fax machine, copier, computer, etc. Don’t forget to include passwords (if applicable) ●● Mail delivery — for example, where is your mail box (if it’s not obvious) or post office box. Be sure to include the combination or key. ●●

Food Service Even though you’ve covered some of this topic in previous sections, it is important to put some information in multiple locations in the manual. You can’t be too sure where your interim innkeeper will look for certain things, so to have the information in more than one section is your best preparation. In this section, note when breakfast is served, when tea time occurs, wine and cheese hour begins and ends, or desserts and sweet treats are set out. How flexible are you on the schedule? Describe breakfast. Is it plated? Do you have a buffet? Do you provide early coffee? Do you have a signature recipe? If you serve fruit smoothies every morning for breakfast, be sure to include the recipe. Do you do sticky buns on Sunday morning? Or peach pie every Thursday evening? These are important items that should be mentioned in this section of your manual. Provide sample menus. Determine if the interim innkeeper should use only your recipes, or have the flexibility to use their own. If only your recipes are to be followed, you may want to put together a separate notebook with the recipes to be used. Don’t forget to detail what goes into your afternoon tea or sweet treats. Do you provide a breakfast to go? How is the breakfast-to-go packaged and what is included? (continued on page 16)

16 Include menu items and suggestions that may be for special times. This could include lemonade on hot summer afternoons, homemade marshmallows and chocolate on a chilly winter’s eve, or appetizers for a group booking. Photographs are very important in this section. Images of your coffee and tea service, table settings, buffet, and plated breakfast items can be helpful in showing how you set up, what portions of food you serve, and how you garnish a plate. Staff & Operations Identify staff members by name, title, and contact information. Include a job description for each person. Do you have a staff schedule? Describe how the schedule is determined and if it is regular or if it changes on a week-to-week basis. Explain when the staff is paid and what they are paid. Note who issues the paychecks and who does the accounting for payroll taxes. If you do your own payroll, you should explain the schedule, the amount due, when you issue, etc.

Ironing, Laundry, etc. Explain if your laundry is done in-house or contracted out. Where do you keep

innkeeping quarterly • winter 2010

the supplies, washer and dryer operation manuals and note any soil and stain guidelines. If your laundry is contracted out, explain the procedure, include any phone numbers, etc.

Gardening and Plants Do you have a gardener? When does the gardener arrive and what does the gardener take care of? What outdoor plants and window boxes require daily watering? Are there water fountains and other water features that need attention? Do you have indoor plants? What is the watering schedule? General Maintenance Include the procedure for trash and recycle pick-up and note the locations. Specify what you recycle. Explain where your electrical box is located and identify the breakers and label accordingly. Note where your main water shut-off valve is located and also your gas shut-off location. Where are controls for the furnace and cooling systems? When are window air conditioners installed or removed? Have operating manuals for the furnace, hot water heater, air conditioners,

whirlpool tub(s), etc. in one place for easy reference. Where do you keep tools? If you have a “junk drawer” full of items — note that as well. List handyman, pest control, roofer, painter, electrician and plumber’s contact information.

Emergency Procedures Describe your policies and procedures to follow if an emergency occurs. List the name and contact information for your insurance agent and include a form to complete in case of an “incident” or emergency. Telephones List all inn phone numbers, which is especially important if there are in-room phones. Describe how to place a call on hold or transfer a call. Include directions on retrieving voicemail messages, how to make long distance calls, and how to forward calls to a cell phone. Computers List your email address, password, the inn website address, password, host information, etc. If you have wireless internet —

17 keep that information here as well. Include passwords for the inn, innkeeper, etc.

Repairs and service Plumber, electrician, handyman, gardener, painter, etc. by name and phone number. Lodging Referrals and Local Attractions To whom do you refer when potential guests call and the inn is full? Also list names and phone numbers for City Hall representatives, Chamber of Commerce, the Convention and Visitors Bureau, restaurants, attractions, pet kennels, and other local contacts as appropriate. Entertainment and Local Attractions In this section, give information, menus and directions to restaurants near your inn. This will be helpful to your interim innkeeper and guests, too. You may want to consider listing restaurants by cuisine,

price, and/or location. Note those that are open on Sundays, closed Monday, BYOB, reservations required, etc. Include a list of attractions in your area, especially the really important ones. State name, website, phone number, and hours of operation. List coupons or specials that may be available for B&B guests. Don’t forget parks, recreation centers, museums, and local gift shops. Driving directions are helpful; have street address ready for those with a GPS.

Personal Pets Are you leaving your pet at home for the interim innkeeper to watch? Give instructions for the care of your pet and include the pet’s name, age, breed, food and feeding schedule, medications and how to give them, etc. State name and phone number of veterinarian and include a treatment permission letter for the interim innkeeper to take to the vet in case of a pet emergency.

Neighbors List the name and address of local contacts, especially those on either side of the inn. Family and Friends List names and phone numbers of people to call in an emergency. Travel and Emergency Information List your itinerary and phone numbers. This list will be a great start for your inn manual and will be a world of help the next time you enlist the help of interim innkeepers. ■ Kathryn White and husband Tom have owned The Beechmont Inn B&B, a 7-room property in Hanover, PA, since 2000. Prior to innkeeping, Kathryn’s professional life centered on arts management and marketing communications.

winter 2010 • innkeeping quarterly

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19 A Year in Review And a look forward to 2010

[IQ] What’s on your mind for 2010 for change in your business? [RH] I think we’ll continue to see a slow recovery in both 2010 and 2011. So it is imperative for us to stay in touch with our guests, “wow” them, and seek out new niches and demographics—people that have never considered staying at a B&B before.


s 2010 begins, we’ve decided to take a look a retrospective look at 2009 and what we’ve learned. We all know that 2009 was a year full of hardships for various sectors including the financial markets, housing markets, jobs and much more. Through all of this, we’ve heard of some innkeepers doing well and others struggling. What have we learned, what have we seen and what can we expect for 2010? We’ve asked four people for their perspectives on specific topics related to the innkeeping industry. We started by asking Russ Herschel­ mann, innkeeper at Napa’s Old World Inn for his perspective on 2009. Russ and his wife Sharon took over Napa’s Old World Inn in November of 2003. In four years, they doubled both occupancy and annual revenue. They used these additional revenues to buy and restore four historic buildings across the street from their inn, and have just been approved to use these buildings as 20 additional guest rooms. Russ has taught classes at the annual PAII conference about how this was accomplished. Carrying on Russ’ love of teaching, Russ and Sharon use their inns as training facilities for aspiring innkeepers. They hire those who want to own their own inns one day and who are interested in being apprentice innkeepers for several years to learn the craft. [IQ] As an innkeeper, what change in demands and expectations did you see in your guests in 2009? [RH] Value has always been important to our guests—and this year it was

change in consumer behavior, or simply reflects the fact that we had rooms this year that, in years prior, would have been full weeks in advance.

paramount. Guests were willing to spend more if they felt they were getting more for their money. The overall makeup of our demographics changed, as we saw even more locals and international travelers, and less travelers from far away states. I’m only guessing, but I think the international travelers came because of the weak dollar (giving them great buying power), and we saw more locals because they took “drive vacations”— places they could get to with one tank of gas. We also noticed many more one-day stays, compared to years past. Guests would arrive early in the day for maps and suggestions, go sightseeing, spend the night and then go sightseeing the following day. They were trying to squeeze a two-night visit into one. While our value-priced rooms always book first, this year we noticed that some of our most popular higher-end rooms (the ones that also book months in advance) were booking much slower—and more last minute. In fact, the largest trend we saw this year was people booking last minute. I honestly have no idea if this reflects a

[IQ] Explain what you do to “wow” a guest. [RH] It’s funny. Starting a B&B was something we did for us (he and his wife). It was our vision: The food, friendliness, home theater systems, local expertise, etc. Our inn reflected who we are. Ironically, that’s changed a bit. As guests gave us feedback, we realized that we weren’t the ones staying in these rooms —they were! So we started to ask a lot of questions, and we really listened to the answers. Turns out our guests wanted some changes. More food and drinks around during the day, faster internet access, different meal options, easier ways to book during off hours. Okay — no problem. These were all easy to do. Since 2004, we’ve implemented more than 1,000 different suggestions from guests. Everything from the type of coffee we serve, to the kinds of pillows on our beds. Even what we use to cover our floors and beds. Since that time, overall guest satisfaction (as measured by our feedback forms the guests fill out) has increased steadily, year after year. So has our occupancy, and annual revenue. So for us, “wow-ing” our guests simply means giving them what they want, not what we want. Shocking, eh? (continues, next page) winter 2010 • innkeeping quarterly

20 [IQ] Do you plan to use social media to market your property? [RH] Yes. Many of us run old-fashioned inns that offer a getaway from the hustle and bustle of everyday life. We get so caught up in being “old fashioned” that we sometimes forget to separate our inn experience from reaching out to guests. We can still offer a getaway, a place to relax and unwind. But like picking up the phone, or using email—we need to learn and use the latest tools for reaching out. It’s a lot like sending your first email, or learning how to use a cell phone: scary at first, but easier over time. If used properly, these new “tools” can really help improve our lives—and our bookings. Gary Vaynerchuk’s keynote speeches for internet conferences are legendary on YouTube. Over a period of 18 months, Gary went from being an unknown, to having more than a million Twitter followers, having his WineLibraryTV videos played millions of times, and being on the Conan O’Brian show—where he shows Conan how to eat dirt. Now that is television worth watching. Gary’s approach to social networking and building his brand is summarized in his latest book “Crush It: How to Cash in on your Passion”. He has a surprising message: social marketing is nothing new. “We’ve always been social creatures. The only differences,” says Vaynerchuk, “are the tools we use. One hundred years ago, we wrote letters, talked to each other at the corner store, or at a barn dance, or church. Fifty years later, we did those things, but we also talked on the phone, watched television, listened to radio, and read magazines and travel guides. Fast forward to today: we do all of those things, and more. We use the internet to stay in touch via emails, post photos and news to our websites, or to Facebook, we might even “tweet” about our lives.” innkeeping quarterly • winter 2010

“None of this is new,” says Vaynerchuk. “It’s social—human beings talking to each other.” Vaynerchuk sees all of these things— radio, television, telephone, Facebook, Twit­ter, blogs—as nothing more than tools. You use it to communicate with others. Nothing more. And, when you look at it that way, things like Twitter, Facebook, and online travel sites, such as TripAdvisor, are a lot less intimidating. They’re just tools that people use to communicate with each other. Tools that will change next year and the year after that. Next, we approached Jay Karen, president and CEO of the Professional Association of Innkeepers International (PAII). Jay has been president and CEO since June of 2007, and has had the pleasure of staying at dozens of B&Bs from coast to coast. Jay has fourteen years of association management and leadership experience, thirteen of which have been in hospitality and recreation industries. [IQ] Looking back on your travels and visits with innkeepers in 2009, what stands out in your mind — good or bad? [ JK] Let’s start with the good. It was great seeing a lot of innkeepers diving into Facebook and Twitter, even though there is still no promise of a return on the time put in. I know innkeepers are incredibly busy, so it’s not easy fitting this into their already-busy lives. Some innkeepers are certainly driving some new reservations with effective use of the new social media. It’s also good to see most innkeepers jumping on the online review bandwagon, even though it’s still laden with imperfections. I think you’re just harming your own business if you don’t care much about it or become a “conscientious objector” on account of the policies and procedures that can be unfriendly. Con-

sumers want to read reviews — plain and simple. If you don’t have lots of reviews, you’ll be seen as a risky choice, even though you might run an amazing inn. It was also good to see innkeepers trying their hand at new marketing tactics and packaging as first courses of defense in a bad economy, rather than just simply lowering their prices across the board. There’s no question that you have to play with pricing sometimes to get higher occupancy at certain times, but lowering prices shouldn’t always be the first action when the reservation sheet is looking sparse. And for the most part it was great seeing the innkeeper conferences around the continent still pretty active and full. Now is not a time to pull back and think “Oh, I’ll attend next year.” You’re likely to get some fantastic ideas at each and every opportunity. The bad? With certain critical areas of their businesses, I still saw too many innkeepers trying to do it themselves, rather than investing in professionals. I’m thinking of photography and web design in particular. Unless you were a pro at this in a former career, if you did it yourself, it probably looks like you did it yourself. Travelers expect to encounter professionalism every step of the way, beginning with their first click to your web site. [IQ] What do you hope to see happening in the B&B industry in 2010? [ JK] I’m glad you asked what I “hope” to see, rather than what I predict will happen. I’m not a fan of crystal-balling for the industry. I hope to see more innkeepers adjusting their businesses in various ways to start attracting and accommodating more and more the Gen X and Gen Y crowds. Maybe updates in decor (Baby Boomers have different tastes than Gen X and Gen Y), photos on web sites of Gen X guests enjoying themselves, and continual involvement in social media applica-

21 tions. These younger generations are not niche markets — they are the incoming and future customer base. I hope to see continual dissipation of any feeling that one type of B&B is “better” than another. Our industry strength is in the fact that each experience is unique. Having a B&B with eighteen rooms doesn’t make that property a “better” B&B than the three-room property. Offering top-ofthe-line amenities doesn’t make the experience “better” necessarily. It has to do with being comfortable with the type of business you want to run, setting the right expectations for your potential guests and delivering a bit more than what they were expecting. That can happen at any level of operation. A fantastic experience at a Hampton Inn can be more pleasing than an average experience at a Four Seasons. I think for the B&B experience, did the guest leave having slept in a great bed, in comfortable surroundings, a belly full of quality food and a smile on his or her

face? Every property has the potential to deliver that. Those are the basics, and I hope more innkeepers get back to delivering the best of the basics in 2010. We asked U.S. Travel Industry Association President and CEO, Roger Dow what his travel forecast was for 2010. The US Travel Association is a national umbrella organization representing all segments of the $770 billion U.S. travel and tourism industry. Roger has served in his present position since 2005. Prior to joining U.S. Travel, Dow rose through the ranks at Marriott International in a career that began as a summer lifeguard at the sixth Marriott hotel and spanned 34 years to become Senior Vice President, Global and Field Sales, leading Marriott’s 10,000-person worldwide sales organization. [IQ] Looking back at 2009, what do you forecast for 2010?

[RD] While 2009 was a rough year, we are starting to see signs of recovery for the overall industry for 2010. Almost every segment of the industry is expected to grow next year; however, this growth comes on top of the large declines seen in 2009. Americans still value travel as basic birthright but consumers are adapting their behavior in response to the current economic environment. We’re seeing shorter, closer to home and less costly travel options gain in popularity. Some destinations are benefitting from this change in consumer behavior. Travelers are likely to remain costconscious and pressure on their household budgets will be the biggest challenge for the industry in 2010. The good news for consumers is that travel prices are expected to remain low. In fact, there will be relatively no increase in travel prices for 2010 from the 7% decline seen in travel prices in 2009. Bargains will still (continued on page 23)

winter 2010 • innkeeping quarterly

There’s An App For

Everything! app [æp] n: Apps is an abbreviation for application. An app is a piece of software. It can run on the Internet, on your computer, or on your phone or other electronic device.


n early December, we asked innkeepers what apps you couldn’t live without on your cell phone. The results are in — and most of you use your phone for the Internet and email, followed by the calendar. From the responses, the main use for both internet and email is to check your online reserva­ tion system or to respond to guest inquiries. “Email on my phone makes my life easier when I am out and about — prompt responses are possible,” and one respondent said, “I’ve had some bad luck this last year with my computer being down and was without it for at least 10 weeks. I was able to check my email and reservations through my iPhone — what a blessing to have it at such a crucial time.” Many of you noted that you can be more accommodating to the guest, by being accessible everywhere. The same goes for the calendar. You are busy people and the calendar function helps you all keep your ap­ pointments at your finger tips. “The calendar not only keeps track of my appointments and check-ins, but it sends a pop-up reminder 30 minutes in advance so I can’t forget.” The apps that are next in popularity by innkeepers are the weather, facebook and camera. The camera allows many of you the ability to snap pictures to have on your blog or on your facebook page. You like the ability to add imagery to your

innkeeping 22 • innkeeping quarterly quarterly • winter • winter 20102010

social media without having to grab an actual camera. You also ranked highly your social media outlets. When innkeep­ ers are on the go — they are still connected. Those who use GPS and Maps (Google) like to find attractions within the prox­ imity of the inn. This is also a way that innkeepers are “in the know” for their guests. Some interesting apps that were mentioned, Logmein —  an app that allows you to log in remotely to your computer; GroceryIQ — an app that allows you to add items to your gro­ cery list when and wherever you think of them and organizes the list by store; and fandango — an app for movie times and theatre locations. Another interesting result from the survey were the num­ ber of innkeepers that don’t have apps on their phone or don’t have a SmartPhone at all. One respondent stated “As an inn­ keeper, I don’t have a SmartPhone and I don’t see the need for one. I only rarely use my cell phone. We have a people  — not technology — based profession.” That may be so, but it seems many innkeepers are utilizing the latest technology to manage every other part of innkeeping, so they can focus more on the people who arrive at the doorstep. ●

23 abound for travelers in 2010 and we feel this could possibly spur even more leisure travel.

stay on top of the ever changing world of internet marketing. 10. Realized and enjoyed the benefit of their labor

And when it comes to travelers being cost-conscious, it means your inn’s presence must be everywhere that they are. For a take on technology and web marketing, we went to Lisa Kolb, co-founder of Acorn Internet Services, Inc. Lisa and her husband Mark owned and operated their own B&B in Colorado Springs for nine years. In 2002, they founded Acorn Internet Services, Inc. to offer their industry knowledge and support to help other innkeepers. Their unique blend of formal computer science education and hands-on experience in the innkeeping field provides innkeepers an increased benefit in internet hosting, design and marketing.

In today’s marketplace, we are finding that the smart innkeeper will choose to partner and collaborate with an internet company instead of handing over total control for their internet presence. Not only does this allow the innkeeper to realize and understand their total return on investment because they are personally involved, it helps to keep their costs lower because they are making the choice to learn and do much of the work, which can include blogging, tweeting, posting on Facebook, publishing newsletters, and keeping their sites fresh. This also saves money for items they cannot or choose not to do on their own.

[IQ] What did some of your most improved clients do this past year? [LK] Some of our most successful customers embraced a 10-step formula for increased occupancy and income. 1. Completed a “site lift” or new design as needed 2. Included unique SEO [search engine optimization] marketing customized for each individual web site page 3. Kept their site content “fresh” with new text (on a weekly—monthly basis) 4. Claimed, verified and reviewed placement of their local business listings 5. Began blogging using best SEO practices for post placement 6. Started tweeting on Twitter and gained followers 7. Started a fan page on Facebook and gained fans 8. Stayed in touch with customer base via a monthly newsletter 9. Committed to continuing education, including but not limited to webinar classes, conference attendance, etc. to

[IQ] What are your expectations for 2010 and what opportunities to you see for innkeepers? Note: Today’s Internet technology is lit­ erally changing on a minute-by-minute ba­ sis. We realize that by the time this article goes to print, much of what is written below will have become somewhat stale. We rec­ ommend that all innkeepers take the time to “follow” the Internet vendors of their choos­ ing via Twitter, Facebook, Blogs, etc. for upto-date information. [LK] Social Media and the Building of Online Relationships. In the past few years more and more innkeepers have begun to embrace Social Media options to “connect” with current and future guests. In 2010, it is no longer going to be an option but a necessary business-development tool. Your guests use Twitter, Facebook, LinkedIn, and follow Blogs on a daily if not minute by minute basis. If you ignore the way your guests want you to communicate with them, they will simply gravitate to other innkeepers who are will-

ing to provide them information in the communication manner (Twitter, Face­ book, etc) they prefer. A successful innkeeper in 2010 will find creative ways to utilize social media as a means to create online relationships which will increase new and repeat business. Video, YouTube and Google Goggles? At the end of 2009, YouTube was being touted as the world’s second largest search engine, just behind their parent company Google and Google Search. Your guests want to “see” a video that tells them what they want to learn or know. Reading text is taking a back seat to watching it live! This trend is only going to continue on into 2010. Helpful hint: make sure to add up to 5 videos to your Google Local Business Account. Even if you don’t have 5 of your own, look on YouTube for videos of your town, attractions and area; you may associate those with your listing if you don’t have any videos of your own property. Also, it will be interesting to watch what happens with Google Goggles. Is it possible that in the future a sight-seer might snapshot a “point of interest” in your area and be able to click “nearby lodging”? What interesting possibilities. GeoLocation and GPS Technology. Personalization and location sharing services is going to be a “buzz” in 2010. Facebook and Twitter are just now starting to integrate Geo-Location into their systems. Watch for companies such as Yelp and Insider Pages to use such location information to be able to automatically provide their users suggested “coupons” and “discounts” personalized for their location. Real-Time Results. Just released in December 2009, Google is all about providing “Real-Time Results” in the form of latest results, news results, image results, blog posts, book results and video results. Real-time latest results now include results as posted in Twitter and blog posts winter 2010 • innkeeping quarterly

24 along with other real-time data systems, and they appear on topics that have an abundance of these types of posts available. You will see all these results mixed into the organic area of Google results. I think we’ll see “filtering” services in 2010 continue to grow. With the extreme abundance of real-time data becoming more readily available, services such as RSS feeders and alert products will need to be used to filter out the information web surfers really care about. In support of Google moving in the direction of providing real-time results, they will also be releasing their first organic algorithm change since the Big Daddy Release in 2005. This new release is code-named “Caffeine.” Remember to watch and document your organic placement and see if Caffeine makes a difference to where you organic listings appear.

269,000,000 16

Local Listings. Google Local Listings played a large role in 2009 and will continue to deliver traffic on into 2010 as these results continue to appear on handhelds, through 800-Goog-411, Google Search and Google Maps when looking for a business in a local area. Currently, results in Google Search allow for A-G (red markers) for free. Watch in 2010 for Google Paid Local Listings (blue markers) which are currently being tested on a few select beta sites. A side note on hand-held and mobile information delivery: if you decide to pay for local listings, remember that many people are seeing this information on their handhelds. If they click your listing, you need to send them to a mobile version of your site, so they are able to see your site most efficiently on their handheld device.

Online Reputation. You need to watch what is being said about your business online, especially with the release of services such as SideWiki, search engine review sites, third party review sites such as Trip­ Advisor — any place where guests have an opportunity to “talk” about your business online. There are tools available such as Google Alerts that allow you to see what is being said about you online the moment it is said. Your guests have the control to speak about you to the public online and you must know what they are saying. Wrap Up. The successful innkeeper in 2010 will find a way to share their personal style and inn benefits in a variety of formats that will cultivate ongoing relationships with existing and future guests, utilizing the online communication style that each prefers. It will become increasingly difficult for innkeepers to simply

The number of trips booked by baby boomer households, according to the Domestic Travel Market Report. This was also the highest travel volume of any age group in the United States. The percentage of respondents that plan to fly more or stay more often in lodging accommodations next year than they did in 2009, according to a recent USA Today/Gallup Poll.

by the 123


numbers 61 300

The number of applications that would-be B&B operators have filled out since the Maui County’s new B&B permitting system took effect a year ago. Thirty-three have been approved since March and the law also sets a cap of 400, according to the Maui News.

The number of new innkeeper members that have joined PAII since October 1. In October, PAII changed the membership model so that innkeepers can now join for as low as $89 at innkeeping quarterly • winter 2010

25 hand over the keys to an internet firm and expect top results. Innkeepers who partner with an internet firm, continue to learn, and take an active part in their web presence are going to excel in 2010. So, what did we learn from these four experts? It’s not really breathtaking news, but the bottom line is that innkeeping has changed dramatically over the years and today’s innkeepers need to be masters of many more tasks than in the past. If you entered the business when serving a wonderful breakfast and providing comfortable rooms was all it took to be a success, you know that is no longer the case. Guests are becoming increasingly demanding and sophisticated about what they want, they are looking for value, and these days they are doing their looking online — accepting “word-of-mouth” recommendations from total strangers and being more skeptical about sales pitches from business. Take a cue from what these experts have to say: Pay attention to what your guests are telling you, gear your marketing efforts to the marketplace of today (not yesterday), and don’t be afraid to try new ideas, so long as they fit with your own core values as an innkeeper. But it’s also important to remember why you got into innkeeping in the first place. In those few quiet moments, have some fun on your own. ■

winter 2010 • innkeeping quarterly


Food Glorious Food Waste Not, Want Not by Liza Simpson


nnkeepers are experts at watching the bottom line and operating efficiently. In the current climate, we must evaluate all of our operations, and this includes how we cook and what we serve our guests. We can save money by reducing waste without appearing stingy in this important arena. What are you throwing out? Your purchasing in realistic amounts, especially with perishables, is important to evaluate. Also take a hard look at where you are buying supplies. Are they packaged in ways that force you to purchase more than you need? The package of sweet peppers at the bulk store is probably priced well, but will you use all of them? You should con-

innkeeping quarterly • winter 2010

sider tracking leftovers for a week or so. Most of us have a pretty good feel for food we are throwing away, but you might find some surprises. Below, you’ll see a form created by the Environmental Protection Agency (EPA) that will help track kitchen food waste. Kitchen food waste is food that is wasted before plates go out of the kitchen to your guests, by some estimates between 4 and 10 percent of the food you purchase. This includes trimming of fruit and vegetables, overproduction, spoilage, etc. Review your menus to see if certain items account for excessive prep waste. One creative use for both pre- and post-

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innkeeping quarterly • winter 2010

consumer food waste is feeding cattle and pigs. Rutgers University pays a local farmer to haul away food waste for feed at half the cost they pay for hauling to the landfill. What about post-consumer waste? We all want to serve a bountiful, beautiful plate. But what are your guests leaving behind? Are you serving an appropriate amount? People are paying more attention these days to actual serving sizes, even if they are on vacation. If your servings of homemade oatmeal are coming back to the kitchen with leftovers in the bottom of the bowl, think about finding smaller bowls. Even large restaurant chains are paying attention to portion size. In 2007 TGI Fridays instituted the “Right Portion, Right Price” program. Based on consumer demand, they offer a variety of their entrees in smaller portions at lower prices. Think about the menu ingredients that you produce, i.e.: sauces, jams, breads, granola, anything that you produce in bulk and store. Consider making larger batches if you have the storage space. And remember, you will have labor and utility savings by making the product less often. Efficient menu planning can save money. If you have left over diced vegetables from serving omelets, they can be incorporated into subsequent dishes. When you do have excess food, consider secondary uses: leftover bread becomes croutons, excess rice becomes rice pudding, and an extra tray of lasagna can be donated to the local shelter or soup kitchen. Be sure your refrigerator is at the correct temperature (32–36 degrees). Make sure the coils are clean so that your equipment is functioning efficiently. Check the door seals. Most refrig­er‑ ­ators will have areas that are colder, just the way an oven can have a warmer corner. Use a thermometer to verify the temperature, without relying on the temperature displayed on commercial equipment. Be sure you know how to store perishables properly and for how long. Most vegetables store best in the refrigerator. There are exceptions. Tomatoes should be kept at room temperature, fresh herbs store best like cut flowers, mushrooms keep in the fridge best if stored in a paper bag, celery will keep for weeks if wrapped in aluminum foil before refrigerating. Potatoes store best in a dark, cool (45–50 degrees) location, while onions, garlic and shallots prefer 55–65 degrees. Do not store potatoes and onions together as potatoes will absorb moisture from the onions. Most fruit should also be stored in the refrigerator. Apples should be stored separately because they produce ethylene, which is a ripening agent. Berries should be stored unwashed until they are ready to use. Some fruit prefers room temperature, and often taste better served at room temperature. Melons, for

31 example, lose a great deal of their aroma if served cold. Oranges, lemons, and grapefruit store best in the 45–55 degree range. Bananas like warmer storage, between 55 and 70 degrees. The bottom line to improve your bottom line: evaluate every component of your food operation with a fresh eye, engage your staff for ideas and things they see, and make sure your equipment is functioning properly. ■



Editor’s Note: If you’d like to print your own copy of the EPA’s Food Waste Tracking Form, please visit: conserve/materials/organics/pubs/food-waste-log.pdf Liza Simpson, formerly of The Old Miner’s Lodge in Park City, Utah, has cooked professionally for over 25 years. She is currently serving on the Park City Council, innsitting, cooking, and selling books while she and her husband Chris and their Corgis search for their next innkeeping adventure.


For the last month or so I’ve been waking up at 2:30 am. It doesn’t happen every morning, but it

has been happening at least 3 times a week at exactly 2:30 am. When I wake up, I write crazy and random thoughts down on the note pad that I keep next to my bed. When my alarm rings at 6 am, I can’t decipher a single word that I have written. Until I came up with the revelation to use a notepad to tuck my thoughts away, I spent many of the hours, that I should have been asleep, awake and contemplating the theory of “work-life balance.” Now I am going to totally change the subject. In November of 2009 the PAII Board of Directors established an “Aspiring Inn­ keeper Scholarship Fund.” This first scholarship honors of our friend and fellow innkeeper Wendy Tamiso who passed away last year. An amazing woman, and tender soul, Wendy owned and operated the Candlelight Inn in Napa, California for more than 15 years. She co-founded the “B&B Innstitute” offering inn­ keeping workshops, apprenticeships and consulting services. She viewed Innkeeping not as a vocation, but as a passion. I came to know and love Wendy when we served on the PAII Board of Directors together. Wendy, being from Napa, under­ stood the importance of food and fellowship. Okay I’ll be hon­ est; along with her wildly wavy brown hair and heart melting smile, Wendy was also known for appearing at our Board din­ ners with a case of delicious wine shipped straight from her pri­ vate cellar. What a treat. As a mentor and teacher Wendy was realistic when teaching the “Art of Innkeeping” to others. She once said, “So many of

by AnneMarie DeFreest

our guests lead hectic lives, and we know their time off is pre­ cious. Good innkeepers take care of all of the detail and advance planning so guests can just relax and enjoy being, and Innkeep­ ers should do their best to accommodate any special requests.” So why did I start off my column by telling you about my insomniac fits that point out my temporary failure of finding true work-life balance, then jump to telling you about my friend Wendy who was stolen from this life way before we were ready for her to leave us? It’s because whenever I unlock the wine cab­ inet at my inn, I think of Wendy. I also think about my life as an innkeeper. I think about how important it is for those who serve to take care of themselves so they can continue to serve with a true smile and genuine warmth. Filled with hard work, long hours, dirty dishes and occa­ sional clogged toilets, innkeepers who work hard and market well Monday through Friday, also get to work holidays and weekends. We do though have the unique opportunity to not only offer, but create a travel experience that has the potential to be unlike any other. My innkeeping practices are based on hon­ est and conscientious core values, a little bit of whimsy and what I think will bring a sense of peace and happiness to those that stay at my inn. Rest in peace Wendy and may some of the grace that you brought to the world of Innkeeping be bestowed upon this year’s recipient of the first annual PAII Scholarship, and may that winner find balance throughout their life as an innkeeper. ◆

winter 2010 • innkeeping quarterly

IndustryEvents February 2010 The Soft Side of Innkeeping — hosted by the Bed & Breakfast Association of Arkansas Date: February 22–24 Location: Arkansas Contact:

March 2010 Bed and Breakfast Association of Virginia Innkeepers Gathering and General Meeting Date: February 28–March 1 Location: Charlottesville, VA Contact: Annual Illinois Bed & Breakfast Association Meeting 2010 Date: March 1–2 Location: Northfield Inn Suites & Conference Center Contact: 2010 Innkeeping Conference & Trade Show Date: March 8–11 Location: Renaissance Hotel, Austin, TX Contact:

Montana Bed and Breakfast Association Annual Meeting and Convention Date: March 22–23 Location: Fairmont Hot Springs Resort, Fairmont, Montana Contact:

April 2010 Minnesota Bed and Breakfast Association Conference Date: April 18–20 Location: Minneapolis, MN Contact:

June 2010 The World Tea Expo Date: June 11–13 Location: Las Vegas, NV Contact:

To view the most current Industry Events Calendar, visit To add your event to the calendar, contact Laura Middleton at or call 800-468-7244.

Advertisers’ Index 1st Travelers Choice................................................................................ 7

Interim Innkeepers Network................................................................ 10

Acorn Internet Services....................................................................... 16

Inn Consulting Partners........................................................................ 21

B&B Team, The....................................................................................... 25 9 5

InnStyle...................................................................................................... 7 6

inSPAration............................................................................................. 25

BellacorPro............................................................................................. 21

Lanier, Pamela...................................................................................... IFC

Calling Inn............................................................................................... 29

Markel Insurance.................................................................................. 17

Chase Candles.......................................................................................... 9

NPC............................................................................................................ 4

Comphy Company.................................................................................... 2

PAII..................................................................................... 13, 15, 32, OBC

Deneen Pottery........................................................................................ 8

TMG, Inc., Virginia Inn Brokers.........................................................IBC

Essential Amenities............................................................................... 30

Turkish Towel Company, The.................................................................. 6

Fullers’ Soaps........................................................................................... 8

Victorian Heart.................................................................................26–27


Watco Nufit..................................................................................................12

winter 2010 • innkeeping quarterly • 33

Welcome New and Welcome Back Former Members! INN MEMBERS INTERNATIONAL Canada

Long Lake Waterfront B&B Gordie Robinson Nanaimo, BC Albion Manor Bed and Breakfast Don Halton Victoria, BC A View To Remember B&B Sue Willis West Kelowna, BC Arbor Bed and Breakfast Julie Griffiths Prince George, BC Ocean Rose David Webb White Rock, BC Willow Beach B&B Jim Straker West Kelowna, BC Caps on Cadder B&B Dee Capozzi Kelowna, BC House on Dunbar Joanne Renwick Vancouver, BC Galbraith House Lynne Gauld Winnipeg, MB Quaco Inn Rudy Zinn St Martins, NB Spotted Dog B and B Robert Price Madoc, ON





Karthika Plaza Tourist Resort Lakshmanan Yasodharan Varkala, India Bettles Lodge Lynda Klaes Bettles, AK


Lake Martin Inn Burton Hill Dadeville, AL


The Addy Sea Leroy T Gravatte III Bethany Beach, DE

Brass Lantern at Windcrest Farm Margie Moore Greenfield, IA

At Journey’s End Timothy Millbern St. Augustine, FL


Bokeelia Tarpon Inn Cynthia Welch Bokeelia, FL

El Rancho Merlita B&B Pattie Bell Tucson, AZ

Palmeto Riverside Wim Lippens Palmetto, FL




Eastholme in the Rockies Bed and Breakfast Deborah Rice Cascade, CO Kelly Place B&B Marc Yaxley Cortez, CO The Ruby of Crested Butte, a luxury B&B Andrea Greene Crested Butte, CO


Rock Hall Stella Somers Colebrook, CT

A Bed and Breakfast The Golden Haug Nila Haug Iowa City, IA

Snug Harbor Inn Waterfront B&B TJ Gill Madeira Beach, FL

Hannagan Meadow Lodge Tom Waite Phoenix, AZ www.hannaganmeadow.con

Cheshire Cat Inn Jack Greenwald Santa Barbara, CA


Cedar House Inn and Yurts Mary Beth Tanner Dahlonega, GA Traveler’s Rest Bed & Breakfast Adele Goodman Montezuma, GA The Skelton House John Skelton Hartwell, GA Green Palm Inn Diane McCray Savannah, GA


The Palms Cliff House Inn Michele Gamble Honomu, HI

Blessings on State Bed & Breakfast Gwenn Eyer Jacksonville, IL Vrooman Mansion Pam Kowalewski Bloomington, IL Water Valley Inn Kim Aldridge Cobden, IL Inn at 835 Court Conn Springfield, IL The Irish Inn Lynn Moore McCreery Ozark, IL


James Wilkins House Bed and Breakfast Diane D Callahan Campbellsburg, IN Tryon Farm Guest House Claudia Geise Michigan City, IN Sycamore Farm Marilyn Oehler Terre Haute, IN Carousel Inn B&B Marti Lawyer Austin, IN

The Frederick-Talbott Inn Ed Cohee Fishers, IN Bright Morning B&B Marcia Eichhorn Middlebury, IN


Tea Rose In Bed and Breakfast Rita Stramel Hays, KS


Weller Haus Bed and Breakfast Leanne Saylor Bellevue, KY Old Louisville Inns, LLC Herb Warren Louisville, KY


Caldwell House Mae Mayeux Abbevill, LA The Green House Inn Jesse LeBlanc New Orleans, LA

MASSACHUSETTS Tern Inn and Cottages Joan Bruce West Harwich, MA

Oscar H. Hanson House B&B Duke Mihajlovic Cambridge, MA Kelley House Marcia Helliwell Moore Edgartown, MA Fairbanks Inn Alicia Mickeneberg Provincetown, MA

MEMBER BENEFIT SPOTLIGHT Innkeeping Forums PAII’s exclusive Online Forum Discussion Group is one of our best programs. Here members can learn from and trade information with veteran innkeepers from across the country who are eager to share experiences, information and resources. Members can ask questions, get answers and learn valuable information from peers that will help them make decisions on important issues concerning their businesses’ bottom line. And, because we know you’re busy and can’t always be online, you can get a “Daily Digest” of Forum discussions emailed to you daily so you stay informed. The more you participate the more your business grows.


Antietam’s Jacob Rohrbach Inn Paul Breitenbach Sharpsburg, MD


Waldo Emerson Inn, Inc. John Daamen Kennebunk, ME 1802 house Bed and Breakfast Inn Jay Durepo Kennebunkport, ME Greenville Inn at Moosehead Lake Terry & Jeff Johannemann Greenville, ME Benjamin Wales Bed and Breakfast Thomas Warner Hallowell, ME

Meadows Inn Bed and Breakfast Marie and Doug Botcher Rushford, MN


Napoleon’s Retreat B&B Jeff Archuleta St. Louis, MO

NORTH CAROLINA The Kerr House Inc. Pamela Algiere Statesville, NC

The Morning Dove B&B Rob Leary Ogunquit, ME www.themorning

1847 Blake House Inn B&B Leslie Kimball Asheville, NC

The Victoria Inn Kamil Sahin Bethel, ME

Grandview Lodge Bed and Breakfast of NC Terry Ferguson Waynesville, NC

Wind in the Pines Bed and Breakfast Cynthia McLaughlin Traverse City, MI Parish House Inn Chris Mason Ypsilanti, MI Milford Guesthouse Bed and Breakfast Karen Shelton Milford, MI


Solglimt Bed and Breakfast Brian & Mary Grover Duluth, MN The Park Street Inn Donald Hayle Nevis, MN

Inn On Golden Pond Bonnie Webb Holderness, NH

Holmes with a View Paul & Miriam Grossi Millersburg, OH

Bed & Breakfast INN Wayne Edeltraud Thomason Wayne, PA

Cozy Inn–Lakeview House & Cottages Dyan Driscoll Weirs Beach, NH

50 Lincoln-Short North Bed and Breakfast Sandy Davis Columbus, OH

Jack Daniels Motor Inn Pam Lorimer Peterborough, NH


The Firelight Inn on Oregon Creek Jim and Joy Fischer Duluth, MN

Inn at Sunrise Point Daina Hill Camden, ME

Kalamazoo House Bed & Breakfast Laurel Parrott Kalamazoo, MI

Passages Inn Gettysburg Paulette Lee Gettysburg, PA

Convent House B&B Marilyn Wenzl Steinauer, NE

803 Elizabeth Lane Bed & Breakfast Martha Krauss Matthews, NC


Houstonia Bed & Breakfast James Wahl South Charleston, OH

Poplar Creek Guesthouse B&B Barbara Young Grand Marais, MN

Carolina Bed and Breakfast Susan Murray Asheville, NC Chateau On The Mountain Lee Yudin Fletcher, NC Bent Creek Lodge Douglas Sellers Arden, NC The Moss House Bed and Breakfast Rebecca Sipprell Washington, NC Can’t Find It Inn Geneva Puckett Waynesville, NC


The Gandy House Sandra Stalder Humboldt, NE



Victorian Lace Inn Carrie and Andy O’Sullivan Cape May, NJ


Inn at Woodward Park Janet Mobbs Tulsa, OK Lindley House Garden Cottages Cecil Brewer Duncan, OK

Inn of the Turquoise Bear Robert Frost Santa Fe, NM

Dancing Deer Lodge B&B Doug Groesbeck Stillwater, OK

Casa del Gavilan Robyn Parris Cimarron, NM

The Cottages at Big Hollow Linda Kanak Jay, OK

Casas de Suenos Marc Cumbow Albuquerque, NM


San Geronimo Lodge Charles Montgomery Taos, NM


Point Au Roche Lodge Karen Billings Plattsburgh, NY Hillcrest Manor Inn Curtis & Rita Winkler Northport, NY Blue Heron Inn Tobi Ahlquist Findley Lake, NY Bella Rose B&B Renee Scorsone Canandaigua, NY Brick House Bed & Breakfast Randy DeVaul Westfield, NY


WillowBrooke Bed ‘n Breakfast Sandra Gilson Alexandria, OH

The Craftsman Bed & Breakfast Michael Rech Pacific City, OR Hillside Inn B&B Anne Goldner Bend, OR


The Olde Square Inn Frances Hand Mount Joy, PA 1825 Inn Bed and Breakfast Will McQueen Hershey, PA Richmond House B&B Dolores Walter New Holland, PA East Shore Lodging Bridget Gelderman Hawley, PA Belle Reve Bed and Breakfast Shirley Creo Bangor, PA Buck Valley Ranch LLC Nadine Fox Warfordsburg, PA

The Station Inn Thomas Davis Cresson, PA The Doubleday Inn Christine Thomas Gettysburg, PA The Guest House at Longmeadow Glenn Vernon Loganton, PA North Central PA Bed and Breakfast Association Maggie Emery Williamsport, PA 1870 Wedgwood Inns of New Hope, Pa. Carl Glassman New Hope, PA


Butterfly Meadows Inn & Farm Darlene Bobo Franklin, TN Iron Mountain Inn B&B and Vacation Rentals Vikki Woods Butler, TN Penny Walk Bed and Breakfast Mary Schmitt Dandridge, TN


Scenic Hill Vacations Jim Rolewicz Brenham, TX The Hale House Inn Timm Jackson Jefferson, TX 1895 Tarlton House Bed and Breakfast David Stoops Hillsboro, TX Jefferson Street Bed and Breakfast Lee Lowrie Irving, TX (continues, next page)

winter winter 20102010 • innkeeping • innkeeping quarterly quarterly • 35


The 1897 Iron Gate Inn B&B Susan Wooten Cedar City, UT


Dutchies View Bed and Breakfast Patrick Powell Woolwine, VA Sky Chalet Mountain Lodge Mona Seay Basye, VA Grey Horse Inn John Hearty The Plains, VA White Birches Inn Michael & Paulette Wartella Abingdon, VA Arcady Vineyard B&B and Wine Tours Erika Goodell Charlottesville, VA Afton Moutain Bed & Breakfast Dan Ingraham Afton, VA Chester B & B Inc. Jean Stratton Scottsville, VA Davis-Bourne Inn Taphne Taylor Independence, VA Clay Corner Inn Joanne Anderson Blacksburg, VA Heritage House B&B Gary & Michelle Schwartz Washington, VA Blue Ridge Mountain Inn Heather Tusing Stanardsville, VA Greenock House Inn Andria Conyers Orange, VA Blue Rock Inn Muna Miller Washington, VA


The Mountain Top Inn & Resort Diane Dickerman Chittenden, VT

Churchill House Inn Seth & Olya Hopkins Brandon, VT Timberholm Inn Tom Barnes Stowe, VT Manchester View Fine Lodging Jasen Frederickson Manchester Center, VT The Wiley Country Inn Glenn Drummond South Vermont, VT Russell Young Farm Bed and Breakfast Dennis Hysko Bristol, VT The Blue Horse Inn Keri Cole Woodstock, VT Inn Victoria Daniel Cote Chester, VT


The Willows Inn, Inc Riley Starks Lummi Island, WA Orchard Inn Bed & Breakfast Karen Merola Krueger Yakima, WA Freestone Inn Lisa Clayton Mazama, WA Swantown Inn B&B Nathan Allan Olympia, WA


Wissahickeon Farms Country Inn Sherilyn Litzkow St Croix Falls, WI Pedal’rs Inn Dee Nierzwicki Wales, WI Franklin Victorian Bed & Breakfast, The Jennifer Dunn Sparta, WI Scofield House B&B Vicki Klein Sturgeon Bay, WI Sheer Memories Dan Prohaska Muscoda, WI

36innkeeping • innkeeping quarterly quarterly • winter • winter 2010 2010

Bowman’s Oak Hill Bed and Breakfast Nancy Bowman Wisconsin Dells, WI www.Bowman’sOakHill


Westphal Mansion Inn Pam Terpstra Hartford, WI

Kaleidoscope Imprints Geoffrey Jumper W. Yarwmouth, MA

Westby House Bed & Breakfast Inn Marie Cimino Westby, WI Amil’s Inn LLC Anita Reeck Wilton, WI Heaven Scent B&B Todd Ehlenfeldt Randolph, WI Country Comfort Loren Gifford Menomonie, WI Hamilton House B&B Kathleen Fleming White Water, WI


Chestnut Ridge Country Inn Larry & Paula Garretson Dunmore, WV Manor Inn Ellen Lewis Berkeley Springs, WV


Smartbox Gregory Keating Montreal, QC


Leisure Linx Mary Baker Cape Coral, FL (Instant World Booking) Gary Galante Sarasota, FL


United Insurance Agencies Karmen Ward-Ailes Muncie, IN

Best Friends Cocoa, LLC Linda Guttman Arlington, MA


Intuit, Inc. Jude DiClemente Monroe, NC


Newmarket International Brigitte Laurence Portsmouth, NH


BnBscape – Green Bed and Breakfasts Conny V Lima Highlands, NJ


Elizabeth Campbell Photography Elizabeth Campbell Glens Falls, NY

RHODE ISLAND Jonathan L Howe Warwick, RI


Elizabeth Russell Vacaville, CA

CONNECTICUT Jennifer Kalotai Monroe, CT


Kathleen Nasser Delray Beach, FL Thomas Krivchenia Palm Harbor, FL Paula Post St. Augustine, FL


Kim Bauman Suwanee, GA


Greg Larsen Cobden, IL


Jeff Brickey Santa Claus, IN


Susan Waite-York Houlton, ME


Lisa Macheca Saint Louis, MO Richard Giesler St. Louis, MO


Myrta Defendini Ridgewood, NJ Mike Scott Millington, NJ Mary Ellen Tellefsen Westfield, NJ Denise Costantino Mullica Hill, NJ


Matthew Warner Woodside, NY


Trisha Davis Worthington, OH

OREGON Edi Smith Foster, OR

SOUTH CAROLINA Dan Abend Greenville, SC


Christal McManus Cordova, TN

WASHINGTON Jennifer Carlson Seattle, WA Melinda Bess Auburn, WA


Penny Tucker Tucson, AZ

CALIFORNIA Betty Gladden Alameda, CA


Melanie Jane Crawford Cherry Valley, NY

WASHINGTON Tammy Schneider Walla Walla, WA Sandra Brooks Bellingham, WA

IQ Winter 2010  

Quarterly publication for the innkeeping industry.

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